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Social media utopia
- 1. The Total Social Brand Achieving commercial Utopia AdTech, Earls Court 21 September 2010 © IDM Academy 2010
- 2. Utopia • In Utopia, everything is perfect. • There is no conflict. • There is no intolerance. • There are few laws. • There are no lawyers. • The perfect world. © IDM Academy 2010
- 3. Allow yourself to dream “Customers would come to us instead of making us go to them” “We wouldn’t have to compete on price” “Our customers would work for us” “Our products could not be copied” © IDM Academy 2010
- 4. Social media can bring us brand Utopia © IDM Academy 2010
- 5. ...but we don’t live in a perfect world © IDM Academy 2010
- 6. The world in 2000 © IDM Academy 2010
- 7. The world in 2010 © IDM Academy 2010
- 8. Welcome to the Buyersphere... © IDM Academy 2010
- 9. Interrupt INTERRUPT Product-focused. Acceptance of message depends on outbound marketing muscle, ie budget © IDM Academy 2010
- 10. Interrupt v interest INTERRUPT INTEREST Product-focused. Customer-focused. Acceptance of message Acceptance of message depends on outbound depends on quality of marketing muscle, ie budget content. Customers & prospects choose to engage with you on their own terms. © IDM Academy 2010
- 11. The perfect social media brand “Customers would come to us instead of making us go to them” © IDM Academy 2010
- 12. The perfect social media brand “We wouldn’t have to compete on price” © IDM Academy 2010
- 13. The perfect social media brand “Our customers would work for us” © IDM Academy 2010
- 14. The perfect social media brand “Our products could not be copied” © IDM Academy 2010
- 15. So what’s stopping you? © IDM Academy 2010
- 16. The 4 obstacles to perfection Expertise Infrastructure Attitude Time & resource © IDM Academy 2010
- 17. Expertise/ability Product experts Social media experts Writing skills, social skills Responsibility © IDM Academy 2010
- 18. Infrastructure Guidelines: brand, online behaviour Technology: firewall, mobility Training: specific uses Appraisal/HR development © IDM Academy 2010
- 19. Attitude “Twitter is for twits” “My kids are on Facebook. My customers aren’t” “Show me ROI” “Show me case studies” © IDM Academy 2010
- 20. Attitude Senior management buy-in Build it into the brand Customer attitudes & behaviours © IDM Academy 2010
- 21. Customer attitude Source: Buyersphere Report May 2010 © IDM Academy 2010
- 22. Customer attitude Source: Buyersphere Report May 2010 © IDM Academy 2010
- 23. Time & resource Time People Money © IDM Academy 2010
- 24. Time & resource © IDM Academy 2010
- 25. The model for the total social brand 80% Expertise 60% Infrastructure 40% Attitude 30% Time & resource © IDM Academy 2010
- 26. The attitude spectrum Idealist Pragmatist Doubter “It will never work” “It’s unproven” “I don’t understand it” © IDM Academy 2010
- 27. The attitude spectrum Idealist Pragmatist Doubter “Social media is everything” “Advertising, DM and direct sales is dead” “With social media, I shall rule the world” © IDM Academy 2010
- 28. The attitude spectrum Idealist Pragmatist Doubter “There is potential to be explored” “We have to lead rather than follow” “We have to do it properly” © IDM Academy 2010
- 29. We will never reach Utopia. But the closer we can get, the more successful we will be © IDM Academy 2010