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Social and mobile for business

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Discussion of issues facing business around social media and mobile adoption.
Presented at CeBIT Sydney - May 2015

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Social and mobile for business

  1. 1. Mobile & Social What it means for business Kate Carruthers May, 2015 - Sydney
  2. 2. May 2015 Kate Carruthers | CeBIT Sydney 2 If you’re not working out how to disrupt you will be disrupted…
  3. 3. May 2015 Kate Carruthers | CeBIT Sydney 3
  4. 4. May 2015 Kate Carruthers | CeBIT Sydney 4 “There is no ROI in anything if you don’t learn how to use it.” - Gary Vaynerchuk, Founder VaynerMedia
  5. 5. Social changed the game… Brands discovered the notion of ‘conversations’ with customers Not strategic Random tactical efforts May 2015 Kate Carruthers | CeBIT Sydney 5
  6. 6. May 2015 Kate Carruthers | CeBIT Sydney 6 “…many brands moving towards measuring audience impressions, clicks, and thinking cross-platform" - Tania Yuki , Shareablee CEO and Founder Source: Shareablee Reveals Top 25 Social U.S. Brands Of 2014, 3 February 2015, http://blog.shareablee.com/post/109977591274/shareablee-reveals-top-25-social-u-s-brands-of
  7. 7. May 2015 Kate Carruthers | CeBIT Sydney 7 “…Instagram delivered these brands 58 times more engagement per follower than Facebook, and 120 times more engagement per follower than Twitter.” Instagram Is The King Of Social Engagement, Nate Elliott , 29 April 2014, http://blogs.forrester.com/nate_elliott/14-04-29-instagram_is_the_king_of_social_engagement
  8. 8. May 2015 Kate Carruthers | CeBIT Sydney 8 Source: Shareablee Reveals Top 25 Social U.S. Brands Of 2014, 3 February 2015, http://blog.shareablee.com/post/109977591274/shareablee-reveals-top-25-social-u-s-brands-of
  9. 9. May 2015 Kate Carruthers | CeBIT Sydney 9 Hardly anyone is driving direct revenue from social Many businesses are not optimized to sell via mobile
  10. 10. May 2015 Kate Carruthers | CeBIT Sydney 10 Source: Mobile Marketing Statistics 2015, Danyl Bosomworth, 15 January 2015, http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile- marketing-statistics/
  11. 11. May 2015 Kate Carruthers | CeBIT Sydney 11 Must be mobile friendly – Google & customers will punish you if not Source: What Is Mobilegeddon & The Google Mobile Friendly Update, earch Engine Land, http://searchengineland.com/library/google/google-mobile-friendly-update
  12. 12. May 2015 Kate Carruthers | CeBIT Sydney 12 Social: phase 1 Next comes collaborative economy & IoT
  13. 13. May 2015 Kate Carruthers | CeBIT Sydney 13 The present of social is mobile The future of mobile is IoT and wearables
  14. 14. May 2015 Kate Carruthers | CeBIT Sydney 14 Huge monetization opportunities: Cisco [former] CEO John Chambers Values Internet of Things at $19T #CES2014
  15. 15. PEOPLE May 2015 Kate Carruthers | CeBIT Sydney 15
  16. 16. May 2015 Kate Carruthers | CeBIT Sydney 16 Assumes access to any resources Online On demand Real time Anywhere Any device
  17. 17. Democratisation of communication Inversion of power relationships Communication production in hands of many Growth in peer-to-peer & mobileMay 2015 Kate Carruthers | CeBIT Sydney 17
  18. 18. Source: Kevin Kelly, http://www.kk.org/thetechnium/archives/2007/11/four_stages_in.php 1 8 “…a shift towards the individual as the centre of a network of relationships mediated and enabled by technology...” May 2015 Kate Carruthers | CeBIT Sydney 18
  19. 19. May 2015 Kate Carruthers | CeBIT Sydney 19 The shift is from customer channels to a customer continuum mediated by social & mobile
  20. 20. May 2015 Kate Carruthers | CeBIT Sydney 20 Connect social media activity to purchasing activity Make it work on mobile and tablet Make it friction-less
  21. 21. May 2015 Kate Carruthers | CeBIT Sydney 21 In a fast moving context command-control management is dead
  22. 22. May 2015 Kate Carruthers | CeBIT Sydney 22 Employees with skills to work in a social or collaborative context Source: http://upload.wikimedia.org/wikipedia/commons/9/96/Bill_Nye,_Barack_Obama_and_Neil_d eGrasse_Tyson_selfie_2014.jpg
  23. 23. Integrated teams… Tech Marketing Sales Operations Customer service May 2015 Kate Carruthers | CeBIT Sydney 23
  24. 24. May 2015 Kate Carruthers | CeBIT Sydney 24 Workforce changes co-working collaboration increased decentralisation shorter change cycles
  25. 25. May 2015 Kate Carruthers | CeBIT Sydney 25 Issues with boundaries: between public & private between personal & business blurring between roles increasingly difficult to establish role clarity
  26. 26. RISK AND GOVERNANCE May 2015 Kate Carruthers | CeBIT Sydney 26
  27. 27. May 2015 Kate Carruthers | CeBIT Sydney 27 Monitor your business online Assign responsibility for online channels Include social & mobile in digital strategy
  28. 28. May 2015 Kate Carruthers | CeBIT Sydney 28 Link digital strategy to marketing strategy Ensure cross media planning in place Develop mechanisms to track progress
  29. 29. May 2015 Kate Carruthers | CeBIT Sydney 29 Monitoring Training & skills Risk management Policy & guidelines
  30. 30. May 2015 Kate Carruthers | CeBIT Sydney 30 Create and manage loosely connected networks Grow a business in a networked world Engage people & garner advocates for your business Focus outward while protecting your brand
  31. 31. May 2015 Kate Carruthers | CeBIT Sydney 31 1) Digital strategy Social is just part of it, includes websites, email marketing, etc. 2) Tactical plans For implementation of campaigns 3) Resource plan Social is not free, it needs people and tools 4) Tools Required to enable management, tracking and monitoring 5) Metrics Need to be decided prior to implementation to enable effective reporting
  32. 32. May 2015 Kate Carruthers | CeBIT Sydney 32 6) ROI Need to track investment and results 7) Reporting For good governance 8) Roles & responsibilities Defined and clear to all parties, in particular governance + cross-functional teams 9) Cross media plan Integration with other digital and marketing activities 10) Risk management Includes social media policies and procedures and crisis management process
  33. 33. Thank-you May 2015 Kate Carruthers | CeBIT Sydney 33
  • marcosgiannine

    Nov. 10, 2015
  • AndresChicol

    May. 18, 2015
  • adriennepeeters

    May. 18, 2015

Discussion of issues facing business around social media and mobile adoption. Presented at CeBIT Sydney - May 2015

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