03 Feb How To Grow Your Brand In A World Where Customers Have More Media Power Than You Do
Technology and shifting consumer behaviour are changing the world of marketing.
Large and small, old and new, businesses are having to adopt new ways of working and new ways of thinking about brand and customer relationships.
As one of the UK’s first specialist social agencies we have helped lead this change.
Brand story-telling is now largely owned by the people formerly known as customers.
Advertising will never be the same again.
Everyone is connected to everyone. Everyone can publish. Everyone has a say.
Some call it the ‘democratisation of media’.
Few brands welcome it – life was easier when they were the ones who controlled what was said about their products.
But there’s no denying the power of UGC.
It’s what people want when they want to know more about brands.
More trusted. More influential. More acted upon.
Everyone is a model. Everyone is a photographer. Everyone is a reviewer.
1.2 billion people log-in to Facebook every day.
Some marketers still insist on seeing them just as another media audience. But that misses the point.
Create. Comment. Share.
Each and every social network user is also a potential publisher.
In a world where a brand’s consumers are also their media, we encourage marketers to stop thinking “I talk, they listen.”, and start thinking “Everyone talks. Everyone listens.”
So many ways of talking and yet it’s never been harder to be heard.
5 billion items of content are posted on social networks every day.
10 billion video views happen daily on Snapchat.
350 million images are uploaded daily to Facebook.
A connected world is a noisy world.
Being heard means going with the tide, not fighting it.
Which is why we focus on peer-to-peer in all of our thinking.
Content, perspectives, activities and experiences that inspire brand collaborations, consumer-to-consumer conversations and content co-creation are how you achieve scale and cut-through when everyone is talking.
Advertising no longer influences 88% of people
We love advertising! We are advertisers after all.
But the world no longer needs to rely just upon what brands say to find out more about what they do.
So for us, the way ahead is to put the customer story next to the brand story.
We think of Advertising as the Promise – what brands say their products will do, the difference they’ll make.
And social content is what’s REAL – what consumers who have experienced those products have to say.
We know that few people are willing to make a decision about a brand, without REAL.
We stand for real
At TSP, we bring people closer to brands by connecting them to the REAL experiences of other people.
It’s what makes us different from content farms and social add-on’s.
It’s why our work consistently outperforms targets and industry norms.
It’s how we’ve won major global awards for low-cost reach, communications innovation and marketing effectiveness.
We are customer obsessed.
Our priority is developing communications that help deliver better end-to-end customer journeys when they look for your products in search, talk about them in social or hear from them via eCRM.
To achieve this, we put the customer front and centre.
The brand or product is the stage. But what people do when they experience the brand is the star of the show.
We see your consumer as your media.
Everything we do is designed to:
- Identify the people who love what you do.
- Connect them with the people who want to know more about what you do.
- Inspire them to talk about what you do.
Real is more influential.
98% of people are more likely to engage with a brand story shared by a friend, rather than a story created by the brand itself.
Real is more trusted.
Millennials – the largest shopper cohort on the planet – trust shared experiences and opinions more than any other type of brand information.
Real is more memorable.
User generated content is more than a third more memorable than brand content.
Real drives sales.
Delivering differentiating experiences rather than differentiating ideas has 20% more impact on purchase choices.
What industry experts say about Real:
“THE ENTIRE MARKETING ECO-SYSTEM IS ADAPTING TO THE EMPOWERED CONSUMER AND THEIR RADICALLY DIFFERENT EXPECTATIONS AND BEHAVIOURS.”
“CONTRARY TO RECEIVED WISDOM, PEOPLE WANT TO CONNECT MORE THAN EVER. THEY WANT THE BRANDS THEY DO BUSINESS WITH TO CONNECT THEM WITH OTHER PEOPLE AND NOT KEEP MAKING THE HARD SELL.”
“TWENTY-FIVE PERCENT OF SEARCH RESULTS FOR THE WORLD’S 20 LARGEST BRANDS ARE LINKS TO USER-GENERATED CONTENT.”
“84% OF GLOBAL CONSUMERS ACROSS 58 COUNTRIES SAY THAT WORD-OF-MOUTH RECOMMENDATIONS FROM FRIENDS AND FAMILY, OFTEN REFERREDTO AS EARNED ADVERTISING, ARE THE MOST INFLUENTIAL AND MOST TRUSTWORTHY SOURCE OF INFORMATION ABOUT BRANDS.”