behaving like a social brand (kind of)

T O D AY ’ S T O P I C :

Behaving like a Social Brand (kind of)

COMPLEX

EXCESSIVE JARGON

EXTREMELY GEEKY

being digitally awesome:

SIMPLE&PRACTICAL �

A S I A - PA C I F I C M A R K E T

The perfect storm for brands to evolve

“SOCIAL” �

social network

touch- point

platform CONTEXT

�Changed how people interact with others and brands

CHOICE � ACTION � STATUS �

3 chief dynamics

Social has wired people differently

C H O I C E �“Choose Your Own Adventure” �

People choose where to go, who to talk to, who to ignore, how to engage…

Where do people usually go online?

C H O I C E �

GIVEN THE

PEOPLE ENGAGE IN

PASSIONS CONNECTIONS

SERVICES

AND HAVE CONVERSATIONS AROUND THESE EXPERIENCES

WHY ENGAGE WITH BRANDS? �


3 chief dynamics


The difference of social experiences versus other traditional channels

“Everything begs for a response”

Even traditional experiences are turning their passive audiences into active participants

More programs are relying on people’s participation to fuel interest

News only becomes

newsworthy when people say

it is.

Social not only fulfills the desire for people to connect & feel connected.

Social magnifies it.

People have become hardwired to participate.

Counter culture to how brands are used to operate

• One way instructions • Brands set the rules

• More passive audience

“CLASSROOM” �

HOW SHOULD BRANDS ACT? �


3 chief dynamics


SOCIAL PHENOMENA

PEOPLE are generating their own content and creating their own experiences

SOCIAL PHENOMENA

Anyone can be a creator/artist/filmmaker

SOCIAL PHENOMENA

Anyone can be a critic / an expert

A dynamic in social space that opposes “branding”

USER GENERATED CONTENT

“Free-flowing word-of-mouth that can exist and prosper

without "involvement from brands”"

WHAT USE DO BRANDS HAVE? �

CHOICE ��

ACTION ��

STATUS ��

3 chief dynamics


People prefer to engage in

passions, services and connections

People expect to be active

participants in experiences

People feel empowered to

entertain and learn from each other

How can brands thrive in an

environment

Owned Controlled

Dictated by

PEOPLE?

In this space, It seems that brands are forced to be:

INTRUSIVE

B U T T H E O N LY W AY T O B E H AV E I N S O C I A L :

PERSONALITY.

“TRADIGITAL”

.com

ATL

Unlike other channels that feel more like brand advertising.

Social media puts brands within the same proximity that a consumer has with her friends or actual contacts.

BRANDS PERSONAL NETWORK

Social media allows brands to behave like real, actual people.

They can talk They can respond.

They can share.

Brands need to

establish their own personalities

beyond propositions, and brand values

what is a social brand? A brand that conducts itself as an actual person; engages consumers in the same

way their own network would.

��

��

Discuss shared passions, interests

between brand and constituents

Creating and curating relevant

experiences people will want to

share

Level with people and give them opportunity to

engage on equal footing

CONVERSATIONS CONTENT PROVIDER 2-WAY RELATIONSHIP

The most engaging social brands

know how to make their personalities

COME ALIVE via social experiences

of different scales that people can interact with as often as

they interact with their own networks

The athletic coach that inspires, motivates and eliminates excuses for everyday athletes to compete at the highest level

The avid basketball fan who uses social media as a “virtual watercooler” to share and discuss conversations with other fans, leveraging on athletes as additional assets to personify the brand.

Introducing

The Social Brand Playbook�

A living document that guides and governs how a brand’s social persona

should behave

Elements of The Social Brand Playbook

o  Role of Social o  Social Asset Architecture o  Personality Parameters o  Content & Conversational Territories o  Miscellaneous (social crisis management, campaigns)

The ROLE OF SOCIAL

The social value that our brand will provide to people in order to spark

participation.

àwhat’s in it for them à What do you want to do

à What do we want them to do ?

45

IDENTIFY ING THE ROLE OF SOCIAL

START WITH THE BRAND OR BUSINESS NEED Increase awareness?

Increase consideration?

Build loyalty? Build brand imagery?

46

IDENTIFY ING THE ROLE OF SOCIAL

Increase awareness?

Increase consideration?

Build loyalty? Build brand imagery?

HOW CAN SOCIAL HELP, GIVEN YOUR

KEY ISSUES?

START WITH THE BRAND OR BUSINESS NEED

Create moments of need

Educate or Laymanize

Positively reinforce engagement

Affiliate with a lifestyle

BEST BUY

Humanize the brand through tech conversations instead of retail transactions

OBJECTIVE

ROLE OF SOCIAL

Increase consideration of Best Buy amidst a highly fragmented tech retail category

KLM

Encourage CONNECTIONS among travellers onboard

OBJECTIVE

ROLE OF SOCIAL

Differentiate KLM’s flight experience

NIKE RUNNING

FUEL competitiveness among fans by positively reinforcing their active lifestyles.

OBJECTIVE

ROLE OF SOCIAL

Increase trial and usage of Nike running products (Physical + Digital)

BANK OF THE PHILIPPINE ISLANDS

Laymanize financial conversations to eliminate the intimidating elements of banking

OBJECTIVE

ROLE OF SOCIAL

Increase consideration of BPI’s financial solutions

THE FIRST “SOCIAL BANK BRANCH”

NESCAFE

Virtual café for people to have meaningful conversations over coffee.

OBJECTIVE

ROLE OF SOCIAL

Create brand love to protect Nescafe’s market leadership from aggressive competition

PRINCIPLES OF ASSET SELECTION"3A F T E R T H E R O L E O F S O C I A L , Y O U R B R A N D N E E D S T H E R I G H T A S S E T S T O H O U S E T H E E X P E R I E N C E

RULE OFTHUMB

Build around a centerpiece social asset where most of your content will come from.

ü  target user reach ü  content capabilities

ü  easy performance tracking

1"

When considering complementary properties… Each asset needs their own role to play 2

SOCIAL NETWORK

MICROBLOG .COM

QUALITY>QUANTITY

•  Funnel your investments •  Maximize engagement with each property

3

Know what assets are relevant to your market

SOCIAL NETWORKING

SITES

VISUAL PLATFORMS

MICRO BLOGS

BLOGS

Then know how each platform is commonly used

SOCIAL NETWORKING SITES

CONTENT PUBLISHING

AND SHARING

VISUAL PLATFORMS

USER GENERATED CONTENT

MICRO BLOGS

REAL-TIME BITE SIZED

COMMENTARY

(News, Information source)

BLOGS

PRODUCT REVIEWS,

TESTIMONIALS

Select which assets help achieve your overall role of social and assign specific roles for each

ROLE OF SOCIAL

ASSET 1 (Main Hub)

2nd asset

*if necessary

ROLE ROLE ROLE

3rd asset *if necessary

C O N V E R S AT I O N A L P E R S O N A L I T Y The elements of your Social Persona GUIDE QUESTIONS

How would others describe your brand as a person?

•  Demographics & lifestyle •  Attitude (conservative, edgy) •  Excitement level (chatty, a brand of few

words) •  Interests •  Personal beliefs

What kind of relationship do you want to have with your target?

•  A friend? •  Guru/Expert?

How does your brand speak? •  Preferred language? •  Addresses them as a group or as

individuals?

P E R S O N A L I T Y PA R A M E T E R S The DO’S AND DON’TS”

•  Add granularity in defining your brand’s personality •  Guides your community manager in how he can exactly

phrase your brand’s content and responses

WHAT HE WOULD DO

WHAT HE WOULD NOT DO

Unlike traditional media, There is no

concept of ON-AIR, OFF-AIR in

Social Media.

Your social presence is not fully dependent on campaigns, but full-year content that your consumers can regularly engage with

Enter Content Planning Structuring your community’s content in a way that meets ALL of your brand’s aspects

BRAND NEEDS

Image building, associations

PRODUCT NEEDS

Product news, education,

purchase/usage reminders

COMMUNITY NEEDS

Community-building, brand-related passion

points

CAMPAIGN NEEDS

Campaign-specific posts (online or

offline)

BRAND PERSONALITY To differentiate your content against other social brands

H A R D E R - W O R K I N G C O N T E N T EVERY PIECE OF CONTENT IS PERSONALITY DRIVEN

BRAND NEEDS

Image building, associations

PRODUCT NEEDS

Product news, education,

purchase/usage reminders

COMMUNITY NEEDS

Community-building, brand-related passion

points

CAMPAIGN NEEDS

Campaign-specific posts (online or

offline)

THANKS! ��MORE NONSENSE IF YOU FOLLOW @THEBEAUTHEORY �

behaving like a social brand (kind of)

Business