Brand networking is the engagement of a social networking service around a brand by providing consumers with a platform of relevant content, elements of participation, and a currency, score, or ranking. Brands are using brand networking to create communities that serve as a fully encompassing interactive destination to encourage brand participation online and offline
Brand Networking is more than a social networking platform; it is connecting consumers together and constructing relationships directly with the brand. Three key elements, in unity, create brand networking: relevant content, elements of participation, and a competitive.
• Websites in conjunction with other media types (TV, radio, print, etc.…) present relative content around a vertical industry or sector of interest or cultural/social issues for a brand. This can be in the form of weight loss, marketing, or business—any content relative to your brand message. Relative content is not only provided by the brand, but also in the form of consumer generated media. By creating a network consumers interact and create content for online site.
• Next a brand provides participation with consumers online and off. This is accomplished through the combination of typical social networking features online (personalized page, friends, groups, messaging), to interconnect fans, and elements of involvement offline. This is not simply connecting online platform with mobile devices, but providing separate mobile features jointly with a secondary media type to drive online usage and build relationship with brand on the go. By participating in mobile campaigns users are interacting with the brand outside of traditional brick and mortar or e-commerce destinations.
• The final element of brand networking involves incentivising participation with the other two elements. The addition of a currency or point system acts as an anchor to your brand and your network in addition to creating a competitive nature between consumers. These points are distributed for activity outside of the networking site. By incentivizing usage offline the brand image is re-enforced for the consumer and strengthens the relationship. Turning a brand message into an interactive competitive element of a network, consumers are turned into promoters for both the brand and the users benefit. When done properly a brand can effectively interact and network with consumers for the long term. Once a consumer is locked into your brand network with the combination of these three key elements they become fans of the brand.
Brand Networking is more than a social networking platform; it is connecting consumers together and constructing relationships directly with the brand. Three key elements, in unity, create brand networking: relevant content, elements of participation, and a competitive.
• Websites in conjunction with other media types (TV, radio, print, etc.…) present relative content around a vertical industry or sector of interest or cultural/social issues for a brand. This can be in the form of weight loss, marketing, or business—any content relative to your brand message. Relative content is not only provided by the brand, but also in the form of consumer generated media. By creating a network consumers interact and create content for online site.
• Next a brand provides participation with consumers online and off. This is accomplished through the combination of typical social networking features online (personalized page, friends, groups, messaging), to interconnect fans, and elements of involvement offline. This is not simply connecting online platform with mobile devices, but providing separate mobile features jointly with a secondary media type to drive online usage and build relationship with brand on the go. By participating in mobile campaigns users are interacting with the brand outside of traditional brick and mortar or e-commerce destinations.
• The final element of brand networking involves incentivising participation with the other two elements. The addition of a currency or point system acts as an anchor to your brand and your network in addition to creating a competitive nature between consumers. These points are distributed for activity outside of the networking site. By incentivizing usage offline the brand image is re-enforced for the consumer and strengthens the relationship. Turning a brand message into an interactive competitive element of a network, consumers are turned into promoters for both the brand and the users benefit. When done properly a brand can effectively interact and network with consumers for the long term. Once a consumer is locked into your brand network with the combination of these three key elements they become fans of the brand.
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