We Are Social Presents The Social Marketing Mix

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@eskimon • #adtechASEAN • 1We Are Social
SOCIAL MIX
SIMON KEMP • WE ARE SOCIAL • AD:TECH ASEAN • 08 JULY 2015
DRIVING ENGA...

@eskimon • #adtechASEAN • 2We Are Social
SIMONKEMP
@eskimon

@eskimon • #adtechASEAN • 3We Are Social

@eskimon • #adtechASEAN • 4We Are Social
MILAN
MUNICH
PARIS
LONDON
SÃO PAULO
SINGAPORE
NEW YORK
SYDNEY
SAN FRANCISCO SHANG...

@eskimon • #adtechASEAN • 5We Are Social

@eskimon • #adtechASEAN • 6We Are Social
BRANDS WORTH
TALKING ABOUT

@eskimon • #adtechASEAN • 7We Are Social
SALES PITCH

@eskimon • #adtechASEAN • 8We Are Social
MARKETERS ARE ALREADY EXPLORING THE
‘MULTI-SCREEN’ MARKETING OPPORTUNITY

@eskimon • #adtechASEAN • 9We Are Social
BUT WHY DO WE LIMIT OUR THINKING
TO THESE SCREENS AND DEVICES?

@eskimon • #adtechASEAN • 10We Are Social
THERE’S A MUCH BIGGER OPPORTUNITY
OUT THERE FOR TRULY SOCIAL BRANDS…

@eskimon • #adtechASEAN • 11We Are Social
CONTEXT

@eskimon • #adtechASEAN • 12We Are Social
TOO MANY MARKETERS ARE GETTING
CONFUSED WITH ‘CONTENT MARKETING’

@eskimon • #adtechASEAN • 13We Are Social
WE SEEM TO HAVE FORGOTTEN THAT
‘CONTENT’ IS JUST A MEANS TO AN END

@eskimon • #adtechASEAN • 14We Are Social
OUR JOB IS NOT TO CREATE CONTENT;
OUR JOB IS TO CREATE CONTENTMENT

@eskimon • #adtechASEAN • 15We Are Social
SIMILARLY, WE SEEM TO THINK SUCCESS IN
SOCIAL MIRRORS SUCCESS IN BROADCAST

@eskimon • #adtechASEAN • 16We Are Social
CONSEQUENTLY, WE’RE SPENDING HUGE
AMOUNTS ON PROMOTING OUR CONTENT

@eskimon • #adtechASEAN • 17We Are Social
BUT THAT’S BROKEN
!!

@eskimon • #adtechASEAN • 18We Are Social
SOCIAL SUCCESS IS NOT JUST ABOUT
REACH, LIKES, FOLLOWERS OR RETWEETS

@eskimon • #adtechASEAN • 19We Are Social
SUCCESS IN SOCIAL MEDIA IS ALL ABOUT
INSPIRING FAVOURABLE CONVERSATIONS

@eskimon • #adtechASEAN • 20We Are Social
NOT JUST DELIVERING MORE IMPRESSIONS,
BUT DELIVERING MORE OF AN IMPRESSION

@eskimon • #adtechASEAN • 21We Are Social
THE GOOD NEWS IS THAT WE DO NOT NEED
MORE CONTENT OR MEDIA SPEND FOR THAT

@eskimon • #adtechASEAN • 22We Are Social
INSTEAD, WE CAN OPTIMISE OUR MARKETING
MIX TO INSPIRE SOCIAL CONVERSATION

@eskimon • #adtechASEAN • 23We Are Social
USE BUDGETS WE’VE ALREADY ALLOCATED
TO OTHER THINGS TO DRIVE SOCIAL TOO

@eskimon • #adtechASEAN • 24We Are Social
PRODUCTS
CUSTOMER SERVICE
POS ACTIVITY
ADVERTISINGPACKAGING
RECRUITMENT

@eskimon • #adtechASEAN • 25We Are Social
USE EVERYTHING YOU DO TO DRIVE
SOCIAL CONVERSATION AND ENGAGEMENT

@eskimon • #adtechASEAN • 26We Are Social
HOW?

@eskimon • #adtechASEAN • 28We Are Social
YOU MAY NOT ACHIEVE IT IN EVERYTHING,
BUT EVEN A LITTLE EXTRA IS A GREAT HELP

@eskimon • #adtechASEAN • 29We Are Social
HERE ARE A FEW OF OUR FAVOURITE
EXAMPLES AND SOME ASSOCIATED IDEAS:

@eskimon • #adtechASEAN • 30We Are Social
#1PRODUCTS

@eskimon • #adtechASEAN • 31We Are Social
PEOPLE ARE MORE LIKELY TO SHARE THEIR
PRODUCT SHOTS THAN YOUR SOCIAL POSTS

@eskimon • #adtechASEAN • 32We Are Social
SEARCH FOR ‘STARBUCKS’ ON SOCIAL, AND
THEIR MOST SHARED CONTENT IS COFFEE

@eskimon • #adtechASEAN • 33We Are Social

@eskimon • #adtechASEAN • 34We Are Social
SMALL COFFEE SHOPS CAN HARNESS THIS
BEHAVIOUR TO DRIVE SOCIAL SHARING TOO

@eskimon • #adtechASEAN • 35We Are Social

@eskimon • #adtechASEAN • 36We Are Social
39,000,000
PHOTOS TAGGED WITH #COFFEE ON INSTAGRAM ALONE

@eskimon • #adtechASEAN • 37We Are Social

@eskimon • #adtechASEAN • 38We Are Social
187,000,000
PHOTOS TAGGED WITH #FOOD ON INSTAGRAM ALONE

@eskimon • #adtechASEAN • 39We Are Social
PRODUCT POSTS AREN’T RESTRICTED
TO ‘PHOTOS OF MY LUNCH’ THOUGH

@eskimon • #adtechASEAN • 40We Are Social
SHARING PRODUCTS IS CENTRAL TO
MOST FASHION-RELATED POSTS TOO

@eskimon • #adtechASEAN • 41We Are Social

@eskimon • #adtechASEAN • 42We Are Social
67,000,000
PHOTOS TAGGED WITH #OOTD ON INSTAGRAM ALONE

@eskimon • #adtechASEAN • 43We Are Social
POSTING PRODUCT PHOTOS OCCURS
ACROSS ALMOST ALL CATEGORIES

@eskimon • #adtechASEAN • 44We Are Social
AUDIENCES WANT TO POST CONTENT TOO;
GIVE THEM A PRODUCT WORTH SHARING

@eskimon • #adtechASEAN • 45We Are Social
#2ADVERTISING

@eskimon • #adtechASEAN • 46We Are Social
DON’T JUST PLAN FOR SOCIAL POSTS TO BE
SHARED; ALL COMMS SHOULD BE SHARABLE

@eskimon • #adtechASEAN • 47We Are Social
POSITIVE MENTIONS OF ADS OUTWEIGH
NEGATIVE MENTIONS BY A FACTOR OF 3 : 2

@eskimon • #adtechASEAN • 48We Are Social
TV ADS DESIGNED TO INSPIRE SHARING
DELIVER HIGHER ROI AND ORGANIC REACH

@eskimon • #adtechASEAN • 49We Are Social
THE MOST SUCCESSFUL ADVERTS ARE THE
ONES WE LOVE TO TALK ABOUT AND SHARE

@eskimon • #adtechASEAN • 50We Are Social
ASEAN AUDIENCES ARE TWICE AS LIKELY
TO MULTI-SCREEN vs. THE GLOBAL AVERAGE
• Sou...

@eskimon • #adtechASEAN • 51We Are Social
91% OF ASEAN’S INTERNET USERS MULTI-
SCREEN WHILST WATCHING TELEVISION
• Source:...

@eskimon • #adtechASEAN • 52We Are Social
ASEAN MULTI-SCREENING BY DEVICE
Q1
2015
MOBILE
PHONE
LAPTOP
COMPUTER
64% 51%
TAB...

@eskimon • #adtechASEAN • 53We Are Social
IT’S NOT JUST TV ADVERTS THAT
INSPIRE SOCIAL SHARING, THOUGH

@eskimon • #adtechASEAN • 54We Are Social
THIS WAS ONE OF THE MOST BLOGGED-
ABOUT CAMPAIGNS OF THE EARLY 2000s

@eskimon • #adtechASEAN • 55We Are Social
SIMILARLY, THIS RECENT OUTDOOR ACTIVITY
INSPIRED PLENTY OF SOCIAL COMMENTARY

@eskimon • #adtechASEAN • 56We Are Social
#3PACKAGING

@eskimon • #adtechASEAN • 57We Are Social
PACKAGING IS A COMMON TRIGGER
FOR ORGANIC UGC AND SOCIAL SHARING

@eskimon • #adtechASEAN • 58We Are Social
PERSONALISATION IS A CLEAR
OPPORTUNITY FOR MANY BRANDS

@eskimon • #adtechASEAN • 59We Are Social
‘SHARE A COKE WITH…’ HAS DELIVERED
MASSIVE ORGANIC SOCIAL SUCCESS

@eskimon • #adtechASEAN • 60We Are Social
PACKAGING THAT ENTERTAINS OR INFORMS
ALSO OFTEN INSPIRES SOCIAL SHARING

@eskimon • #adtechASEAN • 61We Are Social
INNOCENT DRINKS’ PACKAGING INSPIRES
HIGH LEVELS OF ORGANIC SOCIAL POSTS

@eskimon • #adtechASEAN • 62We Are Social
SIMILARLY, FOR TECH BRANDS, ‘UNBOXING’
VIDEOS ARE A POPULAR UGC THEME

@eskimon • #adtechASEAN • 63We Are Social
APPLE DOESN’T EVEN MAINTAIN A SOCIAL
PRESENCE, BUT IT’S STILL ALL OVER SOCIAL

@eskimon • #adtechASEAN • 64We Are Social
THERE ARE THOUSANDS OF APPLE UNBOXING
BLOGS AND UGC VIDEOS ACROSS THE WEB

@eskimon • #adtechASEAN • 65We Are Social
EXTRA BENEFIT: POWERFUL ENDORSEMENT
THAT SHOWS ACTUAL PURCHASE ACTIVITY

@eskimon • #adtechASEAN • 66We Are Social
#4CUSTOMER
SERVICE

@eskimon • #adtechASEAN • 67We Are Social
PEOPLE LOVE TO SHARE GREAT
CUSTOMER SERVICE EXPERIENCES

@eskimon • #adtechASEAN • 68We Are Social
THIS AMAZON CUSTOMER SERVICE STORY
HAS BEEN WIDELY SHARED ACROSS SOCIAL

@eskimon • #adtechASEAN • 69We Are Social
SOME BRANDS ARE EVEN BUILT ON SOCIAL
CONVERSATIONS ABOUT THEIR SERVICE

@eskimon • #adtechASEAN • 71We Are Social
WHAT’S MORE, MANY ZAPPOS MENTIONS
RELATE TO ORGANIC SOCIAL ADVOCACY

@eskimon • #adtechASEAN • 72We Are Social
#5EVENTS &
EXPERIENCES

@eskimon • #adtechASEAN • 73We Are Social
EVENTS ARE ANOTHER GREAT SOURCE
OF ORGANIC SOCIAL SHARING

@eskimon • #adtechASEAN • 74We Are Social
OFFER PEOPLE AN EXPERIENCE THAT
THEY’LL WANT TO TELL OTHERS ABOUT

@eskimon • #adtechASEAN • 75We Are Social
OUR ‘LIGHT & SEEK’ EVENT WITH LENOVO
INSPIRED PLENTY OF ORGANIC SHARING

@eskimon • #adtechASEAN • 76We Are Social
ONLINE EVENTS AND EXPERIENCES CAN
ALSO HELP TO INSPIRE CONVERSATION

@eskimon • #adtechASEAN • 78We Are Social
EXPLORE EXPERIENCES THAT ARE OFTEN
ASSOCIATED WITH YOUR BAND, TOO

@eskimon • #adtechASEAN • 79We Are Social
A TRIP TO BALI ISN’T COMPLETE WITHOUT
A BINTANG BEACH OR SUNSET INSTAGRAM

@eskimon • #adtechASEAN • 80We Are Social
#6RECRUITMENT

@eskimon • #adtechASEAN • 81We Are Social
FAVOURABLE CONVERSATIONS ABOUT JOB
ADS DON’T JUST HELP IMPROVE REACH…

@eskimon • #adtechASEAN • 82We Are Social
…PEOPLE WILL OFTEN TRY HARDER TO
LAND A HIGHLY TALKED-ABOUT ROLE TOO

@eskimon • #adtechASEAN • 83We Are Social
EVEN AFTER 10 YEARS, THIS RECRUITMENT
AD BY GOOGLE INSPIRES SOCIAL SHARES

@eskimon • #adtechASEAN • 84We Are Social
TAKEN TO THE EXTREME, A GREAT ‘JOB AD’
CAN RECRUIT MORE THAN JUST EMPLOYEES

@eskimon • #adtechASEAN • 85We Are Social
THE BEST JOB (AD) IN THE WORLD WASN’T
JUST ABOUT HIRING AN ISLAND CARETAKER

@eskimon • #adtechASEAN • 86We Are Social
#7PRICING

@eskimon • #adtechASEAN • 87We Are Social
FOR MANY INDUSTRIES, SOCIAL PRICING
MODELS COULD MAKE A LOT OF SENSE

@eskimon • #adtechASEAN • 88We Are Social
RETHINK THE ‘GROUPON MODEL’ TO FOCUS
ON GROUP-BUYING, NOT JUST DISCOUNTS

@eskimon • #adtechASEAN • 89We Are Social
TACTICS SUCH AS ‘PAY-WITH-A-TWEET’
ARE ALSO WORTH RE-EXPLORING

@eskimon • #adtechASEAN • 90We Are Social
#8DISTRIBUTION

@eskimon • #adtechASEAN • 91We Are Social
FOOD TRUCKS PROVE THAT SOCIALLY-
POWERED DISTRIBUTION CAN WORK

@eskimon • #adtechASEAN • 92We Are Social
A BIG PART OF THE FUN IS IN FINDING AND
SHARING THEIR LOCATION WITH OTHERS

@eskimon • #adtechASEAN • 93We Are Social
IT’S THE SAME FOR ‘POP-UP’ STORES; BEING
‘IN-THE-KNOW’ DRIVES SOCIAL SHARING

@eskimon • #adtechASEAN • 94We Are Social
#9PROCUREMENT

@eskimon • #adtechASEAN • 95We Are Social
SURPRISINGLY, EVEN PROCUREMENT
POLICY CAN DRIVE SOCIAL SHARING

@eskimon • #adtechASEAN • 96We Are Social
‘CONSCIENCE MARKS’ AREN’T JUST ABOUT
CSR – THEY’RE GREAT FOR SOCIAL TOO

@eskimon • #adtechASEAN • 97We Are Social
PEOPLE ENDORSE THOSE BRANDS
THAT BEHAVE CONSCIENTIOUSLY

@eskimon • #adtechASEAN • 98We Are Social
MAKE THINGS
BETTER
MAKE BETTER
THINGS
VS

@eskimon • #adtechASEAN • 99We Are Social
#BONUSFROM THE OUTSIDE IN

@eskimon • #adtechASEAN • 100We Are Social
EVERY DAY, PEOPLE SHARE BILLIONS OF
PUBLIC POSTS ACROSS SOCIAL MEDIA

@eskimon • #adtechASEAN • 101We Are Social
MANY OF THESE OFFER VALUABLE INSIGHTS
INTO WHAT PEOPLE REALLY CARE ABOUT

@eskimon • #adtechASEAN • 102We Are Social
WE CAN USE THESE INSIGHTS TO IMPROVE
EVERY ASPECT OF OUR MARKETING MIX

@eskimon • #adtechASEAN • 103We Are Social
PRODUCTS
CUSTOMER SERVICE
POS ACTIVITY
ADVERTISINGPACKAGING
RECRUITMENT

@eskimon • #adtechASEAN • 104We Are Social
USE SOCIAL TO INFORM YOUR FUTURE,
NOT JUST TO PROMOTE YOUR PRESENT

@eskimon • #adtechASEAN • 105We Are Social
MAKE THINGS
PEOPLE WANT
MAKE PEOPLE
WANT THINGS
VS
~ JOHN WILLSHIRE • @WILLSH!

@eskimon • #adtechASEAN • 106We Are Social
CONCLUSIONS

@eskimon • #adtechASEAN • 107We Are Social
SUCCESS IN SOCIAL IS NOT JUST ABOUT
WHAT YOU POST, OR EVEN WHAT YOU SAY

@eskimon • #adtechASEAN • 108We Are Social
SUCCESS IN SOCIAL IS ULTIMATELY ABOUT
WHAT OTHER PEOPLE SAY ABOUT YOU

@eskimon • #adtechASEAN • 109We Are Social
USE YOUR FULL MARKETING MIX TO INSPIRE
VALUABLE ORGANIC SOCIAL CONVERSATION

@eskimon • #adtechASEAN • 110We Are Social
LEARN MORE BY DOWNLOADING OUR
FREE GUIDE TO BUILDING SOCIAL BRANDS:
http://bit....

@eskimon • #adtechASEAN • 111We Are Social
WE ARE SOCIAL SINGAPORE
SIMON KEMP, REGIONAL MANAGING PARTNER
@WEARESOCIALSG
SA...

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