Social Media & Societal Media
Social Media Afternoon – Brussels, July 9th, 2009
Rik Lagey – Client Manager



            ...
Social Media Afternoon
Brussels, July 9th 2009
www.lbigroup.be

Rik Lagey – Client Manager


                             ...
AGENDA

3)What’s important?
4)Yes we can, the Will.i.am story & video
5)Societal projects
6)Societal media and social medi...
1. What’s important?




              Building Believable Brands
About LBi




The leading digital agency in Europe ... >160M turnover... >1500 employees...
12 Countries... 35 offices... ...
About your company/organisation...




Turnover... Number of employees... Number of countries... Number of
offices... Visi...
If our/your company data
                      doesn’t matter...




                   What                            ?
...
YOUR
CUSTOMER




And...
He wants to have fun.
He wants to get added value.
He even wants to be part of a community... and...
2. The Will.i.am Story




               Building Believable Brands
The 'Yes We Can' video on YouTube was not made by the Obama campaign, but by hip hop star
Will.i.am who produced it and up...
The Emmy Winning video "Yes We Can" is a collage style
music video inspired by a speech delivered by Barack
Obama followin...
3. Societal projects




               Building Believable Brands
Decrease of gifts due to crisis

Increase of projects

Local and global projects

How to find engaged people in this?
...
How can
you be found?
                Building Believable Brands
4. Societal media & social
   media go hand in hand




                   Building Believable Brands
Sharing
                 Honesty
                 Dialogue
                Participation



Building Believable Brands
 Op...
 Question: how many Belgians did ever gave a
gift or signed up as a volounter for a societal
project?

 Guess?




     ...
90%
  Building Believable Brands
Why?

 Mankind is societal in nature

 We don’t see it as a commercial
  objective

 Positive, engage, involve, empower...
5. Natural viral empowerment




                     Building Believable Brands
A bunch of tools




                   Building Believable Brands
With some nice advantages as a result:

 a better natural indexing in
  Search-Engines (free SEO!)

 People love to show...
6. Can you link business
   objectives to societal media?




                      Building Believable Brands
Yes, we can
 Enhance the values of your company
(branding)

 Smack up your image

 Boost business objectives by creativ...
Knowing that, let’s go back ...

To the beginning of this presentation and the
“Yes, we can” video of Will.i.am




      ...
The HOPE.ACT.CHANGE. Website (launched feb 2008)




      Inspired by Barack Obama's vision of change and collective acti...
The HOPE.ACT.CHANGE. website




     We took our experience with Social Media and applied it to develop an innovative and...
The HOPE.ACT.CHANGE. website




     By uploading their photos and videos to the site, or tagging their Flickr photos wit...
7. Give kids a chance




               Building Believable Brands
The project
 Raise 100.000€ for children in problematic situation

 100% online campaign

 Possibility to donate

 Fre...
Building Believable Brands
Building Believable Brands
Social Media integration



         Status updates
         Donation fact & figures
         Mentioning important gift...
8. Red het bos – Sauvez la fôret




                         Building Believable Brands
Building Believable Brands
The project (Makro)

 Main objective: Reduce off-line folder usage & cost

 Use of a societal element (our environment) ...
Building Believable Brands
9. Livestrong – Lance Armstrong




                       Building Believable Brands
Building Believable Brands
The project (Livestrong)

 Cancer survivorship programs

 Objective: to raise as much money as possible

 Use of a soci...
The project (Livestrong)

 in-depth social media use: Facebook, Twitter, Blogs,
                             YouTube, Fli...
Building Believable Brands
429.528 fans !




Building Believable Brands
Building Believable Brands
Listen to & join their conversations
Build honest relationships with your audience / customers




                       ...
Thank you!
Now we want to listen to you...
Answer your questions ...
And start a dialogue!




Contact:
LBi Belgium : www....
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Social Media & Societal Media

  1. 1. Social Media & Societal Media Social Media Afternoon – Brussels, July 9th, 2009 Rik Lagey – Client Manager Building Believable Brands
  2. 2. Social Media Afternoon Brussels, July 9th 2009 www.lbigroup.be Rik Lagey – Client Manager Building Believable Brands
  3. 3. AGENDA 3)What’s important? 4)Yes we can, the Will.i.am story & video 5)Societal projects 6)Societal media and social media go hand in hand 7)Natural viral empowerment 8)Can you link business objectives to societal media? 9)Belgian case to be launched: give kids a chance 10)Red het bos – Sauvez la fôret 11)Actual: livestrong – Lance Armstrong 12) Questions & answers Building Believable Brands
  4. 4. 1. What’s important? Building Believable Brands
  5. 5. About LBi The leading digital agency in Europe ... >160M turnover... >1500 employees... 12 Countries... 35 offices... Vision... Values... Brand... Awards…Products... Nice ... but it doesn’t really matter! Building Believable Brands
  6. 6. About your company/organisation... Turnover... Number of employees... Number of countries... Number of offices... Vision... Values... Brand... Awards… Products... Yes, it’s important, but does it really matter? Building Believable Brands
  7. 7. If our/your company data doesn’t matter... What ? Does ? …WHAT Yes, We Matter? Building Believable Brands
  8. 8. YOUR CUSTOMER And... He wants to have fun. He wants to get added value. He even wants to be part of a community... and get engaged Building Believable Brands
  9. 9. 2. The Will.i.am Story Building Believable Brands
  10. 10. The 'Yes We Can' video on YouTube was not made by the Obama campaign, but by hip hop star Will.i.am who produced it and uploaded it onto the Web. The video quickly went viral, and before November 4th 2008, it already had been viewed 20 million times. Today, the video is viewed over 150 millions time and it recently won an Emmy award! Powerful Democracy 2.0 tools are transforming politics and may soon bring profound changes to the way governments (& organisations) interact with citizens. A new era of e-democracy and e-government is dawning.“ Building Believable Brands
  11. 11. The Emmy Winning video "Yes We Can" is a collage style music video inspired by a speech delivered by Barack Obama following the 2008 New Hampshire primary, derived from similar union catch cries. The song was released on February 2, 2008 by the Black Eyed Peas member will.i.am on Dipdive.com and also on YouTube. YES WE CAN was bestowed an Emmy for Outstanding New Approaches - Entertainment at the 35th Annual Daytime Creative Arts and Entertainment Emmy Awards Ceremony on June 13th 2008 Building Believable Brands
  12. 12. 3. Societal projects Building Believable Brands
  13. 13. Decrease of gifts due to crisis Increase of projects Local and global projects How to find engaged people in this? Building Believable Brands
  14. 14. How can you be found? Building Believable Brands
  15. 15. 4. Societal media & social media go hand in hand Building Believable Brands
  16. 16. Sharing Honesty Dialogue Participation Building Believable Brands Openess Trust Listening Positivism Consistency Relevancy Added Value Authenticity Collaboration Building Believable Brands
  17. 17.  Question: how many Belgians did ever gave a gift or signed up as a volounter for a societal project?  Guess? Building Believable Brands
  18. 18. 90% Building Believable Brands
  19. 19. Why?  Mankind is societal in nature  We don’t see it as a commercial objective  Positive, engage, involve, empower  It’s often also user-generated Building Believable Brands
  20. 20. 5. Natural viral empowerment Building Believable Brands
  21. 21. A bunch of tools Building Believable Brands
  22. 22. With some nice advantages as a result:  a better natural indexing in Search-Engines (free SEO!)  People love to show they’re societal  This enhances the viral efforts  Buzz creation Building Believable Brands
  23. 23. 6. Can you link business objectives to societal media? Building Believable Brands
  24. 24. Yes, we can  Enhance the values of your company (branding)  Smack up your image  Boost business objectives by creative use of social media  Find & empower brand advocates to support your cause Building Believable Brands
  25. 25. Knowing that, let’s go back ... To the beginning of this presentation and the “Yes, we can” video of Will.i.am Building Believable Brands
  26. 26. The HOPE.ACT.CHANGE. Website (launched feb 2008) Inspired by Barack Obama's vision of change and collective action, LBi was brought into this ground- breaking project by will.i.am <http://will.i.am> , musician, producer and lead singer of 'Black Eyed Peas', and Jesse Dylan and Mike Jurkovac, the filmmakers behind the video. As the artist and filmmakers were conceiving and creating the "Yes We Can" song and video - which went on to over 20 million views on the web - they challenged LBi to build a website that would bring people into the effort to express their support of change in America. Building Believable Brands
  27. 27. The HOPE.ACT.CHANGE. website We took our experience with Social Media and applied it to develop an innovative and visually stunning web site that gives life to community action and inspiration. Integrating user-generated content into the fabric of the "Yes We Can" music video, LBi created an interactive experience that visualizes the way the individual can bring about change and show their support for Barack Obama. Building Believable Brands
  28. 28. The HOPE.ACT.CHANGE. website By uploading their photos and videos to the site, or tagging their Flickr photos with "hopeactchange", their content becomes a component of a virtual mosaic that overlays the video playback. Supporters all over America and around the world have become thumbnail pieces of the video, adding their voice to the new HopeActChange movement. They can share their stories of inspiration and connect with other members of the site. We also have featured celebrities, musicians, artists and digital innovators who have contributed their efforts to the site. There are now thousands of members and an active, growing movement that is being evolved daily by the community itself. Building Believable Brands
  29. 29. 7. Give kids a chance Building Believable Brands
  30. 30. The project  Raise 100.000€ for children in problematic situation  100% online campaign  Possibility to donate  Free media space offered by the sector Building Believable Brands
  31. 31. Building Believable Brands
  32. 32. Building Believable Brands
  33. 33. Social Media integration  Status updates  Donation fact & figures  Mentioning important gifts (companies)  Blog contributions … Beside that, we’ll create, within the action, “social ambassadors” from the contributors. In the process of donation, contributors will receive “a free gift” (a picture) that they will be able to offer to a friend Building Believable Brands
  34. 34. 8. Red het bos – Sauvez la fôret Building Believable Brands
  35. 35. Building Believable Brands
  36. 36. The project (Makro)  Main objective: Reduce off-line folder usage & cost  Use of a societal element (our environment) to connect to the audience  Use of an icon we all know (Mr. de Uil – Mr. L’Hibou)  Viral : send someone a personalized video (an owl) (text to speech technology)  Social Media: Facebook fanpage Building Believable Brands
  37. 37. Building Believable Brands
  38. 38. 9. Livestrong – Lance Armstrong Building Believable Brands
  39. 39. Building Believable Brands
  40. 40. The project (Livestrong)  Cancer survivorship programs  Objective: to raise as much money as possible  Use of a societal element (our health ) to connect to the audience  Empowered by a personality we all know : Lance Armstrong Building Believable Brands
  41. 41. The project (Livestrong)  in-depth social media use: Facebook, Twitter, Blogs, YouTube, Flickr, MySpace...  Strong call to actions: donate, get involved, ...  Several Co- sponsorships: Nike’s wearyellow.com Building Believable Brands
  42. 42. Building Believable Brands
  43. 43. 429.528 fans ! Building Believable Brands
  44. 44. Building Believable Brands
  45. 45. Listen to & join their conversations Build honest relationships with your audience / customers Start an ongoing dialogue with your customer Search for Brand Advocates and empower them! Evolve, Engage and empower your communities Building Believable Brands
  46. 46. Thank you! Now we want to listen to you... Answer your questions ... And start a dialogue! Contact: LBi Belgium : www.twitter.com/LBi_Belgium Building Believable Brands

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