#CIPRSM#CIPRSMWhat HappenedWhen SocialMedia Grew UpJed Hallam, Mindshare6th June, 2013SOCIALSUMMER
#CIPRSM#CIPRSMAGENDA1.The death of ‘brand’2. Convergence3. Complexity4. Data5. Cutting the bullshit - what does it mean?
#CIPRSM#CIPRSMThe Death of Brand.Kind of.
#CIPRSM#CIPRSMMichael Wolff, 2011“A brand is really a way of rememberingwhat something is like, for future reference.Somet...
#CIPRSM#CIPRSMPost-industrial revolution
#CIPRSM#CIPRSMPost-technological revolution
#CIPRSM#CIPRSMHierarchical graph
#CIPRSM#CIPRSMInternal social graph
#CIPRSM#CIPRSMComplete social graph
#CIPRSM#CIPRSMConvergence.Your digital strategy has its daysnumbered.
#CIPRSM#CIPRSM“Convergence: the seamless experience ofseeing no boundaries between our onlineand offline lives - total int...
#CIPRSM#CIPRSMHow did convergence happen?Our offline life Our online life
#CIPRSM#CIPRSMHow did convergence happen?Our offline life Our online lifeMobile
#CIPRSM#CIPRSMOur offline life Our online lifeMobileHow do businesses approach it?Mobile strategyATL campaignCustomer Care...
#CIPRSM#CIPRSMHow should businesses approach it?SEODigital strategyMobileOur offline life Our online lifeMobile strategyRe...
#CIPRSM#CIPRSMHow should businesses approach it?SEODigital strategyMobileOur offline life Our online lifeMobile strategyRe...
#CIPRSM#CIPRSMComplexity.Breaking down the cubicleculture and embracing a bit ofchaos.
#CIPRSM#CIPRSM“Good ideas can come from anywhere – itdoesn’t matter what sort of agency youare”KeithWeed, CMO Unilever, 2012
#CIPRSM#CIPRSMNobody is set up collaboration
#CIPRSM#CIPRSMHowever, the network is already there
#CIPRSM#CIPRSMThree big thingsUnderstand the informal networkswithin your businessEmbrace a more open approach toideas and...
#CIPRSM#CIPRSMData.Data is the new raw material ofbusiness - the geeks will inheritthe Earth.
#CIPRSM#CIPRSMCraig Mundie, head of research and strategy, Microsoft“Data are becoming the new raw materialof business: an...
#CIPRSM#CIPRSMSocial media measurement
#CIPRSM#CIPRSMSocial business measurement
#CIPRSM#CIPRSMThe Chief Data Officer.
#CIPRSM#CIPRSMCutting the bullshit.What does social businessactually mean?
#CIPRSM#CIPRSMLeadership and business strategyDataBe reactivePeopleRetentionOpennessCultureInnovationIntegrationBusinessMe...
#CIPRSM#CIPRSMMarketing and advertisingPlanning Creative Media Execution
#CIPRSM#CIPRSMBusiness Influencer* Audience*traditionally a journalistPublic relations
#CIPRSM#CIPRSMBusiness Influencer* Audience*this could now be anyoneInfluencer*Influencer*AudienceAudiencePublic relations
#CIPRSM#CIPRSMSalesUse social media tracking toolsto find people looking to buyEmpower your salesforce tobecome a category...
#CIPRSM#CIPRSMResearch and development“Make things people want,don’t make people want things”John Willshire
#CIPRSM#CIPRSMResearch and developmentNPDCompetitorIntelligenceSourcingexpertiseReal timefeedback“Labs”
#CIPRSM#CIPRSMCustomer serviceIn the time that it takes to answer fivecustomer service telephone calls, youcan deal with f...
#CIPRSM#CIPRSMFive steps.Then I’m done, I promise.
#CIPRSM#CIPRSMFive steps to become a social business1. Remember what hitsthe bottom line, a ‘Like’is meaningless without a...
#CIPRSM#CIPRSMThank you for attendingFind out more at cipr.co.uk/social-summerSOCIALSUMMER
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CIPR Social Summer - Jed Hallam - What Happened When Social Media Grew Up

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CIPR Social Summer - Jed Hallam - What Happened When Social Media Grew Up

  1. 1. #CIPRSM#CIPRSMWhat HappenedWhen SocialMedia Grew UpJed Hallam, Mindshare6th June, 2013SOCIALSUMMER
  2. 2. #CIPRSM#CIPRSMAGENDA1.The death of ‘brand’2. Convergence3. Complexity4. Data5. Cutting the bullshit - what does it mean?
  3. 3. #CIPRSM#CIPRSMThe Death of Brand.Kind of.
  4. 4. #CIPRSM#CIPRSMMichael Wolff, 2011“A brand is really a way of rememberingwhat something is like, for future reference.Something you value, something you feelattracted to.”
  5. 5. #CIPRSM#CIPRSMPost-industrial revolution
  6. 6. #CIPRSM#CIPRSMPost-technological revolution
  7. 7. #CIPRSM#CIPRSMHierarchical graph
  8. 8. #CIPRSM#CIPRSMInternal social graph
  9. 9. #CIPRSM#CIPRSMComplete social graph
  10. 10. #CIPRSM#CIPRSMConvergence.Your digital strategy has its daysnumbered.
  11. 11. #CIPRSM#CIPRSM“Convergence: the seamless experience ofseeing no boundaries between our onlineand offline lives - total integration.”Me*, 2010(I know, I hate me too right now.)
  12. 12. #CIPRSM#CIPRSMHow did convergence happen?Our offline life Our online life
  13. 13. #CIPRSM#CIPRSMHow did convergence happen?Our offline life Our online lifeMobile
  14. 14. #CIPRSM#CIPRSMOur offline life Our online lifeMobileHow do businesses approach it?Mobile strategyATL campaignCustomer CareDigital strategySocial strategySEOBTL campaignResearch andgroups
  15. 15. #CIPRSM#CIPRSMHow should businesses approach it?SEODigital strategyMobileOur offline life Our online lifeMobile strategyResearch andgroupsBTL campaignATL campaignCustomer Care
  16. 16. #CIPRSM#CIPRSMHow should businesses approach it?SEODigital strategyMobileOur offline life Our online lifeMobile strategyResearch andgroupsBTL campaignATL campaignCustomer CareSocial business: abusiness that has humaninsight in its DNA,enabled by technology.
  17. 17. #CIPRSM#CIPRSMComplexity.Breaking down the cubicleculture and embracing a bit ofchaos.
  18. 18. #CIPRSM#CIPRSM“Good ideas can come from anywhere – itdoesn’t matter what sort of agency youare”KeithWeed, CMO Unilever, 2012
  19. 19. #CIPRSM#CIPRSMNobody is set up collaboration
  20. 20. #CIPRSM#CIPRSMHowever, the network is already there
  21. 21. #CIPRSM#CIPRSMThree big thingsUnderstand the informal networkswithin your businessEmbrace a more open approach toideas and encourage collaborationBegin to help filter data from socialtechnology into your organisation
  22. 22. #CIPRSM#CIPRSMData.Data is the new raw material ofbusiness - the geeks will inheritthe Earth.
  23. 23. #CIPRSM#CIPRSMCraig Mundie, head of research and strategy, Microsoft“Data are becoming the new raw materialof business: an economic input almost ona par with capital and labour.”
  24. 24. #CIPRSM#CIPRSMSocial media measurement
  25. 25. #CIPRSM#CIPRSMSocial business measurement
  26. 26. #CIPRSM#CIPRSMThe Chief Data Officer.
  27. 27. #CIPRSM#CIPRSMCutting the bullshit.What does social businessactually mean?
  28. 28. #CIPRSM#CIPRSMLeadership and business strategyDataBe reactivePeopleRetentionOpennessCultureInnovationIntegrationBusinessMeaningIncreaseacquisitionIncreaseretentionImproveinnovationBuild betterrelationships
  29. 29. #CIPRSM#CIPRSMMarketing and advertisingPlanning Creative Media Execution
  30. 30. #CIPRSM#CIPRSMBusiness Influencer* Audience*traditionally a journalistPublic relations
  31. 31. #CIPRSM#CIPRSMBusiness Influencer* Audience*this could now be anyoneInfluencer*Influencer*AudienceAudiencePublic relations
  32. 32. #CIPRSM#CIPRSMSalesUse social media tracking toolsto find people looking to buyEmpower your salesforce tobecome a category voiceProvide real value through flashsales and dynamic pricing
  33. 33. #CIPRSM#CIPRSMResearch and development“Make things people want,don’t make people want things”John Willshire
  34. 34. #CIPRSM#CIPRSMResearch and developmentNPDCompetitorIntelligenceSourcingexpertiseReal timefeedback“Labs”
  35. 35. #CIPRSM#CIPRSMCustomer serviceIn the time that it takes to answer fivecustomer service telephone calls, youcan deal with fifty through social media.And they’re stored forever on Google.
  36. 36. #CIPRSM#CIPRSMFive steps.Then I’m done, I promise.
  37. 37. #CIPRSM#CIPRSMFive steps to become a social business1. Remember what hitsthe bottom line, a ‘Like’is meaningless without apurchase2.The world is converging, yourbusiness must do the same4. Lean towardscomplexity andembrace it3. Always listen tothe network, butdon’t always react5. Data is thenew oil
  38. 38. #CIPRSM#CIPRSMThank you for attendingFind out more at cipr.co.uk/social-summerSOCIALSUMMER

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