The Power of Social Media

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

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

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

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  • 1. 1 The power of social media Copyright © 2013 Interactive Advertising Bureau of Canada
  • 2. 2 1971 Copyright © 2013 Interactive Advertising Bureau of Canada
  • 3. 3 2013 Copyright © 2013 Interactive Advertising Bureau of Canada
  • 4. 4 Same Brand :: Same Position What happened? Copyright © 2013 Interactive Advertising Bureau of Canada
  • 5. 5 The ingredients • • • • • Emotional On demand Shareable Measurable Has impact on sales • + technology Copyright © 2013 Interactive Advertising Bureau of Canada
  • 6. 6 Emotional Copyright © 2013 Interactive Advertising Bureau of Canada
  • 7. 7 On demand - wifi Copyright © 2013 Interactive Advertising Bureau of Canada
  • 8. 8 On demand – 4G LTE Copyright © 2013 Interactive Advertising Bureau of Canada
  • 9. 9 Shareable Copyright © 2013 Interactive Advertising Bureau of Canada
  • 10. 10 Measureable Copyright © 2013 Interactive Advertising Bureau of Canada
  • 11. Visibile Measures – branded video report Copyright © 2013 Interactive Advertising Bureau of Canada 11
  • 12. 12 Impact on sales Copyright © 2013 Interactive Advertising Bureau of Canada
  • 13. 13 STEP BACK A SECOND Copyright © 2013 Interactive Advertising Bureau of Canada
  • 14. 14 Copyright © 2013 Interactive Advertising Bureau of Canada
  • 15. 15 Copyright © 2013 Interactive Advertising Bureau of Canada
  • 16. 16 Copyright © 2013 Interactive Advertising Bureau of Canada
  • 17. The 5 M’s Copyright © 2013 Interactive Advertising Bureau of Canada 17
  • 18. 18 Where social CRM can be used Copyright © 2013 Interactive Advertising Bureau of Canada
  • 19. 19 Social media help desk Copyright © 2013 Interactive Advertising Bureau of Canada
  • 20. 20 Social media reviews Copyright © 2013 Interactive Advertising Bureau of Canada
  • 21. 21 Copyright © 2013 Interactive Advertising Bureau of Canada
  • 22. 22 Astroturfing Copyright © 2013 Interactive Advertising Bureau of Canada
  • 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 What's the difference between these two brands? Copyright © 2013 Interactive Advertising Bureau of Canada
  • 25. 25 Copyright © 2013 Interactive Advertising Bureau of Canada
  • 26. 26 What's the difference between these two brands? Copyright © 2013 Interactive Advertising Bureau of Canada
  • 27. 27 Copyright © 2013 Interactive Advertising Bureau of Canada
  • 28. 28 What's the difference between these two brands? Copyright © 2013 Interactive Advertising Bureau of Canada
  • 29. 29 Copyright © 2013 Interactive Advertising Bureau of Canada
  • 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 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 Travel Alberta Copyright © 2013 Interactive Advertising Bureau of Canada
  • 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