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Humanise or Vaporise - Focus on Social Content & Being Meaningful, by @ladyxtel
 

Humanise or Vaporise - Focus on Social Content & Being Meaningful, by @ladyxtel

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FEATURED on Slideshare, August 21 2012: http://twitter.com/slideshare/status/237724963614896129 ...

FEATURED on Slideshare, August 21 2012: http://twitter.com/slideshare/status/237724963614896129

We now live in a world where media can be bought, but attention & respect for a brand can only be earned. In this new and (almost frightening) territory for brands to be more open and collaborative, how will your brand take the step forward to humanise your offerings & your inward + outward communications?

This is a keynote I gave recently on the imperative to focus on the bigger picture surrounding the hype around social media platforms. It's important to consider the content to make your brand's presence on such platforms meaningful. Content has to move beyond mere consumption & focus on sharing- a shift towards social content which is shareable, likeable, and brings out the best of what social storytelling has to offer.

To illustrate my examples, I offer Dr Paul MacLean's Triune Brain Theory as a thinking point for applicability - that brands need to engage in social storytelling for continued social media success.

I've also touched upon the 3 imperatives for brands to consider to build a meaningful online community which will constantly add value to your brand - both online & offline.

It's no longer just about being on social, it's about doing it right. So, brands, Humanise or Vaporise.

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    Humanise or Vaporise - Focus on Social Content & Being Meaningful, by @ladyxtel Humanise or Vaporise - Focus on Social Content & Being Meaningful, by @ladyxtel Presentation Transcript

    • Humanise orVaporise Christel Quek @LADYXTEL GL O BAL SOCI AL MAR KE TI NG MANAG ER HAV AS ME D IA
    • TH I N Ki ng ab out social con t en tHumanise or 3 impe rat ives to humanise , or vapor iseVaporise 3 b ran d s wh o a re do i n g i t r i gh t CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
    • “We’re building towards a web where the default is social.” “Every application & product will be redesigned from the ground up to use a persons real identity and friends.”Source: Mark Zuckerberg at F8 Conference, 2011 CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
    • This is N OT a presentation on howawesome Social Media is. CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
    • This IS a presentation on the importance of inherentlySO CI AL content to engage & encourage earned media. CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
    • youHOW AR E ta ki n g ad vant ag e of this revolution to be social? CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
    • There is a common misconception to be platform driven(e.g. Facebook, Twitter, Instagram, Pinterest) t h at sh oul d be re m ed ie d. CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
    • Instead of being PL A T FOR M D R IV ENbe content dri ven . CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
    • Becontent drivenw it h an add ed k ic k. CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
    • Use your brand’s CONTE NT to d ri ve conversations (but.. isn’t it easier said than done?) CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
    • How can you G UIDE content on social media? CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
    • the average person sees 1, 5 00 - 20 ,00 0 brand impressions day. perSource: LA Times, Business Section, 2012 CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
    • It’s no longer about just broadcasting content social content moves beyond consumption & triggers the Holy Grail of earned media CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
    • content vs social contentconsumption sharing + reactions CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
    • y our el em en ts to t rig ge r content + sharing= social content (t o s ha re) actions & transactions (a reaction) CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
    • Social Content builds your b rand’ s s to ry across your media ecosystem with a focus on Reach Relevance ResonanceSource: Original inspiration from Brian Solis (3Rs) , 2011 CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
    • so don’t just work on contentwork on your brand’s story because s tor i es are more persuasive than data CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
    • Source: Dr Paul MacLean - Triune Brain Theory.Illustration: Myself CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
    • Source: Dr Paul MacLean - Triune Brain Theory.Illustration: Myself CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
    • Source: Dr Paul MacLean - Triune Brain Theory.Illustration: Myself CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
    • Source: Dr Paul MacLean - Triune Brain Theory.Illustration: Myself CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
    • Stop selling apples c rea te con t en t ar ou n d i tIllustration: Myself CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
    • don’t control, collaborate th e cr owd i s yo u r ass etIllustration: Myself CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
    • add value with cool infographics “inf o gr ap hics sh are d on t wit ter get 83 2% mo re r etw eet s tha n i ma ge s & a rt icl es”Source: Bit Rebels, 2012Illustration: Myself CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
    • strong content gets amplified t ur n yo u r inf l uence rs i nto br an d a dvo cat es fo r y ou r s to ryIllustration: Myself CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
    • social content is not uniform t her e’s no po in t h av ing th e s am e con ten t o n every s oci al p la tf ormIllustration: Myself CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
    • watch the effect unfold but don ’t f o rge t t o tra ck yo u r pr ogres sIllustration: Myself CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
    • WHOMe d ia c ont acts si n g a p ore( HA V AS M E DI A SI N GAP OR E )CL I ENTSINT ELT OS HIBA ( S OUTH E AST A S I A ) CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
    • WHOMe d ia c ont acts si n g a p ore( HA V AS M E DI A SI N GAP OR E )CL I ENTSINT ELT OS HIBA ( S OUTH E AST A S I A ) CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
    • Th e re are 3 imp er at ive s to h um ani s E (Or yo u wi ll v ap or is e ) CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
    • stTHE 1 IMP ER AT IVEListen More than You Speak CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
    • ndTHE 2 IMP ER AT IVE Don’t Control. Collaborate! CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
    • nd THE 2 IMP ER AT IVE 1% Creators Unlock Innovation Opportunities 9% Enthusiasts Refine Innovation Opportunities 90% Spectators Validate Innovation OpportunitiesSource: Forrester Research , 2011 CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
    • rd THE 3 IMP ER AT IVE We’re now in an attention economy. Media can be bought.But attention & respect for a brand on Social Media have to be earned. CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
    • The 3 imp er at ive s will ultimately allow your brand to embark on a journey in becoming a Meaningful BrandFor more information: Meaningful Brands Index by Havas Media CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
    • Meaningful Brands use meaningful communications to connect the principle of value with enhancing the well-being of consumers, translating into measurable personal and collective outcomes.For more information: Dear Brands, Be Meaningful to Win ; by Christel Quek on Huffington Post CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
    • Use your brand’s story to Build a meaningful Community of Socially Influential UsersSource: Flickr: Obama’s Election Rally, 2008 C HRI S TE L Q UE K @ LA DY XT EL
    • Use your brand’s story to Build a meaningful Community of Socially Influential Users where Social >MediaSource: Flickr: Obama’s Election Rally, 2008 C HRI S TE L Q UE K @ LA DY XT EL
    • A Meaningful CommunityAllows the community to feel a sense of Ownership CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
    • A Meaningful CommunityAllows the community to collectively share their interest in the brand CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
    • A Meaningful CommunityWill continually add value to the brand’s community - online & offline CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
    • It’s important to engage thesocial consumer they have a D I S TA STE for unsolicited promotions & t r u st authentic, continued engagement CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
    • Ho w to huma nise y ou r br an d Measure + + Analyze Listen Engage Report Refine RepeatSocial Media Monitoring Social Media Engagement Measuring ResultsThis includes data, Reaching out to customers & Measuring results by trackingconversations, dialogue about using customer feedback to discussions and gleaningyour business or personal enhance your content, insights from databrand products, & services CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
    • BRA NDS D OI N G I T right INTEL ’ s U L TRA BOO K TE MP TA TI ON S CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
    • BRA NDS D OI N G I T right PEPS I CO’ s O NLINE PU LS E CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
    • BRA NDS D OI N G I T right AM ERIC AN EXPRES S GO SO CIA L CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
    • are you content with just having your content consumed oryour b ra n d st or y to be shared? CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
    • after all,successo n so ci al m ed ia is notwi th br ands t ha t s hout the loudest.
    • successo n so ci al m edia is withbr a nds tha t foc us on hu ma nisin g & having S O CIAL content on Social Media CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
    • i t’ s no lo ng er a q ues t i on of b e i ng on socialI t’ s abo u t d oi n g i t r ig ht . CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
    • so, Humanise or Vaporise
    • Thank You! Christel Quek @LADYXTEL GL O BAL SOCI AL MAR KE TI NG MANAG ER HAV AS ME D IA