Les médias sociaux
le nouvel atout des entreprises?

Plan
• A. Introduction
• I. Que sont les médias sociaux ?
I.a Caractéristiques
★
I.b Impact en Belgique
★
• II. Pourquoi & Comment les utiliser
II.a Pourquoi ?
★
II.b Comment, quelle stratégie ?
★
• III. Cases
• I V. C o n c l u s i o n

A. Introduction

Social Media ?
Umbrella term which includes all the
“tools” and “channels” of
recommendation, participation,
conversation, diffusion, socialization,
aggregation, creation influenced by the
new way to use Internet !

Communication professionals
& Social Media
• 68 % don’t know what Social Media is...
• 64 % think that the potential of Social Media is “middle” to “low”
• 57 % think that Social Media is mainly adapted to extern communication
• 10 % say that Social Media is useful in crisis communication
- Social Network - 37 % active users
- Blogs - 27 % active users
- Videocasts - 20 % active users
- Podcasts - 14 % active users
Sources :
Leads United (June 2008)
70 peoples from Communication
professionals

I. Que sont les médias sociaux ?
I.a Caractéristiques

Social Media is a
mainstream media
found on by Oecher

• 70% of US adults visit social sites
• 200 millions de Social Networks users
• 100,000 Social Networks on NING
• Facebook adds 100,000 users a day
• More than 185,000 millions blogs worldwide
• YouTube: 100,000,000 video views /day
• 28% US online population use Twitter
• 52% use RSS feeds on a regular basis
• 52% have shared bookmarks through services like
del.icio.us
• 81% read most popular links
Source : Razorfish Report Feed 08

• In September 2008 :
• Facebook : 1,2 M unique visitors, 230 M page views
• Netlog : 1 M unique visitors, 230 M page views
• LinkedIn : 150,000 unique visitors, 3,5 M page views
• Skynet : 1 M unique visitors, 170 M page views
• Enchanté blogs : 500, 000 unique visitors, 7 M page
views
Sources :
- Edelman Omnibus Blog Study & IAB
- Microsoft numbers 2008
- Twitter Facts (2007)
- Facebook adserver 2009
- David Hachez, The after , Sept 2008
- Insites

Social Mediais a a
Social Media is
mainstream media
participatory media
found on by Printemps ete

Social Media activities
Posting
Creating
Participating
Sending
Blogging
Submitting
Source : Grunwald Associates LLC

Social Networking activities
•14% read blogs
• 9% create content on their blogs
• 31% contribute to consumer reviews
• 8% have created their videos
Sources :
- Edelman Omnibus Blog Study & IAB
- Microsoft numbers 2008
- Twitter Facts (2007)

Social Media is an
emotional media
found on by rogerwp

Source: Never Ending Friendly report

Social Media is an
addictive media
found on by Esther17

Social Media is
‘no longer’ a kid’s
media
found on by assbach

800.000
600.000
400.000
200.000
10-19
20-29
30-39 0
40-49
50-59
60+
Tranches d’ages, membres Facebook en Belgique Picture credit : zazzle.com
37% ont plus de 30 ans,
★
40% ont entre 20 et 30 ans !
★
Source : Facebook Adserver

• On LinkedIn :
• Middle age is 35y
• 55% have more than 10 years experiences in Internet
• The majority works in those business : IT, Marketing & Business management.
Sources :
Fill The Gap (August 2008)
2000 peoples from Linkedin

I. Que sont les médias sociaux ?
I.b Impact en Belgique

+2M on
+ 2M blogs
Netlog
+1,5M on
750k on LinkedIn
Facebook
2,2M Social
29% participate on
media users
forums
Sources :
More than 2,000 - Edelman Omnibus Blog Study & IAB
Twitter accounts - Microsoft numbers 2008
- Twitter Facts (2007)
found on by earcos

In Belgium social networking
is the 4th activity behind
search, email and Instant
Messaging !
Source : Insites
found on by pascal.charest

II. Pourquoi & Comment
les utiliser ?
II.a Pourquoi ?

People are talking
! Source :
y
★ 3 M tweets per da
Techcrunch
s their
★ 13 M users update
. 1 time
Facebook statut min
.zdnet.fr le
per day.Source : http://www
19/12/2008
found on by THEfunkyman

People are talking
about brands
tworkers said
★ 40% of all social ne
orking sites
they use social netw
brands or
to learn more about
urce TNS Survey
products they like. So
sation
★ 15% of every conver
service !
includes a product or
university
Source Northeastern
found on by Will Lion

People are creating
content
sults
★ 26% of top search re
t brands
for worlds 20 larges
ted.
are consumer genera
Research
Source : Jupiter
of the
★ In 2 years time, 70%
User
online content will be
Generated Content
or
Source: Data Monit
found on by MK Media Productions

Your markets are
fragmented
found on by JasonUnbound

Consumer touch points
Blogs sites Musics sites
reads up on new releases,
read his friendʼs posting
download songs
Movies sites
buy tickets online
(...)
Google.com Sports sites
checks scores and
searches for what is cool
team updates

Who are the Social Media users ?
Creators Bloggers, U.G.C, redactors, ...
write comments, ...
Critics
Collectors RSS feed users, pages noting, ...
Participants Publish on Social Network.
Spectators Read blogs, watch videos on Youtube, ...
Others They aren't on Social Media
Source Forrester

Your markets are
exponential
found on by evilnick

Influence ripples
Source : Logic+emotion

Your markets are
influential
donʼt believe
★ 76% of consumers
rchase by a
★ In 2011, 30% of pu the truth in
that companies tell
rectly
consumers will be di e Yankelowich
advertissement. Sourc
ns he found
influenced by opinio ends and
★ Conversation with fri
in 2008.
online, compare to 9% ce of truth
peers is the 4th sour
m
Source : Gartner.co
ines, in
after News in magaz
.
newspaper and on TV
st barometer 2008
Source Edelman tru
found on by Harsh1.0

II. Pourquoi & Comment
les utiliser ?
II.b Comment ?

Be sure you agree with the
Social State of Mind
found on by Ignacio Guerra

Listen
found on by Orange_Beard

Communicate about experience, not brand
found on by Incase Designs

Define your strategy
found on by mysza831

Define your strategy
• Determine your business objectives (choose your
difference key - give humanity inside)
• Know your audience
• Choose your tactics/tool/network social
• Listen and use tool for Monitoring : Radian6 ou
Attentio
• Insert SM inside your Global Media planning
• Think like editor

III. Cases

Ine@ Chamonix
by Rolling Talks

Objectives
★ Establish a first dialogue with Belgian bloggers
★ Communicate Club Med USPʼs & values amongst surfers thanks to
real & neutral bloggingexperiences
★ Position Club Med as an innovative & modern brand
★ PreinforceClub Medʼs online visibility

Concept
★ A blogger sended to Club Med Chamonix in order to give a live
impartiel feedback on her stay
★ She tested everything possible (Ski, Spa, Restaurant, …)
during 3 days
★ Means: Blog + Interactive banner (Twitter + Flickr)

Results
★ 59 102 Impressions
★ 277 clicks
★ 0.47% CTR
★ 17 629 contacts
★ 3.4 impressions / contact
★ 1.57 clicks / contact

Ligue des impatiens
by Cherry and Cake

Objectives
★ Profiter de lʼoccasion du salon de lʼauto pour communiquer sur Nearly
New Car.
★ Convaincre les consomateurs dʼacheter une voiture dʼoccasion plutôt
quʼune neuve (livraison plus rapide).
★ Conquérir une cible plus jeune.

Concept
★ Une ligue des impatients milite contre tout ce qui nous fait attendre
via un site, une page facebook et des actions guerilla reléguées sur
youtube.
★ Les bloggers belges sont également activés pour relayer
lʼinformation.
★ Dans un premier temps, la marque nʼest pas citée pour suciter
lʼinterrogation.
★ Dans un second temps des banners sont diffusées sur une multitudes
de sites

Résultats
★ 75 443 visites
★ 10 289 vues pour la vidéo de reveal FR, 7 578 pour la NL
★ 28 138 vues total toutes vidéos confondues

Conclusion

Conclusion
- Les médias sociaux, sont de nouveaux outils
de relations publiques, entre vous et vos
consommateurs !
- à condition : d’etre patient, de s’investir,
d’écouter, de réagir, de faire preuve
d’adaptabilité et de réactivité

Thank you for your attention
Cherry and Cake
Entertaining Advertising
Special “Social Media friday drink”, this friday around 17h at
www.blog.cherryandcake.eu
Follow us on twitter : twitter.com/cherryandcake