we are social - social brands live in london 2015

#WhatsComingNext • @eskimon • 1 We Are Social

SOCIAL BRANDS THE FUTURE OF MARKETING SIMON KEMP • WE ARE SOCIAL • WHAT’S COMING NEXT LONDON • 18 MAY 2015

we are social

2015 LIVE EDITION

bit.ly/sb_iaa WATCH THE FULL RECORDING OF SIMON KEMP PRESENTING

SOCIAL BRANDS AT THE IAA’S WHAT’S COMING NEXT CONFERENCE:

SIMON KEMP @eskimon

MUNICH PARIS

LONDON

SÃO PAULO

SINGAPORE

NEW YORK

SYDNEY

SAN FRANCISCO SHANGHAI

BRANDS WORTH TALKING ABOUT

SOCIAL BRANDS

The brands that actively involve audiences in the

creation of value are those best placed to succeed in today’s connected world.

PREMISE:

THE CONVERGENCE OF A FEW TRENDS:

THE RISE OF ‘PRIVATE’ SHARING ON APPS LIKE WHATSAPP & WECHAT

CONCERNS ABOUT DATA COLLECTION BY BRANDS

AND AD PLATFORMS

CHAT APPS PRIVACY THE SHEER AMOUNT OF ‘NOISE’ ACROSS DIGITAL CHANNELS

CLUTTER THE RELATED COST OF REACHING AUDIENCES

IN SOCIAL MEDIA

AD SPEND

ABOVE ALL, A BELIEF THAT MARKETERS ARE MISSING SOME HUGE OPPORTUNITIES

5 PROVOCATIONS TO HELP YOU SEIZE THOSE OPPORTUNITIES AND BUILD A SOCIAL BRAND

A FORMAT DESIGNED TO INSPIRE ACTION

THE REALITIES, TRENDS, AND OBSERVATIONS

BEHIND OUR THINKING

HOW WE SEE THESE DEVELOPMENTS SHAPING

THE FUTURE OF MARKETING

TODAY TOMORROW THE IMPLICATIONS FOR

BRANDS, AND WHAT MARKETERS NEED TO DO

#1 SOCIAL EQUITY TRANSLATES TO BRAND EQUITY

WORD OF MOUTH IS STILL CENTRAL TO PEOPLE’S DISCOVERY OF NEW BRANDS

BUT WORD OF MOUTH ISN’T JUST ABOUT BRAND DISCOVERY

CONVERSATIONS ABOUT BRANDS ALSO DRIVE CONVICTION AND CONVERSION

THE BRANDS THAT PEOPLE TALK ABOUT MOST FAVOURABLY BUILD THE STRONGEST EQUITY

THEREFORE…

AN INCREASE IN GOOD CONVERSATION DRIVES AN INCREASE IN COMPENSATION

BUT FAVOURABLE CONVERSATIONS AREN’T JUST ABOUT SOCIAL MEDIA ACTIVITY

PRODUCTS

CUSTOMER SERVICE

POS ACTIVITY

ADVERTISING PACKAGING

RECRUITMENT

EVERYTHING YOUR BRAND DOES SHOULD INSPIRE MEANINGFUL CONVERSATION

HOWEVER, WE NEED TO BE CAREFUL WE DON’T CONFUSE THE MEANS FOR THE END

MARKETING’S JOB IS NOT TO CREATE CONTENT; IT’S TO CREATE CONTENTMENT

~ Cory Doctorow

“ Content is not king. If I sent you to a desert island and gave you the choice of taking your friends or your movies, you’d

choose your friends. If you chose the movies, we’d call you a sociopath. Conversation is

king. Content is just something to talk about.

INSPIRE FAVOURABLE CONVERSATIONS THAT FUEL CONVERSION AND BUILD BRAND EQUITY

BUT HOW?

#2 ALL MARKETING

SHOULD DELIVER MUTUAL VALUE

MOST MARKETING STILL RELIES ON SELFISH SCREAMS FOR ATTENTION

BUT TODAY’S DEVICES MAKE IT EASY FOR PEOPLE TO IGNORE IRRELEVANT MESSAGES

MARKETING MUST DELIVER VALUE THROUGH EVERY INTERACTION OR IT WILL BE IGNORED

BUYING MEDIA SPACE TO INTERRUPT PEOPLE AS EFFICIENTLY AS POSSIBLE

ADDING VALUE IN ORDER TO ENGAGE PEOPLE AS

EFFECTIVELY AS POSSIBLE

INTERRUPTION INTERACTION

THE EVOLVING PARADIGM

ADD VALUE THROUGH EVERY INTERACTION, NOT JUST THROUGH EVERY TRANSACTION

BUT THIS WILL INVOLVE A FUNDAMENTAL CHANGE

#3 FROM BIG

AD IDEAS TO ‘LEITMOTIFS’

ADVERTISING’S BUSINESS MODEL DOESN’T ALIGN WITH AUDIENCES’ BEHAVIOUR MODEL

THE BROADCAST MARKETING PARADIGM IS DRIVEN BY MEDIA COST EFFICIENCY

I.E. TRYING TO REACH AS MANY EYEBALLS AS POSSIBLE WITH AS LITTLE SPEND AS POSSIBLE

BUT INTERACTIVE, DIGITAL MEDIA ENABLE US TO FOCUS MORE ON EFFECTIVENESS

I.E. CREATING IDEAL EXPERIENCES FOR SPECIFIC AUDIENCES IN OPTIMUM CONTEXTS

WE NO LONGER NEED TO BOIL BRANDS’ MEANING DOWN INTO 30” SOUNDBITES

WE CAN FOCUS ON WHAT WE WANT PEOPLE TO UNDERSTAND, NOT JUST WHAT WE’LL SAY

FOCUS ON CREATING BETTER IMPRESSIONS, INSTEAD OF CREATING MORE IMPRESSIONS

WE CAN TELL AN EVOLVING STORY, INSTEAD OF REPEATING THE SAME AD FOR 6 MONTHS

WAYS TO BROADEN THE BRAND’S STORY

SHARE A WIDE VARIETY OF DISPARATE CONTENT THAT APPEALS TO PEOPLE

IN DIFFERENT WAYS AT DIFFERENT TIMES

BRING A VARIETY OF APPROACHES AND

THEMES TOGETHER AT THE SAME TIME TO DELIVER DIVERSE ENGAGEMENT

DANDELION TAPAS TEST AND LEARN -

CONSTANTLY TWEAK VARIATIONS ON THEMES

TO BUILD DEEPER CONNECTIONS

KAIZEN

BUILD YOUR BRAND WITH EVOLVING STORIES, NOT SINGULAR, REPETITIVE ‘BIG AD IDEAS’

BUT TELLING THESE STORIES IS ONLY THE START OF A SOCIAL BRAND’S JOURNEY…

WE NEED TO USE THESE STORIES TO INSPIRE ON-GOING DIALOGUE AND CONVERSATION

THAT INVOLVES ANOTHER FUNDAMENTAL CHANGE

#4 FROM BROADCAST TO CONVERSATION

EVERY DAY, PEOPLE SHARE BILLIONS OF PUBLIC POSTS ACROSS SOCIAL MEDIA

EACH POST OFFERS VALUABLE INSIGHT INTO PEOPLE’S LIVES, CHOICES AND BEHAVIOUR

TAKE THE INFAMOUS EXAMPLE OF “PHOTOS OF MY LUNCH”

170,000,000 IMAGES TAGGED #FOOD ON INSTAGRAM ALONE

3 PHOTOS OF THE SAME THING (BURGERS) THAT EACH TELL US VERY DIFFERENT STORIES

BY ANALYSING THE THINGS PEOPLE POST, WE CAN UNCOVER MANY VALUABLE INSIGHTS

…IF PEOPLE CARE ENOUGH TO POST ABOUT IT, IT’S WORTH EXPLORING IN MORE DETAIL

880,000,000 IMAGES TAGGED #LOVE ON INSTAGRAM ALONE

THERE MIGHT BE A FEW IDEAS FOR MARKETERS IN THERE TOO…

HOWEVER, MOST MARKETERS ONLY LISTEN OUT FOR OVERT MENTIONS OF THEIR BRAND

THIS IS A BIT LIKE JUDGING SOMEONE ELSE’S PARTY BASED ON MENTIONS OF YOUR NAME

WE’RE MISSING OPPORTUNITIES TO IDENTIFY NEW WAYS TO ADD VALUE

PRODUCTS

CUSTOMER SERVICE

POS ACTIVITY

ADVERTISING PACKAGING

RECRUITMENT

SOCIAL LISTENING BECOMES THE DISCOVERY ENGINE THAT POWERS ALL OUR MARKETING

MAKE THINGS PEOPLE WANT

MAKE PEOPLE WANT THINGS

~ JOHN WILLSHIRE • @WILLSH

USE SOCIAL LISTENING TO INFORM FUTURE PLANS, NOT JUST TO MEASURE PAST RESULTS

#5 CSR EVOLVES

INTO CIVIC ENGAGEMENT

SOCIETY EXPECTS ORGANISATIONS TO GIVE BACK AT LEAST AS MUCH AS THEY TAKE

THE BRANDS WHO GIVE BACK PROACTIVELY ARE SEEN AS GENEROUS AND INSPIRING

INSTEAD OF SEEING CSR AS GUILT RELIEF, USE IT TO ADD VALUE AND ENGAGE PEOPLE

BRANDS WEAVE COMMUNITY SERVICE INTO THE HEART OF THEIR VALUE PROPOSITION

RETHINKING THE CONCEPT OF BRAND VALUE

ACTIVITIES FOCUSED SOLELY ON MAXIMISING SHORT-TERM PROFITS

ACTIVITIES DESIGNED TO MAXIMISE RETURNS FOR

EMPLOYEES AND PARTNERS

SHAREHOLDER STAKEHOLDER ACTIVITIES DESIGNED

TO CONTRIBUTE TO THE GREATER GOOD FOR ALL

SOCIETAL

VS VS VS VS

MAKE THINGS BETTER

MAKE BETTER

THINGS

TAKING THIS FURTHER, WE SHOULD BE MARKETING WITH PEOPLE, NOT TO THEM

DEMOCRATIC MARKETING: BRANDS OF THE PEOPLE, BY THE PEOPLE, FOR THE PEOPLE

CONCLUSIONS

BECOMING A SOCIAL BRAND

1  USE SOCIAL EQUITY TO BUILD BRAND EQUITY 2  ADD AUDIENCE VALUE IN EVERY INTERACTION

3  SHARE EVOLVING STORIES, NOT JUST TAGLINES 4  USE SOCIAL LISTENING TO INSPIRE THE FUTURE

5  MAKE CSR ABOUT ENGAGEMENT, NOT GUILT

DOWNLOAD THE COMPLETE SOCIAL BRANDS E-BOOK:

bit.ly/sbtfom

WE ARE SOCIAL

SIMON KEMP, ASIA MANAGING PARTNER

@ESKIMON

SAYHELLO@WEARESOCIAL.SG

+65 6423 1051

HTTP://WEARESOCIAL.SG

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