Social Media What The Heck Is It All About?

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  • 1. What the heck is Social Media all about? LBi’s Social Media Afternoon – Brussels, July 9th, 2009 José Fernandez - Client Service Director Pierre Somers – Senior Consultant Building Believable Brands
  • 2. AGENDA 3)What’s important? 4)The Problem 5)The Solution 6)Definition of Social Media 7)Key attitudes & values 8)How do marketeers use Social Media? 9)How powerfull is Social Media? 10)Threats & Opportunities 11)Questions Building Believable Brands
  • 3. 1. What’s important? José Fernandez - Client Service Director Pierre Somers – Senior Consultant Building Believable Brands
  • 4. 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
  • 5. About your company ... 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
  • 6. If our/your company doesn’t really matter... What ? Does Matter ? …WHAT Yes, We ? Building Believable Brands
  • 7. YOUR CUSTOMER IS IMPORTANT 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
  • 8. 2. The Problem Building Believable Brands
  • 9. This is your brand today Your Brand Building Believable Brands
  • 10. Today an average person sees 4.000 ads a day Less than 18% of TV Ads produce revenue 90% of people skip TV Commercials Building Believable Brands
  • 11. Consumers vs your brand – Web 0->1.0 Your Brand The old world Building Believable Brands
  • 12. Customers aren’t listening anymore The old world was about control The broadcast of the few has given way to the narrowcast of the many Building Believable Brands
  • 13. Consumers are are interacting with each other Building Believable Brands
  • 14. You can’t solve problems & challenges of today with the answers of yesterday Building Believable Brands
  • 15. It’s not exactly a dialogue anymore! http://www.youtube.com/watch?v=heSudg-tfIk Building Believable Brands
  • 16. 3. The Solution Join their conversation Building Believable Brands
  • 17. Consumers vs your brand – Web 2.0 Your Brand The new world Building Believable Brands
  • 18. 4. Definition Social Media = people having conversations online people meeting & talking online Building Believable Brands
  • 19. 4a. Who is everybody participating? Building Believable Brands
  • 20. 4b. What are we sharing? Content syndication (RSS – Mainly organizations ) Opinions (Blogs - Predominantly Text - Mainly from individuals – Comments) Podcasts (Audio file delivered via RSS – Portable - User Value Profiles (LinkedIn, Facebook, Netlog, …) Messages (Chat, Dialogues,MSN, Micro Blogging, Forums, Twitter, Status, …) Presentations (Slideshare, …) Wiki’s (Wikipedia, …) Bookmarks (Del.icio.us, …) Photos (Flickr, …) Videos (YouTube,…) Widgets Virtual Worlds Building Believable Brands
  • 21. 4c. Why do we share? After all, we all are social animals! 14% only do trust advertisement/Brands 78% of people do TRUST recommendations from peers So we really like to share our experiences Building Believable Brands
  • 22. 5. Key Attitudes & Values Listen Honesty Share Positivism Participate Openess Collaborate Consistency Dialogue Added Value Engage Trust Empower Speed of execution Relevancy Authenticity Building Believable Brands
  • 23. Support their creative conversation Building Believable Brands
  • 24. Listen to your customers Join their dialogue Engage consumers on their terms Building Believable Brands
  • 25. 6. How do marketeers use social media? Building Believable Brands
  • 26. 7. How powerfull is Social Media? Wikipedia > Encyclopedia Brittanica YouTube >100M videos from ordinary people Blogger >200.000 blogs by people just like you Elections & protest in Iran Building Believable Brands
  • 27. 8. Threat or opportunity? Building Believable Brands
  • 28. 8a. Threats Help! We are not in control anymore! Communities are created without my conscent Company processes are not ready Employees/company cultures are not ready This will need a new attitude from everybody involved! Building Believable Brands
  • 29. 8b. Opportunities  Listen again to your consumers for a small budget  You can start a dialogue for less than 0,2 FTE (Social Media managers, Conversation Manager, …)  Customer Support  Product Design  Human Resources  Sales Building Believable Brands
  • 30. 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
  • 31. Thank you! Now we want to listen to you... Answer your questions ... And start a dialogue! Contact: LBi Belgium : www.twitter.com/LBiBelgium Building Believable Brands