BRAND ADVOCACY and DIGITAL SOCIAL ENGAGEMENT

#AFPSocialMedia @gianviterbo

@gianviterbo Founder and Editor, Gadget Pilipinas Digital Media Manager, Pioneer Insurance Member, CyberPress Philippines Member, Philippine Bloggers Network

Wakes up at 6:30am

Checks Facebook

Newsfeed on Smartphone

Gets ready for work

Buys PhP140 coffee

Works using laptop.

Does social snacking.

Social Media on the side

Mingles with friends before going home.

Spends quality time with

family.

Plays Titanfall/writes article

before going to bed

Sleeps at 11:30pm

let’s learn

TOGETHER

LEARN about

What?

People don’t always make decisions in isolation, thus being social and conveying a brand advocacy are effective means to win better results

let’s learn

TOGETTHERE

LITERALLY We need to turn our original way of marketing on its head...

Brandon Murphy

THEN

© Brandon Murphy

NOW

© Brandon Murphy

advocacy public support for or recommendation of a particular cause or policy.

/ˈadvəkəsē/

it is a message with a heart, worthy to be shared to a multitude of people

advocacy /ˈadvəkəsē/

touch & win

to get your brand advocacy across

Love matters when it comes to family.

Objective Emotional Social Realtime Sharable

SPREAD

Digital consumers only buy a product if opinion leaders or bloggers have written a

positive review

92%

According to CIC 2010 Efluencer Survey Sample Size: 300; the number in the circle stands for ratios of each category

THE COOL ONES

THE KNOWLEDGEABLE ONES

1 Find the right efluencer

2 Cool or Knowledgeable?

•  How socially influential are they?

•  Are you after the cool ones or the knowledgeable ones?

•  Are they relevant to your brand?

3 Stalk them and their followers

Tom Doctoroff, Chief Executive Officer, JWT Asia Pacific

Bottom Up Model Touch and Win Tap Efluencers

ACTIVE PARTICIPANT

WIN THEIR HEARTS

INFLUENCE THEIR INFLUENCERS

The Call to Be Social Consumers’ hunger for active participation requires brands to use bottom up marketing strategies.

@eskimon wearesocial.net

Meaningful Engagement & Conversation

The ‘Together’ Mindset

Go Mobile or Be Left Behind

Build Communities, Not Platforms

Conversation drives compensation Talk may be cheap, conversations have tangible brand value.

Meaningful Engagement & Conversation

@eskimon wearesocial.net

Everything should drive to conversation

@eskimon wearesocial.net

Stop fueling conversations about content, and instead use content to

stimulate and fuel the conversations that really matter.

Social is a behaviour, not a channel. Social media are just means to an end, with that ‘end’ being social interaction

Build communities, not platforms

@eskimon wearesocial.net

People before platforms

People connect around the personal, social benefits

these technologies provide, not the functionality itself.

@eskimon wearesocial.net

From platforms to communities Instead of buying attention in the biggest platforms of the day, the successful brands of the future will spend time understanding how to deliver value to audiences across different settings and contexts.

Common Utility for Communities Build our strategies around their shared interests and passions – not around technical functionality or platforms

Know Your Brand Premise

Who’s the Target Market or

Community

What’s your goal?

What’s your message?

Use relevant platforms

The ‘Together Mindset’

all your marketing must add value

Shouting for attention rarely wins people’s hearts. There’s a very

big difference between “I’m aware” and “I

care”.

Very soon, marketing that doesn’t add value will simply be ignored.

Tse!

Engage people around their passions,

not your products.

Go Mobile or Be Left Behind

Go Mobile or Stand Still

Data suggest that more people around the world now subscribe to a mobile phone plan

that have access to TV.

Mobile offers a very different kind of

audience experience to TV. It is more

personal; its primary purpose has always

been to connect us with other people, rather

than to deliver passive entertainment.

Mobile doesn’t just offer new opportunities to drive attention and engagement though; it is increasingly becoming a key channel for conversion too.

1.  modern communication model is Bottom Up, rather than Top Down

2.  Know your Engagement Strategy. Target Efluencers. 3.  The Call to be SOCIAL

@gianviterbo

recap.

Meaningful Engagement & Conversation The ‘Together’ Mindset

Go Mobile or Be Left Behind Build Communities, Not Platforms

Thank You @gianviterbo @gadgetpilipinas gianviterbo@gadgetpilipinas.net www.gadgetpilipinas.net www.gianviterbo.com