The Power of Social Media
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Transcript of The Power of Social Media
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Copyright © 2013 Interactive Advertising Bureau of Canada
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The power of social media
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1971
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2013
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Same Brand :: Same Position
What happened?
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The ingredients
• Emotional• On demand• Shareable• Measurable• Has impact on sales
• + technology
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Emotional
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On demand - wifi
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On demand – 4G LTE
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Shareable
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Measureable
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11Visibile Measures – branded video report
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Impact on sales
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STEP BACK A SECOND
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17The 5 M’s
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Where social CRM can be used
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Social media help desk
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Social media reviews
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Astroturfing
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“Conversations among the members of yourmarketplace happen whether you like it or not.
Good marketing encourages the right sort of conversations.”
Seth Godin
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What's the difference between these two brands?
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What's the difference between these two brands?
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What's the difference between these two brands?
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Long Haul vs. Gimmick?
• Brands that don’t do the legwork are doomed to remain “gimmick” social brands.
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So, what is a social brand?
• A social brand starts with a conversation.
• The conversation is among consumers
• The brand listens and responds quickly and appropriately
• The conversation is used to improve the brand, the company, the service
• Authentic
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Travel Alberta
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Don’t just take my word for it…
Beth Reilly, Kraft foodshttp://vimeo.com/15632643#
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Visa, GE, and various B2Bhttp://www.youtube.com/watch?v=bfD1tS9Hogg
Leslie Berland, Amexhttp://www.youtube.com/watch?v=nT_4qt2uHpI