We Are Social's Regional Managing Partner for Asia, Simon Kemp, gave this presentation at the International Advertising Association's 'What's Coming Next?' Conference in London in Mat 2015. You can watch a video of the presentation at http://bit.ly/sb_iaa, and download the complete Social Brands book at http://bit.ly/sbtfom
Capstone slidedeck for my capstone project part 2.pdf
We Are Social - Social Brands Live In London 2015
1. #WhatsComingNext • @eskimon • 1We Are Social
SOCIAL BRANDS
THE FUTURE OF MARKETING
SIMON KEMP • WE ARE SOCIAL • WHAT’S COMING NEXT LONDON • 18 MAY 2015
we
are
social
2015
LIVE
EDITION
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bit.ly/sb_iaa
WATCH THE FULL RECORDING OF SIMON KEMP PRESENTING
SOCIAL BRANDS AT THE IAA’S WHAT’S COMING NEXT CONFERENCE:
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The brands that actively
involve audiences in the
creation of value are those
best placed to succeed in
today’s connected world.
PREMISE:
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THE CONVERGENCE OF A FEW TRENDS:
THE RISE OF ‘PRIVATE’
SHARING ON APPS LIKE
WHATSAPP & WECHAT
CONCERNS ABOUT DATA
COLLECTION BY BRANDS
AND AD PLATFORMS
CHAT APPS PRIVACY
THE SHEER AMOUNT
OF ‘NOISE’ ACROSS
DIGITAL CHANNELS
CLUTTER
THE RELATED COST OF
REACHING AUDIENCES
IN SOCIAL MEDIA
AD SPEND
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ABOVE ALL, A BELIEF THAT MARKETERS
ARE MISSING SOME HUGE OPPORTUNITIES
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5 PROVOCATIONS TO HELP YOU SEIZE THOSE
OPPORTUNITIES AND BUILD A SOCIAL BRAND
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A FORMAT DESIGNED TO INSPIRE ACTION
THE REALITIES, TRENDS,
AND OBSERVATIONS
BEHIND OUR THINKING
HOW WE SEE THESE
DEVELOPMENTS SHAPING
THE FUTURE OF MARKETING
TODAY TOMORROW
THE IMPLICATIONS FOR
BRANDS, AND WHAT
MARKETERS NEED TO DO
TO DO
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AN INCREASE IN GOOD CONVERSATION
DRIVES AN INCREASE IN COMPENSATION
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BUT FAVOURABLE CONVERSATIONS
AREN’T JUST ABOUT SOCIAL MEDIA ACTIVITY
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PRODUCTS
CUSTOMER SERVICE
POS ACTIVITY
ADVERTISINGPACKAGING
RECRUITMENT
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EVERYTHING YOUR BRAND DOES SHOULD
INSPIRE MEANINGFUL CONVERSATION
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HOWEVER, WE NEED TO BE CAREFUL WE
DON’T CONFUSE THE MEANS FOR THE END
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MARKETING’S JOB IS NOT TO CREATE
CONTENT; IT’S TO CREATE CONTENTMENT
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~ Cory Doctorow
“Content is not king. If I sent you to a
desert island and gave you the choice of
taking your friends or your movies, you’d
choose your friends. If you chose the movies,
we’d call you a sociopath. Conversation is
king. Content is just something to talk about.
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INSPIRE FAVOURABLE CONVERSATIONS THAT
FUEL CONVERSION AND BUILD BRAND EQUITY
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BUT TODAY’S DEVICES MAKE IT EASY FOR
PEOPLE TO IGNORE IRRELEVANT MESSAGES
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MARKETING MUST DELIVER VALUE THROUGH
EVERY INTERACTION OR IT WILL BE IGNORED
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BUYING MEDIA SPACE
TO INTERRUPT PEOPLE AS
EFFICIENTLY AS POSSIBLE
ADDING VALUE IN ORDER
TO ENGAGE PEOPLE AS
EFFECTIVELY AS POSSIBLE
INTERRUPTION INTERACTION
THE EVOLVING PARADIGM
VSVS
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ADD VALUE THROUGH EVERY INTERACTION,
NOT JUST THROUGH EVERY TRANSACTION
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ADVERTISING’S BUSINESS MODEL DOESN’T
ALIGN WITH AUDIENCES’ BEHAVIOUR MODEL
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THE BROADCAST MARKETING PARADIGM
IS DRIVEN BY MEDIA COST EFFICIENCY
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I.E. TRYING TO REACH AS MANY EYEBALLS AS
POSSIBLE WITH AS LITTLE SPEND AS POSSIBLE
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BUT INTERACTIVE, DIGITAL MEDIA ENABLE
US TO FOCUS MORE ON EFFECTIVENESS
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I.E. CREATING IDEAL EXPERIENCES FOR
SPECIFIC AUDIENCES IN OPTIMUM CONTEXTS
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WE NO LONGER NEED TO BOIL BRANDS’
MEANING DOWN INTO 30” SOUNDBITES
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WE CAN FOCUS ON WHAT WE WANT PEOPLE
TO UNDERSTAND, NOT JUST WHAT WE’LL SAY
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FOCUS ON CREATING BETTER IMPRESSIONS,
INSTEAD OF CREATING MORE IMPRESSIONS
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WE CAN TELL AN EVOLVING STORY, INSTEAD
OF REPEATING THE SAME AD FOR 6 MONTHS
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WAYS TO BROADEN THE BRAND’S STORY
SHARE A WIDE VARIETY
OF DISPARATE CONTENT
THAT APPEALS TO PEOPLE
IN DIFFERENT WAYS AT
DIFFERENT TIMES
BRING A VARIETY OF
APPROACHES AND
THEMES TOGETHER AT THE
SAME TIME TO DELIVER
DIVERSE ENGAGEMENT
DANDELION TAPAS
TEST AND LEARN -
CONSTANTLY TWEAK
VARIATIONS ON THEMES
TO BUILD DEEPER
CONNECTIONS
KAIZEN
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BUILD YOUR BRAND WITH EVOLVING STORIES,
NOT SINGULAR, REPETITIVE ‘BIG AD IDEAS’
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BUT TELLING THESE STORIES IS ONLY THE
START OF A SOCIAL BRAND’S JOURNEY…
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WE NEED TO USE THESE STORIES TO INSPIRE
ON-GOING DIALOGUE AND CONVERSATION
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SOCIETY EXPECTS ORGANISATIONS TO
GIVE BACK AT LEAST AS MUCH AS THEY TAKE
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THE BRANDS WHO GIVE BACK PROACTIVELY
ARE SEEN AS GENEROUS AND INSPIRING
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INSTEAD OF SEEING CSR AS GUILT RELIEF,
USE IT TO ADD VALUE AND ENGAGE PEOPLE
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BRANDS WEAVE COMMUNITY SERVICE INTO
THE HEART OF THEIR VALUE PROPOSITION
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RETHINKING THE CONCEPT OF BRAND VALUE
ACTIVITIES FOCUSED
SOLELY ON MAXIMISING
SHORT-TERM PROFITS
ACTIVITIES DESIGNED TO
MAXIMISE RETURNS FOR
EMPLOYEES AND PARTNERS
SHAREHOLDER STAKEHOLDER
ACTIVITIES DESIGNED
TO CONTRIBUTE TO THE
GREATER GOOD FOR ALL
SOCIETAL
VSVS VSVS
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BECOMING A SOCIAL BRAND
1 USE SOCIAL EQUITY TO BUILD BRAND EQUITY
2 ADD AUDIENCE VALUE IN EVERY INTERACTION
3 SHARE EVOLVING STORIES, NOT JUST TAGLINES
4 USE SOCIAL LISTENING TO INSPIRE THE FUTURE
5 MAKE CSR ABOUT ENGAGEMENT, NOT GUILT
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WE ARE SOCIAL
SIMON KEMP, ASIA MANAGING PARTNER
@ESKIMON
SAYHELLO@WEARESOCIAL.SG
+65 6423 1051
HTTP://WEARESOCIAL.SG