We Are Social - Social Brands Live In London 2015

#WhatsComingNext • @eskimon • 1We 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:

SIMONKEMP
@eskimon

MILAN
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
TO DO

#1SOCIAL 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
ADVERTISINGPACKAGING
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?

#2ALL 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
VSVS

ADD VALUE THROUGH EVERY INTERACTION,
NOT JUST THROUGH EVERY TRANSACTION

BUT THIS WILL INVOLVE A
FUNDAMENTAL CHANGE
!

#3FROM 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
!

#4FROM 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”

#FOOD

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

#LOVE

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
ADVERTISINGPACKAGING
RECRUITMENT

SOCIAL LISTENING BECOMES THE DISCOVERY
ENGINE THAT POWERS ALL OUR MARKETING

MAKE THINGS
PEOPLE WANT
MAKE PEOPLE
WANT THINGS~ JOHN WILLSHIRE • @WILLSH

VS

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

#5CSR 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
VSVS VSVS

MAKE THINGS
BETTER
MAKE BETTER
THINGS
VS

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

We Are Social - Social Brands Live In London 2015

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We Are Social - Social Brands Live In London 2015