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

8. mobile
hardware
mobility
software
CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL

9. think
mobility
software
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

47. richard dawkins
father of memetics 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

70. 823 406
Votes casted in total
CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL

71. No. 1
Facebook Page (Finance)
in Germany
CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL

72. 75% increase
in recall for sparkasse’s
giro offers
CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL

73. 21% increase
in desire for sparkasse’s
giro accounts
CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL

74. sparkasse
39%
volksbanken
ing
13% 10%
spotaneous ad recall
CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL

75. MOBILITY
requires brands to be adaptable
CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL

76. MOBILITY
requires brands to create
sticky content which resonates
CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL

77. MOBILITY
requires brands to listen more,
and speak less
CHR I ST E L Q U E K HAVAS ME DI A @ L AD YXT EL

78. because the age of
MOBILITY
has resulted in a fundamental
power shift
CH R I S T E L Q U E K HAVAS MEDIA @ L ADYX TEL

79. where
power
is now with the people & not
the brand
CH R I S T E L Q U E K HAVAS MEDIA @ L ADYX TEL

80. where
liquidity
of earned media conversations
can alter brand perceptions
CH R I S T E L Q U E K HAVAS MEDIA @ L ADYX TEL

81. where
social &
mobility
are no longer just channels,
but behavioral shifts
CH R I S T E L Q U E K HAVAS MEDIA @ L ADYX TEL

82. Thank You!
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