The document outlines 8 provocations about the future of marketing and social brands:
1. Social equity will drive brand value as brands focus on inspiring favorable conversations.
2. Communities will have more value than platforms as people's choices are driven by social benefits not technology.
3. All marketing must add value through meaningful engagements instead of interruptions.
4. Mobile devices are already the most important technology and strategies must focus on mobile.
5. Brands will use recurring themes or "leitmotifs" instead of singular big ideas to tell their story over time.
6. Brands will practice active listening on social media to gain insights instead of just tracking mentions.
7. Experiences
Basics of Social Media for Business, a continuing education class and the first step in the Social Media Certificate at Southeastern Community College's Center for Business.
Digital Influence: Social Capital, Social Currency and Personal BrandingBrian Solis
My presentation from Lift in Geneva - Explores the undercurrent of social economics, namely social currency and social capital. As we’re seeing with services such as Klout and PeerIndex, our stature in the social web is based on our actions and words. Essentially, your “balance sheet” is available for anyone with a web browser to review, assess, and analyze.
More here: http://www.briansolis.com/2010/12/a-conversation-about-you-social-currency-and-social-capital/
5 Steps to Creating a Simple Social Media PlanLaura Click
Creating a social media plan doesn’t have to be a herculean effort. Asking some simple questions can help you build a basic social media plan that will set you up for success.
Can it really be that simple?
Yes, I believe it can. And, I’ll show you how it works.
All it takes is five simple steps to get your social media efforts started off on the right foot.
John Bell examines the fundamental shift of social media on consumer behavior – and how adapting to it and profiting from it require an enterprise-level strategy.
Google Think Insights: Give Them Something to Talk About: Brian Solis on the ...Brian Solis
"Word of mouth has always had the power to make — or break — a brand. Author and digital analyst Brian Solis has studied the compound effect these interactions can have on brand perceptions. He spoke to us about how brands inspire people to share meaningful product experiences."
The Deep Focus 2015 Marketing Outlook ReportDeep Focus
Deep Focus' third annual 2015 Marketing Outlook Report explores the nature of two critical elements: intricacies of social media becoming digital marketing and digital marketing becoming simply known as marketing. In the context of a seemingly never-ending deluge of marketing noise, we sift through the highlights and pitfalls of what's next and help guide you through the year and beyond.
Content Creation Best Practices & The Problem With Editorial CalendarsBen Grossman
89% of content marketers are focused on creating more engaging, higher quality content currently or within the next 12 months. And while intentions seem promising, prospects don't look too good. Two-thirds of content marketers admit that they either don’t have a strategy or that their plans live in a separate, stand-alone document (a.k.a. an Editorial Calendar). It’s a content crisis! That was the genesis of Jack Morton’s SXSW Interactive Workshop: “Why Editorial Calendars Make Your Content SUCK.”
In this presentation, a distinction is drawn between use of Editorial Calendars for content organization (which is a great use of the tool) versus content creation (which can lead to content that is not-so-great). Three alternative means of content creation and ideation are suggested: 1) consumer-inspired; 2) data-driven; and 3) conversation-led. Examples of content that fell short and content that soared are also provided in order to move marketers beyond thinking inside editorial boxes so that they can do something extraordinary.
Marketing & Brand Awareness presentation by Liberty County Chamber/CEO, Leah Poole and City of Hinesville Public Relations Director, Brittany Denney, from the June 2017 Lunch & Learn Workshop.
This document discusses the importance of understanding your digital audience before developing content strategies. It identifies three groups - 1% who create content, 9% who share it, and 90% who consume it. The key is to focus content on influencers, engage advocates to spread the message, and listen to enthusiasts. Success requires precision - build communities, develop narratives, analyze data on conversations and audiences, determine the right channels and use of paid social. Audience segmentation using analytics informs the best content, targeting, and storytelling approach to break through clutter online.
Brand As Verb: Principles of High Performing Experience BrandsBen Grossman
This document discusses closing the "experience gap" between what brands promise and the actual experiences consumers have. It outlines 5 principles for improving customer experiences: 1) Add value for consumers, 2) Invite consumer participation, 3) Use user-first design, 4) Inspire sharing of brand experiences, and 5) Create brand content that consumers want to engage with rather than interrupting them. It provides examples of brands like KLM, Ikea, Dove, and Honda that have successfully implemented these principles through campaigns, programs and digital experiences. The overall message is that brands must shift from focusing on marketing messages to focusing on the experiences they provide and the value they deliver to consumers.
Digital marketing can be used for so much more than just promoting products. It can help re-brand religions such as Islam to foster social harmony. Check out our presentation on the intersection of religion and digital!
The brands that actively involve their audiences in the creation of value are best placed to succeed in an ever-more connected world. This eBook from We Are Social presents a series of provocations to help you define your brand’s approach to this connected future, and helps you to start bringing that vision to life today, by building a truly social brand.
User-Generated Content (UGC) could be described as online word-of mouth, one of the most trustworthy sources of information. So how are brands using it and who's doing it well? And should UGC be a part of your content strategy?
The document discusses how customer evangelism, or word-of-mouth marketing, has evolved and increased in importance in the digital age. It explains how social media and online reviews have given customers a stronger voice and made their opinions more influential. The document also provides best practices for companies to ethically leverage customer evangelism, such as encouraging referrals, being transparent, and monitoring online conversations.
How do you plan for synergy and effectiveness using the multitude of channels? This initial introduction to the subject is part of DigitasLBi's Strategy Academy.
A full day workshop for executives, marketing heads and communications heads on --
1. How to organize and energize brand evangelists to achieve business objectives?
2. How to create influencer platforms and programs that work both online and offline?
3. How to build strong relationships with influencers by integrating online communities and offline events?
I have used versions of this slide deck for the following workshops:
- Private workshop for MSLGROUP clients in Taiwan.
- Private workshop for MSLGROUP offices in India, China, Taiwan, Hong Kong, Japan and Singapore.
- Marcus Evans Social Media Marketing Conference, November 2010.
- Private workshop for RPG Group, June 2010.
- Private workshop for BIAL, June 2010.
- NASSCOM Foundation workshop, April 2010.
- NASSCOM Emerge Workshop, April 2010.
- Guest Lecture at MICA, March 2010
http://www.b2bmarketinginsider.com/content-marketing/content-marketing-marketing-left
Stories have helped us connect with our fellow human beings since the dawn of time. But as we have evolved, each new communication platform creates opportunities and challenges, especially for brands.
Brands have learned that promoting themselves doesn't work. Ultimately it's the stories that allow brands to connect with their audience. The future of marketing is extreme customer-centricity.
Brands have to stop promoting themselves and create content that people actually want to consumer. The future of marketing will see more brands acting like publishers. This is more than a cliche. It means brands will start delivering content people want. And driving engagement and conversions.
As content consumers, we react more quickly and with deeper connection to headlines that engage us with curiosity and wit. The future of marketing uses the words we use when searching online and drives action with engaging headlines.
The world is overflowing with more information than any of us could ever dream of consuming. But "a picture is worth a thousand words." The future of marketing is more visual as brands follow traditional media publishers into visual content production. Brands will hire photographers, designers, reporters and videographers in addition to journalists.
The term "real-time marketing" is a myth. It is an over-simplification of the complexity of the modern world and how brands need to act in order to stay relevant. We are always-on and always-connected. The "campaign brain" no longer fits the world we live in. Campaigns that provide short-term bumps of engagement do not provide the return that marketing investment requires.
Brands cannot determine when and where lightning will strike. And so the future of marketing will see marketing leaders creating a culture of continuous always-on content production.
Social media is not a strategy. It is one of the channels we use to consume content and connect with people. It is the evolution of what started with the dawn of the internet and the move to digital, mobile and cloud-based systems of communications. These are just the pipes. Content is the fuel.
In order to be effective in the future, brands must create branded content hubs to attract their own audiences. The future of marketing is owned media and branded content hubs, driving social engagement that fuels paid distribution.
Viral marketing is a 15yo term with a lot of baggage—and we say it's time to kick it to the curb. Sure, you want your video or marketing campaign to "go viral," but viral isn't what a video or campaign is, it's a term that describes how it spreads. And unlike a real virus, which has the mechanism for spreading built right into it, your video is going to have to work a little harder. In this deck, we'll show you how and why.
Do Social Media have a role to play in retailing? This presentation explores 3 questions: What exactly are social media? Why are social media relevant to retailers? How can retailers start using social media today to help their business?
The social media landscape is changing so fast that most marketers struggle to keep up. To make things easier, we've distilled the many conversations we've been having with clients in recent months into 10 key trends you need to understand in order to improve your social ROI. To read our extensive write-up to accompany these slides, please visit http://bit.ly/wasfs10
All the stats, data, and trends you need to understand the state of the internet, social media, and mobile in Southeast Asia in 2017. This report is part of a suite of reports brought to you by We Are Social and Hootsuite - read all the other reports for free at http://www.slideshare.net/wearesocialsg/presentations
A snapshot of internet, social media, and mobile use in every country in the world. This report is part of a suite of reports brought to you by We Are Social and Hootsuite - read the other reports for free at http://www.slideshare.net/wearesocialsg/presentations
The latest data for internet, social media, and mobile use around the world in Q3 2017. For other reports in We Are Social & Hootsuite's ongoing Global Digital series, see https://www.slideshare.net/wearesocialsg/presentations
Transient identiti Truth About Social - Georgetown Lecture Part 1IdentitiLab
Transient Identiti is a strategic innovation shop that helps clients rethink their marketing approach through design thinking. They infuse innovation across marketing functions from communications to customer strategy. The document discusses why social media is important for building relationships and understanding customers in the context of their everyday lives. It also outlines challenges brands face in social media like a lack of strategy and understanding, as well as the future of branding through creating narratives, focusing on user experience, and understanding customers' social drives.
This document discusses the future of marketing and social brands. It introduces 8 principles for building social brands, including focusing on building communities rather than platforms and ensuring all marketing adds value. It emphasizes that mobile is increasingly the world's favorite and most ubiquitous medium, and that brands must have a mobile strategy to stay relevant as people are constantly connected via their mobile devices. It argues that the future of marketing involves finding new ways to engage and add value to people's lives rather than just interrupting them.
This document discusses the future of marketing and social brands. It presents 8 principles for building social brands: 1) Social equity drives brand equity by focusing on meaningful engagement and conversations over time rather than short-term sales, 2) Communities have more value than platforms by focusing on shared interests rather than individual platforms, 3) All marketing must add value by engaging people through adding value rather than interruptions, 4) Go mobile or stand still by recognizing that mobile is the dominant medium worldwide, 5) Evolve from big ideas to leitmotifs by focusing on consistent themes over time, 6) Move from selective hearing to active listening by truly understanding audiences, 7) Experiences are the new products by focusing on engagement rather than products
Influencer Marketing: Social Listening in PracticeBrandwatch
Research from Sony has shown that people are more than five times as likely to buy based on a recommendation from a social peer than they are when having simply been exposed to traditional forms of marketing.
The great news is that brands can leverage this: Sony was able to focus on the 15% of their huge customer base that wielded significant social influence, and increase sales by 300% by honing their marketing to them.
Influencer Marketing is so much more than a fashionable phrase. In this free guide, featuring tips, tricks and case studies, we take you through how you can identify and utilize influencers to supercharge your campaigns and help you reach the audience you need.
Lucidity london how your business could use social media (2014)Guy Steele-Perkins
This document provides an overview of how businesses can leverage social media. It discusses 10 key areas where social media can impact a business: public relations, customer support, market research, brand marketing, promotions, consumer education, sales, product development, customer relationship management, and opportunities that have yet to be discovered. It then provides a 4-step process for developing an effective social media strategy: plan, build, promote, and measure. The planning process involves evaluating business objectives, assets, customers, and brand positioning. The building process involves creating custom social media pages, applications and promotions. The promotion process involves creating compelling content and campaigns. The measurement process involves real-time reporting and analysis to understand the impact on the brand.
This document discusses how businesses can leverage social media in various ways beyond just branding and marketing. It outlines 8 potential uses of social media:
1. Using social media for public relations by directly communicating with millions of consumers.
2. Leveraging social media for customer support by enabling customer communities to support each other at low cost.
3. Tapping into social media for market research by gaining insights from discussions among tens of millions of consumers.
4. Employing social media for promotions by creating viral campaigns that grow a brand's audience and drive sales.
5. Leveraging social media for new product development by tapping the collective wisdom of online communities.
Le marche che si impegnano a coinvolgere le persone nella creazione di valore hanno un enorme vantaggio in un mondo sempre più connesso.
Questo eBook offre un'introduzione utile a capire come sviluppare un approccio sempre più legato al futuro dei brand, e permette di iniziare a portare il social thinking al centro della propria marca, costruendo così un verso social brand.
The document discusses how brands need to activate the market by focusing on creating value for people in their everyday lives through social media. It argues that the traditional model of pushing mass marketing messages a few times a year is ineffective, and that brands now need to continuously engage people through social objects that people want to share with their networks. It advocates focusing on empowering people and building trust through 365 solutions that enhance social experiences.
The future of integrated campaigns: the art of transmedia planningtitofavino
This document discusses the transition from integrated marketing to transmedia storytelling. Integrated marketing focuses on consistency across media with one main message, while transmedia tells a cohesive story through multiple platforms to encourage engagement. It advocates pulling consumers in through compelling narratives rather than just pushing messages. The document outlines a 4-phase process for transmedia planning: 1) ignite brand stories, 2) hook up tribes by seeding content, 3) create live experiences, and 4) amplify through sharing. It argues transmedia better leverages social relationships and sees consumers as complex beings who piece together information, while integrated marketing treats people simply and ignores how media suit different purposes.
Marketers are increasingly embracing social media and integrating it into their overall marketing strategies. A survey of over 500 executives found their top concern is maintaining high audience engagement on social media. Most marketers use Facebook, Twitter, and YouTube and are looking to expand to other networks like Instagram and Vine. While content shares and follower counts are the most common metrics, marketers want to better tie social media efforts to ROI and sales metrics. Larger companies are more likely to use technology and systems to help manage complex social media strategies across multiple networks and digital campaigns.
The document outlines 8 key social media trends for 2023 and beyond, including increased use of augmented reality, social commerce, short-form video, and voice activation features. It also discusses more personalized content delivery, focus on social causes and activism, livestreaming, and niche community platforms. The document recommends that brands embrace these trends by creating relevant and tailored content to engage audiences and connect with their brand.
Sharing Surplus: The Brand is a Social AnimalUwe Lucas
The document discusses the rise of social media and how it has changed the relationship between brands and consumers. It suggests that brands need to focus on sharing surplus, which is the social and economic value consumers get from sharing their experiences with brands. The opportunity for brands is to help consumers collect social rewards from their peers by associating with the brand. However, brands must understand the nature of their relationship with consumers and the type of social capital they can offer in order to develop an effective social media strategy.
From Social Media to Social Business: The Social ContinuumThierry de Baillon
The document discusses the evolution from social media to social business. It notes that while brands initially entered social media for marketing purposes like gaining followers and promoting products, social media actually allows an entirely new level of customer engagement through sharing experiences. This customer voice cannot be ignored and listening to it will fundamentally change how business is done by allowing companies to learn directly from customer conversations and better understand customer wants. It refers to this as social learning and notes it will be key for organizations to harness knowledge from social interactions and informal networks across departments to co-create value and operate in the future.
Use customer intimacy to drive competitive advantage.
Learn how to:
** Move from a product-focused, to a customer-focused strategy – understand individuals as well as markets, and focus on relationships as well as transactions.
** Personalized interaction – identify and utilize your customers’ passion points in order to connect with them on a more meaningful and personalized basis.
** The right channel for the right audience – ensure you are reaching the customer in their domain, wherever that may be
The document discusses how Doner, an advertising agency, approaches social media marketing. It emphasizes the importance of understanding people's behaviors and leveraging social insights to develop ideas that will move people to action. Doner focuses on identifying cultural passions and aligning brand messages to resonate with target audiences. The agency also stresses the need to facilitate conversations and share stories on social media like people do.
This document provides an overview of social commerce and how brands can leverage influencer marketing and social media features to drive online sales. It includes expert advice from digital marketing professionals on how social commerce has helped various D2C brands engage customers and increase sales. Key topics covered include what social commerce is, how brands are using it to improve the shopping experience, the benefits of influencer marketing, and the future potential of social commerce.
Technology Trends Driving Digital StorytellingTyler Durbin
As technology becomes almost invisibly integrated into our daily lives — in our hands, our clothes, and even our eyes — tracking insane amounts of data and creating nearly infinite customer touch points, great storytelling is still the most powerful influencer of behavior. Learn how current and future technology trends are powering successful storytelling.
Similar to Social Brands: The Future of Marketing (20)
This document contains statistics from various sources about internet usage and trends in China in 2011. Some key facts include: 34% of Chinese internet users access the internet on their mobile phones; China had over 300 million internet users; and e-commerce sales in China reached over 60 billion USD in 2010, with 66% of transactions occurring on Taobao. The document provides over 50 data points with sources for each relating to topics like social media, online shopping behaviors, and popular websites and platforms in China.
Social Media in Indonesia - March 2011 Data SnapshotSimon Kemp
According to various sources, Indonesia has a population of 238 million people as of 2010. While internet penetration is only 14%, social media usage is widespread, with over 4.8 million Indonesians on Twitter and 35 million on Facebook - more than the entire population of Canada. Mobile phone penetration exceeds 90%, with 30 million mobile internet users, and over 1 billion mobile ad impressions served per month. Games and social media are hugely popular mobile activities for Indonesians.
Facebook in The Philippines - March 2011 Data SnapshotSimon Kemp
Nearly 1 in 4 Filipinos has a Facebook profile, with over 22 million Filipino users in total. Filipina women represent 52% of Filipino Facebook users, including over 7 million aged 18-35. The number of Filipinos using Facebook increased 20% in the past 3 months. On average, Filipinos visit Facebook 26 times and spend over 5 hours on the site per month. The top brand pages in the Philippines are led by Smart Communications, Starbucks Philippines, and Hair Experts.
Facebook in South-East Asia - March 2011 Data SnapshotSimon Kemp
This document summarizes Facebook usage statistics in Southeast Asian countries from March 2011. It reports that 18% of the population across Southeast Asian countries have Facebook accounts on average. In February 2011, 500,000 new Southeast Asian users joined Facebook. The largest Facebook populations are in Indonesia, the Philippines, and Malaysia. 78% of Facebook users in Southeast Asia are under 30, and men account for 54% of users in Asia. The Philippines and Indonesia have the highest monthly minutes and visits per Facebook user.
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3. FIRST TO THE FUTURE
The most successful brands don’t just predict
the future; they define it on their own terms.
This document offers a series of provocations
to help you define your brand’s vision of the
future, and shares some suggestions on how
to start bringing that vision to life today.
3
CONTEXT
4. THE ‘3Ps’ THAT WILL DEFINE THE MARKETING OF TOMORROW:
4
A focus on communities
rather than technology
Connecting with people
when it matters most
PEOPLE PORTABLE
Adding value at every
possible opportunity
PRACTICAL
5. FUTURE PROVOCATIONS
1 Social equity drives brand value
2 Communities have more value than platforms
3 All marketing must add value
4 On the go is the way to go
5 From big ideas to leitmotivs
6 From selective hearing to active listening
7 Experiences are the new products
8 CSR evolves into civic engagement
5
6. OUR ‘PROVOCATIONS’ FORMAT
6
The realities, trends,
and observations that
inspired our thinking
Where we see these
developments taking
marketing in the future
TODAY TOMORROW
The implications for
brands, and what you
can do to harness them
TO DO
8. TODAY: THE BRANDS THAT ARE WORTH TALKING ABOUT
ARE THE BRANDS WE’RE WILLING TO PAY MORE FOR
8
9. THE SOCIAL EQUITY OF A BRAND
The more people talk about a brand, the
easier it is for us to predict how other people
will react if we choose that brand. As a
result, the brands that inspire the most
favourable conversations are the brands that
can command the greatest price premium.
9
CONTEXT
11. TO ACHIEVE THIS, WE MUST EVOLVE BEYOND THE
CURRENT CHANNEL-BASED BROADCAST APPROACH
11
OUTDOOR
RADIO
PRINT
WEB
TELEVISION
SOCIAL MEDIA
12. SOCIAL MEDIA vs SOCIAL BRANDS
Brand conversations aren’t just driven by
social media activities. Everything the brand
does – from its advertising to its packaging,
and from its POS activities to its customer
service – should be designed to inspire as
much favourable conversation as possible.
12
DIGGING
DEEPER
13. IN ORDER TO SUCCEED, BRANDS MUST ADOPT
A HOLISTIC, CONVERSATION-BASED APPROACH
13
PRODUCTS
CUSTOMER
SERVICE
POS ACTIVITY
ADVERTISING
PACKAGING
RECRUITMENT
14. TO DO: BUILD SOCIAL EQUITY BY INSPIRING FREQUENT,
FAVOURABLE CONVERSATIONS BETWEEN COMMUNITIES
14
16. THE (SOCIAL) NETWORK EFFECT
We naturally gravitate to the social media
platforms where we can interact with the
people we care about. If these people move
on to a different platform, we usually follow
them, because it’s social benefits we seek;
media and content are just means to an end.
16
CONTEXT
22. RAZZLE DAZZLE MARKETING
Too much marketing relies on elaborate
spectacle to attract audiences’ attention.
The result is a brand relationship that never
progresses beyond an initial pick-up line,
with an over-emphasis on short-term gains
instead of longer-term mutual value.
22
CONTEXT
24. THE EVOLVING PARADIGM
24
Buying media space
to interrupt people as
efficiently as possible
Harnessing contexts in
which to engage people
as effectively as possible
INTERRUPTION INTERACTION
VSVS
!
26. FROM ADS TO ADDED VALUE
As marketing evolves to this added-value
model, so media must evolve too. The ad-
funded model will become irrelevant, and
publishers and content platforms will need
to rethink their business models in order to
deliver a more integral value proposition.
26
DIGGING
DEEPER
27. TO DO: ENGAGE PEOPLE AROUND THE THINGS THEY
CARE ABOUT – THINK PASSIONS, NOT PRODUCTS
27
35. TODAY: SOCIAL MEDIA ALLOW MARKETERS TO MOVE
FROM SOUNDBITES TO ON-GOING CONVERSATIONS
35
36. A NEW APPROACH TO THE ‘BIG IDEA’
As we embrace brand conversations, the
repetition of a single brand message becomes
increasingly less effective. Instead, brands
should harness ‘leitmotifs’: recurring themes
that evolve over time to tell the brand’s story
in various different ways in different contexts.
36
DIGGING
DEEPER
37. ALTERNATIVES TO ‘HOMOGENOUS CAMPAIGNS’
37
Sharing a wide variety of
disparate content that
appeals to people in different
ways at different times
Bringing a variety of
approaches and themes
together at the same time to
deliver diverse engagement
DANDELION TAPAS
A test-and-learn approach
where the brand constantly
tweaks variations on themes
to build deeper connections
KAIZEN
38. TOMORROW: BRAND COMMS BUILD AROUND FLUID
‘BRAND AGENDAS’ RATHER THAN SINGULAR BIG IDEAS
38
39. TO DO: FOCUS MORE ON WHAT YOU WANT AUDIENCES
TO UNDERSTAND, NOT WHAT YOU’RE GOING TO SAY
39
41. ACTIVE LISTENING, ACTIVE LEARNING
Every day, people share billions of public
posts in social media. Each of these posts
offers potential value for brands, but most
marketers miss this value by only tracking
direct mentions of their brands or activities.
41
CONTEXT
42. TODAY: BRANDS ARE MISSING POWERFUL INSIGHTS AND
OPPORTUNITIES DUE TO EGOCENTRIC SOCIAL LISTENING
42
43. A DIALOGUE OF DISCOVERY
Just as search engines help consumers find
answers to brand queries, so social media
listening can help brands answer questions
about consumers. Marketers can identify a
wealth of new brand opportunities by actively
listening to what people are saying, rather
than just tracking what they want to hear.
43
DIGGING
DEEPER
44. TOMORROW: SOCIAL MEDIA BECOME THE ‘DISCOVERY
ENGINES’ THAT POWER ALL ASPECTS OF MARKETING
44
45. SOCIAL LISTENING CAN ADD VALUE EVERYWHERE
45
PRODUCTS
CUSTOMER
SERVICE
POS ACTIVITY
ADVERTISING
PACKAGING
RECRUITMENT
46. TO DO: USE SOCIAL LISTENING TO INFORM MARKETING
DECISIONS, NOT JUST TO MEASURE YOUR RESULTS
46
50. TO DO: IDENTIFY THE BRAND’S VALUE BEYOND ITS
PRODUCTS, AND BUILD EXPERIENCES AROUND THAT
50
VS
51. SOCIAL ‘BAKED IN’
The most compelling experiences are
inherently social. As a result, brands
that can integrate shared experiences
into the heart of their offering will be
able to command a greater premium.
51
DIGGING
DEEPER
54. CSR SHOULD BE ABOUT COMMUNITY ENGAGEMENT,
NOT ABOUT RELIEVING THE CORPORATE CONSCIENCE
54
VS
55. RETHINKING THE CONCEPT OF BRAND VALUE
55
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 of all
SOCIETAL
VSVS VSVS
56. INSTEAD OF ASKING PEOPLE TO ‘LIKE’ THEM, BRANDS
SHOULD DELIVER IRRESISTIBLE REASONS TO LOVE THEM
56
VS
58. THE RETURN OF THE GOOD SAMARITAN
Corporate philanthropy is not new, but its
popularity faded in the age of mass marketing.
However, as society becomes less tolerant of
corporate greed, civic-minded brands will
return to the fore as marketers rediscover the
enduring value of doing ‘good business’.
58
DIGGING
DEEPER
59. TO DO: IDENTIFY WAYS TO PARTNER WITH COMMUNITIES
AND ADD LASTING VALUE FOR THE BENEFIT OF SOCIETY
59
61. THE FUTURE WON’T WAIT
You will only succeed if you put your plans
into action. The sooner you start testing your
hypotheses, the sooner you will know what
works and what doesn’t, and the greater your
chances of getting to the future first. Go do.
61
63. WE ARE SOCIAL IS A GLOBAL CONVERSATION AGENCY.
WE HELP BRANDS TO LISTEN TO, UNDERSTAND,
AND ENGAGE IN CONVERSATIONS IN SOCIAL MEDIA.
WE’RE ALREADY HELPING MANY OF THE WORLD’S
TOP BRANDS, INCLUDING UNILEVER, ADIDAS, INTEL,
DIAGEO, NESTLÉ, HEINZ, AND LOUIS VUITTON.
IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU
TOO, CALL SIMON KEMP ON +65 9146 5356, OR
EMAIL US AT SAYHELLO@WEARESOCIAL.SG.
FIND OUT MORE AT WEARESOCIAL.SG.