Author Archives: Simon Kemp

Social Brands 8: from CSR to civic marketing

Screen Shot 2013-08-07 at 13.54.09Society increasingly expects brands to give back at least as much as they take. As a result, CSR is moving higher up the executive agenda, but many companies still think of CSR in terms of corporate philanthropy.

While this thinking is more constructive than the mere guilt avoidance that characterised too much CSR in the 1980s, it misses a much bigger opportunity. Brands that get CSR right don’t think of it in terms of obligation; they see it as a real opportunity to build mutual value for their brands and their communities. Read more on Social Brands 8: from CSR to civic marketing…

Social Brands 7: augmented experiences

Nike We RunWhen people buy brands, they’re usually paying for something more than a core product or service.

For example, they don’t really pay for the liquid inside a shampoo bottle; they pay for beautiful hair, and for the confidence which that brings.

Ultimately, people pay for benefits; products and services are simply a means to an end.

Read more on Social Brands 7: augmented experiences…

Social brands 6: Listen and Learn

stevejobsAs we saw in a previous post in this Social Brands series, marketing is all about creating mutually beneficial exchanges of value.

The nature of that value exchange will vary between brands and audiences and over time, but in order for marketers to deliver maximum value to their brands, it holds that they need to understand what value looks like for their audiences.

Read more on Social brands 6: Listen and Learn…

Social Brands: Part Five – Change is coming

kaizen we are socialFor 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.

Read more on Social Brands: Part Five – Change is coming…

Mobile and not TV is the way for social brands to go [infographics]

It’s official: mobile is literally everywhere.

Google tells us that more people around the world now own a mobile phone than own a toothbrush, while the UN just revealed that more people have access to mobile phones than toilets.
Read more on Mobile and not TV is the way for social brands to go [infographics]…

Social Brands need to avoid being a one-night stand

We concluded our Social Brands series with the assertion that the marketers who understand how to add value to people’s lives are best placed to build enduring relationships with communities.

As with many aspects of marketing, this may seem like a statement of the obvious, but many marketers still struggle to turn this common sense into pounds and pennies. Read more on Social Brands need to avoid being a one-night stand…

Social Brands – from platforms to communities

Second Life: the declines of Second Life, MySpace, and Friendster were all driven by the migration of their audiencesIn the first post in our series on Social Brands & The Future Of Marketing, we noted that, “the most successful brands don’t just predict the future; they define the future on their own terms.”

We’re continuing that theme in today’s second post in the Social Brands series, exploring the importance of building social marketing activities around the people you care about, and not around specific technological features or platforms. Read more on Social Brands – from platforms to communities…

The Future of Marketing and Social Brands

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’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”? Read more on The Future of Marketing and Social Brands…

A global picture: social media across the world

Continuing the series of data snapshots for social, Digital and mobile usage worldwide, here are the latest numbers for the different regions around the world. All indicators show significant growth since last year’s worldwide report, with mobile clearly the driving force for all aspects of our connected lives. It follows The Wall’s report earlier this week that picked up on the tremendous growth of social media in Brazil, which is becoming the focus for many. Read more on A global picture: social media across the world…

The state of a social nation: China has almost 600 million social media users

The Chinese are a nation of social media usersToday’s #SDMW report offers a truly comprehensive overview of all the latest online stats in China. China has been the world’s largest online market for some time now, but its growth shows no sign of losing momentum. We’ve explored a wider variety of data than usual in this #SDMW report to give a full flavour of online behaviour and trends across China, so alongside the usual Social, Internet and Mobile stats, you’ll also find some amazing data on e-Commerce, m-Commerce and Location-Based Services. Read more on The state of a social nation: China has almost 600 million social media users…

Read more on The state of a social nation: China has almost 600 million social media users…