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.
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?
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?
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?"
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?
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
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”.
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?
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