brand advocacy and digital social engagement (afp social media summit)
DESCRIPTION
Here are the things I shared during the AFP Social Media Summit held last July 2014 at the AFP Theater.TRANSCRIPT
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BRAND ADVOCACY and DIGITAL SOCIAL ENGAGEMENT
#AFPSocialMedia @gianviterbo
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@gianviterbo Founder and Editor, Gadget Pilipinas Digital Media Manager, Pioneer Insurance Member, CyberPress Philippines Member, Philippine Bloggers Network
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Wakes up at 6:30am
Checks Facebook
Newsfeed on Smartphone
Gets ready for work
Buys PhP140 coffee
Works using laptop.
Does social snacking.
Social Media on the side
Mingles with friends before going home.
Spends quality time with
family.
Plays Titanfall/writes article
before going to bed
Sleeps at 11:30pm
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let’s learn
TOGETHER
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LEARN about
What?
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People don’t always make decisions in isolation, thus being social and conveying a brand advocacy are effective means to win better results
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let’s learn
TOGETTHERE
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LITERALLY We need to turn our original way of marketing on its head...
Brandon Murphy
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THEN
© Brandon Murphy
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NOW
© Brandon Murphy
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advocacy public support for or recommendation of a particular cause or policy.
/ˈadvəkəsē/
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it is a message with a heart, worthy to be shared to a multitude of people
advocacy /ˈadvəkəsē/
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touch & win
to get your brand advocacy across
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Love matters when it comes to family.
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Objective Emotional Social Realtime Sharable
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SPREAD
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Digital consumers only buy a product if opinion leaders or bloggers have written a
positive review
92%
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According to CIC 2010 Efluencer Survey Sample Size: 300; the number in the circle stands for ratios of each category
THE COOL ONES
THE KNOWLEDGEABLE ONES
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1 Find the right efluencer
2 Cool or Knowledgeable?
• How socially influential are they?
• Are you after the cool ones or the knowledgeable ones?
• Are they relevant to your brand?
3 Stalk them and their followers
Tom Doctoroff, Chief Executive Officer, JWT Asia Pacific
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Bottom Up Model Touch and Win Tap Efluencers
ACTIVE PARTICIPANT
WIN THEIR HEARTS
INFLUENCE THEIR INFLUENCERS
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The Call to Be Social Consumers’ hunger for active participation requires brands to use bottom up marketing strategies.
@eskimon wearesocial.net
Meaningful Engagement & Conversation
The ‘Together’ Mindset
Go Mobile or Be Left Behind
Build Communities, Not Platforms
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Conversation drives compensation Talk may be cheap, conversations have tangible brand value.
Meaningful Engagement & Conversation
@eskimon wearesocial.net
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Everything should drive to conversation
@eskimon wearesocial.net
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Stop fueling conversations about content, and instead use content to
stimulate and fuel the conversations that really matter.
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Social is a behaviour, not a channel. Social media are just means to an end, with that ‘end’ being social interaction
Build communities, not platforms
@eskimon wearesocial.net
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People before platforms
People connect around the personal, social benefits
these technologies provide, not the functionality itself.
@eskimon wearesocial.net
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From platforms to communities Instead of buying attention in the biggest platforms of the day, the successful brands of the future will spend time understanding how to deliver value to audiences across different settings and contexts.
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Common Utility for Communities Build our strategies around their shared interests and passions – not around technical functionality or platforms
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Know Your Brand Premise
Who’s the Target Market or
Community
What’s your goal?
What’s your message?
Use relevant platforms
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The ‘Together Mindset’
all your marketing must add value
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Shouting for attention rarely wins people’s hearts. There’s a very
big difference between “I’m aware” and “I
care”.
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Very soon, marketing that doesn’t add value will simply be ignored.
Tse!
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Engage people around their passions,
not your products.
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Go Mobile or Be Left Behind
Go Mobile or Stand Still
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Data suggest that more people around the world now subscribe to a mobile phone plan
that have access to TV.
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Mobile offers a very different kind of
audience experience to TV. It is more
personal; its primary purpose has always
been to connect us with other people, rather
than to deliver passive entertainment.
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Mobile doesn’t just offer new opportunities to drive attention and engagement though; it is increasingly becoming a key channel for conversion too.
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1. modern communication model is Bottom Up, rather than Top Down
2. Know your Engagement Strategy. Target Efluencers. 3. The Call to be SOCIAL
@gianviterbo
recap.
Meaningful Engagement & Conversation The ‘Together’ Mindset
Go Mobile or Be Left Behind Build Communities, Not Platforms
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Thank You @gianviterbo @gadgetpilipinas [email protected] www.gadgetpilipinas.net www.gianviterbo.com