Find Out Now Brands In Networks

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iCrossing

VP Global Head of Social Media Antony Mayfield delivers an iCrossing Find Out Now call on Brands in Networks

Technology Education

Brands in Networks:
Social web, ROI and social media literacy
Antony Mayfield

The web is social

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Image: Dunechaser (cc)

Building revolutions that stick
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A lifetime in the revolution

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Search & Social
Social
Search
Human
Technical

Filter
Find

Numbers Stories

Quantitative Qualitative

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media

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Some American history

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Google searches on inauguration day

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Google searches on inauguration day

Presidential oath
begins

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Google searches on inauguration day

Speech
ends
Presidential oath
begins

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Meanwhile on Facebook...

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Meanwhile on Facebook...

8,500

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ROI
(and other approaches to
evaluation)

11
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As a wise man (or it
may have been Paul
MacCartney) once
said....
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Canʼt Buy
Me Love 13
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But we still have
to measure, right?

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Two things driving
ROI innovation

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+++...Attention markets....+++....++

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..+++...REAL markets....+++...+++...+
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Can you connect the
two?

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Pick a metric, any metric....

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Justin Billingsley: 100% digital

http://www.iabengage2008.co.uk/ 20
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User-centred evaluation

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“Spreadsheets are not strategy”

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Spot
the
Human!

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Stories / Numbers

26
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What viral really looks like

27
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What viral really looks like

25%

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What viral really looks like

25%

75%
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Social media literacy

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The real
revolution
wasn’t the
technology

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It was when
everyone
learned to read

Image: markhillary (cc)
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Making the people
in our organisations
social media literate
is a priority.
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Social media literacy in action

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ROI?

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ROI?

$650
million

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Social media-literate government?

34
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Principles and lessons

COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

Ambition & boldness

Principles ﬁrst

Search & social

Social media literacy

Make ROI work for your project
36
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icrossing.co.uk/ebooks
37
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e-Book plug

icrossing.co.uk/ebooks
37
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Thank you
antony.mayfield@icrossing.com

connect.icrossing.co.uk

38
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6. A lifetime in the revolution 4 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

7. A lifetime in the revolution 4 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

8. A lifetime in the revolution 4 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

9. A lifetime in the revolution 4 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

10. Search & Social Social Search Human Technical Filter Find Numbers Stories Quantitative Qualitative 5 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

11. media 6 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

12. media 6 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

13. Some American history 7 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

14. 8 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

15. Google searches on inauguration day 9 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

16. Google searches on inauguration day Presidential oath begins 9 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

17. Google searches on inauguration day Speech ends Presidential oath begins 9 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

18. Meanwhile on Facebook... 10 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

19. Meanwhile on Facebook... 8,500 10 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

20. ROI (and other approaches to evaluation) 11 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

21. As a wise man (or it may have been Paul MacCartney) once said.... 12 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

22. Canʼt Buy Me Love 13 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

23. But we still have to measure, right? 14 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

24. Two things driving ROI innovation 15 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

25. +++...Attention markets....+++....++ 16 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

26. +++...Attention markets....+++....++ 16 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

27. ..+++...REAL markets....+++...+++...+ 17 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

28. Can you connect the two? 18 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

29. Pick a metric, any metric.... 19 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

30. Justin Billingsley: 100% digital http://www.iabengage2008.co.uk/ 20 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

31. 21 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

32. Sometimes it’s still just about brand 18m awareness $$$$$$$$$ 22 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

33. User-centred evaluation 23 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

34. “Spreadsheets are not strategy” 24 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

35. Spot the Human! 25 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

36. Stories / Numbers 26 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

37. What viral really looks like 27 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

38. What viral really looks like 25% 27 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

39. What viral really looks like 25% 75% 27 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

40. Social media literacy 28 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

41. The real revolution wasn’t the technology 29 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

42. It was when everyone learned to read Image: markhillary (cc) 30 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

43. Making the people in our organisations social media literate is a priority. 31 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

44. Social media literacy in action 32 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

45. ROI? 33 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

46. ROI? $650 million 33 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

47. ROI? $650 million 33 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

48. ROI? $650 million 33 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

49. Social media-literate government? 34 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

50. Social media-literate government? 34 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

51. Principles and lessons COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

52. Ambition & boldness Principles ﬁrst Search & social Social media literacy Make ROI work for your project 36 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

53. icrossing.co.uk/ebooks 37 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

54. e-Book plug icrossing.co.uk/ebooks 37 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

55. Thank you antony.mayfield@icrossing.com connect.icrossing.co.uk 38 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL

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