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Marketing summit - ROI or RIP: when social becomes a currency

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Marketing summit - ROI or RIP: when social becomes a currency

  1. 1. “The Marketing Summit I” Break-out 5 15:30 – 16:30 ROI or RIP: when social becomes a currency Danny Devriendt, Map Global
  2. 2. 3
  3. 3. 4 feet, 8 1/2 inches 1,435 meter
  4. 4. “When spider webs unite, they can tie up a lion…” Ethiopian proverb
  5. 5. We as a species are addicted to story…if you want to implant a message in the human mind, the best way to do that is to put it in a story. “ - Jonathan Gottschall, author, “The Storytelling Animal” “
  6. 6. THE POWER OF ICE EARNED VALUE BUSINESS AREA Marketing/PR E-Commerce Service/Support Innovation Customer Experience Insights Social Marketing/ PR Insights Social Sales Insights Social Support Insights Innovation Insights Integrated Customer Experiences Social Engagement • Rapid Social Marketing Response • Crisis Communications • Proactive WOM • Rapid Social Sales Response • Group Social Shopping • Proximity influence/market ing • Location-Based Marketing Rapid Social Support Response Crowd-sourced: • R&D • Branding • Advocacy • Influencer Mktg./VIP Experiences • Blogger Outreach Sustained Social Engagement Brand Communities Social Commerce Product Support Communities Innovation Communities Loyalty Programs ROI • Social Sentiment Monitoring • Social Campaign Tracking • Crisis Resolution Lead Generation Social Currency Product Advocacy Support Resolution NPD Advocacy Influence Loyalty Advocacy
  7. 7. INSIGHTS RESPONSE PROACTIVE CROWD- SOURCING MARKETING SALES COLLABO RATION INNOVATIONSUPPORT Brand tracking Research communities Identifying leads Identifying problems Identifying trends and ideas Profiles, groups and activity streams Changing medium or message Converting leads Solving problems Acknowledging ideas Shared workspaces Viral marketing campaigns Referral campaigns Suggestion campaigns Suggestion campaigns Blogs and wikis Evangelist communities Evangelist communities Self-service communities Ideation communities Employee and partner communities
  8. 8. 5/20/2014 john.doe@mobilemarketing.net 33
  9. 9. 38
  10. 10. “Social Media is like teen sex. Everyone wants to do it. No one actually knows how. When finally done, there is surprise it's not better."
  11. 11. 5/20/2014 john.doe@mobilemarketing.net 41
  12. 12. FROM PUSH TO INTERACTIVE, TO INFLUENCER to NARRATIVE MARKETING
  13. 13. NARRATIVE CHANGES EVERYTHING From One-offs ALWAYS ON TO Siloed INTEGRATED Brand-centric AUDIENCE-CENTRIC Marketing PROGRAMMING PR NEWS BUREAUS
  14. 14. WHO WHAT WHEN WHERE WHY HOW ASSIGNED DEPARTMENTS EVERYONE COMPANY DEFINED PROCESS BUSINESS HOURS DEFINED CHANNELS TRANSACTION INSIDE OUT CUSTOMER DEFINED PROCESS CUSTOMER SETS THE HOURS CUSTOMER-DRIVEN DYNAMIC CHANNELS INTERACTION OUTSIDE IN 1.2.3 9-5 €€
  15. 15. OWNED PAID EARNED
  16. 16. THE NARRATIVE TRIANGLE Physical World
  17. 17. 01 Stories are welcomed
  18. 18. 02 It’s brain science
  19. 19. 03 Stories unite audiences
  20. 20. 04 Stories are shareable
  21. 21. 05 Stories endure • It is not your brand - it is their brand. In the age of the empowered consumers, stories are living, breathing things that evolve as they are shaped and shared by audiences. There is an immediacy to them, and a sense that they are always changing. This moves brands beyond campaign mentalities into a cycle of listening and response
  22. 22. Three principles of great stories: 1 2 3 They are inspired by insights They are social at the core They are fearless (not reckless)
  23. 23. CONTENT is… your most powerful asset in the quest to reach your target audience.
  24. 24. CONTENT is… what your audience sees, shares, likes and what ultimately shapes their opinion about your company.
  25. 25. YOUR COMPANY IS A CONTENT FACTORY
  26. 26. INTERNET IS A CONTENT FACTORY
  27. 27. YOUR CONSUMERS ARE A CONTENT FACTORY
  28. 28. 5/20/2014john.doe@mobilemarketing.net
  29. 29. HOW DO YOU MAKE IT WORK? (content + consistency) x time = #success
  30. 30. SOCIAL LOCAL MOBILE
  31. 31. “Augmented Reality…. When reality becomes a language you are in for a wild ride, Its Girls, Money and Fame!”
  32. 32. 5/20/2014 john.doe@mobilemarketing.net 62
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