Post on 16-Apr-2017
transcript
The universal social strategyPhil Adams for The Marketing Society
Image credit : The BrandBuilder Blog
“Social media is, like, this big.”
Image credit : carlosdev.wordpress.com
The universal social strategyPhil Adams for The Marketing Society
Social stuff
The universal social strategy
Encourage and enable mutually beneficial social behaviours.
“Social Media”
Media and Messages
Mechanical. Sterile.
Surprise sur-fracking-prise
c2C marketing
“… a kitten dies.”
The universal social strategy
Encourage and enable mutually beneficial social behaviours.
The universal social strategy™Encourage and enable mutually beneficial social behaviours.
Mutually beneficial social behaviours.
Goals
Motivations
Interests
Technology
Behaviours
Objectives
(Commercial)
Mutually beneficial social behaviours.
Goals
Motivations
Interests
Technology
Behaviours
Objectives
(Commercial)
IN : Insights & commercial objectives. OUT : Return on Investment
What brands want.
What people want.
Image credit : John Willshire (Smithery)
Curious.But not brand-curious.
“Only when I’m good and ready, and only if what’s on this side of the flap is more interesting than all the cool stuff
out there.”
Encouraging and enabling.
IN : “Media” planning. OUT : Proxy KPI’s
Means and ends.
“We will [insert social means] in order to, or so that, [insert
commercial end].”
http://www.youtube.com/watch?v=Hk76OwpQWXU
Social means.
13 films
5.4 million views
Commercial end.
6% of UK user base connected for the 1st time.
Social means.
2,331
9,764
2,331
9,764
549,058
Social means.
Commercial ends.
2 x conversion rate.
++ average purchase.
++ repeat purchase.
Facebook “insights”
Social means.
Commercial ends.
The universal social strategy
Encourage and enable mutually beneficial social behaviours.
@blondedigital
@Phil_Adams