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Social Media (r)evolution : back to roots ?

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This presentation was given to the "Fédération Internationale Automobile" (FIA) in Paris early November 2010

This presentation was given to the "Fédération Internationale Automobile" (FIA) in Paris early November 2010

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Social Media (r)evolution : back to roots ? Social Media (r)evolution : back to roots ? Presentation Transcript

  • The Social Media (r)evolution: back to roots for motoring clubs ?
    FIA General Assembly – Member Benefit Forum
    November 3, 2010
    AlexandreVandermeersch
  • 1
    Social Media facts & laws
    Value creation
    Motoring Clubs
    Closing thoughts, Q&A
    Agenda
  • 2
    Social Media is more than Facebook…but mainly Facebook
    View slide
  • 3
    Main categories – 101 on social media
    • Social networks View slide
    • Mutualacceptance– mapping real life connections
    • Micro-blogging & curating
    • Followership – simplyrequires to ‘subscribe’ to someone or ‘submit’ ‘vote’ / ‘tweet’ for a topic/link
    • Crowd-sourced media
    • Upload/create& share- Media/content isuploaded/createdby a smallcommunitythenseen by a large group (+ as wellvoted, curated, funded,…)
  • 4
    Is Social Media a fad?
  • 5
    1
    Internet is soon becoming Europe’s first media
    Hours per week of usage in Europe
    TV-flat
    TV-falling
    Internet-flat CAGR
    Internet-slowing CAGR
    Internet consump-tion is estimated to average 14.2 hours per week against 11.5 hours for TV by 2010
    2011
    10
    09
    08
    07
    06
    05
    2004
    SOURCE: Microsoft Europe Logs On Report 2009
  • 6
    Social media – seniors still flock ‘en masse’ in the US
    Penetration of 50 yrs + in social media in the US
    Age 50-64
    Age 65+
    +88%
    +100%
    Age 30-49
    Age 18-29
    +27%
    +13%
    SOURCE: Pew Research Center
  • EVERY WEEK …
    26% play console games
    33% watch Internet video clips
    38% send SMS messages
    39% read magazines
    43% visit social networks(spending an hour a day)
    They are addictive
    7
    Source: 2008 McKinsey iConsumer survey
  • 8
    4 laws of social media
    Law of networks
    Law of gravity
    Law of switch costs
    Zuckerberg’s law of information sharing
  • 9
    1 – Laws of networks - be the fastest and best at building the network
    • Network’s value increaseswith new nodes (not all nodes are createdequal)
    • Two-sided networks are tougher to crack but unlock more value
    • Critical focus put on ‘getting new nodes’(iememberrecruiting & on boarding)
  • 10
    2 – Law of gravity – 3 reasons why content publishers/advertisers go to social media
    • Built-in sharing vs opt-in sharing
    • ConvenientReach – less ‘click costs’ to join
    • Top of mind– usersonlyremember few sites to check in regularly, rarelyused bookmarks
  • 11
    3 – Law of switch costs – why it’s hard to leave
    • Building yourpersonal network online took time & energy
    • If youswitch, whowillfollow ?
    • Registering all data is a pain
  • 12
    4 – Zuckerberg’s law of information sharing: increasing online disclosure
    • « Everyyear, people sharetwice as muchinformation as theydid last year »
    • People progressivelysee ‘more value thancosts & risks’: socializing, ease of sharing (e.g mobile), privacyconcernsadressed,…
  • 13
    Value creation
    Social Media facts & laws
    Motoring Clubs
    Closing thoughts, Q&A
    Agenda
  • 14
    A Facebook fan is worth…
    SOURCE: Syncapse research, June 2010
  • 15
    R&D/ Product development
    Procurement/Production
    Marketing/PR
    Sales
    Service
    Support functions – HR, IT, Training
    Online engagement is creating value across the value chain…
    SOURCE: McKinsey Technology Initiative
  • ….And a “Coppernicianrevolution” - My experiencewith Microsoft
  • Social media complete eachother and build links fostering trust & loyaltyaround a company/Brand
  • Especially if you show case testimonials, right on your web site
    18
    Credibility
    Conversion rate
    +25%
    Sales
    +10%
    SEO
    Word of Mouth amplification
    Powered by:
    http://www.dialogfeed.com
    Put it on your site
  • 19
    Motoring clubs
    Social Media facts & laws
    Value creation
    Closing thoughts, Q&A
    Agenda
  • 20
    Some definitions
    Club
    A club is an association of two or more individualsunited by a common interest or goal
    A virtual community is a social network of individuals who interact through specific media, potentially crossing geographical and political boundaries in order to pursue mutual interests or goals.
    Virtual community
    Source: Wikipedia
  • 21
    Back to roots ?
    The thirties
    2010+ (?)
    The Nineties
  • Recruiting – aren’t your members your best ambassadors ?
    Brand
    Re-enforcement of WoMactivities
    Relationship building:
    • Free trials, sampling,..
    • Feedback
    • Read responses
    • Intervene in community
    Ambas-sadors
    • Word of Mouth/ mouse (« This service isgreat and values itsconsumers – I will go the extra mile to promotethem »)
    Otherconsumers
    Virtuouscircle for the brand!
  • Blue sky thinking – can your members solve big problems ?
    • Ratherthantrying to solve the problem, canyoubuild & facilitate an ecosystemfor a solution ?
    • Mobility self-support
    • Pollution avoidance ?
    • Group buying ?
    • Self-support ?
    • Connectpassionate people?
  • Some threats
    • Commoditization – aggregators
    • Disintermediation – self-regulatedtravel assistance?
    • Attack of adjacent players – traditionalinsurancecompaniesgoing social
  • 25
    Closing thoughts, Q&A
    Social Media facts & laws
    Value creation
    Motoring clubs
    Agenda
  • Consumer trends: yousimplymay have nochoice
    Sourceagenetwildfire/DDB Tribal Canada
  • 27
    R&D
    Opera-tions
    Marketing
    Sales
    Service
    Our perspective – E^4
    CEO = Chief Engagement Officer
    End-to-End External Engagement (E^4) is the ability to truly engage with external stakeholders continuously in time, for consumer insights, innovation, marketing, sales and customer service
    SOURCE: Brandialog white paper
  • 28
    What should you do when you are back ? Our 5 simple steps
    • What business objectives are you after, with whom (by type of relationship) ?
    0
    • Who are those people and what to they do & say ?
    1
    • How do I engage them & build social currency/value, sales, reduce costs, raise satisfaction ?
    2
    • How do I scale & leverage ?
    3
  • Where we play
    Getyourown 300-500 privatecommunity, online, available forco-creation, 360° feedback, and ambassadorship building
    Geta dedicateddialogue section/web site, withthe social media testimonials back on your web site, open a dialogue section, humanizingyour brand, raisingcredibility
  • Questions ?
    • Alexandre Vandermeersch
    • Alexandre @dialogsolutions.com
    • Twitter: @alexvdm
    • Blog: http://alexvdm.com
    www.dialogsolutions.com
    www.brandialog.com
    www.dialogfeed.com
    30