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Social media: making it work for brands
Social media: making it work for brands
Social media: making it work for brands
Social media: making it work for brands
Social media: making it work for brands
Social media: making it work for brands
Social media: making it work for brands
Social media: making it work for brands
Social media: making it work for brands
Social media: making it work for brands
Social media: making it work for brands
Social media: making it work for brands
Social media: making it work for brands
Social media: making it work for brands
Social media: making it work for brands
Social media: making it work for brands
Social media: making it work for brands
Social media: making it work for brands
Social media: making it work for brands
Social media: making it work for brands
Social media: making it work for brands
Social media: making it work for brands
Social media: making it work for brands
Social media: making it work for brands
Social media: making it work for brands
Social media: making it work for brands
Social media: making it work for brands
Social media: making it work for brands
Social media: making it work for brands
Social media: making it work for brands
Social media: making it work for brands
Social media: making it work for brands
Social media: making it work for brands
Social media: making it work for brands
Social media: making it work for brands
Social media: making it work for brands
Social media: making it work for brands
Social media: making it work for brands
Social media: making it work for brands
Social media: making it work for brands
Social media: making it work for brands
Social media: making it work for brands
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Social media: making it work for brands

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Keynote presentation given at C21 Social Media Forum at BAFTA, June 22, 2009.

Keynote presentation given at C21 Social Media Forum at BAFTA, June 22, 2009.

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  • 1. Social media: Making it work for brands Ann Longley, Digital Strategy Director, 22 June 2009
  • 2. Dynamics Topics for today Case studies MEC’s approach
  • 3. Dynamics Case studies Digital age dynamics MEC’s approach
  • 4. Dynamics Social media is making a big impact “Twitter will change the way we Live”, Time Magazine, 2009
  • 5. Dynamics but what do we mean by social media? Social media is a very broad term. It refers to all those online activities, tools, platforms and practices that allow users to collaborate, create and share thoughts, knowledge, opinions and content. It is both what people do online, and the environments in which they do it. As in the „real‟ world, the social web has its own culture and norms although these may vary from place to place.It is an evolving landscape in a continuous state of flux. MEC Guide to Social Media
  • 6. Dynamics and what does it mean for our customers? Better Informed Better connected Change image More in control More fragmented More expressive
  • 7. Dynamics Social media is dominated by UGC Share Create Remix which brands can‟t control…
  • 8. Dynamics Creating new challenges for brands Threats Opportunities
  • 9. Dynamics Problems…? Everyone knows about it
  • 10. Dynamics No such thing as local news
  • 11. Others can undermine your messages
  • 12. Dynamics Organising protests has never been easier
  • 13. Dynamics News not all bad
  • 14. Dynamics Many brands have fans online
  • 15. Smart brands cultivate their fanbase
  • 16. Dynamics Smart fans influence brands
  • 17. Brands can avert problems by listening
  • 18. Dynamics And invite their customers to help them
  • 19. What makes a good social media strategy? MEC’s approach Dynamics Case studies
  • 20. Case studies Obama Everywhere: election-winning MySpace page with application Facebook page with application 1.267M friends 5.5M fans 32k active app users YouTube Twitter 100m+ video views 291k followers 164k subscribers
  • 21. Case studies T-mobile: creating a groundswell
  • 22. Case studies Skins: energising its fanbase
  • 23. Case studies Sony Ericsson: portable and shareable
  • 24. Case studies DELL: listening and rewarding
  • 25. Keys to success Empowered consumers want to interact with brands Empowered consumers want to interact with brands 1. Better informed 2. Better networked 1. Content } markets as conversations 3. Better connected 2. Communities } = conversion 3. Conversations Clients uncertain about the best way to spend their digital budgets as well as how to operate in this new marketing environment.
  • 26. Case Social entertainment: A vision studies
  • 27. Dynamics Topics for today Case studies MEC’s approach
  • 28. MEC Approach The numbers can’t be ignored 79, 294M 12, 055M 31, 175M 132, 607M Source: Comscore Europe, Jan 2009
  • 29. MEC Approach YouTube is scaling to the size of a TV Channel Monthly Unique 44.3 Users Adults (16+) monthly unique users 41.9 35.6 Online TV 26.5 20.5 20.9 12.9 11.2 7.7 Rest of 6.4 6.8 Adults 4.1 2.9 3.9 1.7 16 -34 0.3 0.4 0. Men 2.9 8 0.5 Source: Nielsen October 2008, BARB 29
  • 30. MEC Approach Advertising facing a backlash
  • 31. MEC Approach Advertising is fighting back New social ad formats are Social media integration on emerging and off domain
  • 32. MEC Approach Marketing has changed Complexity lies at the centre of the marketing funnel Peer Competitive reviews alternatives The traditional marketing funnel Buyers Eyeballs Eyeballs Buyers Contributors User-generated Recommendations content from friends Old New
  • 33. MEC Approach Earned media is now the most influential Paid Owned Earned Source: COMPOSE 2008
  • 34. MEC Approach What matters now is Whuffie In a post scarcity economy, social capital rules.
  • 35. MEC Approach Reputation 2.0 Strength of network/ fanbase Responsive- Leadership REPUTATION ness Product and service innovation
  • 36. MEC Approach Social media is here to stay Brands hiring in-house community managers: Source: http://www.web-strategist.com/blog/2008/06/20/list-of-social-computing-strategists-and-community-managers-for-large-corporations-2008/
  • 37. MEC Approach New world calls for a new approach Plan Listen Strategy Act Evaluate
  • 38. MEC Approach helping brands become more customer centric Promote and Respond Engage with content and experiences Gain audience insight
  • 39. MEC Approach The benefits of paying attention Here are just a few: Manage risks Improve service Evaluate campaigns Identify new ambassadors
  • 40. MEC Approach New metrics for the conversational marketplace Influence Engagement Share of influence Views/downloads Share of buzz Fans or friends SEO ranking Participation Referral Intimacy Send to friends Loyalty Posts/ embedding Repeat visits on own pages Length of time spent Social bookmarking Comments Problems solved
  • 41. Summing it all up Benefits Don’t let it pass Become talked Think beyond outweigh risks you by about advertising
  • 42. Thank you! Contact me: ann.longley@mecglobal.com www.twitter.com/AnnMargaret

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