Guest lecture for Henley Business School MBA students

1. Brand Management
for a Social Age
Jemima Gibbons | @JemimaG
Henley Business School
FT MBA (Marketing)

2. 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

3. 1
Introduction

4. Pre-digital

5. “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

6. “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

7. The Tale of The Social Brand

8. 2
The 4‘C’s of social

9. The 4‘C’s of social
1. Community
2. Conversations
3. Context
4. Content

10. Google, Airbnb, Uber (+ GoPro)
2.1 Community

11. Nescafé, Topshop
2.2 Conversations

12. Lululemon, Marmarati
2.3 Context

13. Burberry vs Jamie Oliver
2.4 Content

14. 3
Hot trends

15. Hot trends
1. Short form visuals
2. Emotive video
3. Distribution

16. Periscopes, Vines, emoji and gifs
3.1 Short
form visuals

17. End of The World Job Interview
3.2 Video
LG Ultra HD TV

18. Telekinetic Coffee Shop
3.2 Video
MGM / Carrie remake

19. Test Drive
3.2 Video
Pepsi Max

20. So, what do you want?
1. End of the World job interview
2. Telekinetic Coffee Shop
3. Test Drive

21. Buzzfeed, Nescafé
3.3 Distribution

22. 4
Ways of working

23. Ways of working
1. Fully integrated
2. Internal department
3. Outsourced
4. DIY

24. 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

25. 4.1 Zappos

26. 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

27. Facebook Fan Page
4.2 Coca-Cola

28. 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

29. Super Bowl Interception: Grey New York
4.3 Volvo

30. #100ReasonsWhy: Claremont/ Munro & Forster
4.3 Skills Funding Agency

32. 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

36. 5
The future: a post-digital
culture

37. The future
1. Peak social
2. Off-gridding
3. Fragmentation

38. Content shock, adblocking & hashtag fatigue
5.1 Peak Social

39. Gartner Hype Cycle Digital Marketing 2015

40. Lena Dunham, prepping and IRL
5.2 Off-gridding

41. Umair Haque /
medium.com

42. @Umairh: 235K
Twitter followers

43. Gillian Tett, Pierre Bourdieu & The Silo Effect
5.3 Fragmentation

44. 6
Twitter exercise

45. 7
Feedback

46. Tweet me @JemimaG
Jemimag@gmail.com
Jemimagibbons.com
Socialmedialaunchpack.com
Any questions?