11 AM | 23 Oct

Evolution Of Brands: From Campaign Engines To Storytelling



(Marketingmagazine.com.my) – It’s pretty clear by now that the next level of growth for social platforms is and will be coming in from Asia. But as I attend industry events and talk to my peers here, I realize that emphasis is still on the ‘why’ of social media than the ‘how’. Many Asian brands have a long way to go in embracing social for what it truly is – having meaningful conversations with your consumers or potential consumers. You don’t need to be a Rocket scientist to figure out that Social Media is a great way to humanise a brand, develop a relationship with your consumers and be present when it matters the most.

But as the days of ad-hoc social media campaigns come to end and as CXO’s demand ROI from their social teams, the pressure is now mounting to prove that these conversations are making a tangible business impact. Brands are still so fixated with the creation and growth of communities that they forget why they are in this medium in the first place. This leads us to scrutinize two areas that many social media practitioners are currently not focused on, which is content marketing and not having the right measurements in place.

Let’s address the first aspect that is content marketing in this post.

The world is definitely a different place since the advent of social. Consumers are far ahead in the content creation and the curation game than the brands. The below infographic – ‘What happens in an Internet Minute?’ – clearly articulates my point that content is aggregating around consumers and not brands.

This has made brands clearly uncomfortable and desperate. They have been so used to thinking about long duration campaigns, when the consumer is obviously asking for a daily conversational content. The situation is getting so bad that there is even a page on Facebook dedicated at ridiculing brands that just don’t get social content marketing. You can visit Condescending Corporate Brand Page and have a good laugh and get a taste of how brands are making a fool of themselves while trying to attempt daily social conversations. And this is exactly what happens when a brand thinks that they can switch gears from campaigns to daily conversations, without having a detailed ‘Content Strategy’.

To evolve and have a great ‘Content Strategy’ for Social Media, a brand needs to transform themselves to think like a ‘Publisher’. It’s almost like owning a newspaper or a news channel and figuring out what will you talk about next.

So what is the journey that needs to be taken by a brand to become a great storyteller?

To read more, click here.