No one likes you - Building social strategies beyond Facebook - iStrategy Conference Masterclass

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No one likes you - Building social strategies beyond Facebook - iStrategy Conference Masterclass

  1. 1. NO ONELIKES YOUBuilding socialstrategies beyondFacebookiStrategy MasterclassRoy Capon & Adrian Farouk
  2. 2. 7,053,738,433
  3. 3. 7,053,738,433 x 25.8%
  4. 4. 1,819,864,515
  5. 5. SOCIAL IS THELARGEST COUNTRY IN THE WORLD  
  6. 6. 55%
  7. 7. 1   2   3   4  
  8. 8. 5   6   7   8  
  9. 9. 9   10   11  
  10. 10. 1DEVELOP CONTENT THAT CONNECTS BRANDS WITH CONSUMERS
  11. 11. 2PLAN BEYOND YOUR SEMI-OWNED PROPERTIES
  12. 12. A scale issue
  13. 13. A scale issue
  14. 14. Life used to be so simple
  15. 15. The broadcast age
  16. 16. The social age
  17. 17. 3CREATE SHAREABLE BRAND EXPERIENCES
  18. 18. IF YOU AREN’T BEINGSHARED,YOU AREN’T SOCIALAnd sharing from your owned communities isn’tenough anymore.
  19. 19. 4 ORCHESTRATEYOUR PAID, OWNED AND EARNED
  20. 20. 5 LOWER THEBARRIERS TO SHARING
  21. 21. Hello, passive advocate
  22. 22. Hellooooo, social influencer
  23. 23. 6 HARNESS YOURBRAND ADVOCATES
  24. 24. They cheer because it has an They cheer because they care. They impact. It fuels the athletes and can have an unique close connection to support can influence play. what they’re cheering for32  
  25. 25. Fanatic Supporter Casual fan33  
  26. 26. 34  
  27. 27. 35  
  28. 28. VISA OWNED THE OLYMPICS CONVERSATION Athlete  cheers,  reac6on  to   congratulatory  commercials,,  RTs  of   @teamvisa   Nike  releases  the  “Find  Your   Greatness”  campaign   33.5%   3.9%   7.5%   1.3%   0.0%   13.1%   40.7%  Buzz  Vol.   Visa   P&G   Coca-­‐Cola   BMW   Samsung   Nike   Others   (80%               McDonalds)  Buzz  SenGment  
  29. 29. The key to shareability
  30. 30. What is awesome content?
  31. 31. What is awesome content?
  32. 32. What is awesome content?
  33. 33. 7 AWESOMECONTENT ISEFFECTIVE CONTENT
  34. 34. Fulfilling marketing / business objectives
  35. 35. 8 A LONG TERMAPPROACH FOR BETTER ROI
  36. 36. Bonfires not fireworks
  37. 37. Creating long termprogrammes forFMCG
  38. 38. Regular content ranks long term SITE Amplify
  39. 39. Shareable content ranks long term
  40. 40. REGULAR SHAREABLECONTENT DRIVES RANKING  
  41. 41. Traditional model of content creation Create Curate $ Instigate Volume of content
  42. 42. Flipping the model Create$ Curate Instigate Volume of content
  43. 43. Harnessing thepower of digital tospread happinessaround the world
  44. 44. Building & Optimizing digital platforms Multichannel / Multi device distribution Service InnovationSEO / SEM Multi Signal Media Brand / Business CreationSocial Channels Social CRM IP & new FormatsCampaigns Branded Content / Utilities Advocacy & influencer engagementsTransactional Websites Experiential Global Asset Management & DistributionContent Management Social Business DesignMeasurement FrameworksApplication Support
  45. 45. “We’re more in the space ofmanaging communities than creating ads.” Joe Tripodi – CMO, The Coca-Cola Company
  46. 46. 9INSTIGATE, CURATE AND CREATE
  47. 47. Stimulating sharing
  48. 48. Technology can help lower the barrier
  49. 49. Sharing online & offline content
  50. 50. USE TECHNOLOGY TO LOWER THE BARRIER  
  51. 51. Your customers are unique
  52. 52. 10 USE DATA TOCREATE RELEVANCE
  53. 53. Data & content are intrinsically linked
  54. 54. Develop a relationship with our audiences
  55. 55. Making Sony Mobilerelevant once more
  56. 56. Results •  Branded  content  received  1.7million   views  in  a  6  month  period   •  85%  who  engaged  with  the  Xperia   Studio  viewed  Xperia  smartphones   more  posi6vely  aRerwards   •  17%  of  visitors  to  the  Xperia  Studio   went  on  to  visit  the  main  sony   mobile  site     •  The  content  and  campaign  has  been   featured  in  wired,  gizmodo,   mashable  and  other  credible   publica6ons   •  The  campaign  also  won  a  2012   webby  for  the  people’s  choice  award   in  integrated  mobile  experience   Multichannel / Multi device distributionBuilding & Optimizing digital platforms Service Innovation Multi Signal MediaSEO / SEM Brand / Business Creation Social CRMSocial Channels IP & new Formats Branded Content / UtilitiesCampaigns Advocacy & influencer engagements ExperientialTransactional Websites Global Asset Management & Distribution Social Business DesignContent ManagementMeasurement FrameworksApplication Support
  57. 57. Always on
  58. 58. The missing ingredient: organisation
  59. 59. Implement behavioural & cultural change
  60. 60. 11PUT SOCIAL AT THE CORE
  61. 61. 1   2   3   4  
  62. 62. 5   6   7   8  
  63. 63. 9   10   11  
  64. 64. Thank youausydney@lbi.com

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