why social data-driven marketers are winning
TRANSCRIPT
The Power of Brand Authenticity: Why Social Data-Driven Marketers are Winning
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The REAL Power of Brand Authenticity
CEO, Social Media Explorer | SME Digital
Nichole Kelly
CMO, NetBase
Pernille Bruun-Jensen
• The NEW challenge
• Why we play the games
• The games we are playing
• Ideas for marketers with a NEW consumer
AGE OF !VALUE
Market positioning identifier
AGE OF !YOU!
Valuable business assets
Deliver satisfying and differentiated experiences
Recognize the human in the data to satisfy the “Mecosystem”
Source: Interbrand’s 15th annual Best Global Brands Report, Oct 2014.
AGE OF IDENTITY!
AGE OF EXPERIENCE "!
The Evolution of the Brand & Consumer Angle
Beauty & Skincare Categories Change ...
Brands Need Both a Quality Product and a Quality Conversation
Source: Credit Suisse and NetBase 2014-2015
Lululemon Athle<ca Lululemon Founder/CEO
It’s Beyond Marketing as Emotions Tie to $ As a marketer, you can influence value
all the way to the bottom line by being consumer centric
Source: Credit Suisse and NetBase 2014-2015
HASHTAG
The New Challenge
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#truth
The world is changing
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Why do millenials matter?
– 1/3 of American Workers are millenials
– They surpassed Gen X to become the LARGEST share of the American workforce
Pew Research Center of Analysis of U.S. Census Bureau Data
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#truth
How it all started
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#truth
It doesn’t look so deceptive
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#truth
It doesn’t look so obvious
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#truth
It can even make you FEEL good
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#truth
It can make you feel like you might MISS out
Source: blog.indiemark.com
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#truth
It can make you feel like you might MISS out
Source: blog.indiemark.com
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#truth
It can even make you FEEL love
I’m Right, You’re Wrong
Success/Image/Status
Parent/Child
I’m so different/You’re Not Like Me
I’m so smart
I belong (to the tribe)
The Games
The I’m So Happy Game
Keeping the peace
Urgency
Scarcity
Conformity
Competition
The Games
It’s Not My/Your Fault
Martyr
Helpless
Safety
Approval
Control
Hero/Villain/Victim
The Games
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Hero
Villain
Victim
Seeking
Safety
Approval
Control
But there’s always a…
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What you need to know about millenials • Typically children of
divorce • Want to turn around all the
“wrong” they see in the world
• Grew up sheltered • First generation of
children with “schedules”
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What you need to know about millenials • Focus on change using
technology • Global thinking • “Me first” attitude in work
life. Flex-time, sabbaticals • Political savvy • Hope to make life
contributions to the world
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What you need to know about millenials
They want EXPERIENCES that help change the WORLD.
http://www.wmfc.org/uploads/GenerationalDifferencesChart.pdf
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How to Market With Radical Honesty
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How to Market With Radical Honesty
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How to Market With Radical Honesty
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Get Really REAL
The games YOU play will show up in your marketing
These Brands all generated consumer LOVE
Source: NetBase Original 1-year review of Consumer Posts Net Sentiment = overall direction of consumer feeling Dislikes vs. Likes, scale -100 to +100
Passion Intensity tm = Proprietary calculation of depth of emotions into LOVE or HATE
Dollar Shave Club is Upending Marketing
I buy razors from Dollar Shave Club meet Raechelle.
Shave Butter Magical Stuff from Dollar Shave Club.
In Summary - Ideas for Marketers
See the world through the eyes of your consumer. Listen, give them a Voice, be Real, be Responsive
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Challenge your message – does your ‘game’ need to move on?
Think holistically about the market – your competitors do
