What is the future of Social Content? Why do brands want to engage with their customers? What is good social media marketing that increases a brands market share? Presented this project to R/GA London's Planning and Social Media department December 2012.

1. THE FUTURE OF
SOCIAL CONTENT
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2. DISCOVERING THE
WORLD OF SOCIAL
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3. IS SOCIAL MEDIA GOOD
FOR MARKETING?
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4. IS SOCIAL MEDIA GOOD
FOR MARKETING?
NOT RIGHT NOW.
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5. HOW DOES SOCIAL MEDIA
MARKETING WORK TODAY?
Brands are present but frequently
have very little to offer.
They ‘expect’ engagement because
engagement is the user behavior in
the social space.
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6. WHAT ARE BRANDS
DOING WRONG?
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7. WHAT ARE BRANDS
DOING WRONG?
Brands focus on engaging and building a
relationship with a small group of people
instead of penetration and creating awareness.
They don’t know their role in social and
therefore create content without relevance and
value.
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8. WHAT ARE BRANDS
DOING WRONG?
How brands try to engage and build a relationship
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9. WHAT ARE BRANDS
DOING WRONG?
How brands create content without value
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10. 92% OF
CONSUMERS TRUST
RECOMMENDATIONS
47% OF CONSUMERS
TRUST ADVERTISING
Nielsen: Global Consumers' Trust in 'Earned' Advertising Grows in Importance, April 2012
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11. SO WHAT IS THE ROLE
FOR SOCIAL MEDIA IN
MARKETING?
Increase Market Share
Increase Reach
Ongoing CRM
Generate Advocacy (Recommendation)
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12. SOCIAL MEDIA
MARKETING ISN’T
EFFECTIVE NOW BECAUSE
IT HAS NO VALUE TO A
CONSUMER.
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13. HOW DO BRANDS CREATE
THIS VALUE IN THE SOCIAL
SPACE?
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14. PROVIDE VALUE AS SERVICE
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15. ZAPPOS
High value service experiences and random acts of
kindness create sharable social content.
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16. LEVERAGE EXISTING
SOCIAL MEDIA BEHAVIORS
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17. IKEA
Incentives a well understood and
light-weight tagging behavior.
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18. PROVIDE CO-CREATION
OPPORTUNITIES
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19. SKITTLES
Provides platform for creativity.
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20. GIVE CONSUMERS CONTENT
& GENERATE CONVERSATION
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21. RED BULL
Creates content worth talking about and share.
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22. SUMMARY
Brands need to focus more on creating
awareness instead of engagement in
order to increase their market share.
Brands need to ‘flip the funnel’ and use
existing customers to gain new ones.
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23. THANK YOU.
alverbratt@gmail.com
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