SOCIAL MEDIA STRATEGY FOR BRAND BUILDING OF

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					SOCIAL MEDIA STRATEGY FOR
    BRAND BUILDING OF
  COOPERATIVES IN INDIA
      ROLE OF BLOGS

           Presentation by
        Sanjay Kumar Verma
    Nodal Officer, Coop-Connect
 National Cooperative Union of India
                       BACKGROUND
 Cooperative sector one of the vibrant sectors of Indian Economy.

 Despite privatization, cooperative model has retained
    significance.

 Neglect of brand building hindering cooperative growth.

 Credibility of cooperative sector is lacking.

 Public perception towards cooperatives still not favourable.

 Paper advocates for strengthening communication plank
    through SM i.e. Blogs.
   PUBLIC RELATIONS AND BRAND BUILDING

 Public Relations is considered important for brand building of
  an organization.

 Public Relations is a two ways communication.

 Branding is an image building activity.

 Building and nurturing relationships is important in brand
  building.
    SOCIAL MEDIA AND ITS SIGNIFICANCE IN
             BRAND BUILDING

 Definition of Social Media.

 Social Media is inexpensive and easily accessible.

 Difference between Commercial Media and Social Media.

 Social Media → Connect, Collaborate and Move ahead.

 Impact of Social Media is more profound than usual Public
  Relations tools.
            BLOGS AND BRAND BUILDING
 Definition and its nature.

 Interactive nature of blogs creates goodwill.

 Blogs engage customers through open forum of discussion.

 Blogs provide keen insights into working of an organization.

 Perfect tool for advocacy, lobbying and generating resources.

 Strong alternative to mainstream media.
 CURRENT PR PRACTICES IN COOPERATIVES IN
                 INDIA

 Significance of Public Relations is not understood for brand
  building.

 Two way communication is neglected.

 Public Relations strategies neglect brand positioning.

 Heavy dependence on commercial media.

 Cooperatives have yet to venture in the field of Social Media
 IMPORTANCE OF BLOGS IN BRAND BUILDING
          FOR COOPERATIVES

 The cooperatives are democratic organizations.

 Blogs symbolize freedom of expression, have participatory
  character.

 Blogs best medium to expand business of cooperatives.

 Good content is key to success of an organizational blog.

 Blogs can captivate the hearts of readers.

 Blogs have made many organizations succeed through
  dialogue.
             Towards Model Building

 Challenge of building up participatory models for
  cooperative sector in India.

 Brand-building through blogs is a new area.

 The nature of paper is exploratory.
      Model Building for Business Organisations

 Coops face challenge to sell products

 Challenge for not only brand awareness but also for brand
  positioning.

 Customer interactions key for brand building

 Community hubs on blog

 In post-liberalisation era one-to-one marketing is important

 Devising marketing and sales techniques through blogs important.
        MODEL BUILDING FOR PROMOTIONAL
                ORGANISATIONS
 Devising effective communication strategies for fulfilling
  members’ expectations.

 Blog is effective communication tool for promotion.

 Blogs strengthen capacity-building programmes.

 Blogs effective for grass-roots projects/programmes.

 Blogs effective for advocacy and lobbying.

 Resource generation.

 Blogs effective in research.
                  REALITY AND WAY OUT

 Coops must evaluate their Public Relations strategies

 Coops must give importance to blogs in on-line communication.

 Coops can bridge gap between HQ’s and field offices.

 Blogs effective in connecting with other organizations.

 Blogs are an effective media channel.

 Blogs make cooperatives achievement-oriented.
                  REALITY AND WAY OUT

 Blogs are a crisis management tool.

 COOP CONNECT Forum and Blog.

 NCUI’s foray in cooperative education in schools

 Generating awareness for blogs.

 Pitfalls must be looked into.

 Technology for popularizing blogs must be understood.
                       CONCLUSION

 Online communications is no more a taboo.

 Coops must not lag behind

 With eye for future coops must take definite steps
Thank you

				
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