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Dm xand marketingkingdom
- 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.
- 3. A BIT ABOUT ME
@Cybersoc
© Copyright 2013 Daniel J Edelman Ltd.
- 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. 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. 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. BEWARE OF
SHINY OBJECTS
© Copyright 2013 Daniel J Edelman Ltd.
- 9. “I want a social
media...”
© Copyright 2013 Daniel J Edelman Ltd.
- 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. STAY OFF THE
SAUCE…
© Copyright 2013 Daniel J Edelman Ltd.
- 12. G row
s &
a n nel
h Ch
Launc
Today Tomorrow
© Copyright 2013 Daniel J Edelman Ltd.
- 13. This is not a
strategy...
G row
s &
a n nel
h Ch
Launc
Today Tomorrow
© Copyright 2013 Daniel J Edelman Ltd.
- 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. A FEW THINGS
TO NOTE...
© Copyright 2013 Daniel J Edelman Ltd.
- 17. SILOS BLOCK
THE PATH TO
SUCCESS
© Copyright 2013 Daniel J Edelman Ltd.
- 18. ALIGNMENT
FAILURES
BREED
CONFUSION
© Copyright 2013 Daniel J Edelman Ltd.
- 19. FOCUS ON ALL
THREE SPHERES
OF DIGITAL
© Copyright 2013 Daniel J Edelman Ltd.
- 20. YOU CAN’T
ENGAGE ALL
ON YOUR OWN
© Copyright 2013 Daniel J Edelman Ltd.
- 21. SO HOW DO I DO THIS THE
GROWN UP WAY?
© Copyright 2013 Daniel J Edelman Ltd.
- 23. Understand Identify
Business Processes,
Strategy Objectives
and
Motivations
© Copyright 2013 Daniel J Edelman Ltd.
- 24. Understand Identify Gain
Business Processes, Stakeholder,
Strategy Objectives Audience
and and Trends
Motivations Insights
© Copyright 2013 Daniel J Edelman Ltd.
- 25. Understand Identify Gain Align
Business Processes, Stakeholder,
Strategy Objectives Audience
and and Trends
Motivations Insights
© Copyright 2013 Daniel J Edelman Ltd.
- 26. Understand Identify Gain Align
Business Processes, Stakeholder,
Strategy Objectives Audience
and and Trends
Motivations Insights
Plan
© Copyright 2013 Daniel J Edelman Ltd.
- 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. 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. “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. 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. • 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
- 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. • 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. “... 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. Clearing unsold or refurbished stock via Twitter = USD $6.5million in sales
(June ’09)
© Copyright 2013 Daniel J Edelman Ltd.
*not a client
- 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. CREATING
MEANINGFUL
PARTICIPATORY
FRAMEWORKS THAT
ALIGN STAKEHOLDER
BEHAVIOURS WITH
STRATEGIC
OBJECTIVES IS
ESSENTIAL
© Copyright 2013 Daniel J Edelman Ltd.
- 39. Thanks!
ROBIN HAMMAN
EDELMAN DIGITAL
robin.hamman@edelman.com http://www.edelman.co.uk
http://www.linkedin.com/in/
@Cybersoc
robinhamman
http://www.cybersoc.com