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Slides from my keynote at #IntegratingSocial in Manchester with @thesmeclub @promanchester @jourmey9_ 6th July 2012 Lowry Hotel

Slides from my keynote at #IntegratingSocial in Manchester with @thesmeclub @promanchester @jourmey9_ 6th July 2012 Lowry Hotel

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  • HUGE TY for inviting me – TWEET!Conference usually £90015 slides – fun but serious. Pro Mcr - touchedSocial does 4 things – EDUCATE, ENTERTAIN, INFORM & INSPIRE
  • TBG = Biggest FB agencyMore data than FB – 2.7billion day / 2 trillion - 10 offices – 190 countriesMy job = strategy – glue
  • 50% UK on Facebook – 35m – 50% log on daily16% of UK on Twitter – 10m unique users (80% mobile – 54% globally)
  • Why I love social mediaNot fluffy – games – kumbaya – happy - camp fire – engagement – cant measure – ROI???SOCIAL MEDIA SELLS SHITOne area where you don’t need to outspend your competitors in order to winSmall guys v big guysAmazon – Fans spend twice as muchSkittles – 14x more traffic FB than .comWalmart – 3.4x more traffic from FB
  • Ducati – SaleOOH – car 3/5 textWe used to be excited about emailEmail open rates down 20% (excited about a £20 bikini wax?!)No one opens direct mailTV ads up 18% - everyone FF on Sky+
  • Dinosaurs – 2003 / all time data now every 48 hoursMoving fastNot survival of the fittest anymore – its survival of the fastest
  • Let’s talk about what social is NOTBusinesses running too fast – big networks – SCALE!!!!Social media= small town rulesOr back 50 years – doors open, local shop keepers, everyone knows each others business, fire side, war – communities togetherReplying to your customers and building a community are not the same thing
  • When you love your audience – stuff gets sharedNot you – its your 140Audience of audiences 1-14-196—2.7mWedding planning / care / love cx / command w/cLOVE your customers: But – just a number? BURBERRY 0.04% - Bieb – 1.8% fans engaged
  • OBSESSED WITH CUSTOMER EXPERIENCERead Tony Sheih’s “DELIVERING HAPPINESS”CEO needs to be obsessed with delivering happiness
  • Whoever tells the best stories goes home with the most marblesWe’re in the story telling business
  • BT = how social usually worksBig integrated multi-channel campaignBut Red bull don’t look at it like that – 50% of people….
  • Used to work for one of our clients - Gillette4 months - $12m$4,500 – shot in 1 day17,000 subscriptions by day 2 once trended90:10
  • Social heart of business?In boardroom – you must be crazy300k – 3mHR / Commercial / PR / Marketing / SalesVodafone – virtual team – conversation strategy
  • Measure
  • ROI = Possibly hottest topic we’ll discuss todayInvestment = YOUR fans are NOT worth $136!!!Impressions = Social judged like TV? (aware / consid = brand building objective)Influence – The power to get someone to do something: KLOUT / KREDInteractions – EPM not fans - Pages than have higher engagement make more moneyIgnorance = 85% TBG – no biz without VoaC
  • If it aint broke don’t fix it?No – if it aint broke its obsoleteBen Silberman – Pinterest – If you’re not embarrassed about it at launch – launched it too late
  • Transcript

    • 1. Who CaresAbout SocialMedia?@JeremyWaiteGlobal Head of StrategyTBG Digital#IntegratingSocial
    • 2. Clients© 2012 TBG Digital
    • 3. We’re in the eyeballs business
    • 4. Big Data
    • 5. Love your audience.
    • 6. People shareEMOTIONS notFACTS
    • 7. 50% of people go ontosocial media to wastetime… so let’s give themsome really cool shit to dowhen they get there.
    • 8. > Dollar Shave Club#IntegratingSocial
    • 9. Release the hounds
    • 10. Facebook Ads Don’t Work.
    • 11. What’s the ROIof your dog?Return on InvestmentReturn on ImpressionsReturn on InfluenceReturn on InteractionsReturn on Ignorance
    • 12. Questions?

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