Entrepreneurs Forum: Share
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Transcript of Entrepreneurs Forum: Share
1 | 18.04.2023
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Share this and Share that tooApril 2014
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#sharethis@wadds
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Screen dominates print
Source: Google
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Mobile overtakes desktop
Source: KPCB
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Building the web for 5bn people
Source: Google
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Changing media
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Growing up
Source: Hitchhikers Guide to the Galaxy
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“Anything that is in the world when you’re born is normal and ordinary and is just a natural part of the way the world works.”
Adams on growing up
Source: Douglas Adams
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“Anything that’s invented between when you’re 15 and 35 is new and exciting and revolutionary and you can probably get a career in it.”
Adams on growing up
Source: Douglas Adams
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“Anything invented after you’re 35 is against the natural order of things.”
Adams on growing up
Source: Douglas Adams
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Markets are people
Source: The Business of Influence by Philip Sheldrake (Wiley 2011)
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Share This
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Really? No really. Think again.
Source: Search data
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Source: Sales email / Stephen Waddington
Sales 1.0: spam
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Source: LinkedIn
Sales 2.0: mining for data
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Sales 2.0: turning data into insights
Source: Twitter data
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Big and little data
Source: Google data
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AdolescenceThe trickiest developmental age
Source: Inbetweeners and Adrian Mole
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Stop posting shit on the Internet
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Source: Content Marketing Institute: 2013 Benchmarks, Budgets and Trends
The content bandwagon
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The audience answers back
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“Organisations used to operate under the belief they could control how a message was communicated to an audience.”
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Internal advocates (or not)
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Difficult conversations
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“Good marketing and public relations should be two-way (20/80 or even 10/90).”
“Critics aren’t just members of your external audience. Sometimes they’re employees.”
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Growing pains
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Source: Mashable
Be careful what you ask for
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Twitter chat backfires
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“A message will only resonate with an audience if the audience believes it to be sincere and authentic.”
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Source: Guardian
JP Morgan sees trouble ahead
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Hacked political advertisement
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“In reality, organisations can plan their public relations activity and carefully craft messages and content, but control has never been possible.”
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Wikileaks: cable leaks
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Source: Greenpeace
Crowdsourced BP brand
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“Communication and marketing between an organisation and an audience can no longer be one-way.
It never should have been.”
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WHSmiths carpet Twitter feed
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Source: Disgruntled Passenger 2.0, SimpliFlying
Pissed off passenger 2.0
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“There are no real boundaries anymore and brands have to communicate with audiences both en masse, as smaller groups and as individuals.”
“And above all, as human beings.”
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Share that too
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Customer service 2.0
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Customer service 2.0
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Customer service 2.0
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Customer service 2.0
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Customer service 2.0
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Customer service 2.0
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Customer service 2.0
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Asda chicken licker
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Bodyform responds
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Lego Cuusoo
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Media relations
Influencer relations Community
Social Business
(vision)
Stages of social development
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Awareness
Knowledge
Interest
Preference
Action
Marketing 101
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events
whitepapers
Blogs
CRM
Social selling
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events
whitepapers
Blogs
CRM
SALES
Social selling
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baby: no profiles and still find social media all a bit baffling and new-fangled
child: on the most popular networks and push out marketing content
teenager: social media as a communication and marketing channel
young adult: two-way engagement, likely communication, marketing and customer service. Integrated systems
grown up: the truly social organisation. Mature work-flow
Who are you?
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Research/Insight•Web analytics•Web research•Search insight•Social networks•Conversation• Influencers
Strategy•Define goals and objectives
•Devise means of motivation and engagement
Content•Format•Function•Content optimisation
Channels•Facebook•Twitter•LinkedIn•Google+
Engagement•Community management
•Campaign lifecycle•Social lifecycle
Evaluation•SMART Objectives•The Barcelona Principles
•Valid Metrics
Planning model
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The future of organisational communication
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“Organisations are obsessed with pushing brand and product messages. They want to appear cool and feel good about themselves rather than engage with their audiences.”
Tom Foremski
Corporate media
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Earned reputation
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New forms of media
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Location and always on
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Brands as utility
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Stephen Waddington
wadds.co.uk@wadds
Contact
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