Presented at the IAB Canada 2013 Fall Roadshow by Chris Williams. This presentation explores the current state of social media marketing in Canada.

1. 1
The power of social media
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2. 2
1971
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3. 3
2013
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4. 4
Same Brand :: Same Position
What happened?
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5. 5
The ingredients
•
•
•
•
•
Emotional
On demand
Shareable
Measurable
Has impact on sales
• + technology
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6. 6
Emotional
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7. 7
On demand - wifi
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8. 8
On demand – 4G LTE
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9. 9
Shareable
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10. 10
Measureable
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11. Visibile Measures –
branded video report
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11

12. 12
Impact on sales
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13. 13
STEP BACK A SECOND
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14. 14
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15. 15
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16. 16
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17. The 5 M’s
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18. 18
Where social CRM can be used
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19. 19
Social media help desk
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20. 20
Social media reviews
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21. 21
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22. 22
Astroturfing
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23. 23
“Conversations among the members of your
marketplace happen whether you like it or not.
Good marketing encourages the right sort
of conversations.”
Seth Godin
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24. 24
What's the difference between these
two brands?
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25. 25
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26. 26
What's the difference between these
two brands?
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27. 27
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28. 28
What's the difference between these
two brands?
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29. 29
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30. 30
Long Haul vs. Gimmick?
• Brands that don’t do the legwork are doomed to
remain “gimmick” social brands.
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31. 31
So, what is a social brand?
• A social brand starts with a
conversation.
• The conversation is among consumers
• The brand listens and responds quickly
and appropriately
• The conversation is used to improve
the brand, the company, the service
• Authentic
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32. 32
Travel Alberta
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33. 33
Don’t just take my word for it…
Beth Reilly, Kraft foods
http://vimeo.com/15632643#
Visa, GE, and various B2B
http://www.youtube.com/watch?v
=bfD1tS9Hogg
Leslie Berland, Amex
http://www.youtube.com/watch?v=
nT_4qt2uHpI
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