Do more, do betterNovember 15th, Bristol

PokePoke is a creative digital company working to develop meaningful connections between brands and people.

Our guiding principles include an acknowledgment of the fragmented state of brand experience and the need to streamline the friction that exists in digital ecosystems.

Bogdana#blogger#start-up advisor#Cluetrain Manifesto#The Internet Never Stops

Today’s thoughts• How do we build brands?• Where does social media fit in?• Do more, do better• Measuring effectiveness

How do we build brands in 2016?

comms

experience value

More than ever, strategy needs to be responsible and consider the entire ecosystem.• Relevant comms• Frictionless experience• [value]

The role of social – then vs. now

conversation

experience

value

The role of social – then vs. now

comms

experiencevalue

Social has become a key player in brands communicating to consumers.

And it makes sense

63% of Britons are active on social channels on a daily basis.

For younger demographics, social has surpassed search.

The reach and immersiveness of the platforms have led to widespread misuse of the opportunities they afford.

Lack of respect for our audiences’ attention has led to a dramatic drop in organic reach.

Transactional impact is rising but limited. 9% of online purchases were driven by social ads.

The age of conversation is, for all intended purposes, not a thing anymore.

There’s some things we could do better• Bring back interestingness• Respect the attention you’ve been given• Conversations when they matter

Social could become a defining factor in brand experience.

Brand comms is one part of the marketing mix. Brand experience is everything else. It’s managed differently. Delivered differently. Measured differently.

Social provides “some” tools

There’s still a long way to go

Looking to social media as just another channel to put ATL ads on is a missed opportunity.

Failing to measure the impact on social on wider brand and business goals is a problem.

Two points on measurements• Consider the medium to long term• Evaluate your metrics with care and responsibility

A recap

InterestingnessRespect for

attentionTranslate operations into social actions

Thank you