@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
@eskimon • #adtechASEAN • 3 We Are Social
@eskimon • #adtechASEAN • 4 We Are Social
MILAN MUNICH
PARIS
LONDON
SÃO PAULO
SINGAPORE
NEW YORK
SYDNEY
SAN FRANCISCO SHANGHAI
@eskimon • #adtechASEAN • 5 We Are Social
@eskimon • #adtechASEAN • 6 We Are Social
BRANDS WORTH TALKING ABOUT
@eskimon • #adtechASEAN • 7 We Are Social
SALES PITCH
@eskimon • #adtechASEAN • 8 We Are Social
MARKETERS ARE ALREADY EXPLORING THE ‘MULTI-SCREEN’ MARKETING OPPORTUNITY
@eskimon • #adtechASEAN • 9 We Are Social
BUT WHY DO WE LIMIT OUR THINKING TO THESE SCREENS AND DEVICES?
@eskimon • #adtechASEAN • 10 We Are Social
THERE’S A MUCH BIGGER OPPORTUNITY OUT THERE FOR TRULY SOCIAL BRANDS…
@eskimon • #adtechASEAN • 11 We Are Social
CONTEXT
@eskimon • #adtechASEAN • 12 We Are Social
TOO MANY MARKETERS ARE GETTING CONFUSED WITH ‘CONTENT MARKETING’
@eskimon • #adtechASEAN • 13 We Are Social
WE SEEM TO HAVE FORGOTTEN THAT ‘CONTENT’ IS JUST A MEANS TO AN END
@eskimon • #adtechASEAN • 14 We Are Social
OUR JOB IS NOT TO CREATE CONTENT; OUR JOB IS TO CREATE CONTENTMENT
@eskimon • #adtechASEAN • 15 We Are Social
SIMILARLY, WE SEEM TO THINK SUCCESS IN SOCIAL MIRRORS SUCCESS IN BROADCAST
@eskimon • #adtechASEAN • 16 We Are Social
CONSEQUENTLY, WE’RE SPENDING HUGE AMOUNTS ON PROMOTING OUR CONTENT
@eskimon • #adtechASEAN • 17 We Are Social
BUT THAT’S BROKEN
!!
@eskimon • #adtechASEAN • 18 We Are Social
SOCIAL SUCCESS IS NOT JUST ABOUT REACH, LIKES, FOLLOWERS OR RETWEETS
@eskimon • #adtechASEAN • 19 We Are Social
SUCCESS IN SOCIAL MEDIA IS ALL ABOUT INSPIRING FAVOURABLE CONVERSATIONS
@eskimon • #adtechASEAN • 20 We Are Social
NOT JUST DELIVERING MORE IMPRESSIONS, BUT DELIVERING MORE OF AN IMPRESSION
@eskimon • #adtechASEAN • 21 We Are Social
THE GOOD NEWS IS THAT WE DO NOT NEED MORE CONTENT OR MEDIA SPEND FOR THAT
@eskimon • #adtechASEAN • 22 We Are Social
INSTEAD, WE CAN OPTIMISE OUR MARKETING MIX TO INSPIRE SOCIAL CONVERSATION
@eskimon • #adtechASEAN • 23 We Are Social
USE BUDGETS WE’VE ALREADY ALLOCATED TO OTHER THINGS TO DRIVE SOCIAL TOO
@eskimon • #adtechASEAN • 24 We Are Social
PRODUCTS
CUSTOMER SERVICE
POS ACTIVITY
ADVERTISING PACKAGING
RECRUITMENT
@eskimon • #adtechASEAN • 25 We Are Social
USE EVERYTHING YOU DO TO DRIVE SOCIAL CONVERSATION AND ENGAGEMENT
@eskimon • #adtechASEAN • 26 We Are Social
HOW?
@eskimon • #adtechASEAN • 27 We Are Social
AIM FOR ‘REMARKABLE’ IN EVERY ASPECT OF YOUR BRAND’S MARKETING
@eskimon • #adtechASEAN • 28 We Are Social
YOU MAY NOT ACHIEVE IT IN EVERYTHING, BUT EVEN A LITTLE EXTRA IS A GREAT HELP
@eskimon • #adtechASEAN • 29 We Are Social
HERE ARE A FEW OF OUR FAVOURITE EXAMPLES AND SOME ASSOCIATED IDEAS:
@eskimon • #adtechASEAN • 30 We Are Social
#1 PRODUCTS
@eskimon • #adtechASEAN • 31 We Are Social
PEOPLE ARE MORE LIKELY TO SHARE THEIR PRODUCT SHOTS THAN YOUR SOCIAL POSTS
@eskimon • #adtechASEAN • 32 We Are Social
SEARCH FOR ‘STARBUCKS’ ON SOCIAL, AND THEIR MOST SHARED CONTENT IS COFFEE
@eskimon • #adtechASEAN • 33 We Are Social
@eskimon • #adtechASEAN • 34 We Are Social
SMALL COFFEE SHOPS CAN HARNESS THIS BEHAVIOUR TO DRIVE SOCIAL SHARING TOO
@eskimon • #adtechASEAN • 35 We Are Social
@eskimon • #adtechASEAN • 36 We Are Social
39,000,000 PHOTOS TAGGED WITH #COFFEE ON INSTAGRAM ALONE
@eskimon • #adtechASEAN • 37 We Are Social
@eskimon • #adtechASEAN • 38 We Are Social
187,000,000 PHOTOS TAGGED WITH #FOOD ON INSTAGRAM ALONE
@eskimon • #adtechASEAN • 39 We Are Social
PRODUCT POSTS AREN’T RESTRICTED TO ‘PHOTOS OF MY LUNCH’ THOUGH
@eskimon • #adtechASEAN • 40 We Are Social
SHARING PRODUCTS IS CENTRAL TO MOST FASHION-RELATED POSTS TOO
@eskimon • #adtechASEAN • 41 We Are Social
@eskimon • #adtechASEAN • 42 We Are Social
67,000,000 PHOTOS TAGGED WITH #OOTD ON INSTAGRAM ALONE
@eskimon • #adtechASEAN • 43 We Are Social
POSTING PRODUCT PHOTOS OCCURS ACROSS ALMOST ALL CATEGORIES
@eskimon • #adtechASEAN • 44 We Are Social
AUDIENCES WANT TO POST CONTENT TOO; GIVE THEM A PRODUCT WORTH SHARING
@eskimon • #adtechASEAN • 45 We Are Social
#2 ADVERTISING
@eskimon • #adtechASEAN • 46 We Are Social
DON’T JUST PLAN FOR SOCIAL POSTS TO BE SHARED; ALL COMMS SHOULD BE SHARABLE
@eskimon • #adtechASEAN • 47 We Are Social
POSITIVE MENTIONS OF ADS OUTWEIGH NEGATIVE MENTIONS BY A FACTOR OF 3 : 2
@eskimon • #adtechASEAN • 48 We Are Social
TV ADS DESIGNED TO INSPIRE SHARING DELIVER HIGHER ROI AND ORGANIC REACH
@eskimon • #adtechASEAN • 49 We Are Social
THE MOST SUCCESSFUL ADVERTS ARE THE ONES WE LOVE TO TALK ABOUT AND SHARE
@eskimon • #adtechASEAN • 50 We Are Social
ASEAN AUDIENCES ARE TWICE AS LIKELY TO MULTI-SCREEN vs. THE GLOBAL AVERAGE
• Source: GlobalWebIndex, Q1 2015
@eskimon • #adtechASEAN • 51 We Are Social
91% OF ASEAN’S INTERNET USERS MULTI-SCREEN WHILST WATCHING TELEVISION
• Source: GlobalWebIndex, Q1 2015
@eskimon • #adtechASEAN • 52 We Are Social
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
@eskimon • #adtechASEAN • 53 We Are Social
IT’S NOT JUST TV ADVERTS THAT INSPIRE SOCIAL SHARING, THOUGH
@eskimon • #adtechASEAN • 54 We Are Social
THIS WAS ONE OF THE MOST BLOGGED-ABOUT CAMPAIGNS OF THE EARLY 2000s
@eskimon • #adtechASEAN • 55 We Are Social
SIMILARLY, THIS RECENT OUTDOOR ACTIVITY INSPIRED PLENTY OF SOCIAL COMMENTARY
@eskimon • #adtechASEAN • 56 We Are Social
#3 PACKAGING
@eskimon • #adtechASEAN • 57 We Are Social
PACKAGING IS A COMMON TRIGGER FOR ORGANIC UGC AND SOCIAL SHARING
@eskimon • #adtechASEAN • 58 We Are Social
PERSONALISATION IS A CLEAR OPPORTUNITY FOR MANY BRANDS
@eskimon • #adtechASEAN • 59 We Are Social
‘SHARE A COKE WITH…’ HAS DELIVERED MASSIVE ORGANIC SOCIAL SUCCESS
@eskimon • #adtechASEAN • 60 We Are Social
PACKAGING THAT ENTERTAINS OR INFORMS ALSO OFTEN INSPIRES SOCIAL SHARING
@eskimon • #adtechASEAN • 61 We Are Social
INNOCENT DRINKS’ PACKAGING INSPIRES HIGH LEVELS OF ORGANIC SOCIAL POSTS
@eskimon • #adtechASEAN • 62 We Are Social
SIMILARLY, FOR TECH BRANDS, ‘UNBOXING’ VIDEOS ARE A POPULAR UGC THEME
@eskimon • #adtechASEAN • 63 We Are Social
APPLE DOESN’T EVEN MAINTAIN A SOCIAL PRESENCE, BUT IT’S STILL ALL OVER SOCIAL
@eskimon • #adtechASEAN • 64 We Are Social
THERE ARE THOUSANDS OF APPLE UNBOXING BLOGS AND UGC VIDEOS ACROSS THE WEB
@eskimon • #adtechASEAN • 65 We Are Social
EXTRA BENEFIT: POWERFUL ENDORSEMENT THAT SHOWS ACTUAL PURCHASE ACTIVITY
@eskimon • #adtechASEAN • 66 We Are Social
#4 CUSTOMER
SERVICE
@eskimon • #adtechASEAN • 67 We Are Social
PEOPLE LOVE TO SHARE GREAT CUSTOMER SERVICE EXPERIENCES
@eskimon • #adtechASEAN • 68 We Are Social
THIS AMAZON CUSTOMER SERVICE STORY HAS BEEN WIDELY SHARED ACROSS SOCIAL
@eskimon • #adtechASEAN • 69 We Are Social
SOME BRANDS ARE EVEN BUILT ON SOCIAL CONVERSATIONS ABOUT THEIR SERVICE
@eskimon • #adtechASEAN • 70 We Are Social
SOCIAL POSTS ABOUT ZAPPOS’ CUSTOMER SERVICE HELPED MAKE THE BRAND FAMOUS
@eskimon • #adtechASEAN • 71 We Are Social
WHAT’S MORE, MANY ZAPPOS MENTIONS RELATE TO ORGANIC SOCIAL ADVOCACY
@eskimon • #adtechASEAN • 72 We Are Social
#5 EVENTS &
EXPERIENCES
@eskimon • #adtechASEAN • 73 We Are Social
EVENTS ARE ANOTHER GREAT SOURCE OF ORGANIC SOCIAL SHARING
@eskimon • #adtechASEAN • 74 We Are Social
OFFER PEOPLE AN EXPERIENCE THAT THEY’LL WANT TO TELL OTHERS ABOUT
@eskimon • #adtechASEAN • 75 We Are Social
OUR ‘LIGHT & SEEK’ EVENT WITH LENOVO INSPIRED PLENTY OF ORGANIC SHARING
@eskimon • #adtechASEAN • 76 We Are Social
ONLINE EVENTS AND EXPERIENCES CAN ALSO HELP TO INSPIRE CONVERSATION
@eskimon • #adtechASEAN • 77 We Are Social
BURBERRY ENABLED FANS TO STREAM THEIR FASHION SHOW FROM THEIR OWN PROFILE
@eskimon • #adtechASEAN • 78 We Are Social
EXPLORE EXPERIENCES THAT ARE OFTEN ASSOCIATED WITH YOUR BAND, TOO
@eskimon • #adtechASEAN • 79 We Are Social
A TRIP TO BALI ISN’T COMPLETE WITHOUT A BINTANG BEACH OR SUNSET INSTAGRAM
@eskimon • #adtechASEAN • 80 We Are Social
#6 RECRUITMENT
@eskimon • #adtechASEAN • 81 We Are Social
FAVOURABLE CONVERSATIONS ABOUT JOB ADS DON’T JUST HELP IMPROVE REACH…
@eskimon • #adtechASEAN • 82 We Are Social
…PEOPLE WILL OFTEN TRY HARDER TO LAND A HIGHLY TALKED-ABOUT ROLE TOO
@eskimon • #adtechASEAN • 83 We Are Social
EVEN AFTER 10 YEARS, THIS RECRUITMENT AD BY GOOGLE INSPIRES SOCIAL SHARES
@eskimon • #adtechASEAN • 84 We Are Social
TAKEN TO THE EXTREME, A GREAT ‘JOB AD’ CAN RECRUIT MORE THAN JUST EMPLOYEES
@eskimon • #adtechASEAN • 85 We Are Social
THE BEST JOB (AD) IN THE WORLD WASN’T JUST ABOUT HIRING AN ISLAND CARETAKER
@eskimon • #adtechASEAN • 86 We Are Social
#7 PRICING
@eskimon • #adtechASEAN • 87 We Are Social
FOR MANY INDUSTRIES, SOCIAL PRICING MODELS COULD MAKE A LOT OF SENSE
@eskimon • #adtechASEAN • 88 We Are Social
RETHINK THE ‘GROUPON MODEL’ TO FOCUS ON GROUP-BUYING, NOT JUST DISCOUNTS
@eskimon • #adtechASEAN • 89 We Are Social
TACTICS SUCH AS ‘PAY-WITH-A-TWEET’ ARE ALSO WORTH RE-EXPLORING
@eskimon • #adtechASEAN • 90 We Are Social
#8 DISTRIBUTION
@eskimon • #adtechASEAN • 91 We Are Social
FOOD TRUCKS PROVE THAT SOCIALLY-POWERED DISTRIBUTION CAN WORK
@eskimon • #adtechASEAN • 92 We Are Social
A BIG PART OF THE FUN IS IN FINDING AND SHARING THEIR LOCATION WITH OTHERS
@eskimon • #adtechASEAN • 93 We Are Social
IT’S THE SAME FOR ‘POP-UP’ STORES; BEING ‘IN-THE-KNOW’ DRIVES SOCIAL SHARING
@eskimon • #adtechASEAN • 94 We Are Social
#9 PROCUREMENT
@eskimon • #adtechASEAN • 95 We Are Social
SURPRISINGLY, EVEN PROCUREMENT POLICY CAN DRIVE SOCIAL SHARING
@eskimon • #adtechASEAN • 96 We Are Social
‘CONSCIENCE MARKS’ AREN’T JUST ABOUT CSR – THEY’RE GREAT FOR SOCIAL TOO
@eskimon • #adtechASEAN • 97 We Are Social
PEOPLE ENDORSE THOSE BRANDS THAT BEHAVE CONSCIENTIOUSLY
@eskimon • #adtechASEAN • 98 We Are Social
MAKE THINGS BETTER
MAKE BETTER
THINGS
VS
@eskimon • #adtechASEAN • 99 We Are Social
#BONUS FROM THE OUTSIDE IN
@eskimon • #adtechASEAN • 100 We Are Social
EVERY DAY, PEOPLE SHARE BILLIONS OF PUBLIC POSTS ACROSS SOCIAL MEDIA
@eskimon • #adtechASEAN • 101 We Are Social
MANY OF THESE OFFER VALUABLE INSIGHTS INTO WHAT PEOPLE REALLY CARE ABOUT
@eskimon • #adtechASEAN • 102 We Are Social
WE CAN USE THESE INSIGHTS TO IMPROVE EVERY ASPECT OF OUR MARKETING MIX
@eskimon • #adtechASEAN • 103 We Are Social
PRODUCTS
CUSTOMER SERVICE
POS ACTIVITY
ADVERTISING PACKAGING
RECRUITMENT
@eskimon • #adtechASEAN • 104 We Are Social
USE SOCIAL TO INFORM YOUR FUTURE, NOT JUST TO PROMOTE YOUR PRESENT
@eskimon • #adtechASEAN • 105 We Are Social
MAKE THINGS PEOPLE WANT
MAKE PEOPLE WANT THINGS
VS
~ JOHN WILLSHIRE • @WILLSH!
@eskimon • #adtechASEAN • 106 We Are Social
CONCLUSIONS
@eskimon • #adtechASEAN • 107 We Are Social
SUCCESS IN SOCIAL IS NOT JUST ABOUT WHAT YOU POST, OR EVEN WHAT YOU SAY
@eskimon • #adtechASEAN • 108 We Are Social
SUCCESS IN SOCIAL IS ULTIMATELY ABOUT WHAT OTHER PEOPLE SAY ABOUT YOU
@eskimon • #adtechASEAN • 109 We Are Social
USE YOUR FULL MARKETING MIX TO INSPIRE VALUABLE ORGANIC SOCIAL CONVERSATION
@eskimon • #adtechASEAN • 110 We Are Social
LEARN MORE BY DOWNLOADING OUR FREE GUIDE TO BUILDING SOCIAL BRANDS:
http://bit.ly/sbtfom
@eskimon • #adtechASEAN • 111 We Are Social
WE ARE SOCIAL SINGAPORE
SIMON KEMP, REGIONAL MANAGING PARTNER
@WEARESOCIALSG
+65 6423 1051
HTTP://WEARESOCIAL.SG
