Copyright © 2013 Interactive Advertising Bureau of Canada The power of social media 1
The Power of Social Media
Jan 22, 2015
Presented at the IAB Canada 2013 Fall Roadshow by Chris Williams.
This presentation explores the current state of social media marketing in Canada.
This presentation explores the current state of social media marketing in Canada.
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Copyright © 2013 Interactive Advertising Bureau of Canada
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The power of social media
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1971
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2013
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Same Brand :: Same Position
What happened?
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The ingredients
• Emotional• On demand• Shareable• Measurable• Has impact on sales
• + technology
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Emotional
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On demand - wifi
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On demand – 4G LTE
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Shareable
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Measureable
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11Visibile Measures – branded video report
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Impact on sales
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STEP BACK A SECOND
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17The 5 M’s
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Where social CRM can be used
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Social media help desk
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Social media reviews
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Astroturfing
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“Conversations among the members of yourmarketplace happen whether you like it or not.
Good marketing encourages the right sort of conversations.”
Seth Godin
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What's the difference between these two brands?
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What's the difference between these two brands?
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What's the difference between these two brands?
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Long Haul vs. Gimmick?
• Brands that don’t do the legwork are doomed to remain “gimmick” social brands.
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So, what is a social brand?
• A social brand starts with a conversation.
• The conversation is among consumers
• The brand listens and responds quickly and appropriately
• The conversation is used to improve the brand, the company, the service
• Authentic
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Travel Alberta
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Don’t just take my word for it…
Beth Reilly, Kraft foodshttp://vimeo.com/15632643#
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Visa, GE, and various B2Bhttp://www.youtube.com/watch?v=bfD1tS9Hogg
Leslie Berland, Amexhttp://www.youtube.com/watch?v=nT_4qt2uHpI
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