BRAND STAKEHOLDER EXPERIENCE - "Jeff Sturges" by Joi is licensed under CC BY 2.0 - Agencia You
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B R A N D S TA K E H O L D E R E X P E R I E N C E “Jeff Sturges” by Joi is licensed under CC BY 2.0
Brand Stakeholder Experience is a co-creation workshop and a meeting point between your brand, its stakeholders and its influencers. Its purpose is to discover essential user insights, to forge a brand that is consistent with public expectations, to produce a brand “route-map” and to strengthen ties with its influencers
Brand Stakeholder Experience can help you: · Develop a brand strategy and a route map for the short, medium and long terms · Access all the information to make an “As is” brand portrait (current perception) and a “To be” brand portrait (desired perception) · Know what contents and channels are attractive to your brand’s public
Brand
Why a co-creation workshop?
Provides us with essential insights
Stakeholders Brands and stakeholders contact directly
& Brands receive firsthand info about its public
Influencers Encourages the exchange of creative solutions
It’s a quick and efficient way to progress
Consultation with the client about the
brand, specific needs, the sector,
1) Before workshop preparation and selection
of Stakeholders and Influencers
· Discover premium insights
With the workshop at · Know which contents reach your public
the core, the project 2) Workshop · Identify your brand’s ambassadors
has three phases: 4 hours · Create your brand’s eco-system
· Forge alliances with Influencers
Analysis of results,
conclusions and
3) After presentation of
deliverables
Consultation with the client about the brand,
specific needs, the sector, workshop preparation
1) Before
and selection of Stakeholders and Influencers
What we cover
1. ¿Qué tipo de información acerca de una marca es la más solicitada
experience por un cliente?
Starbucks
(4 Euros)
Conocer las OPINIONES de los consumidores (positivas y
Situación de la marca negativas)
con respecto a la Detectar OPORTUNIDADES de negocio.
Your story and what makes you unique the idea DONDE se habla de mi marca (blogs, foros, medios, etc.)
competencia / sector QUIEN habla de mi marca (lideres de opinion,...)
service COMO estoy situada frente a mi competencia
DONDE, en que paises hablan de mi marca y cual es el
Coffee in a café
(1,50 Euros)
As a person, what would you be like? the personality Monitorización general: sentir popular en cada uno de ellos
críticas positivas y negativas.
Y escuchar qué dice la
competencia del sector.
Your SOUL the culture
product
Packaged and distributed 2 ¿Qué utilidad se le va a dar a la información recogida?
(0,10 Euros) What you believe in beliefs & values
Con los resultados recogidos en la primera
Atención al cliente, Dar atención al cliente, resolver
Your reason for being the mission optimización de servicios,
fase se desarrolla el plan de social media. dudas, dar consejos... y en caso de
Con los datos periódicos, se confecciona una mala opinión intentar
commodity oportunidades de
comunicación/negocio
un informe para el cliente con el que se reconducirla y actuar en
evalúa los resultados y se define los siguientes consecuencia con un plan de acción
Coffee beans
(0,05 Euros) pasos a dar. para que no vuelva a ocurrir
Analysis of Sector & Stakeholders The brand’s business goals Where the brand is now Specific needs and considerationsThe co-creation workshop
2) between the brand, its
Workshop stakeholders and influencers
What we cover
Estudiantes
Pueden llegar a
ser Usuarios o
Clientes
Contactos
Prescriptores
Pueden llegar a ser
Usuarios, Executive
Sponsors o
Clientes
La Marca comunica a su Agencia habitual su necesidad
El Executive Sponsor comunica a su cliente Executive
Las Marcas que dispone de un nuevo servicio de medición
de sentimiento de Marca Sponsors Contactos
Google
Google
El Usuario se entera de la existencia
de Twittiment. Concluye que puede
ser una herramienta valiosa para su
trabajo y su agencia. Utiliza la versión
Basic. Necesita algo más potente.
Los Medios Propone a Executive Sponsor adquirir
una versión más alta.
Google
Usuarios
Principales
Prescriptores
Twittiment
Insights Brand Eco-System Content development Channels and Social Media
Brand portraits
“As is” “To be”
Touch points Alliances and partnerships Customer journeys Brand perceptionAnalysis of results,
conclusions and
3) After
presentation of deliverables
What we cover
Puntuación de Marca & Ranking Análisis de Actividad
CONCLUSIÓN: Sentimiento en el Tiempo (16/02/2013)
Temperatura de Marca X Ranking en el Sector c Tweets del
37% 42% 21% sector últimos
20 Brand A La marca X se matiene estable frente a un sector en
declive.
Sofisticación 5 días
21 Brand B Lorem ipsum dolor sit amet, consectetur adipiscing elit. a Tweets totales
Proin laoreet suscipit neque, sit amet porta tellus tincidunt últimos 5 días Negativos Neutrales Positivos
22 Brand C ut. Etiam eu est nec mi laoreet posuere. Lorem ipsum
dolor sit amet, consectetur adipiscing elit. Proin laoreet 512 69,9% 105 20% 235 45% 172 35%
Ayer Hoy 23 Marca X suscipit neque, sit amet porta tellus tincidunt ut. Etiam eu
est nec mi laoreet posuere.
24 Brand E -9,9% 6,9% 9,9%
25 Brand F Editar Conclusión Añadir Comentarios Añadir esta conclusión al Informe
b Tweets del
periodo 27% 43% 30%
26 Brand G anterior
Analysis of the workshop Conclusions from the workshop Recommendations DeliverableWhat we deliver : Brand Route Map The analysis, conclusions and recommendations of the report delivered at the end will help the brand confront its journey with coherence, consensus, unique focus and clarity: Brand communication: knowing who, what, where and how the brand should communicate in all the identified touch points · Digital: web, social media, video, Apps, documents, etc. · Off_line: presential, spaces, content generation printed work, exteriors, etc . In other words, a Brand Strategy
Brand Stakeholder Experience: we improve existing brands or create new ones together We design end-to-end user-centric experiences and create meaning and value in every step and channel.
Your brand will be unique, will be relevant and will be chosen
C O N TAC T U S “Brand Stakeholder Experience” © Agencia YOU: licensed under CC BY 2.0
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