@JeremyWaite Head of Digital Strategy EMEA  

#PMIEUR

of marketers believe that

“ 70% The industry has changed more in the last 2 years than the last 50”.

@JeremyWaite

#PMIEUR

A  strategy  is  a  cohesive  response  to  an  important  challenge.  It  is  a  set  of  coherent  ac6ons,  not  to  be  confused  with  details  of  the  actual  implanta6on  of  that  strategy  (that  would  be  'goal  se>ng').  A  strategy  tells  everyone  "this  is  how  our  organisa-on  is  going  to  move  forward".      

Strategy – [A Definition]

@JeremyWaite

#PMIEUR

•  Where did we come from? •  Where are we now? •  Where are we going? •  How do we get there?

Social Media Strategy

3 RULES FOR WINNING

1.  What Does Success

Look Like?

2.  How Are We Going To Get There?

3.  What Is Likely To

Stop That From Happening?

Where did we come from?

#PMIEUR

2 Most Common Questions I Get Asked ~ 1.  Which social networks

should I concentrate on?

2.  How much of my time and resources should I allocate to each one?

reproduced every 48hrs

All the data that had ever existed until 2003 is now

“Never before have so many people known so much useless information about people they don’t care about”. @unmarketing

Now reaches more US adults (18-34) than any cable TV station

“We ask too much of Technology and not enough of ourselves”.

@NateSilver538

Where are we now?

#PMIEUR

The World’s “Most Social” Brand?

The World’s “Most Social” Business?

There are 4 billion smartphones in the world…

Only 25% of them are “smart”.

86% of eyeballs on

Mobile are now in Apps not on Websites

The  average  @TwiCer  user:    •  American  woman  •  iPhone  •  208  followers  •  Purple  profile  background  

of people trust their friends

“ 78% recommendations”. (Only 14% trust brands).

Social Networks Are NOT Sales Channels. #PMIEUR

X

Pinterest generates 2X the revenue of Facebook and 2X the CTR of Twitter”.

“

Rich Relevance

“Click-to-Buy” v “Click-to-Share”

Where are we going?

#PMIEUR

of daily searches on 20%

Google have never been searched for before”.

THE  ECONOMIC  GRAPH  

Be accurate Be helpful Be everywhere

How should you build meaningful relationships with your customers?

Is  the  Future  “Anonymous?”

How do we get there? (The Strategy bit…)

#PMIEUR

“Insights are things we don’t know. Should know. But can change”.

@ESwyane

5 x W’s @Dell

1.  Who 2.  What 3.  Why 4.  Where 5.  When 6.   How 7.   Outcomes

@Forrester P.O.S.T

How To Decide What To P.O.S.T."

People" Who is your audience (demographics / interests)?"What are they saying (right now)? "

Objectives" Why do you want to create content?"What do you want your content to achieve?"

Strategy" What is your plan of action (and why)?"How do you want your plan to affect your audience?"

Technology" Which technologies should you use?"How do these technologies integrate?"

Campaigns v Customer Journeys

60:30:10

60:30:10 "

30%  Crea6ve  30%  

Crea6ve  60%  Media  60%  Media  

10%  Strat  10%  Strat  

Question to always ask ~

“How will this make the world’s best marketers even better?”

WHO DO WE WANT TO SPEAK TO?

WHY?

WHAT WILL WE DO?

WHY WILL PEOPLE CARE?

METRICS

REVIEW

ACQUIRE ENGAGE CONVERT RETAIN

WHO?

HOW?

Map YOUR Customer’s Journey…

60:30:10 "

30%  Crea6ve  

60%  Media  

5% Strategy

5% M

easurement

30%  Crea6ve  

60%  Media  

Loyalty Beyond Reason. Brand Relationship

“Digital marketing has more to do with psychology and sociology than technology”.

@BrianSolis

NPS

ROI

ENGAGEMENT

BRAND KPI’S

METRICS

Only 42% Companies know how to Measure “Lifetime Value”

@eConsultancy

never been searched for before”.

@JeremyWaite

#PMIEUR

•  Social Networks are NOT Sales Channels •  Chase the # NOT the @ •  Understand Your Audience •  Be Obsessive About (Commercial) Metrics •  Have Fun

Takeaways

“You can have everything you want in life, if you just help enough other people get what they want”.

Zig Ziglar

Slideshare.net/JeremyWaite

#CXSummit14

Questions?