THE FUTURE OFSOCIAL CONTENT           1
DISCOVERING THEWORLD OF SOCIAL            2
IS SOCIAL MEDIA GOODFOR MARKETING?            3
IS SOCIAL MEDIA GOODFOR MARKETING?NOT RIGHT NOW.            4
HOW DOES SOCIAL MEDIAMARKETING WORK TODAY?Brands are present but frequentlyhave very little to offer.They ‘expect’ engagem...
WHAT ARE BRANDSDOING WRONG?           6
WHAT ARE BRANDSDOING WRONG?Brands focus on engaging and building arelationship with a small group of peopleinstead of pene...
WHAT ARE BRANDSDOING WRONG?How brands try to engage and build a relationship                             8
WHAT ARE BRANDSDOING WRONG?How brands create content without value                            9
92% OFCONSUMERS TRUSTRECOMMENDATIONS47% OF CONSUMERSTRUST ADVERTISINGNielsen: Global Consumers Trust in Earned Advertising...
SO WHAT IS THE ROLEFOR SOCIAL MEDIA INMARKETING?Increase Market ShareIncrease ReachOngoing CRMGenerate Advocacy (Recommend...
SOCIAL MEDIAMARKETING ISN’TEFFECTIVE NOW BECAUSEIT HAS NO VALUE TO ACONSUMER.            12
HOW DO BRANDS CREATETHIS VALUE IN THE SOCIALSPACE?             13
PROVIDE VALUE AS SERVICE            14
ZAPPOSHigh value service experiences and random acts ofkindness create sharable social content.                           ...
LEVERAGE EXISTINGSOCIAL MEDIA BEHAVIORS            16
IKEAIncentives a well understood andlight-weight tagging behavior.                            17
PROVIDE CO-CREATIONOPPORTUNITIES            18
SKITTLESProvides platform for creativity.                               19
GIVE CONSUMERS CONTENT& GENERATE CONVERSATION           20
RED BULLCreates content worth talking about and share.                            21
SUMMARYBrands need to focus more on creatingawareness instead of engagement inorder to increase their market share.Brands ...
THANK YOU.alverbratt@gmail.com                       23
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The Future of Social Content

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What is the future of Social Content? Why do brands want to engage with their customers? What is good social media marketing that increases a brands market share?

Presented this project to R/GA London's Planning and Social Media department December 2012.

The Future of Social Content

  1. 1. THE FUTURE OFSOCIAL CONTENT 1
  2. 2. DISCOVERING THEWORLD OF SOCIAL 2
  3. 3. IS SOCIAL MEDIA GOODFOR MARKETING? 3
  4. 4. IS SOCIAL MEDIA GOODFOR MARKETING?NOT RIGHT NOW. 4
  5. 5. HOW DOES SOCIAL MEDIAMARKETING WORK TODAY?Brands are present but frequentlyhave very little to offer.They ‘expect’ engagement becauseengagement is the user behavior inthe social space. 5
  6. 6. WHAT ARE BRANDSDOING WRONG? 6
  7. 7. WHAT ARE BRANDSDOING WRONG?Brands focus on engaging and building arelationship with a small group of peopleinstead of penetration and creating awareness.They don’t know their role in social andtherefore create content without relevance andvalue. 7
  8. 8. WHAT ARE BRANDSDOING WRONG?How brands try to engage and build a relationship 8
  9. 9. WHAT ARE BRANDSDOING WRONG?How brands create content without value 9
  10. 10. 92% OFCONSUMERS TRUSTRECOMMENDATIONS47% OF CONSUMERSTRUST ADVERTISINGNielsen: Global Consumers Trust in Earned Advertising Grows in Importance, April 2012 10
  11. 11. SO WHAT IS THE ROLEFOR SOCIAL MEDIA INMARKETING?Increase Market ShareIncrease ReachOngoing CRMGenerate Advocacy (Recommendation) 11
  12. 12. SOCIAL MEDIAMARKETING ISN’TEFFECTIVE NOW BECAUSEIT HAS NO VALUE TO ACONSUMER. 12
  13. 13. HOW DO BRANDS CREATETHIS VALUE IN THE SOCIALSPACE? 13
  14. 14. PROVIDE VALUE AS SERVICE 14
  15. 15. ZAPPOSHigh value service experiences and random acts ofkindness create sharable social content. 15
  16. 16. LEVERAGE EXISTINGSOCIAL MEDIA BEHAVIORS 16
  17. 17. IKEAIncentives a well understood andlight-weight tagging behavior. 17
  18. 18. PROVIDE CO-CREATIONOPPORTUNITIES 18
  19. 19. SKITTLESProvides platform for creativity. 19
  20. 20. GIVE CONSUMERS CONTENT& GENERATE CONVERSATION 20
  21. 21. RED BULLCreates content worth talking about and share. 21
  22. 22. SUMMARYBrands need to focus more on creatingawareness instead of engagement inorder to increase their market share.Brands need to ‘flip the funnel’ and useexisting customers to gain new ones. 22
  23. 23. THANK YOU.alverbratt@gmail.com 23

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