BRAND STORYTELLING AND CAPTIVATING CONTENT - WITH A SOCIAL DATA TWIST

#SMWBCN @THISHERE

Q&A

@_jemima

THIS HEREWHO ARE WE?

@tomszekeres

JEMIMA| TOM

WHAT DO WE DO?

(A data-fuelled creative start-up)

DATA CREATIVE

CONTENT

CAMPAIGNS

INTEREST MAPPING

TOOLS & REPORTING

ANALYTICS

STRATEGY

BR

AN

DIN

G

INS

IGH

TS

SEE

DIN

G

WHAT IS THIS TALK ABOUT?

thishe.re | @thishere XX

BRANDS 2014

THIS TALK

(not 2010)

TOOLSIDEAS

WHAT IS THIS TALK ABOUT?

thishe.re | @thishere XX

BRANDS 2014

THIS TALK

(not 2010)

IDEAS TOOLS

LET’S START WITH SOME IDEAS…

SOCIAL MEDIA IS AN ADDICTION

SOCIAL MEDIA IS AN ADDICTION

EMPATHY, GENEROSITY & TRUST

THE NEWS FEED IS KING

>90% of people’s time on social networks is spent in the stream

THE NEW BRAND BUILDING REALITYBRANDS ARE NOW PUBLISHERS

THE NEW BRAND BUILDING REALITY

“By 2020, the simple reality is that

every brand will be a media brand”

BRANDS ARE NOW PUBLISHERS

TOTAL EXPERIENCE MANAGEMENT

TOTAL EXPERIENCE MANAGEMENT

TOTAL EXPERIENCE MANAGEMENT

Red Bull is a soft drink

Red Bull gives you wings

TOTAL EXPERIENCE MANAGEMENT

Red Bull is a soft drink

Red Bull gives you wings

ATTENTION IS EVERYTHING

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

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NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

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NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

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NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

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NOISE?

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NOISE?

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NOISE?

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NOISE?

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NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

HOW DO YOU CUT THROUGH THE

NOISE?

GREAT CONTENT TELLS A STORY

GREAT CONTENT TELLS A STORY

TELLING STORIES IS

HARD

BE AUTHENTIC, BE INTERESTING

THIS IS A SUBTITLEDEFINING YOUR BRAND

How do you behave?

!

What do you look like?

What do you talk about?

WHO ARE YOU?

How do you behave?

!

What do you look like?

What do you talk about?

1. Behaviour 2. Visual Language

3. Interests& Topics

DEFINING YOUR BRAND

1. Behaviour 2. Visual Language

3. Interests& Topics

DEFINING YOUR BRAND

“THE ART OF CONNECTION IS BRAND VOICE.”

Jason Baer, siegel+gale

“Having a brand voice, means staying true to that, across media, across audiences, and if you’re a global brand, across geographies too.”

CONSISTENT BEHAVIOUR: HUBBUB

TRAIN ADS

WEB COPY

SOCIAL SHARE COPY

SMS

TONE OF VOICE: HUBBUB

TONE OF VOICE: HUBBUB

TOTAL EXPERIENCE MANAGEMENT

CONSISTENCY DOESN’T MEAN MONOTONY

DEFINING YOUR BRAND

1. Behaviour 2. Visual Language

3. Interests& Topics

BE RECOGNISABLE

thishe.re | @thishere

BE REALISTIC

SLOW QUICK(Stock) (Flow)

thishe.re | @thishere

BE PRACTICAL

thishe.re | @thishere

BE PRACTICAL

thishe.re | @thishere

VISUAL TOOLKIT

EE’s ‘Smart Particles’ background, typeface, and illustration style

BALANCE QUICK AND SLOW

thishe.re | @thishere

VISUAL TOOLKITCREATE FLEXIBLE ASSETS

thishe.re | @thishere

VISUAL TOOLKIT

This Here’s patterns

CREATE FLEXIBLE ASSETS, AND PLAY WITH THEIR APPLICATIONS

thishe.re | @thishere

CONTENT SERIES: EE

thishe.re | @thishere

CONTENT SERIES: THIS HERE

“I SUPPOSE IT IS TEMPTING, IF THE ONLY TOOL YOU HAVE IS A HAMMER, TO TREAT EVERYTHING AS IF IT WERE A NAIL.” !

!

- ABRAHAM MASLOW.Photo: Frank B. Gilbreth

GET YOUR AUDIENCE TO TELL YOUR STORY

USER GENERATED CONTENT (CURATION VS CREATION)

“OUR FAVOURITE FAN SHOT OF THE YEAR GOES ON OUR PACKAGING”

UGC: PLUMEN

DEFINING YOUR BRAND

1. Behaviour 2. Visual Language

3. Interests & Topics

BE AUTHENTIC, BE INTERESTING

TALK ABOUT TOPICS IF YOU HAVE:

•The RightYour area of expertise (a problem you’re

trying to solve)

!

•Commitment Contribution, sponsorship

!

•Passion Brands have passions too

BE AUTHENTIC, BE INTERESTING

TIME FOR SOME TOOLS

A

B

C

DE

BURBERRY

HOLLISTER

PRIMARK

EAST ENDERS

ENGLAND FOOTBALL

TEAM

ENGLAND CRICKET

TEAM

3.1 PHILLIP LIM

ROCHAS

BELSTAFF

PARIS FASHION WEEK

LONDON COLLEGE OF

FASHION

SEVEN FOR ALL MANKIND

LONDON ART

GALLERIES LIPSY LONDON

RIMMEL LONDON

MOTEL ROCKS

MISS SELFRIDGE

JEFFREY CAMPBELL

SHOES

GRAZIA

ACCESSORIZE

JOHN FREIDA

OASIS

STYLE SCRAPBOOK GLAMOUR

LANVIN

DAZED AND CONFUSED

FIXED GEAR

FASHION PHOTOGRAPHY

GQTRAVELLING

FIXED GEAR

TYPOGRAPHY

STREET ART

ANDY WARHOL

TRIUMPH

KEITH HARINGCAFE RACERS

HOT RODS INSTAGRAM

FORMULA 1

HOUSE MUSIC

FUNK & SOUL

BAPE

VICE MAGAZINE

TATE MODERN

CENTRAL ST MARTINS COLLEGE

CANNES FILM FESTIVAL

INGMAR BERGMAN

PAGANI

COOKING

RAY BAN WAYFARER

A

B

C

DE

FASHION PHOTOGRAPHY

GQ

TRAVELLING

FIXED GEAR

TYPOGRAPHY

STREET ART

ANDY WARHOL

TRIUMPH

KEITH HARING

CAFE RACERS

HOT RODS

INSTAGRAM

F1 HOUSE MUSIC

FUNK & SOUL

BAPE

VICE MAGAZINE

TATE MODERN

CENTRAL ST MARTINS COLLEGE

CANNES FILM FESTIVAL

INGMAR BERGMAN

PAGANI

RAY BAN WAYFARER

Motoring / Cycling

Art & Design FilmUrban

CultureFashion

Photography

INTEREST AND TOPIC MAPPINGNEW TECHNIQUES

INTEREST AND TOPIC MAPPINGNEW TECHNIQUES

AUDIENCE + INTEREST + STORY + FORMAT = IDEA

INTEREST AND TOPIC MAPPINGNEW TECHNIQUES

AUDIENCE + INTEREST + STORY + FORMAT = IDEA

E.G NEW YORK HIPSTERS

URBANCULTURE

INSTAGRAMVIDEO ?

AND IF YOU WANT YOUR AUDIENCE TO

KEEP COMING BACK…

ALWAYS LEAVE THEM WANTING

MORE…

LOVELY

Any questions?

answers@thishe.re or @thishere

!

…or say hello afterwards.