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We Are Social - Social Brands Live In London 2015

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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

Veröffentlicht in: Soziale Medien, Marketing
  • very good presentation. thank you
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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
  2. #WhatsComingNext • @eskimon • 2We Are Social bit.ly/sb_iaa WATCH THE FULL RECORDING OF SIMON KEMP PRESENTING SOCIAL BRANDS AT THE IAA’S WHAT’S COMING NEXT CONFERENCE:
  3. #WhatsComingNext • @eskimon • 3We Are Social SIMONKEMP @eskimon
  4. #WhatsComingNext • @eskimon • 4We Are Social
  5. #WhatsComingNext • @eskimon • 5We Are Social MILAN MUNICH PARIS LONDON SÃO PAULO SINGAPORE NEW YORK SYDNEY SAN FRANCISCO SHANGHAI
  6. #WhatsComingNext • @eskimon • 6We Are Social
  7. #WhatsComingNext • @eskimon • 7We Are Social BRANDS WORTH TALKING ABOUT
  8. #WhatsComingNext • @eskimon • 8We Are Social SOCIAL BRANDS
  9. #WhatsComingNext • @eskimon • 9We Are Social The brands that actively involve audiences in the creation of value are those best placed to succeed in today’s connected world. PREMISE:  
  10. #WhatsComingNext • @eskimon • 10We Are Social 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
  11. #WhatsComingNext • @eskimon • 11We Are Social ABOVE ALL, A BELIEF THAT MARKETERS ARE MISSING SOME HUGE OPPORTUNITIES
  12. #WhatsComingNext • @eskimon • 12We Are Social 5 PROVOCATIONS TO HELP YOU SEIZE THOSE OPPORTUNITIES AND BUILD A SOCIAL BRAND
  13. #WhatsComingNext • @eskimon • 13We Are Social 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
  14. #WhatsComingNext • @eskimon • 14We Are Social #1SOCIAL EQUITY TRANSLATES TO BRAND EQUITY
  15. #WhatsComingNext • @eskimon • 15We Are Social WORD OF MOUTH IS STILL CENTRAL TO PEOPLE’S DISCOVERY OF NEW BRANDS
  16. #WhatsComingNext • @eskimon • 16We Are Social BUT WORD OF MOUTH ISN’T JUST ABOUT BRAND DISCOVERY
  17. #WhatsComingNext • @eskimon • 17We Are Social CONVERSATIONS ABOUT BRANDS ALSO DRIVE CONVICTION AND CONVERSION
  18. #WhatsComingNext • @eskimon • 18We Are Social THE BRANDS THAT PEOPLE TALK ABOUT MOST FAVOURABLY BUILD THE STRONGEST EQUITY
  19. #WhatsComingNext • @eskimon • 19We Are Social THEREFORE…
  20. #WhatsComingNext • @eskimon • 20We Are Social AN INCREASE IN GOOD CONVERSATION DRIVES AN INCREASE IN COMPENSATION
  21. #WhatsComingNext • @eskimon • 21We Are Social BUT FAVOURABLE CONVERSATIONS AREN’T JUST ABOUT SOCIAL MEDIA ACTIVITY
  22. #WhatsComingNext • @eskimon • 22We Are Social PRODUCTS CUSTOMER SERVICE POS ACTIVITY ADVERTISINGPACKAGING RECRUITMENT
  23. #WhatsComingNext • @eskimon • 23We Are Social EVERYTHING YOUR BRAND DOES SHOULD INSPIRE MEANINGFUL CONVERSATION
  24. #WhatsComingNext • @eskimon • 24We Are Social HOWEVER, WE NEED TO BE CAREFUL WE DON’T CONFUSE THE MEANS FOR THE END
  25. #WhatsComingNext • @eskimon • 25We Are Social MARKETING’S JOB IS NOT TO CREATE CONTENT; IT’S TO CREATE CONTENTMENT
  26. #WhatsComingNext • @eskimon • 26We Are Social ~ 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.
  27. #WhatsComingNext • @eskimon • 27We Are Social INSPIRE FAVOURABLE CONVERSATIONS THAT FUEL CONVERSION AND BUILD BRAND EQUITY
  28. #WhatsComingNext • @eskimon • 28We Are Social BUT HOW?
  29. #WhatsComingNext • @eskimon • 29We Are Social #2ALL MARKETING SHOULD DELIVER MUTUAL VALUE
  30. #WhatsComingNext • @eskimon • 30We Are Social MOST MARKETING STILL RELIES ON SELFISH SCREAMS FOR ATTENTION
  31. #WhatsComingNext • @eskimon • 31We Are Social BUT TODAY’S DEVICES MAKE IT EASY FOR PEOPLE TO IGNORE IRRELEVANT MESSAGES
  32. #WhatsComingNext • @eskimon • 32We Are Social MARKETING MUST DELIVER VALUE THROUGH EVERY INTERACTION OR IT WILL BE IGNORED
  33. #WhatsComingNext • @eskimon • 33We Are Social 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
  34. #WhatsComingNext • @eskimon • 34We Are Social ADD VALUE THROUGH EVERY INTERACTION, NOT JUST THROUGH EVERY TRANSACTION
  35. #WhatsComingNext • @eskimon • 35We Are Social BUT THIS WILL INVOLVE A FUNDAMENTAL CHANGE !  
  36. #WhatsComingNext • @eskimon • 36We Are Social #3FROM BIG AD IDEAS TO ‘LEITMOTIFS’
  37. #WhatsComingNext • @eskimon • 37We Are Social ADVERTISING’S BUSINESS MODEL DOESN’T ALIGN WITH AUDIENCES’ BEHAVIOUR MODEL
  38. #WhatsComingNext • @eskimon • 38We Are Social THE BROADCAST MARKETING PARADIGM IS DRIVEN BY MEDIA COST EFFICIENCY
  39. #WhatsComingNext • @eskimon • 39We Are Social I.E. TRYING TO REACH AS MANY EYEBALLS AS POSSIBLE WITH AS LITTLE SPEND AS POSSIBLE
  40. #WhatsComingNext • @eskimon • 40We Are Social BUT INTERACTIVE, DIGITAL MEDIA ENABLE US TO FOCUS MORE ON EFFECTIVENESS
  41. #WhatsComingNext • @eskimon • 41We Are Social I.E. CREATING IDEAL EXPERIENCES FOR SPECIFIC AUDIENCES IN OPTIMUM CONTEXTS
  42. #WhatsComingNext • @eskimon • 42We Are Social WE NO LONGER NEED TO BOIL BRANDS’ MEANING DOWN INTO 30” SOUNDBITES
  43. #WhatsComingNext • @eskimon • 43We Are Social WE CAN FOCUS ON WHAT WE WANT PEOPLE TO UNDERSTAND, NOT JUST WHAT WE’LL SAY
  44. #WhatsComingNext • @eskimon • 44We Are Social FOCUS ON CREATING BETTER IMPRESSIONS, INSTEAD OF CREATING MORE IMPRESSIONS
  45. #WhatsComingNext • @eskimon • 45We Are Social WE CAN TELL AN EVOLVING STORY, INSTEAD OF REPEATING THE SAME AD FOR 6 MONTHS
  46. #WhatsComingNext • @eskimon • 46We Are Social 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
  47. #WhatsComingNext • @eskimon • 47We Are Social BUILD YOUR BRAND WITH EVOLVING STORIES, NOT SINGULAR, REPETITIVE ‘BIG AD IDEAS’
  48. #WhatsComingNext • @eskimon • 48We Are Social BUT TELLING THESE STORIES IS ONLY THE START OF A SOCIAL BRAND’S JOURNEY…
  49. #WhatsComingNext • @eskimon • 49We Are Social WE NEED TO USE THESE STORIES TO INSPIRE ON-GOING DIALOGUE AND CONVERSATION
  50. #WhatsComingNext • @eskimon • 50We Are Social THAT INVOLVES ANOTHER FUNDAMENTAL CHANGE !  
  51. #WhatsComingNext • @eskimon • 51We Are Social #4FROM BROADCAST TO CONVERSATION
  52. #WhatsComingNext • @eskimon • 52We Are Social EVERY DAY, PEOPLE SHARE BILLIONS OF PUBLIC POSTS ACROSS SOCIAL MEDIA
  53. #WhatsComingNext • @eskimon • 53We Are Social EACH POST OFFERS VALUABLE INSIGHT INTO PEOPLE’S LIVES, CHOICES AND BEHAVIOUR
  54. #WhatsComingNext • @eskimon • 54We Are Social TAKE THE INFAMOUS EXAMPLE OF “PHOTOS OF MY LUNCH”
  55. #WhatsComingNext • @eskimon • 55We Are Social #FOOD
  56. #WhatsComingNext • @eskimon • 56We Are Social 170,000,000 IMAGES TAGGED #FOOD ON INSTAGRAM ALONE
  57. #WhatsComingNext • @eskimon • 57We Are Social
  58. #WhatsComingNext • @eskimon • 58We Are Social
  59. #WhatsComingNext • @eskimon • 59We Are Social 3 PHOTOS OF THE SAME THING (BURGERS) THAT EACH TELL US VERY DIFFERENT STORIES
  60. #WhatsComingNext • @eskimon • 60We Are Social BY ANALYSING THE THINGS PEOPLE POST, WE CAN UNCOVER MANY VALUABLE INSIGHTS
  61. #WhatsComingNext • @eskimon • 61We Are Social …IF PEOPLE CARE ENOUGH TO POST ABOUT IT, IT’S WORTH EXPLORING IN MORE DETAIL
  62. #WhatsComingNext • @eskimon • 62We Are Social #LOVE
  63. #WhatsComingNext • @eskimon • 63We Are Social 880,000,000 IMAGES TAGGED #LOVE ON INSTAGRAM ALONE
  64. #WhatsComingNext • @eskimon • 64We Are Social THERE MIGHT BE A FEW IDEAS FOR MARKETERS IN THERE TOO…
  65. #WhatsComingNext • @eskimon • 65We Are Social HOWEVER, MOST MARKETERS ONLY LISTEN OUT FOR OVERT MENTIONS OF THEIR BRAND
  66. #WhatsComingNext • @eskimon • 66We Are Social THIS IS A BIT LIKE JUDGING SOMEONE ELSE’S PARTY BASED ON MENTIONS OF YOUR NAME
  67. #WhatsComingNext • @eskimon • 67We Are Social WE’RE MISSING OPPORTUNITIES TO IDENTIFY NEW WAYS TO ADD VALUE
  68. #WhatsComingNext • @eskimon • 68We Are Social PRODUCTS CUSTOMER SERVICE POS ACTIVITY ADVERTISINGPACKAGING RECRUITMENT
  69. #WhatsComingNext • @eskimon • 69We Are Social SOCIAL LISTENING BECOMES THE DISCOVERY ENGINE THAT POWERS ALL OUR MARKETING
  70. #WhatsComingNext • @eskimon • 70We Are Social MAKE THINGS PEOPLE WANT MAKE PEOPLE WANT THINGS~ JOHN WILLSHIRE • @WILLSH   VS
  71. #WhatsComingNext • @eskimon • 71We Are Social USE SOCIAL LISTENING TO INFORM FUTURE PLANS, NOT JUST TO MEASURE PAST RESULTS
  72. #WhatsComingNext • @eskimon • 72We Are Social #5CSR EVOLVES INTO CIVIC ENGAGEMENT
  73. #WhatsComingNext • @eskimon • 73We Are Social SOCIETY EXPECTS ORGANISATIONS TO GIVE BACK AT LEAST AS MUCH AS THEY TAKE
  74. #WhatsComingNext • @eskimon • 74We Are Social THE BRANDS WHO GIVE BACK PROACTIVELY ARE SEEN AS GENEROUS AND INSPIRING
  75. #WhatsComingNext • @eskimon • 75We Are Social INSTEAD OF SEEING CSR AS GUILT RELIEF, USE IT TO ADD VALUE AND ENGAGE PEOPLE
  76. #WhatsComingNext • @eskimon • 76We Are Social BRANDS WEAVE COMMUNITY SERVICE INTO THE HEART OF THEIR VALUE PROPOSITION
  77. #WhatsComingNext • @eskimon • 77We Are Social 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
  78. #WhatsComingNext • @eskimon • 78We Are Social MAKE THINGS BETTER MAKE BETTER THINGS VS
  79. #WhatsComingNext • @eskimon • 79We Are Social TAKING THIS FURTHER, WE SHOULD BE MARKETING WITH PEOPLE, NOT TO THEM
  80. #WhatsComingNext • @eskimon • 80We Are Social DEMOCRATIC MARKETING: BRANDS OF THE PEOPLE, BY THE PEOPLE, FOR THE PEOPLE
  81. #WhatsComingNext • @eskimon • 81We Are Social CONCLUSIONS
  82. #WhatsComingNext • @eskimon • 82We Are Social 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
  83. #WhatsComingNext • @eskimon • 83We Are Social DOWNLOAD THE COMPLETE SOCIAL BRANDS E-BOOK: bit.ly/sbtfom
  84. #WhatsComingNext • @eskimon • 84We Are Social WE ARE SOCIAL SIMON KEMP, ASIA MANAGING PARTNER @ESKIMON SAYHELLO@WEARESOCIAL.SG +65 6423 1051 HTTP://WEARESOCIAL.SG

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