we are social's guide to building a connected strategy

#IABSG • @eskimon • Connected Strategy • 1

CONNECTED STRATEGY

SIMON KEMP • WE ARE SOCIAL • IAB SINGAPORE • JULY 2015

BUILDING BRANDS FOR THE DIGITAL AGE

we are social


SIMON KEMP @eskimon


MILAN MUNICH

PARIS

LONDON

SÃO PAULO

SINGAPORE

NEW YORK

SYDNEY

SAN FRANCISCO SHANGHAI


WE HELP BUILD BRANDS WORTH TALKING ABOUT


BUILDING A SOCIAL BRAND

1.  STRATEGY IN THE CONNECTED AGE 2.  THE 4PS OF GREAT SOCIAL BRANDS

3.  BRANDS THAT ARE DOING IT BEST 4.  TIPS TO MAKE YOUR BRAND ‘SOCIAL’

5.  Q&A AND DISCUSSION


STRATEGY: A plan for achieving a

specific outcome within a clearly defined timeframe.


THE ‘WHAT’: THE PLAN FOR ACHIEVING OUR DESIRED OUTCOME

THE ‘HOW’: THE THINGS WE’LL DO TO BRING OUR PLAN TO LIFE

STRATEGY TACTICS

AN IMPORTANT DISTINCTION

VS VS


IMPORTANT CLARIFICATION: THE CONCEPT OF A ‘SOCIAL STRATEGY’ IS A BIT BROKEN

!!


DEFINE AN OVERALL BRAND STRATEGY, THEN IDENTIFY HOW SOCIAL CAN BRING IT TO LIFE


SO HOW DO YOU ENSURE YOUR STRATEGY IS OPTIMISED FOR A CONNECTED WORLD?


THE 4PS OF GREAT SOCIAL MARKETING

FOCUS ON PEOPLE, NOT CONTENT, MEDIA

OR TECHNOLOGY

DON’T JUST MAKE BETTER THINGS;

MAKE THINGS BETTER

PEOPLE PURPOSE USE YOUR BRAND’S VALUES TO DELIVER MEANINGFUL VALUE

PRINCIPLES DON’T INTERRUPT PEOPLE; ENGAGE

AND INVOLVE THEM

PARTICIPATION


1. PEOPLE


MARKETING: THE MUTUAL SATISFACTION OF WANTS, NEEDS, AND DESIRES


IF WE DISTIL THE MARKETING CONCEPT DOWN TO ITS CORE…


WHAT WE

WANT

WHAT OTHERS WANT

WHAT MARKETING MUST FIND & DELIVER

@eskimon!


WHAT WE

WANT

WHAT OTHERS WANT

WHAT MARKETING MUST FIND & DELIVER

!"r #!b

@eskimon!


IDENTIFYING WHAT OTHER PEOPLE WANT IS THE SECRET TO MARKETING SUCCESS


HOWEVER…


People don’t know what they want until you show it to them.

~ Steve Jobs

“


SO HOW DO WE KNOW WHAT TO ‘SHOW THEM’?


SOCIAL LISTENING HELPS US UNDERSTAND ATTITUDES, MOTIVATIONS, AND BEHAVIOUR


YES, YOU NEED TO SPEND TIME ANALYSING THE DATA (OR PAY SOMEONE ELSE TO)


BUT LISTENING ROI GOES WELL BEYOND TRACKING CAMPAIGN PERFORMANCE


TAKE THE INFAMOUS EXAMPLE OF “PHOTOS OF MY LUNCH”


#FOOD


190,000,000 PHOTOS TAGGED WITH #FOOD ON INSTAGRAM


WE TOOK A RANDOM SAMPLE OF PICTURES TAGGED WITH #FOOD FROM INSTAGRAM


WITHIN THIS SAMPLE, THERE WERE THREE – QUITE DIFFERENT –!PICTURES OF BURGERS


FROM LUNCH TO INSIGHTS What are they eating?

Where are they eating it? Who are they eating it with? What time are they eating?

How much do they pay for lunch? Is there a choice motivation (e.g. health)? What are they #tagging (emphasising)?

Why are they sharing these photos?


3 PHOTOS OF THE SAME THING THAT OFFER DIFFERENT INSIGHTS INTO PEOPLE’S LIVES


#LOVE


973,000,000 PHOTOS TAGGED WITH #LOVE ON INSTAGRAM


ONE BILLION IDEAS THAT CAN HELP YOU UNDERSTAND WHAT PEOPLE WANT LOVE


WHEN WE KNOW WHAT PEOPLE CARE ABOUT, IT’S EASIER FOR US TO ADD VALUE


MAKE THINGS PEOPLE WANT

MAKE PEOPLE WANT THINGS

VS

~ JOHN WILLSHIRE • @WILLSH!


THE REAL VALUE OF SOCIAL LIES IN WHAT OTHER PEOPLE SAY, NOT WHAT YOU SAY


PRODUCTS

CUSTOMER SERVICE

POS ACTIVITY

ADVERTISING PACKAGING

RECRUITMENT


TIP #1: TO BECOME A SOCIAL BRAND, LISTEN TWICE AS MUCH AS YOU TALK


2. PURPOSE


WHY DOES YOUR BRAND EXIST?


‘MAKING A PROFIT’ ISN’T DIFFERENTIATING


DELIVERING THE BEST PRODUCTS AND SERVICES ISN’T REALLY A PURPOSE, EITHER


FOR YOUR CUSTOMERS, PRODUCTS AND SERVICES ARE SIMPLY MEANS TO AN END


YOUR PURPOSE MUST DEMONSTRATE HOW YOUR BRAND IMPROVES PEOPLE’S LIVES


MAKE THINGS BETTER

MAKE BETTER

THINGS

VS


USED PROPERLY, A BRAND’S PURPOSE ALLOWS IT TO TRANSCEND CATEGORIES


HOWEVER, YOUR PURPOSE DOESN’T NEED TO BE ABOUT SAVING THE WORLD


RED BULL CHALLENGES OUR PERCEPTIONS OF HUMAN POTENTIAL


HOW CAN YOU USE SOCIAL TO BRING YOUR BRAND’S BIGGER PURPOSE TO LIFE?


DON’T SIMPLY DELIVER CONTENT; MAKE A MEANINGFUL CONTRIBUTION TO THE WORLD


BEING DIFFERENT

MAKING A

DIFFERENCE

VS


USE SOCIAL TO FULFIL YOUR AUDIENCE’S NEEDS AS WELL AS YOUR BRAND’S NEEDS


TIP #2: GIVE PEOPLE SOMETHING TO BUY INTO, NOT JUST SOMETHING TO BUY


3. PRINCIPLES


WHAT MAKES A BRAND ‘POPULAR’?


HINT: THERE ARE MANY SIMILARITIES TO THE TRAITS THAT DEFINE POPULAR PEOPLE


BUILD ON YOUR BRAND PURPOSE TO DEFINE BRAND VALUES THAT PEOPLE CARE ABOUT


TRUSTWORTHINESS IS VITAL; DEMONSTRATE TRANSPARENCY, SINCERITY AND INTEGRITY


HUMOUR: WE’RE HAPPY TO GIVE OUR ATTENTION TO BRANDS THAT ENTERTAIN US


GENEROSITY: GIVE PEOPLE SOMETHING BEFORE ASKING SOMETHING IN RETURN


EMPATHY: THE ABILITY TO CONNECT WITH PEOPLE AND BUILD ENDURING AFFINITY


DON’T BEHAVE LIKE A CORPORATE MACHINE; NO-ONE WANTS TO TALK TO A ROBOT


BUILD A PERSONALITY AND BEHAVE LIKE THE SORT OF PERSON YOU’D WANT TO MEET


HAVE A CONSISTENT POINT OF VIEW AND DON’T BE AFRAID TO SHARE IT WITH PEOPLE


TIP #3: USE YOUR BRAND’S VALUES TO BUILD YOUR BRAND’S VALUE


4. PARTICIPATION


TOO MUCH OF TODAY’S MARKETING IS ABOUT GRABBING PEOPLE’S ATTENTION


BUT WE’RE CONFUSING ATTENTION WITH ATTRACTION

VS


AWARE " CARE


OUR TASK IS TO ENGAGE PEOPLE WITH OUR BRANDS, NOT JUST WITH OUR COMMS


PEOPLE ARE MORE ENGAGED WHEN THEY’RE ACTIVELY INVOLVED


Participation increases people’s valuation of

products – even those who are relatively uninterested.

Dan Ariely, “The IKEA Effect”

“


MARKETING SHOULD CO-CREATE MUTUAL VALUE, NOT SIMPLY SELL STUFF


WE NEED TO THINK OF PEOPLE AS PART OF OUR BRANDS, NOT AS OUR ‘CONSUMERS’


EXAMPLES OF INCLUSIVE MARKETING

IDEASTORM MY STARBUCKS IDEA

DELL STARBUCKS DO US A FLAVOUR

LAY’S


CO-CREATING BRANDS

KICKSTARTER INDIEGOGO


TIP #4: BE A DEMOCRATIC BRAND: OF THE PEOPLE, BY THE PEOPLE, FOR THE PEOPLE


THE 4PS OF GREAT SOCIAL MARKETING

FOCUS ON PEOPLE, NOT CONTENT, MEDIA

OR TECHNOLOGY

DON’T JUST MAKE BETTER THINGS;

MAKE THINGS BETTER

PEOPLE PURPOSE USE YOUR BRAND’S VALUES TO DELIVER MEANINGFUL VALUE

PRINCIPLES DON’T INTERRUPT PEOPLE; ENGAGE

AND INVOLVE THEM

PARTICIPATION


PARTING THOUGHT


NONE OF THIS SHOULD SEEM LIKE ROCKET SCIENCE


SO WHY AREN’T YOU DOING IT ALREADY?


IT’S UP TO YOU TO PUT THESE IDEAS INTO ACTION ON YOUR BRANDS, STARTING TODAY


bit.ly/wasmitca bit.ly/wasgtsl bit.ly/sbtfom

DOWNLOAD OUR FREE GUIDES TO GET STARTED – AND KEEP GOING:

http://bit.ly/wasmitca

http://bit.ly/wasgtsl

http://bit.ly/sbtfom


WE ARE SOCIAL SINGAPORE

SIMON KEMP, REGIONAL MANAGING PARTNER

@WEARESOCIALSG

[email protected]

+65 6423 1051

HTTP://WEARESOCIAL.SG

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