@JeremyWaite
Head of Digital Strategy EMEA
	
  
#PMIEUR
of marketers
believe that
“
70%
The industry has
changed more in the
last 2 years than the
last 50”.
@JeremyWaite
#PMIEUR
A	
  strategy	
  is	
  a	
  cohesive	
  response	
  to	
  an	
  
important	
  challenge.	
  It	
  is	...
@JeremyWaite
#PMIEUR
•  Where did we come from?
•  Where are we now?
•  Where are we going?
•  How do we get there?
Social...
3 RULES FOR WINNING
1.  What Does Success
Look Like?
2.  How Are We Going
To Get There?
3.  What Is Likely To
Stop That Fr...
Where did we
come from?
#PMIEUR
2 Most Common
Questions I Get
Asked ~
1.  Which social networks
should I concentrate on?
2.  How much of my time and
resou...
reproduced
every 48hrs
All the data that had ever
existed until 2003 is now
“Never before have so
many people known so
much useless
information about
people they don’t care
about”. @unmarketing
Now reaches more US adults (18-34) than any cable TV station
“We ask too much of
Technology and not
enough of ourselves”.
@NateSilver538
Where are
we now?
#PMIEUR
The World’s
“Most Social”
Brand?
The World’s
“Most Social”
Business?
There are 4 billion
smartphones in the world…
Only 25% of them are “smart”.
86%of eyeballs on
Mobile are now in
Apps not on Websites
The	
  average	
  @TwiCer	
  user:	
  
	
  
•  American	
  woman	
  
•  iPhone	
  
•  208	
  followers	
  
•  Purple	
  pr...
of people trust
their friends
“
78%
recommendations”.
(Only 14% trust brands).
Social
Networks Are
NOT Sales
Channels.
#PMIEUR
X
Pinterest generates 2X
the revenue of Facebook
and 2X the CTR of
Twitter”.
“
Rich Relevance
“Click-to-Buy” v “Click-to-Share”
Where are we
going?
#PMIEUR
of daily
searches on20%
Google have never been
searched for before”.
THE	
  ECONOMIC	
  GRAPH	
  
Be accurate Be helpful Be everywhere
How should you
build meaningful
relationships with
your customers?
Is	
  the	
  Future	
  “Anonymous?”
How do we
get there?
(The Strategy bit…)
#PMIEUR
“Insights are things we
don’t know. Should
know. But can change”.
@ESwyane
5 x W’s
@Dell
1. Who
2. What
3. Why
4. Where
5. When
6.  How
7.  Outcomes
@Forrester
P.O.S.T
How To Decide What To P.O.S.T."
People" Who is your audience (demographics / interests)?"
What are they saying (right now)...
Campaigns v
Customer Journeys
60:30:10
60:30:10 "
30%	
  
Crea6ve	
  
30%	
  
Crea6ve	
  
60%	
  
Media	
  
60%	
  
Media	
  
10%	
  
Strat	
  
10%	
  
Strat	
  
Question to always ask ~
“How will this make the world’s best marketers even better?”
WHO DO WE
WANT TO
SPEAK TO?
WHY?
WHA...
Map YOUR Customer’s Journey…
60:30:10 "
30%	
  
Crea6ve	
  
60%	
  
Media	
  
5%Strategy
5%Measurement
30%	
  
Crea6ve	
  
60%	
  
Media	
  
Loyalty Beyond Reason.
Brand Relationship
“Digital marketing has
more to do with
psychology and sociology
than technology”.
@BrianSolis
NPS
ROI
ENGAGEMENT
BRAND KPI’S
METRICS
Only
42%
Companies know how to
Measure “Lifetime Value”
@eConsultancy
never been searched
for
before”.
@JeremyWaite
#PMIEUR
•  Social Networks are NOT Sales Channels
•  Chase the # NOT the @
•  Understand Your Audience
•  Be ...
“You can have everything
you want in life, if you just
help enough other people
get what they want”.
Zig Ziglar
Slideshare.net/JeremyWaite
#CXSummit14
Questions?
How to Build a Social Strategy (and How NOT to Build One)
How to Build a Social Strategy (and How NOT to Build One)
How to Build a Social Strategy (and How NOT to Build One)
How to Build a Social Strategy (and How NOT to Build One)
How to Build a Social Strategy (and How NOT to Build One)
How to Build a Social Strategy (and How NOT to Build One)
How to Build a Social Strategy (and How NOT to Build One)
How to Build a Social Strategy (and How NOT to Build One)
How to Build a Social Strategy (and How NOT to Build One)
How to Build a Social Strategy (and How NOT to Build One)
How to Build a Social Strategy (and How NOT to Build One)
How to Build a Social Strategy (and How NOT to Build One)
How to Build a Social Strategy (and How NOT to Build One)
How to Build a Social Strategy (and How NOT to Build One)
How to Build a Social Strategy (and How NOT to Build One)
How to Build a Social Strategy (and How NOT to Build One)
How to Build a Social Strategy (and How NOT to Build One)
How to Build a Social Strategy (and How NOT to Build One)
How to Build a Social Strategy (and How NOT to Build One)
How to Build a Social Strategy (and How NOT to Build One)
How to Build a Social Strategy (and How NOT to Build One)
How to Build a Social Strategy (and How NOT to Build One)
How to Build a Social Strategy (and How NOT to Build One)
How to Build a Social Strategy (and How NOT to Build One)
How to Build a Social Strategy (and How NOT to Build One)
How to Build a Social Strategy (and How NOT to Build One)
How to Build a Social Strategy (and How NOT to Build One)
How to Build a Social Strategy (and How NOT to Build One)
How to Build a Social Strategy (and How NOT to Build One)
How to Build a Social Strategy (and How NOT to Build One)
How to Build a Social Strategy (and How NOT to Build One)
How to Build a Social Strategy (and How NOT to Build One)
How to Build a Social Strategy (and How NOT to Build One)
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How to Build a Social Strategy (and How NOT to Build One)

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My presentation from PMIEUR in Berlin on 24th June 2014. How to build a social media strategy - what to do (and what NOT to do)...

Tweet me @JeremyWaite for context or to discuss any part of thispresentation ~ I'd be happy to chat.

Published in: Marketing, Business, Technology
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  • Really useful slide with some great stats. Would still love to know how you managed to squeeze the Cash/Elvis slide in
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  • Insights – NOT social stats… “if FB was a country”
    Favourite quotes
    Practical advice and best practise
    15yrs - $4bn – 1m minute – Listen 500m blogs+
  • Whoever tells…..
  • WHY????
  • 10 of the most important things I’ve learnt over the last 10,000 hours
    Program said practical advice, ideas and
  • 10 of the most important things I’ve learnt over the last 10,000 hours
    Program said practical advice, ideas and
  • (Only 10 years ago)
    Half life of a Tweet = 6 minutes
    ZUCKS LAW – 89bn month  98bn day
    TIMEin 1950 – 1 year = 50m words. Twitter = 8:40
  • Our jobs will never be easier than they are right now 
  • http://www.interbrand.com/en/best-global-brands/2013/Best-Global-Brands-2013-Brand-View.aspx

    Millward Brown think it’s googole – but can’t agree within $78bn

    http://www.socialbrands100.com/downloads/HS_SB100_whitepaper_youth.pdf
  • Worlds 2nd biggest search engine
    Search for product intent – “the new google”
  • Goal of our generation is not to advance knowledge but to be in the know
  • The easiest your jobs will ever be
  • 10 of the most important things I’ve learnt over the last 10,000 hours
    Program said practical advice, ideas and
  • Story telling in swipes (micro-moments)
    Moments that matter

    Socialnomics 2014 @equalman
  • Half life of a tweet 6-10 minutes
    We need to stop storytelling like its 2007
  • 84m FB fans – don’t even “own” it
    FIFA world cup trophy tour
    http://www.socialbakers.com/facebook-pages/brands/
  • 78 minutes on social media
    5.5m facebook fans
    (Minutes on twitter)
    http://sociallydevoted.socialbakers.com/
  • Half life of a tweet 6-10 minutes
    We need to stop storytelling like its 2007
  • 60% of apps are NEVER downloaded but that’s a totally differently story altogether.
  • WhatsApp - $19bn - FB wants to be the next FB
    The only app in the world with higher engagement than FB
    18bn messages a day (19.5bn SMS per day!)
    450m MAU - 250m messages a second
    Jan Koum – “We want to get out of the way. Google want you to get off their site as soon as possible.
    We’re not sat here trying to figure out how to squeeze the last dollar out of our customers”.
     
  • http://www.telegraph.co.uk/technology/news/9601327/Average-Twitter-user-is-an-an-American-woman-with-an-iPhone-and-208-followers.html
  • Advertising – click-to-share v click-to-buy
    So we SELL to our friends?
  • So people were all putting BUY NOW buttons on things – and what happened???

    Does anyone remember these?
    F-commerce. We ALL thought it was going to be huge in 2010?
    Nobody bought anything. Technology wasn’t in place to accurately figure out the value of a fan

    NO – WHAT DO PEOPLE WANT TO SEE ON FB?
  • Despite scale
    (Av followers = 208) 1  200  40,000  8m
  • Pinterest – “the site that shows you things you didn’t know you needed”
    According to Rich Relevance, Pinterest already generates twice as much revenue for retailers than Facebook and has
    Double the conversation rate of Twitter (0.96 per cent to 0.49 per cent)
    $4bn valuation.
    Testing promoted pins with Gap, Disney, Banan Republic and others…
    https://business.pinterest.com/en/content/webform/promoted-pins 
  • Deloitte – by 2017 Amazon could own up to 23$ of global e-commerce
    Biggest social network???
    Twitter commerce? NOT AT ALL – not a social network
    Twitter needs revenue. Amazon needs social. But this partnership is NOT social shopping.
    (Friend around for dinner trying to sell you a set of steak knives!)
  • Apologies for Bwest quality
  • Battle: click-to-buy v click-to-share

    Google = 1-1 – success = off site as quickly as possible
    Email = 1-1 loyalty and retention
    Social = 1- 165 – 27,225 4.5m
  • 10 of the most important things I’ve learnt over the last 10,000 hours
    Program said practical advice, ideas and
  • Predictive
    No more test and learn
  • Can’t predict – but somethings you can
  • Thought leadership platform
    Be better at the job you’re in (not a platform for finding your next job)
    Influencer platform
    Predictive for workforce
  • Whitewalling

    Whisper / Secret – Solis – reputation precedes you
    Anonymous social networks FB v MySpace & YT….
    http://www.briansolis.com/2014/02/digital-reputation-precedes/
  • Shiny
  • 10 of the most important things I’ve learnt over the last 10,000 hours
    Program said practical advice, ideas and
  • Half life 5-20 minutes
  • SONY ~ Look after 96m fans on THEIR PREFERRED network
  • Now their command center looks like this
    Real-time response
  • Time or resources
    Used to work for CAMPAIGNS
    Now PLANNING team time & resources
  • Time or resources
    Used to work for CAMPAIGNS
    Now PLANNING team time & resources
  • So what practical advice for putting this into practise
  • The Customer Lifetime Value report is based on a survey of marketers and interviews with senior executives from a range of businesses, including British Airways, Aviva and Santander

    One of the challenges is that many organisations simply aren’t set up to manage lifetime value, with 35% of respondents saying that the siloed nature of their organisations and lack of coherent marketing hinders their ability to increase CLV. 
  • This is our vision for all 11,000 of our customers
  • SOCIAL DATA
    PURCHASE DATA
    CUSTOMER DATA
  • But it’s up to us
  • 2014 – mobile
  • How to Build a Social Strategy (and How NOT to Build One)

    1. 1. @JeremyWaite Head of Digital Strategy EMEA   #PMIEUR
    2. 2. of marketers believe that “ 70% The industry has changed more in the last 2 years than the last 50”.
    3. 3. @JeremyWaite #PMIEUR A  strategy  is  a  cohesive  response  to  an   important  challenge.  It  is  a  set  of  coherent   ac6ons,  not  to  be  confused  with  details  of  the   actual  implanta6on  of  that  strategy  (that   would  be  'goal  se>ng').  A  strategy  tells   everyone  "this  is  how  our  organisa-on  is  going   to  move  forward".       Strategy – [A Definition]
    4. 4. @JeremyWaite #PMIEUR •  Where did we come from? •  Where are we now? •  Where are we going? •  How do we get there? Social Media Strategy
    5. 5. 3 RULES FOR WINNING 1.  What Does Success Look Like? 2.  How Are We Going To Get There? 3.  What Is Likely To Stop That From Happening?
    6. 6. Where did we come from? #PMIEUR
    7. 7. 2 Most Common Questions I Get Asked ~ 1.  Which social networks should I concentrate on? 2.  How much of my time and resources should I allocate to each one?
    8. 8. reproduced every 48hrs All the data that had ever existed until 2003 is now
    9. 9. “Never before have so many people known so much useless information about people they don’t care about”. @unmarketing
    10. 10. Now reaches more US adults (18-34) than any cable TV station
    11. 11. “We ask too much of Technology and not enough of ourselves”. @NateSilver538
    12. 12. Where are we now? #PMIEUR
    13. 13. The World’s “Most Social” Brand?
    14. 14. The World’s “Most Social” Business?
    15. 15. There are 4 billion smartphones in the world… Only 25% of them are “smart”.
    16. 16. 86%of eyeballs on Mobile are now in Apps not on Websites
    17. 17. The  average  @TwiCer  user:     •  American  woman   •  iPhone   •  208  followers   •  Purple  profile  background  
    18. 18. of people trust their friends “ 78% recommendations”. (Only 14% trust brands).
    19. 19. Social Networks Are NOT Sales Channels. #PMIEUR
    20. 20. X
    21. 21. Pinterest generates 2X the revenue of Facebook and 2X the CTR of Twitter”. “ Rich Relevance
    22. 22. “Click-to-Buy” v “Click-to-Share”
    23. 23. Where are we going? #PMIEUR
    24. 24. of daily searches on20% Google have never been searched for before”.
    25. 25. THE  ECONOMIC  GRAPH  
    26. 26. Be accurate Be helpful Be everywhere How should you build meaningful relationships with your customers?
    27. 27. Is  the  Future  “Anonymous?”
    28. 28. How do we get there? (The Strategy bit…) #PMIEUR
    29. 29. “Insights are things we don’t know. Should know. But can change”. @ESwyane
    30. 30. 5 x W’s @Dell
    31. 31. 1. Who 2. What 3. Why 4. Where 5. When 6.  How 7.  Outcomes
    32. 32. @Forrester P.O.S.T
    33. 33. How To Decide What To P.O.S.T." People" Who is your audience (demographics / interests)?" What are they saying (right now)? " Objectives" Why do you want to create content?" What do you want your content to achieve?" Strategy" What is your plan of action (and why)?" How do you want your plan to affect your audience?" Technology" Which technologies should you use?" How do these technologies integrate?"
    34. 34. Campaigns v Customer Journeys 60:30:10
    35. 35. 60:30:10 " 30%   Crea6ve   30%   Crea6ve   60%   Media   60%   Media   10%   Strat   10%   Strat  
    36. 36. Question to always ask ~ “How will this make the world’s best marketers even better?” WHO DO WE WANT TO SPEAK TO? WHY? WHAT WILL WE DO? WHY WILL PEOPLE CARE? METRICS REVIEW ACQUIRE ENGAGE CONVERT RETAIN WHO? HOW?
    37. 37. Map YOUR Customer’s Journey…
    38. 38. 60:30:10 " 30%   Crea6ve   60%   Media   5%Strategy 5%Measurement 30%   Crea6ve   60%   Media  
    39. 39. Loyalty Beyond Reason. Brand Relationship
    40. 40. “Digital marketing has more to do with psychology and sociology than technology”. @BrianSolis
    41. 41. NPS ROI ENGAGEMENT BRAND KPI’S METRICS
    42. 42. Only 42% Companies know how to Measure “Lifetime Value” @eConsultancy
    43. 43. never been searched for before”.
    44. 44. @JeremyWaite #PMIEUR •  Social Networks are NOT Sales Channels •  Chase the # NOT the @ •  Understand Your Audience •  Be Obsessive About (Commercial) Metrics •  Have Fun Takeaways
    45. 45. “You can have everything you want in life, if you just help enough other people get what they want”. Zig Ziglar
    46. 46. Slideshare.net/JeremyWaite #CXSummit14
    47. 47. Questions?
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