Social and mobile for business

Mobile & Social What it means for business

Kate Carruthers

May, 2015 - Sydney

May 2015 Kate Carruthers | CeBIT Sydney 2

If you’re not working out how

to disrupt you will be

disrupted…


http://disruptorshandbook.com/the-five-cs-of-digital-disruption/


“There is no ROI in anything if you don’t learn how to use it.” - Gary Vaynerchuk, Founder VaynerMedia

Social changed the game…

Brands discovered the notion

of ‘conversations’ with

customers

Not strategic

Random tactical efforts



“…many brands moving

towards measuring audience

impressions, clicks, and

thinking cross-platform"

- Tania Yuki , Shareablee CEO and Founder

Source: Shareablee Reveals Top 25 Social U.S. Brands Of 2014, 3 February 2015, http://blog.shareablee.com/post/109977591274/shareablee-reveals-top-25-social-u-s-brands-of

http://blog.shareablee.com/post/109977591274/shareablee-reveals-top-25-social-u-s-brands-of


















“…Instagram delivered these

brands 58 times more

engagement per follower

than Facebook, and 120

times more engagement per

follower than Twitter.”

Instagram Is The King Of Social Engagement, Nate Elliott , 29 April 2014, http://blogs.forrester.com/nate_elliott/14-04-29-instagram_is_the_king_of_social_engagement

http://blogs.forrester.com/nate_elliott/14-04-29-instagram_is_the_king_of_social_engagement








Source: Shareablee Reveals Top 25 Social U.S. Brands Of 2014, 3 February 2015, http://blog.shareablee.com/post/109977591274/shareablee-reveals-top-25-social-u-s-brands-of



















Hardly anyone is driving

direct revenue from social

Many businesses are not

optimized to sell via mobile


Source: Mobile Marketing Statistics 2015, Danyl Bosomworth, 15 January 2015, http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-

marketing-statistics/

http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/













Must be mobile friendly –

Google & customers will

punish you if not

Source: What Is Mobilegeddon & The Google Mobile Friendly Update, earch Engine Land, http://searchengineland.com/library/google/google-mobile-friendly-update

http://searchengineland.com/library/google/google-mobile-friendly-update









Social: phase 1

Next comes

collaborative

economy & IoT


The present of social is

mobile

The future of mobile is IoT

and wearables


Huge monetization

opportunities:

Cisco [former] CEO John

Chambers Values Internet of

Things at $19T #CES2014

PEOPLE



Assumes access

to any resources

Online

On demand

Real time

Anywhere

Any device

Democratisation of

communication

Inversion of power

relationships

Communication production in

hands of many

Growth in peer-to-peer &

mobile May 2015 Kate Carruthers | CeBIT Sydney 17

Source: Kevin Kelly, http://www.kk.org/thetechnium/archives/2007/11/four_stages_in.php

18

“…a shift towards the

individual as the centre of a

network of relationships

mediated and enabled by

technology...”


http://www.kk.org/thetechnium/archives/2007/11/four_stages_in.php


The shift is from customer

channels to a customer

continuum mediated by

social & mobile


Connect social media activity

to purchasing activity

Make it work on mobile and

tablet

Make it friction-less


In a fast moving

context

command-control

management is

dead


Employees

with skills to

work in a

social or

collaborative

context

Source:

http://upload.wikimedia.org/wikipedia/commons/9/96/Bill_Nye,_Barack_Obama_and_Neil_d

eGrasse_Tyson_selfie_2014.jpg

http://upload.wikimedia.org/wikipedia/commons/9/96/Bill_Nye,_Barack_Obama_and_Neil_deGrasse_Tyson_selfie_2014.jpg



Integrated teams…

Tech

Marketing

Sales

Operations

Customer service



Workforce changes

co-working

collaboration

increased decentralisation

shorter change cycles


Issues with boundaries:

between public & private

between personal & business

blurring between roles

increasingly difficult to

establish role clarity

RISK AND GOVERNANCE



Monitor your business online

Assign responsibility for

online channels

Include social & mobile in

digital strategy


Link digital strategy to

marketing strategy

Ensure cross media planning

in place

Develop mechanisms to track

progress


Monitoring

Training & skills

Risk management

Policy & guidelines


Create and manage loosely

connected networks

Grow a business in a networked

world

Engage people & garner advocates

for your business

Focus outward while protecting

your brand


1) Digital strategy Social is just part of it,

includes websites, email

marketing, etc.

2) Tactical plans For implementation of

campaigns

3) Resource plan Social is not free, it needs

people and tools

4) Tools Required to enable

management, tracking and

monitoring

5) Metrics Need to be decided prior to

implementation to enable

effective reporting


6) ROI Need to track investment and

results

7) Reporting For good governance

8) Roles &

responsibilities

Defined and clear to all

parties, in particular

governance + cross-functional

teams

9) Cross media plan Integration with other digital

and marketing activities

10) Risk management Includes social media policies

and procedures and crisis

management process

Thank-you


Social and mobile for business

Business

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