Bogdana looks at the changing role of social in crafting a brand experience, and challenges us to work harder to create more meaningful interactions that warrant people's attention.

1. Do more, do better
November 15th
, Bristol

2. Poke
Poke is a creative digital company working to develop meaningful
connections between brands and people.
Our guiding principles include an acknowledgment of the
fragmented state of brand experience and the need to streamline
the friction that exists in digital ecosystems.

3. Bogdana
#blogger
#start-up advisor
#Cluetrain Manifesto
#The Internet Never Stops

4. Today’s thoughts
• How do we build brands?
• Where does social media fit in?
• Do more, do better
• Measuring effectiveness

5. How do we build brands in 2016?
comms
experience value

9. More than ever, strategy needs to be
responsible and consider the entire
ecosystem.
• Relevant comms
• Frictionless experience
• [value]

10. The role of social – then vs. now
conversation
experience
value

11. The role of social – then vs. now
comms
experience
value

12. Social has become a key player in brands
communicating to consumers.

13. And it makes sense
63% of Britons are active on
social channels on a daily
basis.
For younger demographics,
social has surpassed search.

14. The reach and immersiveness of the
platforms have led to widespread misuse of
the opportunities they afford.

15. Lack of respect for
our audiences’
attention has led
to a dramatic drop
in organic reach.

16. Transactional impact
is rising but limited.
9% of online
purchases were
driven by social ads.

17. The age of
conversation is, for all
intended purposes,
not a thing anymore.

18. There’s some things we could do better
• Bring back interestingness
• Respect the attention you’ve been given
• Conversations when they matter

19. Social could become a defining factor in
brand experience.

22. Brand comms is one part of the marketing mix.
Brand experience is everything else.
It’s managed differently. Delivered differently.
Measured differently.

23. Social provides “some” tools

25. There’s still a long way to go

30. Looking to social media as just another
channel to put ATL ads on is a missed
opportunity.

31. Failing to measure the impact on social on
wider brand and business goals is a
problem.

32. Two points on measurements
• Consider the medium to long term
• Evaluate your metrics with care and responsibility

33. A recap
Interestingness
Respect for
attention
Translate
operations into
social actions

34. Thank you