The Development Trend of Brand

Bewertungs-set, vektor smileys

By Yujie Zai

Every time, when we want to buy a stuff, for example—a camera, we will compare several different camera brands. We will compare some basic factors of those brands, such as functions, appearances, and prices. And we may ask some other people’s advice. There is not doubt that sometimes other people’s suggestions and impressions of a product or a brand will influence your decision.

Another example, everyone may have the experiences of online shopping. Except you buy a familiar product or regular use product, you may check the Customer Reviews before you make a decision. If the user evaluations are not very well, you may give up buying this product.

Thus, the image of a brand and the brand’s products is very important.

customer-reviews-salesI read a New Yorker article entitled “Twilight of the Brands” written by James Surowiecki. Surowiecki points that with the development of online shopping and social media, customers can get the information of a product more easily. It is undeniable that this is an obvious truth. As far as I kwon, there have a lot of bloggers or twitters specialized write and post the product reviews and product comparisons, they recommend some good products. As a result, most people are not a certain brand’s loyal fans. According to this article, a research

For this reason, all kind of brands need to build their own brand story, brand personality, brand value, and a wonderful brand service in order to increase the competitive force and win customers in contemporary society. Nowadays, with the rapid development of social media, this is an unstoppable trend. Brands need rely on many new ideas to attract customers.shows that only twenty-five per cent of respondents said that brand loyalty affected how they shopped.

Related to our class, if want to consolidate relationship with consumers, a brand team must know that what makes a brand worth sharing. I selected these worth sharing factors from the article, hope its can be helpful:

  • Brevity – no surprises, given that 140 characters amounts to communications’ fast food. Made to snack quickly and often.
  • Attention grabbing – the communication itself talks to something the reader is already    interested in
  • Inviting opinion – the best messages encourage interactivity. That makes them ‘socially useful’
  • Humanity – messages that feel personal and that share experiences and reflections are shared by people who feel the same way or have experienced the same or similar feelings.
  • Positivity – everyone loves good news
  • Useful – people want to pass on information that helps others for all sorts of reasons – not the least of which is that it raises the estimation of them with their peer group
  • Saving money – people want to see others benefit.
  • Relevance – references to what’s happening “today” have an immediacy and a currency that suits this tweet today, gone tomorrow medium
  • Narrative – we all love stories for their truths, their drama and their ending.
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When is Social Media No Longer Social?

By Shaun Collins

I just came across a breaking news story about a bank executive who sent a flaming email to a prospective jobseeker, lambasting her for seeking access to the exec’s Linked in profile (and thus her contact list.)

The article can be found HERE.

Now the very nature of Social Media requires etiquette and protocol be observed.  You don’t jump into a Facebook friendship with someone just to make friends with one of their friends.  It’s uncool (and a little bit creepy) but that’s just what this jobseeker did here.  Now the polite thing to do would have been for the executive to just ignore her, or even better, explain why this is inappropriate behavior.  Instead she went way overboard in her response.  BUT, at what point did this become wrong?  The job seeker was unprofessional and out of line to begin with, and the exec responded in kind.  That should have been the end of the story, but the job seeker had to go one step farther, to then post that email on other social media sites with the caption “Let’s get her.”

Am I the only one who thinks this is the cardinal sin committed here?  The article definitely seems to take the job seeker’s side of the argument, presenting the story of a young innocent that stood up to evil corporate mentality. It’s more like yelling at a misbehaving kid in the grocery story who tried to get into your purse at the checkout line, then getting slapped with a lawsuit because you raised your voice at them.

And “Lets get her”?  That kind of lynch mob mentality is dangerous in more ways than one.

There’s a part of me that personally agrees with the executive. There is a sense of entitlement among younger people today, and it’s not fair to those of us who earned our way in, paid our dues, climbed our way to the top and most importantly, LEARNED from those experiences.

As we discussed in class earlier this week, there’s a definite move toward checking what you post on social media… and keeping it in check.  Businesses are frequently treating Facebook just as valuable as a background check or a set of references—maybe fairly, maybe not.

Image

Photo courtesy of http://www.gordonmarcy.com

Social Media can be a minefield to navigate regarding what we share, I guess now we need to watch how we share as well.

Moving to visual communication online

By Sage Lynn

Brands need to take note, visual communication is the future and it fits with how we are using social media to share content. Videos make it easy for any brand to share their stories. These stories can range anywhere from a beginnings story to how something has changed or how they are improving a product. And according to a study of the top 10 brands on Facebook, videos are 12 times more likely to get shared than any other post. This translates into word of mouth exposure online by shares and likes by people who are promoting your brand without you forcing them to see it. They want to see it. That’s the one part that make this the most important. They are sharing the videos and pictures because they want to see it and have their friends and family enjoy it as well.

social-psychology-sharing

This article by Stephanie Buck from Mashable.com discusses the move towards a more visual communications marketing strategy rather than just talking to the consumers. She even uses her own method by enforcing the concept with an infograph. It touches on how apps like Instagram and Tumblr are growing much faster than Facebook.

Brands have to start looking at how they can do more with the idea of showing their consumers a story and not telling it to them. This concept it not a new one. Chuck Longanecker suggests taking suggestions from apps like Pinterest and Flipboard. He also mentions that the “less is more” idea is showing up more often as a trend. Here is the rest of the article about the beautification of the web.

Photo courtesy of marchpr.com

Infograph courtesy of Media Bistro

Telling A Story Through Song

[By Ryan Ogle]

Social media has provided bands and musicians a wealth of opportunity to connect directly with, as well as expand upon their fanbase. Beyond the traditional method of relying on reviews, interviews and advertisements to build hype for an upcoming album, or exhausting promotional resources on “single” – most of which rely on trusting journalists and critics to tell an album’s story – bands can now utilize the tools provided by social media and social networking to let the music speak for itself.

As the owner and operator of a niche music promotions and media relations company that works primarily with independent and “underground” artists, one of my most effective promotional tools is the track stream. Using sites like Soundcloud, Bandcamp, ReverbNation and YouTube (among others), bands can release one or more songs at a time from an upcoming album as a way to give their audience a preview of what’s to come. Most campaigns I work involve multiple track streams released two to four weeks apart, with a full album stream going online the day or day before release. Not only does this give fans more than just a single to go off of when deciding whether to purchase an album, it’s also a proven deterrent to illegal downloading. In today’s music industry where sales are almost non-existent and each new album is fighting for attention amongst a sea of weekly releases, it is more important than ever to tell a good story about the record before its street date.

One memorable campaign where I employed this technique came in 2012 when I was hired to promote the new album from extreme metal band, Cryptopsy. With a history dating back to the early ‘90s, Cryptopsy has long been one of the most influential and respected bands in extreme metal and has sold over 300,000 albums to date. In 2008, the band switched gears to a more commercially-viable sound. Their fans did not respond well and the band lost credibility among many who felt they lost their edge or ever “sold out.”

Four years later, Cryptopsy had “returned to their roots,” so to speak and had written and recorded an album that captured, and improved upon, the essence of the early material. Without the financial backing of a record label to help with high-profile (and cost) ad campaigns, we had to rely on social media to convince fans that the band the loved a decade ago was back. When we first announced that the band was back with new material, the chatter on Facebook and online forums showed that the audience was skeptical at best that Cryptopsy had truly returned to a more extreme sound. Seeing the potential for a failed campaign, my partner and I were able to talk the band, which was very hesitant at first, into giving a series of track streams a try. Within hours of posting the album preview, sending the press release, and getting word out via social media, the band’s Facebook page had exploded with fan reaction. Music news sites, facebook pages and forums were buzzing with the news that the band had indeed “returned” and the stream began to go viral.

Because the album was being released on different dates in different countries/territories, the following couple of track streams were a bit complicated in regard to timing and outlet, but by the fall of 2012, right before the album would be out in physical and digital formats in North America and Europe, we were able to stream it in full on the heavily-trafficked Blabbermouth.net (nicknamed the “CNN of Heavy Metal News”). The results went beyond all of our expectations and, within a month, the band had sold 5,000 copies of an album they were putting out almost entirely by themselves.

This campaign was an example of how were able to utilize new promotional strategies and social media to convincingly tell the story of how Cryptopsy were able to successfully bounce back from an unpopular release and regain the attention of their audience.

Photo courtesy of http://www.cryptopsy.ca

The Blabbermouth.net full album stream was posted on November 20, 2012 at this location.

The stream, posted via an embedded soundclound link, has since been taken down.

A Mistake In Authenticity

By Elizabeth Twietmeyer

This above all:
To thine own self be true,
And it must follow, as the night the day,
Thou canst not then be false to any man.

– Hamlet, Shakespeare

Great words from Shakespeare on the ideas of authenticity. Along with Shakespeare, our book and class lecture gave us excellent information on how to be authentic on social media. As  I went on to further research authenticity for the blog I ran into an article from Social Media Today that gave four tips for authenticity. Here they are:

1. Make It Personal

2. Avoid Scripts and Schedules

3. Never Use Tragedies

4. Be Creative

Social Media Today Link

When I saw the third tip, “Never Use Tragedies” alarm sounds went off in my head at an example of this type of situation. Last September, AT&T tweeted a photo of their smartphone with a superimposed image of the Tribute of Light on the screen. (cover image) At first glance this might seem like a heart felt tweet remembering a terrible day in our nation’s history. However, viewers of this tweet did not appreciate it and felt it to be not authentic. It seemed as if AT&T had used a tragedy to try to make a sell for one of their phones. Just like the article from Social Media Today states, “Speaking of national tragedies, it is never a good idea to use them for your own benefit. This strategy rarely (if ever) fools customers, particularly those in the area affected by the tragedy.”

AT&T and the CEO quickly released an apology for the tweet. “Yesterday, we did a post on social media intended to honor those impacted by the events of 9/11,” he writes. “Unfortunately, the image used in the post fell woefully short of honoring the lives lost on that tragic day,”  said CEO Randall Stephenson. This is a great tie in to our chapter 6 in that you should respond quickly to all bad comments. AT&T Apology

Overall this AT&T 9/11 tweet is an excellent learning tool for the company and for us as a class to remember times when our desires to be authentic (and possibly sell our product) should be put aside to simply remember a tragedy.

Image Courtesy of proactiontranshuman.wordpress.com

Social Media Transparency During a Crisis

social media crisis

By Emily Juhnke

Transparency is a critical element for companies to consider on social media. It is important to reveal certain information in order to earn and maintain the trust of key publics. This lets your audience recognize that you care and respect them enough to get them the information that they want and need to know. Being both upfront and honest can help in building positive relationships with two-way communication and interaction.

In Chapter 9 of Likeable, Kerpen writes, “You must be as honest and transparent as possible when using social media.”

A crisis is one situation in which it is critical for a company to be transparent with their publics.

Making excuses, shying away from answering questions, and trying to cover up important information will only further damage your reputation and potentially lengthen the crisis. It is critical to acknowledge the crisis, let your audience know that you care and are making steps to solve the problem, and deliver them the information they need and deserve to know.

Some companies have done this excellently and are great examples of how to use social media in the time of a crisis.

The article, 3 great examples of crisis management on social media, illustrates ways that several companies appropriately and effectively used transparency during a crisis situation. The first company highlighted in the article, Southwest Airlines, had a fast and open response via social media when one of their flights landed nose-down at an airport. They acknowledged the situation right away and kept their audience up to date as it developed.

Unfortunately, not all companies use social media productively during a crisis. Sometimes it seems that there are actually more bad examples out there than good ones. The article, 11 examples of bad social media crisis management, has some great examples of bad social media crisis management.

The blog post, How to Respond to a Social Media Crisis, states “Your very first public statement of the crisis will set the tone for how your brand is perceived throughout it – so show sensitivity, and humility if appropriate, and ensure that people know they are your first priority.”

When in doubt, be transparent.

Image courtesy of: http://spinsucks.com/social-media/social-media-crisis-management-lessons-learned/

Facebook is a Gold Mine for Advertising

By Megan Beck

The key to advertising for any company is to find the right target audience. The more specific the better. So how do we make sure our advertisements are targeting the right audience? Social media is one of best and most new ways for selecting your target audience.

If your company has a social media site such as Facebook you will have a huge advantage.Facebook for business has it perfectly set up for you and they make it so easy. All you have to do is follow the steps and they will help you set up your page, pick your target audience, advertise, and then show you a review so you can adjust your advertisements. When people search for you on Facebook they will be able to find you and actually interact one-on-one with you. This gives you the ability to listen directly to your customers and make sure you’re products are meeting their needs and if they are not you can  address the concern and fix it right away. Facebook also helps you contact large groups of people with needs and interests similar to yours or your company. Once you see what your audience likes you can specifically tailor your advertisements to that audience.

Inviting friends and sharing your page can really help your company or business as well. Make sure people know you’re there. The famous “like” button on Facebook works great for finding your target audience because when you “like” something on Facebook it shows the company that you like them or a certain product and it also shows up on the customer’s Facebook timeline and news feed so friends of theirs can also see that they liked that particular company. If you have people who have never heard of your company or business and they see it on a friends timeline and it interest them, Bam, you could have another customer; that fast. Social media is where people tell the world about themselves so it is a gold mine for companies who want to know more about their audience. When people like your page you can look at their profile and learn more about them, giving you the ability to literally tailor an advertisement to any individual. This has really changed advertising and if you’re not up with all the social media you are going to fall behind, fast.

For more information about Ads on Facebook you can visit Facebook/Ads!! 

Photo courtesy of Samuel Adams