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Building A Social Brand in 2016

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“ THIS IS MANCHESTER WE DO THINGS DIFFERENTLY HERE”. ANTHONY H. WILSON


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THE HAÇIENDA #SMCONF2015 HOW NOT TO BUILD A BRAND HOW NOT TO RUN A CLUB JEREMYHOOK PETER WAITE NEW ORDER SALESFORCE


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“ WHEN IT’S A CHOICE BETWEEN THE TRUTH AND THE LEGEND, PRINT THE LEGEND”. ANTHONY H. WILSON


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“ MARKETING USED TO BE ABOUT CREATING A MYTH AND SELLING IT, NOW IT’S ABOUT FINDING A TRUTH AND SHARING IT”. MARCMATTIEU


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Stuff I’ve Learned From 1000 Brands Jeremy Waite Head of Digital Strategy, EMEA @JeremyWaite Jeremy.Waite@Salesforce.com


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1. Understand Your Audience


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The Best Business Advice, Ever. 1.  Work harder than anyone else. 2.  Be better prepared. 3.  Have more research up your sleeve. @Tom_Peters


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Build Profitable Relationships, Faster. We Help Your Customers Love You


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We Need To Build Loyal Relationships, Faster. UNKNOWN 1 : Many Marketing KNOWN 1 : 1 Customer Journeys


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Monitoring Customer Journeys Building A Customer Company in Real-Time Real-Time Events Compute The Perfect Response 10111011000100011111010 01010101011000010010110 11100010000100010001101 11011000100011111010010 10101011000010010110111 00010000100010001101110 11000100011111010010101 01011000010010110111000 10000100010001 Analyse Rich Contextual Data Deliver The Precise action Proactively and In Context


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Customers Are On A Journey “90% of the consumer buying journey now crosses 5 channels”. Google


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69,444 20,000 28,936 1,388 5,787 9,838 LIKES / SECOND LIKES / SECOND TWEETS / SECOND NEW SONGS / DAY CYBER ATTACKS / SECOND SWIPES / SECOND


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“ COMPANIES ARE NO LONGER COMPETING AGAINST EACH OTHER, THEY ARE COMPETING AGAINST SPEED. ” MARCBENIOFF


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There’s No Such Thing As… @Scobleizer #BigData


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How To Build a Customer Company Helping You Build Loyal Relationships, Faster. 5B Smartphones by 2017 Purchase Customer 2.5 Social Connected Quintillion bytes of data every day 550M+ Social Networks, Blogs & Forums (inc. Dark)


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THERE ARE CURRENTLY 425 DIFFERENT MARKETING METRICS


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“ 80% EXECUTIVES ARE OVERWHELMED. “ ” EMOTIONAL. 75% EXECUTIVES ARE ”


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WHO • WHAT • WHY • WHERE • WHEN


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“ TECHNOLOGY IS NOTHING. WHAT’S IMPORTANT IS THAT YOU HAVE FAITH IN PEOPLE, THAT THEY’RE BASICALLY GOOD AND SMART, AND IF YOU GIVE THEM TOOLS, THEY’LL DO SOMETHING WONDERFUL WITH THEM. STEVEJOBS ”


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2. Learn By Failing Fast


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NUMBER OF SCALEUPS MAKING A PROFIT YEAR 1 3.7% YEAR 2 0.5%


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“ 77% OF CONSUMERS DON’T WANT A RELATIONSHIP ” WITH A BRAND.


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Best Global Brands 2000 - 2015 COCA-COLA #1 MICROSOFT #2 IBM #3 INTEL #4 NOKIA #5 GE #6 FORD #7 DISNEY #8 McDONALDS #9 #10 AT&T 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 Food, Drink & Tobacco | Technology and Electronics | Business Services & Diversified | Automotive | Media and Telecoms Image by @JeremyWaite | Originally Created by Bloomberg Businessweek @BW | Data: @Interbrand


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5 Levels Brand Leadership LEVEL 5 LOYALTY 5 Loyalty People follow you because of what your brand stands for. SIGNIFICANCE Significance 4 LEVEL 4 LOVE 3 Love People follow you because of what you have done for them. Lead People follow you because of what your brand has achieved. LEVEL 3 LEAD Success 2 LEVEL 2 LOCATION People follow you because they like being associated with you. SUCCESS LIKE LEVEL 1 Like Survival 1 Location People follow you because they have to. SURVIVAL @JEREMYWAITE #SIGNIFICANTBRANDS


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3. Tell Better Stories


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“ MARKETING IS NO LONGER ABOUT THE STUFF YOU MAKE STORIES YOU TELL.” BUT THE SETHGODIN


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“ONCE UPON A TIME EVERY DAY ONE DAY BECAUSE OF THAT BECAUSE OF THAT UNTIL FINALLY … … … … … ”.


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29th June, 2007.


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4. Figure Out What You Stand For


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“ WE ASK TOO MUCH OF TECHNOLOGY OURSELVES.” AND NOT ENOUGH OF NATESILVER


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My One Sentence Business Model I’m going to do to make , better, as measured by , and is worth . Created by @JeremyWaite


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5. Spend Wisely


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Planning is Everything. 50% of My Advertising Works? INSIGHTS & ANALYSIS £ $ € CONTENT PAID MEDIA


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Planning is Everything. The 60:30:10 Rule 10% à INSIGHTS & ANALYSIS 30% à CONTENT 60% à PAID MEDIA


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Planning is Everything. 50% of My Advertising Works? INSIGHTS 5% REPORTING 5% CONTENT 30% MEDIA 60% € INSIGHTS & RESEARCH CONTENT CREATION & PRODUCTION PAID MEDIA ADVERTISING & PARTNERSHIPS / PROMOTIONS ROI & REPORTING


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Read


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Watch


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Follow


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“ THE GOAL IN BUSINESS IS NOT TO SELL TO PEOPLE WHO NEED WHAT YOU HAVE IT IS TO DO BUSINESS WUTH PEOPLE WHO BELIEVE WHAT YOU BELIEVE”. SIMONSINEK


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thank y u @JEREMYWAITE | @SALESFORCE | SLIDESHARE.NET/JEREMYWAITE


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