Socialbrands: The Future Of Marketing 2014

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Un eBook más sobre el futuro de la mercadotecnia digital y las marcas sociales de Simon Kemp y We Are Social para el mundo.

Transcript of Socialbrands: The Future Of Marketing 2014

  • We Are Social Introduction The brands that actively involve their audiences in the creation of value are best placed to succeed in an ever- more connected world. This eBook presents a series of provocations to help you define your brands approach to this connected future, and helps you to start bringing that vision to life today, by building a truly social brand. Social Brands: The Future Of Marketing @wearesocialsg 3
  • We Are Social The 8 principles of social brands 1 Social equity drives brand equity 2 Communities have more value than platforms 3 All your marketing must add value 4 Go mobile or stand still 5 Evolve from big ideas to leitmotifs 6 Move from selective hearing to active listening 7 Experiences are the new products 8 CSR must evolve into civic engagement Social Brands: The Future Of Marketing @wearesocialsg 4
  • We Are Social An interactive eBook Wherever you see the icon above, simply click on it to load a pre-crafted tweet that summarises the key points on that page. Youll be able to check and edit the tweet before you publish it to Twitter. Words in orange (except for page headlines) are hyperlinks to more information. Social Brands: The Future Of Marketing @wearesocialsg 5
  • We Are Social Download your copy of the Social Brands eBook: Social Brands: The Future Of Marketing @wearesocialsg 6 DOWNLOAD
  • We Are Social PRINCIPLE 1 SOCIAL EQUITY DRIVES BRAND EQUITY Social Brands: The Future Of Marketing @wearesocialsg 7
  • We Are Social Starting out right The key to delivering meaningful returns on marketing investments (ROMI) is to set clear business objectives at the outset of marketing activities, and to ensure that everything the brand does is then focused on delivering those objectives. This goes for social media too; if social activities are not focused on delivering bottom-line benefits for the brand, they quickly become a dispensable cost. However, many brands are still stuck in short-term, cyclical marketing, and objectives are often overly focused on each quarters financial results. Social Brands: The Future Of Marketing @wearesocialsg 8
  • We Are Social You cant hurry love As a result, marketers often set short-term, sales- related objectives for social media, instead of thinking about the longer-term benefits of an approach that builds meaningful engagement with audiences over time. This is partly because relationships take time to deliver their full potential often too long to satisfy the finance departments quarterly demands. Consequently, brands often miss the wood for the trees when it comes to social ROI, abandoning their efforts before theyve had a chance to succeed. Social Brands: The Future Of Marketing @wearesocialsg 9
  • We Are Social Delivering longer-term value However, deep audience relationships offer a different kind of value. Once brands achieve a certain level of affinity and engagement with an audience, the returns become more sustainable. So returns on relationships arent limited to one-time results; theyre the marketing gift that keeps giving. But how do we build these meaningful relationships? The answer lies in understanding the reasons why people choose to talk about brands. Social Brands: The Future Of Marketing @wearesocialsg 10
  • We Are Social The sociology of choice Humans are highly social creatures, and its important to remember that people dont make choices in isolation. Our decisions are influenced by our expectations of other peoples reactions. The more confident we are that those expectations will be met, the greater our conviction when making those choices. As a result, the conversations we have with other people are one of the most important factors in determining our brand choices. Social Brands: The Future Of Marketing @wearesocialsg 11
  • We Are Social Conversation drives compensation Humans are inherently social beings, and we like to share our discoveries and experiences with others. As a result, brands that inspire favourable conversations between people are more likely to achieve higher awareness, interest, and trial. Brands that can manage these favourable conversations over time are also more likely to build enduring loyalty and value. So, while talk may be cheap, conversations have tangible brand value. Social Brands: The Future Of Marketing @wearesocialsg 12
  • We Are Social The brands that drive the most favourable conversations are the brands that will achieve the most favourable financial outcomes. Social Brands: The Future Of Marketing @wearesocialsg 13
  • We Are Social Social marketing vs. social media Its the conversations between people that matter most, though, and these are not necessarily the same conversations that people have directly with the brand. Conversations dont have to start in social media for them to have value, either. Everything the brand does from its packaging to its advertising, from its customer service to its recruitment should be designed to inspire meaningful, peer-to-peer conversations. Social Brands: The Future Of Marketing @wearesocialsg 14
  • We Are Social Products Customer Service POS Activity AdvertisingPackaging Recruitment Everything should drive conversation Social Brands: The Future Of Marketing @wearesocialsg 15
  • We Are Social Building brands worth talking about The implications of this are huge; for example, when it comes to a content strategy, we should not start with the usual suspects such as videos or fill-in-the-blanks status updates. We must stop relying on conversations about content itself, and use content as a means of fuelling the conversations that really matter. This means re-thinking our approach to brand communications. We need to start by identifying what we want conversations to be about, and then identify the most engaging and motivating ways of inspiring those conversations. Social Brands: The Future Of Marketing @wearesocialsg 16
  • We Are Social Stop fuelling conversations about content, and instead use content to stimulate and fuel the conversations that really matter. Social Brands: The Future Of Marketing @wearesocialsg 17
  • We Are Social Converting to conversations That inspiration can come in many forms, and only a small number of conversation catalysts need to originate in social media. Before you make any investments, be very clear about why the audience might want to be a part of the conversation. Be honest with yourself: will anyone actually care? Social Brands: The Future Of Marketing @wearesocialsg 18
  • We Are Social Social entities drive social equity The good news is that getting this right has huge financial potential; a brand thats worth talking about is a brand that people are willing to pay more for. In order to take advantage of this potential value, we must spend more time working out how our brands can become relevant social entities. By building social entities, we in turn build social equity, and, if managed consistently over time, this social equity builds financial equity. Social Brands: The Future Of Marketing @wearesocialsg 19
  • We Are Social PRINCIPLE 2 BUILD COMMUNITIES, NOT PLATFORMS Social Brands: The Future Of Marketing @wearesocialsg 20
  • We Are Social Social is a behaviour, not a channel Most people visit social networking sites to connect with others: to stay in touch with friends and family; to share things with colleagues and peers; and even to meet strangers with similar interests and needs. There are times when technology plays an important part in facilitating these connections; the filters on Instagram, or the sharing features common to most social networks, are important parts of the social networking experience. However, for most people, social media are just means to an end, with that end being social interaction. Social Brands: The Future Of Marketing @wearesocialsg 21
  • We Are Social People before platforms People connect around the personal, social benefits these technologies provide, not the functionality itself. Critically, if those social benefits dont exist if the people we want to connect with are not present, or if our networks move on then the platform quickly loses its value. Weve seen this happen many times before; the declines of Second Life, MySpace, and Friendster were all driven by the migration of their audiences, not by technical failures. Social Brands: The Future Of Marketing @wearesocialsg 22
  • We Are Social Single-serve audiences Sadly, when audiences move on from incumbent platforms and the