no one likes you - building social strategies beyond facebook - istrategy conference masterclass

NO ONE LIKES YOU Building social strategies beyond Facebook iStrategy Masterclass Roy Capon & Adrian Farouk

7,053,738,433

7,053,738,433 x 25.8%

1,819,864,515

SOCIAL IS THE

LARGEST COUNTRY IN THE WORLD  

55%

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1 DEVELOP CONTENT

THAT CONNECTS BRANDS WITH CONSUMERS

2 PLAN BEYOND YOUR

SEMI-OWNED PROPERTIES

A scale issue

A scale issue

Life used to be so simple

The broadcast age

The social age

3 CREATE SHAREABLE

BRAND EXPERIENCES

IF YOU AREN’T BEING SHARED, YOU AREN’T SOCIAL And sharing from your owned communities isn’t enough anymore.

4 ORCHESTRATE

YOUR PAID, OWNED AND EARNED

5 LOWER THE

BARRIERS TO SHARING

Hello, passive advocate

Hellooooo, social influencer

6 HARNESS YOUR

BRAND ADVOCATES

32  

They cheer because they care. They have an unique close connection to what they’re cheering for

They cheer because it has an impact. It fuels the athletes and can support can influence play.

33  

Casual fan

Supporter

Fanatic

34  

35  

Buzz  Vol.   Visa  

 P&G    

Coca-­‐Cola    

BMW    

Samsung    

Nike    

Others  (80%  

McDonalds)  

Buzz  SenGment  

33.5%   3.9%   7.5%   1.3%  

Athlete  cheers,  reac6on  to  congratulatory  commercials,,  RTs  of  @teamvisa  

0.0%   13.1%   40.7%  

Nike  releases  the  “Find  Your  Greatness”  campaign  

VISA OWNED THE OLYMPICS CONVERSATION

The key to shareability

What is awesome content?

What is awesome content?

What is awesome content?

7 AWESOME

CONTENT IS EFFECTIVE CONTENT

Fulfilling marketing / business objectives

8 A LONG TERM

APPROACH FOR BETTER ROI

v

v

v

v

Bonfires not fireworks

Creating long term programmes for FMCG

Amplify

SITE

Regular content ranks long term

Shareable content ranks long term

REGULAR SHAREABLE

CONTENT DRIVES RANKING  

Create

Curate

Instigate

$

Volume of content

Traditional model of content creation

Create

Curate

Instigate

$

Volume of content

Flipping the model

Harnessing the power of digital to spread happiness around the world

Building & Optimizing digital platforms SEO / SEM

Social Channels Campaigns

Transactional Websites

Content Management Measurement Frameworks

Application Support

Multichannel / Multi device distribution Multi Signal Media

Social CRM Branded Content / Utilities

Experiential

Social Business Design

Service Innovation Brand / Business Creation

IP & new Formats Advocacy & influencer engagements

Global Asset Management & Distribution

“We’re more in the space of managing communities than

creating ads.”

Joe Tripodi – CMO, The Coca-Cola Company

9 INSTIGATE, CURATE

AND CREATE

Stimulating sharing

Technology can help lower the barrier

Sharing online & offline content

USE TECHNOLOGY TO LOWER THE

BARRIER  

Your customers are unique

10 USE DATA TO

CREATE RELEVANCE

Data & content are intrinsically linked

Develop a relationship with our audiences

Making Sony Mobile relevant once more

Building & Optimizing digital platforms SEO / SEM

Social Channels Campaigns

Transactional Websites

Content Management Measurement Frameworks

Application Support

Multichannel / Multi device distribution Multi Signal Media

Social CRM Branded Content / Utilities

Experiential

Social Business Design

Service Innovation Brand / Business Creation

IP & new Formats Advocacy & influencer engagements

Global Asset Management & Distribution

Results •  Branded  content  received  1.7million  

views  in  a  6  month  period  •  85%  who  engaged  with  the  Xperia  

Studio  viewed  Xperia  smartphones  more  posi6vely  aRerwards  

•  17%  of  visitors  to  the  Xperia  Studio  went  on  to  visit  the  main  sony  mobile  site    

•  The  content  and  campaign  has  been  featured  in  wired,  gizmodo,  mashable  and  other  credible  publica6ons  

•  The  campaign  also  won  a  2012  webby  for  the  people’s  choice  award  in  integrated  mobile  experience  

Always on

The missing ingredient: organisation

Implement behavioural & cultural change

11 PUT SOCIAL AT THE

CORE

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Thank you

ausydney@lbi.com