FEATURED on Slideshare, August 21 2012: http://twitter.com/slideshare/status/237724963614896129 We now live in a world where media can be bought, but attention & respect for a brand can only be earned. In this new and (almost frightening) territory for brands to be more open and collaborative, how will your brand take the step forward to humanise your offerings & your inward + outward communications? This is a keynote I gave recently on the imperative to focus on the bigger picture surrounding the hype around social media platforms. It's important to consider the content to make your brand's presence on such platforms meaningful. Content has to move beyond mere consumption & focus on sharing- a shift towards social content which is shareable, likeable, and brings out the best of what social storytelling has to offer. To illustrate my examples, I offer Dr Paul MacLean's Triune Brain Theory as a thinking point for applicability - that brands need to engage in social storytelling for continued social media success. I've also touched upon the 3 imperatives for brands to consider to build a meaningful online community which will constantly add value to your brand - both online & offline. It's no longer just about being on social, it's about doing it right. So, brands, Humanise or Vaporise.

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

2. TH I N Ki ng ab out social con t en t
Humanise
or 3 impe rat ives to humanise , or vapor ise
Vaporise
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

3. “We’re building towards a web where
the default is social.”
“Every application & product will be
redesigned from the ground up to use a
person's 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

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

5. This IS a presentation on the importance of
inherently
SO 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

6. you
HOW 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

7. 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

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

9. Be
content driven
w 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

10. 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

11. 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

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

13. 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

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

15. 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

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

17. so don’t just work on content
work 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

18. 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

19. 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

20. 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

21. 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

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

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

24. 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, 2012
Illustration: Myself CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL

25. 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 ry
Illustration: Myself CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL

26. 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 orm
Illustration: Myself CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL

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

28. WHO
Me 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 ENTS
INT EL
T 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

29. WHO
Me 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 ENTS
INT EL
T 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

30. 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

31. st
THE
1 IMP ER AT IVE
Listen More
than
You Speak
CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL

32. nd
THE
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

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

34. 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

35. The
3 imp er at ive s
will ultimately allow your brand to
embark on a journey
in becoming a Meaningful Brand
For 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

36. 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

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

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

39. A Meaningful Community
Allows 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

40. A Meaningful Community
Allows 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

41. A Meaningful Community
Will 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

42. It’s important to engage the
social 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

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

44. 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

45. 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

46. 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

47. are you content with just having
your content consumed
or
your 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

48. after all,
success
o n so ci al m ed ia is not
wi th br ands t ha t s hout the loudest.

49. success
o n so ci al m edia is with
br 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

50. i t’ s no lo ng er
a q ues t i on of
b e i ng on
social
I 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

51. so, Humanise
or
Vaporise

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