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
David Martín
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