Building brands in the social media age
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A new marketing planning and strategic framework and best practice content strategy that'll build brands for now, for tomorrow, brands that'll last. Learn how to tell a modern story with this framework.
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Building brands in the social media age
- 1. Pete Durant December 2017 Building social brands for today, brands for tomorrow brands that’ll last
- 2. Society is built on shared experiences & emotional ties
- 4. Identity forming values & fulfilled promises Trust built through brilliant interactions, utility or information Exciting experiences that create warmth, currency & prestige T I E
- 6. Why? Because that’s how our minds work Emotions are the primary reason why consumers prefer brand name products We evaluate brands using emotions rather than information FMRI Neuro-imagery 'Likeability' is most predictive of whether ads improve sales Advertising Research Foundation Positive emotions make customers more loyal than trust Psychology Today THE INFLUENTIAL ROLE OF EMOTION IN CONSUMER BEHAVIOUR IS WELL DOCUMENTED
- 7. … And because it works for businesses 1 – Source: Field, IPA and Gunn Report, “Selling Creativity Short” 2 – “The New Science of Customer Emotions” November 2015 – Harvard Business Review 3 - Nielsen Consumer Neuroscience study, Emotional campaigns are 10x more efficient than standard campaigns Emotionally connected consumers are 52% more valuable than highly satisfied consumers Emotional ads deliver a 23% uplift in sales volume vs. non- emotional ads 10x 52% 23% MORE EFFICIENT MORE VALUABLE MORE SALES
- 8. Brand planning Telling your story… INSIGHT DRIVEN STRATEGY & CREATIVE Trust Identity Experience Stimulus AdvocacyExperiences Collaborations Contextual brand content creating need & awareness Democratised brand stories through peer- to-peer WOM, reviews, product sampling and loyalty progs Both digital and real world brand moments inc. customer service Shared influence through talent, media and brand partnerships Modern Social Brand
- 9. Building blocks to creating emotion through creative https://www.fastcompany.com/3017976/8-keys-to-creating-an-emotional-connection-between-products-and-people Establish a voice and personality can affirm a belief, depth through surprise or even scarcity and valued desire Personality Smarter, more relevant better the personality will land Placement / context Type of creative or campaign is vital. Crowd sourcing empowers, charity work etc. Experience Well designed visual hierarchy can bring a personality to life and ensure the difference between connection and swiping Composition Speed and movement of your visual can depict the feeling of your brand. Audience will also look at if the product moves demonstrating capability and benefit AND personality Motion Ownership and appeal with colour holding emotion in them Colour Personality through look – closeness and connection through authenticity Lighting Accessorising your product and personality through micro-second suggestive placements and feelings. Textures, matt, glossy, background, clothing all look can impact that very quick connection and take you mind on a different map Location / Environment
- 12. The power of a recommendation 83% of people trust recommendation s from people they know over traditional advertising. Nielson Advertiser Trust Scale, 2015 Word of mouth influences up to 50% of all purchasing decisions. McKinsey & Company 2014 Consumers who are between the ages of 25 and 54 are the biggest content drivers— contributing 70% of all UGC. SparkReel 2015 84% of consumers reported always or sometimes taking action based on personal recommendations. Nielsen 2015
- 14. Brand planning Telling your story… INSIGHT DRIVEN STRATEGY & CREATIVE Trust Identity Experience Stimulus AdvocacyExperiences Collaborations Contextual brand content creating need & awareness Democratised brand stories through peer- to-peer WOM, reviews, product sampling and loyalty progs Both digital and real world brand moments inc. customer service Shared influence through talent, media and brand partnerships Modern Social Brand IMMEDIATE / INTERACTIVE / IMMERSIVE
- 16. Creating your TIE stories & content IMMEDIATE INTERACTIVE IMMERSIVE CREATE - - - CURATE - - - COLLABORATE
- 17. Creating your TIE stories & content IMMEDIATE
- 19. FRAMING COMPRESSION LOOPING SOUND END FIRST PLAY
- 21. Creating your TIE stories & content INTERACTIVE
- 22. Creating your TIE stories & content INTERACTIVE
- 23. Creating your TIE stories & content IMMERSIVE
- 24. Creating your TIE stories & content IMMEDIATE INTERACTIVE IMMERSIVE CREATE - - - CURATE - - - COLLABORATE
- 25. Brand planning Telling your story… INSIGHT DRIVEN STRATEGY & CREATIVE Trust Identity Experience Stimulus AdvocacyExperiences Collaborations Contextual brand content creating need & awareness Democratised brand stories through peer- to-peer WOM, reviews, product sampling and loyalty progs Both digital and real world brand moments inc. customer service Shared influence through talent, media and brand partnerships Modern Social Brand IMMEDIATE / INTERACTIVE / IMMERSIVE Paid Social Channels Native Digital DigitalAdvocacyTraditional FB, Pin, IG, TW, Snap – full brand and performance advertising on social channels Content-led execution that fits naturally in its environment Contextual PPC, Display inc. YouTube /Video & programmatic buys Fully optimised owned web real estate, social platforms & offline publications Full paid distribution and content creation through influencers of different size Paid media options and tie- ins across traditional platforms such as TV, Press & Outdoor Media pick up and coverage of major stories and moments Earned Owned
- 27. Over to YOU
- 29. Brand planning Telling your story… INSIGHT DRIVEN STRATEGY & CREATIVE Trust Identity Experience Stimulus AdvocacyExperiences Collaborations Contextual brand content creating need & awareness Democratised brand stories through peer- to-peer WOM, reviews, product sampling and loyalty progs Both digital and real world brand moments inc. customer service Shared influence through talent, media and brand partnerships Modern Social Brand IMMEDIATE / INTERACTIVE / IMMERSIVE Paid Social Channels Native Digital DigitalAdvocacyTraditional FB, Pin, IG, TW, Snap – full brand and performance advertising on social channels Content-led execution that fits naturally in its environment Contextual PPC, Display inc. YouTube /Video & programmatic buys Fully optimised owned web real estate, social platforms & offline publications Full paid distribution and content creation through influencers of different size Paid media options and tie- ins across traditional platforms such as TV, Press & Outdoor Media pick up and coverage of major stories and moments Earned Owned