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SIMON KEMP • we are social• AUGUST 2013
SOCIAL BRANDSAND THE FUTURE OF MARKETING
2
FIRST TO THE FUTURE
The most successful brands don’t just predict
the future; they define it on their own terms.
This docu...
THE ‘3Ps’ THAT WILL DEFINE THE MARKETING OF TOMORROW:
4
A focus on communities
rather than technology
Connecting with peop...
FUTURE PROVOCATIONS
1  Social equity drives brand value
2  Communities have more value than platforms
3  All marketing mus...
OUR ‘PROVOCATIONS’ FORMAT
6
The realities, trends,
and observations that
inspired our thinking
Where we see these
developm...
#01
SOCIAL EQUITY
DRIVES
BRAND VALUE
7
TODAY: THE BRANDS THAT ARE WORTH TALKING ABOUT
ARE THE BRANDS WE’RE WILLING TO PAY MORE FOR
8
THE SOCIAL EQUITY OF A BRAND
The more people talk about a brand, the
easier it is for us to predict how other people
will ...
TOMORROW: BRANDS RECOGNISE THAT AN INCREASE IN
CONVERSATION DRIVES AN INCREASE IN COMPENSATION
10
TO ACHIEVE THIS, WE MUST EVOLVE BEYOND THE
CURRENT CHANNEL-BASED BROADCAST APPROACH
11
OUTDOOR	
  
RADIO	
  
PRINT	
   WEB...
SOCIAL MEDIA vs SOCIAL BRANDS
Brand conversations aren’t just driven by
social media activities. Everything the brand
does...
IN ORDER TO SUCCEED, BRANDS MUST ADOPT
A HOLISTIC, CONVERSATION-BASED APPROACH
13
PRODUCTS	
  
CUSTOMER
SERVICE	
  
POS AC...
TO DO: BUILD SOCIAL EQUITY BY INSPIRING FREQUENT,
FAVOURABLE CONVERSATIONS BETWEEN COMMUNITIES
14
#02
COMMUNITIES HAVE
MORE VALUE
THAN PLATFORMS
15
THE (SOCIAL) NETWORK EFFECT
We naturally gravitate to the social media
platforms where we can interact with the
people we ...
TODAY: PEOPLE’S PLATFORM CHOICES ARE DRIVEN BY
PERSONAL BENEFITS, NOT BY TECHNOLOGY FEATURES
17
HISTORY HAS SHOWN HOW DIFFICULT IT CAN BE TO
MOVE A BRAND’S AUDIENCE BETWEEN PLATFORMS
18
DIGGING
DEEPER
TOMORROW: BRANDS NURTURE COMMUNITIES
INSTEAD OF BUILDING PLATFORM-SPECIFIC AUDIENCES
19
TO DO: IDENTIFY WHAT BRINGS YOUR AUDIENCE(S)
TOGETHER AND BUILD YOUR STRATEGY AROUND THAT
20
#03
ALL MARKETING
MUST
ADD VALUE
21
RAZZLE DAZZLE MARKETING
Too much marketing relies on elaborate
spectacle to attract audiences’ attention.
The result is a ...
TODAY: MARKETING IS TOO FOCUSED
ON SHOUTING FOR ATTENTION
23
THE EVOLVING PARADIGM
24
Buying media space
to interrupt people as
efficiently as possible
Harnessing contexts in
which to...
TOMORROW: MARKETING DELIVERS ENDURING VALUE
THROUGH EVERY INTERACTION, OR IS TOTALLY IGNORED
25
FROM ADS TO ADDED VALUE
As marketing evolves to this added-value
model, so media must evolve too. The ad-
funded model wil...
TO DO: ENGAGE PEOPLE AROUND THE THINGS THEY
CARE ABOUT – THINK PASSIONS, NOT PRODUCTS
27
#04
ON THE GO
IS THE
WAY TO GO
28
TODAY: MOBILE DEVICES ARE ALREADY MOST
PEOPLE’S ‘MOST IMPORTANT’ GADGETS
29
GLOBALLY, MORE PEOPLE
OWN A MOBILE PHONE
THAN OWN A TOOTHBRUSH
SOURCE: MOBILE MARKETING ASSOCIATION OF ASIA 30
(	
   )	
  
TOMORROW: STRATEGIES THAT DON’T COME TO LIFE
ON MOBILE DEVICES NEVER COME TO LIFE AT ALL
31
TO DO: UNDERSTAND HOW AUDIENCES USE SOCIAL ON
MOBILE, AND PLAN AROUND THEIR ACTUAL BEHAVIOUR
32
ADOPT A DEVICE-INDEPENDENT APPROACH THAT HELPS
PEOPLE TO CONNECT ACROSS ALL MOBILE PLATFORMS
33
VS
#05
FROM BIG
IDEAS TO
LEITMOTIFS
34
TODAY: SOCIAL MEDIA ALLOW MARKETERS TO MOVE
FROM SOUNDBITES TO ON-GOING CONVERSATIONS
35
A NEW APPROACH TO THE ‘BIG IDEA’
As we embrace brand conversations, the
repetition of a single brand message becomes
incre...
ALTERNATIVES TO ‘HOMOGENOUS CAMPAIGNS’
37
Sharing a wide variety of
disparate content that
appeals to people in different
...
TOMORROW: BRAND COMMS BUILD AROUND FLUID
‘BRAND AGENDAS’ RATHER THAN SINGULAR BIG IDEAS
38
TO DO: FOCUS MORE ON WHAT YOU WANT AUDIENCES
TO UNDERSTAND, NOT WHAT YOU’RE GOING TO SAY
39
#06
FROM SELECTIVE
HEARING TO
ACTIVE LISTENING
40
ACTIVE LISTENING, ACTIVE LEARNING
Every day, people share billions of public
posts in social media. Each of these posts
of...
TODAY: BRANDS ARE MISSING POWERFUL INSIGHTS AND
OPPORTUNITIES DUE TO EGOCENTRIC SOCIAL LISTENING
42
A DIALOGUE OF DISCOVERY
Just as search engines help consumers find
answers to brand queries, so social media
listening can...
TOMORROW: SOCIAL MEDIA BECOME THE ‘DISCOVERY
ENGINES’ THAT POWER ALL ASPECTS OF MARKETING
44
SOCIAL LISTENING CAN ADD VALUE EVERYWHERE
45
PRODUCTS	
  
CUSTOMER
SERVICE	
  
POS ACTIVITY	
  
ADVERTISING	
  PACKAGING	
...
TO DO: USE SOCIAL LISTENING TO INFORM MARKETING
DECISIONS, NOT JUST TO MEASURE YOUR RESULTS
46
#07
EXPERIENCES
ARE THE NEW
PRODUCTS
47
TODAY: PRODUCT FEATURES NO LONGER OFFER
SUFFICIENT DIFFERENTIATION IN MANY CATEGORIES
48
TOMORROW: ADDED-VALUE EXPERIENCES
BECOME THE CORE OF BRANDS’ OFFERINGS
49
TO DO: IDENTIFY THE BRAND’S VALUE BEYOND ITS
PRODUCTS, AND BUILD EXPERIENCES AROUND THAT
50
VS
SOCIAL ‘BAKED IN’
The most compelling experiences are
inherently social. As a result, brands
that can integrate shared exp...
#08
CSR EVOLVES
INTO
CIVIC ENGAGEMENT
52
TODAY: SOCIETY INCREASINGLY EXPECTS BRANDS
TO GIVE BACK AT LEAST AS MUCH AS THEY TAKE
53
CSR SHOULD BE ABOUT COMMUNITY ENGAGEMENT,
NOT ABOUT RELIEVING THE CORPORATE CONSCIENCE
54
VS
RETHINKING THE CONCEPT OF BRAND VALUE
55
Activities focused
solely on maximising
short-term profits
Activities designed to...
INSTEAD OF ASKING PEOPLE TO ‘LIKE’ THEM, BRANDS
SHOULD DELIVER IRRESISTIBLE REASONS TO LOVE THEM
56
VS
TOMORROW: BRANDS EMBRACE COMMUNITY SERVICE,
MAKING IT A CORE PART OF THEIR OVERALL OFFERING
57
THE RETURN OF THE GOOD SAMARITAN
Corporate philanthropy is not new, but its
popularity faded in the age of mass marketing....
TO DO: IDENTIFY WAYS TO PARTNER WITH COMMUNITIES
AND ADD LASTING VALUE FOR THE BENEFIT OF SOCIETY
59
PARTING
THOUGHT
60
THE FUTURE WON’T WAIT
You will only succeed if you put your plans
into action. The sooner you start testing your
hypothese...
62
FIND OUT MORE AT
WEARESOCIAL.SG
WE ARE SOCIAL IS A GLOBAL CONVERSATION AGENCY.
WE HELP BRANDS TO LISTEN TO, UNDERSTAND,
AND ENGAGE IN CONVERSATIONS IN SOC...
SIMON KEMP
@ESKIMON
+65 9146 5356
SIMON.KEMP@WEARESOCIAL.SG
WEARESOCIAL.SG
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SOCIAL BRANDS by Simon Kemp

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Transcript of "SOCIAL BRANDS by Simon Kemp"

  1. 1. SIMON KEMP • we are social• AUGUST 2013 SOCIAL BRANDSAND THE FUTURE OF MARKETING
  2. 2. 2
  3. 3. FIRST TO THE FUTURE The most successful brands don’t just predict the future; they define it on their own terms. This document offers a series of provocations to help you define your brand’s vision of the future, and shares some suggestions on how to start bringing that vision to life today. 3 CONTEXT
  4. 4. THE ‘3Ps’ THAT WILL DEFINE THE MARKETING OF TOMORROW: 4 A focus on communities rather than technology Connecting with people when it matters most PEOPLE PORTABLE Adding value at every possible opportunity PRACTICAL
  5. 5. FUTURE PROVOCATIONS 1  Social equity drives brand value 2  Communities have more value than platforms 3  All marketing must add value 4  On the go is the way to go 5  From big ideas to leitmotivs 6  From selective hearing to active listening 7  Experiences are the new products 8  CSR evolves into civic engagement 5
  6. 6. OUR ‘PROVOCATIONS’ FORMAT 6 The realities, trends, and observations that inspired our thinking Where we see these developments taking marketing in the future TODAY TOMORROW The implications for brands, and what you can do to harness them TO DO
  7. 7. #01 SOCIAL EQUITY DRIVES BRAND VALUE 7
  8. 8. TODAY: THE BRANDS THAT ARE WORTH TALKING ABOUT ARE THE BRANDS WE’RE WILLING TO PAY MORE FOR 8
  9. 9. THE SOCIAL EQUITY OF A BRAND The more people talk about a brand, the easier it is for us to predict how other people will react if we choose that brand. As a result, the brands that inspire the most favourable conversations are the brands that can command the greatest price premium. 9 CONTEXT
  10. 10. TOMORROW: BRANDS RECOGNISE THAT AN INCREASE IN CONVERSATION DRIVES AN INCREASE IN COMPENSATION 10
  11. 11. TO ACHIEVE THIS, WE MUST EVOLVE BEYOND THE CURRENT CHANNEL-BASED BROADCAST APPROACH 11 OUTDOOR   RADIO   PRINT   WEB   TELEVISION  SOCIAL MEDIA  
  12. 12. SOCIAL MEDIA vs SOCIAL BRANDS Brand conversations aren’t just driven by social media activities. Everything the brand does – from its advertising to its packaging, and from its POS activities to its customer service – should be designed to inspire as much favourable conversation as possible. 12 DIGGING DEEPER
  13. 13. IN ORDER TO SUCCEED, BRANDS MUST ADOPT A HOLISTIC, CONVERSATION-BASED APPROACH 13 PRODUCTS   CUSTOMER SERVICE   POS ACTIVITY   ADVERTISING  PACKAGING   RECRUITMENT  
  14. 14. TO DO: BUILD SOCIAL EQUITY BY INSPIRING FREQUENT, FAVOURABLE CONVERSATIONS BETWEEN COMMUNITIES 14
  15. 15. #02 COMMUNITIES HAVE MORE VALUE THAN PLATFORMS 15
  16. 16. THE (SOCIAL) NETWORK EFFECT We naturally gravitate to the social media platforms where we can interact with the people we care about. If these people move on to a different platform, we usually follow them, because it’s social benefits we seek; media and content are just means to an end. 16 CONTEXT
  17. 17. TODAY: PEOPLE’S PLATFORM CHOICES ARE DRIVEN BY PERSONAL BENEFITS, NOT BY TECHNOLOGY FEATURES 17
  18. 18. HISTORY HAS SHOWN HOW DIFFICULT IT CAN BE TO MOVE A BRAND’S AUDIENCE BETWEEN PLATFORMS 18 DIGGING DEEPER
  19. 19. TOMORROW: BRANDS NURTURE COMMUNITIES INSTEAD OF BUILDING PLATFORM-SPECIFIC AUDIENCES 19
  20. 20. TO DO: IDENTIFY WHAT BRINGS YOUR AUDIENCE(S) TOGETHER AND BUILD YOUR STRATEGY AROUND THAT 20
  21. 21. #03 ALL MARKETING MUST ADD VALUE 21
  22. 22. RAZZLE DAZZLE MARKETING Too much marketing relies on elaborate spectacle to attract audiences’ attention. The result is a brand relationship that never progresses beyond an initial pick-up line, with an over-emphasis on short-term gains instead of longer-term mutual value. 22 CONTEXT
  23. 23. TODAY: MARKETING IS TOO FOCUSED ON SHOUTING FOR ATTENTION 23
  24. 24. THE EVOLVING PARADIGM 24 Buying media space to interrupt people as efficiently as possible Harnessing contexts in which to engage people as effectively as possible INTERRUPTION INTERACTION VSVS !
  25. 25. TOMORROW: MARKETING DELIVERS ENDURING VALUE THROUGH EVERY INTERACTION, OR IS TOTALLY IGNORED 25
  26. 26. FROM ADS TO ADDED VALUE As marketing evolves to this added-value model, so media must evolve too. The ad- funded model will become irrelevant, and publishers and content platforms will need to rethink their business models in order to deliver a more integral value proposition. 26 DIGGING DEEPER
  27. 27. TO DO: ENGAGE PEOPLE AROUND THE THINGS THEY CARE ABOUT – THINK PASSIONS, NOT PRODUCTS 27
  28. 28. #04 ON THE GO IS THE WAY TO GO 28
  29. 29. TODAY: MOBILE DEVICES ARE ALREADY MOST PEOPLE’S ‘MOST IMPORTANT’ GADGETS 29
  30. 30. GLOBALLY, MORE PEOPLE OWN A MOBILE PHONE THAN OWN A TOOTHBRUSH SOURCE: MOBILE MARKETING ASSOCIATION OF ASIA 30 (   )  
  31. 31. TOMORROW: STRATEGIES THAT DON’T COME TO LIFE ON MOBILE DEVICES NEVER COME TO LIFE AT ALL 31
  32. 32. TO DO: UNDERSTAND HOW AUDIENCES USE SOCIAL ON MOBILE, AND PLAN AROUND THEIR ACTUAL BEHAVIOUR 32
  33. 33. ADOPT A DEVICE-INDEPENDENT APPROACH THAT HELPS PEOPLE TO CONNECT ACROSS ALL MOBILE PLATFORMS 33 VS
  34. 34. #05 FROM BIG IDEAS TO LEITMOTIFS 34
  35. 35. TODAY: SOCIAL MEDIA ALLOW MARKETERS TO MOVE FROM SOUNDBITES TO ON-GOING CONVERSATIONS 35
  36. 36. A NEW APPROACH TO THE ‘BIG IDEA’ As we embrace brand conversations, the repetition of a single brand message becomes increasingly less effective. Instead, brands should harness ‘leitmotifs’: recurring themes that evolve over time to tell the brand’s story in various different ways in different contexts. 36 DIGGING DEEPER
  37. 37. ALTERNATIVES TO ‘HOMOGENOUS CAMPAIGNS’ 37 Sharing a wide variety of disparate content that appeals to people in different ways at different times Bringing a variety of approaches and themes together at the same time to deliver diverse engagement DANDELION TAPAS A test-and-learn approach where the brand constantly tweaks variations on themes to build deeper connections KAIZEN
  38. 38. TOMORROW: BRAND COMMS BUILD AROUND FLUID ‘BRAND AGENDAS’ RATHER THAN SINGULAR BIG IDEAS 38
  39. 39. TO DO: FOCUS MORE ON WHAT YOU WANT AUDIENCES TO UNDERSTAND, NOT WHAT YOU’RE GOING TO SAY 39
  40. 40. #06 FROM SELECTIVE HEARING TO ACTIVE LISTENING 40
  41. 41. ACTIVE LISTENING, ACTIVE LEARNING Every day, people share billions of public posts in social media. Each of these posts offers potential value for brands, but most marketers miss this value by only tracking direct mentions of their brands or activities. 41 CONTEXT
  42. 42. TODAY: BRANDS ARE MISSING POWERFUL INSIGHTS AND OPPORTUNITIES DUE TO EGOCENTRIC SOCIAL LISTENING 42
  43. 43. A DIALOGUE OF DISCOVERY Just as search engines help consumers find answers to brand queries, so social media listening can help brands answer questions about consumers. Marketers can identify a wealth of new brand opportunities by actively listening to what people are saying, rather than just tracking what they want to hear. 43 DIGGING DEEPER
  44. 44. TOMORROW: SOCIAL MEDIA BECOME THE ‘DISCOVERY ENGINES’ THAT POWER ALL ASPECTS OF MARKETING 44
  45. 45. SOCIAL LISTENING CAN ADD VALUE EVERYWHERE 45 PRODUCTS   CUSTOMER SERVICE   POS ACTIVITY   ADVERTISING  PACKAGING   RECRUITMENT  
  46. 46. TO DO: USE SOCIAL LISTENING TO INFORM MARKETING DECISIONS, NOT JUST TO MEASURE YOUR RESULTS 46
  47. 47. #07 EXPERIENCES ARE THE NEW PRODUCTS 47
  48. 48. TODAY: PRODUCT FEATURES NO LONGER OFFER SUFFICIENT DIFFERENTIATION IN MANY CATEGORIES 48
  49. 49. TOMORROW: ADDED-VALUE EXPERIENCES BECOME THE CORE OF BRANDS’ OFFERINGS 49
  50. 50. TO DO: IDENTIFY THE BRAND’S VALUE BEYOND ITS PRODUCTS, AND BUILD EXPERIENCES AROUND THAT 50 VS
  51. 51. SOCIAL ‘BAKED IN’ The most compelling experiences are inherently social. As a result, brands that can integrate shared experiences into the heart of their offering will be able to command a greater premium. 51 DIGGING DEEPER
  52. 52. #08 CSR EVOLVES INTO CIVIC ENGAGEMENT 52
  53. 53. TODAY: SOCIETY INCREASINGLY EXPECTS BRANDS TO GIVE BACK AT LEAST AS MUCH AS THEY TAKE 53
  54. 54. CSR SHOULD BE ABOUT COMMUNITY ENGAGEMENT, NOT ABOUT RELIEVING THE CORPORATE CONSCIENCE 54 VS
  55. 55. RETHINKING THE CONCEPT OF BRAND VALUE 55 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 of all SOCIETAL VSVS VSVS
  56. 56. INSTEAD OF ASKING PEOPLE TO ‘LIKE’ THEM, BRANDS SHOULD DELIVER IRRESISTIBLE REASONS TO LOVE THEM 56 VS
  57. 57. TOMORROW: BRANDS EMBRACE COMMUNITY SERVICE, MAKING IT A CORE PART OF THEIR OVERALL OFFERING 57
  58. 58. THE RETURN OF THE GOOD SAMARITAN Corporate philanthropy is not new, but its popularity faded in the age of mass marketing. However, as society becomes less tolerant of corporate greed, civic-minded brands will return to the fore as marketers rediscover the enduring value of doing ‘good business’. 58 DIGGING DEEPER
  59. 59. TO DO: IDENTIFY WAYS TO PARTNER WITH COMMUNITIES AND ADD LASTING VALUE FOR THE BENEFIT OF SOCIETY 59
  60. 60. PARTING THOUGHT 60
  61. 61. THE FUTURE WON’T WAIT You will only succeed if you put your plans into action. The sooner you start testing your hypotheses, the sooner you will know what works and what doesn’t, and the greater your chances of getting to the future first. Go do. 61
  62. 62. 62 FIND OUT MORE AT WEARESOCIAL.SG
  63. 63. WE ARE SOCIAL IS A GLOBAL CONVERSATION AGENCY. WE HELP BRANDS TO LISTEN TO, UNDERSTAND, AND ENGAGE IN CONVERSATIONS IN SOCIAL MEDIA. WE’RE ALREADY HELPING MANY OF THE WORLD’S TOP BRANDS, INCLUDING UNILEVER, ADIDAS, INTEL, DIAGEO, NESTLÉ, HEINZ, AND LOUIS VUITTON. IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU TOO, CALL SIMON KEMP ON +65 9146 5356, OR EMAIL US AT SAYHELLO@WEARESOCIAL.SG. FIND OUT MORE AT WEARESOCIAL.SG.
  64. 64. SIMON KEMP @ESKIMON +65 9146 5356 SIMON.KEMP@WEARESOCIAL.SG WEARESOCIAL.SG
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