Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Brand Management For A Social Age

1,007 views

Published on

Guest lecture for Henley Business School MBA students

Published in: Marketing
  • Be the first to comment

Brand Management For A Social Age

  1. 1. Brand Management for a Social Age Jemima Gibbons | @JemimaG Henley Business School FT MBA (Marketing)
  2. 2. Overview 1.Introduction 2.The 4‘C’s of social 3.Hot trends 4.Ways of working 5.The future: a post-digital culture 6.Twitter exercise 7.Feedback/ Q&A
  3. 3. 1 Introduction
  4. 4. Pre-digital
  5. 5. “In the 1970s we weren’t told what to do all the time. Mainly because there were only about eight things to do.” Richard Osman Pointless
  6. 6. “In [tomorrow’s] virtual world things will have value that are not expressible in money today… reputation will become a digital asset.” Kosta Peric Bill & Melinda Gates Foundation
  7. 7. The Tale of The Social Brand
  8. 8. 2 The 4‘C’s of social
  9. 9. The 4‘C’s of social 1. Community 2. Conversations 3. Context 4. Content
  10. 10. Google, Airbnb, Uber (+ GoPro) 2.1 Community
  11. 11. Nescafé, Topshop 2.2 Conversations
  12. 12. Lululemon, Marmarati 2.3 Context
  13. 13. Burberry vs Jamie Oliver 2.4 Content
  14. 14. 3 Hot trends
  15. 15. Hot trends 1. Short form visuals 2. Emotive video 3. Distribution
  16. 16. Periscopes, Vines, emoji and gifs 3.1 Short form visuals
  17. 17. End of The World Job Interview 3.2 Video LG Ultra HD TV
  18. 18. Telekinetic Coffee Shop 3.2 Video MGM / Carrie remake
  19. 19. Test Drive 3.2 Video Pepsi Max
  20. 20. So, what do you want? 1. End of the World job interview 2. Telekinetic Coffee Shop 3. Test Drive
  21. 21. Buzzfeed, Nescafé 3.3 Distribution
  22. 22. 4 Ways of working
  23. 23. Ways of working 1. Fully integrated 2. Internal department 3. Outsourced 4. DIY
  24. 24. 4.1 Fully integrated 1. Social as a function across all teams 2. A truly “social business” 3. All stakeholders fully incorporated 4. Sustainable, ethical and transparent 5. Example: Zappos
  25. 25. 4.1 Zappos
  26. 26. 4.2 Internal team 1.Typical of larger global companies e.g. Mondelez, Proctor + Gamble, Unilever 2. Led by strong personalities Scott Monty, Ford Bonin Bough, Mondelez (ex Pepsico) 3. Multi-million $ budgets 4. State of the art monitoring 5. Big data analytics
  27. 27. Facebook Fan Page 4.2 Coca-Cola
  28. 28. 4.3 Outsourced 1. Outsourcing for three key reasons: Small or medium sized business who can’t afford in-house Large, ambitious x-media creative briefs Need for global, 24 hour, multi-lingual monitoring 2. Served by traditional ad/ PR sector 3. And new dedicated social media agencies: eModeration, Tempero, We Are Social global monitoring often supplied by women working flexible hours part-time from home
  29. 29. Super Bowl Interception: Grey New York 4.3 Volvo
  30. 30. #100ReasonsWhy: Claremont/ Munro & Forster 4.3 Skills Funding Agency
  31. 31. 4.4 DIY 1. The solution for most small businesses 2. Often done without a strategy or training 3. Minimal budgets and resources 4. Best examples are where the CEO or another member of senior team is a natural on social media
  32. 32. 5 The future: a post-digital culture
  33. 33. The future 1. Peak social 2. Off-gridding 3. Fragmentation
  34. 34. Content shock, adblocking & hashtag fatigue 5.1 Peak Social
  35. 35. Gartner Hype Cycle Digital Marketing 2015
  36. 36. Lena Dunham, prepping and IRL 5.2 Off-gridding
  37. 37. Umair Haque / medium.com
  38. 38. @Umairh: 235K Twitter followers
  39. 39. Gillian Tett, Pierre Bourdieu & The Silo Effect 5.3 Fragmentation
  40. 40. 6 Twitter exercise
  41. 41. 7 Feedback
  42. 42. Tweet me @JemimaG Jemimag@gmail.com Jemimagibbons.com Socialmedialaunchpack.com Any questions?

×