Please wait while the transcript is being prepared...
0:00
Hi. My name is Julie Atherton,
and I'm the founder of
the social media advisory
and marketing consultancy
Small Wonder.
I write books on social media
and social media strategy.
Today we're going to be talking
about brand presence in social.
0:18
We'll look at what
brand presence means.
We'll consider the
differences between
differentiation and
distinctiveness
in terms of our positioning.
Then we'll look at
brand engagement
and how important it is in
building brand presence.
Finally, we'll cover
the Edelman Trust Loop.
0:39
Brand presence is the
overall existence
and availability
of a brand across
the various touchpoints where it
interacts with and is seen
by its target audience.
It encompasses all the channels,
both online and
offline, and reflects
the brand's efforts
to be consistently
accessible, visible
and engaging.
In a previous session,
we talked about
brand visibility.
Brand visibility makes
sure that we can be
seen and found within
those social channels.
Brand presence is the
memorability of being found,
So we recognise the brand.
We know what the
brand stands for
and we have
expectations about how
the brands going to
behave because of
that consistent
availability that we see.
1:32
The way that we do
this is through being
both differentiated
and distinctive.
A differentiated positioning is
that unique customer
value proposition
that sets a brand apart
from its competitors
in the minds of the
target audience.
It's really looking at what
that target audience sees
and believes about us.
This approach focuses on
highlighting the
specific attributes,
benefits or features of a brand
that are superior or
different compared to
its competitors and compared to
its competitors for that
particular target audience.
If we think about an example
of a differentiated positioning,
we could look at Tesla.
They combine innovation and
electric vehicle technology
to provide this superior
performance and
their advanced autonomous
driving features.
Tesla has changed buying a car
to buying a computer
that you can drive.
That actually is a very
differentiated positioning
from any other automotive.
The other car brands
are following Tesla,
but they're still
primarily marketing
themselves as cars rather
than technologists.
