Putting Social In Its Place

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A presentation I gave at Loyola University's Advertising Symposium. Unfortunately, it's visual, so a lot of the content won't have much context unless you were there.

The gist: Social is looked at as both savior and sinner...when it should be seen as a sidekick to a robust, integrated marketing campaign. I use the Old Spice campaign's success to point out that traditional tactics were largely responsible for the direct sales. The social component helped increase brand engagement and improve perception. I also discuss its value not as a direct sales tool but as a branding and customer service platform.

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Putting Social In Its Place

  1. 1. 3600 clipper mill road • suite 240 • baltimore, md 21211 • 410.837.5555 • www.idfive.comMatt McDermott*Creative Director*not pictured 
  2. 2. 1. Social is overrated.
  3. 3. 3600 clipper mill road • suite 240 • baltimore, md 21211 • 410.837.5555 • www.idfive.com
  4. 4. 3600 clipper mill road • suite 240 • baltimore, md 21211 • 410.837.5555 • www.idfive.comOld Spice salesincreased 33% from2009 to 2012.
  5. 5. 3600 clipper mill road • suite 240 • baltimore, md 21211 • 410.837.5555 • www.idfive.comBut it started with a $10million TV campaign…plus another $42 millionin 2011 alone.
  6. 6. 3600 clipper mill road • suite 240 • baltimore, md 21211 • 410.837.5555 • www.idfive.comThe biggestdirect contributor:Coupons, rebatesAnd discounts.
  7. 7. Paid.TV. Print. Cinema. Pre-rolls.Sponsored videos. Displayads.
  8. 8. Owned.Main site, microsite, andother online properties.
  9. 9. Then Social.Word of mouth, rampantsharing, parodies, earnedmedia.
  10. 10. 2. Social isundervalued.
  11. 11. 2,632 straight games.431 homeruns.3,184 hits.2 MVP awards.
  12. 12. Zero touchdowns.
  13. 13. Social produces results.But not necessarily thekind that makeaccountants giddy.
  14. 14. When issocial mostsuccessful?
  15. 15. Enhancebrandperceptionandengagement.
  16. 16. Improvecustomerservice andretention.

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