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Brand Management For A Social Age
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Brand Management for a Social Age Jemima Gibbons | @JemimaG Henley Business School FT MBA (Marketing)
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Transcript of Brand Management For A Social Age
Brand Management for a Social AgeJemima Gibbons | @JemimaG
Henley Business School FT MBA (Marketing)
Overview
1.Introduction
2.The 4‘C’s of social
3.Hot trends
4.Ways of working
5.The future: a post-digital culture
6.Twitter exercise
7.Feedback/ Q&A
1Introduction
Pre-digital
“In the 1970s we weren’t told what to do all the time. Mainly because there were only about eight things to do.”
Richard Osman Pointless
“In [tomorrow’s] virtual world things will have value that are not expressible in money today…
reputation will become a digital asset.” Kosta Peric
Bill & Melinda Gates Foundation
2The 4‘C’s of social
The 4‘C’s of social
1. Community
2. Conversations
3. Context
4. Content
Google, Airbnb, Uber (+ GoPro)
2.1 Community
Lululemon, Marmarati
2.3 Context
Burberry vs Jamie Oliver
2.4 Content
3Hot trends
Hot trends
1. Short form visuals
2. Emotive video
3. Distribution
Periscopes, Vines, emoji and gifs
3.1 Short form visuals
So, what do you want?
1. End of the World job interview
2. Telekinetic Coffee Shop
3. Test Drive
Buzzfeed, Nescafé
3.3 Distribution
4Ways of working
Ways of working
1. Fully integrated
2. Internal department
3. Outsourced
4. DIY
4.1 Fully integrated
1. Social as a function across all teams
2. A truly “social business”
3. All stakeholders fully incorporated
4. Sustainable, ethical and transparent
5. Example: Zappos
4.1 Zappos
4.2 Internal team
1.Typical of larger global companies e.g. Mondelez, Proctor + Gamble, Unilever
2. Led by strong personalities Scott Monty, Ford
Bonin Bough, Mondelez (ex Pepsico)
3. Multi-million $ budgets
4. State of the art monitoring
5. Big data analytics
4.3 Outsourced
1. Outsourcing for three key reasons: Small or medium sized business who can’t afford in-house
Large, ambitious x-media creative briefs
Need for global, 24 hour, multi-lingual monitoring
2. Served by traditional ad/ PR sector
3. And new dedicated social media agencies: eModeration, Tempero, We Are Social
global monitoring often supplied by women
working flexible hours part-time from home
#100ReasonsWhy: Claremont/ Munro & Forster
4.3 Skills Funding Agency
4.4 DIY
1. The solution for most small businesses
2. Often done without a strategy or training
3. Minimal budgets and resources
4. Best examples are where the CEO or
another member of senior team is a natural
on social media
5The future: a post-digital culture
The future
1. Peak social
2. Off-gridding
3. Fragmentation
Content shock, adblocking & hashtag fatigue
5.1 Peak Social
Gartner Hype Cycle Digital Marketing 2015
Lena Dunham, prepping and IRL
5.2 Off-gridding
@Umairh: 235K Twitter followers
Gillian Tett, Pierre Bourdieu & The Silo Effect
5.3 Fragmentation
6Twitter exercise
7Feedback
