This is the latest instalment of our best practice series "Is Social Media more Hype than Hope?". Gaetano Squillante, ex-global head of social and digital at Adidas, and who currently leads digital strategy efforts across Havas Media APAC, presents a compelling piece on why social media efforts should be seen as part of an experiential/holistic ecosystem and to deliver a positive brand experience.

1. Me dia
o ci al g-
S in
M ar ket p?
t’ su
W ha

2. WELCOME TO THE LATEST INSTALLMENT FROM
HAVAS DIGITAL COVERING BEST PRACTICE
IN SOCIAL MEDIA MARKETING

3. previously
In our last installment titled “Is social media
more hype than hope?” it was argued that
social media across APAC is currently more
hype than hope when it comes to its impact
on the path to purchase.
Research showed that brand experiences (eg.
brands website) still play a key component
within the path to purchase

4. impact of touchpoints on path to
purchase

5. previously
Research showed that social media did drive
advocacy but not as high as people have
argued.
We believe that this is because brands in
APAC are still not using social to its full
potential.

6. social media: hype or hope?
To truly drive advocacy brands need to drive
brand love and loyalty. This will lead
consumers to connect and share their brand
experiences and hence drive advocacy. This is
achieved by seeing social media as less of an
advocacy channel and more part of an
experiential/holistic ecosystem.

7. is so cial
When more
m edia
ope t hen
h
h ype?

8. abstract
The hope lies in making your brand experiences more social.
Brands have taken a frenetic approach to social media but
have not been thinking things through.
If social media is to continue to form a part of brands’
marketing and business plans, then we need to move away
from seeing it solely as the place for fun and quirky
campaigns that ultimately have little lasting value. Instead,
we need to now take a measured approach, having fully
understood (or at least begun to understand) what it can and
can’t do.

9. how can social media help drive
brand love and loyalty?

10. Before Diving into best practice it
is important to understand the
growing shift from a linear path to
purchase to a connected world

11. Understanding sharing means understanding the new path to
purchase. It is not a linear process where people become aware,
purchase, and then share. In todays connected world, fueled by
social media, users are constantly sharing their experience with
the brand, delivering awareness, consideration, and interaction.
The Analog World The Connected World
Awareness
Consideration
Connected
Purchase World
Preference
Loyalty
Source:
Building
Brands
For
The
Connected
World
A
Social
Business
Blueprint
by
Facebook
based
on
a
commissioned
study
by
Forrester
Consul=ng
February
2012

12. Social Media Is Influential At Each Phase Of
The Connected World
Learn: Investigate:
Consumers generated more than 57% of US online adults use
500 billion impressions about ratings and reviews to inform their
products and services through decisions about online purchases.**
social media in 2011.*
Connected
World
Interact: Purchase:
65% of consumers connect with 51% of consumers are more likely
brands on a social networking site for to buy a product or brand after
games, contests, and promotions.** liking them on Facebook.***
Source:
Building
Brands
For
The
Connected
World
A
Social
Business
Blueprint
by
Facebook
based
on
a
commissioned
study
by
Forrester
Consul=ng
February
2012

13. 1.
making the brand experience
social

14. Users in apac are seeking out social
brand experiences
Singapore APAC Avg Global Avg
Listen to comments on forums/social networks 53% 49% 46%
Creating a website, allowing you to interact with the
39% 43% 40%
brand/company directly
Create applications/online services 34% 32% 30%
Creating videos online featuring the brand 26% 29% 25%
Contacting me if I mention the brand on a micro blog 23% 26% 22%
Talking to bloggers directly about relevant products and
19% 28% 23%
services
Creating blogs to talk about the company and product 20% 28% 22%
Creating groups in social networks 23% 26% 21%
Becoming your friend in a social network 23% 29% 22%
Using micro blog/social network pages to provide
19% 28% 21%
customer support/service
Creating a brand community where I can meet new
18% 28% 21%
people
Sponsoring music downloads 17% 22% 18%
Source:
Global
Web
Index

15. build brands around people
• Experiences are better when business are
built around people
• The social web is not a set of features to
add to your existing website. Social behavior
is a constant which underlies all stages of
the path to purchase and should be placed
in the center of the development process
Source:
Grouped
–
How
small
group
of
friends
are
the
key
to
influence
on
the
social
web,
Paul
Adams

16. KLM Meet and Seat
KLM is a great example of how to
place people at the center of your
brand. Their Meet and Seat
application allows people to check
in for flights online via their social
media profiles and see if they have
any friends on the flight, and
where they are sitting. Additionally
it lets you find out about
interesting people who will be on
your flight based on their social
media profiles.

17. the rise of social crm
When faced with a problem or
question concerning a product,
connected customers will either
first express dissatisfaction to
their friends in a social channel
and/or proceed to search for or
ask peers and companies for help
in online communities or social
networks. Traditional customers
will seek out information and
connected customers expect
resolution to find them.

18. Users in APAC looking for CRM solutions
within social media is on the rise
Source:
Global
Web
Index

19. 2.
platform content

20. content is still king
Instead of being platform driven be content
driven. Social media sites are platforms that
let users share experiences, content, allow for
personalization, and connect with like-
minded people. The content is the driver – not
the platform. Use your brand story to create
engaging content and drive conversations.

21. coke content 2020
Creative excellence has always been
at the heart of Coke’s advertising . In
today’s world dominated by the
social web the focus is on content.
Content for Coke is now the “Matter”
and “Substance” of Brand
Engagement. They identified that
consumers create more stories and
ideas than they do so the goal is to
spark conversations and then
participate to those conversations
365 days of the year.

22. bridging the
perception gap With
Consumers
Brands need to
understand why
consumers are
reaching out via
social media to
connect with them
to ensure they are
driving long term
engagement
Source:
hKp://
2012.pivotcon.com/research/

23. 3.
social media Data & analysis

24. focusing on data will help deliver a
positive brand experience
• Social media offers a wealth of data for brands
to capitalize on to deliver rich, more targeted
brand experiences to its consumers
• Current trend towards merging social
platforms with internal CRM databases means
brands can build greater detailed profiles of
their consumers
• Monitoring conversations across social media
allows to track what consumers are saying
about the brand but also allows for brands to
keep up to date on industry trends

25. social logins allow to leverage a user’s social
silhouette to tailor their online experience

26. summary
brand love &
advocacy Loyalty

27. Social media
engagement
drives brand
loyalty
Source:
Syncapse:
THE
VALUE
OF
A
FACEBOOK
FAN:
AN
EMPIRICAL
REVIEW
JUNE
2010

28. summary
• Social media should be seen less as a pure channel to
drive advocacy but as part of an experiential/holistic
ecosystem.
• Focus should be on delivering a positive brand
experience across all touch points. This will then drive
advocacy through social media
• Getting it right
– invest in providing a social brand experience, meaningful
brand content, social crm, and data/analytical tools
– understand that the path to purchase is not linear but
instead a connected process with social media playing a
part throughout
– rewarding your most loyal customers will further help to
drive advocacy

29. o
Ga etan e
t
illan 08
Squ ano
gaetrategy AP l
AC
@ al St a
Digit
s Digit
Hava
THANK YOU!