the future of social is mobility - by @ladyxtel

the futureof social is

MOBILITY

Christel Quek @LADYXTELGLOBAL SOCIAL MARKETING MANAGER

HAVAS MEDIA

[email protected]

mailto:[email protected]



MOBILITYThinking

BeyondChannels

social is not a channel

socialis a layer

CHRISTEL QUEK HAVAS MEDIA @LADYXTEL

social is not operated in silo

socialis a behavioral

shift


mobile - “flowing freely , as a l iquid.”

mobile underscores freedom of communications & liquidity of social

communities (offl ine, online)


mobile - “quick to change”

mobile represents a power shift where the masses can alter brand perception

& messaging through technology


“In a rural area,

a mobile device is seen as a

community entity.”

“In an urban area,

a mobile device is seen as an

extension ofpersonalidentity.”

SOURCE: associate PROF MICHAEL (SMU), @communicateasia CHRISTEL QUEK HAVAS MEDIA @LADYXTEL

mobile hardware

mobilitysoftware


think

mobilitysoftware


mobilitysoftware

liquidity

social content

power shift

consistency


think

the rise of social & mobilityare intrinsically l inked

mobile versions of online social networks (branded applications

or optimized sites)

rise in:leading to a



social API supported sharing & social gamingrise in:leading to a



the pervasiveness of thesocially mobile consumerrise in:leading to a



volume & velocity ofearned media generatedby tastemakers, interest

graphs, social graphs

rise in:leading to a



MOBILITYpower shift to the

consumers

liquidity of social

communities

social content shareable & contagious

consistency brand

experience


liquidity (water) is one of the most powerful forces of erosion in nature


liquidity (consumers)can wear down

the hardest of rocks (brands & institutions)


the social consumeris getting increasingly pervasive


the “ALWAYS ON” PHENOMENONIntersecting worlds of offl ine & online

Word of Mouth


generating earned mediais a boon or bane for brands

the liquidityof conversations

is dynamic


危机


crisis

危险danger

机会opportunity



consumers

liquidity of social

communities


consistency brand

experience



“We have 2 ears and 1 mouth so that we can listen twice as much as we speak.”

EPICTETUS


your brand messaging isno longer a one way street

Listen & learn


brands can try writing the narrative on their own, but consumers have the powerto embrace, alter, or reject the messaging

brands are open books



consumers

liquidity of social

communities


consistency brand

experience


vs

consumption


social contentcontent

sharing + reactions

elements to trigger

+ your

sharing

(to share)=(a reaction)actions & transactions


content

social content

Social Content builds your brand’s story

ReachRelevanceResonance

with a focus on

across your media ecosystem

CHRISTEL QUEK HAVAS MEDIA @LADYXTEL Source: Original inspiration from Brian Solis (3Rs) , 2011

stories

work on your brand’s storyso don’t just work on content

are more persuasive than data

because


CHRISTEL QUEK HAVAS MEDIA @LADYXTEL Source: Dr Paul MacLean - Triune Brain Theory. Illustration: Myself

CHRISTEL QUEK HAVAS MEDIA @LADYXTEL Source: Brainfluence by Roger Dooley

95%of our decis ion making

is not affected byconscious rat ional

th inking


people will forget what you said

but people will never forget how

you made them feel

people will forget what you did

Maya Angelou

CHRISTEL QUEK HAVAS MEDIA @LADYXTEL Source: Brainfluence by Roger Dooley

emotionalappeal to the

fearremove the

trustbui ld

CHRISTEL QUEK HAVAS MEDIA @LADYXTEL Source: Dr Paul MacLean - Triune Brain Theory. Illustration: Myself


possib i l i t iesstor ies create

Source: Dr Paul MacLean - Triune Brain Theory. Illustration: Myself

possib i l i t iescreate

d ia logue


connect ionsdialogue create

Source: Dr Paul MacLean - Triune Brain Theory. Illustration: Myself

connect ionsin shared purpose

become act ions


Stop selling apples

create contentaround it

Illustration: Myself


don’t control, collaborate

the crowdis your asset



add value withcool infographics

“infographicsshared on twitter

get 832% moreretweets than

images & articles”

Source: Bit Rebels, 2012Illustration: Myself


strong contentgets amplified

turn your influencersinto brand advocates

for your story



social content isnot uniform

there’s no pointhaving the same

content on every social platform



watch the effect unfold

but don’t forgetto track your

progress



why will some contentget shared more than others?


richard dawkinsfather of memetics

richard dawkinsfather of memetics

the word “meme”was coined in 1976in “the selfish gene”

shortened version of "mimeme", from the greek word mimema ("something imitated")

“meme”became an official word

in 1988


richard dawkins“What triggers virality?”

Copying Fidelity

- it has to be easy to copy- the creative has to be almost as accurate as the source

- share images and videos




Fecundity

- fecundity = fertility- the faster it produces, the more successful it will be

- hence, the medium which it spreads is importante.g. Facebook & Twitter


12xon facebook,videos are shared

more than links& posts combined

2xon facebook,photos are liked

more than textupdates

Source: M Booth & Simply Measured, August 2012


Longevity

- the longer it survives, the better the permanencee.g. YouTube



approximately

27%of the internet population (2.8

billion) had watched Gangnam Style

Latest YouTube Statistic accurate as of 19th November 2012



consumers

liquidity of social

communities


consistency brand

experience


trust

social consumerIt’s important to engage the

they have a

for unsolicited promotionsDISTASTEauthentic, continued engagement&


consumer-centricbrands need to design a

which is consistent across all touchpoints

brand experience


constant iterations

Don’t gun for perfection

gun for

of your social content



MOBILITYCase Studymobility, social,

results


especially withmultiplicity of screens

social is a layer


25 000comments on facebook


2 900 000views on Sparkasse’s

youtube channel


823 406Votes casted in total


No. 1Facebook Page (Finance)

in Germany


75% increasein recall for sparkasse’s

giro offers


21% increasein desire for sparkasse’s

giro accounts


sparkasse

volksbankening

39%

13% 10%

spotaneous ad recall

MOBILITYrequires brands to be adaptable


MOBILITYrequires brands to create

sticky content which resonates


MOBILITYrequires brands to l isten more,

and speak less


because the age of

MOBILITYhas resulted in a fundamental

power shiftCHRISTEL QUEK HAVAS MEDIA @LADYXTEL

where

poweris now with the people & not

the brandCHRISTEL QUEK HAVAS MEDIA @LADYXTEL

where

liquidityof earned media conversations

can alter brand perceptionsCHRISTEL QUEK HAVAS MEDIA @LADYXTEL

where

social & mobility

are no longer just channels,but behavioral shifts


Thank You!

Christel Quek @LADYXTELGLOBAL SOCIAL MARKETING MANAGER

HAVAS MEDIA

[email protected]



the future of social is mobility - by @ladyxtel

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