no one likes you - building social strategies beyond facebook - istrategy conference masterclass
TRANSCRIPT
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%
1 3 2 4
6 7 8 5
9 10 11
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
1 3 2 4
6 7 8 5
9 10 11
