I have finally found a presentation at #SMWF that went deep into some branding ideas in social media. Kemi Benjamin spoke about social media management as a key part in branding but not the main part. I have enjoyed seeing what Nike has been doing in the branding space and how social it is without being all about social media.
I think this is where Kemi has got it right with Nike. The focus is on being social. Making running social and this is not limited to social media only, however most of the campaign is underpinned by social media.
The “running social” focus lead towards brand advocacy. This advocacy is brilliant in social networks because an advocate can easily share content about your brand in a space where they have influence. Kemi feels that this brand advocacy is the most important element of a strong brand.
According to Kemi brand advocacy,
– drives peer recommendation
– cultivates influencers
– delivers a loyal (sustainable) base
– increase marketplace capacity
– reduces costs and increases margin
If you have not worked it out yet, I seriously enjoyed this presentation. So here are Kemi’s core conclusions about social media and branding. Bookmark these, save then, make them your screensaver – just make sure you understand these!
Social media and branding core conclusions
– Core marketing principles still apply
– Know your objectives and then determine what social will bring to your brand plan
– Advocacy is critical. It requires work and resource investment
– Always on. Social is 24/7, 365
– Be analytical, sweat each detail. It will produce results
– Provide a framework and don’t be afraid to make mistakes
– Local is Lekker. African landscape is unique
– Be fast, be light, be on your consumers terms
