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The Disruption Of Interruption

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Social media have changed advertising forever, offering marketers and agencies tools and approaches to overcome the key challenges posed by the broadcast model that dominated advertising for the past 50 years. This presentation explains how social insights are transforming the way we write briefs, build strategies, and craft ideas to ensure we deliver the most effective and efficient brand communications. For more information, visit http://wearesocial.sg

Published in: Marketing
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The Disruption Of Interruption

  1. #WhatsComingNext • @eskimon • 1We Are Social THE DISRUPTION OF INTERRUPTIONHOW SOCIAL MEDIA IS REVOLUTIONISING BRAND COMMUNICATIONS SIMON KEMP • WE ARE SOCIAL • WHAT’S COMING NEXT • SEPTEMBER 2015 we are social
  2. #WhatsComingNext • @eskimon • 2We Are Social SIMONKEMP @eskimon
  3. #WhatsComingNext • @eskimon • 3We Are Social
  4. #WhatsComingNext • @eskimon • 4We Are Social CONTEXT
  5. #WhatsComingNext • @eskimon • 5We Are Social 3.2 BILLION PEOPLE AROUND THE WORLD USE THE INTERNET TODAY
  6. #WhatsComingNext • @eskimon • 6We Are Social 2.2 BILLION OF THEM USE SOCIAL MEDIA EVERY MONTH
  7. #WhatsComingNext • @eskimon • 7We Are Social MOBILE SOCIAL MEDIA USERS ARE GROWING BY ROUGHLY 12 NEW USERS EVERY SECOND
  8. #WhatsComingNext • @eskimon • 8We Are Social BUT WHAT DOES THIS INCREASED DIGITAL ACTIVITY MEAN FOR YOU AS ADVERTISERS?
  9. #WhatsComingNext • @eskimon • 9We Are Social THE DISRUPTION OF INTERRUPTION 1  DISRUPT THE BRIEF 2  DISRUPT THE STRATEGY 3  DISRUPT IDEATION 4  DISRUPT THE FULL MIX 5  FREE GIFT!
  10. #WhatsComingNext • @eskimon • 10We Are Social #1 DISRUPT THE BRIEF
  11. #WhatsComingNext • @eskimon • 11We Are Social MARKETING: THE PROFITABLE SATISFACTION OF PEOPLE’S WANTS, NEEDS AND DESIRES
  12. #WhatsComingNext • @eskimon • 12We Are Social WHAT OTHER PEOPLE WANT WHAT THE BRAND WANTS BRAND SUCCESS
  13. #WhatsComingNext • @eskimon • 13We Are Social !
  14. #WhatsComingNext • @eskimon • 14We Are Social People don’t know what they want until you show it to them.“ ~ Steve Jobs
  15. #WhatsComingNext • @eskimon • 15We Are Social !!
  16. #WhatsComingNext • @eskimon • 16We Are Social WHAT OTHER PEOPLE WANT MOST MARKETERS STILL STRUGGLE TO UNDERSTAND WHAT PEOPLE WANT TOO
  17. #WhatsComingNext • @eskimon • 17We Are Social UNTIL RECENTLY, FINDING THESE ‘INSIGHTS’ WAS A DIFFICULT AND EXPENSIVE PROCESS
  18. #WhatsComingNext • @eskimon • 18We Are Social BUT WITH SOCIAL LISTENING, WE CAN FIND INSIGHTS WHENEVER WE NEED THEM
  19. #WhatsComingNext • @eskimon • 19We Are Social INSIGHTFUL BRIEFS
  20. #WhatsComingNext • @eskimon • 20We Are Social WHO IS THE AUDIENCE? ANALYSE SOCIAL CONVERSATIONS TO BUILD RICHER PROFILES
  21. #WhatsComingNext • @eskimon • 21We Are Social WHAT WE CAN LEARN FROM PEOPLE’S CONVERSATIONS ABOUT THE BRAND, ITS BROADER WORLD, AND THEIR OWN LIVES WHAT THE PEOPLE JOINING THESE DISCUSSIONS SAY ABOUT THEMSELVES IN THEIR PUBLIC SOCIAL MEDIA PROFILES DISCUSSIONS DESCRIPTIONS UNDERSTANDING YOUR AUDIENCE &
  22. #WhatsComingNext • @eskimon • 22We Are Social WHAT’S THE PROBLEM? TRACK COMPLAINTS IN SOCIAL TO IDENTIFY ISSUES TO ADDRESS
  23. #WhatsComingNext • @eskimon • 23We Are Social WHAT’S THE BENEFIT? TRACK ORGANIC MENTIONS TO IDENTIFY WHAT PEOPLE LOVE
  24. #WhatsComingNext • @eskimon • 24We Are Social WHEN IS THAT RELEVANT? TRACK MENTIONS TO IDENTIFY OPTIMUM TIMES AND CONTEXTS
  25. #WhatsComingNext • @eskimon • 25We Are Social INSIGHTS CAN COME FROM THE MOST UNLIKELY OF PLACES, TOO
  26. #WhatsComingNext • @eskimon • 26We Are Social Why would my brand use social media – isn’t it just photos of people’s lunch?“ ~ brand marketers, everywhere
  27. #WhatsComingNext • @eskimon • 27We Are Social #FOOD
  28. #WhatsComingNext • @eskimon • 28We Are Social 200,000,000IMAGES TAGGED WITH #FOOD ON INSTAGRAM ALONE
  29. #WhatsComingNext • @eskimon • 29We Are Social WE TOOK A RANDOM SAMPLE OF PICTURES TAGGED WITH #FOOD FROM INSTAGRAM
  30. #WhatsComingNext • @eskimon • 30We Are Social WITHIN THIS SAMPLE, THERE WERE THREE – QUITE DIFFERENT – PICTURES OF BURGERS
  31. #WhatsComingNext • @eskimon • 31We Are Social A FEAST OF INSIGHTS What are they eating? Where are they eating it? Who are they eating it with? What time are they eating? How much do they pay for lunch? Is there a choice motivation (e.g. health)? What are they #tagging (emphasising)? Why are they sharing these photos?
  32. #WhatsComingNext • @eskimon • 32We Are Social #LOVE
  33. #WhatsComingNext • @eskimon • 33We Are Social 1,000,000,000IMAGES TAGGED WITH #LOVE ON INSTAGRAM ALONE
  34. #WhatsComingNext • @eskimon • 34We Are Social 1 BILLION ORGANIC INSIGHTS TO HELP US UNDERSTAND WHAT OTHER PEOPLE WANT
  35. #WhatsComingNext • @eskimon • 35We Are Social bit.ly/lovegram READ OUR ANALYSIS OF THESE 1 BILLION POSTS AND OUR ASSOCIATED INSIGHTS:
  36. #WhatsComingNext • @eskimon • 36We Are Social DISRUPT THE BRIEF: USE SOCIAL INSIGHTS TO IDENTIFY & UNDERSTAND WHAT PEOPLE WANT
  37. #WhatsComingNext • @eskimon • 37We Are Social BUT INSIGHTS ONLY HAVE VALUE IF WE HAVE A STRATEGY TO TAKE ADVANTAGE OF THEM
  38. #WhatsComingNext • @eskimon • 38We Are Social #2 DISRUPT STRATEGY
  39. #WhatsComingNext • @eskimon • 39We Are Social STRATEGY’S ROLE IS TO IDENTIFY THE MOST EFFECTIVE AND EFFICIENT PATH TO SUCCESS
  40. #WhatsComingNext • @eskimon • 40We Are Social DOING THE RIGHT THINGS: MAXIMISING YOUR CHANCES OF ACHIEVING A DESIRED OUTCOME WITHIN A SPECIFIC TIMEFRAME DOING THINGS RIGHT: MINIMISING THE RESOURCES YOU CONSUME WHILST EXECUTING THE STRATEGY EFFECTIVENESS EFFICIENCY THE STRATEGIC BALANCING ACT VS
  41. #WhatsComingNext • @eskimon • 41We Are Social HOWEVER, THE BROADCAST MODEL HAS DISTORTED OUR STRATEGIC FOCUS
  42. #WhatsComingNext • @eskimon • 42We Are Social WE WORRY SO MUCH ABOUT MEDIA COSTS THAT EFFICIENCY DICTATES OUR STRATEGIES
  43. #WhatsComingNext • @eskimon • 43We Are Social AS A RESULT, WE SEEM TO THINK HIGH REACH RESULTS IN SUCCESSFUL COMMUNICATION
  44. #WhatsComingNext • @eskimon • 44We Are Social NO
  45. #WhatsComingNext • @eskimon • 45We Are Social ATTENTION DOES NOT EQUATE TO INTENTION
  46. #WhatsComingNext • @eskimon • 46We Are Social WE’RE MISTAKING MEDIA EFFICIENCY FOR COMMUNICATIONS EFFECTIVENESS
  47. #WhatsComingNext • @eskimon • 47We Are Social BUT OUR TASK IS TO INFLUENCE & PERSUADE PEOPLE – NOT JUST TO SHOUT AT THEM
  48. #WhatsComingNext • @eskimon • 48We Are Social WE MUST DISRUPT INTERRUPTIVE THINKING AND FOCUS ON WHAT REALLY MATTERS
  49. #WhatsComingNext • @eskimon • 49We Are Social INTERRUPTING EYES & EARS INFLUENCING HEARTS & MINDS
  50. #WhatsComingNext • @eskimon • 50We Are Social SO, HOW CAN BRAND COMMUNICATIONS DELIVER PERSUASION AND INFLUENCE?
  51. #WhatsComingNext • @eskimon • 51We Are Social The English word communication comes from communicare, a Latin word meaning ‘to make common’. It describes the act of establishing a shared understanding or emotion.
  52. #WhatsComingNext • @eskimon • 52We Are Social WHAT PEOPLE CURRENTLY THINK OR FEEL WHAT WE’D LIKE THEM TO THINK OR FEEL THE ROLE OF BRAND COMMUNICATION
  53. #WhatsComingNext • @eskimon • 53We Are Social SOCIAL LISTENING CAN HELP US IDENTIFY THIS ‘UNDERSTANDING GAP’ AND ITS EVOLUTION
  54. #WhatsComingNext • @eskimon • 54We Are Social EXAMPLE
  55. #WhatsComingNext • @eskimon • 55We Are Social USE WORD CLOUDS AS SIMPLE ‘GAP MAPS’ TO UNDERSTAND BELIEFS AND EMOTIONS
  56. #WhatsComingNext • @eskimon • 56We Are Social DO THESE WORDS REFLECT YOUR BRAND’S POSITIONING? WHICH WORDS ARE MISSING?
  57. #WhatsComingNext • @eskimon • 57We Are Social DISRUPT STRATEGY: START WITH COMMS EFFECTIVENESS, NOT WITH MEDIA EFFICIENCY
  58. #WhatsComingNext • @eskimon • 58We Are Social #3 DISRUPT IDEAS
  59. #WhatsComingNext • @eskimon • 59We Are Social START THE IDEATION PROCESS BY FOCUSING ON WHAT YOU WANT TO ACHIEVE
  60. #WhatsComingNext • @eskimon • 60We Are Social WHAT WILL YOU MAKE? WHAT WILL YOU MAKE HAPPEN? VS
  61. #WhatsComingNext • @eskimon • 61We Are Social AN AUDIENCE-ORIENTED MODEL THAT FOCUSES ON WHAT YOU WANT PEOPLE TO THINK AND FEEL A BRAND-ORIENTED MODEL THAT FOCUSES ON THE CONTENT YOU’LL MAKE AND THE MEDIA YOU’LL BUY OUTCOMES OUTPUTS CHANGING OUR FOCUS VS
  62. #WhatsComingNext • @eskimon • 62We Are Social The activities and experiences that bring your strategy to life in the most engaging and persuasive ways for the right people in the right places and at the right times.
  63. #WhatsComingNext • @eskimon • 63We Are Social RIGHT PEOPLE
  64. #WhatsComingNext • @eskimon • 64We Are Social EFFECTIVENESS QUESTION: WHO DO WE MOST NEED TO ENGAGE AND INFLUENCE?
  65. #WhatsComingNext • @eskimon • 65We Are Social POTENTIAL CONSUMERS EXISTING CONSUMERS INTERNAL TEAMS POTENTIAL RECRUITS COMMERCIAL PARTNERS INVESTORS & SHAREHOLDERS JOURNALISTS & MEDIA INFLUENCERS & WATCHDOGS REGULATORS & INDUSTRY BODIES COMPETITORS & OTHER THREATS
  66. #WhatsComingNext • @eskimon • 66We Are Social SOCIAL & DIGITAL TOOLS ENABLE US TO IDENTIFY & ENGAGE SPECIFIC INDIVIDUALS
  67. #WhatsComingNext • @eskimon • 67We Are Social …BUT ALSO TO AMPLIFY THOSE INDIVIDUALS’ EXPERIENCES TO MUCH LARGER AUDIENCES
  68. #WhatsComingNext • @eskimon • 69We Are Social TIP #1: AIM TO ENGAGE THE PEOPLE WHO MATTER MOST, NOT JUST THE MOST PEOPLE
  69. #WhatsComingNext • @eskimon • 70We Are Social RIGHT PLACES & RIGHT TIMES
  70. #WhatsComingNext • @eskimon • 71We Are Social EFFECTIVENESS QUESTION: WHERE & WHEN IS OUR STRATEGY MOST RELEVANT TO PEOPLE?
  71. #WhatsComingNext • @eskimon • 72We Are Social DON’T START BY THINKING ABOUT MEDIA; START BY IDENTIFYING RELEVANT CONTEXTS
  72. #WhatsComingNext • @eskimon • 73We Are Social TIMES AND PLACES IN WHICH YOUR STRATEGY HAS THE GREATEST RELEVANCE CHANNELS THROUGH WHICH YOU CAN REACH PEOPLE IN THOSE RELEVANT CONTEXTS CONTEXT MEDIA MEDIA IS JUST THE MESSENGER VS
  73. #WhatsComingNext • @eskimon • 74We Are Social SOCIAL LISTENING CAN IDENTIFY HIGH-VALUE CONTEXTS & OPPORTUNITIES IN REAL-TIME
  74. #WhatsComingNext • @eskimon • 75We Are Social …AND MOBILE HELPS US TO ENGAGE PEOPLE ANYWHERE, ANYTIME WITH RELEVANT VALUE
  75. #WhatsComingNext • @eskimon • 76We Are Social TIP #2: AIM FOR INTERACTION VIA CONTEXT, INSTEAD OF THE INTERRUPTION OF CONTENT
  76. #WhatsComingNext • @eskimon • 77We Are Social THE BEST EXPERIENCES
  77. #WhatsComingNext • @eskimon • 78We Are Social EFFECTIVENESS QUESTION: WHAT’S THE BEST WAY TO ENGAGE PEOPLE IN THESE CONTEXTS?
  78. #WhatsComingNext • @eskimon • 79We Are Social ADVERTISING ADDING VALUE VS
  79. #WhatsComingNext • @eskimon • 80We Are Social TYPES OF COMMUNICATION VALUE FACTS AND NEWS THAT HELP PEOPLE MAKE BETTER DECISIONS RESOURCES THAT HELP PEOPLE TO ACQUIRE SKILLS & CAPABILITIES INFORMATION EDUCATION EXPERIENCES THAT INSPIRE & FUEL PEOPLE’S EMOTIONS ENTERTAINMENT ACTIVITIES & CONTENT THAT HELP ALLEVIATE NEGATIVE SITUATIONS DISTRACTION
  80. #WhatsComingNext • @eskimon • 81We Are Social THIS IS WHERE CREATIVITY COMES IN, BUT SADLY I DON’T HAVE A FORMULA FOR THAT
  81. #WhatsComingNext • @eskimon • 82We Are Social BUILDING CONTEXTUAL VALUE ALSO HELPS US TO USE FREQUENCY MORE EFFECTIVELY
  82. #WhatsComingNext • @eskimon • 83We Are Social SERIAL KILLERS: BORING AUDIENCES WITH THE SAME AD 10 TIMES A DAY FOR 6 MONTHS SERIAL THRILLERS: ADDING NEW VALUE AT EVERY INTERACTION THROUGH EVOLVING STORIES REPETITIVE INTERRUPTIONS DISRUPTIVE ITERATIONS A NEW CONCEPT OF FREQUENCY
  83. #WhatsComingNext • @eskimon • 84We Are Social
  84. #WhatsComingNext • @eskimon • 85We Are Social INSPIRED THOUSANDS OF PEOPLE TO TWEET, INCREASING REACH AND ENGAGEMENT
  85. #WhatsComingNext • @eskimon • 86We Are Social LOW INTERRUPTION (MEDIA) COST, BUT HIGH INTERACTION (ENGAGEMENT) VALUE
  86. #WhatsComingNext • @eskimon • 87We Are Social SERVING MORE IMPRESSIONS MAKING MORE OF AN IMPRESSION VS
  87. #WhatsComingNext • @eskimon • 88We Are Social TIP #3: IDENTIFY HOW TO ADD VALUE FOR THE AUDIENCE, NOT JUST FOR YOUR BRAND
  88. #WhatsComingNext • @eskimon • 89We Are Social #BONUS DISRUPT THE WHOLE BRAND
  89. #WhatsComingNext • @eskimon • 90We Are Social SOCIAL WON’T JUST DISRUPT ADVERTISING; IT WILL REDEFINE THE FULL MARKETING MIX
  90. #WhatsComingNext • @eskimon • 91We Are Social PRODUCTS CUSTOMER SERVICE POS ACTIVITY ADVERTISINGPACKAGING RECRUITMENT
  91. #WhatsComingNext • @eskimon • 92We Are Social EXPLORING THAT WOULD NEED A BIT MORE TIME THAN WE HAVE LEFT IN THIS SESSION…
  92. #WhatsComingNext • @eskimon • 93We Are Social HOWEVER…
  93. #WhatsComingNext • @eskimon • 94We Are Social FREE GIFT
  94. #WhatsComingNext • @eskimon • 95We Are Social
  95. #WhatsComingNext • @eskimon • 96We Are Social bit.ly/sbtfom
  96. #WhatsComingNext • @eskimon • 97We Are Social HAVE A QUESTION ABOUT THIS PRESENTATION? TWEET ME: @ESKIMON
  97. #WhatsComingNext • @eskimon • 98We Are Social CLICK HERE TO DOWNLOAD YOUR FREE COPY OF THIS GUIDE FROM SLIDESHARE CLICK HERE TO READ MORE OF OUR FREE GUIDES & REPORTS ON MARKETING IN SOCIAL DOWNLOAD READ MORE CLICK HERE TO SUBSCRIBE TO OUR MAILING LIST AND RECEIVE OUR LATEST GUIDES & REPORTS IN YOUR INBOX SUBSCRIBE
  98. #WhatsComingNext • @eskimon • 99We Are Social WE ARE A GLOBAL AGENCY. WE DELIVER WORLD-CLASS CREATIVE IDEAS WITH FORWARD-THINKING BRANDS. WE BELIEVE IN PEOPLE, NOT PLATFORMS, AND THE POWER OF SOCIAL INSIGHT TO DRIVE BUSINESS VALUE. WE CALL THIS SOCIAL THINKING. WE’RE ALREADY HELPING MANY OF THE WORLD’S TOP BRANDS, INCLUDING ADIDAS, UNILEVER, DIAGEO, NESTLÉ, HEINZ, AND LVMH. IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU TOO, CALL US ON +65 6423 1051, OR EMAIL US AT SAYHELLO@WEARESOCIAL.SG. FIND OUT MORE AT WEARESOCIAL.SG.
  99. #WhatsComingNext • @eskimon • 100We Are Social WE ARE SOCIAL SIMON KEMP, REGIONAL MANAGING PARTNER @ESKIMON SAYHELLO@WEARESOCIAL.SG +65 6423 1051 HTTP://WEARESOCIAL.SG

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