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#WhatsComingNext • @eskimon • 1We Are Social
SOCIAL BRANDS
THE FUTURE OF MARKETING
SIMON KEMP • WE ARE SOCIAL • WHAT’S COMING NEXT LONDON • 18 MAY 2015
we
are
social
2015
LIVE
EDITION
#WhatsComingNext • @eskimon • 2We Are Social
bit.ly/sb_iaa
WATCH THE FULL RECORDING OF SIMON KEMP PRESENTING
SOCIAL BRANDS AT THE IAA’S WHAT’S COMING NEXT CONFERENCE:
#WhatsComingNext • @eskimon • 3We Are Social
SIMONKEMP
@eskimon
#WhatsComingNext • @eskimon • 4We Are Social
#WhatsComingNext • @eskimon • 5We Are Social
MILAN
MUNICH
PARIS
LONDON
SÃO PAULO
SINGAPORE
NEW YORK
SYDNEY
SAN FRANCISCO SHANGHAI
#WhatsComingNext • @eskimon • 6We Are Social
#WhatsComingNext • @eskimon • 7We Are Social
BRANDS WORTH
TALKING ABOUT
#WhatsComingNext • @eskimon • 8We Are Social
SOCIAL
BRANDS
#WhatsComingNext • @eskimon • 9We Are Social
The brands that actively
involve audiences in the
creation of value are those
best placed to succeed in
today’s connected world.
PREMISE:
	
  
#WhatsComingNext • @eskimon • 10We Are Social
THE CONVERGENCE OF A FEW TRENDS:
THE RISE OF ‘PRIVATE’
SHARING ON APPS LIKE
WHATSAPP & WECHAT
CONCERNS ABOUT DATA
COLLECTION BY BRANDS
AND AD PLATFORMS
CHAT APPS PRIVACY
THE SHEER AMOUNT
OF ‘NOISE’ ACROSS
DIGITAL CHANNELS
CLUTTER
THE RELATED COST OF
REACHING AUDIENCES
IN SOCIAL MEDIA
AD SPEND
#WhatsComingNext • @eskimon • 11We Are Social
ABOVE ALL, A BELIEF THAT MARKETERS
ARE MISSING SOME HUGE OPPORTUNITIES
#WhatsComingNext • @eskimon • 12We Are Social
5 PROVOCATIONS TO HELP YOU SEIZE THOSE
OPPORTUNITIES AND BUILD A SOCIAL BRAND
#WhatsComingNext • @eskimon • 13We Are Social
A FORMAT DESIGNED TO INSPIRE ACTION
THE REALITIES, TRENDS,
AND OBSERVATIONS
BEHIND OUR THINKING
HOW WE SEE THESE
DEVELOPMENTS SHAPING
THE FUTURE OF MARKETING
TODAY TOMORROW
THE IMPLICATIONS FOR
BRANDS, AND WHAT
MARKETERS NEED TO DO
TO DO
#WhatsComingNext • @eskimon • 14We Are Social
#1SOCIAL EQUITY
TRANSLATES TO
BRAND EQUITY
#WhatsComingNext • @eskimon • 15We Are Social
WORD OF MOUTH IS STILL CENTRAL TO
PEOPLE’S DISCOVERY OF NEW BRANDS
#WhatsComingNext • @eskimon • 16We Are Social
BUT WORD OF MOUTH ISN’T
JUST ABOUT BRAND DISCOVERY
#WhatsComingNext • @eskimon • 17We Are Social
CONVERSATIONS ABOUT BRANDS ALSO
DRIVE CONVICTION AND CONVERSION
#WhatsComingNext • @eskimon • 18We Are Social
THE BRANDS THAT PEOPLE TALK ABOUT MOST
FAVOURABLY BUILD THE STRONGEST EQUITY
#WhatsComingNext • @eskimon • 19We Are Social
THEREFORE…
#WhatsComingNext • @eskimon • 20We Are Social
AN INCREASE IN GOOD CONVERSATION
DRIVES AN INCREASE IN COMPENSATION
#WhatsComingNext • @eskimon • 21We Are Social
BUT FAVOURABLE CONVERSATIONS
AREN’T JUST ABOUT SOCIAL MEDIA ACTIVITY
#WhatsComingNext • @eskimon • 22We Are Social
PRODUCTS
CUSTOMER SERVICE
POS ACTIVITY
ADVERTISINGPACKAGING
RECRUITMENT
#WhatsComingNext • @eskimon • 23We Are Social
EVERYTHING YOUR BRAND DOES SHOULD
INSPIRE MEANINGFUL CONVERSATION
#WhatsComingNext • @eskimon • 24We Are Social
HOWEVER, WE NEED TO BE CAREFUL WE
DON’T CONFUSE THE MEANS FOR THE END
#WhatsComingNext • @eskimon • 25We Are Social
MARKETING’S JOB IS NOT TO CREATE
CONTENT; IT’S TO CREATE CONTENTMENT
#WhatsComingNext • @eskimon • 26We Are Social
~ Cory Doctorow
“Content is not king. If I sent you to a
desert island and gave you the choice of
taking your friends or your movies, you’d
choose your friends. If you chose the movies,
we’d call you a sociopath. Conversation is
king. Content is just something to talk about.
#WhatsComingNext • @eskimon • 27We Are Social
INSPIRE FAVOURABLE CONVERSATIONS THAT
FUEL CONVERSION AND BUILD BRAND EQUITY
#WhatsComingNext • @eskimon • 28We Are Social
BUT HOW?
#WhatsComingNext • @eskimon • 29We Are Social
#2ALL MARKETING
SHOULD DELIVER
MUTUAL VALUE
#WhatsComingNext • @eskimon • 30We Are Social
MOST MARKETING STILL RELIES ON
SELFISH SCREAMS FOR ATTENTION
#WhatsComingNext • @eskimon • 31We Are Social
BUT TODAY’S DEVICES MAKE IT EASY FOR
PEOPLE TO IGNORE IRRELEVANT MESSAGES
#WhatsComingNext • @eskimon • 32We Are Social
MARKETING MUST DELIVER VALUE THROUGH
EVERY INTERACTION OR IT WILL BE IGNORED
#WhatsComingNext • @eskimon • 33We Are Social
BUYING MEDIA SPACE
TO INTERRUPT PEOPLE AS
EFFICIENTLY AS POSSIBLE
ADDING VALUE IN ORDER
TO ENGAGE PEOPLE AS
EFFECTIVELY AS POSSIBLE
INTERRUPTION INTERACTION
THE EVOLVING PARADIGM
VSVS
#WhatsComingNext • @eskimon • 34We Are Social
ADD VALUE THROUGH EVERY INTERACTION,
NOT JUST THROUGH EVERY TRANSACTION
#WhatsComingNext • @eskimon • 35We Are Social
BUT THIS WILL INVOLVE A
FUNDAMENTAL CHANGE
!	
  
#WhatsComingNext • @eskimon • 36We Are Social
#3FROM BIG
AD IDEAS TO
‘LEITMOTIFS’
#WhatsComingNext • @eskimon • 37We Are Social
ADVERTISING’S BUSINESS MODEL DOESN’T
ALIGN WITH AUDIENCES’ BEHAVIOUR MODEL
#WhatsComingNext • @eskimon • 38We Are Social
THE BROADCAST MARKETING PARADIGM
IS DRIVEN BY MEDIA COST EFFICIENCY
#WhatsComingNext • @eskimon • 39We Are Social
I.E. TRYING TO REACH AS MANY EYEBALLS AS
POSSIBLE WITH AS LITTLE SPEND AS POSSIBLE
#WhatsComingNext • @eskimon • 40We Are Social
BUT INTERACTIVE, DIGITAL MEDIA ENABLE
US TO FOCUS MORE ON EFFECTIVENESS
#WhatsComingNext • @eskimon • 41We Are Social
I.E. CREATING IDEAL EXPERIENCES FOR
SPECIFIC AUDIENCES IN OPTIMUM CONTEXTS
#WhatsComingNext • @eskimon • 42We Are Social
WE NO LONGER NEED TO BOIL BRANDS’
MEANING DOWN INTO 30” SOUNDBITES
#WhatsComingNext • @eskimon • 43We Are Social
WE CAN FOCUS ON WHAT WE WANT PEOPLE
TO UNDERSTAND, NOT JUST WHAT WE’LL SAY
#WhatsComingNext • @eskimon • 44We Are Social
FOCUS ON CREATING BETTER IMPRESSIONS,
INSTEAD OF CREATING MORE IMPRESSIONS
#WhatsComingNext • @eskimon • 45We Are Social
WE CAN TELL AN EVOLVING STORY, INSTEAD
OF REPEATING THE SAME AD FOR 6 MONTHS
#WhatsComingNext • @eskimon • 46We Are Social
WAYS TO BROADEN THE BRAND’S STORY
SHARE A WIDE VARIETY
OF DISPARATE CONTENT
THAT APPEALS TO PEOPLE
IN DIFFERENT WAYS AT
DIFFERENT TIMES
BRING A VARIETY OF
APPROACHES AND
THEMES TOGETHER AT THE
SAME TIME TO DELIVER
DIVERSE ENGAGEMENT
DANDELION TAPAS
TEST AND LEARN -
CONSTANTLY TWEAK
VARIATIONS ON THEMES
TO BUILD DEEPER
CONNECTIONS
KAIZEN
#WhatsComingNext • @eskimon • 47We Are Social
BUILD YOUR BRAND WITH EVOLVING STORIES,
NOT SINGULAR, REPETITIVE ‘BIG AD IDEAS’
#WhatsComingNext • @eskimon • 48We Are Social
BUT TELLING THESE STORIES IS ONLY THE
START OF A SOCIAL BRAND’S JOURNEY…
#WhatsComingNext • @eskimon • 49We Are Social
WE NEED TO USE THESE STORIES TO INSPIRE
ON-GOING DIALOGUE AND CONVERSATION
#WhatsComingNext • @eskimon • 50We Are Social
THAT INVOLVES ANOTHER
FUNDAMENTAL CHANGE
!	
  
#WhatsComingNext • @eskimon • 51We Are Social
#4FROM BROADCAST
TO CONVERSATION
#WhatsComingNext • @eskimon • 52We Are Social
EVERY DAY, PEOPLE SHARE BILLIONS OF
PUBLIC POSTS ACROSS SOCIAL MEDIA
#WhatsComingNext • @eskimon • 53We Are Social
EACH POST OFFERS VALUABLE INSIGHT INTO
PEOPLE’S LIVES, CHOICES AND BEHAVIOUR
#WhatsComingNext • @eskimon • 54We Are Social
TAKE THE INFAMOUS EXAMPLE
OF “PHOTOS OF MY LUNCH”
#WhatsComingNext • @eskimon • 55We Are Social
#FOOD
#WhatsComingNext • @eskimon • 56We Are Social
170,000,000
IMAGES TAGGED #FOOD ON INSTAGRAM ALONE
#WhatsComingNext • @eskimon • 57We Are Social
#WhatsComingNext • @eskimon • 58We Are Social
#WhatsComingNext • @eskimon • 59We Are Social
3 PHOTOS OF THE SAME THING (BURGERS)
THAT EACH TELL US VERY DIFFERENT STORIES
#WhatsComingNext • @eskimon • 60We Are Social
BY ANALYSING THE THINGS PEOPLE POST, WE
CAN UNCOVER MANY VALUABLE INSIGHTS
#WhatsComingNext • @eskimon • 61We Are Social
…IF PEOPLE CARE ENOUGH TO POST ABOUT
IT, IT’S WORTH EXPLORING IN MORE DETAIL
#WhatsComingNext • @eskimon • 62We Are Social
#LOVE
#WhatsComingNext • @eskimon • 63We Are Social
880,000,000
IMAGES TAGGED #LOVE ON INSTAGRAM ALONE
#WhatsComingNext • @eskimon • 64We Are Social
THERE MIGHT BE A FEW IDEAS
FOR MARKETERS IN THERE TOO…
#WhatsComingNext • @eskimon • 65We Are Social
HOWEVER, MOST MARKETERS ONLY LISTEN
OUT FOR OVERT MENTIONS OF THEIR BRAND
#WhatsComingNext • @eskimon • 66We Are Social
THIS IS A BIT LIKE JUDGING SOMEONE ELSE’S
PARTY BASED ON MENTIONS OF YOUR NAME
#WhatsComingNext • @eskimon • 67We Are Social
WE’RE MISSING OPPORTUNITIES TO
IDENTIFY NEW WAYS TO ADD VALUE
#WhatsComingNext • @eskimon • 68We Are Social
PRODUCTS
CUSTOMER SERVICE
POS ACTIVITY
ADVERTISINGPACKAGING
RECRUITMENT
#WhatsComingNext • @eskimon • 69We Are Social
SOCIAL LISTENING BECOMES THE DISCOVERY
ENGINE THAT POWERS ALL OUR MARKETING
#WhatsComingNext • @eskimon • 70We Are Social
MAKE THINGS
PEOPLE WANT
MAKE PEOPLE
WANT THINGS~ JOHN WILLSHIRE • @WILLSH	
  
VS
#WhatsComingNext • @eskimon • 71We Are Social
USE SOCIAL LISTENING TO INFORM FUTURE
PLANS, NOT JUST TO MEASURE PAST RESULTS
#WhatsComingNext • @eskimon • 72We Are Social
#5CSR EVOLVES
INTO CIVIC
ENGAGEMENT
#WhatsComingNext • @eskimon • 73We Are Social
SOCIETY EXPECTS ORGANISATIONS TO
GIVE BACK AT LEAST AS MUCH AS THEY TAKE
#WhatsComingNext • @eskimon • 74We Are Social
THE BRANDS WHO GIVE BACK PROACTIVELY
ARE SEEN AS GENEROUS AND INSPIRING
#WhatsComingNext • @eskimon • 75We Are Social
INSTEAD OF SEEING CSR AS GUILT RELIEF,
USE IT TO ADD VALUE AND ENGAGE PEOPLE
#WhatsComingNext • @eskimon • 76We Are Social
BRANDS WEAVE COMMUNITY SERVICE INTO
THE HEART OF THEIR VALUE PROPOSITION
#WhatsComingNext • @eskimon • 77We Are Social
RETHINKING THE CONCEPT OF BRAND VALUE
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 FOR ALL
SOCIETAL
VSVS VSVS
#WhatsComingNext • @eskimon • 78We Are Social
MAKE THINGS
BETTER
MAKE BETTER
THINGS
VS
#WhatsComingNext • @eskimon • 79We Are Social
TAKING THIS FURTHER, WE SHOULD BE
MARKETING WITH PEOPLE, NOT TO THEM
#WhatsComingNext • @eskimon • 80We Are Social
DEMOCRATIC MARKETING: BRANDS OF THE
PEOPLE, BY THE PEOPLE, FOR THE PEOPLE
#WhatsComingNext • @eskimon • 81We Are Social
CONCLUSIONS
#WhatsComingNext • @eskimon • 82We Are Social
BECOMING A SOCIAL BRAND
1  USE SOCIAL EQUITY TO BUILD BRAND EQUITY
2  ADD AUDIENCE VALUE IN EVERY INTERACTION
3  SHARE EVOLVING STORIES, NOT JUST TAGLINES
4  USE SOCIAL LISTENING TO INSPIRE THE FUTURE
5  MAKE CSR ABOUT ENGAGEMENT, NOT GUILT
#WhatsComingNext • @eskimon • 83We Are Social
DOWNLOAD THE COMPLETE SOCIAL BRANDS E-BOOK:
bit.ly/sbtfom
#WhatsComingNext • @eskimon • 84We Are Social
WE ARE SOCIAL
SIMON KEMP, ASIA MANAGING PARTNER
@ESKIMON
SAYHELLO@WEARESOCIAL.SG
+65 6423 1051
HTTP://WEARESOCIAL.SG

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