Keynote presentation for IonSearch conference in Leeds with BlueClaw. Full list of links can be found at http://jeremywaite.tumblr.com/post/48343168078/ionsearch-keynote-19th-april-leeds-uk-jeremys
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Filter out the signal from the noiseFind good people / good agencies / good tool vendors – 85% < 2 years = bad advice
Content + Data + Analytics30 years of Experience$600m+ Consulting BusinessMarketing Cloud® integrationUnderstand Big Data (1 Tr / QTR)Tracking 19 Billion Transactions/ DayConsult for 18 of Worlds Top 20 E-commerce BusinessesEmploy 100’s Analysts GloballyFacebook PMD Partner (4 badges)
Busy landscape – make sense of signal & noise Strategy – can’t look at one problem on it’s ownEven though clients usually start with 1 specific need1 stat + 1 brand for eachUseful insight & takeawaysThoughtful debateHelp shaping your own strategy
$508.16 fan x $259.82 fan
Good methodology – but BAD generalisations followed
Let’s not forget fans can have –ve valueKeep Calm and Hit Her? AmazonUK – biggest UK facebook page – didn’t even respond on twitter when EVERYONE went madEven after it was trending AND appeared on BBC News & Sky NewsStarbucks – Alex Wheeler - there’s no point having 34m fans if you’re not going to do anything with them
Unlike Lady Gaga – skittles had the most likes and comments on a single post.Did it boost sales14x more traffic to FB than .comI worked with T-Mobile - ONLY used to track engagement
Social is the one area of business where you don’t need to outspend your competitors in order to beat themIt’s about reducing all this data down to one numberUsing data the way that we read it – we’ll find value that noone else can seeONE numberSocial = sameDifferent for each business
Moneyball trailer 2:00Seen it? (Drawn your own conclusions)Oakland $39m v NY Yankee’s $114Small v Big – Level playing field – comparisonsSearched hashtag last night – social business / HR moneyball / VP of Radian6 tweeted me wondering if the moneyball principle might work for sales teams
Social NPSUsing social to measure effectiveness of TV spendIncrease the value of your brandIncreasing Brand Awareness or Ad Recall
5 things cmo’s care aboutSALES = ROIBRAND AWARENESS = EYEBALLSPREFERENCE = NPSADVOCACY = INFLUENCERSAD RECALL = MONEY WELL SPENT?
Heineken believe that the majority of their 12.5m Facebook fans are 64% more likely to recommend them to their friends in the pub.
Now, let’s dig a little deeper into the Creative and Marketing clouds. On the left, is the Creative Cloud where you, your designers or your agencies create beautiful content and work collaboratively using Creative Suite tools such as Photoshop, InDesign, or Premier Pro. The Creative Cloud allows users or groups to share content, collaborate on projects and simplify the creative process.On the right is the Marketing Cloud which allows you to Monetize and Measure that content ensuring you get the right content to the right person at the right time. Get real-time information about your campaigns, site performance or revenue. Quickly react to trends or events and maximize your Marketing spend.The integration of these clouds allows for a seamless workflow that only Adobe can provide. That is the Adobe Advantage.Now we are going to walk you through a demo which brings this all to life…
Social makes money AND saves money – 50% which halfUsually 25% total ad spend = digital (Nike Burberry 50%)Mobile +++ UP – figures +50% over next 3 years – consistently in line (Forrester Interactive 2011-2016)Disney = 500m+ fans - 450 social profiles - 250 usersCrisis coms – 13-17yr old = Half life of a tweet = 6/7 minutesContent = Conversation = 90:101bn = 140 friends (165 twitter) = 1 – 140 – 19600 - 2.7mBut for some brands – measuring ad spend (and saving money) is important
At the moment – Adobe is ONLY company that can do this across social AND digital – but just so you know it CAN be done
ROI = Possibly hottest topic we’ll discuss today – ROI of you being here / relationship?Investment = Value of a fan / data (RELEVANT) or 65% more likely to buyImpressions = Social judged like TV? (aware / consid = brand building objective)Interactions = Engagement score (EPM) = Comments + Likes / Post & FansInnovation = Creating cool award winning content / PR & + BuzzIgnorance= well……
ROI
Who can tell me how you work ROIInteresting…..ginNot a trick questionNot trying to embarrass or catch you outThis is TOO important
Management consultants doing this for yearsBut not in social marketing for some reasonNot rocket scienceThis is ALL about salesWe love social media because it sells shitWe’re not here for the good of our health dancing around drinking tea, building pointless communities and singing kumbiya
Champagne for who can tell me how you work out the ROI in social media?Not a trick questionNot trying to embarrass or catch you outThis is TOO important
Make more money from the free android version - $1m per month! 2011
For every £1 Angry Birds spend launching a new game in social media (according to this) = they would get £6.15 back
For every £1 Angry Birds spend launching a new game in social media (according to this) = they would get £6.15 backEach fan is worth an average of £6.15((Dell)) – active fans go through app = $186 – closer to the figures we originally discussed – but now we have evidence / not average assumptions
You need a combination of SOFT and HARD metricsBoardroom Conversations (CEO) v X-Box Chats (Marketing & PR)Commercial v Engagement = BattleUse relevant metricsP4u - £250k - £3.2m – built biggest FB page in mobile in UKBut I had 16 agencies – nightmare to manage
“Social media is the one area of business where you don’t need to out-spend your competitors in order to beat them”.
“Social media is the one area of business where you don’t need to out-spend your competitors in order to beat them”.
19 billion transactions a dayStarbucks – face.com + gowallaCheck-ins v door swingersSocial behaviour – online AND offline across social AND digital
Social budgets will get much bigger once brands track ROI accuratelyPower of a LikeWalmart – 3.7xAmazon 2x moreSkittles 14x **** - $186