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What's Next for Social Brands?

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we are social 2015 LIVE EDIT ION SOCIAL BRANDS THE FUTURE OF MARKETING SIMON KEMP • WE ARE SOCIAL • WHAT’S COMING NEXT LONDON • 18 MAY 2015 We Are Social #WhatsComingNext • @eskimon • 1


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WATCH THE FULL RECORDING OF SIMON KEMP PRESENTING SOCIAL BRANDS AT THE IAA’S WHAT’S COMING NEXT CONFERENCE: bit.ly/sb_iaa We Are Social #WhatsComingNext • @eskimon • 2


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SIMON KEMP @eskimon We Are Social #WhatsComingNext • @eskimon • 3


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We Are Social #WhatsComingNext • @eskimon • 4


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LONDON NEW YORK SAN FRANCISCO PARIS MUNICH MILAN SHANGHAI SINGAPORE SÃO PAULO We Are Social SYDNEY #WhatsComingNext • @eskimon • 5


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We Are Social #WhatsComingNext • @eskimon • 6


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BRANDS WORTH TALKING ABOUT We Are Social #WhatsComingNext • @eskimon • 7


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SOCIAL BRANDS We Are Social #WhatsComingNext • @eskimon • 8


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PREMISE:   The brands that actively involve audiences in the creation of value are those best placed to succeed in today’s connected world. We Are Social #WhatsComingNext • @eskimon • 9


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THE CONVERGENCE OF A FEW TRENDS: CHAT APPS PRIVACY THE RISE OF ‘PRIVATE’ SHARING ON APPS LIKE WHATSAPP & WECHAT We Are Social CONCERNS ABOUT DATA COLLECTION BY BRANDS AND AD PLATFORMS CLUTTER AD SPEND THE SHEER AMOUNT OF ‘NOISE’ ACROSS DIGITAL CHANNELS THE RELATED COST OF REACHING AUDIENCES IN SOCIAL MEDIA #WhatsComingNext • @eskimon • 10


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ABOVE ALL, A BELIEF THAT MARKETERS ARE MISSING SOME HUGE OPPORTUNITIES We Are Social #WhatsComingNext • @eskimon • 11


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5 PROVOCATIONS TO HELP YOU SEIZE THOSE OPPORTUNITIES AND BUILD A SOCIAL BRAND We Are Social #WhatsComingNext • @eskimon • 12


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A FORMAT DESIGNED TO INSPIRE ACTION TODAY TOMORROW TO DO THE REALITIES, TRENDS, AND OBSERVATIONS BEHIND OUR THINKING HOW WE SEE THESE DEVELOPMENTS SHAPING THE FUTURE OF MARKETING THE IMPLICATIONS FOR BRANDS, AND WHAT MARKETERS NEED TO DO We Are Social #WhatsComingNext • @eskimon • 13


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#1 SOCIAL EQUITY TRANSLATES TO BRAND EQUITY We Are Social #WhatsComingNext • @eskimon • 14


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WORD OF MOUTH IS STILL CENTRAL TO PEOPLE’S DISCOVERY OF NEW BRANDS We Are Social #WhatsComingNext • @eskimon • 15


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BUT WORD OF MOUTH ISN’T JUST ABOUT BRAND DISCOVERY We Are Social #WhatsComingNext • @eskimon • 16


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CONVERSATIONS ABOUT BRANDS ALSO DRIVE CONVICTION AND CONVERSION We Are Social #WhatsComingNext • @eskimon • 17


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THE BRANDS THAT PEOPLE TALK ABOUT MOST FAVOURABLY BUILD THE STRONGEST EQUITY We Are Social #WhatsComingNext • @eskimon • 18


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THEREFORE… We Are Social #WhatsComingNext • @eskimon • 19


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AN INCREASE IN GOOD CONVERSATION DRIVES AN INCREASE IN COMPENSATION We Are Social #WhatsComingNext • @eskimon • 20


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BUT FAVOURABLE CONVERSATIONS AREN’T JUST ABOUT SOCIAL MEDIA ACTIVITY We Are Social #WhatsComingNext • @eskimon • 21


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PRODUCTS PACKAGING ADVERTISING POS ACTIVITY RECRUITMENT CUSTOMER SERVICE We Are Social #WhatsComingNext • @eskimon • 22


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EVERYTHING YOUR BRAND DOES SHOULD INSPIRE MEANINGFUL CONVERSATION We Are Social #WhatsComingNext • @eskimon • 23


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HOWEVER, WE NEED TO BE CAREFUL WE DON’T CONFUSE THE MEANS FOR THE END We Are Social #WhatsComingNext • @eskimon • 24


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MARKETING’S JOB IS NOT TO CREATE CONTENT; IT’S TO CREATE CONTENTMENT We Are Social #WhatsComingNext • @eskimon • 25


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“ 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. ~ Cory Doctorow We Are Social #WhatsComingNext • @eskimon • 26


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INSPIRE FAVOURABLE CONVERSATIONS THAT FUEL CONVERSION AND BUILD BRAND EQUITY We Are Social #WhatsComingNext • @eskimon • 27


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BUT HOW? We Are Social #WhatsComingNext • @eskimon • 28


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#2 ALL MARKETING SHOULD DELIVER MUTUAL VALUE We Are Social #WhatsComingNext • @eskimon • 29


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MOST MARKETING STILL RELIES ON SELFISH SCREAMS FOR ATTENTION We Are Social #WhatsComingNext • @eskimon • 30


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BUT TODAY’S DEVICES MAKE IT EASY FOR PEOPLE TO IGNORE IRRELEVANT MESSAGES We Are Social #WhatsComingNext • @eskimon • 31


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MARKETING MUST DELIVER VALUE THROUGH EVERY INTERACTION OR IT WILL BE IGNORED We Are Social #WhatsComingNext • @eskimon • 32


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THE EVOLVING PARADIGM VS VS INTERRUPTION INTERACTION BUYING MEDIA SPACE TO INTERRUPT PEOPLE AS EFFICIENTLY AS POSSIBLE ADDING VALUE IN ORDER TO ENGAGE PEOPLE AS EFFECTIVELY AS POSSIBLE We Are Social #WhatsComingNext • @eskimon • 33


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ADD VALUE THROUGH EVERY INTERACTION, NOT JUST THROUGH EVERY TRANSACTION We Are Social #WhatsComingNext • @eskimon • 34


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!   BUT THIS WILL INVOLVE A FUNDAMENTAL CHANGE We Are Social #WhatsComingNext • @eskimon • 35


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#3 FROM BIG AD IDEAS TO ‘LEITMOTIFS’ We Are Social #WhatsComingNext • @eskimon • 36


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ADVERTISING’S BUSINESS MODEL DOESN’T ALIGN WITH AUDIENCES’ BEHAVIOUR MODEL We Are Social #WhatsComingNext • @eskimon • 37


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THE BROADCAST MARKETING PARADIGM IS DRIVEN BY MEDIA COST EFFICIENCY We Are Social #WhatsComingNext • @eskimon • 38


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I.E. TRYING TO REACH AS MANY EYEBALLS AS POSSIBLE WITH AS LITTLE SPEND AS POSSIBLE We Are Social #WhatsComingNext • @eskimon • 39


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BUT INTERACTIVE, DIGITAL MEDIA ENABLE US TO FOCUS MORE ON EFFECTIVENESS We Are Social #WhatsComingNext • @eskimon • 40


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I.E. CREATING IDEAL EXPERIENCES FOR SPECIFIC AUDIENCES IN OPTIMUM CONTEXTS We Are Social #WhatsComingNext • @eskimon • 41


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WE NO LONGER NEED TO BOIL BRANDS’ MEANING DOWN INTO 30” SOUNDBITES We Are Social #WhatsComingNext • @eskimon • 42


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WE CAN FOCUS ON WHAT WE WANT PEOPLE TO UNDERSTAND, NOT JUST WHAT WE’LL SAY We Are Social #WhatsComingNext • @eskimon • 43


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FOCUS ON CREATING BETTER IMPRESSIONS, INSTEAD OF CREATING MORE IMPRESSIONS We Are Social #WhatsComingNext • @eskimon • 44


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WE CAN TELL AN EVOLVING STORY, INSTEAD OF REPEATING THE SAME AD FOR 6 MONTHS We Are Social #WhatsComingNext • @eskimon • 45


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WAYS TO BROADEN THE BRAND’S STORY DANDELION TAPAS KAIZEN 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 TEST AND LEARN CONSTANTLY TWEAK VARIATIONS ON THEMES TO BUILD DEEPER CONNECTIONS We Are Social #WhatsComingNext • @eskimon • 46


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BUILD YOUR BRAND WITH EVOLVING STORIES, NOT SINGULAR, REPETITIVE ‘BIG AD IDEAS’ We Are Social #WhatsComingNext • @eskimon • 47


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BUT TELLING THESE STORIES IS ONLY THE START OF A SOCIAL BRAND’S JOURNEY… We Are Social #WhatsComingNext • @eskimon • 48


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WE NEED TO USE THESE STORIES TO INSPIRE ON-GOING DIALOGUE AND CONVERSATION We Are Social #WhatsComingNext • @eskimon • 49


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!   THAT INVOLVES ANOTHER FUNDAMENTAL CHANGE We Are Social #WhatsComingNext • @eskimon • 50


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#4 FROM BROADCAST TO CONVERSATION We Are Social #WhatsComingNext • @eskimon • 51


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EVERY DAY, PEOPLE SHARE BILLIONS OF PUBLIC POSTS ACROSS SOCIAL MEDIA We Are Social #WhatsComingNext • @eskimon • 52


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EACH POST OFFERS VALUABLE INSIGHT INTO PEOPLE’S LIVES, CHOICES AND BEHAVIOUR We Are Social #WhatsComingNext • @eskimon • 53


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TAKE THE INFAMOUS EXAMPLE OF “PHOTOS OF MY LUNCH” We Are Social #WhatsComingNext • @eskimon • 54


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#FOOD We Are Social #WhatsComingNext • @eskimon • 55


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170,000,000 IMAGES TAGGED #FOOD ON INSTAGRAM ALONE We Are Social #WhatsComingNext • @eskimon • 56


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We Are Social #WhatsComingNext • @eskimon • 57


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We Are Social #WhatsComingNext • @eskimon • 58


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3 PHOTOS OF THE SAME THING (BURGERS) THAT EACH TELL US VERY DIFFERENT STORIES We Are Social #WhatsComingNext • @eskimon • 59


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BY ANALYSING THE THINGS PEOPLE POST, WE CAN UNCOVER MANY VALUABLE INSIGHTS We Are Social #WhatsComingNext • @eskimon • 60


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…IF PEOPLE CARE ENOUGH TO POST ABOUT IT, IT’S WORTH EXPLORING IN MORE DETAIL We Are Social #WhatsComingNext • @eskimon • 61


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#LOVE We Are Social #WhatsComingNext • @eskimon • 62


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880,000,000 IMAGES TAGGED #LOVE ON INSTAGRAM ALONE We Are Social #WhatsComingNext • @eskimon • 63


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THERE MIGHT BE A FEW IDEAS FOR MARKETERS IN THERE TOO… We Are Social #WhatsComingNext • @eskimon • 64


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HOWEVER, MOST MARKETERS ONLY LISTEN OUT FOR OVERT MENTIONS OF THEIR BRAND We Are Social #WhatsComingNext • @eskimon • 65


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THIS IS A BIT LIKE JUDGING SOMEONE ELSE’S PARTY BASED ON MENTIONS OF YOUR NAME We Are Social #WhatsComingNext • @eskimon • 66


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WE’RE MISSING OPPORTUNITIES TO IDENTIFY NEW WAYS TO ADD VALUE We Are Social #WhatsComingNext • @eskimon • 67


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PRODUCTS PACKAGING ADVERTISING POS ACTIVITY RECRUITMENT CUSTOMER SERVICE We Are Social #WhatsComingNext • @eskimon • 68


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SOCIAL LISTENING BECOMES THE DISCOVERY ENGINE THAT POWERS ALL OUR MARKETING We Are Social #WhatsComingNext • @eskimon • 69


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MAKE THINGS PEOPLE WANT VS MAKE PEOPLE WANT THINGS ~ JOHN WILLSHIRE • @WILLSH   We Are Social #WhatsComingNext • @eskimon • 70


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USE SOCIAL LISTENING TO INFORM FUTURE PLANS, NOT JUST TO MEASURE PAST RESULTS We Are Social #WhatsComingNext • @eskimon • 71


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#5 CSR EVOLVES INTO CIVIC ENGAGEMENT We Are Social #WhatsComingNext • @eskimon • 72


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SOCIETY EXPECTS ORGANISATIONS TO GIVE BACK AT LEAST AS MUCH AS THEY TAKE We Are Social #WhatsComingNext • @eskimon • 73


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THE BRANDS WHO GIVE BACK PROACTIVELY ARE SEEN AS GENEROUS AND INSPIRING We Are Social #WhatsComingNext • @eskimon • 74


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INSTEAD OF SEEING CSR AS GUILT RELIEF, USE IT TO ADD VALUE AND ENGAGE PEOPLE We Are Social #WhatsComingNext • @eskimon • 75


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BRANDS WEAVE COMMUNITY SERVICE INTO THE HEART OF THEIR VALUE PROPOSITION We Are Social #WhatsComingNext • @eskimon • 76


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RETHINKING THE CONCEPT OF BRAND VALUE VS VS SHAREHOLDER STAKEHOLDER SOCIETAL ACTIVITIES FOCUSED SOLELY ON MAXIMISING SHORT-TERM PROFITS ACTIVITIES DESIGNED TO MAXIMISE RETURNS FOR EMPLOYEES AND PARTNERS ACTIVITIES DESIGNED TO CONTRIBUTE TO THE GREATER GOOD FOR ALL We Are Social #WhatsComingNext • @eskimon • 77


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MAKE THINGS BETTER VS MAKE BETTER THINGS We Are Social #WhatsComingNext • @eskimon • 78


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TAKING THIS FURTHER, WE SHOULD BE MARKETING WITH PEOPLE, NOT TO THEM We Are Social #WhatsComingNext • @eskimon • 79


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DEMOCRATIC MARKETING: BRANDS OF THE PEOPLE, BY THE PEOPLE, FOR THE PEOPLE We Are Social #WhatsComingNext • @eskimon • 80


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CONCLUSIONS We Are Social #WhatsComingNext • @eskimon • 81


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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 We Are Social #WhatsComingNext • @eskimon • 82


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DOWNLOAD THE COMPLETE SOCIAL BRANDS E-BOOK: bit.ly/sbtfom We Are Social #WhatsComingNext • @eskimon • 83


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WE ARE SOCIAL SIMON KEMP, ASIA MANAGING PARTNER @ESKIMON SAYHELLO@WEARESOCIAL.SG +65 6423 1051 HTTP://WEARESOCIAL.SG We Are Social #WhatsComingNext • @eskimon • 84


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