Confidential © iris 2013
How to win on
social?
1
Confidential © iris 2013
By Reaching
native communities
where they are
2
Confidential © iris 2013
strengthen your personality
with a sassier tov
3
Claim it until it becomes
your brand positioning
4
Picture a region lifestyle
to sell the products’ origins
5
Star a personality to embody
A city city lifestyle
plus the brand equity
6
Confidential © iris 2013
Best in class
brands
7
Confidential © iris 2013 8
Give added value content like fashion week travel
an extension of your fashion brand equity
res...
Confidential © iris 2013
create a space
to let conversations happen
Confidential © iris 2013 10
Give added value content like music
an extension of your young brand equity
resonating on all ...
Confidential © iris 2013 11
Give added value homey & Travel content
an extension of your lifestyle brand equity
resonating...
Confidential © iris 2013 12
Worst in class
brands
Confidential © iris 2013 13
Kiehl’s retail and campaigns reveal
The boldest personality
Confidential © iris 2013 14
but it doesn’t sweat blood on social
No engagement even when ‘free sh**t’
Confidential © iris 2013 15
hidden interesting chunks
because of no media support
Kiehl’s	
  Pinterest	
  “NYC”	
  Board	
...
Confidential © iris 2013
Aveda Sells commitment and self-confidence
over products
But it is “live or die” content
featured...
Confidential © iris 2013
By leveraging
the codes
of the Internet
to reach higher
virality
17
Confidential © iris 2013 18
Breathe	
  Fresh	
  Air	
  with	
  Francis,	
  	
  
The	
  French	
  shorts,	
  official	
  part...
Confidential © iris 2013 19
Real time campaigns thanks to
Fans declaring their love
helping the brand to be top of mind
Confidential © iris 2013
Learnings
20
Confidential © iris 2013
•  Give something in exchange of people’s time.Time is
definitely the currency of 2014.
•  Echo y...
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How to win on social?

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How to win on social?
Winning social content strategies.
Best and worst in class examples.

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How to win on social?

  1. 1. Confidential © iris 2013 How to win on social? 1
  2. 2. Confidential © iris 2013 By Reaching native communities where they are 2
  3. 3. Confidential © iris 2013 strengthen your personality with a sassier tov 3
  4. 4. Claim it until it becomes your brand positioning 4
  5. 5. Picture a region lifestyle to sell the products’ origins 5
  6. 6. Star a personality to embody A city city lifestyle plus the brand equity 6
  7. 7. Confidential © iris 2013 Best in class brands 7
  8. 8. Confidential © iris 2013 8 Give added value content like fashion week travel an extension of your fashion brand equity resonating on all your channels
  9. 9. Confidential © iris 2013 create a space to let conversations happen
  10. 10. Confidential © iris 2013 10 Give added value content like music an extension of your young brand equity resonating on all your channels
  11. 11. Confidential © iris 2013 11 Give added value homey & Travel content an extension of your lifestyle brand equity resonating on all your channels
  12. 12. Confidential © iris 2013 12 Worst in class brands
  13. 13. Confidential © iris 2013 13 Kiehl’s retail and campaigns reveal The boldest personality
  14. 14. Confidential © iris 2013 14 but it doesn’t sweat blood on social No engagement even when ‘free sh**t’
  15. 15. Confidential © iris 2013 15 hidden interesting chunks because of no media support Kiehl’s  Pinterest  “NYC”  Board     3  repins,  4406  susbcribers  to  the  board,     5348  to  the  brand   “Hey,  we  are  proud  of  #kiehls  lip   balm  #1  again!”  #kiehlspup   (#regram  from  a  follower)   “New  Year,  new  look!     Which  of  these  stylish  ‘staches  do   you  prefer?”  Facebook  post   30  people  liked  it   3  shared    
  16. 16. Confidential © iris 2013 Aveda Sells commitment and self-confidence over products But it is “live or die” content featured on one single channel 16 3800  subscribers  to  the  board   4355  subscribers  to  the  brand   Low  engagement  because  the  content  lacks  visibility     15  repin  in  average   5  likes  in  average        
  17. 17. Confidential © iris 2013 By leveraging the codes of the Internet to reach higher virality 17
  18. 18. Confidential © iris 2013 18 Breathe  Fresh  Air  with  Francis,     The  French  shorts,  official  partner  of  “Underpants  Around  the  World”.     “memes” become some niche brand’s official and sole communication GeMng  ready  for  the  Sotchi  Winter  Olympic  games.    
  19. 19. Confidential © iris 2013 19 Real time campaigns thanks to Fans declaring their love helping the brand to be top of mind
  20. 20. Confidential © iris 2013 Learnings 20
  21. 21. Confidential © iris 2013 •  Give something in exchange of people’s time.Time is definitely the currency of 2014. •  Echo your brand equity through social. Relevance is King and as a brand, social is the first place where you want to make sense. •  Use all the social and non-social channels as different pages to tell part of your story. A single content on one of them (a great Pinterest board for instance) will be LIVE or DIE content otherwise. •  Make sure you create space to let people’s conversations happen leading your brand a step further. Social is the last place to have a top-down “share” of the information. •  Use your fan’s engagement, let them voice the brand and be your advocates. Share their content (tweet, Instagram & Pinterest imagery), and be inspired by the communications forms they launched thanks to the Internet (memes, real time campaigns). How to rock on social channels? 21

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