CHALLENGES - BEING SOCIAL IN A MODERN BUSINESS, Frank Durrell, Digital Strategy & Technology...
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Transcript of CHALLENGES - BEING SOCIAL IN A MODERN BUSINESS, Frank Durrell, Digital Strategy & Technology...
Awareness & Consideration
Engagement & Action
Advocacy & Retention
What are the main three challenges for social in a modern business?
Content creator
Content locator
Publishing partnerships
TechnologistMedia
specialist
Copywriter Designer Analyst DeveloperBrand
strategist
Legal Compliance Psychologist Sociologist Sales
Skills needed to be a social specialist
• Worked in Digital marketing for 16 years evolving from Developer, Project Manager, Creative, Client Services to Strategy
• Clients like Jaguar Land Rover, UBS, Mazda, Vodafone, GCHQ, Novartis
• Digital Strategy & Technology Director, Global Network Clients @ Starcom MediaVest Group
Establishing credibility
What audiences say about us is more important than what we say about ourselves
Conversations don’t schedule themselves around our campaigns – we have to
contribute to conversations
Social is about content journalism so we are part of a conversation, not public relations to create or control conversation about content
How can we communicate value
Too complex
Too dangerous
Too expensive
Too time consuming
Too little relevance
Too few results
Barriers to using social
Test & learn campaigns
Create an audience
Elicit audience feedback
Scale around success
Huge opportunity for reach
Fantastic examples
The value of social
Paid drives broad
awareness
Owned informs and educates
Earned creates community,
relationships and amplifies
paid
Social is inherent to good POE Media strategy
DATA
Ingebrigt Steen Jensen PAPER ad A controversial ad – sparking debate
that gained traction in social media The ad created broad reach, but by its
very nature (broadcast) won’t create a platform for conversation, amplification, or general engagement and loyalty.
You can get this from WOM, but a measurable and massively amplifiable way – is social media.
UNDERSTAND
AWARENESS & CONSIDERATION
ENGAGEMENT
PARTICIPATION& ACTION
RETENTION & LOYALTY
The approach to great social media
RELATIONSHIPS
Social media is complex, vast and growing
Examples of great social media campaigns and
how they came to be
Each year, 2 million people
in the UK take to Twitter to
complain about their
blocked noses, colds and
other annoying cold-like
symptoms in search of
some sympathy and good old-fashioned cheering up!
What’s going on? Why does it matter? Our idea What happened?
Otrivine engaged with
people in one-on-one, real
time conversations about
their cold and flu
symptoms and deliver
personalised tweets and
handpicked entertaining content.
We produced 4 highly
amusing vignettes served
to Twitter users
complaining of cold and flu
via a personalised tweet.
This mechanic had never
been executed on Twitter before by anyone.
22% engagement rate and
a growth in SOV from 1.6%
to 6.1% and a 361%
growth vs. competitors,
whilst delivering a paid
media CPE of £.90, 10%
below our £1 KPI.
Video
available.
Otrivin – Snot What I Said
GCHQ Global Case study
The Challenge
Spread the word
The outcome
#Whatsnext?
More social video content
Changing platforms
Evolving devices
New ways to engage with content
New ways to engage and share with each other
• Video to become primary content format –particularly on mobile
• “Buy”/shopping on social media
• Wearable tech changes the way we communicate with audiences
Monitisation of social to a basket
Ubiquity and availability
Knowing where to invest time and effort
