The Power of Social Media

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Presented at the IAB Canada 2013 Fall Roadshow by Chris Williams. This presentation explores the current state of social media marketing in Canada.

Médias sociaux Business Technologie

1

The power of social media

Copyright © 2013 Interactive Advertising Bureau of Canada

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1971

Copyright © 2013 Interactive Advertising Bureau of Canada

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2013

Copyright © 2013 Interactive Advertising Bureau of Canada

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The ingredients
•
•
•
•
•

Emotional
On demand
Shareable
Measurable
Has impact on sales

• + technology

Copyright © 2013 Interactive Advertising Bureau of Canada

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Emotional

Copyright © 2013 Interactive Advertising Bureau of Canada

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On demand - wifi

Copyright © 2013 Interactive Advertising Bureau of Canada

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On demand – 4G LTE

Copyright © 2013 Interactive Advertising Bureau of Canada

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Shareable

Copyright © 2013 Interactive Advertising Bureau of Canada

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Measureable

Copyright © 2013 Interactive Advertising Bureau of Canada

Visibile Measures –
branded video report

Copyright © 2013 Interactive Advertising Bureau of Canada

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Impact on sales

Copyright © 2013 Interactive Advertising Bureau of Canada

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STEP BACK A SECOND

Copyright © 2013 Interactive Advertising Bureau of Canada

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Copyright © 2013 Interactive Advertising Bureau of Canada

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Copyright © 2013 Interactive Advertising Bureau of Canada

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Copyright © 2013 Interactive Advertising Bureau of Canada

The 5 M’s

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Where social CRM can be used

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Social media help desk

Copyright © 2013 Interactive Advertising Bureau of Canada

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Social media reviews

Copyright © 2013 Interactive Advertising Bureau of Canada

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Copyright © 2013 Interactive Advertising Bureau of Canada

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Astroturfing

Copyright © 2013 Interactive Advertising Bureau of Canada

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“Conversations among the members of your
marketplace happen whether you like it or not.
Good marketing encourages the right sort
of conversations.”
Seth Godin

Copyright © 2013 Interactive Advertising Bureau of Canada

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What's the difference between these
two brands?

Copyright © 2013 Interactive Advertising Bureau of Canada

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Copyright © 2013 Interactive Advertising Bureau of Canada

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What's the difference between these
two brands?

Copyright © 2013 Interactive Advertising Bureau of Canada

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Copyright © 2013 Interactive Advertising Bureau of Canada

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What's the difference between these
two brands?

Copyright © 2013 Interactive Advertising Bureau of Canada

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Copyright © 2013 Interactive Advertising Bureau of Canada

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Long Haul vs. Gimmick?
• Brands that don’t do the legwork are doomed to
remain “gimmick” social brands.

Copyright © 2013 Interactive Advertising Bureau of Canada

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Travel Alberta

Copyright © 2013 Interactive Advertising Bureau of Canada

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Don’t just take my word for it…
Beth Reilly, Kraft foods
http://vimeo.com/15632643#

Visa, GE, and various B2B
http://www.youtube.com/watch?v
=bfD1tS9Hogg

Leslie Berland, Amex
http://www.youtube.com/watch?v=
nT_4qt2uHpI
Copyright © 2013 Interactive Advertising Bureau of Canada

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Join Krista LaRiviere - CEO of gShift as she dives into the changing Media Landscape at The Business of Digital: Chapter 2 - The Age of Content: In a digital world where your prospects and customers are always-on, advertisers and agencies must flip their orientation and shift their thinking from “where should I place my ad” to “how do I deliver extraordinary branded moments”. With contextually correct content at the core of multichannel digital marketing strategies, the effective mix of paid, owned and earned tactics is essential to the success of any digital campaign. Social media, PR, influencer marketing, SEO, content marketing, email – these are tactics longing to be brought together with paid strategies in a truly integrated approach to talk to the audience when they are ready to interact with a brand. As the modern prospects progresses through the sales funnel to a final purchasing decision, having the technical agility to measure insight and engagement of owned and earned content in-the-moment, on a one-on-one basis is your competitive advantage.

The Business of Digital: Chapter 2 - The Age of Content - The Media Landscape...

The Business of Digital: Chapter 2 - The Age of Content - The Media Landscape...

The Business of Digital: Chapter 2 - The Age of Content - The Media Landscape...

Join Jared Ficklin - Chief Creative Technologist of argodesign for his Smart Dumb Things Presentation form MIXX Canada 2015. Function led to the art of Industrial Design. Emotion led to the practice of User Experience. We are now in an era of Quantification & Automation. Machines & services are now built to serve us and build data representing the ME. What does that lead to in the worlds of Product & Experience Design? Let’s explore the impacts of Ubiquitous Computing, the High Availability of Low Cost Technology & Emergence of Machine Thinking on our Lifestyles & our Digital Lifestyles. Let’s share a little bit of energetic futurism. What happens when Form Follows Me? For more from Jared head to: http://argodesign.com

MIXX Canada 2015: Smart Dumb Things

MIXX Canada 2015: Smart Dumb Things

MIXX Canada 2015: Smart Dumb Things

A Short Story we shared on our 2015 IAB Canada Roadshow. This is Crucial Interactive's Goodbye Flash eBook is moving to raise awareness around the move from flash to HTML 5. The "children's book" style narrative introduces the benefits of HTML5 thought a comical bid farewell to Flash. For more information check out: Contobox.com and crucialinteractive.com or watch the video here: http://cruci.al/GoodbyeFlashVideo

Goodbye Flash Story Book

Goodbye Flash Story Book

Goodbye Flash Story Book

The explosive growth of smartphones and location-based services has contributed to the rise of mobile advertising. Anindya Ghose will present results from studies that are designed to measure the effectiveness of mobile marketing promotions. The overall mobile trajectory of each consumer can provide even richer information about consumer preferences. A new mobile advertising technique will be presented that leverages full information on consumers’ offline moving trajectories. This session will help marketers better understand the question of which kinds of mobile advertising are most effective and how machine learning techniques combined with statistical models and field experiments offer the right product to the right audience at the right time.

MIXX Canada 2015: Towards Revolutionizing New Frontiers in Mobile Marketing U...

MIXX Canada 2015: Towards Revolutionizing New Frontiers in Mobile Marketing U...

MIXX Canada 2015: Towards Revolutionizing New Frontiers in Mobile Marketing U...

MIXX Canada 2015: In an Industry that Never Stands Still – How do We Predict...

MIXX Canada 2015: In an Industry that Never Stands Still – How do We Predict...

MIXX Canada 2015: In an Industry that Never Stands Still – How do We Predict...

IAB Canada Roadshow 2015: How Can Online Display Ads Directly Drive Purchase ...

IAB Canada Roadshow 2015: How Can Online Display Ads Directly Drive Purchase ...

IAB Canada Roadshow 2015: How Can Online Display Ads Directly Drive Purchase ...

IAB Canada Roadshow 2015: Ad Tech & Digital Media & The Impact on The Agency-...

IAB Canada Roadshow 2015: Ad Tech & Digital Media & The Impact on The Agency-...

IAB Canada Roadshow 2015: Ad Tech & Digital Media & The Impact on The Agency-...

IAB Canada Roadshow 2015: Turning Machine Learning Into Human Insights

IAB Canada Roadshow 2015: Turning Machine Learning Into Human Insights

IAB Canada Roadshow 2015: Turning Machine Learning Into Human Insights

IAB Canada Roadshow 2015: The Future of Programmatic Advertising

IAB Canada Roadshow 2015: The Future of Programmatic Advertising

IAB Canada Roadshow 2015: The Future of Programmatic Advertising

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IAB Canada Roadshow 2015: Native Advertising Research

IAB Canada Roadshow 2015: Native Advertising Research

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Attracting Talent in Canada - Bruce Powell

Attracting Talent in Canada - Bruce Powell

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The Currency of Talent in 2015 - Veronica Holmes

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The Science of Building Happier Higher Performing Teams - David Inglis

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The Business of Digital - Ad Blocking - Tip of The Iceberg

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Business of Digital - IAB Canada - Ad Blocking State of the Nation 2016

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IAB Canada Metrics 2015 - Eyereturn - The Truth About Clicks - Ian Hewetson

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The Business of Digital: Chapter 2 - The Age of Content - The Science Behind ...

The Business of Digital: Chapter 2 - The Age of Content - The Science Behind ...

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The Business of Digital: Chapter 2 - The Age of Content - The Media Landscape...

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Goodbye Flash Story Book

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Production diary Film the city powerpoint

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Production diary Film the city powerpoint

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The Power of Social Media

1. 1 The power of social media Copyright © 2013 Interactive Advertising Bureau of Canada

2. 2 1971 Copyright © 2013 Interactive Advertising Bureau of Canada

3. 3 2013 Copyright © 2013 Interactive Advertising Bureau of Canada

4. 4 Same Brand :: Same Position What happened? Copyright © 2013 Interactive Advertising Bureau of Canada

5. 5 The ingredients • • • • • Emotional On demand Shareable Measurable Has impact on sales • + technology Copyright © 2013 Interactive Advertising Bureau of Canada

6. 6 Emotional Copyright © 2013 Interactive Advertising Bureau of Canada

7. 7 On demand - wifi Copyright © 2013 Interactive Advertising Bureau of Canada

8. 8 On demand – 4G LTE Copyright © 2013 Interactive Advertising Bureau of Canada

9. 9 Shareable Copyright © 2013 Interactive Advertising Bureau of Canada

10. 10 Measureable Copyright © 2013 Interactive Advertising Bureau of Canada

11. Visibile Measures – branded video report Copyright © 2013 Interactive Advertising Bureau of Canada 11

12. 12 Impact on sales Copyright © 2013 Interactive Advertising Bureau of Canada

13. 13 STEP BACK A SECOND Copyright © 2013 Interactive Advertising Bureau of Canada

14. 14 Copyright © 2013 Interactive Advertising Bureau of Canada

15. 15 Copyright © 2013 Interactive Advertising Bureau of Canada

16. 16 Copyright © 2013 Interactive Advertising Bureau of Canada

17. The 5 M’s Copyright © 2013 Interactive Advertising Bureau of Canada 17

18. 18 Where social CRM can be used Copyright © 2013 Interactive Advertising Bureau of Canada

19. 19 Social media help desk Copyright © 2013 Interactive Advertising Bureau of Canada

20. 20 Social media reviews Copyright © 2013 Interactive Advertising Bureau of Canada

21. 21 Copyright © 2013 Interactive Advertising Bureau of Canada

22. 22 Astroturfing Copyright © 2013 Interactive Advertising Bureau of Canada

23. 23 “Conversations among the members of your marketplace happen whether you like it or not. Good marketing encourages the right sort of conversations.” Seth Godin Copyright © 2013 Interactive Advertising Bureau of Canada

24. 24 What's the difference between these two brands? Copyright © 2013 Interactive Advertising Bureau of Canada

25. 25 Copyright © 2013 Interactive Advertising Bureau of Canada

26. 26 What's the difference between these two brands? Copyright © 2013 Interactive Advertising Bureau of Canada

27. 27 Copyright © 2013 Interactive Advertising Bureau of Canada

28. 28 What's the difference between these two brands? Copyright © 2013 Interactive Advertising Bureau of Canada

29. 29 Copyright © 2013 Interactive Advertising Bureau of Canada

30. 30 Long Haul vs. Gimmick? • Brands that don’t do the legwork are doomed to remain “gimmick” social brands. Copyright © 2013 Interactive Advertising Bureau of Canada

31. 31 So, what is a social brand? • A social brand starts with a conversation. • The conversation is among consumers • The brand listens and responds quickly and appropriately • The conversation is used to improve the brand, the company, the service • Authentic Copyright © 2013 Interactive Advertising Bureau of Canada

32. 32 Travel Alberta Copyright © 2013 Interactive Advertising Bureau of Canada

33. 33 Don’t just take my word for it… Beth Reilly, Kraft foods http://vimeo.com/15632643# Visa, GE, and various B2B http://www.youtube.com/watch?v =bfD1tS9Hogg Leslie Berland, Amex http://www.youtube.com/watch?v= nT_4qt2uHpI Copyright © 2013 Interactive Advertising Bureau of Canada