social brands: the future of marketing

SIMON KEMP • we are social • AUGUST 2013 �

SOCIAL BRANDS�AND THE FUTURE OF MARKETING �

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FIRST TO THE FUTURE ��

The most successful brands don’t just predict the future; they define it on their own terms. This document offers a series of provocations to help you define your brand’s vision of the future, and shares some suggestions on how

to start bringing that vision to life today.

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CONTEXT�

THE ‘3Ps’ THAT WILL DEFINE THE MARKETING OF TOMORROW:�

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A focus on communities rather than technology

Connecting with people when it matters most

PEOPLE � PORTABLE �Adding value at every possible opportunity

PRACTICAL �

FUTURE PROVOCATIONS�1  Social equity drives brand value

2  Communities have more value than platforms 3  All marketing must add value

4  On the go is the way to go 5  From big ideas to leitmotivs

6  From selective hearing to active listening 7  Experiences are the new products 8  CSR evolves into civic engagement

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OUR ‘PROVOCATIONS’ FORMAT�

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The realities, trends, and observations that inspired our thinking

Where we see these developments taking

marketing in the future

TODAY � TOMORROW�The implications for

brands, and what you can do to harness them

TO DO�

#01�SOCIAL EQUITY �

DRIVES�BRAND VALUE �

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TODAY: THE BRANDS THAT ARE WORTH TALKING ABOUT�ARE THE BRANDS WE’RE WILLING TO PAY MORE FOR �

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THE SOCIAL EQUITY OF A BRAND ��

The more people talk about a brand, the easier it is for us to predict how other people

will react if we choose that brand. As a result, the brands that inspire the most

favourable conversations are the brands that can command the greatest price premium.

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CONTEXT�

TOMORROW: BRANDS RECOGNISE THAT AN INCREASE IN CONVERSATION DRIVES AN INCREASE IN COMPENSATION�

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TO ACHIEVE THIS, WE MUST EVOLVE BEYOND THE CURRENT CHANNEL-BASED BROADCAST APPROACH �

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OUTDOOR  

RADIO  

PRINT   WEB  

TELEVISION  SOCIAL MEDIA  

SOCIAL MEDIA vs SOCIAL BRANDS��

Brand conversations aren’t just driven by social media activities. Everything the brand does – from its advertising to its packaging, and from its POS activities to its customer service – should be designed to inspire as much favourable conversation as possible.

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DIGGING �

DEEPER �

IN ORDER TO SUCCEED, BRANDS MUST ADOPT �A HOLISTIC, CONVERSATION-BASED APPROACH �

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PRODUCTS  

CUSTOMER �SERVICE  

POS ACTIVITY  

ADVERTISING  PACKAGING  

RECRUITMENT  

TO DO: BUILD SOCIAL EQUITY BY INSPIRING FREQUENT, FAVOURABLE CONVERSATIONS BETWEEN COMMUNITIES�

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#02�COMMUNITIES HAVE

MORE VALUE �THAN PLATFORMS�

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THE (SOCIAL) NETWORK EFFECT��

We naturally gravitate to the social media platforms where we can interact with the

people we care about. If these people move on to a different platform, we usually follow them, because it’s social benefits we seek;

media and content are just means to an end.

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CONTEXT�

TODAY: PEOPLE’S PLATFORM CHOICES ARE DRIVEN BY �PERSONAL BENEFITS, NOT BY TECHNOLOGY FEATURES�

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HISTORY HAS SHOWN HOW DIFFICULT IT CAN BE TO MOVE A BRAND’S AUDIENCE BETWEEN PLATFORMS�

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DIGGING �

DEEPER �

TOMORROW: BRANDS NURTURE COMMUNITIES�INSTEAD OF BUILDING PLATFORM-SPECIFIC AUDIENCES�

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TO DO: IDENTIFY WHAT BRINGS YOUR AUDIENCE(S) TOGETHER AND BUILD YOUR STRATEGY AROUND THAT�

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#03�ALL MARKETING �

MUST�ADD VALUE �

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RAZZLE DAZZLE MARKETING

Too much marketing relies on elaborate spectacle to attract audiences’ attention.

The result is a brand relationship that never progresses beyond an initial pick-up line,

with an over-emphasis on short-term gains instead of longer-term mutual value.

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CONTEXT�

TODAY: MARKETING IS TOO FOCUSED �ON SHOUTING FOR ATTENTION�

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THE EVOLVING PARADIGM �

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Buying media space to interrupt people as efficiently as possible

Harnessing contexts in which to engage people as effectively as possible

INTERRUPTION� INTERACTION�VS�VS�

!

TOMORROW: MARKETING DELIVERS ENDURING VALUE THROUGH EVERY INTERACTION, OR IS TOTALLY IGNORED �

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FROM ADS TO ADDED VALUE

As marketing evolves to this added-value model, so media must evolve too. The ad-funded model will become irrelevant, and publishers and content platforms will need to rethink their business models in order to deliver a more integral value proposition.

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DIGGING �

DEEPER �

TO DO: ENGAGE PEOPLE AROUND THE THINGS THEY �CARE ABOUT – THINK PASSIONS, NOT PRODUCTS�

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#04�ON THE GO�

IS THE �WAY TO GO�

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TODAY: MOBILE DEVICES ARE ALREADY MOST�PEOPLE’S ‘MOST IMPORTANT’ GADGETS�

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GLOBALLY, MORE PEOPLE �OWN A MOBILE PHONE �

THAN OWN A TOOTHBRUSH �

SOURCE: MOBILE MARKETING ASSOCIATION OF ASIA� 30 �

(   )  

TOMORROW: STRATEGIES THAT DON’T COME TO LIFE �ON MOBILE DEVICES NEVER COME TO LIFE AT ALL �

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TO DO: UNDERSTAND HOW AUDIENCES USE SOCIAL ON MOBILE, AND PLAN AROUND THEIR ACTUAL BEHAVIOUR �

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ADOPT A DEVICE-INDEPENDENT APPROACH THAT HELPS PEOPLE TO CONNECT ACROSS ALL MOBILE PLATFORMS�

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VS�

#05�FROM BIG �IDEAS TO �

LEITMOTIFS�34 �

TODAY: SOCIAL MEDIA ALLOW MARKETERS TO MOVE FROM SOUNDBITES TO ON-GOING CONVERSATIONS�

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A NEW APPROACH TO THE ‘BIG IDEA’��

As we embrace brand conversations, the repetition of a single brand message becomes

increasingly less effective. Instead, brands should harness ‘leitmotifs’: recurring themes that evolve over time to tell the brand’s story in various different ways in different contexts.

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DIGGING �

DEEPER �

ALTERNATIVES TO ‘HOMOGENOUS CAMPAIGNS’�

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Sharing a wide variety of disparate content that

appeals to people in different ways at different times

Bringing a variety of approaches and themes

together at the same time to deliver diverse engagement

DANDELION� TAPAS�A test-and-learn approach where the brand constantly tweaks variations on themes to build deeper connections

KAIZEN�

TOMORROW: BRAND COMMS BUILD AROUND FLUID ‘BRAND AGENDAS’ RATHER THAN SINGULAR BIG IDEAS�

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TO DO: FOCUS MORE ON WHAT YOU WANT AUDIENCES TO UNDERSTAND, NOT WHAT YOU’RE GOING TO SAY �

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#06�FROM SELECTIVE

HEARING TO�ACTIVE LISTENING �

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ACTIVE LISTENING, ACTIVE LEARNING ��

Every day, people share billions of public posts in social media. Each of these posts offers potential value for brands, but most marketers miss this value by only tracking direct mentions of their brands or activities.

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CONTEXT�

TODAY: BRANDS ARE MISSING POWERFUL INSIGHTS AND OPPORTUNITIES DUE TO EGOCENTRIC SOCIAL LISTENING �

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A DIALOGUE OF DISCOVERY

Just as search engines help consumers find answers to brand queries, so social media listening can help brands answer questions about consumers. Marketers can identify a

wealth of new brand opportunities by actively listening to what people are saying, rather than just tracking what they want to hear.

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DIGGING �

DEEPER �

TOMORROW: SOCIAL MEDIA BECOME THE ‘DISCOVERY ENGINES’ THAT POWER ALL ASPECTS OF MARKETING �

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SOCIAL LISTENING CAN ADD VALUE EVERYWHERE �

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PRODUCTS  

CUSTOMER �SERVICE  

POS ACTIVITY  

ADVERTISING  PACKAGING  

RECRUITMENT  

TO DO: USE SOCIAL LISTENING TO INFORM MARKETING DECISIONS, NOT JUST TO MEASURE YOUR RESULTS�

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#07�EXPERIENCES�ARE THE NEW

PRODUCTS�47 �

TODAY: PRODUCT FEATURES NO LONGER OFFER SUFFICIENT DIFFERENTIATION IN MANY CATEGORIES�

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TOMORROW: ADDED-VALUE EXPERIENCES �BECOME THE CORE OF BRANDS’ OFFERINGS�

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TO DO: IDENTIFY THE BRAND’S VALUE BEYOND ITS PRODUCTS, AND BUILD EXPERIENCES AROUND THAT�

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VS�

SOCIAL ‘BAKED IN’

The most compelling experiences are inherently social. As a result, brands that can integrate shared experiences into the heart of their offering will be able to command a greater premium.

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DIGGING �

DEEPER �

#08�CSR EVOLVES�

INTO�CIVIC ENGAGEMENT�

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TODAY: SOCIETY INCREASINGLY EXPECTS BRANDS�TO GIVE BACK AT LEAST AS MUCH AS THEY TAKE �

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CSR SHOULD BE ABOUT COMMUNITY ENGAGEMENT,�NOT ABOUT RELIEVING THE CORPORATE CONSCIENCE �

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VS�

RETHINKING THE CONCEPT OF BRAND VALUE �

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Activities focused solely on maximising

short-term profits

Activities designed to maximise returns for

employees and partners

SHAREHOLDER � STAKEHOLDER �Activities designed to contribute to the greater good of all

SOCIETAL �

VS�VS� VS�VS�

INSTEAD OF ASKING PEOPLE TO ‘LIKE’ THEM, BRANDS SHOULD DELIVER IRRESISTIBLE REASONS TO LOVE THEM �

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VS�

TOMORROW: BRANDS EMBRACE COMMUNITY SERVICE, MAKING IT A CORE PART OF THEIR OVERALL OFFERING �

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THE RETURN OF THE GOOD SAMARITAN

Corporate philanthropy is not new, but its popularity faded in the age of mass marketing.

However, as society becomes less tolerant of corporate greed, civic-minded brands will

return to the fore as marketers rediscover the enduring value of doing ‘good business’.

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DIGGING �

DEEPER �

TO DO: IDENTIFY WAYS TO PARTNER WITH COMMUNITIES AND ADD LASTING VALUE FOR THE BENEFIT OF SOCIETY �

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PARTING �THOUGHT�

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THE FUTURE WON’T WAIT

You will only succeed if you put your plans into action. The sooner you start testing your hypotheses, the sooner you will know what

works and what doesn’t, and the greater your chances of getting to the future first. Go do.

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FIND OUT MORE AT�WEARESOCIAL.SG �

WE ARE SOCIAL IS A GLOBAL CONVERSATION AGENCY.�

WE HELP BRANDS TO LISTEN TO, UNDERSTAND,�AND ENGAGE IN CONVERSATIONS IN SOCIAL MEDIA.�

WE’RE ALREADY HELPING MANY OF THE WORLD’S�TOP BRANDS, INCLUDING UNILEVER, ADIDAS, INTEL,

DIAGEO, NESTLÉ, HEINZ, AND LOUIS VUITTON. �

IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU�TOO, CALL SIMON KEMP ON +65 9146 5356, OR �

EMAIL US AT SAYHELLO@WEARESOCIAL.SG.�

FIND OUT MORE AT WEARESOCIAL.SG.�

SIMON KEMP �@ESKIMON�

+65 9146 5356 �SIMON.KEMP@WEARESOCIAL.SG �

WEARESOCIAL.SG �