Inspiration and insight into brand social behaviour, shifting away orthodox approaches to "social media", presented at London College of Fashion 22 Sept 2012

1. Being Social
22 Sept 2012
@collynahart

2. Brand Strategy
I connect brands with culture.

4. Culture
Culture is not cool-hunting.
It’s about understanding why people do what
they do.

5. My work
Rapha - defining how a luxury cycling brand
connects with women
BSkyB - understanding the social role of
television in British culture
The Royal Mail - understanding the
importance of “real” stuff in a world of
digital media
Divine Chocolate - leadership in a culture
of small, independent businesses

6. Social
Social Media Strategy
Q. What is the social role of your product?
Q. How can your brand/product make people’s
lives more social?
- How are people connected/connecting?
- How do you empower people to connect?
- What community has your brand inspired?

7. Social Objects

9. Rapha
Understand how the market is already social?
Do Stuff
Tell stories people want to be a part of
Products become souvenirs of the story
Stuff that money can’t buy

13. Social Media
Just amplifies the stories you tell...

14. It’s not...
About having a Facebook page...
A Twitter account...
An Instagram following...

15. It’s about...
How you make all of these things work for you

17. Poler
Articulate a culture and a style
Invite others to become a part of your story
#CampVibes

21. Deep insight
delivers social
strength

22. Fashion being
social
Traditionally, fashion marketing has been
about being attractive and driving desire...

23. But something
strange is
happening

24. It’s not about sexy

25. It’s not about sexy
...
It’s about sisterhood

27. From...
I wish I was her...

29. To...
I wish I was friends with them...

31. Friendship
And because of social media, you feel like
you are friends!

33. Inventing a
Culture
Market your purpose... not your product.

34. Hiut Denim

36. Social is just
human
HistoryTag
Artists always sign their work
Your audience “Denim is the uniform of the
creative industry”

38. Sum
Being social is not about using social media
Social media isn’t necessarily very social
Understand your audience and how they are
already social
Do stuff, tell stories, products become
souvenirs
Social media just amplifies your stories
Be accessible, real and humble
Understand the social life of your product
and the human side of its creation

39. THANKS!
@collynahart