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the future
 of social is

MOBILITY


                   Christel Quek @LADYXTEL
                GL O B AL SO C IAL MAR KET IN G M AN AGER
                               HAV AS ME D IA

                 c hr i ste l .q u e k @ha vasm ed ia. co m
the future
 of social is

MOBILITY
                Thinking
                  Beyond
                 Channels
social is not a channel


   social
   is a layer

                  CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
social is not operated in silo


    social
 is a behavioral
       shift
                      CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
mobile - “flowing freely , as a liquid.”

   mobile underscores freedom of
   communications & liquidity of social
        communities (offline, online)

                               CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
mobile - “quick to change”

mobile represents a power shift where
 the masses can alter brand perception
    & messaging through technology

                          CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
“In a                       “In an
                                    rural                          urban
                                    area,                          area,
              a mobile device is seen as a               a mobile device is seen as an
                      community                           extension of
                       entity.”                             personal
                                                           identity.”

SOURCE: associate PROF MICHAEL (SMU), @communicateasia        CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
mobile
  hardware




mobility
  software

             CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
think


mobility
  software




             CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
think


     mobility
              software

  liquidity              power shift

social content           consistency
                           CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
the rise of social & mobility
        are intrinsically linked




                              mobile versions of online social
    leading to a   rise in:   networks (branded applications
                                    or optimized sites)


                                     CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
the rise of social & mobility
        are intrinsically linked




                              social API supported sharing &
    leading to a   rise in:           social gaming



                                    CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
the rise of social & mobility
        are intrinsically linked




                              the pervasiveness of the
    leading to a   rise in:   socially mobile consumer



                                 CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
the rise of social & mobility
        are intrinsically linked




                                volume & velocity of
    leading to a   rise in:   earned media generated
                              by tastemakers, interest
                               graphs, social graphs

                                 CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
the future
    of social is

MOBILITY
              power        social
liquidity                                        consistency
  of social    shift      content
communities     to the    shareable &                    brand
              consumers   contagious                   experience




                                  CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
liquidity (water) is one of the most
  powerful forces of erosion in nature




                          CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
liquidity (consumers)
         can wear down
the hardest of rocks (brands &
           institutions)



                      CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
the social consumer
is getting increasingly pervasive




                             CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
the “ALWAYS ON” PHENOMENON
  Intersecting worlds of offline & online
              Word of Mouth




                             CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
generating earned media
  is a boon or bane for brands

                     the liquidity
                      of conversations
                         is dynamic


                         CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
危机   crisis


危险                机会
danger       opportunity


                  CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
the future
    of social is

MOBILITY
              power        social
liquidity                                        consistency
  of social    shift      content
communities     to the    shareable &                    brand
              consumers   contagious                   experience




                                  CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
EPICTETUS
“We have 2 ears and 1 mouth so that we
 can listen twice as much as we speak.”



                           CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
Listen & learn
 your brand messaging is
no longer a one way street



                    CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
brands are open
         books
  brands can try writing the narrative on
their own, but consumers have the power
to embrace, alter, or reject the messaging

                            CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
the future
    of social is

MOBILITY
              power        social
liquidity                                        consistency
  of social    shift      content
communities     to the    shareable &                    brand
              consumers   contagious                   experience




                                  CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
content      vs    social content


consumption        sharing + reactions



                       CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
y our                 el em en ts to t rig ge r


    content             + sharing

=      social content    (t o s ha re)



    actions & transactions      (a reaction)

                                 CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
Social Content builds your                                   b rand’ s s to ry
                                                    across your media ecosystem
                                                             with a focus on
                                                               Reach
                                                             Relevance
                                                             Resonance

Source: Original inspiration from Brian Solis (3Rs) , 2011                 CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
so don’t just work on content
work on your brand’s story
                     because

                     s tor i es
              are more persuasive than data


                                  CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
Source: Dr Paul MacLean - Triune Brain Theory.
Illustration: Myself                             CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
Source: Dr Paul MacLean - Triune Brain Theory.
Illustration: Myself                             CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
Source: Dr Paul MacLean - Triune Brain Theory.
Illustration: Myself                             CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
95 %
                                       o f ou r d e ci si o n ma k in g
                                           is n o t a ffe c t e d by
                                          co n sc io u s ra t io n al
                                                  th in k in g



Source: Brainfluence by Roger Dooley         CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
people will forget what you said
people will forget what you did
    but people will
   never forget how
  you made them feel
                                                 Maya Angelou




                           CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
a pp e al t o t h e
                                       emo t i o nal
                                           re m ov e th e
                                                  fea r
                                                   bu i ld
                                                t rust
Source: Brainfluence by Roger Dooley   CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
Source: Dr Paul MacLean - Triune Brain Theory.
Illustration: Myself                             CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
st o ri es cre a t e
                                                 po ss i bil i ti e s

                                                 po ss ib i lit ies
                                                             c re a te
                                                     di al o gue

Source: Dr Paul MacLean - Triune Brain Theory.
Illustration: Myself                              CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
d ia lo g u e c re at e
                                                 c on nec t io ns

                                                 c onn ec t i ons
                                                 in sha re d pu rp o s e
                                                 b ec o m e a ct i o n s


Source: Dr Paul MacLean - Triune Brain Theory.
Illustration: Myself                              CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
Stop selling apples

                       c rea te con t en t
                           ar ou n d i t




Illustration: Myself     CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
don’t control,
                          collaborate
                          th e cr owd
                       i s yo u r ass et




Illustration: Myself    CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
add value with
                           cool infographics
                             “inf o gr ap hics
                           sh are d on t wit ter
                             get 83 2% mo re
                              r etw eet s tha n
                           i ma ge s & a rt icl es”



Source: Bit Rebels, 2012
Illustration: Myself        CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
strong content
                       gets amplified
                          t ur n yo u r
                        inf l uence rs
                         i nto br an d
                         a dvo cat es
                       fo r y ou r s to ry



Illustration: Myself   CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
social content is
                         not uniform

                        t her e’s no po in t
                        h av ing th e s am e
                       con ten t o n every
                        s oci al p la tf orm




Illustration: Myself    CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
watch the effect
                           unfold

                       but don ’t f o rge t
                        t o tra ck yo u r
                           pr ogres s




Illustration: Myself   CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
why will some content
get shared more than others?
                     CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
richard dawkins
 father of memetics   CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
the word “meme”
                   was coined in 1976
                  in “the selfish gene”

             shortened version of "mimeme",
   from the greek word mimema ("something imitated")

                      “meme”
                became an official word
                       in 1988

richard dawkins
 father of memetics                       CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
Copying Fidelity
                    - it has to be easy to copy
    - the creative has to be almost as accurate as the source
                    - share images and videos


richard dawkins
“What triggers virality?”                  CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
Fecundity
                        - fecundity = fertility
     - the faster it produces, the more successful it will be
       - hence, the medium which it spreads is important
                      e.g. Facebook & Twitter


richard dawkins
“What triggers virality?”                   CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
on facebook,            on facebook,



                          12x                      2x
                         videos are shared        photos are liked



                           more than links        more than text
                          & posts combined           updates




Source: M Booth & Simply Measured, August 2012       CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
Longevity
      - the longer it survives, the better the permanence
                          e.g. YouTube



richard dawkins
“What triggers virality?”                 CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
approximately



                                                                  27%
                                                             of the internet population (2.8
                                                                  billion) had watched
                                                                      Gangnam Style



Latest YouTube Statistic accurate as of 19th November 2012                   CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
the future
    of social is

MOBILITY
              power        social
liquidity                                        consistency
  of social    shift      content
communities     to the    shareable &                    brand
              consumers   contagious                   experience




                                  CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
It’s important to engage the
social consumer
  they have a
      D ISTA STE for unsolicited promotions
    & tr ust authentic, continued engagement



                               CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
brands need to design a
consumer-centric
brand experience
which is consistent across all touchpoints




                                    CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
Don’t gun for pe r f e cti o n


 gun for   constant iterations
           o f y o ur so cia l co n te n t




                                 CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
the future
 of social is

MOBILITY
                Case Study
                mobility, social,
                   results
social is a layer
   especially with
multiplicity of screens


                    CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
25 000
comments on facebook




               CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
2 900 000
views on Sparkasse’s
  youtube channel




               CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
823 406
Votes casted in total




                CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
No. 1
Facebook Page (Finance)
      in Germany



                 CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
75% increase
in recall for sparkasse’s
       giro offers



                  CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
21% increase
in desire for sparkasse’s
     giro accounts



                  CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
sparkasse




  39%
            volksbanken
                                ing

              13%           10%

  spotaneous ad recall

                          CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
MOBILITY
requires brands to be adaptable




                                  CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
MOBILITY
   requires brands to create
sticky content which resonates




                                 CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
MOBILITY
requires brands to listen more,
        and speak less




                                  CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
because the age of

                                                  MOBILITY
                                                  has resulted in a fundamental
                                                           power shift
CH R I S T E L Q U E K HAVAS MEDIA @ L ADYX TEL
where

                                                      power
                                                  is now with the people & not
                                                           the brand
CH R I S T E L Q U E K HAVAS MEDIA @ L ADYX TEL
where

                                                   liquidity
                                                  of earned media conversations
                                                   can alter brand perceptions
CH R I S T E L Q U E K HAVAS MEDIA @ L ADYX TEL
where

                                                  social &
                                                  mobility
                                                  are no longer just channels,
                                                      but behavioral shifts
CH R I S T E L Q U E K HAVAS MEDIA @ L ADYX TEL
Thank You!

           Christel Quek @LADYXTEL
        GL O B AL SO C IAL MAR KET IN G M AN AGER
                       HAV AS ME D IA

         c hr i ste l .q u e k @ha vasm ed ia. co m

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The Future of Social is Mobility - by @ladyxtel

  • 1. the future of social is MOBILITY Christel Quek @LADYXTEL GL O B AL SO C IAL MAR KET IN G M AN AGER HAV AS ME D IA c hr i ste l .q u e k @ha vasm ed ia. co m
  • 2. the future of social is MOBILITY Thinking Beyond Channels
  • 3. social is not a channel social is a layer CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  • 4. social is not operated in silo social is a behavioral shift CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  • 5. mobile - “flowing freely , as a liquid.” mobile underscores freedom of communications & liquidity of social communities (offline, online) CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  • 6. mobile - “quick to change” mobile represents a power shift where the masses can alter brand perception & messaging through technology CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  • 7. “In a “In an rural urban area, area, a mobile device is seen as a a mobile device is seen as an community extension of entity.” personal identity.” SOURCE: associate PROF MICHAEL (SMU), @communicateasia CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  • 8. mobile hardware mobility software CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  • 9. think mobility software CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  • 10. think mobility software liquidity power shift social content consistency CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  • 11. the rise of social & mobility are intrinsically linked mobile versions of online social leading to a rise in: networks (branded applications or optimized sites) CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  • 12. the rise of social & mobility are intrinsically linked social API supported sharing & leading to a rise in: social gaming CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  • 13. the rise of social & mobility are intrinsically linked the pervasiveness of the leading to a rise in: socially mobile consumer CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  • 14. the rise of social & mobility are intrinsically linked volume & velocity of leading to a rise in: earned media generated by tastemakers, interest graphs, social graphs CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  • 15. the future of social is MOBILITY power social liquidity consistency of social shift content communities to the shareable & brand consumers contagious experience CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  • 16. liquidity (water) is one of the most powerful forces of erosion in nature CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  • 17. liquidity (consumers) can wear down the hardest of rocks (brands & institutions) CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  • 18. the social consumer is getting increasingly pervasive CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  • 19. the “ALWAYS ON” PHENOMENON Intersecting worlds of offline & online Word of Mouth CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  • 20. generating earned media is a boon or bane for brands the liquidity of conversations is dynamic CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  • 21. 危机 crisis 危险 机会 danger opportunity CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  • 22. the future of social is MOBILITY power social liquidity consistency of social shift content communities to the shareable & brand consumers contagious experience CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  • 23. EPICTETUS “We have 2 ears and 1 mouth so that we can listen twice as much as we speak.” CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  • 24. Listen & learn your brand messaging is no longer a one way street CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  • 25. brands are open books brands can try writing the narrative on their own, but consumers have the power to embrace, alter, or reject the messaging CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  • 26. the future of social is MOBILITY power social liquidity consistency of social shift content communities to the shareable & brand consumers contagious experience CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  • 27. content vs social content consumption sharing + reactions CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  • 28. y our el em en ts to t rig ge r content + sharing = social content (t o s ha re) actions & transactions (a reaction) CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  • 29. Social Content builds your b rand’ s s to ry across your media ecosystem with a focus on Reach Relevance Resonance Source: Original inspiration from Brian Solis (3Rs) , 2011 CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  • 30. so don’t just work on content work on your brand’s story because s tor i es are more persuasive than data CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  • 31. Source: Dr Paul MacLean - Triune Brain Theory. Illustration: Myself CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  • 32. Source: Dr Paul MacLean - Triune Brain Theory. Illustration: Myself CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  • 33. Source: Dr Paul MacLean - Triune Brain Theory. Illustration: Myself CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  • 34. 95 % o f ou r d e ci si o n ma k in g is n o t a ffe c t e d by co n sc io u s ra t io n al th in k in g Source: Brainfluence by Roger Dooley CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  • 35. people will forget what you said people will forget what you did but people will never forget how you made them feel Maya Angelou CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  • 36. a pp e al t o t h e emo t i o nal re m ov e th e fea r bu i ld t rust Source: Brainfluence by Roger Dooley CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  • 37. Source: Dr Paul MacLean - Triune Brain Theory. Illustration: Myself CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  • 38. st o ri es cre a t e po ss i bil i ti e s po ss ib i lit ies c re a te di al o gue Source: Dr Paul MacLean - Triune Brain Theory. Illustration: Myself CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  • 39. d ia lo g u e c re at e c on nec t io ns c onn ec t i ons in sha re d pu rp o s e b ec o m e a ct i o n s Source: Dr Paul MacLean - Triune Brain Theory. Illustration: Myself CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  • 40. Stop selling apples c rea te con t en t ar ou n d i t Illustration: Myself CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  • 41. don’t control, collaborate th e cr owd i s yo u r ass et Illustration: Myself CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  • 42. add value with cool infographics “inf o gr ap hics sh are d on t wit ter get 83 2% mo re r etw eet s tha n i ma ge s & a rt icl es” Source: Bit Rebels, 2012 Illustration: Myself CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  • 43. strong content gets amplified t ur n yo u r inf l uence rs i nto br an d a dvo cat es fo r y ou r s to ry Illustration: Myself CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  • 44. social content is not uniform t her e’s no po in t h av ing th e s am e con ten t o n every s oci al p la tf orm Illustration: Myself CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  • 45. watch the effect unfold but don ’t f o rge t t o tra ck yo u r pr ogres s Illustration: Myself CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  • 46. why will some content get shared more than others? CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  • 47. richard dawkins father of memetics CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  • 48. the word “meme” was coined in 1976 in “the selfish gene” shortened version of "mimeme", from the greek word mimema ("something imitated") “meme” became an official word in 1988 richard dawkins father of memetics CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  • 49. Copying Fidelity - it has to be easy to copy - the creative has to be almost as accurate as the source - share images and videos richard dawkins “What triggers virality?” CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  • 50. Fecundity - fecundity = fertility - the faster it produces, the more successful it will be - hence, the medium which it spreads is important e.g. Facebook & Twitter richard dawkins “What triggers virality?” CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  • 51. on facebook, on facebook, 12x 2x videos are shared photos are liked more than links more than text & posts combined updates Source: M Booth & Simply Measured, August 2012 CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  • 52. Longevity - the longer it survives, the better the permanence e.g. YouTube richard dawkins “What triggers virality?” CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  • 53. CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  • 54. approximately 27% of the internet population (2.8 billion) had watched Gangnam Style Latest YouTube Statistic accurate as of 19th November 2012 CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  • 55. CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  • 56. CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  • 57. CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  • 58. CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  • 59. CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  • 60. CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  • 61. the future of social is MOBILITY power social liquidity consistency of social shift content communities to the shareable & brand consumers contagious experience CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  • 62. It’s important to engage the social consumer they have a D ISTA STE for unsolicited promotions & tr ust authentic, continued engagement CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  • 63. brands need to design a consumer-centric brand experience which is consistent across all touchpoints CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  • 64. Don’t gun for pe r f e cti o n gun for constant iterations o f y o ur so cia l co n te n t CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  • 65. the future of social is MOBILITY Case Study mobility, social, results
  • 66. social is a layer especially with multiplicity of screens CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  • 67. CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  • 68. 25 000 comments on facebook CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  • 69. 2 900 000 views on Sparkasse’s youtube channel CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  • 70. 823 406 Votes casted in total CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  • 71. No. 1 Facebook Page (Finance) in Germany CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  • 72. 75% increase in recall for sparkasse’s giro offers CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  • 73. 21% increase in desire for sparkasse’s giro accounts CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  • 74. sparkasse 39% volksbanken ing 13% 10% spotaneous ad recall CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  • 75. MOBILITY requires brands to be adaptable CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  • 76. MOBILITY requires brands to create sticky content which resonates CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  • 77. MOBILITY requires brands to listen more, and speak less CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
  • 78. because the age of MOBILITY has resulted in a fundamental power shift CH R I S T E L Q U E K HAVAS MEDIA @ L ADYX TEL
  • 79. where power is now with the people & not the brand CH R I S T E L Q U E K HAVAS MEDIA @ L ADYX TEL
  • 80. where liquidity of earned media conversations can alter brand perceptions CH R I S T E L Q U E K HAVAS MEDIA @ L ADYX TEL
  • 81. where social & mobility are no longer just channels, but behavioral shifts CH R I S T E L Q U E K HAVAS MEDIA @ L ADYX TEL
  • 82. Thank You! Christel Quek @LADYXTEL GL O B AL SO C IAL MAR KET IN G M AN AGER HAV AS ME D IA c hr i ste l .q u e k @ha vasm ed ia. co m