Find Out Now Brands In Networks

Brands in Networks: Social web, ROI and social media literacy Antony Mayfield

The web is social 2 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

Image: Dunechaser (cc) Building revolutions that stick 3 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

A lifetime in the revolution 4 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

Search & Social Social Search Human Technical Filter Find Numbers Stories Quantitative Qualitative 5 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

media 6 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

Some American history 7 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

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Google searches on inauguration day 9 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

Google searches on inauguration day Presidential oath begins 9 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

Google searches on inauguration day Speech ends Presidential oath begins 9 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

Meanwhile on Facebook... 10 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

Meanwhile on Facebook... 8,500 10 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

ROI (and other approaches to evaluation) 11 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

As a wise man (or it may have been Paul MacCartney) once said.... 12 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

Canʼt Buy Me Love 13 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

But we still have to measure, right? 14 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

Two things driving ROI innovation 15 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

+++...Attention markets....+++....++ 16 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

..+++...REAL markets....+++...+++...+ 17 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

Can you connect the two? 18 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

Pick a metric, any metric.... 19 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

Justin Billingsley: 100% digital http://www.iabengage2008.co.uk/ 20 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

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Sometimes it’s still just about brand 18m awareness $$$$$$$$$ 22 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

User-centred evaluation 23 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

“Spreadsheets are not strategy” 24 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

Spot the Human! 25 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

Stories / Numbers 26 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

What viral really looks like 27 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

What viral really looks like 25% 27 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

What viral really looks like 25% 75% 27 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

Social media literacy 28 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

The real revolution wasn’t the technology 29 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

It was when everyone learned to read Image: markhillary (cc) 30 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

Making the people in our organisations social media literate is a priority. 31 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

Social media literacy in action 32 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

ROI? 33 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

ROI? $650 million 33 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

Social media-literate government? 34 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

Principles and lessons COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

Ambition & boldness Principles ﬁrst Search & social Social media literacy Make ROI work for your project 36 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

icrossing.co.uk/ebooks 37 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

e-Book plug icrossing.co.uk/ebooks 37 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

Thank you antony.mayfield@icrossing.com connect.icrossing.co.uk 38 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

Find Out Now Brands In Networks

by iCrossing on Mar 06, 2009

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Find Out Now Brands In Networks — Presentation Transcript