Dm xand marketingkingdom

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Dm xand marketingkingdom

  1. 1. WHAT HAVE ALL THOSE FANS AND FOLLOWERS DONE FOR YOUR BRAND? (or, do I really need a “social media strategy”?) Robin Hamman, Director of Digital, Edelman (London)© Copyright 2013 Daniel J Edelman Ltd.
  2. 2. INTRODUCTIONS© Copyright 2013 Daniel J Edelman Ltd.
  3. 3. A BIT ABOUT ME @Cybersoc© Copyright 2013 Daniel J Edelman Ltd.
  4. 4. © Copyright 2013 Daniel J Edelman Ltd.
  5. 5. RESEARCH PLAN • Insights & Intelligence • Social Business Planning • Social Conversation Analysis • Organizational Design • Influencer Identification • Policy & Governance • Survey & Focus Groups • Technology & Workflow ANALYZE• Conversation Analysis TRANSFORM• Social Media & Brand Monitoring• Listening Programs • Strategy• Measurement Framework OUR SERVICES • Education & Certification • Program Planning & Integration CREATE & DEVELOP COUNSEL ENGAGE • Design & Development • Online Engagement Counsel • Community Management • Mobile/Tablet App Dev • Issues Management • Online Influencer Engagement • Digital/Social Advertising • Crisis Preparedness • Social Search Optimization • Digital Creative Content • Technical Development © Copyright 2013 Daniel J Edelman Ltd.
  6. 6. THE DIGITAL ECOSYSTEM Web, social, mobile, search—our philosophy is to look at the bigger picture and how it all integrates. Mobile Properties Internal Properties (Intranets etc.) CORPORATE External Websites External Social Networks search engines social sharing BRAND WEBSITES MULTIBRAND WEBSITES BRANDS MULTIBRAND BLOGGER OUTREACH BLOGS CORPORATE RICH MEDIA WEBSITES PARTNERSHIPS ADS BANNER ADS Owned + Paid +© Copyright 2013 Daniel J Earned Edelman Ltd. Digital Earned 6
  7. 7. AGENDA •Do you need really need “a social media”? •Do you need a social media strategy? •Social media for grown-ups...© Copyright 2013 Daniel J Edelman Ltd.
  8. 8. BEWARE OF SHINY OBJECTS© Copyright 2013 Daniel J Edelman Ltd.
  9. 9. “I want a social media...”© Copyright 2013 Daniel J Edelman Ltd.
  10. 10. “...because my competitors are doing it.” “...because it’s easy.” “...because it’s free.” “...because I want gazillions of fans and followers.” “...because it couldn’t hurt, right?!” “I want a social media...”© Copyright 2013 Daniel J Edelman Ltd.
  11. 11. STAY OFF THE SAUCE…© Copyright 2013 Daniel J Edelman Ltd.
  12. 12. G row s & a n nel h Ch LauncToday Tomorrow© Copyright 2013 Daniel J Edelman Ltd.
  13. 13. This is not a strategy... G row s & a n nel h Ch LauncToday Tomorrow© Copyright 2013 Daniel J Edelman Ltd.
  14. 14. “3 gazillion fans!” “27 uses of the #hashtag” “12% month-on-month increase in likes!” “19 shares” “overall, sentiment was positive...”© Copyright 2013 Daniel J Edelman Ltd.
  15. 15. A FEW THINGS TO NOTE...© Copyright 2013 Daniel J Edelman Ltd.
  16. 16. “EATING SOMETHING” VS “LIVING HEALTHY”© Copyright 2013 Daniel J Edelman Ltd.
  17. 17. SILOS BLOCK THE PATH TO SUCCESS© Copyright 2013 Daniel J Edelman Ltd.
  18. 18. ALIGNMENT FAILURES BREED CONFUSION© Copyright 2013 Daniel J Edelman Ltd.
  19. 19. FOCUS ON ALL THREE SPHERES OF DIGITAL© Copyright 2013 Daniel J Edelman Ltd.
  20. 20. YOU CAN’T ENGAGE ALL ON YOUR OWN© Copyright 2013 Daniel J Edelman Ltd.
  21. 21. SO HOW DO I DO THIS THE GROWN UP WAY?© Copyright 2013 Daniel J Edelman Ltd.
  22. 22. Understand Business Strategy© Copyright 2013 Daniel J Edelman Ltd.
  23. 23. Understand Identify Business Processes, Strategy Objectives and Motivations© Copyright 2013 Daniel J Edelman Ltd.
  24. 24. Understand Identify Gain Business Processes, Stakeholder, Strategy Objectives Audience and and Trends Motivations Insights© Copyright 2013 Daniel J Edelman Ltd.
  25. 25. Understand Identify Gain Align Business Processes, Stakeholder, Strategy Objectives Audience and and Trends Motivations Insights© Copyright 2013 Daniel J Edelman Ltd.
  26. 26. Understand Identify Gain Align Business Processes, Stakeholder, Strategy Objectives Audience and and Trends Motivations Insights Plan© Copyright 2013 Daniel J Edelman Ltd.
  27. 27. Understand Identify Gain Align Business Processes, Stakeholder, Strategy Objectives Audience and and Trends Motivations Insights Execute Plan© Copyright 2013 Daniel J Edelman Ltd.
  28. 28. Understand Identify Gain Align Business Processes, Stakeholder, Strategy Objectives Audience and and Trends Motivations Insights Measure Execute Plan© Copyright 2013 Daniel J Edelman Ltd.
  29. 29. “reduced customer care resolution costs by 19%” “eliminated unsold stock in one day” “elicited 12 careers inquiries through our staff” “crowded main competitor off 1st page of search results” “increased brand association with ‘innovation’”© Copyright 2013 Daniel J Edelman Ltd.
  30. 30. Twitter users are 7 times more likely to click through to a purchase page than other visitors (Client, 2012) Facebook users are 3 times more likely to visit a purchase area compared to average visitors (Client, 2012) “By adding social media share buttons, we achieved a 75% growth in page views (Client, 2013)” “In February 2012, Facebook drove more traffic to Guardian.co.uk than Google, accounting for 30% of referrer traffic” (Tanya Cordrey, The Guardian)© Copyright 2013 Daniel J Edelman Ltd.
  31. 31. • Strategy: Engage with SME market •Content led community • Content shared via multiple social media channels • 7.5m YouTube views, 327k Fans on Facebook and nearly 200k followers on Twitter •Over 1m visits per month (2010) •Database of 11k SME’s (2010)© Copyright 2013 Daniel J Edelman Ltd. *not a client
  32. 32. © Copyright 2013 Daniel J Edelman Ltd. *not a client
  33. 33. • BBC Beta Project (2008) • Soaring moderation costs were not sustainable • Find and reflect approach to audience generated content© Copyright 2013 Daniel J Edelman Ltd. *not a client
  34. 34. • Gazillions of views • Gazillions of likes • Little known, niche product • Tapped into adjacent interests of consumers, in an authentic and creative way • “700% uplift in sales”© Copyright 2013 Daniel J Edelman Ltd. *not a client
  35. 35. “... facebook drove more traffic to guardian.co.uk than Google for a number of days, accounting for more than 30% of referral traffic...” Tanya Cordrey The Guardian March 2012© Copyright 2013 Daniel J Edelman Ltd. *not a client
  36. 36. Clearing unsold or refurbished stock via Twitter = USD $6.5million in sales (June ’09)© Copyright 2013 Daniel J Edelman Ltd. *not a client
  37. 37. Leading Mobile Network: •One-to-one customer resolution via phone: known cost •One-to-many customer care resolution via social: same cost... but viewed by dozens of customers, many with similar issues and boosts SEO. •= Reduced resolution costs, happier customers and better search optimisation© Copyright 2013 Daniel J Edelman Ltd. *former client
  38. 38. CREATING MEANINGFUL PARTICIPATORY FRAMEWORKS THAT ALIGN STAKEHOLDER BEHAVIOURS WITH STRATEGIC OBJECTIVES IS ESSENTIAL© Copyright 2013 Daniel J Edelman Ltd.
  39. 39. Thanks! ROBIN HAMMAN EDELMAN DIGITALrobin.hamman@edelman.com http://www.edelman.co.uk http://www.linkedin.com/in/@Cybersoc robinhammanhttp://www.cybersoc.com

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