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
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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 ⢠WHATâS 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 IAAâS WHATâS COMING NEXT CONFERENCE:
9. #WhatsComingNext ⢠@eskimon ⢠9We Are Social
The brands that actively
involve audiences in the
creation of value are those
best placed to succeed in
todayâs connected world.
PREMISE:
Â
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THE CONVERGENCE OF A FEW TRENDS:
THE RISE OF âPRIVATEâ
SHARING ON APPS LIKE
WHATSAPP & WECHAT
CONCERNS ABOUT DATA
COLLECTION BY BRANDS
AND AD PLATFORMS
CHAT APPS PRIVACY
THE SHEER AMOUNT
OF âNOISEâ ACROSS
DIGITAL CHANNELS
CLUTTER
THE RELATED COST OF
REACHING AUDIENCES
IN SOCIAL MEDIA
AD SPEND
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ABOVE ALL, A BELIEF THAT MARKETERS
ARE MISSING SOME HUGE OPPORTUNITIES
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5 PROVOCATIONS TO HELP YOU SEIZE THOSE
OPPORTUNITIES AND BUILD A SOCIAL BRAND
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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
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HOWEVER, WE NEED TO BE CAREFUL WE
DONâT CONFUSE THE MEANS FOR THE END
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MARKETINGâS JOB IS NOT TO CREATE
CONTENT; ITâS TO CREATE CONTENTMENT
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~ Cory Doctorow
âContent is not king. If I sent you to a
desert island and gave you the choice of
taking your friends or your movies, youâd
choose your friends. If you chose the movies,
weâd call you a sociopath. Conversation is
king. Content is just something to talk about.
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INSPIRE FAVOURABLE CONVERSATIONS THAT
FUEL CONVERSION AND BUILD BRAND EQUITY
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BUT TODAYâS DEVICES MAKE IT EASY FOR
PEOPLE TO IGNORE IRRELEVANT MESSAGES
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MARKETING MUST DELIVER VALUE THROUGH
EVERY INTERACTION OR IT WILL BE IGNORED
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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
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ADD VALUE THROUGH EVERY INTERACTION,
NOT JUST THROUGH EVERY TRANSACTION
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ADVERTISINGâS BUSINESS MODEL DOESNâT
ALIGN WITH AUDIENCESâ BEHAVIOUR MODEL
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THE BROADCAST MARKETING PARADIGM
IS DRIVEN BY MEDIA COST EFFICIENCY
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I.E. TRYING TO REACH AS MANY EYEBALLS AS
POSSIBLE WITH AS LITTLE SPEND AS POSSIBLE
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BUT INTERACTIVE, DIGITAL MEDIA ENABLE
US TO FOCUS MORE ON EFFECTIVENESS
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I.E. CREATING IDEAL EXPERIENCES FOR
SPECIFIC AUDIENCES IN OPTIMUM CONTEXTS
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WE NO LONGER NEED TO BOIL BRANDSâ
MEANING DOWN INTO 30â SOUNDBITES
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WE CAN FOCUS ON WHAT WE WANT PEOPLE
TO UNDERSTAND, NOT JUST WHAT WEâLL SAY
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FOCUS ON CREATING BETTER IMPRESSIONS,
INSTEAD OF CREATING MORE IMPRESSIONS
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WE CAN TELL AN EVOLVING STORY, INSTEAD
OF REPEATING THE SAME AD FOR 6 MONTHS
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WAYS TO BROADEN THE BRANDâS 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
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BUILD YOUR BRAND WITH EVOLVING STORIES,
NOT SINGULAR, REPETITIVE âBIG AD IDEASâ
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BUT TELLING THESE STORIES IS ONLY THE
START OF A SOCIAL BRANDâS JOURNEYâŚ
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WE NEED TO USE THESE STORIES TO INSPIRE
ON-GOING DIALOGUE AND CONVERSATION
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SOCIETY EXPECTS ORGANISATIONS TO
GIVE BACK AT LEAST AS MUCH AS THEY TAKE
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THE BRANDS WHO GIVE BACK PROACTIVELY
ARE SEEN AS GENEROUS AND INSPIRING
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INSTEAD OF SEEING CSR AS GUILT RELIEF,
USE IT TO ADD VALUE AND ENGAGE PEOPLE
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BRANDS WEAVE COMMUNITY SERVICE INTO
THE HEART OF THEIR VALUE PROPOSITION
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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
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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
84. #WhatsComingNext ⢠@eskimon ⢠84We Are Social
WE ARE SOCIAL
SIMON KEMP, ASIA MANAGING PARTNER
@ESKIMON
SAYHELLO@WEARESOCIAL.SG
+65 6423 1051
HTTP://WEARESOCIAL.SG