5 Lessons in Social Branding

5 LESSONS ON SOCIAL BRANDING Building Relationships. Faster.

@JeremyWaite Salesforce Marketing Cloud EMEA

THE REAL THING

#PMIEUR

The Customer Success Platform Enabling customer transformation

Sales Service

Marketing

Community Apps

Analytics

Build relationships. Faster...

UNKNOWN KNOWN

We Need To Build Relationships. Faster.

4 Technology Shifts 2015

11.6% Faster app

development in the cloud.

25% Mobile traffic direct from

mobile to cloud.

550m Social networks

and forums (69% dark)

90% Data didn’t exist 12 months ago

“Social media is not a silver bullet. But it makes everything else better”. Wendy Clark Senior VP, Global Marketing

1.  Growing Profitable Revenue

2. Connecting with Customers

3. Competition in the Marketplace

Gartner CMO Spend Survey 2015

Journeys Contacts Content Channels Analytics Apps

Top 3 CMO Challenges in 2015

“We don’t want to be a big brand on Facebook doing big brand advertising”.

Michael Donnelly, Director of Worldwide Interactive Marketing at Coca-Cola Co (The world’s largest Facebook page).

$190.48 fan 3.3m (5% active)

33,696 $6.4m

“Engaging with your fans and building a community are two totally different things”.

@MitchJoel

“Better to have 1,000 people who love you, than 1m people who kinda like you”. @Bchesky, AirBnB

1

2 3 4

90,858,973

57,456,488

43,302,878

42,056,083

37% Brands don’t know the lifetime value of their customers

Aquire

YouTube’s 490 million users upload more video in 60 days than the three major U.S. te

levision networks created in 60 years

•  25 million video views. •  1,220 YouTube subscribers. •  242 million social web impressions •  39 million Facebook impressions •  546,000 impressions on YouTube •  246,000 Facebook mentions •  1.5 million new Facebook fans •  21,000 new Twitter followers •  245 million search impressions •  461,000 clicks CTR of 0.2%

Mark Ronson & Katy B for Olympics 2012

“You don’t have to spend a j i l l i o n d o l l a r s o n advertising to get your word out. What matters is that customers have a good experience with your product at every single point of contact”. David Neeleman ~ Founder JetBlue

60:30:10 Campaign Strategy

STRATEGY 5%

CREATIVE 30%

MEDIA 60%

ANALYTICS 5%

Engage

Ulrik Nehammer CEO Coca-Cola EMEA

“In the past it was the big companies out-competing the small companies... Today it is the fast companies out competing the slow companies”.

00:05 #PMIEUR

77% of consumers don’t want a relationship with a brand?

HARVARD BUSINESS REVIEW

2.5m Fans 6.6m Fans

85% Engagement 15% Content

Onboard

69% Dark Social | 23% Facebook | 8% Other Social Networks

DATA DRIVEN MARKETING?

Even when executives have all the data available

75% still trust their gut when making major strategic decisions.

Whe

n

WHEN did they say it?

Who

WHO are your

customers?

Wha

t

WHAT are they saying?

Why

WHY

did they say it?

Whe

re WHERE did they say it?

The (Not So) Secret Social Formula

Convert

“Lack of trust is the biggest threat to the advertising industry”.

Simon Litherland – Britvic CEO

The Coke Now : Next : New Strategy Prioritise your goals in a whole new way

Customer Success

10% NEW PROJECTS

20% NEXT (24 MONTHS)

70% NOW (0-24 MONTHS)

Retain

“You can’t purchase loyalty”.

Frank Underwood

A 5% Increase in Customer loyalty is everything.

72% CEO’s say #1 priority is understanding customer needs.

Build Relationships. Faster.

#BIGDATA

Volume Velocity Variety Veracity

5B Smartphones

by 2017 Customer Data

Purchase Data

500m+ Social Networks, Blogs

& Forums

Social Data 2.5

Quintillion bytes of data every day

Connected Data

#smilewithacoke #cokecanpics

#PMIEUR TAKEAWAYS

•  60:30:10 Campaigns •  90:10 Engagement •  5 W’s Listening •  70:20:10 Priorities

Let’s go invent tomorrow instead of worrying about what happened yesterday. “

” Steve Jobs ~ Co-Founder $APPL

Thank You

@JeremyWaite | Slideshare.net / JeremyWaite