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The Social Media "Like-Cycle"
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The Social Media "Like-Cycle"

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Slides from my presentation at Social Baker's Engage 2013 conference, talking about big data and Adobe Social. Any questions - drop me a comment or tweet me @JeremyWaite

Slides from my presentation at Social Baker's Engage 2013 conference, talking about big data and Adobe Social. Any questions - drop me a comment or tweet me @JeremyWaite

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  • Only 15 slides – smallest deck ever! – Give you something to take away. [DAY WORKSHOP]Nice quotes and pretty slidesThen  *** LIKE-CYCLE *** [Money slide]
  • Not one of our clients – but AMAZING.
  • RIGHT MESSAGE – RIGHT PERSON – RIGHT TIME Half life tweet = 6/7 minutes (act fast)$600m+ Consulting BusinessUnderstand Big Data (1 Tr / QTR)Tracking 19 Billion Transactions/ DayConsult for 18 of Worlds Top 20 E-commerce BusinessesEmploy 100’s Analysts GloballyFacebook PMD Partner (4 badges)
  • Busy landscape – make sense of signal & noise Strategy – can’t look at one problem on it’s ownEven though clients usually start with 1 specific need1 stat + 1 brand for eachUseful insight & takeawaysThoughtful debateHelp shaping your own strategy
  • Like on average 40 brands – 20125-7 brands in 2011Competing with Gaga, Bieber etc…----- Meeting Notes (22/04/2013 20:31) -----46% never receive marketing messages?
  • Keep your fans – you need to UNDERSTAND them
  • Like on average 40 brands – 20125-7 brands in 2011Competing with Gaga, Bieber etc…
  • MEDIA & ENTERTAINMENT = Brand Awareness & Eyeballs?Disney = 500m+ fans - 450 social profiles - 250 usersCrisis coms – 13-17yr old = Half life of a tweet = 6/7 minutesContent = Conversation = 90:10
  • Not much on media compared to Zynga1bn = 140 friends (165 twitter) = 1 – 140 – 19600 - 2.7m
  • Not everything has to say “Click-to-BUY”Like on average 40 brands – 20125-7 brands in 2011Competing with Gaga, Bieber etc…
  • Lithium----- Meeting Notes (22/04/2013 20:31) -----Engage existing fans more than find new ones <-- FOCUS ON THIS
  • 7 times cheaper to keep an existing fan than acquire a new oneGive them a reason to keep coming back* Engage Sciences
  • This is ALL about sales – conversion trackingEg. Facebook Pixel OR Adobe Social…We’re not here for the good of our health dancing around drinking tea, building pointless communities and singing kumbiya
  • 17.7m fans - Community management meet twice a day 7x weekCrisis comms / Blogger outreach / Key influencersVery small amount responsible for large % conversationTrack indivuduals from social to website
  • Justify media spend – NIKE / BURBERRY  NEED to MEASURELike Twitter4Brands / Deloitte – track sentiment to sales – advertising.twitter.com (doing Bruces job)(30% uplift in positive mentions drove significantly more sales than 30%+ in ATL spend)How performing against other channelsCompare different channel metrics sitecat – how much social, search, seo, display, affiliate etc..
  • Questions after Nicolas & Spencer

The Social Media "Like-Cycle" Presentation Transcript

  • 1. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Introducing the “Like-Cycle”@JeremyWaite | Head of Social Strategy | Adobe, EMEA#Engage2013
  • 2. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.I KLM
  • 3. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3
  • 4. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.1. Insight2. Content3. Loyalty4. ROI5. Media
  • 5. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.1. Insightof fans who “Like”a brand page maynever return...98.6%#Engage2013
  • 6. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.1. Who2. What3. Why4. Where5. When1. Insight
  • 7. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#Engage2013of people usesocial media towaste time...50%2. Content
  • 8. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.2. Content#Engage2013
  • 9. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.2. Content#Engage2013
  • 10. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Time you enjoywasting is notwasted…2. Content#Engage2013
  • 11. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.3. Loyaltyof new fans who maynot see your contentin 3 months time…50%#Engage2013
  • 12. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.3. Loyalty#Engage2013
  • 13. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.4. ROIof executives whothink it is notpossible to measuresocial ROI…49%#Engage2013
  • 14. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.ROI in Social Media is thesame as ROI in any other areaof business(Revenue Gained – Investment)Investment* 100
  • 15. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.15#Engage20134. ROI
  • 16. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.5. Mediaof fans who see theposts on brandpages with over 1mfans…3%#Engage2013
  • 17. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#Engage20135. MediaBrands usually spend 3-5%brand budget on social media.The most successful brandsspend between 12%-25%
  • 18. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.STRATEGY#BIGDATA4.Understand the“Value of a Fan”.1.UnderstandYour Customers5.Social Ads to Amplifythe Best Content& Conversations2.Build an OptimisedContent Calendar3.Reward theCommunity.Give Fans aReason to ReturnINSIGHTWhat Type Of“Likes” DoYou Want?LOYALTYHow Are YouGoing ToKeep Them?CONTENTWhat are YouGoing To DoWith Them?ROIWhat is TheValue Of A“Like”MEDIAWhat Is TheCost Of A“Like”?Prepared for“Like-Cycle”@AdobeSocial
  • 19. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 19Need more help figuring outthe value of a fan? Check outAdobe.com/UK/products/Social@JeremyWaiteHead of Social Strategy, Adobe EMEA
  • 20. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.@JeremyWaite | JeremyWaite.Tumblr.com20