Post on 05-Dec-2014
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© IDM Academy 2010
The Total Social Brand Achieving commercial Utopia
AdTech, Earls Court 21 September 2010
© IDM Academy 2010
Utopia • In Utopia, everything is
perfect. • There is no conflict. • There is no
intolerance. • There are few laws. • There are no lawyers. • The perfect world.
© IDM Academy 2010
Allow yourself to dream
“Customers would come to us instead of making us go to them”
“We wouldn’t have to compete on price”
“Our customers would work for us”
“Our products could not be copied”
© IDM Academy 2010
Social media can bring us brand Utopia
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...but we don’t live in a perfect world
© IDM Academy 2010
The world in 2000
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The world in 2010
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Welcome to the Buyersphere...
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Interrupt
INTERRUPT Product-focused. Acceptance of message depends on outbound marketing muscle, ie budget
© IDM Academy 2010
Interrupt v interest
INTERRUPT Product-focused. Acceptance of message depends on outbound marketing muscle, ie budget
INTEREST Customer-focused.
Acceptance of message depends on quality of content. Customers &
prospects choose to engage with you on their own
terms.
© IDM Academy 2010
The perfect social media brand
“Customers would come to us instead of making us go to them”
© IDM Academy 2010
“We wouldn’t have to compete on price”
The perfect social media brand
© IDM Academy 2010
“Our customers would work for us”
The perfect social media brand
© IDM Academy 2010
“Our products could not be copied”
The perfect social media brand
© IDM Academy 2010
So what’s stopping you?
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The 4 obstacles to perfection
Expertise
Attitude
Time & resource
Infrastructure
© IDM Academy 2010
Expertise/ability
Product experts
Social media experts
Writing skills, social skills
Responsibility
© IDM Academy 2010
Infrastructure
Guidelines: brand, online behaviour
Technology: firewall, mobility
Training: specific uses
Appraisal/HR development
© IDM Academy 2010
Attitude
“Twitter is for twits”
“My kids are on Facebook. My customers aren’t”
“Show me ROI”
“Show me case studies”
© IDM Academy 2010
Attitude
Senior management buy-in
Build it into the brand
Customer attitudes & behaviours
© IDM Academy 2010
Customer attitude Source: Buyersphere Report May 2010
© IDM Academy 2010
Customer attitude Source: Buyersphere Report May 2010
© IDM Academy 2010
Time & resource
Time
People
Money
© IDM Academy 2010
Time & resource
© IDM Academy 2010
The model for the total social brand
Expertise
Attitude
Time & resource
Infrastructure
30%
80%
60%
40%
© IDM Academy 2010
Doubter Idealist Pragmatist
The attitude spectrum
“It will never work”
“It’s unproven” “I don’t
understand it”
© IDM Academy 2010
Doubter Idealist Pragmatist
The attitude spectrum
“Social media is everything” “Advertising, DM and direct sales is dead” “With social media, I shall rule the world”
© IDM Academy 2010
Doubter Idealist Pragmatist
The attitude spectrum
“There is potential to be explored” “We have to lead rather than follow” “We have to do it properly”
© IDM Academy 2010
We will never reach Utopia.
But the closer we can get, the more successful we will be