1. THE LANGUAGE OF LOVE IN SOCIAL MEDIA
New Rules for Brand Engagement

2. Social Media Pervasive and Growing
• 700 billion minutes spent on Facebook per month
• 24 hours of content uploaded to YouTube per minute
Networking
Micro-
blogging Gaming
Content
Blogging Sharing
Consumer
Ratings/ Location-
Aggregation based
Reviews
Application
Customer Any
Service Discussion
forum on a
blog or
corporate
website

3. Social Media is Truly a Global Phenomenon
• Social media usage
and attitudes quite
similar
• Drivers and needs are
universally human
characteristics
“It’s surprising just how similar we are. Even though
we come from very different backgrounds, we all
pretty much agree on what we expect out of social
media.”

4. A Three Month Conversation with 400 People
Interviews Blogs Facebook IdeaBlog
Client probes Consumer blogs Facebook Group Global
for marketers' & digital diaries for brand trust, conversation for
perceptions of for behavior and influence, trends and
social media attitudinal impact cultural nuance
mining exploration discussion

5. Two Types of Users: Moderates and Mavens
MAVENS MODERATES

6. Used Social Media to Study Social Media
• "Ethnographic-like"
feel and quality
• Large pool of "virgin"
respondents
• Truly global
conversation versus
multinational

7. The Story
Consumers in Control
Marketers Struggling to Deal with the
Shift in Balance of Power
Brands Outside Looking In
Success Requires New Relationship-Building Model

8. What Did We Learn from Marketers?
Brand
Engagement and
Commitment
Ignoring social media, Jumping on the
staying out of the bandwagon -
game “must be there”
• Listen, uncover needs
• Build real relationship
• Risk losing relevance • Let consumers co-own • Traditional marketing
and trust
the brand and evangelize approaches can
• Complete loss of control alienate
• Consumers define the • Risk credibility due to
brand lack of relevance

9. Must Build a Real
Relationship to Succeed

10. Stages of Brand Engagement
Focus on Create Intimacy Cultivate Trust Behave Less Like a
Discovery and and Build Through Brand and More
Attraction Credentials via Transparency and Like a Friend
Humanization Consistency
ENGAGEMENT and COMMITMENT

11. Some examples
Schweppes
(soft drinks)
Developed a Facebook
app able to personalize
facebook profile.
Objective: to attract
people on Schweppes
fanpage.

12. Some examples
Mulino Bianco
(food)
Created an online
community including
both consumers and
people from the company
working together on
developing new
marketing activities.
Objective: co-create
brand value.

13. Key Things to Remember
Act like a friend
not a corporation
Build a relationship
rather than sell
Think COMMUNITY
vs. marketplace

14. THE LANGUAGE OF LOVE IN SOCIAL MEDIA
Thanks for you attention