C R E A T I N G B R A N D L O Y A L T Y O N S O C I A L M E D I A
Y O U R P R E S E N T E R J U S T I N L AW L E R P R I N C I PA L , T H E C R E AT I V E B A R Justin is a veteran in the advertising industry with over 130 national and international design and marking awards spanning over a 20-year career. His proven track record in developing effective brands and communications for many top-shelf clients includes K2, Disney, Marvel, KTM, Hilton and Albertons, among others. Justin is responsible for the creative oversight of The Creative Bar’s work produced and uses his talents to help clients meet their marketing challenges with creative excellence and impact.
T H E C R E AT I V E B A R While offering clients unmatched service, The Creative Bar is a top-shelf branding and advertising agency aimed to create award-winning brands, designs and messaging that deliver results. We pride ourselves on being the catalyst for the development of unique and memorable ideas that leave a positive and lasting impression on our clients’ consumers. We are strategists. We are entertainers. We are The Creative Bar. P A T R O N S
W H Y A R E Y O U H E R E
B A C K G R O U N D B R A N D I N G + M A R K E T I N G + A D V E R T I S I N G
• Branding (Who they are) • Marketing (What they are saying) • Adverting (Where they are saying it)
W H AT A B R A N D I S . • A brand is a distinct understanding of a product, service, or company. Brands do not exist on data sheets, but in the mind of consumers. Think of it as “what people say about us when we’re not in the room.”
W H AT A B R A N D I S N ’ T. • A brand is not a logo. - A logo or any other kind of trademark is not the brand itself — it’s merely a symbol for it. • A BRAND IS NOT A CORPORATE IDENTITY SYSTEM - Consistency alone does not constitute a brand. • A brand is not a product or service. - Marketing people often talk about managing their brands, but what they usually mean is managing their products, or the sales, distribution, and quality thereof.
W H AT A B R A N D D O E S . • Sale Time. - A brand’s job is to create an atmosphere where people want to buy. • Competitive Edge - The degree of trust a consumer feels towards the product, rather than an assessment of its features and benefjts, will determine whether they will buy one product or service over another. • People hate to be sold to, but love to buy. - A brand’s job is to create an atmosphere where people want to buy.
R E S T A U R A N T G A M E
H I S T O R Y O F B R A N D S O N S O C I A L M E D I A ( H O W D I D W E G E T H E R E )
I N T R O D U C T I O N • In the beginning, Brands lagged behind internet culture. It was known most for its “fails” and ethical gray areas. But as marketers started hiring people who were Extremely Online, it caught up. Posts and Tweets became more self-aware and ironic, which led to increased visibility as well as criticism.
E A R LY Y E A R S O F S O C I A L M E D I A • Example: Chargers 2007 tweet - Chargers acquired the account from a digital-media person and it came with all of his old tweets.
• Example: Domino’s First Tweet - Announced they recently fjred 2 employees for tampering with their pizza
P O P U L A R I T Y • 2012 - Facebook hits 1 billion people. • Long-form branded content. - If cable and DVR’s, Hulu and Netfmix allowed consumers to opt out of Ads, then companies started to believe that if they delivered Hollywood- level creative at internet speed, they could gather huge engaged audiences around their brands.
00:19 00:46 i. BMW pioneered the practice of creating short fjlms for the internet. Soon corporations were hiring top fjlm directors (Michael Bay, Spike Jonze, Michel Gondry, Wes Anderson, David Lynch) and pushing for special effects and production values. Apple Dillan’s Voice 01:48
• New and Relevant - Oreo’s Superbowl 2013 ad, after the Superbowl lost power during the g ame.
• Tiffany’s 10.7million followers on Instagram - Tiffany & Co. is a great example of how a heritage brand started in 1837 can use Instagram to evolve their appearance. The brand created several made-for-social stories about art, fashion and pop culture. In order to create cohesion and maintain Tiffany’s well-known brand identity, they leaned into the use of ‘Tiffany blue’.
B R A N D F E U D S Brands like Wendy’s, Doritos, and AMC are in our lives regularly, so it’s fun to see them show their brand personalities on social media. There’s almost nothing better than a funny brand tweet, except, of course, for a full-on brand-on-brand roast! You may have noticed that brands on Twitter aren’t shy about going after their competitors or any company in general. Trash talking isn’t just for the sports arena. It’s been made a currency for consumer attention, and general next day water cooler talk. When you’ve got big business
B R A N D S O N S O C I A L M E D I A ( W H E R E W E A R E N O W )
W H E R E W E A R E N O W • “Branding goes through cycles,” Brandon Rhoten, the CMO of Potbelly and former CMO of Wendy’s said. “Early days were all about features/benefjts, then endorsements, then comedy, then genuineness, now absurdness. When brands all start sounding the same, it means we’re on the verge of the next step.”
Example: PETA was heavily ridiculed when it tweeted this chart claiming people shouldn’t use “bigoted” phrases about animals. It resulted in a reaction so bad even vegans hated it.
Example: Foot long class action lawsuit. Countless lookalike pictures appeared all over the internet and more than 100,000 people ‘liked’ or commented on the original, which had the caption ‘Subway pls respond.’
S O L U T I O N S W H E R E D O W E G O F R O M H E R E
K N O W Y O U R B R A N D • Ways to standardize - Know your brand position (what you do better than anyone else, what’s the 1 thing you want someone to remember your brand for.) - Know your brand’s personality, and tone of voice. - Know your purpose on social media. How can you make that consistent.
K N O W Y O U R A U D I E N C E • Why: Segmenting audiences enables brands to focus on those audience members who are most critical to reach and also to design the most effective and effjcient strategy for helping each audience adopt new purchasing behaviors.
O T H E R N O TA B L E B R A N D S / O R G A N I Z AT I O N S i. Direct to Kids via YouTube • Zales: Women for themselves. Husbands for gifting. • Uber: Patrons to Ride. Contractors to Drive. • Verizon: Residential. Business. ii. Direct to Parents via YouTube
K N O W S O C I A L P L AT F O R M S • If you have current social media accounts, you can access your accounts’ follower analysis to see if it aligns with your assumption/strategy.
i. Facebook
ii. Instagram
iii. Twitter
iv. LinkedIn
v. Snapchat
F I N D I N G T H E R I G H T G R O U P S , P E O P L E , A N D C O N D I T I O N S F O R Y O U R B R A N D T O T H R I V E . • Communities, Adidas, & NY Times - Adidas and The New York Times are working to develop a personal, impactful dialogue with smaller, more valuable audience groups. They’re creating communities and sharing insightful content—then getting out of the way and letting passionate consumers talk to one another.
• Influencers. Quality o r Quantity. - Unlike celebrities with hundreds of thousands or millions of social media followers, micro-infmuencers may have anywhere from 1,000 to 50,000. While the exact numerical defjnition varies among experts, statistics suggest smaller niche players may wield more infmuence and trust and when it comes to effective brand marketing via social. - Micro-infmuencers drive engagement, which is key in infmuence marketing, according to digital marketing solutions fjrm MediaHub. Retail and entertainment clients saw about 50 percent higher engagement using micro-infmuencers, said the fjrm. - Specifjcally, MediaHub reported that infmuencers with 1,000 fans drove 85% higher engagement than those with 100,000 followers. These campaigns realized 10 times more effjciency than those using infmuencers with big followings, which made them more cost effective, the fjrm said.
T I P S O N H O W T O C R E AT E T H E R I G H T C O N V E R S AT I O N S . • (Who) Putting a face or faces to the brand. - Easier to put people or groups of people to help become more relatable and build trust, than a faceless organization. i. Infmuencers ii. Testimonials iii. Leadership/Staff iv. Sponsorships events and partner organizations
• (What) Be and expert and have something to say. - As we stated before good brand awareness can help how people see you and your business before they actually know anything about you - If you can position yourself or your organization as someone who is knowledgeable on a certain topic in your fjeld, the brand awareness can position you as an expert and as someone to be trusted. - Example: Volvo’s brand reputation is that they are experts on safety. “I trust Volvo on having the best safety features for me and my family”
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