Brand awareness Refers to how aware customers and potential customers are of your business and its products. > Reach more people through extensive networks. > Expertise sharing and positioning. > Drive traffic to other corporate channels.  > Deliver messages to new audiences that you otherwise would not reach.

1. BlueEarth Softwares Pvt. Ltd.

2. Brand awareness
• Brand awareness is the probability that consumers are
familiar about the life and availability of the product. It is the
degree to which consumers precisely associate the brand with the
specific product. It is measured as ratio of niche market that has
former knowledge of brand.
• The ultimate goal of most businesses is to increase sales and
income. Ideally, you want to attract new customers to your
products and encourage repeat Purchases.
• Brand awareness Refers to how aware customers and potential
customers are of your business and its products.
• Within a week after its introduction, surveys found that more
than 90% of US consumers had heard about the iPhone as a
result of advertising and news reports. This is exceptionally high
brand awareness.

3. When defining awareness, start with the very
basic question, “aware of what”?
• Awareness of the just the company or brand name? And
is that defined as the ability to name your brand name
unaided as a provider in your category or is an aided
recall enough?
• Awareness of the brand promise that you are
communicating?
• Awareness of key attributes or differentiators that are
likely to influence purchase decisions?

4. Why Brand awareness is so important
your company has created a superior product
offered at a price that delivers an outstanding
value and supports the product by
unparalleled service, but no one has ever
heard of your company or its products, how
many of those products are you likely to sell?
Zero. That’s why awareness is so important. It
is the cornerstone of strong brands.

5. The Social Media Landscape

6. Today’s Discussion
 An understanding of the highest priority social media
initiative objective.
 How harnessing social for building Brand Awareness ties
into existing organizational goals.
 Proven tactics to use with each objective that you can start
implementing today.
 Understanding the Key Performance Indicators in building
Brand Awareness
 Tips and success stories from BlueEarth.

7. Objective #1:
Building Brand Awareness

8. Brand Awareness + Social
Reach more people through extensive
networks.
Expertise sharing and positioning.
Drive traffic to other corporate channels.
Deliver messages to new audiences that you
otherwise would not reach.

9. Details About Company
People follow brands to
learn more about them.
Share content about:
– Culture
– Company news
– Employees
– Products or services

10. Thought Leadership
 Promote content
illustrating your
domain expertise that
also provides value.
Share
whitepapers, stance on
industry trends, pictures
and infographics.

11. Company News
• Share interesting new hires or industry leaders
now collaborating with you.
• New corporate initiatives worth sharing with
your community.

12. Success Stories
Sharing success stories of customers, partners,
users allow their results to speak on your
behalf
Think about how to prompt:
– Actual testimonials/stories from community
– Spontaneous customer feedback
– Case Studies

13. Measuring Success
Identify specific Key Performance Indicators
specific to building Brand Awareness
Realize that not all metrics matter for every
objective
Start measuring KPIs at start of initiatives to
track before, during and post-performance

14. Activity: Engagement
Compare activity published by your organization to
interaction with that activity to determine content
value.

15. Impressions
Potential Impressions
The total number of potential times your
content, activity could be seen
Confirmed Impressions
The total confirmed times your content, activity
was seen

16. Other Important Metrics
Total Reach
Comments
Replies
Mentions By Audience
Average Clicks/ Published Activity

17. What has Worked for Brand
Awareness in Social

19. Facebook Pages
• Vary content types
• Use metrics to find your best performing content
– Interesting content drives awareness through fan news feeds
• Optimize content to benefit SEO and further boost brand awareness
• Respond to fan comments quickly to keep fans engaged

20. Flickr
• Supplemental channel for BlueEarth
• Cross post photo albums from Facebook to Flickr using Spredfast
• Good SEO results on photo albums from Flickr and Facebook
– Driving additional people to our social accounts

21. YouTube
• Supplemental channel for BlueEarth
• Utilized UGC from contests, product demos, Super Bowl and
marketing campaign videos and corporate info
• Content drives views, comments and ratings which equals
better search results and more eyeballs
• Search engines love multimedia content

22. Google+

23. Linkedin
• 225 million+ members | Manage your professional identity.
Build and engage with your professional network. Access
knowledge, insights and opportunities.
Work your company page
Recently, LinkedIn introduced company pages — an easy way to provide
additional details about your business.
As you update your Products & Services page, consider including
appealing special offers for people who visit and recommend your
LinkedIn company page.
And of course, don’t forget to promote your company page by LinkedIn
email, group discussions, group announcements, and updating your
status.

24. Twitter
Instantly connect to what's most important to you. Follow
your friends, experts, favorite celebrities, and breaking
news.
 Twitter is a free micro blogging service founded in 2006
by Jack Dorsey and Biz Stone.
 At its heart are 140-character bursts of information
called tweets.

26. Take away & Tips
• Likelihood of a campaign going viral is small so focus on building strong
accounts and great everyday content
• Set realistic goals and expectations for social campaigns
• Cohesive strategies for developing and executing social campaigns can
benefit brand awareness and support business initiatives simultaneously
• Utilize your content across your various social accounts, not all content
must be unique
• Get the whole company thinking about social integration. Combining
website share functionality with marketing and social campaigns increases
your reach significantly
• If you need to reach a large social audience an agency partner with power-
user accounts is a good option to help with your promotion

27. Where Social CRM Comes In
Social is part of the marketing mix:
more activity requires more structure.
No one relies on just one network:
a Social CRM helps manage these.
Increasing need for scalability:
Social CRM systems are designed specifically to
help scale and grow programs.

28. Contact Us
Pranu Kumar
Concept Head Digital at BlueEarth Softwares Pvt.Ltd.
mob.—9717626370
Email: pranu.kumar@blueearthsoftwares.com
“Satisfied customers tell one friend. Angry customers tell
1000″ How Can You Repair Your Reputation? We and Our
Strategy always Solve your Problem !!!
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