Kurio - World-Class Lessons on Social Media - Eurobest 2015
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A keynote by Kurio @ Eurobest 2015. Based on the annual research by Kurio and Cannes Lions.
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Kurio - World-Class Lessons on Social Media - Eurobest 2015
- 1. WORLD-CLASS LESSONS ON SOCIAL MEDIA @jarilahdevuori & @ellituominen // @kurio_marketing eurobest 1/12/2015 // antwerp, belgium
- 2. helsinki, est. 2012 consulting // campaigns // content
- 3. brand blueprint brand promise & image key visuals & slogans
- 5. helps to discover the social dynamic based on academic motivational research begins with the brand persona & dna gives you focus and drives better engagement
- 6. MASTER OF CEREMONY // Ask: “Does the brand offer entertainment?” “Does the brand offer fun pastime?” // Motivators: entertaining oneself, killing time // Stereotypes: An everyday low-interest brand, such as FMCG brands
- 8. SAGE // Ask: “Does the brand provide relevant and scarce information?” “Can people learn with the brand?” // Motivators: curiosity, thirst for knowledge // Stereotype: information-intensive brands, or brands that deal with “never-solved” questions (like those of wellbeing)
- 10. MUSE // Ask: “Does the brand challenge its fans?” “Does the brand lead to a state of flow?” // Motivators: Self actualization, self challenging // Stereotype: recreational or hobby brands, like those that deal with cooking, sports or interior design
- 12. PITCHMAN // Ask: “Are people willing to do something to get the brand at a discount price?”, “Are the brand’s offers interesting in some way?” // Motivators: monetary and non- monetary compensation // Stereotype: a low-involvement brand, that you need more than want. Like detergent or electricity.
- 14. HOST // Ask: “Does the brand connect its fans to their friends/acquaintances/family?” “Does the brand help meet new people?” // Motivators: Social reasons // Stereotype: “A brand of the moment”, event, artist or venue
- 16. VOLUNTEER // Ask: “Can people help each other via the brand?”, “Would someone care for the brand?”, “Does the brand stand credibly for some cause?” // Motivators: altruism, helping others // Stereotype: Brands that have a connection to a movement, ideology, or cause. And NGOs, of course.
- 18. IDOL // Ask: “Can the brand give recognition to its fans?”, “Would the fans want to be seen with the brand?” // Motivators: Self-branding, visibility, recognition // Stereotype: An exclusive brand, which is premium priced and scarce
- 21. 2300+WINNERSANALYZED 2012 2013 2014 519 521 633 Ahmadreza Sajadi 2014 649
- 23. SOCIALMEDIAISVITAL 2012 2013 2014 PERCENTAGE OF SHORT-LISTED CAMPAIGNS WITH SOCIAL MEDIA AT ITS CORE Matthew Wiebe 2015
- 25. THETWOROLESWITHTHEBIGGESTGROWTH 2012-2014AREALLABOUTCONTENTMARKETING MASTEROFCEREMONY:ENTERTAININGTHECUSTOMERSWITHOURCONTENT SAGE:PROVIDINGOURCUSTOMERSWITHINTERESTINGINFORMATIONTHEYLOVE Y-AXIS SHOWS THE WEIGHTED POINTS OF WINNING CAMPAINGS 0 50 100 150 200 250 2012 2013 2014 2015 Master Of Ceremony Sage Muse Pitchman Host Volunteer Idol
- 27. “VOLUNTEER”DOMINATESTHE SEVENROLESYEARAFTERYEAR ROLE DESCRIPTION: VOLUNTEER Ask yourself: “Would someone care for the brand?”, “Does the brand stand credibly for some cause?” Motivators for consumers to engage: altruism, helping others Stereotype: brands that have a connection to a movement / NGO / ideology. 2012 2013 2014 2015
- 29. ALLROLESLEADTOSUCCESS Source: World-Class Lessons on Social Media Marketing (Kurio & Cannes Lions 2015)
- 30. Get the white paper BIT.LY/KURIOXCANNES @jarilahdevuori // @ellituominen // @kurio_marketing
Editor's Notes
- Blueprint = brand wheel tms., kuvaus: ydin, erottumistekijä, arvot, persoona, reasons to believe (RTB), hyödyt (emotional & functional), insights, kohderyhmä, kilpailukenttä. Kitetytettynä posistiointi ja lupaus. Brand promise & image = edellisestä pidemmälle jalostettu versio, lähempänä slogania (“brändin idea” “myynti-idea”, sanallinen kuvaus siitä mitä tarjotaan). Myös mood board (miten brändi-idea näyttäytyy visuaalisesti). Niin kutsuttu kommunikaatiostrategia. Ei niin pysyvä kuin ensimmäinen taso. Key visuals & slogans = well, you know.
- About Kurio, the company providing the research: Kurio is an agency for the social media era. They say: “we are bridging the gap between traditional and social media”, and their offering ranges from strategy development to content creation, and from research to lecturing. They are based in Helsinki, Finland and work with the biggest companies in Finland all across various industries. Part of their on-going research work is the annual analysis of Cannes Lions’ winning campaigns. The aim of the research is to uncover underlying patterns for social media success. ( continues on the next slide)
- Over three years we have analyzed over 1600 winners. Numbers shown in the graphs represent winners that we have analyzed that year (nb. Since any campaign can win multiple Lions, the numbers don’t represent the actual number of cases analyzed). Our sample is comprised of winners in such categories in which social media usually plays some kind of role. (Cyber, Design, Direct, Media, Mobile, PR, Promo & Activation and Integrated & Titanium)
- There’s a whole lot more, but here we’re going to point out the three biggest findings.
- Each year we have calculated the amount (and percentage) of campaigns that has social media in its core (one way or the other, think “it wouldn’t have worked without social media”). The share of social media campaigns (of all the winning campaigns) has more than doubled in 2 years time. This share (20%, 40% and 44%) is the sample for the the main analysis of the research – all the work with the “sociability of the brand” framework is done for this slice of the total winners.
- 2015 STAT: HALF OF ALL SOCIAL MEDIA CAMPAIGNS WERE CONTENT MARKETING Also, content marketing is trending over the years. Another clear trend that we’ve seen over the past years. ( continued on the next slide)
- These are the two roles that really are all about content marketing: providing the customers with interesting information in a form they love. The rest of the roles depend on a totally different kind od dynamic – one that in most cases goes beyond the “just spending my time consuming your content because it’s so good” (what we believe is really at the core of the inbound/content marketing). The points of winners have been weighted: 4X for GP; 3X for Gold; 2X for Silver; 1X for Bronze.
- If there’s one major thing that this research has shown, it is that out of all the motivations (for customers) to engage (with your brand), altruism is the king. And not only that it motivate people, but also – and even more surprisingly – organizations of all kind have used it to get great results in social media marketing.
- 2012 and 2014 the role of Volunteer has gained the most awards of all the seven roles. 2013 it was in the no. 2 spot. And it isn’t only NGOs that use this role successfully (they of course have the upper hand on this, since altruism is built-in for their “business” as well). Big corporations like American Express, Dove and Milka have gotten great results for their campaigns using this role. Think Small Business Saturday (Amex) or The Real Beauty Sketches (Dove). This calls brands to aks themselves: what is the kind of a cause that we can credibly stand for? In American Express’ case it was SME business’ success (which is also a major stakeholder group for their own business), and for Dove it was redefining what women think of themselves. This role does not work at all, if your brand doesn’t have a purpose, a reason to exist. Something else beside the fact of making shareholders a whole lotta money. If your cause doesn’t fit your brand, it won’t generate the kind of engagement your looking for – instead it will be a real reputational risk, one that might turn against its good cause and naturally your brand as well.
- If there’s one major thing that this research has shown, it is that out of all the motivations (for customers) to engage (with your brand), altruism is the king. And not only that it motivate people, but also – and even more surprisingly – organizations of all kind have used it to get great results in social media marketing.