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Luxury brand seminar on how brands should view and behave within the social media space.
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18 mths with SGH
Pout
AP
Beyond search
Engagement
THE CUSTOMER NARRATIVE
BILLBOARD POINT OF SALE
STORE EXPERIENCE
EVENT UGC ECOMMERCEWEBSITE UGC
Create a deeper, joined-up story
Provide a firm foundation for engagement
Define roles & responsibilities
WHO WE ARE
We help brands tell their story• If we can make your brand messages more story-like then your
audience are more likely to pay attention.
We are a multi-channel publishing organisation• We create compelling, branded stories in your customers preferred
medium and language
We believe social media is paradigm changing • Every human being and every organisation is (potentially) a global
publisher
Our point of view
WHO WE ARE
CONTENT is media
THE POWER LIES WITHTHE AUDIENCE
Interruption marketing
360 degrees bombardment
The Advertising Age
Success: 2% conversion
Audiences take note
Then scratch past the surface
If you’re more than skin deep they will peel away
The Post-Advertising Age
Success: 98% engagement
What makes a bad story
SOCIAL media
Beyond search
WHO WE ARE
Media• Anything that represents (mediates) reality
• Paintings, mosaics, books, magazines, tv, web pages, ads, tweets,
facebook pages etc.
Social• The interaction of organisms with other organisms
Social media• Is not necessarily new and not necessarily online
• But its ubiquity online permanently alters the balance of power
Our point of view
WHAT IS SOCIAL MEDIA?
SOME stats
Beyond search
IF FACEBOOK WAS A COUNTRY…
IF FACEBOOK WAS A COUNTRY…
CONTENT IS MIGRATING TO THE WEB AND DOMINATING ATTENTION THERE
SOCIAL MEDIA PENETRATION IS AT 69% AND GROWING RAPIDLY
25
TIME SPENT SOCIAL NETWORKING IS GROWING EXPONENTIALLY
BY Q2 2009, 82% OF WEB USERS WERE ACTIVE IN SOCIAL MEDIA
Not surprisingly, Forrester finds
that people who create content
are now the minority at the top of
the social media pyramid. But by
2009, nearly everyone online
was at least a spectator to the
social media show, underlining
the explosion in social media
participation over three short
years. Each brand’s approach
to its audiences in social media
will be determined by how the
audience members index in
each category of social techno-
graphics. As participation grows,
however, more and more people
will move up the pyramid. Brand
strategies will become more
uniformly dependent on the use
of social media, at which point
social media will become a
critical part of virtually every
brands’ media mix.
WHO WE ARE
Luxury Institute Wealth Report• 42% of wealthy consumers chose “ratings and reviews from a trusted
source” as the most influential factor in purchasing luxury goods.
• Seven out of 10 wealthy consumers are now members of social
networks
• Social media gives the luxury consumer the opportunity to decide what
brands they engage with and on what terms. It’s this element of control
that really is the ultimate luxury.
Our point of view
WHAT ABOUT LUXURY?
40 MOST TWEETED BRANDS
Or is it?
YOUR BRAND IS NOW IN THE HANDS OF AN ARMY OFSTRANGERS.
THE SOCIAL MEDIA UNIVERSE IS HUGE, COMPLEX, AND DIVERSE
PANIC!
TYPES OF SOCIAL MEDIA
Social
Networks
Social
Content
Social
Tools
Purpose is to connect
and communicate
Purpose is to entertain
and inform
Purpose is to rate
and share
SOCIAL NETWORKS
Purpose is to connect and communicate
SOCIAL CONTENT
Purpose is to entertain and inform
SOCIAL TOOLS
Purpose is to create and share
BEHAVE yourself
Beyond search
TYPES OF SOCIAL MEDIA
Social
Networks
Social
Content
Social
Tools
Purpose is to connect
and communicate
Purpose is to entertain
and inform
Purpose is to rate
and share
SOCIAL NETWORKS
Purpose is to connect and communicate
SIGN POSTS
Marketing purpose is to point the audience towards relevant content
SOCIAL CONTENT
Purpose is to entertain and inform
BRANDED CONTENT
Marketing purpose is to engage and gather marketing intelligence
SOCIAL TOOLS
Purpose is to rate and share
MARKETING TOOLS
Marketing purpose is to self-select and promote
LEXUS example
Beyond search
SEMINAR example
Beyond search
QUICK wins
Beyond search
DISTILL YOUR OWN SPECIFIC, ONGOING,MULTICHANNEL,
DISTRIBUTED CONVERSATIONFROM THE SEA OF IRRELEVANT CHATTER.
Find the signal in the noise...
LISTEN.CAREFULLY.
ADHERING TO PROTOCOLS ENABLES TWO-WAY COMMUNICATION BETWEEN BRAND AND CONSUMER in something like real time.
“My widget is
broken and
nobody at
Widgetz will
help!”
Comment captured
and classified by
response team.
Reply suggested to
appropriate
client-side
approver(s).
Approved client
reply returned to
response team.
Response posted.
1 2 3 4 5
“My widget is
broken and nobody
at Widgetz will
help!”
Hey, it’s Bob from
Widgetz. We’re
sorry you’re
having trouble.
Click here for the
manual…you
want page 61.
Comment posted
online.
TOOLS YOU CAN USE
• Google• www.google.com/trends
• www.google.com/insights/search/
• adwords.google.co.uk/select/KeywordToolExternal
• www.google.com/alerts
• Social Networks• www.facebook.com/lexicon
• search.twitter.com
• www.twitscoop.com
• Blogs• www.blogpulse.com
• www.technorati.com
• Blog comments• www.backtype.com/
• www.keotag.com/
• Forums etc.• http://v2.boardtracker.com/
• http://boardreader.com/
• Overall• www.socialmention.com
CONTENT is media
STAYING on top
Beyond search
