Social Unleashed: Unlocking the Transformative Power of Social Marketing Doug Laird
Unlocking the Power of Social
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Transcript of Unlocking the Power of Social
hootsuite.com
Dan Spicer Community Lead, EMEA
Hootsuite
@DanSpicer @Hootsuite_UK
© 2014 HootSuite Media Inc
of businesses will lose market position
*Gartner Predicts 2014: Seizing the Digital Business Advantage, by Jorge Lopez, Diane Morello, Stephen Prentice, and Rand Leeb-du Toit, December 11, 2013.
Social Business Incompetence
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cede dominance
Social Business Incompetence
1 in 5
*Gartner Predicts 2014: Seizing the Digital Business Advantage, by Jorge Lopez, Diane Morello, Stephen Prentice, and Rand Leeb-du Toit, December 11, 2013.
of executives not engaged
*Brian Solis: New Slides and Data: The State of Social Business Evolution in 2013
Social Business Incompetence
2
© 2014 HootSuite Media Inc
Tweets All / No replies
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AT&T @RamblingRooney Resist the urge, Jay. We heard it’s dark, scary and no one can ever hear you. No one
Nov 26 @ATT
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Jay Rooney Just found out that @TMobile doesn’t charge extra for overseas data. What the hell am I still doing with @ATT?
Nov 26 @RamblingRooney
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T-Mobile @RamblingRooney You know there is an alternative to old-school wireless carriers, right? It’s called @TMobile, the #uncarrier ^ Lisa A
@TMobile Nov 26
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Jay Rooney @RamblingRooney Nov 26
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@ATT Hmmm… I could be persuaded by a discount on my data plan
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@ATT Did your kindergarten panel write that for you? @RamblingRooney Global data at no extra charge vs. $$$$$$ #ItsNotComplicated
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@RamblingRooney No gloves out here, Jay. It’s too close to the holidays to be so disgrunted. #HappyCarrier
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T-Mobile @TMobile Nov 26
AT&T @ATT Nov 26
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Nov 26
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Nov 26
@JohnLegere You definitely caught my attention, good sir. Going to a @TMobile store to inquire tomorrow!
@TMobile @ATT @RamblingRooney bet @ATT’s CEO isn’t going to join the convo. Come join the #WirelessRevolution!
John Legere @JohnLegere
Jay Rooney @RamblingRooney
How do we Adapt?
© 2014 HootSuite Media Inc
© 2014 HootSuite Media Inc
2014/15
2012
2013
© 2014 HootSuite Media Inc
© 2014 HootSuite Media Inc
Tip 1: Respect the platform
PAID MEDIA
OWNED MEDIA
EARNED MEDIA
CUSTOMERS/ ADVOCATES
INFLUENCERS
TRADITIONAL MEDIA
© 2014 HootSuite Media Inc
Tip 1: Respect the platform
PAID MEDIA
OWNED MEDIA
EARNED MEDIA
CUSTOMERS/ ADVOCATES
INFLUENCERS
TRADITIONAL MEDIA
Source: Conversation Prism, Brian Solis
© 2014 HootSuite Media Inc
“Fish where the fish are biting”
-Granddads everywhere
Create a community around common interests
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Social Media Photography
Technology
Wearable Tech
Marketing Cheese
Aston Martin
Hoovers
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© 2014 HootSuite Media Inc
Awareness
Consideration
Preference
Purchase
Loyalty
Advocacy
Funnel
Tip 2: Storytell
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© 2014 HootSuite Media Inc
© 2014 HootSuite Media Inc
© 2014 HootSuite Media Inc
Results: 750,000 YouTube subscribers
290 million+ video views
Sales increased 500%
Video link: http://ow.ly/F6FUc
© 2014 HootSuite Media Inc
© 2014 HootSuite Media Inc
Video link: http://ow.ly/F6FEg
© 2014 HootSuite Media Inc
Results
1M+ total views
Coverage in Time, AdAge, Fast
Company, Mashable and
100K other mentions
60,000+ shares generated through our blog,
SlideShare, Facebook, Twitter,
Google+ and LinkedIn
Tip 3: Use the 80/20 rule for your content
© 2014 HootSuite Media Inc
80% business at the front
20% party at the back
© 2014 HootSuite Media Inc
Future Trends
© 2014 HootSuite Media Inc
Team
Ave
rage
For
tune
500
Com
pany
X
10.4
10.1
Average # of accounts
152,646
14,709 Followers
Likes
Average reach
Reach
1,736,079
Prediction #1: Empowered organizations will win
© 2014 HootSuite Media Inc
Employees
163,500 X
25
Followers
111
Friends
22,236,000
Reach
Team
Ave
rage
For
tune
500
Com
pany
Prediction #1: Empowered organizations will win
© 2014 HootSuite Media Inc
© 2014 HootSuite Media Inc
Prediction #2: IT will be your best friend
Provide the framework
Best Practice Platforms
Infrastructure
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Analytics
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Prediction #3: Disruption prevents disruption
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Adopt new technologies effectively or face competitive obsolescence. A study by MIT Sloan Management Review and Capgemini Consulting
Hootsuite University & ASMS
Hootsuite Enterprise
uberVU via Hootsuite
Hootsuite
© 2014 HootSuite Media Inc
Hootsuite Campaigns
Tweet me!
Dan Spicer Community Lead, EMEA
Hootsuite
@DanSpicer @Hootsuite_UK
© 2014 HootSuite Media Inc