Behaving like a Social Brand (kind of)
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T O D AY ’ S T O P I C :
Behaving like a Social Brand (kind of)
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COMPLEX
EXCESSIVE JARGON
EXTREMELY GEEKY
being digitally awesome:
SIMPLE&PRACTICAL �
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A S I A - PA C I F I C M A R K E T
The perfect storm for brands to evolve
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“SOCIAL” �
social network
touch- point
platform CONTEXT
�Changed how people interact with others and brands
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CHOICE � ACTION � STATUS �
3 chief dynamics
Social has wired people differently
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CHOICE � ACTION � STATUS �
3 chief dynamics
Social has wired people differently
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C H O I C E �“Choose Your Own Adventure” �
People choose where to go, who to talk to, who to ignore, how to engage…
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Where do people usually go online?
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C H O I C E �
GIVEN THE
PEOPLE ENGAGE IN
PASSIONS CONNECTIONS
SERVICES
AND HAVE CONVERSATIONS AROUND THESE EXPERIENCES
WHY ENGAGE WITH BRANDS? �
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CHOICE � ACTION � STATUS �
3 chief dynamics
Social has wired people differently
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The difference of social experiences versus other traditional channels
“Everything begs for a response”
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Even traditional experiences are turning their passive audiences into active participants
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Even traditional experiences are turning their passive audiences into active participants
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More programs are relying on people’s participation to fuel interest
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News only becomes
newsworthy when people say
it is.
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Social not only fulfills the desire for people to connect & feel connected.
Social magnifies it.
People have become hardwired to participate.
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Counter culture to how brands are used to operate
• One way instructions • Brands set the rules
• More passive audience
“CLASSROOM” �
HOW SHOULD BRANDS ACT? �
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CHOICE � ACTION � STATUS �
3 chief dynamics
Social has wired people differently
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SOCIAL PHENOMENA
PEOPLE are generating their own content and creating their own experiences
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SOCIAL PHENOMENA
Anyone can be a creator/artist/filmmaker
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SOCIAL PHENOMENA
Anyone can be a critic / an expert
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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? �
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CHOICE ���
ACTION ���
STATUS ���
3 chief dynamics
Social has wired people differently
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
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How can brands thrive in an
environment
Owned Controlled
Dictated by
PEOPLE?
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In this space, It seems that brands are forced to be:
INTRUSIVE
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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.
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“TRADIGITAL”
.com
ATL
Unlike other channels that feel more like brand advertising.
Social media puts brands within the same proximity that a consumer has with her friends or actual contacts.
BRANDS PERSONAL NETWORK
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Social media allows brands to behave like real, actual people.
They can talk They can respond.
They can share.
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Brands need to
establish their own personalities
beyond propositions, and brand values
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what is a social brand? A brand that conducts itself as an actual person; engages consumers in the same
way their own network would.
��
��
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
CONVERSATIONS CONTENT PROVIDER 2-WAY RELATIONSHIP
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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
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The athletic coach that inspires, motivates and eliminates excuses for everyday athletes to compete at the highest level
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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.
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Introducing
The Social Brand Playbook�
A living document that guides and governs how a brand’s social persona
should behave
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Elements of The Social Brand Playbook
o Role of Social o Social Asset Architecture o Personality Parameters o Content & Conversational Territories o Miscellaneous (social crisis management, campaigns)
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Elements of The Social Brand Playbook
o Role of Social o Social Asset Architecture o Personality Parameters o Content & Conversational Territories o Miscellaneous (social crisis management, campaigns)
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The ROLE OF SOCIAL
The social value that our brand will provide to people in order to spark
participation.
àwhat’s in it for them à What do you want to do
à What do we want them to do ?
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45
IDENTIFY ING THE ROLE OF SOCIAL
START WITH THE BRAND OR BUSINESS NEED Increase awareness?
Increase consideration?
Build loyalty? Build brand imagery?
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IDENTIFY ING THE ROLE OF SOCIAL
Increase awareness?
Increase consideration?
Build loyalty? Build brand imagery?
HOW CAN SOCIAL HELP, GIVEN YOUR
KEY ISSUES?
START WITH THE BRAND OR BUSINESS NEED
Create moments of need
Educate or Laymanize
Positively reinforce engagement
Affiliate with a lifestyle
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BEST BUY
Humanize the brand through tech conversations instead of retail transactions
OBJECTIVE
ROLE OF SOCIAL
Increase consideration of Best Buy amidst a highly fragmented tech retail category
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KLM
Encourage CONNECTIONS among travellers onboard
OBJECTIVE
ROLE OF SOCIAL
Differentiate KLM’s flight experience
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NIKE RUNNING
FUEL competitiveness among fans by positively reinforcing their active lifestyles.
OBJECTIVE
ROLE OF SOCIAL
Increase trial and usage of Nike running products (Physical + Digital)
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BANK OF THE PHILIPPINE ISLANDS
Laymanize financial conversations to eliminate the intimidating elements of banking
OBJECTIVE
ROLE OF SOCIAL
Increase consideration of BPI’s financial solutions
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THE FIRST “SOCIAL BANK BRANCH”
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NESCAFE
Virtual café for people to have meaningful conversations over coffee.
OBJECTIVE
ROLE OF SOCIAL
Create brand love to protect Nescafe’s market leadership from aggressive competition
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Elements of The Social Brand Playbook
o Role of Social o Social Asset Architecture o Personality Parameters o Content & Conversational Territories o Miscellaneous (social crisis management, campaigns)
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PRINCIPLES OF ASSET SELECTION"3A F T E R T H E R O L E O F S O C I A L , Y O U R B R A N D N E E D S T H E R I G H T A S S E T S T O H O U S E T H E E X P E R I E N C E
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RULE OFTHUMB
Build around a centerpiece social asset where most of your content will come from.
ü target user reach ü content capabilities
ü easy performance tracking
1"
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When considering complementary properties… Each asset needs their own role to play 2
SOCIAL NETWORK
MICROBLOG .COM
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QUALITY>QUANTITY
• Funnel your investments • Maximize engagement with each property
3
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Know what assets are relevant to your market
SOCIAL NETWORKING
SITES
VISUAL PLATFORMS
MICRO BLOGS
BLOGS
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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
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Select which assets help achieve your overall role of social and assign specific roles for each
ROLE OF SOCIAL
ASSET 1 (Main Hub)
2nd asset
*if necessary
ROLE ROLE ROLE
3rd asset *if necessary
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Elements of The Social Brand Playbook
o Role of Social o Social Asset Architecture o Personality Parameters o Content & Conversational Territories o Miscellaneous (social crisis management, campaigns)
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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?
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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”
• Add granularity in defining your brand’s personality • Guides your community manager in how he can exactly
phrase your brand’s content and responses
WHAT HE WOULD DO
WHAT HE WOULD NOT DO
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Elements of The Social Brand Playbook
o Role of Social o Social Asset Architecture o Personality Parameters o Content & Conversational Territories o Miscellaneous (social crisis management, campaigns)
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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
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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
Community-building, brand-related passion
points
CAMPAIGN NEEDS
Campaign-specific posts (online or
offline)
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BRAND PERSONALITY To differentiate your content against other social brands
H A R D E R - W O R K I N G C O N T E N T EVERY PIECE OF CONTENT IS PERSONALITY DRIVEN
BRAND NEEDS
Image building, associations
PRODUCT NEEDS
Product news, education,
purchase/usage reminders
COMMUNITY NEEDS
Community-building, brand-related passion
points
CAMPAIGN NEEDS
Campaign-specific posts (online or
offline)
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THANKS! ��MORE NONSENSE IF YOU FOLLOW @THEBEAUTHEORY �