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Social Media: Transforming Brand Marketing (4As Transformation Conference 2014)


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I presented this session at 4As Transformation 2014. It focuses on the 5 key truths in social media marketing today and includes best practices that advertising agency professionals can integrate into their work immediately, as well as provides a look to areas to watch in the future.

Relevant links from the presentation:
BA Mums video -
Lexus Instagram video -
WOMMA Influencer Handbook -

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Social Media: Transforming Brand Marketing (4As Transformation Conference 2014)

  1. 1. Social Media - Transforming Brand Marketing Gemma Craven @gemsie
  2. 2. 5 Key Truths
  3. 3. The customer we are targeting has changed forever
  4. 4. There has been a huge shift in how we receive information
  5. 5. Consumers today put up a shield against marketing noise
  6. 6. And understand how they are influenced & their value exchanges Follows brands on social channels to get discounts, vouchers and to enter relevant promotions Shops online for herself for convenience 10x more likely to talk about negative customer experience in social spaces Asks friends and family with similar experience to her when it comes to family’s health Searches for advice online from influencers, media sources and in parenting and health forums
  7. 7. To engage them we must be relevant and timely
  8. 8. Shannon Radecki Social Demographic Checklist Age: 42 Income: $53k Homepage: Common Platforms: Overview “I love Facebook to keep in touch with my friends – I value their opinions on things. I am always on my phone, mostly texting my kids to see what they are up to! I do love to eat, and cook - use the Internet for a lot of ideas. I also enjoy following celebrities and gossip on Twitter. I follow brands for discounts and coupons only.” Online Behaviors Tips for engagement: Shannon is a spectator and a joiner in social channels – she will not create content proactively, but will consume information served up to her, and potentially comment. Entertainment is an important consideration for her when she is connecting with brands. Her friends are a key driver of activity for her – if they like or do something, she is much more likely to do so. • Enjoys traveling and taking cruises (Princess Cruises, Royal Caribbean and Carnival) also travels to tourist destinations in Florida such as Busch Gardens and SeaWorld • Dines at restaurants like Applebee’s, uses discount coupons • Shops at Bed Bath & Beyond, Publix, PetSmart and TJ Maxx • Consumes lifestyle magazines like Ladies’ Home Journal, Woman’s Day, Good Housekeeping and Southern Living • Watches daytime TV shows such as Good Morning America, The Rachael Ray Show, Today Show and Dr. Phil BEST PRACTICE: Social Customer Persona
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  10. 10. Social media can deliver enormous value to clients
  11. 11. • Demonstrating openness and responsiveness (McDonalds) • Delivering more relevant content (IKEA) • Driving third-party advocacy with surprise and delight (KLM) • Activating loyalists (Mini) • Delivering useful & relevant added value (Hilton) • Social customer care that builds loyalty (Delta) • Shorting time to market (Quirky) • Reducing cost in development (Starbucks) • Testing product ideas earlier (Old Navy) • Enabling employees to advocate (Mastercard) • Training the workforce (UPS) • Improving employee performance (IBM) • Enticing customers to buy more at the right time (Target) • A data first approach to engagement (Intel) • Weaving social into wider CRM efforts (IBM) Social media helps unlock value from the customer relationship
  12. 12. 13 Responsive Committed Trustworthy Open The social brand today must commit to new principles
  13. 13. 14 The disrupted agency – slide to build The social agency has found new collaborative ways of working
  14. 14. Formalized Organize For Scale. Set governance for social. Create discipline and process. Strategic business goals. Engagement Dialog Deepens Relationships. Drive consideration to purchase. Provide direct support. Internal employee engagement. Planning Listen and Learn. Understand how customers use social channels. Prioritize places where social can have the most impact. Presence Stake Our Claim. Amplifying existing marketing efforts. Encourage sharing. Strategic Become A Social Business. Scale across business units. Phase 2 Phase 3 Phase 4 Phase 5Phase 1 0 100 Value And the social enterprise continues to evolve Source: Altimeter Group
  15. 15. 3
  16. 16. It must be integrated into the overall planning process
  17. 17. Create LearnDrive KnowListenDefine Business ambition Social Brand Print Social Advertising Customer EngagementContent Syndication Event Activation Digital Media Relations Performance Measurement Optimization Social Experienc e Community Management Influencer Management Content Activation Social Insight Search & Behavior Insight Integrate social media into the planning process
  18. 18. Create What could I be doing? Learn How will I know if it’s working? Drive How do I drive scale and impact? Know How is my brand performing in social media now? Listen What are people saying and doing in social media related to my business? Define What is the business challenge we must solve? 1Business ambition 2Customer experience 3architecture 4solution 5effectiveness BEST PRACTICE: Social planning framework
  19. 19. 4
  20. 20. Without measurement social media is useless
  21. 21. How we will win Objectives INFUSE our content and products where people are naturally spending their lives, creating a synergy between their passions, cultural moments and the brand PARTICIPATE real time in large scale conversations and own cultural “moments” with relevant content and engagement around events FOSTER growth & loyalty among the community with relevant content that they care about to deepen their engagement with the brand & amplify their story Drive advocacy and loyalty • Reach • Perception and Intent • Engagement • Sentiment • Actions • Reach • Perception and Intent • Preference ENTICE ambassadors, influencers and advocates with experiences and content that will inspire and empower them to share their stories on an ongoing basis at scale Metrics Advocacy Attribution, Optimization, ReportingAttribution, Optimization, Reporting • Sentiment • Actions • Engagement Analytics roadmap measures social across customer touch points
  22. 22. KPIs Video Views Tab Impressions Number of Wall Posts Number of New Fans/Likes Reach and Positioning ActionPreference Impressions Conversions to Leads/SalesSentiment Survey-based Brand Positioning Survey-based ConsumptionSurvey-based Brand Preference Likes Per Post Media Uploads (videos, photos) Link Click-throughs Link Shares DiagnosticMetrics BEST PRACTICE: Measuring reach, preference & action Sample dashboard
  23. 23. 24 BEST PRACTICE: Measurement Dashboard
  24. 24. 5
  25. 25. It is an ever evolving medium
  26. 26. Mobile first – WhatsApp Paid is King Real time with Trending Who is my audience? Facebook
  27. 27. Disney uses Facebook to navigate fans
  28. 28. 29 Social customer care Vine explosion The real time channel Twitter TV Twitter
  29. 29. Delta Assist leads the way with social customer care
  30. 30. Lowes Fix at Six combines utility & entertainment
  31. 31. 32 Tumblr Brand partnerships Test bed for creative work Mobile in-stream ads
  32. 32. IBMBlr reimagines innovation
  33. 33. Google social spine Creative Sandbox Power of YouTube Help Outs + Hang Outs YouTube and Google+
  34. 34. BA Mums tugs at the heart strings with video
  35. 35. Publisher-like approach Influencer program Publishing platform Sponsored updates LinkedIn
  36. 36. Coca Cola markets itself via thought leadership
  37. 37. 38 Instagram = location Pinterest + retail Instagram wins for brands Pinterest rich pins Pinterest and Instagram
  38. 38. Maersk uses Instagram to tell its brand story
  39. 39. Lexus Instagrammers reshoot the traditional TV spot
  40. 40. Pantone inspires, tells its brand story & uses beautiful curation
  41. 41. 42 Growth of Line Reverse Innovation Mobile-first web Rapid change
  42. 42. Redefining the word ‘influence’ Source: WOMMA Influencer handbook
  43. 43. BEST PRACTICE: Real Time Newsroom
  44. 44. Brand storytelling rather than brand messaging
  45. 45. Use second screen targeting to deliver real value 1.2 million tweets Seen by 7.5 million Twitter users
  46. 46. The future of wearables and contextual marketing
  47. 47. Thank you Gemma Craven Executive Director Social Customer Engagement OgilvyOne Let’s connect: Twitter: @gemsie LinkedIn: