Market Positioning with Social Media

The Definition

• Wiki states: marketers try to create an image or identity in the minds of their target market for its product , brand or organization.”

• Strategy : segment target Position

• How is it Different for Social Media?

• Less Control

• Co-creation “ created and shared with most engaged customers”

SMM Positioning - the framework

• prep for Positioning

• Listen, Observe, Learn and Immerse

• Reflect, Align, Plan and Integrate

• The meat of Positioning

• Define! - what are the objectives?

• Engage and participate with authenticity

What Worked?•TIP-Ex - a hunter shoots a bear

• Exciting, new, FUN and created buzz

• Targeting was perfect - right audience, right level of engagement - interactive

• personalized

• revamp dying brand

• relevant

• able to evaluate

What didn’t work • Nestle’s Facebook

Backlash after Insulting Fans

• Facebook fan page exposure meant Nestle was held accountable for our actions.

• “Thanks for the lesson in manners. Consider yourself embraced. But it's our page, we set the rules, it was ever thus.”