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#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
#IABSG • @eskimon • Connected Strategy • 4
MILAN MUNICH
PARIS
LONDON
SÃO PAULO
SINGAPORE
NEW YORK
SYDNEY
SAN FRANCISCO SHANGHAI
#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
#IABSG • @eskimon • Connected Strategy • 9
STRATEGY: A plan for achieving a
specific outcome within a clearly defined timeframe.
#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
VS VS
#IABSG • @eskimon • Connected Strategy • 11
IMPORTANT CLARIFICATION: THE CONCEPT OF A ‘SOCIAL STRATEGY’ IS A BIT BROKEN
!!
#IABSG • @eskimon • Connected Strategy • 12
DEFINE AN OVERALL BRAND STRATEGY, THEN IDENTIFY HOW SOCIAL CAN BRING IT TO LIFE
#IABSG • @eskimon • Connected Strategy • 13
SO HOW DO YOU ENSURE YOUR STRATEGY IS OPTIMISED FOR A CONNECTED WORLD?
#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
#IABSG • @eskimon • Connected Strategy • 16
MARKETING: THE MUTUAL SATISFACTION OF WANTS, NEEDS, AND DESIRES
#IABSG • @eskimon • Connected Strategy • 18
WHAT WE
WANT
WHAT OTHERS WANT
WHAT MARKETING MUST FIND & DELIVER
@eskimon!
#IABSG • @eskimon • Connected Strategy • 19
WHAT WE
WANT
WHAT OTHERS WANT
WHAT MARKETING MUST FIND & DELIVER
!"r #!b
@eskimon!
#IABSG • @eskimon • Connected Strategy • 20
IDENTIFYING WHAT OTHER PEOPLE WANT IS THE SECRET TO MARKETING SUCCESS
#IABSG • @eskimon • Connected Strategy • 22
People don’t know what they want until you show it to them.
~ Steve Jobs
“
#IABSG • @eskimon • Connected Strategy • 24
SOCIAL LISTENING HELPS US UNDERSTAND ATTITUDES, MOTIVATIONS, AND BEHAVIOUR
#IABSG • @eskimon • Connected Strategy • 25
YES, YOU NEED TO SPEND TIME ANALYSING THE DATA (OR PAY SOMEONE ELSE TO)
#IABSG • @eskimon • Connected Strategy • 26
BUT LISTENING ROI GOES WELL BEYOND TRACKING CAMPAIGN PERFORMANCE
#IABSG • @eskimon • Connected Strategy • 30
WE TOOK A RANDOM SAMPLE OF PICTURES TAGGED WITH #FOOD FROM INSTAGRAM
#IABSG • @eskimon • Connected Strategy • 31
WITHIN THIS SAMPLE, THERE WERE THREE – QUITE DIFFERENT –!PICTURES OF BURGERS
#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?
#IABSG • @eskimon • Connected Strategy • 33
3 PHOTOS OF THE SAME THING THAT OFFER DIFFERENT INSIGHTS INTO PEOPLE’S LIVES
#IABSG • @eskimon • Connected Strategy • 36
ONE BILLION IDEAS THAT CAN HELP YOU UNDERSTAND WHAT PEOPLE WANT LOVE
#IABSG • @eskimon • Connected Strategy • 37
WHEN WE KNOW WHAT PEOPLE CARE ABOUT, IT’S EASIER FOR US TO ADD VALUE
#IABSG • @eskimon • Connected Strategy • 38
MAKE THINGS PEOPLE WANT
MAKE PEOPLE WANT THINGS
VS
~ JOHN WILLSHIRE • @WILLSH!
#IABSG • @eskimon • Connected Strategy • 39
THE REAL VALUE OF SOCIAL LIES IN WHAT OTHER PEOPLE SAY, NOT WHAT YOU SAY
#IABSG • @eskimon • Connected Strategy • 40
PRODUCTS
CUSTOMER SERVICE
POS ACTIVITY
ADVERTISING PACKAGING
RECRUITMENT
#IABSG • @eskimon • Connected Strategy • 41
TIP #1: TO BECOME A SOCIAL BRAND, LISTEN TWICE AS MUCH AS YOU TALK
#IABSG • @eskimon • Connected Strategy • 45
DELIVERING THE BEST PRODUCTS AND SERVICES ISN’T REALLY A PURPOSE, EITHER
#IABSG • @eskimon • Connected Strategy • 46
FOR YOUR CUSTOMERS, PRODUCTS AND SERVICES ARE SIMPLY MEANS TO AN END
#IABSG • @eskimon • Connected Strategy • 47
YOUR PURPOSE MUST DEMONSTRATE HOW YOUR BRAND IMPROVES PEOPLE’S LIVES
#IABSG • @eskimon • Connected Strategy • 49
USED PROPERLY, A BRAND’S PURPOSE ALLOWS IT TO TRANSCEND CATEGORIES
#IABSG • @eskimon • Connected Strategy • 51
HOWEVER, YOUR PURPOSE DOESN’T NEED TO BE ABOUT SAVING THE WORLD
#IABSG • @eskimon • Connected Strategy • 54
HOW CAN YOU USE SOCIAL TO BRING YOUR BRAND’S BIGGER PURPOSE TO LIFE?
#IABSG • @eskimon • Connected Strategy • 55
DON’T SIMPLY DELIVER CONTENT; MAKE A MEANINGFUL CONTRIBUTION TO THE WORLD
#IABSG • @eskimon • Connected Strategy • 57
USE SOCIAL TO FULFIL YOUR AUDIENCE’S NEEDS AS WELL AS YOUR BRAND’S NEEDS
#IABSG • @eskimon • Connected Strategy • 58
TIP #2: GIVE PEOPLE SOMETHING TO BUY INTO, NOT JUST SOMETHING TO BUY
#IABSG • @eskimon • Connected Strategy • 61
HINT: THERE ARE MANY SIMILARITIES TO THE TRAITS THAT DEFINE POPULAR PEOPLE
#IABSG • @eskimon • Connected Strategy • 62
BUILD ON YOUR BRAND PURPOSE TO DEFINE BRAND VALUES THAT PEOPLE CARE ABOUT
#IABSG • @eskimon • Connected Strategy • 63
TRUSTWORTHINESS IS VITAL; DEMONSTRATE TRANSPARENCY, SINCERITY AND INTEGRITY
#IABSG • @eskimon • Connected Strategy • 64
HUMOUR: WE’RE HAPPY TO GIVE OUR ATTENTION TO BRANDS THAT ENTERTAIN US
#IABSG • @eskimon • Connected Strategy • 65
GENEROSITY: GIVE PEOPLE SOMETHING BEFORE ASKING SOMETHING IN RETURN
#IABSG • @eskimon • Connected Strategy • 67
EMPATHY: THE ABILITY TO CONNECT WITH PEOPLE AND BUILD ENDURING AFFINITY
#IABSG • @eskimon • Connected Strategy • 69
DON’T BEHAVE LIKE A CORPORATE MACHINE; NO-ONE WANTS TO TALK TO A ROBOT
#IABSG • @eskimon • Connected Strategy • 70
BUILD A PERSONALITY AND BEHAVE LIKE THE SORT OF PERSON YOU’D WANT TO MEET
#IABSG • @eskimon • Connected Strategy • 71
HAVE A CONSISTENT POINT OF VIEW AND DON’T BE AFRAID TO SHARE IT WITH PEOPLE
#IABSG • @eskimon • Connected Strategy • 72
TIP #3: USE YOUR BRAND’S VALUES TO BUILD YOUR BRAND’S VALUE
#IABSG • @eskimon • Connected Strategy • 74
TOO MUCH OF TODAY’S MARKETING IS ABOUT GRABBING PEOPLE’S ATTENTION
#IABSG • @eskimon • Connected Strategy • 77
OUR TASK IS TO ENGAGE PEOPLE WITH OUR BRANDS, NOT JUST WITH OUR COMMS
#IABSG • @eskimon • Connected Strategy • 79
Participation increases people’s valuation of
products – even those who are relatively uninterested.
Dan Ariely, “The IKEA Effect”
“
#IABSG • @eskimon • Connected Strategy • 80
MARKETING SHOULD CO-CREATE MUTUAL VALUE, NOT SIMPLY SELL STUFF
#IABSG • @eskimon • Connected Strategy • 81
WE NEED TO THINK OF PEOPLE AS PART OF OUR BRANDS, NOT AS OUR ‘CONSUMERS’
#IABSG • @eskimon • Connected Strategy • 82
EXAMPLES OF INCLUSIVE MARKETING
IDEASTORM MY STARBUCKS IDEA
DELL STARBUCKS DO US A FLAVOUR
LAY’S
#IABSG • @eskimon • Connected Strategy • 84
TIP #4: BE A DEMOCRATIC BRAND: OF THE PEOPLE, BY THE PEOPLE, FOR THE PEOPLE
#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
#IABSG • @eskimon • Connected Strategy • 89
IT’S UP TO YOU TO PUT THESE IDEAS INTO ACTION ON YOUR BRANDS, STARTING TODAY
#IABSG • @eskimon • Connected Strategy • 90
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