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Building A Social Brand in 2016

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Veröffentlicht am

Keynote from #SMconf2015 in Manchester (December 2015) about brand leadership in a world of fast changing consumer behaviour.

Veröffentlicht in: Marketing, Technologie
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Building A Social Brand in 2016

  1. 1. THIS IS MANCHESTER “ WE DO THINGS DIFFERENTLY HERE”. ANTHONY H. WILSON
  2. 2. THE HAÇIENDA HOW NOT TO RUN A CLUB PETER HOOK NEW ORDER #SMCONF2015 HOW NOT TO BUILD A BRAND JEREMY WAITE SALESFORCE
  3. 3. THE TRUTH AND THE LEGEND, PRINT THE WHEN IT’S A CHOICE BETWEEN LEGEND”. “ ANTHONY H. WILSON
  4. 4. MARKETING USED TO BE ABOUT CREATING A MYTH “ MARCMATTIEU AND SELLING IT, NOW IT’S ABOUT FINDING A TRUTHAND SHARING IT”.
  5. 5. Jeremy Waite Head of Digital Strategy, EMEA @JeremyWaite Jeremy.Waite@Salesforce.com Stuff I’ve Learned From 1000 Brands
  6. 6. 1. Understand Your Audience
  7. 7. 1.  Work harder than anyone else. 2.  Be better prepared. 3.  Have more research up your sleeve. The Best Business Advice, Ever. @Tom_Peters
  8. 8. We Help Your Customers Love You Build Profitable Relationships, Faster.
  9. 9. UNKNOWN KNOWN 1 : Many Marketing 1 : 1 Customer Journeys We Need To Build Loyal Relationships, Faster.
  10. 10. Monitoring Customer Journeys Building A Customer Company in Real-Time Real-Time Events Rich Contextual Data 10111011000100011111010 01010101011000010010110 11100010000100010001101 11011000100011111010010 10101011000010010110111 00010000100010001101110 11000100011111010010101 01011000010010110111000 10000100010001 Analyse Compute The Perfect Response Deliver The Precise action Proactively and In Context
  11. 11. Customers Are On A Journey “90% of the consumer buying journey now crosses 5 channels”. Google
  12. 12. 69,444 LIKES / SECOND 28,936 LIKES / SECOND 5,787 TWEETS / SECOND 1,388 CYBER ATTACKS / SECOND 9,838 SWIPES / SECOND 20,000 NEW SONGS / DAY
  13. 13. COMPANIES ARE NO LONGER COMPETING “ AGAINST EACH OTHER, ” SPEED. MARCBENIOFF THEY ARE COMPETING AGAINST
  14. 14. There’s No Such Thing As… @Scobleizer #BigData
  15. 15. 5B Smartphones by 2017 550M+ Social Networks, Blogs & Forums (inc. Dark) How To Build a Customer Company Helping You Build Loyal Relationships, Faster. 2.5 Quintillion bytes of data every day Social CustomerPurchase Connected
  16. 16. THERE ARE CURRENTLY 425 DIFFERENT MARKETING METRICS
  17. 17. 80% EXECUTIVES ARE OVERWHELMED. “ ” 75% EXECUTIVES ARE EMOTIONAL. “ ”
  18. 18. WHO • WHAT • WHY • WHERE • WHEN
  19. 19. TECHNOLOGY IS NOTHING. “ WHAT’S IMPORTANT IS THAT YOU ” WONDERFUL STEVEJOBS HAVE FAITH IN PEOPLE, THAT THEY’RE BASICALLY GOOD AND SMART, AND IF YOU GIVE THEM TOOLS, THEY’LL DO SOMETHING WITH THEM.
  20. 20. 2. Learn By Failing Fast
  21. 21. NUMBER OF SCALEUPS MAKING A PROFIT YEAR 1 3.7% YEAR 2 0.5%
  22. 22. 77% OF CONSUMERS DON’T WANT A RELATIONSHIP “ WITH A BRAND.”
  23. 23. Image by @JeremyWaite | Originally Created by Bloomberg Businessweek @BW | Data: @Interbrand 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 Best Global Brands 2000 - 2015 #1 #2 #3 #4 #5 #6 #7 #8 #9 #10 Food, Drink & Tobacco Technology and Electronics Business Services & Diversified Automotive Media and Telecoms| | | | COCA-COLA MICROSOFT IBM INTEL NOKIA GE FORD DISNEY McDONALDS AT&T
  24. 24. SUCCESS Love Lead Like People follow you because of what you have done for them. People follow you because of what your brand has achieved. People follow you because they like being associated with you. 2 3 4 SurvivalLEVEL 1 LOCATION SignificanceLEVEL 5 LOYALTY Success LEVEL 4 LOVE LEVEL 3 LEAD LEVEL 2 LIKE SURVIVAL Location People follow you because they have to. 1 SIGNIFICANCE Loyalty People follow you because of what your brand stands for. 5 5 Levels Brand Leadership @JEREMYWAITE #SIGNIFICANTBRANDS
  25. 25. 3. Tell Better Stories
  26. 26. MARKETING IS NO LONGER ABOUT THE STUFF YOU “ BUT THE ” MAKE STORIES YOU TELL. SETHGODIN
  27. 27. “ONCE UPON A TIME … EVERY DAY … ONE DAY … BECAUSE OF THAT … BECAUSE OF THAT … UNTIL FINALLY ”.
  28. 28. 29th June, 2007.
  29. 29. 4. Figure Out What You Stand For
  30. 30. WE ASK TOO MUCH OF“ ” NATESILVER AND NOT ENOUGH OF OURSELVES. TECHNOLOGY
  31. 31. My One Sentence Business Model I’m going to do , to make better, as measured by , and is worth . Created by @JeremyWaite
  32. 32. 5. Spend Wisely
  33. 33. Planning is Everything. 50% of My Advertising Works? $ £ € INSIGHTS & ANALYSIS CONTENT PAID MEDIA
  34. 34. Planning is Everything. The 60:30:10 Rule INSIGHTS & ANALYSIS CONTENT PAID MEDIA 10% à 30% à 60% à
  35. 35. Planning is Everything. 50% of My Advertising Works? CONTENT 30% CONTENT CREATION & PRODUCTION PAID MEDIA ADVERTISING & PARTNERSHIPS / PROMOTIONS MEDIA 60% € INSIGHTS 5% INSIGHTS & RESEARCH REPORTING 5% ROI & REPORTING
  36. 36. Read
  37. 37. Watch
  38. 38. Follow
  39. 39. THE GOAL IN BUSINESS IS NOT TO“ SIMONSINEK TO PEOPLE WHO NEED WHAT YOU HAVE IT IS TO DO BUSINESS WUTH PEOPLE WHO BELIEVE SELL WHAT YOU BELIEVE”.
  40. 40. thank y u @JEREMYWAITE | @SALESFORCE | SLIDESHARE.NET/JEREMYWAITE

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