Building Social Engagement Through Authentic Marketing
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Building Social Engagement Through Authentic Marketing
Amy Benziger, Lovesocial
Polina Pinchevsky, RoundPeg
2. Can You Engage Authentically Without Community Level Marketing?
Sustainability Summit |11.13.14
3. The world is so empty if one thinks only of mountains, rivers & cities; but to know someone who thinks & feels with us, & who, though distant, is close to us in spirit, this makes the earth for us an inhabited garden.
Johann Wolfgang von Goethe
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7. People don't buy what you do; they buy why you do it.
Simon Sinek
10. Why Community Level Marketing?
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It’s the right thing to do
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Consumers prefer real engagement
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Strengthens your brand
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More effective than traditional marketing
24. We are a creative communications agency specializing in effective digital storytelling. We accomplish this through brand strategy, digital design, cross-vertical campaigns and influencer cultivation.
25. Lovesocial was founded in 2009 with a vision of creating authentic and creative communication that empowers and inspires. Our team and talent lies at the intersection of media, entertainment, culture and technology. Our work has been featured in NY Times, Fast Company, Forbes and Vogue amongst others.
Who We Are
26. We are an elite team of strategists, designers, writers, directors, and producers, who share a common passion for telling compelling multi- platform narratives for brands we love.
What We Do
27. Our Capabilities
Strategy
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Competitive Analysis
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Audience Identification
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Brand Voice
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Platform Strategy
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Content Strategy
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Editorial Strategy
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Campaign Strategy
Platform Management
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Community Management
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Media Buying
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Social Reporting
Partnerships
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Influencer Programs
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Blogger Programs
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Non-Profit Partnerships
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Technology Integration
Production
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Video Production
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Web Development
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Curated Events
Design
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Brand Identity
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Social Design
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Motion Graphics
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Marketing Collateral
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Web Design
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Product Design
28. Founders
Azita Ardakani Founder / CEO With a background in sociology, Azita has always applied the lens of human drivers to her digital marketing career. Staying committed to Lovesocial’s mandate of authentic marketing strategies, Azita has forged a new kind of entrepreneurship which mixes profit with purpose. She is the youngest female founder of the B Corporation model (a new kind of company which uses the power of business to solve social and environment problems) alongside the ranks of Patagonia, Etsy and Method. Lovesocial has acquired the attention of Jack Dorsey (Chairman of Twitter / Founder of Square), who serves as an advisor to the startup. Azita has spoken at the UN Mashable Summit, Al Jazeera, Cisco, L’Oreal, LuluLemon, United Nations Day, Mozilla Firefox, and Founders Friday. She is a mentor at Columbia Business School and Tech Stars New York.
Todd Moscowitz Founder / Chairman of the Board Todd Moscowitz most recently served as the Chief Executive Officer and Co-President of Warner Brothers Records, stepping down in December of 2012. Previously, he held the title of Executive Vice President at Warner Brothers Records. Prior to joining WMG, Todd served as President of Asylum Records, General Manager of Def Jam Records, Head of Rush Communications, and as a Partner at Violator Management. He is currently the Co-Founder of music label 300 with Lyor Cohen.
Follow her @Azita
Follow him @ToddMoscowitz
29. Clients
Consumer Product
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Nike
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Converse
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Jack Purcell
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Joe Fresh
Film
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Tribeca Film: Nas: Time is Illmatic
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Participant Media: A Place at the Table / Snitch
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Connected
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Gasland
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La Source
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MissRepresentation
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RO*CO Films
Technology
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Foodily
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Hootsuite
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HP
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Techstars
Impact
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NPR
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The Nature Conservancy
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Summit on the Summit
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TEDActive
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Future Fortified
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Pakistan Now
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UN: Nothing But Nets
Lifestyle
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Michael Kors
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Oprah Magazine
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Tory Burch
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Verily Magazine
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W Magazine
31. Throughout our history, we’ve learned that the key to success in the digital space is rapid adaptation. Quickly learning our target audience’s native habits, concerns and cares has allowed us to tap into fundamental truths that translate into compelling creative and a dynamic bottom line.
A History of Evolution
32. We launch movements.
Summit on the Summit Diving into a stalled campaign, we humanized the message and drove massive engagement for the first major awareness effort around the global clean water crisis. Launched “The Wave” - the first organic, non-automated Twitter flash mob driving 12MM Twitter impressions in 24 hours, 100k site visits / day, massive influencer engagement and landing the campaign as the #1 Cause on Facebook.
33. We drive awareness.
Unlock Iran Making the user the star, we concepted an interactive site scraping user data to re-skin users’ Facebook timelines as if they were jailed in Iran to shed light on the 800+ prisoners of rights in Iran today. Partnership with Inside Out project and coverage by New York Times, Fast Company, Forbes and the BBC led to successfully influencing the U.N. to approve a mandate for a special rapporteur for human rights.
UnlockIran.org
34. We empower communities.
Gasland From Sundance to the Oscars, we drove the digital activation around the Gasland screening tour with the support of influencers including Yoko Ono and Mark Ruffalo. We created digital toolkits for localized advocacy efforts resulting in a moratorium on hydraulic fracturing in selected states across America.
35. We move brand from legacy to lasting.
NPR Generation Listen In a crowded media landscape, we built an engagement plan for the “backseat babies” raised on NPR and millennials not yet activated. Built the visual identity and all marketing collateral for 2014/15 roll- out. Identified and sit on the Junior Advisory Board of young influencers spanning technology, media, creative and film sectors.
36. We create change.
MissRepresentation Leveraging Change.org, we launched the “Keep It Real Campaign” targeting major fashion editors to stand against the photoshopping of women and girls in the media. 160k campaign signatures resulted in Seventeen Magazine pledging to never alter girls’ faces or bodies in their magazines.
37. We re-imagine storytelling.
The Nature Conservancy After 250k site visits translated into 4 donations over a year, TNC approached Lovesocial to revamp their Securing Water campaign. Playing on the popular meme “Liquid Courage,” we took users through a journey of the real ways in which TNC’s work touches their lives every day. Drove engagement across all state chapters and led to the securing of a $5MM sponsorship deal for water efficiency programs over the next 5 yrs.
38. We connect with creators.
Converse To launch Converse’s new #sneakerswould campaign, we engaged the emerging creative class where they express themselves most--on Instagram One of the first brands to approach influencers through custom films on Instagram Direct Message.
39. We create groundswell.
Tribeca Film: NAS: Time is Illmatic We created the design, editorial and partner strategy for the launch of the documentary Nas: Time is Illmatic. We built the best practice framework for social for all Tribeca distributed films. Sold out all major markets for opening night and secured Spotify for Social Impact as a media partner.
40. We bring personalities to life.
Oprah Magazine
A major voice needs a megaphone. We trained the Oprah Magazine staff in social and built the digital persona for Adam Glassman — Creative Director of O Magazine.
Expanded the magazine’s brand reach via Adam Glassman by 1400%.
41. We connect with consumers.
Joe Fresh To support the launch of their first physical stores in the US and an e- commerce platform, we brought Joe Fresh from a brand interested in fashion to a brand interested in people. Established media partnership with Vogue featuring 4 key bloggers. Brought actress Sophia Bush on as the face of the campaign. Together, we designed a custom t-shirt with all proceeds benefiting the Human Rights Campaign which sold out in under twelve hours.
42. We inspire action.
Participant Media Inspiring an audience: check. Keeping them engaged after the film?…. Participant approached Lovesocial for films such as A Place at the Table and Snitch to extend the life of the narrative through turning supporting data into a compelling argument for change. Building designed pieces from infographics to community toolkits, we gave individuals the information they need to turn their inspiration into action.
43. We clarify your message.
Nike Better World Nike Better World was launched to include consumers in Nike’s efforts to lead at the intersection of sustainable design and superior product development. However, through the years, the message had become muddled serving as a catchall for all impact efforts across the organization. Showcasing that greatness happens at every step of the process, we built the brand and social platform strategy for the re-launch in 2015. Just as Nike re-imagined the athlete was anyone with a body, Nike Better World will re- imagine innovation as inherently including sustainability and re-set industry standards for excellence.
45. Step 1
Intent:
Define the opportunity
Align all stakeholders
Outcome: Defined problem and positioning potential.
What is the problem you are trying to solve?
What does your ideal community look like?
What interpretation of your brand / message would you like to avoid?
Who is your competition?
QUESTIONS
46. Trying to solve for? Cities are difficult and expensive to get around, especially if you aren’t familiar with them and don’t know where to catch taxis. What interpretation of your brand / message (positioning) would you like to avoid? Uber opens up possibilities for users for seamless travel options. Aims to position itself as affordable luxury and avoid the message of exclusivity. Who is your competition? Taxis
Case Study: Uber
47. Step 2
Intent:
Define what success looks like
Set goals for success
Outcome: Top 3 goals and timeframe.
Establish key tactics to achieve success
How do you measure success?
What does that look like?
What tactics need to be put into place to achieve those outcomes?
What are the metrics used that can be used to judge success qualitatively?
What are the metrics used that can be used to judge success quantitatively?
QUESTIONS
(E.G. SHIFT IN PERCEPTION, AWARENESS, SENTIMENT)?
(E.G. SOCIAL REACH/ MENTIONS, DOLLARS RAISED, TRAFFIC, PLEDGES/POLICIES)?
48. How do you measure success? Universal recognition and respect as the #1 brand smartphone What does it look like in terms of outcomes? Market dominance over android What are the metrics that can be used to judge success qualitatively? Preference for Apple products (regardless of higher price point). Loyalty to the Apple brand. Positive online sentiment, user reviews and press. What are the metrics that can be used to judge success quantitatively? Devices sold, page visits, apps created, downloads and tutorials viewed.
Case Study: Apple
49. Step 3
Intent:
Establish a belief system
Outcome: Your Grain of Truth.
Why does X need to exist?
Who would be affected if you didn’t exist?
What is the potential net impact if you are successful?
QUESTIONS
50. Why does X need to exist? Southwest Airlines offers the lowest priced flights in the world Who would be affected if you didn’t exist? Americans on a budget who wouldn’t be able to fly with the higher priced airlines What is the potential impact if you are successful? With Southwest, a larger number of people are connected and free to travel where they need/ want to go. This means they never have to miss another meaningful moment from a Thanksgiving meal or a wedding celebration
Case Study: Southwest Airlines
51. Step 4
Intent:
Informed by brand history, competitive landscape community psychographics and current trends establish your strengths, weaknesses, opportunities and threats.
Outcome: Key considerations to inform brand messaging.
Strengths
Weaknesses
Opportunities
Threats
52. Strengths: Store on every corner means convenience and familiarity worldwide Weakness: High cost Opportunities: CSR Story: Employee benefits, Fair Trade and clean water initiatives Threats: Local coffee shops
Case Study: Starbucks
53. Step 5
Manifesto
YOUR HEART
Your legacy statement: Puts personality into your reason to exist and draws out the enthusiasm (can be internally, externally or both).
Anchor Statement YOUR SOUL A single statement rallying cry.
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Brand Message
54. Manifesto: “This is your life. Do what you love, and do it often. If you don’t like your job, quit. If you don’t have enough time, stop watching TV. If you are looking for the love of your life, stop; they will be waiting for you when you start doing things you love. Stop over analyzing, life is simple. All emotions are beautiful. When you eat, appreciate every last bite. Open your mind, arms, and heart to new things and people, we are united in our differences. Ask the next person you see what their passion is, and share your inspiring dream with them. Travel often; getting lost will help you find yourself. Some opportunities only come once, seize them. Life is about the people you meet, and the things you create with them so go out and start creating. Life is short. Live your dream and share your passion.” Anchor Statement: Live mindfully
Case Study: Holstee
55. Step 6
Intent:
Create a brand persona and voice that allows your followers to develop a personal and meaningful relation with the brand.
Exercise 2: Defining Your Archetype
Jung used the word “archetype” to refer to the recurring patterns found in universal stories, identifying the themes, symbols and imagery as part of the human psyche.
We define brands and organizations by archetype to understand their structure for human motivation and meaning, embrace the strengths of their culture and align their messages and their actions.
WHAT IS YOUR ARCHETYPE? Foundation: Where you come from Influencer: What you’re influenced by Core: How you manifest in the world
56. Examples
The Hero Nike
The Caregiver Johnson & Johnson
The Lover Hallmark
The Regular Guy / Girl Ikea
57. What words
would you use to
describe
yourself?
Exercise 2
How would your
fans, customers
or clients
describe you?
How would you like your fans, customers or client to describe you?
58. If you were a person who would you be? Man or woman? young or old? What are your values? Assign a persona Ex. The renegade, parent, coach, partygirl
Exercise 3
How do you want people to feel when they interact with you? Establishes your purpose for communication. Are you educating, delighting, instilling confidence?
What is your tone? Establishes the credibility of your character Places you in the past, present or future Are you honest, humble, clinical, humorous?
Persona
Voice
Tone
59. Persona - if you were a person who would you be? Older, masculine male, “The Most Interesting Man in the World”, Voice - how do you want people to feel when they interact with you? Invited into an elite gathering Tone - what is your tone? Confident, humorous, slightly cocky
Case Study: Dos Equis
60. Voice &
Tone
YOUR COMMUNICATION
Persona YOUR BODY
Manifesto YOUR HEART
Anchor Statement YOUR SOUL
