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How Social Media Is Changing Brand Building

How Social Media Is Changing Brand Building

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Published by agiles_8
Marketers accept that social media is now a fundamental part of brand building, but putting that theory into action is still a challenge as many struggle with how to use social engagement effectively. Social efforts do not represent a standalone solution and need the scale and consistency of paid and owned media.
Marketers accept that social media is now a fundamental part of brand building, but putting that theory into action is still a challenge as many struggle with how to use social engagement effectively. Social efforts do not represent a standalone solution and need the scale and consistency of paid and owned media.

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Published by: agiles_8 on Sep 21, 2012
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02/28/2013

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Forreter Reearc, Ic., 60 Acor par drive, Cambrie, MA 02140 UsA Tel: +1 617.613.6000|Fax: +1 617.613.5000|www.orreter.com
How Social Media Is Changing BrandBuilding
by Tracy stoe, May 7, 2012
FOR: CMO& MaretiLeaeriproeioal
key TakeaWayssc M i Nw a Brn Bn Rqrmnt, Bt Nt on itown
Marketers accept that social media is now a undamental part o brand building,but putting that theory into action is still a challenge as many struggle with how to use social engagement eectively. Social eorts do not represent a standalonesolution and need the scale and consistency o paid and owned media.
Brn Bn strt an sc strt ar inxtrcb intrtwn
Te undamentals o brand building have not changed. Marketers must still orgean identity or the brand and communicate it across all consumer touchpoints tocreate a consistent brand experience. But in the 21st century, brands need to have asocial story to leverage the emotional and persuasive elements that make oeringssuccessul.
Tr ar Tr strtc R sc s p T h B yrBrn
Marketers must use social to serve their brand building objectives. It can help thebrand: 1) build a relationship to become more trusted; 2) dierentiate throughan emotional connection to become more remarkable and unmistakable; and 3)nurture loyal ans to become more essential.
 
© 2012, Forreter Reearc, Ic. All rit reerve. Uautorize rerouctio i trictly roibite. Iormatio i bae o bet availablereource. Oiio reect jumet at te time a are ubject to cae. Forreter
®
, Tecoraic
®
, Forreter Wave, RoleView, TecRaar,a Total Ecoomic Imact are traemar o Forreter Reearc, Ic. All oter traemar are te roerty o teir reective comaie. Tourcae rerit o ti ocumet, leae emailclietuort@orreter.com. For aitioal iormatio, o towww.orreter.com.
FOR CMO & MARkETIng LEAdERshIp pROFEssIOnALs
Why Read This RepoRT
Social media has undamentally changed how consumers interact with each other and with brands. Asa result, marketers tell us that they now consider this new channel to be a critical component o brandbuilding. And while many marketing leaders are asked, “What is your social strategy?” the real questionis, “How does social media change the brand strategy?” In this report, Forrester identies three ways inwhich social media can help marketers’ brand building eorts by: 1) building a relationship to becomemore trusted; 2) dierentiating through an emotional connection to become more remarkable andunmistakable; and 3) nurturing loyal ans to become more essential.
Table O Cotet
sc enmnt i Ncr Bt Ntsfcnt Fr Brn Bn
Cautio: social Meia Lac Te power ToBuil A Bra Aloe
Brn Bn strt Mt dctt scstrt Tr W sc anc yr BrnBn ert
Trute Bra Buil A RelatioiRemarable A Umitaable Bradieretiate Trou A Emotioal CoectioEetial Bra nurture Loyal Fa
WhAT IT MEAns
Brn Mrtr W at T T Nwsc Rt smnt Mtr
note & Reource
Forreter iterviewe 12 veor a uercomaie iclui 33Acro, 360i, diita,geeral Motor, imc2, JetBlue Airway,Mcdoal’, Raia6, Rocf Iteractive,Tetwave diital, Vivaki, a Webersawic.
Relate Reearc documet
hw sc M i Cnn Brn Bn
byTracy stoewitdavi M. Cooertei, Corie Maia, a Mattew deroa
21011
MAY 7, 2012
 
FOR CMO & MARkETIng LEAdERshIp pROFEssIOnALs
how social Meia I Cai Bra Buili2
©2012, Forreter Reearc, Ic. RerouctioproibiteMay 7, 2012
soCial eNgageMeNT is NeCessaRy BuT NoT suFFiCieNT FoR BRaNd BuildiNg
Social engagement is not dened by a Facebook page or a media buy — it is a way to communicatedirectly with consumers on their terms, whether that’s reading a blog, sharing a Youube video, orposting to a social networking site.
1
What does this mean or brands? In Forrester’s February 2012Marketing Leadership Online Survey, marketers told us that social media:
Has become a major channel on par with search.
Marketing leaders believe that socialmarketing and media have become intrinsic to 21st century brand building.
2
In our survey, oneout o ve chie marketing ocers (CMOs) said that they are personally accountable or socialeorts. Tey need to determine how digital media like social and mobile will undamentally change how brands are built (see Figure 1-1). In act, among digital channels, they view socialmedia as second only to the Web in aecting branding and second only to search in aectingbrand building eorts (see Figure 1-2 and see Figure 1-3).
Redefnes the relationship between consumers and brands.
Forrester’s research shows that59% o online consumers are active on social networking sites at least weekly, and one-third o online users have become a an o a company or brand via social platorms like Facebook andwitter (see Figure 2).
3
O marketing leaders we surveyed or this report, 92% believe that socialmedia has undamentally changed how consumers engage with brands.
Forces marketing strategies to adapt.
Tree out o our marketing leaders surveyed arechanging their marketing strategy as a result o social media. wo-thirds claim to have aclearly dened social marketing strategy, but only hal view their social eorts as strategically integrated into their 2012 brand building plans (see Figure 3).

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