The document discusses how social media is disrupting brand communications. It argues that social listening can provide insights into what audiences want and help brands understand audiences better. It advocates focusing on communication effectiveness over media efficiency by targeting the right people, contexts and times. The document also suggests ideating experiences that add value for audiences rather than just advertisements, and that social media will disrupt the entire marketing mix, not just advertising.
Cartona.pptx. Marketing how to present your project very well , discussed a...
The Disruption Of Interruption
1. #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
7. #WhatsComingNext • @eskimon • 7We Are Social
MOBILE SOCIAL MEDIA USERS ARE GROWING
BY ROUGHLY 12 NEW USERS EVERY SECOND
8. #WhatsComingNext • @eskimon • 8We Are Social
BUT WHAT DOES THIS INCREASED DIGITAL
ACTIVITY MEAN FOR YOU AS ADVERTISERS?
9. #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!
20. #WhatsComingNext • @eskimon • 20We Are Social
WHO IS THE AUDIENCE? ANALYSE SOCIAL
CONVERSATIONS TO BUILD RICHER PROFILES
21. #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
&
22. #WhatsComingNext • @eskimon • 22We Are Social
WHAT’S THE PROBLEM? TRACK COMPLAINTS
IN SOCIAL TO IDENTIFY ISSUES TO ADDRESS
23. #WhatsComingNext • @eskimon • 23We Are Social
WHAT’S THE BENEFIT? TRACK ORGANIC
MENTIONS TO IDENTIFY WHAT PEOPLE LOVE
24. #WhatsComingNext • @eskimon • 24We Are Social
WHEN IS THAT RELEVANT? TRACK MENTIONS
TO IDENTIFY OPTIMUM TIMES AND CONTEXTS
26. #WhatsComingNext • @eskimon • 26We Are Social
Why would my brand use
social media – isn’t it just
photos of people’s lunch?“ ~ brand marketers, everywhere
29. #WhatsComingNext • @eskimon • 29We Are Social
WE TOOK A RANDOM SAMPLE OF PICTURES
TAGGED WITH #FOOD FROM INSTAGRAM
30. #WhatsComingNext • @eskimon • 30We Are Social
WITHIN THIS SAMPLE, THERE WERE THREE –
QUITE DIFFERENT – PICTURES OF BURGERS
31. #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?
39. #WhatsComingNext • @eskimon • 39We Are Social
STRATEGY’S ROLE IS TO IDENTIFY THE MOST
EFFECTIVE AND EFFICIENT PATH TO SUCCESS
40. #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
41. #WhatsComingNext • @eskimon • 41We Are Social
HOWEVER, THE BROADCAST MODEL
HAS DISTORTED OUR STRATEGIC FOCUS
42. #WhatsComingNext • @eskimon • 42We Are Social
WE WORRY SO MUCH ABOUT MEDIA COSTS
THAT EFFICIENCY DICTATES OUR STRATEGIES
43. #WhatsComingNext • @eskimon • 43We Are Social
AS A RESULT, WE SEEM TO THINK HIGH REACH
RESULTS IN SUCCESSFUL COMMUNICATION
50. #WhatsComingNext • @eskimon • 50We Are Social
SO, HOW CAN BRAND COMMUNICATIONS
DELIVER PERSUASION AND INFLUENCE?
51. #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.
52. #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
53. #WhatsComingNext • @eskimon • 53We Are Social
SOCIAL LISTENING CAN HELP US IDENTIFY THIS
‘UNDERSTANDING GAP’ AND ITS EVOLUTION
61. #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
62. #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.
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EFFECTIVENESS QUESTION: WHERE & WHEN IS
OUR STRATEGY MOST RELEVANT TO PEOPLE?
71. #WhatsComingNext • @eskimon • 72We Are Social
DON’T START BY THINKING ABOUT MEDIA;
START BY IDENTIFYING RELEVANT CONTEXTS
72. #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
73. #WhatsComingNext • @eskimon • 74We Are Social
SOCIAL LISTENING CAN IDENTIFY HIGH-VALUE
CONTEXTS & OPPORTUNITIES IN REAL-TIME
74. #WhatsComingNext • @eskimon • 75We Are Social
…AND MOBILE HELPS US TO ENGAGE PEOPLE
ANYWHERE, ANYTIME WITH RELEVANT VALUE
75. #WhatsComingNext • @eskimon • 76We Are Social
TIP #2: AIM FOR INTERACTION VIA CONTEXT,
INSTEAD OF THE INTERRUPTION OF CONTENT
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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
80. #WhatsComingNext • @eskimon • 81We Are Social
THIS IS WHERE CREATIVITY COMES IN, BUT
SADLY I DON’T HAVE A FORMULA FOR THAT
81. #WhatsComingNext • @eskimon • 82We Are Social
BUILDING CONTEXTUAL VALUE ALSO HELPS
US TO USE FREQUENCY MORE EFFECTIVELY
82. #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
97. #WhatsComingNext • @eskimon • 98We Are Social
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98. #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.
99. #WhatsComingNext • @eskimon • 100We Are Social
WE ARE SOCIAL
SIMON KEMP, REGIONAL MANAGING PARTNER
@ESKIMON
SAYHELLO@WEARESOCIAL.SG
+65 6423 1051
HTTP://WEARESOCIAL.SG