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@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?
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