Social Media Optimization: Challenges and Solutions

Posted by on May 15 2013 | digital marketing, SMO, social media optimization

While a few corporate executives admit uncertainty over social media optimization or its relevance, an overwhelming majority will admit that they foresee greater assignment of funds to the same. While only few businesses select professional services, some challenges remain.

Following are the obstacles that can be avoided.

1. Lack of Awareness

Social media optimization requires understanding the brand from the audience’s point of view, competitor’s aspect, and important terms, which is the first step. Ignoring this could lead to lost opportunities in all respects, like sales, collaborating, customer services, and others.

2. Cohesive Accountability

After establishing the goals, assigning responsibilities and accepting an overall accountability is necessary. Different departments must combine efforts to benefit the business. This prevents any possible brand misrepresentation.

3. Irregular Involvement

Consistently engaging audiences means regular participation in social media optimization tasks. Executive endorsements enable feedback to contributors, which grow the community. Having a dedicated community member as a curator or brand ambassador encourages community participation and displays the level of involvement.

4. Gaining Trust

To earn belief, a company needs confidence. Developing a sincere and passionate community depends immensely on the depth of participation of the company itself. More than opinions, a sense of conviction and strong will stand apart as respectable elements, which builds a reputable presence for social media optimization.

5. Ill-equipped Team

The emphasis is on understanding more than doing, as it is an approach more than a task.  Having your team undergo the requisite training will reduce the difficulty.

 6. Data Roadblocks

While data is essential to decision making, it should never restrict the capacities of the creative department. Most often, a spectacular creative idea can be the game changer, becoming a historic event in social media campaigns.

 7. Generalised Individualism

In addition to maintain a unique element, the real team members can support social media work. Rather than having a nameless person behind your brand, establish partnerships and acknowledge others for commendable work. Simply being useful with a focus will benefit you as well. With social dissent being expressed as well, a tactful and calm approach is required, even a light-hearted acceptance performs the necessary to maintain audience loyalty.


Ultimately, companies earn social media optimization by thorough strategy development, experimental innovations, and repetition of wholesome efforts and a fundamental framework. With these seven guidelines, your brand can fuel its progress on the path to realizing a robust market share and wider visibility.

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eBrands and Social Media

Posted by on Mar 23 2013 | branding, Facebook, Social Media

From the day Facebook allowed brands to have their exclusive presence on the social media platform, brands have started benefitting more. There was an essential need of awareness and a platform where brands can talk to the consumers. This is now met by the social media platforms and they also allow brands for various modes of engagement.

Facebook:  As mentioned earlier, Facebook has given brands the liberty to have an exclusive branding page. This comes with a variety of options that can be added to the brand page apart from the basic information. Brands can get started with contests and bring in more consumers in their circle. However, for brands, an increase in the number of followers on these platforms, also mean an everyday interaction strategy via posts.

Twitter:  Twitter, on the other hand allows brands to take on the interaction in the shortest possible word. Brands should be open to the idea that people may not always tweet the best about them. In such cases, it also acts as a space for a turnaround strategy, taking customer grievances seriously and welcoming them for solutions.

Pinterest:  The branding via platforms like Pinterest is largely based on the visual. It is more like a space where people can window shop your products. This space is still growing and not all brands have successfully utilized it. A very important factor that would work for Pinterest strategy will be with brands opening up to the idea of showcase. The more the impact of products, the better the reach.

There are other mediums like Youtube but then again, not every brand can afford a budget to support a commercial video, so third party sharing may work. At this point of time, social media platforms like Facebook, Twitter and Pinterest come with minimal or absolutely no cost, and give the brand a wider exposure.  It is time to get started and getting social, soon.

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Branding at the Super Bowl

Posted by on Feb 07 2013 | Advertising, creative agency, digital marketing

It was the Super Bowl again in America, when champion teams clashed to win the National Football League trophy. It was also the time when brands locked horns to get the aspired slot during the half time entertainments and grab maximum eyeballs.

To say the least, if it is the super bowl, a marketer knows well that he has the attention of a lot of people at a single place, at one time, in an exclusive commercial break. This is good enough to make the mark and seal the deal. So, what’s the mantra?



Tease: If marketing gurus are to be believed, a lot of people await commercial breaks during the Super Bowl and a teaser can just do the magic that a brand seeks. For a brand, dropping off hints with the help of a teaser may help bring consumers back, looking for the whole story. The advertisement for Samsung, this year, was the perfect tease for the brand and the game without bargaining on the humor.

Sponsor: This is the most run-of-the-mill idea, but provides for maximum visibility. However, this may also mean that there is a good investment required to book the slots, arena space, jerseys or anything. At the end of it all, it promises to pay big dividends.

Engage: Super Bowl polls and voting are popular way of engaging the consumers, who love to play. It mostly associates with game based questions like guess the team that takes home the trophy, or for voting exclusively for brands. Coke ended this year’s Super Bowl ad asking who amongst the chasers, is going to win the race. Watch this.

The Mecca of all American football leagues has ended and so has the fest for brands. But come next year, and one can witness some outstanding creativity and brand strategies playing in the Super Bowl half time. Who knows? The preparations might already be in swing to woo the audience and take home a chunk of the consumer base.


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Outdoor Advertising: Making the Mark

Posted by on Nov 26 2012 | Advertising, branding

Advertising has broken its conservative moulds long ago and keeps doing that every single day. With the advent and flourish of outdoor advertising in the last decade, this has become one of the most appealing ways of wooing the customer. Marketers do not like to tip toe around the idea but take it full on, making the most remarkable statements through a few exemplary takes on outdoor advertising.

Let’s have a look at what it takes to make the mark:

Point of Interaction: For outdoor advertising, the point of interaction makes a lot of importance. There is no set formula, for the advertising may appear on a billboard, a local transport, a building or any unconventional space. However, the message should blend well with the space in question.

Creativity Factor: There is no argument that outdoor advertising allows for more creativity. Given that the space is not confined to an A4 size magazine sheet or a 30 second commercial, this one gives plenty of opportunity to experiment.

Attention All: It definitely gets all the attention. For the sheer reason that outdoor advertising takes on a bigger space and makes a larger than life statement in an open arena, it grabs the eyeball. In fact, it becomes as unavoidable as the online pop up ads. So, one is not going to miss out on these, while driving back home or even inside an elevator.

Cost Play: This one works well for the advertising budget. Considering the exposure time and investment, deciding for an outdoor display of product or service idea is a cost effective deal.

Long Stay: Outdoor advertising makes for a perfect setting for a theme based campaign, run in series. People are more mobile and it is more likely that they come across the advertising while on the move, thus, giving the campaign the much needed exposure while it makes for a longer impact.

Delivering a product message has never been as competitive as in the present-day context. So, how can a brand really stand out? How can it truly create an impact? How much should the brand spend? With a splurge in digital marketing as well, brands have a lot to experiment with, when it comes to creating a unique space for themselves!

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Customer Loyalty on Social Media

Posted by on Nov 08 2012 | branding, Social Media

Customer loyalty is something which can only garnered by sustaining an effective interaction between the brand and the customer. Social media, being the increasingly popular tool for socialising, has reinvented the dynamics of human communication. Thus,
social media presents a unique opportunity to marketers to establish a connection with their customers and earn their loyalty.

Real Time Connect: Just like people use the social media to maintain an uninterrupted contact with their friends and family, brands can also do the same with their customers with the help of social media. Social media lends an outlet to organizations for updating customers about the latest offers, discounts and promotions on a real time basis.

An Extra Ear: Social Media lets the brands listen what the customers are talking about them. Brands can improve on their products or services with the help of the feedback garnered through social media.

Redressal: With the help of social media any negative feedback from the customers can be readily addressed and resolved. Grievance redressal is among the key tenets of brand loyalty.

Rewards: Rewarding the customer naturally contributes towards the increasing the customer loyalty. Rewarding people through social media triggers a chain reaction which gives wider exposure to the brand and enhances its fan base.

Enhance Transparency: With social media, customers can know the brand much better. A brand can promote its purpose and ideology in a better to its key demographics. The customer can certainly get more involved with the brand with the help of social media.

Brand Awareness: You cannot expect to build brand loyalty until and unless your customers are aware of your brand. With the help of promotions of social media, you can make your brand the centre of attention for your target market.

Social media enables brands to have a casual dialogue with their customers and establish an understanding with them. This understanding ultimately contributes towards the establishment of loyalty with the end customer. This makes it imperative for every brand to have a unique social media strategy in place.

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Creating a Unique Identity with Your Company Logo

Posted by on Nov 07 2012 | branding, Logo

A logo is a valuable asset to the company. It makes people remember them and therefore a logo is regarded as more than just a visual representation of the company.

While designing a logo, the set of skills required go beyond the conventional graphic designing. The 5 things to keep in mind are:

Initial stage: While the logo is in the initial stage, there are sketches to form a basic understanding of the logo and the application of balance to make it appealing. During this stage various ideas are generated but each should be kept in mind to progress further.

Use of Colours: Colours come in a variety. A clever use of a combination of colours can be powerful and can create a bigger impact. While choosing colours, the visual appeal should always be pleasing, too much brightness can repel the person from looking at a logo. The logo should also be able to look appealing while in grayscale or black and white.

The Right Typography: While designing the logo, the type should be in harmony and should be readable when scaled down. The use of custom fonts can create a larger impact as they stand out from amongst the overused common fonts.

It is all about the Size: A logo is all about the size. When it comes to designing a logo, it should look good in all sizes. A cluttered logo will lose its purpose when scaled down. A logo should also be in as much vector form as possible.

The Level of Details: A logo should be simple and elegant. The present tools have many effects that can be applied to the logo. Too much detailing can make the logo bulky and will also make it harder to work with since resizing it can become difficult.

Designing a logo is an essential step towards creating a unique brand identity. Not only do you need to choose the right combination of font, colours and details, you also need to make sure you have chosen the right designer to create that impactful logo!

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Is Rebranding Necessary? An Analysis

Posted by on Nov 04 2012 | Advertising, branding

The over saturation of brands in the contemporary marketplace can make your brand fade into oblivion in no time. It may come as a shock to most people but leading brands of the world like Apple, McDonald’s, Harley Davidson were once at the verge of extinction. The need of the hour is to strategically place your brand so that it maintains a formidable presence in the minds of the key demographics.

What is it?

Rebranding may involve altering the name, logo, tagline or anything else inherent to the identity of the brand so that the brand is infused with a new look and feel. This process essentially alters the statement brand is projecting to the end user. Rebranding can vary in extent from very subtle to a complete facelift depending on the need and the current conditions.

When to Do it?

Rebranding is certainly not an option which you should use only when your brand is going out of business. Rebranding can be done to do hone your brand better to the changing landscape. The priorities of today’s consumer remain in a constant state of flux. In order to sustain a brand, you must keep wooing your key demographics which can be done by rebranding. You can rebrand by extrapolating the probable changes in consumer’s tendencies or when a shift in their priorities is registered.

The Risks Involved?

One of the most obvious risks of rebranding is of losing the present brand following. Rebranding should be orchestrated very carefully, so that it confirms with the expectations of the target consumer. You can open a Pandora’s Box if your new image just confuses your present brand followers. Rebranding should eliminate the weak points of the brand image and supplement with stronger ones. However, it is critical to ensure that you do not eliminate an aspect which is inherent to your brand identity.

In this fast paced world, the lifecycle of a brand is fairly short. Rebranding is highly recommended for brands which are close to their demise. Though, this exercise can also be practiced if you want to infuse a new life into your brand.

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Making of a Good Tagline: What it Takes

Posted by on Nov 03 2012 | Advertising, branding

No matter how innocent it sounds, a tagline can be just as lethal as a Samurai’s sword. It is all in the tactics of building it. The most basic being its essential connection with the brand it is to sell. It is hard to wonder because for a large part of its audience, it becomes a catch phrase that stays on the tip of the tongue. In fact, in a lot of cases, it becomes an instant signifier for a brand and an alter ego. So, what exactly should be the ingredient for a good tagline?

A Simple Thing

Language is the trick and so is the right grammar. The gist is that the tagline should never become too long; rather, it should be simple in its vocabulary. By any means the idea should go across and must not be lost in translation.

Tickle a Bit

This may not stand true to all brands but for some it can do the magic. A little bit of humour is appreciated by everyone and brands like to play on the idea. A humorous tagline can have a universal appeal and reach out to a wider audience. However, a brand should also not go overboard in this attempt.

How True

A tagline’s association with the brand is important and this is about blending well with other elements of branding like the logo, mascot, etc. Apart from that, the brand essence should reflect in that clever one liner which would grab the customer’s attention.

Product Promise

A tagline becomes a brand’s spokesperson in more than one way. This means it should impart a subtle message of the promised service or product benefit. Brands like to work with a lot of ideas in this area but a plain vision of the company can also become a tagline like Sony’s ‘Make.Believe’. Here’s the story:

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The Role of Social Media in Brand Positioning

Posted by on Oct 27 2012 | Social Media

Brand positioning involves placing your brand favourably in relation to your direct competitors. This is done by effectively communicating the unique attributes of your product/service to the key demographics in order to gain a competitive advantage. Read on to know how social media can play a critical role in positioning of your brand.

1.       The Wavelength: For effective positioning of a brand, you need effective communication which can only be sustained if you        are at the same wavelength as your key demographics. Social media helps brands connect with their target audience on terms and conditions.

2.       Recall Value:  As the urban demographics is increasingly spending a substantial share of their time using social media, there is a need to position brands across social media to enhance recall value of the brand. Recall value defines how strong the impression of the brand is on its target audience.

3.       Conversation Value: Brand positioning is all about how the target audience relates to or perceives a brand. By sparking conversations through the outlet of social media, brand can effectively shape their opinion in the minds of their target audience.

4.       Tapping the User Generated POI: Consumers now interact with a brand by an exceedingly dynamic and complex process. Online reviews, discussion forums, social groups now also serve as a Point of Interaction between the brand and the consumer. It is vital for the brand to carefully modulate the experience of its key demographics at all points of interaction.

5.       Listening: In order to effectively position your brand, one needs to know where it stands. Social media is not just used to disseminate but also to garner feedback from the target audience. Social media is a unique channel which lets the marketers to know what is being talked about their brand among their audience.

The powerful of social media can cement a brand’s position among the target audience. Social media is a highly organic and dynamic realm which can be exploited in several ways to reach out to the consumers and position the brand formidably in their mind.

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How to design a logo

Posted by on Oct 09 2012 | branding

Logo projects the identity of a brand to its key demographics. It is essential that the logo represents the ideology and principles on which the organization is based on. Logo also helps to make an association of the brand with its consumers. Below are listed some of the things that are to be kept in mind while designing a logo.

1. Simplicity: A cluttered logo will never make a strong impression on anybody. A logo should have a simplistic design which should be visually appealing and easy to interpret.

2. Use of Colours  Irrespective of how creative is the image you want to project, it is not recommended to use more than a few colours. Use of too many colours in a logo can be distracting and could beat the logo’s purpose.

3. Unity: All the elements of the logo should be arranged in a manner that they reflect unity and communicate oneness of purpose.

4. Brand Image: The logo should aptly convey the image/ideology or philosophy of the company that it represents.

5. Uniqueness: There shouldn’t be even the slightest trace of similarity between logos of two different companies such that it leaves any space for confusion.

6. Placement: Once we are done with the designing bit, a thing that has to be taken care of is the placement of logo. One often comes across brands which have their logo placed at the middle of the header. Contrary to what the logo makers might think, it is a wrong strategy. Users have the tendency of looking at the upper left had corner of the brand page or a website. Thus, placing your logo at that location would be the most ideal thing to do if you want your logo to stand out.

After its brand, the logo is the face of a company. It conveys a lot more than what a layman could possibly imagine. A logo gives expression to the values and beliefs that the organization is built upon. Many a companies that we know today are rather recognized for their smart and creative logo designs. Take for example McDonalds that talks about an entire history devoted solely to its logo.

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