Adam Brown's presentation to the Social Media Influence conference on the importance of integrating social media within an organisation and of getting executive level buy-in for social media strategy. Adam drew on his experience at Coke and Dell in sharing his thoughts on "Winning in the Social Media Space"
View video of Adam's presentation on the video page of www.socialmediainfluence.com
Follow us on Twitter @socialinfluence
6. But there are similarities…
• Passion for the business
• Data/analytics driven
• Lots of chatter/buzz
• Support of the function
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7. • Social works for B2B, B2C
• Everyone has a story
• Play to your audience
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• Support of the function
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8. Storytelling is critical in social media,
but likely won’t cut it in the boardroom…
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9. Let’s talk about four things first…
• There are four steps to social
media outreach
• Traditional campaign
mindsets don’t work
• Fish where the fish are
• Success revolves around
genuine, compelling content
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10. Then let’s talk about…
• Small wins lead to big wins
• Use relevant references
• Show it live, make it real,
make it actionable
• Is this marketing,
public relations or both?
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11. But first,
some stats…
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12. Stats to get us in the mood…
• Mobile web bigger than
desktop web by 2015 - Morgan Stanley 5/2010
• UK April 2010 vs. April 2007:
65% more time online - Nielsen/UKOM 5/2010
• UK Activity: Social 11.88%
Search 11.33%
- Hitwise 6/2010
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13. More stats…
• 79% say they rarely click
on display ad - Pew Internet 1/2010
• 25% of search results for
top 20 brands - UGC - Socialnomics 5/2010
• Social media use
surpassed email use
- Morgan Stanley/Mary Meeker 6/2010
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14. But what does this tell us?
• Focus on the brand
in the hand
• Traditional online
effectiveness isn’t there
• We must get our stories
*
in the social stream
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23. Thru the eyes of our audience…
Our home page is not
dell.com, it is google.com.
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24. Thru the eyes of our audience…
Our home page is not
dell.com, it is google.com
& youtube.com &
twitter.com & qq.com &
renren.com &
facebook.com &
linkedin.com…
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25. 7,000 to 10,000 conversations a day mention Dell
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26. But how do
you manage
and leverage
these online
conversations?
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27. Four steps to social media outreach
• Review what is being said
• Respond appropriately
• Record compelling video
• Redirect your traffic
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32. REVIEW RESPOND
RECORD REDIRECT
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33. Winning at Social Media
• It’sall about the 4Rs
• Every day is a campaign…
• Fish where the fish are
• Be a storyteller
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35. Traditional concepts no longer work…
Short-term thinking yields short results…
campaigns based on
traditional campaigns earning sustainable relationships
fans/follows/friends
fans/follows/friends
time time
Campaigns based on earning sustainable relationships
leverage the existing audience and grow it for future use.
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38. How do we get executive buy-in?
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39. How do we get executive buy-in?
• Small wins lead to big wins
• Use relevant references
• Show it live, make it real,
make it actionable
• Is this marketing,
public relations or both?
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41. How do we measure success/ROI?
•Attributable sales
• Net Promoter Score
• Brand Value
• Sentiment
• Cost Avoidance
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42. How do we measure success/ROI?
• Attributablesales
• Net Promoter Score
• Brand Value
• Sentiment
•Cost Avoidance
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43. In conclusion…
• Experiment
• Be a storyteller
• Be a data junkie
• Fish where the fish are
• Build upon your success
• Listen & learn
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44. Thank you.
• Adam Brown, Director Interactive Marketing Communications, Dell
• twitter: @adamcb