The future of marketing: Word of mouth, content marketing and social media. This presentation discusses a 6-step framework for defining and "owning" conversations, looking at how to manage large volumes of content via the "3 E's" (Engrossing, Engaging and Everyday) and presents a new way of looking at distributing content via social platforms.

1. The future of marketing:
Word of mouth, content marketing andsocialmedia
March 2017

2. “People don’tcare about your
company brandor products.
They care aboutthemselves.”

3. Case Study:How do marketers
really use social & content?

5. Driving Word of Mouththrough
ContentMarketing:A new
framework for success

6. 6
Social media & content marketing strategy framework
6 step process for defining our content & engagement areas
and key distribution channels.
Who we are/ what
we want to say
Our
stakeholders
What our
stakeholders
want
Content
themes
Distribution
channels
Amplification
• Brand (Here for
good)
• Thought leadership
• Media relations
• Investor relations
• Segments:
• Retail
• Corp & Inst.
• Private
• Commercial
• Other:
• Liverpool FC
• Marathon
• Employee
• Customers
• Prospective
customers
• Gov’t & regulatory
• Investors
• Job seekers
• NGOs & other
partners
• Customer service &
help with products
• How to bank, self-
service (web,
mobile, etc.)
• Special offers /
rewards
• Lifecycle content
(how to buy a home,
etc.)
• Expert financial
advice / guidance
• Economic trends
• Jobs
• Customer service &
help with products
• Special offers /
rewards
• Lifecycle content
(how to buy a home,
etc.)
• Expert financial
advice / guidance
• Economic trends
• Jobs
-------------------------
• Content tiering
(1/hero, 2/campaign,
3/everyday)
• Format (video,
image, text, etc.)
• Global vs. local
• Branded (as
Standard Chartered
or Standard
Chartered country
x) vs. unbranded /
theme
-------------------------
• Role of Facebook,
LinkedIn, Twitter,
SC.com, Blogs
• Role of KOLs /
Influencers
• Role of employees
• New platforms
(messaging,
Instagram, etc.)
• Paid media
amplification of tier
1, 2 & 3 content
• Integrate with Brand
campaign
• Integrate with
segment/product
campaigns
• Integrate with LFC,
Marathon and
sustainability
• KOLs and
Influencers
• Cross-seeding
across different
platforms
KPIs

7. 7
Standard Chartered: 6 Conversation Themes
FINANCIAL
EDUCATION
LIFESTYLE &
REWARDS
FAMILY &
RESPONSIBILITY
DIGITAL
INNOVATION &
ENTREPRENEUR-
SHIP
RADICAL
OPENNESS &
SIMPLICITY
Goal: help clients
manage their
wealth, and
navigate global
economic trends
Goal: deepen
client
engagement with
brand & increase
product
awareness
Goal : help clients
plan for their
family’s future
and consider their
legacy planning
Goal: help clients
understand digital
trends and gain
advice on
building a
business
Goal: provide
clients with
excellent
customer service
and build trust
Segment : CIB,
CB, PvB, Priority,
Retail
Segment: Retail
Segment: Retail,
Priority, PvB
Segment: CB,
Retail
Segment: CIB,
CB, Retail (small
business clients)
Products:
deposit and
savings plan,
Wealth
Management,
Transaction
Banking
Products:
personal loans
and credit
cards
Products:
Wealth
Management
Products:
Business
Installment
loans,
Transaction
Banking, S2B,
Online Banking
Products:
Online Banking
TRADE FLOWS
Goal: help clients
internationalise
and support their
cross-border
needs
Segment: CIB,
CB, Retail (small
business clients)
Products:
RMB,
Transaction
Banking
1 2 3 4 5 6

8. The 3 “E’s” of Content: Tier 1, 2 & 3
1. Engrossing: Huge impact creative content
• e.g. Documentary / Research Report
• Frequency: 1 / year, 1 / quarter
2. Engaging: Weekly Always on or Campaign Content
• e.g. Documentary / Research Report
• Frequency: Weekly or Monthly (100’s)
3. Everyday: Daily Curated Content
• Tweet, Facebook update, etc.
• Frequency: Many times a day (1000’s)
1.
2.
3.

9. Redefining Our Content Distribution/Social Platforms
• Global account
servicing most markets,
focused on Customer
Service
• Local language pages
set up based on need
• Large scale
communities will be
reviewed
• Pages set up based on
content themes
Facebook Twitter
• Global handle remains
with strong Customer
Service focus,
supported by CSHelp
and Jobs handle
• Handles set up based
on content themes.
• Local language handles
set up based on need
• Global account
servicing all market
• Showcase Pages set up
around content themes
• Employee advocacy
and ambassador project
to be created
• Instagram account to be
set up for one
conversation theme
@15secfinance
• Sponsorship
communities to be
explored
• All market accounts to
be closed
LinkedIn Instagram
• Rename YouTube
page
• Create content curation
strategy
YouTube
• All IM 3.0 apps on
hold until
monitoring and
customer service is
enabled (excluding
China)
IM 3.0
• Beyond Borders to be
expanded into wider
site with presence of 6
conversation themes
• Employee advocacy
and ambassador
project to be created
Microsites
• Key accounts to be
held across
platforms for
potential future
activity
All Other
Platforms

10. Top
Sales
Thought
Leaders
Regional and
Country Leadership
All Other Sales
People
All Employees
1. Create or rewrite LinkedIn,
Twitter and other social
media profiles.
2. Connect with customers,
prospects and other
stakeholders.
3. Generate daily/weekly
content that adds value to
the community.
4. Interact with key
prospects/customers.
5. Generate warm leads via
interaction
Social-EnabledSales Force:5 Steps

11. Philips AsiaDigital Command Centre -
Singapore
1. Marketing centralisation: Dedicated team of 25
people from Philips and 5 key agency partners
(Fleishman Hillard, iris, Ogilvy & Mather, Carat and
Havas Media). Centralisation of all key marketing
activities.
2. Content Marketing: A “conversation engine”
delivering 25,000 pieces of content in 3 tiers (tier
1: Engrossing, tier 2: Engaging, tier 3: Everyday)
for Brand and product campaigns.
3. Social Media: Using Radian6 to listen to daily
conversations about the brand and its products.
4. Analytics: Analytics hub reviewing traditional
media, social media and digital analytics
(conversations, campaigns and ecommerce).
5. Media Planning & Buying: Centralisation of brand
and product campaign planning & buying with
dedicated team from Carat and Havas Media.
6. Delivering Results:
• 44% reduction of marketing costs
• 82% uplift in consumer/retail sales leads.
• $50m in sales in first 6 months (B2B lead
generation).
Philips Asia Digital Command Centre – launched in Singapore September 2014.

12. damien@peoplewave.co
+65 9113 6722
www.peoplewave.co