The document discusses changing the mindset around social media and unlocking its potential for brands. It argues that social should not be seen as merely an add-on but rather as a way to develop relationships and achieve advertising goals more intelligently. It then outlines five principles for brand building on social media: approach each post with campaign-level care, elevate content beyond existing followers, prepare to act quickly, always add value, and properly measure and learn from performance. Examples of major brands successfully applying these principles are provided.

1. Change the conversation
/ Socially. / Actually./ Digitally.

2. 2 // 20
A DIFFERENT MINDSET
CAN UNLOCK THE POTENTIAL
OF SOCIAL

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2
3
4
5
THE PROBLEM
/// SOCIAL IS ALMOST
ALWAYS A BOLT-ON
6

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2
3
4
5
THE CAUSE
/// ORIGINALLY SEEN
AS A RELATIONSHIP
MANAGEMENT CHANNEL
6

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3
4
OUR MINDSET
6
5
2
/// SOCIAL IS ALL
ABOUT POTENTIAL

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/// DEVELOP
RELATIONSHIPS
THAT TALK BACK
1
3
4
OUR MINDSET
6
5
2

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/// ACHIEVE
ADVERTISING SCALE
BUT “SMARTER”
1
3
4
5
6
OUR MINDSET
2

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/// ALL THAT IS REQUIRED
IS A CHANGE IN MINDSET
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3
4
5
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OUR MINDSET
2

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/// OUR MODEL
1
4
5
OUR APPROACH
6
RM
APPROACH
ADVERTISING
APPROACH
2
3

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/// OUR MODEL
1
4
5
OUR APPROACH
6
RM
APPROACH
ADVERTISING
APPROACH
2
3

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/// OUR MODEL
1
4
5
OUR APPROACH
6
+RM
APPROACH
ADVERTISING
APPROACH
2
3

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5
6
HOW – EVIDENCE THROUGH CASE STUDIES
1
2
3
4
///5 PRINCIPLES
TO BRAND BUILDING
IN SOCIAL

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5
APPROACH EVERY POST
WITH THE CARE & ATTENTION
OF A CAMPAIGN AD
#1
6
HOW – EVIDENCE THROUGH CASE STUDIES
1
2
3
4

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5
6
CASE STUDY #1 NIKE
HOW – EVIDENCE THROUGH CASE STUDIES
1
2
3
4

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5
ELEVATE YOUR
BEST CONTENT BEYOND
YOUR FISH POND
#2
6
HOW – EVIDENCE THROUGH CASE STUDIES
1
2
3
4

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5
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CASE STUDY #2 SNICKERS
HOW – EVIDENCE THROUGH CASE STUDIES
1
2
3
4

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5
PREPARE TO ACT
QUICKLY
#3
6
HOW – EVIDENCE THROUGH CASE STUDIES
1
2
3
4

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5
6
CASE STUDY #3 SPECSAVERS
HOW – EVIDENCE THROUGH CASE STUDIES
1
2
3
4

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5
ALWAYS ADD VALUE
#4
6
HOW – EVIDENCE THROUGH CASE STUDIES
1
2
3
4

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5
6
CASE STUDY #4 GE 3D PRINTING
HOW – EVIDENCE THROUGH CASE STUDIES
1
2
3
4

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5
MEASURE IT PROPERLY,
LISTEN & LEARN
#5
6
HOW – EVIDENCE THROUGH CASE STUDIES
1
2
3
4

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5
6
CASE STUDY #5 TESCO MOBILE
HOW – EVIDENCE THROUGH CASE STUDIES
1
2
3
4

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5
HOW ARE WE BUILDING
THE GLENFIDDICH BRAND
6
IN SOCIAL
1
2
3
4
PRACTISING WHAT WE PREACH

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6
PREPARE TO ACT
QUICKLY
ALWAYS ADD VALUE
MEASURE IT
PROPERLY, LISTEN
AND LEARN
5
1
2
3
4
APPROACH EACH
POST WITH THE CARE
AND ATTENTION OF A
CAMPAIGN AD
ELEVATE YOUR
CONTENT BEYOND
YOUR FISH POND
PRACTISING WHAT WE PREACH

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6
PREPARE TO ACT
QUICKLY
ALWAYS ADD VALUE
MEASURE IT
PROPERLY, LISTEN
AND LEARN
5
1
2
3
4
APPROACH EACH
POST WITH THE CARE
AND ATTENTION OF A
CAMPAIGN AD
ELEVATE YOUR
CONTENT BEYOND
YOUR FISH POND
PRACTISING WHAT WE PREACH

26. 26 // 28
6
PREPARE TO ACT
QUICKLY
ALWAYS ADD VALUE
MEASURE IT
PROPERLY, LISTEN
AND LEARN
5
1
2
3
4
APPROACH EACH
POST WITH THE CARE
AND ATTENTION OF A
CAMPAIGN AD
ELEVATE YOUR
CONTENT BEYOND
YOUR FISH POND
PRACTISING WHAT WE PREACH

27. 27 // 28
6
PREPARE TO ACT
QUICKLY
ALWAYS ADD VALUE
MEASURE IT
PROPERLY, LISTEN
AND LEARN
5
1
2
3
4
APPROACH EACH
POST WITH THE CARE
AND ATTENTION OF A
CAMPAIGN AD
ELEVATE YOUR
CONTENT BEYOND
YOUR FISH POND
PRACTISING WHAT WE PREACH

28. 28 // 28
6
APPROACH EACH
POST WITH THE CARE
AND ATTENTION OF A
CAMPAIGN AD
ELEVATE YOUR
CONTENT BEYOND
YOUR FISH POND
PREPARE TO ACT
QUICKLY
ALWAYS ADD VALUE
MEASURE IT
PROPERLY, LISTEN
AND LEARN
5
1
2
3
4
PRACTISING WHAT WE PREACH

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6 PRACTISING WHAT WE PREACH
5
1
2
3
4
APPROACH EACH
POST WITH THE CARE
AND ATTENTION OF A
CAMPAIGN AD
ELEVATE YOUR
CONTENT BEYOND
YOUR FISH POND

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LET’S CONTINUE
THE CONVERSATION
DISCOVER
Email : andrew@gravitythinking.com
/ What people are
saying about you
online.
// How you are talking
to and engaging with
fans.
/// How engaged your
fans are.
Uncover potential brand
building opportunities.

31. Change the conversation
/ Socially. / Actually./ Digitally.