Digital Strategy: The Social Imperative

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Social media revolutions - is your brand ready for the networked customer? Hype and reality.

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Digital Strategy: The Social Imperative

  1. 1. MARKETING INDABACape TownCTICC 19 May 2011 Digital Strategy & The Social Godfrey Parkin Britefire Imperativecopyright (c) 2011 Britefire Digital Strategy & The Social Imperative
  2. 2. The Digital Big Bang 700,000 new Facebook members every day 2 billion YouTube videos played every day 200 million blogs 36 hours of video 50 million Twitter uploaded every tweets per day minutecopyright (c) 2011 Britefire Digital Strategy & The Social Imperative
  3. 3. Revolution is in the air…copyright (c) 2011 Britefire Digital Strategy & The Social Imperative
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  11. 11. NOKIA is the new Kalashnikovcopyright (c) 2011 Britefire Digital Strategy & The Social Imperative
  12. 12. Social Revolutions Are promoted on Facebook organised on Twitter documented on Flickr inflamed on YouTube propagated on cable TV viralised by critical masscopyright (c) 2011 Britefire Digital Strategy & The Social Imperative
  13. 13. If your customers feel manipulated, oppressed, abused, ignored…copyright (c) 2011 Britefire Digital Strategy & The Social Imperative
  14. 14. …are you ready for your brand’s social revolution?copyright (c) 2011 Britefire Digital Strategy & The Social Imperative
  15. 15. It’s not “social media” It’s socially networked communicationcopyright (c) 2011 Britefire Digital Strategy & The Social Imperative
  16. 16. The value of a broadcast is n. the value of a n network is 2copyright (c) 2011 Britefire Digital Strategy & The Social Imperative
  17. 17. The value of broadcasting to 100 people is 100. The vale of communication in a network of 100 people is two to the 100th power: 1,267,650,600,228,229,401,496,703,205,376 (over a nonillion!)copyright (c) 2011 Britefire Digital Strategy & The Social Imperative
  18. 18. Individuals think in linear extrapolations. Networks think in disruptive jumpscopyright (c) 2011 Britefire Digital Strategy & The Social Imperative
  19. 19. We live in exponential times Technologies have become disruptive The nature of change is changingcopyright (c) 2011 Britefire Digital Strategy & The Social Imperative
  20. 20. Social Media is for Grown-ups Facebook 38.4 Twitter 39.1 LinkedIn 44.3copyright (c) 2011 Britefire Digital Strategy & The Social Imperative
  21. 21. Ebusiness is not all about websitescopyright (c) 2011 Britefire Digital Strategy & The Social Imperative
  22. 22. Ebusiness is all about relationshipscopyright (c) 2011 Britefire Digital Strategy & The Social Imperative
  23. 23. Markets are conversationscopyright (c) 2011 Britefire Digital Strategy & The Social Imperative
  24. 24. The AIDA Model Research Referralcopyright (c) 2011 Britefire Digital Strategy & The Social Imperative
  25. 25. The RAIDAR Model Interest Desire Attention Action Research Referralcopyright (c) 2011 Britefire Digital Strategy & The Social Imperative
  26. 26. Growth in retailer web sales 2010/2009: 40% The State of Retailing Online 2011 Forrester Research May 2011copyright (c) 2011 Britefire Digital Strategy & The Social Imperative
  27. 27. Retailers spending more on social in 2011 72% The State of Retailing Online 2011 Forrester Research May 2011copyright (c) 2011 Britefire Digital Strategy & The Social Imperative
  28. 28. Social E-Retailing: Baby• Gap: $11m in one day via Groupon• Pampers: 1,000 diapers sold in 1 hour on Facebook store• Baby & Me: 50% of online sales come from Facebookcopyright (c) 2011 Britefire Digital Strategy & The Social Imperative
  29. 29. Companies Using Social Mediacopyright (c) 2011 Britefire Digital Strategy & The Social Imperative
  30. 30. Social media: some inconvenient truthscopyright (c) 2011 Britefire Digital Strategy & The Social Imperative
  31. 31. Our fascination with the tools obscures our apparent ignorance of the art With apologies to Tom Peterscopyright (c) 2011 Britefire Digital Strategy & The Social Imperative
  32. 32. A social network is latent – it doesn’t exist till people start talkingcopyright (c) 2011 Britefire Digital Strategy & The Social Imperative
  33. 33. We talk about brands. We can’t talk to them. We talk to people.copyright (c) 2011 Britefire Digital Strategy & The Social Imperative
  34. 34. The top metric for measuring Facebook success? # of Likerscopyright (c) 2011 Britefire Digital Strategy & The Social Imperative
  35. 35. Your Likers don’t.copyright (c) 2011 Britefire Digital Strategy & The Social Imperative
  36. 36. I may Like you, but I don’t care about you. I care about me.copyright (c) 2011 Britefire Digital Strategy & The Social Imperative
  37. 37. Fans engage with yourcontent on THEIR wall, not on yourscopyright (c) 2011 Britefire Digital Strategy & The Social Imperative
  38. 38. Most people who Like your page never see it, or see it only oncecopyright (c) 2011 Britefire Digital Strategy & The Social Imperative
  39. 39. Welcome tabs and fan gates are rarely seencopyright (c) 2011 Britefire Digital Strategy & The Social Imperative
  40. 40. Most fans will never see your status updatescopyright (c) 2011 Britefire Digital Strategy & The Social Imperative
  41. 41. 99.8% of what is posted by Pages never appears on the walls of our fans. If the Facebooker is there for 1.4% of the day, she may get to see only 0.003% of what’s being posted within their chosen circle of friends and fan Pages.copyright (c) 2011 Britefire Digital Strategy & The Social Imperative
  42. 42. Social media marketing doesn’t work the way it’s hyped. But it’s a powerful toolset if you use it strategically, with insight, hard work and resources.copyright (c) 2011 Britefire Digital Strategy & The Social Imperative
  43. 43. You can’t succeed in social media until you stop trying to use it to your advantage and start using it to your customers’ advantagecopyright (c) 2011 Britefire Digital Strategy & The Social Imperative
  44. 44. The real value in social media? It forces you to become human, to think of your customers as real individuals, to look at their world, their issues and their needs from up close. Nothing could be healthier for your brand or your business.copyright (c) 2011 Britefire Digital Strategy & The Social Imperative
  45. 45. Social Changes Everything Everyone is Everyone shares connected experiences Everyone influences There are opinion no secrets We lost The brand is now control of the buzz the message We have to join the conversationcopyright (c) 2011 Britefire Digital Strategy & The Social Imperative
  46. 46. Friends and Influencers ?copyright (c) 2011 Britefire Digital Strategy & The Social Imperative
  47. 47. Friends and Influencers !!copyright (c) 2011 Britefire Digital Strategy & The Social Imperative
  48. 48. Primitive Social Media Success = more friends fans or followers. We don’t care who they are. We treat them all the same. It’s all about us.copyright (c) 2011 Britefire Digital Strategy & The Social Imperative
  49. 49. Strong & Weak Linkscopyright (c) 2011 Britefire Digital Strategy & The Social Imperative
  50. 50. Within Any Network… 4-10 150 1,000copyright (c) 2011 Britefire Digital Strategy & The Social Imperative
  51. 51. Connecting, Engaging & Influencing Conduits Conversation Community Engagement Constituency Broadcastcopyright (c) 2011 Britefire Digital Strategy & The Social Imperative
  52. 52. We Have Multiple Networks Stakeholders Customers The MediaEmployeescopyright (c) 2011 Britefire Digital Strategy & The Social Imperative
  53. 53. Leveraging Influence More credible Less crediblecopyright (c) 2011 Britefire Digital Strategy & The Social Imperative
  54. 54. Leveraging Influence Diminished Amplifiedcopyright (c) 2011 Britefire Digital Strategy & The Social Imperative
  55. 55. It’s not who you know that matters, it’s who they know.copyright (c) 2011 Britefire Digital Strategy & The Social Imperative
  56. 56. Social Strategy Considerations • It’s the new communication paradigm • Digital conversations are persistent • Community may be smaller/larger than we think • Caring about people’s privacy is vital • Social media is neither free nor easy • Requires strategies for content, engagement, activation, evolution • It’s still only one element of your mixcopyright (c) 2011 Britefire Digital Strategy & The Social Imperative
  57. 57. Primary Benefits • Exposure & credibility • Strengthened insight & reputation • Surgical community building • Personal bonding • Networked endorsements • Immediacy and clarity of communication • Grass-roots movement managementcopyright (c) 2011 Britefire Digital Strategy & The Social Imperative
  58. 58. Prerequisites • Strategies & policies • Resources & infrastructure • Culture of open communication • Measurement and reporting processescopyright (c) 2011 Britefire Digital Strategy & The Social Imperative
  59. 59. Social Strategy • Based on business objectives. • Policies for cohesive branding and message. • Anticipate and seek to manage scenarios. • Continuous engagement, not campaigns. • Budget and resource to reflect scale of opportunity. • Start now.copyright (c) 2011 Britefire Digital Strategy & The Social Imperative
  60. 60. Now What? • Get buy-in from the top • Develop a social media strategy – for each constituency • Define and publish social media policies • Develop organisational competencies and structures • Monitor your social media presence • Be authentic, be generous, be customer-centric • Be ready for “real-time” engagementcopyright (c) 2011 Britefire Digital Strategy & The Social Imperative
  61. 61. Traditional corporate communication models are losing relevance.copyright (c) 2011 Britefire Digital Strategy & The Social Imperative
  62. 62. The way we make decisions and form opinions has fundamentally changedcopyright (c) 2011 Britefire Digital Strategy & The Social Imperative
  63. 63. Denial and complacency are not valid strategies: Start your own revolutioncopyright (c) 2011 Britefire Digital Strategy & The Social Imperative
  64. 64. A billion opportunities to simply be brilliant!copyright (c) 2011 Britefire Digital Strategy & The Social Imperative
  65. 65. A billion opportunities to simply Marketing Indaba 2011 Special Rate on all Britefire E-Marketing Professional Courses! • Get a R 400 discount off each course fee for 2+ course or participant bookings. • Or, for just R 9750 you can join the E-Marketing Elite and qualify for the EMP certificate. • Offers end 30 June 2011. • Contact Kim at kim.visser@britefire.com or 073 054 4896 @gparkin linkedin.com/in/gparkin facebook.com/britefire www.britefire.co.zacopyright (c) 2011 Britefire Digital Strategy & The Social Imperative
  66. 66. A billion opportunities to simply Get certified as an E-Marketing Professional. The EMP certificate curriculum: • • • • be brilliant! 5 days of training online testing practical assignment SETA accredited @gparkin linkedin.com/in/gparkin facebook.com/britefire www.britefire.co.zaSocial Media Bootcamp

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