Brand Management For A Social Age

Brand Management for a Social AgeJemima Gibbons | @JemimaG

Henley Business School FT MBA (Marketing)

Overview

1.Introduction

2.The 4‘C’s of social

3.Hot trends

4.Ways of working

5.The future: a post-digital culture

6.Twitter exercise

7.Feedback/ Q&A

1Introduction

Pre-digital

“In the 1970s we weren’t told what to do all the time. Mainly because there were only about eight things to do.”

Richard Osman Pointless

“In [tomorrow’s] virtual world things will have value that are not expressible in money today…

reputation will become a digital asset.” Kosta Peric

Bill & Melinda Gates Foundation

The Tale of The Social Brand

2The 4‘C’s of social

The 4‘C’s of social

1. Community

2. Conversations

3. Context

4. Content

Google, Airbnb, Uber (+ GoPro)

2.1 Community

Nescafé, Topshop

2.2 Conversations

Lululemon, Marmarati

2.3 Context

Burberry vs Jamie Oliver

2.4 Content

3Hot trends

Hot trends

1. Short form visuals

2. Emotive video

3. Distribution

Periscopes, Vines, emoji and gifs

3.1 Short form visuals

End of The World Job Interview

3.2 Video

LG Ultra HD TV

Telekinetic Coffee Shop

3.2 Video

MGM / Carrie remake

Test Drive

3.2 Video

Pepsi Max

So, what do you want?

1. End of the World job interview

2. Telekinetic Coffee Shop

3. Test Drive

Buzzfeed, Nescafé

3.3 Distribution

4Ways of working

Ways of working

1. Fully integrated

2. Internal department

3. Outsourced

4. DIY

4.1 Fully integrated

1. Social as a function across all teams

2. A truly “social business”

3. All stakeholders fully incorporated

4. Sustainable, ethical and transparent

5. Example: Zappos

4.1 Zappos

4.2 Internal team

1.Typical of larger global companies e.g. Mondelez, Proctor + Gamble, Unilever

2. Led by strong personalities Scott Monty, Ford

Bonin Bough, Mondelez (ex Pepsico)

3. Multi-million $ budgets

4. State of the art monitoring

5. Big data analytics

Facebook Fan Page

4.2 Coca-Cola

4.3 Outsourced

1. Outsourcing for three key reasons: Small or medium sized business who can’t afford in-house

Large, ambitious x-media creative briefs

Need for global, 24 hour, multi-lingual monitoring

2. Served by traditional ad/ PR sector

3. And new dedicated social media agencies: eModeration, Tempero, We Are Social

global monitoring often supplied by women

working flexible hours part-time from home

Super Bowl Interception: Grey New York

4.3 Volvo

#100ReasonsWhy: Claremont/ Munro & Forster

4.3 Skills Funding Agency

4.4 DIY

1. The solution for most small businesses

2. Often done without a strategy or training

3. Minimal budgets and resources

4. Best examples are where the CEO or

another member of senior team is a natural

on social media

5The future: a post-digital culture

The future

1. Peak social

2. Off-gridding

3. Fragmentation

Content shock, adblocking & hashtag fatigue

5.1 Peak Social

Gartner Hype Cycle Digital Marketing 2015

Lena Dunham, prepping and IRL

5.2 Off-gridding

Umair Haque / medium.com

@Umairh: 235K Twitter followers

Gillian Tett, Pierre Bourdieu & The Silo Effect

5.3 Fragmentation

6Twitter exercise

7Feedback

Tweet me @JemimaG [email protected] Jemimagibbons.com Socialmedialaunchpack.com

Any questions?