How to become a modern social brand: defining your USP ... · social channels Content-led execution...
Transcript of How to become a modern social brand: defining your USP ... · social channels Content-led execution...
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Pete DurantJune 2019
How to become a modern social brand: defining your USP,
creating a story engine and telling your story
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TRUTHS
Be Emotional
No control
Death of linear
Mobile Me
Nano seconds
Attention spans
Strategic and practical
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Society is built on shared experiences& emotional ties
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Modern brandsthriveon these ties with consumers
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Think of your brand and experiences like making a new best friend
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Identity forming values & fulfilled promises
Trust built through brilliant
interactions, utility or information
Excitingexperiences that create
warmth, currency & prestige
TIE
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Creating these ties is true social marketing
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And these TIEs are your USP & the story you need to tell
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Why? Because that’s how our minds work
Emotions are the primary reason why
consumers prefer brand name
products
We evaluate brands using
emotions rather than information
FMRI Neuro-imagery
'Likeability' is most predictive of
whether ads improve sales
Advertising Research Foundation
Positive emotions make customers
more loyal than trust
Psychology Today
THE INFLUENTIAL ROLE OF EMOTION IN CONSUMER BEHAVIOUR IS WELL DOCUMENTED
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… And because it works for businesses
1 – Source: Field, IPA and Gunn Report, “Selling Creativity Short” 2 – “The New Science of Customer Emotions” November 2015 – Harvard Business Review 3 - Nielsen Consumer Neuroscience study,
Emotional campaigns are 10x more efficient than
standard campaigns
Emotionally connected consumers are 52% more
valuable than highly satisfied consumers
Emotional ads deliver a 23% uplift in sales volume
vs. non-emotional ads
10x 52% 23%
MORE EFFICIENT MORE VALUABLE MORE SALES
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Comms to consumer experiences
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Planning the business
Telling your story…
INSIGHT DRIVEN STRATEGY & CREATIVE
Trust Identity Experience
Stimulus AdvocacyExperiences Collaborations
Contextual brand content creating need & awareness
Democratised brand stories through peer-to-peer WOM, reviews, product sampling
and loyalty progs
Both digital and real world brand moments inc. customer
service
Shared influence through talent, media and brand
partnerships
Modern Social Brand
FIRST MOMENT
External facing marketing
Creative & content
Advertising
Reviews & Ratings
THEIR MOMENTS
People (#1 choice in hiring and retention)
Advocacy & recommendation passing on your brand
DIRECT MOMENT
Courses
Bars, places to stay
Service, faculty
Website/Platform/App
Advertising
Sustainability
INDIRECT MOMENTS
Tech partners and solutions
Media placements
Brand and influencer partners
Brand advocates
Recruiters
Charity partners
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Brand planning
Telling your story…
INSIGHT DRIVEN STRATEGY & CREATIVE
Trust Identity Experience
Stimulus AdvocacyExperiences Collaborations
Contextual brand content creating need & awareness
Democratised brand stories through peer-to-peer WOM, reviews, product sampling
and loyalty progs
Both digital and real world brand moments inc. customer
service
Shared influence through talent, media and brand
partnerships
Modern Social Brand
IMMEDIATE / INTERACTIVE / IMMERSIVE
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Creating your TIE stories & content
IMMEDIATE INTERACTIVE IMMERSIVE
CREATE - - - CURATE - - - COLLABORATE
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Creating your TIE stories & content
IMMEDIATE
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FRAMING
LOOPING
COMPRESSION
SOUND
END FIRST
BREAKING THE RULES
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FRAMING COMPRESSION
LOOPING SOUND
END FIRST
PLAY
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Creating your TIE stories & content
INTERACTIVE
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Creating your TIE stories & content
INTERACTIVE
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Creating your TIE stories & content
IMMERSIVE
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Creating your TIE stories & content
IMMEDIATE INTERACTIVE IMMERSIVE
CREATE - - - CURATE - - - COLLABORATE
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Media second BUT
not forgotten
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Brand planning
Telling your story…
INSIGHT DRIVEN STRATEGY & CREATIVE
Trust Identity Experience
Stimulus AdvocacyExperiences Collaborations
Contextual brand content creating need & awareness
Democratised brand stories through peer-to-peer WOM, reviews, product sampling
and loyalty progs
Both digital and real world brand moments inc. customer
service
Shared influence through talent, media and brand
partnerships
Modern Social Brand
IMMEDIATE / INTERACTIVE / IMMERSIVE
Paid
Social Channels
Native Digital DigitalAdvocacyTraditional
FB, Pin, IG, TW, Snap – full brand and performance
advertising on social channels
Content-led execution that fits
naturally in its environment
Contextual PPC, Display
inc. YouTube /Video &
programmatic buys
Fully optimised owned web real
estate, social platforms &
offline publications
Full paid distribution and content creation
through influencers of different size
Paid media options and tie-ins across traditional platforms such
as TV, Press & Outdoor
Media pick up and coverage of major stories and moments
Earned Owned
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