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!
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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?
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6. If our/your company
doesn’t really matter...
What ?
Does
Matter
?
…WHAT
Yes, We
?
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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
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8. 2. The Problem
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9. This is
your brand
today
Your Brand
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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
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11. Consumers vs your brand – Web 0->1.0
Your
Brand
The old world
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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
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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
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15. It’s not exactly a dialogue anymore!
http://www.youtube.com/watch?v=heSudg-tfIk
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16. 3. The Solution
Join their conversation
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17. Consumers vs your brand – Web 2.0
Your
Brand
The new world
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18. 4. Definition
Social Media =
people having conversations online
people meeting & talking online
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19. 4a. Who is
everybody
participating?
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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
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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
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27. 8. Threat or opportunity?
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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