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The Social Media "Like-Cycle"

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The Social Media "Like-Cycle"

  1. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Introducing the “Like-Cycle” @JeremyWaite | Head of Social Strategy | Adobe, EMEA #Engage2013
  2. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. I KLM
  3. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3
  4. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1. Insight 2. Content 3. Loyalty 4. ROI 5. Media
  5. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1. Insight of fans who “Like” a brand page may never return... 98.6% #Engage2013
  6. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1. Who 2. What 3. Why 4. Where 5. When 1. Insight
  7. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#Engage2013 of people use social media to waste time... 50% 2. Content
  8. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2. Content #Engage2013
  9. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2. Content #Engage2013
  10. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Time you enjoy wasting is not wasted… 2. Content #Engage2013
  11. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3. Loyalty of new fans who may not see your content in 3 months time… 50% #Engage2013
  12. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3. Loyalty #Engage2013
  13. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4. ROI of executives who think it is not possible to measure social ROI… 49% #Engage2013
  14. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. ROI in Social Media is the same as ROI in any other area of business (Revenue Gained – Investment) Investment * 100
  15. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 15#Engage2013 4. ROI
  16. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5. Media of fans who see the posts on brand pages with over 1m fans… 3% #Engage2013
  17. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#Engage2013 5. Media Brands usually spend 3-5% brand budget on social media. The most successful brands spend between 12%-25%
  18. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. STRATEGY #BIGDATA 4. Understand the “Value of a Fan”. 1. Understand Your Customers 5. Social Ads to Amplify the Best Content & Conversations 2. Build an Optimised Content Calendar 3. Reward the Community. Give Fans a Reason to Return INSIGHT What Type Of “Likes” Do You Want? LOYALTY How Are You Going To Keep Them? CONTENT What are You Going To Do With Them? ROI What is The Value Of A “Like” MEDIA What Is The Cost Of A “Like”? Prepared for “Like-Cycle” @AdobeSocial
  19. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 19 Need more help figuring out the value of a fan? Check out Adobe.com/UK/products/Social @JeremyWaite Head of Social Strategy, Adobe EMEA
  20. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @JeremyWaite | JeremyWaite.Tumblr.com 20

Editor's Notes

  • Only 15 slides – smallest deck ever! – Give you something to take away. [DAY WORKSHOP]Nice quotes and pretty slidesThen  *** LIKE-CYCLE *** [Money slide]
  • Not one of our clients – but AMAZING.
  • RIGHT MESSAGE – RIGHT PERSON – RIGHT TIME Half life tweet = 6/7 minutes (act fast)$600m+ Consulting BusinessUnderstand Big Data (1 Tr / QTR)Tracking 19 Billion Transactions/ DayConsult for 18 of Worlds Top 20 E-commerce BusinessesEmploy 100’s Analysts GloballyFacebook PMD Partner (4 badges)
  • Busy landscape – make sense of signal & noise Strategy – can’t look at one problem on it’s ownEven though clients usually start with 1 specific need1 stat + 1 brand for eachUseful insight & takeawaysThoughtful debateHelp shaping your own strategy
  • Like on average 40 brands – 20125-7 brands in 2011Competing with Gaga, Bieber etc…----- Meeting Notes (22/04/2013 20:31) -----46% never receive marketing messages?
  • Keep your fans – you need to UNDERSTAND them
  • Like on average 40 brands – 20125-7 brands in 2011Competing with Gaga, Bieber etc…
  • MEDIA & ENTERTAINMENT = Brand Awareness & Eyeballs?Disney = 500m+ fans - 450 social profiles - 250 usersCrisis coms – 13-17yr old = Half life of a tweet = 6/7 minutesContent = Conversation = 90:10
  • Not much on media compared to Zynga1bn = 140 friends (165 twitter) = 1 – 140 – 19600 - 2.7m
  • Not everything has to say “Click-to-BUY”Like on average 40 brands – 20125-7 brands in 2011Competing with Gaga, Bieber etc…
  • Lithium----- Meeting Notes (22/04/2013 20:31) -----Engage existing fans more than find new ones <-- FOCUS ON THIS
  • 7 times cheaper to keep an existing fan than acquire a new oneGive them a reason to keep coming back* Engage Sciences
  • This is ALL about sales – conversion trackingEg. Facebook Pixel OR Adobe Social…We’re not here for the good of our health dancing around drinking tea, building pointless communities and singing kumbiya
  • 17.7m fans - Community management meet twice a day 7x weekCrisis comms / Blogger outreach / Key influencersVery small amount responsible for large % conversationTrack indivuduals from social to website
  • Justify media spend – NIKE / BURBERRY  NEED to MEASURELike Twitter4Brands / Deloitte – track sentiment to sales – advertising.twitter.com (doing Bruces job)(30% uplift in positive mentions drove significantly more sales than 30%+ in ATL spend)How performing against other channelsCompare different channel metrics sitecat – how much social, search, seo, display, affiliate etc..
  • Questions after Nicolas & Spencer

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