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Building A Social Brand in 2016
THIS IS
MANCHESTER
“
WE DO THINGS DIFFERENTLY HERE”.
ANTHONY H. WILSON
Building A Social Brand in 2016
THE HAÇIENDA	

HOW NOT TO RUN A CLUB	

PETER HOOK	

NEW ORDER	

#SMCONF2015	

HOW NOT TO BUILD A BRAND	

JEREMY WAITE	

SALESFORCE
THE TRUTH AND THE LEGEND,
PRINT THE
WHEN IT’S A CHOICE BETWEEN
LEGEND”.
“
ANTHONY H. WILSON
MARKETING USED TO
BE ABOUT CREATING A
MYTH
“
MARCMATTIEU
AND SELLING IT,
NOW IT’S ABOUT
FINDING A
TRUTHAND SHARING IT”.
Building A Social Brand in 2016
Jeremy Waite
Head of Digital Strategy, EMEA
@JeremyWaite
Jeremy.Waite@Salesforce.com
Stuff I’ve Learned
From 1000 Brands
Building A Social Brand in 2016
Building A Social Brand in 2016
Building A Social Brand in 2016
1. Understand Your Audience
1.  Work harder than anyone else.
2.  Be better prepared.
3.  Have more research up your sleeve.
The Best Business Advice, Ever.
@Tom_Peters
We Help Your Customers Love You
Build Profitable Relationships, Faster.
Building A Social Brand in 2016
UNKNOWN KNOWN
1 : Many Marketing 1 : 1 Customer Journeys
We Need To Build Loyal Relationships, Faster.
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
Customers Are On A Journey
“90% of the consumer buying journey now crosses 5 channels”. Google
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
COMPANIES ARE NO LONGER
COMPETING
“
AGAINST EACH OTHER,
”
SPEED.
MARCBENIOFF
THEY ARE COMPETING AGAINST
Building A Social Brand in 2016
There’s No Such Thing As…
@Scobleizer
#BigData
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
THERE ARE CURRENTLY 425 DIFFERENT
MARKETING METRICS
Building A Social Brand in 2016
Building A Social Brand in 2016
80% EXECUTIVES ARE
OVERWHELMED.
“
”
75% EXECUTIVES ARE
EMOTIONAL.
“
”
WHO • WHAT • WHY • WHERE • WHEN
Building A Social Brand in 2016
Building A Social Brand in 2016
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.
2. Learn By Failing Fast
NUMBER OF SCALEUPS
MAKING A PROFIT
YEAR 1
3.7%
YEAR 2
0.5%
77% OF CONSUMERS DON’T WANT A
RELATIONSHIP
“
WITH A BRAND.”
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
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
3. Tell Better Stories
MARKETING IS NO LONGER ABOUT THE
STUFF YOU
“
BUT THE
”
MAKE
STORIES YOU
TELL.
SETHGODIN
“ONCE UPON A TIME …
EVERY DAY …
ONE DAY …
BECAUSE OF THAT …
BECAUSE OF THAT …
UNTIL FINALLY ”.
29th June, 2007.
4. Figure Out What You Stand For
WE ASK TOO MUCH OF“
”
NATESILVER
AND NOT ENOUGH OF
OURSELVES.
TECHNOLOGY
Building A Social Brand in 2016
My One Sentence Business Model
I’m going to do ,
to make better,
as measured by ,
and is worth .
Created by @JeremyWaite
5. Spend Wisely
Planning is Everything.
50% of My Advertising Works?
$
£
€
INSIGHTS & ANALYSIS
CONTENT
PAID MEDIA
Planning is Everything.
The 60:30:10 Rule
INSIGHTS & ANALYSIS
CONTENT
PAID MEDIA
10% à
30% à
60% à
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
Read
Watch
Follow
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”.
thank y u
@JEREMYWAITE | @SALESFORCE | SLIDESHARE.NET/JEREMYWAITE

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Building A Social Brand in 2016

  • 2. THIS IS MANCHESTER “ WE DO THINGS DIFFERENTLY HERE”. ANTHONY H. WILSON
  • 4. THE HAÇIENDA HOW NOT TO RUN A CLUB PETER HOOK NEW ORDER #SMCONF2015 HOW NOT TO BUILD A BRAND JEREMY WAITE SALESFORCE
  • 5. THE TRUTH AND THE LEGEND, PRINT THE WHEN IT’S A CHOICE BETWEEN LEGEND”. “ ANTHONY H. WILSON
  • 6. MARKETING USED TO BE ABOUT CREATING A MYTH “ MARCMATTIEU AND SELLING IT, NOW IT’S ABOUT FINDING A TRUTHAND SHARING IT”.
  • 8. Jeremy Waite Head of Digital Strategy, EMEA @JeremyWaite Jeremy.Waite@Salesforce.com Stuff I’ve Learned From 1000 Brands
  • 12. 1. Understand Your Audience
  • 13. 1.  Work harder than anyone else. 2.  Be better prepared. 3.  Have more research up your sleeve. The Best Business Advice, Ever. @Tom_Peters
  • 14. We Help Your Customers Love You Build Profitable Relationships, Faster.
  • 16. UNKNOWN KNOWN 1 : Many Marketing 1 : 1 Customer Journeys We Need To Build Loyal Relationships, Faster.
  • 17. 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
  • 18. Customers Are On A Journey “90% of the consumer buying journey now crosses 5 channels”. Google
  • 19. 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
  • 20. COMPANIES ARE NO LONGER COMPETING “ AGAINST EACH OTHER, ” SPEED. MARCBENIOFF THEY ARE COMPETING AGAINST
  • 22. There’s No Such Thing As… @Scobleizer #BigData
  • 23. 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
  • 24. THERE ARE CURRENTLY 425 DIFFERENT MARKETING METRICS
  • 27. 80% EXECUTIVES ARE OVERWHELMED. “ ” 75% EXECUTIVES ARE EMOTIONAL. “ ”
  • 28. WHO • WHAT • WHY • WHERE • WHEN
  • 31. 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.
  • 32. 2. Learn By Failing Fast
  • 33. NUMBER OF SCALEUPS MAKING A PROFIT YEAR 1 3.7% YEAR 2 0.5%
  • 34. 77% OF CONSUMERS DON’T WANT A RELATIONSHIP “ WITH A BRAND.”
  • 35. 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
  • 36. 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
  • 37. 3. Tell Better Stories
  • 38. MARKETING IS NO LONGER ABOUT THE STUFF YOU “ BUT THE ” MAKE STORIES YOU TELL. SETHGODIN
  • 39. “ONCE UPON A TIME … EVERY DAY … ONE DAY … BECAUSE OF THAT … BECAUSE OF THAT … UNTIL FINALLY ”.
  • 41. 4. Figure Out What You Stand For
  • 42. WE ASK TOO MUCH OF“ ” NATESILVER AND NOT ENOUGH OF OURSELVES. TECHNOLOGY
  • 44. My One Sentence Business Model I’m going to do , to make better, as measured by , and is worth . Created by @JeremyWaite
  • 46. Planning is Everything. 50% of My Advertising Works? $ £ € INSIGHTS & ANALYSIS CONTENT PAID MEDIA
  • 47. Planning is Everything. The 60:30:10 Rule INSIGHTS & ANALYSIS CONTENT PAID MEDIA 10% à 30% à 60% à
  • 48. 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
  • 49. Read
  • 50. Watch
  • 52. 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”.
  • 53. thank y u @JEREMYWAITE | @SALESFORCE | SLIDESHARE.NET/JEREMYWAITE