Brands need to stop building disconnected 'social media strategies', and build comprehensive brand strategies that are optimised for today's connected, social world. This presentation offers guidance and advice on the factors that should inform a Connected Strategy, together with
Instant Digital Issuance: An Overview With Critical First Touch Best Practices
We Are Social's Guide To Building A Connected Strategy
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CONNECTED
STRATEGY
SIMON KEMP • WE ARE SOCIAL • IAB SINGAPORE • JULY 2015
BUILDING BRANDS FOR THE DIGITAL AGE
we
are
social
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WE HELP BUILD
BRANDS WORTH
TALKING ABOUT
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BUILDING A SOCIAL BRAND
1. STRATEGY IN THE CONNECTED AGE
2. THE 4PS OF GREAT SOCIAL BRANDS
3. BRANDS THAT ARE DOING IT BEST
4. TIPS TO MAKE YOUR BRAND ‘SOCIAL’
5. Q&A AND DISCUSSION
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STRATEGY:
A plan for achieving a
specific outcome within a
clearly defined timeframe.
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THE ‘WHAT’: THE PLAN
FOR ACHIEVING OUR
DESIRED OUTCOME
THE ‘HOW’: THE THINGS
WE’LL DO TO BRING
OUR PLAN TO LIFE
STRATEGY TACTICS
AN IMPORTANT DISTINCTION
VSVS
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IMPORTANT CLARIFICATION: THE CONCEPT
OF A ‘SOCIAL STRATEGY’ IS A BIT BROKEN
!!
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DEFINE AN OVERALL BRAND STRATEGY, THEN
IDENTIFY HOW SOCIAL CAN BRING IT TO LIFE
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SO HOW DO YOU ENSURE YOUR STRATEGY
IS OPTIMISED FOR A CONNECTED WORLD?
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THE 4PS OF GREAT SOCIAL MARKETING
FOCUS ON PEOPLE,
NOT CONTENT, MEDIA
OR TECHNOLOGY
DON’T JUST MAKE
BETTER THINGS;
MAKE THINGS BETTER
PEOPLE PURPOSE
USE YOUR BRAND’S
VALUES TO DELIVER
MEANINGFUL VALUE
PRINCIPLES
DON’T INTERRUPT
PEOPLE; ENGAGE
AND INVOLVE THEM
PARTICIPATION
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190,000,000
PHOTOS TAGGED WITH #FOOD ON INSTAGRAM
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WE TOOK A RANDOM SAMPLE OF PICTURES
TAGGED WITH #FOOD FROM INSTAGRAM
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WITHIN THIS SAMPLE, THERE WERE THREE –
QUITE DIFFERENT – PICTURES OF BURGERS
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FROM LUNCH TO INSIGHTS
What are they eating?
Where are they eating it?
Who are they eating it with?
What time are they eating?
How much do they pay for lunch?
Is there a choice motivation (e.g. health)?
What are they #tagging (emphasising)?
Why are they sharing these photos?
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3 PHOTOS OF THE SAME THING THAT OFFER
DIFFERENT INSIGHTS INTO PEOPLE’S LIVES
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OUR TASK IS TO ENGAGE PEOPLE WITH
OUR BRANDS, NOT JUST WITH OUR COMMS
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PEOPLE ARE MORE ENGAGED
WHEN THEY’RE ACTIVELY INVOLVED
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Participation increases
people’s valuation of
products – even those who
are relatively uninterested.
Dan Ariely, “The IKEA Effect”
“
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MARKETING SHOULD CO-CREATE
MUTUAL VALUE, NOT SIMPLY SELL STUFF
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WE NEED TO THINK OF PEOPLE AS PART OF
OUR BRANDS, NOT AS OUR ‘CONSUMERS’
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EXAMPLES OF INCLUSIVE MARKETING
IDEASTORM MY STARBUCKS IDEA
DELL STARBUCKS
DO US A FLAVOUR
LAY’S
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TIP #4: BE A DEMOCRATIC BRAND: OF THE
PEOPLE, BY THE PEOPLE, FOR THE PEOPLE
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THE 4PS OF GREAT SOCIAL MARKETING
FOCUS ON PEOPLE,
NOT CONTENT, MEDIA
OR TECHNOLOGY
DON’T JUST MAKE
BETTER THINGS;
MAKE THINGS BETTER
PEOPLE PURPOSE
USE YOUR BRAND’S
VALUES TO DELIVER
MEANINGFUL VALUE
PRINCIPLES
DON’T INTERRUPT
PEOPLE; ENGAGE
AND INVOLVE THEM
PARTICIPATION