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Story Worldwide Luxury 2.0 Seminar
Story Worldwide Luxury 2.0 Seminar
18 mths with SGH
Pout
Story Worldwide Luxury 2.0 Seminar
AP
Story Worldwide Luxury 2.0 Seminar
Story Worldwide Luxury 2.0 Seminar
Story Worldwide Luxury 2.0 Seminar
Beyond search
Story Worldwide Luxury 2.0 Seminar
THE CUSTOMER NARRATIVE




 BILLBOARD   POINT OF     STORE      EVENT       UGC       WEBSITE     ECOMMERCE   UGC
               SALE     EXPERIENCE




                                     Engagement
                                Create a deeper, joined-up story
                            Provide a firm foundation for engagement
                                 Define roles & responsibilities
WHO WE ARE
WHO WE ARE

We help brands tell their story
  • If we can make your brand messages more story-like then your
    audience are more likely to pay attention.


We are a multi-channel publishing organisation
  • We create compelling, branded stories in your customers preferred
    medium and language


We believe social media is paradigm changing
  • Every human being and every organisation is (potentially) a global
    publisher


                               Our point of view
CONTENT
is media
THE POWER LIES WITH
THE AUDIENCE
Story Worldwide Luxury 2.0 Seminar
The Advertising Age
Success: 2% conversion
                                        Interruption marketing
                                     360 degrees bombardment



The Post-Advertising Age
Success: 98% engagement
                                            Audiences take note
                                   Then scratch past the surface
               If you’re more than skin deep they will peel away
What makes a bad story
SOCIAL media


       Beyond search
WHAT IS SOCIAL MEDIA?
WHO WE ARE

Media
  • Anything that represents (mediates) reality
  • Paintings, mosaics, books, magazines, tv, web pages, ads, tweets,
    facebook pages etc.


Social
  • The interaction of organisms with other organisms


Social media
  • Is not necessarily new and not necessarily online
  • But its ubiquity online permanently alters the balance of power

                               Our point of view
SOME stats


         Beyond search
IF FACEBOOK WAS A COUNTRY…
IF FACEBOOK WAS A COUNTRY…
CONTENT IS MIGRATING TO THE WEB AND
DOMINATING ATTENTION THERE
SOCIAL MEDIA PENETRATION IS AT 69% AND
GROWING RAPIDLY




                                         25
TIME SPENT SOCIAL NETWORKING IS
GROWING EXPONENTIALLY
BY Q2 2009, 82% OF WEB USERS WERE
ACTIVE IN SOCIAL MEDIA
Not surprisingly, Forrester finds
that people who create content
are now the minority at the top of
the social media pyramid. But by
2009, nearly everyone online
was at least a spectator to the
social media show, underlining
the explosion in social media
participation over three short
years. Each brand’s approach
to its audiences in social media
will be determined by how the
audience members index in
each category of social techno-
graphics. As participation grows,
however, more and more people
will move up the pyramid. Brand
strategies will become more
uniformly dependent on the use
of social media, at which point
social media will become a
critical part of virtually every
brands’ media mix.
Story Worldwide Luxury 2.0 Seminar
WHO WE ARE LUXURY?
WHAT ABOUT

Luxury Institute Wealth Report
  • 42% of wealthy consumers chose “ratings and reviews from a trusted
    source” as the most influential factor in purchasing luxury goods.

  • Seven out of 10 wealthy consumers are now members of social
    networks

  • Social media gives the luxury consumer the opportunity to decide what
    brands they engage with and on what terms. It’s this element of control
    that really is the ultimate luxury.




                               Our point of view
40 MOST TWEETED BRANDS
YOUR BRAND IS NOW IN
THE HANDS OF AN ARMY OF
STRANGERS.




Or is it?
THE SOCIAL MEDIA UNIVERSE IS HUGE,
COMPLEX, AND DIVERSE




                PANIC!
TYPES OF SOCIAL MEDIA



        Social                 Social                    Social
       Networks               Content                    Tools




Purpose is to connect   Purpose is to entertain   Purpose is to rate
and communicate         and inform                and share
SOCIAL NETWORKS
Purpose is to connect and communicate
Story Worldwide Luxury 2.0 Seminar
Story Worldwide Luxury 2.0 Seminar
Story Worldwide Luxury 2.0 Seminar
Story Worldwide Luxury 2.0 Seminar
Story Worldwide Luxury 2.0 Seminar
SOCIAL CONTENT
Purpose is to entertain and inform
Story Worldwide Luxury 2.0 Seminar
Story Worldwide Luxury 2.0 Seminar
Story Worldwide Luxury 2.0 Seminar
Story Worldwide Luxury 2.0 Seminar
SOCIAL TOOLS
Purpose is to create and share
Story Worldwide Luxury 2.0 Seminar
Story Worldwide Luxury 2.0 Seminar
BEHAVE yourself


        Beyond search
TYPES OF SOCIAL MEDIA



        Social                 Social                    Social
       Networks               Content                    Tools




Purpose is to connect   Purpose is to entertain   Purpose is to rate
and communicate         and inform                and share
SOCIAL NETWORKS
Purpose is to connect and communicate
SIGN POSTS
Marketing purpose is to point the audience towards relevant content
SOCIAL CONTENT
Purpose is to entertain and inform
BRANDED CONTENT
Marketing purpose is to engage and gather marketing intelligence
SOCIAL TOOLS
Purpose is to rate and share
MARKETING TOOLS
Marketing purpose is to self-select and promote
Story Worldwide Luxury 2.0 Seminar
Story Worldwide Luxury 2.0 Seminar
Story Worldwide Luxury 2.0 Seminar
Story Worldwide Luxury 2.0 Seminar
Story Worldwide Luxury 2.0 Seminar
Story Worldwide Luxury 2.0 Seminar
Story Worldwide Luxury 2.0 Seminar
Story Worldwide Luxury 2.0 Seminar
Story Worldwide Luxury 2.0 Seminar
Story Worldwide Luxury 2.0 Seminar
LEXUS example


        Beyond search
Story Worldwide Luxury 2.0 Seminar
Story Worldwide Luxury 2.0 Seminar
Story Worldwide Luxury 2.0 Seminar
Story Worldwide Luxury 2.0 Seminar
Story Worldwide Luxury 2.0 Seminar
Story Worldwide Luxury 2.0 Seminar
Story Worldwide Luxury 2.0 Seminar
Story Worldwide Luxury 2.0 Seminar
Story Worldwide Luxury 2.0 Seminar
Story Worldwide Luxury 2.0 Seminar
Story Worldwide Luxury 2.0 Seminar
Story Worldwide Luxury 2.0 Seminar
Story Worldwide Luxury 2.0 Seminar
Story Worldwide Luxury 2.0 Seminar
SEMINAR example


       Beyond search
Story Worldwide Luxury 2.0 Seminar
Story Worldwide Luxury 2.0 Seminar
Story Worldwide Luxury 2.0 Seminar
Story Worldwide Luxury 2.0 Seminar
Story Worldwide Luxury 2.0 Seminar
Story Worldwide Luxury 2.0 Seminar
Story Worldwide Luxury 2.0 Seminar
Story Worldwide Luxury 2.0 Seminar
Story Worldwide Luxury 2.0 Seminar
Story Worldwide Luxury 2.0 Seminar
Story Worldwide Luxury 2.0 Seminar
Story Worldwide Luxury 2.0 Seminar
QUICK wins


       Beyond search
LISTEN.
CAREFULLY.
  Find the signal in the noise...

  DISTILL YOUR OWN
  SPECIFIC, ONGOING,
  MULTICHANNEL,
  DISTRIBUTED
  CONVERSATION
  FROM THE SEA OF
  IRRELEVANT CHATTER.
Story Worldwide Luxury 2.0 Seminar
Story Worldwide Luxury 2.0 Seminar
ADHERING TO PROTOCOLS ENABLES
TWO-WAY COMMUNICATION BETWEEN BRAND
AND CONSUMER in something like real time.

        1                2                   3                    4                   5

 Comment posted   Comment captured    Reply suggested to   Approved client     Response posted.
 online.          and classified by   appropriate          reply returned to
                  response team.      client-side          response team.
                                      approver(s).
  “My widget is                                                                  “My widget is
  broken and                                                                     broken and nobody
  nobody at                                                                      at Widgetz will
  Widgetz will                                                                   help!”
  help!”
                                                                                 Hey, it’s Bob from
                                                                                 Widgetz. We’re
                                                                                 sorry you’re
                                                                                 having trouble.
                                                                                 Click here for the
                                                                                 manual…you
                                                                                 want page 61.
Story Worldwide Luxury 2.0 Seminar
Story Worldwide Luxury 2.0 Seminar
Story Worldwide Luxury 2.0 Seminar
Story Worldwide Luxury 2.0 Seminar
TOOLS YOU CAN USE

• Google
       •   www.google.com/trends
       •   www.google.com/insights/search/
       •   adwords.google.co.uk/select/KeywordToolExternal
       •   www.google.com/alerts
• Social Networks
       • www.facebook.com/lexicon
       • search.twitter.com
       • www.twitscoop.com
• Blogs
       • www.blogpulse.com
       • www.technorati.com
• Blog comments
       • www.backtype.com/
       • www.keotag.com/
• Forums etc.
       • http://v2.boardtracker.com/
       • http://boardreader.com/
• Overall
       • www.socialmention.com
CONTENT
is media
STAYING on top


        Beyond search
Story Worldwide Luxury 2.0 Seminar

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Story Worldwide Luxury 2.0 Seminar

  • 6. AP
  • 12. THE CUSTOMER NARRATIVE BILLBOARD POINT OF STORE EVENT UGC WEBSITE ECOMMERCE UGC SALE EXPERIENCE Engagement Create a deeper, joined-up story Provide a firm foundation for engagement Define roles & responsibilities
  • 13. WHO WE ARE WHO WE ARE We help brands tell their story • If we can make your brand messages more story-like then your audience are more likely to pay attention. We are a multi-channel publishing organisation • We create compelling, branded stories in your customers preferred medium and language We believe social media is paradigm changing • Every human being and every organisation is (potentially) a global publisher Our point of view
  • 15. THE POWER LIES WITH THE AUDIENCE
  • 17. The Advertising Age Success: 2% conversion Interruption marketing 360 degrees bombardment The Post-Advertising Age Success: 98% engagement Audiences take note Then scratch past the surface If you’re more than skin deep they will peel away
  • 18. What makes a bad story
  • 19. SOCIAL media Beyond search
  • 20. WHAT IS SOCIAL MEDIA? WHO WE ARE Media • Anything that represents (mediates) reality • Paintings, mosaics, books, magazines, tv, web pages, ads, tweets, facebook pages etc. Social • The interaction of organisms with other organisms Social media • Is not necessarily new and not necessarily online • But its ubiquity online permanently alters the balance of power Our point of view
  • 21. SOME stats Beyond search
  • 22. IF FACEBOOK WAS A COUNTRY…
  • 23. IF FACEBOOK WAS A COUNTRY…
  • 24. CONTENT IS MIGRATING TO THE WEB AND DOMINATING ATTENTION THERE
  • 25. SOCIAL MEDIA PENETRATION IS AT 69% AND GROWING RAPIDLY 25
  • 26. TIME SPENT SOCIAL NETWORKING IS GROWING EXPONENTIALLY
  • 27. BY Q2 2009, 82% OF WEB USERS WERE ACTIVE IN SOCIAL MEDIA Not surprisingly, Forrester finds that people who create content are now the minority at the top of the social media pyramid. But by 2009, nearly everyone online was at least a spectator to the social media show, underlining the explosion in social media participation over three short years. Each brand’s approach to its audiences in social media will be determined by how the audience members index in each category of social techno- graphics. As participation grows, however, more and more people will move up the pyramid. Brand strategies will become more uniformly dependent on the use of social media, at which point social media will become a critical part of virtually every brands’ media mix.
  • 29. WHO WE ARE LUXURY? WHAT ABOUT Luxury Institute Wealth Report • 42% of wealthy consumers chose “ratings and reviews from a trusted source” as the most influential factor in purchasing luxury goods. • Seven out of 10 wealthy consumers are now members of social networks • Social media gives the luxury consumer the opportunity to decide what brands they engage with and on what terms. It’s this element of control that really is the ultimate luxury. Our point of view
  • 30. 40 MOST TWEETED BRANDS
  • 31. YOUR BRAND IS NOW IN THE HANDS OF AN ARMY OF STRANGERS. Or is it?
  • 32. THE SOCIAL MEDIA UNIVERSE IS HUGE, COMPLEX, AND DIVERSE PANIC!
  • 33. TYPES OF SOCIAL MEDIA Social Social Social Networks Content Tools Purpose is to connect Purpose is to entertain Purpose is to rate and communicate and inform and share
  • 34. SOCIAL NETWORKS Purpose is to connect and communicate
  • 40. SOCIAL CONTENT Purpose is to entertain and inform
  • 45. SOCIAL TOOLS Purpose is to create and share
  • 48. BEHAVE yourself Beyond search
  • 49. TYPES OF SOCIAL MEDIA Social Social Social Networks Content Tools Purpose is to connect Purpose is to entertain Purpose is to rate and communicate and inform and share
  • 50. SOCIAL NETWORKS Purpose is to connect and communicate
  • 51. SIGN POSTS Marketing purpose is to point the audience towards relevant content
  • 52. SOCIAL CONTENT Purpose is to entertain and inform
  • 53. BRANDED CONTENT Marketing purpose is to engage and gather marketing intelligence
  • 54. SOCIAL TOOLS Purpose is to rate and share
  • 55. MARKETING TOOLS Marketing purpose is to self-select and promote
  • 66. LEXUS example Beyond search
  • 81. SEMINAR example Beyond search
  • 94. QUICK wins Beyond search
  • 95. LISTEN. CAREFULLY. Find the signal in the noise... DISTILL YOUR OWN SPECIFIC, ONGOING, MULTICHANNEL, DISTRIBUTED CONVERSATION FROM THE SEA OF IRRELEVANT CHATTER.
  • 98. ADHERING TO PROTOCOLS ENABLES TWO-WAY COMMUNICATION BETWEEN BRAND AND CONSUMER in something like real time. 1 2 3 4 5 Comment posted Comment captured Reply suggested to Approved client Response posted. online. and classified by appropriate reply returned to response team. client-side response team. approver(s). “My widget is “My widget is broken and broken and nobody nobody at at Widgetz will Widgetz will help!” help!” Hey, it’s Bob from Widgetz. We’re sorry you’re having trouble. Click here for the manual…you want page 61.
  • 103. TOOLS YOU CAN USE • Google • www.google.com/trends • www.google.com/insights/search/ • adwords.google.co.uk/select/KeywordToolExternal • www.google.com/alerts • Social Networks • www.facebook.com/lexicon • search.twitter.com • www.twitscoop.com • Blogs • www.blogpulse.com • www.technorati.com • Blog comments • www.backtype.com/ • www.keotag.com/ • Forums etc. • http://v2.boardtracker.com/ • http://boardreader.com/ • Overall • www.socialmention.com
  • 105. STAYING on top Beyond search