Celebrity Endorsements

Neilsenwire (2011) state 32% of social networkers follow a celebrity which indicates that people are influenced by celebrities on social networking sites.

People who identify themselves with a celebrity want to be like the celebrity which leads to them adopting the celebrities attitudes, beliefs and behaviour. (Joly et.al 2011)

Are Celebrity endorsements a good way to sell brands?

Signing a celebrity to be associated with the branding campaign is powerful but can be risky; the organisation need to ensure that the celebrity being chosen has a genuine interest and is enthusiastic the relationship with the celebrity could appear shallow and superficial. (Marketing week 2010)

The business insider (2011) state that a $50 billion is spent every year on celebrity endorsements; Do you think celebrities are worth the money?

Why celebrities are used?

They:

1. Grab attention

2. Enhance the company image

3. Sell products

4. Allow the celebrity to build their own ‘brand’

5. Enable the consumers to build a relationship with the company through a person they ‘like’

6. Builds the companies trust and reputation

How has Digital impacted on Endorsements?

#Twitter has enabled fans to communicate with celebrities online; businesses have seen the opportunity as many celebrities such as Lady Gaga and Justin Beiber have around 20million followers. (Twitter Counter 2012) This means business can pay them to mention their brand in their tweet. An example of this was Snoop Dog tweeting about a Toyota Sienna minivan encouraging his followers to buy one.

The world becoming more connected!

PR is still Reputation, Reputation, Reputation

What is PR?

“The three main elements of public relations are practically as odd as society: informing people, persuading people and integrating people with people.” (Bernays 1952)

“We can afford to lose a lot of money, but we can’t afford to lose our reputation” (Buffet 2012)

The key to success is to understand the need for honesty in communication. According to Witts (2012) the significance of reputation management is for organisations to be more transparent as the world we live in is becoming faster, instant, and enabling global communication.

Evolution of Public Relations

The digital world has brought a high level of transparency to the world of public relations and corporate communication. (The PR Report 2012)

Social media is an example of how PR is evolving and more and more companies are using this platform as they look to maintain their REPUTATION! (itpr group 2012)

The PR Report (2012) came to the conclusions:

·         Social Media MUST become a core part of a company’s PR strategy.

·         In the modern age of PR there has been a shift from corporate CONTROL to consumer DEMOCRACY resulting in the working week shifting from 12:5 to 24:7.

 

Public Relations Disaster!

On 13^th March 2012 Tesco customers thought they had bought the New Apple iPad for £49.99 after an ‘IT Error.’ However, Tesco stated that they would not be issuing this ‘deal’ and apologised to the customers. (BBC 2012) As a result of this, consumers have launched a petition to fight back against Tesco. (This is Money 2012) Consequently, this has damaged the REPUTATION of Tesco the ‘brand.’

 

Sign the petition @ http://www.ipetitions.com/petition/tescoipad3blunder/signatures

 

Do you think Tesco should issue the iPads?

To Brand or Not To Brand?

The traditional methods of branding have a large cost in order to get the message across to the audience. Whereas, the cost for using Digital Branding is cheaper and it enables more engagement; enhancing brand building. (Microsoft 2012)

In the 21^st Century people no longer want to be bombarded by loads of companies telling them to buy this and that. As more and more people embrace digital media so has the number of Organisations.

The way consumers receive information has been evolving and the use of the internet, social media and mobile phones has changed the way people communicate with one another. (Brand Republic 2012)



Smart Phones V Tablets!



 As a result of this, the Catalan Government has embraced ‘smart phones’ and encouraged businesses in Barcelona to Go Mobile.  This will enable businesses to build brand awareness through the utilisation of Mobile phones. These businesses include the Barcelona Zoo, Aquarium and FC Barcelona (Google Mobile 2012)



Before Go Mobile!

 



New FC Barcelona Website embracing Go Mobile!



 

“33% of people coming to the Camp Nou now have a Smartphone and the number will soon be 100%. It is therefore very important for us to be present. We want everybody that has Barça in their heart to also have Barça in their pockets". (FC Barcelona 2012)

“Google Mobile searches growing 400% in the last two years, its increasing important for businesses to satisfy the needs of a mobile user by building a mobile-friendly site.” (Google Mobile 2012)

As a result of this, businesses are able to communicate special offers, videos and brand information. (Barcelona Go Mobile 2012)

This is one current example of how brands can increase their reputation through the utilisation of Digital Media.

Would you like to see London Go Mobile for the Olympics?

Questionnaires, Questionnaires, Questionnaires!

Based on the research findings of BlogStar (2012), the number of companies using questionnaires is increasing as they try to gain feedback and understand the consumers better.

This has been assisted by Web 2.0 which allowed the world to be more connected. As a result of this, companies are incorporating surveys on their webpages such as Facebook, Twitter, Blogs and their own website. This will enable a company such as Coke to target the consumers as they are increasingly spending more time which is on Social Networking sites as outlined by Nielsen (2011).

How much time do you spend on social networking?

Have you embraced Twitter?

Advantages of Questionnaires

1.      Speed and Volume of Data Collection

2.      Savings in Costs

3.      Flexible Design

4.      Data Accuracy

5.      Access to research populations

6.      Anonymity

7.      Respondent acceptability

Disadvantages of Questionnaires

1.      Sample Bias

2.      Measurement Error

3.      Non-response Bias

4.      Length, response and dropout rate

5.      Technical problems

6.      Ethical Issues

Pizza Hut Customer Feedback Questionnaire

What do you think of the Pizza Hut online Survey?

Example of McDonalds embracing online Surveys!

Have you participated in the McDonalds Survey?

Digital Developments!

Chinese language comments have swamped Barack Obama’s Google+ page, which is normally inaccessible in China because of Governmental restrictions. However, Chinese internet users found they could access Obama’s Google+ page without restrictions. As a result of this, the Chinese left comments to Obama asking for freedom of speech, human rights and information on how they can get immigration to the U.S.

Further reading

http://blog.questionpro.com/2012/02/22/7-ridiculously-simple-ways-to-improve-branding-your-online-survey/