The Disruption Of Interruption
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The document discusses how social media is disrupting brand communications. It argues that social listening can provide insights into what audiences want and help brands understand audiences better. It advocates focusing on communication effectiveness over media efficiency by targeting the right people, contexts and times. The document also suggests ideating experiences that add value for audiences rather than just advertisements, and that social media will disrupt the entire marketing mix, not just advertising.
The Disruption Of Interruption
- 1. #WhatsComingNext • @eskimon • 1We Are Social THE DISRUPTION OF INTERRUPTIONHOW SOCIAL MEDIA IS REVOLUTIONISING BRAND COMMUNICATIONS SIMON KEMP • WE ARE SOCIAL • WHAT’S COMING NEXT • SEPTEMBER 2015 we are social
- 2. #WhatsComingNext • @eskimon • 2We Are Social SIMONKEMP @eskimon
- 3. #WhatsComingNext • @eskimon • 3We Are Social
- 4. #WhatsComingNext • @eskimon • 4We Are Social CONTEXT
- 5. #WhatsComingNext • @eskimon • 5We Are Social 3.2 BILLION PEOPLE AROUND THE WORLD USE THE INTERNET TODAY
- 6. #WhatsComingNext • @eskimon • 6We Are Social 2.2 BILLION OF THEM USE SOCIAL MEDIA EVERY MONTH
- 7. #WhatsComingNext • @eskimon • 7We Are Social MOBILE SOCIAL MEDIA USERS ARE GROWING BY ROUGHLY 12 NEW USERS EVERY SECOND
- 8. #WhatsComingNext • @eskimon • 8We Are Social BUT WHAT DOES THIS INCREASED DIGITAL ACTIVITY MEAN FOR YOU AS ADVERTISERS?
- 9. #WhatsComingNext • @eskimon • 9We Are Social THE DISRUPTION OF INTERRUPTION 1 DISRUPT THE BRIEF 2 DISRUPT THE STRATEGY 3 DISRUPT IDEATION 4 DISRUPT THE FULL MIX 5 FREE GIFT!
- 10. #WhatsComingNext • @eskimon • 10We Are Social #1 DISRUPT THE BRIEF
- 11. #WhatsComingNext • @eskimon • 11We Are Social MARKETING: THE PROFITABLE SATISFACTION OF PEOPLE’S WANTS, NEEDS AND DESIRES
- 12. #WhatsComingNext • @eskimon • 12We Are Social WHAT OTHER PEOPLE WANT WHAT THE BRAND WANTS BRAND SUCCESS
- 13. #WhatsComingNext • @eskimon • 13We Are Social !
- 14. #WhatsComingNext • @eskimon • 14We Are Social People don’t know what they want until you show it to them.“ ~ Steve Jobs
- 15. #WhatsComingNext • @eskimon • 15We Are Social !!
- 16. #WhatsComingNext • @eskimon • 16We Are Social WHAT OTHER PEOPLE WANT MOST MARKETERS STILL STRUGGLE TO UNDERSTAND WHAT PEOPLE WANT TOO
- 17. #WhatsComingNext • @eskimon • 17We Are Social UNTIL RECENTLY, FINDING THESE ‘INSIGHTS’ WAS A DIFFICULT AND EXPENSIVE PROCESS
- 18. #WhatsComingNext • @eskimon • 18We Are Social BUT WITH SOCIAL LISTENING, WE CAN FIND INSIGHTS WHENEVER WE NEED THEM
- 19. #WhatsComingNext • @eskimon • 19We Are Social INSIGHTFUL BRIEFS
- 20. #WhatsComingNext • @eskimon • 20We Are Social WHO IS THE AUDIENCE? ANALYSE SOCIAL CONVERSATIONS TO BUILD RICHER PROFILES
- 21. #WhatsComingNext • @eskimon • 21We Are Social WHAT WE CAN LEARN FROM PEOPLE’S CONVERSATIONS ABOUT THE BRAND, ITS BROADER WORLD, AND THEIR OWN LIVES WHAT THE PEOPLE JOINING THESE DISCUSSIONS SAY ABOUT THEMSELVES IN THEIR PUBLIC SOCIAL MEDIA PROFILES DISCUSSIONS DESCRIPTIONS UNDERSTANDING YOUR AUDIENCE &
- 22. #WhatsComingNext • @eskimon • 22We Are Social WHAT’S THE PROBLEM? TRACK COMPLAINTS IN SOCIAL TO IDENTIFY ISSUES TO ADDRESS
- 23. #WhatsComingNext • @eskimon • 23We Are Social WHAT’S THE BENEFIT? TRACK ORGANIC MENTIONS TO IDENTIFY WHAT PEOPLE LOVE
- 24. #WhatsComingNext • @eskimon • 24We Are Social WHEN IS THAT RELEVANT? TRACK MENTIONS TO IDENTIFY OPTIMUM TIMES AND CONTEXTS
- 25. #WhatsComingNext • @eskimon • 25We Are Social INSIGHTS CAN COME FROM THE MOST UNLIKELY OF PLACES, TOO
- 26. #WhatsComingNext • @eskimon • 26We Are Social Why would my brand use social media – isn’t it just photos of people’s lunch?“ ~ brand marketers, everywhere
- 27. #WhatsComingNext • @eskimon • 27We Are Social #FOOD
- 28. #WhatsComingNext • @eskimon • 28We Are Social 200,000,000IMAGES TAGGED WITH #FOOD ON INSTAGRAM ALONE
- 29. #WhatsComingNext • @eskimon • 29We Are Social WE TOOK A RANDOM SAMPLE OF PICTURES TAGGED WITH #FOOD FROM INSTAGRAM
- 30. #WhatsComingNext • @eskimon • 30We Are Social WITHIN THIS SAMPLE, THERE WERE THREE – QUITE DIFFERENT – PICTURES OF BURGERS
- 31. #WhatsComingNext • @eskimon • 31We Are Social A FEAST OF INSIGHTS What are they eating? Where are they eating it? Who are they eating it with? What time are they eating? How much do they pay for lunch? Is there a choice motivation (e.g. health)? What are they #tagging (emphasising)? Why are they sharing these photos?
- 32. #WhatsComingNext • @eskimon • 32We Are Social #LOVE
- 33. #WhatsComingNext • @eskimon • 33We Are Social 1,000,000,000IMAGES TAGGED WITH #LOVE ON INSTAGRAM ALONE
- 34. #WhatsComingNext • @eskimon • 34We Are Social 1 BILLION ORGANIC INSIGHTS TO HELP US UNDERSTAND WHAT OTHER PEOPLE WANT
- 35. #WhatsComingNext • @eskimon • 35We Are Social bit.ly/lovegram READ OUR ANALYSIS OF THESE 1 BILLION POSTS AND OUR ASSOCIATED INSIGHTS:
- 36. #WhatsComingNext • @eskimon • 36We Are Social DISRUPT THE BRIEF: USE SOCIAL INSIGHTS TO IDENTIFY & UNDERSTAND WHAT PEOPLE WANT
- 37. #WhatsComingNext • @eskimon • 37We Are Social BUT INSIGHTS ONLY HAVE VALUE IF WE HAVE A STRATEGY TO TAKE ADVANTAGE OF THEM
- 38. #WhatsComingNext • @eskimon • 38We Are Social #2 DISRUPT STRATEGY
- 39. #WhatsComingNext • @eskimon • 39We Are Social STRATEGY’S ROLE IS TO IDENTIFY THE MOST EFFECTIVE AND EFFICIENT PATH TO SUCCESS
- 40. #WhatsComingNext • @eskimon • 40We Are Social DOING THE RIGHT THINGS: MAXIMISING YOUR CHANCES OF ACHIEVING A DESIRED OUTCOME WITHIN A SPECIFIC TIMEFRAME DOING THINGS RIGHT: MINIMISING THE RESOURCES YOU CONSUME WHILST EXECUTING THE STRATEGY EFFECTIVENESS EFFICIENCY THE STRATEGIC BALANCING ACT VS
- 41. #WhatsComingNext • @eskimon • 41We Are Social HOWEVER, THE BROADCAST MODEL HAS DISTORTED OUR STRATEGIC FOCUS
- 42. #WhatsComingNext • @eskimon • 42We Are Social WE WORRY SO MUCH ABOUT MEDIA COSTS THAT EFFICIENCY DICTATES OUR STRATEGIES
- 43. #WhatsComingNext • @eskimon • 43We Are Social AS A RESULT, WE SEEM TO THINK HIGH REACH RESULTS IN SUCCESSFUL COMMUNICATION
- 44. #WhatsComingNext • @eskimon • 44We Are Social NO
- 45. #WhatsComingNext • @eskimon • 45We Are Social ATTENTION DOES NOT EQUATE TO INTENTION
- 46. #WhatsComingNext • @eskimon • 46We Are Social WE’RE MISTAKING MEDIA EFFICIENCY FOR COMMUNICATIONS EFFECTIVENESS
- 47. #WhatsComingNext • @eskimon • 47We Are Social BUT OUR TASK IS TO INFLUENCE & PERSUADE PEOPLE – NOT JUST TO SHOUT AT THEM
- 48. #WhatsComingNext • @eskimon • 48We Are Social WE MUST DISRUPT INTERRUPTIVE THINKING AND FOCUS ON WHAT REALLY MATTERS
- 49. #WhatsComingNext • @eskimon • 49We Are Social INTERRUPTING EYES & EARS INFLUENCING HEARTS & MINDS
- 50. #WhatsComingNext • @eskimon • 50We Are Social SO, HOW CAN BRAND COMMUNICATIONS DELIVER PERSUASION AND INFLUENCE?
- 51. #WhatsComingNext • @eskimon • 51We Are Social The English word communication comes from communicare, a Latin word meaning ‘to make common’. It describes the act of establishing a shared understanding or emotion.
- 52. #WhatsComingNext • @eskimon • 52We Are Social WHAT PEOPLE CURRENTLY THINK OR FEEL WHAT WE’D LIKE THEM TO THINK OR FEEL THE ROLE OF BRAND COMMUNICATION
- 53. #WhatsComingNext • @eskimon • 53We Are Social SOCIAL LISTENING CAN HELP US IDENTIFY THIS ‘UNDERSTANDING GAP’ AND ITS EVOLUTION
- 54. #WhatsComingNext • @eskimon • 54We Are Social EXAMPLE
- 55. #WhatsComingNext • @eskimon • 55We Are Social USE WORD CLOUDS AS SIMPLE ‘GAP MAPS’ TO UNDERSTAND BELIEFS AND EMOTIONS
- 56. #WhatsComingNext • @eskimon • 56We Are Social DO THESE WORDS REFLECT YOUR BRAND’S POSITIONING? WHICH WORDS ARE MISSING?
- 57. #WhatsComingNext • @eskimon • 57We Are Social DISRUPT STRATEGY: START WITH COMMS EFFECTIVENESS, NOT WITH MEDIA EFFICIENCY
- 58. #WhatsComingNext • @eskimon • 58We Are Social #3 DISRUPT IDEAS
- 59. #WhatsComingNext • @eskimon • 59We Are Social START THE IDEATION PROCESS BY FOCUSING ON WHAT YOU WANT TO ACHIEVE
- 60. #WhatsComingNext • @eskimon • 60We Are Social WHAT WILL YOU MAKE? WHAT WILL YOU MAKE HAPPEN? VS
- 61. #WhatsComingNext • @eskimon • 61We Are Social AN AUDIENCE-ORIENTED MODEL THAT FOCUSES ON WHAT YOU WANT PEOPLE TO THINK AND FEEL A BRAND-ORIENTED MODEL THAT FOCUSES ON THE CONTENT YOU’LL MAKE AND THE MEDIA YOU’LL BUY OUTCOMES OUTPUTS CHANGING OUR FOCUS VS
- 62. #WhatsComingNext • @eskimon • 62We Are Social The activities and experiences that bring your strategy to life in the most engaging and persuasive ways for the right people in the right places and at the right times.
- 63. #WhatsComingNext • @eskimon • 63We Are Social RIGHT PEOPLE
- 64. #WhatsComingNext • @eskimon • 64We Are Social EFFECTIVENESS QUESTION: WHO DO WE MOST NEED TO ENGAGE AND INFLUENCE?
- 65. #WhatsComingNext • @eskimon • 65We Are Social POTENTIAL CONSUMERS EXISTING CONSUMERS INTERNAL TEAMS POTENTIAL RECRUITS COMMERCIAL PARTNERS INVESTORS & SHAREHOLDERS JOURNALISTS & MEDIA INFLUENCERS & WATCHDOGS REGULATORS & INDUSTRY BODIES COMPETITORS & OTHER THREATS
- 66. #WhatsComingNext • @eskimon • 66We Are Social SOCIAL & DIGITAL TOOLS ENABLE US TO IDENTIFY & ENGAGE SPECIFIC INDIVIDUALS
- 67. #WhatsComingNext • @eskimon • 67We Are Social …BUT ALSO TO AMPLIFY THOSE INDIVIDUALS’ EXPERIENCES TO MUCH LARGER AUDIENCES
- 68. #WhatsComingNext • @eskimon • 69We Are Social TIP #1: AIM TO ENGAGE THE PEOPLE WHO MATTER MOST, NOT JUST THE MOST PEOPLE
- 69. #WhatsComingNext • @eskimon • 70We Are Social RIGHT PLACES & RIGHT TIMES
- 70. #WhatsComingNext • @eskimon • 71We Are Social EFFECTIVENESS QUESTION: WHERE & WHEN IS OUR STRATEGY MOST RELEVANT TO PEOPLE?
- 71. #WhatsComingNext • @eskimon • 72We Are Social DON’T START BY THINKING ABOUT MEDIA; START BY IDENTIFYING RELEVANT CONTEXTS
- 72. #WhatsComingNext • @eskimon • 73We Are Social TIMES AND PLACES IN WHICH YOUR STRATEGY HAS THE GREATEST RELEVANCE CHANNELS THROUGH WHICH YOU CAN REACH PEOPLE IN THOSE RELEVANT CONTEXTS CONTEXT MEDIA MEDIA IS JUST THE MESSENGER VS
- 73. #WhatsComingNext • @eskimon • 74We Are Social SOCIAL LISTENING CAN IDENTIFY HIGH-VALUE CONTEXTS & OPPORTUNITIES IN REAL-TIME
- 74. #WhatsComingNext • @eskimon • 75We Are Social …AND MOBILE HELPS US TO ENGAGE PEOPLE ANYWHERE, ANYTIME WITH RELEVANT VALUE
- 75. #WhatsComingNext • @eskimon • 76We Are Social TIP #2: AIM FOR INTERACTION VIA CONTEXT, INSTEAD OF THE INTERRUPTION OF CONTENT
- 76. #WhatsComingNext • @eskimon • 77We Are Social THE BEST EXPERIENCES
- 77. #WhatsComingNext • @eskimon • 78We Are Social EFFECTIVENESS QUESTION: WHAT’S THE BEST WAY TO ENGAGE PEOPLE IN THESE CONTEXTS?
- 78. #WhatsComingNext • @eskimon • 79We Are Social ADVERTISING ADDING VALUE VS
- 79. #WhatsComingNext • @eskimon • 80We Are Social TYPES OF COMMUNICATION VALUE FACTS AND NEWS THAT HELP PEOPLE MAKE BETTER DECISIONS RESOURCES THAT HELP PEOPLE TO ACQUIRE SKILLS & CAPABILITIES INFORMATION EDUCATION EXPERIENCES THAT INSPIRE & FUEL PEOPLE’S EMOTIONS ENTERTAINMENT ACTIVITIES & CONTENT THAT HELP ALLEVIATE NEGATIVE SITUATIONS DISTRACTION
- 80. #WhatsComingNext • @eskimon • 81We Are Social THIS IS WHERE CREATIVITY COMES IN, BUT SADLY I DON’T HAVE A FORMULA FOR THAT
- 81. #WhatsComingNext • @eskimon • 82We Are Social BUILDING CONTEXTUAL VALUE ALSO HELPS US TO USE FREQUENCY MORE EFFECTIVELY
- 82. #WhatsComingNext • @eskimon • 83We Are Social SERIAL KILLERS: BORING AUDIENCES WITH THE SAME AD 10 TIMES A DAY FOR 6 MONTHS SERIAL THRILLERS: ADDING NEW VALUE AT EVERY INTERACTION THROUGH EVOLVING STORIES REPETITIVE INTERRUPTIONS DISRUPTIVE ITERATIONS A NEW CONCEPT OF FREQUENCY
- 83. #WhatsComingNext • @eskimon • 84We Are Social
- 84. #WhatsComingNext • @eskimon • 85We Are Social INSPIRED THOUSANDS OF PEOPLE TO TWEET, INCREASING REACH AND ENGAGEMENT
- 85. #WhatsComingNext • @eskimon • 86We Are Social LOW INTERRUPTION (MEDIA) COST, BUT HIGH INTERACTION (ENGAGEMENT) VALUE
- 86. #WhatsComingNext • @eskimon • 87We Are Social SERVING MORE IMPRESSIONS MAKING MORE OF AN IMPRESSION VS
- 87. #WhatsComingNext • @eskimon • 88We Are Social TIP #3: IDENTIFY HOW TO ADD VALUE FOR THE AUDIENCE, NOT JUST FOR YOUR BRAND
- 88. #WhatsComingNext • @eskimon • 89We Are Social #BONUS DISRUPT THE WHOLE BRAND
- 89. #WhatsComingNext • @eskimon • 90We Are Social SOCIAL WON’T JUST DISRUPT ADVERTISING; IT WILL REDEFINE THE FULL MARKETING MIX
- 90. #WhatsComingNext • @eskimon • 91We Are Social PRODUCTS CUSTOMER SERVICE POS ACTIVITY ADVERTISINGPACKAGING RECRUITMENT
- 91. #WhatsComingNext • @eskimon • 92We Are Social EXPLORING THAT WOULD NEED A BIT MORE TIME THAN WE HAVE LEFT IN THIS SESSION…
- 92. #WhatsComingNext • @eskimon • 93We Are Social HOWEVER…
- 93. #WhatsComingNext • @eskimon • 94We Are Social FREE GIFT
- 94. #WhatsComingNext • @eskimon • 95We Are Social
- 95. #WhatsComingNext • @eskimon • 96We Are Social bit.ly/sbtfom
- 96. #WhatsComingNext • @eskimon • 97We Are Social HAVE A QUESTION ABOUT THIS PRESENTATION? TWEET ME: @ESKIMON
- 97. #WhatsComingNext • @eskimon • 98We Are Social CLICK HERE TO DOWNLOAD YOUR FREE COPY OF THIS GUIDE FROM SLIDESHARE CLICK HERE TO READ MORE OF OUR FREE GUIDES & REPORTS ON MARKETING IN SOCIAL DOWNLOAD READ MORE CLICK HERE TO SUBSCRIBE TO OUR MAILING LIST AND RECEIVE OUR LATEST GUIDES & REPORTS IN YOUR INBOX SUBSCRIBE
- 98. #WhatsComingNext • @eskimon • 99We Are Social WE ARE A GLOBAL AGENCY. WE DELIVER WORLD-CLASS CREATIVE IDEAS WITH FORWARD-THINKING BRANDS. WE BELIEVE IN PEOPLE, NOT PLATFORMS, AND THE POWER OF SOCIAL INSIGHT TO DRIVE BUSINESS VALUE. WE CALL THIS SOCIAL THINKING. WE’RE ALREADY HELPING MANY OF THE WORLD’S TOP BRANDS, INCLUDING ADIDAS, UNILEVER, DIAGEO, NESTLÉ, HEINZ, AND LVMH. IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU TOO, CALL US ON +65 6423 1051, OR EMAIL US AT SAYHELLO@WEARESOCIAL.SG. FIND OUT MORE AT WEARESOCIAL.SG.
- 99. #WhatsComingNext • @eskimon • 100We Are Social WE ARE SOCIAL SIMON KEMP, REGIONAL MANAGING PARTNER @ESKIMON SAYHELLO@WEARESOCIAL.SG +65 6423 1051 HTTP://WEARESOCIAL.SG