We Are Social - Social Brands Live In London 2015

#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 • 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 • 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

We Are Social - Social Brands Live In London 2015

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We Are Social - Social Brands Live In London 2015

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