Humanise or Vaporise - Focus on Social Content & Being Meaningful, by @ladyxtel

Humanise orVaporise Christel Quek @LADYXTEL GL O BAL SOCI AL MAR KE TI NG MANAG ER HAV AS ME D IA

TH I N Ki ng ab out social con t en tHumanise or 3 impe rat ives to humanise , or vapor iseVaporise 3 b ran d s wh o a re do i n g i t r i gh t CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL

“We’re building towards a web where the default is social.” “Every application & product will be redesigned from the ground up to use a persons real identity and friends.”Source: Mark Zuckerberg at F8 Conference, 2011 CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL

This is N OT a presentation on howawesome Social Media is. CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL

This IS a presentation on the importance of inherentlySO CI AL content to engage & encourage earned media. CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL

youHOW AR E ta ki n g ad vant ag e of this revolution to be social? CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL

There is a common misconception to be platform driven(e.g. Facebook, Twitter, Instagram, Pinterest) t h at sh oul d be re m ed ie d. CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL

Instead of being PL A T FOR M D R IV ENbe content dri ven . CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL

Becontent drivenw it h an add ed k ic k. CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL

Use your brand’s CONTE NT to d ri ve conversations (but.. isn’t it easier said than done?) CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL

How can you G UIDE content on social media? CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL

the average person sees 1, 5 00 - 20 ,00 0 brand impressions day. perSource: LA Times, Business Section, 2012 CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL

It’s no longer about just broadcasting content social content moves beyond consumption & triggers the Holy Grail of earned media CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL

content vs social contentconsumption sharing + reactions CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL

y our el em en ts to t rig ge r content + sharing= social content (t o s ha re) actions & transactions (a reaction) CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL

Social Content builds your b rand’ s s to ry across your media ecosystem with a focus on Reach Relevance ResonanceSource: Original inspiration from Brian Solis (3Rs) , 2011 CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL

so don’t just work on contentwork on your brand’s story because s tor i es are more persuasive than data CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL

Source: Dr Paul MacLean - Triune Brain Theory.Illustration: Myself CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL

Stop selling apples c rea te con t en t ar ou n d i tIllustration: Myself CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL

don’t control, collaborate th e cr owd i s yo u r ass etIllustration: Myself CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL

add value with cool infographics “inf o gr ap hics sh are d on t wit ter get 83 2% mo re r etw eet s tha n i ma ge s & a rt icl es”Source: Bit Rebels, 2012Illustration: Myself CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL

strong content gets amplified t ur n yo u r inf l uence rs i nto br an d a dvo cat es fo r y ou r s to ryIllustration: Myself CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL

social content is not uniform t her e’s no po in t h av ing th e s am e con ten t o n every s oci al p la tf ormIllustration: Myself CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL

watch the effect unfold but don ’t f o rge t t o tra ck yo u r pr ogres sIllustration: Myself CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL

WHOMe d ia c ont acts si n g a p ore( HA V AS M E DI A SI N GAP OR E )CL I ENTSINT ELT OS HIBA ( S OUTH E AST A S I A ) CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL

Th e re are 3 imp er at ive s to h um ani s E (Or yo u wi ll v ap or is e ) CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL

stTHE 1 IMP ER AT IVEListen More than You Speak CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL

ndTHE 2 IMP ER AT IVE Don’t Control. Collaborate! CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL

nd THE 2 IMP ER AT IVE 1% Creators Unlock Innovation Opportunities 9% Enthusiasts Refine Innovation Opportunities 90% Spectators Validate Innovation OpportunitiesSource: Forrester Research , 2011 CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL

rd THE 3 IMP ER AT IVE We’re now in an attention economy. Media can be bought.But attention & respect for a brand on Social Media have to be earned. CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL

The 3 imp er at ive s will ultimately allow your brand to embark on a journey in becoming a Meaningful BrandFor more information: Meaningful Brands Index by Havas Media CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL

Meaningful Brands use meaningful communications to connect the principle of value with enhancing the well-being of consumers, translating into measurable personal and collective outcomes.For more information: Dear Brands, Be Meaningful to Win ; by Christel Quek on Huffington Post CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL

Use your brand’s story to Build a meaningful Community of Socially Inﬂuential UsersSource: Flickr: Obama’s Election Rally, 2008 C HRI S TE L Q UE K @ LA DY XT EL

Use your brand’s story to Build a meaningful Community of Socially Inﬂuential Users where Social >MediaSource: Flickr: Obama’s Election Rally, 2008 C HRI S TE L Q UE K @ LA DY XT EL

A Meaningful CommunityAllows the community to feel a sense of Ownership CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL

A Meaningful CommunityAllows the community to collectively share their interest in the brand CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL

A Meaningful CommunityWill continually add value to the brand’s community - online & offline CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL

It’s important to engage thesocial consumer they have a D I S TA STE for unsolicited promotions & t r u st authentic, continued engagement CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL

Ho w to huma nise y ou r br an d Measure + + Analyze Listen Engage Report Refine RepeatSocial Media Monitoring Social Media Engagement Measuring ResultsThis includes data, Reaching out to customers & Measuring results by trackingconversations, dialogue about using customer feedback to discussions and gleaningyour business or personal enhance your content, insights from databrand products, & services CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL

BRA NDS D OI N G I T right INTEL ’ s U L TRA BOO K TE MP TA TI ON S CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL

BRA NDS D OI N G I T right PEPS I CO’ s O NLINE PU LS E CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL

BRA NDS D OI N G I T right AM ERIC AN EXPRES S GO SO CIA L CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL

are you content with just having your content consumed oryour b ra n d st or y to be shared? CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL

after all,successo n so ci al m ed ia is notwi th br ands t ha t s hout the loudest.

successo n so ci al m edia is withbr a nds tha t foc us on hu ma nisin g & having S O CIAL content on Social Media CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL

i t’ s no lo ng er a q ues t i on of b e i ng on socialI t’ s abo u t d oi n g i t r ig ht . CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL

so, Humanise or Vaporise

Thank You! Christel Quek @LADYXTEL GL O BAL SOCI AL MAR KE TI NG MANAG ER HAV AS ME D IA