Movimiento Alianza País

According to Gustafon and Chabot (2007), brand awareness refers to “how aware customers and potential customers are of your business and its products”. An example of remarkably high brand awareness was the results of advertising and news report on iphone where survey results where it shows that 90% of US consumers were aware of iphone in just one week after it is launched. Successful brand awareness is another way of stating that the brand is popular and effortlessly identifiable. In order to set one brand apart from other similar products and competitors, it is important to create brand awareness where it would also be an important part that will influence customers and potential customers purchasing decision (Gustafon & Chabot, 2007). Phase Measurement Process Measurement Activities

Deployment Implementing and launch program focus on ensuring proper execution and accurate performance data

 Conduct QA (quality

assurance) of data collection methods.

 Validate performance reports

are complete and accurate with expectations.

 Build data infrastructure

needed by aggregating multiple data sources to populate the

social media performance

dashboard. Optimization Synthesize all the work done in

previous phases in the form of reporting and insight & identify actionable opportunity for program enhancement and adjustment

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Before online marketing exist, tracking studies and surveys are the mediums used to measure brand awareness. With the existence of online marketing, there are number of ways to measure brand awareness and in the social media case, the awareness can be tracked by the increased number of users using the application designed by or about the company. The increased number in users in turn gives the company an increased publicity to its brand. The increased publicity will enhance and strengthen the association of the brand in customers mind making brand awareness as the key social media objective (Hoffman & Fodor, 2010).

One of the significant factors that can increase the sales percentage of a company’s product is brand awareness. With the help of social media, brands awareness can be achieve by promoting interactively and creatively in social media which can bring a huge impact moreover the promotion of a brand in social media can be delivered speedily and able to reach the targeted audience (Arora & Sharma, 2013). Agreeing with Arora and Sharma (2013), Shojaee and Azman (2013) concluded in their study that the “use of social media for the purpose of creating and enhancing brand awareness is essential and should be a part of marketers’ strategies” (Shojaee & Azman, 2013). An article published in www.speakwellcommunications.com in 2010, suggested five ways to use social media to build the brand awareness namely:

i. Bring Your Brand to Your Customers

Rather than letting the customer to find the brand, the best way is to bring the brand to the places where potential customers gather. Examples of places where millions of online users gather are Twitter, Facebook, Linked In, Youtube. The strategy is to bring the brand to these places but not to

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broadcast but to be a part of the community, participating and listening. By being part of the community and constantly engage the customers, brand should be integrated into the conversation that they have as natural as possible. In due time, the brand will be getting the exposure and awareness it needs.

ii. Generate Quality Content

To give a good impression and to make people remember about the brand, quality content is the key. Quality content not only provide information and educate customers it also help to build trust with them and at the same time it will give the company a reputation of a well informed and specialist within the field. Quality content will also be easily made viral by people who believed the information can be of benefit to others. Good quality content will attract people to comes back to the site and with a consistent publishing routine, you brand will soon start having followers.

iii. Be Active on Twitter

Twitter is one of the most popular networking sites to build brand awareness and people tweet almost about everything and anything which gives the chance to become a listener, ask ask questions, offer solutions to their problems, and insert the company into the conversation. Although twitter can be confusing in the beginning, people on twitter are enthusiastic to help. Therefore it comes to no surprise if one person that we follow might lead to a massive exposure of our brand. However, it is best to learn the proper twitter protocols in order to avoid being labeled as spammers and outsiders.

85 iv. Connect Customers, Contacts

Brand can be indirectly spread by customers when they are being connected to each other through social media platforms such comments section on blogs or Facebook which allows them to have a more lively conversation regarding the products.

v. Make Yourself Available

Social media is time consuming. To successfully use social media to create brand awareness, engagement and availability which needs time is essential. Building brand awareness on social media will only be successful with engagement and sincere availability.