1

The power of social media

Copyright © 2013 Interactive Advertising Bureau of Canada
2

1971

Copyright © 2013 Interactive Advertising Bureau of Canada
3

2013

Copyright © 2013 Interactive Advertising Bureau of Canada
4

Same Brand :: Same Position

What happened?

Copyright © 2013 Interactive Advertising Bureau of Canada
5

The ingredients
•
•
•
•
•

Emotional
On demand
Shareable
Measurable
Has impact on sales

• + technology

Copyright © 20...
6

Emotional

Copyright © 2013 Interactive Advertising Bureau of Canada
7

On demand - wifi

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8

On demand – 4G LTE

Copyright © 2013 Interactive Advertising Bureau of Canada
9

Shareable

Copyright © 2013 Interactive Advertising Bureau of Canada
10

Measureable

Copyright © 2013 Interactive Advertising Bureau of Canada
Visibile Measures –
branded video report

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11
12

Impact on sales

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13

STEP BACK A SECOND

Copyright © 2013 Interactive Advertising Bureau of Canada
14

Copyright © 2013 Interactive Advertising Bureau of Canada
15

Copyright © 2013 Interactive Advertising Bureau of Canada
16

Copyright © 2013 Interactive Advertising Bureau of Canada
The 5 M’s

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17
18

Where social CRM can be used

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19

Social media help desk

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20

Social media reviews

Copyright © 2013 Interactive Advertising Bureau of Canada
21

Copyright © 2013 Interactive Advertising Bureau of Canada
22

Astroturfing

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23

“Conversations among the members of your
marketplace happen whether you like it or not.
Good marketing encourages the ...
24

What's the difference between these
two brands?

Copyright © 2013 Interactive Advertising Bureau of Canada
25

Copyright © 2013 Interactive Advertising Bureau of Canada
26

What's the difference between these
two brands?

Copyright © 2013 Interactive Advertising Bureau of Canada
27

Copyright © 2013 Interactive Advertising Bureau of Canada
28

What's the difference between these
two brands?

Copyright © 2013 Interactive Advertising Bureau of Canada
29

Copyright © 2013 Interactive Advertising Bureau of Canada
30

Long Haul vs. Gimmick?
• Brands that don’t do the legwork are doomed to
remain “gimmick” social brands.

Copyright © 2...
31

So, what is a social brand?

• A social brand starts with a
conversation.
• The conversation is among consumers
• The ...
32

Travel Alberta

Copyright © 2013 Interactive Advertising Bureau of Canada
33

Don’t just take my word for it…
Beth Reilly, Kraft foods
http://vimeo.com/15632643#

Visa, GE, and various B2B
http://...
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The Power of Social Media

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Presented at the IAB Canada 2013 Fall Roadshow by Chris Williams.

This presentation explores the current state of social media marketing in Canada.

Published in: Social Media, Business, Technology
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The Power of Social Media

  1. 1. 1 The power of social media Copyright © 2013 Interactive Advertising Bureau of Canada
  2. 2. 2 1971 Copyright © 2013 Interactive Advertising Bureau of Canada
  3. 3. 3 2013 Copyright © 2013 Interactive Advertising Bureau of Canada
  4. 4. 4 Same Brand :: Same Position What happened? Copyright © 2013 Interactive Advertising Bureau of Canada
  5. 5. 5 The ingredients • • • • • Emotional On demand Shareable Measurable Has impact on sales • + technology Copyright © 2013 Interactive Advertising Bureau of Canada
  6. 6. 6 Emotional Copyright © 2013 Interactive Advertising Bureau of Canada
  7. 7. 7 On demand - wifi Copyright © 2013 Interactive Advertising Bureau of Canada
  8. 8. 8 On demand – 4G LTE Copyright © 2013 Interactive Advertising Bureau of Canada
  9. 9. 9 Shareable Copyright © 2013 Interactive Advertising Bureau of Canada
  10. 10. 10 Measureable Copyright © 2013 Interactive Advertising Bureau of Canada
  11. 11. Visibile Measures – branded video report Copyright © 2013 Interactive Advertising Bureau of Canada 11
  12. 12. 12 Impact on sales Copyright © 2013 Interactive Advertising Bureau of Canada
  13. 13. 13 STEP BACK A SECOND Copyright © 2013 Interactive Advertising Bureau of Canada
  14. 14. 14 Copyright © 2013 Interactive Advertising Bureau of Canada
  15. 15. 15 Copyright © 2013 Interactive Advertising Bureau of Canada
  16. 16. 16 Copyright © 2013 Interactive Advertising Bureau of Canada
  17. 17. The 5 M’s Copyright © 2013 Interactive Advertising Bureau of Canada 17
  18. 18. 18 Where social CRM can be used Copyright © 2013 Interactive Advertising Bureau of Canada
  19. 19. 19 Social media help desk Copyright © 2013 Interactive Advertising Bureau of Canada
  20. 20. 20 Social media reviews Copyright © 2013 Interactive Advertising Bureau of Canada
  21. 21. 21 Copyright © 2013 Interactive Advertising Bureau of Canada
  22. 22. 22 Astroturfing Copyright © 2013 Interactive Advertising Bureau of Canada
  23. 23. 23 “Conversations among the members of your marketplace happen whether you like it or not. Good marketing encourages the right sort of conversations.” Seth Godin Copyright © 2013 Interactive Advertising Bureau of Canada
  24. 24. 24 What's the difference between these two brands? Copyright © 2013 Interactive Advertising Bureau of Canada
  25. 25. 25 Copyright © 2013 Interactive Advertising Bureau of Canada
  26. 26. 26 What's the difference between these two brands? Copyright © 2013 Interactive Advertising Bureau of Canada
  27. 27. 27 Copyright © 2013 Interactive Advertising Bureau of Canada
  28. 28. 28 What's the difference between these two brands? Copyright © 2013 Interactive Advertising Bureau of Canada
  29. 29. 29 Copyright © 2013 Interactive Advertising Bureau of Canada
  30. 30. 30 Long Haul vs. Gimmick? • Brands that don’t do the legwork are doomed to remain “gimmick” social brands. Copyright © 2013 Interactive Advertising Bureau of Canada
  31. 31. 31 So, what is a social brand? • A social brand starts with a conversation. • The conversation is among consumers • The brand listens and responds quickly and appropriately • The conversation is used to improve the brand, the company, the service • Authentic Copyright © 2013 Interactive Advertising Bureau of Canada
  32. 32. 32 Travel Alberta Copyright © 2013 Interactive Advertising Bureau of Canada
  33. 33. 33 Don’t just take my word for it… Beth Reilly, Kraft foods http://vimeo.com/15632643# Visa, GE, and various B2B http://www.youtube.com/watch?v =bfD1tS9Hogg Leslie Berland, Amex http://www.youtube.com/watch?v= nT_4qt2uHpI Copyright © 2013 Interactive Advertising Bureau of Canada
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