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COMMUNITIES
      HAVE MORE VALUE THAN

 PLATFORMS
 SIMON KEMP • we   are social • MARCH 2013
                                             1
2
OUR ‘PROVOCATIONS’ FORMAT




    TODAY                 TOMORROW                       TO DO
 The realities, trends,    Where we see these         The implications for
and observations that      developments taking       brands, and what you
inspired our thinking     marketing in the future   can do to harness them

                                                                             3
XT
CONTE
               THE (SOCIAL) NETWORK EFFECT
            We naturally gravitate to the social media
             platforms where we can interact with the
           people we care about. If these people move
           on to a different platform, we usually follow
            them, because it’s social benefits we seek;
           media and content are just means to an end.


                                                           4
TODAY: PEOPLE’S PLATFORM CHOICES ARE DRIVEN BY
PERSONAL BENEFITS, NOT BY TECHNOLOGY FEATURES
                                                 5
G
DIGGIN
       R
 DEEPE




 HISTORY HAS SHOWN HOW DIFFICULT IT CAN BE TO
 MOVE A BRAND’S AUDIENCE BETWEEN PLATFORMS
                                                6
TOMORROW: BRANDS NURTURE COMMUNITIES
INSTEAD OF BUILDING PLATFORM-SPECIFIC AUDIENCES
                                                  7
TO DO: IDENTIFY WHAT BRINGS YOUR AUDIENCE(S)
TOGETHER AND BUILD YOUR STRATEGY AROUND THAT
                                                8
FIND OUT MORE AT
 WEARESOCIAL.SG

                   148
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 SAYHELLO@WEARESOCIAL.SG.
      FIND OUT MORE AT WEARESOCIAL.SG.
WE ARE SOCIAL
        @WEARESOCIALSG
          +65 9146 5356
SAYHELLO@WEARESOCIAL.SG
         WEARESOCIAL.SG

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Social Brands: Communities Have More Value Than Platforms

  • 1. #2 COMMUNITIES HAVE MORE VALUE THAN PLATFORMS SIMON KEMP • we are social • MARCH 2013 1
  • 2. 2
  • 3. OUR ‘PROVOCATIONS’ FORMAT TODAY TOMORROW TO DO The realities, trends, Where we see these The implications for and observations that developments taking brands, and what you inspired our thinking marketing in the future can do to harness them 3
  • 4. XT CONTE THE (SOCIAL) NETWORK EFFECT We naturally gravitate to the social media platforms where we can interact with the people we care about. If these people move on to a different platform, we usually follow them, because it’s social benefits we seek; media and content are just means to an end. 4
  • 5. TODAY: PEOPLE’S PLATFORM CHOICES ARE DRIVEN BY PERSONAL BENEFITS, NOT BY TECHNOLOGY FEATURES 5
  • 6. G DIGGIN R DEEPE HISTORY HAS SHOWN HOW DIFFICULT IT CAN BE TO MOVE A BRAND’S AUDIENCE BETWEEN PLATFORMS 6
  • 7. TOMORROW: BRANDS NURTURE COMMUNITIES INSTEAD OF BUILDING PLATFORM-SPECIFIC AUDIENCES 7
  • 8. TO DO: IDENTIFY WHAT BRINGS YOUR AUDIENCE(S) TOGETHER AND BUILD YOUR STRATEGY AROUND THAT 8
  • 9. FIND OUT MORE AT WEARESOCIAL.SG 148
  • 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 SAYHELLO@WEARESOCIAL.SG. FIND OUT MORE AT WEARESOCIAL.SG.
  • 11. WE ARE SOCIAL @WEARESOCIALSG +65 9146 5356 SAYHELLO@WEARESOCIAL.SG WEARESOCIAL.SG