VP Global Head of Social Media Antony Mayfield delivers an iCrossing Find Out Now call on Brands in Networks

1. Brands in Networks:
Social web, ROI and social media literacy
Antony Mayfield

2. The web is social
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3. Image: Dunechaser (cc)
Building revolutions that stick
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4. A lifetime in the revolution
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5. A lifetime in the revolution
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6. A lifetime in the revolution
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7. A lifetime in the revolution
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8. A lifetime in the revolution
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9. A lifetime in the revolution
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10. Search & Social
Social
Search
Human
Technical
Filter
Find
Numbers Stories
Quantitative Qualitative
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11. media
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12. media
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13. Some American history
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15. Google searches on inauguration day
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16. Google searches on inauguration day
Presidential oath
begins
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17. Google searches on inauguration day
Speech
ends
Presidential oath
begins
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18. Meanwhile on Facebook...
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19. Meanwhile on Facebook...
8,500
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20. ROI
(and other approaches to
evaluation)
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21. As a wise man (or it
may have been Paul
MacCartney) once
said....
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22. Canʼt Buy
Me Love 13
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23. But we still have
to measure, right?
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24. Two things driving
ROI innovation
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25. +++...Attention markets....+++....++
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26. +++...Attention markets....+++....++
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27. ..+++...REAL markets....+++...+++...+
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28. Can you connect the
two?
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29. Pick a metric, any metric....
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30. Justin Billingsley: 100% digital
http://www.iabengage2008.co.uk/ 20
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31. 21
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32. Sometimes
it’s still just
about
brand 18m
awareness
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33. User-centred evaluation
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34. “Spreadsheets are not strategy”
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35. Spot
the
Human!
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36. Stories / Numbers
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37. What viral really looks like
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38. What viral really looks like
25%
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39. What viral really looks like
25%
75%
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40. Social media literacy
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41. The real
revolution
wasn’t the
technology
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42. It was when
everyone
learned to read
Image: markhillary (cc)
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43. Making the people
in our organisations
social media literate
is a priority.
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44. Social media literacy in action
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45. ROI?
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46. ROI?
$650
million
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47. ROI?
$650
million
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48. ROI?
$650
million
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49. Social media-literate government?
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50. Social media-literate government?
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51. Principles and lessons
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52. Ambition & boldness
Principles first
Search & social
Social media literacy
Make ROI work for your project
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53. icrossing.co.uk/ebooks
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54. e-Book plug
icrossing.co.uk/ebooks
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55. Thank you
antony.mayfield@icrossing.com
connect.icrossing.co.uk
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