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

                                                      2
 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDEN...
Image: Dunechaser (cc)




Building revolutions that stick
                                                               ...
A lifetime in the revolution




                                                       4
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A lifetime in the revolution




                                                       4
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A lifetime in the revolution




                                                       4
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A lifetime in the revolution




                                                       4
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A lifetime in the revolution




                                                       4
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A lifetime in the revolution




                                                       4
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Search & Social
                                                        Social
  Search
                                  ...
media

                                                     6
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media

                                                     6
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Some American history

                                                      7
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8
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Google searches on inauguration day




                                                     9
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Google searches on inauguration day




                                                     Presidential oath
           ...
Google searches on inauguration day




                                                                         Speech
  ...
Meanwhile on Facebook...




                                                       10
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Meanwhile on Facebook...

                                                       8,500




                               ...
ROI
      (and other approaches to
             evaluation)

                                                     11
COPYR...
As a wise man (or it
may have been Paul
MacCartney) once
said....
                                                      12...
Canʼt Buy
            Me Love                                  13
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But we still have
to measure, right?

                                                      14
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Two things driving
ROI innovation

                                                      15
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+++...Attention markets....+++....++




                                                        16
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+++...Attention markets....+++....++




                                                        16
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..+++...REAL markets....+++...+++...+
                                                        17
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Can you connect the
two?

                                                      18
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Pick a metric, any metric....



                                                     19
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Justin Billingsley: 100% digital




                               http://www.iabengage2008.co.uk/   20
   COPYRIGHT ICRO...
21
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Sometimes
it’s still just
about
brand                                                   18m
awareness




                ...
User-centred evaluation




                                                        23
   COPYRIGHT ICROSSING / PROPRIETAR...
“Spreadsheets are not strategy”




                                                       24
  COPYRIGHT ICROSSING / PROP...
Spot
  the
Human!




                                                      25
 COPYRIGHT ICROSSING / PROPRIETARY AND CONF...
Stories / Numbers

                                                     26
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENT...
What viral really looks like




                                                       27
  COPYRIGHT ICROSSING / PROPRIE...
What viral really looks like

                                                       25%




                             ...
What viral really looks like

                                                         25%


                             ...
Social media literacy

                                                      28
 COPYRIGHT ICROSSING / PROPRIETARY AND CON...
The real
 revolution
 wasn’t the
technology



                                                      29
 COPYRIGHT ICROSSI...
It was when
      everyone
learned to read



                                                       Image: markhillary (c...
Making the people
in our organisations
social media literate
is a priority.
                                              ...
Social media literacy in action




                                                        32
   COPYRIGHT ICROSSING / PR...
ROI?




                                                      33
 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL
ROI?



$650
      million

                                                      33
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ROI?



$650
      million

                                                      33
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ROI?



$650
      million

                                                      33
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Social media-literate government?




                                                        34
   COPYRIGHT ICROSSING / ...
Social media-literate government?




                                                        34
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Principles and lessons




   COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL
Ambition & boldness

                                                          Principles first

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




                    icrossing.co.uk/ebooks
                                                       37
  COP...
Thank you
                 antony.mayfield@icrossing.com

                             connect.icrossing.co.uk

          ...
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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

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Find Out Now Brands In Networks

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