Branding strategies through social and networks
Base
a. Branding is story.
You must give the consumer a justification to buy, consume, or pay attention.
That may be O, O, O, and the sustained continuity of such information becomes, in itself, the story of that brand.
b. Branding is communication.
One-way information delivery to brag about or promote yourself is meaningless.
The world already has too many capable people, stable companies, good products, and lowest-priced goods.
The age of elevating yourself is over.
You must make others feel that they themselves want to elevate you.
That is why a space is needed,
and within that space, natural communication and resonance must be possible.
General process plan : (bold text indicates the proposal)
1. Decide on the client.
type a) B2B : corporate clients (organizations / companies)
type b) B2C : consumers (the actual paying buyers)
type c) B2b : industry workforce (individuals / participants)
type d) B2c : prospective consumers (potential consumers expected to consume in the future)
In any case, right now there is no proprietary content.
The service we are now building is not appropriate for our current consumers.
The target who will consume the new in-house content is the customer with the vision and age of 3 or 5 years ago.
( For example, if a beer company starts making in-house content, it should target a 15-year-old age group,
though not as beer content that 15-year-olds resonate with. (Content that can simultaneously satisfy their preferences,)
is what must be planned and produced. )
2. Decide what you want to gain.
type a) acquiring customers
type b) raising recognition
type c) customer participation
type d) growth in actual consumers
type d) building proprietary content with future revenue models in mind
3. Think about how proprietary content is composed.
type a) info-related content tied to existing products or services
type b) news-related content on the latest market trends or new technologies
type c) content for customers (pre-purchase / post-purchase)
type d) building proprietary content for an independent service that requires dedicated staff and time
4. Differences between the existing blog model and social-network-ization.
: whereas the existing blog was administrator-based,
the social network is based on the resonance of the people who visit.
That's how, on Cyworld, even the unemployed could pose as a chaebol's son or as a major-corporation employee,
and bloggers could become "experts" or power bloggers just by copy-and-paste.
It was a charade.
But network-based social is different.
Delivery and resonance are already, in their roles and functions, problems of completely different dimensions.
Concrete execution plan
1. Composing a Facebook page
: a Facebook page is not a simple corporate or purpose-driven blog.
Through Facebook's massive internal changes since April, it was reborn as a kind of object(?).
2. Linking with other pages and sharing connections
: through pages, you became able to befriend pages — not famous people but pages — that own enormous customer bases,
and indirectly approach those customers as well.
3. Integrated service management through mashups (Twitter, Facebook, Cyworld... etc.)
4. Running events with seasonal, long-term storylines
: running contests targeted at college students, plus sponsorship / education / indirect education through information sharing
5. Setting up the type and direction of proprietary content composition.
: identifying which of the items mentioned above and below are appropriate for our company,
and making them concrete.
6 -1) Introducing the participating people and storytelling their daily lives and work
6 -2) Rather than the catchphrases or organized philosophy laid out on the homepage,
postings that give meaning to the ongoing process and to each role.
6 -3) Those postings done not by the administrator, but by the people of each part talking to each other in a conversational way.
7. Although it belongs to the only content category on the homepage,
the News category, which can only be uploaded irregularly due to various circumstances,
rather than simple one-way information delivery from "company -> consumer".
And not merely information delivery, but
also describing together the on-the-job reactions caused by that information and the influence it had on individuals.
8. The most important thing is that the company's branding and the company's internal content are made not by managers but by the members.
And only by doing so will consumers (whether B2B or B2C..)
treat the agency not as a money-making enterprise or competitor, but as a person.
treat the agency not as a money-making enterprise or competitor, but as a person.
