Entrepreneurs Forum: Share

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This is a presentation that I gave to the Entrepreneurs Forums in the north east of England on 4 April.

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Entrepreneurs Forum: Share

  1. 1. 1 | 08.04.2014
  2. 2. 2 | 08.04.2014
  3. 3. 3 | 08.04.2014 Share this and Share that too April 2014
  4. 4. 4 | 08.04.2014 #sharethis @wadds
  5. 5. 5 | 08.04.2014 Screen dominates print Source: Google
  6. 6. 6 | 08.04.2014 Mobile overtakes desktop Source: KPCB
  7. 7. 7 | 08.04.2014 Building the web for 5bn people Source: Google
  8. 8. 8 | 08.04.2014 Changing media
  9. 9. 9 | 08.04.2014 Growing up Source: Hitchhikers Guide to the Galaxy
  10. 10. 10 | 08.04.2014 “Anything that is in the world when you’re born is normal and ordinary and is just a natural part of the way the world works.” Adams on growing up Source: Douglas Adams
  11. 11. 11 | 08.04.2014 “Anything that’s invented between when you’re 15 and 35 is new and exciting and revolutionary and you can probably get a career in it.” Adams on growing up Source: Douglas Adams
  12. 12. 12 | 08.04.2014 “Anything invented after you’re 35 is against the natural order of things.” Adams on growing up Source: Douglas Adams
  13. 13. 13 | 08.04.2014 Markets are people Source: The Business of Influence by Philip Sheldrake (Wiley 2011)
  14. 14. 14 | 08.04.201414 | 08.04.2014 Share This
  15. 15. 15 | 08.04.2014 Really? No really. Think again. Source: Search data
  16. 16. 16 | 08.04.2014 Source: Sales email / Stephen Waddington Sales 1.0: spam
  17. 17. 17 | 08.04.2014 Source: LinkedIn Sales 2.0: mining for data
  18. 18. 18 | 08.04.2014 Sales 2.0: turning data into insights Source: Twitter data
  19. 19. 19 | 08.04.2014 Big and little data Source: Google data
  20. 20. 20 | 08.04.2014 Adolescence The trickiest developmental age Source: Inbetweeners and Adrian Mole
  21. 21. 21 | 08.04.2014 Stop posting shit on the Internet
  22. 22. 22 | 08.04.2014 Source: Content Marketing Institute: 2013 Benchmarks, Budgets and Trends The content bandwagon
  23. 23. 23 | 08.04.2014 The audience answers back
  24. 24. 24 | 08.04.2014 “Organisations used to operate under the belief they could control how a message was communicated to an audience.”
  25. 25. 25 | 08.04.2014 Internal advocates (or not)
  26. 26. 26 | 08.04.2014 Difficult conversations
  27. 27. 27 | 08.04.2014 “Good marketing and public relations should be two-way (20/80 or even 10/90).” “Critics aren’t just members of your external audience. Sometimes they’re employees.”
  28. 28. 28 | 08.04.2014 Growing pains
  29. 29. 29 | 08.04.2014 Source: Mashable Be careful what you ask for
  30. 30. 30 | 08.04.2014 Twitter chat backfires
  31. 31. 31 | 08.04.2014 “A message will only resonate with an audience if the audience believes it to be sincere and authentic.”
  32. 32. 32 | 08.04.2014 Source: Guardian JP Morgan sees trouble ahead
  33. 33. 33 | 08.04.2014 Hacked political advertisement
  34. 34. 34 | 08.04.2014 “In reality, organisations can plan their public relations activity and carefully craft messages and content, but control has never been possible.”
  35. 35. 35 | 08.04.2014 Wikileaks: cable leaks
  36. 36. 36 | 08.04.2014 Source: Greenpeace Crowdsourced BP brand
  37. 37. 37 | 08.04.2014 “Communication and marketing between an organisation and an audience can no longer be one- way. It never should have been.”
  38. 38. 38 | 08.04.2014 Source: Haggerston Tesco Tumblr Tesco Tumblr
  39. 39. 39 | 08.04.2014 WHSmiths carpet Twitter feed
  40. 40. 40 | 08.04.2014 Source: Disgruntled Passenger 2.0, SimpliFlying Pissed off passenger 2.0
  41. 41. 41 | 08.04.2014 “There are no real boundaries anymore and brands have to communicate with audiences both en masse, as smaller groups and as individuals.” “And above all, as human beings.”
  42. 42. 42 | 08.04.201442 | 08.04.2014 Share that too
  43. 43. 43 | 08.04.2014 Customer service 2.0
  44. 44. 44 | 08.04.2014 Customer service 2.0
  45. 45. 45 | 08.04.2014 Customer service 2.0
  46. 46. 46 | 08.04.2014 Customer service 2.0
  47. 47. 47 | 08.04.2014 Customer service 2.0
  48. 48. 48 | 08.04.2014 Customer service 2.0
  49. 49. 49 | 08.04.2014 Customer service 2.0
  50. 50. 50 | 08.04.2014 Asda chicken licker
  51. 51. 51 | 08.04.2014 Bodyform responds
  52. 52. 52 | 08.04.2014 Lego Cuusoo
  53. 53. 53 | 08.04.2014 Media relations Influencer relations Community Social Business (vision) Stages of social development
  54. 54. 54 | 08.04.2014 Awareness Knowledge Interest Preference Action Marketing 101
  55. 55. 55 | 08.04.2014 events email whitepapers Blogs CRM Twitter Social selling
  56. 56. 56 | 08.04.2014 events email whitepapers Blogs CRM Twitter SALES Social selling
  57. 57. 57 | 08.04.2014 baby: no profiles and still find social media all a bit baffling and new-fangled child: on the most popular networks and push out marketing content teenager: social media as a communication and marketing channel young adult: two-way engagement, likely communication, marketing and customer service. Integrated systems grown up: the truly social organisation. Mature work-flow Who are you?
  58. 58. 58 | 08.04.2014 Research/Insight •Web analytics •Web research •Search insight •Social networks •Conversation •Influencers Strategy •Define goals and objectives •Devise means of motivation and engagement Content •Format •Function •Content optimisation Channels •Facebook •Twitter •LinkedIn •Google+ Engagement •Community management •Campaign lifecycle •Social lifecycle Evaluation •SMART Objectives •The Barcelona Principles •Valid Metrics Planning model
  59. 59. 59 | 08.04.201459 | 08.04.2014 The future of organisational communication
  60. 60. 60 | 08.04.2014 “Organisations are obsessed with pushing brand and product messages. They want to appear cool and feel good about themselves rather than engage with their audiences.” Tom Foremski Corporate media
  61. 61. 61 | 08.04.2014 Earned reputation
  62. 62. 62 | 08.04.2014 New forms of media
  63. 63. 63 | 08.04.2014 Location and always on
  64. 64. 64 | 08.04.2014 Brands as utility
  65. 65. 65 | 08.04.2014 Stephen Waddington wadds.co.uk @wadds Contact
  66. 66. 66 | 08.04.2014
  67. 67. 67 | 08.04.2014

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