Social Media Strategy and Branding: How can Kelly Rowland Reposition Herself to Create Brand

Social Media is a great asset and a great drawback. The scale that Social Media creates is breathtaking. It also mean that great amounts of content and products are now on the market. How can your product be branded. Singer Kelly Rowland is a benchmark.

To brand in a social media era, a product must repositioned, branded, and positioned. Positioning and branding are about perception.  A marketer must create in the mind of thier customer that thier product is different than the other products. In a social media age, there is much content and products. How do you brand?

Kelly Rowland is a bench mark in branding strategy.  Kelly first repositioned herself. She went from a small segment of R & B, to the larger dance segment. She branded herself, and positioned herself as the the stylish brand

HOW DO YOU BRAND IN THE SOCIAL MEDIA ERA?  YOU BRAND BY

• REPOSITIONING YOURSELF
• BRANDING YOUR PRODUCT
• POSITIONING YOURSELF

SOCIAL MEDIA AND BRANDING; HOW KELLY ROWLAND CAN CREATE THE PRE-IMMIMINENT BRAND IN R&B MUSIC

Kelly Rowland is top brand in R &B music. To create a compelling brand she should stop positioning herself around music and start positioning herself in R & B Music

SOCIAL MEDIA STRATEGY: CREATING A LONG-TERM BRAND WITH A FACEBOOK PAGE

Creating world-class brands are like creating world-class friendships. A relationship between a brand and customer has to be worked on. If you have a friendship, but you talk about the same things over and over again, this friendship will end.  People will start going to cooler people.  In the case of customers, they will start going to cooler brands.

To renew a friendship, people have newer and newer experiences each day.  Same way with a brand. The place of conversation is the Facebook Page, or its equivalent.  The conversation is renewed through posts, blogs, vblogs, videos. Rihanna is bench mark in renewing a brand through a  Facebook Page.

SOCIAL MEDIA STRATEGY; CREATING CONTENT

A marketer must constantly develop new content to continue the conversation with a customer.  It is analogous to a human relationship.  If two people are constantly talking about the same things over and over again, that relationship will become dull and stale, and it will end.  People constantly want to be renewed in their relationships.  Customers constantly want to become renewed in their relationship with their brands.

Rihanna is a perfect example.  She is constantly renewing the content on her Page.  She is constantly expanding her relationship with her fans. Rihanna uses her fans to help her brand.  Rihanna owns the brand, but her fans experience it. Here are some ways to create brand through your page:

·        Spend time with your audience. Know where their coming from. Know the issues they are facing. Rihanna knows that her fans are interested in her music and her fashion.  She loads up her page with things she knows that her fans are going to like.

·        Be in it for the long haul. The things you do on your Page shouldn’t done to get a quick sale.  Social media is about creating long term relationships. The Ford Fiesta campaign was not about getting people to sign up for a car.  It was to introduce the car through a series of fun experiences. It was a 6 month campaign. At the end of this fun campaign, the Fiesta had 38% awareness.

·        Engage your customers by asking questions. Find out how they perceive the product.  See how they interpret the brand---and construct the content on the page that deals with that perception.

·        Always remember that you are engaging real people with real lives and concerns.  Establishing trust requires creating reliable, nurturing, prospect-focused information that is committed to offering value, with no strings attached.

·        The page should capture the reader’s attention visually. The page should have commands for readers to perform. At Rihanna’s sight, you can download music from the Page, you can make a contribution for Japan relief. To create the brand, customers have to interact with it.

The strategy for a Page can take on many areas. In the Obama and Fiesta campaign, the Page was there to attract customers and create relationships. In the case of Rihanna, the Page does both.  It creates a relationship, but Rihanna also tries to monetize her sight. Both work. It does take a strategy for deciding just what do you want to do. Here are some more ideas about engaging customers to create brand through your Page:

·        Be bold. Catch the reader’s attention.

·        Be shameless. In the case of Rihanna, she knows that people want her music and she knows that people will pay for it. People understand that nothing is for free. On her Page, Rihanna clearly states what is free and what is to be paid for.

·        Be frequent.  If you are going to monetize your sight, a strategy is to have the offer at different spots on the Page.

·        Be exclusive. Have an offer that is something that is exclusive to her Page. In the case of Rihanna, if a concert is planned, she could offer free tickets and a chance to meet Rihanna personally. The tickets can only be had through the Page.

Dean Hambleton

deanhambletonsocialmediastrategy.com

dnhambleton@gmail.com