brand storytelling and captivating content, with a social data twist
Post on 10-May-2015
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BRAND STORYTELLING AND CAPTIVATING CONTENT - WITH A SOCIAL DATA TWIST
#SMWBCN @THISHERE
Q&A
@_jemima
THIS HEREWHO ARE WE?
@tomszekeres
JEMIMA| TOM
WHAT DO WE DO?
(A data-fuelled creative start-up)
DATA CREATIVE
CONTENT
CAMPAIGNS
INTEREST MAPPING
TOOLS & REPORTING
ANALYTICS
STRATEGY
BR
AN
DIN
G
INS
IGH
TS
SEE
DIN
G
WHAT IS THIS TALK ABOUT?
thishe.re | @thishere XX
BRANDS 2014
THIS TALK
(not 2010)
TOOLSIDEAS
WHAT IS THIS TALK ABOUT?
thishe.re | @thishere XX
BRANDS 2014
THIS TALK
(not 2010)
IDEAS TOOLS
LET’S START WITH SOME IDEAS…
SOCIAL MEDIA IS AN ADDICTION
SOCIAL MEDIA IS AN ADDICTION
EMPATHY, GENEROSITY & TRUST
THE NEWS FEED IS KING
>90% of people’s time on social networks is spent in the stream
THE NEW BRAND BUILDING REALITYBRANDS ARE NOW PUBLISHERS
THE NEW BRAND BUILDING REALITY
“By 2020, the simple reality is that
every brand will be a media brand”
BRANDS ARE NOW PUBLISHERS
TOTAL EXPERIENCE MANAGEMENT
TOTAL EXPERIENCE MANAGEMENT
TOTAL EXPERIENCE MANAGEMENT
Red Bull is a soft drink
Red Bull gives you wings
TOTAL EXPERIENCE MANAGEMENT
Red Bull is a soft drink
Red Bull gives you wings
ATTENTION IS EVERYTHING
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
HOW DO YOU CUT THROUGH THE
NOISE?
GREAT CONTENT TELLS A STORY
GREAT CONTENT TELLS A STORY
TELLING STORIES IS
HARD
BE AUTHENTIC, BE INTERESTING
THIS IS A SUBTITLEDEFINING YOUR BRAND
How do you behave?
!
What do you look like?
What do you talk about?
WHO ARE YOU?
How do you behave?
!
What do you look like?
What do you talk about?
1. Behaviour 2. Visual Language
3. Interests& Topics
DEFINING YOUR BRAND
1. Behaviour 2. Visual Language
3. Interests& Topics
DEFINING YOUR BRAND
“THE ART OF CONNECTION IS BRAND VOICE.”
Jason Baer, siegel+gale
“Having a brand voice, means staying true to that, across media, across audiences, and if you’re a global brand, across geographies too.”
CONSISTENT BEHAVIOUR: HUBBUB
TRAIN ADS
WEB COPY
SOCIAL SHARE COPY
SMS
TONE OF VOICE: HUBBUB
TONE OF VOICE: HUBBUB
TOTAL EXPERIENCE MANAGEMENT
CONSISTENCY DOESN’T MEAN MONOTONY
DEFINING YOUR BRAND
1. Behaviour 2. Visual Language
3. Interests& Topics
BE RECOGNISABLE
thishe.re | @thishere
BE REALISTIC
SLOW QUICK(Stock) (Flow)
thishe.re | @thishere
BE PRACTICAL
thishe.re | @thishere
BE PRACTICAL
thishe.re | @thishere
VISUAL TOOLKIT
EE’s ‘Smart Particles’ background, typeface, and illustration style
BALANCE QUICK AND SLOW
thishe.re | @thishere
VISUAL TOOLKITCREATE FLEXIBLE ASSETS
thishe.re | @thishere
VISUAL TOOLKIT
This Here’s patterns
CREATE FLEXIBLE ASSETS, AND PLAY WITH THEIR APPLICATIONS
thishe.re | @thishere
CONTENT SERIES: EE
thishe.re | @thishere
CONTENT SERIES: THIS HERE
“I SUPPOSE IT IS TEMPTING, IF THE ONLY TOOL YOU HAVE IS A HAMMER, TO TREAT EVERYTHING AS IF IT WERE A NAIL.” !
!
- ABRAHAM MASLOW.Photo: Frank B. Gilbreth
GET YOUR AUDIENCE TO TELL YOUR STORY
USER GENERATED CONTENT (CURATION VS CREATION)
“OUR FAVOURITE FAN SHOT OF THE YEAR GOES ON OUR PACKAGING”
UGC: PLUMEN
DEFINING YOUR BRAND
1. Behaviour 2. Visual Language
3. Interests & Topics
BE AUTHENTIC, BE INTERESTING
TALK ABOUT TOPICS IF YOU HAVE:
•The RightYour area of expertise (a problem you’re
trying to solve)
!
•Commitment Contribution, sponsorship
!
•Passion Brands have passions too
BE AUTHENTIC, BE INTERESTING
TIME FOR SOME TOOLS
A
B
C
DE
BURBERRY
HOLLISTER
PRIMARK
EAST ENDERS
ENGLAND FOOTBALL
TEAM
ENGLAND CRICKET
TEAM
3.1 PHILLIP LIM
ROCHAS
BELSTAFF
PARIS FASHION WEEK
LONDON COLLEGE OF
FASHION
SEVEN FOR ALL MANKIND
LONDON ART
GALLERIES LIPSY LONDON
RIMMEL LONDON
MOTEL ROCKS
MISS SELFRIDGE
JEFFREY CAMPBELL
SHOES
GRAZIA
ACCESSORIZE
JOHN FREIDA
OASIS
STYLE SCRAPBOOK GLAMOUR
LANVIN
DAZED AND CONFUSED
FIXED GEAR
FASHION PHOTOGRAPHY
GQTRAVELLING
FIXED GEAR
TYPOGRAPHY
STREET ART
ANDY WARHOL
TRIUMPH
KEITH HARINGCAFE RACERS
HOT RODS INSTAGRAM
FORMULA 1
HOUSE MUSIC
FUNK & SOUL
BAPE
VICE MAGAZINE
TATE MODERN
CENTRAL ST MARTINS COLLEGE
CANNES FILM FESTIVAL
INGMAR BERGMAN
PAGANI
COOKING
RAY BAN WAYFARER
A
B
C
DE
FASHION PHOTOGRAPHY
GQ
TRAVELLING
FIXED GEAR
TYPOGRAPHY
STREET ART
ANDY WARHOL
TRIUMPH
KEITH HARING
CAFE RACERS
HOT RODS
F1 HOUSE MUSIC
FUNK & SOUL
BAPE
VICE MAGAZINE
TATE MODERN
CENTRAL ST MARTINS COLLEGE
CANNES FILM FESTIVAL
INGMAR BERGMAN
PAGANI
RAY BAN WAYFARER
Motoring / Cycling
Art & Design FilmUrban
CultureFashion
Photography
INTEREST AND TOPIC MAPPINGNEW TECHNIQUES
INTEREST AND TOPIC MAPPINGNEW TECHNIQUES
AUDIENCE + INTEREST + STORY + FORMAT = IDEA
INTEREST AND TOPIC MAPPINGNEW TECHNIQUES
AUDIENCE + INTEREST + STORY + FORMAT = IDEA
E.G NEW YORK HIPSTERS
URBANCULTURE
INSTAGRAMVIDEO ?
AND IF YOU WANT YOUR AUDIENCE TO
KEEP COMING BACK…
ALWAYS LEAVE THEM WANTING
MORE…
LOVELY
Any questions?
answers@thishe.re or @thishere
!
…or say hello afterwards.
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