5 Lessons in Social Branding

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Slides from my keynote today at Performance Insights Conference Berlin, talking about how Coca Cola became the world's most social (and valuable) brand

Marketing Social Media

5 LESSONS ON SOCIAL
BRANDING
Building Relationships. Faster.
@JeremyWaite
Salesforce Marketing Cloud EMEA
THE REAL THING
#PMIEUR

The Customer Success Platform
Enabling customer transformation
Sales
Service
Marketing
CommunityApps
Analytics
Build relationships. Faster...

UNKNOWN KNOWN
We Need To Build Relationships. Faster.

4 Technology Shifts 2015
11.6%
Faster app
development
in the cloud.
25%
Mobile traﬃc
direct from
mobile to cloud.
550m
Social networks
and forums
(69% dark)
90%
Data didn’t exist
12 months ago

“Social media is
not a silver bullet.
But it makes
everything else
better”.
Wendy Clark
Senior VP, Global Marketing

1.  Growing Proﬁtable Revenue
2. Connecting with Customers
3. Competition in the Marketplace
Gartner CMO Spend Survey 2015
Journeys Contacts Content Channels Analytics Apps
Top 3 CMO Challenges in 2015

“Engaging with your fans and building a
community are two totally diﬀerent things”.
@MitchJoel

“Better to have 1,000 people who love you, than
1m people who kinda like you”. @Bchesky, AirBnB
1
2
3
4
90,858,973
57,456,488
43,302,878
42,056,083

37% Brands don’t know the lifetime value of their customers

YouTube’s 490 million users upload more v
ideo in 60 days than the three major U.S. te
levision networks created in 60 years

•  25 million video views.
•  1,220 YouTube subscribers.
•  242 million social web impressions
•  39 million Facebook impressions
•  546,000 impressions on YouTube
•  246,000 Facebook mentions
•  1.5 million new Facebook fans
•  21,000 new Twitter followers
•  245 million search impressions
•  461,000 clicks CTR of 0.2%
Mark Ronson & Katy B
for Olympics 2012

“You don’t have to spend
a j i l l i o n d o l l a r s o n
advertising to get your
word out. What matters is
that customers have a
good experience with
your product at every
single point of contact”.
David Neeleman ~ Founder JetBlue

60:30:10 Campaign Strategy
STRATEGY
5%
CREATIVE
30%
MEDIA
60%
ANALYTICS
5%

Ulrik Nehammer
CEO Coca-Cola EMEA
“In the past it was the big
companies out-competing
the small companies...
Today it is the fast
companies out competing
the slow companies”.

2.5m Fans 6.6m Fans
85% Engagement 15% Content

69% Dark Social | 23% Facebook | 8% Other Social Networks

DATA DRIVEN
MARKETING?
Even when executives
have all the data available
75%still trust their gut when
making major strategic
decisions.

When
WHEN
did they
say it?
Who
WHO
are your
customers?
What
WHAT
are they
saying?
Why
WHY
did they
say it?
Where
WHERE
did they
say it?
The (Not So) Secret Social Formula

“Lack of trust is the biggest threat to
the advertising industry”.
Simon Litherland – Britvic CEO

The Coke Now : Next : New Strategy
Prioritise your goals in a whole new way
Customer
Success
10%NEW PROJECTS
20%NEXT (24 MONTHS)
70%NOW (0-24 MONTHS)

“You can’t
purchase
loyalty”.
Frank Underwood

A 5% Increase in
Customer loyalty
is everything.

72%CEO’s say #1 priority is understanding customer needs.

Build Relationships. Faster.
#BIGDATA
Volume Velocity Variety Veracity
5B
Smartphones
by 2017 Customer
Data
Purchase
Data
500m+Social Networks, Blogs
& Forums
Social
Data 2.5
Quintillion bytes
of data every day
Connected
Data

#PMIEUR
TAKEAWAYS
•  60:30:10 Campaigns
•  90:10 Engagement
•  5 W’s Listening
•  70:20:10 Priorities

Let’s go invent tomorrow
instead of worrying about
what happened yesterday.
“
”Steve Jobs ~ Co-Founder $APPL

Thank You
@JeremyWaite | Slideshare.net / JeremyWaite

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