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Kurio - World-Class Lessons on Social Media - Eurobest 2015

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A keynote by Kurio @ Eurobest 2015. Based on the annual research by Kurio and Cannes Lions.

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Kurio - World-Class Lessons on Social Media - Eurobest 2015

  1. 1. WORLD-CLASS LESSONS ON SOCIAL MEDIA @jarilahdevuori & @ellituominen // @kurio_marketing eurobest 1/12/2015 // antwerp, belgium
  2. 2. helsinki, est. 2012 consulting // campaigns // content
  3. 3. brand blueprint brand promise & image key visuals & slogans
  4. 4. helps to discover the social dynamic based on academic motivational research begins with the brand persona & dna gives you focus and drives better engagement
  5. 5. MASTER OF CEREMONY // Ask: “Does the brand offer entertainment?” “Does the brand offer fun pastime?” // Motivators: entertaining oneself, killing time // Stereotypes: An everyday low-interest brand, such as FMCG brands
  6. 6. SAGE // Ask: “Does the brand provide relevant and scarce information?” “Can people learn with the brand?” // Motivators: curiosity, thirst for knowledge // Stereotype: information-intensive brands, or brands that deal with “never-solved” questions (like those of wellbeing)
  7. 7. MUSE // Ask: “Does the brand challenge its fans?” “Does the brand lead to a state of flow?” // Motivators: Self actualization, self challenging // Stereotype: recreational or hobby brands, like those that deal with cooking, sports or interior design
  8. 8. PITCHMAN // Ask: “Are people willing to do something to get the brand at a discount price?”, “Are the brand’s offers interesting in some way?” // Motivators: monetary and non- monetary compensation // Stereotype: a low-involvement brand, that you need more than want. Like detergent or electricity.
  9. 9. HOST // Ask: “Does the brand connect its fans to their friends/acquaintances/family?” “Does the brand help meet new people?” // Motivators: Social reasons // Stereotype: “A brand of the moment”, event, artist or venue
  10. 10. VOLUNTEER // Ask: “Can people help each other via the brand?”, “Would someone care for the brand?”, “Does the brand stand credibly for some cause?” // Motivators: altruism, helping others // Stereotype: Brands that have a connection to a movement, ideology, or cause. And NGOs, of course.
  11. 11. IDOL // Ask: “Can the brand give recognition to its fans?”, “Would the fans want to be seen with the brand?” // Motivators: Self-branding, visibility, recognition // Stereotype: An exclusive brand, which is premium priced and scarce
  12. 12. RESEARCHONSOCIALMEDIA MARKETINGINCANNESLIONS 2012 2013 2014 MightyBoyBrian 2015
  13. 13. 2300+WINNERSANALYZED 2012 2013 2014 519 521 633 Ahmadreza Sajadi 2014 649
  14. 14. FOURKEYFINDINGS FROMFOURYEARSOFRESEARCH Sebastian Muller
  15. 15. SOCIALMEDIAISVITAL 2012 2013 2014 PERCENTAGE OF SHORT-LISTED CAMPAIGNS WITH SOCIAL MEDIA AT ITS CORE Matthew Wiebe 2015
  16. 16. HALFOFALLSOCIAL MEDIAMARKETINGIS CONTENTMARKETING
  17. 17. THETWOROLESWITHTHEBIGGESTGROWTH 2012-2014AREALLABOUTCONTENTMARKETING MASTEROFCEREMONY:ENTERTAININGTHECUSTOMERSWITHOURCONTENT SAGE:PROVIDINGOURCUSTOMERSWITHINTERESTINGINFORMATIONTHEYLOVE Y-AXIS SHOWS THE WEIGHTED POINTS OF WINNING CAMPAINGS 0 50 100 150 200 250 2012 2013 2014 2015 Master Of Ceremony Sage Muse Pitchman Host Volunteer Idol
  18. 18. ALTRUISMDRIVES ENGAGEMENTANDRESULTS Morgan Sessions
  19. 19. “VOLUNTEER”DOMINATESTHE SEVENROLESYEARAFTERYEAR ROLE DESCRIPTION: VOLUNTEER Ask yourself: “Would someone care for the brand?”, “Does the brand stand credibly for some cause?” Motivators for consumers to engage: altruism, helping others Stereotype: brands that have a connection to a movement / NGO / ideology. 2012 2013 2014 2015
  20. 20. ONESIZEDOESN’TFITALL BRANDSONSOCIALMEDIA João Pacheco
  21. 21. ALLROLESLEADTOSUCCESS Source: World-Class Lessons on Social Media Marketing (Kurio & Cannes Lions 2015)
  22. 22. Get the white paper BIT.LY/KURIOXCANNES @jarilahdevuori // @ellituominen // @kurio_marketing
  • KatieTreacy1

    Apr. 5, 2021

A keynote by Kurio @ Eurobest 2015. Based on the annual research by Kurio and Cannes Lions.

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