10.15.15
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To deliver value in today’s business climate and with a new generation of consumers, marketers are increasingly learning that ‘old tricks’ and predictable branding games – might not get the desired impact. Join Nichole Kelly, CEO of Social Media Explorer as she unveils a bold look into how most brand actions can be grouped into 13 'game groups’. These game groups are not all equally well received. Nichole is joined by Pernille Bruun-Jensen, CMO of NetBase, as they review the power of a new Marketing approach that resonates, brought to life through deep dives on brands like: -Nike -Mercedes-Benz -Dollar Shave Club and -Dyson Get the tips on how to get your brand ready to win the hearts and minds of today’s consumer – a more savvy consumer than ever.
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10.15.15
- 1. The Power of Brand Authenticity: Why Social Data-Driven Marketers are Winning #SMTLive
- 2. #SMTLive Join the Conversation… Follow along and share your thoughts on Twitter at #SMTLive Submit your questions in the GoToWebinar control panel
- 3. The REAL Power of Brand Authenticity CEO, Social Media Explorer | SME Digital Nichole Kelly CMO, NetBase Pernille Bruun-Jensen
- 4. • The NEW challenge • Why we play the games • The games we are playing • Ideas for marketers with a NEW consumer
- 5. AGE OF VALUE Market positioning identifier AGE OF YOU Valuable business assets Deliver satisfying and differentiated experiences Recognize the human in the data to satisfy the “Mecosystem” Source: Interbrand’s 15th annual Best Global Brands Report, Oct 2014. AGE OF IDENTITY AGE OF EXPERIENCE The Evolution of the Brand & Consumer Angle
- 6. Beauty & Skincare Categories Change ...
- 7. Brands Need Both a Quality Product and a Quality Conversation Source: Credit Suisse and NetBase 2014-2015 Lululemon Athletica Lululemon Founder/CEO
- 8. It’s Beyond Marketing as Emotions Tie to $ As a marketer, you can influence value all the way to the bottom line by being consumer centric Source: Credit Suisse and NetBase 2014-2015
- 10. INBOUND15 #truth The world is changing
- 11. INBOUND15 Why do millenials matter? – 1/3 of American Workers are millenials – They surpassed Gen X to become the LARGEST share of the American workforce Pew Research Center of Analysis of U.S. Census Bureau Data
- 12. INBOUND15 #truth How it all started
- 13. INBOUND15 #truth It doesn’t look so deceptive
- 14. INBOUND15 #truth It doesn’t look so obvious
- 15. INBOUND15 #truth It can even make you FEEL good
- 16. INBOUND15 #truth It can make you feel like you might MISS out Source: blog.indiemark.com
- 17. INBOUND15 #truth It can make you feel like you might MISS out Source: blog.indiemark.com
- 18. INBOUND15 #truth It can even make you FEEL love
- 19. I’m Right, You’re Wrong Success/Image/Status Parent/Child I’m so different/You’re Not Like Me I’m so smart I belong (to the tribe) The Games
- 20. The I’m So Happy Game Keeping the peace Urgency Scarcity Conformity Competition The Games
- 21. It’s Not My/Your Fault Martyr Helpless Safety Approval Control Hero/Villain/Victim The Games
- 23. INBOUND15 What you need to know about millenials • Typically children of divorce • Want to turn around all the “wrong” they see in the world • Grew up sheltered • First generation of children with “schedules”
- 24. INBOUND15 What you need to know about millenials • Focus on change using technology • Global thinking • “Me first” attitude in work life. Flex-time, sabbaticals • Political savvy • Hope to make life contributions to the world
- 25. INBOUND15 What you need to know about millenials They want EXPERIENCES that help change the WORLD. http://www.wmfc.org/uploads/Generatio nalDifferencesChart.pdf
- 26. INBOUND15 How to Market With Radical Honesty
- 27. INBOUND15 How to Market With Radical Honesty
- 28. INBOUND15 How to Market With Radical Honesty
- 29. INBOUND15 Get Really REAL The games YOU play will show up in your marketing
- 30. These Brands all generated consumer LOVE Source: NetBase Original 1-year review of Consumer Posts Net Sentiment = overall direction of consumer feeling Dislikes vs. Likes, scale -100 to +100 Passion Intensity tm = Proprietary calculation of depth of emotions into LOVE or HATE
- 31. Dollar Shave Club is Upending Marketing I buy razors from Dollar Shave Club meet Raechelle. Shave Butter Magical Stuff from Dollar Shave Club.
- 32. In Summary - Ideas for Marketers See the world through the eyes of your consumer. Listen, give them a Voice, be Real, be Responsive 1 2 3 Challenge your message – does your ‘game’ need to move on? Think holistically about the market – your competitors do
- 33. INBOUND15 Want to connect after the event? info@netbase.com nkelly@socialmediaexplorer.com
Editor's Notes
- To set the stage, here is one way to think through the idea of the brand and how it has evolved in the past 30 years based on consumer expectations, our environment and technology. Branding really began as a mark of ownership, trust and quality to differentiate different products on the market. Eventually, brand became something that had value as a business asset that needed to be protected and grown. More recently, brand became a company asset that delivers satisfying and differentiated experiences to consumers. Just think of tech brands such as Google, Amazon, Facebook and Apple – they have upleveled our expectations and significantly raised the bar for brand experiences. Now, we’re moving into the Age of You that’s all about You the consumer as a brand. Through digitalization of our lives and all that consumers choose to share, it’s now possible for companies to connect the dots and understand consumers like individuals like never before. Brands that seek to lead in the Age of You will be able to understand the human in the data, uncover genuine insights, and create a truly personalized and curated experience for us.
- Walmart is #17, Walgreens #22, Target #24, Ulta #29 and Bath & BodyWorks rounds out the list at #30. Additional high-end Beauty & Skincare brands emerge with Gucci #18, Lancome #19, Burberry #20, Estee Lauder #21, and Clarins #23. Nike makes the list at #27 for how beautiful it makes people feel Nike, whether within the context of feeling beautiful or as a complement to Beauty items, is seen as the perfect match in daily conversation.
- PERNILLE: Here you see an example of the Credit Suisse Brand Momentum Index which helps understand brand value to consumers 6-9 months out and directly translates to stock value recommendations. In this case, we are looking at Atheisure brands such as Nike, Athleta, Under Armour. This is a mapping of all athletic brands that are active in the North American market that have scale. What we can see here is that Nike is the big bubble in the center of the screen and it has the largest online reach overall for athletic brands in the United States market. And we are also seeing that Nike actually has a bubble that is larger than all other brands combined, so they have the largest reach of any company in the athletic space online. But people are not resoundingly positive about the brand so Nike finds itself on dividing line on the y-axis. Now importantly, is actually impressive as its larger than all other athletic brands combined, and is still growing at a double-digit rate in terms of the number of people talking about the brand. More people talk about the brand positively is what you need to be able to identify and tools like NetBase finally give a way to do that with reliable, scalable, and statistically relevant data. But lets look at a brand that took a hit on brand reputation and didn’t do so well in this model – lets talk a little more about Lululemon which you see here in the fart left quadrant.
- PERNILLE: Looking at same store sales growth since 2011 – you could see that this led to a dramatic slowdown in the underlying sales growth for the business. They went from a double-digit rate into negative territory right as this was occurring.
- The problem: There is a new generation of consumers that will not respond to how we market and we don’t know how to fix it This generation doesn’t play your games…they see through them. This generation doesn’t buy into your spin…they see through it. This generation isn’t motivated by money, status, or the brands they wear…they see through them. This generation isn’t like you…they can see through your futile efforts to get them to buy…buy…buy. You can’t pull the wool over this generation’s eyes…so what can YOU do about it? Get radically honest…get radically vulnerable…blow the lid off of what “we” consider authenticity while we sit back in fear that we might upset someone, wait for compliance or legal to approve our messages, and let editing filter out our true selves. The veil is gone…your BRAND is ONLY made up of the people behind it. Would you want to be friends with your brand? Would you want to LOVE your brand? Would you want your BRAND over for Thanksgiving dinner? If not, the time to change is NOW.
- We are all just doing what they taught us in school…in our companies…in our departments. As marketers we are trained to spin, to make things pretty, to make things compelling. In our eyes, this is simply what GOOD marketers do. But what we have done is been trained to create a series of little white lies that tell the story our companies want to tell, using eloquent flowery language that makes us sound really good…so they will BUY. We aren’t TRYING to be dishonest. We aren’t TRYING to hide the truth. We aren’t TRYING to lie. But we are. Let’s be honest. And we are good at it. We’re so good…we can’t even see the spin anymore. To us it looks like brilliant marketing. To the millenial generation…it looks like spin. If we want to attract this audience…we have to STOP spinning.
- What the heck is a multi-drive program? But hey it has dynamic select, that’s good right? I’ve never heard of a head unit but thank goodness for the 8” display so I can figure out what it is. Yay a touch pad! With a COMAND controller? Did you mean to spell command wrong? Does that make it special? How exactly are drive systems intelligent? Like is this some AI shit? And the list goes on…a bunch of features NO ONE understands…but is presented as best-in-class marketing. This is Mercedes Benz. They use the status game to sell their cars. Like somehow buying one of their cars will raise your status in society. Because you know status is important? And once I have it I will be happy? I will be successful? I will be respected? Hmm…
- My EVERYTHING is better…because I wear Nike? Or because I am willing to leave everything on the field…because I’m willing to work for it. What does better mean anyway? Nike uses the competition game in their marketing. And these are just two of the games…there’s also…
- Harley Davidson makes you feel a part of something…bigger Harley Davidson uses the I belong to the tribe game in their marketing
- Sometimes it makes you feel like you might miss out Kohl’s uses the urgency game in their marketing
- Sometimes it makes you feel like you might miss out Woolrich uses the scarcity game in their marketing
- That makes my heart melt It’s a brilliantly written story But their gum didn’t create this love…it became a symbol of their love for each other…and it isn’t a true story…but if it was that would be PURE GENIUS Extra Gum is using the approval game in their marketing
- We are all just doing what they taught us in school…in our companies…in our departments. As marketers we are trained to spin, to make things pretty, to make things compelling. In our eyes, this is simply what GOOD marketers do. But what we have done is been trained to create a series of little white lies that tell the story our companies want to tell, using eloquent flowery language that makes us sound really good…so they will BUY. We aren’t TRYING to be dishonest. We aren’t TRYING to hide the truth. We aren’t TRYING to lie. But we are. Let’s be honest. And we are good at it. We’re so good…we can’t even see the spin anymore. To us it looks like brilliant marketing. To the millenial generation…it looks like spin. If we want to attract this audience…we have to STOP spinning.
- We are all just doing what they taught us in school…in our companies…in our departments. As marketers we are trained to spin, to make things pretty, to make things compelling. In our eyes, this is simply what GOOD marketers do. But what we have done is been trained to create a series of little white lies that tell the story our companies want to tell, using eloquent flowery language that makes us sound really good…so they will BUY. We aren’t TRYING to be dishonest. We aren’t TRYING to hide the truth. We aren’t TRYING to lie. But we are. Let’s be honest. And we are good at it. We’re so good…we can’t even see the spin anymore. To us it looks like brilliant marketing. To the millenial generation…it looks like spin. If we want to attract this audience…we have to STOP spinning.
- We are all just doing what they taught us in school…in our companies…in our departments. As marketers we are trained to spin, to make things pretty, to make things compelling. In our eyes, this is simply what GOOD marketers do. But what we have done is been trained to create a series of little white lies that tell the story our companies want to tell, using eloquent flowery language that makes us sound really good…so they will BUY. We aren’t TRYING to be dishonest. We aren’t TRYING to hide the truth. We aren’t TRYING to lie. But we are. Let’s be honest. And we are good at it. We’re so good…we can’t even see the spin anymore. To us it looks like brilliant marketing. To the millenial generation…it looks like spin. If we want to attract this audience…we have to STOP spinning.
- PERNILLE: Here you see an example of the Credit Suisse Brand Momentum Index which helps understand brand value to consumers 6-9 months out and directly translates to stock value recommendations. In this case, we are looking at Atheisure brands such as Nike, Athleta, Under Armour. This is a mapping of all athletic brands that are active in the North American market that have scale. What we can see here is that Nike is the big bubble in the center of the screen and it has the largest online reach overall for athletic brands in the United States market. And we are also seeing that Nike actually has a bubble that is larger than all other brands combined, so they have the largest reach of any company in the athletic space online. But people are not resoundingly positive about the brand so Nike finds itself on dividing line on the y-axis. Now importantly, is actually impressive as its larger than all other athletic brands combined, and is still growing at a double-digit rate in terms of the number of people talking about the brand. More people talk about the brand positively is what you need to be able to identify and tools like NetBase finally give a way to do that with reliable, scalable, and statistically relevant data. But lets look at a brand that took a hit on brand reputation and didn’t do so well in this model – lets talk a little more about Lululemon which you see here in the fart left quadrant.
- PERNILLE: Here you see an example of the Credit Suisse Brand Momentum Index which helps understand brand value to consumers 6-9 months out and directly translates to stock value recommendations. In this case, we are looking at Atheisure brands such as Nike, Athleta, Under Armour. This is a mapping of all athletic brands that are active in the North American market that have scale. What we can see here is that Nike is the big bubble in the center of the screen and it has the largest online reach overall for athletic brands in the United States market. And we are also seeing that Nike actually has a bubble that is larger than all other brands combined, so they have the largest reach of any company in the athletic space online. But people are not resoundingly positive about the brand so Nike finds itself on dividing line on the y-axis. Now importantly, is actually impressive as its larger than all other athletic brands combined, and is still growing at a double-digit rate in terms of the number of people talking about the brand. More people talk about the brand positively is what you need to be able to identify and tools like NetBase finally give a way to do that with reliable, scalable, and statistically relevant data. But lets look at a brand that took a hit on brand reputation and didn’t do so well in this model – lets talk a little more about Lululemon which you see here in the fart left quadrant.
- PERNILLE: Here you see an example of the Credit Suisse Brand Momentum Index which helps understand brand value to consumers 6-9 months out and directly translates to stock value recommendations. In this case, we are looking at Atheisure brands such as Nike, Athleta, Under Armour. This is a mapping of all athletic brands that are active in the North American market that have scale. What we can see here is that Nike is the big bubble in the center of the screen and it has the largest online reach overall for athletic brands in the United States market. And we are also seeing that Nike actually has a bubble that is larger than all other brands combined, so they have the largest reach of any company in the athletic space online. But people are not resoundingly positive about the brand so Nike finds itself on dividing line on the y-axis. Now importantly, is actually impressive as its larger than all other athletic brands combined, and is still growing at a double-digit rate in terms of the number of people talking about the brand. More people talk about the brand positively is what you need to be able to identify and tools like NetBase finally give a way to do that with reliable, scalable, and statistically relevant data. But lets look at a brand that took a hit on brand reputation and didn’t do so well in this model – lets talk a little more about Lululemon which you see here in the fart left quadrant.