1. Visibility and beyond
Integrating the brave new world
Alex Pearmain, Head of Social Media, O2 UK18th March

2. @alexpearmain
Presentation title Author's name March 21, 11 Confidential

3. Presentation title Author's name March 21, 11 Confidential
Observations

4. Some observations on the brave new (old) world
Transition from visibility to discoverability....
Visibility works for those who already know what theyre looking for
Discoverability ensures you attract people who didnt even know they wanted you...but you were perfect for.
Requires an integration of how people see you, how people recommend you, and the experience they get once they dig deeper with you
Presentation title Author's name March 21, 11 Confidential

5. From this (visibility)...
Presentation title Author's name March 21, 11 Confidential

6. ...to this (discoverability)
Presentation title Author's name March 21, 11 Confidential

7. Presentation title Author's name March 21, 11 Confidential
O2 case study

8. Were exceptional (both senses of the word...)
Presentation title Author's name March 21, 11 Confidential
200k+ likes
39k+ followers
100k+ users
30k+uniques
22m customers

9. Our social focus
Volume
Conversion/Action
Visibility

10. Proof #1 engagement drives visibility (micro)
Presentation title Author's name March 21, 11 Confidential
350 likes
150 comments
Typically...
50% extra engagements
=
100% extra impressions

11. Proof #2 engagement drives visibility (macro)

12. Proof #3 - ...which leads to actions/conversion
Angry Birds social engagement drives PR, drives traffic and sales
Engaged people
Reached over 3m people...
Over 1000 engagements...
Worked for PR & Search
Created press interest & coverage
Drove links and traffic 1000s of clicks
Converted
Sales jump of >20% correlating to activity
Presentation title Author's name March 21, 11 Confidential

13. How are we set up?
Presentation title Author's name March 21, 11 Confidential

• Single point of contact for the brand in social internally and externally
• 14. Part of the media & comms team one source of reputation management
• 15. Hub and spoke approach within the business