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We Are Social Presents: Sharing Is Caring
 

We Are Social Presents: Sharing Is Caring

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This deck sets out We Are Social's robust introduction to Strategic Social Media Marketing for senior executives. If you'd like more information, or if you'd like us to present it to your teams, ...

This deck sets out We Are Social's robust introduction to Strategic Social Media Marketing for senior executives. If you'd like more information, or if you'd like us to present it to your teams, please contact us via sayhello@wearesocial.sg

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    We Are Social Presents: Sharing Is Caring We Are Social Presents: Sharing Is Caring Presentation Transcript

    • SHARING IS CARINGWHY TALK IS CHEAP, BUT CONVERSATIONS HAVE VALUE we are social • JANUARY 2013
    • 2
    • LONDON MUNICHNEW YORK PARIS MILAN SINGAPORE SÃO PAULO SYDNEY 3
    • 4
    • </SALES PITCH> 5
    • TODAYTHE BUSINESS CASE FOR SOCIAL BEST-IN-CLASS CASE STUDIES THE ‘10 COMMENDMENTS’THE FUTURE OF SOCIAL MEDIA WHAT YOU CAN DO NEXT 6
    • JUST WHAT ARE‘SOCIAL MEDIA’? 7
    • THE CONCEPT OF SOCIAL MEDIA IS NOTHING NEW,AND HAS EXISTED SINCE THE DAYS OF CAVE PAINTINGS 8
    • HOWEVER, THE INTERNET MAKES SOCIALMEDIA POSSIBLE AT A WHOLE NEW SCALE 9
    • “SOCIAL MEDIA ARE INTERNET-POWERED PLATFORMS THAT MAKE IT EASY FOR INDIVIDUALS, GROUPS OF PEOPLE, AND “ ORGANISATIONS TO CONVERSE ANDINTERACT WITH ONE ANOTHER IN A WIDE VARIETY OF SOCIAL ACTIVITIES. 10
    • WHY ARE SOCIALMEDIA RELEVANTTO MARKETING? 11
    • SOCIAL MEDIA DELIVER ALL THE RIGHT METRICSREACH: 1.6 BILLION USERS WORLDWIDE; 820 MILLION IN ASIA FREQUENCY: 58% OF FACEBOOK USERS SIGN IN EVERY DAY AFFINITY: 10 MILLION YEARS SPENT ON FACEBOOK IN 2012 EFFICIENCY: DON’T NEED TO PAY FOR EVERY PLACEMENTCONVERSION: 30% OF BURBERRY’S ONLINE SALES VIA SOCIAL 12
    • THIS DECK ISN’T ABOUT NUMBERS, BUT YOU’LL FINDOVER 1,000 PAGES OF RESEARCH BY CLICKING HERE 13
    • IDEAWHAT AND WHY?! HOW, WHERE, AND WHEN?! 14
    • WHO’S SETTINGTHE STANDARD? 15
    • SOCIAL MEDIA ACTIVITIES THAT AREBUILDING BRANDS’ BOTTOM LINE RESULTS 16
    • INNOCENT DRINKS USES FACEBOOK TO CLEARLYDEFINE ITS BRAND IDENTITY AND POSITIONING 17
    • 18
    • USING A BROAD RANGE OF CONTENT TOMAINTAIN TOP OF MIND BRAND AWARENESS 19
    • BURBERRY USES SOCIAL MEDIA TO CREATE ABROAD, CONTINUOUSLY UPDATED ‘LOOK-BOOK’ 20
    • 21
    • 22
    • 30% 23
    • DRIVING AFFINITY AND ENGAGEMENT BYMAKING CONVERSATIONS MORE PERSONAL 24
    • AMERICAN EXPRESS USES SOLOMO TODRIVE REVENUE OPPORTUNITIES AND CSR 25
    • 26
    • LINK YOUR AMEX CARD TO YOUR FOURSQUAREACCOUNT, AND ‘CHECK IN’ TO GET SPECIAL DISCOUNTS 27
    • THE DISCOUNTS ARE PAID BY AMEX, GIVING SMALL RETAILERS A REASON TO START ACCEPTING AMEX 28
    • IT CONTRIBUTES SO MUCH TO LOCAL COMMUNITIESTHAT EVEN THE US PRESIDENT ENDORSES THE ACTIVITY 29
    • HARNESSES SOLOMO-POWERED CSR INITIATIVESTO DRIVE WIDESPREAD BRAND CONVERSATIONS 30
    • THIS IS A!ACTIVITY! 31
    • JOINED FORCES WITH BRAND ENTHUSIASTS IN SOCIAL MEDIA TO DEVELOP AND LAUNCH A NEW VARIANT 32
    • LUXURIOUS THEMED EVENT! BLINDFOLDED TASTINGS! VARIANT TESTING!BRAND TEAM ENGAGEMENT! BRAND IMMERSION! AMPLIFICATION CONTENT! 33
    • RESEARCH & FEEDBACK! MEMBERSHIP COMPETITIONS! CONTENT FOR BLOGS! UGC ‘TASTINGS’! BLOG-WORTHY PACKS ! ‘GOLDEN TICKET’! 34
    • HARNESSES CORE BRAND EVANGELISTS TO SHARE THEBRAND’S STORY, AND ENGAGE OTHERS ON ITS BEHALF 35
    • THIS IS A!ACTIVITY! 36
    • HELPED PEOPLE CREATE A PERSONALISED ‘GET WELL’CAN OF SOUP AND SEND IT TO AN ILL FRIEND’S DOOR 37
    • THE ENTIRE PROCESS – INCLUDING PAYMENT – TOOK PLACE IN A BESPOKE FACEBOOK APPLICATION 38
    • THE ACTIVITY CREATED SO MUCH CONVERSATION THAT HEINZ CHOSE TO RUN IT A SECOND TIME 39
    • DELIVERS SOCIAL UTILITY FOR INDIVIDUALS ANDBRAND ACTIVITY THAT’S WORTH TALKING ABOUT 40
    • HARNESSING EXISTING BEHAVIOUR TOSTRENGTHEN AFFINITY AND INSPIRE INTERACTION 41
    • 42
    • ENCOURAGE PEOPLE TO ‘PLAY WITH THEIR FOOD’ AND SHARE THEIR CONTENT TO BUILD AFFINITY 43
    • BEST BUY’S ‘TWELPFORCE’ DELIVERSVALUABLE CUSTOMER SERVICE VIA TWITTER 44
    • THOUSANDS OF BEST BUY STAFFERS ARE EMPOWERED TO RESPOND TO CUSTOMER QUERIES VIA TWITTER 45
    • REDUCING THE COST OF CUSTOMER SERVICE BYINCENTIVISING EVERY TEAM MEMBER TO PARTICIPATE 46
    • 47
    • OVER TO YOU: WHAT ISAPPLE’S SOCIAL STRATEGY? 48
    • EITHER APPLE EMPLOYEES ARE QUITE UNLUCKY, OR‘LOST & FOUND’ PHONES ARE PART OF THEIR STRATEGY 49
    • INSPIRING CONVERSATIONS BY GETTINGOTHER PEOPLE TO FUEL THE EXCITEMENT 50
    • LEARNINGS 51
    • ONE RING TO RULE THEM ALL… 52
    • ALWAYS START BY SETTING OBJECTIVES THAT ENSURE SOCIAL MEDIA ACTIVITIES DELIVER BUSINESS VALUE 53
    • WHEN IN SOCIAL,BEHAVE SOCIALLY 54
    • REMEMBER THAT IT’SNOT JUST ABOUT YOU 55
    • YOUR TASK IS TO CREATE BRANDS WORTH TALKINGABOUT, NOT JUST TO GET PEOPLE TO TALK TO YOU 56
    • BUT REMEMBER THAT SOCIAL MEDIA ARE NOT A‘SILVER BULLET’ THAT CAN ACHIEVE THIS ON THEIR OWN 57
    • SOCIAL MEDIA ARE JUST ONE MORE – ALBEIT VERYPOWERFUL – ADDITION TO THE MARKETING TOOLKIT SAW ICON C/O JOHN BRÜGGEMANN, THE NOUN PROJECT 58
    • DOING IT RIGHT 59
    • 10THE!‘COMMENDMENTS’ 60
    • #01START WITH PEOPLE, NOT TECHNOLOGY 61
    • > SOCIAL MEDIA IS A HUMANDISCIPLINE, NOT A DIGITAL ONE 62
    • IT’S EASY TO GET CAUGHT UP IN PLATFORM HYPE,BUT TECHNOLOGY IS ONLY EVER A MEANS TO AN END 63
    • 64
    • 65
    • 66
    • BUILD YOUR STRATEGY AROUND PEOPLE’S PASSIONS AND MOTIVATIONS, NOT A PLATFORM’S FEATURES 67
    • #02BUILD CONVERSATIONS, NOT CAMPAIGNS 68
    • BROADCAST COMMS WORK MUCH LIKE PICK-UP LINES:THEY’RE A GREAT WAY TO CAPTURE INITIAL ATTENTION 69
    • HOWEVER, IT’S DIFFICULT TO BUILD A MEANINGFUL RELATIONSHIP BASED ON PICK-UP LINES ALONE 70
    • THE SECRET TO AN ENDURING RELATIONSHIPLIES IN REGULAR, EVERYDAY CONVERSATIONS 71
    • #03 USE CONTENT AS AMEANS, NOT AS AN END 72
    • “ CONTENT IS NOT KING. IF I SENT YOU TO A DESERT ISLAND AND GAVE YOU THE CHOICE OF TAKING YOUR FRIENDS OR YOUR MOVIES, YOUD CHOOSE YOUR FRIENDS - IF YOU CHOSE THE MOVIES, WED CALL YOU A SOCIOPATH. CONVERSATION IS KING. CONTENT IS JUST SOMETHING TO TALK ABOUT. “ CORY DOCTOROW 73
    • GETTING PEOPLE TO CONSUME YOUR CONTENT IS JUSTA START; THE REAL VALUE LIES IN WHAT HAPPENS NEXT 74
    • MAKE COMMSTHAT ARE WORTH TALKING ABOUT 75
    • #04ADD VALUE TO THE AUDIENCE’S LIFE 76
    • SOCIAL ACTIVITIES MUST ADD VALUE TO THE AUDIENCE BEFORE THEY CAN ADD VALUE TO YOUR BRAND 77
    • (! DISCUSSIONS ABOUT PRODUCTS AREN’T ALWAYS THE HIGHEST VALUE CONVERSATIONS )! 78
    • MAKING THINGS PEOPLE WANT VS!MAKING PEOPLE WANT THINGS 79
    • MAKING THINGSmarketing PEOPLE WANT VS! MAKING PEOPLE sales WANT THINGS 80
    • SHARE ABOUTTHINGS PEOPLE CARE ABOUT 81
    • 82
    • + = “UPLOAD YOUR PHOTO AND TELL US WHY YOULOVE OUR BRAND, AND YOU COULD WIN AN IPAD!” 83
    • #EPICFAIL 84
    • WHEN WAS THE LAST TIME YOUMADE FRIENDS WITH SOMEONEBY ASKING THEM TO TELL YOUWHAT THEY LIKE ABOUT YOU? 85
    • INSECURITY ISN’T ATTRACTIVE IN A BRAND 86
    • ‘ROMANCE’ YOUR AUDIENCE INSTEAD 87
    • > >PASSIONS BRANDS PRODUCTS 88
    • #05LISTENING IS THE NEW SHOUTING 89
    • “YOU CAN’T LEARN ANYTHING WITHYOUR MOUTH OPEN “ EARL NIGHTINGALE 90
    • THE VALUE IN A CONVERSATIONLIES WHOLLY IN THE LISTENING 91
    • PEOPLE SHARE A VAST WEALTH OF INFORMATION ABOUTTHE THINGS THEY CARE ABOUT THROUGH SOCIAL MEDIA 92
    • THESE HONEST, SPONTANEOUS INSIGHTS ARE OFTEN ASVALUABLE (OR MORE SO) THAN TRADITIONAL RESEARCH 93
    • #06SPREAD THE LOVE 94
    • IT’S VERY UNLIKELY THAT PEOPLE WILL FINDYOUR SOCIAL MEDIA ACTIVITIES BY ACCIDENT 95
    • GAINING INITIAL MOMENTUM IS JUST ASIMPORTANT AS DRIVING SOCIAL SHARING 96
    • ADVERTISING CAN HELP, BUT PARTNERINGWITH INFLUENCERS IS OFTEN MORE EFFECTIVE 97
    • #07ALWAYS BEPREPARED 98
    • “YOU CAN’T PLEASEALL OF THE PEOPLE ALL OF THE TIME “ A MISQUOTE OF ABRAHAM LINCOLN 99
    • ALL BRANDS NEED TO DEAL WITH SURPRISES AT SOMEPOINT, SO IT’S BEST TO PREPARE FOR THEM IN ADVANCE 100
    • AAA! AN ALERT, ASSESS, ACT PLAN CAN HELP YOURTEAM TO MITIGATE RISKS AND SEIZE OPPORTUNITIES 101
    • #08 MEASUREYOUR PROGRESS 102
    • SOCIAL MEDIA IS A BUSINESS INVESTMENT, SO IFYOU CAN’T PROVE ITS ROI, YOU SHOULDN’T DO IT 103
    • BUT ROI ISN’T JUST ABOUT SALES; IDENTIFY SOCIALMEDIA’S SPECIFIC CONTRIBUTION, AND MEASURE THAT 104
    • THE 3 THINGS YOU NEED TO DETERMINEKPIs! 1 2 WHAT METRICS WHERE, WHEN AND HOW THE TARGETS FORYOU’LL MEASURE YOU’LL MEASURE THEM EACH MEASURE 105
    • #09 OPTIMISEAS YOU GO 106
    • ONE OF THE GREATEST CHALLENGES IN BROADCASTMEDIA IS THAT IT’S HARD TO FIX A BROKEN ACTIVITY 107
    • SOCIAL MEDIA ALLOW US TO STOP, START, OR MODIFYACTIVITY IN REAL-TIME BASED ON AUDIENCE RESPONSE 108
    • ADOPTING A LIVE ‘TEST-AND-LEARN’ APPROACH ALLOWSUS TO OPTIMISE AT ANY POINT IN THE COMMS PROCESS 109
    • #10 BE IN IT FORTHE LONG TERM 110
    • “ YOU CAN’T HURRY LOVE, NO, YOU JUST HAVE TO WAIT; LOVE DON’T COME EASY,IT’S A GAME OF GIVE AND TAKE “ THE SUPREMES (1966) 111
    • DEEP, MEANINGFUL RELATIONSHIPS TAKE TIME TOBUILD, AND WE NEED TO GO AT THE AUDIENCE’S PACE 112
    • IT’S SIGNIFICANTLY MORE DIFFICULT TO ACHIEVESUCCESS IF YOU ‘DIP’ IN AND OUT OF SOCIAL MEDIA 113
    • t yle ad cial cast-s suit so broad esn’t o fligh ting d IT’S SIGNIFICANTLY MORE DIFFICULT TO ACHIEVESUCCESS IF YOU ‘DIP’ IN AND OUT OF SOCIAL MEDIA 114
    • TO GET THE MOST OUT OF SOCIAL MEDIA, YOU NEEDTO MAKE A LONG-TERM COMMITMENT AND INVESTMENT 115
    • INVEST IN SOCIAL ACTIVITIES THROUGHOUT THE YEAR TO ENSURE CONSISTENT ENGAGEMENT 116
    • 1.  FOCUS ON PEOPLE, NOT TECHNOLOGY2.  BUILD CONVERSATIONS, NOT CAMPAIGNS3.  USE CONTENT AS A MEANS, NOT AS AN END4.  ADD VALUE TO THE AUDIENCE’S LIFE5.  LISTENING IS THE NEW SHOUTING6.  SPREAD THE LOVE7.  ALWAYS BE PREPARED8.  MEASURE YOUR PROGRESS9.  OPTIMISE AS YOU GO10.  BE IN IT FOR THE LONG TERM 117
    • WHAT’S NEXTFOR SOCIAL? 118
    • 01 SIMULTANEOUS SOCIALTRANSMEDIA EXPERIENCES 119
    • ‘SECOND SCREEN’ IS JUST THE BEGINNING OFA TRANSMEDIA SOCIAL MEDIA PHENOMENON 120
    • SOCIAL CONTENT EXPERIENCES WILL COME TOLIFE ACROSS MULTIPLE DEVICES AT THE SAME TIME 121
    • 02 MEDIA PLANNING VSENGAGEMENT PLANNING 122
    • Z! Z! Z! Z!THE MODEL OF BUYING SPACE AND INTERRUPTING PEOPLE ACROSS MULTIPLE CHANNELS IS BROKEN 123
    • COMMS PLANNING WILL EVOLVE TO BUILDING THINGSTHAT PEOPLE CAN SHARE ACROSS MULTIPLE CHANNELS 124
    • 03MOBILE LIFE VSMOBILE PHONE 125
    • THE CONNECTED DEVICES IN OUR POCKETSARE ALREADY OUR ‘MOST IMPORTANT’ MEDIUM 126
    • 70%OF CHINESE PEOPLE SAY THEY “CAN’TLIVE WITHOUT” THEIR MOBILE PHONE 127
    • STRATEGIES COME TO LIFE ON MOBILEDEVICES, OR DON’T COME TO LIFE AT ALL 128
    • 04COMMUNITIESVS PLATFORMS 129
    • THE NETWORK EFFECT: PEOPLE GO WHERETHEIR FRIENDS ARE AND WHERE THE ACTION IS 130
    • BRANDS FOCUS ON NURTURING COMMUNITIESINSTEAD OF BUILDING PLATFORM-SPECIFIC AUDIENCES 131
    • 05CORPORATE SOCIAL PROACTIVITY 132
    • PEOPLE EXPECT BRANDS TO DOMORE TO GIVE MORE BACK TO SOCIETY 133
    • BRANDS EMBRACE COMMUNITY SERVICE, MAKING ITA CENTRAL PART OF THEIR SOCIAL CONTENT OFFERING 134
    • BRINGING ITALL TO LIFE 135
    • 8STEPS TOSTRATEGIC SUCCESS 136
    • STEP 1: DEFINE YOURBUSINESS OBJECTIVES 137
    • STEP 2: MONITOR AND INTERPRETYOUR AUDIENCE’S CONVERSATIONS 138
    • STEP 3: UNDERSTAND YOUR AUDIENCE’S MOTIVATIONS 139
    • STEP 4: IDENTIFY HOW YOUR BRAND CANADD VALUE TO YOUR AUDIENCE’S WORLD 140
    • STEP 5: SELECTYOUR PLATFORMS 141
    • STEP 6: STRATEGISEYOUR CONTENT APPROACH 142
    • STEP 7: TESTAND LEARN 143
    • STEP 8: RINSE AND REPEAT 144
    • 8 1: SET YOUR OBJECTIVES 2: MONITOR CONVERSATIONS 3: UNDERSTAND MOTIVATIONS 4: IDENTIFY HOW TO ADD VALUE 5: SELECT YOUR PLATFORMS 6: STRATEGISE YOUR APPROACH 7: TEST AND LEARN 8: RINSE AND REPEAT 145
    • NEXT STEPS 146
    • DIGITAL RESEARCH & STATS WORKSHOPS GUIDES & HANDBOOKS INTERACTIVE ‘DEEP-DIVES’
    • FIND OUT MORE AT WEARESOCIAL.SG 148
    • WE ARE SOCIAL IS A GLOBAL CONVERSATION AGENCY. WE HELP BRANDS TO LISTEN TO, UNDERSTAND,AND ENGAGE IN CONVERSATIONS IN SOCIAL MEDIA. WE’RE ALREADY HELPING MANY OF THE WORLD’STOP BRANDS, INCLUDING UNILEVER, ADIDAS, INTEL, DIAGEO, NESTLÉ, HEINZ, AND LOUIS VUITTON. IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU TOO, CALL SIMON KEMP ON +65 9146 5356, OR EMAIL US AT SAYHELLO@WEARESOCIAL.SG. FIND OUT MORE AT WEARESOCIAL.SG.
    • WE ARE SOCIAL @WEARESOCIALSG +65 9146 5356SAYHELLO@WEARESOCIAL.SG WEARESOCIAL.SG