5 lessons in social branding
TRANSCRIPT
5 LESSONS ON SOCIAL BRANDING Building Relationships. Faster.
@JeremyWaite Salesforce Marketing Cloud EMEA
THE REAL THING
#PMIEUR
The Customer Success Platform Enabling customer transformation
Sales Service
Marketing
Community Apps
Analytics
Build relationships. Faster...
4 Technology Shifts 2015
11.6% Faster app
development in the cloud.
25% Mobile traffic direct from
mobile to cloud.
550m Social networks
and forums (69% dark)
90% Data didn’t exist 12 months ago
“Social media is not a silver bullet. But it makes everything else better”. Wendy Clark Senior VP, Global Marketing
1. Growing Profitable Revenue
2. Connecting with Customers
3. Competition in the Marketplace
Gartner CMO Spend Survey 2015
Journeys Contacts Content Channels Analytics Apps
Top 3 CMO Challenges in 2015
“We don’t want to be a big brand on Facebook doing big brand advertising”.
Michael Donnelly, Director of Worldwide Interactive Marketing at Coca-Cola Co (The world’s largest Facebook page).
$190.48 fan 3.3m (5% active)
33,696 $6.4m
“Better to have 1,000 people who love you, than 1m people who kinda like you”. @Bchesky, AirBnB
1
2 3 4
90,858,973
57,456,488
43,302,878
42,056,083
YouTube’s 490 million users upload more video in 60 days than the three major U.S. te
levision networks created in 60 years
• 25 million video views. • 1,220 YouTube subscribers. • 242 million social web impressions • 39 million Facebook impressions • 546,000 impressions on YouTube • 246,000 Facebook mentions • 1.5 million new Facebook fans • 21,000 new Twitter followers • 245 million search impressions • 461,000 clicks CTR of 0.2%
Mark Ronson & Katy B for Olympics 2012
“You don’t have to spend a j i l l i o n d o l l a r s o n advertising to get your word out. What matters is that customers have a good experience with your product at every single point of contact”. David Neeleman ~ Founder JetBlue
Ulrik Nehammer CEO Coca-Cola EMEA
“In the past it was the big companies out-competing the small companies... Today it is the fast companies out competing the slow companies”.
DATA DRIVEN MARKETING?
Even when executives have all the data available
75% still trust their gut when making major strategic decisions.
Whe
n
WHEN did they say it?
Who
WHO are your
customers?
Wha
t
WHAT are they saying?
Why
WHY
did they say it?
Whe
re WHERE did they say it?
The (Not So) Secret Social Formula
The Coke Now : Next : New Strategy Prioritise your goals in a whole new way
Customer Success
10% NEW PROJECTS
20% NEXT (24 MONTHS)
70% NOW (0-24 MONTHS)
Build Relationships. Faster.
#BIGDATA
Volume Velocity Variety Veracity
5B Smartphones
by 2017 Customer Data
Purchase Data
500m+ Social Networks, Blogs
& Forums
Social Data 2.5
Quintillion bytes of data every day
Connected Data
Let’s go invent tomorrow instead of worrying about what happened yesterday. “
” Steve Jobs ~ Co-Founder $APPL