For the opening keynote in the Social track at ad:tech last week, I shared our vision for how brands can achieve far greater social success without investing a single penny more in content or media.
That might sound like a lofty promise, but the logic behind that vision is actually very simple: enduring success in social is determined by what other people say about you, and those third-party conversations are driven by what you do, not just what you say.
So what should you be doing differently?
The answer lies in adopting a 'whole brand' view of social: using everything your brand does to inspire organic social conversations that broaden brand awareness and increase social engagement.
More specifically, brands need to adopt a socially optimised marketing mix: we need to explore how we can use activities such as packaging, advertising, customer service, HR, and even procurement to drive social success.
You can read the full story in the SlideShare embed above (or read it here), where you'll also find a whole host of great examples from brands in different industries around the world.
We're always looking for new examples to support this vision too, so if you've spotted any great 'non-social' marketing that's driving social conversations, please let us know – just share a link in the comments below, or drop us a note on Twitter: @wearesocialsg.