We Are Social Presents The Social Marketing Mix

@eskimon • #adtechASEAN • 1 We Are Social

SOCIAL MIX SIMON KEMP • WE ARE SOCIAL • AD:TECH ASEAN • 08 JULY 2015

DRIVING ENGAGEMENT ACROSS THE ENTIRE MARKETING MIX

we are social

@eskimon • #adtechASEAN • 2 We Are Social

SIMON KEMP @eskimon

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MILAN MUNICH

PARIS

LONDON

SÃO PAULO

SINGAPORE

NEW YORK

SYDNEY

SAN FRANCISCO SHANGHAI

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BRANDS WORTH TALKING ABOUT

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SALES PITCH

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MARKETERS ARE ALREADY EXPLORING THE ‘MULTI-SCREEN’ MARKETING OPPORTUNITY

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BUT WHY DO WE LIMIT OUR THINKING TO THESE SCREENS AND DEVICES?

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THERE’S A MUCH BIGGER OPPORTUNITY OUT THERE FOR TRULY SOCIAL BRANDS…

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CONTEXT

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TOO MANY MARKETERS ARE GETTING CONFUSED WITH ‘CONTENT MARKETING’

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WE SEEM TO HAVE FORGOTTEN THAT ‘CONTENT’ IS JUST A MEANS TO AN END

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OUR JOB IS NOT TO CREATE CONTENT; OUR JOB IS TO CREATE CONTENTMENT

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SIMILARLY, WE SEEM TO THINK SUCCESS IN SOCIAL MIRRORS SUCCESS IN BROADCAST

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CONSEQUENTLY, WE’RE SPENDING HUGE AMOUNTS ON PROMOTING OUR CONTENT

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BUT THAT’S BROKEN

!!

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SOCIAL SUCCESS IS NOT JUST ABOUT REACH, LIKES, FOLLOWERS OR RETWEETS

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SUCCESS IN SOCIAL MEDIA IS ALL ABOUT INSPIRING FAVOURABLE CONVERSATIONS

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NOT JUST DELIVERING MORE IMPRESSIONS, BUT DELIVERING MORE OF AN IMPRESSION

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THE GOOD NEWS IS THAT WE DO NOT NEED MORE CONTENT OR MEDIA SPEND FOR THAT

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INSTEAD, WE CAN OPTIMISE OUR MARKETING MIX TO INSPIRE SOCIAL CONVERSATION

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USE BUDGETS WE’VE ALREADY ALLOCATED TO OTHER THINGS TO DRIVE SOCIAL TOO

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PRODUCTS

CUSTOMER SERVICE

POS ACTIVITY

ADVERTISING PACKAGING

RECRUITMENT

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USE EVERYTHING YOU DO TO DRIVE SOCIAL CONVERSATION AND ENGAGEMENT

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HOW?

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AIM FOR ‘REMARKABLE’ IN EVERY ASPECT OF YOUR BRAND’S MARKETING

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YOU MAY NOT ACHIEVE IT IN EVERYTHING, BUT EVEN A LITTLE EXTRA IS A GREAT HELP

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HERE ARE A FEW OF OUR FAVOURITE EXAMPLES AND SOME ASSOCIATED IDEAS:

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#1 PRODUCTS

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PEOPLE ARE MORE LIKELY TO SHARE THEIR PRODUCT SHOTS THAN YOUR SOCIAL POSTS

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SEARCH FOR ‘STARBUCKS’ ON SOCIAL, AND THEIR MOST SHARED CONTENT IS COFFEE

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SMALL COFFEE SHOPS CAN HARNESS THIS BEHAVIOUR TO DRIVE SOCIAL SHARING TOO

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39,000,000 PHOTOS TAGGED WITH #COFFEE ON INSTAGRAM ALONE

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187,000,000 PHOTOS TAGGED WITH #FOOD ON INSTAGRAM ALONE

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PRODUCT POSTS AREN’T RESTRICTED TO ‘PHOTOS OF MY LUNCH’ THOUGH

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SHARING PRODUCTS IS CENTRAL TO MOST FASHION-RELATED POSTS TOO

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67,000,000 PHOTOS TAGGED WITH #OOTD ON INSTAGRAM ALONE

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POSTING PRODUCT PHOTOS OCCURS ACROSS ALMOST ALL CATEGORIES

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AUDIENCES WANT TO POST CONTENT TOO; GIVE THEM A PRODUCT WORTH SHARING

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#2 ADVERTISING

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DON’T JUST PLAN FOR SOCIAL POSTS TO BE SHARED; ALL COMMS SHOULD BE SHARABLE

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POSITIVE MENTIONS OF ADS OUTWEIGH NEGATIVE MENTIONS BY A FACTOR OF 3 : 2

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TV ADS DESIGNED TO INSPIRE SHARING DELIVER HIGHER ROI AND ORGANIC REACH

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THE MOST SUCCESSFUL ADVERTS ARE THE ONES WE LOVE TO TALK ABOUT AND SHARE

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ASEAN AUDIENCES ARE TWICE AS LIKELY TO MULTI-SCREEN vs. THE GLOBAL AVERAGE

• Source: GlobalWebIndex, Q1 2015

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91% OF ASEAN’S INTERNET USERS MULTI-SCREEN WHILST WATCHING TELEVISION

• Source: GlobalWebIndex, Q1 2015

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ASEAN MULTI-SCREENING BY DEVICE Q1 2015

MOBILE PHONE

LAPTOP COMPUTER

64% 51%

TABLET DEVICE

32%

• Source: GlobalWebIndex, Q1 2015

PERCENTAGE OF INTERNET USERS IN ASEAN WHO HAVE USED EACH DEVICE AT THE SAME TIME AS WATCHING TELEVISION

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IT’S NOT JUST TV ADVERTS THAT INSPIRE SOCIAL SHARING, THOUGH

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THIS WAS ONE OF THE MOST BLOGGED-ABOUT CAMPAIGNS OF THE EARLY 2000s

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SIMILARLY, THIS RECENT OUTDOOR ACTIVITY INSPIRED PLENTY OF SOCIAL COMMENTARY

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#3 PACKAGING

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PACKAGING IS A COMMON TRIGGER FOR ORGANIC UGC AND SOCIAL SHARING

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PERSONALISATION IS A CLEAR OPPORTUNITY FOR MANY BRANDS

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‘SHARE A COKE WITH…’ HAS DELIVERED MASSIVE ORGANIC SOCIAL SUCCESS

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PACKAGING THAT ENTERTAINS OR INFORMS ALSO OFTEN INSPIRES SOCIAL SHARING

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INNOCENT DRINKS’ PACKAGING INSPIRES HIGH LEVELS OF ORGANIC SOCIAL POSTS

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SIMILARLY, FOR TECH BRANDS, ‘UNBOXING’ VIDEOS ARE A POPULAR UGC THEME

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APPLE DOESN’T EVEN MAINTAIN A SOCIAL PRESENCE, BUT IT’S STILL ALL OVER SOCIAL

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THERE ARE THOUSANDS OF APPLE UNBOXING BLOGS AND UGC VIDEOS ACROSS THE WEB

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EXTRA BENEFIT: POWERFUL ENDORSEMENT THAT SHOWS ACTUAL PURCHASE ACTIVITY

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#4 CUSTOMER

SERVICE

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PEOPLE LOVE TO SHARE GREAT CUSTOMER SERVICE EXPERIENCES

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THIS AMAZON CUSTOMER SERVICE STORY HAS BEEN WIDELY SHARED ACROSS SOCIAL

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SOME BRANDS ARE EVEN BUILT ON SOCIAL CONVERSATIONS ABOUT THEIR SERVICE

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SOCIAL POSTS ABOUT ZAPPOS’ CUSTOMER SERVICE HELPED MAKE THE BRAND FAMOUS

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WHAT’S MORE, MANY ZAPPOS MENTIONS RELATE TO ORGANIC SOCIAL ADVOCACY

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#5 EVENTS &

EXPERIENCES

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EVENTS ARE ANOTHER GREAT SOURCE OF ORGANIC SOCIAL SHARING

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OFFER PEOPLE AN EXPERIENCE THAT THEY’LL WANT TO TELL OTHERS ABOUT

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OUR ‘LIGHT & SEEK’ EVENT WITH LENOVO INSPIRED PLENTY OF ORGANIC SHARING

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ONLINE EVENTS AND EXPERIENCES CAN ALSO HELP TO INSPIRE CONVERSATION

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BURBERRY ENABLED FANS TO STREAM THEIR FASHION SHOW FROM THEIR OWN PROFILE

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EXPLORE EXPERIENCES THAT ARE OFTEN ASSOCIATED WITH YOUR BAND, TOO

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A TRIP TO BALI ISN’T COMPLETE WITHOUT A BINTANG BEACH OR SUNSET INSTAGRAM

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#6 RECRUITMENT

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FAVOURABLE CONVERSATIONS ABOUT JOB ADS DON’T JUST HELP IMPROVE REACH…

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…PEOPLE WILL OFTEN TRY HARDER TO LAND A HIGHLY TALKED-ABOUT ROLE TOO

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EVEN AFTER 10 YEARS, THIS RECRUITMENT AD BY GOOGLE INSPIRES SOCIAL SHARES

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TAKEN TO THE EXTREME, A GREAT ‘JOB AD’ CAN RECRUIT MORE THAN JUST EMPLOYEES

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THE BEST JOB (AD) IN THE WORLD WASN’T JUST ABOUT HIRING AN ISLAND CARETAKER

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#7 PRICING

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FOR MANY INDUSTRIES, SOCIAL PRICING MODELS COULD MAKE A LOT OF SENSE

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RETHINK THE ‘GROUPON MODEL’ TO FOCUS ON GROUP-BUYING, NOT JUST DISCOUNTS

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TACTICS SUCH AS ‘PAY-WITH-A-TWEET’ ARE ALSO WORTH RE-EXPLORING

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#8 DISTRIBUTION

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FOOD TRUCKS PROVE THAT SOCIALLY-POWERED DISTRIBUTION CAN WORK

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A BIG PART OF THE FUN IS IN FINDING AND SHARING THEIR LOCATION WITH OTHERS

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IT’S THE SAME FOR ‘POP-UP’ STORES; BEING ‘IN-THE-KNOW’ DRIVES SOCIAL SHARING

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#9 PROCUREMENT

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SURPRISINGLY, EVEN PROCUREMENT POLICY CAN DRIVE SOCIAL SHARING

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‘CONSCIENCE MARKS’ AREN’T JUST ABOUT CSR – THEY’RE GREAT FOR SOCIAL TOO

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PEOPLE ENDORSE THOSE BRANDS THAT BEHAVE CONSCIENTIOUSLY

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MAKE THINGS BETTER

MAKE BETTER

THINGS

VS

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#BONUS FROM THE OUTSIDE IN

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EVERY DAY, PEOPLE SHARE BILLIONS OF PUBLIC POSTS ACROSS SOCIAL MEDIA

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MANY OF THESE OFFER VALUABLE INSIGHTS INTO WHAT PEOPLE REALLY CARE ABOUT

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WE CAN USE THESE INSIGHTS TO IMPROVE EVERY ASPECT OF OUR MARKETING MIX

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PRODUCTS

CUSTOMER SERVICE

POS ACTIVITY

ADVERTISING PACKAGING

RECRUITMENT

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USE SOCIAL TO INFORM YOUR FUTURE, NOT JUST TO PROMOTE YOUR PRESENT

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MAKE THINGS PEOPLE WANT

MAKE PEOPLE WANT THINGS

VS

~ JOHN WILLSHIRE • @WILLSH!

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CONCLUSIONS

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SUCCESS IN SOCIAL IS NOT JUST ABOUT WHAT YOU POST, OR EVEN WHAT YOU SAY

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SUCCESS IN SOCIAL IS ULTIMATELY ABOUT WHAT OTHER PEOPLE SAY ABOUT YOU

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USE YOUR FULL MARKETING MIX TO INSPIRE VALUABLE ORGANIC SOCIAL CONVERSATION

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LEARN MORE BY DOWNLOADING OUR FREE GUIDE TO BUILDING SOCIAL BRANDS:

http://bit.ly/sbtfom

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WE ARE SOCIAL SINGAPORE

SIMON KEMP, REGIONAL MANAGING PARTNER

@WEARESOCIALSG

[email protected]

+65 6423 1051

HTTP://WEARESOCIAL.SG