Dm xand marketingkingdom

WHAT HAVE ALL
THOSE FANS AND
FOLLOWERS DONE FOR
YOUR BRAND?
(or, do I really need a “social media strategy”?)

Robin Hamman, Director of Digital, Edelman (London)
© Copyright 2013 Daniel J Edelman Ltd.

INTRODUCTIONS


A BIT ABOUT ME

@Cybersoc

RESEARCH PLAN
• Insights & Intelligence • Social Business Planning
• Social Conversation Analysis • Organizational Design
• Influencer Identification • Policy & Governance
• Survey & Focus Groups • Technology & Workflow

ANALYZE
• Conversation Analysis TRANSFORM
• Social Media & Brand Monitoring
• Listening Programs • Strategy
• Measurement Framework OUR SERVICES
• Education & Certification
• Program Planning & Integration

CREATE & DEVELOP
COUNSEL ENGAGE • Design & Development
• Online Engagement Counsel • Community Management • Mobile/Tablet App Dev
• Issues Management • Online Influencer Engagement • Digital/Social Advertising
• Crisis Preparedness • Social Search Optimization • Digital Creative Content
• Technical Development

THE DIGITAL ECOSYSTEM
Web, social, mobile, search—our philosophy is to look
at the bigger picture and how it all integrates.
Mobile
Properties Internal Properties (Intranets etc.)
CORPORATE

External Websites External Social Networks
search engines

social sharing
BRAND
WEBSITES
MULTIBRAND
WEBSITES
BRANDS
MULTIBRAND

BLOGGER
OUTREACH
BLOGS
CORPORATE RICH MEDIA
WEBSITES PARTNERSHIPS

ADS
BANNER ADS

Owned + Paid +
© Copyright 2013 Daniel J Earned
Edelman Ltd. Digital Earned 6

AGENDA
•Do you need really need “a social media”?
•Do you need a social media strategy?
•Social media for grown-ups...


BEWARE OF
SHINY OBJECTS


“I want a social
media...”

“...because my competitors
are doing it.”
“...because it’s easy.”
“...because it’s free.”
“...because I want gazillions
of fans and followers.”
“...because it couldn’t hurt,
right?!”
“I want a social
media...”

STAY OFF THE
SAUCE…


G row
s &
a n nel
h Ch
Launc

Today Tomorrow

This is not a
strategy...

G row
s &
a n nel
h Ch
Launc

Today Tomorrow

“3 gazillion fans!”

“27 uses of the #hashtag”

“12% month-on-month increase in likes!”

“19 shares”

“overall, sentiment was positive...”


A FEW THINGS
TO NOTE...

“EATING
SOMETHING” VS
“LIVING
HEALTHY”

SILOS BLOCK
THE PATH TO
SUCCESS

ALIGNMENT
FAILURES
BREED
CONFUSION

FOCUS ON ALL
THREE SPHERES
OF DIGITAL

YOU CAN’T
ENGAGE ALL
ON YOUR OWN

SO HOW DO I DO THIS THE
GROWN UP WAY?


Understand
Business
Strategy


Understand Identify
Business Processes,
Strategy Objectives
and
Motivations


Understand Identify Gain
Business Processes, Stakeholder,
Strategy Objectives Audience
and and Trends
Motivations Insights


Understand Identify Gain Align
and and Trends


and and Trends

Plan


and and Trends

Execute Plan


and and Trends

Measure Execute Plan


“reduced customer care resolution costs by 19%”

“eliminated unsold stock in one day”

“elicited 12 careers inquiries through our staff”

“crowded main competitor off 1st page of search results”

“increased brand association with ‘innovation’”


Twitter users are 7 times more likely to click through to a purchase page than
other visitors (Client, 2012)

Facebook users are 3 times more likely to visit a purchase area compared to
average visitors (Client, 2012)

“By adding social media share buttons, we achieved a 75%
growth in page views (Client, 2013)”

“In February 2012, Facebook drove more traffic to
Guardian.co.uk than Google, accounting for 30% of referrer
traffic” (Tanya Cordrey, The Guardian)


• Strategy: Engage with SME
market

•Content led community
• Content shared via multiple
social media channels

• 7.5m YouTube views, 327k
Fans on Facebook and nearly
200k followers on Twitter

•Over 1m visits per month (2010)
•Database of 11k SME’s (2010)

© Copyright 2013 Daniel J Edelman Ltd. *not a client

*not a client

• BBC Beta Project (2008)
• Soaring moderation costs were
not sustainable

• Find and reflect approach to
audience generated content

*not a client

• Gazillions of views
• Gazillions of likes
• Little known, niche
product

• Tapped into adjacent
interests of consumers, in an
authentic and creative way

• “700% uplift in sales”

*not a client

“... facebook drove more
traffic to guardian.co.uk than
Google for a number of
days, accounting for more
than 30% of referral traffic...”
Tanya Cordrey
The Guardian
March 2012

*not a client

Clearing unsold or refurbished stock via Twitter = USD $6.5million in sales
(June ’09)

*not a client

Leading Mobile Network:

•One-to-one customer resolution
via phone: known cost

•One-to-many customer care
resolution via social: same cost...
but viewed by dozens of
customers, many with similar
issues and boosts SEO.

•= Reduced resolution costs,
happier customers and better
search optimisation

*former client

CREATING
MEANINGFUL
PARTICIPATORY
FRAMEWORKS THAT
ALIGN STAKEHOLDER
BEHAVIOURS WITH
STRATEGIC
OBJECTIVES IS
ESSENTIAL


Thanks!
ROBIN HAMMAN
EDELMAN DIGITAL

robin.hamman@edelman.com http://www.edelman.co.uk

http://www.linkedin.com/in/
@Cybersoc
robinhamman

http://www.cybersoc.com

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