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Gemma Craven
EVP, Social@Ogilvy
@gemsie
4 Key Social Media
Considerations For 2014
Brand Planning
1. Do Not Forget Reverse Innovation
In an increasingly flat and small worldd
A a social media program that starts here
Can now be seen by audiences here
Watch emerging markets as those driving innovation
7
Example of Reverse Innovation - Line
8
Brands must go global yet retain a local voice
l
9
And establish global centers of excellence to share
2. In 2014, Content Is King (Queen,
and Prince George Too)
11
The visual web is key to driving engagement today
Caterpillar Confidential Yellow12
Short form video use is booming – GE
13
Use Vine to launch, tease or run how to videos – IE
14
Use Instagram Video for a longer engagement
15
Longer form allows B2B lead gen via storytelling
16
Responsive Content is the new standard in social media
17
Content produced must matter to a brand’s audience
18
And be shared in a relevant voice
19
And work across the different places they consume it
Visual platforms offer great opportunity
An opportunity to reach new audiences in all categories
22
Working with visually based communities to co-create
Redefining brand journalism – Coca Cola Journey
3. Redefine The Word Influence - Look
To Advocates To Drive Word Of Mouth
Is this woman still influential?
Or is one of these two South Koreans more powerful?
Brands are embracing expanded Influencer categories
Driving advocacy is hard for brands but is a must
4. In 2014 See Mobile As A Behavior
Not Just A Platform
30
We must view mobility as a behavior
31
In social, we talk about brands in their physical context
31
And understand how context drives discussion for brands
Knowing that soon, brands could be seen in this way
VW Smileage – marrying vehicles with location
Marrying offline with mobile & social - Uber
Wearable technology & sharing in social - Nike
Thank You
Gemma Craven
@gemsie
www.linkedin.com/gemsiecraven
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4 Key Social Media Considerations For 2014 Brand Planning

Planning season is soon (already!) upon us. And social media should be an integrated part of all brand work for the next 12 months. 4 important areas to consider when looking ahead for the next year.

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4 Key Social Media Considerations For 2014 Brand Planning

  1. 1. Gemma Craven EVP, Social@Ogilvy @gemsie 4 Key Social Media Considerations For 2014 Brand Planning
  2. 2. 1. Do Not Forget Reverse Innovation
  3. 3. In an increasingly flat and small worldd
  4. 4. A a social media program that starts here
  5. 5. Can now be seen by audiences here
  6. 6. Watch emerging markets as those driving innovation
  7. 7. 7 Example of Reverse Innovation - Line
  8. 8. 8 Brands must go global yet retain a local voice l
  9. 9. 9 And establish global centers of excellence to share
  10. 10. 2. In 2014, Content Is King (Queen, and Prince George Too)
  11. 11. 11 The visual web is key to driving engagement today
  12. 12. Caterpillar Confidential Yellow12 Short form video use is booming – GE
  13. 13. 13 Use Vine to launch, tease or run how to videos – IE
  14. 14. 14 Use Instagram Video for a longer engagement
  15. 15. 15 Longer form allows B2B lead gen via storytelling
  16. 16. 16 Responsive Content is the new standard in social media
  17. 17. 17 Content produced must matter to a brand’s audience
  18. 18. 18 And be shared in a relevant voice
  19. 19. 19 And work across the different places they consume it
  20. 20. Visual platforms offer great opportunity
  21. 21. An opportunity to reach new audiences in all categories
  22. 22. 22 Working with visually based communities to co-create
  23. 23. Redefining brand journalism – Coca Cola Journey
  24. 24. 3. Redefine The Word Influence - Look To Advocates To Drive Word Of Mouth
  25. 25. Is this woman still influential?
  26. 26. Or is one of these two South Koreans more powerful?
  27. 27. Brands are embracing expanded Influencer categories
  28. 28. Driving advocacy is hard for brands but is a must
  29. 29. 4. In 2014 See Mobile As A Behavior Not Just A Platform
  30. 30. 30 We must view mobility as a behavior
  31. 31. 31 In social, we talk about brands in their physical context 31 And understand how context drives discussion for brands
  32. 32. Knowing that soon, brands could be seen in this way
  33. 33. VW Smileage – marrying vehicles with location
  34. 34. Marrying offline with mobile & social - Uber
  35. 35. Wearable technology & sharing in social - Nike
  36. 36. Thank You Gemma Craven @gemsie www.linkedin.com/gemsiecraven
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Planning season is soon (already!) upon us. And social media should be an integrated part of all brand work for the next 12 months. 4 important areas to consider when looking ahead for the next year.

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