FEATURED on Slideshare, 20th November 2012.
This is a presentation I gave recently to some of Havas Media Ortega's key clients, including Unilever, Globe Telecom, and Unilab, the largest pharmaceutical company in the Philippines.
In this presentation, I reflect upon what are some key motifs marketers need to bear in mind as they navigate the increasingly complex brand landscape.
1. Instead of focusing on "Social Media" as a channel, treat "Social" as a behavioral shift.
2. Instead of thinking about Mobile (Hardware), think about Mobility (Software).
3. The rise of social and mobility are intrinsically linked, and have led to a great volume & velocity of
earned media generated by tastemakers, interest graphs and social graphs.
I then elaborated upon these thoughts in 4 key themes:
- The Liquidity of Social Communities
- The Power Shift to Consumers
- The Science of Contagious Social Content
- Consistency in Brand Experience
A case study from Havas Sports and Entertainment + MPG Germany, with their work on Sparkasse Bank, was also touched upon.
Indeed, the age of mobility has resulted in a fundamental power shift- where power is now with the people and not the brand, and where liquidity of earned media conversations can alter brand perceptions, and where social and mobile are no longer just channels, but also behavioral shifts.
1. the future
of social is
MOBILITY
Christel Quek @LADYXTEL
GL O B AL SO C IAL MAR KET IN G M AN AGER
HAV AS ME D IA
c hr i ste l .q u e k @ha vasm ed ia. co m
2. the future
of social is
MOBILITY
Thinking
Beyond
Channels
3. social is not a channel
social
is a layer
CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
4. social is not operated in silo
social
is a behavioral
shift
CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
5. mobile - “flowing freely , as a liquid.”
mobile underscores freedom of
communications & liquidity of social
communities (offline, online)
CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
6. mobile - “quick to change”
mobile represents a power shift where
the masses can alter brand perception
& messaging through technology
CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
7. “In a “In an
rural urban
area, area,
a mobile device is seen as a a mobile device is seen as an
community extension of
entity.” personal
identity.”
SOURCE: associate PROF MICHAEL (SMU), @communicateasia CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
10. think
mobility
software
liquidity power shift
social content consistency
CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
11. the rise of social & mobility
are intrinsically linked
mobile versions of online social
leading to a rise in: networks (branded applications
or optimized sites)
CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
12. the rise of social & mobility
are intrinsically linked
social API supported sharing &
leading to a rise in: social gaming
CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
13. the rise of social & mobility
are intrinsically linked
the pervasiveness of the
leading to a rise in: socially mobile consumer
CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
14. the rise of social & mobility
are intrinsically linked
volume & velocity of
leading to a rise in: earned media generated
by tastemakers, interest
graphs, social graphs
CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
15. the future
of social is
MOBILITY
power social
liquidity consistency
of social shift content
communities to the shareable & brand
consumers contagious experience
CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
16. liquidity (water) is one of the most
powerful forces of erosion in nature
CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
17. liquidity (consumers)
can wear down
the hardest of rocks (brands &
institutions)
CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
18. the social consumer
is getting increasingly pervasive
CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
19. the “ALWAYS ON” PHENOMENON
Intersecting worlds of offline & online
Word of Mouth
CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
20. generating earned media
is a boon or bane for brands
the liquidity
of conversations
is dynamic
CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
21. 危机 crisis
危险 机会
danger opportunity
CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
22. the future
of social is
MOBILITY
power social
liquidity consistency
of social shift content
communities to the shareable & brand
consumers contagious experience
CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
23. EPICTETUS
“We have 2 ears and 1 mouth so that we
can listen twice as much as we speak.”
CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
24. Listen & learn
your brand messaging is
no longer a one way street
CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
25. brands are open
books
brands can try writing the narrative on
their own, but consumers have the power
to embrace, alter, or reject the messaging
CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
26. the future
of social is
MOBILITY
power social
liquidity consistency
of social shift content
communities to the shareable & brand
consumers contagious experience
CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
27. content vs social content
consumption sharing + reactions
CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
28. y our el em en ts to t rig ge r
content + sharing
= social content (t o s ha re)
actions & transactions (a reaction)
CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
29. Social Content builds your b rand’ s s to ry
across your media ecosystem
with a focus on
Reach
Relevance
Resonance
Source: Original inspiration from Brian Solis (3Rs) , 2011 CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
30. so don’t just work on content
work on your brand’s story
because
s tor i es
are more persuasive than data
CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
31. Source: Dr Paul MacLean - Triune Brain Theory.
Illustration: Myself CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
32. Source: Dr Paul MacLean - Triune Brain Theory.
Illustration: Myself CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
33. Source: Dr Paul MacLean - Triune Brain Theory.
Illustration: Myself CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
34. 95 %
o f ou r d e ci si o n ma k in g
is n o t a ffe c t e d by
co n sc io u s ra t io n al
th in k in g
Source: Brainfluence by Roger Dooley CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
35. people will forget what you said
people will forget what you did
but people will
never forget how
you made them feel
Maya Angelou
CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
36. a pp e al t o t h e
emo t i o nal
re m ov e th e
fea r
bu i ld
t rust
Source: Brainfluence by Roger Dooley CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
37. Source: Dr Paul MacLean - Triune Brain Theory.
Illustration: Myself CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
38. st o ri es cre a t e
po ss i bil i ti e s
po ss ib i lit ies
c re a te
di al o gue
Source: Dr Paul MacLean - Triune Brain Theory.
Illustration: Myself CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
39. d ia lo g u e c re at e
c on nec t io ns
c onn ec t i ons
in sha re d pu rp o s e
b ec o m e a ct i o n s
Source: Dr Paul MacLean - Triune Brain Theory.
Illustration: Myself CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
40. Stop selling apples
c rea te con t en t
ar ou n d i t
Illustration: Myself CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
41. don’t control,
collaborate
th e cr owd
i s yo u r ass et
Illustration: Myself CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
42. add value with
cool infographics
“inf o gr ap hics
sh are d on t wit ter
get 83 2% mo re
r etw eet s tha n
i ma ge s & a rt icl es”
Source: Bit Rebels, 2012
Illustration: Myself CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
43. strong content
gets amplified
t ur n yo u r
inf l uence rs
i nto br an d
a dvo cat es
fo r y ou r s to ry
Illustration: Myself CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
44. social content is
not uniform
t her e’s no po in t
h av ing th e s am e
con ten t o n every
s oci al p la tf orm
Illustration: Myself CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
45. watch the effect
unfold
but don ’t f o rge t
t o tra ck yo u r
pr ogres s
Illustration: Myself CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
46. why will some content
get shared more than others?
CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
48. the word “meme”
was coined in 1976
in “the selfish gene”
shortened version of "mimeme",
from the greek word mimema ("something imitated")
“meme”
became an official word
in 1988
richard dawkins
father of memetics CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
49. Copying Fidelity
- it has to be easy to copy
- the creative has to be almost as accurate as the source
- share images and videos
richard dawkins
“What triggers virality?” CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
50. Fecundity
- fecundity = fertility
- the faster it produces, the more successful it will be
- hence, the medium which it spreads is important
e.g. Facebook & Twitter
richard dawkins
“What triggers virality?” CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
51. on facebook, on facebook,
12x 2x
videos are shared photos are liked
more than links more than text
& posts combined updates
Source: M Booth & Simply Measured, August 2012 CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
52. Longevity
- the longer it survives, the better the permanence
e.g. YouTube
richard dawkins
“What triggers virality?” CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
53. CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
54. approximately
27%
of the internet population (2.8
billion) had watched
Gangnam Style
Latest YouTube Statistic accurate as of 19th November 2012 CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
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61. the future
of social is
MOBILITY
power social
liquidity consistency
of social shift content
communities to the shareable & brand
consumers contagious experience
CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
62. It’s important to engage the
social consumer
they have a
D ISTA STE for unsolicited promotions
& tr ust authentic, continued engagement
CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
63. brands need to design a
consumer-centric
brand experience
which is consistent across all touchpoints
CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
64. Don’t gun for pe r f e cti o n
gun for constant iterations
o f y o ur so cia l co n te n t
CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
65. the future
of social is
MOBILITY
Case Study
mobility, social,
results
66. social is a layer
especially with
multiplicity of screens
CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
67. CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
68. 25 000
comments on facebook
CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL
69. 2 900 000
views on Sparkasse’s
youtube channel
CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL