Frank is Digital Strategy & Technology Director at the Starcom MediaVest Group. This presentation is from Wednesday 4., in Oslo, at Norways biggest Social Media event, www.socialmediadays.no - for video, go to www.facebook.com/SMDOslo

1. a modern business
@frankdurrell
the challenges of being social in
Frank.Durrell@smvgroup.co.uk

2. Awareness &
Consideration
Engagement
& Action
Advocacy &
Retention
What are the main three challenges for social
in a modern business?

6. Content
creator
Content
locator
Publishing
partnerships
Technologist
Media
specialist
Copywriter Designer Analyst Developer
Brand
strategist
Legal Compliance Psychologist Sociologist Sales
Skills needed to be a social specialist

7. • Worked in Digital marketing for 16
years evolving from Developer,
Project Manager, Creative, Client
Services to Strategy
• Clients like Jaguar Land Rover,
UBS, Mazda, Vodafone, GCHQ,
Novartis
• Digital Strategy & Technology
Director, Global Network Clients
@ Starcom MediaVest Group
Establishing credibility

8. What audiences say about us is more
important than what we say about ourselves
Conversations don’t schedule themselves
around our campaigns – we have to
contribute to conversations
Social is about content journalism so we are
part of a conversation, not public relations to
create or control conversation about content
How can we communicate value

10. Too
complex
Too
dangerous
Too
expensive
Too time
consuming
Too little
relevance
Too few
results
Barriers to using social

11. Test & learn
campaigns
Create an
audience
Elicit
audience
feedback
Scale
around
success
Huge
opportunity
for reach
Fantastic
examples
The value of social

12. Paid drives
broad
awareness
Owned informs and
educates
Earned creates
community,
relationships
and amplifies
paid
Social is inherent to good POE Media strategy
DATA

13.  Ingebrigt Steen Jensen PAPER ad
 A controversial ad – sparking debate
that gained traction in social media
 The ad created broad reach, but by its
very nature (broadcast) won’t create a
platform for conversation,
amplification, or general engagement
and loyalty.
 You can get this from WOM, but a
measurable and massively amplifiable
way – is social media.

14. UNDERSTAND
AWARENESS &
CONSIDERATION
ENGAGEMENT
PARTICIPATION
& ACTION
RETENTION
& LOYALTY
The approach to great social media
RELATIONSHIPS

15. Social media is complex, vast and growing

16. Examples of great social media campaigns and
how they came to be

24. Each year, 2 million people
in the UK take to Twitter to
complain about their
blocked noses, colds and
other annoying cold-like
symptoms in search of
some sympathy and good
old-fashioned cheering up!
What’s going on? Why does it matter? Our idea What happened?
Otrivine engaged with
people in one-on-one, real
time conversations about
their cold and flu
symptoms and deliver
personalised tweets and
handpicked entertaining
content.
We produced 4 highly
amusing vignettes served
to Twitter users
complaining of cold and flu
via a personalised tweet.
This mechanic had never
been executed on Twitter
before by anyone.
22% engagement rate and
a growth in SOV from 1.6%
to 6.1% and a 361%
growth vs. competitors,
whilst delivering a paid
media CPE of £.90, 10%
below our £1 KPI.
Video
available.
Otrivin – Snot What I Said

26. GCHQ Global Case study

28. The Challenge

29. Spread the word

30. The outcome

31. #Whatsnext?

32. More social video content

33. Changing platforms

34. Evolving devices

35. New ways to engage with content

36. New ways to engage and share with each other

37. • Video to become primary content format –
particularly on mobile
• “Buy”/shopping on social media
• Wearable tech changes the way we
communicate with audiences
Monitisation of social to a basket

38. Ubiquity and availability

40. Knowing where to invest time and effort

41. @frankdurrell
Frank.Durrell@smvgroup.co.uk