BUILDING SOCIAL BRAND PLATFORMSFOR TODAY’S WORLD                                                      1Social Media Semina...
SOCIAL MEDIA HASEXPLODED…                              2                   McCann Worldgroup
PEOPLE             +       SOCIAL MEDIA             =                                   3REVOLUTIONARY PEOPLE POWER       ...
4McCann Worldgroup
“THE REVOLUTION OF  THE YOUTH OF THE         INTERNET.”                                                                   ...
THE REAL-TIME ARAB SPRING (‫ الثورات العربية‬‎                                           )                                ...
MAPPING LOCAL CORRUPTION THROUGH CROWDSOURCING                                             McCann Worldgroup   7
SOCIAL MEDIA… IT’S WHERE PEOPLE SPENDMOST OF THEIR TIME ONLINE…                       8     AND IN REAL LIFE              ...
THE STATSFacebook                                       Twitter750 million+ active users                      200,000,000+...
PEOPLE               +         SOCIAL MEDIA               =                               10REVOLUTIONARY MARKETING POWER ...
IT’S WHERE CONSUMERS ARE INTERACTING WITH BRANDSIN HUGE NUMBERSSource: http://mashable.com/2011/08/16/social-media-marketi...
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                             ...
JAPAN IS MORE ADDICTED TO TWITTER THAN THE US                                                                             ...
FB GROWTH IN ASIA PACIFIC IN LAST 6 MONTHS 80.0%                                                        73.3% 70.0% 60.0% ...
2011 IS THE YEAR OF FACEBOOK!                                McCann Worldgroup 17
WHAT’S IN IT FOR US?                                                  18That’s the first question every          CMO has. ...
WHO’S DRIVING THE CONVERSATION?                          19   TECHNOLOGY?     BRANDS?      PEOPLE?                    McCa...
TECHNOLOGY?              McCann Worldgroup
OPPORTUNITY              It’s not about technology.      It’s about the fusion of    technology with people’s             ...
TECHNOLOGY INTERSECTING PEOPLE’S LIVES          Mobile                                                 Social             ...
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                                             ...
IT MOST DEFINITELY     IS ABOUT      PEOPLE                     McCann Worldgroup
They’re not passive consumers or viewers,they are active participants, advocates,critics, influencers, producers… they wan...
THEY DECIDE…What marketing to consume                 29At what timeWhereAnd how to react to it                      McCan...
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 successf...
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        ...
DON’T UNDERESTIMATE THE POWER OF SOCIAL MARKETINGINTELLIGENCESource: http://tweettrader.net/scoreboard/KFT   McCann Worldg...
THE NEXT QUESTION CMO’S ASK        THEMSELVES: How can WE, the brand,                                                  35c...
This is how Michael Dell answered it…    "These conversations are going to occur whether    you like it or not, O.K.? Well...
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                                                     38MARK...
OF COURSE, EVERY CMO HAS THIS QUESTION:WHAT’S THE BUSINESS IMPACT ANDROI OF SOCIAL MEDIA?                                 ...
THE THREE BIG BUSINESS GOALS    •Real time listening and    conversation, leading to    long-term, sustained    loyalty, r...
THE MODEL TILL NOW In our past marketing communications, we had been fighting the battle of acquiring and losing customers...
COMMUNITY MEANS SUSTAINING ROI While campaigns and content change over time, the social media platform acts as a flexible ...
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 ...
Thank you            Follow us on… Twitter: http://twitter.com/#!/MRMJapanFacebook: http://www.facebook.com/mrmjpn        ...
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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?

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MRM Japan Social Seminar public domain

  1. 1. BUILDING SOCIAL BRAND PLATFORMSFOR TODAY’S WORLD 1Social Media SeminarSeptember 7, 2011 McCann Worldgroup
  2. 2. SOCIAL MEDIA HASEXPLODED… 2 McCann Worldgroup
  3. 3. PEOPLE + SOCIAL MEDIA = 3REVOLUTIONARY PEOPLE POWER McCann Worldgroup
  4. 4. 4McCann Worldgroup
  5. 5. “THE REVOLUTION OF THE YOUTH OF THE INTERNET.” 5 WAEL GHONIM Leader of social movement in Egyptian Uprising McCann Worldgroup
  6. 6. THE REAL-TIME ARAB SPRING (‫ الثورات العربية‬‎ ) McCann Worldgroup 6
  7. 7. MAPPING LOCAL CORRUPTION THROUGH CROWDSOURCING McCann Worldgroup 7
  8. 8. SOCIAL MEDIA… IT’S WHERE PEOPLE SPENDMOST OF THEIR TIME ONLINE… 8 AND IN REAL LIFE McCann Worldgroup
  9. 9. 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
  10. 10. PEOPLE + SOCIAL MEDIA = 10REVOLUTIONARY MARKETING POWER McCann Worldgroup
  11. 11. IT’S WHERE CONSUMERS ARE INTERACTING WITH BRANDSIN HUGE NUMBERSSource: http://mashable.com/2011/08/16/social-media-marketing-stats-infographic/ McCann Worldgroup
  12. 12. WHAT ABOUT JAPAN? 12 McCann Worldgroup
  13. 13. McCann WorldgroupSource: http://www.digitalbuzzblog.com/infographic-asia-pacific-social-media-statistics-stats-facts/
  14. 14. 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
  15. 15. 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
  16. 16. 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
  17. 17. 2011 IS THE YEAR OF FACEBOOK! McCann Worldgroup 17
  18. 18. WHAT’S IN IT FOR US? 18That’s the first question every CMO has. McCann Worldgroup
  19. 19. WHO’S DRIVING THE CONVERSATION? 19 TECHNOLOGY? BRANDS? PEOPLE? McCann Worldgroup
  20. 20. TECHNOLOGY? McCann Worldgroup
  21. 21. 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
  22. 22. 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
  23. 23. BRANDS? McCann Worldgroup
  24. 24. YES, WHERE THEY ARE RELEVANT TO PEOPLE’S LIVES McCann Worldgroup
  25. 25. PEOPLE? McCann Worldgroup
  26. 26. ADVERTISER VS. CONSUMER VIDEO http://www.youtube.com/watch?v=heSudg-tfIk McCann Worldgroup 26
  27. 27. IT MOST DEFINITELY IS ABOUT PEOPLE McCann Worldgroup
  28. 28. They’re not passive consumers or viewers,they are active participants, advocates,critics, influencers, producers… they wantRELATIONSHIPS 28 McCann Worldgroup
  29. 29. THEY DECIDE…What marketing to consume 29At what timeWhereAnd how to react to it McCann Worldgroup
  30. 30. CAN YOU MAINTAIN ARELATIONSHIP WITHOUT LISTENING? McCann Worldgroup
  31. 31. 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
  32. 32. The good news is 32people in Japan wantcompanies to listenand respond to them McCann Worldgroup
  33. 33. 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
  34. 34. DON’T UNDERESTIMATE THE POWER OF SOCIAL MARKETINGINTELLIGENCESource: http://tweettrader.net/scoreboard/KFT McCann Worldgroup 34
  35. 35. THE NEXT QUESTION CMO’S ASK THEMSELVES: How can WE, the brand, 35control the conversation? McCann Worldgroup
  36. 36. 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
  37. 37. Note: this slide is a compilation of screen captures from http://www.ideastorm.com McCann Worldgroup
  38. 38. Marketing has become the CONTENT…And the content has become the 38MARKETING. McCann Worldgroup
  39. 39. OF COURSE, EVERY CMO HAS THIS QUESTION:WHAT’S THE BUSINESS IMPACT ANDROI OF SOCIAL MEDIA? 39 McCann Worldgroup
  40. 40. 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
  41. 41. 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
  42. 42. 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
  43. 43. In closing…
  44. 44. 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
  45. 45. Thank you Follow us on… Twitter: http://twitter.com/#!/MRMJapanFacebook: http://www.facebook.com/mrmjpn 45
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