A talk I've given to Integrated Live 2016 in London.
Marketers need to kill "average personas" as it ultimately destroys brand equity and miss the true value of social media: its versatile subcultures which create the most influential clusters and forecast what the whole societies might consume in the next future.
http://thisisreup.com
9. AVERAGE MARKETING VALUE CHAIN.
Average
relevance
Assets created for very few
people and delivered to many
Mismatch content vs communities
Average
communications
• Frustration
• Unbelievability
• Dismissal
Collapse
of brand
equity
Consumers as shareholders of
reputation don’t grow
Time spent to fix, not to embark
9
@lilzeon
11. TAPPING INTO SUBCULTURES TO SPREAD WOM.
11
Share values
and visions
Consistent
storyline
Roles and
duties with
diverse social
layers
Quest for
survival
Real synapses
with the many
streams of
societies
@lilzeon
16. SUBCULTURES HAD A BAD REPUTATION.
Putting pressure on groups of young
people vs changing societies to
accommodate them.
16
@lilzeon
17. SUBCULTURES ARE AT THE VERY CORE OF BRANDS.
Consumption is about creating a meaningful self-identity
New bottom lines: profit, people, world impat
17
@lilzeon
18. NEW SOCIAL MEDIA ARE MADE FOR AND BY SUBCULTURES
An optimization of users engagement to
gather them.
Testifying the milestones of the
community.
18
@lilzeon
Connected Life is Kantar TNS’s annual study of connectivity covering 70,000 people across 57 markets.
Wonder Woman Superman Annual 2; DC Comics refered to Pakistanese instead of Urdu
Bollywood star Priyanka Chopra apologises over 'insensitive' refugee T-shirt
Hana Tajima
The idea:
First ever man to become the face of a legendary perfume
By communicating with Brad, a way to convey the “Brangelina” power couple and create a real fuss with customers
Controversial results for the brand
Bennet, Kahn Harris, 2004
he new collection is made up of 10 different sock and hosiery designs, each stamped with iconic Japanese symbols such as the lotus flower or traditional calligraphy.
Chicago school: subculture is related to deviance, mental disorders and “inadequate socialization” Burt (1925) & Bowlby (1946)
Consumption: less & less related to explicit social status, economic or political trend, except in the margins. It’s more about making choices that create a meaningful self-identity
Anthony Giddens, 1991
female participation in sports helps self-image, building on a sense of control, competency and strength. (Nike Da Da Ding)