Branding Position & Social Media Presence Workshop for Eureka Robotics
I would like to dedicate this last Tumblr post to my classmates who participated in a workshop I animated yesterday, on Tuesday, May 14, to brainstorm on Branding Image and Social Media Presence Strategies for the Start-Up my husband and I have been working on.
We provide Automation and Robotics solution for Companies who needs the precision handling manufacturing in this Industry 4.0 era. How do we do that? We make Robots smarter. With our technology, the robot can see, grasp delicately, and move objects with the most optimized trajectory.
At Eureka, we’ve been running low key on social media since the birth of startup last April 2018.
Now that we have a pretty solid customer base, we believe it is now a good time to start building a brand and social media image for Eureka.
We have some multimedia materials but do not have a clear vision of how to utilize those materials to build a consistent brand image for the business.
After watching the branding presentations in 15.846 Branding class and some videos produced in the framework of the 15.283 Social Media class, I realized that the best source of ideas and expertise are from my dear classmates that I have the privilege to rub shoulders with and that I admire so much!
Our objectives for the Branding Image and Social Media Presence Strategy are of 2 folds:
To be known as the go-to company (in Singapore, then South East Asia, and the world) for companies that need automation;
To become attractive to the best talents (the Google or Facebook of robotics)
The key takeaways I had from the 1.5-hour workshops are:
Even though my presentation is intentionally left plain and without any analysis to leave space to mental freedom, we still fell back to the classical tools learned in class - Roger’s 5 factors, 5Cs, 4Ps, the ladder of inference, etc. Below is the screenshot of a Whatsapp message of Taiki, a PR professional, summarizing his suggestions on what we should be focusing on when creating content for our social media posts and branding image. Marien, the strategist of the group also reminded me of always starting from those fundamentals.
Shigeki made me realized that we did not mention anywhere on our website about the competitive advantage of our technology as compared to the incumbents one.
I also learned from my amazing Social Media Guru classmate Fee that we need to choose carefully the type of social media platform we want to be on. Each platform has its own specificity and is tailored to a particular type of content and frequency of post (e.g. Instagram would be short and carefully taken video or pictures, the frequency would be 2 o 3 times per week. LinkedIn would be highly focused and specialized articles, preferably every 2 to 4 weeks).
I also learned that once we have chosen a medium, and started posting, there is “no way back” if we wanted to have a significant online presence. Consistency in frequency and content is key.
James provided a detailed analysis in detail of what we could improve in the demo videos so that it can reach a broader audience and create a higher impact.
Satoshi, another PR professional, and an incredibly creative classmate suggested the use of Press Release Distribution service to distribute the news I have to several web media.
Sheridan demonstrated that sometimes, the old method of distributing brochures can be the most efficient way in building “brand awareness” when you attend conferences and exhibitions.
Joyce reminded us one of the fundamentals for any company to drive brand awareness and sales is to invest in Google Adwords.
Josh highlighted the fact that we should also consider industry focus channels by ensuring our presence on dedicated website forums, targeting consulting companies reports, conferences articles, etc.
Nick suggested to highlight the university, media, and advisor affiliations in the description of our companies on LinkedIn and website. I wouldn’t have noticed that we missed that in our description!
And last but not least, Brotish, as a true leader, gave me very insightful feedback on the organization of my workshop.
Leadership is about making those around you better. I am blessed to have amazing friends and being part of this cohort.
