The Future of Social is Mobility - by @ladyxtel

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FEATURED on Slideshare, 20th November 2012.

This is a presentation I gave recently to some of Havas Media Ortega's key clients, including Unilever, Globe Telecom, and Unilab, the largest pharmaceutical company in the Philippines.

In this presentation, I reflect upon what are some key motifs marketers need to bear in mind as they navigate the increasingly complex brand landscape.

1. Instead of focusing on "Social Media" as a channel, treat "Social" as a behavioral shift.

2. Instead of thinking about Mobile (Hardware), think about Mobility (Software).

3. The rise of social and mobility are intrinsically linked, and have led to a great volume & velocity of
earned media generated by tastemakers, interest graphs and social graphs.

I then elaborated upon these thoughts in 4 key themes:
- The Liquidity of Social Communities
- The Power Shift to Consumers
- The Science of Contagious Social Content
- Consistency in Brand Experience

A case study from Havas Sports and Entertainment + MPG Germany, with their work on Sparkasse Bank, was also touched upon.

Indeed, the age of mobility has resulted in a fundamental power shift- where power is now with the people and not the brand, and where liquidity of earned media conversations can alter brand perceptions, and where social and mobile are no longer just channels, but also behavioral shifts.

Published in: Business

The Future of Social is Mobility - by @ladyxtel

  1. the future of social isMOBILITY Christel Quek @LADYXTEL GL O B AL SO C IAL MAR KET IN G M AN AGER HAV AS ME D IA c hr i ste l .q u e k @ha vasm ed ia. co m
  2. the future of social isMOBILITY Thinking Beyond Channels
  3. social is not a channel social is a layer CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  4. social is not operated in silo social is a behavioral shift CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  5. mobile - “flowing freely , as a liquid.” mobile underscores freedom of communications & liquidity of social communities (offline, online) CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  6. mobile - “quick to change”mobile represents a power shift where the masses can alter brand perception & messaging through technology CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  7. “In a “In an rural urban area, area, a mobile device is seen as a a mobile device is seen as an community extension of entity.” personal identity.”SOURCE: associate PROF MICHAEL (SMU), @communicateasia CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  8. mobile hardwaremobility software CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  9. thinkmobility software CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  10. think mobility software liquidity power shiftsocial content consistency CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  11. the rise of social & mobility are intrinsically linked mobile versions of online social leading to a rise in: networks (branded applications or optimized sites) CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  12. the rise of social & mobility are intrinsically linked social API supported sharing & leading to a rise in: social gaming CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  13. the rise of social & mobility are intrinsically linked the pervasiveness of the leading to a rise in: socially mobile consumer CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  14. the rise of social & mobility are intrinsically linked volume & velocity of leading to a rise in: earned media generated by tastemakers, interest graphs, social graphs CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  15. the future of social isMOBILITY power socialliquidity consistency of social shift contentcommunities to the shareable & brand consumers contagious experience CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  16. liquidity (water) is one of the most powerful forces of erosion in nature CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  17. liquidity (consumers) can wear downthe hardest of rocks (brands & institutions) CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  18. the social consumeris getting increasingly pervasive CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  19. the “ALWAYS ON” PHENOMENON Intersecting worlds of offline & online Word of Mouth CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  20. generating earned media is a boon or bane for brands the liquidity of conversations is dynamic CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  21. 危机 crisis危险 机会danger opportunity CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  22. the future of social isMOBILITY power socialliquidity consistency of social shift contentcommunities to the shareable & brand consumers contagious experience CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  23. EPICTETUS“We have 2 ears and 1 mouth so that we can listen twice as much as we speak.” CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  24. Listen & learn your brand messaging isno longer a one way street CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  25. brands are open books brands can try writing the narrative ontheir own, but consumers have the powerto embrace, alter, or reject the messaging CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  26. the future of social isMOBILITY power socialliquidity consistency of social shift contentcommunities to the shareable & brand consumers contagious experience CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  27. content vs social contentconsumption sharing + reactions CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  28. 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
  29. 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
  30. 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
  31. 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
  32. 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
  33. 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
  34. 95 % o f ou r d e ci si o n ma k in g is n o t a ffe c t e d by co n sc io u s ra t io n al th in k in gSource: Brainfluence by Roger Dooley CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  35. people will forget what you saidpeople will forget what you did but people will never forget how you made them feel Maya Angelou CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  36. a pp e al t o t h e emo t i o nal re m ov e th e fea r bu i ld t rustSource: Brainfluence by Roger Dooley CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  37. 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
  38. st o ri es cre a t e po ss i bil i ti e s po ss ib i lit ies c re a te di al o gueSource: 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
  39. d ia lo g u e c re at e c on nec t io ns c onn ec t i ons in sha re d pu rp o s e b ec o m e a ct i o n sSource: 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
  40. 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
  41. 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
  42. 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
  43. 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
  44. 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
  45. 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
  46. why will some contentget shared more than others? CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  47. richard dawkins father of memetics CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  48. the word “meme” was coined in 1976 in “the selfish gene” shortened version of "mimeme", from the greek word mimema ("something imitated") “meme” became an official word in 1988richard dawkins father of memetics CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  49. Copying Fidelity - it has to be easy to copy - the creative has to be almost as accurate as the source - share images and videosrichard dawkins“What triggers virality?” CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  50. Fecundity - fecundity = fertility - the faster it produces, the more successful it will be - hence, the medium which it spreads is important e.g. Facebook & Twitterrichard dawkins“What triggers virality?” CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  51. on facebook, on facebook, 12x 2x videos are shared photos are liked more than links more than text & posts combined updatesSource: M Booth & Simply Measured, August 2012 CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  52. Longevity - the longer it survives, the better the permanence e.g. YouTuberichard dawkins“What triggers virality?” CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  53. CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  54. approximately 27% of the internet population (2.8 billion) had watched Gangnam StyleLatest YouTube Statistic accurate as of 19th November 2012 CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  55. CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  56. CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  57. CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  58. CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  59. CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  60. CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  61. the future of social isMOBILITY power socialliquidity consistency of social shift contentcommunities to the shareable & brand consumers contagious experience CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  62. It’s important to engage thesocial consumer they have a D ISTA STE for unsolicited promotions & tr ust authentic, continued engagement CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  63. brands need to design aconsumer-centricbrand experiencewhich is consistent across all touchpoints CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  64. Don’t gun for pe r f e cti o n gun for constant iterations o f y o ur so cia l co n te n t CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  65. the future of social isMOBILITY Case Study mobility, social, results
  66. social is a layer especially withmultiplicity of screens CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  67. CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  68. 25 000comments on facebook CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  69. 2 900 000views on Sparkasse’s youtube channel CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  70. 823 406Votes casted in total CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  71. No. 1Facebook Page (Finance) in Germany CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  72. 75% increasein recall for sparkasse’s giro offers CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  73. 21% increasein desire for sparkasse’s giro accounts CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  74. sparkasse 39% volksbanken ing 13% 10% spotaneous ad recall CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  75. MOBILITYrequires brands to be adaptable CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  76. MOBILITY requires brands to createsticky content which resonates CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  77. MOBILITYrequires brands to listen more, and speak less CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  78. because the age of MOBILITY has resulted in a fundamental power shiftCH R I S T E L Q U E K HAVAS MEDIA @ L ADYX TEL
  79. where power is now with the people & not the brandCH R I S T E L Q U E K HAVAS MEDIA @ L ADYX TEL
  80. where liquidity of earned media conversations can alter brand perceptionsCH R I S T E L Q U E K HAVAS MEDIA @ L ADYX TEL
  81. where social & mobility are no longer just channels, but behavioral shiftsCH R I S T E L Q U E K HAVAS MEDIA @ L ADYX TEL
  82. Thank You! Christel Quek @LADYXTEL GL O B AL SO C IAL MAR KET IN G M AN AGER HAV AS ME D IA c hr i ste l .q u e k @ha vasm ed ia. co m

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