7 TRUTHSABOUT SOCIALAND 7 SOCIAL ‘SO WHATS’ FOR BRANDS

UNCOVERING SOCIAL TRUTHS.The democratisation of technology and the Internet is creating an uber-transparent world, but also one that is saturated by information, facts and figures.In this new world McCannBlue Dublin are seekers and champions of truths.

Truths are powerful and provocative nuggets of insight capable of transforming consumer conversations, category perceptions and a brand’s trajectory.

Today truths are harder to find, often hidden beneath the white noise of our worldand locked in consumer’s unconsciousness.

McCannBlue Dublin work with McCann Truth Central, a dedicated global intelligence and thought leadership agency to ask different questions, in different places to find real hidden truths. The 7 Truths of Social presented here have been uncovered through a global study of 12,000+ online interviews and 30+ focus groups across 19 countries. McCannBlue Dublin have enriched these global truths with local cultural and consumer context mined through our social listening tools and ‘talking heads’ consumer insight panel.

1. EVERYONE IS TELLING THEIR OWN STORY.

People are using social platforms to tell theirstories and they feel the need to recast thatstory with themselves as the protagonist.

SO WHAT?Create unique brand experiences for the protagonist to play in. Help them share their journey in exciting ways.

2. WE ALL HAVE AN AUDIENCE.

Smart brands know that it’s not justabout the brand’s audience, it’s abouttheir audience’s audience.

SO WHAT? Make your audience appear discerning, independent, cool or fun in front of his or her friends and followers.

3. OTHER PEOPLE OVER SHARE.

75% globally agree that “people share far too much information online these days”

Not a single individual, in 30 focus groups, felt that they were personally over sharing.

Source: McCann Truth Central, Truth About Social Study, 12,000+ online interviews, 30 + focus groups, 19 countries.

4. WE’RE JUGGLING MULTIPLE IDENTITIES.

Many people are separating the ‘virtuous me’that is suitable for family and employers, fromthe ‘popular me’, projected to impress friendsand social acquaintances.

Niche and closed networks like WhatsApp, SnapChat and Tumblr are social spaces people feel free letting loose. ‘Mass networks’ are still visited but with less regularity and for different reasons.

SO WHAT? Consider which version of your customer you are interacting with online and how they want to be portrayed in different situations and contexts.

5. WE STILL KNOW WHAT MAKES A REAL FRIEND.

We have a growing and complex group of friends. Many are “obligation” friends and even “disposable” friends.

But globally we still identify a true friendas truthful and genuine.

SO WHAT? Don’t be afraid to show the true people and humanity that sits behind your brand.

AS AN EMPLOYER I EXPECTAPPLICANTS TO HAVE AN UPTO DATE LINKEDIN PROFILE SOURCE: MCCANNBLUE TALKING HEADS INSIGHTS, 2014

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6. INCREASING PRESSURE TO PARTICIPATE.

Increasingly, a refusal to participate in social networkingis seen as a refusal to participate in civic life.

MY SOCIAL KLOUT SCOREAFFECTED MY OVERALL GRADE IN UNIVERSITY SOURCE: MCCANNBLUE TALKING HEADS INSIGHTS, 2014

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7. ESCAPING THE DIGITAL NOISE.

People are beginning to adopt“powering down” rituals; at lunch,on Sundays or on holidays.

They are also powering up thequality on their time online byfiltering out unwanted noise.

SO WHAT? Consider whether your brand is bringing something to the social theatre or is it just part of the distracting background noise.

SEVEN TRUTHSTO ASK YOURSELF.

1. Do you know the story your audience wants to tell?3. Do you know the character they are playing at any given time?2. Do you know your audience’s audience?4. Where and how does your brand fit in their story? (e.g. anticipation, experience, aftermath, afterglow, reminiscence)5. Are you adding to the social theatre or part of the background noise?6. Are you showing your brand’s truthful, genuine and human side?7. Are you over sharing or over selling?

ANY QUESTIONS?Please contact mesusan.kelly@mccannblue.ie01-234 3900

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