John S. Wolfe

This is another in a series of reports about the Social Media Marketing 2010 conference, held June 17 in London.

Before you get started marketing your product or service online, it’s crucial to assess what you’re selling and what you want to achieve. Social media is not “one size fits all.”

That was the message of Loic Moisand, CEO of Synthesio, a web marketing and research firm based in Paris.

“You need to know your brand’s social profile to know how to measure the results of your digital strategy,” Moisand told a crowd of 200 at the June 17 Social Media Marketing conference in London.

There are four types of brands and four ways to measure response, he said.

The measurements are:

1. Volume of buying
2. Sentiment (good and bad)
3. Social media presence
4. Number of comments

The first type of brand is the Boring Brand, like toilet paper or insurance.

As Moisand described, such a product may generate average buzz in buying, but have low levels of sentiment, social media and comments.

He recommends an approach that creates fun. This could involve a designing a price-comparison website or introducing a strong character to associate with the product through marketing.

The second type is the Functional Brand, like cell phones or hotel accommodations. Customers expect basic functions and want good customer service, he said.

Against the measurement matrix, such brands’ sales have a high correlation with effectiveness, consumer sentiments (good and bad) have high impact, and a high social media presence is crucial. Customer comments have less impact, as many people won’t share their opinions, he said.

For these firms, Moisand recommends focusing on online customer-service experiences.

“By responding in forums as the name of the company, the company can help customers and decrease the number of questions being asked,” Moisand said.

The third type is the Exciting Brand, the type that appeals to consumers’ desire for association and community. Brands like Apple, Nintendo and Nike come to mind.

The importance of sales volume is high, a social media presence is integral and comments are valuable. The sentiments of customers are of average importance.

These companies’ online challenge? “To nurture the community,” Moisand said.

He cited the efforts of Quick Restaurants, a chain in Belgium and France with knock-offs of McDonalds and Burger King hamburgers.

Look familiar? This is a Giant Max (Big Mac-like) value meal in a Quick restaurant in Belgium.

The company created a Facebook page that invites fans to describe “My Best Quick.”

They can suggest the kinds of products they want, Moisand said. A recent hot topic was home delivery, and the company responded with a pilot project at one restaurant.

“The result was positive connections and lots of joiners,” Moisand said.

The fourth and final type of brand is the Vital Brand. Such a product affects an individual’s primary concerns: health, family, the future.

A mistake could lead to anxieties and doubts.

To the marketer, volume of sales is of great importance, as is the number of comments about the product. A social media presence is of high value. Sentiments are of only average importance.

Moisand recommends discovering insights about the products and reassuring customers.

“One client provides medical services for diabetes,” he said. “They changed their packaging to give more information.”