We Are Social Presents The Social Marketing Mix

@eskimon • #adtechASEAN • 1We 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

SIMONKEMP
@eskimon

MILAN
MUNICH
PARIS
LONDON
SÃO PAULO
SINGAPORE
NEW YORK
SYDNEY
SAN FRANCISCO SHANGHAI

BRANDS WORTH
TALKING ABOUT

SALES PITCH

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

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

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

CONTEXT

TOO MANY MARKETERS ARE GETTING
CONFUSED WITH ‘CONTENT MARKETING’

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

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

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

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

BUT THAT’S BROKEN
!!

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

SUCCESS IN SOCIAL MEDIA IS ALL ABOUT
INSPIRING FAVOURABLE CONVERSATIONS

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

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

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

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

PRODUCTS
CUSTOMER SERVICE
POS ACTIVITY
ADVERTISINGPACKAGING
RECRUITMENT

USE EVERYTHING YOU DO TO DRIVE
SOCIAL CONVERSATION AND ENGAGEMENT

HOW?

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

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

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

#1PRODUCTS

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

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

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

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

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

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

SHARING PRODUCTS IS CENTRAL TO
MOST FASHION-RELATED POSTS TOO

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

POSTING PRODUCT PHOTOS OCCURS
ACROSS ALMOST ALL CATEGORIES

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

#2ADVERTISING

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

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

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

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

ASEAN AUDIENCES ARE TWICE AS LIKELY
TO MULTI-SCREEN vs. THE GLOBAL AVERAGE
• Source: GlobalWebIndex, Q1 2015

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

ASEAN MULTI-SCREENING BY DEVICE
Q1
2015
MOBILE
PHONE
LAPTOP
COMPUTER
64% 51%
TABLET
DEVICE
32%
PERCENTAGE OF INTERNET USERS IN ASEAN WHO HAVE USED EACH DEVICE AT THE SAME TIME AS WATCHING TELEVISION

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

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

SIMILARLY, THIS RECENT OUTDOOR ACTIVITY
INSPIRED PLENTY OF SOCIAL COMMENTARY

#3PACKAGING

PACKAGING IS A COMMON TRIGGER
FOR ORGANIC UGC AND SOCIAL SHARING

PERSONALISATION IS A CLEAR
OPPORTUNITY FOR MANY BRANDS

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

PACKAGING THAT ENTERTAINS OR INFORMS
ALSO OFTEN INSPIRES SOCIAL SHARING

INNOCENT DRINKS’ PACKAGING INSPIRES
HIGH LEVELS OF ORGANIC SOCIAL POSTS

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

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

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

EXTRA BENEFIT: POWERFUL ENDORSEMENT
THAT SHOWS ACTUAL PURCHASE ACTIVITY

#4CUSTOMER
SERVICE

PEOPLE LOVE TO SHARE GREAT
CUSTOMER SERVICE EXPERIENCES

THIS AMAZON CUSTOMER SERVICE STORY
HAS BEEN WIDELY SHARED ACROSS SOCIAL

SOME BRANDS ARE EVEN BUILT ON SOCIAL
CONVERSATIONS ABOUT THEIR SERVICE

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

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

#5EVENTS &
EXPERIENCES

EVENTS ARE ANOTHER GREAT SOURCE
OF ORGANIC SOCIAL SHARING

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

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

ONLINE EVENTS AND EXPERIENCES CAN
ALSO HELP TO INSPIRE CONVERSATION

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

EXPLORE EXPERIENCES THAT ARE OFTEN
ASSOCIATED WITH YOUR BAND, TOO

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

#6RECRUITMENT

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

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

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

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

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

#7PRICING

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

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

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

#8DISTRIBUTION

FOOD TRUCKS PROVE THAT SOCIALLY-
POWERED DISTRIBUTION CAN WORK

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

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

#9PROCUREMENT

SURPRISINGLY, EVEN PROCUREMENT
POLICY CAN DRIVE SOCIAL SHARING

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

PEOPLE ENDORSE THOSE BRANDS
THAT BEHAVE CONSCIENTIOUSLY

MAKE THINGS
BETTER
MAKE BETTER
THINGS
VS

#BONUSFROM THE OUTSIDE IN

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

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

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

PRODUCTS
CUSTOMER SERVICE
POS ACTIVITY
ADVERTISINGPACKAGING
RECRUITMENT

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

MAKE THINGS
PEOPLE WANT
MAKE PEOPLE
WANT THINGS
VS
~ JOHN WILLSHIRE • @WILLSH!

CONCLUSIONS

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

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

USE YOUR FULL MARKETING MIX TO INSPIRE
VALUABLE ORGANIC SOCIAL CONVERSATION

LEARN MORE BY DOWNLOADING OUR
FREE GUIDE TO BUILDING SOCIAL BRANDS:
http://bit.ly/sbtfom

WE ARE SOCIAL SINGAPORE
SIMON KEMP, REGIONAL MANAGING PARTNER
@WEARESOCIALSG
SAYHELLO@WEARESOCIAL.SG
+65 6423 1051
HTTP://WEARESOCIAL.SG

We Are Social Presents The Social Marketing Mix

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