awree social MARKETING IN THE
CONNECTED AGE SUCCEEDING IN A DIGITAL WORLD WITH A NEW MARKETING MIX SIMON KEMP • WFA • WE ARE SOCIAL • #PROJECTRECONNECT WFA • We Are Social @WFAReconnect • @wearesocialsg • 1

WFA • We Are Social
@WFAReconnect • @wearesocialsg • 2

ABOUT PROJECT RECONNECT! Project Reconnect
is an initiative led by the WFA to listen to what people really want from brands and marketing. We hope it gives marketers practical guidance to help ensure their behaviours reflect what people want and expect. ~ Will Gilroy, World Federation of Advertisers! “ FIND OUT MORE: PROJECT-RECONNECT.COM WFA • We Are Social @WFAReconnect • @wearesocialsg • 3

WFA • We Are Social
@WFAReconnect • @wearesocialsg • 4

? WHAT WILL DEFINE BEST-PRACTICE
MARKETING IN THE FUTURE? WFA • We Are Social @WFAReconnect • @wearesocialsg • 5

WE ASKED INDUSTRY INFLUENCERS AND
THEIR NETWORKS VIA SOCIAL MEDIA WFA • We Are Social @WFAReconnect • @wearesocialsg • 6

ALL INPUTS WERE CONTRIBUTED BY
THE GLOBAL MARKETING COMMUNITY WFA • We Are Social @WFAReconnect • @wearesocialsg • 7

WFA • We Are Social
@WFAReconnect • @wearesocialsg • 8

RECURRING THEMES: THE 3 NEW
PS PURPOSE PRINCIPLES DON’T JUST MAKE BETTER THINGS; MAKE THINGS BETTER USE YOUR BRAND’S VALUES TO DELIVER MEANINGFUL VALUE PARTICIPATION DON’T INTERRUPT PEOPLE; ENGAGE AND INVOLVE THEM WFA • We Are Social @WFAReconnect • @wearesocialsg • 9

#1 A PURPOSE IS MORE
COMPELLING THAN! A PRODUCT WFA • We Are Social @WFAReconnect • @wearesocialsg • 10

It’s difficult to “ differentiate
a product on a utilitarian basis in a saturated market. Steven Tannanson • @StevenTannanson WFA • We Are Social @WFAReconnect • @wearesocialsg • 11

PRODUCT DIFFERENTIATION ALONE NO LONGER
OFFERS SUSTAINABLE ADVANTAGE WFA • We Are Social @WFAReconnect • @wearesocialsg • 12

“ Today’s brands can’t just
sell ‘things’. They must stand for something more. Peter Firth • @PJFirth WFA • We Are Social @WFAReconnect • @wearesocialsg • 13

TO SUCCEED IN THE FUTURE,
BRANDS NEED TO ENGAGE PEOPLE’S HEADS AND HEARTS WFA • We Are Social @WFAReconnect • @wearesocialsg • 14

“ Value is not locked
inside the product. If you define yourself by the product you make, you limit your purpose. Your purpose should be about maximising the value for the customer. Jakob Widerberg • @jwiderberg WFA • We Are Social @WFAReconnect • @wearesocialsg • 15

WE NEED TO MOVE FROM
A PRODUCT PROPOSITION TO A BRAND PURPOSE WFA • We Are Social @WFAReconnect • @wearesocialsg • 16

MAKE THINGS BETTER VS MAKE
BETTER THINGS WFA • We Are Social @WFAReconnect • @wearesocialsg • 17

Consumers in countries where consumerism
is advanced are craving alternatives that make them feel good. David Armano • @armano “ WFA • We Are Social @WFAReconnect • @wearesocialsg • 18

SOME BRANDS WITH A HIGHER
PURPOSE THE BODY SHOP AGAINST ANIMAL TESTING SEVENTH GENERATION A CLEANER HOME AND A CLEANER WORLD PATAGONIA ENVIRONMENTAL AND SOCIETAL RESPONSIBILITY TOMS ONE-FOR-ONE WFA • We Are Social @WFAReconnect • @wearesocialsg • 19

WHEN MANAGED EFFECTIVELY, A BRAND’S
PURPOSE CAN TRANSCEND CATEGORIES WFA • We Are Social @WFAReconnect • @wearesocialsg • 20

HOWEVER, A BRAND’S PURPOSE DOESN’T
NEED TO BE ABOUT SAVING THE WORLD WFA • We Are Social @WFAReconnect • @wearesocialsg • 21

RED BULL: REDEFINING THE LIMITS
OF PERCEIVED HUMAN POTENTIAL WFA • We Are Social @WFAReconnect • @wearesocialsg • 22

GOLDIEBLOX: INSPIRING GIRLS TO EXPLORE
BROADER HORIZONS WFA • We Are Social @WFAReconnect • @wearesocialsg • 23

#2 BRAND VALUES ARE MORE
COMPELLING THAN! PRODUCT VALUE WFA • We Are Social @WFAReconnect • @wearesocialsg • 24

PEOPLE CONSISTENTLY CITE AUTHENTICITY AS
A CORE ELEMENT OF GREAT MARKETING WFA • We Are Social @WFAReconnect • @wearesocialsg • 25

SOME VALUES-BASED BRANDS INNOCENT DRINKS
HONEST TEA BUFFER BEN JERRY’S WFA • We Are Social @WFAReconnect • @wearesocialsg • 26

MEANWHILE, MOST COMPLAINTS IN SOCIAL
MEDIA RELATE TO MISLEADING CLAIMS WFA • We Are Social @WFAReconnect • @wearesocialsg • 27

PEOPLE AREN’T FOOLS; THEY SEE
THROUGH BRAND BRAVADO AND PROPAGANDA WFA • We Are Social @WFAReconnect • @wearesocialsg • 28

“ I am convinced that
[brands] who keep to their promises and avoid “marketing bullshit” are gaining preference. Lydia van den Brink • @lydiaseabird WFA • We Are Social @WFAReconnect • @wearesocialsg • 29

WHEN THE EMPEROR IS NAKED,
IT DOESN’T TAKE LONG FOR THE NEWS TO SPREAD WFA • We Are Social @WFAReconnect • @wearesocialsg • 30

HOWEVER, IT SEEMS NO-ONE EXPECTS
BRANDS TO BE PERFECT ALL THE TIME WFA • We Are Social @WFAReconnect • @wearesocialsg • 31

PEOPLE SEEM WILLING TO FORGIVE
BRANDS WHO ADMIT THEIR MISTAKES WFA • We Are Social @WFAReconnect • @wearesocialsg • 32

Johnson Johnson’s Tylenol recall was
transparent, and that boosted confidence. Jiunn Ngee • @watthesuck “ WFA • We Are Social @WFAReconnect • @wearesocialsg • 33

THE WAY A BRAND DEALS
WITH ITS ISSUES IS MORE IMPORTANT THAN THE ACTUAL ISSUES WFA • We Are Social @WFAReconnect • @wearesocialsg • 34

“ Transparency is most critical,
and has most leverage – positive or negative – at crisis points. MFG • @mfg_i WFA • We Are Social @WFAReconnect • @wearesocialsg • 35

CONSEQUENTLY, WHAT THE BRAND DOES
IS FAR MORE IMPORTANT THAN WHAT IT SAYS WFA • We Are Social @WFAReconnect • @wearesocialsg • 36

“ [Great marketing] is embodied
in actions, beyond statements. Doing it, not just saying it. Jakob Widerberg • @jwiderberg WFA • We Are Social @WFAReconnect • @wearesocialsg • 37

THAT MAY SEEM OBVIOUS, BUT
TOO MANY BRANDS PRIORITISE CLAIMS OVER ACTION WFA • We Are Social @WFAReconnect • @wearesocialsg • 38

“ Brands tend to ignore
what’s obvious and authentic, [and instead go for] what’s cool. Wong Yi Wei • @lackadaisygirl WFA • We Are Social @WFAReconnect • @wearesocialsg • 39

? SO HOW DO PEOPLE
EXPECT BRANDS TO ACT? WFA • We Are Social @WFAReconnect • @wearesocialsg • 40

“ The best advertising appeals
to people’s emotions and values. Steven Tannason • @StevenTannason WFA • We Are Social @WFAReconnect • @wearesocialsg • 41

THERE ARE MANY SIMILARITIES TO
THE TRAITS THAT DEFINE POPULAR PEOPLE WFA • We Are Social @WFAReconnect • @wearesocialsg • 42

WE’VE ALREADY SEEN THE VALUE
OF TRANSPARENCY, SINCERITY AND INTEGRITY WFA • We Are Social @WFAReconnect • @wearesocialsg • 43

HUMOUR: WE’RE HAPPY TO GIVE
OUR ATTENTION TO BRANDS THAT ENTERTAIN US WFA • We Are Social @WFAReconnect • @wearesocialsg • 44

GENEROSITY: THE WILLINGNESS TO GIVE
BEFORE ASKING SOMETHING IN RETURN WFA • We Are Social @WFAReconnect • @wearesocialsg • 45

“ Learning something is the
top motivator for driving engagement. Google WFA • We Are Social @WFAReconnect • @wearesocialsg • 46

“ The depth of knowledge
that HubSpot shares through their blog posts adds a lot of value to me. Arif Khan • @arifkhan7 WFA • We Are Social @WFAReconnect • @wearesocialsg • 47

WFA • We Are Social
@WFAReconnect • @wearesocialsg • 48

EMPATHY: THE ABILITY TO CONNECT
WITH REAL PEOPLE AND ‘BEHAVE LIKE ONE OF US’ WFA • We Are Social @WFAReconnect • @wearesocialsg • 49

VS BRAND BELIEFS ESTABLISH MORE
ENDURING DIFFERENTIATION THAN PRODUCT BENEFITS WFA • We Are Social @WFAReconnect • @wearesocialsg • 50

#3 PARTICIPATION IS MORE EFFECTIVE
THAN! PROMOTION WFA • We Are Social @WFAReconnect • @wearesocialsg • 51

TOO MUCH OF TODAY’S MARKETING
IS ABOUT GRABBING PEOPLE’S ATTENTION WFA • We Are Social @WFAReconnect • @wearesocialsg • 52

VS BUT WE’RE CONFUSING ATTENTION
WITH ATTRACTION – “I’M AWARE” vs “I CARE” WFA • We Are Social @WFAReconnect • @wearesocialsg • 53

MARKETING’S TASK IS TO ENGAGE
PEOPLE WITH THE BRAND, NOT JUST ITS COMMS WFA • We Are Social @WFAReconnect • @wearesocialsg • 54

“ The brand’s role is
no longer just to broadcast, but to listen, participate and inspire actions. Juliet Chen • @julietchen WFA • We Are Social @WFAReconnect • @wearesocialsg • 55

WE NEED TO THINK OF
PEOPLE AS PART OF OUR BRANDS, NOT AS OUR ‘CONSUMERS’ WFA • We Are Social @WFAReconnect • @wearesocialsg • 56

“ It’s all about making
people feel cherished – establishing deeper, more meaningful relationships. Kelvin Ang • @9VARZ WFA • We Are Social @WFAReconnect • @wearesocialsg • 57

MARKETING SHOULD CO-CREATE MUTUAL VALUE,
NOT SIMPLY SELL STUFF WFA • We Are Social @WFAReconnect • @wearesocialsg • 58

Sir John Hegarty “ I’ve
always sought ideas that are inclusive. WFA • We Are Social @WFAReconnect • @wearesocialsg • 59

EXAMPLES OF INCLUSIVE MARKETING DELL
STARBUCKS IDEASTORM MY STARBUCKS IDEA LAY’S DO US A FLAVOUR WFA • We Are Social @WFAReconnect • @wearesocialsg • 60

PEOPLE ARE MORE ENGAGED WHEN
THEY’RE ACTIVELY INVOLVED IN CREATION WFA • We Are Social @WFAReconnect • @wearesocialsg • 61

“ Labour increases people’s valuation
of products, not just for those who profess an interest in “do-it-yourself” projects, but even for those who are relatively uninterested. Dan Ariely, “The IKEA Effect” WFA • We Are Social @WFAReconnect • @wearesocialsg • 62

WE CAN NOW EVEN CO-OPT
CONSUMERS IN A BRAND’S VERY BIRTH AND INCEPTION WFA • We Are Social @WFAReconnect • @wearesocialsg • 63

CROWDFUNDING A BRAND’S INCEPTION KICKSTARTER
INDIEGOGO WFA • We Are Social @WFAReconnect • @wearesocialsg • 64

MAKE THINGS PEOPLE WANT VS
MAKE PEOPLE WANT THINGS John Willshire • @willsh! WFA • We Are Social @WFAReconnect • @wearesocialsg • 65

DEMOCRATIC BRANDS: OF THE PEOPLE,
BY THE PEOPLE, FOR THE PEOPLE WFA • We Are Social @WFAReconnect • @wearesocialsg • 66

CONCLUSION WFA • We Are
Social @WFAReconnect • @wearesocialsg • 67

“ [great marketing] is genuine,
people-centric, and showcases an actionable cause by the company. Geoffrey Yeow • @geoffyeow WFA • We Are Social @WFAReconnect • @wearesocialsg • 68

ACTIONS FOR BETTER MARKETING PURPOSE
PRINCIPLES DON’T JUST MAKE BETTER THINGS; MAKE THINGS BETTER USE YOUR BRAND’S VALUES TO DELIVER MEANINGFUL VALUE PARTICIPATION DON’T INTERRUPT PEOPLE; ENGAGE AND INVOLVE THEM WFA • We Are Social @WFAReconnect • @wearesocialsg • 69

WHAT DO YOU THINK DEFINES
BEST PRACTICE MARKETING IN TODAY’S CONNECTED WORLD? WFA • We Are Social @WFAReconnect • @wearesocialsg • 70

SHARE YOUR THOUGHTS:! #PROJECTRECONNECT @WFARECONNECT
WFA • We Are Social @WFAReconnect • @wearesocialsg • 71

GET MORE TIPS AND INSIGHT:
WEARESOCIAL.SG WFA • We Are Social @WFAReconnect • @wearesocialsg • 72

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 ADIDAS, UNILEVER, DIAGEO, NESTLÉ, HEINZ, AND LVMH. IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU TOO, CALL US ON +65 6423 1051, OR EMAIL US AT SAYHELLO@WEARESOCIAL.SG. FIND OUT MORE AT WEARESOCIAL.SG. We Are Social Making Friends Influencing People • 45

WE ARE SOCIAL SINGAPORE SIMON
KEMP, REGIONAL MANAGING PARTNER @WEARESOCIALSG SAYHELLO@WEARESOCIAL.SG +65 6423 1051 HTTP://WEARESOCIAL.SG We Are Social wearesocial.sg • @wearesocialsg • 233