Social media branding for small business : the 5-sources model : a manifesto for your branding revolution /
Social media branding provides the thinking, evidence, and practice to create a road map for practitioners in small businesses to develop and implement their brand in online and offline communities. It provides a start point because one of the biggest issues for small businesses is where to start. I...
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| Main Author: | |
|---|---|
| Format: | Electronic eBook |
| Language: | English |
| Published: |
New York, New York (222 East 46th Street, New York, NY 10017) :
Business Expert Press,
2015.
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| Edition: | First edition. |
| Series: | Digital and social media marketing and advertising collection.
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| Subjects: | |
| Online Access: | An electronic book accessible through the World Wide Web; click to view |
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Table of Contents:
- Preface
- Power and validity
- Key questions
- 1. Why, what, and how?
- Community reboot
- First source: function, shared meaning and objective
- Second source: emotion and your brand loves me
- Third source: self-oriented actualization
- Fourth source: personal and social engagement
- Fifth source: collective relationships
- Next steps
- 2. The importance of social media branding
- Brand as app
- What is a social media community?
- The social media brand and your brand
- Functional vs. emotional
- Relationships and community
- Closing thoughts on the importance of social media branding
- 3. Source 1: functional social media brand
- Problem solving, information search, and feedback
- Prompt action
- Convenience and accessibility
- Closing thoughts on the functional brand
- 4. Source 2: emotional social media brand
- Problem alleviation
- Privilege
- Fantasy
- Curiosity
- Closing thoughts on the emotional brand
- 5. Source 3: self-oriented social media brand
- Self-actualization
- Self-relevance
- Self-branding
- Life arrangements
- Closing thoughts on the self-oriented brand
- 6. Source 4: personal (social) media brand
- Experience exchange
- Community attachment
- Link building
- Social engagement
- Closing thoughts on the personal brand
- 7. Source 5: relational social media brand
- Personalized brand communication
- Fickle relational bonds
- Obliged relational bonds
- Preexisting relational bonds
- Emerged relational bonds
- Casual relational bonds
- Closing thoughts on the relational brand
- 8. Implementing social media branding
- Create functionality through product
- I love, service I use
- Create emotion by tapping into my feelings
- Create the personal and social
- Create relationship
- Being interactive and personal
- Closing thoughts
- 9. Brand building in action
- Case 1. Yarns with Erica and Jess
- Case 2. Westjet Xmas Cheer
- Case 3. Fun with Bitstrips
- Case 4. Communication and social media
- Case 5. Banking and social media
- Case 6. Offline engagement and online community
- Case 7. The human factor
- Case 8. Not much spark in Spark.co.nz
- Suggestion readings
- Index.