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#WhatsComingNext • @eskimon • 1We Are Social
THE DISRUPTION
OF INTERRUPTIONHOW SOCIAL MEDIA IS REVOLUTIONISING BRAND COMMUNICATIONS
SIMON KEMP • WE ARE SOCIAL • WHAT’S COMING NEXT • SEPTEMBER 2015
we
are
social
#WhatsComingNext • @eskimon • 2We Are Social
SIMONKEMP
@eskimon
#WhatsComingNext • @eskimon • 3We Are Social
#WhatsComingNext • @eskimon • 4We Are Social
CONTEXT
#WhatsComingNext • @eskimon • 5We Are Social
3.2 BILLION PEOPLE AROUND THE
WORLD USE THE INTERNET TODAY
#WhatsComingNext • @eskimon • 6We Are Social
2.2 BILLION OF THEM USE
SOCIAL MEDIA EVERY MONTH
#WhatsComingNext • @eskimon • 7We Are Social
MOBILE SOCIAL MEDIA USERS ARE GROWING
BY ROUGHLY 12 NEW USERS EVERY SECOND
#WhatsComingNext • @eskimon • 8We Are Social
BUT WHAT DOES THIS INCREASED DIGITAL
ACTIVITY MEAN FOR YOU AS ADVERTISERS?
#WhatsComingNext • @eskimon • 9We Are Social
THE DISRUPTION OF INTERRUPTION
1  DISRUPT THE BRIEF
2  DISRUPT THE STRATEGY
3  DISRUPT IDEATION
4  DISRUPT THE FULL MIX
5  FREE GIFT!
#WhatsComingNext • @eskimon • 10We Are Social
#1
DISRUPT
THE BRIEF
#WhatsComingNext • @eskimon • 11We Are Social
MARKETING: THE PROFITABLE SATISFACTION
OF PEOPLE’S WANTS, NEEDS AND DESIRES
#WhatsComingNext • @eskimon • 12We Are Social
WHAT
OTHER
PEOPLE
WANT
WHAT
THE
BRAND
WANTS
BRAND
SUCCESS
#WhatsComingNext • @eskimon • 13We Are Social
!
#WhatsComingNext • @eskimon • 14We Are Social
People don’t know
what they want until
you show it to them.“ ~ Steve Jobs
#WhatsComingNext • @eskimon • 15We Are Social
!!
#WhatsComingNext • @eskimon • 16We Are Social
WHAT
OTHER
PEOPLE
WANT
MOST MARKETERS
STILL STRUGGLE TO
UNDERSTAND WHAT
PEOPLE WANT TOO
#WhatsComingNext • @eskimon • 17We Are Social
UNTIL RECENTLY, FINDING THESE ‘INSIGHTS’
WAS A DIFFICULT AND EXPENSIVE PROCESS
#WhatsComingNext • @eskimon • 18We Are Social
BUT WITH SOCIAL LISTENING, WE CAN
FIND INSIGHTS WHENEVER WE NEED THEM
#WhatsComingNext • @eskimon • 19We Are Social
INSIGHTFUL
BRIEFS
#WhatsComingNext • @eskimon • 20We Are Social
WHO IS THE AUDIENCE? ANALYSE SOCIAL
CONVERSATIONS TO BUILD RICHER PROFILES
#WhatsComingNext • @eskimon • 21We Are Social
WHAT WE CAN LEARN FROM PEOPLE’S
CONVERSATIONS ABOUT THE BRAND, ITS
BROADER WORLD, AND THEIR OWN LIVES
WHAT THE PEOPLE JOINING THESE
DISCUSSIONS SAY ABOUT THEMSELVES
IN THEIR PUBLIC SOCIAL MEDIA PROFILES
DISCUSSIONS DESCRIPTIONS
UNDERSTANDING YOUR AUDIENCE
&
#WhatsComingNext • @eskimon • 22We Are Social
WHAT’S THE PROBLEM? TRACK COMPLAINTS
IN SOCIAL TO IDENTIFY ISSUES TO ADDRESS
#WhatsComingNext • @eskimon • 23We Are Social
WHAT’S THE BENEFIT? TRACK ORGANIC
MENTIONS TO IDENTIFY WHAT PEOPLE LOVE
#WhatsComingNext • @eskimon • 24We Are Social
WHEN IS THAT RELEVANT? TRACK MENTIONS
TO IDENTIFY OPTIMUM TIMES AND CONTEXTS
#WhatsComingNext • @eskimon • 25We Are Social
INSIGHTS CAN COME FROM THE
MOST UNLIKELY OF PLACES, TOO
#WhatsComingNext • @eskimon • 26We Are Social
Why would my brand use
social media – isn’t it just
photos of people’s lunch?“ ~ brand marketers, everywhere
#WhatsComingNext • @eskimon • 27We Are Social
#FOOD
#WhatsComingNext • @eskimon • 28We Are Social
200,000,000IMAGES TAGGED WITH #FOOD ON INSTAGRAM ALONE
#WhatsComingNext • @eskimon • 29We Are Social
WE TOOK A RANDOM SAMPLE OF PICTURES
TAGGED WITH #FOOD FROM INSTAGRAM
#WhatsComingNext • @eskimon • 30We Are Social
WITHIN THIS SAMPLE, THERE WERE THREE –
QUITE DIFFERENT – PICTURES OF BURGERS
#WhatsComingNext • @eskimon • 31We Are Social
A FEAST OF INSIGHTS
What are they eating?
Where are they eating it?
Who are they eating it with?
What time are they eating?
How much do they pay for lunch?
Is there a choice motivation (e.g. health)?
What are they #tagging (emphasising)?
Why are they sharing these photos?
#WhatsComingNext • @eskimon • 32We Are Social
#LOVE
#WhatsComingNext • @eskimon • 33We Are Social
1,000,000,000IMAGES TAGGED WITH #LOVE ON INSTAGRAM ALONE
#WhatsComingNext • @eskimon • 34We Are Social
1 BILLION ORGANIC INSIGHTS TO HELP US
UNDERSTAND WHAT OTHER PEOPLE WANT
#WhatsComingNext • @eskimon • 35We Are Social
bit.ly/lovegram
READ OUR ANALYSIS OF THESE 1 BILLION POSTS AND OUR ASSOCIATED INSIGHTS:
#WhatsComingNext • @eskimon • 36We Are Social
DISRUPT THE BRIEF: USE SOCIAL INSIGHTS TO
IDENTIFY & UNDERSTAND WHAT PEOPLE WANT
#WhatsComingNext • @eskimon • 37We Are Social
BUT INSIGHTS ONLY HAVE VALUE IF WE HAVE
A STRATEGY TO TAKE ADVANTAGE OF THEM
#WhatsComingNext • @eskimon • 38We Are Social
#2
DISRUPT
STRATEGY
#WhatsComingNext • @eskimon • 39We Are Social
STRATEGY’S ROLE IS TO IDENTIFY THE MOST
EFFECTIVE AND EFFICIENT PATH TO SUCCESS
#WhatsComingNext • @eskimon • 40We Are Social
DOING THE RIGHT THINGS:
MAXIMISING YOUR CHANCES OF
ACHIEVING A DESIRED OUTCOME
WITHIN A SPECIFIC TIMEFRAME
DOING THINGS RIGHT:
MINIMISING THE RESOURCES
YOU CONSUME WHILST
EXECUTING THE STRATEGY
EFFECTIVENESS EFFICIENCY
THE STRATEGIC BALANCING ACT
VS
#WhatsComingNext • @eskimon • 41We Are Social
HOWEVER, THE BROADCAST MODEL
HAS DISTORTED OUR STRATEGIC FOCUS
#WhatsComingNext • @eskimon • 42We Are Social
WE WORRY SO MUCH ABOUT MEDIA COSTS
THAT EFFICIENCY DICTATES OUR STRATEGIES
#WhatsComingNext • @eskimon • 43We Are Social
AS A RESULT, WE SEEM TO THINK HIGH REACH
RESULTS IN SUCCESSFUL COMMUNICATION
#WhatsComingNext • @eskimon • 44We Are Social
NO
#WhatsComingNext • @eskimon • 45We Are Social
ATTENTION
DOES NOT EQUATE TO
INTENTION
#WhatsComingNext • @eskimon • 46We Are Social
WE’RE MISTAKING MEDIA EFFICIENCY
FOR COMMUNICATIONS EFFECTIVENESS
#WhatsComingNext • @eskimon • 47We Are Social
BUT OUR TASK IS TO INFLUENCE & PERSUADE
PEOPLE – NOT JUST TO SHOUT AT THEM
#WhatsComingNext • @eskimon • 48We Are Social
WE MUST DISRUPT INTERRUPTIVE THINKING
AND FOCUS ON WHAT REALLY MATTERS
#WhatsComingNext • @eskimon • 49We Are Social
INTERRUPTING
EYES & EARS
INFLUENCING
HEARTS & MINDS
#WhatsComingNext • @eskimon • 50We Are Social
SO, HOW CAN BRAND COMMUNICATIONS
DELIVER PERSUASION AND INFLUENCE?
#WhatsComingNext • @eskimon • 51We Are Social
The English word communication
comes from communicare, a Latin
word meaning ‘to make common’.
It describes the act of establishing
a shared understanding or emotion.
#WhatsComingNext • @eskimon • 52We Are Social
WHAT PEOPLE
CURRENTLY
THINK OR FEEL
WHAT WE’D
LIKE THEM TO
THINK OR FEEL
THE ROLE OF BRAND COMMUNICATION
#WhatsComingNext • @eskimon • 53We Are Social
SOCIAL LISTENING CAN HELP US IDENTIFY THIS
‘UNDERSTANDING GAP’ AND ITS EVOLUTION
#WhatsComingNext • @eskimon • 54We Are Social
EXAMPLE
#WhatsComingNext • @eskimon • 55We Are Social
USE WORD CLOUDS AS SIMPLE ‘GAP MAPS’
TO UNDERSTAND BELIEFS AND EMOTIONS
#WhatsComingNext • @eskimon • 56We Are Social
DO THESE WORDS REFLECT YOUR BRAND’S
POSITIONING? WHICH WORDS ARE MISSING?
#WhatsComingNext • @eskimon • 57We Are Social
DISRUPT STRATEGY: START WITH COMMS
EFFECTIVENESS, NOT WITH MEDIA EFFICIENCY
#WhatsComingNext • @eskimon • 58We Are Social
#3
DISRUPT
IDEAS
#WhatsComingNext • @eskimon • 59We Are Social
START THE IDEATION PROCESS BY
FOCUSING ON WHAT YOU WANT TO ACHIEVE
#WhatsComingNext • @eskimon • 60We Are Social
WHAT WILL
YOU MAKE?
WHAT WILL YOU
MAKE HAPPEN?
VS
#WhatsComingNext • @eskimon • 61We Are Social
AN AUDIENCE-ORIENTED MODEL
THAT FOCUSES ON WHAT YOU
WANT PEOPLE TO THINK AND FEEL
A BRAND-ORIENTED MODEL THAT
FOCUSES ON THE CONTENT YOU’LL
MAKE AND THE MEDIA YOU’LL BUY
OUTCOMES OUTPUTS
CHANGING OUR FOCUS
VS
#WhatsComingNext • @eskimon • 62We Are Social
The activities and experiences that bring
your strategy to life in the most engaging
and persuasive ways for the right people
in the right places and at the right times.
#WhatsComingNext • @eskimon • 63We Are Social
RIGHT
PEOPLE
#WhatsComingNext • @eskimon • 64We Are Social
EFFECTIVENESS QUESTION: WHO DO WE
MOST NEED TO ENGAGE AND INFLUENCE?
#WhatsComingNext • @eskimon • 65We Are Social
POTENTIAL
CONSUMERS
EXISTING
CONSUMERS
INTERNAL
TEAMS
POTENTIAL
RECRUITS
COMMERCIAL
PARTNERS
INVESTORS &
SHAREHOLDERS
JOURNALISTS
& MEDIA
INFLUENCERS
& WATCHDOGS
REGULATORS &
INDUSTRY BODIES
COMPETITORS &
OTHER THREATS
#WhatsComingNext • @eskimon • 66We Are Social
SOCIAL & DIGITAL TOOLS ENABLE US TO
IDENTIFY & ENGAGE SPECIFIC INDIVIDUALS
#WhatsComingNext • @eskimon • 67We Are Social
…BUT ALSO TO AMPLIFY THOSE INDIVIDUALS’
EXPERIENCES TO MUCH LARGER AUDIENCES
#WhatsComingNext • @eskimon • 69We Are Social
TIP #1: AIM TO ENGAGE THE PEOPLE WHO
MATTER MOST, NOT JUST THE MOST PEOPLE
#WhatsComingNext • @eskimon • 70We Are Social
RIGHT PLACES
& RIGHT TIMES
#WhatsComingNext • @eskimon • 71We Are Social
EFFECTIVENESS QUESTION: WHERE & WHEN IS
OUR STRATEGY MOST RELEVANT TO PEOPLE?
#WhatsComingNext • @eskimon • 72We Are Social
DON’T START BY THINKING ABOUT MEDIA;
START BY IDENTIFYING RELEVANT CONTEXTS
#WhatsComingNext • @eskimon • 73We Are Social
TIMES AND PLACES IN WHICH
YOUR STRATEGY HAS THE
GREATEST RELEVANCE
CHANNELS THROUGH WHICH
YOU CAN REACH PEOPLE IN
THOSE RELEVANT CONTEXTS
CONTEXT MEDIA
MEDIA IS JUST THE MESSENGER
VS
#WhatsComingNext • @eskimon • 74We Are Social
SOCIAL LISTENING CAN IDENTIFY HIGH-VALUE
CONTEXTS & OPPORTUNITIES IN REAL-TIME
#WhatsComingNext • @eskimon • 75We Are Social
…AND MOBILE HELPS US TO ENGAGE PEOPLE
ANYWHERE, ANYTIME WITH RELEVANT VALUE
#WhatsComingNext • @eskimon • 76We Are Social
TIP #2: AIM FOR INTERACTION VIA CONTEXT,
INSTEAD OF THE INTERRUPTION OF CONTENT
#WhatsComingNext • @eskimon • 77We Are Social
THE BEST
EXPERIENCES
#WhatsComingNext • @eskimon • 78We Are Social
EFFECTIVENESS QUESTION: WHAT’S THE BEST
WAY TO ENGAGE PEOPLE IN THESE CONTEXTS?
#WhatsComingNext • @eskimon • 79We Are Social
ADVERTISING
ADDING VALUE
VS
#WhatsComingNext • @eskimon • 80We Are Social
TYPES OF COMMUNICATION VALUE
FACTS AND NEWS THAT
HELP PEOPLE MAKE
BETTER DECISIONS
RESOURCES THAT HELP
PEOPLE TO ACQUIRE
SKILLS & CAPABILITIES
INFORMATION EDUCATION
EXPERIENCES THAT
INSPIRE & FUEL
PEOPLE’S EMOTIONS
ENTERTAINMENT
ACTIVITIES & CONTENT
THAT HELP ALLEVIATE
NEGATIVE SITUATIONS
DISTRACTION
#WhatsComingNext • @eskimon • 81We Are Social
THIS IS WHERE CREATIVITY COMES IN, BUT
SADLY I DON’T HAVE A FORMULA FOR THAT
#WhatsComingNext • @eskimon • 82We Are Social
BUILDING CONTEXTUAL VALUE ALSO HELPS
US TO USE FREQUENCY MORE EFFECTIVELY
#WhatsComingNext • @eskimon • 83We Are Social
SERIAL KILLERS: BORING
AUDIENCES WITH THE SAME AD
10 TIMES A DAY FOR 6 MONTHS
SERIAL THRILLERS: ADDING NEW
VALUE AT EVERY INTERACTION
THROUGH EVOLVING STORIES
REPETITIVE
INTERRUPTIONS
DISRUPTIVE
ITERATIONS
A NEW CONCEPT OF FREQUENCY
#WhatsComingNext • @eskimon • 84We Are Social
#WhatsComingNext • @eskimon • 85We Are Social
INSPIRED THOUSANDS OF PEOPLE TO TWEET,
INCREASING REACH AND ENGAGEMENT
#WhatsComingNext • @eskimon • 86We Are Social
LOW INTERRUPTION (MEDIA) COST, BUT
HIGH INTERACTION (ENGAGEMENT) VALUE
#WhatsComingNext • @eskimon • 87We Are Social
SERVING MORE
IMPRESSIONS
MAKING MORE OF
AN IMPRESSION
VS
#WhatsComingNext • @eskimon • 88We Are Social
TIP #3: IDENTIFY HOW TO ADD VALUE FOR
THE AUDIENCE, NOT JUST FOR YOUR BRAND
#WhatsComingNext • @eskimon • 89We Are Social
#BONUS
DISRUPT THE
WHOLE BRAND
#WhatsComingNext • @eskimon • 90We Are Social
SOCIAL WON’T JUST DISRUPT ADVERTISING;
IT WILL REDEFINE THE FULL MARKETING MIX
#WhatsComingNext • @eskimon • 91We Are Social
PRODUCTS
CUSTOMER SERVICE
POS ACTIVITY
ADVERTISINGPACKAGING
RECRUITMENT
#WhatsComingNext • @eskimon • 92We Are Social
EXPLORING THAT WOULD NEED A BIT MORE
TIME THAN WE HAVE LEFT IN THIS SESSION…
#WhatsComingNext • @eskimon • 93We Are Social
HOWEVER…
#WhatsComingNext • @eskimon • 94We Are Social
FREE
GIFT
#WhatsComingNext • @eskimon • 95We Are Social
#WhatsComingNext • @eskimon • 96We Are Social
bit.ly/sbtfom
#WhatsComingNext • @eskimon • 97We Are Social
HAVE A QUESTION ABOUT THIS
PRESENTATION? TWEET ME: @ESKIMON
#WhatsComingNext • @eskimon • 98We Are Social
CLICK HERE TO
DOWNLOAD YOUR FREE
COPY OF THIS GUIDE
FROM SLIDESHARE
CLICK HERE TO READ
MORE OF OUR FREE
GUIDES & REPORTS ON
MARKETING IN SOCIAL
DOWNLOAD READ MORE
CLICK HERE TO SUBSCRIBE
TO OUR MAILING LIST AND
RECEIVE OUR LATEST GUIDES
& REPORTS IN YOUR INBOX
SUBSCRIBE
#WhatsComingNext • @eskimon • 99We Are Social
WE ARE A GLOBAL AGENCY. WE DELIVER WORLD-CLASS
CREATIVE IDEAS WITH FORWARD-THINKING BRANDS. WE
BELIEVE IN PEOPLE, NOT PLATFORMS, AND THE POWER
OF SOCIAL INSIGHT TO DRIVE BUSINESS VALUE.
WE CALL THIS SOCIAL THINKING.
WE’RE ALREADY HELPING MANY OF THE WORLD’S
TOP BRANDS, INCLUDING ADIDAS, UNILEVER,
DIAGEO, NESTLÉ, HEINZ, AND LVMH.
IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU
TOO, CALL US ON +65 6423 1051, OR EMAIL
US AT SAYHELLO@WEARESOCIAL.SG.
FIND OUT MORE AT WEARESOCIAL.SG.
#WhatsComingNext • @eskimon • 100We Are Social
WE ARE SOCIAL
SIMON KEMP, REGIONAL MANAGING PARTNER
@ESKIMON
SAYHELLO@WEARESOCIAL.SG
+65 6423 1051
HTTP://WEARESOCIAL.SG

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