The document discusses how branding has evolved from the simple trade era to the current social media era. It emphasizes that brands must be designed by and for humans by understanding human insights. Successful brands in the social media age engage in two-way conversations with customers, respond empathetically to feedback, and find ways to be useful and relevant through technology and content. Measurement of social media marketing shows it can be a cost-effective channel to build the brand if focused on business objectives.

1. BRANDING IN A
SOCIAL MEDIA WORLD
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2. SECURING COMPETITIVE
ADVANTAGE IN A
NETWORKED WORLD
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4. IT USED TO BE SO SIMPLE
The Simple Trade Era
The Production Era
The Sales Era
The Marketing Department Era
The Marketing Company Era
The Relationship Marketing Era
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7. Your brand
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11. Structured to unstructured data
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12. WINNING IN THE DIGITAL ERA
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13. THE WORLD’S BIGGEST BRANDS (IN SOCIAL MEDIA)
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14. THE WORLD’S BIGGEST BRANDS (IN SOCIAL MEDIA)
HUMANITY
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15. BORN OF REAL, HUMAN INSIGHT
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20. DESIGNED BY HUMANS, FOR HUMANS
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21. 16
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23. BEING ‘PEOPLE THAT DO’
NOT JUST BRANDS THAT TELL
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24. UMBRO = a brand that says NIKE – a brand that DOES
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26. SEEK OUT LIKE MINDED PEOPLE - AND JOIN IN
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29. OPEN AND MAINTAIN THE DIALOGUE
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32. Especially when things go wrong
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33. BE NICE
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35. BE EMPATHETIC
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37. BE USEFUL
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39. BE RELEVANT
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41. HAVE A SENSE OF HUMOUR
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42. http://www.youtube.com/watch?v=OaIUiDY9QB8
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43. TAKE ADVANTAGE OF TECHNOLOGY
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44. Opportunity to share with
average 132 friends each
Competitions drive reach
and data capture
Drive ATV with reminders
Opportunity to sample
Cross-promotion and share content (at no cost)
to other programmes
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45. TRACK IT BACK TO WHAT MATTERS TO YOUR BUSINESS
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47. BECAUSE IT PAYS
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48. 2
2
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49. 2
2
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50. Relative cost of media (ABC1 men example)
40.0 40.0
PAID EARNED
30.0
Premium allows for
targeting by interest
20.0
16.0
11.0
10.0
10.0
5.0
Commercial TV
Facebook ads 0.7
Posters
Press 0.6 0
Online display 0.2
Content seeding (Murdoch)
Programme publicity
Content seeding (Scream)
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51. DO WHAT YOU’VE ALWAYS DONE ...
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52. BE HUMAN
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53. THANKS FOR LISTENING
www.tomlucas.org
tomlucas2012@gmail.com
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