#ProjectReconnect • Marketing for the Connected Age • 1 WFA • We Are Social MARKETING IN THE CONNECTED AGE SIMON KEMP • WFA • WE ARE SOCIAL • #PROJECTRECONNECT SUCCEEDING IN A DIGITAL WORLD WITH A NEW MARKETING MIX we are social
Marketing in the Connected Age: Succeeding in a Digital World with a New Marketing Mix
Jul 15, 2015
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#ProjectReconnect • Marketing for the Connected Age • 1 WFA • We Are Social
MARKETING IN THE CONNECTED AGE
SIMON KEMP • WFA • WE ARE SOCIAL • #PROJECTRECONNECT
SUCCEEDING IN A DIGITAL WORLD WITH A NEW MARKETING MIX
we are social
#ProjectReconnect • Marketing for the Connected Age • 2 WFA • We Are Social
SIMON KEMP @eskimon
#ProjectReconnect • Marketing for the Connected Age • 3 WFA • We Are Social
#ProjectReconnect • Marketing for the Connected Age • 4 WFA • We Are Social
MILAN MUNICH
PARIS
LONDON
SÃO PAULO
SINGAPORE
NEW YORK
SYDNEY
SAN FRANCISCO ROME
#ProjectReconnect • Marketing for the Connected Age • 5 WFA • We Are Social
#ProjectReconnect • Marketing for the Connected Age • 6 WFA • We Are Social
BRANDS WORTH TALKING ABOUT
#ProjectReconnect • Marketing for the Connected Age • 7 WFA • We Are Social
</SALES PITCH>
#ProjectReconnect • Marketing for the Connected Age • 8 WFA • We Are Social
#ProjectReconnect • Marketing for the Connected Age • 9 WFA • We Are Social
~ Will Gilroy, World Federation of Advertisers!
“ ABOUT PROJECT RECONNECT!
Project Reconnect is an initiative led by the WFA to listen to what people
really want from brands and marketing. We hope it gives marketers practical
guidance to help ensure their behaviours reflect what people want and expect.
FIND OUT MORE: PROJECT-RECONNECT.COM
#ProjectReconnect • Marketing for the Connected Age • 10 WFA • We Are Social
WE ASKED INDUSTRY INFLUENCERS AND THEIR NETWORKS VIA SOCIAL MEDIA
#ProjectReconnect • Marketing for the Connected Age • 11 WFA • We Are Social
ALL INPUTS WERE CONTRIBUTED BY THE GLOBAL MARKETING COMMUNITY
#ProjectReconnect • Marketing for the Connected Age • 12 WFA • We Are Social
#ProjectReconnect • Marketing for the Connected Age • 13 WFA • We Are Social
THE 4PS OF GREAT SOCIAL MARKETING
FOCUS ON PEOPLE, NOT CONTENT, MEDIA
OR TECHNOLOGY
DON’T JUST MAKE BETTER THINGS;
MAKE THINGS BETTER
PEOPLE PURPOSE USE YOUR BRAND’S VALUES TO DELIVER MEANINGFUL VALUE
PRINCIPLES DON’T INTERRUPT PEOPLE; ENGAGE
AND INVOLVE THEM
PARTICIPATION
#ProjectReconnect • Marketing for the Connected Age • 14 WFA • We Are Social
1. PEOPLE
#ProjectReconnect • Marketing for the Connected Age • 15 WFA • We Are Social
#1
PEOPLE RATHER THAN CONTENT, MEDIA OR TECHNOLOGY!
ALWAYS START WITH!
#ProjectReconnect • Marketing for the Connected Age • 16 WFA • We Are Social
MARKETING: THE MUTUAL SATISFACTION OF WANTS, NEEDS, AND DESIRES
#ProjectReconnect • Marketing for the Connected Age • 17 WFA • We Are Social
#ProjectReconnect • Marketing for the Connected Age • 18 WFA • We Are Social
WHAT WE
WANT
WHAT OTHERS WANT
WHAT MARKETING MUST FIND & DELIVER
@eskimon!
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IDENTIFYING WHAT OTHER PEOPLE WANT IS THE SECRET TO MARKETING SUCCESS
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HOWEVER…
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People don’t know what they want until you show it to them.
~ Steve Jobs
“
#ProjectReconnect • Marketing for the Connected Age • 22 WFA • We Are Social
SO HOW DO WE KNOW WHAT TO ‘SHOW THEM’?
#ProjectReconnect • Marketing for the Connected Age • 23 WFA • We Are Social
START WITH PEOPLE’S BEHAVIOUR, AND THEN INTERPRET THEIR MOTIVATIONS
#ProjectReconnect • Marketing for the Connected Age • 24 WFA • We Are Social
SOCIAL LISTENING HELPS US UNDERSTAND ATTITUDES, MOTIVATIONS, AND BEHAVIOUR
#ProjectReconnect • Marketing for the Connected Age • 25 WFA • We Are Social
TAKE THE INFAMOUS EXAMPLE OF “PHOTOS OF MY LUNCH”
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#FOOD
#ProjectReconnect • Marketing for the Connected Age • 27 WFA • We Are Social
149,000,000 PHOTOS TAGGED WITH #FOOD ON INSTAGRAM!
#ProjectReconnect • Marketing for the Connected Age • 28 WFA • We Are Social
WE TOOK A RANDOM SAMPLE OF THE MOST RECENT PHOTOS TAGGED WITH #FOOD
#ProjectReconnect • Marketing for the Connected Age • 29 WFA • We Are Social
WITHIN THAT SAMPLE, THERE HAPPENED TO BE THREE PHOTOS OF BURGERS
#ProjectReconnect • Marketing for the Connected Age • 30 WFA • We Are Social
#ProjectReconnect • Marketing for the Connected Age • 31 WFA • We Are Social
THESE THREE PHOTOS OF BURGERS TELL TOTALLY DIFFERENT, INSIGHTFUL STORIES
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#LOVE
#ProjectReconnect • Marketing for the Connected Age • 33 WFA • We Are Social
700,000,000 PHOTOS TAGGED WITH #LOVE ON INSTAGRAM!
#ProjectReconnect • Marketing for the Connected Age • 34 WFA • We Are Social
IT’S LIKELY THERE ARE A FEW VALUABLE IDEAS IN THEREFOR MARKETERS TOO…
#ProjectReconnect • Marketing for the Connected Age • 35 WFA • We Are Social
WHEN WE KNOW WHAT PEOPLE CARE ABOUT, IT’S EASIER FOR US TO ADD VALUE
#ProjectReconnect • Marketing for the Connected Age • 36 WFA • We Are Social
MAKE THINGS PEOPLE WANT
MAKE PEOPLE WANT THINGS
VS
~ JOHN WILLSHIRE • @WILLSH!
#ProjectReconnect • Marketing for the Connected Age • 37 WFA • We Are Social
THE REAL VALUE OF SOCIAL LIES IN WHAT OTHER PEOPLE SAY, NOT WHAT YOU SAY
#ProjectReconnect • Marketing for the Connected Age • 38 WFA • We Are Social
PRODUCTS
CUSTOMER SERVICE
POS ACTIVITY
ADVERTISING PACKAGING
RECRUITMENT
#ProjectReconnect • Marketing for the Connected Age • 39 WFA • We Are Social
TIP #1: TO BECOME A SOCIAL BRAND, LISTEN TWICE AS MUCH AS YOU TALK
#ProjectReconnect • Marketing for the Connected Age • 40 WFA • We Are Social
2. PURPOSE
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#2 A PURPOSE A PRODUCT IS MORE COMPELLING THAN!
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It’s difficult to differentiate a product on a utilitarian basis in
a saturated market. Steven Tannanson • @StevenTannanson
“
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PRODUCT DIFFERENTIATION ALONE NO LONGER OFFERS SUSTAINABLE ADVANTAGE
#ProjectReconnect • Marketing for the Connected Age • 44 WFA • We Are Social
Today’s brands can’t just sell ‘things’. They must stand for something more.
Peter Firth • @PJFirth
“
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TO SUCCEED IN THE FUTURE, BRANDS NEED TO ENGAGE PEOPLE’S HEADS AND HEARTS
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Value is not locked inside the product. If you define yourself by the product you make, you
limit your purpose. Your purpose should be about maximising the value for the customer.
Jakob Widerberg � • @jwiderberg
“
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WE NEED TO MOVE FROM A PRODUCT PROPOSITION TO A BRAND PURPOSE
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MAKE THINGS BETTER
MAKE BETTER
THINGS
VS
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Consumers in countries where consumerism is advanced are craving alternatives that make
them feel good. David Armano � • @armano
“
#ProjectReconnect • Marketing for the Connected Age • 50 WFA • We Are Social
SOME BRANDS WITH A HIGHER PURPOSE
AGAINST ANIMAL TESTING
A CLEANER HOME AND A
CLEANER WORLD
THE BODY SHOP
SEVENTH GENERATION
ENVIRONMENTAL AND SOCIETAL
RESPONSIBILITY
PATAGONIA ONE-FOR-ONE
TOMS
#ProjectReconnect • Marketing for the Connected Age • 51 WFA • We Are Social
WHEN MANAGED EFFECTIVELY, A BRAND’S PURPOSE CAN TRANSCEND CATEGORIES
#ProjectReconnect • Marketing for the Connected Age • 53 WFA • We Are Social
HOWEVER, A BRAND’S PURPOSE DOESN’T NEED TO BE ABOUT SAVING THE WORLD
#ProjectReconnect • Marketing for the Connected Age • 55 WFA • We Are Social
RED BULL: REDEFINING THE LIMITS OF PERCEIVED HUMAN POTENTIAL
#ProjectReconnect • Marketing for the Connected Age • 57 WFA • We Are Social
GOLDIEBLOX: INSPIRING GIRLS TO EXPLORE BROADER HORIZONS
#ProjectReconnect • Marketing for the Connected Age • 58 WFA • We Are Social
TIP #2: GIVE PEOPLE SOMETHING TO BUY INTO, NOT JUST SOMETHING TO BUY
#ProjectReconnect • Marketing for the Connected Age • 59 WFA • We Are Social
3. PRINCIPLES
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#3 BRAND VALUES
PRODUCT VALUE ARE MORE COMPELLING THAN!
#ProjectReconnect • Marketing for the Connected Age • 61 WFA • We Are Social
PEOPLE CONSISTENTLY CITE AUTHENTICITY AS A CORE ELEMENT OF GREAT MARKETING
#ProjectReconnect • Marketing for the Connected Age • 62 WFA • We Are Social
SOME VALUES-BASED BRANDS
INNOCENT DRINKS
HONEST TEA BUFFER BEN &
JERRY’S
#ProjectReconnect • Marketing for the Connected Age • 63 WFA • We Are Social
MEANWHILE, MOST COMPLAINTS IN SOCIAL MEDIA RELATE TO MISLEADING CLAIMS
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PEOPLE AREN’T FOOLS; THEY SEE THROUGH BRAND BRAVADO AND PROPAGANDA
#ProjectReconnect • Marketing for the Connected Age • 65 WFA • We Are Social
I am convinced that [brands] who keep to
their promises and avoid “marketing bullshit” are
gaining preference. Lydia van den Brink � • @lydiaseabird
“
#ProjectReconnect • Marketing for the Connected Age • 66 WFA • We Are Social
WHEN THE EMPEROR IS NAKED, IT DOESN’T TAKE LONG FOR THE NEWS TO SPREAD
#ProjectReconnect • Marketing for the Connected Age • 67 WFA • We Are Social
#ProjectReconnect • Marketing for the Connected Age • 68 WFA • We Are Social
HOWEVER, IT SEEMS NO-ONE EXPECTS BRANDS TO BE PERFECT ALL THE TIME
#ProjectReconnect • Marketing for the Connected Age • 69 WFA • We Are Social
PEOPLE SEEM WILLING TO FORGIVE BRANDS WHO ADMIT THEIR MISTAKES
#ProjectReconnect • Marketing for the Connected Age • 70 WFA • We Are Social
Johnson & Johnson’s Tylenol recall was
transparent, and that boosted confidence.
Jiunn Ngee � • @watthesuck
“
#ProjectReconnect • Marketing for the Connected Age • 71 WFA • We Are Social
THE WAY A BRAND DEALS WITH ITS ISSUES IS MORE IMPORTANT THAN THE ACTUAL ISSUES
#ProjectReconnect • Marketing for the Connected Age • 72 WFA • We Are Social
Transparency is most critical, and has most leverage – positive or
negative – at crisis points. MFG � • @mfg_i
“
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CONSEQUENTLY, WHAT THE BRAND DOES IS FAR MORE IMPORTANT THAN WHAT IT SAYS
#ProjectReconnect • Marketing for the Connected Age • 74 WFA • We Are Social
[Great marketing] is embodied in actions, beyond statements.
Doing it, not just saying it. Jakob Widerberg • �@jwiderberg
“
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THAT MAY SEEM OBVIOUS, BUT TOO MANY BRANDS PRIORITISE CLAIMS OVER ACTION
#ProjectReconnect • Marketing for the Connected Age • 76 WFA • We Are Social
Brands tend to ignore what’s obvious and
authentic, [and instead go for] what’s cool.
Wong Yi Wei � • @lackadaisygirl
“
#ProjectReconnect • Marketing for the Connected Age • 77 WFA • We Are Social
SO HOW DO PEOPLE EXPECT BRANDS TO ACT?
?
#ProjectReconnect • Marketing for the Connected Age • 78 WFA • We Are Social
The best advertising appeals to people’s
emotions and values. Steven Tannason � • @StevenTannason
“
#ProjectReconnect • Marketing for the Connected Age • 79 WFA • We Are Social
THERE ARE MANY SIMILARITIES TO THE TRAITS THAT DEFINE POPULAR PEOPLE
#ProjectReconnect • Marketing for the Connected Age • 80 WFA • We Are Social
WE’VE ALREADY SEEN THE VALUE OF TRANSPARENCY, SINCERITY AND INTEGRITY
#ProjectReconnect • Marketing for the Connected Age • 81 WFA • We Are Social
HUMOUR: WE’RE HAPPY TO GIVE OUR ATTENTION TO BRANDS THAT ENTERTAIN US
#ProjectReconnect • Marketing for the Connected Age • 82 WFA • We Are Social
GENEROSITY: THE WILLINGNESS TO GIVE BEFORE ASKING SOMETHING IN RETURN
#ProjectReconnect • Marketing for the Connected Age • 83 WFA • We Are Social
Learning something is the top motivator for driving engagement.
“
#ProjectReconnect • Marketing for the Connected Age • 84 WFA • We Are Social
The depth of knowledge that HubSpot shares
through their blog posts adds a lot of value to me.
Arif Khan � • @arifkhan7
“
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#ProjectReconnect • Marketing for the Connected Age • 87 WFA • We Are Social
EMPATHY: THE ABILITY TO CONNECT WITH REAL PEOPLE AND ‘BEHAVE LIKE ONE OF US’
#ProjectReconnect • Marketing for the Connected Age • 89 WFA • We Are Social
BRAND BELIEFS ESTABLISH MORE ENDURING DIFFERENTIATION THAN PRODUCT BENEFITS
VS
#ProjectReconnect • Marketing for the Connected Age • 90 WFA • We Are Social
TIP #3: USE YOUR BRAND VALUES TO BUILD YOUR BRAND’S VALUE
#ProjectReconnect • Marketing for the Connected Age • 91 WFA • We Are Social
4. PARTICIPATION
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#4 PARTICIPATION
PROMOTION IS MORE EFFECTIVE THAN!
#ProjectReconnect • Marketing for the Connected Age • 93 WFA • We Are Social
TOO MUCH OF TODAY’S MARKETING IS ABOUT GRABBING PEOPLE’S ATTENTION
#ProjectReconnect • Marketing for the Connected Age • 94 WFA • We Are Social
BUT WE’RE CONFUSING ATTENTION WITH ATTRACTION – “I’M AWARE” vs “I CARE”
VS
#ProjectReconnect • Marketing for the Connected Age • 95 WFA • We Are Social
MARKETING’S TASK IS TO ENGAGE PEOPLE WITH THE BRAND, NOT JUST ITS COMMS
#ProjectReconnect • Marketing for the Connected Age • 96 WFA • We Are Social
The brand’s role is no longer just to broadcast, but to listen, participate
and inspire actions. Juliet Chen � • @julietchen
“
#ProjectReconnect • Marketing for the Connected Age • 97 WFA • We Are Social
WE NEED TO THINK OF PEOPLE AS PART OF OUR BRANDS, NOT AS OUR ‘CONSUMERS’
#ProjectReconnect • Marketing for the Connected Age • 98 WFA • We Are Social
It’s all about making people feel cherished –
establishing deeper, more meaningful relationships.
Kelvin Ang • @9VARZ
“
#ProjectReconnect • Marketing for the Connected Age • 99 WFA • We Are Social
MARKETING SHOULD CO-CREATE MUTUAL VALUE, NOT SIMPLY SELL STUFF
#ProjectReconnect • Marketing for the Connected Age • 100 WFA • We Are Social
I’ve always sought ideas that are inclusive.
Sir John Hegarty “
#ProjectReconnect • Marketing for the Connected Age • 101 WFA • We Are Social
EXAMPLES OF INCLUSIVE MARKETING
IDEASTORM MY STARBUCKS IDEA
DELL STARBUCKS DO US A FLAVOUR
LAY’S
#ProjectReconnect • Marketing for the Connected Age • 102 WFA • We Are Social
PEOPLE ARE MORE ENGAGED WHEN THEY’RE ACTIVELY INVOLVED IN CREATION
#ProjectReconnect • Marketing for the Connected Age • 103 WFA • We Are Social
Labour increases people’s valuation of products, not just for those who profess
an interest in “do-it-yourself” projects, but even for those
who are relatively uninterested. Dan Ariely, “The IKEA Effect”
“
#ProjectReconnect • Marketing for the Connected Age • 104 WFA • We Are Social
WE CAN NOW EVEN CO-OPT CONSUMERS IN A BRAND’S VERY BIRTH AND INCEPTION
#ProjectReconnect • Marketing for the Connected Age • 105 WFA • We Are Social
CROWDFUNDING A BRAND’S INCEPTION
KICKSTARTER INDIEGOGO
#ProjectReconnect • Marketing for the Connected Age • 106 WFA • We Are Social
MAKE THINGS PEOPLE WANT
MAKE PEOPLE WANT THINGS
VS
John Willshire • @willsh!
#ProjectReconnect • Marketing for the Connected Age • 107 WFA • We Are Social
TIP #4: BE A DEMOCRATIC BRAND: OF THE PEOPLE, BY THE PEOPLE, FOR THE PEOPLE
#ProjectReconnect • Marketing for the Connected Age • 108 WFA • We Are Social
THE 4PS OF GREAT SOCIAL MARKETING
FOCUS ON PEOPLE, NOT CONTENT, MEDIA
OR TECHNOLOGY
DON’T JUST MAKE BETTER THINGS;
MAKE THINGS BETTER
PEOPLE PURPOSE USE YOUR BRAND’S VALUES TO DELIVER MEANINGFUL VALUE
PRINCIPLES DON’T INTERRUPT PEOPLE; ENGAGE
AND INVOLVE THEM
PARTICIPATION
#ProjectReconnect • Marketing for the Connected Age • 109 WFA • We Are Social
PARTING THOUGHT
#ProjectReconnect • Marketing for the Connected Age • 110 WFA • We Are Social
NONE OF THIS SHOULD SEEM LIKE ROCKET SCIENCE
#ProjectReconnect • Marketing for the Connected Age • 111 WFA • We Are Social
SO WHY AREN’T WE ALL DOING IT ALREADY?
#ProjectReconnect • Marketing for the Connected Age • 112 WFA • We Are Social
IT’S UP TO YOU TO PUT THESE IDEAS INTO ACTION ON YOUR BRANDS, STARTING TODAY
#ProjectReconnect • Marketing for the Connected Age • 113 WFA • We Are Social
#PROJECTRECONNECT @WFARECONNECT
SHARE YOUR THOUGHTS:!
#ProjectReconnect • Marketing for the Connected Age • 114 WFA • We Are Social
#ProjectReconnect • Marketing for the Connected Age • 115 WFA • We Are Social
WE ARE SOCIAL SINGAPORE
SIMON KEMP, REGIONAL MANAGING PARTNER
@WEARESOCIALSG
+65 6423 1051
HTTP://WEARESOCIAL.SG
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