story worldwide luxury 2.0 seminar

18 mths with SGH

Pout

AP

Beyond search

Engagement

THE CUSTOMER NARRATIVE

BILLBOARD POINT OF SALE

STORE EXPERIENCE

EVENT UGC ECOMMERCEWEBSITE UGC

Create a deeper, joined-up story

Provide a firm foundation for engagement

Define roles & responsibilities

WHO WE ARE

We help brands tell their story• If we can make your brand messages more story-like then your

audience are more likely to pay attention.

We are a multi-channel publishing organisation• We create compelling, branded stories in your customers preferred

medium and language

We believe social media is paradigm changing • Every human being and every organisation is (potentially) a global

publisher

Our point of view

WHO WE ARE

CONTENT is media

THE POWER LIES WITHTHE AUDIENCE

Interruption marketing

360 degrees bombardment

The Advertising Age

Success: 2% conversion

Audiences take note

Then scratch past the surface

If you’re more than skin deep they will peel away

The Post-Advertising Age

Success: 98% engagement

What makes a bad story

SOCIAL media

Beyond search

WHO WE ARE

Media• Anything that represents (mediates) reality

• Paintings, mosaics, books, magazines, tv, web pages, ads, tweets,

facebook pages etc.

Social• The interaction of organisms with other organisms

Social media• Is not necessarily new and not necessarily online

• But its ubiquity online permanently alters the balance of power

Our point of view

WHAT IS SOCIAL MEDIA?

SOME stats

Beyond search

IF FACEBOOK WAS A COUNTRY…

IF FACEBOOK WAS A COUNTRY…

CONTENT IS MIGRATING TO THE WEB AND DOMINATING ATTENTION THERE

SOCIAL MEDIA PENETRATION IS AT 69% AND GROWING RAPIDLY

25

TIME SPENT SOCIAL NETWORKING IS GROWING EXPONENTIALLY

BY Q2 2009, 82% OF WEB USERS WERE ACTIVE IN SOCIAL MEDIA

Not surprisingly, Forrester finds

that people who create content

are now the minority at the top of

the social media pyramid. But by

2009, nearly everyone online

was at least a spectator to the

social media show, underlining

the explosion in social media

participation over three short

years. Each brand’s approach

to its audiences in social media

will be determined by how the

audience members index in

each category of social techno-

graphics. As participation grows,

however, more and more people

will move up the pyramid. Brand

strategies will become more

uniformly dependent on the use

of social media, at which point

social media will become a

critical part of virtually every

brands’ media mix.

WHO WE ARE

Luxury Institute Wealth Report• 42% of wealthy consumers chose “ratings and reviews from a trusted

source” as the most influential factor in purchasing luxury goods.

• Seven out of 10 wealthy consumers are now members of social

networks

• Social media gives the luxury consumer the opportunity to decide what

brands they engage with and on what terms. It’s this element of control

that really is the ultimate luxury.

Our point of view

WHAT ABOUT LUXURY?

40 MOST TWEETED BRANDS

Or is it?

YOUR BRAND IS NOW IN THE HANDS OF AN ARMY OFSTRANGERS.

THE SOCIAL MEDIA UNIVERSE IS HUGE, COMPLEX, AND DIVERSE

PANIC!

TYPES OF SOCIAL MEDIA

Social

Networks

Social

Content

Social

Tools

Purpose is to connect

and communicate

Purpose is to entertain

and inform

Purpose is to rate

and share

SOCIAL NETWORKS

Purpose is to connect and communicate

SOCIAL CONTENT

Purpose is to entertain and inform

SOCIAL TOOLS

Purpose is to create and share

BEHAVE yourself

Beyond search

TYPES OF SOCIAL MEDIA

Social

Networks

Social

Content

Social

Tools

Purpose is to connect

and communicate

Purpose is to entertain

and inform

Purpose is to rate

and share

SOCIAL NETWORKS

Purpose is to connect and communicate

SIGN POSTS

Marketing purpose is to point the audience towards relevant content

SOCIAL CONTENT

Purpose is to entertain and inform

BRANDED CONTENT

Marketing purpose is to engage and gather marketing intelligence

SOCIAL TOOLS

Purpose is to rate and share

MARKETING TOOLS

Marketing purpose is to self-select and promote

LEXUS example

Beyond search

SEMINAR example

Beyond search

QUICK wins

Beyond search

DISTILL YOUR OWN SPECIFIC, ONGOING,MULTICHANNEL,

DISTRIBUTED CONVERSATIONFROM THE SEA OF IRRELEVANT CHATTER.

Find the signal in the noise...

LISTEN.CAREFULLY.

ADHERING TO PROTOCOLS ENABLES TWO-WAY COMMUNICATION BETWEEN BRAND AND CONSUMER in something like real time.

“My widget is

broken and

nobody at

Widgetz will

help!”

Comment captured

and classified by

response team.

Reply suggested to

appropriate

client-side

approver(s).

Approved client

reply returned to

response team.

Response posted.

1 2 3 4 5

“My widget is

broken and nobody

at Widgetz will

help!”

Hey, it’s Bob from

Widgetz. We’re

sorry you’re

having trouble.

Click here for the

manual…you

want page 61.

Comment posted

online.

TOOLS YOU CAN USE

• Google• www.google.com/trends

• www.google.com/insights/search/

• adwords.google.co.uk/select/KeywordToolExternal

• www.google.com/alerts

• Social Networks• www.facebook.com/lexicon

• search.twitter.com

• www.twitscoop.com

• Blogs• www.blogpulse.com

• www.technorati.com

• Blog comments• www.backtype.com/

• www.keotag.com/

• Forums etc.• http://v2.boardtracker.com/

• http://boardreader.com/

• Overall• www.socialmention.com

CONTENT is media

STAYING on top

Beyond search