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SIMON KEMP • we are social• AUGUST 2013
SOCIAL BRANDSAND THE FUTURE OF MARKETING
2
FIRST TO THE FUTURE
The most successful brands don’t just predict
the future; they define it on their own terms.
This document offers a series of provocations
to help you define your brand’s vision of the
future, and shares some suggestions on how
to start bringing that vision to life today.
3
CONTEXT
THE ‘3Ps’ THAT WILL DEFINE THE MARKETING OF TOMORROW:
4
A focus on communities
rather than technology
Connecting with people
when it matters most
PEOPLE PORTABLE
Adding value at every
possible opportunity
PRACTICAL
FUTURE PROVOCATIONS
1  Social equity drives brand value
2  Communities have more value than platforms
3  All marketing must add value
4  On the go is the way to go
5  From big ideas to leitmotivs
6  From selective hearing to active listening
7  Experiences are the new products
8  CSR evolves into civic engagement
5
OUR ‘PROVOCATIONS’ FORMAT
6
The realities, trends,
and observations that
inspired our thinking
Where we see these
developments taking
marketing in the future
TODAY TOMORROW
The implications for
brands, and what you
can do to harness them
TO DO
#01
SOCIAL EQUITY
DRIVES
BRAND VALUE
7
TODAY: THE BRANDS THAT ARE WORTH TALKING ABOUT
ARE THE BRANDS WE’RE WILLING TO PAY MORE FOR
8
THE SOCIAL EQUITY OF A BRAND
The more people talk about a brand, the
easier it is for us to predict how other people
will react if we choose that brand. As a
result, the brands that inspire the most
favourable conversations are the brands that
can command the greatest price premium.
9
CONTEXT
TOMORROW: BRANDS RECOGNISE THAT AN INCREASE IN
CONVERSATION DRIVES AN INCREASE IN COMPENSATION
10
TO ACHIEVE THIS, WE MUST EVOLVE BEYOND THE
CURRENT CHANNEL-BASED BROADCAST APPROACH
11
OUTDOOR	
  
RADIO	
  
PRINT	
   WEB	
  
TELEVISION	
  SOCIAL MEDIA	
  
SOCIAL MEDIA vs SOCIAL BRANDS
Brand conversations aren’t just driven by
social media activities. Everything the brand
does – from its advertising to its packaging,
and from its POS activities to its customer
service – should be designed to inspire as
much favourable conversation as possible.
12
DIGGING
DEEPER
IN ORDER TO SUCCEED, BRANDS MUST ADOPT
A HOLISTIC, CONVERSATION-BASED APPROACH
13
PRODUCTS	
  
CUSTOMER
SERVICE	
  
POS ACTIVITY	
  
ADVERTISING	
  PACKAGING	
  
RECRUITMENT	
  
TO DO: BUILD SOCIAL EQUITY BY INSPIRING FREQUENT,
FAVOURABLE CONVERSATIONS BETWEEN COMMUNITIES
14
#02
COMMUNITIES HAVE
MORE VALUE
THAN PLATFORMS
15
THE (SOCIAL) NETWORK EFFECT
We naturally gravitate to the social media
platforms where we can interact with the
people we care about. If these people move
on to a different platform, we usually follow
them, because it’s social benefits we seek;
media and content are just means to an end.
16
CONTEXT
TODAY: PEOPLE’S PLATFORM CHOICES ARE DRIVEN BY
PERSONAL BENEFITS, NOT BY TECHNOLOGY FEATURES
17
HISTORY HAS SHOWN HOW DIFFICULT IT CAN BE TO
MOVE A BRAND’S AUDIENCE BETWEEN PLATFORMS
18
DIGGING
DEEPER
TOMORROW: BRANDS NURTURE COMMUNITIES
INSTEAD OF BUILDING PLATFORM-SPECIFIC AUDIENCES
19
TO DO: IDENTIFY WHAT BRINGS YOUR AUDIENCE(S)
TOGETHER AND BUILD YOUR STRATEGY AROUND THAT
20
#03
ALL MARKETING
MUST
ADD VALUE
21
RAZZLE DAZZLE MARKETING
Too much marketing relies on elaborate
spectacle to attract audiences’ attention.
The result is a brand relationship that never
progresses beyond an initial pick-up line,
with an over-emphasis on short-term gains
instead of longer-term mutual value.
22
CONTEXT
TODAY: MARKETING IS TOO FOCUSED
ON SHOUTING FOR ATTENTION
23
THE EVOLVING PARADIGM
24
Buying media space
to interrupt people as
efficiently as possible
Harnessing contexts in
which to engage people
as effectively as possible
INTERRUPTION INTERACTION
VSVS
!
TOMORROW: MARKETING DELIVERS ENDURING VALUE
THROUGH EVERY INTERACTION, OR IS TOTALLY IGNORED
25
FROM ADS TO ADDED VALUE
As marketing evolves to this added-value
model, so media must evolve too. The ad-
funded model will become irrelevant, and
publishers and content platforms will need
to rethink their business models in order to
deliver a more integral value proposition.
26
DIGGING
DEEPER
TO DO: ENGAGE PEOPLE AROUND THE THINGS THEY
CARE ABOUT – THINK PASSIONS, NOT PRODUCTS
27
#04
ON THE GO
IS THE
WAY TO GO
28
TODAY: MOBILE DEVICES ARE ALREADY MOST
PEOPLE’S ‘MOST IMPORTANT’ GADGETS
29
GLOBALLY, MORE PEOPLE
OWN A MOBILE PHONE
THAN OWN A TOOTHBRUSH
SOURCE: MOBILE MARKETING ASSOCIATION OF ASIA 30
(	
   )	
  
TOMORROW: STRATEGIES THAT DON’T COME TO LIFE
ON MOBILE DEVICES NEVER COME TO LIFE AT ALL
31
TO DO: UNDERSTAND HOW AUDIENCES USE SOCIAL ON
MOBILE, AND PLAN AROUND THEIR ACTUAL BEHAVIOUR
32
ADOPT A DEVICE-INDEPENDENT APPROACH THAT HELPS
PEOPLE TO CONNECT ACROSS ALL MOBILE PLATFORMS
33
VS
#05
FROM BIG
IDEAS TO
LEITMOTIFS
34
TODAY: SOCIAL MEDIA ALLOW MARKETERS TO MOVE
FROM SOUNDBITES TO ON-GOING CONVERSATIONS
35
A NEW APPROACH TO THE ‘BIG IDEA’
As we embrace brand conversations, the
repetition of a single brand message becomes
increasingly less effective. Instead, brands
should harness ‘leitmotifs’: recurring themes
that evolve over time to tell the brand’s story
in various different ways in different contexts.
36
DIGGING
DEEPER
ALTERNATIVES TO ‘HOMOGENOUS CAMPAIGNS’
37
Sharing a wide variety of
disparate content that
appeals to people in different
ways at different times
Bringing a variety of
approaches and themes
together at the same time to
deliver diverse engagement
DANDELION TAPAS
A test-and-learn approach
where the brand constantly
tweaks variations on themes
to build deeper connections
KAIZEN
TOMORROW: BRAND COMMS BUILD AROUND FLUID
‘BRAND AGENDAS’ RATHER THAN SINGULAR BIG IDEAS
38
TO DO: FOCUS MORE ON WHAT YOU WANT AUDIENCES
TO UNDERSTAND, NOT WHAT YOU’RE GOING TO SAY
39
#06
FROM SELECTIVE
HEARING TO
ACTIVE LISTENING
40
ACTIVE LISTENING, ACTIVE LEARNING
Every day, people share billions of public
posts in social media. Each of these posts
offers potential value for brands, but most
marketers miss this value by only tracking
direct mentions of their brands or activities.
41
CONTEXT
TODAY: BRANDS ARE MISSING POWERFUL INSIGHTS AND
OPPORTUNITIES DUE TO EGOCENTRIC SOCIAL LISTENING
42
A DIALOGUE OF DISCOVERY
Just as search engines help consumers find
answers to brand queries, so social media
listening can help brands answer questions
about consumers. Marketers can identify a
wealth of new brand opportunities by actively
listening to what people are saying, rather
than just tracking what they want to hear.
43
DIGGING
DEEPER
TOMORROW: SOCIAL MEDIA BECOME THE ‘DISCOVERY
ENGINES’ THAT POWER ALL ASPECTS OF MARKETING
44
SOCIAL LISTENING CAN ADD VALUE EVERYWHERE
45
PRODUCTS	
  
CUSTOMER
SERVICE	
  
POS ACTIVITY	
  
ADVERTISING	
  PACKAGING	
  
RECRUITMENT	
  
TO DO: USE SOCIAL LISTENING TO INFORM MARKETING
DECISIONS, NOT JUST TO MEASURE YOUR RESULTS
46
#07
EXPERIENCES
ARE THE NEW
PRODUCTS
47
TODAY: PRODUCT FEATURES NO LONGER OFFER
SUFFICIENT DIFFERENTIATION IN MANY CATEGORIES
48
TOMORROW: ADDED-VALUE EXPERIENCES
BECOME THE CORE OF BRANDS’ OFFERINGS
49
TO DO: IDENTIFY THE BRAND’S VALUE BEYOND ITS
PRODUCTS, AND BUILD EXPERIENCES AROUND THAT
50
VS
SOCIAL ‘BAKED IN’
The most compelling experiences are
inherently social. As a result, brands
that can integrate shared experiences
into the heart of their offering will be
able to command a greater premium.
51
DIGGING
DEEPER
#08
CSR EVOLVES
INTO
CIVIC ENGAGEMENT
52
TODAY: SOCIETY INCREASINGLY EXPECTS BRANDS
TO GIVE BACK AT LEAST AS MUCH AS THEY TAKE
53
CSR SHOULD BE ABOUT COMMUNITY ENGAGEMENT,
NOT ABOUT RELIEVING THE CORPORATE CONSCIENCE
54
VS
RETHINKING THE CONCEPT OF BRAND VALUE
55
Activities focused
solely on maximising
short-term profits
Activities designed to
maximise returns for
employees and partners
SHAREHOLDER STAKEHOLDER
Activities designed
to contribute to the
greater good of all
SOCIETAL
VSVS VSVS
INSTEAD OF ASKING PEOPLE TO ‘LIKE’ THEM, BRANDS
SHOULD DELIVER IRRESISTIBLE REASONS TO LOVE THEM
56
VS
TOMORROW: BRANDS EMBRACE COMMUNITY SERVICE,
MAKING IT A CORE PART OF THEIR OVERALL OFFERING
57
THE RETURN OF THE GOOD SAMARITAN
Corporate philanthropy is not new, but its
popularity faded in the age of mass marketing.
However, as society becomes less tolerant of
corporate greed, civic-minded brands will
return to the fore as marketers rediscover the
enduring value of doing ‘good business’.
58
DIGGING
DEEPER
TO DO: IDENTIFY WAYS TO PARTNER WITH COMMUNITIES
AND ADD LASTING VALUE FOR THE BENEFIT OF SOCIETY
59
PARTING
THOUGHT
60
THE FUTURE WON’T WAIT
You will only succeed if you put your plans
into action. The sooner you start testing your
hypotheses, the sooner you will know what
works and what doesn’t, and the greater your
chances of getting to the future first. Go do.
61
62
FIND OUT MORE AT
WEARESOCIAL.SG
WE ARE SOCIAL IS A GLOBAL CONVERSATION AGENCY.
WE HELP BRANDS TO LISTEN TO, UNDERSTAND,
AND ENGAGE IN CONVERSATIONS IN SOCIAL MEDIA.
WE’RE ALREADY HELPING MANY OF THE WORLD’S
TOP BRANDS, INCLUDING UNILEVER, ADIDAS, INTEL,
DIAGEO, NESTLÉ, HEINZ, AND LOUIS VUITTON.
IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU
TOO, CALL SIMON KEMP ON +65 9146 5356, OR
EMAIL US AT SAYHELLO@WEARESOCIAL.SG.
FIND OUT MORE AT WEARESOCIAL.SG.
SIMON KEMP
@ESKIMON
+65 9146 5356
SIMON.KEMP@WEARESOCIAL.SG
WEARESOCIAL.SG

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Social Brands: The Future of Marketing

  • 1. SIMON KEMP • we are social• AUGUST 2013 SOCIAL BRANDSAND THE FUTURE OF MARKETING
  • 2. 2
  • 3. FIRST TO THE FUTURE The most successful brands don’t just predict the future; they define it on their own terms. This document offers a series of provocations to help you define your brand’s vision of the future, and shares some suggestions on how to start bringing that vision to life today. 3 CONTEXT
  • 4. THE ‘3Ps’ THAT WILL DEFINE THE MARKETING OF TOMORROW: 4 A focus on communities rather than technology Connecting with people when it matters most PEOPLE PORTABLE Adding value at every possible opportunity PRACTICAL
  • 5. FUTURE PROVOCATIONS 1  Social equity drives brand value 2  Communities have more value than platforms 3  All marketing must add value 4  On the go is the way to go 5  From big ideas to leitmotivs 6  From selective hearing to active listening 7  Experiences are the new products 8  CSR evolves into civic engagement 5
  • 6. OUR ‘PROVOCATIONS’ FORMAT 6 The realities, trends, and observations that inspired our thinking Where we see these developments taking marketing in the future TODAY TOMORROW The implications for brands, and what you can do to harness them TO DO
  • 8. TODAY: THE BRANDS THAT ARE WORTH TALKING ABOUT ARE THE BRANDS WE’RE WILLING TO PAY MORE FOR 8
  • 9. THE SOCIAL EQUITY OF A BRAND The more people talk about a brand, the easier it is for us to predict how other people will react if we choose that brand. As a result, the brands that inspire the most favourable conversations are the brands that can command the greatest price premium. 9 CONTEXT
  • 10. TOMORROW: BRANDS RECOGNISE THAT AN INCREASE IN CONVERSATION DRIVES AN INCREASE IN COMPENSATION 10
  • 11. TO ACHIEVE THIS, WE MUST EVOLVE BEYOND THE CURRENT CHANNEL-BASED BROADCAST APPROACH 11 OUTDOOR   RADIO   PRINT   WEB   TELEVISION  SOCIAL MEDIA  
  • 12. SOCIAL MEDIA vs SOCIAL BRANDS Brand conversations aren’t just driven by social media activities. Everything the brand does – from its advertising to its packaging, and from its POS activities to its customer service – should be designed to inspire as much favourable conversation as possible. 12 DIGGING DEEPER
  • 13. IN ORDER TO SUCCEED, BRANDS MUST ADOPT A HOLISTIC, CONVERSATION-BASED APPROACH 13 PRODUCTS   CUSTOMER SERVICE   POS ACTIVITY   ADVERTISING  PACKAGING   RECRUITMENT  
  • 14. TO DO: BUILD SOCIAL EQUITY BY INSPIRING FREQUENT, FAVOURABLE CONVERSATIONS BETWEEN COMMUNITIES 14
  • 16. THE (SOCIAL) NETWORK EFFECT We naturally gravitate to the social media platforms where we can interact with the people we care about. If these people move on to a different platform, we usually follow them, because it’s social benefits we seek; media and content are just means to an end. 16 CONTEXT
  • 17. TODAY: PEOPLE’S PLATFORM CHOICES ARE DRIVEN BY PERSONAL BENEFITS, NOT BY TECHNOLOGY FEATURES 17
  • 18. HISTORY HAS SHOWN HOW DIFFICULT IT CAN BE TO MOVE A BRAND’S AUDIENCE BETWEEN PLATFORMS 18 DIGGING DEEPER
  • 19. TOMORROW: BRANDS NURTURE COMMUNITIES INSTEAD OF BUILDING PLATFORM-SPECIFIC AUDIENCES 19
  • 20. TO DO: IDENTIFY WHAT BRINGS YOUR AUDIENCE(S) TOGETHER AND BUILD YOUR STRATEGY AROUND THAT 20
  • 22. RAZZLE DAZZLE MARKETING Too much marketing relies on elaborate spectacle to attract audiences’ attention. The result is a brand relationship that never progresses beyond an initial pick-up line, with an over-emphasis on short-term gains instead of longer-term mutual value. 22 CONTEXT
  • 23. TODAY: MARKETING IS TOO FOCUSED ON SHOUTING FOR ATTENTION 23
  • 24. THE EVOLVING PARADIGM 24 Buying media space to interrupt people as efficiently as possible Harnessing contexts in which to engage people as effectively as possible INTERRUPTION INTERACTION VSVS !
  • 25. TOMORROW: MARKETING DELIVERS ENDURING VALUE THROUGH EVERY INTERACTION, OR IS TOTALLY IGNORED 25
  • 26. FROM ADS TO ADDED VALUE As marketing evolves to this added-value model, so media must evolve too. The ad- funded model will become irrelevant, and publishers and content platforms will need to rethink their business models in order to deliver a more integral value proposition. 26 DIGGING DEEPER
  • 27. TO DO: ENGAGE PEOPLE AROUND THE THINGS THEY CARE ABOUT – THINK PASSIONS, NOT PRODUCTS 27
  • 28. #04 ON THE GO IS THE WAY TO GO 28
  • 29. TODAY: MOBILE DEVICES ARE ALREADY MOST PEOPLE’S ‘MOST IMPORTANT’ GADGETS 29
  • 30. GLOBALLY, MORE PEOPLE OWN A MOBILE PHONE THAN OWN A TOOTHBRUSH SOURCE: MOBILE MARKETING ASSOCIATION OF ASIA 30 (   )  
  • 31. TOMORROW: STRATEGIES THAT DON’T COME TO LIFE ON MOBILE DEVICES NEVER COME TO LIFE AT ALL 31
  • 32. TO DO: UNDERSTAND HOW AUDIENCES USE SOCIAL ON MOBILE, AND PLAN AROUND THEIR ACTUAL BEHAVIOUR 32
  • 33. ADOPT A DEVICE-INDEPENDENT APPROACH THAT HELPS PEOPLE TO CONNECT ACROSS ALL MOBILE PLATFORMS 33 VS
  • 35. TODAY: SOCIAL MEDIA ALLOW MARKETERS TO MOVE FROM SOUNDBITES TO ON-GOING CONVERSATIONS 35
  • 36. A NEW APPROACH TO THE ‘BIG IDEA’ As we embrace brand conversations, the repetition of a single brand message becomes increasingly less effective. Instead, brands should harness ‘leitmotifs’: recurring themes that evolve over time to tell the brand’s story in various different ways in different contexts. 36 DIGGING DEEPER
  • 37. ALTERNATIVES TO ‘HOMOGENOUS CAMPAIGNS’ 37 Sharing a wide variety of disparate content that appeals to people in different ways at different times Bringing a variety of approaches and themes together at the same time to deliver diverse engagement DANDELION TAPAS A test-and-learn approach where the brand constantly tweaks variations on themes to build deeper connections KAIZEN
  • 38. TOMORROW: BRAND COMMS BUILD AROUND FLUID ‘BRAND AGENDAS’ RATHER THAN SINGULAR BIG IDEAS 38
  • 39. TO DO: FOCUS MORE ON WHAT YOU WANT AUDIENCES TO UNDERSTAND, NOT WHAT YOU’RE GOING TO SAY 39
  • 41. ACTIVE LISTENING, ACTIVE LEARNING Every day, people share billions of public posts in social media. Each of these posts offers potential value for brands, but most marketers miss this value by only tracking direct mentions of their brands or activities. 41 CONTEXT
  • 42. TODAY: BRANDS ARE MISSING POWERFUL INSIGHTS AND OPPORTUNITIES DUE TO EGOCENTRIC SOCIAL LISTENING 42
  • 43. A DIALOGUE OF DISCOVERY Just as search engines help consumers find answers to brand queries, so social media listening can help brands answer questions about consumers. Marketers can identify a wealth of new brand opportunities by actively listening to what people are saying, rather than just tracking what they want to hear. 43 DIGGING DEEPER
  • 44. TOMORROW: SOCIAL MEDIA BECOME THE ‘DISCOVERY ENGINES’ THAT POWER ALL ASPECTS OF MARKETING 44
  • 45. SOCIAL LISTENING CAN ADD VALUE EVERYWHERE 45 PRODUCTS   CUSTOMER SERVICE   POS ACTIVITY   ADVERTISING  PACKAGING   RECRUITMENT  
  • 46. TO DO: USE SOCIAL LISTENING TO INFORM MARKETING DECISIONS, NOT JUST TO MEASURE YOUR RESULTS 46
  • 48. TODAY: PRODUCT FEATURES NO LONGER OFFER SUFFICIENT DIFFERENTIATION IN MANY CATEGORIES 48
  • 49. TOMORROW: ADDED-VALUE EXPERIENCES BECOME THE CORE OF BRANDS’ OFFERINGS 49
  • 50. TO DO: IDENTIFY THE BRAND’S VALUE BEYOND ITS PRODUCTS, AND BUILD EXPERIENCES AROUND THAT 50 VS
  • 51. SOCIAL ‘BAKED IN’ The most compelling experiences are inherently social. As a result, brands that can integrate shared experiences into the heart of their offering will be able to command a greater premium. 51 DIGGING DEEPER
  • 53. TODAY: SOCIETY INCREASINGLY EXPECTS BRANDS TO GIVE BACK AT LEAST AS MUCH AS THEY TAKE 53
  • 54. CSR SHOULD BE ABOUT COMMUNITY ENGAGEMENT, NOT ABOUT RELIEVING THE CORPORATE CONSCIENCE 54 VS
  • 55. RETHINKING THE CONCEPT OF BRAND VALUE 55 Activities focused solely on maximising short-term profits Activities designed to maximise returns for employees and partners SHAREHOLDER STAKEHOLDER Activities designed to contribute to the greater good of all SOCIETAL VSVS VSVS
  • 56. INSTEAD OF ASKING PEOPLE TO ‘LIKE’ THEM, BRANDS SHOULD DELIVER IRRESISTIBLE REASONS TO LOVE THEM 56 VS
  • 57. TOMORROW: BRANDS EMBRACE COMMUNITY SERVICE, MAKING IT A CORE PART OF THEIR OVERALL OFFERING 57
  • 58. THE RETURN OF THE GOOD SAMARITAN Corporate philanthropy is not new, but its popularity faded in the age of mass marketing. However, as society becomes less tolerant of corporate greed, civic-minded brands will return to the fore as marketers rediscover the enduring value of doing ‘good business’. 58 DIGGING DEEPER
  • 59. TO DO: IDENTIFY WAYS TO PARTNER WITH COMMUNITIES AND ADD LASTING VALUE FOR THE BENEFIT OF SOCIETY 59
  • 61. THE FUTURE WON’T WAIT You will only succeed if you put your plans into action. The sooner you start testing your hypotheses, the sooner you will know what works and what doesn’t, and the greater your chances of getting to the future first. Go do. 61
  • 62. 62 FIND OUT MORE AT WEARESOCIAL.SG
  • 63. WE ARE SOCIAL IS A GLOBAL CONVERSATION AGENCY. WE HELP BRANDS TO LISTEN TO, UNDERSTAND, AND ENGAGE IN CONVERSATIONS IN SOCIAL MEDIA. WE’RE ALREADY HELPING MANY OF THE WORLD’S TOP BRANDS, INCLUDING UNILEVER, ADIDAS, INTEL, DIAGEO, NESTLÉ, HEINZ, AND LOUIS VUITTON. IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU TOO, CALL SIMON KEMP ON +65 9146 5356, OR EMAIL US AT SAYHELLO@WEARESOCIAL.SG. FIND OUT MORE AT WEARESOCIAL.SG.
  • 64. SIMON KEMP @ESKIMON +65 9146 5356 SIMON.KEMP@WEARESOCIAL.SG WEARESOCIAL.SG