marketing summit - roi or rip: when social becomes a currency

“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

5/20/2014john.doe@mobilemarketing.net

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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