Brands need to adopt transparent strategy to succeed in social media

MUMBAI: Not all brands need to use social media in their communication strategy. However, those that do, should adopt a transparent strategy so that there is trust built among users. They should also open up to influence and forget about the myths of control.

These were some of the points made at a MasterClass session at the World Brand Congress on social media.

The session was chaired by BigAdda COO Shivanandan Pare. The speakers were Simplifying founder and CEO Shashank Nigam, Grapefruit chief creative officer Marius Ursache, AgencyNet VP consumer and brand strategies Alex Morrison and Digital Media CEO Ishwar Jha.

Ursache spoke about building social branding through engagement. He noted that not all brands need social media to build their communication strategy.

"However, many big companies waste time and resources on it without clearly defining the objectives that they are looking at achieving through their communication strategy. Also if a company’s core competence is in communicating through television commercials then it might be better to stick to it rather than doing a bad job on Twitter."
He said that there are different strategies that companies use. One of the most effective involves opening up to influence. He gave the example of what Dell did with Ideastorm.

The company launched a site and asked consumers what they want to see changed in the company. The company got 12,000 ideas and implemented 400. “The outcome is high if you know how to internalise feedback.”

He also noted that ideally a company should become embodied when users become advocates for it. A good example is Apple and that is due to the strength of the product. 
He urged companies to have a dedicated team that focusses on social media. He also warned that a company’s official communication does not mean engagement. The company has to lose the illusion of control in communication.

Nigam also made a point on the importance of companies not obsessing over control in communications. “While there are PR guidelines, the companies should focus more on how they can influence people’s opinions. People would rather trust a blog than a corporate site as the blog has a face to it. A large corporation on the other hand is faceless. It is key that the face of the brand comes out during communication in social media.”
Morrison said that in a digital world, people explore what they are passionate about. Brands have to find a way to intersect in their lives. Companies need to understand the different things that happen in a digital world that leads to people interacting with brands. The good news is that many brands like Coca Cola already stand for something. The next step is to see how they can add value to consumer’s lives and start the engagement process. Brands could align with consumers passions including music, nightlife, social culture, environment. He says that Zappos, Redbull and Nike are among the companies that do this really well. 

Latest Reads
PepsiCo acquires Bare Foods for $200M in a bid to provide healthy products

MUMBAI: A global snack brand started by an Indian, Bare Foods has been acquired by American multinational food, snack, and beverage corporation, PepsiCo. PesiCo has entered into a definitive agreement to acquire the US snack company that is primarily into baked fruits and vegetable snacks. The...

MAM Marketing Brands
Saurabh Varma joins INOX Leisure Ltd as Chief marketing officer

Industry veteran, Saurabh Varma joins INOX Leisure Ltd as Chief marketing officer. With 21 years of industry experience, Saurabh has donned many hats such as of a  Film Director, Film Marketeer & Distributor, Content creator and many more.

MAM Media and Advertising People
Sourav Ganguly becomes undercover delivery boy for Pizza Hut

What if you were standing in a queue and suddenly discovered that the person standing next to you is your favourite celebrity or hero? Will you be starry-eyed, nervous or excited? That’s exactly how people assembled at the Sourav Ganguly Cricket Academy in Kolkata on 15 May felt. After all, they...

MAM Marketing Brands
Virat Kohli promotes multigrain chips

Guiltfree Industries Limited, the FMCG division of the RP-Sanjiv Goenka Group launched IPL's longest ad this year for its healthy snacking brand Too Yumm!

MAM Media and Advertising Ad Campaigns
IRCTC Partners with ixigo for Hotel Bookings

Leading travel marketplace ixigo has partnered with IRCTC to exclusively power hotel bookings for IRCTC users. Through this partnership, ixigo’s wide range of accommodation offerings from its domestic and international hotel partners and OTAs will be available on IRCTC’s web and mobile platforms.

MAM Marketing Brands
Publicis launches AI powered tool Marcel

Publicis Groupe has unveiled Marcel - named after Publicis Groupe founder Marcel Bleustein-Blanchet - an AI-powered innovation that will accelerate transforming the organisation from a holding company to a platform, creating the first truly borderless, frictionless enterprise workforce, comprised...

MAM Media and Advertising AD Agencies
F&B cos reduce sugar to target health-conscious customers

MUMBAI: There’s never been a better time for fitness brands with the younger generation becoming more and more health conscious. With almost sedentary lifestyles, people are opting for healthier eating and exercise options to stay fit. Brands are ensuring their communication shows their commitment...

MAM Marketing MAM
Kundan Gold Refinery launches campaign for gold coins

MUMBAI: Gold has deep routed significance in the Indian culture, its traditions and is an integral part of religious connotations. It holds an auspicious status in Indian marriages and considered to bring blessings of Goddess Lakshmi for the bride and groom. Therefore, people are more conscious and...

MAM Marketing MAM
Twinkle Khanna joins Kohler

MUMBAI: Kohler Company, the global leader in kitchen and bath industry, partnered with interior designer, author and former Bollywood actress Twinkle Khanna for its latest campaign, ‘Colours by Kohler’. The campaign is meant to inspire people to bring colours in the bath space with confidence...

MAM Media and Advertising People

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories