Brands Being Social
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Inspiration and insight into brand social behaviour, shifting away orthodox approaches to "social media", presented at London College of Fashion 22 Sept 2012
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Brands Being Social
- 1. Being Social 22 Sept 2012 @collynahart
- 2. Brand Strategy I connect brands with culture.
- 4. Culture Culture is not cool-hunting. It’s about understanding why people do what they do.
- 5. My work Rapha - defining how a luxury cycling brand connects with women BSkyB - understanding the social role of television in British culture The Royal Mail - understanding the importance of “real” stuff in a world of digital media Divine Chocolate - leadership in a culture of small, independent businesses
- 6. Social Social Media Strategy Q. What is the social role of your product? Q. How can your brand/product make people’s lives more social? - How are people connected/connecting? - How do you empower people to connect? - What community has your brand inspired?
- 9. Rapha Understand how the market is already social? Do Stuff Tell stories people want to be a part of Products become souvenirs of the story Stuff that money can’t buy
- 13. Social Media Just amplifies the stories you tell...
- 14. It’s not... About having a Facebook page... A Twitter account... An Instagram following...
- 15. It’s about... How you make all of these things work for you
- 17. Poler Articulate a culture and a style Invite others to become a part of your story #CampVibes
- 21. Deep insight delivers social strength
- 22. Fashion being social Traditionally, fashion marketing has been about being attractive and driving desire...
- 23. But something strange is happening
- 24. It’s not about sexy
- 25. It’s not about sexy ... It’s about sisterhood
- 27. From... I wish I was her...
- 29. To... I wish I was friends with them...
- 31. Friendship And because of social media, you feel like you are friends!
- 33. Inventing a Culture Market your purpose... not your product.
- 34. Hiut Denim
- 36. Social is just human HistoryTag Artists always sign their work Your audience “Denim is the uniform of the creative industry”
- 38. Sum Being social is not about using social media Social media isn’t necessarily very social Understand your audience and how they are already social Do stuff, tell stories, products become souvenirs Social media just amplifies your stories Be accessible, real and humble Understand the social life of your product and the human side of its creation