NEF3.pdf

Transcript

3. By the end •  Understanding industry landscape and implications •  Ability to evaluate ROI of digital campaigns •  Knowledge of emerging trends and great digital campaigns •  Evaluating average vs. excellent digital presence/strategy •  Basic overview of useful tools
4. Schedule •  Part 1: The Landscape •  Part 2: Evaluating ROI (& blog exercise) •  Break •  Part 3: Trends & campaigns •  Part 4: Evaluating excellence •  Break •  Part 5: Basic tools
6. Part 1: The Landscape •  Groundswell & Wikinomics: social media in 2011 •  Net promoter score, virality & the viral coefficient •  Selling social media internally (Oliver’s presentation)
8. “A social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations.”
9. Summary •  Threatens traditional institutional power •  Huge potential when used to your advantage •  Success = POST (People, Objectives, Strategy, Technology) •  How-to guide for businesses on social media
12. “For companies to succeed, leaders must think differently about how to compete and be profitable, and embrace a new art and science of collaboration: wikinomics. This is more than open source, social networking, smart mobs, crowd wisdom or any other idea that touches upon the subject. Rather, it’s about deep changes in the structure and modus operandi of the corporate entity and our economy, based on new competitive principles such as openness, peering, sharing and acting globally.”
14. 14% of people trust ads 86% of people skip TV ads
15. 78% trust consumer recommendations
21. Created a section of the corporate site dedicated to the event and how BP is managing it Source: http://www.bruceclay.com/blog via Repskan (www.repskan.com) Established bloggers on the forefront to report on how the spill is affecting the area Dedicated the Facebook account to keep the public updated daily on efforts and allow people to weigh in Repurposed its Twitter account to include all the important contact information, daily tweets on progress and to answer questions Created a channel on YouTube to share critical videos on all the areas of life that have been affected by the spill and how BP is managing it Utilised Flickr to showcase images of what’s happening in the Gulf of Mexico Ran a depressing live stream of millions of gallons of oil spewing into the ocean 24 hours a day
22. Source: http://www.torbenrick.eu/blog/social-media/did-social-media-attack-harm-bps-bottom-line/
23. Source: http://www.web-strategist.com/blog/research/
24. Source: http://www.web-strategist.com/blog/research/
25. Source: http://www.web-strategist.com/blog/research/
26. Part 1: The Landscape •  Groundswell & Wikinomics: social media in 2011 •  Net promoter score, virality & the viral coefficient •  Selling social media internally
30. Virality
31. 8 types: Inherent, collaboration, incentivised, embeddable, signature, social, pure word of mouth.
37. Source: http://www.forentrepreneurs.com/lessons-learnt-viral-marketing/
39. Part 1: The Landscape •  Groundswell & Wikinomics: social media in 2011 •  Net promoter score, virality & the viral coefficient •  Selling social media internally
40. Part 2: Evaluating ROI •  Split into four groups •  Each group is given a topic •  Construct a blog post (three short paragraphs) that summarise the topic’s main points •  Present blog post to the group •  There may or may not be prizes.
41. Part 3: Trends & campaigns •  Growing your fan base: Permission Marketing •  Cluetrain manifesto •  The Golden Circle
43. “Marketing in the 80s was all about the product, and then it moved into the “new marketing” era which was about “you deserve this car because you are amazing” and now we are in the era of “us marketing.” (Kristen Boschma)
48. Part 3: Trends & campaigns •  Growing your fan base: Permission Marketing •  Cluetrain manifesto •  The Golden Circle
49. Markets are conversations.
50. Markets consist of human beings, not demographic sectors.
51. Conversations between humans sound human. They are conducted in a human voice.
53. Source: http://www.web-strategist.com/blog/research/
56. Part 3: Trends & campaigns •  Growing your fan base: Permission Marketing •  Cluetrain manifesto •  The Golden Circle
59. Part 4: Evaluating excellence •  The Brand Gap •  Made to Stick •  The Thank You Economy
61. “Successful companies in social media act more like party planners, aggregators, and content providers than traditional advertiser.”
71. Part 4: Evaluating excellence •  The Brand Gap •  Made to Stick •  The Thank You Economy
75. Part 4: Evaluating excellence •  The Brand Gap •  Made to Stick •  The Thank You Economy
79. Part 5: Basic tools •  User journey •  Checklists •  Social media measurement
95. Part 5: Basic tools •  User journey •  Checklists •  Social media measurement
98. Part 5: Basic tools •  User journey •  Checklists •  Social media measurement