Brand storytelling and captivating content, with a social data twist.

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Our talk at Social Media Week Barcelona 2014 to a brilliant audience at the Mobile World Centre.

We stepped past the 'content is king' mantra and talked about how to consistently light up Social Streams in the right way? Starting from branding and storytelling from a social perspective, we talked through the highlights (and lowlights) of social content marketing, and shared our technique of using the open graph to inform conversation maps - A technique we call Interest Mapping.

Published in: Social Media

Brand storytelling and captivating content, with a social data twist.

  1. 1. BRAND STORYTELLING AND CAPTIVATING CONTENT WITH A SOCIAL DATA TWIST #SMWBCN @THISHERE
  2. 2. Q&A
  3. 3. WHO ARE WE? THIS HERE
 JEMIMA| TOM @_jemima
 @tomszekeres 

  4. 4. ER SE ED INT ING WHAT DO WE DO? ES TM AP PIN ST G TOOLS & REPORTING DATA CAMPAIGNS CREATIVE CO NT IGH INS G (A data-fuelled creative start-up) DIN AN TS BR ICS YT L NA A GY TE RA EN T
  5. 5. WHAT IS THIS TALK ABOUT? BRANDS IDEAS TOOLS 2014 (not 2010) THIS TALK thishe.re | @thishere XX
  6. 6. WHAT IS THIS TALK ABOUT? BRANDS IDEAS TOOLS 2014 (not 2010) THIS TALK thishe.re | @thishere XX
  7. 7. LET’S START WITH SOME IDEAS…
  8. 8. SOCIAL MEDIA IS AN ADDICTION
  9. 9. SOCIAL MEDIA IS AN ADDICTION EMPATHY, GENEROSITY & TRUST
  10. 10. THE NEWS FEED IS KING >90% of people’s time on social networks is spent in the stream
  11. 11. THE NEWARE NOW PUBLISHERS BRANDS BRAND BUILDING REALITY
  12. 12. THE NEWARE NOW PUBLISHERS BRANDS BRAND BUILDING REALITY “By 2020, the simple reality is that every brand will be a media brand”
  13. 13. TOTAL EXPERIENCE MANAGEMENT
  14. 14. TOTAL EXPERIENCE MANAGEMENT
  15. 15. TOTAL EXPERIENCE MANAGEMENT Red Bull is a soft drink Red Bull gives you wings
  16. 16. TOTAL EXPERIENCE MANAGEMENT Red Bull is a soft drink Red Bull gives you wings
  17. 17. ATTENTION IS EVERYTHING HOWHOWYOUCUT CUT DO YOU YOU HOWHOWYOUCUT CUT DO YOU YOU HOWHOWDO CUT CUT DO YOUYOU HOWDO YOU CUT CUT CUT HOWYOU CUT YOU DO HOWDO CUT DO YOU CUT HOWHOWHOWDO YOU CUT HOWYOUCUT CUT DOYOU CUT CUT DO YOU DO YOU HOWHOWHOWDO YOU CUT DOYOU CUT CUT YOU THE THROUGH CUT THE HOW DODOYOU CUT DO YOU HOWHOWHOWDO YOU CUT DOYOU CUT CUT THROUGH THE THE HOW DODOYOU CUT DO YOU HOWHOWHOWDO YOU CUT DOYOU CUT CUT THROUGH THE THE HOW DODOYOU CUT DO YOU THROUGH HOWHOWHOWDO CUT THROUGHTHROUGHYOU CUT THROUGH THE THE THE DO HOW DODOYOU CUT DOCUT THROUGH HOWHOWHOWTHE CUT THROUGHTHROUGHYOU CUT THROUGH YOU THE THE THE HOW THROUGH CUT DOCUT THROUGH HOWHOWYOU DO CUT YOUCUT THROUGHTHROUGH THE NOISE? DO HOW DODO THE CUT DO CUT THROUGHYOUDOYOU THROUGH THE THE YOU HOWHOWNOISE? CUT THROUGHTHROUGH THE THE THE NOISE? THE HOW DO YOU CUT DO THROUGHYOUDO THE THROUGH YOU THE HOWHOWNOISE? YOUCUT THROUGHTHROUGH THE THE NOISE? HOW DO THE THROUGH YOU THE THROUGH THROUGHTHROUGH THE NOISE? THE NOISE? HOW DO THE HOWNOISE? THROUGH YOU THETHE THROUGH THROUGHTHE THE NOISE? NOISE? NOISE? HOW DO THROUGH THROUGH THE THETHE THROUGH NOISE? THROUGH NOISE? NOISE? THE THROUGH THE THE THROUGH NOISE?NOISE? NOISE? THROUGHTHE THE NOISE? NOISE? THROUGH THE THROUGH NOISE?NOISE? THROUGHTHE NOISE? NOISE? THROUGH THE THROUGH NOISE?NOISE? NOISE? NOISE? THROUGH NOISE? THROUGH NOISE?NOISE? NOISE? NOISE? THROUGH NOISE?NOISE? NOISE? NOISE?NOISE? NOISE? NOISE?NOISE? NOISE? NOISE?NOISE? NOISE? NOISE?
  18. 18. HOWHOWYOUCUT CUT DO YOU YOU HOWHOWYOUCUT CUT DO YOU YOU HOWHOWDO CUT CUT DO YOUYOU HOWDO YOU CUT CUT CUT HOWYOU CUT YOU DO HOWDO CUT DO YOU CUT HOWHOWHOWDO YOU CUT HOWYOUCUT CUT DOYOU CUT CUT DO YOU DO YOU HOWHOWHOWDO YOU CUT DOYOU CUT CUT YOU THE THROUGH CUT THE HOW DODOYOU CUT DO YOU HOWHOWHOWDO YOU CUT DOYOU CUT CUT THROUGH THE THE HOW DODOYOU CUT DO YOU HOWHOWHOWDO YOU CUT DOYOU CUT CUT THROUGH THE THE HOW DODOYOU CUT DO YOU THROUGH HOWHOWHOWDO CUT THROUGHTHROUGHYOU CUT THROUGH THE THE THE DO HOW DODOYOU CUT DOCUT THROUGH HOWHOWHOWTHE CUT THROUGHTHROUGHYOU CUT THROUGH YOU THE THE THE HOW THROUGH CUT DOCUT THROUGH HOWHOWYOU DO CUT YOUCUT THROUGHTHROUGH THE NOISE? DO HOW DODO THE CUT DO CUT THROUGHYOUDOYOU THROUGH THE THE YOU HOWHOWNOISE? CUT THROUGHTHROUGH THE THE THE NOISE? THE HOW DO YOU CUT DO THROUGHYOUDO THE THROUGH YOU THE HOWHOWNOISE? YOUCUT THROUGHTHROUGH THE THE NOISE? HOW DO THE THROUGH YOU THE THROUGH THROUGHTHROUGH THE NOISE? THE NOISE? HOW DO THE HOWNOISE? THROUGH YOU THETHE THROUGH THROUGHTHE THE NOISE? NOISE? NOISE? HOW DO THROUGH THROUGH THE THETHE THROUGH NOISE? THROUGH NOISE? NOISE? THE THROUGH THE THE THROUGH NOISE?NOISE? NOISE? THROUGHTHE THE NOISE? NOISE? THROUGH THE THROUGH NOISE?NOISE? THROUGHTHE NOISE? NOISE? THROUGH THE THROUGH NOISE?NOISE? NOISE? NOISE? THROUGH NOISE? THROUGH NOISE?NOISE? NOISE? NOISE? THROUGH NOISE?NOISE? NOISE? NOISE?NOISE? NOISE? NOISE?NOISE? NOISE? NOISE?NOISE? NOISE? NOISE?
  19. 19. GREAT CONTENT TELLS A STORY
  20. 20. GREAT CONTENT TELLS A STORY
  21. 21. TELLING STORIES IS HARD
  22. 22. BE AUTHENTIC, BE INTERESTING
  23. 23. DEFINING YOUR BRAND THIS IS A SUBTITLE

  24. 24. How do you What do you What do you behave? look like? talk about? ! WHO ARE YOU?
  25. 25. How do you behave? ! What do you look like? What do you talk about?
  26. 26. DEFINING YOUR BRAND 1. Behaviour 2. Visual Language 3. Interests
 & Topics
  27. 27. DEFINING YOUR BRAND 1. Behaviour
 2. Visual Language
 3. Interests
 & Topics
  28. 28. “THE ART OF CONNECTION IS BRAND VOICE.” “Having a brand voice, means staying true to that, across media, across audiences, and if you’re a global brand, across geographies too.” Jason Baer, siegel+gale
  29. 29. CONSISTENT BEHAVIOUR: HUBBUB SOCIAL SHARE COPY WEB COPY TRAIN ADS SMS
  30. 30. TONE OF VOICE: HUBBUB
  31. 31. TONE OF VOICE: HUBBUB
  32. 32. TOTAL EXPERIENCE MANAGEMENT
  33. 33. CONSISTENCY DOESN’T MEAN MONOTONY
  34. 34. DEFINING YOUR BRAND 1. Behaviour
 2. Visual Language
 3. Interests
 & Topics
  35. 35. BE RECOGNISABLE
  36. 36. BE REALISTIC SLOW (Stock) thishe.re | @thishere QUICK (Flow)
  37. 37. BE PRACTICAL thishe.re | @thishere
  38. 38. BE PRACTICAL thishe.re | @thishere
  39. 39. VISUAL TOOLKIT BALANCE QUICK AND SLOW EE’s ‘Smart Particles’ background, typeface, and illustration style thishe.re | @thishere
  40. 40. VISUAL TOOLKIT CREATE FLEXIBLE ASSETS thishe.re | @thishere
  41. 41. VISUAL TOOLKIT CREATE FLEXIBLE ASSETS, AND PLAY WITH THEIR APPLICATIONS This Here’s patterns thishe.re | @thishere
  42. 42. CONTENT SERIES: EE thishe.re | @thishere
  43. 43. CONTENT SERIES: THIS HERE thishe.re | @thishere
  44. 44. “I SUPPOSE IT IS TEMPTING, IF THE ONLY TOOL YOU HAVE IS A HAMMER, TO TREAT EVERYTHING AS IF IT WERE A NAIL.” ! ! - ABRAHAM MASLOW. Photo: Frank B. Gilbreth
  45. 45. GET YOUR AUDIENCE TO TELL YOUR STORY
  46. 46. USER GENERATED CONTENT (CURATION VS CREATION)
  47. 47. “OUR FAVOURITE FAN SHOT OF THE YEAR GOES ON OUR PACKAGING”
  48. 48. UGC: PLUMEN
  49. 49. DEFINING YOUR BRAND 1. Behaviour
 2. Visual Language
 3. Interests & Topics
  50. 50. BE AUTHENTIC, BE INTERESTING
  51. 51. TALK ABOUT TOPICS IF YOU HAVE: • The Right
 Your area of expertise (a problem you’re trying to solve) ! • Commitment
 Contribution, sponsorship ! • Passion
 Brands have passions too
  52. 52. BE AUTHENTIC, BE INTERESTING
  53. 53. TIME FOR SOME TOOLS
  54. 54. B SEVEN FOR ALL MANKIND A FIXED GEAR JOHN FREIDA ROCHAS PRIMARK ACCESSORIZE HOLLISTER MOTEL ROCKS EAST ENDERS LONDON COLLEGE OF FASHION C BELSTAFF OASIS BURBERRY LONDON ART GALLERIES 3.1 PHILLIP LIM PARIS FASHION WEEK ENGLAND CRICKET TEAM GRAZIA STYLE SCRAPBOOK LIPSY LONDON RIMMEL LONDON GLAMOUR JEFFREY CAMPBELL SHOES MISS SELFRIDGE LANVIN E ENGLAND FOOTBALL TEAM DAZED AND CONFUSED D
  55. 55. B TYPOGRAPHY CENTRAL ST MARTINS COLLEGE A FIXED GEAR RAY BAN WAYFARER CANNES FILM FESTIVAL STREET ART BAPE INGMAR BERGMAN FASHION PHOTOGRAPHY HOT RODS GQ TRAVELLING VICE MAGAZINE INSTAGRAM TATE MODERN ANDY WARHOL CAFE RACERS KEITH HARING PAGANI TRIUMPH E COOKING HOUSE MUSIC FUNK & SOUL FORMULA 1 D C
  56. 56. INTEREST AND TOPIC MAPPING NEW TECHNIQUES Fashion Photography Motoring / Cycling TRIUMPH HOT RODS PAGANI F1 Urban
 Culture Art & Design TYPOGRAPHY INSTAGRAM RAY BAN WAYFARER FIXED GEAR CAFE RACERS TRAVELLING GQ FASHION PHOTOGRAPHY Film TATE MODERN STREET ART CENTRAL ST MARTINS COLLEGE VICE MAGAZINE KEITH HARING BAPE HOUSE MUSIC FUNK & SOUL ANDY WARHOL INGMAR BERGMAN CANNES FILM FESTIVAL
  57. 57. INTEREST AND TOPIC MAPPING NEW TECHNIQUES AUDIENCE + INTEREST + STORY + FORMAT = IDEA
  58. 58. INTEREST AND TOPIC MAPPING NEW TECHNIQUES AUDIENCE + INTEREST + STORY + FORMAT = IDEA E.G NEW YORK HIPSTERS URBAN
 CULTURE INSTAGRAM
 VIDEO ?
  59. 59. AND IF YOU WANT YOUR AUDIENCE TO KEEP COMING BACK…
  60. 60. ALWAYS LEAVE THEM WANTING MORE…
  61. 61. LOVELY Any questions? answers@thishe.re or @thishere ! …or say hello afterwards.

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