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Adam Brown, Head of Interactive Marketing, Dell at Social Media Influence

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Adam Brown's presentation to the Social Media Influence conference on the importance of integrating social media within an organisation and of getting executive level buy-in for social media strategy. Adam drew on his experience at Coke and Dell in sharing his thoughts on "Winning in the Social Media Space"

View video of Adam's presentation on the video page of www.socialmediainfluence.com

Follow us on Twitter @socialinfluence

Published in: News & Politics, Business

Adam Brown, Head of Interactive Marketing, Dell at Social Media Influence

  1. Winning in the Social Media Space
  2. Getting Executive Buy-In for Social Media Projects
  3. But there are similarities… • Passion for the business • Data/analytics driven • Lots of chatter/buzz • Support of the function 6 Confidential Global Marketing
  4. • Social works for B2B, B2C • Everyone has a story • Play to your audience 7 Confidential • Support of the function Global Marketing
  5. Storytelling is critical in social media, but likely won’t cut it in the boardroom… Global Marketing
  6. Let’s talk about four things first… • There are four steps to social media outreach • Traditional campaign mindsets don’t work • Fish where the fish are • Success revolves around genuine, compelling content 9 Confidential Global Marketing
  7. Then let’s talk about… • Small wins lead to big wins • Use relevant references • Show it live, make it real, make it actionable • Is this marketing, public relations or both? 10 Confidential Global Marketing
  8. But first, some stats… 11 Confidential Global Marketing
  9. Stats to get us in the mood… • Mobile web bigger than desktop web by 2015 - Morgan Stanley 5/2010 • UK April 2010 vs. April 2007: 65% more time online - Nielsen/UKOM 5/2010 • UK Activity: Social 11.88% Search 11.33% - Hitwise 6/2010 12 Confidential Global Marketing
  10. More stats… • 79% say they rarely click on display ad - Pew Internet 1/2010 • 25% of search results for top 20 brands - UGC - Socialnomics 5/2010 • Social media use surpassed email use - Morgan Stanley/Mary Meeker 6/2010 13 Confidential Global Marketing
  11. But what does this tell us? • Focus on the brand in the hand • Traditional online effectiveness isn’t there • We must get our stories * in the social stream 14 Confidential Global Marketing
  12. 15
  13. Authenticity. 16 Global Marketing
  14. Dialogue. 17 Global Marketing
  15. Moses Method doesn’t work for social media. 18 Global Marketing
  16. How did we get here? 19
  17. Thru the eyes of our audience… Our home page is not dell.com, it is google.com. 20 Confidential Global Marketing
  18. Global Marketing coca-cola confidential & proprietary
  19. Fast-forward to today… 22
  20. Thru the eyes of our audience… Our home page is not dell.com, it is google.com. 23 Confidential Global Marketing
  21. Thru the eyes of our audience… Our home page is not dell.com, it is google.com & youtube.com & twitter.com & qq.com & renren.com & facebook.com & linkedin.com… 24 Confidential Global Marketing
  22. 7,000 to 10,000 conversations a day mention Dell 25 Confidential Global Marketing
  23. But how do you manage and leverage these online conversations? 26 Global Marketing
  24. Four steps to social media outreach • Review what is being said • Respond appropriately • Record compelling video • Redirect your traffic 27 Confidential Global Marketing
  25. REVIEW 28 Global Marketing
  26. RESPOND 29 Global Marketing
  27. RECORD 30 Global Marketing
  28. REDIRECT 31 Global Marketing
  29. REVIEW RESPOND RECORD REDIRECT 32 Global Marketing
  30. Winning at Social Media • It’sall about the 4Rs • Every day is a campaign… • Fish where the fish are • Be a storyteller 33 Confidential Global Marketing
  31. 34 34 Confidential Global Marketing
  32. Traditional concepts no longer work… Short-term thinking yields short results… campaigns based on traditional campaigns earning sustainable relationships fans/follows/friends fans/follows/friends time time Campaigns based on earning sustainable relationships leverage the existing audience and grow it for future use. 35 Global Marketing
  33. Fish where the fish are… 36 Global Marketing
  34. Be a storyteller 37 Global Marketing
  35. How do we get executive buy-in? Global Marketing
  36. How do we get executive buy-in? • Small wins lead to big wins • Use relevant references • Show it live, make it real, make it actionable • Is this marketing, public relations or both? 39 Confidential Global Marketing
  37. 40 Confidential Global Marketing
  38. How do we measure success/ROI? •Attributable sales • Net Promoter Score • Brand Value • Sentiment • Cost Avoidance 41 Confidential Global Marketing
  39. How do we measure success/ROI? • Attributablesales • Net Promoter Score • Brand Value • Sentiment •Cost Avoidance 42 Confidential Global Marketing
  40. In conclusion… • Experiment • Be a storyteller • Be a data junkie • Fish where the fish are • Build upon your success • Listen & learn 43 Confidential Global Marketing
  41. Thank you. • Adam Brown, Director Interactive Marketing Communications, Dell • twitter: @adamcb

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