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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