The 5 Cs of Brand Socialization

A roadmap to business generation powered by social media

BRAND SOCIALIZATION

CONTINUOUSLY

Socialization to render social, to make fit for living in society

Clausen 1968

Brands are just names for solutions.

Needs Solutions Branded Solutions

And very very useless, if people dont discuss them.

Brand Socialization
[Brand] Socialization refers to the process of learning ones [consumer-]culture and how to live within it. [Brand] Socialization should provide the skills, [the methods,] the habits [and the technologies] necessary for acting and participating within the society.

Wikipedia & [me]

Why are we thinking about this?

Dont expect your customer to visit you, YOU have to meet her in her interest fields

Brand Socialization (applied to Facebook)

CONTENT
What? Give access to unique content or applications that enrich peoples lives in a tangible way. Transform branding from professional irritant to useful precious. How? On Facebook companies can offer brand content in original formats (e.g. branded utilities or widgets).

BRAND SOCIALIZATION

CONTINUOUSLY

Example: Blokbusters Movie Clique-application

Thank you for

Your Attention
Traditional Advertising Stops Here

Brand Socialization (applied to Facebook)

CONTRIBUTION
What? User generated content makes your brand promise genuine and utterly convincing. Make them engage, share, personalize, and before you know they will have become brand ambassadors. How? Facebook offers an experience-sharing platform that allows its users to contribute opinions, photos and videos empowering the social affirmation of an entire community behind your product.

BRAND SOCIALIZATION

CONTINUOUSLY

Example: Victorias Secret Facebook Page

Brand Socialization (applied to Facebook)

CONTEXTUALIZATION
What? No more is a brand what the company says about its product. Its what a friend tells a friend. Social context to product -interest, -preference, -purchase or -use offers a much richer interpretation. How? Facebook allows travelling content, from friend to friend. Brands become a part of people's daily conversations;
- interest or preference - purchases Beacon - ads Social Ads Facebook Groups

BRAND SOCIALIZATION

CONTINUOUSLY

Example: Facebook example for Social Ads

Brand Socialization (applied to Facebook)

CONTINUOUSLY
What? Brand communication is surpassing the boundaries of time & space. Brand conversations are taking place anytime involving people from anyplace around the world. Make your brand ubiquitous. How? Facebook is accessible 24/7 from any kind of device with internet connection.

BRAND SOCIALIZATION

CONTINUOUSLY

Example: Mobile Facebook

Brand Socialization (applied to Facebook)

CONVERSATION
What? Continue the dialogue wholeheartedly. Guide them through non-stop interaction from interest into action. An ongoing conversation leads to a relationship and a relationship leads to affinity. Qualify & follow-up their needs.
BRAND SOCIALIZATION

How? Facebook offers the possibility to leverage the conversation up to a next chapter in the decision making process.

CONTINUOUSLY

Example: H&M Facebook page refers to H&M online shop

AMBASSADOR PROGRAM

PROsumer

PROducer

BRAND SOCIALIZATION

SOCIAL AFFIRMATION

ONGOING DIALOGUE

CONTINUOUSLY

PROspect

BUSINESS GENERATION

Marketing Communication .is not walking the classical path anymore

We arent in the telling business We are in the catalyst business

ScenarioDNA The Consumer Insights Think Tank

The -SO WHAT!?- Slide

So What!? Blogs, Facebook, Twitter, YouTube they are just channels. Correct. For them to really work, you need - a social product and/or a sticky story around the brand - passionate people on the inside (Conversation Managers Champs) - useful and precious content online (e.g. branded utilities) - just one killer-idea and someone skeptic to filter out the bad ideas MY BEST HINT Challenge @Crusty from Emakina.com

@Moorke