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We Are Social's Guide To Building A Connected Strategy

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Brands need to stop building disconnected 'social media strategies', and build comprehensive brand strategies that are optimised for today's connected, social world. This presentation offers guidance and advice on the factors that should inform a Connected Strategy, together with

Published in: Marketing, Social Media

We Are Social's Guide To Building A Connected Strategy

  1. #IABSG • @eskimon • Connected Strategy • 1 CONNECTED STRATEGY SIMON KEMP • WE ARE SOCIAL • IAB SINGAPORE • JULY 2015 BUILDING BRANDS FOR THE DIGITAL AGE we are social
  2. #IABSG • @eskimon • Connected Strategy • 2 SIMONKEMP @eskimon
  3. #IABSG • @eskimon • Connected Strategy • 3
  4. #IABSG • @eskimon • Connected Strategy • 4 MILAN MUNICH PARIS LONDON SÃO PAULO SINGAPORE NEW YORK SYDNEY SAN FRANCISCO SHANGHAI
  5. #IABSG • @eskimon • Connected Strategy • 5
  6. #IABSG • @eskimon • Connected Strategy • 6 WE HELP BUILD BRANDS WORTH TALKING ABOUT
  7. #IABSG • @eskimon • Connected Strategy • 7 BUILDING A SOCIAL BRAND 1.  STRATEGY IN THE CONNECTED AGE 2.  THE 4PS OF GREAT SOCIAL BRANDS 3.  BRANDS THAT ARE DOING IT BEST 4.  TIPS TO MAKE YOUR BRAND ‘SOCIAL’ 5.  Q&A AND DISCUSSION
  8. #IABSG • @eskimon • Connected Strategy • 8
  9. #IABSG • @eskimon • Connected Strategy • 9 STRATEGY: A plan for achieving a specific outcome within a clearly defined timeframe.
  10. #IABSG • @eskimon • Connected Strategy • 10 THE ‘WHAT’: THE PLAN FOR ACHIEVING OUR DESIRED OUTCOME THE ‘HOW’: THE THINGS WE’LL DO TO BRING OUR PLAN TO LIFE STRATEGY TACTICS AN IMPORTANT DISTINCTION VSVS
  11. #IABSG • @eskimon • Connected Strategy • 11 IMPORTANT CLARIFICATION: THE CONCEPT OF A ‘SOCIAL STRATEGY’ IS A BIT BROKEN !!
  12. #IABSG • @eskimon • Connected Strategy • 12 DEFINE AN OVERALL BRAND STRATEGY, THEN IDENTIFY HOW SOCIAL CAN BRING IT TO LIFE
  13. #IABSG • @eskimon • Connected Strategy • 13 SO HOW DO YOU ENSURE YOUR STRATEGY IS OPTIMISED FOR A CONNECTED WORLD?
  14. #IABSG • @eskimon • Connected Strategy • 14 THE 4PS OF GREAT SOCIAL MARKETING FOCUS ON PEOPLE, NOT CONTENT, MEDIA OR TECHNOLOGY DON’T JUST MAKE BETTER THINGS; MAKE THINGS BETTER PEOPLE PURPOSE USE YOUR BRAND’S VALUES TO DELIVER MEANINGFUL VALUE PRINCIPLES DON’T INTERRUPT PEOPLE; ENGAGE AND INVOLVE THEM PARTICIPATION
  15. #IABSG • @eskimon • Connected Strategy • 15 1. PEOPLE
  16. #IABSG • @eskimon • Connected Strategy • 16 MARKETING: THE MUTUAL SATISFACTION OF WANTS, NEEDS, AND DESIRES
  17. #IABSG • @eskimon • Connected Strategy • 17 IF WE DISTIL THE MARKETING CONCEPT DOWN TO ITS CORE…
  18. #IABSG • @eskimon • Connected Strategy • 18 WHAT WE WANT WHAT OTHERS WANT WHAT MARKETING MUST FIND & DELIVER @eskimon!
  19. #IABSG • @eskimon • Connected Strategy • 19 WHAT WE WANT WHAT OTHERS WANT WHAT MARKETING MUST FIND & DELIVER our job @eskimon!
  20. #IABSG • @eskimon • Connected Strategy • 20 IDENTIFYING WHAT OTHER PEOPLE WANT IS THE SECRET TO MARKETING SUCCESS
  21. #IABSG • @eskimon • Connected Strategy • 21 HOWEVER…
  22. #IABSG • @eskimon • Connected Strategy • 22 People don’t know what they want until you show it to them. ~ Steve Jobs “
  23. #IABSG • @eskimon • Connected Strategy • 23 SO HOW DO WE KNOW WHAT TO ‘SHOW THEM’?
  24. #IABSG • @eskimon • Connected Strategy • 24 SOCIAL LISTENING HELPS US UNDERSTAND ATTITUDES, MOTIVATIONS, AND BEHAVIOUR
  25. #IABSG • @eskimon • Connected Strategy • 25 YES, YOU NEED TO SPEND TIME ANALYSING THE DATA (OR PAY SOMEONE ELSE TO)
  26. #IABSG • @eskimon • Connected Strategy • 26 BUT LISTENING ROI GOES WELL BEYOND TRACKING CAMPAIGN PERFORMANCE
  27. #IABSG • @eskimon • Connected Strategy • 27 TAKE THE INFAMOUS EXAMPLE OF “PHOTOS OF MY LUNCH”
  28. #IABSG • @eskimon • Connected Strategy • 28 #FOOD
  29. #IABSG • @eskimon • Connected Strategy • 29 190,000,000 PHOTOS TAGGED WITH #FOOD ON INSTAGRAM
  30. #IABSG • @eskimon • Connected Strategy • 30 WE TOOK A RANDOM SAMPLE OF PICTURES TAGGED WITH #FOOD FROM INSTAGRAM
  31. #IABSG • @eskimon • Connected Strategy • 31 WITHIN THIS SAMPLE, THERE WERE THREE – QUITE DIFFERENT – PICTURES OF BURGERS
  32. #IABSG • @eskimon • Connected Strategy • 32 FROM LUNCH TO 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?
  33. #IABSG • @eskimon • Connected Strategy • 33 3 PHOTOS OF THE SAME THING THAT OFFER DIFFERENT INSIGHTS INTO PEOPLE’S LIVES
  34. #IABSG • @eskimon • Connected Strategy • 34 #LOVE
  35. #IABSG • @eskimon • Connected Strategy • 35 973,000,000 PHOTOS TAGGED WITH #LOVE ON INSTAGRAM
  36. #IABSG • @eskimon • Connected Strategy • 36 ONE BILLION IDEAS THAT CAN HELP YOU UNDERSTAND WHAT PEOPLE WANT LOVE
  37. #IABSG • @eskimon • Connected Strategy • 37 WHEN WE KNOW WHAT PEOPLE CARE ABOUT, IT’S EASIER FOR US TO ADD VALUE
  38. #IABSG • @eskimon • Connected Strategy • 38 MAKE THINGS PEOPLE WANT MAKE PEOPLE WANT THINGS VS ~ JOHN WILLSHIRE • @WILLSH!
  39. #IABSG • @eskimon • Connected Strategy • 39 THE REAL VALUE OF SOCIAL LIES IN WHAT OTHER PEOPLE SAY, NOT WHAT YOU SAY
  40. #IABSG • @eskimon • Connected Strategy • 40 PRODUCTS CUSTOMER SERVICE POS ACTIVITY ADVERTISINGPACKAGING RECRUITMENT
  41. #IABSG • @eskimon • Connected Strategy • 41 TIP #1: TO BECOME A SOCIAL BRAND, LISTEN TWICE AS MUCH AS YOU TALK
  42. #IABSG • @eskimon • Connected Strategy • 42 2. PURPOSE
  43. #IABSG • @eskimon • Connected Strategy • 43 WHY DOES YOUR BRAND EXIST?
  44. #IABSG • @eskimon • Connected Strategy • 44 ‘MAKING A PROFIT’ ISN’T DIFFERENTIATING
  45. #IABSG • @eskimon • Connected Strategy • 45 DELIVERING THE BEST PRODUCTS AND SERVICES ISN’T REALLY A PURPOSE, EITHER
  46. #IABSG • @eskimon • Connected Strategy • 46 FOR YOUR CUSTOMERS, PRODUCTS AND SERVICES ARE SIMPLY MEANS TO AN END
  47. #IABSG • @eskimon • Connected Strategy • 47 YOUR PURPOSE MUST DEMONSTRATE HOW YOUR BRAND IMPROVES PEOPLE’S LIVES
  48. #IABSG • @eskimon • Connected Strategy • 48 MAKE THINGS BETTER MAKE BETTER THINGS VS
  49. #IABSG • @eskimon • Connected Strategy • 49 USED PROPERLY, A BRAND’S PURPOSE ALLOWS IT TO TRANSCEND CATEGORIES
  50. #IABSG • @eskimon • Connected Strategy • 51 HOWEVER, YOUR PURPOSE DOESN’T NEED TO BE ABOUT SAVING THE WORLD
  51. #IABSG • @eskimon • Connected Strategy • 53 RED BULL CHALLENGES OUR PERCEPTIONS OF HUMAN POTENTIAL
  52. #IABSG • @eskimon • Connected Strategy • 54 HOW CAN YOU USE SOCIAL TO BRING YOUR BRAND’S BIGGER PURPOSE TO LIFE?
  53. #IABSG • @eskimon • Connected Strategy • 55 DON’T SIMPLY DELIVER CONTENT; MAKE A MEANINGFUL CONTRIBUTION TO THE WORLD
  54. #IABSG • @eskimon • Connected Strategy • 56 BEING DIFFERENT MAKING A DIFFERENCE VS
  55. #IABSG • @eskimon • Connected Strategy • 57 USE SOCIAL TO FULFIL YOUR AUDIENCE’S NEEDS AS WELL AS YOUR BRAND’S NEEDS
  56. #IABSG • @eskimon • Connected Strategy • 58 TIP #2: GIVE PEOPLE SOMETHING TO BUY INTO, NOT JUST SOMETHING TO BUY
  57. #IABSG • @eskimon • Connected Strategy • 59 3. PRINCIPLES
  58. #IABSG • @eskimon • Connected Strategy • 60 WHAT MAKES A BRAND ‘POPULAR’?
  59. #IABSG • @eskimon • Connected Strategy • 61 HINT: THERE ARE MANY SIMILARITIES TO THE TRAITS THAT DEFINE POPULAR PEOPLE
  60. #IABSG • @eskimon • Connected Strategy • 62 BUILD ON YOUR BRAND PURPOSE TO DEFINE BRAND VALUES THAT PEOPLE CARE ABOUT
  61. #IABSG • @eskimon • Connected Strategy • 63 TRUSTWORTHINESS IS VITAL; DEMONSTRATE TRANSPARENCY, SINCERITY AND INTEGRITY
  62. #IABSG • @eskimon • Connected Strategy • 64 HUMOUR: WE’RE HAPPY TO GIVE OUR ATTENTION TO BRANDS THAT ENTERTAIN US
  63. #IABSG • @eskimon • Connected Strategy • 65 GENEROSITY: GIVE PEOPLE SOMETHING BEFORE ASKING SOMETHING IN RETURN
  64. #IABSG • @eskimon • Connected Strategy • 67 EMPATHY: THE ABILITY TO CONNECT WITH PEOPLE AND BUILD ENDURING AFFINITY
  65. #IABSG • @eskimon • Connected Strategy • 69 DON’T BEHAVE LIKE A CORPORATE MACHINE; NO-ONE WANTS TO TALK TO A ROBOT
  66. #IABSG • @eskimon • Connected Strategy • 70 BUILD A PERSONALITY AND BEHAVE LIKE THE SORT OF PERSON YOU’D WANT TO MEET
  67. #IABSG • @eskimon • Connected Strategy • 71 HAVE A CONSISTENT POINT OF VIEW AND DON’T BE AFRAID TO SHARE IT WITH PEOPLE
  68. #IABSG • @eskimon • Connected Strategy • 72 TIP #3: USE YOUR BRAND’S VALUES TO BUILD YOUR BRAND’S VALUE
  69. #IABSG • @eskimon • Connected Strategy • 73 4. PARTICIPATION
  70. #IABSG • @eskimon • Connected Strategy • 74 TOO MUCH OF TODAY’S MARKETING IS ABOUT GRABBING PEOPLE’S ATTENTION
  71. #IABSG • @eskimon • Connected Strategy • 75 BUT WE’RE CONFUSING ATTENTION WITH ATTRACTION VS
  72. #IABSG • @eskimon • Connected Strategy • 76 AWARE ≠ CARE
  73. #IABSG • @eskimon • Connected Strategy • 77 OUR TASK IS TO ENGAGE PEOPLE WITH OUR BRANDS, NOT JUST WITH OUR COMMS
  74. #IABSG • @eskimon • Connected Strategy • 78 PEOPLE ARE MORE ENGAGED WHEN THEY’RE ACTIVELY INVOLVED
  75. #IABSG • @eskimon • Connected Strategy • 79 Participation increases people’s valuation of products – even those who are relatively uninterested. Dan Ariely, “The IKEA Effect” “
  76. #IABSG • @eskimon • Connected Strategy • 80 MARKETING SHOULD CO-CREATE MUTUAL VALUE, NOT SIMPLY SELL STUFF
  77. #IABSG • @eskimon • Connected Strategy • 81 WE NEED TO THINK OF PEOPLE AS PART OF OUR BRANDS, NOT AS OUR ‘CONSUMERS’
  78. #IABSG • @eskimon • Connected Strategy • 82 EXAMPLES OF INCLUSIVE MARKETING IDEASTORM MY STARBUCKS IDEA DELL STARBUCKS DO US A FLAVOUR LAY’S
  79. #IABSG • @eskimon • Connected Strategy • 83 CO-CREATING BRANDS KICKSTARTER INDIEGOGO
  80. #IABSG • @eskimon • Connected Strategy • 84 TIP #4: BE A DEMOCRATIC BRAND: OF THE PEOPLE, BY THE PEOPLE, FOR THE PEOPLE
  81. #IABSG • @eskimon • Connected Strategy • 85 THE 4PS OF GREAT SOCIAL MARKETING FOCUS ON PEOPLE, NOT CONTENT, MEDIA OR TECHNOLOGY DON’T JUST MAKE BETTER THINGS; MAKE THINGS BETTER PEOPLE PURPOSE USE YOUR BRAND’S VALUES TO DELIVER MEANINGFUL VALUE PRINCIPLES DON’T INTERRUPT PEOPLE; ENGAGE AND INVOLVE THEM PARTICIPATION
  82. #IABSG • @eskimon • Connected Strategy • 86 PARTING THOUGHT
  83. #IABSG • @eskimon • Connected Strategy • 87 NONE OF THIS SHOULD SEEM LIKE ROCKET SCIENCE
  84. #IABSG • @eskimon • Connected Strategy • 88 SO WHY AREN’T YOU DOING IT ALREADY?
  85. #IABSG • @eskimon • Connected Strategy • 89 IT’S UP TO YOU TO PUT THESE IDEAS INTO ACTION ON YOUR BRANDS, STARTING TODAY
  86. #IABSG • @eskimon • Connected Strategy • 90 bit.ly/wasmitca bit.ly/wasgtsl bit.ly/sbtfom DOWNLOAD OUR FREE GUIDES TO GET STARTED – AND KEEP GOING:
  87. #IABSG • @eskimon • Connected Strategy • 91 WE ARE SOCIAL SINGAPORE SIMON KEMP, REGIONAL MANAGING PARTNER @WEARESOCIALSG SAYHELLO@WEARESOCIAL.SG +65 6423 1051 HTTP://WEARESOCIAL.SG

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