This is a presentation that I gave to the Entrepreneurs Forums in the north east of England on 4 April.

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Share this and Share that too
April 2014

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#sharethis
@wadds

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Screen dominates print
Source: Google

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Mobile overtakes desktop
Source: KPCB

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Building the web for 5bn people
Source: Google

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Changing media

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Growing up
Source: Hitchhikers Guide to the Galaxy

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“Anything that is
in the world when
you’re born is
normal and
ordinary and is
just a natural
part of the way
the world works.”
Adams on growing up
Source: Douglas Adams

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“Anything that’s
invented between
when you’re 15 and
35 is new and
exciting and
revolutionary and
you can probably
get a career in
it.”
Adams on growing up
Source: Douglas Adams

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“Anything invented
after you’re 35 is
against the
natural order of
things.”
Adams on growing up
Source: Douglas Adams

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Markets are people
Source: The Business of Influence by Philip Sheldrake (Wiley 2011)

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Share This

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Really? No really. Think again.
Source: Search data

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Source: Sales email / Stephen Waddington
Sales 1.0: spam

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Source: LinkedIn
Sales 2.0: mining for data

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Sales 2.0: turning data into insights
Source: Twitter data

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Big and little data
Source: Google data

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Adolescence
The trickiest developmental age
Source: Inbetweeners and Adrian Mole

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Stop posting shit on the Internet

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Source: Content Marketing Institute: 2013 Benchmarks, Budgets and Trends
The content bandwagon

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The audience answers back

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“Organisations used to operate
under the belief they could
control how a message was
communicated to an
audience.”

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Internal advocates (or not)

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Difficult conversations

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“Good marketing and public
relations should be two-way (20/80
or even 10/90).”
“Critics aren’t just members of your
external audience. Sometimes
they’re employees.”

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Growing pains

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Source: Mashable
Be careful what you ask for

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Twitter chat backfires

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“A message will only resonate
with an audience if the
audience believes it to be
sincere and authentic.”

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Source: Guardian
JP Morgan sees trouble ahead

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Hacked political advertisement

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“In reality, organisations can plan
their public relations activity and
carefully craft messages and
content, but control has never
been possible.”

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Wikileaks: cable leaks

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Source: Greenpeace
Crowdsourced BP brand

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“Communication and marketing
between an organisation and an
audience can no longer be one-
way.
It never should have been.”

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Source: Haggerston Tesco Tumblr
Tesco Tumblr

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WHSmiths carpet Twitter feed

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Source: Disgruntled Passenger 2.0, SimpliFlying
Pissed off passenger 2.0

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“There are no real boundaries anymore and
brands have to communicate with
audiences both en masse, as smaller groups
and as individuals.”
“And above all, as human beings.”

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Share that too

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Customer service 2.0

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Customer service 2.0

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Customer service 2.0

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Customer service 2.0

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Customer service 2.0

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Customer service 2.0

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Customer service 2.0

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Asda chicken licker

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Bodyform responds

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Lego Cuusoo

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Media
relations
Influencer
relations
Community
Social
Business
(vision)
Stages of social development

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Awareness
Knowledge
Interest
Preference
Action
Marketing 101

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events
email
whitepapers
Blogs
CRM
Twitter
Social selling

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events
email
whitepapers
Blogs
CRM
Twitter
SALES
Social selling

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baby: no profiles and still find social media all a bit baffling and
new-fangled
child: on the most popular networks and push out marketing
content
teenager: social media as a communication and marketing channel
young adult: two-way engagement, likely
communication, marketing and customer service. Integrated
systems
grown up: the truly social organisation. Mature work-flow
Who are you?

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Research/Insight
•Web analytics
•Web research
•Search insight
•Social networks
•Conversation
•Influencers
Strategy
•Define goals and
objectives
•Devise means of
motivation and
engagement
Content
•Format
•Function
•Content
optimisation
Channels
•Facebook
•Twitter
•LinkedIn
•Google+
Engagement
•Community
management
•Campaign
lifecycle
•Social lifecycle
Evaluation
•SMART Objectives
•The Barcelona
Principles
•Valid Metrics
Planning model

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The future of organisational
communication

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“Organisations are obsessed
with pushing brand and
product messages. They want
to appear cool and feel
good about themselves
rather than engage with their
audiences.”
Tom Foremski
Corporate media

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Earned reputation

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New forms of media

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Location and always on

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Brands as utility

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Stephen Waddington
wadds.co.uk
@wadds
Contact

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