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    Mina Youssef
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    The document provides an overview of digital branding and marketing concepts. It discusses defining brands through their purpose, culture, and engagement. It emphasizes focusing on psychology over technology and not trying to please everyone. The document also covers calculating engagement rates, types of engagement, and differences between B2B and B2C marketing. Branding ingredients discussed include being different, focusing, listening, and authenticity. Government agencies and politicians using social media creatively are highlighted as examples.

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    The document provides an overview of digital branding and marketing concepts. It discusses defining brands through their purpose, culture, and engagement. It emphasizes focusing on psychology over technology and not trying to please everyone. The document also covers calculating engagement rates, types of engagement, and differences between B2B and B2C marketing. Branding ingredients discussed include being different, focusing, listening, and authenticity. Government agencies and politicians using social media creatively are highlighted as examples.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    18 views68 pages

    3 Introduction

    Uploaded by

    Mina Youssef
    The document provides an overview of digital branding and marketing concepts. It discusses defining brands through their purpose, culture, and engagement. It emphasizes focusing on psychology over technology and not trying to please everyone. The document also covers calculating engagement rates, types of engagement, and differences between B2B and B2C marketing. Branding ingredients discussed include being different, focusing, listening, and authenticity. Government agencies and politicians using social media creatively are highlighted as examples.

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    © All Rights Reserved
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    of 68

    Content for Digital

    Branding
    Introduction
    About Me…
    My job is to help you
    understand Digital
    Marketing…
    rather then learn Digital
    Marketing.
    Ahmed Hussam
    CEO, ADOBE UGM, EMEA HootAmb, Designer,
    Photographer, Author, Trainer, Developer, UX
    Consultant.
    Remember these?
    We think of the
    technology rather than
    the psychology!

    Jonah Berger,
    Professor, University of Pennsylvania.
    Best-Selling Author “Contagious”.
    The Digital
    Landscape
    I’m a great brand
    I’m a great brand
    I’m a great brand I’m a great brand It’s a great brand

    Marketing Advertising Public Relations

    I heard that you’re a great brand

    Branding
    Redefining Concepts
    Vanity Metrics
    10,110,836 Fans 4,291,504 Fans
    Fans vs Engagement
    1 Who will engage

    10 Who are Interested

    100 Who gets to view

    10,000 Total Fans


    How to calculate ER

    + +

    Likes Comments Shares

    Page or Post

    Fans Reach
    Engagement
    Don’t confuse with Interaction…

    Interactions are the conversations taking place


    between a business and a consumer.

    Engagement happens when a customer is truly


    interested in the brand
    Look outside your platforms…
    DON’T TRY TO
    PLEASE EVERYONE
    JUST DO WHAT YOU
    KNOW IS RIGHT
    Purpose Driven Engagement

    Culture of
    Purpose Driven
    Engagement = Culture of
    Purpose + Engageme
    nt
    Culture of Purpose
    What we do

    Culture of
    Purpose

    Why we do it Our Goals


    Culture of Engagement
    Alignment

    Culture of
    Opportunity Engageme Involvement
    nt

    Empowerment
    Types of Engagement
    • Responding (Interactions)
    • Brand Conversations
    • Brand Duels
    • Trend Jacking (Real-Time Marketing)
    B2B or B2C?
    https://twitter.com/FCOJohnCasson/status/903591385001058305 https://twitter.com/FCOJohnCasson/status/903607545708892160

    British Amb in
    Egypt
    @FCOJohnCasson

    https://twitter.com/FCOJohnCasson/status/596304817255018496

    * http://adigitalboom.com/creative-twitter-account-british-ambassador/
    https://twitter.com/CIA/status/474971393852182528

    https://twitter.com/wikileaks/status/475121451511844864
    https://twitter.com/WhiteHouse/status/600349047329857537

    https://twitter.com/POTUS/status/600324682190053376

    https://twitter.com/BillClinton/status/600389785769881600

    https://twitter.com/POTUS/status/600407380279566336
    https://twitter.com/realdonaldtrump/status/869858333477523458
    https://twitter.com/WhiteHouse/status/997255568782852096
    Couch Commander

    https://obamawhitehouse.archives.gov/featured-videos/video/2016/05/01/couch-commander
    Obama’s Anger Translator

    https://youtu.be/i85XtHNHpB4
    Obama’s Anger Translator

    https://youtu.be/HkAK9QRe4ds
    B2B B2C

    H2H
    Advertising?
    Forbidden City – Peking | China
    Taj Mahal – Agra | India
    Monalisa – Paris | France
    PESO Model
    Marketing?
    https://youtu.be/4Y1y1-Xo1wc
    Audience
    Demographics
    Work
    Class Location

    Gender Income

    Age Education
    Marital
    Status
    Psychographics
    • Personality
    • Opinions
    • Attitudes
    • Activities
    • Values
    • Behaviors
    • Interests
    • Hobbies
    • Lifestyle
    Personas
    https://www.hubspot.com/make-my-persona
    Branding
    Public Perception | Customer Experience |
    Reputation | Mission | History | Story | Brand
    Market Share | Style | Employees

    Logo Design | Stationary | Advertising | Packaging


    | Signage | Uniforms | Colors Identity

    Symbol | Typography Logo


    A brand is an overall
    experience of a customer
    that distinguishes an
    organization or product
    from its rivals in the eyes
    of the customer.
    Amazon Amazon
    Apple Apple
    Burger King McDonalds
    Aquafina Dasani
    Disney Disney
    Chevrolet Ford
    Westinghouse General Electric
    Google Google
    Panasonic Hitachi
    IKEA IKEA
    Mini-Cooper Mini-Cooper
    Honda Nissan
    Coca Cola Pepsi
    Nike Reebok
    Samsung Samsung
    Virgin Megastores Virgin Megastores
    Brand Ingredients
    1 – Be Different
    OOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOO
    OOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOO
    OOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOO
    OOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOO
    OOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOO
    OOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOO
    OOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOO
    OOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOO
    OOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOO
    OOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOO
    2 - Focus
    3 - Listening
    4 - Authenticity
    Thanks!

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