“In This Era Of Trust, Brands Need Highly Targeted Agencies More Than Ever”

“In This Era Of Trust, Brands Need Highly Targeted Agencies More Than Ever”
SHARE
THIS



B&T‘s on the ground at the Social Media Summit in steamy Bali. We stopped by for a chat with Philip Kitcher, APAC vice president for storytelling/marketing firm Stylehaul. Here, he talks the era of trust and what that means for brands and agencies.

CMOs appear confused about where to invest in their social media strategies. What’s your advice?

Strong, meaningful business results are derived from a well-conceived, more mature approach to social strategies, with access to the right tools and insights. Marketers should aim to rethink basic, short-sighted ‘vanity’ metrics. Likes, comments and shares fail to show the full value that social can bring to multiple phases of the customer journey, beyond top-of-funnel engagement. Rigid and inflexible ROI calculations, which divide revenue by cost alone, only reflect part of social media’s value. And identify a specialist content strategy partner that can provide clear credible understanding, focus and direction. 

What’s been the most exciting thing to happen in social media over the past 12 months?

Live streaming dominated 2017, with 85 per cent of consumers preferring to watch a live video from a brand than read social media updates. With increasing development, familiarity and creative execution, expect more opportunities from live streaming for deeper brand-consumer dialogue.

Major social media brands have shifted focus towards revenue and, in particular, ad sales models. Now that platforms have achieved a large user base and demonstrated long-term viability, the priority on brand partnerships has accelerated, opening up new sources of investment in innovative services and products.

What works and what doesn’t?

Personalisation and local market engagement provides cut-through brand-consumer experiences. Search results are increasingly focused on local businesses, and closing the loop on the path to purchase funnel is also more dependent on interpersonal interactions.

Brands need to produce more meaningful and relatable content to connect with audiences. Consumers are less likely to engage with sponsored or branded content than content from independent sources, such as KOLs. Brand fatigue means that brand teams need to sidestep formulaic social planning. Consumers simply aren’t receptive to misaligned and clumsy, hard-sell messaging that offers no real value or memorable experience.

The erosion of trust in the mainstream has impacted both businesses and consumers. Increasingly, consumers now turn to a familiar source: each other, and highly relatable influencers, who appear more like the personable friend next door than the more traditional and unapproachable, red-carpet superstar.

There’s a massive issue around trust in all forms of media at the moment. What’s your view of that in relation to social media?

Expect an increase in apps that keep user privacy as a top priority, perhaps offering open-source APIs to boost user confidence. While platforms aim to reduce system abuse and provide greater transparency, users are increasingly more vigilant regards trust shortfalls and will expect more proactive commitment to resolving concerns and privacy protection.

Brands need to partner with agencies that deliver highly targeted placement of media, avoiding adjacent content mismatch and the potential for negative and harmful association.

I think with the drop in consumer confidence and trust, we’re also moving toward wider spheres of influence where customer advocates, micro-influencers and engaged employees can all play a role in building trust and meaningful relationships.

How are brands still getting their social media wrong?

Brands are often unrealistic in their goals, and too often lack direction. Ideally invest in activities you can measure. Perhaps adopt a test-and-learn, low-risk approach. Start small, but set simple targets. For example, boosting event attendance with social or reducing customer drop-off by identifying at-risk customers with targeted social listening tools. If working with KOLs, be sure to select based on analytics to ensure a neat fit with the brand, not just views and impressions. And with the rise of social call-out culture, it’s imperative that brand social teams recognise responsibility. Millennial consumers in particular turn to social when they feel wronged and use their networks as a chance to be heard. Brands need a well-drilled response strategy to manage this reality if they’re active on social media.

Who’s a brand that you think is nailing its social media and why?

Eco-conscious Patagonia’s distinct and highly vocal positioning on green politics has united the brand with consumers and deepened its commitment to core mission and values.

Adidas’ Instagram strategy has generated considerable awareness and enthusiasm of both brand and range of products in smart, innovative, and highly relevant ways for its core female following.

Unilever’s social impact program is based on honest, heartfelt and emotionally mature, which resonates well with family consumers.

Wendys stands out has been its ability to create and publish content in a timely manner.

Facebook, Instagram, Snapchat, etc – what’s your platform of choice?

Instagram launched Stories to compete with Snapchat barely a year ago, but in that short time, Instagram Stories have accrued 250 million daily users. That’s massive when you consider that Snapchat took years to amass 180 million daily active users. Based on sheer engagement numbers posted, Instagram Stories is huge, and given there’s momentum towards more  ‘ephemeral’ video content (short longevity bursts), IG is leading the way for brands to get more messages through the app.

In addition, Instagram’s ‘swipe up to shop’ in tandem with instant ‘see now, buy bow’ shopability promises to radically disrupt the fashion retail business, removing the decades-old time-lag from design catwalk to availability in high street stores.

Looking deep into your crystal ball, what’s the next BIG thing coming for brands in the social media space?

Augmented Reality (AR) may finally make a difference to peoples’ lives. Facebook and Google are both competing in AR, VR headset sales are rising and more AR apps are rolling out. Social media will be a highly popular application for AR, bringing communities together and providing exciting new UI for social interactions.

Expect more apps that keep user privacy as a top priority, perhaps offering open source APIs to boost user confidence. While Facebook, Twitter and YouTube aim to reduce system abuse and provide greater transparency, users are increasingly more vigilant and will expect more proactive efforts from platforms and brands to resolve concerns and protect privacy.

And given that gamers are drawn towards highly developed interactive entertainment, plus the staggering amount of revenue generated from immersive gaming experiences, expect companies to continue to target a more organic, more integrated blend of social media apps and gaming.

AI may still be considered as a future-facing trend, but it’s likely that marketers will start to realise the benefits for brands (creepy, customisable chat bots are already with us). Faster, more focused leverage of behavioural insights, plus visual search engine adaption of machine learning, will enable consumers to search by image versus keyword, which will massively impact e-commerce and online product browsing.

Latest News

Women In Media Profile: Naomi Shepherd
  • Media

Women In Media Profile: Naomi Shepherd

Need a Monday morning pick-me-up? You could stand naked next to the office fridge or read these inspiring words.

by B&T Magazine

B&T Magazine
HooZu Appoints Rebecca Evans As Client Services Director
  • Marketing

HooZu Appoints Rebecca Evans As Client Services Director

Influencer marketing agency HooZu has announced the appointment of Rebecca Evans to the position of client services director. Evans brings diverse professional experience to the HooZu team, having worked across some of the world’s most disruptive sharing economy businesses, including Deliveroo and Uber. Formerly a business account manager at Deliveroo, Evans played a crucial role […]

Bauer Media Brands Unite Against Tampon Tax with ‘No Gender Selective Tax’ Campaign
  • Advertising
  • Campaigns
  • Media

Bauer Media Brands Unite Against Tampon Tax with ‘No Gender Selective Tax’ Campaign

Publishing player Bauer Media has announced the launch of its ‘No Gender Selective Tax campaign – a push to end what is essentially a tax on being a woman. The No Gender Selective Tax campaign is a major cross-brand initiative to remove the Goods and Services Tax (GST) from the price of tampons, pads and […]

Fairfax Announces New Partnership With Taronga Zoo, Launches ‘Wrong Skin’ Podcast
  • Media

Fairfax Announces New Partnership With Taronga Zoo, Launches ‘Wrong Skin’ Podcast

Publishing giant Fairfax Media has announced a new and exclusive partnership with Taronga Zoo, along with a new podcast series. Fairfax will bolster support for both Taronga Zoo and Western Plains Zoo via its The Sydney Morning Herald and The Sun Herald, as well as through its suburban and regional networks. The new partnership builds […]

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities
  • Advertising
  • Media

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities

Australian retail out-of-home (OOH) business Shopper Media Group (SMG) has announced a partnership with AI-powered wireless networks provider Mist. The partnership will see SMG offer new WiFi, analytics and location-based services across the company’s portfolio of Australian shopping centres. Mist currently provides WiFi and location services using virtual Bluetooth LE technology to businesses across all […]

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account
  • Advertising
  • Media

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account

Travel organisation Cruiseco has announced the appointment of Sydney independent agency This is Flow (TIF) to handle its $5 million media account. This is the first time Cruiseco has appointed an agency, having managed its communications internally. Cruiseco is the largest and broadest distributor of cruise products in the Southern Hemisphere. With a membership base […]

APN Outdoor Takes Off With Queenstown Airport Contract
  • Advertising
  • Media

APN Outdoor Takes Off With Queenstown Airport Contract

Out-of-home media business APN Outdoor has won the tender for New Zealand’s Queenstown Airport. As part of the new agreement, APN Outdoor has flagged extensive development plans for Queenstown Airport’s advertising assets. The new contract adds Queenstown Airport to APN Outdoor’s existing portfolio of Auckland and Christchurch Airports. The media company will hire a South […]

Havas Secures Exclusive ‘Fight Of Champions’ Broadcast Rights With Foxtel For Australia & NZ
  • Media

Havas Secures Exclusive ‘Fight Of Champions’ Broadcast Rights With Foxtel For Australia & NZ

Havas Sports & Entertainment ANZ, a division of the broader global full-service agency Havas, has confirmed an exclusive deal with Foxtel to showcase the World Boxing Association (WBA) Welterweight Championship across the trans-Tasman. Billed as the ‘Fight of Champions’, Manny Pacquiao and Lucas Matthysse will square off for the WBA Welterweight belt this Sunday. Havas […]

The Question On Everybody’s Lips At Cannes: How Did Tesco Win The Grand Prix Media Lion?
  • Media
  • Opinion

The Question On Everybody’s Lips At Cannes: How Did Tesco Win The Grand Prix Media Lion?

In this guest post, PHD’s Chloe Hooper (pictured below) analyses the campaign that claimed top honours in the Media category at Cannes this year. I sat in the auditorium as the Cannes Media Lion winners for 2018 were awarded. One thing became instantly clear to me: it is all about taking home Gold or the Grand Prix. […]

Opinion

by B&T Magazine

B&T Magazine
MINI Australia Showcases New ‘Connected’ Vehicles Via Vizeum & Posterscope
  • Advertising
  • Campaigns

MINI Australia Showcases New ‘Connected’ Vehicles Via Vizeum & Posterscope

An integrated campaign by Vizeum Melbourne for MINI Australia’s new ‘Connected’ vehicles will see digital out-of-home (DOOH) served via Posterscope’s Liveposter platform. Delivered centrally, the campaign will showcase the flexible qualities DOOH provides via multiple creatives targeted with specific data overlays such as location, traffic, time of day, and weather triggers such as rain. The […]

Women In Media Profile: Lisa Sheehan
  • Media

Women In Media Profile: Lisa Sheehan

The delightful Lisa Sheehan straps into B&T's "cage of truth" we actually prefer to call our Women in Media profiles.

by B&T Magazine

B&T Magazine
News Corp, Storyful & Fox Sports Join Forces To Support AIME Hoodie Day
  • Advertising
  • Campaigns
  • Marketing
  • Media

News Corp, Storyful & Fox Sports Join Forces To Support AIME Hoodie Day

News Corp Australia, Storyful and Fox Sports have joined forces in support of 2018 AIME Hoodie Day with a creative advertising, PR, social media and editorial campaign across print, digital, and broadcast media. Fox League presenter Hannah Hollis (pictured above) fronts the AIME Hoodie Day campaign, conceptualised, designed and created by News Corp’s trade marketing […]

Storyation Finalist For Global Content Marketing Agency Of The Year
  • Marketing

Storyation Finalist For Global Content Marketing Agency Of The Year

Sydney content marketing agency Storyation has been named a finalist for global Content Marketing Agency of the Year in the Content Marketing Association Awards in the US.  The only Australian agency on the short-list, Storyation was founded by two former Fairfax Media executives Lauren Quaintance (right in photo) and Mimi Cullen (left) and its clients include Tourism […]

Jaden Social Claims Integrated Marketing Tender For NSW Schools Spectacular
  • Marketing

Jaden Social Claims Integrated Marketing Tender For NSW Schools Spectacular

Jaden Social has been awarded the tender to handle integrated marketing for the NSW Schools Spectacular. The agreement will see Jaden Social manage marketing, media, digital and social across the 2018 to 2020 productions of Schools Spectacular, held at Qudos Bank Arena in November. Jaden Social underwent a competitive pitch to secure the account, in […]

APD Australia Appoints New Head Of Digital Product & Strategy
  • Marketing
  • Technology

APD Australia Appoints New Head Of Digital Product & Strategy

Digital transformation business APD has announced the appointment of Chris Butterworth as its Australian head of digital product and strategy. Based in Melbourne, Butterworth (pictured above) will be responsible for building on APD’s owned media team, growing its range of services and developing cross-channel products. Butterworth joins APD from Reprise Digital, where he was most […]

Apparent Appoints Joint Creative Directors From Within
  • Marketing

Apparent Appoints Joint Creative Directors From Within

Customer engagement agency Apparent has promoted Michelle Turchini and Simon Bloomfield to the newly created roles of joint creative directors, following strong business growth. Over the past 12 months, the independent Sydney agency has increased its staff to more than 60 people and moved into larger offices off the back of new and organic business […]

Targus Reinvigorates Brand Across The Trans-Tasman With First-Ever OOH Campaign
  • Advertising
  • Campaigns
  • Marketing

Targus Reinvigorates Brand Across The Trans-Tasman With First-Ever OOH Campaign

Targus Australia New Zealand has today unveiled its first-ever out-of-home media campaign to show off the brand’s fresh look and reinvigorated proposition. Showcasing how Targus connects people and technology, the campaign has been developed by the local arm of international independent brand design agency SomeOne, alongside a media strategy developed in collaboration with Sydney-based agency […]

Bedshed Reveals What Aussies Get Up To In Their Bedrooms In Fresh Campaign By Rare Perth
  • Advertising
  • Campaigns

Bedshed Reveals What Aussies Get Up To In Their Bedrooms In Fresh Campaign By Rare Perth

Last year, Bedshed commissioned a nationwide survey asking people right across the country what they get up to in the privacy of their bedrooms. It then gathered all the personal revelations together into a report, and now they’re sharing those details with everyone in Australia. The Bedroom Report reveals everything from our favourite sleeping positions […]

MediaMath Secures $US225 Million In New Funding
  • Advertising
  • Technology

MediaMath Secures $US225 Million In New Funding

Programmatic advertising player MediaMath has announced an integrated set of initiatives designed to advance the next generation architecture for digital marketing. The company is unveiling a range of investments in technology, people and relationships, as well as US$225 million in new financing, to accelerate its mission to connect marketers with consumers in a manner that […]

Christie Spaces Chooses The Wired Agency To Lead Digital Marketing
  • Marketing

Christie Spaces Chooses The Wired Agency To Lead Digital Marketing

Co-working space company Christie Spaces has announced the appointment of The Wired Agency as its new digital marketing agency in Australia. Tasked with maximising campaign performance through their trademarked hyper-segmentation and hyper-optimisation techniques, The Wired Agency will be leading search advertising, display advertising, and SEO for Christie Spaces. The company exists to provide a space […]

Realestate.com.au & Mazda Unveil Property Construction Video Series
  • Marketing
  • Media

Realestate.com.au & Mazda Unveil Property Construction Video Series

Property website realestate.com.au has launched a video series showcasing the trials and tribulations of an epic demolition and transformation by interior stylist and well-known Instagrammer Catherine Hegarty. The Heraghty family bulldozed their quaint weatherboard in Sydney to make way for a duplex, which will be the focus of the 2 in Twelve series, which you […]

Jimmy Brings & Spotify Curate Limited Edition Wine & Music Pairings Via Eleven
  • Campaigns
  • Marketing

Jimmy Brings & Spotify Curate Limited Edition Wine & Music Pairings Via Eleven

Eleven has worked with alcohol delivery service Jimmy Brings and Spotify to launch three limited edition wines that marry perfectly with music. The Songmelier Edition range features an Australian sparkling, sauvignon blanc and reserve shiraz, each paired with a Spotify playlist accessible via a code on the label. Wine lovers can simply scan the code […]

IPG’s 303 MullenLowe Appoints WA Creative Duo
  • Advertising

IPG’s 303 MullenLowe Appoints WA Creative Duo

Interpublic Group’s 303 MullenLowe has announced the appointment of Western Australian creatives Melita Masters and Bianca Galan-Dwyer to its team. Masters (pictured above, left) and Galan-Dwyer (pictured above, right) joined forces in 2016 at The Brand Agency, quickly establishing themselves as a first-rate creative duo with their multi-award-winning campaign ‘Let’s Thursday Like We Friday’ for the […]

Top Marketers Join Forces To Explore Best Practice
  • Marketing

Top Marketers Join Forces To Explore Best Practice

Some of Sydney’s top senior marketers have banded together to form a council that aims to develop best practice around launch marketing. The Launch Marketing Council (LMC) is an initiative by global independent launch agency Five by Five and will meet twice a year to share experiences around various launch marketing topics. The panel is […]

My Top Takeaways From Programmatic Week
  • Advertising
  • Marketing
  • Opinion

My Top Takeaways From Programmatic Week

In this guest post, Amnet MD Indy Khabra (pictured above) shares his top takeouts from Programmatic Week – a week dedicated to educating Dentsu Aegis Network staff on the very latest innovation and changes to the industry. The speed of technological disruption is accelerating. Keeping on top of the latest developments is challenging – even […]

Opinion

by B&T Magazine

B&T Magazine