Proximity BBDO Sweden presents: Digital Day 2011, Feb 10. REZA GHAEM-MAGHAMI The human behaviours have changed. What does it mean for brands? How do we create content for the social media era? The presentation can be seen: http://www.youtube.com/watch?v=JPwQYj3XTEo Get to know Proximity BBDO Sweden here: http://www.facebook.com/ProximityBBDOSweden http://www.proximity.se

1. CONTENT FOR
THE SOCIAL MEDIA ERA
STOCKHOLM 10 FEB 2011

2. BIG FIGURES

3. FACEBOOK: 500,000,000 users
YOUTUBE: 2,000,000,000 visits / day
TWITTER: 140,000,000 users, + 300 MM / m
3

4. HUMAN BEHAVIOURS

5. IT IS NOT ONLY BECAUSE WE CAN
WE LOVE TO SHARE & CONNECT
WE LOVE TO BE LOVED
WE LOVE TO CRITIC
WE LOVE $
WE LOVE ADVICES
WE ARE NOT IMUNE TO SOCIAL PRESSURE
5

6. INFLUENCING:
I LIKE, SHARE, SEND TO A FRIEND, RETWEET,
SCORE, COMMENT, GENERATE CONTENT...
6

7. BEING INFLUENCED:
ASK, READ, WATCH
7

8. AMPLIFIED BY
3 KEY TRENDS

9. «A social trend in which people use
technologies to get the things they
need form each other, rather than
from traditional institutions like
corporations.»
Trust in “a person like me” has tripled
from 20% to 68% in the last three
years.
TRUST 91% customers say consumer
generated content is the #1 aid to a
buying decision.
Charlene Li, The Groundswell
Accenture 2009 % change from 2008
76% of consumers believe
advertising lies.
9

10. We all have an innate desire
to be a part of something
MOVEMENTS bigger than ourselves.
10

11. « As a result of current economic
conditions,consumers say they are
more likely to try to find ways to save
money when shopping by
looking for coupons online (41%),
using search engines to find the
ECONOMIC DOWNTURN lowest price for a product (36%),
signing up for sweepstakes (34%)...»
Forrester Research, 2010
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12. WHAT DOES IT MEAN
FOR BRANDS?

13. A NEW FOOD CHAIN
Mums index
• Publish a blog / webpages
CREATOR • Upload video and pictures 128
• Write articles or stories and post them
• Post ratings/reviews of products or services
• Comment on someone else’s blog
CRITIC
• Contribute to online forums
116
• Contribute to/edit articles in a wiki
• Use RSS feeds
COLLECTOR • “Vote” for product and services 105
• Add “tags” to Web pages or photos ACTIVES
• Maintain profile on a social networking site PASSIVES
JOINER
• Visit social networking sites
121
• Read blogs
• Listen to podcasts
SPECTATOR • Watch video from other users 102
• Read online forums
• Read customer ratings/reviews
INACTIVE • None of the above 90
Sources: Forrester Research, Europeans’ Social Networking Use Accelerates Aug 2009, Reaching Moms Through Social Media May 2009. 13

14. A NEW CONTENT MODEL
The creation and
dissemination of
We create content
branded content is
platforms and programs
put firmly in the hands
for brands
of the consumers
LISTENING
We drive active engagement
Consumers pull the
with the content which
relevant content and
stimulates dialogue
distribute it to their peers through their own
and brand advocacy
personal words

15. NEW TOUCHPOINTS
80% OF AVERAGE TRAFFIC COMES FROM
SEARCH
WE OFTEN WORK FOR 20%
15

16. BUT THEN...
WHO DOES NOT LOOK FOR:
MAPS?
VIDEO TUTORIALS?
PRODUCT SCORES?
REAL CONSUMER EXPERIENCES?
16

17. SEARCH IN THE LAST YEAR
50% 50%
Classic Real time Videos &
Maps Facts Reviews Fans Blogs Links
Search Search Photos
SOCIAL SEARCH
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18. CONTENT AND COMMUNITY MANAGEMENT
HYGIENE FACTORS
BRANDED PLOTS
18

19. 5 KEY COMPONENTS
FOR SOCIAL MEDIA
CONTENT

20. 1. Add value to
existing behaviors

22. 2. Human insights
not technical ones

24. 3. Give brands
human voicE

26. 4. CONSUMER journeys
& moments of truth

29. 5. Useful entertaining
exceptional EXPERIENCES

31. THANK YOU
REZA: RGM@PROXIMITYWORLD.COM