We Are Social's Guide To Building A Connected Strategy

#IABSG • @eskimon • Connected Strategy • 1
CONNECTED
STRATEGY
SIMON KEMP • WE ARE SOCIAL • IAB SINGAPORE • JULY 2015
BUILD...

SIMONKEMP
@eskimon

MILAN
MUNICH
PARIS
LONDON
SÃO PAULO
SINGAPORE
NEW YORK
SYDNEY
SAN FRANCISCO SHA...

WE HELP BUILD
BRANDS WORTH
TALKING ABOUT

BUILDING A SOCIAL BRAND
1.  STRATEGY IN THE CONNECTED AGE
2.  THE 4PS OF GREAT ...

STRATEGY:
A plan for achieving a
specific outcome within a
clearly defined time...

THE ‘WHAT’: THE PLAN
FOR ACHIEVING OUR
DESIRED OUTCOME
THE ‘HOW’: THE THINGS
W...

IMPORTANT CLARIFICATION: THE CONCEPT
OF A ‘SOCIAL STRATEGY’ IS A BIT BROKEN
!!

DEFINE AN OVERALL BRAND STRATEGY, THEN
IDENTIFY HOW SOCIAL CAN BRING IT TO LIFE

SO HOW DO YOU ENSURE YOUR STRATEGY
IS OPTIMISED FOR A CONNECTED WORLD?

THE 4PS OF GREAT SOCIAL MARKETING
FOCUS ON PEOPLE,
NOT CONTENT, MEDIA
OR TECHN...

1. PEOPLE

MARKETING: THE MUTUAL SATISFACTION
OF WANTS, NEEDS, AND DESIRES

IF WE DISTIL THE MARKETING
CONCEPT DOWN TO ITS CORE…

WHAT
WE
WANT
WHAT
OTHERS
WANT
WHAT
MARKETING
MUST FIND
& DELIVER
@eskimon!

WHAT
WE
WANT
WHAT
OTHERS
WANT
WHAT
MARKETING
MUST FIND
& DELIVER
our job
@eski...

IDENTIFYING WHAT OTHER PEOPLE WANT
IS THE SECRET TO MARKETING SUCCESS

HOWEVER…

People don’t know
what they want until
you show it to them.
~ Steve Jobs
“

SO HOW DO WE KNOW
WHAT TO ‘SHOW THEM’?

SOCIAL LISTENING HELPS US UNDERSTAND
ATTITUDES, MOTIVATIONS, AND BEHAVIOUR

YES, YOU NEED TO SPEND TIME ANALYSING
THE DATA (OR PAY SOMEONE ELSE TO)

BUT LISTENING ROI GOES WELL BEYOND
TRACKING CAMPAIGN PERFORMANCE

TAKE THE INFAMOUS EXAMPLE
OF “PHOTOS OF MY LUNCH”

#FOOD

190,000,000
PHOTOS TAGGED WITH #FOOD ON INSTAGRAM

WE TOOK A RANDOM SAMPLE OF PICTURES
TAGGED WITH #FOOD FROM INSTAGRAM

WITHIN THIS SAMPLE, THERE WERE THREE –
QUITE DIFFERENT – PICTURES OF BURGERS

FROM LUNCH TO INSIGHTS
What are they eating?
Where are they eating it?
Who are...

3 PHOTOS OF THE SAME THING THAT OFFER
DIFFERENT INSIGHTS INTO PEOPLE’S LIVES

#LOVE

973,000,000
PHOTOS TAGGED WITH #LOVE ON INSTAGRAM

ONE BILLION IDEAS THAT CAN HELP YOU
UNDERSTAND WHAT PEOPLE WANT LOVE

WHEN WE KNOW WHAT PEOPLE CARE
ABOUT, IT’S EASIER FOR US TO ADD VALUE

MAKE THINGS
PEOPLE WANT
MAKE PEOPLE
WANT THINGS
VS
~ JOHN WILLSHIRE • @WILLSH!

THE REAL VALUE OF SOCIAL LIES IN WHAT
OTHER PEOPLE SAY, NOT WHAT YOU SAY

PRODUCTS
CUSTOMER SERVICE
POS ACTIVITY
ADVERTISINGPACKAGING
RECRUITMENT

TIP #1: TO BECOME A SOCIAL BRAND,
LISTEN TWICE AS MUCH AS YOU TALK

2. PURPOSE

WHY DOES YOUR BRAND EXIST?

‘MAKING A PROFIT’
ISN’T DIFFERENTIATING

DELIVERING THE BEST PRODUCTS AND
SERVICES ISN’T REALLY A PURPOSE, EITHER

FOR YOUR CUSTOMERS, PRODUCTS AND
SERVICES ARE SIMPLY MEANS TO AN END

YOUR PURPOSE MUST DEMONSTRATE HOW
YOUR BRAND IMPROVES PEOPLE’S LIVES

MAKE THINGS
BETTER
MAKE BETTER
THINGS
VS

USED PROPERLY, A BRAND’S PURPOSE
ALLOWS IT TO TRANSCEND CATEGORIES

HOWEVER, YOUR PURPOSE DOESN’T
NEED TO BE ABOUT SAVING THE WORLD

RED BULL CHALLENGES OUR
PERCEPTIONS OF HUMAN POTENTIAL

HOW CAN YOU USE SOCIAL TO BRING
YOUR BRAND’S BIGGER PURPOSE TO LIFE?

DON’T SIMPLY DELIVER CONTENT; MAKE A
MEANINGFUL CONTRIBUTION TO THE WORLD

BEING
DIFFERENT
MAKING A
DIFFERENCE
VS

USE SOCIAL TO FULFIL YOUR AUDIENCE’S
NEEDS AS WELL AS YOUR BRAND’S NEEDS

TIP #2: GIVE PEOPLE SOMETHING TO
BUY INTO, NOT JUST SOMETHING TO BUY

3. PRINCIPLES

WHAT MAKES A BRAND ‘POPULAR’?

HINT: THERE ARE MANY SIMILARITIES TO
THE TRAITS THAT DEFINE POPULAR PEOPLE

BUILD ON YOUR BRAND PURPOSE TO DEFINE
BRAND VALUES THAT PEOPLE CARE ABOUT

TRUSTWORTHINESS IS VITAL; DEMONSTRATE
TRANSPARENCY, SINCERITY AND INTEGRITY

HUMOUR: WE’RE HAPPY TO GIVE OUR
ATTENTION TO BRANDS THAT ENTERTAIN US

GENEROSITY: GIVE PEOPLE SOMETHING
BEFORE ASKING SOMETHING IN RETURN

EMPATHY: THE ABILITY TO CONNECT WITH
PEOPLE AND BUILD ENDURING AFFINITY

DON’T BEHAVE LIKE A CORPORATE MACHINE;
NO-ONE WANTS TO TALK TO A ROBOT

BUILD A PERSONALITY AND BEHAVE LIKE THE
SORT OF PERSON YOU’D WANT TO MEET

HAVE A CONSISTENT POINT OF VIEW AND
DON’T BE AFRAID TO SHARE IT WITH PEOPLE

TIP #3: USE YOUR BRAND’S VALUES
TO BUILD YOUR BRAND’S VALUE

4. PARTICIPATION

TOO MUCH OF TODAY’S MARKETING IS
ABOUT GRABBING PEOPLE’S ATTENTION

BUT WE’RE CONFUSING
ATTENTION WITH ATTRACTION
VS

AWARE
≠
CARE

OUR TASK IS TO ENGAGE PEOPLE WITH
OUR BRANDS, NOT JUST WITH OUR COMMS

PEOPLE ARE MORE ENGAGED
WHEN THEY’RE ACTIVELY INVOLVED

Participation increases
people’s valuation of
products – even those who
are re...

MARKETING SHOULD CO-CREATE
MUTUAL VALUE, NOT SIMPLY SELL STUFF

WE NEED TO THINK OF PEOPLE AS PART OF
OUR BRANDS, NOT AS OUR ‘CONSUMERS’

EXAMPLES OF INCLUSIVE MARKETING
IDEASTORM MY STARBUCKS IDEA
DELL STARBUCKS
DO ...

CO-CREATING BRANDS
KICKSTARTER INDIEGOGO

TIP #4: BE A DEMOCRATIC BRAND: OF THE
PEOPLE, BY THE PEOPLE, FOR THE PEOPLE

THE 4PS OF GREAT SOCIAL MARKETING
FOCUS ON PEOPLE,
NOT CONTENT, MEDIA
OR TECHN...

PARTING
THOUGHT

NONE OF THIS SHOULD
SEEM LIKE ROCKET SCIENCE

SO WHY AREN’T YOU
DOING IT ALREADY?

IT’S UP TO YOU TO PUT THESE IDEAS INTO
ACTION ON YOUR BRANDS, STARTING TODAY

bit.ly/wasmitca bit.ly/wasgtsl bit.ly/sbtfom
DOWNLOAD OUR FREE GUIDES TO
GET S...

WE ARE SOCIAL SINGAPORE
SIMON KEMP, REGIONAL MANAGING PARTNER
@WEARESOCIALSG
S...

We Are Social's Guide To Building A Connected Strategy

We Are Social Singapore

We Are Social's Guide To Building A Connected Strategy