dm xand marketingkingdom

© Copyright 2013 Daniel J Edelman Ltd.

WHAT HAVE ALL THOSE FANS AND FOLLOWERS DONE FOR YOUR BRAND? (or, do I really need a “social media strategy”?)

Robin Hamman, Director of Digital, Edelman (London)

© Copyright 2013 Daniel J Edelman Ltd.

INTRODUCTIONS

© Copyright 2013 Daniel J Edelman Ltd.

A BIT ABOUT ME

@Cybersoc

© Copyright 2013 Daniel J Edelman Ltd.

OUR SERVICES

RESEARCH • Insights & Intelligence • Social Conversation Analysis • Influencer Identification • Survey & Focus Groups

PLAN

TRANSFORM

CREATE & DEVELOP ENGAGE COUNSEL

ANALYZE

• Social Business Planning • Organizational Design • Policy & Governance • Technology & Workflow

• Strategy • Education & Certification • Program Planning & Integration

• Design & Development • Mobile/Tablet App Dev • Digital/Social Advertising • Digital Creative Content • Technical Development

• Community Management • Online Influencer Engagement • Social Search Optimization

• Online Engagement Counsel • Issues Management • Crisis Preparedness

• Conversation Analysis • Social Media & Brand Monitoring • Listening Programs • Measurement Framework

© Copyright 2013 Daniel J Edelman Ltd.

Digital

Mobile Properties Internal Properties (Intranets etc.)

External Social Networks External Websites

Paid + Earned

Owned + Earned

sear

ch e

ngin

es social sharing

BRAND WEBSITES

CORPORATE WEBSITES

MULTIBRAND WEBSITES

RICH MEDIA PARTNERSHIPS

CORPORATE

MULTIBRAND BRANDS

BLOGGER OUTREACH BLOGS

ADS BANNER ADS

THE DIGITAL ECOSYSTEM Web, social, mobile, search—our philosophy is to look

at the bigger picture and how it all integrates.

© Copyright 2013 Daniel J Edelman Ltd.6

© Copyright 2013 Daniel J Edelman Ltd.

AGENDA•Do you need really need “a social media”?

•Do you need a social media strategy?

•Social media for grown-ups...

© Copyright 2013 Daniel J Edelman Ltd.

BEWARE OF SHINY OBJECTS

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“I want a social media...”

© Copyright 2013 Daniel J Edelman Ltd.

“I want a social media...”

“...because my competitors are doing it.”

“...because it’s easy.”

“...because it’s free.”

“...because I want gazillions of fans and followers.”

“...because it couldn’t hurt, right?!”

© Copyright 2013 Daniel J Edelman Ltd.

STAY OFF THE SAUCE…

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Today Tomorrow

Launch Channels & Grow

© Copyright 2013 Daniel J Edelman Ltd.

Today Tomorrow

Launch Channels & Grow

This is not a strategy...

© Copyright 2013 Daniel J Edelman Ltd.

“3 gazillion fans!”

“12% month-on-month increase in likes!”

“27 uses of the #hashtag”

“19 shares”

“overall, sentiment was positive...”

© Copyright 2013 Daniel J Edelman Ltd.

A FEW THINGS TO NOTE...

© Copyright 2013 Daniel J Edelman Ltd.

“EATING SOMETHING” VS“LIVING HEALTHY”

© Copyright 2013 Daniel J Edelman Ltd.

SILOS BLOCK THE PATH TO SUCCESS

© Copyright 2013 Daniel J Edelman Ltd.

ALIGNMENT FAILURES BREED CONFUSION

© Copyright 2013 Daniel J Edelman Ltd.

FOCUS ON ALL THREE SPHERES OF DIGITAL

© Copyright 2013 Daniel J Edelman Ltd.

YOU CAN’T ENGAGE ALL ON YOUR OWN

© Copyright 2013 Daniel J Edelman Ltd.

SO HOW DO I DO THIS THE GROWN UP WAY?

© Copyright 2013 Daniel J Edelman Ltd.

Understand Business Strategy

© Copyright 2013 Daniel J Edelman Ltd.

Understand Business Strategy

Identify Processes, Objectives

and Motivations

© Copyright 2013 Daniel J Edelman Ltd.

Understand Business Strategy

Identify Processes, Objectives

and Motivations

Gain Stakeholder,

Audience and Trends

Insights

© Copyright 2013 Daniel J Edelman Ltd.

Understand Business Strategy

Identify Processes, Objectives

and Motivations

Gain Stakeholder,

Audience and Trends

Insights

Align

© Copyright 2013 Daniel J Edelman Ltd.

Understand Business Strategy

Identify Processes, Objectives

and Motivations

Gain Stakeholder,

Audience and Trends

Insights

Align

Plan

© Copyright 2013 Daniel J Edelman Ltd.

Understand Business Strategy

Identify Processes, Objectives

and Motivations

Gain Stakeholder,

Audience and Trends

Insights

Align

PlanExecute

© Copyright 2013 Daniel J Edelman Ltd.

Understand Business Strategy

Identify Processes, Objectives

and Motivations

Gain Stakeholder,

Audience and Trends

Insights

Align

PlanExecuteMeasure

© Copyright 2013 Daniel J Edelman Ltd.

“reduced customer care resolution costs by 19%”

“elicited 12 careers inquiries through our staff”

“eliminated unsold stock in one day”

“crowded main competitor off 1st page of search results”

“increased brand association with ‘innovation’”

© Copyright 2013 Daniel J Edelman Ltd.

Twitter users are 7 times more likely to click through to a purchase page than other visitors (Client, 2012)

Facebook users are 3 times more likely to visit a purchase area compared to average visitors (Client, 2012)

“By adding social media share buttons, we achieved a 75% growth in page views (Client, 2013)”

“In February 2012, Facebook drove more traffic to Guardian.co.uk than Google, accounting for 30% of referrer traffic” (Tanya Cordrey, The Guardian)

© Copyright 2013 Daniel J Edelman Ltd. *not a client

• Strategy: Engage with SME market

•Content led community

• Content shared via multiple social media channels

• 7.5m YouTube views, 327k Fans on Facebook and nearly 200k followers on Twitter

•Over 1m visits per month (2010)

•Database of 11k SME’s (2010)

© Copyright 2013 Daniel J Edelman Ltd. *not a client

© Copyright 2013 Daniel J Edelman Ltd. *not a client

• BBC Beta Project (2008)

• Soaring moderation costs were not sustainable

• Find and reflect approach to audience generated content

© Copyright 2013 Daniel J Edelman Ltd. *not a client

• Gazillions of views

• Gazillions of likes

• Little known, niche product

• Tapped into adjacent interests of consumers, in an authentic and creative way

• “700% uplift in sales”

© Copyright 2013 Daniel J Edelman Ltd. *not a client

“... facebook drove more traffic to guardian.co.uk than Google for a number of days, accounting for more than 30% of referral traffic...”

Tanya CordreyThe Guardian

March 2012

© Copyright 2013 Daniel J Edelman Ltd. *not a client

Clearing unsold or refurbished stock via Twitter = USD $6.5million in sales (June ’09)

© Copyright 2013 Daniel J Edelman Ltd. *former client

Leading Mobile Network:

•One-to-one customer resolution via phone: known cost

•One-to-many customer care resolution via social: same cost... but viewed by dozens of customers, many with similar issues and boosts SEO.

•= Reduced resolution costs, happier customers and better search optimisation

© Copyright 2013 Daniel J Edelman Ltd.

CREATING MEANINGFUL PARTICIPATORY FRAMEWORKS THAT ALIGN STAKEHOLDER BEHAVIOURS WITH STRATEGIC OBJECTIVES IS ESSENTIAL

Thanks!

ROBIN HAMMANEDELMAN DIGITAL

robin.hamman@edelman.com

@Cybersoc

http://www.edelman.co.uk

http://www.cybersoc.com

http://www.linkedin.com/in/robinhamman