June 2, 2015

Staying Agile in Social Media to Inspire Consumers James Sandora , Global Director - Digital Strategy & Integration

June 2, 2015

Content Disruption

CONTENT : led by media

COMMERCE : led by distributors

COMMUNITY : led by brand

CONTENT : led by digital

COMMERCE : led eCommerce

COMMUNITY : led by platform

(+)

June 2, 2015

Hyper Connected Consumer = Hyper Loyal Consumer

The consumer associates with others (brands included) to

filter their fragmented social environment; and consume the content and interactions they

care about most.

People/Brands/Orgs create exceptional content and interactions in order to

engage with others; these interactions satisfy current loyalists, and create new

loyalists.Listen and analyze for business insights

Measure impact of interactions and iterate.

Content Creators

73% of consumers trust brands with personal data when it is used to make shopping

experiences more relevant.

June 2, 2015

Shift your focus from respond to everything to respond to the things that matter

design tech innovation

interiors

fashion

invention

application

education

enviorment

Curate your listening approach based on those topics that are most relevant to your

brand. !

Identify internal ‘champions’ that can help drive the conversation within each brand

pillar. !

Let the topic relevancy drive the conversation rather than using your brand messaging to

drive the topic.

June 2, 2015

Brand framework in action

innovation

education

design

interiors

fashion

June 2, 2015

LessonsBeing agile is not a strategy; rather, a strategy enables

you to be agile

Ask your team what have they chosen to not respond to as often as you ask what they have

Identify organizational champions; keep them updated to keep them close