Date post: | 17-Jan-2017 |
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Marketing |
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Brand Management for a Social AgeJemima Gibbons | @JemimaG
Henley Business School FT MBA (Marketing)
Overview
1.Introduction
2.The 4‘C’s of social
3.Hot trends
4.Ways of working
5.The future: a post-digital culture
6.Twitter exercise
7.Feedback/ Q&A
“In the 1970s we weren’t told what to do all the time. Mainly because there were only about eight things to do.”
Richard Osman Pointless
“In [tomorrow’s] virtual world things will have value that are not expressible in money today…
reputation will become a digital asset.” Kosta Peric
Bill & Melinda Gates Foundation
So, what do you want?
1. End of the World job interview
2. Telekinetic Coffee Shop
3. Test Drive
4.1 Fully integrated
1. Social as a function across all teams
2. A truly “social business”
3. All stakeholders fully incorporated
4. Sustainable, ethical and transparent
5. Example: Zappos
4.2 Internal team
1.Typical of larger global companies e.g. Mondelez, Proctor + Gamble, Unilever
2. Led by strong personalities Scott Monty, Ford
Bonin Bough, Mondelez (ex Pepsico)
3. Multi-million $ budgets
4. State of the art monitoring
5. Big data analytics
4.3 Outsourced
1. Outsourcing for three key reasons: Small or medium sized business who can’t afford in-house
Large, ambitious x-media creative briefs
Need for global, 24 hour, multi-lingual monitoring
2. Served by traditional ad/ PR sector
3. And new dedicated social media agencies: eModeration, Tempero, We Are Social
global monitoring often supplied by women
working flexible hours part-time from home
4.4 DIY
1. The solution for most small businesses
2. Often done without a strategy or training
3. Minimal budgets and resources
4. Best examples are where the CEO or
another member of senior team is a natural
on social media
Content shock, adblocking & hashtag fatigue
5.1 Peak Social