An overview of this year's Brand Social set in May, whose theme was openness. Speakers included Mark O'Neil (Department of Education), Jeremy Waite (IBM), Tracey Follows (Future Made), Martin Firrell (Public Artist), Michelle Morgan (Livity), Trevor Johnson (Facebook), Stella Duffy (Fun Palaces), Adah Parris (Futurist) and Charlie Craggs (Author). A massive thanks to our partners Facebook and Shutterstock for their support.

1. 15 + 16 May 2018

2. Born out of
Collaboration

3. We believe that by providing the perfect
environment for idea exchange,
great things will happen.

4. The ‘perfect tribe’

5. To make new
connections
70%
Inspiration
What you want from Brand Social
To learn new
things
70%92%

7. Our Event partners

8. Our Venue Partners

9. Our Super Members

10. Anna Rafferty
Global Director: Digital Marketing
BBC Worldwide
Ed Couchman
Director of Agency Partnerships
Facebook
Kris Crockett
Head of Brand
Ace & Tate
Emily Kortlang
EMEA Brand Director
Beats by Dr. Dre
Mark Chalmers
Co-founder
Creative Social
Jack Fryer
Senior Director - Strategic Planning
Universal Music
Sara Holt
Global Marketing Director
LEGO
Our Advisory Board

11. OPENNESS

12. “Openness is an overarching concept or
philosophy that is characterized by an
emphasis on transparency and free,
unrestricted access to knowledge
and information, as well as collaborative or
cooperative management and decision-
making rather than a central authority."
Wikipedia

13. How do you define an open
brand?

14. “An organisation that is willing to
talk about its failures and learnings
as well as its achievements and
beliefs.”
Emmajane Varley
Global Head of Communications, Global
Private Bank, HSBC

15. “One that is honest with it's consumers,
authentically delivering it's values and
treats it's people well.”
Claire Willets
Brand Director & Head of Customer
Experience, Virgin

16. “A brand that doesn't tell
stories, but makes them.”
Michelle Claes
Content Manager, JBC

17. “One which feels accessible to
me and to people not like me.”
Anna Rafferty
Global Director: Digital Marketing, BBC
Worldwide

18. “Recognising that no organisation
can “do it all”, and there is strength
in actively collaborating with
others, giving you insights and
perspectives to which you would
otherwise never access.”

19. How your rated your openness
6.25

20. Does increased openness lead
to increased brand loyalty?
Yes No
96% 4%

21. Which brands do you consider
the most open?

23. That’s Me That Is

25. Open Intelligence
@jeremywaite
#brandsocial

26. “I don’t need to
know everything
about everybody.
I just need to know
a little bit about a
whole bunch of
people”.
BRADLEY VOYTEK
UBER HEAD OF DATA SCIENCE
“COGNITIVE IS THE NEW
CRM”.

27. 2018

28. Personality
Insights
Keyword
Extraction
Image
Link
Extraction
Language
Detection
Relationship
Extraction
Feed
Detection
Sentiment
Analysis
Dialog
Concept
Expansion
Visual
Recognition
Concept
Insights
Concept
Tagging
Language
Translation
Natural
Language
Classifier
Retrieve
&
Rank
Text To
Speech
Author
Extraction
Tone
Analyzer
Taxonomy
Message
Resonance
Image
Tagging
Text
Extraction
Watson
News
Speech to
Text
Tradeoff
Analytics
Entity
Extraction
Face
Detection
Video
Augmentation
Factoid
Pipeline
Case
Evaluation
Knowledge
Canvas
Q&A
Qualification
Criteria
Class.
Policy
Identification
Fusion Q&A
Risk
Stratification
Usage
Insights
Answer
Generation
Decision
Optimisation
Emotion
Analysis
Knowledge
Graph
Decision
Support
Knowledge
Studio
Service
Statistical
Dialog
Easy
Adaptation
Question
&
Answer
Speech to
Text
IBM.com/Watson
Personality
Insights
Sentiment
Analysis
Visual
Recognition
Natural
Language
Classifier
Tone
Analyzer
Image
Tagging
Emotion
Analysis
IBM Watson
IA

29. @signify
#brandsocial

30. Signify
What do Signify do?
Digital Insight Social Intelligence Campaign support Audience Radar Custom metrics

31. Signify
Open data framework: five rules for ethical data science
1. Be Transparent
3. Promote the truth
4. Don’t distort results
5. Be respectful
2. Respect privacy

32. @_seenit
#brandsocial

33. We have a trust issue
Sources: vi EE

34. A brand is no longer what we
tell consumers it is: It is what
consumers tell each other it
is.
“
Scott D. Cook, co-founder of Intuit and director of
eBay and Procter & Gamble.

35. Open Government
@marxculture
#brandsocial

36. “Speed bumps are moments of
refletion”
Mark O’Neil
Department of Education

37. Open Mind
@NadsBads
#brandsocial

38. #brandsocial
Trevor Johnson
Facebook
OPEN MIND
Stella Duffy
Fun Palaces
OPEN MIND
Michelle Morgan
Livity
OPEN MIND
Adah Parris
Futurist
OPEN MIND
@livityUK@AdahParris @stellduffy @UKTrevor

39. “Have you had a hard
conversation today?”
Sheryl Sandberg
COO, Facebook

41. “Sometimes we have to ask ourselves:
‘Do I define my day by what happened
to me or what I did in response?’”
Dr Kate Stone
Scientist & Paper Hacker

42. @ideahuntapp
#brandsocial

46. Open Expression
@martinfirrell
#brandsocial

49. “You can only really be open if
you have the independence to
take the risk.”
Martin Firrell
Public Artist

50. Open Future
@traceyfutures
#brandsocial

51. “This merging of technologies, processes and
devices into a unified whole will create new
pathways and opportunities for scientific and
technological advancement.”
Phillip Sharp
MIT Professor

52. Engineering = Efficiency
Biology = variety

54. “The future is plural.”
Tracey Follows
Founder, FutureMade

55. Workshop

56. An Open Brand Is……..

57. “One that listens, responds,
learns and evolves.”

58. “Clear and truthful about what
they are doing and why.”

59. “Authentic, honest, transparent,
bold, daring, purposeful.”

60. Manifesto of an Open Brand

61. An open brand is one that listens, responds, learns and evolves.
It is authentic — it doesn't need to be loved.
It’s in it for the long run - bold, daring and purposeful.
It questions and debates. Taking action instead of simply talking.
It is transparent internally as well as externally, and willing to change, being
clear and truthful about what it’s doing and why.
An open brand is trying to make things better, genuine in its desire to have
an honest and transparent relationship with its
customers and stakeholders.
It worries about how people might respond but remains open nonetheless.
An open brand demonstrates what is possible, what is preferred.
An open brand is the future.

62. Feedback

63. 8.7out of 10

64. More about us

65. CREATIVITY INNOVATION
INCLUSION
& DIVERSITY
PURPOSE
& BELONGING
AWAKEN
REWIRE

66. Upcoming events

67. Socials Lunch in Cannes
Thursday 21 June
1pm - 3pm, L’Ecrin Plage

68. CREATIVE
SUPERPOWERS
Tue 3rd July, 6pm - 8pm
MOO, 20 Farringdon Rd, London EC1M 3AF

69. Innovation Social
Stockholm
4+5 Sep

70. See you soon
www.thesocials.co