A simple metaphor that will teach brands how to engage on social media. A counter to "The Uninvited Brand". Done by Malaysian site, CILISOS.my for Malaysian Social Media Week

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@cilisosmy
Facebook.com/cilisos
cilisosmy
presents

2. Attention BRANDS:
This method of
understanding social
media will BLOW
YOUR MIND!
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@cilisosmy
Facebook.com/cilisos
cilisosmy
presents

3. Facebook.com/cilisos @cilisosmy cilisosmy
The uninvited brand
“Brands rushed into social media, viewing
social networks, video sharing, online
communities, and microblogging sites as the
panacea to diminishing returns for traditional
brand building routes. But, as more branding
activity moves to the web, marketers are
confronted with the stark realization - that
social media was made for people, not for
brands. ” – Susan Fournier and Jill Avery - The
Uninvited Brand

4. Facebook.com/cilisos @cilisosmy cilisosmy
Mindset change: The House Party
• Sometimes you’re the guest
• Once in a while you’re the host
• And all brands tell you they’re the life of the
party.

5. Facebook.com/cilisos @cilisosmy cilisosmy

6. Facebook.com/cilisos @cilisosmy cilisosmy

7. Facebook.com/cilisos @cilisosmy cilisosmy
Step 1: Make your brand a person
• What’s your personality?
• What do you stand for?

8. Facebook.com/cilisos @cilisosmy cilisosmy
EG. Maxis
– Cool dad – Believes
above all in getting the
job done.
– Can have fun once in a
while

9. Facebook.com/cilisos @cilisosmy cilisosmy
EG. Digi
– Funny, helpful friend -
Believes in being their
customer’s best friends,
willing to go the extra mile
– Young, fun, hip.

10. Facebook.com/cilisos @cilisosmy cilisosmy
EG. Celcom
– Er..
– Foreign people who
probably never made
a call on Celcom
before?

11. Facebook.com/cilisos @cilisosmy cilisosmy
Step 2: Fit in

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15. Facebook.com/cilisos @cilisosmy cilisosmy
Step 2: Fit in
• Talk like you’re actually talking to
a real person, or better yet... A
friend – don’t be too orang
puteh.
• Don’t be overly polite – people
will think you’re trying to sell
them something
• DONT SHOUT ABOUT YOUR OWN
AWESOME PRODUCTS! – It’s a
house party, not a Pasar Malam
(but if you want to use any of the
above for humour then ok qua)

16. Facebook.com/cilisos @cilisosmy cilisosmy
Step 3: Make conversations
• Find relation points

17. Facebook.com/cilisos @cilisosmy cilisosmy
Make conversations
• Ask people what
they think

18. Facebook.com/cilisos @cilisosmy cilisosmy
Once you’re part of the party, then
maybe you can push your MLM stuff

19. Facebook.com/cilisos @cilisosmy cilisosmy
Speaking of which...
• CILISOS has sponsored
packages ranging from
RM15k to RM25k
• Email chak@cilisos.my
or nur@cilisos.my for
details

20. Facebook.com/cilisos @cilisosmy cilisosmy
What we did for Dominos
• Published a research
based article on a
Malaysian secret agent
who lived in Cameron
Highlands in the 1940s
• “No way, the original 007
was a spy living in
Cameron Highlands?”
• cilisos.my/no-way-the-
original-007-used-to-live-
in-cameron-highlands/
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21. Facebook.com/cilisos @cilisosmy cilisosmy
What we did for Dominos
• Totally transparent
about sponsorship
(shameless even)
• Understanding the
attention span of the
reader
• Integrating brand
message with content
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22. Facebook.com/cilisos @cilisosmy cilisosmy
The Results
Article was shared a total of 7.6k+
times, and viewed over 37,700
times, and counting.
Average engagement time of 6
minutes 58 seconds!
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23. Facebook.com/cilisos @cilisosmy cilisosmy
And bet you’ve never seen this before
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24. Facebook.com/cilisos @cilisosmy cilisosmy
Thank you, MSMW2016!
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@cilisosmy
Facebook.com/cilisos
cilisosmy