MSM 10 – Four Personalities of Brands Online

Loic Moisand, CEO and Co-founder of Synthesio spoke about finding the right monitoring tool to match your brand’s identity and goals.  He shared four brand types and how to design your strategy to fit each one.

The Boring Brand

  • Buzz: Average
  • Intensity of Sentiment: Low
  • Social Media Presence: Low
  • Engagement: Low

To create engagement for a boring brand, you have to create fun.  Moisand demonstrated advertisements from an insurance company that took advantage of misspellings of their domain to create a site comparethemeerkat.com.  This increased attention, engagement, and sales by keeping their strategy simple.

The Functional Brand

  • Buzz: High
  • Intensity of Sentiment: High
  • Social Media Presence: Average
  • Engagement: Low

You don’t talk for hours about a functional brand, just whether you were happy or not.  Moisand discussed a case study on how Orange moved from a static FAQ to engagement on Twitter and Facebook by creating a new department within the company.  In this case, ROI could be easily measured by demonstrating savings from replacing phone calls.

The Exciting Brand

  • Buzz: High
  • Intensity of Sentiment: Average
  • Social Media Presence: High
  • Engagement: High

Exciting brands have a strong community of followers that crave updates and information from the brand.  Moisand discussed a Red Bull video that is designed to be exciting content for their community to follow.  The key for an exciting brand is to optimize your campaign.

The Vital Brand

  • Buzz: High
  • Intensity of Sentiment: Average
  • Social Media Presence: High
  • Engagement: High

You don’t need to offer a sales pitch to clients of a vital brand (e.g., health brands), you just need to reassure them.  It’s critical to find insights from clients by understanding their expectations and the trends within the market.  With social media, you’ll find answers to questions that you didn’t know to ask.

A single brand may have features of all four profiles at the same time.  Choosing how to monitor depends largely on your goal.  Your brand has different facets and challenges, and your monitoring solution has to deal with all of them.

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