4. May 2015 Kate Carruthers | CeBIT Sydney 4
âThere is no ROI in
anything if you donât
learn how to use it.â
- Gary Vaynerchuk, Founder VaynerMedia
5. Social changed the gameâŠ
Brands discovered the notion
of âconversationsâ with
customers
Not strategic
Random tactical efforts
May 2015 Kate Carruthers | CeBIT Sydney 5
6. May 2015 Kate Carruthers | CeBIT Sydney 6
ââŠmany brands moving
towards measuring audience
impressions, clicks, and
thinking cross-platform"
- Tania Yuki , Shareablee CEO and Founder
Source: Shareablee Reveals Top 25 Social U.S. Brands Of 2014, 3 February 2015, http://blog.shareablee.com/post/109977591274/shareablee-reveals-top-25-social-u-s-brands-of
7. May 2015 Kate Carruthers | CeBIT Sydney 7
ââŠInstagram delivered these
brands 58 times more
engagement per follower
than Facebook, and 120
times more engagement per
follower than Twitter.â
Instagram Is The King Of Social Engagement, Nate Elliott , 29 April 2014, http://blogs.forrester.com/nate_elliott/14-04-29-instagram_is_the_king_of_social_engagement
8. May 2015 Kate Carruthers | CeBIT Sydney 8
Source: Shareablee Reveals Top 25 Social U.S. Brands Of 2014, 3 February 2015, http://blog.shareablee.com/post/109977591274/shareablee-reveals-top-25-social-u-s-brands-of
9. May 2015 Kate Carruthers | CeBIT Sydney 9
Hardly anyone is driving
direct revenue from social
Many businesses are not
optimized to sell via mobile
10. May 2015 Kate Carruthers | CeBIT Sydney 10
Source: Mobile Marketing Statistics 2015, Danyl Bosomworth, 15 January 2015, http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-
marketing-statistics/
11. May 2015 Kate Carruthers | CeBIT Sydney 11
Must be mobile friendly â
Google & customers will
punish you if not
Source: What Is Mobilegeddon & The Google Mobile Friendly Update, earch Engine Land, http://searchengineland.com/library/google/google-mobile-friendly-update
12. May 2015 Kate Carruthers | CeBIT Sydney 12
Social: phase 1
Next comes
collaborative
economy & IoT
13. May 2015 Kate Carruthers | CeBIT Sydney 13
The present of social is
mobile
The future of mobile is IoT
and wearables
14. May 2015 Kate Carruthers | CeBIT Sydney 14
Huge monetization
opportunities:
Cisco [former] CEO John
Chambers Values Internet of
Things at $19T #CES2014
16. May 2015 Kate Carruthers | CeBIT Sydney 16
Assumes access
to any resources
Online
On demand
Real time
Anywhere
Any device
17. Democratisation of
communication
Inversion of power
relationships
Communication production in
hands of many
Growth in peer-to-peer &
mobileMay 2015 Kate Carruthers | CeBIT Sydney 17
18. Source: Kevin Kelly, http://www.kk.org/thetechnium/archives/2007/11/four_stages_in.php
1
8
ââŠa shift towards the
individual as the centre of a
network of relationships
mediated and enabled by
technology...â
May 2015 Kate Carruthers | CeBIT Sydney 18
19. May 2015 Kate Carruthers | CeBIT Sydney 19
The shift is from customer
channels to a customer
continuum mediated by
social & mobile
20. May 2015 Kate Carruthers | CeBIT Sydney 20
Connect social media activity
to purchasing activity
Make it work on mobile and
tablet
Make it friction-less
21. May 2015 Kate Carruthers | CeBIT Sydney 21
In a fast moving
context
command-control
management is
dead
22. May 2015 Kate Carruthers | CeBIT Sydney 22
Employees
with skills to
work in a
social or
collaborative
context
Source:
http://upload.wikimedia.org/wikipedia/commons/9/96/Bill_Nye,_Barack_Obama_and_Neil_d
eGrasse_Tyson_selfie_2014.jpg
24. May 2015 Kate Carruthers | CeBIT Sydney 24
Workforce changes
co-working
collaboration
increased decentralisation
shorter change cycles
25. May 2015 Kate Carruthers | CeBIT Sydney 25
Issues with boundaries:
between public & private
between personal & business
blurring between roles
increasingly difficult to
establish role clarity
27. May 2015 Kate Carruthers | CeBIT Sydney 27
Monitor your business online
Assign responsibility for
online channels
Include social & mobile in
digital strategy
28. May 2015 Kate Carruthers | CeBIT Sydney 28
Link digital strategy to
marketing strategy
Ensure cross media planning
in place
Develop mechanisms to track
progress
29. May 2015 Kate Carruthers | CeBIT Sydney 29
Monitoring
Training & skills
Risk
management
Policy &
guidelines
30. May 2015 Kate Carruthers | CeBIT Sydney 30
Create and manage loosely
connected networks
Grow a business in a networked
world
Engage people & garner advocates
for your business
Focus outward while protecting
your brand
31. May 2015 Kate Carruthers | CeBIT Sydney 31
1) Digital strategy Social is just part of it,
includes websites, email
marketing, etc.
2) Tactical plans For implementation of
campaigns
3) Resource plan Social is not free, it needs
people and tools
4) Tools Required to enable
management, tracking and
monitoring
5) Metrics Need to be decided prior to
implementation to enable
effective reporting
32. May 2015 Kate Carruthers | CeBIT Sydney 32
6) ROI Need to track investment and
results
7) Reporting For good governance
8) Roles &
responsibilities
Defined and clear to all
parties, in particular
governance + cross-functional
teams
9) Cross media plan Integration with other digital
and marketing activities
10) Risk management Includes social media policies
and procedures and crisis
management process