Fasken Magic Circle Event Andrew Grill

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Presentation delivered by Andrew Grill in London 20th January 2011 at the Fasken Martineau magic circle event.

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  • Jonathan Salem says… People are having conversations these days, only not "with" brands but "about" them. I'd like to suggest that we're at the start of something big -- something bigger than simple engagement or entertainment, and something that goes far beyond the merits of friends and followers on social technology platforms: The ultimate purpose of conversation is to produce a shared understanding of truth. The Competitive Advantage of Truth Failing to deliver and sustain truth will be indicators of broader operational weaknesses. As marketers we have given consumers such a gap that they have gone in search of the truth (via SM) and are starting to uncover the truth
  • Fasken Magic Circle Event Andrew Grill

    1. 1. Social media is not just for Kids …it’s the must have tool for your business @Andrew Grill - Fasken Martineau Magic Circle Event London, 20th January 2011
    2. 2. Social media is just like real life!
    3. 3. <ul><li>Marketing sets the expectation, marketing creates demand, marketing helps a consumer differentiate why one choice is better than another. </li></ul>
    4. 4. <ul><li>Marketing sets the expectation, marketing creates demand, marketing helps a consumer differentiate why one choice is better than another. </li></ul>
    5. 5. <ul><li>Marketing sets the expectation, marketing creates demand, marketing helps a consumer differentiate why one choice is better than another. </li></ul>
    6. 6. <ul><li>Marketing sets the expectation, marketing creates demand, marketing helps a consumer differentiate why one choice is better than another. </li></ul><ul><li>Operations delivers. </li></ul><ul><li>Any gap between the two drives a conversation on the social Web. </li></ul>Dave Evans http://lc.tl/gap
    7. 7. <ul><li>The competitive advantage </li></ul><ul><li>of truth </li></ul><ul><li>Failing to deliver and sustain truth will be indicators of broader operational weaknesses. </li></ul>Jonathan Salem http://lc.tl/truth Failing to deliver and sustain truth will be indicators of broader operational weaknesses “ ”
    8. 8. <ul><li>The twitter tax </li></ul>http://lc.tl/tax “ When you promote your online social monitoring you’re agreeing to pay the tax for the failures of your company’s operators to do their jobs.”
    9. 9. Social media in the hotel industry “”
    10. 11. Social media in the hotel industry “”
    11. 13. Things to consider <ul><li>Social media is noisy </li></ul><ul><li>Social media is demanding </li></ul><ul><li>Social media is unforgiving </li></ul><ul><li>Social media is not a replacement for marketing </li></ul><ul><li>Social media is the best word of mouth you cannot buy </li></ul><ul><li>Social media helps extend your message before, during & after a customer experience / interaction </li></ul>
    12. 14. What makes a good social campaign <ul><li>Conversation not advertising </li></ul><ul><li>Let me share the content </li></ul><ul><li>Multi-platform </li></ul><ul><li>Lives on after the campaign ends </li></ul><ul><li>Something people will want to talk to others about </li></ul><ul><li>Measurable uplift in sales / interest </li></ul><ul><li>It’s just that little bit different… </li></ul>
    13. 15. http://lc.tl/meerkat
    14. 19. Oldspice <ul><li>Anyone not seen this? </li></ul><ul><li>Became a “must see” </li></ul><ul><li>Press covered it </li></ul><ul><li>Lived on as @replies via video messages </li></ul><ul><li>Grover from Sesame Street parodied it </li></ul><ul><li>Initial 107% uplift in sales </li></ul><ul><li>Not many mentions of people trying/buying product? </li></ul>
    15. 20. http://lc.tl/tippex
    16. 21. <ul><li>So you need a social media guru to do all this? </li></ul>
    17. 22. Why is social media now so important <ul><li>Two way medium </li></ul><ul><li>Instant feedback </li></ul><ul><li>Promotes sharing of ideas and information </li></ul><ul><li>Complements everything you are currently doing </li></ul><ul><li>Relatively simple to establish a presence </li></ul><ul><li>Your competitors are already doing it </li></ul><ul><li>In 2011 move from Social Media > Social Intelligence </li></ul>
    18. 23. Free advice to agencies & brands <ul><li>Put some hooks in the creative that allow you to talk about the ad long after it has gone </li></ul><ul><li>Crosses from social > traditional media = free push </li></ul><ul><li>Make sure you understand the medium – make sure you use it </li></ul><ul><li>If not on Twitter – get on it today! </li></ul><ul><li>Follow me @andrewgrill if not sure how to start </li></ul><ul><li>http://lc.tl/twitter </li></ul>
    19. 24. From hearing to listening <ul><li>Not just about ticking the boxes </li></ul><ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>Act on the feedback you receive </li></ul><ul><li>Admit mistakes and learn from them </li></ul>http://lc.tl/fedex “ If you’re not open to feedback, you’re not ready to play”
    20. 25. The future <ul><li>New channels </li></ul><ul><li>Peer advocacy becomes key sales driver </li></ul><ul><li>Mobile + social becoming key </li></ul><ul><li>Foursquare – standout example for retail </li></ul><ul><li>Hotels – 25% leads via Foursquare in future </li></ul>http://lc.tl/ad2020
    21. 26. One to watch - Foursquare http://lc.tl/4
    22. 27. When do people visit my store?
    23. 28. What should I do next? <ul><li>Claim your brand on Twitter & Facebook </li></ul><ul><li>Identify who is going to monitor and maintain </li></ul><ul><li>Arm the team with tools to contribute also </li></ul><ul><li>Put your social media credentials on your website </li></ul><ul><li>Grab a short URL version of your brand eg http://lc.tl </li></ul><ul><li>Start tweeting and following </li></ul><ul><li>Promote your social media presence internally as well </li></ul>
    24. 29. You also need to monitor social media http://lc.tl/vt
    25. 30. @ AndrewGrill Contact via http://lc.tl/c Slides http://lc.tl/fasken +44 788 198 6694

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