Luxury brand seminar on how brands should view and behave within the social media space.

3. 18 mths with SGH

4. Pout

6. AP

10. Beyond search

12. THE CUSTOMER NARRATIVE
BILLBOARD POINT OF STORE EVENT UGC WEBSITE ECOMMERCE UGC
SALE EXPERIENCE
Engagement
Create a deeper, joined-up story
Provide a firm foundation for engagement
Define roles & responsibilities

13. WHO WE ARE
WHO WE ARE
We help brands tell their story
• If we can make your brand messages more story-like then your
audience are more likely to pay attention.
We are a multi-channel publishing organisation
• We create compelling, branded stories in your customers preferred
medium and language
We believe social media is paradigm changing
• Every human being and every organisation is (potentially) a global
publisher
Our point of view

14. CONTENT
is media

15. THE POWER LIES WITH
THE AUDIENCE

17. The Advertising Age
Success: 2% conversion
Interruption marketing
360 degrees bombardment
The Post-Advertising Age
Success: 98% engagement
Audiences take note
Then scratch past the surface
If you’re more than skin deep they will peel away

18. What makes a bad story

19. SOCIAL media
Beyond search

20. WHAT IS SOCIAL MEDIA?
WHO WE ARE
Media
• Anything that represents (mediates) reality
• Paintings, mosaics, books, magazines, tv, web pages, ads, tweets,
facebook pages etc.
Social
• The interaction of organisms with other organisms
Social media
• Is not necessarily new and not necessarily online
• But its ubiquity online permanently alters the balance of power
Our point of view

21. SOME stats
Beyond search

22. IF FACEBOOK WAS A COUNTRY…

23. IF FACEBOOK WAS A COUNTRY…

24. CONTENT IS MIGRATING TO THE WEB AND
DOMINATING ATTENTION THERE

25. SOCIAL MEDIA PENETRATION IS AT 69% AND
GROWING RAPIDLY
25

26. TIME SPENT SOCIAL NETWORKING IS
GROWING EXPONENTIALLY

27. BY Q2 2009, 82% OF WEB USERS WERE
ACTIVE IN SOCIAL MEDIA
Not surprisingly, Forrester finds
that people who create content
are now the minority at the top of
the social media pyramid. But by
2009, nearly everyone online
was at least a spectator to the
social media show, underlining
the explosion in social media
participation over three short
years. Each brand’s approach
to its audiences in social media
will be determined by how the
audience members index in
each category of social techno-
graphics. As participation grows,
however, more and more people
will move up the pyramid. Brand
strategies will become more
uniformly dependent on the use
of social media, at which point
social media will become a
critical part of virtually every
brands’ media mix.

29. WHO WE ARE LUXURY?
WHAT ABOUT
Luxury Institute Wealth Report
• 42% of wealthy consumers chose “ratings and reviews from a trusted
source” as the most influential factor in purchasing luxury goods.
• Seven out of 10 wealthy consumers are now members of social
networks
• Social media gives the luxury consumer the opportunity to decide what
brands they engage with and on what terms. It’s this element of control
that really is the ultimate luxury.
Our point of view

30. 40 MOST TWEETED BRANDS

31. YOUR BRAND IS NOW IN
THE HANDS OF AN ARMY OF
STRANGERS.
Or is it?

32. THE SOCIAL MEDIA UNIVERSE IS HUGE,
COMPLEX, AND DIVERSE
PANIC!

33. TYPES OF SOCIAL MEDIA
Social Social Social
Networks Content Tools
Purpose is to connect Purpose is to entertain Purpose is to rate
and communicate and inform and share

34. SOCIAL NETWORKS
Purpose is to connect and communicate

40. SOCIAL CONTENT
Purpose is to entertain and inform

45. SOCIAL TOOLS
Purpose is to create and share

48. BEHAVE yourself
Beyond search

49. TYPES OF SOCIAL MEDIA
Social Social Social
Networks Content Tools
Purpose is to connect Purpose is to entertain Purpose is to rate
and communicate and inform and share

50. SOCIAL NETWORKS
Purpose is to connect and communicate

51. SIGN POSTS
Marketing purpose is to point the audience towards relevant content

52. SOCIAL CONTENT
Purpose is to entertain and inform

53. BRANDED CONTENT
Marketing purpose is to engage and gather marketing intelligence

54. SOCIAL TOOLS
Purpose is to rate and share

55. MARKETING TOOLS
Marketing purpose is to self-select and promote

66. LEXUS example
Beyond search

81. SEMINAR example
Beyond search

94. QUICK wins
Beyond search

95. LISTEN.
CAREFULLY.
Find the signal in the noise...
DISTILL YOUR OWN
SPECIFIC, ONGOING,
MULTICHANNEL,
DISTRIBUTED
CONVERSATION
FROM THE SEA OF
IRRELEVANT CHATTER.

98. ADHERING TO PROTOCOLS ENABLES
TWO-WAY COMMUNICATION BETWEEN BRAND
AND CONSUMER in something like real time.
1 2 3 4 5
Comment posted Comment captured Reply suggested to Approved client Response posted.
online. and classified by appropriate reply returned to
response team. client-side response team.
approver(s).
“My widget is “My widget is
broken and broken and nobody
nobody at at Widgetz will
Widgetz will help!”
help!”
Hey, it’s Bob from
Widgetz. We’re
sorry you’re
having trouble.
Click here for the
manual…you
want page 61.

103. TOOLS YOU CAN USE
• Google
• www.google.com/trends
• www.google.com/insights/search/
• adwords.google.co.uk/select/KeywordToolExternal
• www.google.com/alerts
• Social Networks
• www.facebook.com/lexicon
• search.twitter.com
• www.twitscoop.com
• Blogs
• www.blogpulse.com
• www.technorati.com
• Blog comments
• www.backtype.com/
• www.keotag.com/
• Forums etc.
• http://v2.boardtracker.com/
• http://boardreader.com/
• Overall
• www.socialmention.com

104. CONTENT
is media

105. STAYING on top
Beyond search