Lance Concannon, Sysomos: Simplifiying social - How marketers can manage the increasing complexity of social media @ ad:tech 2016

Managing complexity in social

A decade of relentless innovation

2

94,101,000

Monthly Active

Users

2006

2016

5,500,000,000+

Monthly Active Users

Driven by mobile

3

iPhone launched in 2007

iPad launched in 2010

Mobile device market

Over 1.5 billion smartphone users

Over 1 billion tablet users

Creating complexity

More users

More channels

More markets

More languages

4

More tools

More data

More options

More questions

Resourcing and governance has become harder

Brands X Channels X Markets = ?

5

Multiple stakeholders with overlapping roles

PR

Advertising

Digital

MarketingHR

Customer Service

Agencies

6

Paid, earned, and owned needs to work in harmony

Complex customer journey

Multiple brand touch points

No clear A to B to C path through the

sales funnel

Tracking and attribution is harder

Measurement and analysis becomes

more difficult – how do you know what’s

working?

7

8

9

10

The answer?

11Simplify your life

Listen AnalyzePublishEngageCurate

End tool sprawl – put everything under one roofSysomos is the only integrated platform for earned, owned, and paid that helps you get in control and stay in

control of your digital strategy at scale, with the capabilities you need most (and without the stuff you’ll never use).

Integrated Brand and Campaign across Paid, Earned, and Owned

Aggregate and Benchmark KPI’s

across accounts, brand, channels,

and markets

Measure social campaigns

and uncover media buying insights

for optimising reach, engagement,

& purchase intent.

Combining Paid, Earned, and Owned

give clear visibility for quantifying how

paid media generates more earned

media and drive traffic to own

properties

Reduce complexity – only get what you need, eliminate clutter

Customer ServiceFlexible Interface

Customised by

Job Role

15

Making marketers more efficient and effective

Research

and Listening

Customer

Engagement

at Scale

Content

and Audience

Development

Social

Management and

Governance

Real Time

Analytics and

Insights

Social Listening Visual Listening with Image Recognition Facebook Topic Insights

Owned Social Data on 9 channels Integrated Social Organic and Paid KPI’s

Our comprehensive data driven analytics approach

Results in better operational effectiveness across core marketing tasks

Sysomos is the only unified platform for earned, owned, and paid that helps you get in control and stay in control of your digital strategy at scale, with the capabilities you need most (and without the stuff you’ll never use).