12.16.14

Predictions for 2015: Start Off the New Year Knowing the Future of Social

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Our Speakers

Paul Dunay is an award-‐winning B2B marke<ng expert with more than 20 years’ success in genera<ng demand and crea<ng buzz for leading technology, consumer products, financial services and professional services organiza<ons. Paul is the author of five “Dummies” books including Facebook Adver-sing for Dummies (Wiley 2010), and Facebook Marke-ng for Dummies 3rd Edi<on (Wiley 2012). @PaulDunay

Jeremiah Owyang is the Chief Catalyst and Founder of Crowd Companies, which focuses on how large companies tap the collabora<ve economy, maker movement, and customer collabora<on. He focuses on how disrup<ve Web technologies—such as social media, the collabora<ve economy, and interac<ve marke<ng—impact the relevance of corpora<ons to customers today and in the future. @jowyang

Renee E. Ducre is the Global Director of Marke<ng driving the go-‐to-‐market execu<on and market evangelism for IBM’s Social Business strategic growth ini<a<ve which includes communica<ons, paid/owned/earned adver<sing, social media, event management, digital / web marke<ng, instrumenta<on / tracking, marke<ng programs, and client success stories. @rducre

Charlie Treadwell is the Director of Social Marke<ng at Symantec. He leads the global team responsible for social media branding, campaign ac<va<on, communi<es, social listening and insights, social selling, and social support. @ctreadwell

Don Bulmer is Vice President of Communica<on Strategy at Shell where he is responsible for Shell's global social media, influence and partner communica<on programs.Don has 19+ years of experience leading award-‐winning marke<ng and communica<on programs at top global energy, enterprise technology and internet startup companies. @dbulmer

The movement has been funded over $8 Billion + (Social Networks $5.4b)

6

SF Transit Authority Shows Decline in Ridership

Large corpora.ons also ramp up adop.on

8

The Evolu.on of Eras: Past – Present – Future

Copyright © 2014 Symantec Corpora<on 9

Efficiency Era: 1880s > 1940

Social Era: 1940 > 1980

Shareholder Value Era: 1980 > Present

Agile Era: Present >

Efficiency Era: Business management begins as a quasi-‐engineering efficiency study in the wake of late 19th century monopolies and robber-‐baron largesse.

Social Era: A <me of great prosperity and hope, where businesses served as a collec<ve mechanism for social reforms and widespread increases in living standards afer World War II.

Shareholder Value Era: Beginning with the deregula<on in the 1980s, American business went through a period of sacrosanct ideology about shareholder value, “greed is good,” and the rise of great income dispari<es between management and workers.

Agile Era: A combina<on of all those past management eras, now dominated by a rising need for systema<c innova<on using the most responsive business prac<ces. Agile has a new management ethic. Agile promotes networks over hierarchies, crea<vity over uniformity, human over mechanism, and customer need over poli<cal agenda.

1940 1980 2014

Source: Adopted from Jascha Kaykas-‐Wolff’s “Growing Up Fast”

The 24-‐Hour News Cycle Daily stand-‐ups enable Agile, Real-‐-me Ac-va-ons

INTERE

ST

TIME

BREAKING News

Journalists scramble for addi.onal informa.on

Public Excitement

Grows

Peak

Old News

Done

Brand Goals Customer Interests

Begin Publishing Brand Content

Before During Afer

Adopted from David Meerman Sco3

10 Copyright © 2014 Symantec Corpora<on


Delivering real-‐.me content to sales and service enables our front lines interfacing with customers to create value by providing content that makes their jobs easier, answers the ques<ons customers are asking, and sets Symantec up as the trusted expert in a real-‐world rela<onship. Making in-‐bound sales and service a reality and a strategic advantage.

Real-‐Time Sales and Service

Sales and Service create value for customers in real-‐-me

Sales Service Trusted Advisors

Brand Content

Agile vs. Waterfall


Sprint 1 Sprint 2 Sprint 3 Sprint 4 Sprint 5

PLANNING

Roadmap

Waterfall Agile

Tasks

Time

PLANNING

Roadmap

Sprint Interlocks

Sprint Interlocks

Sprint Interlocks

Sprint Interlocks

Sprint Interlocks

LAUNCH

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Cause Marketing

In 2015, cause marketing will be a higher priority for corporate brand activities.

@dbulmer

The Internet of Things will con.nue to grow and fuel new business models and beeer customer experience

IBM Ins<tute of Business Value Study, 2014

Con.nue to see a convergence of Cloud, Big Data & Analy.cs…and especially Social and Mobile converging together….to drive greater customer experience

© 2013 IBM Corpora<on

Companies will need to focus more on improving Customer Experience …providing the right experience and the right .me

Companies will con<nue to shif their marke<ng budgets to drive more cost-‐effec<ve digital tac<cs

Content marke.ng will con.nue to be “king”, and to stay compe..ve companies will need to become more efficient with social analy.cs


More companies should leverage their best brand advocates…their employees


#SMTLive

Our Speakers

Paul Dunay is an award-‐winning B2B marke<ng expert with more than 20 years’ success in genera<ng demand and crea<ng buzz for leading technology, consumer products, financial services and professional services organiza<ons. Paul is the author of five “Dummies” books including Facebook Adver-sing for Dummies (Wiley 2010), and Facebook Marke-ng for Dummies 3rd Edi<on (Wiley 2012). @PaulDunay

Jeremiah Owyang is the Chief Catalyst and Founder of Crowd Companies, which focuses on how large companies tap the collabora<ve economy, maker movement, and customer collabora<on. He focuses on how disrup<ve Web technologies—such as social media, the collabora<ve economy, and interac<ve marke<ng—impact the relevance of corpora<ons to customers today and in the future. @jowyang

Renee E. Ducre is the Global Director of Marke<ng driving the go-‐to-‐market execu<on and market evangelism for IBM’s Social Business strategic growth ini<a<ve which includes communica<ons, paid/owned/earned adver<sing, social media, event management, digital / web marke<ng, instrumenta<on / tracking, marke<ng programs, and client success stories. @rducre

Charlie Treadwell is the Director of Social Marke<ng at Symantec. He leads the global team responsible for social media branding, campaign ac<va<on, communi<es, social listening and insights, social selling, and social support. @ctreadwell

Don Bulmer is Vice President of Communica<on Strategy at Shell where he is responsible for Shell's global social media, influence and partner communica<on programs.Don has 19+ years of experience leading award-‐winning marke<ng and communica<on programs at top global energy, enterprise technology and internet startup companies. @dbulmer

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See you next year!

12.16.14

Social Media

social era

smtlive cause marketing

future of social

present agile era

present eciency era

smtlive upcoming webinar

social networks

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