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MRM Japan Social Seminar public domain

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Brands have a huge amount to gain from having a social media presence. The question is no longer “why”, but “what, and how?” And of course, how do we measure it?

Brands have a huge amount to gain from having a social media presence. The question is no longer “why”, but “what, and how?” And of course, how do we measure it?

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    MRM Japan Social Seminar public domain MRM Japan Social Seminar public domain Presentation Transcript

    • BUILDING SOCIAL BRAND PLATFORMSFOR TODAY’S WORLD 1Social Media SeminarSeptember 7, 2011 McCann Worldgroup
    • SOCIAL MEDIA HASEXPLODED… 2 McCann Worldgroup
    • PEOPLE + SOCIAL MEDIA = 3REVOLUTIONARY PEOPLE POWER McCann Worldgroup
    • 4McCann Worldgroup
    • “THE REVOLUTION OF THE YOUTH OF THE INTERNET.” 5 WAEL GHONIM Leader of social movement in Egyptian Uprising McCann Worldgroup
    • THE REAL-TIME ARAB SPRING (‫ الثورات العربية‬‎ ) McCann Worldgroup 6
    • MAPPING LOCAL CORRUPTION THROUGH CROWDSOURCING McCann Worldgroup 7
    • SOCIAL MEDIA… IT’S WHERE PEOPLE SPENDMOST OF THEIR TIME ONLINE… 8 AND IN REAL LIFE McCann Worldgroup
    • THE STATSFacebook Twitter750 million+ active users 200,000,000+ registered users130+ friends per average user 460,000 new sign-ups daily700 billion+ minutes per month on 155,000,000 Tweets per dayFacebook50% of active users log on to Facebook inany given day YouTube • 3 billion+ videos are viewed a day • 70% of YouTube traffic comes from LinkedIn outside the US • 100 million+ users • 12 million+ people are connected • 200 countries with LinkedIn users and auto-sharing to at least one social network • 1 million users joining LinkedIn every • 98 of AdAges Top 100 advertisers week have run campaigns on YouTube and • 500 Fortune 500 companies with the Google Display Network executives on LinkedIn • The number of advertisers using display ads on YouTube increased 10 fold in the last year McCann Worldgroup
    • PEOPLE + SOCIAL MEDIA = 10REVOLUTIONARY MARKETING POWER McCann Worldgroup
    • IT’S WHERE CONSUMERS ARE INTERACTING WITH BRANDSIN HUGE NUMBERSSource: http://mashable.com/2011/08/16/social-media-marketing-stats-infographic/ McCann Worldgroup
    • WHAT ABOUT JAPAN? 12 McCann Worldgroup
    • McCann WorldgroupSource: http://www.digitalbuzzblog.com/infographic-asia-pacific-social-media-statistics-stats-facts/
    • CRITICAL MASS IN JAPAN Blogs 16.9 M Blogs in Japan Facebook 12M visitors 14 YouTube twitter 42M visitors 17M visitors Mixi 13.2M visitors Data: Ministry of Internal Affairs and Communications McCann Worldgroup
    • JAPAN IS MORE ADDICTED TO TWITTER THAN THE US NOW: % Twitter Reach Japan v.s. U.S. 16% 16 Twitter.com- Japan 14 Twitter.com- US 12.3 12 10 8 10.2 8.2 6 4 2 0.6 0 09.Mar 09.Apr 09.May 09.Jun 09.Jul 09.Aug 09.Sep 09.Oct 09.Nov 09.Dec 10.Jan 10.Feb 10.Mar McCann Worldgroup 15 Data Source: Net View from Nielsen NetRatings March 2010
    • FB GROWTH IN ASIA PACIFIC IN LAST 6 MONTHS 80.0% 73.3% 70.0% 60.0% 52.3% 50.0% 38.9% 40.0% 30.0% 20.0% 15.0% 12.5% 13.1% 10.4% 10.0% 7.0% 2.7% -2.7% 0.0%-10.0% McCann Worldgroup 16
    • 2011 IS THE YEAR OF FACEBOOK! McCann Worldgroup 17
    • WHAT’S IN IT FOR US? 18That’s the first question every CMO has. McCann Worldgroup
    • WHO’S DRIVING THE CONVERSATION? 19 TECHNOLOGY? BRANDS? PEOPLE? McCann Worldgroup
    • TECHNOLOGY? McCann Worldgroup
    • OPPORTUNITY It’s not about technology. It’s about the fusion of technology with people’s lives, which gives us access to 21 people in a completely different way. McCann Worldgroup
    • TECHNOLOGY INTERSECTING PEOPLE’S LIVES Mobile Social + 22 Where The Mobile + Social Platform has become a collaborative platform helping people connect and do stuff of interest together. Marketing can effectively exploit this. McCann Worldgroup
    • BRANDS? McCann Worldgroup
    • YES, WHERE THEY ARE RELEVANT TO PEOPLE’S LIVES McCann Worldgroup
    • PEOPLE? McCann Worldgroup
    • ADVERTISER VS. CONSUMER VIDEO http://www.youtube.com/watch?v=heSudg-tfIk McCann Worldgroup 26
    • IT MOST DEFINITELY IS ABOUT PEOPLE McCann Worldgroup
    • They’re not passive consumers or viewers,they are active participants, advocates,critics, influencers, producers… they wantRELATIONSHIPS 28 McCann Worldgroup
    • THEY DECIDE…What marketing to consume 29At what timeWhereAnd how to react to it McCann Worldgroup
    • CAN YOU MAINTAIN ARELATIONSHIP WITHOUT LISTENING? McCann Worldgroup
    • You, our customers, are at the heart of everything we do at Dell. We know that for us to be successful, you need to be successful, and to understand what success looks like, we listen. We learn. Then we act. Turns out, this is a good formula. Michael DellDell, winner of Forrester 2010 Voice of the Customer Award McCann Worldgroup
    • The good news is 32people in Japan wantcompanies to listenand respond to them McCann Worldgroup
    • THIS LOOKS LIKE CRM, NOT MEDIA…SOCIAL CRM Business Function Social Objective Social Strategy Ongoing monitoring of your customers’ conversations with each other, Market Research Listening instead of occasional surveys and focus groups Participating in and stimulating two-way conversations customers have with Marketing Talking each other, not just outbound communications to customers Making it possible for enthusiastic customers to help sell or make Sales Energizing introductions to each other Support Supporting Enabling your customers to support each other Product/Service Helping customers work with each other to come up with ideas to improve Embracing Development products and servicesSource: Forrester Research and Groundswell McCann Worldgroup 33
    • DON’T UNDERESTIMATE THE POWER OF SOCIAL MARKETINGINTELLIGENCESource: http://tweettrader.net/scoreboard/KFT McCann Worldgroup 34
    • THE NEXT QUESTION CMO’S ASK THEMSELVES: How can WE, the brand, 35control the conversation? McCann Worldgroup
    • This is how Michael Dell answered it… "These conversations are going to occur whether you like it or not, O.K.? Well, do you want to be part of that or not? My argument is you absolutely do. You can learn from that. You can improve your reaction time. And you can be a better company by listening and being involved in that conversation." Michael Dell in Business Week, 2007 McCann Worldgroup 36
    • Note: this slide is a compilation of screen captures from http://www.ideastorm.com McCann Worldgroup
    • Marketing has become the CONTENT…And the content has become the 38MARKETING. McCann Worldgroup
    • OF COURSE, EVERY CMO HAS THIS QUESTION:WHAT’S THE BUSINESS IMPACT ANDROI OF SOCIAL MEDIA? 39 McCann Worldgroup
    • THE THREE BIG BUSINESS GOALS •Real time listening and conversation, leading to long-term, sustained loyalty, revenue and ROI Increase •Innovation of Products & Revenue services •Brand building 40 Improve Reduce Customer Costs Satisfaction Customer Service Efficiency: •Marketing intelligence •Customer Service •CommunitySource: Social Media Metrics, Jim Sterne McCann Worldgroup
    • THE MODEL TILL NOW In our past marketing communications, we had been fighting the battle of acquiring and losing customers. The ROI has been less a goal than grabbing their attention and hoping that they will stay loyal until the next campaign roles around. ROI Campaign Campaign Campaign Campaign Campaign Campaign campaign campaign campaign campaign campaign campaign content content content content content content McCann Worldgroup
    • COMMUNITY MEANS SUSTAINING ROI While campaigns and content change over time, the social media platform acts as a flexible structure and process. By filling in the gaps between campaigns we are sustaining buzz and retaining brand loyalists. At the same time, the overall return increases as more people join the community. Campaign Growth curve Campaign with growing Campaign community Campaign Campaign sustained sustained ROI Campaign~ sustained sustained sustained campaign campaign campaign campaign campaign campaign content content content content content content Social media platform 2011 2012 McCann Worldgroup
    • In closing…
    • Key take outs1. It’s about people first! What’s in it for them?2. Frame your objectives around core business goals3. Gain intelligence first – listen and learn4. Think platform, and think long-term – not just campaign. Build a real time listening, conversation, measurement, reporting and optimizing platform. 445. Use the power of the network to innovate: listen, gain insight and crowd source
    • Thank you Follow us on… Twitter: http://twitter.com/#!/MRMJapanFacebook: http://www.facebook.com/mrmjpn 45