Meaningful communication: It’s about connecting with people and relating our storytelling to what’s important in their lives ! 02/01/2017

The majority of consumers think branded content is just in the way of their online experience. Every storyteller will reveal that this is because they’re not involved. If there’s nothing in there for them, why should they be interested?

Source: When 60% Think Brand Content Is ‘Clutter’ It’s Time To Deploy Every Storyteller’s Secret Weapon 02/01/2017

Oh dear, you can’t really get two more standout diametrically opposed findings from a piece of research. When Havas looked into attitudes toward branded content for its “Meaningful Brands” report, it found some good news and some pretty awful news.
First the positive — 85% of consumers expect to see brands out there sharing content, so in case you’re being held back by concerns that nobody wants to hear what your company has to say about anything, you stand corrected. The point is, though, to be open to brands pumping out content is one thing, to enjoy it is quite another. Here Havas found that 60% of consumers find branded content is simply “clutter.”

Now, before we go any further, it’s probably worth pointing out that media companies are not immune from this, and I use the term ‘media companies’ very loosely. Just look at all the nonsense clickbait that surrounds nearly every article you’re likely to read online, even in highly rated media sources, and you could hardly say that content “clutter” is not exclusive to brands.

However, whether or not someone clicks to find out what a star of an old film looks like now or why number 7 in some endless sequence of photographs will make you cry is so low down most of our priority lists that it doesn’t even factor. What is important, however, is that being a meaningful brand means — according to Havas — a company will usually outperform the stock market average by more than 200%. Owning a brand that has meaning to people is important and content plays a role here.

The basic finding of the report is that while brands are out there sharing content about their products and services, where they usually fall short is communicating what that means to a person’s real life, beyond the mobile or desktop screen. So if you cannot relate to consumers as individual readers and if you can’t make it clear that there is a purpose in there for them if they carry on reading your content, then just don’t bother. All that will happen is you’ll add to the “clutter” and risk being one of the three in four brands that consumers wouldn’t think twice about if they no longer existed.

A good example the researchers give is a series of short videos from Nicorette that scored very highly for meaningfulness because they explained the products as well as their impact on customers’ lives. Conversely, a glitzy and hugely expensive ad slot in which Gwen Stefani unveiled a new single, courtesy of Target, scored a spectacularly low meaningful score. Put simply, people care more about how Nicorette could help them quit a filthy habit which could mean they will be around to see their kids getting married than they do about a pop star’s latest release.

So it’s not just about big named and big budgets. It’s about connecting with people and relating your storytelling to what’s important in their lives. It’s a little like chatting at the school gate or a party. The people who have nothing to say are as annoying as those who have too much to say, about themselves. The people you want to talk to will ask bring you in, orient their stories around you and leave you feeling that you’ve been involved, not talked at. It’s the same for brands and content.


First GRP Media Vision Day – Joeri Van den Bergh: Who’s up NXT? A cross-generational view on NextGen marketing

1st GRP Media Vision Day: “CONTENT SHOWS THE WAY”

The importance of content for the reinforcement of
brand equity, developments & partnerships


John Porter, CEO Telenet:
“We are in this together and need to skate where the puck is going.”

Olivier Robert-Murphy, Chief of Possibilities, Universal Music Group:
“By cleverly embracing data, insight and creative instinct, and by leaving the world of the 4P’s behind, it is now time to create meaningful relationships between brands and fans.”

Olivier_Robert-Murphy_about_music_and_marketeers__mediaday__grpbelgium (1)

Maria Garrido, Global Head of Data & Consumer Insight, Havas Group:
“67% of brands could disappear and nobody cares… What does that mean?”


Joeri Van den Bergh, Managing Partner Insites:
“The current young population is the most diverse and best educated generation ever. They have been shaped by technology and are true marketing game changers. Old handbook marketing approaches are bound to fail with this large consumer demographic.”

7 top speakers will explain their vision on content strategies and the development of values behind brands and media.

The Future of Social Media Relevance – Mobile, Niche, Meaning? | Social Media Today

The Future of Social Media Relevance – Mobile, Niche, Meaning? | Social Media Today.

Christel Quek

A friend of mine recently joined Facebook. He’s tech savvy, but had always resisted being part of the 900 million people around the world who are already on Facebook. He found the mobile applications for Facebook to be severely lacking as he was used to the immersive user experience on Flipboard, Path, Instagram and Twitter. Plus, he doesn’t see additional value with connecting with more brands on Facebook.

Could his experience be a sign of what social networks need to be mindful of in order to stay relevant?

Staying Mobile

Mobile is the future and will be the cornerstone of all our activities in the future- and I’m not just referring to the future of social media usage alone. Mobile payment solutions and Apple’s recent patent filing for iPhones to turn into universal remotes are just a peek at the future which our smartphone can promise.

Twitter has the help of robust third-party applications to keep the tweet flow going. Path has a beautiful user interface and Instagram has one which just works. Instagram didn’t see a need to have their own dedicated website- and yet it has no problems at attracting a larger user base
and getting sold for a billion dollars.

It is therefore a disappointment that Facebook’s mobile applications are currently not as robust as their desktop counterparts. It is a problem which Facebook can’t afford to ignore for long if it wants to remain the king of the social networking game in the future of social media- especially with the increase in penetration of smartphones around the world.

Staying Niche

Path, Pinterest, Glancee, and Instagram have succeeded at being engaging through their niche features. Instagram’s popularity was attributed to its niche at not just being able to make photos look different with its filters- but also sharing it with a community which appreciates them equally.

You don’t need to attempt to have every social feature on the block to succeed. This is especially apparent in the future of social media. Sometimes, the most minimalistic offering can be the most innovative- and if they can fill an unmatched gap, you’re in business.

Staying Meaningful

The truth is, our attention span on the internet is getting shorter and shorter- simply because we are continually exposed to a plethora of information every day.

I’m used to seeing a flurry of updates on my various social media profiles from brands which are touting their latest promotions, or asking me to submit my best vacation photo to win a holiday trip to the Caribbean. When was the last time you actually liked or followed a brand because they had meaningful value for you?

According to the Meaningful Brands research study in 2011, nearly 70% of consumers globally will not care if brands disappear overnight.

If you want to capture the attention, hearts, and minds of your audience, it is important to start thinking about meaningful value can add value to your customer’s life. That is the challenge brands and marketers would have to contend with in the future.

“I’m overwhelmed by the number of social media platforms now. I don’t need another one.”

That was a remark the very same friend made as he was looking at the mobile applications he had of various social media platforms. Will the future promise hope in helping us to cut the clutter and finding the platforms which will really matter? Eventually, only time can be the ultimate judge