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Find Out Now Brands In Networks

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VP Global Head of Social Media Antony Mayfield delivers an iCrossing Find Out Now call on Brands in Networks

VP Global Head of Social Media Antony Mayfield delivers an iCrossing Find Out Now call on Brands in Networks

Published in: Technology, Education

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  • 1. Brands in Networks: Social web, ROI and social media literacy Antony Mayfield
  • 2. The web is social 2 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL
  • 3. Image: Dunechaser (cc) Building revolutions that stick 3 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL
  • 4. A lifetime in the revolution 4 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL
  • 5. A lifetime in the revolution 4 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL
  • 6. A lifetime in the revolution 4 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL
  • 7. A lifetime in the revolution 4 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL
  • 8. A lifetime in the revolution 4 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL
  • 9. A lifetime in the revolution 4 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL
  • 10. Search & Social Social Search Human Technical Filter Find Numbers Stories Quantitative Qualitative 5 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL
  • 11. media 6 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL
  • 12. media 6 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL
  • 13. Some American history 7 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL
  • 14. 8 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL
  • 15. Google searches on inauguration day 9 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL
  • 16. Google searches on inauguration day Presidential oath begins 9 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL
  • 17. Google searches on inauguration day Speech ends Presidential oath begins 9 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL
  • 18. Meanwhile on Facebook... 10 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL
  • 19. Meanwhile on Facebook... 8,500 10 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL
  • 20. ROI (and other approaches to evaluation) 11 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL
  • 21. As a wise man (or it may have been Paul MacCartney) once said.... 12 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL
  • 22. Canʼt Buy Me Love 13 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL
  • 23. But we still have to measure, right? 14 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL
  • 24. Two things driving ROI innovation 15 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL
  • 25. +++...Attention markets....+++....++ 16 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL
  • 26. +++...Attention markets....+++....++ 16 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL
  • 27. ..+++...REAL markets....+++...+++...+ 17 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL
  • 28. Can you connect the two? 18 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL
  • 29. Pick a metric, any metric.... 19 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL
  • 30. Justin Billingsley: 100% digital http://www.iabengage2008.co.uk/ 20 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL
  • 31. 21 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL
  • 32. Sometimes it’s still just about brand 18m awareness $$$$$$$$$ 22 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL
  • 33. User-centred evaluation 23 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL
  • 34. “Spreadsheets are not strategy” 24 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL
  • 35. Spot the Human! 25 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL
  • 36. Stories / Numbers 26 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL
  • 37. What viral really looks like 27 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL
  • 38. What viral really looks like 25% 27 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL
  • 39. What viral really looks like 25% 75% 27 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL
  • 40. Social media literacy 28 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL
  • 41. The real revolution wasn’t the technology 29 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL
  • 42. It was when everyone learned to read Image: markhillary (cc) 30 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL
  • 43. Making the people in our organisations social media literate is a priority. 31 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL
  • 44. Social media literacy in action 32 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL
  • 45. ROI? 33 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL
  • 46. ROI? $650 million 33 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL
  • 47. ROI? $650 million 33 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL
  • 48. ROI? $650 million 33 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL
  • 49. Social media-literate government? 34 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL
  • 50. Social media-literate government? 34 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL
  • 51. Principles and lessons COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL
  • 52. Ambition & boldness Principles first Search & social Social media literacy Make ROI work for your project 36 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL
  • 53. icrossing.co.uk/ebooks 37 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL
  • 54. e-Book plug icrossing.co.uk/ebooks 37 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL
  • 55. Thank you antony.mayfield@icrossing.com connect.icrossing.co.uk 38 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL