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SHARING IS CARING
WHY TALK IS CHEAP, BUT CONVERSATIONS HAVE VALUE
             we are social • JANUARY 2013
2
LONDON
                                  MUNICH
NEW YORK                 PARIS
                                 MILAN


                                           SINGAPORE


           SÃO PAULO
                                                       SYDNEY




                                                                3
4
</SALES PITCH>




                 5
TODAY
THE BUSINESS CASE FOR SOCIAL
 BEST-IN-CLASS CASE STUDIES

  THE ‘10 COMMENDMENTS’

THE FUTURE OF SOCIAL MEDIA

   WHAT YOU CAN DO NEXT
                               6
JUST WHAT ARE
‘SOCIAL MEDIA’?

                  7
THE CONCEPT OF SOCIAL MEDIA IS NOTHING NEW,
AND HAS EXISTED SINCE THE DAYS OF CAVE PAINTINGS
                                                   8
HOWEVER, THE INTERNET MAKES SOCIAL
MEDIA POSSIBLE AT A WHOLE NEW SCALE
                                      9
“SOCIAL MEDIA ARE INTERNET-POWERED
   PLATFORMS THAT MAKE IT EASY FOR
 INDIVIDUALS, GROUPS OF PEOPLE, AND
                               “
   ORGANISATIONS TO CONVERSE AND
INTERACT WITH ONE ANOTHER IN A WIDE
     VARIETY OF SOCIAL ACTIVITIES.

                                      10
WHY ARE SOCIAL
MEDIA RELEVANT
TO MARKETING?
                 11
SOCIAL MEDIA DELIVER ALL THE RIGHT METRICS

REACH: 1.6 BILLION USERS WORLDWIDE; 820 MILLION IN ASIA

 FREQUENCY: 58% OF FACEBOOK USERS SIGN IN EVERY DAY

 AFFINITY: 10 MILLION YEARS SPENT ON FACEBOOK IN 2012

  EFFICIENCY: DON’T NEED TO PAY FOR EVERY PLACEMENT

CONVERSION: 30% OF BURBERRY’S ONLINE SALES VIA SOCIAL

                                                          12
THIS DECK ISN’T ABOUT NUMBERS, BUT YOU’LL FIND
OVER 1,000 PAGES OF RESEARCH BY CLICKING HERE
                                                 13
IDEA




WHAT AND WHY?!   HOW, WHERE, AND WHEN?!



                                          14
WHO’S SETTING
THE STANDARD?

                15
SOCIAL MEDIA ACTIVITIES THAT ARE
BUILDING BRANDS’ BOTTOM LINE RESULTS
                                       16
INNOCENT DRINKS USES FACEBOOK TO CLEARLY
DEFINE ITS BRAND IDENTITY AND POSITIONING
                                            17
18
USING A BROAD RANGE OF CONTENT TO
MAINTAIN TOP OF MIND BRAND AWARENESS
                                       19
BURBERRY USES SOCIAL MEDIA TO CREATE A
BROAD, CONTINUOUSLY UPDATED ‘LOOK-BOOK’
                                          20
21
22
30%
      23
DRIVING AFFINITY AND ENGAGEMENT BY
MAKING CONVERSATIONS MORE PERSONAL
                                      24
AMERICAN EXPRESS USES SOLOMO TO
DRIVE REVENUE OPPORTUNITIES AND CSR
                                      25
26
LINK YOUR AMEX CARD TO YOUR FOURSQUARE
ACCOUNT, AND ‘CHECK IN’ TO GET SPECIAL DISCOUNTS
                                                   27
THE DISCOUNTS ARE PAID BY AMEX, GIVING SMALL
 RETAILERS A REASON TO START ACCEPTING AMEX
                                               28
IT CONTRIBUTES SO MUCH TO LOCAL COMMUNITIES
THAT EVEN THE US PRESIDENT ENDORSES THE ACTIVITY
                                                   29
HARNESSES SOLOMO-POWERED CSR INITIATIVES
TO DRIVE WIDESPREAD BRAND CONVERSATIONS
                                           30
THIS IS A!



ACTIVITY!




         31
JOINED FORCES WITH BRAND ENTHUSIASTS IN SOCIAL
  MEDIA TO DEVELOP AND LAUNCH A NEW VARIANT
                                                 32
LUXURIOUS THEMED EVENT!   BLINDFOLDED TASTINGS!      VARIANT TESTING!




BRAND TEAM ENGAGEMENT!     BRAND IMMERSION!       AMPLIFICATION CONTENT!




                                                                           33
RESEARCH & FEEDBACK!   MEMBERSHIP COMPETITIONS!   CONTENT FOR BLOGS!




   UGC ‘TASTINGS’!       BLOG-WORTHY PACKS !       ‘GOLDEN TICKET’!


                                                                       34
HARNESSES CORE BRAND EVANGELISTS TO SHARE THE
BRAND’S STORY, AND ENGAGE OTHERS ON ITS BEHALF
                                                 35
THIS IS A!



ACTIVITY!




         36
HELPED PEOPLE CREATE A PERSONALISED ‘GET WELL’
CAN OF SOUP AND SEND IT TO AN ILL FRIEND’S DOOR
                                                  37
THE ENTIRE PROCESS – INCLUDING PAYMENT – TOOK
   PLACE IN A BESPOKE FACEBOOK APPLICATION
                                                38
THE ACTIVITY CREATED SO MUCH CONVERSATION
 THAT HEINZ CHOSE TO RUN IT A SECOND TIME
                                            39
DELIVERS SOCIAL UTILITY FOR INDIVIDUALS AND
BRAND ACTIVITY THAT’S WORTH TALKING ABOUT
                                              40
HARNESSING EXISTING BEHAVIOUR TO
STRENGTHEN AFFINITY AND INSPIRE INTERACTION
                                              41
42
ENCOURAGE PEOPLE TO ‘PLAY WITH THEIR FOOD’
 AND SHARE THEIR CONTENT TO BUILD AFFINITY
                                             43
BEST BUY’S ‘TWELPFORCE’ DELIVERS
VALUABLE CUSTOMER SERVICE VIA TWITTER
                                        44
THOUSANDS OF BEST BUY STAFFERS ARE EMPOWERED
  TO RESPOND TO CUSTOMER QUERIES VIA TWITTER
                                               45
REDUCING THE COST OF CUSTOMER SERVICE BY
INCENTIVISING EVERY TEAM MEMBER TO PARTICIPATE
                                                 46
47
OVER TO YOU: WHAT IS
APPLE’S SOCIAL STRATEGY?
                           48
EITHER APPLE EMPLOYEES ARE QUITE UNLUCKY, OR
‘LOST & FOUND’ PHONES ARE PART OF THEIR STRATEGY
                                                   49
INSPIRING CONVERSATIONS BY GETTING
OTHER PEOPLE TO FUEL THE EXCITEMENT
                                      50
LEARNINGS

            51
ONE RING TO RULE THEM ALL…

                             52
ALWAYS START BY SETTING OBJECTIVES THAT ENSURE
 SOCIAL MEDIA ACTIVITIES DELIVER BUSINESS VALUE
                                                  53
WHEN IN SOCIAL,
BEHAVE SOCIALLY
                  54
REMEMBER THAT IT’S
NOT JUST ABOUT YOU
                     55
YOUR TASK IS TO CREATE BRANDS WORTH TALKING
ABOUT, NOT JUST TO GET PEOPLE TO TALK TO YOU
                                               56
BUT REMEMBER THAT SOCIAL MEDIA ARE NOT A
‘SILVER BULLET’ THAT CAN ACHIEVE THIS ON THEIR OWN
                                                     57
SOCIAL MEDIA ARE JUST ONE MORE – ALBEIT VERY
POWERFUL – ADDITION TO THE MARKETING TOOLKIT

                                  SAW ICON C/O JOHN BRÜGGEMANN, THE NOUN PROJECT   58
DOING IT RIGHT

                 59
10
THE!

‘COMMENDMENTS’

                 60
#01
START WITH PEOPLE,
 NOT TECHNOLOGY

                     61
>
  SOCIAL MEDIA IS A HUMAN
DISCIPLINE, NOT A DIGITAL ONE
                                62
IT’S EASY TO GET CAUGHT UP IN PLATFORM HYPE,
BUT TECHNOLOGY IS ONLY EVER A MEANS TO AN END
                                                63
64
65
66
BUILD YOUR STRATEGY AROUND PEOPLE’S PASSIONS
 AND MOTIVATIONS, NOT A PLATFORM’S FEATURES
                                               67
#02
BUILD CONVERSATIONS,
   NOT CAMPAIGNS

                       68
BROADCAST COMMS WORK MUCH LIKE PICK-UP LINES:
THEY’RE A GREAT WAY TO CAPTURE INITIAL ATTENTION
                                                   69
HOWEVER, IT’S DIFFICULT TO BUILD A MEANINGFUL
 RELATIONSHIP BASED ON PICK-UP LINES ALONE
                                                70
THE SECRET TO AN ENDURING RELATIONSHIP
LIES IN REGULAR, EVERYDAY CONVERSATIONS
                                          71
#03
  USE CONTENT AS A
MEANS, NOT AS AN END

                       72
“   CONTENT IS NOT KING. IF I SENT YOU TO A DESERT
      ISLAND AND GAVE YOU THE CHOICE OF TAKING
    YOUR FRIENDS OR YOUR MOVIES, YOU'D CHOOSE
    YOUR FRIENDS - IF YOU CHOSE THE MOVIES, WE'D
     CALL YOU A SOCIOPATH. CONVERSATION IS KING.
      CONTENT IS JUST SOMETHING TO TALK ABOUT.
                                                       “
                                       CORY DOCTOROW

                                                           73
GETTING PEOPLE TO CONSUME YOUR CONTENT IS JUST
A START; THE REAL VALUE LIES IN WHAT HAPPENS NEXT
                                                    74
MAKE COMMS
THAT ARE WORTH
 TALKING ABOUT
                 75
#04
ADD VALUE TO THE
 AUDIENCE’S LIFE

                   76
SOCIAL ACTIVITIES MUST ADD VALUE TO THE AUDIENCE
   BEFORE THEY CAN ADD VALUE TO YOUR BRAND
                                                   77
(! DISCUSSIONS ABOUT PRODUCTS AREN’T
 ALWAYS THE HIGHEST VALUE CONVERSATIONS   )!
                                               78
MAKING THINGS
 PEOPLE WANT
      VS!


MAKING PEOPLE
 WANT THINGS
                79
MAKING THINGS
marketing    PEOPLE WANT
                  VS!


            MAKING PEOPLE   sales


             WANT THINGS
                                    80
SHARE ABOUT
THINGS PEOPLE
  CARE ABOUT
                81
82
+              =
  “UPLOAD YOUR PHOTO AND TELL US WHY YOU
LOVE OUR BRAND, AND YOU COULD WIN AN IPAD!”
                                              83
#EPICFAIL

            84
WHEN WAS THE LAST TIME YOU
MADE FRIENDS WITH SOMEONE
BY ASKING THEM TO TELL YOU
WHAT THEY LIKE ABOUT YOU?

                             85
INSECURITY ISN’T ATTRACTIVE IN A BRAND

                                         86
‘ROMANCE’ YOUR AUDIENCE INSTEAD

                                  87
>            >
PASSIONS       BRANDS       PRODUCTS



                                       88
#05
LISTENING IS THE
 NEW SHOUTING

                   89
“YOU CAN’T LEARN
  ANYTHING WITH
YOUR MOUTH OPEN
                           “
            EARL NIGHTINGALE




                               90
THE VALUE IN A CONVERSATION
LIES WHOLLY IN THE LISTENING
                               91
PEOPLE SHARE A VAST WEALTH OF INFORMATION ABOUT
THE THINGS THEY CARE ABOUT THROUGH SOCIAL MEDIA
                                                  92
THESE HONEST, SPONTANEOUS INSIGHTS ARE OFTEN AS
VALUABLE (OR MORE SO) THAN TRADITIONAL RESEARCH
                                                  93
#06
SPREAD THE LOVE



                  94
IT’S VERY UNLIKELY THAT PEOPLE WILL FIND
YOUR SOCIAL MEDIA ACTIVITIES BY ACCIDENT
                                           95
GAINING INITIAL MOMENTUM IS JUST AS
IMPORTANT AS DRIVING SOCIAL SHARING
                                       96
ADVERTISING CAN HELP, BUT PARTNERING
WITH INFLUENCERS IS OFTEN MORE EFFECTIVE
                                           97
#07
ALWAYS BE
PREPARED

            98
“
YOU CAN’T PLEASE
ALL OF THE PEOPLE
 ALL OF THE TIME
                                       “
       A MISQUOTE OF ABRAHAM LINCOLN




                                           99
ALL BRANDS NEED TO DEAL WITH SURPRISES AT SOME
POINT, SO IT’S BEST TO PREPARE FOR THEM IN ADVANCE
                                                     100
AAA!
   AN ALERT, ASSESS, ACT PLAN CAN HELP YOUR
TEAM TO MITIGATE RISKS AND SEIZE OPPORTUNITIES
                                                 101
#08
   MEASURE
YOUR PROGRESS

                102
SOCIAL MEDIA IS A BUSINESS INVESTMENT, SO IF
YOU CAN’T PROVE ITS ROI, YOU SHOULDN’T DO IT
                                               103
BUT ROI ISN’T JUST ABOUT SALES; IDENTIFY SOCIAL
MEDIA’S SPECIFIC CONTRIBUTION, AND MEASURE THAT
                                                   104
THE 3 THINGS YOU NEED TO DETERMINE



KPIs!                  1
                              2




 WHAT METRICS    WHERE, WHEN AND HOW   THE TARGETS FOR
YOU’LL MEASURE   YOU’LL MEASURE THEM    EACH MEASURE



                                                         105
#09
 OPTIMISE
AS YOU GO

            106
ONE OF THE GREATEST CHALLENGES IN BROADCAST
MEDIA IS THAT IT’S HARD TO FIX A BROKEN ACTIVITY
                                                   107
SOCIAL MEDIA ALLOW US TO STOP, START, OR MODIFY
ACTIVITY IN REAL-TIME BASED ON AUDIENCE RESPONSE
                                                   108
ADOPTING A LIVE ‘TEST-AND-LEARN’ APPROACH ALLOWS
US TO OPTIMISE AT ANY POINT IN THE COMMS PROCESS
                                                   109
#10
 BE IN IT FOR
THE LONG TERM

                110
“   YOU CAN’T HURRY LOVE,
 NO, YOU JUST HAVE TO WAIT;
    LOVE DON’T COME EASY,
IT’S A GAME OF GIVE AND TAKE
                                     “
                   THE SUPREMES (1966)




                                         111
DEEP, MEANINGFUL RELATIONSHIPS TAKE TIME TO
BUILD, AND WE NEED TO GO AT THE AUDIENCE’S PACE
                                                  112
IT’S SIGNIFICANTLY MORE DIFFICULT TO ACHIEVE
SUCCESS IF YOU ‘DIP’ IN AND OUT OF SOCIAL MEDIA
                                                  113
t yle ad cial
                              cast-s suit so
                        broad esn’t
                                 o
                    fligh ting d




  IT’S SIGNIFICANTLY MORE DIFFICULT TO ACHIEVE
SUCCESS IF YOU ‘DIP’ IN AND OUT OF SOCIAL MEDIA
                                                    114
TO GET THE MOST OUT OF SOCIAL MEDIA, YOU NEED
TO MAKE A LONG-TERM COMMITMENT AND INVESTMENT
                                                 115
INVEST IN SOCIAL ACTIVITIES THROUGHOUT THE
  YEAR TO ENSURE CONSISTENT ENGAGEMENT
                                             116
1.     FOCUS ON PEOPLE, NOT TECHNOLOGY
2.     BUILD CONVERSATIONS, NOT CAMPAIGNS
3.     USE CONTENT AS A MEANS, NOT AS AN END
4.     ADD VALUE TO THE AUDIENCE’S LIFE
5.     LISTENING IS THE NEW SHOUTING
6.     SPREAD THE LOVE
7.     ALWAYS BE PREPARED
8.     MEASURE YOUR PROGRESS
9.     OPTIMISE AS YOU GO
10.    BE IN IT FOR THE LONG TERM

                                               117
WHAT’S NEXT
FOR SOCIAL?
              118
01
  SIMULTANEOUS SOCIAL
TRANSMEDIA EXPERIENCES

                         119
‘SECOND SCREEN’ IS JUST THE BEGINNING OF
A TRANSMEDIA SOCIAL MEDIA PHENOMENON
                                           120
SOCIAL CONTENT EXPERIENCES WILL COME TO
LIFE ACROSS MULTIPLE DEVICES AT THE SAME TIME
                                                121
02
  MEDIA PLANNING VS
ENGAGEMENT PLANNING

                      122
Z!
                            Z!
                          Z!
                        Z!




THE MODEL OF BUYING SPACE AND INTERRUPTING
 PEOPLE ACROSS MULTIPLE CHANNELS IS BROKEN
                                             123
COMMS PLANNING WILL EVOLVE TO BUILDING THINGS
THAT PEOPLE CAN SHARE ACROSS MULTIPLE CHANNELS
                                                 124
03
MOBILE LIFE VS
MOBILE PHONE

                 125
THE CONNECTED DEVICES IN OUR POCKETS
ARE ALREADY OUR ‘MOST IMPORTANT’ MEDIUM
                                          126
70%
OF CHINESE PEOPLE SAY THEY “CAN’T
LIVE WITHOUT” THEIR MOBILE PHONE
                                    127
STRATEGIES COME TO LIFE ON MOBILE
DEVICES, OR DON’T COME TO LIFE AT ALL
                                        128
04
COMMUNITIES
VS PLATFORMS

               129
THE NETWORK EFFECT: PEOPLE GO WHERE
THEIR FRIENDS ARE AND WHERE THE ACTION IS
                                            130
BRANDS FOCUS ON NURTURING COMMUNITIES
INSTEAD OF BUILDING PLATFORM-SPECIFIC AUDIENCES
                                                  131
05
CORPORATE SOCIAL
  PROACTIVITY

                   132
PEOPLE EXPECT BRANDS TO DO
MORE TO GIVE MORE BACK TO SOCIETY
                                    133
BRANDS EMBRACE COMMUNITY SERVICE, MAKING IT
A CENTRAL PART OF THEIR SOCIAL CONTENT OFFERING
                                                  134
BRINGING IT
ALL TO LIFE
              135
8STEPS TO
STRATEGIC
 SUCCESS
            136
STEP 1: DEFINE YOUR
BUSINESS OBJECTIVES

                      137
STEP 2: MONITOR AND INTERPRET
YOUR AUDIENCE’S CONVERSATIONS

                                 138
STEP 3: UNDERSTAND YOUR
 AUDIENCE’S MOTIVATIONS

                          139
STEP 4: IDENTIFY HOW YOUR BRAND CAN
ADD VALUE TO YOUR AUDIENCE’S WORLD

                                      140
STEP 5: SELECT
YOUR PLATFORMS

                  141
STEP 6: STRATEGISE
YOUR CONTENT APPROACH

                        142
STEP 7: TEST
AND LEARN

               143
STEP 8: RINSE
 AND REPEAT

                144
8
    1: SET YOUR OBJECTIVES
    2: MONITOR CONVERSATIONS
    3: UNDERSTAND MOTIVATIONS
    4: IDENTIFY HOW TO ADD VALUE
    5: SELECT YOUR PLATFORMS
    6: STRATEGISE YOUR APPROACH
    7: TEST AND LEARN
    8: RINSE AND REPEAT


                                   145
NEXT STEPS

             146
DIGITAL RESEARCH & STATS         WORKSHOPS




 GUIDES & HANDBOOKS        INTERACTIVE ‘DEEP-DIVES’
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 SOCIAL MEDIA.
 WE’RE ALREADY HELPING MANY OF THE WORLD’S
TOP 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.
WE ARE SOCIAL
        @WEARESOCIALSG
          +65 9146 5356
SAYHELLO@WEARESOCIAL.SG
         WEARESOCIAL.SG

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