1. #ProjectReconnect • Marketing for the Connected Age • 1WFA • 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

2. #ProjectReconnect • Marketing for the Connected Age • 2WFA • We Are Social
SIMONKEMP
@eskimon

3. #ProjectReconnect • Marketing for the Connected Age • 3WFA • We Are Social

4. #ProjectReconnect • Marketing for the Connected Age • 4WFA • We Are Social
MILAN
MUNICH
PARIS
LONDON
SÃO PAULO
SINGAPORE
NEW YORK
SYDNEY
SAN FRANCISCO ROME

5. #ProjectReconnect • Marketing for the Connected Age • 5WFA • We Are Social

6. #ProjectReconnect • Marketing for the Connected Age • 6WFA • We Are Social
BRANDS WORTH
TALKING ABOUT

7. #ProjectReconnect • Marketing for the Connected Age • 7WFA • We Are Social
</SALES PITCH>

8. #ProjectReconnect • Marketing for the Connected Age • 8WFA • We Are Social

9. #ProjectReconnect • Marketing for the Connected Age • 9WFA • 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

10. #ProjectReconnect • Marketing for the Connected Age • 10WFA • We Are Social
WE ASKED INDUSTRY INFLUENCERS AND
THEIR NETWORKS VIA SOCIAL MEDIA

11. #ProjectReconnect • Marketing for the Connected Age • 11WFA • We Are Social
ALL INPUTS WERE CONTRIBUTED BY
THE GLOBAL MARKETING COMMUNITY

12. #ProjectReconnect • Marketing for the Connected Age • 12WFA • We Are Social

13. #ProjectReconnect • Marketing for the Connected Age • 13WFA • 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

14. #ProjectReconnect • Marketing for the Connected Age • 14WFA • We Are Social
1. PEOPLE

15. #ProjectReconnect • Marketing for the Connected Age • 15WFA • We Are Social
#1
PEOPLE
RATHER THAN CONTENT,
MEDIA OR TECHNOLOGY!
ALWAYS START WITH!

16. #ProjectReconnect • Marketing for the Connected Age • 16WFA • We Are Social
MARKETING: THE MUTUAL SATISFACTION
OF WANTS, NEEDS, AND DESIRES

17. #ProjectReconnect • Marketing for the Connected Age • 17WFA • We Are Social

18. #ProjectReconnect • Marketing for the Connected Age • 18WFA • We Are Social
WHAT
WE
WANT
WHAT
OTHERS
WANT
WHAT
MARKETING
MUST FIND
& DELIVER
@eskimon!

19. #ProjectReconnect • Marketing for the Connected Age • 19WFA • We Are Social
IDENTIFYING WHAT OTHER PEOPLE WANT
IS THE SECRET TO MARKETING SUCCESS

20. #ProjectReconnect • Marketing for the Connected Age • 20WFA • We Are Social
HOWEVER…

21. #ProjectReconnect • Marketing for the Connected Age • 21WFA • We Are Social
People don’t know
what they want until
you show it to them.
~ Steve Jobs
“

22. #ProjectReconnect • Marketing for the Connected Age • 22WFA • We Are Social
SO HOW DO WE KNOW
WHAT TO ‘SHOW THEM’?

23. #ProjectReconnect • Marketing for the Connected Age • 23WFA • We Are Social
START WITH PEOPLE’S BEHAVIOUR, AND
THEN INTERPRET THEIR MOTIVATIONS

24. #ProjectReconnect • Marketing for the Connected Age • 24WFA • We Are Social
SOCIAL LISTENING HELPS US UNDERSTAND
ATTITUDES, MOTIVATIONS, AND BEHAVIOUR

25. #ProjectReconnect • Marketing for the Connected Age • 25WFA • We Are Social
TAKE THE INFAMOUS EXAMPLE
OF “PHOTOS OF MY LUNCH”

26. #ProjectReconnect • Marketing for the Connected Age • 26WFA • We Are Social
#FOOD

27. #ProjectReconnect • Marketing for the Connected Age • 27WFA • We Are Social
149,000,000PHOTOS TAGGED WITH #FOOD ON INSTAGRAM!

28. #ProjectReconnect • Marketing for the Connected Age • 28WFA • We Are Social
WE TOOK A RANDOM SAMPLE OF THE MOST
RECENT PHOTOS TAGGED WITH #FOOD

29. #ProjectReconnect • Marketing for the Connected Age • 29WFA • We Are Social
WITHIN THAT SAMPLE, THERE HAPPENED
TO BE THREE PHOTOS OF BURGERS

30. #ProjectReconnect • Marketing for the Connected Age • 30WFA • We Are Social

31. #ProjectReconnect • Marketing for the Connected Age • 31WFA • We Are Social
THESE THREE PHOTOS OF BURGERS TELL
TOTALLY DIFFERENT, INSIGHTFUL STORIES

32. #ProjectReconnect • Marketing for the Connected Age • 32WFA • We Are Social
#LOVE

33. #ProjectReconnect • Marketing for the Connected Age • 33WFA • We Are Social
700,000,000PHOTOS TAGGED WITH #LOVE ON INSTAGRAM!

34. #ProjectReconnect • Marketing for the Connected Age • 34WFA • We Are Social
IT’S LIKELY THERE ARE A FEW VALUABLE
IDEAS IN THEREFOR MARKETERS TOO…

35. #ProjectReconnect • Marketing for the Connected Age • 35WFA • We Are Social
WHEN WE KNOW WHAT PEOPLE CARE
ABOUT, IT’S EASIER FOR US TO ADD VALUE

36. #ProjectReconnect • Marketing for the Connected Age • 36WFA • We Are Social
MAKE THINGS
PEOPLE WANT
MAKE PEOPLE
WANT THINGS
VS
~ JOHN WILLSHIRE • @WILLSH!

37. #ProjectReconnect • Marketing for the Connected Age • 37WFA • We Are Social
THE REAL VALUE OF SOCIAL LIES IN WHAT
OTHER PEOPLE SAY, NOT WHAT YOU SAY

38. #ProjectReconnect • Marketing for the Connected Age • 38WFA • We Are Social
PRODUCTS
CUSTOMER SERVICE
POS ACTIVITY
ADVERTISINGPACKAGING
RECRUITMENT

39. #ProjectReconnect • Marketing for the Connected Age • 39WFA • We Are Social
TIP #1: TO BECOME A SOCIAL BRAND,
LISTEN TWICE AS MUCH AS YOU TALK

40. #ProjectReconnect • Marketing for the Connected Age • 40WFA • We Are Social
2. PURPOSE

41. #ProjectReconnect • Marketing for the Connected Age • 41WFA • We Are Social
#2A PURPOSE
A PRODUCT
IS MORE COMPELLING THAN!

42. #ProjectReconnect • Marketing for the Connected Age • 42WFA • We Are Social
It’s difficult to
differentiate a product
on a utilitarian basis in
a saturated market.
Steven Tannanson • @StevenTannanson
“

43. #ProjectReconnect • Marketing for the Connected Age • 43WFA • We Are Social
PRODUCT DIFFERENTIATION ALONE NO
LONGER OFFERS SUSTAINABLE ADVANTAGE

44. #ProjectReconnect • Marketing for the Connected Age • 44WFA • We Are Social
Today’s brands can’t
just sell ‘things’. They must
stand for something more.
Peter Firth • @PJFirth
“

45. #ProjectReconnect • Marketing for the Connected Age • 45WFA • We Are Social
TO SUCCEED IN THE FUTURE, BRANDS NEED
TO ENGAGE PEOPLE’S HEADS AND HEARTS

46. #ProjectReconnect • Marketing for the Connected Age • 46WFA • We Are Social
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
“

47. #ProjectReconnect • Marketing for the Connected Age • 47WFA • We Are Social
WE NEED TO MOVE FROM A PRODUCT
PROPOSITION TO A BRAND PURPOSE

48. #ProjectReconnect • Marketing for the Connected Age • 48WFA • We Are Social
MAKE THINGS
BETTER
MAKE BETTER
THINGS
VS

49. #ProjectReconnect • Marketing for the Connected Age • 49WFA • We Are Social
Consumers in countries
where consumerism is
advanced are craving
alternatives that make
them feel good.
David Armano • @armano
“

50. #ProjectReconnect • Marketing for the Connected Age • 50WFA • 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

51. #ProjectReconnect • Marketing for the Connected Age • 51WFA • We Are Social
WHEN MANAGED EFFECTIVELY, A BRAND’S
PURPOSE CAN TRANSCEND CATEGORIES

52. #ProjectReconnect • Marketing for the Connected Age • 53WFA • We Are Social
HOWEVER, A BRAND’S PURPOSE DOESN’T
NEED TO BE ABOUT SAVING THE WORLD

53. #ProjectReconnect • Marketing for the Connected Age • 55WFA • We Are Social
RED BULL: REDEFINING THE LIMITS
OF PERCEIVED HUMAN POTENTIAL

54. #ProjectReconnect • Marketing for the Connected Age • 57WFA • We Are Social
GOLDIEBLOX: INSPIRING GIRLS
TO EXPLORE BROADER HORIZONS

55. #ProjectReconnect • Marketing for the Connected Age • 58WFA • We Are Social
TIP #2: GIVE PEOPLE SOMETHING TO
BUY INTO, NOT JUST SOMETHING TO BUY

56. #ProjectReconnect • Marketing for the Connected Age • 59WFA • We Are Social
3. PRINCIPLES

57. #ProjectReconnect • Marketing for the Connected Age • 60WFA • We Are Social
#3
BRAND VALUES
PRODUCT VALUE
ARE MORE COMPELLING THAN!

58. #ProjectReconnect • Marketing for the Connected Age • 61WFA • We Are Social
PEOPLE CONSISTENTLY CITE AUTHENTICITY
AS A CORE ELEMENT OF GREAT MARKETING

59. #ProjectReconnect • Marketing for the Connected Age • 62WFA • We Are Social
SOME VALUES-BASED BRANDS
INNOCENT
DRINKS
HONEST
TEA
BUFFER
BEN &
JERRY’S

60. #ProjectReconnect • Marketing for the Connected Age • 63WFA • We Are Social
MEANWHILE, MOST COMPLAINTS IN SOCIAL
MEDIA RELATE TO MISLEADING CLAIMS

61. #ProjectReconnect • Marketing for the Connected Age • 64WFA • We Are Social
PEOPLE AREN’T FOOLS; THEY SEE THROUGH
BRAND BRAVADO AND PROPAGANDA

62. #ProjectReconnect • Marketing for the Connected Age • 65WFA • 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
“

63. #ProjectReconnect • Marketing for the Connected Age • 66WFA • We Are Social
WHEN THE EMPEROR IS NAKED, IT DOESN’T
TAKE LONG FOR THE NEWS TO SPREAD

64. #ProjectReconnect • Marketing for the Connected Age • 67WFA • We Are Social

65. #ProjectReconnect • Marketing for the Connected Age • 68WFA • We Are Social
HOWEVER, IT SEEMS NO-ONE EXPECTS
BRANDS TO BE PERFECT ALL THE TIME

66. #ProjectReconnect • Marketing for the Connected Age • 69WFA • We Are Social
PEOPLE SEEM WILLING TO FORGIVE
BRANDS WHO ADMIT THEIR MISTAKES

67. #ProjectReconnect • Marketing for the Connected Age • 70WFA • We Are Social
Johnson & Johnson’s
Tylenol recall was
transparent, and that
boosted confidence.
Jiunn Ngee • @watthesuck
“

68. #ProjectReconnect • Marketing for the Connected Age • 71WFA • We Are Social
THE WAY A BRAND DEALS WITH ITS ISSUES IS
MORE IMPORTANT THAN THE ACTUAL ISSUES

69. #ProjectReconnect • Marketing for the Connected Age • 72WFA • We Are Social
Transparency is most
critical, and has most
leverage – positive or
negative – at crisis points.
MFG • @mfg_i
“

70. #ProjectReconnect • Marketing for the Connected Age • 73WFA • We Are Social
CONSEQUENTLY, WHAT THE BRAND DOES IS
FAR MORE IMPORTANT THAN WHAT IT SAYS

71. #ProjectReconnect • Marketing for the Connected Age • 74WFA • We Are Social
[Great marketing] is
embodied in actions,
beyond statements.
Doing it, not just saying it.
Jakob Widerberg • @jwiderberg
“

72. #ProjectReconnect • Marketing for the Connected Age • 75WFA • We Are Social
THAT MAY SEEM OBVIOUS, BUT TOO MANY
BRANDS PRIORITISE CLAIMS OVER ACTION

73. #ProjectReconnect • Marketing for the Connected Age • 76WFA • We Are Social
Brands tend to ignore
what’s obvious and
authentic, [and instead
go for] what’s cool.
Wong Yi Wei • @lackadaisygirl
“

74. #ProjectReconnect • Marketing for the Connected Age • 77WFA • We Are Social
SO HOW DO PEOPLE
EXPECT BRANDS TO ACT?
?

75. #ProjectReconnect • Marketing for the Connected Age • 78WFA • We Are Social
The best advertising
appeals to people’s
emotions and values.
Steven Tannason • @StevenTannason
“

76. #ProjectReconnect • Marketing for the Connected Age • 79WFA • We Are Social
THERE ARE MANY SIMILARITIES TO THE
TRAITS THAT DEFINE POPULAR PEOPLE

77. #ProjectReconnect • Marketing for the Connected Age • 80WFA • We Are Social
WE’VE ALREADY SEEN THE VALUE OF
TRANSPARENCY, SINCERITY AND INTEGRITY

78. #ProjectReconnect • Marketing for the Connected Age • 81WFA • We Are Social
HUMOUR: WE’RE HAPPY TO GIVE OUR
ATTENTION TO BRANDS THAT ENTERTAIN US

79. #ProjectReconnect • Marketing for the Connected Age • 82WFA • We Are Social
GENEROSITY: THE WILLINGNESS TO GIVE
BEFORE ASKING SOMETHING IN RETURN

80. #ProjectReconnect • Marketing for the Connected Age • 83WFA • We Are Social
Learning something
is the top motivator for
driving engagement.
Google
“

81. #ProjectReconnect • Marketing for the Connected Age • 84WFA • We Are Social
The depth of knowledge
that HubSpot shares
through their blog posts
adds a lot of value to me.
Arif Khan • @arifkhan7
“

82. #ProjectReconnect • Marketing for the Connected Age • 85WFA • We Are Social

83. #ProjectReconnect • Marketing for the Connected Age • 87WFA • We Are Social
EMPATHY: THE ABILITY TO CONNECT WITH
REAL PEOPLE AND ‘BEHAVE LIKE ONE OF US’

84. #ProjectReconnect • Marketing for the Connected Age • 89WFA • We Are Social
BRAND BELIEFS ESTABLISH MORE ENDURING
DIFFERENTIATION THAN PRODUCT BENEFITS
VS

85. #ProjectReconnect • Marketing for the Connected Age • 90WFA • We Are Social
TIP #3: USE YOUR BRAND VALUES
TO BUILD YOUR BRAND’S VALUE

86. #ProjectReconnect • Marketing for the Connected Age • 91WFA • We Are Social
4. PARTICIPATION

87. #ProjectReconnect • Marketing for the Connected Age • 92WFA • We Are Social
#4
PARTICIPATION
PROMOTION
IS MORE EFFECTIVE THAN!

88. #ProjectReconnect • Marketing for the Connected Age • 93WFA • We Are Social
TOO MUCH OF TODAY’S MARKETING IS
ABOUT GRABBING PEOPLE’S ATTENTION

89. #ProjectReconnect • Marketing for the Connected Age • 94WFA • We Are Social
BUT WE’RE CONFUSING ATTENTION WITH
ATTRACTION – “I’M AWARE” vs “I CARE”
VS

90. #ProjectReconnect • Marketing for the Connected Age • 95WFA • We Are Social
MARKETING’S TASK IS TO ENGAGE PEOPLE
WITH THE BRAND, NOT JUST ITS COMMS

91. #ProjectReconnect • Marketing for the Connected Age • 96WFA • We Are Social
The brand’s role is no
longer just to broadcast,
but to listen, participate
and inspire actions.
Juliet Chen • @julietchen
“

92. #ProjectReconnect • Marketing for the Connected Age • 97WFA • We Are Social
WE NEED TO THINK OF PEOPLE AS PART OF
OUR BRANDS, NOT AS OUR ‘CONSUMERS’

93. #ProjectReconnect • Marketing for the Connected Age • 98WFA • We Are Social
It’s all about making
people feel cherished –
establishing deeper, more
meaningful relationships.
Kelvin Ang • @9VARZ
“

94. #ProjectReconnect • Marketing for the Connected Age • 99WFA • We Are Social
MARKETING SHOULD CO-CREATE
MUTUAL VALUE, NOT SIMPLY SELL STUFF

95. #ProjectReconnect • Marketing for the Connected Age • 100WFA • We Are Social
I’ve always sought
ideas that are inclusive.
Sir John Hegarty
“

96. #ProjectReconnect • Marketing for the Connected Age • 101WFA • We Are Social
EXAMPLES OF INCLUSIVE MARKETING
IDEASTORM MY STARBUCKS IDEA
DELL STARBUCKS
DO US A FLAVOUR
LAY’S

97. #ProjectReconnect • Marketing for the Connected Age • 102WFA • We Are Social
PEOPLE ARE MORE ENGAGED WHEN
THEY’RE ACTIVELY INVOLVED IN CREATION

98. #ProjectReconnect • Marketing for the Connected Age • 103WFA • 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”
“

99. #ProjectReconnect • Marketing for the Connected Age • 104WFA • We Are Social
WE CAN NOW EVEN CO-OPT CONSUMERS
IN A BRAND’S VERY BIRTH AND INCEPTION

100. #ProjectReconnect • Marketing for the Connected Age • 105WFA • We Are Social
CROWDFUNDING A BRAND’S INCEPTION
KICKSTARTER INDIEGOGO

101. #ProjectReconnect • Marketing for the Connected Age • 106WFA • We Are Social
MAKE THINGS
PEOPLE WANT
MAKE PEOPLE
WANT THINGS
VS
John Willshire • @willsh!

102. #ProjectReconnect • Marketing for the Connected Age • 107WFA • We Are Social
TIP #4: BE A DEMOCRATIC BRAND: OF THE
PEOPLE, BY THE PEOPLE, FOR THE PEOPLE

103. #ProjectReconnect • Marketing for the Connected Age • 108WFA • 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

104. #ProjectReconnect • Marketing for the Connected Age • 109WFA • We Are Social
PARTING
THOUGHT

105. #ProjectReconnect • Marketing for the Connected Age • 110WFA • We Are Social
NONE OF THIS SHOULD
SEEM LIKE ROCKET SCIENCE

106. #ProjectReconnect • Marketing for the Connected Age • 111WFA • We Are Social
SO WHY AREN’T WE ALL
DOING IT ALREADY?

107. #ProjectReconnect • Marketing for the Connected Age • 112WFA • We Are Social
IT’S UP TO YOU TO PUT THESE IDEAS INTO
ACTION ON YOUR BRANDS, STARTING TODAY

108. #ProjectReconnect • Marketing for the Connected Age • 113WFA • We Are Social
#PROJECTRECONNECT
@WFARECONNECT
SHARE YOUR THOUGHTS:!

109. #ProjectReconnect • Marketing for the Connected Age • 114WFA • We Are Social

110. #ProjectReconnect • Marketing for the Connected Age • 115WFA • We Are Social
WE ARE SOCIAL SINGAPORE
SIMON KEMP, REGIONAL MANAGING PARTNER
@WEARESOCIALSG
SAYHELLO@WEARESOCIAL.SG
+65 6423 1051
HTTP://WEARESOCIAL.SG