#1SOCIAL EQUITY       DRIVESBRAND EQUITY  SIMON KEMP • we   are social • MARCH 2013                                       ...
2
OUR ‘PROVOCATIONS’ FORMAT    TODAY                 TOMORROW                       TO DO The realities, trends,    Where we...
XTCONTE               THE SOCIAL EQUITY OF A BRAND             The more people talk about a brand, the           easier it...
TODAY: THE BRANDS THAT ARE WORTH TALKING ABOUT ARE THE BRANDS WE’RE WILLING TO PAY MORE FOR                               ...
TOMORROW: BRANDS RECOGNISE THAT AN INCREASE INCONVERSATION DRIVES AN INCREASE IN COMPENSATION                             ...
OUTDOOR!           SOCIAL MEDIA!              TELEVISION!                PRINT!                  WEB!                     ...
GDIGGIN       R DEEPE              SOCIAL MEDIA vs SOCIAL BRANDS             Brand conversations aren’t just driven by    ...
PRODUCTS!         PACKAGING!                  ADVERTISING!         POS ACTIVITY!               RECRUITMENT!               ...
TO DO: BUILD SOCIAL EQUITY BY INSPIRING FREQUENT,FAVOURABLE CONVERSATIONS BETWEEN COMMUNITIES                             ...
FIND OUT MORE AT WEARESOCIAL.SG                   148
WE ARE SOCIAL IS A GLOBAL CONVERSATION AGENCY.  WE HELP BRANDS TO LISTEN TO, UNDERSTAND,AND ENGAGE IN CONVERSATIONS IN SOC...
WE ARE SOCIAL        @WEARESOCIALSG          +65 9146 5356SAYHELLO@WEARESOCIAL.SG         WEARESOCIAL.SG
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Social Brands: Social Equity Drives Brand Equity

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This is the first in We Are Social's 8-part series exploring Social Brands & The Future Of Marketing. For more information, visit http://wearesocial.sg, or email us via sayhello@wearesocial.sg

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Social Brands: Social Equity Drives Brand Equity

  1. 1. #1SOCIAL EQUITY DRIVESBRAND EQUITY SIMON KEMP • we are social • MARCH 2013 1
  2. 2. 2
  3. 3. OUR ‘PROVOCATIONS’ FORMAT TODAY TOMORROW TO DO The realities, trends, Where we see these The implications forand observations that developments taking brands, and what youinspired our thinking marketing in the future can do to harness them 3
  4. 4. XTCONTE THE SOCIAL EQUITY OF A BRAND The more people talk about a brand, the easier it is for us to predict how other people will react if we choose that brand. As a result, the brands that inspire the most favourable conversations are the brands that can command the greatest price premium. 4
  5. 5. TODAY: THE BRANDS THAT ARE WORTH TALKING ABOUT ARE THE BRANDS WE’RE WILLING TO PAY MORE FOR 5
  6. 6. TOMORROW: BRANDS RECOGNISE THAT AN INCREASE INCONVERSATION DRIVES AN INCREASE IN COMPENSATION 6
  7. 7. OUTDOOR! SOCIAL MEDIA! TELEVISION! PRINT! WEB! RADIO! TO ACHIEVE THIS, WE MUST EVOLVE BEYOND THECURRENT CHANNEL-BASED BROADCAST APPROACH 7
  8. 8. GDIGGIN R DEEPE SOCIAL MEDIA vs SOCIAL BRANDS Brand conversations aren’t just driven by social media activities. Everything the brand does – from its advertising to its packaging, and from its POS activities to its customer service – should be designed to inspire as much favourable conversation as possible. 8
  9. 9. PRODUCTS! PACKAGING! ADVERTISING! POS ACTIVITY! RECRUITMENT! CUSTOMER SERVICE!IN ORDER TO SUCCEED, BRANDS MUST ADOPTA HOLISTIC, CONVERSATION-BASED APPROACH 9
  10. 10. TO DO: BUILD SOCIAL EQUITY BY INSPIRING FREQUENT,FAVOURABLE CONVERSATIONS BETWEEN COMMUNITIES 10
  11. 11. FIND OUT MORE AT WEARESOCIAL.SG 148
  12. 12. WE ARE SOCIAL IS A GLOBAL CONVERSATION AGENCY. WE HELP BRANDS TO LISTEN TO, UNDERSTAND,AND ENGAGE IN CONVERSATIONS IN SOCIAL MEDIA. WE’RE ALREADY HELPING MANY OF THE WORLD’STOP BRANDS, INCLUDING UNILEVER, ADIDAS, INTEL, DIAGEO, NESTLÉ, HEINZ, AND LOUIS VUITTON. IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU TOO, CALL SIMON KEMP ON +65 9146 5356, OR EMAIL US AT SAYHELLO@WEARESOCIAL.SG. FIND OUT MORE AT WEARESOCIAL.SG.
  13. 13. WE ARE SOCIAL @WEARESOCIALSG +65 9146 5356SAYHELLO@WEARESOCIAL.SG WEARESOCIAL.SG
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