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Mapping Your Social DNA

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Avatar for Paul Papadimitriou Paul Papadimitriou
April 23, 2013
Business
41
0

Mapping Your Social DNA

Keynote address at SocialBakers Engage 2013, London.

Avatar for Paul Papadimitriou

Paul Papadimitriou

April 23, 2013

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Transcript

  1. MAPPING YOUR SOCIAL DNA Paul Papadimitriou — Engage 2013 —

    London

  2. COMPANIES ARE SOCIAL ANIMALS

  3. HARDWIRED TO ENGAGE

  4. SHOUT AND HOPE

  5. SPRAY AND PRAY

  6. VANITY METRICS

  7. INTROSPECTION

  8. WHO IS YOUR COMPANY?

  9. INFORMATION ARCHITECTURE

  10. SERIES OF TUBES

  11. None

  12. HOW YOU’RE ORGANIZED

  13. WHAT YOU’RE SELLING

  14. WHO YOU ARE

  15. MOBILE

  16. SHIFT 1960 1970 1980 1990 2000 2015 10000 1000 100

    10 5 1

  17. THE ESSENCE

  18. None

  19. INTERNAL DNA DISCOVERY

  20. SOCIAL KILLED WEBSITES?

  21. SOCIAL KILLED INFORMATION ARCHITECTURE?

  22. NO

  23. 67% search before engaging

  24. THE WEB STILL ACTS AS SOCIAL TRIAGE

  25. INDUCED INFORMATION ARCHITECTURE

  26. SOCIAL PERSONALITY DISCOVERY

  27. ARCHETYPES

  28. EXPLORER

  29. SAGE

  30. HUMORIST

  31. CREATOR

  32. CREATOR

  33. HUMORIST

  34. SAGE

  35. EXPLORER

  36. SOCIAL SUCCESS

  37. SOCIAL INFORMATION ARCHITECTURE

  38. SOCIAL DATING

  39. JACK DANIEL’S SOCIAL DATING

  40. MAVERICKS & EXPLORERS

  41. ATTRIBUTES MATCHING Non-paid impressions: +449% Likes: +1493% Shares: +27371%

  42. KLM SOCIAL MATCHING

  43. CUSTOMER BEHAVIOR From point A to point B With my

    luggage At a low price

  44. INTROSPECTION Sales = service 15 minutes response time 9 hours

    case solving time

  45. BEHAVIOR MATCHING KLM Trip Planner Social contest + discount

  46. MIGROS SOCIAL COURTING

  47. POST ENGAGEMENT Wisdom of the customer

  48. LIFECYCLES MATCHING Customer focus Loyalty Sales strategy Stories

  49. SOCIAL INFORMATION ARCHITECTURE

  50. CONTENT IS KING

  51. CONTENT WAS ALWAYS KING

  52. CONTENT IS HAPTIC

  53. CONTENT IS HAPTIC

  54. +1000% engagement

  55. CONTENT HAS LIFECYCLES, POSSESSES BEHAVIORS AND ATTRIBUTES

  56. EMPOWERED CUSTOMER

  57. 80% want same day answer

  58. 80% hold you accountable

  59. CUSTOMERS HAVE LIFECYCLES, DISPLAY BEHAVIORS AND ATTRIBUTES

  60. LIFECYCLES, BEHAVIORS AND ATTRIBUTES

  61. SOCIAL DNA DISCOVERY

  62. LIFECYCLES CONTENT STRATEGY DNA ANALYSIS BEHAVIOR ANALYSIS ENGAGEMENT ATTRIBUTES RE-TARGETING

    INTROSPECTION

  63. SOCIAL IA = KNOW YOURSELF + KNOW YOUR CUSTOMER

  64. @PAPADIMITRIOU