adam brown, head of interactive marketing, dell at social media influence
Post on 17-Oct-2014
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DESCRIPTION
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 @socialinfluenceTRANSCRIPT
Winning in the Social Media Space
Getting Executive Buy-In for Social Media Projects
Global Marketing
But there are similarities…
•Passion for the business
•Data/analytics driven
•Lots of chatter/buzz
•Support of the function
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Global Marketing
• Social works for B2B, B2C• Everyone has a story• Play to your audience• Support of the function7 Confidential
Global Marketing
Storytelling is critical in social media, but likely won’t cut it in the boardroom…
Global Marketing
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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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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Global Marketing
But first, some stats…
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Global Marketing
Stats to get us in the mood…
• Mobile web bigger than desktop web by 2015
• UK April 2010 vs. April 2007:65% more time online
• UK Activity: Social 11.88% Search 11.33%
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- Morgan Stanley 5/2010
- Nielsen/UKOM 5/2010
- Hitwise 6/2010
Global Marketing
More stats…
• 79% say they rarely click on display ad
• 25% of search results for top 20 brands - UGC
• Social media usesurpassed email use
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- Pew Internet 1/2010
- Socialnomics 5/2010
- Morgan Stanley/Mary Meeker 6/2010
Global Marketing
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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*
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Global Marketing
Authenticity.
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Dialogue.
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Moses Method doesn’t work for social media.
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How did we get here?
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Global Marketing
Thru the eyes of our audience…
Our home page isnot dell.com, it isgoogle.com.
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Global Marketing
coca-cola confidential & proprietary
Fast-forward to today…
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Thru the eyes of our audience…
Our home page is not dell.com, it is google.com.
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Global Marketing
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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Global Marketing25 Confidential
7,000 to 10,000 conversations a day mention Dell
Global Marketing
But how do you manage and leverage these online conversations?
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Four steps to social media outreach
•Review what is being said
•Respond appropriately
•Record compelling video
•Redirect your traffic
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Global Marketing
REVIEW
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RESPOND
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RECORD
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REDIRECT
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Global Marketing
REVIEW RESPOND
RECORD REDIRECT
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Winning at Social Media
• It’s all about the 4Rs
•Every day is a campaign…
•Fish where the fish are
•Be a storyteller
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Global Marketing34 Confidential34
Global Marketing
Traditional concepts no longer work…
Short-term thinking yields short results…
Campaigns based on earning sustainable relationships leverage the existing audience and grow it for future use.
traditional campaignscampaigns based on
earning sustainable relationships
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Fish where the fish are…
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Be a storyteller
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How do we get executive buy-in?
Global Marketing
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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Global MarketingConfidential40
Global Marketing
How do we measure success/ROI?
•Attributable sales• Net Promoter Score
• Brand Value
• Sentiment
• Cost Avoidance
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Global Marketing
How do we measure success/ROI?
• Attributable sales
• Net Promoter Score
• Brand Value
• Sentiment
•Cost Avoidance
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Global Marketing
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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Thank you.
• Adam Brown, Director Interactive Marketing Communications, Dell
• twitter: @adamcb