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Guide to Building a Social Brand

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we are social CONNECTED STRATEGY BUILDING BRANDS FOR THE DIGITAL AGE SIMON KEMP • WE ARE SOCIAL • IAB SINGAPORE • JULY 2015 #IABSG • @eskimon • Connected Strategy • 1


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SIMON KEMP @eskimon #IABSG • @eskimon • Connected Strategy • 2


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#IABSG • @eskimon • Connected Strategy • 3


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LONDON NEW YORK SAN FRANCISCO PARIS MUNICH MILAN SHANGHAI SINGAPORE SÃO PAULO SYDNEY #IABSG • @eskimon • Connected Strategy • 4


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#IABSG • @eskimon • Connected Strategy • 5


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WE HELP BUILD BRANDS WORTH TALKING ABOUT #IABSG • @eskimon • Connected Strategy • 6


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BUILDING A SOCIAL BRAND 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 1.  #IABSG • @eskimon • Connected Strategy • 7


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#IABSG • @eskimon • Connected Strategy • 8


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STRATEGY: A plan for achieving a specific outcome within a clearly defined timeframe. #IABSG • @eskimon • Connected Strategy • 9


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AN IMPORTANT DISTINCTION VS STRATEGY TACTICS THE ‘WHAT’: THE PLAN FOR ACHIEVING OUR DESIRED OUTCOME THE ‘HOW’: THE THINGS WE’LL DO TO BRING OUR PLAN TO LIFE #IABSG • @eskimon • Connected Strategy • 10


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!! IMPORTANT CLARIFICATION: THE CONCEPT OF A ‘SOCIAL STRATEGY’ IS A BIT BROKEN #IABSG • @eskimon • Connected Strategy • 11


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DEFINE AN OVERALL BRAND STRATEGY, THEN IDENTIFY HOW SOCIAL CAN BRING IT TO LIFE #IABSG • @eskimon • Connected Strategy • 12


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SO HOW DO YOU ENSURE YOUR STRATEGY IS OPTIMISED FOR A CONNECTED WORLD? #IABSG • @eskimon • Connected Strategy • 13


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THE 4PS OF GREAT SOCIAL MARKETING PEOPLE PURPOSE FOCUS ON PEOPLE, NOT CONTENT, MEDIA OR TECHNOLOGY DON’T JUST MAKE BETTER THINGS; MAKE THINGS BETTER PRINCIPLES PARTICIPATION USE YOUR BRAND’S VALUES TO DELIVER MEANINGFUL VALUE DON’T INTERRUPT PEOPLE; ENGAGE AND INVOLVE THEM #IABSG • @eskimon • Connected Strategy • 14


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1. PEOPLE #IABSG • @eskimon • Connected Strategy • 15


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MARKETING: THE MUTUAL SATISFACTION OF WANTS, NEEDS, AND DESIRES #IABSG • @eskimon • Connected Strategy • 16


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IF WE DISTIL THE MARKETING CONCEPT DOWN TO ITS CORE… #IABSG • @eskimon • Connected Strategy • 17


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WHAT WE WANT WHAT MARKETING MUST FIND & DELIVER WHAT OTHERS WANT @eskimon! #IABSG • @eskimon • Connected Strategy • 18


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our job WHAT WE WANT WHAT MARKETING MUST FIND & DELIVER WHAT OTHERS WANT @eskimon! #IABSG • @eskimon • Connected Strategy • 19


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IDENTIFYING WHAT OTHER PEOPLE WANT IS THE SECRET TO MARKETING SUCCESS #IABSG • @eskimon • Connected Strategy • 20


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HOWEVER… #IABSG • @eskimon • Connected Strategy • 21


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“ People don’t know what they want until you show it to them. ~ Steve Jobs #IABSG • @eskimon • Connected Strategy • 22


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SO HOW DO WE KNOW WHAT TO ‘SHOW THEM’? #IABSG • @eskimon • Connected Strategy • 23


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SOCIAL LISTENING HELPS US UNDERSTAND ATTITUDES, MOTIVATIONS, AND BEHAVIOUR #IABSG • @eskimon • Connected Strategy • 24


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YES, YOU NEED TO SPEND TIME ANALYSING THE DATA (OR PAY SOMEONE ELSE TO) #IABSG • @eskimon • Connected Strategy • 25


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BUT LISTENING ROI GOES WELL BEYOND TRACKING CAMPAIGN PERFORMANCE #IABSG • @eskimon • Connected Strategy • 26


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TAKE THE INFAMOUS EXAMPLE OF “PHOTOS OF MY LUNCH” #IABSG • @eskimon • Connected Strategy • 27


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#FOOD #IABSG • @eskimon • Connected Strategy • 28


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190,000,000 PHOTOS TAGGED WITH #FOOD ON INSTAGRAM #IABSG • @eskimon • Connected Strategy • 29


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WE TOOK A RANDOM SAMPLE OF PICTURES TAGGED WITH #FOOD FROM INSTAGRAM #IABSG • @eskimon • Connected Strategy • 30


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WITHIN THIS SAMPLE, THERE WERE THREE – QUITE DIFFERENT – PICTURES OF BURGERS #IABSG • @eskimon • Connected Strategy • 31


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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? #IABSG • @eskimon • Connected Strategy • 32


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3 PHOTOS OF THE SAME THING THAT OFFER DIFFERENT INSIGHTS INTO PEOPLE’S LIVES #IABSG • @eskimon • Connected Strategy • 33


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#LOVE #IABSG • @eskimon • Connected Strategy • 34


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973,000,000 PHOTOS TAGGED WITH #LOVE ON INSTAGRAM #IABSG • @eskimon • Connected Strategy • 35


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ONE BILLION IDEAS THAT CAN HELP YOU UNDERSTAND WHAT PEOPLE WANT LOVE #IABSG • @eskimon • Connected Strategy • 36


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WHEN WE KNOW WHAT PEOPLE CARE ABOUT, IT’S EASIER FOR US TO ADD VALUE #IABSG • @eskimon • Connected Strategy • 37


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MAKE THINGS PEOPLE WANT VS MAKE PEOPLE WANT THINGS ~ JOHN WILLSHIRE • @WILLSH! #IABSG • @eskimon • Connected Strategy • 38


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THE REAL VALUE OF SOCIAL LIES IN WHAT OTHER PEOPLE SAY, NOT WHAT YOU SAY #IABSG • @eskimon • Connected Strategy • 39


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PRODUCTS PACKAGING ADVERTISING POS ACTIVITY RECRUITMENT CUSTOMER SERVICE #IABSG • @eskimon • Connected Strategy • 40


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TIP #1: TO BECOME A SOCIAL BRAND, LISTEN TWICE AS MUCH AS YOU TALK #IABSG • @eskimon • Connected Strategy • 41


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2. PURPOSE #IABSG • @eskimon • Connected Strategy • 42


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WHY DOES YOUR BRAND EXIST? #IABSG • @eskimon • Connected Strategy • 43


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‘MAKING A PROFIT’ ISN’T DIFFERENTIATING #IABSG • @eskimon • Connected Strategy • 44


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DELIVERING THE BEST PRODUCTS AND SERVICES ISN’T REALLY A PURPOSE, EITHER #IABSG • @eskimon • Connected Strategy • 45


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FOR YOUR CUSTOMERS, PRODUCTS AND SERVICES ARE SIMPLY MEANS TO AN END #IABSG • @eskimon • Connected Strategy • 46


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YOUR PURPOSE MUST DEMONSTRATE HOW YOUR BRAND IMPROVES PEOPLE’S LIVES #IABSG • @eskimon • Connected Strategy • 47


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MAKE THINGS BETTER VS MAKE BETTER THINGS #IABSG • @eskimon • Connected Strategy • 48


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USED PROPERLY, A BRAND’S PURPOSE ALLOWS IT TO TRANSCEND CATEGORIES #IABSG • @eskimon • Connected Strategy • 49


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HOWEVER, YOUR PURPOSE DOESN’T NEED TO BE ABOUT SAVING THE WORLD #IABSG • @eskimon • Connected Strategy • 51


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RED BULL CHALLENGES OUR PERCEPTIONS OF HUMAN POTENTIAL #IABSG • @eskimon • Connected Strategy • 53


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HOW CAN YOU USE SOCIAL TO BRING YOUR BRAND’S BIGGER PURPOSE TO LIFE? #IABSG • @eskimon • Connected Strategy • 54


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DON’T SIMPLY DELIVER CONTENT; MAKE A MEANINGFUL CONTRIBUTION TO THE WORLD #IABSG • @eskimon • Connected Strategy • 55


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BEING DIFFERENT VS MAKING A DIFFERENCE #IABSG • @eskimon • Connected Strategy • 56


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USE SOCIAL TO FULFIL YOUR AUDIENCE’S NEEDS AS WELL AS YOUR BRAND’S NEEDS #IABSG • @eskimon • Connected Strategy • 57


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TIP #2: GIVE PEOPLE SOMETHING TO BUY INTO, NOT JUST SOMETHING TO BUY #IABSG • @eskimon • Connected Strategy • 58


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3. PRINCIPLES #IABSG • @eskimon • Connected Strategy • 59


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WHAT MAKES A BRAND ‘POPULAR’? #IABSG • @eskimon • Connected Strategy • 60


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HINT: THERE ARE MANY SIMILARITIES TO THE TRAITS THAT DEFINE POPULAR PEOPLE #IABSG • @eskimon • Connected Strategy • 61


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BUILD ON YOUR BRAND PURPOSE TO DEFINE BRAND VALUES THAT PEOPLE CARE ABOUT #IABSG • @eskimon • Connected Strategy • 62


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TRUSTWORTHINESS IS VITAL; DEMONSTRATE TRANSPARENCY, SINCERITY AND INTEGRITY #IABSG • @eskimon • Connected Strategy • 63


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HUMOUR: WE’RE HAPPY TO GIVE OUR ATTENTION TO BRANDS THAT ENTERTAIN US #IABSG • @eskimon • Connected Strategy • 64


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GENEROSITY: GIVE PEOPLE SOMETHING BEFORE ASKING SOMETHING IN RETURN #IABSG • @eskimon • Connected Strategy • 65


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EMPATHY: THE ABILITY TO CONNECT WITH PEOPLE AND BUILD ENDURING AFFINITY #IABSG • @eskimon • Connected Strategy • 67


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DON’T BEHAVE LIKE A CORPORATE MACHINE; NO-ONE WANTS TO TALK TO A ROBOT #IABSG • @eskimon • Connected Strategy • 69


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BUILD A PERSONALITY AND BEHAVE LIKE THE SORT OF PERSON YOU’D WANT TO MEET #IABSG • @eskimon • Connected Strategy • 70


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HAVE A CONSISTENT POINT OF VIEW AND DON’T BE AFRAID TO SHARE IT WITH PEOPLE #IABSG • @eskimon • Connected Strategy • 71


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TIP #3: USE YOUR BRAND’S VALUES TO BUILD YOUR BRAND’S VALUE #IABSG • @eskimon • Connected Strategy • 72


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4. PARTICIPATION #IABSG • @eskimon • Connected Strategy • 73


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TOO MUCH OF TODAY’S MARKETING IS ABOUT GRABBING PEOPLE’S ATTENTION #IABSG • @eskimon • Connected Strategy • 74


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VS BUT WE’RE CONFUSING ATTENTION WITH ATTRACTION #IABSG • @eskimon • Connected Strategy • 75


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AWARE ≠ CARE #IABSG • @eskimon • Connected Strategy • 76


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OUR TASK IS TO ENGAGE PEOPLE WITH OUR BRANDS, NOT JUST WITH OUR COMMS #IABSG • @eskimon • Connected Strategy • 77


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PEOPLE ARE MORE ENGAGED WHEN THEY’RE ACTIVELY INVOLVED #IABSG • @eskimon • Connected Strategy • 78


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“ Participation increases people’s valuation of products – even those who are relatively uninterested. Dan Ariely, “The IKEA Effect” #IABSG • @eskimon • Connected Strategy • 79


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MARKETING SHOULD CO-CREATE MUTUAL VALUE, NOT SIMPLY SELL STUFF #IABSG • @eskimon • Connected Strategy • 80


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WE NEED TO THINK OF PEOPLE AS PART OF OUR BRANDS, NOT AS OUR ‘CONSUMERS’ #IABSG • @eskimon • Connected Strategy • 81


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EXAMPLES OF INCLUSIVE MARKETING DELL STARBUCKS LAY’S IDEASTORM MY STARBUCKS IDEA DO US A FLAVOUR #IABSG • @eskimon • Connected Strategy • 82


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CO-CREATING BRANDS KICKSTARTER INDIEGOGO #IABSG • @eskimon • Connected Strategy • 83


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TIP #4: BE A DEMOCRATIC BRAND: OF THE PEOPLE, BY THE PEOPLE, FOR THE PEOPLE #IABSG • @eskimon • Connected Strategy • 84


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THE 4PS OF GREAT SOCIAL MARKETING PEOPLE PURPOSE FOCUS ON PEOPLE, NOT CONTENT, MEDIA OR TECHNOLOGY DON’T JUST MAKE BETTER THINGS; MAKE THINGS BETTER PRINCIPLES PARTICIPATION USE YOUR BRAND’S VALUES TO DELIVER MEANINGFUL VALUE DON’T INTERRUPT PEOPLE; ENGAGE AND INVOLVE THEM #IABSG • @eskimon • Connected Strategy • 85


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PARTING THOUGHT #IABSG • @eskimon • Connected Strategy • 86


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NONE OF THIS SHOULD SEEM LIKE ROCKET SCIENCE #IABSG • @eskimon • Connected Strategy • 87


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SO WHY AREN’T YOU DOING IT ALREADY? #IABSG • @eskimon • Connected Strategy • 88


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IT’S UP TO YOU TO PUT THESE IDEAS INTO ACTION ON YOUR BRANDS, STARTING TODAY #IABSG • @eskimon • Connected Strategy • 89


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DOWNLOAD OUR FREE GUIDES TO GET STARTED – AND KEEP GOING: bit.ly/wasmitca bit.ly/wasgtsl bit.ly/sbtfom #IABSG • @eskimon • Connected Strategy • 90


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WE ARE SOCIAL SINGAPORE SIMON KEMP, REGIONAL MANAGING PARTNER @WEARESOCIALSG SAYHELLO@WEARESOCIAL.SG +65 6423 1051 HTTP://WEARESOCIAL.SG #IABSG • @eskimon • Connected Strategy • 91


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