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@WFAReconnect • @wearesocialsg • 1WFA • We Are Social
MARKETING IN THE
CONNECTED AGE
SIMON KEMP • WFA • WE ARE SOCIAL • #PROJECTRECONNECT
SUCCEEDING IN A DIGITAL WORLD WITH A NEW MARKETING MIX
we
are
social
@WFAReconnect • @wearesocialsg • 2WFA • We Are Social
@WFAReconnect • @wearesocialsg • 3WFA • We Are Social
~ Will Gilroy, World Federation of Advertisers!
“
ABOUT PROJECT RECONNECT!
Project Reconnect is an initiative led
by the WFA to listen to what people
really want from brands and marketing.
We hope it gives marketers practical
guidance to help ensure their behaviours
reflect what people want and expect.
FIND OUT MORE: PROJECT-RECONNECT.COM
@WFAReconnect • @wearesocialsg • 4WFA • We Are Social
@WFAReconnect • @wearesocialsg • 5WFA • We Are Social
WHAT WILL DEFINE BEST-PRACTICE
MARKETING IN THE FUTURE?
?
@WFAReconnect • @wearesocialsg • 6WFA • We Are Social
WE ASKED INDUSTRY INFLUENCERS AND
THEIR NETWORKS VIA SOCIAL MEDIA
@WFAReconnect • @wearesocialsg • 7WFA • We Are Social
ALL INPUTS WERE CONTRIBUTED BY
THE GLOBAL MARKETING COMMUNITY
@WFAReconnect • @wearesocialsg • 8WFA • We Are Social
@WFAReconnect • @wearesocialsg • 9WFA • We Are Social
RECURRING THEMES: THE 3 NEW PS
DON’T JUST MAKE
BETTER THINGS;
MAKE THINGS BETTER
USE YOUR BRAND’S
VALUES TO DELIVER
MEANINGFUL VALUE
PURPOSE PRINCIPLES
DON’T INTERRUPT
PEOPLE; ENGAGE
AND INVOLVE THEM
PARTICIPATION
@WFAReconnect • @wearesocialsg • 10WFA • We Are Social
#1A PURPOSE
A PRODUCT
IS MORE COMPELLING THAN!
@WFAReconnect • @wearesocialsg • 11WFA • We Are Social
It’s difficult to
differentiate a product
on a utilitarian basis in
a saturated market.
Steven Tannanson • @StevenTannanson
“
@WFAReconnect • @wearesocialsg • 12WFA • We Are Social
PRODUCT DIFFERENTIATION ALONE NO
LONGER OFFERS SUSTAINABLE ADVANTAGE
@WFAReconnect • @wearesocialsg • 13WFA • We Are Social
Today’s brands can’t
just sell ‘things’. They must
stand for something more.
Peter Firth • @PJFirth
“
@WFAReconnect • @wearesocialsg • 14WFA • We Are Social
TO SUCCEED IN THE FUTURE, BRANDS NEED
TO ENGAGE PEOPLE’S HEADS AND HEARTS
@WFAReconnect • @wearesocialsg • 15WFA • We Are Social
Value is not locked inside the
product. If you define yourself
by the product you make, you
limit your purpose. Your purpose
should be about maximising
the value for the customer.
Jakob Widerberg • @jwiderberg
“
@WFAReconnect • @wearesocialsg • 16WFA • We Are Social
WE NEED TO MOVE FROM A PRODUCT
PROPOSITION TO A BRAND PURPOSE
@WFAReconnect • @wearesocialsg • 17WFA • We Are Social
MAKE THINGS
BETTER
MAKE BETTER
THINGS
VS
@WFAReconnect • @wearesocialsg • 18WFA • We Are Social
Consumers in countries
where consumerism is
advanced are craving
alternatives that make
them feel good.
David Armano • @armano
“
@WFAReconnect • @wearesocialsg • 19WFA • We Are Social
SOME BRANDS WITH A HIGHER PURPOSE
AGAINST ANIMAL
TESTING
A CLEANER
HOME AND A
CLEANER WORLD
THE BODY
SHOP
SEVENTH
GENERATION
ENVIRONMENTAL
AND SOCIETAL
RESPONSIBILITY
PATAGONIA
ONE-FOR-ONE
TOMS
@WFAReconnect • @wearesocialsg • 20WFA • We Are Social
WHEN MANAGED EFFECTIVELY, A BRAND’S
PURPOSE CAN TRANSCEND CATEGORIES
@WFAReconnect • @wearesocialsg • 21WFA • We Are Social
HOWEVER, A BRAND’S PURPOSE DOESN’T
NEED TO BE ABOUT SAVING THE WORLD
@WFAReconnect • @wearesocialsg • 22WFA • We Are Social
RED BULL: REDEFINING THE LIMITS
OF PERCEIVED HUMAN POTENTIAL
@WFAReconnect • @wearesocialsg • 23WFA • We Are Social
GOLDIEBLOX: INSPIRING GIRLS
TO EXPLORE BROADER HORIZONS
@WFAReconnect • @wearesocialsg • 24WFA • We Are Social
#2
BRAND VALUES
PRODUCT VALUE
ARE MORE COMPELLING THAN!
@WFAReconnect • @wearesocialsg • 25WFA • We Are Social
PEOPLE CONSISTENTLY CITE AUTHENTICITY
AS A CORE ELEMENT OF GREAT MARKETING
@WFAReconnect • @wearesocialsg • 26WFA • We Are Social
SOME VALUES-BASED BRANDS
INNOCENT
DRINKS
HONEST
TEA
BUFFER
BEN &
JERRY’S
@WFAReconnect • @wearesocialsg • 27WFA • We Are Social
MEANWHILE, MOST COMPLAINTS IN SOCIAL
MEDIA RELATE TO MISLEADING CLAIMS
@WFAReconnect • @wearesocialsg • 28WFA • We Are Social
PEOPLE AREN’T FOOLS; THEY SEE THROUGH
BRAND BRAVADO AND PROPAGANDA
@WFAReconnect • @wearesocialsg • 29WFA • We Are Social
I am convinced that
[brands] who keep to
their promises and avoid
“marketing bullshit” are
gaining preference.
Lydia van den Brink • @lydiaseabird
“
@WFAReconnect • @wearesocialsg • 30WFA • We Are Social
WHEN THE EMPEROR IS NAKED, IT DOESN’T
TAKE LONG FOR THE NEWS TO SPREAD
@WFAReconnect • @wearesocialsg • 31WFA • We Are Social
HOWEVER, IT SEEMS NO-ONE EXPECTS
BRANDS TO BE PERFECT ALL THE TIME
@WFAReconnect • @wearesocialsg • 32WFA • We Are Social
PEOPLE SEEM WILLING TO FORGIVE
BRANDS WHO ADMIT THEIR MISTAKES
@WFAReconnect • @wearesocialsg • 33WFA • We Are Social
Johnson & Johnson’s
Tylenol recall was
transparent, and that
boosted confidence.
Jiunn Ngee • @watthesuck
“
@WFAReconnect • @wearesocialsg • 34WFA • We Are Social
THE WAY A BRAND DEALS WITH ITS ISSUES IS
MORE IMPORTANT THAN THE ACTUAL ISSUES
@WFAReconnect • @wearesocialsg • 35WFA • We Are Social
Transparency is most
critical, and has most
leverage – positive or
negative – at crisis points.
MFG • @mfg_i
“
@WFAReconnect • @wearesocialsg • 36WFA • We Are Social
CONSEQUENTLY, WHAT THE BRAND DOES IS
FAR MORE IMPORTANT THAN WHAT IT SAYS
@WFAReconnect • @wearesocialsg • 37WFA • We Are Social
[Great marketing] is
embodied in actions,
beyond statements.
Doing it, not just saying it.
Jakob Widerberg • @jwiderberg
“
@WFAReconnect • @wearesocialsg • 38WFA • We Are Social
THAT MAY SEEM OBVIOUS, BUT TOO MANY
BRANDS PRIORITISE CLAIMS OVER ACTION
@WFAReconnect • @wearesocialsg • 39WFA • We Are Social
Brands tend to ignore
what’s obvious and
authentic, [and instead
go for] what’s cool.
Wong Yi Wei • @lackadaisygirl
“
@WFAReconnect • @wearesocialsg • 40WFA • We Are Social
SO HOW DO PEOPLE
EXPECT BRANDS TO ACT?
?
@WFAReconnect • @wearesocialsg • 41WFA • We Are Social
The best advertising
appeals to people’s
emotions and values.
Steven Tannason • @StevenTannason
“
@WFAReconnect • @wearesocialsg • 42WFA • We Are Social
THERE ARE MANY SIMILARITIES TO THE
TRAITS THAT DEFINE POPULAR PEOPLE
@WFAReconnect • @wearesocialsg • 43WFA • We Are Social
WE’VE ALREADY SEEN THE VALUE OF
TRANSPARENCY, SINCERITY AND INTEGRITY
@WFAReconnect • @wearesocialsg • 44WFA • We Are Social
HUMOUR: WE’RE HAPPY TO GIVE OUR
ATTENTION TO BRANDS THAT ENTERTAIN US
@WFAReconnect • @wearesocialsg • 45WFA • We Are Social
GENEROSITY: THE WILLINGNESS TO GIVE
BEFORE ASKING SOMETHING IN RETURN
@WFAReconnect • @wearesocialsg • 46WFA • We Are Social
Learning something
is the top motivator for
driving engagement.
Google
“
@WFAReconnect • @wearesocialsg • 47WFA • We Are Social
The depth of knowledge
that HubSpot shares
through their blog posts
adds a lot of value to me.
Arif Khan • @arifkhan7
“
@WFAReconnect • @wearesocialsg • 48WFA • We Are Social
@WFAReconnect • @wearesocialsg • 49WFA • We Are Social
EMPATHY: THE ABILITY TO CONNECT WITH
REAL PEOPLE AND ‘BEHAVE LIKE ONE OF US’
@WFAReconnect • @wearesocialsg • 50WFA • We Are Social
BRAND BELIEFS ESTABLISH MORE ENDURING
DIFFERENTIATION THAN PRODUCT BENEFITS
VS
@WFAReconnect • @wearesocialsg • 51WFA • We Are Social
#3
PARTICIPATION
PROMOTION
IS MORE EFFECTIVE THAN!
@WFAReconnect • @wearesocialsg • 52WFA • We Are Social
TOO MUCH OF TODAY’S MARKETING IS
ABOUT GRABBING PEOPLE’S ATTENTION
@WFAReconnect • @wearesocialsg • 53WFA • We Are Social
BUT WE’RE CONFUSING ATTENTION WITH
ATTRACTION – “I’M AWARE” vs “I CARE”
VS
@WFAReconnect • @wearesocialsg • 54WFA • We Are Social
MARKETING’S TASK IS TO ENGAGE PEOPLE
WITH THE BRAND, NOT JUST ITS COMMS
@WFAReconnect • @wearesocialsg • 55WFA • We Are Social
The brand’s role is no
longer just to broadcast,
but to listen, participate
and inspire actions.
Juliet Chen • @julietchen
“
@WFAReconnect • @wearesocialsg • 56WFA • We Are Social
WE NEED TO THINK OF PEOPLE AS PART OF
OUR BRANDS, NOT AS OUR ‘CONSUMERS’
@WFAReconnect • @wearesocialsg • 57WFA • We Are Social
It’s all about making
people feel cherished –
establishing deeper, more
meaningful relationships.
Kelvin Ang • @9VARZ
“
@WFAReconnect • @wearesocialsg • 58WFA • We Are Social
MARKETING SHOULD CO-CREATE
MUTUAL VALUE, NOT SIMPLY SELL STUFF
@WFAReconnect • @wearesocialsg • 59WFA • We Are Social
I’ve always sought
ideas that are inclusive.
Sir John Hegarty
“
@WFAReconnect • @wearesocialsg • 60WFA • We Are Social
EXAMPLES OF INCLUSIVE MARKETING
IDEASTORM MY STARBUCKS IDEA
DELL STARBUCKS
DO US A FLAVOUR
LAY’S
@WFAReconnect • @wearesocialsg • 61WFA • We Are Social
PEOPLE ARE MORE ENGAGED WHEN
THEY’RE ACTIVELY INVOLVED IN CREATION
@WFAReconnect • @wearesocialsg • 62WFA • We Are Social
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.
Dan Ariely, “The IKEA Effect”
“
@WFAReconnect • @wearesocialsg • 63WFA • We Are Social
WE CAN NOW EVEN CO-OPT CONSUMERS
IN A BRAND’S VERY BIRTH AND INCEPTION
@WFAReconnect • @wearesocialsg • 64WFA • We Are Social
CROWDFUNDING A BRAND’S INCEPTION
KICKSTARTER INDIEGOGO
@WFAReconnect • @wearesocialsg • 65WFA • We Are Social
MAKE THINGS
PEOPLE WANT
MAKE PEOPLE
WANT THINGS
VS
John Willshire • @willsh!
@WFAReconnect • @wearesocialsg • 66WFA • We Are Social
DEMOCRATIC BRANDS: OF THE PEOPLE,
BY THE PEOPLE, FOR THE PEOPLE
@WFAReconnect • @wearesocialsg • 67WFA • We Are Social
CONCLUSION
@WFAReconnect • @wearesocialsg • 68WFA • We Are Social
[great marketing] is
genuine, people-centric,
and showcases an actionable
cause by the company.
Geoffrey Yeow • @geoffyeow
“
@WFAReconnect • @wearesocialsg • 69WFA • We Are Social
ACTIONS FOR BETTER MARKETING
DON’T JUST MAKE
BETTER THINGS;
MAKE THINGS BETTER
USE YOUR BRAND’S
VALUES TO DELIVER
MEANINGFUL VALUE
PURPOSE PRINCIPLES
DON’T INTERRUPT
PEOPLE; ENGAGE
AND INVOLVE THEM
PARTICIPATION
@WFAReconnect • @wearesocialsg • 70WFA • We Are Social
WHAT DO YOU THINK DEFINES BEST PRACTICE
MARKETING IN TODAY’S CONNECTED WORLD?
@WFAReconnect • @wearesocialsg • 71WFA • We Are Social
#PROJECTRECONNECT
@WFARECONNECT
SHARE YOUR THOUGHTS:!
@WFAReconnect • @wearesocialsg • 72WFA • We Are Social
GET MORE TIPS AND INSIGHT:
WEARESOCIAL.SG
Making Friends & Influencing People • 45We Are Social
WE ARE SOCIAL IS A GLOBAL CONVERSATION AGENCY.
WE HELP BRANDS TO LISTEN TO, UNDERSTAND,
AND ENGAGE IN CONVERSATIONS IN SOCIAL MEDIA.
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.
wearesocial.sg • @wearesocialsg • 233We Are Social
WE ARE SOCIAL SINGAPORE
SIMON KEMP, REGIONAL MANAGING PARTNER
@WEARESOCIALSG
SAYHELLO@WEARESOCIAL.SG
+65 6423 1051
HTTP://WEARESOCIAL.SG

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