The Total Social Brand
              Achieving commercial Utopia

                     AdTech, Earls Court
               ...
Utopia
                      •  In Utopia, everything is
                         perfect.
                      •  There ...
Allow yourself to dream

 “Customers would come to us instead of making us
 go to them”


 “We wouldn’t have to compete on...
Social media can bring
                 us brand Utopia
© IDM Academy 2010
...but we don’t live
                      in a perfect world

© IDM Academy 2010
The world in 2000




© IDM Academy 2010
The world in 2010




© IDM Academy 2010
Welcome to the Buyersphere...




© IDM Academy 2010
Interrupt


 INTERRUPT
 Product-focused.
 Acceptance of message
 depends on outbound
 marketing muscle, ie budget




© ID...
Interrupt v interest

 INTERRUPT                                            INTEREST
 Product-focused.                    ...
The perfect social media brand

 “Customers would come
 to us instead of making
 us go to them”




© IDM Academy 2010
The perfect social media brand


 “We wouldn’t have to
 compete on price”




© IDM Academy 2010
The perfect social media brand


“Our customers would
work for us”




© IDM Academy 2010
The perfect social media brand



 “Our products could not
 be copied”




© IDM Academy 2010
So what’s stopping you?




© IDM Academy 2010
The 4 obstacles to perfection


 Expertise

 Infrastructure

 Attitude

 Time & resource




© IDM Academy 2010
Expertise/ability

 Product experts

 Social media experts

 Writing skills, social skills

 Responsibility




© IDM Acad...
Infrastructure


 Guidelines: brand, online behaviour

 Technology: firewall, mobility

 Training: specific uses

 Appraisal...
Attitude

 “Twitter is for twits”

 “My kids are on Facebook. My customers aren’t”

 “Show me ROI”

 “Show me case studies...
Attitude

 Senior management buy-in

 Build it into the brand

 Customer attitudes & behaviours




© IDM Academy 2010
Customer attitude
                                                                 
                               Source:...
Customer attitude
                                                                 
                               Source:...
Time & resource



 Time

 People

 Money




© IDM Academy 2010
Time & resource




© IDM Academy 2010
The model for the total social brand


                                        80%
 Expertise

                           ...
The attitude spectrum


 Idealist            Pragmatist         Doubter

                                     “It will nev...
The attitude spectrum


 Idealist            Pragmatist   Doubter

 “Social media is
 everything”
 “Advertising, DM
 and d...
The attitude spectrum


 Idealist            Pragmatist            Doubter
                       “There is
              ...
We will never reach Utopia.

 But the closer we can get,
 the more successful we will be




© IDM Academy 2010
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Social media utopia

  1. 1. The Total Social Brand Achieving commercial Utopia AdTech, Earls Court 21 September 2010 © IDM Academy 2010
  2. 2. Utopia •  In Utopia, everything is perfect. •  There is no conflict. •  There is no intolerance. •  There are few laws. •  There are no lawyers. •  The perfect world. © IDM Academy 2010
  3. 3. Allow yourself to dream “Customers would come to us instead of making us go to them” “We wouldn’t have to compete on price” “Our customers would work for us” “Our products could not be copied” © IDM Academy 2010
  4. 4. Social media can bring us brand Utopia © IDM Academy 2010
  5. 5. ...but we don’t live in a perfect world © IDM Academy 2010
  6. 6. The world in 2000 © IDM Academy 2010
  7. 7. The world in 2010 © IDM Academy 2010
  8. 8. Welcome to the Buyersphere... © IDM Academy 2010
  9. 9. Interrupt INTERRUPT Product-focused. Acceptance of message depends on outbound marketing muscle, ie budget © IDM Academy 2010
  10. 10. Interrupt v interest INTERRUPT INTEREST Product-focused. Customer-focused. Acceptance of message Acceptance of message depends on outbound depends on quality of marketing muscle, ie budget content. Customers & prospects choose to engage with you on their own terms. © IDM Academy 2010
  11. 11. The perfect social media brand “Customers would come to us instead of making us go to them” © IDM Academy 2010
  12. 12. The perfect social media brand “We wouldn’t have to compete on price” © IDM Academy 2010
  13. 13. The perfect social media brand “Our customers would work for us” © IDM Academy 2010
  14. 14. The perfect social media brand “Our products could not be copied” © IDM Academy 2010
  15. 15. So what’s stopping you? © IDM Academy 2010
  16. 16. The 4 obstacles to perfection Expertise Infrastructure Attitude Time & resource © IDM Academy 2010
  17. 17. Expertise/ability Product experts Social media experts Writing skills, social skills Responsibility © IDM Academy 2010
  18. 18. Infrastructure Guidelines: brand, online behaviour Technology: firewall, mobility Training: specific uses Appraisal/HR development © IDM Academy 2010
  19. 19. Attitude “Twitter is for twits” “My kids are on Facebook. My customers aren’t” “Show me ROI” “Show me case studies” © IDM Academy 2010
  20. 20. Attitude Senior management buy-in Build it into the brand Customer attitudes & behaviours © IDM Academy 2010
  21. 21. Customer attitude Source: Buyersphere Report May 2010 © IDM Academy 2010
  22. 22. Customer attitude Source: Buyersphere Report May 2010 © IDM Academy 2010
  23. 23. Time & resource Time People Money © IDM Academy 2010
  24. 24. Time & resource © IDM Academy 2010
  25. 25. The model for the total social brand 80% Expertise 60% Infrastructure 40% Attitude 30% Time & resource © IDM Academy 2010
  26. 26. The attitude spectrum Idealist Pragmatist Doubter “It will never work” “It’s unproven” “I don’t understand it” © IDM Academy 2010
  27. 27. The attitude spectrum Idealist Pragmatist Doubter “Social media is everything” “Advertising, DM and direct sales is dead” “With social media, I shall rule the world” © IDM Academy 2010
  28. 28. The attitude spectrum Idealist Pragmatist Doubter “There is potential to be explored” “We have to lead rather than follow” “We have to do it properly” © IDM Academy 2010
  29. 29. We will never reach Utopia. But the closer we can get, the more successful we will be © IDM Academy 2010

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