Marketing in a socially connected world 21 november 2015 - mumsnet blogfest
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Jude Brookscommunicating in a socially connected world
Building your brand: Digital marketing for bloggers Blogfest 21 November 2015
@judebrookswww.judebrooks.com
Jude Brookscommunicating in a socially connected world
• Information at your fingertips
Disruptive times
Jude Brookscommunicating in a socially connected world
• Information at your fingertips
• Changing media landscape
Disruptive times
Jude Brookscommunicating in a socially connected world
• Information at your fingertips
• Changing media landscape
• Socially-connected
Disruptive times
Jude Brookscommunicating in a socially connected world
• Information at your fingertips
• Changing media landscape
• Socially-connected
• Data & personalisation
Disruptive times
Jude Brookscommunicating in a socially connected world
• Information at your fingertips
• Changing media landscape
• Socially-connected
• Data & personalisation
• Hyper-mobility and connectivity
Disruptive times
Jude Brookscommunicating in a socially connected world
• Information at your fingertips
• Changing media landscape
• Socially-connected
• Data & personalisation
• Hyper-mobility and connectivity
• Cloud technology
Disruptive times
Jude Brookscommunicating in a socially connected world
• Information at your fingertips
• Changing media landscape
• Socially-connected
• Data & personalisation
• Hyper-mobility and connectivity
• Cloud technology
• Internet of Things
Disruptive times
Jude Brookscommunicating in a socially connected world
We share MORE content…
From MORE sources…
With MORE people…
MORE often…
MORE quickly…
Sharing is increasing
Jude Brookscommunicating in a socially connected world
Two elements to sharing
Social motivation
Emotional response
Jude Brookscommunicating in a socially connected world
Social motivation1. Shared Passion It enables me to connect over a shared passion or interest
2. Social in Real Life It will help me to socialise with my friends offline
3. Social Utility It contains something relevant or of value to my friends
4. Social Good It’s for a good cause and I want to help
5. Zeitgeist It’s about a current trend or event
6. Kudos It demonstrates my knowledge & authority about the subject
I want to be the first to tell my friends
7. Reaction Seeking It will get a reaction
8. Self Expression It says something about me
9. Shared Experience It had a strong emotional effect on me & I want my friends to experience that too
Jude Brookscommunicating in a socially connected world
• Anger
• Fear
• Happiness
• Disgust
• Surprise
• Sadness
Emotional response
Jude Brookscommunicating in a socially connected world
• Simple
• Unexpected / different
• Concrete
• Credible
• Emotional / resonant
Essentials of sticky stories
Jude Brookscommunicating in a socially connected world
Trust in authority declining:
• Banks
• NHS
• Legal system and police
• Politicians
• Church
• Media
• Celebrities
So we trust each other more
Who we trust is changing
Jude Brookscommunicating in a socially connected world
• People live in networks of small connected groups
• 150 is the maximum # of connections
• We turn to friends to help make decisions
• We are disproportionately influenced by our strongest ties
We trust our networks
Jude Brookscommunicating in a socially connected world
Then…Campaigns
Interruption
Message
Acquisition
Ads
How brands communicate has changed
Jude Brookscommunicating in a socially connected world
How brands communicate has changed
Then…Campaigns
Interruption
Message
Acquisition
Ads
Now…Programmes
Engagement
Value
Retention
Content
Jude Brookscommunicating in a socially connected world
Your blog is already behaving like a brand so start actively thinking like one!
• Focus on telling engaging & credible stories
• Continue to build trusting and enduring relationships
• Seek to provide even more value to your audience
• Be purposeful
What does this mean for you?
Jude Brookscommunicating in a socially connected world
People don’t buy what you do, they buy why you do it.
- Simon Sinek“
“
Jude Brookscommunicating in a socially connected world
Simon Sinek: Golden Circle
Why
How
What
• What? Products & services
• How? Differentiation / USP
• Why? Purpose / cause / belief
Jude Brookscommunicating in a socially connected world
Why
How
What
Simon Sinek: Golden Circle
Great leaders, great brands,
great organisations start with the why
Jude Brookscommunicating in a socially connected world
Purpose-led organisations
Jude Brookscommunicating in a socially connected world
What’s your why?
PURPOSE
What the world needs
What you’re passionate about
What you’re good at
Jude Brookscommunicating in a socially connected world
You’re so lucky!
• Purpose sits at the heart of your blog - authentic
• Clarity & focus
• Agile & nimble
• Active, engaged community
• Expert content
Jude Brookscommunicating in a socially connected world
Film, music, TV, novels; everything ever created is a few clicks away. Branded
content has to compete with that.“
“Scott Holmes, UM
Jude Brookscommunicating in a socially connected world
1. Identify content themes
Customer interests and
needs
Unique brand
expertise and value
Sweet spot
Work with organisations to understand the value exchange between their offer and your audience
Jude Brookscommunicating in a socially connected world
2. Create fat content
Jude Brookscommunicating in a socially connected world
3. Co-operative content creation
Create from scratch
Jude Brookscommunicating in a socially connected world
3. Co-operative content creation
Create from scratch
Previously created for a
topical event
Previously created for
another situation?
Recycle existing content
Jude Brookscommunicating in a socially connected world
Create from scratch
Recycle existing content
Influencers / Experts
At eventsEmployees / Colleagues
Consumers(UGC)
Co-create with others
3. Co-operative content creation
Jude Brookscommunicating in a socially connected world
3. Co-operative content creation
Create from scratch
Recycle existing content
Co-create with others
Exclusive curation
deals
Open-source content
Curate from other
sources
Jude Brookscommunicating in a socially connected world
4. Consider content consumption
ScheduledContent you
regularly make time to consume e.g. appointment
viewing
SeekingRecommended
content you seek out as a direct
result of a trigger or
recommendation
SerendipityContent you
stumble across but which captures your attention
Jude Brookscommunicating in a socially connected world
@judebrookswww.judebrooks.com
Thank you
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