Innovation is the true ROI of social media


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My slides for Marketing Foundation Congress 2010. Topic: Innovation is the true ROI of social media. Or how to get customers & influence people with social media.

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Innovation is the true ROI of social media

  1. 1. Innovation is the true ROI of social media Clo Willaerts @bnox Ghent, 4 Dec 2010
  2. 2.
  3. 3. The ultimate social media strategy (source: )
  4. 5. Being awesome is hard work
  5. 6. Cost of social media <ul><li>Outsourced: </li></ul><ul><ul><li>Creative budgets </li></ul></ul><ul><ul><li>Media budgets </li></ul></ul><ul><ul><li>New project budgets </li></ul></ul><ul><li>Insourced: </li></ul><ul><ul><li>Personnel cost </li></ul></ul><ul><ul><li>Training </li></ul></ul>
  6. 7. It’s not about...
  7. 8. And it’s not about...
  8. 9. Something else is going on
  9. 11. Business = fundamentally human <ul><li>Price setting </li></ul><ul><li>Quality of product / service </li></ul><ul><li>Peer recommendation </li></ul>
  10. 12. End of industrial era
  11. 13. Advertising can’t fix everything
  12. 15. Playtime is over
  13. 17. #1 reason: to receive discounts and promotions
  14. 18. Accessing coupons posted on Facebook often require that you become a fan of the company by pressing their &quot;Like&quot; button.
  15. 20. Catching a lead in mid-air
  16. 21. Still scared of social media? <ul><li>«  Too many brands are worried about dealing with customer service in Social Media and not worrying about the root of the problem : people are not loving whatever it is that they are selling. » </li></ul><ul><li>(“Don’t Suck”, by Mitch Joel </li></ul><ul><li> ) </li></ul>
  17. 22. Social Media are changing the way we live our lives and do business
  18. 23. Product innovation
  19. 24. Every employee is first line <ul><li>“ Companies are unable to scale to keep up with the social phenomenon. We know that customers are using these social technologies to share their voices, and companies are having a very difficult time to keep up. [...] Customers don’t care what department you’re in they just want their problem fixed .” </li></ul><ul><li>March 2010 Altimeter report </li></ul><ul><li>More here: </li></ul>
  20. 25. <ul><li>OBSERVATION </li></ul><ul><li>CONVERSATION </li></ul><ul><li>CONVERSION </li></ul><ul><li>INNOVATION </li></ul>Social Media Scan - Social Sentiment Mapping Trainings - Consultancy Social Media Campaigns Social Media Plan - Nurturing - Clipping Service
  21. 26. Book: “The Conversity Model” <ul><li>“ Making money with social media” </li></ul><ul><li>Out in Feb-March 2011 </li></ul><ul><li>Leave your business card at Lannoo booth to be the first to know </li></ul>
  22. 27. Thank you c. [email_address] .be http://www. conversity .be