Discussion of issues facing business around social media and mobile adoption. Presented at CeBIT Sydney - May 2015

1. Mobile & Social
What it means for business
Kate Carruthers
May, 2015 - Sydney

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If you’re not working out how
to disrupt you will be
disrupted…

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“There is no ROI in
anything if you don’t
learn how to use it.”
- Gary Vaynerchuk, Founder VaynerMedia

5. Social changed the game…
Brands discovered the notion
of ‘conversations’ with
customers
Not strategic
Random tactical efforts
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“…many brands moving
towards measuring audience
impressions, clicks, and
thinking cross-platform"
- Tania Yuki , Shareablee CEO and Founder
Source: Shareablee Reveals Top 25 Social U.S. Brands Of 2014, 3 February 2015, http://blog.shareablee.com/post/109977591274/shareablee-reveals-top-25-social-u-s-brands-of

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“…Instagram delivered these
brands 58 times more
engagement per follower
than Facebook, and 120
times more engagement per
follower than Twitter.”
Instagram Is The King Of Social Engagement, Nate Elliott , 29 April 2014, http://blogs.forrester.com/nate_elliott/14-04-29-instagram_is_the_king_of_social_engagement

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Source: Shareablee Reveals Top 25 Social U.S. Brands Of 2014, 3 February 2015, http://blog.shareablee.com/post/109977591274/shareablee-reveals-top-25-social-u-s-brands-of

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Hardly anyone is driving
direct revenue from social
Many businesses are not
optimized to sell via mobile

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Source: Mobile Marketing Statistics 2015, Danyl Bosomworth, 15 January 2015, http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-
marketing-statistics/

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Must be mobile friendly –
Google & customers will
punish you if not
Source: What Is Mobilegeddon & The Google Mobile Friendly Update, earch Engine Land, http://searchengineland.com/library/google/google-mobile-friendly-update

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Social: phase 1
Next comes
collaborative
economy & IoT

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The present of social is
mobile
The future of mobile is IoT
and wearables

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Huge monetization
opportunities:
Cisco [former] CEO John
Chambers Values Internet of
Things at $19T #CES2014

15. PEOPLE
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Assumes access
to any resources
Online
On demand
Real time
Anywhere
Any device

17. Democratisation of
communication
Inversion of power
relationships
Communication production in
hands of many
Growth in peer-to-peer &
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18. Source: Kevin Kelly, http://www.kk.org/thetechnium/archives/2007/11/four_stages_in.php
1
8
“…a shift towards the
individual as the centre of a
network of relationships
mediated and enabled by
technology...”
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The shift is from customer
channels to a customer
continuum mediated by
social & mobile

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Connect social media activity
to purchasing activity
Make it work on mobile and
tablet
Make it friction-less

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In a fast moving
context
command-control
management is
dead

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Employees
with skills to
work in a
social or
collaborative
context
Source:
http://upload.wikimedia.org/wikipedia/commons/9/96/Bill_Nye,_Barack_Obama_and_Neil_d
eGrasse_Tyson_selfie_2014.jpg

23. Integrated teams…
Tech
Marketing
Sales
Operations
Customer service
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Workforce changes
co-working
collaboration
increased decentralisation
shorter change cycles

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Issues with boundaries:
between public & private
between personal & business
blurring between roles
increasingly difficult to
establish role clarity

26. RISK AND GOVERNANCE
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Monitor your business online
Assign responsibility for
online channels
Include social & mobile in
digital strategy

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Link digital strategy to
marketing strategy
Ensure cross media planning
in place
Develop mechanisms to track
progress

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Monitoring
Training & skills
Risk
management
Policy &
guidelines

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Create and manage loosely
connected networks
Grow a business in a networked
world
Engage people & garner advocates
for your business
Focus outward while protecting
your brand

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1) Digital strategy Social is just part of it,
includes websites, email
marketing, etc.
2) Tactical plans For implementation of
campaigns
3) Resource plan Social is not free, it needs
people and tools
4) Tools Required to enable
management, tracking and
monitoring
5) Metrics Need to be decided prior to
implementation to enable
effective reporting

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6) ROI Need to track investment and
results
7) Reporting For good governance
8) Roles &
responsibilities
Defined and clear to all
parties, in particular
governance + cross-functional
teams
9) Cross media plan Integration with other digital
and marketing activities
10) Risk management Includes social media policies
and procedures and crisis
management process

33. Thank-you
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