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This is the first in We Are Social's 8-part series exploring Social Brands & The Future Of Marketing. For more information, visit http://wearesocial.sg, or email us via [email protected]
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SOCIAL EQUITY �1 �
#1 �
SIMON KEMP • we are social • MARCH 2013 �
BRAND EQUITY �DRIVES �
2 �
OUR ‘PROVOCATIONS’ FORMAT�
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The realities, trends, and observations that inspired our thinking
Where we see these developments taking
marketing in the future
TODAY � TOMORROW�The implications for
brands, and what you can do to harness them
TO DO�
THE SOCIAL EQUITY OF A BRAND ��
The more people talk about a brand, the easier it is for us to predict how other people
will react if we choose that brand. As a result, the brands that inspire the most
favourable conversations are the brands that can command the greatest price premium.
4 �
CONTEXT�
TODAY: THE BRANDS THAT ARE WORTH TALKING ABOUT�ARE THE BRANDS WE’RE WILLING TO PAY MORE FOR �
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TOMORROW: BRANDS RECOGNISE THAT AN INCREASE IN CONVERSATION DRIVES AN INCREASE IN COMPENSATION�
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TO ACHIEVE THIS, WE MUST EVOLVE BEYOND THE CURRENT CHANNEL-BASED BROADCAST APPROACH �
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OUTDOOR!
RADIO!
PRINT! WEB!
TELEVISION!SOCIAL MEDIA!
SOCIAL MEDIA vs SOCIAL BRANDS��
Brand conversations aren’t just driven by social media activities. Everything the brand does – from its advertising to its packaging, and from its POS activities to its customer service – should be designed to inspire as much favourable conversation as possible.
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DIGGING �
DEEPER �
IN ORDER TO SUCCEED, BRANDS MUST ADOPT �A HOLISTIC, CONVERSATION-BASED APPROACH �
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PRODUCTS!
CUSTOMER �SERVICE!
POS ACTIVITY!
ADVERTISING!PACKAGING!
RECRUITMENT!
TO DO: BUILD SOCIAL EQUITY BY INSPIRING FREQUENT, FAVOURABLE CONVERSATIONS BETWEEN COMMUNITIES �
10 �
WE ARE SOCIAL IS A GLOBAL CONVERSATION AGENCY.�
WE HELP BRANDS TO LISTEN TO, UNDERSTAND,�AND ENGAGE IN CONVERSATIONS IN SOCIAL MEDIA.�
WE’RE ALREADY HELPING MANY OF THE WORLD’S �TOP BRANDS, INCLUDING UNILEVER, ADIDAS, INTEL,
DIAGEO, NESTLÉ, HEINZ, AND LOUIS VUITTON. �
IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU�TOO, CALL SIMON KEMP ON +65 9146 5356, OR �
EMAIL US AT [email protected].�
FIND OUT MORE AT WEARESOCIAL.SG.�
