Building Effective Social Brands: A Comprehensive Framework for Success (Full Transcript)

Speaker 1: The framework for me doing social brand building and building businesses is what's the brand stand for, what's the business objective? The next thing we do is we create 40 to 50 consumer segmentations. Not three, right? 40 to 50 consumer segmentations. 18 to 22 year old males living in Bangladesh that are into eSports. 21 to 27 year old females in Tokyo making 200,000 a year. 40 to 45 year old moms in Malaysia who have an affinity towards high fashion. Real specific consumer cohorts with real teeth, okay? Next on that is called PAC. Platforms and culture. Like do you actually understand what the platforms are doing? Next, which platforms are you creating for? You've now gone the whole way down. Now it's we're gonna pick Instagram and Facebook and Twitter and for me, every brand that's in this room should be on all of them. But this is back to allocation more to their dollars go so they can't, but they should, but they'd rather spend $8 million on a TV spot. So you lay out the platforms. Then you go to work. So now you've created a framework. Now your creative and strategy team are ready to work. Now you start posting against the framework, right? You know what consumer you're going after. You know what you're trying to achieve in business. You know how the platforms work. So you know Facebook Reels is underpriced right now. You know that green screen headline creative is over indexing on TikTok. You know, so you start making. Now the work really begins after you make. You have a person in your strategy team called a PCS, a post creative strategist. Her and his job is to look at all the qualitative feedback. You have your analytics and media team look at the quant feedback and you start making your machine smart like a half pregnant AI. The team gets smart through the work. You start looking at the proxies. When you've got a retail brand that sells in retail stores, you're running the media against holdout clusters to prove that you're actually driving incremental growth. If you have a DTC brand or an app, it's a piece of cake. You're just looking at the black and white data. When the creative goes viral or over indexes its norm, it becomes the brief for more efficient and effective work. So now the virality based on the consumer sentiment and intent and truth becomes a proxy to your brief, not a strategist sitting in an office going on Reddit for four hours writing a brief. Then you do that forever and ever and ever. Your cohorts are an accordion. As you start getting affirmation that something's not working, you actually eliminate Malaysian moms 40, 45 because you aren't finding affinity. Your creative team hasn't hit the mark. On the flip side, while marketing to Indonesia gamers 13 to 15, you realize it's actually the female gamers 13 to 15 that are even more interested in the intent and you create a new cohort to go there to double down on the truth of the consumer, not the audacity of the boardroom.