INKtalks2015.12.16---Charles Cadell:社會化媒體品牌的新時代

INKtalks2015.12.16---Charles Cadell:社會化媒體品牌的新時代
發佈日期：2015年12月16日
A veteran of the advertising industry, McCann Asia-Pacific President Charles Cadell has seen a seismic shift in how brands present themselves—prompted largely by the presence of mobile phones and the power of social media. In this research-based presentation, Charles delineates these changes and focuses particularly on Asia’s consumers, who combined make up half of the world’s social media users. Through vivid case studies, Charles puts forth the idea that the success of a brand today no longer depends just on smart marketing, but on the very ethos of a company.
广告业的资深人士，麦肯亚太区总裁Charles Cadell已经看到了巨大转变品牌如何展示通过移动电话的存在和社交媒体的力量本身提示的大部分。在这个以研究为基础的介绍，查尔斯描绘这些变化，尤其侧重于亚洲的消费者，谁结合构成了世界上一半的社交媒体用户。通过生动的案例分析，查尔斯把第四，一个品牌今天的成功不再只是聪明的营销依赖，但一个公司的非常精神的想法。

0:09this quote is I can't attribute says it's been around for about 40 years and
0:20it's actually doesn't entirely apply to me because my mother does know what I do
0:23I don't know how proud she is of course I do wish I think she's proud of where
0:28I've got to win it on I started my career in London and every year the main
0:35media The Daily Telegraph did a survey amongst consumers about the top 20 most
0:42trusted professions in the country and every year as a sort of twenty twenty
0:48one-year-old going up the ranks there was my profession advertising which was
0:53always at number 19 and the only thing that we beat was used car salesman and
1:01those days certainly in the West haven't changed slightly more so in the East are
1:06coming soon as in a minute but it is this man Vance Packard who wrote a
1:10seminal book in the 1960's called the hidden persuaders where he talked about
1:14the dark arts of advertising how we used subliminal messages to get you to buy
1:22things you didn't want to buy and if you know your your Christian mythology and
1:27Christian symbolism there is the Apple from the Garden of Eden on attempting
1:33hook hook which we're trying to offer in other words the woes on the evils in the
1:40hills of the world's down to meet my profession we are the pandora's box we
1:46opened it up hold on to me and you will bankers denied that its me its
1:51advertising so that's what I want to talk to you about because needless to
1:56say I don't believe it I didn't believe it then I certainly don't believe it now
1:59but the world has changed and it's changing very very fast and it is
2:05changing for the good in this respect and the reason for this is
2:12is because of us but I keep us more you as in the Asians in the audience because
2:19the asians are leading this fundamental change and what i'm talking about this
2:24change is marketing as a force for good I want to talk about this I'm not gonna
2:28be talking about corporate social responsibility programs they do play an
2:32enormous parts and we know things being equal that those companies and brands on
2:39a CSR platform will do better will outperform those that don't and we also
2:43know that consumers will pay willingly more for a service or product which is
2:49on environmental or social base which they believe in that's what I'm still
2:54chill out I want to talk to you about how brands and companies have
2:58fundamentally changed how they act may act within transparency with integrity
3:03to the consumers that this is not a a Damascene moment when they woke up one
3:09nice and slow said we have to change the way we do things as I said it's been
3:13changed by US I'm specifically it has been change I would now put out some
3:19mobile home and show your mobile phone because that's what's changing the world
3:23is digital communication and it is being led by Asia Pacific specifically it is
3:29being led by this the divisions full billion people one point one of them all
3:35on social media now to put it another way that is over the world social media
3:40population on average an Asian consumer spends five hours on the internet
3:46two of those are on social media and a third is shopping on the internet and
3:55these two obviously from marketeers perspective a very much connected
3:59because increasingly consumers use social media to shop
4:03not just on the platform such as Tencent Alibaba we chatted doing but they
4:08genuinely will go out and ask their friends what do you think of this before
4:13they buy the products
4:16so we have a tremendous number of Asian consumers obviously are now connected on
4:23that mobile device and using it for social media but that doesn't give you
4:31an indication of the meaning of this device because the meaning of this
4:36device is something else entirely
4:41and it's very different from east to the west the west by and large went from
4:46fixed-line the desktop PC laptop PC and then to the tablets and mobiles Egypt
4:53they skips telephones pretty much all together to a large extent they give
5:00desktop PCs and they went straight to the mobile device and that has caused a
5:07different type of relationship then east in the west to these devices the West is
5:12slightly colder
5:14East it has become a fundamental piece of there being we have done research and
5:21we know that we've been told that consumers would rather give up their
5:26sense of smell the mobile phone I'm we've read read this is serious we read
5:32in the papers we will see in the papers of special in China or India where
5:37fathers and sons a sending their kidneys to get a mobile phone that this is
5:42extraordinary but everyone in this room is extortion it certainly destroyed me
5:46for the Western consumers it can only really be understood in the context of
5:51the role this place in their lives and as I said it is fundamental because it
5:55is the group that connects consumers too bad friends to their society and their
6:03social media
6:05personal record connectivity requires technology 87% eighty-one percent
6:11believe this to be true in other words I cannot be connected unless they have
6:16this device very different from the USA and the UK furthermore deep connections
6:22don't even require me ever meeting the person anymore I can have a deep
6:27relationship purely through the technology so what they're doing and
6:35this is how they're feeling about the brand's social discourse is now
6:39pervasive and it is used for shopping and fun marketing across all these
6:46brands I want to briefly take use and how these consumers looking at brands in
6:52Asia again it is very different from the rest
6:55the west of the more cynical
6:58advertises in East that is not the case then ease the consumers believe that
7:04brands have a positive role in must play a positive role in a force for good in
7:09the world they must that job their role is to make it a better place and if they
7:13do they will tell others about it and of course the reversals if they don't they
7:20do a bad job everyone will never balances so this and the combination of
7:26these two very significant losses essentially means brands must be playing
7:32a positive role in the world's and if they do people will tell others about it
7:38and they will buy because of its one billion consumers cannot be wrong Asian
7:43consumers so from a marketing perspective what does that mean
7:46essentially actually it means nothing no change to what marketers and advertisers
7:52have always been trying to do whilst we're trying to essentially do one thing
7:56which is build trust in my company go to the Global Peace Research hundred and
8:05twenty countries 30,000 consumers went out and trying to understand the cape
8:09was seized it
8:11builds trust in brands what is it that makes you feel trustworthy and lets some
8:16examples of what you see is the most trustworthy bands and the least I'm
8:20where I am driving it and I gotta take you very briefly thought couple of these
8:24it's very in-depth study of as a couple
8:29what he's most interesting out of this is not about us it is not about
8:34marketing and advertising agencies what has changed is that the organization's
8:41themselves have had to take on an equal from inside out to change how they
8:49behave how they'll organized and then let that be seen through the marketing
8:55and advertising so it's a phrase in a plane lipstick on a pig was ever true it
9:00certainly isn't sure when the world today or the notion of greenwashing of
9:04co-opting and jumping on a serb environmental bandwagon today in the
9:09course of very public opinion driven by social media that is no longer possible
9:15so there is a couple of pillars that come through very clearly and I want to
9:20run through them very briefly in some sort of organizational the company
9:23perspective is now happening to these major brands the first one is
9:29credibility
9:30to begin any journey of trust the first basic step you have to be is just a
9:38gentleman's wood as his own so to speak so from a company perspective how this
9:43used to work as you have a whole bunch of auditors who would come into the
9:47organization check your processes and make sure internal organization is
9:52following the policies that have been laid down into taking now these days
9:57takes too long and most importantly it's not consumer-centric it is interred
10:03focus that has all changed of course because today's auditors of every single
10:08brand is social reviews and social media the likes of TripAdvisor the likes of
10:15Yelp are giving real-time always on information and feedback on those brands
10:21and of course those brands who take those reviews and put them on the sites
10:26without clearing out negative comments received significantly higher sales than
10:32those who don't
10:33so seeing negative comments on a blog on a brand did you higher returns than if
10:41you just have positive next one
10:44authenticity uses real-time we live in the world and I have a social media and
10:51anyone can find the truth about the company or brand maybe they're true that
10:55maybe not the truth but its many company perspective what is changing here is it
11:02means that the internal organizational strategy and culture has to match
11:07exactly the brands below the recipe on the outside and then diffuse it at every
11:13level of the organization to ensure there is an exact match between the
11:18company believes and is doing and is being said on the outside
11:23couple of examples for years ago KFC ran a promotion in the USA for breast cancer
11:29awareness pink ribbon
11:31$0.50 for bucket of 12 drumsticks was given to this charity the division was
11:38enormous and imagine why on a number of fronts why this may be so take this
11:43against a postal is the darling of the stock market right now food with
11:47integrity the first company to denounce the use of GMOs in its food the first
11:53company talk about how it's naturally sourced and produced for juice where it
12:01comes from the farms it comes home and anything you need to know about the
12:04company or the ethics is up on its website coming to market near you
12:11transparency but as with any relationship honesty is the cool and
12:16humans we value much more a straight honest and hurtful conversation the
12:22misdirection and occupation so giving it to rate this is often difficult because
12:29these large companies have legal departments within them
12:32generally believed silence should be golden in other words the crisis shut
12:36down keep your head down two examples Malaysian Airlines and Air Asia they
12:42both had tragedies last year both know about them
12:46flights 85014 AirAsia mhm 3700 mAh 370 is a case study now in terms of what not
12:54to do
12:55crisis management flight 8501 Tony Fernandes within three hours of that
13:03plane going missing the first news I was on Tony's own personal tweets there was
13:09a time for three hours where CNN BBC Channel NewsAsia the most reliable
13:15source of information was to Tony Fernandes himself he was on the same
13:20within four hours and essentially his business in the last 12 months has
13:25continued to search Malaysia Airlines year on year to June foreign or domestic
13:31partner inward arrivals dropped 20 percent and is mainly driven by the
13:36Chinese who no longer find that a line
13:38and finally all race is going on in the world it's not just about listening to
13:44it it is about responding to it because reputation is one of most valuable forms
13:51of actually capital in a company and high the Lloyds list of high lofty it
13:56leads to shareholders holding on in times of crisis but it is hard to build
14:02its very quickly to lose especially when you got these waves of social media
14:07going on but it's not just about listening it is about responding and the
14:12best and the smartest companies in the world today and now using this as an
14:17opportunity to their advantage
14:20I'll finish on this example this was a post up which ran in the underground of
14:26London last year it had been stalled out make my mother been schooled out and war
14:33had been put in its place and somewhat have written please stop driving out the
14:37high seas a Muslim journalists going home from work on a Tuesday evening six
14:42o'clock sold this took a picture put it up on his blogger started needless to
14:47say pretty big conversation in London between the Muslim and Sikh community
14:51within two hours the gap social media seemed had contacted him and found out
14:56where it was within three hours they hit are supposed to scope the company
15:02posters up to go and replaces the next morning daren put change their Facebook
15:11and Twitter page to have this visual on it and alongside it they posted a letter
15:18denouncing those race fuels and their position on the community the next day a
15:27letter appeared in the British media is an open letter from the Sikh community
15:31in London tracing gap to their responsiveness the best and most
15:37wonderful company was because they had built will be much more than they
15:44conduct themselves so returning it wonderful so some examples but there is
15:50a common theme here
15:51success is no longer and it isn't even
15:57organizationally that is being taken by the world's largest companies it's been
16:02driven by youth primarily it's been driven by that mobile device and it is
16:07all-pervasive and fundamentally it means as these companies ton and there is a
16:13responsibility there is an honesty and integrity in everything they do I for
16:19one to sleep better at night and I think we can put them to bed but thank you
16:26very much


0:09这句话是我不能属性说，它存在了大约40年，
0:20它实际上并不完全适用于我，因为我妈不知道我做什么
0:23我不知道她当然是多么自豪我真希望我觉得她的地方感到自豪
0:28我必须赢得它，我开始我的职业生涯在伦敦，每年的主
0:35媒体每日电讯报做了一个调查，其中包括消费者对排名前20位最
0:42在全国每年信任的职业作为一种二十20
0:48一岁往上走的队伍有我的专业广告这是
0:53总是在19号，而我们打的唯一的事情是二手车推销员
1:01那些日子肯定在西方并没有改变稍微更多的是在东都
1:06即将在一分钟，但它是这个人万斯惠普谁写了一
1:10开创性的书在1960年的所谓隐藏的说服者，他谈到了
1:14广告我们如何使用潜意识信息的黑魔法，让你买
1:22事情你不想购买，如果你知道你的基督教神话
1:27基督教的象征还有就是苹果从伊甸园的尝试
1:33勾勾，我们正在努力提供的。换句话说，在罪恶的困境
1:40世界上下来迎接我的专业山丘我们是潘多拉的盒子，我们
1:46打开它，扶住我，你会银行家否认了我的
1:51广告所以这就是我想和你谈谈，因为不用
1:56说我不相信，我不相信，那么我当然不相信，现在
1:59但世界已经改变，它的变化非常非常快，这是
2:05改变为在这方面的好和原因是
2:12是因为我们，但我把我们越多，你作为亚洲人的观众，因为
2:19亚洲人是导致这种根本性的变化，什么我谈论这个
2:24变化的是市场营销，作为正义的力量我想谈谈这个我不会
2:28谈到企业社会责任计划，他们做的发挥
2:32巨大的部分，我们知道事情都是平等的，这些企业和品牌上
2:39企业社会责任平台，会做的更好的表现将优于那些不这样做，我们也
2:43知道，消费者将支付随便多为一个服务或产品，其
2:49对环境和社会基础，他们相信这就是我仍然
2:54冷静下来，我想和你谈谈关于品牌和企业如何有
2:58从根本上改变了他们如何行动可能会在诚信透明度行动
3:03对消费者，这是不是AA大马士革的时刻，当他们叫醒了一个
3:09漂亮的和缓慢的说，我们必须改变我们做事情的方式，我说，它已经
3:13美国改变了我具体而言，它已经改变现在我把一些
3:19手机之家，并显示您的手机，因为这是正在改变世界
3:23是数字通信，它正在由亚太地区特别是
3:29外行领导这个部门完全十亿人有一点他们都之一
3:35在现在的社会媒体把它另一种方式，就是在世界各地的社交媒体
3:40人口平均亚洲消费者花5个小时互联网上
3:46其中两个是关于社交媒体，第三是购物在互联网上和
3:55这两个很明显，从市场商人的角度来看一个非常连接
3:59因为越来越多的消费者使用社交媒体来店
4:03不只是在平台如腾讯阿里巴巴我们聊做什么，但他们
4:08真正会走出去，向他们的朋友您怎么看这个前
4:13他们购买的产品
4:16所以我们有亚洲消费者的一个巨大数字显然现在已连接上
4:23该移动设备，并使用它的社会化媒体，但不给你
4:31这种设备的含义的指示，因为这意
4:36设备完全是另一回事
4:41它是由东非常不同向西向西通过，并从大去
4:46固定线路的台式PC笔记本PC，然后向片剂和手机埃及
4:53他们跳过电话几乎所有的在一起，他们给在很大程度上
5:00台式机和他们直奔移动设备，并且已经引起了
5:07不同类型的关系，再向东，西到这些设备上的西方
5:12稍冷
5:14东亚已成为一个基本的一块那里是我们做了研究，
5:21我们知道，我们被告知，消费者宁愿放弃自己的
5:26嗅觉灵敏的手机我我们读读这是严重的，我们读到
5:32在报纸上，我们会在特殊的中国和印度，其中报纸看到
5:37父亲和儿子发送他们的肾脏拿到手机，这是
5:42非凡的，但每个人都在这个房间是敲诈它肯定毁了我
5:46对于西方消费者只能真正的背景下来理解
5:51角色在他们的生活，并为这地方，我说，这是根本的，因为它
5:55是连接消费者太糟糕了朋友自己的社会和集团及其
6:03社交媒体
6:05个人纪录连接需要的技术87％81％的
6:11相信这是真实的，换句话说，我不能接，除非他们有
6:16该设备从美国和英国进一步的渊源颇深很大的不同
6:22甚至不要求我有史以来会议的人了，我可以有一个深
6:27单纯通过技术的关系，使他们在做什么，
6:35这是他们如何感受这个品牌的社会话语现在
6:39普遍的，它是用来在所有这些购物和娱乐营销
6:46品牌我想简要地采取使用以及如何将这些消费者看品牌
6:52亚再次它是从静止非常不同
6:55更愤世嫉俗西部
6:58通告中东部，是不是这样，那么缓解消费者认为，
7:04品牌有积极的作用，必须以良好的力发挥积极作用
7:09世界上，他们必须在作业它们的作用是使其成为一个更好的地方，如果他们
7:13这么做，他们将告诉其他人，当然它和逆转的，如果他们不这样做，他们
7:20做不好的工作大家永远不会平衡所以这和组合
7:26这两个非常显著的损失主要是指品牌必须打
7:32在世界上，如果他们这样做的人会告诉别人它的积极作用
7:38他们会买，因为其一十亿消费者不能错亚洲
7:43消费者因此从营销的角度是什么意思
7:46本质上其实没什么意思没有改变什么营销商和广告商
7:52一直试图做的，而我们正在努力从根本上做一件事
7:56这是在我公司建立信任去全球和平研究一百
8:05二十个国家30000消费者走出去，试图了解斗篷
8:09被检它
8:11建立在品牌信任是什么让你觉得值得信赖，并让一些
8:16你看到的是最值得信赖的乐队和最不，我的例子
8:20在那里我驾驶它，我得把你很简单以为这些夫妇
8:24它是为一对夫妇非常深入的研究
8:29他是最有趣的出来这是不是我们现在不是讨论
8:34市场营销和广告机构发生了什么变化的是，该组织的
8:41他们不得不采取从内到外的平等改如何
8:49他们的行为会如何组织的，然后让这种通过营销可以看出
8:55和广告所以它在猪飞机口红的一句话是有史以来真的，那
9:00肯定是不知道什么时候当今世界或者漂绿的概念
9:04增选和一名塞尔维亚环保浪潮的今天跳
9:09很舆论的过程中通过社会化媒体推动已不再可能
9:15所以有几个柱子是来通过很清楚的，我想
9:20通过他们在某种组织，公司的运行很简单
9:23观点现在发生在这些大品牌，第一个是
9:29可信性
9:30开始信任任何旅程的第一个基本步骤中，您必须仅仅是一个
9:38绅士的木材作为自己所以从公司的角度讲那么如何
9:43过去是你有一大堆的审计师谁也进入了中
9:47组织检查你的流程，并确保内部组织
9:52以下已制定了到现在服用这些天的政策
9:57需要太长的时间，最重要的是它是不是以消费者为中心被埋葬
10:03焦点已经全部改变了，当然每一个，因为今天的核数师
10:08品牌是社会评价和社会媒体喜欢到到网的喜欢
10:15 Yelp的是在这些品牌的信息和反馈提供实时总是
10:21当然谁把这些评论和这些品牌把他们的网站
10:26不清除出负面评价显著更高的销售额比
10:32那些谁不
10:33所以看到负面评论对一个品牌的博客你比如果回报率较高
10:41你只要有积极的下一个
10:44真实性采用实时我们生活的这个世界，我有一个社会化媒体和
10:51任何人都可以找到有关的公司或品牌的真相，也许他们是真的，
10:55也许不是真理，但它的许多公司的角度看，正在改变这里是它
11:02意味着内部组织的战略和文化必须匹配
11:07正是在外面，然后配方下面品牌扩散它在每一个
11:13该组织的水平，以确保有之间的精确匹配
11:18公司认为，生意，并在外面虽这么说
11:23几个例子年前肯德基跑了促进美国乳腺癌
11:29认识粉红丝带
11:31 $ 0.50 12鼓槌桶被给了这个慈善机构的分工是
11:38巨大的想象为什么在许多方面的原因，这可能是这样借此
11:43针对邮政是股市的宠儿，现在的食物
11:47诚信第一家谴责在其食物中首次使用转基因生物
11:53公司关于它如何天然来源和生产果汁的地方谈话
12:01来自它回家，你需要了解的农场和任何
12:04公司或道德达在其网站上面市你身边
12:11透明度，但与任何关系，诚信是清凉
12:16人类，我们的价值更直诚实伤人谈话
12:22误导和职业所以给它评论这是因为通常很难
12:29这些大公司都在他们的法律部门
12:32一般认为沉默应该是金色的，换句话说，危机关闭
12:36下跌总是低着头两个例子马来西亚航空和亚洲航空它们
12:42去年两人都悲剧都知道关于他们
12:46航班85014亚航MHM 3700毫安时的370是一个案例研究，现在在什么不能条款
12:54去做
12:55危机管理飞行8501托尼·费尔南德斯三个小时的内
13:03飞机失踪的第一条新闻我是Tony的个人微博有
13:09一时间三小时，其中CNN BBC亚洲新闻频道最可靠
13:15信息来源是托尼·费尔南德斯自己，他是在同
13:20四小时内，基本上他在过去12个月的企业有
13:25继续寻找马航同比六月国外或国内
13:31向内来港定居人士的伙伴下降20％，主要是受了
13:36中国谁再也找不到一条线
13:38最后全部比赛将在世界上发生这不只是听
13:44它是关于应对，因为信誉是最有价值的形式之一
13:51实际上资本在企业和高万丈之高的劳埃德名单
13:56导致股东在危机时刻抱着但是很难建立
14:02它的速度非常快，以特别是失去，当你得到了社会媒体的这些波
14:07怎么回事，但它不只是听它是关于响应和
14:12最好的和最聪明的公司，在当今世界，现在用这个作为
14:17的机会，他们的优势
14:20我会完成这个例子，这是一个张贴跑在地下
14:26伦敦去年它已被搁置了让我妈妈受过教育了和战争
14:33已经把它的位置和有些已经写了，请停止驾驶出
14:37公海穆斯林记者下班回家在周二晚上六点
14:42点卖的这个拍了一张照片把它挂在他的博客开始不用
14:47说，穆斯林和锡克教社区之间相当大的谈话在伦敦
14:51两小时之内的差距社交媒体似乎已与他联系，并找到了
14:56它是在三个小时内，他们打理应范围本公司
15:02海报起来去代替，第二天早上达人把改变自己的Facebook
15:11和Twitter页面有这种视觉上并沿着它自己贴了一封信
15:18谴责那些种族燃料和他们的立场对社会第二天
15:27信出现在英国媒体是锡克社区的一封公开信
15:31在伦敦追踪差距的反应最好，最
15:37奇妙的公司是因为他们已经建立会比他们更
15:44立身所以其返回美妙因此一些例子，但有
15:50这里一个共同的主题
15:51成功是不再并且它甚至不是
15:57组织上，正在采取世界上最大的公司它已经
16:02青年主要得益于它已经推动了移动设备，这是
16:07无孔不入，从根本上就意味着这些公司吨，并有一个
16:13责任存在于一切的诚实和正直他们做我的
16:19一到晚上睡觉好，我认为我们可以把它们睡觉，但感谢你
16:26非常