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@eskimon • #adtechASEAN • 1We Are Social
SOCIAL MIX
SIMON KEMP • WE ARE SOCIAL • AD:TECH ASEAN • 08 JULY 2015
DRIVING ENGAGEMENT ACROSS THE ENTIRE MARKETING MIX
we
are
social

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@eskimon • #adtechASEAN • 2We Are Social
SIMONKEMP
@eskimon

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@eskimon • #adtechASEAN • 3We Are Social

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@eskimon • #adtechASEAN • 4We Are Social
MILAN
MUNICH
PARIS
LONDON
SÃO PAULO
SINGAPORE
NEW YORK
SYDNEY
SAN FRANCISCO SHANGHAI

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@eskimon • #adtechASEAN • 5We Are Social

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@eskimon • #adtechASEAN • 6We Are Social
BRANDS WORTH
TALKING ABOUT

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@eskimon • #adtechASEAN • 7We Are Social
SALES PITCH

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@eskimon • #adtechASEAN • 8We Are Social
MARKETERS ARE ALREADY EXPLORING THE
‘MULTI-SCREEN’ MARKETING OPPORTUNITY

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@eskimon • #adtechASEAN • 9We Are Social
BUT WHY DO WE LIMIT OUR THINKING
TO THESE SCREENS AND DEVICES?

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@eskimon • #adtechASEAN • 10We Are Social
THERE’S A MUCH BIGGER OPPORTUNITY
OUT THERE FOR TRULY SOCIAL BRANDS…

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@eskimon • #adtechASEAN • 11We Are Social
CONTEXT

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@eskimon • #adtechASEAN • 12We Are Social
TOO MANY MARKETERS ARE GETTING
CONFUSED WITH ‘CONTENT MARKETING’

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@eskimon • #adtechASEAN • 13We Are Social
WE SEEM TO HAVE FORGOTTEN THAT
‘CONTENT’ IS JUST A MEANS TO AN END

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@eskimon • #adtechASEAN • 14We Are Social
OUR JOB IS NOT TO CREATE CONTENT;
OUR JOB IS TO CREATE CONTENTMENT

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@eskimon • #adtechASEAN • 15We Are Social
SIMILARLY, WE SEEM TO THINK SUCCESS IN
SOCIAL MIRRORS SUCCESS IN BROADCAST

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@eskimon • #adtechASEAN • 16We Are Social
CONSEQUENTLY, WE’RE SPENDING HUGE
AMOUNTS ON PROMOTING OUR CONTENT

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@eskimon • #adtechASEAN • 17We Are Social
BUT THAT’S BROKEN
!!

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@eskimon • #adtechASEAN • 18We Are Social
SOCIAL SUCCESS IS NOT JUST ABOUT
REACH, LIKES, FOLLOWERS OR RETWEETS

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@eskimon • #adtechASEAN • 19We Are Social
SUCCESS IN SOCIAL MEDIA IS ALL ABOUT
INSPIRING FAVOURABLE CONVERSATIONS

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@eskimon • #adtechASEAN • 20We Are Social
NOT JUST DELIVERING MORE IMPRESSIONS,
BUT DELIVERING MORE OF AN IMPRESSION

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@eskimon • #adtechASEAN • 21We Are Social
THE GOOD NEWS IS THAT WE DO NOT NEED
MORE CONTENT OR MEDIA SPEND FOR THAT

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@eskimon • #adtechASEAN • 22We Are Social
INSTEAD, WE CAN OPTIMISE OUR MARKETING
MIX TO INSPIRE SOCIAL CONVERSATION

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@eskimon • #adtechASEAN • 23We Are Social
USE BUDGETS WE’VE ALREADY ALLOCATED
TO OTHER THINGS TO DRIVE SOCIAL TOO

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@eskimon • #adtechASEAN • 24We Are Social
PRODUCTS
CUSTOMER SERVICE
POS ACTIVITY
ADVERTISINGPACKAGING
RECRUITMENT

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@eskimon • #adtechASEAN • 25We Are Social
USE EVERYTHING YOU DO TO DRIVE
SOCIAL CONVERSATION AND ENGAGEMENT

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@eskimon • #adtechASEAN • 26We Are Social
HOW?

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@eskimon • #adtechASEAN • 27We Are Social
AIM FOR ‘REMARKABLE’ IN EVERY
ASPECT OF YOUR BRAND’S MARKETING

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@eskimon • #adtechASEAN • 28We Are Social
YOU MAY NOT ACHIEVE IT IN EVERYTHING,
BUT EVEN A LITTLE EXTRA IS A GREAT HELP

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@eskimon • #adtechASEAN • 29We Are Social
HERE ARE A FEW OF OUR FAVOURITE
EXAMPLES AND SOME ASSOCIATED IDEAS:

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@eskimon • #adtechASEAN • 30We Are Social
#1PRODUCTS

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@eskimon • #adtechASEAN • 31We Are Social
PEOPLE ARE MORE LIKELY TO SHARE THEIR
PRODUCT SHOTS THAN YOUR SOCIAL POSTS

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@eskimon • #adtechASEAN • 32We Are Social
SEARCH FOR ‘STARBUCKS’ ON SOCIAL, AND
THEIR MOST SHARED CONTENT IS COFFEE

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@eskimon • #adtechASEAN • 33We Are Social

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@eskimon • #adtechASEAN • 34We Are Social
SMALL COFFEE SHOPS CAN HARNESS THIS
BEHAVIOUR TO DRIVE SOCIAL SHARING TOO

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@eskimon • #adtechASEAN • 35We Are Social

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@eskimon • #adtechASEAN • 36We Are Social
39,000,000
PHOTOS TAGGED WITH #COFFEE ON INSTAGRAM ALONE

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@eskimon • #adtechASEAN • 37We Are Social

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@eskimon • #adtechASEAN • 38We Are Social
187,000,000
PHOTOS TAGGED WITH #FOOD ON INSTAGRAM ALONE

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@eskimon • #adtechASEAN • 39We Are Social
PRODUCT POSTS AREN’T RESTRICTED
TO ‘PHOTOS OF MY LUNCH’ THOUGH

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@eskimon • #adtechASEAN • 40We Are Social
SHARING PRODUCTS IS CENTRAL TO
MOST FASHION-RELATED POSTS TOO

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@eskimon • #adtechASEAN • 41We Are Social

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@eskimon • #adtechASEAN • 42We Are Social
67,000,000
PHOTOS TAGGED WITH #OOTD ON INSTAGRAM ALONE

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@eskimon • #adtechASEAN • 43We Are Social
POSTING PRODUCT PHOTOS OCCURS
ACROSS ALMOST ALL CATEGORIES

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@eskimon • #adtechASEAN • 44We Are Social
AUDIENCES WANT TO POST CONTENT TOO;
GIVE THEM A PRODUCT WORTH SHARING

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@eskimon • #adtechASEAN • 45We Are Social
#2ADVERTISING

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DON’T JUST PLAN FOR SOCIAL POSTS TO BE
SHARED; ALL COMMS SHOULD BE SHARABLE

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@eskimon • #adtechASEAN • 47We Are Social
POSITIVE MENTIONS OF ADS OUTWEIGH
NEGATIVE MENTIONS BY A FACTOR OF 3 : 2

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@eskimon • #adtechASEAN • 48We Are Social
TV ADS DESIGNED TO INSPIRE SHARING
DELIVER HIGHER ROI AND ORGANIC REACH

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@eskimon • #adtechASEAN • 49We Are Social
THE MOST SUCCESSFUL ADVERTS ARE THE
ONES WE LOVE TO TALK ABOUT AND SHARE

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@eskimon • #adtechASEAN • 50We Are Social
ASEAN AUDIENCES ARE TWICE AS LIKELY
TO MULTI-SCREEN vs. THE GLOBAL AVERAGE
• Source: GlobalWebIndex, Q1 2015

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@eskimon • #adtechASEAN • 51We Are Social
91% OF ASEAN’S INTERNET USERS MULTI-
SCREEN WHILST WATCHING TELEVISION
• Source: GlobalWebIndex, Q1 2015

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@eskimon • #adtechASEAN • 52We Are Social
ASEAN MULTI-SCREENING BY DEVICE
Q1
2015
MOBILE
PHONE
LAPTOP
COMPUTER
64% 51%
TABLET
DEVICE
32%
• Source: GlobalWebIndex, Q1 2015
PERCENTAGE OF INTERNET USERS IN ASEAN WHO HAVE USED EACH DEVICE AT THE SAME TIME AS WATCHING TELEVISION

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@eskimon • #adtechASEAN • 53We Are Social
IT’S NOT JUST TV ADVERTS THAT
INSPIRE SOCIAL SHARING, THOUGH

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THIS WAS ONE OF THE MOST BLOGGED-
ABOUT CAMPAIGNS OF THE EARLY 2000s

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SIMILARLY, THIS RECENT OUTDOOR ACTIVITY
INSPIRED PLENTY OF SOCIAL COMMENTARY

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@eskimon • #adtechASEAN • 56We Are Social
#3PACKAGING

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@eskimon • #adtechASEAN • 57We Are Social
PACKAGING IS A COMMON TRIGGER
FOR ORGANIC UGC AND SOCIAL SHARING

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@eskimon • #adtechASEAN • 58We Are Social
PERSONALISATION IS A CLEAR
OPPORTUNITY FOR MANY BRANDS

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@eskimon • #adtechASEAN • 59We Are Social
‘SHARE A COKE WITH…’ HAS DELIVERED
MASSIVE ORGANIC SOCIAL SUCCESS

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@eskimon • #adtechASEAN • 60We Are Social
PACKAGING THAT ENTERTAINS OR INFORMS
ALSO OFTEN INSPIRES SOCIAL SHARING

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@eskimon • #adtechASEAN • 61We Are Social
INNOCENT DRINKS’ PACKAGING INSPIRES
HIGH LEVELS OF ORGANIC SOCIAL POSTS

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SIMILARLY, FOR TECH BRANDS, ‘UNBOXING’
VIDEOS ARE A POPULAR UGC THEME

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@eskimon • #adtechASEAN • 63We Are Social
APPLE DOESN’T EVEN MAINTAIN A SOCIAL
PRESENCE, BUT IT’S STILL ALL OVER SOCIAL

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@eskimon • #adtechASEAN • 64We Are Social
THERE ARE THOUSANDS OF APPLE UNBOXING
BLOGS AND UGC VIDEOS ACROSS THE WEB

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@eskimon • #adtechASEAN • 65We Are Social
EXTRA BENEFIT: POWERFUL ENDORSEMENT
THAT SHOWS ACTUAL PURCHASE ACTIVITY

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@eskimon • #adtechASEAN • 66We Are Social
#4CUSTOMER
SERVICE

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PEOPLE LOVE TO SHARE GREAT
CUSTOMER SERVICE EXPERIENCES

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THIS AMAZON CUSTOMER SERVICE STORY
HAS BEEN WIDELY SHARED ACROSS SOCIAL

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SOME BRANDS ARE EVEN BUILT ON SOCIAL
CONVERSATIONS ABOUT THEIR SERVICE

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SOCIAL POSTS ABOUT ZAPPOS’ CUSTOMER
SERVICE HELPED MAKE THE BRAND FAMOUS

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WHAT’S MORE, MANY ZAPPOS MENTIONS
RELATE TO ORGANIC SOCIAL ADVOCACY

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#5EVENTS &
EXPERIENCES

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EVENTS ARE ANOTHER GREAT SOURCE
OF ORGANIC SOCIAL SHARING

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OFFER PEOPLE AN EXPERIENCE THAT
THEY’LL WANT TO TELL OTHERS ABOUT

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@eskimon • #adtechASEAN • 75We Are Social
OUR ‘LIGHT & SEEK’ EVENT WITH LENOVO
INSPIRED PLENTY OF ORGANIC SHARING

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ONLINE EVENTS AND EXPERIENCES CAN
ALSO HELP TO INSPIRE CONVERSATION

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@eskimon • #adtechASEAN • 77We Are Social
BURBERRY ENABLED FANS TO STREAM THEIR
FASHION SHOW FROM THEIR OWN PROFILE

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EXPLORE EXPERIENCES THAT ARE OFTEN
ASSOCIATED WITH YOUR BAND, TOO

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A TRIP TO BALI ISN’T COMPLETE WITHOUT
A BINTANG BEACH OR SUNSET INSTAGRAM

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#6RECRUITMENT

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FAVOURABLE CONVERSATIONS ABOUT JOB
ADS DON’T JUST HELP IMPROVE REACH…

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…PEOPLE WILL OFTEN TRY HARDER TO
LAND A HIGHLY TALKED-ABOUT ROLE TOO

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EVEN AFTER 10 YEARS, THIS RECRUITMENT
AD BY GOOGLE INSPIRES SOCIAL SHARES

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TAKEN TO THE EXTREME, A GREAT ‘JOB AD’
CAN RECRUIT MORE THAN JUST EMPLOYEES

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THE BEST JOB (AD) IN THE WORLD WASN’T
JUST ABOUT HIRING AN ISLAND CARETAKER

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#7PRICING

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FOR MANY INDUSTRIES, SOCIAL PRICING
MODELS COULD MAKE A LOT OF SENSE

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RETHINK THE ‘GROUPON MODEL’ TO FOCUS
ON GROUP-BUYING, NOT JUST DISCOUNTS

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TACTICS SUCH AS ‘PAY-WITH-A-TWEET’
ARE ALSO WORTH RE-EXPLORING

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#8DISTRIBUTION

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FOOD TRUCKS PROVE THAT SOCIALLY-
POWERED DISTRIBUTION CAN WORK

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A BIG PART OF THE FUN IS IN FINDING AND
SHARING THEIR LOCATION WITH OTHERS

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IT’S THE SAME FOR ‘POP-UP’ STORES; BEING
‘IN-THE-KNOW’ DRIVES SOCIAL SHARING

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#9PROCUREMENT

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SURPRISINGLY, EVEN PROCUREMENT
POLICY CAN DRIVE SOCIAL SHARING

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‘CONSCIENCE MARKS’ AREN’T JUST ABOUT
CSR – THEY’RE GREAT FOR SOCIAL TOO

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PEOPLE ENDORSE THOSE BRANDS
THAT BEHAVE CONSCIENTIOUSLY

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MAKE THINGS
BETTER
MAKE BETTER
THINGS
VS

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#BONUSFROM THE OUTSIDE IN

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EVERY DAY, PEOPLE SHARE BILLIONS OF
PUBLIC POSTS ACROSS SOCIAL MEDIA

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MANY OF THESE OFFER VALUABLE INSIGHTS
INTO WHAT PEOPLE REALLY CARE ABOUT

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WE CAN USE THESE INSIGHTS TO IMPROVE
EVERY ASPECT OF OUR MARKETING MIX

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@eskimon • #adtechASEAN • 103We Are Social
PRODUCTS
CUSTOMER SERVICE
POS ACTIVITY
ADVERTISINGPACKAGING
RECRUITMENT

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@eskimon • #adtechASEAN • 104We Are Social
USE SOCIAL TO INFORM YOUR FUTURE,
NOT JUST TO PROMOTE YOUR PRESENT

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@eskimon • #adtechASEAN • 105We Are Social
MAKE THINGS
PEOPLE WANT
MAKE PEOPLE
WANT THINGS
VS
~ JOHN WILLSHIRE • @WILLSH!

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CONCLUSIONS

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SUCCESS IN SOCIAL IS NOT JUST ABOUT
WHAT YOU POST, OR EVEN WHAT YOU SAY

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SUCCESS IN SOCIAL IS ULTIMATELY ABOUT
WHAT OTHER PEOPLE SAY ABOUT YOU

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@eskimon • #adtechASEAN • 109We Are Social
USE YOUR FULL MARKETING MIX TO INSPIRE
VALUABLE ORGANIC SOCIAL CONVERSATION

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@eskimon • #adtechASEAN • 110We Are Social
LEARN MORE BY DOWNLOADING OUR
FREE GUIDE TO BUILDING SOCIAL BRANDS:
http://bit.ly/sbtfom

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@eskimon • #adtechASEAN • 111We Are Social
WE ARE SOCIAL SINGAPORE
SIMON KEMP, REGIONAL MANAGING PARTNER
@WEARESOCIALSG
SAYHELLO@WEARESOCIAL.SG
+65 6423 1051
HTTP://WEARESOCIAL.SG