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Brands in Networks: Social web, ROI and social media literacy
Antony Mayfield
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The web is social
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Building revolutions that stick
Image: Dunechaser (cc)
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A lifetime in the revolution
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A lifetime in the revolution
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A lifetime in the revolution
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A lifetime in the revolution
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A lifetime in the revolution
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A lifetime in the revolution
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Search & Social
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Search
Technical
Find
Numbers
Quantitative
Social
Human
Filter
Stories
Qualitative
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media
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media
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Some American history
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Google searches on inauguration day
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Google searches on inauguration day
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Presidential oath begins
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Google searches on inauguration day
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Presidential oath begins
Speech ends
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Meanwhile on Facebook...
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Meanwhile on Facebook...
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8,500
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ROI11
(and other approaches to evaluation)
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As a wise man (or it may have been Paul MacCartney) once said....
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Canʼt Buy Me Love
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But we still have to measure, right?
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Two things driving ROI innovation
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+++...Attention markets....+++....++
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+++...Attention markets....+++....++
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...+++...REAL markets....+++...+++...+
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Can you connect the two?
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Pick a metric, any metric....
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Justin Billingsley: 100% digital
http://www.iabengage2008.co.uk/
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18m
Sometimes it’s still just about brandawareness
$ $ $ $ $ $ $ $ $
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User-centred evaluation
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“Spreadsheets are not strategy”
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Spot the
Human!
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Stories / Numbers
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What viral really looks like
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What viral really looks like
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25%
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What viral really looks like
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25%
75%
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Social media literacy
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The real revolution wasn’t the
technology
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It was when everyone
learned to read
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Image: markhillary (cc)
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Making the people in our organisations social media literateis a priority.
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Social media literacy in action
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ROI?
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ROI?
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$650 million
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ROI?
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$650 million
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ROI?
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$650 million
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Social media-literate government?
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Social media-literate government?
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Principles and lessons
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Ambition & boldness
Principles first
Search & social
Make ROI work for your project
Social media literacy
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icrossing.co.uk/ebooks
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e-Book plug
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icrossing.co.uk/ebooks
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Thank you
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connect.icrossing.co.uk
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