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Integrated Live 2016 - The revenge of Subcultures in social media

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A talk I've given to Integrated Live 2016 in London.
Marketers need to kill "average personas" as it ultimately destroys brand equity and miss the true value of social media: its versatile subcultures which create the most influential clusters and forecast what the whole societies might consume in the next future.

http://thisisreup.com

Published in: Marketing
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Integrated Live 2016 - The revenge of Subcultures in social media

  1. 1. THE REVENGE OF SUBCULTURES. SNEAK-PREVIEW.
  2. 2. WHO WE ARE. The House of Creative Misfits. Launched in 2014. 15+ talents. 6 nationalities. Old school meets new school. 2 @lilzeon
  3. 3. WE LACK CULTURAL RELEVANCY. 3
  4. 4. FACT #1: BRAND CONTENT BORES PEOPLE. 4
  5. 5. FACT #2: CULTURAL BASICS ARE NO ACCESSORIES. 5 @lilzeon
  6. 6. FACT #3: WE THINK ’AVERAGE’. 6 @lilzeon
  7. 7. WE NEED TO KILL ‘AVERAGE’. 7
  8. 8. BECAUSE WE ARE NOT AVERAGE. 8 @lilzeon
  9. 9. AVERAGE MARKETING VALUE CHAIN. Average relevance Assets created for very few people and delivered to many Mismatch content vs communities Average communications • Frustration • Unbelievability • Dismissal Collapse of brand equity Consumers as shareholders of reputation don’t grow Time spent to fix, not to embark 9 @lilzeon
  10. 10. CHANEL X BRAD PITT CASE STUDY. 10 @lilzeon
  11. 11. TAPPING INTO SUBCULTURES TO SPREAD WOM. 11 Share values and visions Consistent storyline Roles and duties with diverse social layers Quest for survival Real synapses with the many streams of societies @lilzeon
  12. 12. VEUVE CLICQUOT: UNDERGROUND COMMUNITIES. 12 @lilzeon
  13. 13. PUMA: THE ERA OF MANY STREAMS. 13 @lilzeon
  14. 14. SUBCULTURES: TAPPING INTO US, THE WEIRDOS & THE MISFITS. 14
  15. 15. IN & OUT CULTURES. Subculture] © Merriam Webster 1 a : a culture (as of bacteria) derived from another culture b : an act or instance of producing a subculture 2 an ethnic, regional, economic, or social group exhibiting characteristic patterns of behavior sufficient to distinguish it from others within an embracing culture or society <a criminal subculture> 15 @lilzeon
  16. 16. SUBCULTURES HAD A BAD REPUTATION. Putting pressure on groups of young people vs changing societies to accommodate them. 16 @lilzeon
  17. 17. SUBCULTURES ARE AT THE VERY CORE OF BRANDS. Consumption is about creating a meaningful self-identity New bottom lines: profit, people, world impat 17 @lilzeon
  18. 18. NEW SOCIAL MEDIA ARE MADE FOR AND BY SUBCULTURES An optimization of users engagement to gather them. Testifying the milestones of the community. 18 @lilzeon
  19. 19. THE LED SHOES PHENOMENON. 19 @lilzeon
  20. 20. Public Extimate SOCIAL MEDIA IS NOT A CHANNEL. BUT CULTURES. 20 Intimate @lilzeon
  21. 21. THANK YOU. 21

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