Social Brands Presentation by Jeremy Waite

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Slides from my presentation at Brand Republic's #SocialBrands conference on 7th February 2013 in London.

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Social Brands Presentation by Jeremy Waite

  1. 1. #SocialBrands Connecting Social Brands to Social Business @Jeremy Waite | Head of Social Strategy, Adobe EMEA | 7th Feb 2013© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  2. 2. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2
  3. 3. 5 Social Business Challenges 1. What is the ROI of Social? 2. Content Isn’t King Anymore 3. Who Owns Social Media? 4. What Should You Measure? 5. Commercial v Engagement “Social media is one area of business where you don’t need to outspend your competitors in order to beat them”.© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  4. 4. The Digital Landscape Is Complicated WEB | SOCIAL | MOBILE PRINT | VIDEO | RETAIL BROADCAST© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  5. 5. #SocialBrands© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5
  6. 6. 1. The ROI of Social Media Return on Influence, Impressions, Interactions…© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  7. 7. Establishing Credibility Business recognise the scale, value and importance of social media… they just can’t prove it.© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7
  8. 8. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 8
  9. 9. #SocialBrands What is ROI?© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 9
  10. 10. #SocialBrands ROI in Social Media is the same as ROI in any other area of business© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 10
  11. 11. #SocialBrands ROI in Social Media is the same as ROI in any other area of business (Revenue Gained – Investment) * 100 Investment© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 11
  12. 12. #SocialBrands ROI in Social Media is the same as ROI in any other area of business (£100,000 Sales – Investment) * 100 Investment© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 12
  13. 13. #SocialBrands ROI in Social Media is the same as ROI in any other area of business (£100,000 Sales – £10,000 Investment) * 100 Investment© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 13
  14. 14. #SocialBrands ROI in Social Media is the same as ROI in any other area of business £90,000 = 9 x 100 £10,000 Facebook Investment© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 14
  15. 15. #SocialBrands ROI in Social Media is the same as ROI in any other area of business £90,000 = 9 x 100 £10,000 Facebook Investment© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 15
  16. 16. #SocialBrands Let’s See How It Works in Social…© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 16
  17. 17. #SocialBrands© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 17
  18. 18. Integrated Social Campaign CUSTOMER 1% Players EMAIL Sign 2.5% BLOGGER Blogs & £700k £1.2m DATA OUTREACH Complete FOLLOW- Up on Affiliates Facebook Ads GamePAID ASU / Premium CAPTURE PROMOTE Data Capture UP Website but WITH CTA Drive Sales REVIEWS ON £100k Build Form don’t fill in OWNED MEDIA & & Downloads Promoted Tweets (20k) form INFLUENCER Twitter Media & Trends 2m Plays (50k) BLOGS (Paid + 20m Owned) Fans Comm. Strategy 50% Pay 1m x 69p 20,000 Users Net Profit GAME ANGRYBIRDS.COM - BUY MERCH OR PLAY50k Buy a 518k Conversation 69p for £690,000 Data @ £5 DIGITAL MARKETING TOOLS AND TRACKING = ROI (£) Bird from £10 “SOCIAL BY Followers Strategy DESIGN” game (1m) Affiliate on .comOWNED FACEBOOK Traffic (50k x £10) 779m APPLICATION Ad Model£1m / £1m £500k Content & 50% Play £100k Views Conversation month£12m the Free 3.4m Circles & Android Circles Hangouts Version • Customer Engagement • Data Capture 489 (1m) • Brand Awareness • Drive Sales Content & Traffic Pins Driver • Agency Integration • Value of a Fan (£) ACQUIRE ENGAGE CONVERT COMMUNITY MANAGEMENT 18 CUSTOMER SERVICE & © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  19. 19. Integrated Social Campaign CUSTOMER 1% Players EMAIL Up 5% Sign BLOGGER Blogs & £700k £1.2m DATA OUTREACH Complete FOLLOW- on Website Affiliates Facebook Ads GamePAID ASU / Premium CAPTURE PROMOTE Data Capture UP don’t fill but WITH CTA Drive Sales REVIEWS ON Build £100k Promoted Tweets Twitter Media Investment Form (20k) in form OWNED MEDIA & & Downloads INFLUENCER & Trends 10% of 20m (100k) BLOGS Play= 2m 20m Fans Comm. Strategy £700,000 Facebook Ads 50% Pay 1m x 69p 200,000 Net Profit 2.5% of ANGRYBIRDS.COM - BUY MERCH OR PLAY GAME 518k Conversation 69p for “SOCIAL BY £100,000 Users DataAND TRACKING = ROI (£)Buy a £690,000 Promoted Tweets DIGITAL MARKETING TOOLS from 2m Followers Strategy @ £5 Affiliate £10 Bird DESIGN” game (1m) £1,200,000 Game Build on .comOWNED FACEBOOK Traffic 779m Content & APPLICATION Ad Model£1m / (50k x £10) Views Conversation 50% Play month£12m £500k £1m £1m the Free 3.4m Circles & Android £2,000,000 Circles Hangouts Version • Customer Engagement • Data Capture 489 (1m) • Brand Awareness • Drive Sales Content & Traffic Pins Driver • Agency Integration • Value of a Fan (£) ACQUIRE ENGAGE CONVERT COMMUNITY MANAGEMENT 19 CUSTOMER SERVICE & © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  20. 20. Integrated Social Campaign CUSTOMER 1% Players EMAIL Up 5% Sign BLOGGER Blogs & £700k £1.2m DATA OUTREACH Complete FOLLOW- on Website Affiliates Facebook Ads GamePAID ASU / Premium CAPTURE PROMOTE Data Capture UP don’t fill but WITH CTA Drive Sales REVIEWS ON Build ) Revenue (Salesof 20m £100k Promoted Tweets Twitter Media 10% & Trends Form (20k) in form OWNED MEDIA & & Downloads INFLUENCER BLOGS (100k) Play= 2m 20m £690,000 Downloads Fans Comm. Strategy 50% Pay 1m x 69p 200,000 20,000 Users Net Profit ANGRYBIRDS.COM - BUY MERCH OR PLAY GAME 2.5% of £12m518k Model Ad Conversation 69p for “SOCIAL BY £690,000 Users@ £5 Data Data DIGITAL MARKETING TOOLS AND TRACKING = ROI (£)Buy a @ £5 from 2m Followers Strategy DESIGN” game (1m) Affiliate £10 BirdOWNED £100k Data Capture FACEBOOK Traffic on .com 779m APPLICATION Ad Model£1m / £1m (50k x £10) Content & £100k £1mConversation Profit 50% Play Affiliate Views month£12m £1m £1m £500k the Free £500k Merchandise Android 3.4m Circles & Circles Hangouts Version • Customer Engagement • Data Capture 489 (1m) • Brand Awareness • Drive Sales Content & Traffic £14,290,000 Pins Driver • Agency Integration • Value of a Fan (£) ACQUIRE ENGAGE CONVERT COMMUNITY MANAGEMENT 20 CUSTOMER SERVICE & © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  21. 21. (Revenue - Investment) * 100 Investment© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 21
  22. 22. (£14,290,000 - £2,000,000) 6.145 x100 £2,000,000© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 22
  23. 23. (£14,290,000 - £2,000,000) 6.145 x100 £2,000,000© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 23
  24. 24. Integrated Social Campaign CUSTOMER 1% Players EMAIL Up 5% Sign BLOGGER Blogs & £700k £1.2m DATA OUTREACH Complete FOLLOW- on Website Affiliates Facebook Ads GamePAID ASU / Premium CAPTURE PROMOTE Data Capture UP don’t fill but WITH CTA Drive Sales REVIEWS ON Build Social Successof 20m ROI) £100k (Not Promoted Tweets Twitter Media 10% & Trends Form (20k) in form OWNED MEDIA & & Downloads INFLUENCER BLOGS (100k)  Impressions – 6.2 billion 20m Play= 2m  Mentions – 400 million Fans Comm. Strategy 50% Pay 1m x 69p 20,000 Users Net Profit ANGRYBIRDS.COM - BUY MERCH OR PLAY GAME 2.5% of  New Fans – 700,000 for 518k Conversation 69p “SOCIAL BY £690,000 Data @ £5 DIGITAL MARKETING TOOLS AND TRACKING = ROI (£)Buy a from 2m Followers Strategy DESIGN” game (1m) Affiliate £10 Bird New Followers – APPLICATIONOWNED  70,000 FACEBOOK Traffic on .com 779m Ad Model£1m / (50k x £10) Content & £100k  Video Views – 3.5 million Views Conversation 50% Play month£12m £1m £500k the Free  Positive Sentiment +65% 3.4m Circles & Android Circles Hangouts Version • Customer Engagement • Data Capture  Share of Voice +320% 489 (1m) • Brand Awareness • Drive Sales Content & Traffic  Game Dwell Time 9:30 Pins Driver • Agency Integration • Value of a Fan (£)  Ad Recall, BrandENGAGE ACQUIRE Preference, Social CONVERT NPS…. COMMUNITY MANAGEMENT 24 CUSTOMER SERVICE & © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  25. 25. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 25
  26. 26. With an ROI of 615% the Angry Birds Facebook page (23.5m fans) could be worth…© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 26
  27. 27. 2. Content Isn’t King Anymore Content WITH CONTEXT is King…© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  28. 28. What Are Your Goals? Driving Innovation “You can’t Innovate rapidly and often, and be manage recognized for it what you don’t Creating Compelling Content measure”. Curate content to deliver meaningful experiences across channels, by role, throughout the customer lifecycle Understanding Big Data Identify actionable insights and segments across channels to drive engagement and leads Measuring ROI Demonstrate value and contribute consistently to the bottom line© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  29. 29. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  30. 30. #SocialBrands© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 30
  31. 31. The Metrics Paint an Inaccurate Picture…© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 31
  32. 32. #SocialBrands© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 32
  33. 33. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  34. 34. #SocialBrands SPECIAL WEAPONS & TWITTER TACTICS© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  35. 35. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 35
  36. 36. 3. Who Owns Social Media? Too important to be restricted to the marketing department…© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  37. 37. Social Opportunities SALES £ MARKETING CUSTOMER & PR SERVICE Brand Awareness Complaints : Resolutions SOCIAL MEDIA COMMERCIAL DIGITAL Data Capture / Insight Traffic to .com / Conversions© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  38. 38. 4. What Should You Measure? Just because you can measure everything doesn’t mean that you should© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  39. 39. #SocialBrands The 5 W’s 1.What 2.Who 3.Why 4.Where 5.When© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  40. 40. #SocialBrands What Does Your CMO Care About? 1. Brand Awareness 2. Brand Preference 3. Advocacy 4. Ad Recall© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  41. 41. #SocialBrands 137 Ad’s $3.8m :30 $506.9m© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  42. 42. #SocialBrands© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  43. 43. Big Data© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  44. 44. 5. Commercial v Engagement The Battle Between “Click-to-Buy” and “Click-to-Share”© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  45. 45. #SocialBrands© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  46. 46. #SocialBrands© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  47. 47. #SocialBrands Bedtime Reading…© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 47
  48. 48. @JeremyWaite | Questions?© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 48

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