making the most of social media
making the most of social media




The Origin of the Social Web
                                  • Recommendations for y...
making the most of social media




The Origin of the Social Web
                                  • Recommendations for y...
making the most of social media




The Origin of the Social Web
                                  • Recommendations for y...
making the most of social media




The Origin of the Social Web
                                  • Recommendations for y...
making the most of social media




The Origin of the Social Web
                                  • Recommendations for y...
making the most of social media




Multiplatform marketing
   •        Use traditional media to place your brand in front...
making the most of social media




Why social media?
          •       96% of Millennials have joined a social network
  ...
making the most of social media




Why social media?
          •       Social Media has overtaken pornography as the #1
 ...
making the most of social media




Why social media?
making the most of social media




Why social media?
making the most of social media




The social web
   •        Puts the small things that make a relationship
            ...
making the most of social media




Launching a strategy
   •     Listen
   •     Have an objective
   •     Enable the co...
making the most of social media




Listen
   •       Understand the issues and opportunities
   •       Get involved in t...
making the most of social media




Listen
  Barry Judge - CMO, Best Buy
  “We recently posted a job that got a lot of buz...
making the most of social media




Listen
making the most of social media




Listen
making the most of social media




Listen
making the most of social media




Listen
making the most of social media




Listen
making the most of social media




Listen
making the most of social media




Listen
making the most of social media




Invite them in




    http://www.reckittbenckiser.jobs (no longer live)
    Note: Thi...
making the most of social media




Facebook Fan Page




    http://www.facebook.com/reckittbenckiser
    Note: This case...
making the most of social media




Branded Company Blog




    http://myrbopportunity.com
    Note: This case study is a...
making the most of social media




Twitter Feed




    http://www.twitter.com/discoverrb
    Note: This case study is an...
making the most of social media




YouTube Channel




    http://www.youtube.com/user/RBworldwide
    Note: This case st...
making the most of social media




LinkedIn Group




    Note: This case study is an example of Best Practice, it was no...
making the most of social media



Spread the news




    Note: This case study is an example of Best Practice, it was no...
making the most of social media




Content Strategy




    Note: This case study is an example of Best Practice, it was ...
making the most of social media




Content Strategy




    Note: This case study is an example of Best Practice, it was ...
making the most of social media




Content Strategy




    Note: This case study is an example of Best Practice, it was ...
making the most of social media




Content Strategy




    Note: This case study is an example of Best Practice, it was ...
making the most of social media




Content Strategy




    Note: This case study is an example of Best Practice, it was ...
making the most of social media




Content Strategy




    Note: This case study is an example of Best Practice, it was ...
making the most of social media




Content Strategy




    Note: This case study is an example of Best Practice, it was ...
making the most of social media




Content Strategy




    Note: This case study is an example of Best Practice, it was ...
making the most of social media




Content Strategy




    Note: This case study is an example of Best Practice, it was ...
making the most of social media




Content Strategy




    Note: This case study is an example of Best Practice, it was ...
making the most of social media




Content Strategy




    Note: This case study is an example of Best Practice, it was ...
making the most of social media




Analysis and Optimisation



                                  Things you can analyse:...
making the most of social media




Results
   •         55 videos submitted to Decision-Making challenge
   •         Fan...
making the most of social media




Spending money wisely
   •       Do you have a clear definition of your target audienc...
making the most of social media




  Questions?
      Drew Spencer
      e: drew@blackbridge.co.uk
      t: +44 (0) 207 6...
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Making The Most of Social Media – Drew Spencer Blackbridge Communications

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Making The Most of Social Media – Drew Spencer Blackbridge Communications

  1. 1. making the most of social media
  2. 2. making the most of social media The Origin of the Social Web • Recommendations for you... • Customers Who Bought This Item Also Bought... • Customers Who Viewed This Item Also Viewed... • Your Recent History... • Items by Category, Subject • Customer Reviews • Wish List
  3. 3. making the most of social media The Origin of the Social Web • Recommendations for you... • Customers Who Bought This Item Also Bought... • Customers Who Viewed This Item Also Viewed... • Your Recent History... • Items by Category, Subject • Customer Reviews • Wish List
  4. 4. making the most of social media The Origin of the Social Web • Recommendations for you... • Customers Who Bought This Item Also Bought... • Customers Who Viewed This Item Also Viewed... • Your Recent History... • Items by Category, Subject • Customer Reviews • Wish List
  5. 5. making the most of social media The Origin of the Social Web • Recommendations for you... • Customers Who Bought This Item Also Bought... • Customers Who Viewed This Item Also Viewed... • Your Recent History... • Items by Category, Subject • Customer Reviews • Wish List
  6. 6. making the most of social media The Origin of the Social Web • Recommendations for you... • Customers Who Bought This Item Also Bought... • Customers Who Viewed This Item Also Viewed... • Your Recent History... • Items by Category, Subject • Customer Reviews • Wish List
  7. 7. making the most of social media Multiplatform marketing • Use traditional media to place your brand in front of people before the decision becomes a priority • Be present and relevant when research begins online • Provide channels for response, interaction and dialogue • Send a consistent, persuasive message all the way to the point of decision Source: “In a Multiplatform World, Brands Must Be Present, Relevant” http://www.centernetworks.com/multiplatform-branding
  8. 8. making the most of social media Why social media? • 96% of Millennials have joined a social network • Facebook tops Google for weekly traffic in the U.S. • 50% of mobile internet traffic in the UK is for Facebook • Generation X and Y consider email passé Source: Socialnomics “Social Media Revolution 2” youtube.com
  9. 9. making the most of social media Why social media? • Social Media has overtaken pornography as the #1 activity on the Web • 80% of companies use Social Media for recruitment • 95% are using LinkedIn • 25% of search results for the World’s Top 20 largest brands are links to user-generated content • There are over 200 million blogs • 34% of bloggers post opinions about products and brands Source: Socialnomics “Social Media Revolution 2” youtube.com
  10. 10. making the most of social media Why social media?
  11. 11. making the most of social media Why social media?
  12. 12. making the most of social media The social web • Puts the small things that make a relationship back in your life • The web becomes as effortlessly social as chatting with your family or roommates at home is today • People that care about you will be able to just tune into the parts that matter to them Source: “The social web: All about the small stuff ”, The Official Google Blog http://googleblog.blogspot.com
  13. 13. making the most of social media Launching a strategy • Listen • Have an objective • Enable the community • Spread the news • Measure • Ask them back
  14. 14. making the most of social media Listen • Understand the issues and opportunities • Get involved in the conversation • Identify and work with allies to reach a wider public • Measurements: • Monitoring change in sentiment • Monitoring change in opinion of influencers Source: Market Sentinel http://www.marketsentinel.com
  15. 15. making the most of social media Listen Barry Judge - CMO, Best Buy “We recently posted a job that got a lot of buzz because of its qualifications: • One year blogging • (Post) Graduate degree • 250+ twitter followers ...In following the conversation about this job, we discovered that others had ideas for how this job description should look... ...It seemed to us to be a natural progression to get the community involved in writing this job description” Source: “Help us write the Job Description - Sr Manager, Emerging Media Marketing http://www.barryjudge.com
  16. 16. making the most of social media Listen
  17. 17. making the most of social media Listen
  18. 18. making the most of social media Listen
  19. 19. making the most of social media Listen
  20. 20. making the most of social media Listen
  21. 21. making the most of social media Listen
  22. 22. making the most of social media Listen
  23. 23. making the most of social media Invite them in http://www.reckittbenckiser.jobs (no longer live) Note: This case study is an example of Best Practice, it was not produced by Blackbridge Communications
  24. 24. making the most of social media Facebook Fan Page http://www.facebook.com/reckittbenckiser Note: This case study is an example of Best Practice, it was not produced by Blackbridge Communications
  25. 25. making the most of social media Branded Company Blog http://myrbopportunity.com Note: This case study is an example of Best Practice, it was not produced by Blackbridge Communications
  26. 26. making the most of social media Twitter Feed http://www.twitter.com/discoverrb Note: This case study is an example of Best Practice, it was not produced by Blackbridge Communications
  27. 27. making the most of social media YouTube Channel http://www.youtube.com/user/RBworldwide Note: This case study is an example of Best Practice, it was not produced by Blackbridge Communications
  28. 28. making the most of social media LinkedIn Group Note: This case study is an example of Best Practice, it was not produced by Blackbridge Communications
  29. 29. making the most of social media Spread the news Note: This case study is an example of Best Practice, it was not produced by Blackbridge Communications
  30. 30. making the most of social media Content Strategy Note: This case study is an example of Best Practice, it was not produced by Blackbridge Communications
  31. 31. making the most of social media Content Strategy Note: This case study is an example of Best Practice, it was not produced by Blackbridge Communications
  32. 32. making the most of social media Content Strategy Note: This case study is an example of Best Practice, it was not produced by Blackbridge Communications
  33. 33. making the most of social media Content Strategy Note: This case study is an example of Best Practice, it was not produced by Blackbridge Communications
  34. 34. making the most of social media Content Strategy Note: This case study is an example of Best Practice, it was not produced by Blackbridge Communications
  35. 35. making the most of social media Content Strategy Note: This case study is an example of Best Practice, it was not produced by Blackbridge Communications
  36. 36. making the most of social media Content Strategy Note: This case study is an example of Best Practice, it was not produced by Blackbridge Communications
  37. 37. making the most of social media Content Strategy Note: This case study is an example of Best Practice, it was not produced by Blackbridge Communications
  38. 38. making the most of social media Content Strategy Note: This case study is an example of Best Practice, it was not produced by Blackbridge Communications
  39. 39. making the most of social media Content Strategy Note: This case study is an example of Best Practice, it was not produced by Blackbridge Communications
  40. 40. making the most of social media Content Strategy Note: This case study is an example of Best Practice, it was not produced by Blackbridge Communications
  41. 41. making the most of social media Analysis and Optimisation Things you can analyse: Creative messages Advertising format and size Level of interaction Media Time of day Type of interaction
  42. 42. making the most of social media Results • 55 videos submitted to Decision-Making challenge • Fan Page up to 3,804 (14 May 2010) • 400 page views per day average • 41% of male fans and 37% of female fans are within target audience • Awareness increased in UK (16%) and India (23%) • Visits to RB Careers site in all target markets was up 110% (no significant movement in non-target countries) • 73% increase in applications in Brazil • Winners of ‘Best Use of Social Networking’ at 2010 RAD Awards (www.radawards.com) Note: This case study is an example of Best Practice, it was not produced by Blackbridge Communications
  43. 43. making the most of social media Spending money wisely • Do you have a clear definition of your target audience? • Have you developed a hierarchy of targeting importance, based on your objectives and research learning? • Have you used pre-testing to understand the likely variations in creative response so that executions can be placed accordingly? • Are you comprehensively monitoring performance of your targeting to understand cost effectiveness? • Are you feeding learnings back into future planning and buying decisions? Source: Admap, December 2009 “Reduce Wastage by Using Behavioural Targeting in Context”, Duncan Southgate and Sue Elms, Milward Brown
  44. 44. making the most of social media Questions? Drew Spencer e: drew@blackbridge.co.uk t: +44 (0) 207 608 0668 tw: @kayperbeats www.blackbridge.co.uk

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