Presentation given at the social conference 2015.

1. The social brand session
How the brand story drives social and vice versa
The Social Conference 2015

2. Eva Zahrawi
Ruiz
Vodafone
Diego Sartori
CitizenM
Friso
Westerberg
Nuon
Meindert Kennis
Spinning’ Records

3.  Managing Director
 Founder of LST
 My ambition
 Lemon Scented Tea: The storytelling agency
 We build brands and businesses with stories;
From a brand campaign to a social post and
everything in between.
@gijsbregtvijn

4. How the stories of the brand
influence social and vice
versa?

5. • Desired Culture
• Culture
• Values
• Perks & Privileges
• Office & Atmosphere
• HR
• Advertising
• Brand
• Propositions
• Content Marketing
• Media etc.
• Task forces
• Employee initiatives
• Employee advocacy
• Data
• Social content
• Social feedback
• Web-care
• Customer care
• Co Creation
• Data
Internal External
Bottom Up
Top Down
‘Social’ is the
total ‘online’
brand
experience@gijsbregtvijn
The brand
heart beat

6. • Desired Culture
• Values
• Perks & Privileges
• Office & Atmosphere
• HR
• Advertising
• Brand
• Propositions
• Content Marketing
• Media & PR
• Task forces
• Employee initiatives
• Employee advocacy
• Data
• Social content
• Social feedback
• Web-care
• Customer care
• Co Creation
• Data
Internal External
Bottom Up
Top Down
‘Social’ is the
total ‘online’
brand
experience@gijsbregtvijn
The brand
heart beat Customer
journeys

7. Introductions
The challange

8. Vodafone
Eva Zahrawi Ruiz

13. Ideas, ideas, ideas…
…and you!!

14. Spinnin’ Records
Meindert Kennis

15. Spinnin’ Records
‘It All Starts With Good Music’
• MusicAllstars Management
• MusicAllstars Publishing
• Spinnin' Sessions
• Talent Pool
Mission: Become the ultimate (brand)
authority within our genre.
Key Value: A proven track record of
discovering, nurturing & developing musical
talent and their music and deliver them in
the worldwide DJ Top-20. Within that value
everything is geared around music.
By implementing our key value we’ve
been able to become a trendsetting &
genre-defining brand.

16. We are music
Music is the strongest, most engaging
kind of content out there.
Everything we do online is about
creating and feeding engagement
around (upcoming) music, the
artists and the story it tells
Our online currency
and main focus is hype.
Likes, views, subscribers, follows
and other social currencies are
mere KPI’s which result from that.

17. Organisation
Approx 15/20 people on Social,
Promotion, PR and software
development
Challenges:
• CRM
• Continuous creative story telling

18. Ideas, ideas, ideas…
…and you!!!

19. Nuon
Friso Westenberg

26. Challenges
…...

27. Ideas, ideas, ideas…
…and you!!!

28. CitizenM
Diego Sartori

37. Challenges
Challenge remains in the expectation
management & content curation.
Are we becoming publishers?

38. Ideas, ideas, ideas…
…and you!!!

39. Thank you
The Social Conference