How to become a modern social brand, defining your USP and telling your story

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What would you do if you could tear up the rulebook and start again? What really is your USP? Find out how to become a modern social brand for today and the future.

Marketing

TRUTHS
Be Emotional
No control
Death of linear
Mobile Me
Nano seconds
Attention spans
Strategic and practical

Society is built on
shared experiences
& emotional ties

Modern brands
thrive
on these ties with
consumers

Identity forming values &
fulfilled promises
Trust built
through brilliant
interactions, utility
or information
Exciting
experiences that create
warmth, currency &
prestige
T
I
E

Creating
these ties is
true social
marketing

And these
TIEs are your
USP & the
story you
need to tell

… And because it works for businesses
1 – Source: Field, IPA and Gunn Report, “Selling Creativity Short” 2 – “The New Science of Customer Emotions” November 2015 – Harvard Business Review
3 - Nielsen Consumer Neuroscience study,
Emotional campaigns are
10x more efficient than
standard campaigns
Emotionally connected
consumers are 52% more
valuable than highly
satisfied consumers
Emotional ads deliver a
23% uplift in sales volume
vs. non-emotional ads
10x 52% 23%
MORE EFFICIENT MORE VALUABLE MORE
SALES

Creating your TIE stories & content
IMMEDIATE INTERACTIVE IMMERSIVE
CREATE - - - CURATE - - - COLLABORATE

Creating your TIE stories & content
IMMEDIATE

FRAMING
LOOPING
COMPRESSION
SOUND
END FIRST
BREAKING THE RULES

FRAMING COMPRESSION
LOOPING SOUND
END FIRST
PLAY

Creating your TIE stories & content
INTERACTIVE

Creating your TIE stories & content
IMMERSIVE

PeteDurant.co
@PeteDurant
peterkdurant@gmail.com
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DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

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Myself Janani Digital marketing consultant located in coimbatore I offer all kinds of digital marketing services for your business requirements such as SEO SMO SMM SMO CAMPAIGNS content writing web design for all your business needs with affordable cost Digital Marketing Services | Techvolt Software : Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc. List of Services offered in Digital Marketing |Techvolt Software : Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing 1. Search Engine Optimization (SEO) 2. Search Engine Marketing (SEM) 3. Social Media Optimization (SMO) 4. Social Media Marketing (SMM) 5. Campaigns Importance | Need of Digital Marketing (Online Promotions) : 1. Quick Promotions through Online 2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform 3. Latest Technology development vs Business promotions 4. Creation of Social Branding 5. Promotion with less investment Benefits Digital Marketing Services at Techvolt software : 1. Services offered with Affordable cost 2. Free Content writing 3. Free Dynamic Website design* 4. Best combo offers on website Hosting,design along with digital marketing services 5. Assured Lead Generation through Search Engine and Social Media 6. Online Maintenance Support Free Website + Digital Marketing Services Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months. With Regards Janani Digital Marketer Coimbatore,Tamilnadu.

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How to become a modern social brand, defining your USP and telling your story

1. Pete Durant June 2019 How to become a modern social brand: defining your USP, creating a story engine and telling your story

2. TRUTHS Be Emotional No control Death of linear Mobile Me Nano seconds Attention spans Strategic and practical

3. Society is built on shared experiences & emotional ties

4. Modern brands thrive on these ties with consumers

5. Think of your brand and experiences like making a new best friend

6. Identity forming values & fulfilled promises Trust built through brilliant interactions, utility or information Exciting experiences that create warmth, currency & prestige T I E

7. Creating these ties is true social marketing

8. And these TIEs are your USP & the story you need to tell

9. Why? Because that’s how our minds work Emotions are the primary reason why consumers prefer brand name products We evaluate brands using emotions rather than information FMRI Neuro-imagery 'Likeability' is most predictive of whether ads improve sales Advertising Research Foundation Positive emotions make customers more loyal than trust Psychology Today THE INFLUENTIAL ROLE OF EMOTION IN CONSUMER BEHAVIOUR IS WELL DOCUMENTED

10. … And because it works for businesses 1 – Source: Field, IPA and Gunn Report, “Selling Creativity Short” 2 – “The New Science of Customer Emotions” November 2015 – Harvard Business Review 3 - Nielsen Consumer Neuroscience study, Emotional campaigns are 10x more efficient than standard campaigns Emotionally connected consumers are 52% more valuable than highly satisfied consumers Emotional ads deliver a 23% uplift in sales volume vs. non-emotional ads 10x 52% 23% MORE EFFICIENT MORE VALUABLE MORE SALES

11. Comms to consumer experiences

12. Planning the business Telling your story… INSIGHT DRIVEN STRATEGY & CREATIVE Trust Identity Experience Stimulus AdvocacyExperiences Collaborations Contextual brand content creating need & awareness Democratised brand stories through peer-to-peer WOM, reviews, product sampling and loyalty progs Both digital and real world brand moments inc. customer service Shared influence through talent, media and brand partnerships Modern Social Brand FIRST MOMENT External facing marketing Creative & content Advertising Reviews & Ratings THEIR MOMENTS People (#1 choice in hiring and retention) Advocacy & recommendation passing on your brand DIRECT MOMENT Courses Bars, places to stay Service, faculty Website/Platform/App Advertising Sustainability INDIRECT MOMENTS Tech partners and solutions Media placements Brand and influencer partners Brand advocates Recruiters Charity partners

13. Brand planning Telling your story… INSIGHT DRIVEN STRATEGY & CREATIVE Trust Identity Experience Stimulus AdvocacyExperiences Collaborations Contextual brand content creating need & awareness Democratised brand stories through peer-to-peer WOM, reviews, product sampling and loyalty progs Both digital and real world brand moments inc. customer service Shared influence through talent, media and brand partnerships Modern Social Brand IMMEDIATE / INTERACTIVE / IMMERSIVE

14.

15. Creating your TIE stories & content IMMEDIATE INTERACTIVE IMMERSIVE CREATE - - - CURATE - - - COLLABORATE

16. Creating your TIE stories & content IMMEDIATE

17. FRAMING LOOPING COMPRESSION SOUND END FIRST BREAKING THE RULES

18. FRAMING COMPRESSION LOOPING SOUND END FIRST PLAY

19.

20. Creating your TIE stories & content INTERACTIVE

21. Creating your TIE stories & content INTERACTIVE

22. Creating your TIE stories & content IMMERSIVE

23. Creating your TIE stories & content IMMEDIATE INTERACTIVE IMMERSIVE CREATE - - - CURATE - - - COLLABORATE

24. Media second BUT not forgotten

25. Brand planning Telling your story… INSIGHT DRIVEN STRATEGY & CREATIVE Trust Identity Experience Stimulus AdvocacyExperiences Collaborations Contextual brand content creating need & awareness Democratised brand stories through peer-to-peer WOM, reviews, product sampling and loyalty progs Both digital and real world brand moments inc. customer service Shared influence through talent, media and brand partnerships Modern Social Brand IMMEDIATE / INTERACTIVE / IMMERSIVE Paid Social Channels Native Digital DigitalAdvocacyTraditional FB, Pin, IG, TW, Snap – full brand and performance advertising on social channels Content-led execution that fits naturally in its environment Contextual PPC, Display inc. YouTube /Video & programmatic buys Fully optimised owned web real estate, social platforms & offline publications Full paid distribution and content creation through influencers of different size Paid media options and tie-ins across traditional platforms such as TV, Press & Outdoor Media pick up and coverage of major stories and moments Earned Owned

26. PeteDurant.co @PeteDurant peterkdurant@gmail.com New books available now!

How to become a modern social brand, defining your USP and telling your story

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