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The role of social corporate responsibility in social media marketing.

The role of social corporate responsibility in social media marketing. Hans Helbig 1 st April 2014. Global Head of Digital Marketing & Chairman AIM Digital Committee. Introductions…. Digital Marketing. Digital Media. CMI. eSales. IS. NPS.

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The role of social corporate responsibility in social media marketing.

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  1. The role of social corporate responsibility in social media marketing. Hans Helbig 1st April 2014

  2. Global Head of Digital Marketing & Chairman AIM Digital Committee Introductions… Digital Marketing DigitalMedia CMI eSales IS NPS

  3. Nearly 6 hours of additional media is consumed per week Hours Source: Forrester hourly media consumption by week – Top 7 EU

  4. What activities are consumer doing whilst simultaneous screening?

  5. Social Media is a mandatory. • Reach • Consumer of 1 • Media Mix • Consumption • Amplification • Value

  6. ...of course brands are going to advertise. • What types of ads are there? • What is the difference with social media? • What do we do?

  7. ...of course brands are going to advertise. • What types of ads are there? Branded Product Pages / Content Sponsored Stick in image example here Pure Advertising Stick in image example here Native Ads Pure Ads

  8. ...of course brands are going to advertise. “Check out our latest campaign with Wayne Rooney @NikeFootball#myground#ad” • What types of ads are there? • What is the difference with social media? "The pitches change. The killer instinct doesn't. Own the turf, anywhere. @NikeFootball #myground#ad” “I really love the way Wayne Rooney plays football especially at Old Trafford and I don’t like the new manager. @NikeFootball#myground” “All the latest Nike trainers at Decathlon @NikeFootball#myground”

  9. ...of course brands are going to advertise. • What types of ads are there? • What is the difference with social media? • What do we do? • Speed is against us • There is a lack of control • Trust becomes crucial

  10. ...of course brands are going to advertise. • What types of ads are there? • What is the difference with social media? • What do we do? • Legislation • Self-regulation

  11. What do I think matters? • Great and consistent content • Brand values and honesty • Generating trust • Working to create a sustainable environment • Putting the consumer first • Self-regulation supported with core legislation • Native ads should be more distinct • We should work together to develop a core set of principles over time

  12. Questions? Security Level: Confidential

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