People don't need you or your brand to enjoy social media. Really. They don't.

1. T O D AY ’ S T O P I C :
Behaving like a Social Brand
(kind of)

2. being digitally awesome:
SIMPLE&PRACTICAL
COMPLEX
EXCESSIVE JARGON
EXTREMELY GEEKY

3. A S I A - PA C I F I C M A R K E T
The perfect storm for brands to evolve

4. “
SOCIAL”
touchpoint
platform
social
network
CONTEXT
Changed how
people interact with
others and brands

5. 3 chief dynamics
Social has wired people differently
CHOICE
ACTION
STATUS

6. 3 chief dynamics
Social has wired people differently
CHOICE
ACTION
STATUS

9. “Choose Your Own Adventure”
CHOICE
People choose where to go,
who to talk to, who to ignore,
how to engage…

10. Where do people usually go online?

15. GIVEN THE
CHOICE
PEOPLE ENGAGE IN
PASSIONS
CONNECTIONS
SERVICES
AND HAVE CONVERSATIONS AROUND THESE EXPERIENCES
WHY ENGAGE WITH BRANDS?

16. 3 chief dynamics
Social has wired people differently
CHOICE
ACTION
STATUS

17. The difference of social experiences
versus other traditional channels
“Everything begs for a
response”

18. Even traditional experiences are turning their
passive audiences into active participants

19. Even traditional experiences are turning their
passive audiences into active participants

20. More programs are relying on people’s
participation to fuel interest

21. News only
becomes
newsworthy
when people say
it is.

22. Social not only fulfills the desire for people to
connect & feel connected.
Social magnifies it.
People have become
hardwired to participate.

23. Counter culture to how brands
are used to operate
“CLASSROOM”
• One way instructions
• Brands set the rules
• More passive audience
HOW SHOULD BRANDS ACT?

24. 3 chief dynamics
Social has wired people differently
CHOICE
ACTION
STATUS

25. SOCIAL PHENOMENA
PEOPLE are generating their own content
and creating their own experiences

27. SOCIAL PHENOMENA
Anyone can be a
creator/artist/filmmaker

28. SOCIAL PHENOMENA
Anyone can be a critic / an expert

29. A dynamic in social space that opposes “branding”
USER GENERATED CONTENT
“Free-flowing word-of-mouth
that can exist and prosper
without "
involvement from brands”"
WHAT USE DO BRANDS HAVE?

30. 3 chief dynamics
Social has wired people differently
CHOICE
ACTION
STATUS
People prefer to
engage in
passions, services
and connections
People expect to
be active
participants in
experiences
People feel
empowered to
entertain and learn
from each other

31. How can brands
thrive in an
environment
Owned
Controlled
Dictated
by
PEOPLE?

32. In this space,
It seems that brands are forced to be:
INTRUSIVE

33. B U T T H E O N LY W AY T O B E H AV E I N S O C I A L :
PERSONALITY.

34. Social media puts brands within the same proximity
that a consumer has with her friends or actual contacts.
BRANDS
PERSONAL
NETWORK
Unlike other channels that
feel more like brand advertising.
ATL
“TRADIGITAL”
.com

35. Social media
allows brands to
behave like real,
actual people.
They can talk
They can respond.
They can share.

36. beyond
propositions,
and brand
values
Brands need to
establish their own
personalities

37. what is a social brand?
A brand that conducts itself as an actual
person; engages consumers in the same
way their own network would.
CONVERSATIONS
CONTENT PROVIDER
2-WAY RELATIONSHIP
Discuss shared
passions, interests
between brand
and constituents
Creating and
curating relevant
experiences
people will want to
share
Level with people
and give them
opportunity to
engage on equal
footing

38. The most engaging social brands
know how to make their personalities
COME ALIVE
via social experiences
of different scales
that people can interact with as often as
they interact with their own networks

39. The athletic coach that inspires, motivates
and eliminates excuses for everyday athletes
to compete at the highest level

40. The avid basketball fan who uses social media as a
“virtual watercooler” to share and discuss conversations
with other fans, leveraging on athletes as additional
assets to personify the brand.

41. Introducing
The Social Brand
Playbook
A living document that guides and
governs how a brand’s social persona
should behave

42. Elements of
The Social Brand Playbook
o
o
o
o
o
Role of Social
Social Asset Architecture
Personality Parameters
Content & Conversational Territories
Miscellaneous (social crisis management, campaigns)

43. Elements of
The Social Brand Playbook
o
o
o
o
o
Role of Social
Social Asset Architecture
Personality Parameters
Content & Conversational Territories
Miscellaneous (social crisis management, campaigns)

44. The ROLE OF SOCIAL
?
The social value that our brand will
provide to people in order to spark
participation.
àwhat’s in it for them
à What do you want to do
à What do we want them to do

45. I D E N T I F Y I N G T H E RO L E O F S O C I A L
START WITH THE
BRAND OR
BUSINESS NEED
Increase awareness?
Increase consideration?
Build loyalty?
Build brand imagery?
45

46. I D E N T I F Y I N G T H E RO L E O F S O C I A L
START WITH THE
BRAND OR
BUSINESS NEED
Increase awareness?
Increase consideration?
Build loyalty?
Build brand imagery?
HOW CAN SOCIAL
HELP, GIVEN YOUR
KEY ISSUES?
Create moments of need
Educate or Laymanize
Positively reinforce engagement
Affiliate with a lifestyle
46

48. BEST BUY
OBJECTIVE
Increase consideration of Best Buy amidst
a highly fragmented tech retail category
ROLE OF SOCIAL
Humanize the brand through tech
conversations instead of retail transactions

50. KLM
OBJECTIVE
Differentiate KLM’s flight experience
ROLE OF SOCIAL
CONNECTIONS
Encourage
among travellers onboard

52. NIKE RUNNING
OBJECTIVE
Increase trial and usage of Nike running products
(Physical + Digital)
ROLE OF SOCIAL
FUEL competitiveness among fans
by positively reinforcing their active lifestyles.

53. BANK OF THE PHILIPPINE ISLANDS
OBJECTIVE
Increase consideration of BPI’s financial solutions
ROLE OF SOCIAL
Laymanize financial conversations to
eliminate the intimidating elements of
banking

54. THE FIRST “SOCIAL BANK BRANCH”

55. NESCAFE
OBJECTIVE
Create brand love to protect Nescafe’s market
leadership from aggressive competition
ROLE OF SOCIAL
Virtual café for people to have meaningful
conversations over coffee.

57. Elements of
The Social Brand Playbook
o
o
o
o
o
Role of Social
Social Asset Architecture
Personality Parameters
Content & Conversational Territories
Miscellaneous (social crisis management, campaigns)

58. AFTER THE ROLE OF SOCIAL,
YOUR BRAND NEEDS THE RIGHT
ASSETS TO HOUSE THE EXPERIENCE
PRINCIPLES
OF ASSET
SELECTION"
3

59. 1"
RULE
OFTHUMB
Build around a centerpiece social asset where
most of your content will come from.
ü
ü
ü
target user reach
content capabilities
easy performance tracking

60. 2
SOCIAL
NETWORK
When considering complementary properties…
Each asset needs
their own role
to play
MICROBLOG
.COM

61. 3
QUALITY>QUANTITY
• Funnel your investments
• Maximize engagement with each property

62. Know what assets are relevant to your market
VISUAL
PLATFORMS
SOCIAL
NETWORKING
SITES
MICRO
BLOGS
BLOGS

63. Then know how each platform is commonly used
SOCIAL
NETWORKING SITES
CONTENT
PUBLISHING
AND
SHARING
VISUAL
PLATFORMS
USER
GENERATED
CONTENT
MICRO BLOGS
REAL-TIME BITE
SIZED
COMMENTARY
(News, Information
source)
BLOGS
PRODUCT
REVIEWS,
TESTIMONIALS

64. Select which assets help achieve your overall role
of social and assign specific roles for each
ROLE OF SOCIAL
ASSET 1
(Main Hub)
ROLE
2nd
asset
*if necessary
ROLE
3rd asset
*if necessary
ROLE

65. Elements of
The Social Brand Playbook
o
o
o
o
o
Role of Social
Social Asset Architecture
Personality Parameters
Content & Conversational Territories
Miscellaneous (social crisis management, campaigns)

66. C O N V E R S AT I O N A L P E R S O N A L I T Y
The elements of your
Social Persona
GUIDE QUESTIONS
How would others describe your
brand as a person?
• Demographics & lifestyle
• Attitude (conservative, edgy)
• Excitement level (chatty, a brand of few
words)
• Interests
• Personal beliefs
What kind of relationship do you
want to have with your target?
• A friend?
• Guru/Expert?
How does your brand speak?
• Preferred language?
• Addresses them as a group or as
individuals?

67. P E R S O N A L I T Y PA R A M E T E R S
The DO’S AND DON’TS”
WHAT HE
WOULD DO
WHAT HE WOULD
NOT DO
• Add granularity in defining your brand’s personality
• Guides your community manager in how he can exactly
phrase your brand’s content and responses

68. Elements of
The Social Brand Playbook
o
o
o
o
o
Role of Social
Social Asset Architecture
Personality Parameters
Content & Conversational Territories
Miscellaneous (social crisis management, campaigns)

69. Unlike traditional
media, There is no
concept of
ON-AIR, OFF-AIR in
Social Media.
Your social presence is not fully dependent on
campaigns, but full-year content that your
consumers can regularly engage with

70. Enter Content Planning
Structuring your community’s content in a way that
meets ALL of your brand’s aspects
BRAND
NEEDS
Image building,
associations
PRODUCT
NEEDS
Product news,
education,
purchase/usage
reminders
COMMUNITY
NEEDS
Communitybuilding, brandrelated passion
points
CAMPAIGN
NEEDS
Campaign-specific
posts (online or
offline)

71. HARDER-WORKING CONTENT
EVERY PIECE OF CONTENT IS
PERSONALITY DRIVEN
BRAND
NEEDS
Image building,
associations
PRODUCT
NEEDS
Product news,
education,
purchase/usage
reminders
COMMUNITY
NEEDS
Communitybuilding, brandrelated passion
points
BRAND PERSONALITY
CAMPAIGN
NEEDS
Campaign-specific
posts (online or
offline)
To differentiate your content against other social brands

72. THANKS!
MORE NONSENSE IF YOU
FOLLOW
@THEBEAUTHEORY