Manage your brand in the era of collaboration, engagement and (multiple) channels
<< For many, Social Media is the new currency of trust, credibility and influence. >>
It encompasses the tools and ways in which consumers and key stakeholders share profiles, opinions, insights, experiences, brand content and media itself.
In today’s world everyone is a publisher, everyone has some level of influence through his own personal network. Information can be gained and shared quickly across international markets, tearing down geographical and temporal limits we have been used to until now. In fact, conversations are occurring constantly online, offering immense opportunities and challenges for brands.
Nowadays online sources cannot be considered to be self-referential nor can information generated by them be considered and inconsequential. In fact, there is no longer a clear distinction between the information produced via “mainstream” media and the user-generated content; no more barriers exist between mainstream and online information sources that prevent stories from passing from the social web to the mainstream media.
Today reality has capsized the opinion according to which mainstream media is trustworthy and legitimate while information provided by online sources lacks credibility and substance.
That’s why it is extremely dangerous for those who are in charge of brand guardianship to ignore the basic dynamics of the social web.
By creating a constructive conversation online, it is possible to improve services and products, offer fast and effective customer service and engage with a world-wide audience, increase brand awareness, convey brand essence and values, protect the brand, strengthen consumer trust in the brand.
It is important to know and to be able to manage the different methods that can be used for listening to consumers via social media, but also to be able to define and share guidelines for interaction.
The more consistent the brand is across all customer touch points and over time, the more the brand will firmly stick in people’s minds and will be easily recognized by them. Furthermore, brand consistency helps reinforce brand loyalty because it helps make a brand more salient.
HP has developed an industrial strength approach which any organization can use to deploy a social business strategy. Our approach is to support the whole journey with our consulting services, which have specific capabilities for each step of the journey.
This involves identifying the detailed use cases that are the main opportunities to use social media (and the resulting social intelligence) to manage and empower brand management strategies.
Some of them can be implemented individually, while others are prodromic to the full effectiveness of different Use Cases. All of them we have grouped in three Business Scenarios which models the link between brand management activities, goals we aim at and qualitative and quantitative impacts we can achieve, to show possible ROIs.
Related Document:
- Check out this presentation and learn more about our indutrial-strenght approach which any organization can use to empower brand management strategies in the era of digitalization
