Here are all of the posts tagged ‘marketing’.
Over the past year, We Are Social has been partnering with the World Federation of Advertisers to identify the brands that marketers around the world respect the most.
We’ve asked hundreds of the world’s top practitioners for their thoughts via social media; from global creative directors and agency heads, to client-side CMOs and global brand directors.
During the course of these conversations, however, we realised that the same handful of brands came up again and again.
So what is it about brands like Red Bull, TOMS, and Dove that marketers all over the world respect so much, and what can we learn from their success?
1. Their value propositions extend beyond their products
When Felix Baumgartner jumped out of his space capsule high over the deserts of New Mexico, there wasn’t a can of Red Bull in sight.
Red Bull’s intention wasn’t merely to raise awareness; and 36 million people didn’t turn to YouTube to watch an ‘ad’.
Instead, the brand – with Felix’s help – set out to challenge the world’s perceptions of what’s humanly possible.
Similarly, when the brand teams up with people like Danny Macaskill to create amazing content, it doesn’t resort to mere ‘audience mirroring’ – the weak, “we like what you like, so buy our product” sort of approach.
Instead, Red Bull strives to produce content that people will go out of their way to engage with and share – an approach borne out by the 3.5 million subscribers on the brand’s Youtube channel.
Red Bull doesn’t just offer the world an energy drink; it inspires people everywhere to explore their own limits, and achieve something more.
2. They’re not just differentiated; they make a real difference
Many of the industry’s leading practitioners indicated a strong preference for brands with a ‘conscience’.
The most commonly cited example was TOMS, a brand whose core ‘one-for-one’ proposition ensures someone in the developing world benefits every time someone buys their products.
What’s most interesting is the way this brand proposition has allowed TOMS to transcend product categories.
The brand has extended beyond its initial one-for-one shoe program, where it donated a pair of shoes to a child in Argentina for every pair bought in stores, to offer sight-saving treatment for someone in the developing world for every pair of sunglasses sold.
The brand’s most recent development involves providing a week’s worth of clean drinking water for someone in Africa each time someone buys a pack of TOMS coffee:
TOMS doesn’t just sell products; it sells a promise – a promise that we can still indulge in little luxuries, safe in the knowledge that we’re also helping other people lead a better life.
Another brand that champions a cause is Goldieblox, who have set themselves the mission of encouraging more girls to consider careers in areas such as engineering.
As a result, the brand isn’t just making and selling great toys; it’s helping young girls to build a brighter future.
3. They don’t interrupt people; they involve them
Red Bull has championed a participative approach to its comms, with events like Flugtag now a regular fixture in the brand’s global approach:
More and more brands are using ‘crowdsourcing’ to influence product development too, with Dell’s ‘Ideastorm’, Starbucks’s ‘My Starbucks Idea’ and Lay’s ‘Do Us A Flavor’ all popular examples of activities that brought the audience into the heart of the brand.
Taken further, the power of involvement may mean that IKEA’s self-assembly model actually adds value, rather than acting as a potential barrier.
In the words of Dan Ariely, Daniel Mochon and Michael Norton,
Labour increases people’s valuation of products, not just for those who profess an interest in “do-it-yourself” projects, but even for those who are relatively uninterested. [from The IKEA Effect]
4. They engage our emotions
When it comes to specific communications activities, the industry’s leading practitioners repeatedly offered two recent examples of brands that have swapped eyeballs for heartstrings.
Recent iterations have moved from shock tactics to a more emotional style though, with the brand’s recent Real Beauty Sketches film playing more on empathy than outrage:
In a similar vein, P&G’s Thank You Mom films have moved audiences to tears with touching stories of Olympians’ growing pains:
These activities work because they resonate with audiences’ own experiences; they harness empathy to engage our emotions, ensuring a more profound and enduring connection.
That may seem like stating the obvious, but that’s what’s so interesting; most marketers seem to understand this logic, yet it’s strange how few of us actually take the time to understand our audiences well enough to be able to deliver such powerful, empathetic marketing.
5. They help people to help themselves
Google’s Michael Burke asserts that “learning something is the top motivator when it comes to driving engagement,” and this is borne out in many of the examples of great marketing that people shared with us.
By providing SMEs with advice, support, and a network of peers, AmEx has moved from being a mere payments facilitator to an added-value business partner.
In addition to organising widely-publicised events like Small Business Saturday, AmEx also offers small businesses advice on areas such as how to manage a Facebook page (complete with $100 of free Facebook adverts), how to construct compelling customer offers, and provides attractive POS materials and promotional assets.
The practitioners we spoke with also cited examples like Hubspot, a marketing services brand that provides a wealth of free materials to help marketers adopt and optimise an inbound marketing strategy.
A common thread
If you’re looking for the one thing that connects these themes though, it’s quite simple: do something that people care about, and there’s a higher likelihood they’ll care about you.
This is the first in a series of posts in collaboration with the World Federation of Advertisers. Find out more about this work and the WFA at the Project Reconnect website.
For the past few decades, marketing has been dominated by a mass-media paradigm.
During that time, we’ve defined the ‘best’ marketing as that which makes the most efficient use of broadcast media, and as a result, we’ve spent decades perfecting an approach that’s all about reducing the cost of interrupting people.
The result is communications that have been distilled down to their lowest common denominators: a selection of sound bites designed to be shared as succinctly as possible across a range of media, repeated again and again in the hopes of eliciting a pavlovian response that will deliver optimum scores in campaign tracking.
But this paradigm is broken.
We’ve become obsessed with media efficiency, and as a result, we’ve lost sight of what effective communications look like.
[As an aside, effectiveness is about doing the right thing, while efficiency is about doing that thing right]
Back To Basics
The very roots of the word ‘communication’ highlight where we’ve been going wrong.
The English word stems from ‘communicare’, a Latin verb meaning ‘to share’.
Critically, therefore, real communication is about creating shared understanding.
So, at its essence, communication isn’t really about what you say; rather, it’s about what other people understand.
However, as part of marketing’s relentless drive to maximise media efficiency, we’ve become overly fixated on ‘the message’ (i.e. what we want to say), and consequently, we’re missing the huge opportunities that come with building a better, shared understanding of our brands and their offerings.
In Context: Brands As Social Entities
But in order to build a better, shared understanding, we need to get a better understanding of our audiences’ motivations, and the dynamics that drive our exchanges with them.
We’ve already explored motivations in a previous post in this series that covered the evolution from ads to added value.
However, in order for brands to achieve their full potential, they also need to integrate more actively into the social dynamics that define the contexts in which they come to life.
Sadly, many brands still behave like newborn children: entirely egocentric, and almost totally oblivious to the needs of others.
However, studies have found that the traits we find most appealing in other people are those that are socially oriented (more on that here).
Interestingly, these appealing human traits are the same as those that define great brands:
Popularity is more pull than push, and trying to become popular through hollow flattery and false mirroring is unsustainable. Impressing people is much easier if you lead by example instead of screaming for attention. As a result, it’s far better to champion the cause than it is to ride the bandwagon.
People appreciate a good listener, so don’t talk about yourself all the time. Take time to hear what your audience wants to say to you, and not just to work out what you want to say to them. Embrace the everyday people as well as the celebrities.
If you want to build trust, give before you take. What does your audience want, need and desire? How can you help them achieve it through your communications alone?
Stay true to your ideals, but don’t force them upon other people. Strength, honesty, humility and kindness are far more valuable brand values than ‘dynamic’ or ‘cool’.
Conversations are as much about the social discourse as they are about the sharing of information. Avoid an over-reliance on monologue and one-line statements, and engage in dialogue as much to reinforce bonds as to establish new relationships. Treat others as you’d hope to be treated yourself, and always be ready with the proverbial olive branch.
For brands, this last point – Be Social – is perhaps the most important when it comes to building enduring success.
Of course, as a conversation agency, we’re biased here, but our positioning isn’t an accident; here at We Are Social, we genuinely believe that there’s far more value in dialogue than there is in the broadcast paradigm of a repetitive monologue.
But how do brands ‘grow up’, and evolve from their current communications infancy to become more socially engaged entities?
The Art Of Conversation
To start with, it’s important to remember that you can’t ‘win’ a conversation. Conversations should be about a mutual exchange of value; if you’re trying to win, that’s an argument.
A significant part of this mutual exchange of value is the opportunity to deepen bonds and strengthen relationships, at the same time as sharing information or knowledge.
This is one area where marketers often fall down: in our arrogance, we believe we have more to teach audiences about our brands and offerings than we might learn from our audiences in return.
However, it’s only the brand that exists in our audiences’ heads and hearts that has any value.
To this point, there’s a wonderful post on Wikihow entitled “How To Stop Talking About Yourself” – it’s a fascinating read, and offers this wonderful piece of advice that brands everywhere should heed:
Respond to questions without turning the focus onto you. When asked, “Did you see Survivor last night?”,
[Avoid:] “Yes! I never miss an episode; in fact my husband and I watch Survivor, American Idol, and Dancing with the Stars. Did you see how well Kristen danced last night?” You answered the question, but redirected the focus onto you.
[Try:] “I missed it; was it good?” Simply answer the question they asked you, and give them a chance to talk with you. After all, they like the show, and it was their topic.
In other words, making people feel like they’re an important part of your brand’s world, and welcoming them into your communications, are both huge opportunities to improve success.
Of course, for most brands, it’s still financially infeasible to have one-to-one conversations with every individual member of the audience, but channels like social media make such interactions much easier than they were when we only had broadcast channels to choose from.
Having said that, taking advantage of ‘conversational’ channels involves a very different approach to the lowest-common-denominator approach we’ve become used to.
Change Is Coming
It’s becoming increasingly clear that Big Advertising Ideas are not as relevant to social communications as they are to TV.
A single-minded comms approach may be the key to driving media efficiency, but it only works effectively if we get it right first time, and the reality is that most people’s brains work in slightly different ways.
This isn’t a new assertion of course; the wonderful Mark Earls has been challenging it for a number of years now:
One of the reasons why this approach is rarely the best option is because lowest-common-denominator messaging rarely delivers the highest possible value.
The challenge is that single-minded communications are only designed to convey that single message, and that’s only truly efficient if conveying that single message successfully establishes the desired understanding across the whole audience.
Conversely, in order to maximise effectiveness, we may need to convey our ‘message’ in a variety of different ways over time, and to different groups of people, before we can establish a sufficient level of shared understanding across the whole audience.
That wasn’t often an option in an expensive, TV-dominated world, but our media mix options have evolved.
It’s time to rethink our commandments.
Enter The Leitmotif
In musical theory, a leitmotif is:
“a musical term referring to a short, constantly recurring musical phrase, associated with a particular person, place, or idea… In particular, [it] should be clearly identified so as to retain its identity if modified on subsequent appearances, [but] it is transformable and recurs in different guises throughout the piece in which it occurs.”
If that all sounds a bit complex, this Star Wars explanation nails the concept beautifully:
“Each important idea [and character] in Star Wars has its own leitmotif. At the beginning of A New Hope, Luke watches the suns set, wondering what his destiny in the world could be. His leitmotif [or 'Luke's Theme', if you will], is played wistfully and slowly to reinforce this idea. Later, when he is in the midst of rescuing Leia, his theme is stronger, more percussive, and rhythmic. Essentially, the same notes are being played, but the style with which they are played makes all the difference in the tone of the scene.”
Critically, a leitmotif does not represent the constant repetition that defines music like techno (and broadcast advertising); it’s about a theme that changes and evolves over time to add new value or meaning.
Adopting such a ‘communications leitmotif’ may hold the key to more effective marketing within the reality of today’s multi-channel media mix: rather than relying on repetition of the same message over and over again, marketers can adopt a broader, richer ‘communications agenda‘ which enables them to use a variety of activities to build towards success in different ways over time, engaging more of the audience in more meaningful ways, and ensuring a greater chance of success.
Evolving The Story: From Theory To Practice
There are a variety of different ways to bring a strategic leitmotif to life – here are some we’d advocate:
The Dandelion Approach
As Cory Doctorow asserted in this seminal post from a few years back, the dandelion doesn’t put all its eggs (or seeds) in one basket. Rather than investing all its efforts in nurturing a single offspring, the dandelion spreads as many seeds as possible in the hopes that at least some will fall on fertile ground. This is not about random dissemination though; despite slight variations in each seed, every one contains the DNA of its parent plants, and each one is designed to travel as far as possible. Critically, though, the ‘costs’ associated with producing each different seed are low enough that individual failures are not an issue.
The Tapas Approach
Meals comprising many small, shared dishes are popular all over the world, from Tapas in Spain to Dim Sum in the Orient. Each individual dish can be quite different, but they all ladder up to an overall meal ‘experience’ which is both reliable and enjoyable, even if not every dish is to everyone’s taste. This approach can work well for communications too: by harnessing a variety of smaller, disparate creative executions across a number of different channels, brands have a greater chance of delivering something that resonates with the different members of the audience, and shares the necessary understanding.
The Kaizen Approach
Kaizen is a Japanese term meaning “change for the better“, and is a central part of a continuous improvement approach. The same concept lies at the heart of effective conversations too: each time a participant in the discussion shares new insights or information, the other participants can refine or modify their opinions or approach, in order to reach an optimum, collective understanding. The Kaizen approach is a bit more direct than the previous two, but it has a clear role to play in a variety of brand situations, particularly where the topic is more complex, or where rational motivations dominate.
There will be many more ways to bring such an ‘evolving theme’ approach to life, but the ones that will win through will be those that deliver a new kind of efficiency: the ability to identify when the necessary understanding has been shared with relevant audiences, and when investments can move to a new communications task.
In order to achieve this efficiency, however, marketers will need to get much better at listening to – and measuring – audience response and reaction, and using these to refine and evolve their communications approach.
We’ll cover these Active Listening techniques in the next post in this Social Brands series.
The most successful brands don’t just predict the future; they define the future on their own terms.
To that end, we’ve developed Social Brands & The Future Of Marketing – a series of provocations designed to help you shape your brand’s vision of the future, and to start bringing that vision to life today.
We’ll be sharing all 8 provocations on the We Are Social blog over the next few days, and we’re kicking things off today with a contention that addresses one of the thorniest questions when it comes to social media: “How do we deliver real ROI”?
Social Equity Drives Brand Equity
As we’ve highlighted before, the key to delivering meaningful ROMI is to set clear business objectives at the outset, and to make sure that everything the brand does is focused on delivering those objectives.
However, many brands are still stuck in short-term, cyclical marketing. For reasons often beyond our control, marketers are still overly focused on this quarter’s results, and as a result we often miss the wood for the trees when it comes to social ROI.
The reality about relationships is that they take time to deliver their full potential.
However, once relationships reach this potential, the returns keep coming; ‘returns on relationships’ aren’t a one-time result.
So how do we build these meaningiful relationships?
The secret lies in understanding why people choose to talk about brands.
The Sociology Of Choice
The observation that people are highly social creatures is hardly a revelation, but it’s important to remember that people don’t make personal choices in isolation.
Indeed, many of the choices we make are influenced by our expectation of the reactions those choices will elicit from those around us.
The more confident we are that these expectations will be met, the greater our level of conviction when it comes to those choices.
As a result, the conversations we have with other people are one of the most important determinants of our brand choices.
Conversation Drives Compensation
Again, that’s hardly a revelation. However, many brands appear to be missing its commercial significance.
The reality is that brands which succeed in inspiring more favourable conversation are the ones that will succeed in building the greatest propensity for trial, and that are best placed to form lasting relationships with their audiences and consumers.
Therefore, more favourable conversations drive a more favourable financial outcome.
Critically, though, it’s the conversations between people that matter most, and not necessarily the conversations that those people are having directly with the brand.
Similarly, the conversation doesn’t have to start in social media for it to have value; everything the brand does – from packaging to advertising, and from customer service to recruitment – should be designed to maximise the greatest volume of peer-to-peer conversation.
Brands Worth Talking About
The implications of this are huge; for example, when it comes to a ‘content’ strategy, we shouldn’t start with the usual suspects like video or ‘fill-in-the-blanks’ status updates.
More importantly, we need to stop relying on conversations about content, and look at content as a means of inspiring and fuelling the conversations that really matter.
This means re-thinking our approach to brand communications.
Talk Is Cheap, But Conversations Have Value
We need to start by identifying what we want these brand conversation to be about, and then work out the most engaging and motivating ways of inspiring conversation.
That inspiration can come in many, many forms, and only a small number of them need to start in social media.
However, before you make any investments, be very clear about why the audience might want to be a part of this conversation.
Be honest with yourself – will they actually care? Is it really worth talking about?
ROI = “Return On Interest”
The good news is that getting this right has huge financial potential; a brand worth talking about is a brand that people are willing to pay more for.
In order to take advantage of this potential value, spend more time working out how your brand can become a relevant ‘social entity’.
Ultimately, building your social equity will help you to build your financial equity.
Want to join the conversation? We’d love to hear your thoughts and reactions, so why not share them in the comments. In the next post in this series, we’ll explore the importance of building communities instead of buying audiences.
Over the past few months, we’ve been spending lots of time with senior marketers from some of the world’s biggest companies, and our conversations have culminated in a robust and actionable framework that enables brands to seize the opportunities presented by Social Media.
Today, we’re delighted to share the core of this new framework with you too.
It builds on our hugely popular Making Friends & Influencing People guide, which sets out We Are Social’s principles for effective and efficient Social Media Marketing.
As you’ll see in the full ‘Sharing Is Caring’ deck (above), this framework brings together a wealth of stimuli to help you start planning your own social media strategy, including:
- Best-in class case studies
- We Are Social’s core social media marketing principles
- Our powerful 8-Step Process
- Links to a variety of other resources that will help you maintain momentum and start bringing plans to life.
To give you a flavour of our thinking though, here’s an overview of our core principles:
Before you do anything, set your business objective: what do social media need to do? Only when you’ve answered this question should you start to plan your actual approach, as that approach needs to be tailored to deliver these specific results.
1. Start with people, not technology
At its heart, Social Media is a human discipline, not a digital one, and the most powerful social strategies start with the needs of your audience rather than technological platforms and digital novelty.
2. Build conversations, not campaigns
Broadcast comms do a great job of introducing brands through the marketing equivalent of a pick-up line. However, it’s difficult to build enduring relationships through one-liners and tag-lines alone. Instead, use social media to build the everyday conversations that deepen bonds with your audience and help to foster a real sense of brand affinity.
3. Use content as a means, not an end
As Cory Doctorow says, “Conversation is king; content is just something to talk about.” It’s true that content is always vital to a conversation strategy, but it’s what people do next, as a result of consuming that content, that ultimately delivers brand value.
4. Add value to the audience’s life
Spamming people with endless updates about your products through social media is the marketing equivalent of going on a date and only talking about yourself, and is unlikely to produce the desired results. You need to add value to the audience before you can add value to the brand.
5. Listening is the new shouting
The real value in a conversation lies in the listening. The good news is that people share a huge amount of honest and spontaneous information via social media, and there are a variety of tools available that enable marketers to listen to these public conversations and so learn how to deliver better value to their audiences.
6. Spread the love
Building a great social media presence doesn’t guarantee that people will come. Like all the best parties, you need to invite people to join in, and to keep the vibe alive once they’ve arrived. Advertising can help build this momentum, but engaging influencers and inspiring them to engage others is often more effective and more efficient.
7. Always be prepared
Murphy reminds us that if anything can go wrong, it probably will do sooner or later. Social media is a highly public environment, and things can go wrong. However, preparing a 3As plan – Alert, Assess, Act – can mitigate risks and ensure problems (and opportunities) are dealt with in the most effective way possible:
- Alert: set up tools and processes that raise the alarm if certain things happen.
- Assess: have a process in place that ensures the right people can determine the scale of the issue at hand, and what needs to be done about it, by whom, and when.
- Act: define clear roles and responsibilities so that everyone understands their role and can get moving quickly.
8. Measure your progress
If you can’t prove the ROI of social media activities, you probably need to rethink your approach. However, ROI isn’t just about sales and revenue, because everyone in the business ultimately contributes to those. When it comes to social media measurement, the important thing is to focus on your objectives, and track how social media is contributing to achieving them.
9. Optimise as you go
Social media are not a ‘set-and-forget’ environment; the opportunities for constant feedback and effective test-and-learn approaches mean that marketers can optimise their approach with every single activity, post and comment.
10. Make a commitment
When it comes to success in social media, The Supremes had it sussed as far back as 1966: “You can’t hurry love.” Meaningful relationships always take time to build, and the same is true in social media. Marketers need to make a concerted investment of time, effort and financial resource, but doing so strategically can deliver considerable returns on those investments.
As you may realise as you go though the deck above, the Sharing Is Caring approach is designed to prompt more questions than it answers, but does so from the perspective of ensuring that senior marketers understand which questions and processes can help them to build social media plans that actively contribute to their brands’ bottom line.
Critically, the framework delivers its greatest value when we share it in a truly interactive setting, so if you’d like to experience its full power for yourself and see how it can work for your brand, we’d be delighted to come in and present it to you and your teams; simply email us via firstname.lastname@example.org with some background to your brand and the opportunities and challenges you’d like to explore, and we can take the conversation from there.
Are you a spontaneous type who thrives on adventure and new experiences? A self-confessed social media addict who loves taking and sharing photos too? Well, you’d better listen up!
Volvic are on the hunt to find top-class, naturally bursting with life Content Creators to form part of Team Volcanicity 2013.
As you may have read in Marketing, we’ve recently launched a facebook app for Volvic UK which allows fans to apply to become part of the 2013 team who’ll be responsible for bringing ‘moments of Volcanicity’ to the masses, by capturing photos and sharing the scoop from festivals, gigs and trips up and down the country live on the Volvic UK facebook wall.
Those lucky enough to be selected will be supplied with a state-of-the-art camera plus funding towards adventures, or, exclusive access to some of the hottest gigs and events of the year.
To enter, fans simply have to upload a photo which expresses their Volcanicity along with a short description of what their idea of the best 2013 ever would be.
Entries are being accepted up until midnight on Friday 8th February (so if this is your thing, there’s still time to enter!).
In order to drive as much reach and engagement of the campaign as possible, Volvic are asking facebook fans to vote on their favourite competition entries. Those who vote will be entered into a weekly prize draw to win a Red Letter Day voucher so that they can choose an awesome Volcanicity experience of their choice.
Voting closes at midnight on Thursday 14th February and the top 5 entrants with the highest number of votes will be fast tracked to the next stage in the selection process, by-passing the judges. The remaining finalists will be selected based on the amount of Volcanicity expressed in their entry photo, in addition to whether the description of what their idea of the best 2013 is catches the panel’s attention.
One of the challenges which was put to us before launching this campaign was to make sure we help Volvic’s facebook fans to understand what ‘Volcanicity’ actually is…and because we love a challenge, we gladly accepted it. The output? Well, from the beginning of this year, not only did we ensure the facebook content was actively engaging fans with light-hearted ‘Volcanicity’ related games and updates, but we also reached out and secured 3 influential bloggers, who already demonstrate Volcanicity on their blogs, to introduce to the Facebook community as Team Volcanicity’s Founding Members.
We’ve already started sending our Team Volcanicity Founding Members on trips and adventures to capture content to share on the Volvic UK facebook page. We’ve been posting their content daily to firstly build buzz around the types of activities and events fans could take part in if they’re selected as part of the final team and, secondly, to demonstrate the sort of content we’re looking for from our entrants.
The quality of the entries so far have been really promising – there are definitely people out there who are already capturing moments of Volcanicity as part of their every day life, and it’s these people who are likely to be winning their ticket to the next round in the selection process.
What’s really exciting about all of this, is that finding the team is just the beginning for Volvic. The big idea behind the campaign is to be one of the first brands to put the Facebook content in the hands of the fans.
As we know, Facebook is pushing brands to deliver content that’s as relevant as the status updates we see from our friends. Ultimately, Team Volcanicity will become the page’s Community Managers, so that the content which is posted is much more likely to resonate with their peers and drive engagement.
The launch of the Team Volcanicity campaign has been a great kick-start to the year for Volvic – be sure to check out the Volvic UK page over the next few weeks to see who makes it into the final Team and follow their adventures as they bring Volcanicity to the masses.