marketing in a socially connected world 21 november 2015 - mumsnet blogfest

Jude Brookscommunicating in a socially connected world

Building your brand: Digital marketing for bloggers Blogfest 21 November 2015

@judebrookswww.judebrooks.com

Jude Brookscommunicating in a socially connected world

•  Information at your fingertips

Disruptive times

Jude Brookscommunicating in a socially connected world

•  Information at your fingertips

•  Changing media landscape

Disruptive times

Jude Brookscommunicating in a socially connected world

•  Information at your fingertips

•  Changing media landscape

•  Socially-connected

Disruptive times

Jude Brookscommunicating in a socially connected world

•  Information at your fingertips

•  Changing media landscape

•  Socially-connected

•  Data & personalisation

Disruptive times

Jude Brookscommunicating in a socially connected world

•  Information at your fingertips

•  Changing media landscape

•  Socially-connected

•  Data & personalisation

•  Hyper-mobility and connectivity

Disruptive times

Jude Brookscommunicating in a socially connected world

•  Information at your fingertips

•  Changing media landscape

•  Socially-connected

•  Data & personalisation

•  Hyper-mobility and connectivity

•  Cloud technology

Disruptive times

Jude Brookscommunicating in a socially connected world

•  Information at your fingertips

•  Changing media landscape

•  Socially-connected

•  Data & personalisation

•  Hyper-mobility and connectivity

•  Cloud technology

•  Internet of Things

Disruptive times

Jude Brookscommunicating in a socially connected world

We share MORE content…

From MORE sources…

With MORE people…

MORE often…

MORE quickly…

Sharing is increasing

Jude Brookscommunicating in a socially connected world

Two elements to sharing

Social motivation

Emotional response

Jude Brookscommunicating in a socially connected world

Social motivation1.  Shared Passion It enables me to connect over a shared passion or interest

2.  Social in Real Life It will help me to socialise with my friends offline

3.  Social Utility It contains something relevant or of value to my friends

4.  Social Good It’s for a good cause and I want to help

5.  Zeitgeist It’s about a current trend or event

6.  Kudos It demonstrates my knowledge & authority about the subject

I want to be the first to tell my friends

7.  Reaction Seeking It will get a reaction

8.  Self Expression It says something about me

9.  Shared Experience It had a strong emotional effect on me & I want my friends to experience that too

Jude Brookscommunicating in a socially connected world

•  Anger

•  Fear

•  Happiness

•  Disgust

•  Surprise

•  Sadness

Emotional response

Jude Brookscommunicating in a socially connected world

•  Simple

•  Unexpected / different

•  Concrete

•  Credible

•  Emotional / resonant

Essentials of sticky stories

Jude Brookscommunicating in a socially connected world

Trust in authority declining:

•  Banks

•  NHS

•  Legal system and police

•  Politicians

•  Church

•  Media

•  Celebrities

So we trust each other more

Who we trust is changing

Jude Brookscommunicating in a socially connected world

•  People live in networks of small connected groups

•  150 is the maximum # of connections

•  We turn to friends to help make decisions

•  We are disproportionately influenced by our strongest ties

We trust our networks

Jude Brookscommunicating in a socially connected world

Then…Campaigns

Interruption

Message

Acquisition

Ads

How brands communicate has changed

Jude Brookscommunicating in a socially connected world

How brands communicate has changed

Then…Campaigns

Interruption

Message

Acquisition

Ads

Now…Programmes

Engagement

Value

Retention

Content

Jude Brookscommunicating in a socially connected world

Your blog is already behaving like a brand so start actively thinking like one!

•  Focus on telling engaging & credible stories

•  Continue to build trusting and enduring relationships

•  Seek to provide even more value to your audience

•  Be purposeful

What does this mean for you?

Jude Brookscommunicating in a socially connected world

People don’t buy what you do, they buy why you do it.

- Simon Sinek“

“

Jude Brookscommunicating in a socially connected world

Simon Sinek: Golden Circle

Why

How

What

•  What? Products & services

•  How? Differentiation / USP

•  Why? Purpose / cause / belief

Jude Brookscommunicating in a socially connected world

Why

How

What

Simon Sinek: Golden Circle

Great leaders, great brands,

great organisations start with the why

Jude Brookscommunicating in a socially connected world

Purpose-led organisations

Jude Brookscommunicating in a socially connected world

What’s your why?

PURPOSE  

What  the    world  needs  

What  you’re  passionate  about  

What  you’re    good  at  

Jude Brookscommunicating in a socially connected world

You’re so lucky!

•  Purpose sits at the heart of your blog - authentic

•  Clarity & focus

•  Agile & nimble

•  Active, engaged community

•  Expert content

Jude Brookscommunicating in a socially connected world

Film, music, TV, novels; everything ever created is a few clicks away. Branded

content has to compete with that.“

“Scott Holmes, UM

Jude Brookscommunicating in a socially connected world

1. Identify content themes

Customer interests and

needs

Unique brand

expertise and value

Sweet spot

Work with organisations to understand the value exchange between their offer and your audience

Jude Brookscommunicating in a socially connected world

2. Create fat content

Jude Brookscommunicating in a socially connected world

3. Co-operative content creation

Create from scratch

Jude Brookscommunicating in a socially connected world

3. Co-operative content creation

Create from scratch

Previously created for a

topical event

Previously created for

another situation?

Recycle existing content

Jude Brookscommunicating in a socially connected world

Create from scratch

Recycle existing content

Influencers / Experts

At eventsEmployees / Colleagues

Consumers(UGC)

Co-create with others

3. Co-operative content creation

Jude Brookscommunicating in a socially connected world

3. Co-operative content creation

Create from scratch

Recycle existing content

Co-create with others

Exclusive curation

deals

Open-source content

Curate from other

sources

Jude Brookscommunicating in a socially connected world

4. Consider content consumption

ScheduledContent you

regularly make time to consume e.g. appointment

viewing

SeekingRecommended

content you seek out as a direct

result of a trigger or

recommendation

SerendipityContent you

stumble across but which captures your attention

Jude Brookscommunicating in a socially connected world

@judebrookswww.judebrooks.com

Thank you