How to Build a Social Strategy (and How NOT to Build One)
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My presentation from PMIEUR in Berlin on 24th June 2014. How to build a social media strategy - what to do (and what NOT to do)... Tweet me @JeremyWaite for context or to discuss any part of thispresentation ~ I'd be happy to chat.
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How to Build a Social Strategy (and How NOT to Build One)
- 1. @JeremyWaite Head of Digital Strategy EMEA #PMIEUR
- 3. of marketers believe that “ 70% The industry has changed more in the last 2 years than the last 50”.
- 4. @JeremyWaite #PMIEUR A strategy is a cohesive response to an important challenge. It is a set of coherent ac6ons, not to be confused with details of the actual implanta6on of that strategy (that would be 'goal se>ng'). A strategy tells everyone "this is how our organisa-on is going to move forward". Strategy – [A Definition]
- 5. @JeremyWaite #PMIEUR • Where did we come from? • Where are we now? • Where are we going? • How do we get there? Social Media Strategy
- 6. 3 RULES FOR WINNING 1. What Does Success Look Like? 2. How Are We Going To Get There? 3. What Is Likely To Stop That From Happening?
- 8. Where did we come from? #PMIEUR
- 9. 2 Most Common Questions I Get Asked ~ 1. Which social networks should I concentrate on? 2. How much of my time and resources should I allocate to each one?
- 11. reproduced every 48hrs All the data that had ever existed until 2003 is now
- 12. “Never before have so many people known so much useless information about people they don’t care about”. @unmarketing
- 14. Now reaches more US adults (18-34) than any cable TV station
- 18. “We ask too much of Technology and not enough of ourselves”. @NateSilver538
- 26. There are 4 billion smartphones in the world… Only 25% of them are “smart”.
- 27. 86%of eyeballs on Mobile are now in Apps not on Websites
- 29. The average @TwiCer user: • American woman • iPhone • 208 followers • Purple profile background
- 30. of people trust their friends “ 78% recommendations”. (Only 14% trust brands).
- 33. X
- 34. Pinterest generates 2X the revenue of Facebook and 2X the CTR of Twitter”. “ Rich Relevance
- 40. of daily searches on20% Google have never been searched for before”.
- 42. Be accurate Be helpful Be everywhere How should you build meaningful relationships with your customers?
- 43. Is the Future “Anonymous?”
- 45. How do we get there? (The Strategy bit…) #PMIEUR
- 46. “Insights are things we don’t know. Should know. But can change”. @ESwyane
- 47. 5 x W’s @Dell
- 52. How To Decide What To P.O.S.T." People" Who is your audience (demographics / interests)?" What are they saying (right now)? " Objectives" Why do you want to create content?" What do you want your content to achieve?" Strategy" What is your plan of action (and why)?" How do you want your plan to affect your audience?" Technology" Which technologies should you use?" How do these technologies integrate?"
- 54. 60:30:10 " 30% Crea6ve 30% Crea6ve 60% Media 60% Media 10% Strat 10% Strat
- 55. Question to always ask ~ “How will this make the world’s best marketers even better?” WHO DO WE WANT TO SPEAK TO? WHY? WHAT WILL WE DO? WHY WILL PEOPLE CARE? METRICS REVIEW ACQUIRE ENGAGE CONVERT RETAIN WHO? HOW?
- 56. Map YOUR Customer’s Journey…
- 57. 60:30:10 " 30% Crea6ve 60% Media 5%Strategy 5%Measurement 30% Crea6ve 60% Media
- 58. Loyalty Beyond Reason. Brand Relationship
- 59. “Digital marketing has more to do with psychology and sociology than technology”. @BrianSolis
- 72. Only 42% Companies know how to Measure “Lifetime Value” @eConsultancy
- 77. @JeremyWaite #PMIEUR • Social Networks are NOT Sales Channels • Chase the # NOT the @ • Understand Your Audience • Be Obsessive About (Commercial) Metrics • Have Fun Takeaways
- 78. “You can have everything you want in life, if you just help enough other people get what they want”. Zig Ziglar
- 80. Questions?
Notas del editor
- Insights – NOT social stats… “if FB was a country” Favourite quotes Practical advice and best practise 15yrs - $4bn – 1m minute – Listen 500m blogs+
- Whoever tells…..
- WHY????
- 10 of the most important things I’ve learnt over the last 10,000 hours Program said practical advice, ideas and
- 10 of the most important things I’ve learnt over the last 10,000 hours Program said practical advice, ideas and
- (Only 10 years ago) Half life of a Tweet = 6 minutes ZUCKS LAW – 89bn month 98bn day TIMEin 1950 – 1 year = 50m words. Twitter = 8:40
- Our jobs will never be easier than they are right now
- http://www.interbrand.com/en/best-global-brands/2013/Best-Global-Brands-2013-Brand-View.aspx Millward Brown think it’s googole – but can’t agree within $78bn http://www.socialbrands100.com/downloads/HS_SB100_whitepaper_youth.pdf
- Worlds 2nd biggest search engine Search for product intent – “the new google”
- Goal of our generation is not to advance knowledge but to be in the know
- The easiest your jobs will ever be
- 10 of the most important things I’ve learnt over the last 10,000 hours Program said practical advice, ideas and
- Story telling in swipes (micro-moments) Moments that matter Socialnomics 2014 @equalman
- Half life of a tweet 6-10 minutes We need to stop storytelling like its 2007
- 84m FB fans – don’t even “own” it FIFA world cup trophy tour http://www.socialbakers.com/facebook-pages/brands/
- 78 minutes on social media 5.5m facebook fans (Minutes on twitter) http://sociallydevoted.socialbakers.com/
- Half life of a tweet 6-10 minutes We need to stop storytelling like its 2007
- 60% of apps are NEVER downloaded but that’s a totally differently story altogether.
- WhatsApp - $19bn - FB wants to be the next FB The only app in the world with higher engagement than FB 18bn messages a day (19.5bn SMS per day!) 450m MAU - 250m messages a second Jan Koum – “We want to get out of the way. Google want you to get off their site as soon as possible. We’re not sat here trying to figure out how to squeeze the last dollar out of our customers”.
- http://www.telegraph.co.uk/technology/news/9601327/Average-Twitter-user-is-an-an-American-woman-with-an-iPhone-and-208-followers.html
- Advertising – click-to-share v click-to-buy So we SELL to our friends?
- So people were all putting BUY NOW buttons on things – and what happened??? Does anyone remember these? F-commerce. We ALL thought it was going to be huge in 2010? Nobody bought anything. Technology wasn’t in place to accurately figure out the value of a fan NO – WHAT DO PEOPLE WANT TO SEE ON FB?
- Despite scale (Av followers = 208) 1 200 40,000 8m
- Pinterest – “the site that shows you things you didn’t know you needed” According to Rich Relevance, Pinterest already generates twice as much revenue for retailers than Facebook and has Double the conversation rate of Twitter (0.96 per cent to 0.49 per cent) $4bn valuation. Testing promoted pins with Gap, Disney, Banan Republic and others… https://business.pinterest.com/en/content/webform/promoted-pins
- Deloitte – by 2017 Amazon could own up to 23$ of global e-commerce Biggest social network??? Twitter commerce? NOT AT ALL – not a social network Twitter needs revenue. Amazon needs social. But this partnership is NOT social shopping. (Friend around for dinner trying to sell you a set of steak knives!)
- Apologies for Bwest quality
- Battle: click-to-buy v click-to-share Google = 1-1 – success = off site as quickly as possible Email = 1-1 loyalty and retention Social = 1- 165 – 27,225 4.5m
- 10 of the most important things I’ve learnt over the last 10,000 hours Program said practical advice, ideas and
- Predictive No more test and learn
- Can’t predict – but somethings you can
- Thought leadership platform Be better at the job you’re in (not a platform for finding your next job) Influencer platform Predictive for workforce
- Whitewalling Whisper / Secret – Solis – reputation precedes you Anonymous social networks FB v MySpace & YT…. http://www.briansolis.com/2014/02/digital-reputation-precedes/
- Shiny
- 10 of the most important things I’ve learnt over the last 10,000 hours Program said practical advice, ideas and
- Half life 5-20 minutes
- SONY ~ Look after 96m fans on THEIR PREFERRED network
- Now their command center looks like this Real-time response
- Time or resources Used to work for CAMPAIGNS Now PLANNING team time & resources
- Time or resources Used to work for CAMPAIGNS Now PLANNING team time & resources
- So what practical advice for putting this into practise
- The Customer Lifetime Value report is based on a survey of marketers and interviews with senior executives from a range of businesses, including British Airways, Aviva and Santander One of the challenges is that many organisations simply aren’t set up to manage lifetime value, with 35% of respondents saying that the siloed nature of their organisations and lack of coherent marketing hinders their ability to increase CLV.
- This is our vision for all 11,000 of our customers
- SOCIAL DATA PURCHASE DATA CUSTOMER DATA
- But it’s up to us
- 2014 – mobile