Kurio - World-Class Lessons on Social Media - Eurobest 2015

WORLD-CLASS LESSONS ON

SOCIAL MEDIA @jarilahdevuori & @ellituominen // @kurio_marketing

eurobest 1/12/2015 // antwerp, belgium

helsinki, est. 2012

consulting // campaigns // content

brand blueprint

brand promise & image

key visuals & slogans

helps to discover the social dynamic

based on academic motivational research

begins with the brand persona & dna

gives you focus and drives better engagement

MASTER OF CEREMONY// Ask: “Does the brand offer entertainment?” “Does the brand offer fun pastime?” // Motivators: entertaining oneself, killing time // Stereotypes: An everyday low-interest brand, such as FMCG brands

SAGE// Ask: “Does the brand provide relevant and scarce information?” “Can people learn with the brand?” // Motivators: curiosity, thirst for knowledge // Stereotype: information-intensive brands, or brands that deal with “never-solved” questions (like those of wellbeing)

MUSE// Ask: “Does the brand challenge its fans?” “Does the brand lead to a state of flow?” // Motivators: Self actualization, self challenging// Stereotype: recreational or hobby brands, like those that deal with cooking, sports or interior design

PITCHMAN// Ask: “Are people willing to do something to get the brand at a discount price?”, “Are the brand’s offers interesting in some way?”// Motivators: monetary and non-monetary compensation // Stereotype: a low-involvement brand, that you need more than want. Like detergent or electricity.

HOST// Ask: “Does the brand connect its fans to their friends/acquaintances/family?” “Does the brand help meet new people?” // Motivators: Social reasons// Stereotype: “A brand of the moment”, event, artist or venue

VOLUNTEER// Ask: “Can people help each other via the brand?”, “Would someone care for the brand?”, “Does the brand stand credibly for some cause?” // Motivators: altruism, helping others// Stereotype: Brands that have a connection to a movement, ideology, or cause. And NGOs, of course.

IDOL// Ask: “Can the brand give recognition to its fans?”, “Would the fans want to be seen with the brand?” // Motivators: Self-branding, visibility, recognition// Stereotype: An exclusive brand, which is premium priced and scarce

RESEARCH ON SOCIAL MEDIA MARKETING IN CANNES LIONS

2012 2013 2014

MightyBoyBrian

2015

2300+ WINNERS ANALYZED 2012 2013 2014

519521

633

Ahmadreza Sajadi

2014

649

FOUR KEY FINDINGSFROM FOUR YEARS OF RESEARCH

Sebastian Muller

SOCIAL MEDIA IS VITAL12012 2013 2014

20% 40% 44%

PERCENTAGE OF SHORT-LISTED CAMPAIGNS WITH SOCIAL MEDIA AT ITS CORE

Matthew Wiebe

2015

63%

2HALF OF ALL SOCIAL MEDIA MARKETING IS CONTENT MARKETING

THE TWO ROLES WITH THE BIGGEST GROWTH 2012-2014 ARE ALL ABOUT CONTENT MARKETINGMASTER OF CEREMONY: ENTERTAINING THE CUSTOMERS WITH OUR CONTENTSAGE: PROVIDING OUR CUSTOMERS WITH INTERESTING INFORMATION THEY LOVE

Y-AXIS SHOWS THE WEIGHTED POINTS OF WINNING CAMPAINGS

2012 2013 2014 20150

50

100

150

200

250

Master Of Cer-emonySageMusePitchmanHostVolunteerIdol

3ALTRUISM DRIVES ENGAGEMENT AND RESULTS

Morgan Sessions

“VOLUNTEER” DOMINATES THE SEVEN ROLES YEAR AFTER YEAR

ROLE DESCRIPTION: VOLUNTEERAsk yourself: “Would someone care for the brand?”, “Does the brand stand credibly for some cause?” Motivators for consumers to engage: altruism, helping othersStereotype: brands that have a connection to a movement / NGO / ideology.

2012 2013 2014 2015

4ONE SIZE DOESN’T FIT ALL BRANDS ON SOCIAL MEDIA

Joao Pacheco

ALL ROLES LEAD TO SUCCESS

Source: World-Class Lessons on Social Media Marketing (Kurio & Cannes Lions 2015)

Get the white paperBIT.LY/KURIOXCANNES

@jarilahdevuori // @ellituominen // @kurio_marketing