9.
65,000 followers
Average CTR of Twitter link: 0.45%
Generous CTR of 2%
1,300 followers opened link
Amplification?
Re-Tweeted 15,000 times
x 208 followers (USA average) – 3m+
x 2% CTR
63,000 followers
Reach of 64,500
Oreo’s US market: 80,000,000 people
0.01% of their market
TV audience 108,000,000 million
47% ad viewing (eyes on screen)
50,000,000 million people
X 60 seconds
Moving parts!
3000 times better
12. Big Numbers
500 million globally
2.1 million Australians
15% adult population active
1 billion + globally
11.5 million Australians
33% adult population active
SOCIAL MEDIA
20. Chapter 1: The Pissing Contest
2009
Buy friends & followers
Not all of them genuine
Fake Followers:
Target, K-Mart, Bunnings, Big W
6,000
Only 28% of the followers of the top 100 are real
21. Chapter 2: A Crude $ Value
2010
2 cents
12 cents
$1.45
$138.00
$174.17
22. Chapter 3: The Power of Like
2011
Do Facebook likes make you money?
Study of 3 brands
Bing
Soutwest
Starbucks
Conclusion – Yes!
30. Unilever & Coke
Early adopters – 24 months ahead
Experts at ROI
Cross Comparison versus other tools
Both continuing with social media
But also stepping back
A more nuanced approach
A more traditional approach
38. The Same Imbalance
Social gets 1:20 of Australian adspend
Social gets equal media coverage
Social generates 1:17 of traffic versus Search
Social gets 4x or 58x the media coverage
44. So What?
Q: Is social media worthless?
A: No
A middle ground
Q: Is social media as valuable and as important
as we are being told?
A: No
45. Rhetoric is Good
No-one else is asking these questions
Everyone else is doing down traditional media
When I do “have a go” at social nobody actually
knocks me down (properly)
Its what (good) B Schools should do
And this is the way brand managers are meant to
behave
47. 1988: A Vintage Era
The creation of modern brand management
The arrival of IMC
The importance of media neutrality
48. The Social Business
A separate allocated budget?
Clients who want social, but don’t know why?
Separate planning tools and models
A complete lack of critical thinking
The fear to question and to reject
49. A New Tool, The Usual Process
Start with your objectives
Use the same funnel we always have
Look at your positioning
The private bank question
Be suspicious of all the tools
Ask the hard questions of all of them
Play them off against each other