Social marketing 29 4 2010 hr

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Slide Show Hugues Rey Club des Entrepreneurs Solvay Alumni

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Social marketing 29 4 2010 hr

  1. 1. 29th April 2010 Social Marketing – Hype or Solvay Alumni Entrepreneurs Club Hugues Rey – Chief Digital Officer MediaBrands Brussels
  2. 2. Social Networking It’s mainly about people …
  3. 3. … but technology multiplies the opportunities to communicate http://www.youtube.com/watch?v=_2vLtpVPqhI
  4. 4. More than a Hype ! Digital in Belgium is Social (source: Comscore 12/09 – Total 15+ - in %) Google Search Windows Live Hotmail FACEBOOK.COM YOUTUBE.COM* Windows Live Messenger MSN Wikimedia Foundation Sites Belgacom Group Microsoft Google Maps Telenet Sites eBay Yahoo! Sites Blogger NETLOG.COM* Bing Apple Inc. Corelio De Persgroep Truvo International SanomaWSOY VRT Sites CBS Interactive BNP Paribas Kapaza WordPress Amazon Sites 0,0 20,0 40,0 60,0 80,0 100,0
  5. 5. More than a Hype Facebook x 1,8 – Twitter x 17 ! (source: Comscore 12/09 – Total 15+ - in UV)
  6. 6. More than a Hype! Social Media is Multi-Channel (source: Comscore 2010 – Total 15+ - in %)) LIVE.COM* FACEBOOK.COM YOUTUBE.COM* Windows Live Messenger Blogger NETLOG.COM* WordPress Skyrock SKYNETBLOGS.BE DAILYMOTION.COM Instant Message Picasa Network FLICKR.COM Social Networks BLOGGEN.BE Six Apart Sites Technorati Media Photo / Video Sharing Hyves TWITTER.COM* Blogs LINKEDIN.COM CENTERBLOG.NET CANALBLOG.COM* Metacafe PAPERBLOG.FR BLOG.NL HI5.COM Habbo Ltd. DEEZER.COM NING.COM Yahoo! Messenger DELICIOUS.COM Orkut 0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0
  7. 7. More than a Hype Social = Time Spent ! (source: Comscore 2010 – Total 15+ - Total Minutes MM ) Kapaza BNP Paribas CBS Interactive VRT Sites SanomaWSOY Truvo International De Persgroep Corelio Apple Inc. Bing NETLOG.COM* Blogger Yahoo! Sites eBay Telenet Sites Google Maps Microsoft Belgacom Group Wikimedia Foundation Sites MSN Windows Live Messenger YOUTUBE.COM* FACEBOOK.COM Windows Live Hotmail Google Search 0 200 400 600 800 1.000 1.200 1.400
  8. 8. … &MoreMedia has arrived! Consummer Social than a Hype – are active 74% of Read – 42% Comment – 9% Micro Blog “Q4 Which of the following have you done on a computer?” Blogging / forums
  9. 9. Mobile is the new web ! Social is Mobile (… Multi-Devices)
  10. 10. Purchase intention crossed with ‘Ipad’ knowledge (Y/N) ? Certainly when available in Belgium Don't know if (Y) purchase or not, 0,6% hesitation (Y) No interest (N) 3,2% 29,5% Yes No Interested but wait before purchase (Y) 10,7% Interested but no purchase (N) 11,8% Interested but no purchase (Y) 17,6% Interested but wait before purchase (N) 7,3% Don't know if purchase or not, hesitation (N) No interest (Y) 4,9% 14,1% Certainly when available in Belgium (N) 0,3% N : 1050
  11. 11. Social Marketing is about ENGAGEMENT ! http://www.flickr.com/photos/8998965@N05/
  12. 12. Social Marketing is about to involve the complete Brand Socio-System to engage deeper with the brand Brand Socio-system Customer Employees … CEO ? Official Champions
  13. 13. Digital Communication Objectives & KPI’s Brand/Communication Values Building • Communicate in the most balanced & impressive way • Customers, (Non) Users, Target Group • Cov., OTS, Affinity, Context, Impact, Click, Interaction Engagement – Social Marketing • Let’s live a full Digital (and more) experience • Brand Ambassador, Advocacy, Story Tellers, Influencers • Time spent, Dwell (Rate / Time), Virality, Repeated Visits E-Acquisition / Promo • Recruit : E-Prospects / e-Leads / (Loyal) e-Customer / • People who: Buy / Ask for Appoinment / Ask Info / Look for Dealer • Conversion Rate, Repeated Visits, C/Conversion, leads
  14. 14. Objectives & KPI’s - How To ?
  15. 15. Opportunities of Social Marketing We measure social media activity against a set of conventions called the Rules of Engagement, which gave us a guide as to how well social media is currently working for brands, whether they are nurturing and having input into these communities, and whether they have managed to reap any rewards or benefits from the time and effort that they put into maintaining these communities. MARKET TARGET / COM Integrate in INSIDE your Engage Business Enrich Unite Model Listen Empower Identify Integrate 15
  16. 16. BHV – Social Media (29/10/2009 – 29/4/2010) Source: Sysomos 29% Positive + 31% Neutral + 40% Negative
  17. 17. BHV – Social Media (29/10/2009 – 29/4/2010) Source: Sysomos
  18. 18. Listen & Identify Locate Existing External Communities
  19. 19. Listen & Empower Starbucks Idea: Ideas in Action Blog • Starbucks decided to start up a blog which would act as a hub for both Starbucks and their consumers to communicate with each other • Starbucks is a brand that is surrounded by controversy, but also very loyal fans; opposite ends of the spectrum • They knew that it was important to listen to both sides in order to gauge what their consumers’ needs were so that they could make changes, if possible, to improve the brand • All suggestions put up on the blog have been considered by Starbucks, and some implemented. Starbucks have highlighted which ideas or suggestions they are taking into consideration and what they are doing about it Why Did this Campaign Work Well? • Starbucks provided their consumers with a platform to engage directly with the brand and then showcased that they were actively working towards improving the brand using their consumers’ suggestions • Consumers are made to feel like their opinions matter 19
  20. 20. Unite Connect Communities
  21. 21. Integrate with Field action & Mass media 21
  22. 22. Integrate - Augmented Reality
  23. 23. (Content x Reach(Traffic Drivers))2 Example: Hugues Rey ;-) … www.rey.be … I am a Bridge. 275 135 885 1150 Prof. Mail Signature
  24. 24. April 2010 … • Good day, Knowing your blog I am a Bridge, is one of the leading blog concerning digital lifestyle, I thought you might be interested in the below. Following the great success of the IKEA app, IKEA announced a series of new developments to their iPhone app. All developments are based on customer feedback. IKEA is overwhelmed by the great feedback and wants to say ‘thank you’ to all fans responsible for actively sharing their thoughts.
  25. 25. SME - Opportunities to Engage • Company Website • Company Blog / Employees Blog - Link & Merge all the Content • Facebook Fan Page - Benefits: • Twitter Account - Influencer Positioning • Share Powerpoint on SlideShare - Dialog opportunities • (Develop a Mobile Phone App) - Search engine natural presence • …
  26. 26. Thanks for Sharing … + 32 / 496 26 06 88 Messenger: hugues@live Mail: hugues.rey@mediabrands.be Blog: www.rey.be Twitter: huguesrey Skype: Yugsxiii Second Life: Yugs Bournemouth Linkedin: http://www.linkedin.com/in/huguesrey

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