marketing summit - roi or rip: when social becomes a currency
TRANSCRIPT
“The Marketing Summit I”
Break-out 515:30 – 16:30
ROI or RIP: when social becomes a currency
Danny Devriendt, Map Global
3
4 feet, 8 1/2 inches1,435 meter
“When spider webs unite, they can tie up a lion…”Ethiopian proverb
We as a species are addicted to
story…if you want to implant a
message in the human mind, the
best way to do that is to put it in a
story.
“- Jonathan Gottschall, author,
“The Storytelling Animal”
“
THE POWER OF ICE EARNED VALUE
BUSINESS AREA
Marketing/PR E-Commerce Service/Support Innovation Customer Experience
Insights Social Marketing/ PR Insights
Social Sales Insights
Social Support Insights
Innovation Insights Integrated Customer Experiences
Social Engagement • Rapid Social Marketing Response
• Crisis Communications• Proactive WOM
• Rapid Social Sales Response
• Group Social Shopping
• Proximity influence/marketing
• Location-Based Marketing
Rapid Social Support Response
Crowd-sourced:• R&D• Branding• Advocacy
• Influencer Mktg./VIP Experiences
• Blogger Outreach
Sustained Social Engagement
Brand Communities Social Commerce Product Support Communities
InnovationCommunities
Loyalty Programs
ROI • Social Sentiment Monitoring
• Social Campaign Tracking
• Crisis Resolution
Lead GenerationSocial CurrencyProduct Advocacy
Support Resolution NPDAdvocacy
InfluenceLoyaltyAdvocacy
INSIGHTS
RESPONSE
PROACTIVE
CROWD-SOURCING
MARKETING SALESCOLLABORATION
INNOVATIONSUPPORT
Brand tracking Research communities
Identifying leads Identifying problems
Identifying trends and ideas
Profiles, groups and activity streams
Changing medium or message
Converting leads Solving problems
Acknowledging ideas
Shared workspaces
Viral marketing campaigns
Referral campaigns
Suggestion campaigns
Suggestion campaigns
Blogs and wikis
Evangelist communities
Evangelist communities
Self-service communities
Ideation communities
Employee and partner communities
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38
“Social Media is like teen sex. Everyone
wants to do it. No one actually knows how.
When finally done, there is surprise it's not
better."
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FROM PUSH TO INTERACTIVE, TO INFLUENCER to NARRATIVE MARKETING
NARRATIVE CHANGES EVERYTHING
From
One-offs ALWAYS ON
TO
Siloed INTEGRATED
Brand-centric AUDIENCE-CENTRIC
Marketing PROGRAMMING
PR NEWS BUREAUS
WHO
WHAT
WHEN
WHERE
WHY
HOW
ASSIGNED DEPARTMENTS
EVERYONE
COMPANY DEFINED PROCESS
BUSINESS HOURS
DEFINED CHANNELS
TRANSACTION
INSIDE OUT
CUSTOMER DEFINED PROCESS
CUSTOMER SETS THE HOURS
CUSTOMER-DRIVEN DYNAMIC CHANNELS
INTERACTION
OUTSIDE IN
1.2.3
9-5
€€
OWNED PAID
EARNED
THE NARRATIVE TRIANGLE
Physical World
01 Stories are welcomed
02 It’s brain science
03 Stories unite audiences
04 Stories are shareable
05 Stories endure
• It is not your brand - it is their brand. In the age of the empowered consumers, stories are living, breathing things that evolve as they are shaped and shared by audiences. There is an immediacy to them, and a sense that they are always changing. This moves brands beyond campaign mentalities into a cycle of listening and response
Three principles of great stories:
1
2
3
They are inspired by insights
They are social at the core
They are fearless (not reckless)
CONTENTis…your most powerful asset in the quest to reach your target audience.
CONTENTis…what your audience sees, shares, likes and what ultimately shapes their opinion about your company.
YOUR COMPANY IS A CONTENT FACTORY
INTERNETIS A CONTENT FACTORY
YOUR CONSUMERS ARE A CONTENT FACTORY
5/20/[email protected]
HOW DO YOU MAKE IT WORK?
(content + consistency) x time =
#success
SOCIAL LOCAL
MOBILE
“Augmented
Reality….
When reality
becomes a
language
you are in for a wild
ride,
Its Girls, Money and
Fame!”
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