digital futures: you're invited to a party! - andrew machin

Social Media:You’ve been invited to a party!

Party!YOU’VE BEEN INVITED TO A

SOCIAL MEDIA IS THE

GREATEST PARTY ON EARTH*

(*for brands)

YOUR BRAND HERE

How is Social Media being used?

State of Social 2012 - eConsultancy

Direct marketing can be anti-social

66% Advertorials

Is Your Social Media Behavior Annoying? By Vickie Pittard, Published November 27, 2012

57% Facebook ads 45% Sponsored Tweets

Direct marketing can be anti-social

33%“Social ads are more annoying that other online ads”

26%“More likely to pay attention to an ad posted by a friend””

17%“Feel more connected to brands on social networks”

STATE OF THE MEDIA: The Social Media Report 2012 - Nielsen

65%“Feel likely to think negatively of the brand”

No one like a party bore

STATE OF THE MEDIA: The Social Media Report 2012 - Nielsen

We’re at a party, let’s create

Meaningful Connections

BE LIKEABLE

Why is being a ‘likeable’brand important

to business?

Dr. Robert B. Cialdini, President of INFLUENCE AT WORK

Influence: The Psychology of Persuasion

Liking

“People are far more likely to say YES to those they know and like”

Just ask Aleksandr… 

Quotes increased +80%Cost per acquisition -73%

806k followers

YOUR LIKEABLE

BRAND HERE

Branding 101:What is a ‘brand’?

A brand is not a logo

A brand is not a

product

A brand is not a

service

Emotional Feeling

It’s an

It’s what they say it is.

It’s not what we say it is.

The same applies to people

I’m Friendly & Approachable Guru

Our brand is the emotional response of others

“He’s Desperate &

Needy”

GSOH?

YOUR LIKEABLE BRAND

PERSONALITYHERE

6 principles of a likeable brand

personality on social networks

Become genuinely interested in other people

1

Be a good listener. Encourage others to talk about

themselves.

2

Talk in terms of the other person's interest

3

Make the other person feel important – and do it sincerely

4

If you're wrong, admit it quickly and emphatically

5

Smile

6

6 principles of a likeable brand

personality on social networks

Written in 1934

The rules of dealing with people have not changed

We’ve just not applied themto brands before

YOUR LIKEABLE BRAND

PERSONHERE

“HOW SOCKS CHANGED THE

WAY I BUY BROADBAND”

CASESTUDY

Challenges• Low interest

• Slow purchasing - between 6 and 18 months

• Low advocacy

• A measurable effect on business

The Social Journey

GOALBrand

personality outreach

Long term brand

advocacy

Become customers

The Social Journey

GOALSearch out bad choices

Turn it into a good choice

Be with them for next

purchase

WOW!AMAZE-BALLS!

COOL!AWESOME! £7

“How Thermal Socks led to a Meaningful Connection that made me change the way I buy Broadband”

“I now feel personally connected to Broadband Choices. Since my exchange I have browsed their website in great detail and have spent a lot of time looking at their social media…

“From their one action of sending me some thermal socks, their brand has probably reached around 100 people so far and most importantly in an extremely positive light”.

Search for “Thermal socks and Broadband”

1. Use the opportunity to develop your brand2. Likes: emotional connections, not logical

figurative statistics3. The opportunity is there to help mould

exactly how your brand is perceived4. Define you brand’s personality5. Talk about others, not you

Have fun!

MOST OF ALL…

Andrew.Machin@branded3.com@The_Machin

Thank You

#B3Seminar@Branded_3