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What HappenedWhen Social
Media Grew Up
Jed Hallam, Mindshare
6th June, 2013
SOCIAL
SUMMER

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AGENDA
1.The death of ‘brand’
2. Convergence
3. Complexity
4. Data
5. Cutting the bullshit - what does it mean?

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The Death of Brand.
Kind of.

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Michael Wolff, 2011
“A brand is really a way of remembering
what something is like, for future reference.
Something you value, something you feel
attracted to.”

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Post-industrial revolution

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Post-technological revolution

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Hierarchical graph

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Internal social graph

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Complete social graph

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Convergence.
Your digital strategy has its days
numbered.

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“Convergence: the seamless experience of
seeing no boundaries between our online
and offline lives - total integration.”
Me*, 2010
(I know, I hate me too right now.)

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How did convergence happen?
Our offline life Our online life

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How did convergence happen?
Our offline life Our online lifeMobile

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Our offline life Our online lifeMobile
How do businesses approach it?
Mobile strategy
ATL campaign
Customer Care
Digital strategy
Social strategy
SEO
BTL campaign
Research and
groups

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How should businesses approach it?
SEODigital strategyMobile
Our offline life Our online life
Mobile strategyResearch and
groups
BTL campaignATL campaignCustomer Care

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How should businesses approach it?
SEODigital strategyMobile
Our offline life Our online life
Mobile strategyResearch and
groups
BTL campaignATL campaignCustomer Care
Social business: a
business that has human
insight in its DNA,
enabled by technology.

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Complexity.
Breaking down the cubicle
culture and embracing a bit of
chaos.

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“Good ideas can come from anywhere – it
doesn’t matter what sort of agency you
are”
KeithWeed, CMO Unilever, 2012

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Nobody is set up collaboration

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However, the network is already there

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Three big things
Understand the informal networks
within your business
Embrace a more open approach to
ideas and encourage collaboration
Begin to help filter data from social
technology into your organisation

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Data.
Data is the new raw material of
business - the geeks will inherit
the Earth.

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Craig Mundie, head of research and strategy, Microsoft
“Data are becoming the new raw material
of business: an economic input almost on
a par with capital and labour.”

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Social media measurement

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Social business measurement

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The Chief Data Officer.

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Cutting the bullshit.
What does social business
actually mean?

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Leadership and business strategy
Data
Be reactive
People
Retention
Openness
Culture
Innovation
Integration
Business
Meaning
Increase
acquisition
Increase
retention
Improve
innovation
Build better
relationships

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Marketing and advertising
Planning Creative Media Execution

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Business Influencer* Audience
*traditionally a journalist
Public relations

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Business Influencer* Audience
*this could now be anyone
Influencer*
Influencer*
Audience
Audience
Public relations

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Sales
Use social media tracking tools
to find people looking to buy
Empower your salesforce to
become a category voice
Provide real value through flash
sales and dynamic pricing

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Research and development
“Make things people want,
don’t make people want things”
John Willshire

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Research and development
NPD
Competitor
Intelligence
Sourcing
expertise
Real time
feedback
“Labs”

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Customer service
In the time that it takes to answer five
customer service telephone calls, you
can deal with fifty through social media.
And they’re stored forever on Google.

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Five steps.
Then I’m done, I promise.

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Five steps to become a social business
1. Remember what hits
the bottom line, a ‘Like’
is meaningless without a
purchase
2.The world is converging, your
business must do the same
4. Lean towards
complexity and
embrace it
3. Always listen to
the network, but
don’t always react
5. Data is the
new oil

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Thank you for attending
Find out more at cipr.co.uk/social-summer
SOCIAL
SUMMER