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

The web is social
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Image: Dunechaser (cc)
Building revolutions that stick
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A lifetime in the revolution
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A lifetime in the revolution
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A lifetime in the revolution
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A lifetime in the revolution
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A lifetime in the revolution
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A lifetime in the revolution
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Search & Social
Social
Search
Human
Technical
Filter
Find
Numbers Stories
Quantitative Qualitative
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media
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media
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Some American history
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Google searches on inauguration day
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Google searches on inauguration day
Presidential oath
begins
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Google searches on inauguration day
Speech
ends
Presidential oath
begins
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Meanwhile on Facebook...
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Meanwhile on Facebook...
8,500
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ROI
(and other approaches to
evaluation)
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As a wise man (or it
may have been Paul
MacCartney) once
said....
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Canʼt Buy
Me Love 13
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But we still have
to measure, right?
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Two things driving
ROI innovation
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+++...Attention markets....+++....++
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+++...Attention markets....+++....++
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..+++...REAL markets....+++...+++...+
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Can you connect the
two?
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Pick a metric, any metric....
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Justin Billingsley: 100% digital
http://www.iabengage2008.co.uk/ 20
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Sometimes
it’s still just
about
brand 18m
awareness
$$$$$$$$$ 22
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User-centred evaluation
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“Spreadsheets are not strategy”
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Spot
the
Human!
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Stories / Numbers
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What viral really looks like
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What viral really looks like
25%
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What viral really looks like
25%
75%
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Social media literacy
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The real
revolution
wasn’t the
technology
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It was when
everyone
learned to read
Image: markhillary (cc)
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Making the people
in our organisations
social media literate
is a priority.
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Social media literacy in action
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ROI?
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ROI?
$650
million
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ROI?
$650
million
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ROI?
$650
million
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Social media-literate government?
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Social media-literate government?
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Principles and lessons
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Ambition & boldness
Principles first
Search & social
Social media literacy
Make ROI work for your project
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icrossing.co.uk/ebooks
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e-Book plug
icrossing.co.uk/ebooks
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Thank you
antony.mayfield@icrossing.com
connect.icrossing.co.uk
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