we

are
social

MARKETING IN THE

CONNECTED AGE
SUCCEEDING IN A DIGITAL WORLD WITH A NEW MARKETING MIX

SIMON KEMP WFA WE ARE SOCIAL #PROJECTRECONNECT

@WFAReconnect @wearesocialsg 1
WFA We Are Social

WFA We Are Social

@WFAReconnect @wearesocialsg 2

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.
~ Will Gilroy, World Federation of Advertisers!

FIND OUT MORE: PROJECT-RECONNECT.COM

WFA We Are Social

@WFAReconnect @wearesocialsg 3

WFA We Are Social

@WFAReconnect @wearesocialsg 4

?
WHAT WILL DEFINE BEST-PRACTICE
MARKETING IN THE FUTURE?
WFA We Are Social

@WFAReconnect @wearesocialsg 5

WE ASKED INDUSTRY INFLUENCERS AND

THEIR NETWORKS VIA SOCIAL MEDIA
WFA We Are Social

@WFAReconnect @wearesocialsg 6

ALL INPUTS WERE CONTRIBUTED BY

THE GLOBAL MARKETING COMMUNITY
WFA We Are Social

@WFAReconnect @wearesocialsg 7

WFA We Are Social

@WFAReconnect @wearesocialsg 8

RECURRING THEMES: THE 3 NEW PS

PURPOSE
DONT JUST MAKE
BETTER THINGS;
MAKE THINGS BETTER

WFA We Are Social

PRINCIPLES PARTICIPATION
USE YOUR BRANDS
VALUES TO DELIVER
MEANINGFUL VALUE

DONT INTERRUPT
PEOPLE; ENGAGE
AND INVOLVE THEM

@WFAReconnect @wearesocialsg 9

#1

A PURPOSE
IS MORE COMPELLING THAN!
A PRODUCT
WFA We Are Social

@WFAReconnect @wearesocialsg 10

Its difficult to
differentiate a product
on a utilitarian basis in
a saturated market.
Steven Tannanson @StevenTannanson

WFA We Are Social

@WFAReconnect @wearesocialsg 11

PRODUCT DIFFERENTIATION ALONE NO

LONGER OFFERS SUSTAINABLE ADVANTAGE
WFA We Are Social

@WFAReconnect @wearesocialsg 12

Todays brands cant

just sell things. They must
stand for something more.
Peter Firth @PJFirth

WFA We Are Social

@WFAReconnect @wearesocialsg 13

TO SUCCEED IN THE FUTURE, BRANDS NEED

TO ENGAGE PEOPLES HEADS AND HEARTS
WFA We Are Social

@WFAReconnect @wearesocialsg 14

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

WFA We Are Social

@WFAReconnect @wearesocialsg 15

WE NEED TO MOVE FROM A PRODUCT

PROPOSITION TO A BRAND PURPOSE
WFA We Are Social

@WFAReconnect @wearesocialsg 16

MAKE THINGS
BETTER
VS

MAKE BETTER
THINGS
WFA We Are Social

@WFAReconnect @wearesocialsg 17

Consumers in countries
where consumerism is
advanced are craving
alternatives that make
them feel good.
David Armano @armano

WFA We Are Social

@WFAReconnect @wearesocialsg 18

SOME BRANDS WITH A HIGHER PURPOSE

THE BODY
SHOP

SEVENTH
GENERATION

PATAGONIA

TOMS

AGAINST ANIMAL
TESTING

A CLEANER
HOME AND A
CLEANER WORLD

ENVIRONMENTAL
AND SOCIETAL
RESPONSIBILITY

ONE-FOR-ONE

WFA We Are Social

@WFAReconnect @wearesocialsg 19

WHEN MANAGED EFFECTIVELY, A BRANDS

PURPOSE CAN TRANSCEND CATEGORIES
WFA We Are Social

@WFAReconnect @wearesocialsg 20

HOWEVER, A BRANDS PURPOSE DOESNT

NEED TO BE ABOUT SAVING THE WORLD
WFA We Are Social

@WFAReconnect @wearesocialsg 21

RED BULL: REDEFINING THE LIMITS

OF PERCEIVED HUMAN POTENTIAL
WFA We Are Social

@WFAReconnect @wearesocialsg 22

GOLDIEBLOX: INSPIRING GIRLS

TO EXPLORE BROADER HORIZONS
WFA We Are Social

@WFAReconnect @wearesocialsg 23

#2

BRAND VALUES

ARE MORE COMPELLING THAN!

PRODUCT VALUE
WFA We Are Social

@WFAReconnect @wearesocialsg 24

PEOPLE CONSISTENTLY CITE AUTHENTICITY

AS A CORE ELEMENT OF GREAT MARKETING
WFA We Are Social

@WFAReconnect @wearesocialsg 25

SOME VALUES-BASED BRANDS

INNOCENT
DRINKS

WFA We Are Social

HONEST
TEA

BUFFER

BEN &
JERRYS

@WFAReconnect @wearesocialsg 26

MEANWHILE, MOST COMPLAINTS IN SOCIAL

MEDIA RELATE TO MISLEADING CLAIMS
WFA We Are Social

@WFAReconnect @wearesocialsg 27

PEOPLE ARENT FOOLS; THEY SEE THROUGH

BRAND BRAVADO AND PROPAGANDA
WFA We Are Social

@WFAReconnect @wearesocialsg 28

I am convinced that
[brands] who keep to
their promises and avoid
marketing bullshit are
gaining preference.
Lydia van den Brink @lydiaseabird

WFA We Are Social

@WFAReconnect @wearesocialsg 29

WHEN THE EMPEROR IS NAKED, IT DOESNT

TAKE LONG FOR THE NEWS TO SPREAD
WFA We Are Social

@WFAReconnect @wearesocialsg 30

HOWEVER, IT SEEMS NO-ONE EXPECTS

BRANDS TO BE PERFECT ALL THE TIME
WFA We Are Social

@WFAReconnect @wearesocialsg 31

PEOPLE SEEM WILLING TO FORGIVE

BRANDS WHO ADMIT THEIR MISTAKES
WFA We Are Social

@WFAReconnect @wearesocialsg 32

Johnson & Johnsons

Tylenol recall was
transparent, and that
boosted confidence.
Jiunn Ngee @watthesuck

WFA We Are Social

@WFAReconnect @wearesocialsg 33

THE WAY A BRAND DEALS WITH ITS ISSUES IS

MORE IMPORTANT THAN THE ACTUAL ISSUES
WFA We Are Social

@WFAReconnect @wearesocialsg 34

Transparency is most
critical, and has most
leverage positive or
negative at crisis points.
MFG @mfg_i

WFA We Are Social

@WFAReconnect @wearesocialsg 35

CONSEQUENTLY, WHAT THE BRAND DOES IS

FAR MORE IMPORTANT THAN WHAT IT SAYS
WFA We Are Social

@WFAReconnect @wearesocialsg 36

[Great marketing] is
embodied in actions,
beyond statements.
Doing it, not just saying it.
Jakob Widerberg @jwiderberg

WFA We Are Social

@WFAReconnect @wearesocialsg 37

THAT MAY SEEM OBVIOUS, BUT TOO MANY

BRANDS PRIORITISE CLAIMS OVER ACTION
WFA We Are Social

@WFAReconnect @wearesocialsg 38

Brands tend to ignore

whats obvious and
authentic, [and instead
go for] whats cool.
Wong Yi Wei @lackadaisygirl

WFA We Are Social

@WFAReconnect @wearesocialsg 39

?
SO HOW DO PEOPLE
EXPECT BRANDS TO ACT?
WFA We Are Social

@WFAReconnect @wearesocialsg 40

The best advertising

appeals to peoples
emotions and values.
Steven Tannason @StevenTannason

WFA We Are Social

@WFAReconnect @wearesocialsg 41

THERE ARE MANY SIMILARITIES TO THE

TRAITS THAT DEFINE POPULAR PEOPLE
WFA We Are Social

@WFAReconnect @wearesocialsg 42

WEVE ALREADY SEEN THE VALUE OF

TRANSPARENCY, SINCERITY AND INTEGRITY
WFA We Are Social

@WFAReconnect @wearesocialsg 43

HUMOUR: WERE HAPPY TO GIVE OUR

ATTENTION TO BRANDS THAT ENTERTAIN US
WFA We Are Social

@WFAReconnect @wearesocialsg 44

GENEROSITY: THE WILLINGNESS TO GIVE

BEFORE ASKING SOMETHING IN RETURN
WFA We Are Social

@WFAReconnect @wearesocialsg 45

Learning something
is the top motivator for
driving engagement.
Google

WFA We Are Social

@WFAReconnect @wearesocialsg 46

The depth of knowledge

that HubSpot shares
through their blog posts
adds a lot of value to me.
Arif Khan @arifkhan7

WFA We Are Social

@WFAReconnect @wearesocialsg 47

WFA We Are Social

@WFAReconnect @wearesocialsg 48

EMPATHY: THE ABILITY TO CONNECT WITH

REAL PEOPLE AND BEHAVE LIKE ONE OF US
WFA We Are Social

@WFAReconnect @wearesocialsg 49

VS

BRAND BELIEFS ESTABLISH MORE ENDURING

DIFFERENTIATION THAN PRODUCT BENEFITS
WFA We Are Social

@WFAReconnect @wearesocialsg 50

#3

PARTICIPATION
IS MORE EFFECTIVE THAN!

PROMOTION

WFA We Are Social

@WFAReconnect @wearesocialsg 51

TOO MUCH OF TODAYS MARKETING IS

ABOUT GRABBING PEOPLES ATTENTION
WFA We Are Social

@WFAReconnect @wearesocialsg 52

VS

BUT WERE CONFUSING ATTENTION WITH

ATTRACTION IM AWARE vs I CARE
WFA We Are Social

@WFAReconnect @wearesocialsg 53

MARKETINGS TASK IS TO ENGAGE PEOPLE

WITH THE BRAND, NOT JUST ITS COMMS
WFA We Are Social

@WFAReconnect @wearesocialsg 54

The brands role is no

longer just to broadcast,
but to listen, participate
and inspire actions.
Juliet Chen @julietchen

WFA We Are Social

@WFAReconnect @wearesocialsg 55

WE NEED TO THINK OF PEOPLE AS PART OF

OUR BRANDS, NOT AS OUR CONSUMERS
WFA We Are Social

@WFAReconnect @wearesocialsg 56

Its all about making

people feel cherished
establishing deeper, more
meaningful relationships.
Kelvin Ang @9VARZ

WFA We Are Social

@WFAReconnect @wearesocialsg 57

MARKETING SHOULD CO-CREATE

MUTUAL VALUE, NOT SIMPLY SELL STUFF
WFA We Are Social

@WFAReconnect @wearesocialsg 58

Ive always sought

ideas that are inclusive.

WFA We Are Social

Sir John Hegarty

@WFAReconnect @wearesocialsg 59

EXAMPLES OF INCLUSIVE MARKETING

DELL

STARBUCKS

LAYS

IDEASTORM

MY STARBUCKS IDEA

DO US A FLAVOUR

WFA We Are Social

@WFAReconnect @wearesocialsg 60

PEOPLE ARE MORE ENGAGED WHEN

THEYRE ACTIVELY INVOLVED IN CREATION
WFA We Are Social

@WFAReconnect @wearesocialsg 61

Labour increases peoples

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 Eect

WFA We Are Social

@WFAReconnect @wearesocialsg 62

WE CAN NOW EVEN CO-OPT CONSUMERS

IN A BRANDS VERY BIRTH AND INCEPTION
WFA We Are Social

@WFAReconnect @wearesocialsg 63

CROWDFUNDING A BRANDS INCEPTION

KICKSTARTER
WFA We Are Social

INDIEGOGO
@WFAReconnect @wearesocialsg 64

MAKE THINGS
PEOPLE WANT
VS

MAKE PEOPLE
WANT THINGS
John Willshire @willsh!

WFA We Are Social

@WFAReconnect @wearesocialsg 65

DEMOCRATIC BRANDS: OF THE PEOPLE,

BY THE PEOPLE, FOR THE PEOPLE
WFA We Are Social

@WFAReconnect @wearesocialsg 66

CONCLUSION
WFA We Are Social

@WFAReconnect @wearesocialsg 67

[great marketing] is
genuine, people-centric,
and showcases an actionable
cause by the company.
Georey Yeow @geoyeow

WFA We Are Social

@WFAReconnect @wearesocialsg 68

ACTIONS FOR BETTER MARKETING

PURPOSE
DONT JUST MAKE
BETTER THINGS;
MAKE THINGS BETTER

WFA We Are Social

PRINCIPLES PARTICIPATION
USE YOUR BRANDS
VALUES TO DELIVER
MEANINGFUL VALUE

DONT INTERRUPT
PEOPLE; ENGAGE
AND INVOLVE THEM

@WFAReconnect @wearesocialsg 69

WHAT DO YOU THINK DEFINES BEST PRACTICE

MARKETING IN TODAYS CONNECTED WORLD?
WFA We Are Social

@WFAReconnect @wearesocialsg 70

SHARE YOUR THOUGHTS:!

#PROJECTRECONNECT
@WFARECONNECT
WFA We Are Social

@WFAReconnect @wearesocialsg 71

GET MORE TIPS AND INSIGHT:

WEARESOCIAL.SG

WFA We Are Social

@WFAReconnect @wearesocialsg 72

WE ARE SOCIAL IS A GLOBAL CONVERSATION AGENCY.

WE HELP BRANDS TO LISTEN TO, UNDERSTAND,
AND ENGAGE IN CONVERSATIONS IN SOCIAL MEDIA.
WERE ALREADY HELPING MANY OF THE WORLDS
TOP BRANDS, INCLUDING ADIDAS, UNILEVER,
DIAGEO, NESTL, HEINZ, AND LVMH.
IF YOUD 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.

We Are Social

Making Friends & Influencing People 45

WE ARE SOCIAL SINGAPORE

SIMON KEMP, REGIONAL MANAGING PARTNER
@WEARESOCIALSG
SAYHELLO@WEARESOCIAL.SG
+65 6423 1051
HTTP://WEARESOCIAL.SG

We Are Social

wearesocial.sg @wearesocialsg 233