Basics of Social Media / Social Marketing. basics of building communities, brand advocates, brand ambassadors, when social meets mobile, location based services, contextual marketing, let's get started right now
Consumer 2.0 Meet the new “Homo Feelgoodonicus”: • is ineﬃcient & unpredictable • is mo,vated by what makes him/her happy • ignores most of the marke,ng messages • can decide & buy en,rely based on emo,ons • likes to be social and be part of a community
The consumer has changed… http://www.youtube.com/watch?v=heSudg-tfIk
Consumers 2.0 are “interconnected” The average “interconnected” consumer has +150 followers
Social Technographics (Forrester)Consumers participate monthly in at least one of the indicated activites: Creators (24%) Conversationalists Inactives (17%) (33%) Critics Spectators (70%) (37%) Collectors Joiners (20%) (59%)Introducing The New Social Technographics (Jan 15, 2010 - Forrester)
Threats§ It’s probably just a Fad/Hype/Technology§ Communities are created without my consent§ We will not be in control anymore!§ Company processes are not ready§ Company/employee culture is not ready§ Our CEO doesn’t use Facebook…§ Campaigns without a strategy§ Starting too late§ All budget to campaign, not enough left for 1 year of “ongoing dialogue”§ …Social Media needs a new attitude from all stakeholders!
Opportunities§ Market research – Authentic Customer Insights§ Customer Support§ Contextual marketing / Social CRM§ Brand Advocates & Brand Ambassadors§ Product Design§ Natural SEO§ Human Resources§ Developing new business models§ Sales§ …You can already start a dialogue for less than 0,2 FTE (Social Media Managers, Conversation Managers, …)
Is Social Media a Fad or Hype? q Are “People” a Fad or Hype? q Is being “Interconnected” a Fad or Hype? q Are their “Conversa5ons” a Fad or Hype? Or is it the biggest change since the Industrial Revolu,on?
Case: Obama – Yes We can – Hope.Act.Change http://www.youtube.com/watch?v=jjXyqcx-mYY&feature=related
Your Checklist for a succesfull case ü Fun experience ü Added Value You should oﬀer: ü Par1cipa1on ü Collabora1on/Sharing ü Dialogue/Tool ü Authen1c ü Relevant You should be: ü Posi1ve ü Honest ü Trustworthy
How do communi1es get started? 1. You need a fool to start , he needs the guts to stand alone and look ridicolous 2. Must be easy to follow 3. First follower transforms the fool into a leader 4. Leader shows how to follow 5. It’s now about them 6. Second follower changes two nuts into a crowd 7. New followers need to see the followers as they want to emulate them 8. A movement is started! 9. It’s no longer risky to join the movement 10. Those who didn’t join became the fools
Case: Mentos -‐ Enlarged story Checklist OFFER: q Fun Experience • MentosAdded Value q invested $28.000,- (*) q Collaboration • More than 5 M people q Participation watched video in 1st month q Dialogue/Tool • Estimated value for this ‘campaign’: $ 10BE: Checklist million q Authentic q Relevant q Positive (*) Annual marketing budget of Mentos: $Honest q 20 million, q Trustworthyhttp://www.youtube.com/watch?v=hKoB0MHVBvM
Case: KMDA -‐ Kai Mook Antwerp Zoo Checklist OFFER: q Fun Experience q Added Value q Collaboration q Participation q Dialogue/Tool Checklist BE: q Authentic Ø 8.500 name suggestions q Relevant Ø 41.000 registrations for updates, q Positive Ø 850.000 unique visitors on baby-elephant.be, q Honest Ø massive local and international press attention,q Trustworthy Ø 560.000 people watched the birth online, Ø 1.2 million site visits in the birth weekend, Ø 5.000 people signed the online birth register, Ø 22.000 blog comments in the birth weekend. Ø 300.000 visitors (200.000 paying visitors) more than in 2008.
What’s a Brand Advocate? A customer… • who has an outspoken posi,ve percep,on of a brand • who will talk favorably about a brand to their friends • who can help generate brand awareness • who can inﬂuence purchase inten,ons They have always been there … BUT never had much chance to be heard. DIGITAL is their tool
Customers as Brand Advocates Brand Advocates: They like to convert peers Ofen as well Innovators (2%) & Early Adopters (13%) They express their love for your brand to others (but are not trying to convert others, typically Facebook Fans)
Why are Brand Avocates so interes,ng? Promo,onal oﬀers sent by Advocates convert 5 ,mes more (than oﬀers sent by brands) ACTION: Iden5fy and mobilize your Advocates!
Case: Coca-Cola - Happiness AmbassadorsThe campaign “Expedition 206” sent three 20-somethings (selected socialmedia influentials!) to 206 countries and territories where Coca-Cola issold in 2010, stocked with laptops, video cameras, smart phones andplenty of other gadgetry, in order to document for the masses theirsearch for happiness. http://www.expedition206.com
53 percent of advocates (vs 33 percent for consumers) want to be recognized as an individual. Deloi[e study
Do you react to nega,ve comments?* *Source: 2008 WebKnow Study, Cologne University
Case: Toyota - Boosted Conversations They turned up the volume of their response level and created a social media war room that’s staffed with 6 to 8 responders during the crisis.
Toyota case: Some Facts In the first 5 days, over a million people viewed the Digg Dialogg video interview with president, Jim Lentz: “Some of our models, such as Prius, have entrenched communities of enthusiasts with whom we engage, as they’re authentic brand advocates.” “ROI is certainly important to us in the long run, however we don’t plan to wait to define it before advancing initiatives we know are important. Over time we will definitely evaluate our efforts in order to determine how they are impacting key metrics. Those results will become the new benchmarks for future initiatives, and ultimately the foundation for measuring ROI.”http://www.toyotaconversations.com/http://ad-tech.blogs.imediaconnection.com/2010/03/30/370/
Ooops ... We forgot to talk about your most valuable brand inﬂuencers … as many companies tend to forget. Big mistake, sorry!
Your employees! The most overlooked segment of poten,al brand building are your employees! They are out there in the world interac,ng with people every day (Ogilvy & Mather)
Customers as Brand Advocates Brand Ambassadors: Brand Advocates: Paid employees or receive kind of They like to convert peers ﬁnancial award to promote a Ofen as well Innovators (2%) & Early Adopters (13%) brand They express their love for your brand to others (but are not trying to convert others, typically Facebook Fans)
Case Best Buy -‐ Twelpforce Checklist OFFER: q Fun Experience q Added Value q Collabora1on q Par1cipa1on q Dialogue/Tool Checklist BE: q Authen1c q Relevant q Posi1ve q Honest q Trustworthy
What is makes Mobile so special? 1. Mobile is personal 2. Mobile is always carried – the world in my pocket 3. Mobile is always on 4. Mobile has a built in payment mechanism 5. Mobile is there at the point of crea5ve impulse (instant)
Mobile app for Smirnoﬀ bit.ly/smirnoffapp Checklist OFFER: q Fun Experience q Added Value q Collabora1on q Par1cipa1on q Dialogue/Tool Checklist BE: q Authen1c q Relevant q Posi1ve q Honest q Trustworthy
What’s the sum of Social + Mobile + Loyalty? Loyalty € Social Mobile
8. Loca&on Based Marke&ng It’s all about relevance
Case – Starbucks: Mayor discounts & Barista badge Checklist OFFER: q Fun Experience q Added Value q Collabora1on q Par1cipa1on q Dialogue/Tool Checklist BE: q Authen1c q Relevant € q Posi1ve Starbucks q Honest Barista badge q Trustworthy
The boom today: Location Based Services • People-‐ and business-‐driven • De-‐centralized models • Bopom-‐up • Rich experience • Rela1onship, engagement, loyalty • Social • Incen1ve-‐based (badges, coupons, ...) €
Case Thomas Cook – Location Based Service • World Travel Conference • 2000 attendees Checklist OFFER: q Fun Experience • How to interact withq Added Value attendees? • How to manage? q Collabora1on • Fast and efficient q Par1cipa1on q Dialogue/Tool Checklist BE: • Welcome messagesq Authen1c • Timed announcements elevant q R • Departure messages Posi1ve € q q Honest • 4 interactive zones q Trustworthy • Targeted announcements • Real Time Statistics => adaptations
10 Social Media Guidelines (Phase1:Basic) 1. Start with social media in a very early stage (Listen) 2. Locate your target groups 3. Locate the SM believers within your company (employees) 4. Locate the Brand Ambassadors (employees) 5. Locate Brand Advocates (Consumers) 6. Get support/buy-in from management 7. Check your organisation & processes (SM Guidelines) 8. Define your marketing objective + KPI’s (Awareness, Fidelisation, ...) 9. Set up more professional Monitoring of your MicroSegments 10. Allocate time, resources and budget
10 Social Media Guidelines (Phase2:Advanced) Once you are ready to ENGAGE & EMPOWER 1. Analyse your listening & monitoring results 2. Build a strategy & roadmap based on the objective/microsegment 3. Build a presence on the main application of your targetgroup 4. Pick up user generated stories 5. Create Added Value content, applications or widgets 6. Boost these stories through communities & networks 7. Empower Brand Ambassadors (Employees) 8. Empower Brand Advocates (Consumers) 9. Consistent 360 degrees presence (Perfect Media Mix) 10. It’s not about you, it’s about them!
Social media shouldn’t be 100% of 1 person’s job, but 1% of 100 people’s jobs
Henry Ford: If Id asked my customers what they wanted…
If Id asked my customers what they wanted… theyd said a faster horse. (Henry Ford)
Tell me and I will forget. Show me and I might remember. Involve me and I will understand. Benjamin Franklin
Some other presentations that might interest you : 1. The Power of Brand Advocates http://www.slideshare.net/aslabinck/the-power-of-brand-advocates 2. Social Media in Practice http://www.slideshare.net/aslabinck/social-media-in-practice-day-to-day-examples 3. Conversational Marketing: an Introduction http://www.slideshare.net/aslabinck/conversational-marketing-an-introduction 4. Conversation manager: why you need one http://www.slideshare.net/aslabinck/conversation-manager-why-you-need-one www.twi[er.com/LBi_Belgium www.lbigroup.be
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