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20 FACTS + 34 EXAMPLES ABOUT SOCIAL MEDIA Reflections about Social Media Universe Do’s and don’ts to help our brand survive in the Social Media Jungle …
PREVIOUS REFLECTIONS ABOUT THE MEDIA Do’s and don’ts to help our brand survive in the Social Media Jungle …
Social Media hasn’t to be an obligation … The interaction with your customers hasn’t to be a stressful activity …
Being social has to be a wish… A wish to… share interact learn listen Co-create play enjoy Social media is one of the channels to do it…
However media landscape is changing… New channels are taking a relevant role…
Internet penetration continues growing… Source: E.Marketer Is the media of the new generations … 2005 2006 2007 2008 2009 2010 2011 France 26.2 28.7 30.9 33.4 35.8 37.5 38.9 % of Population 43.2% 47.1% 50.6% 54.5% 58.2% 60.9% 62.9% Germany 37.5 39.4 42.0 44.0 47.2 49.8 52.1 % of Population 45.5% 47.8% 51.0% 53.5% 57.4% 60.5% 63.4% Italy 27.9 28.6 30.1 31.4 32.7 35.4 36.2 % of Population 48.0% 49.2% 51.8% 54.0% 56.3% 60.9% 62.4% Spain 15.1 16.5 18.3 20.1 21.5 22.7 24.0 % of Population 37.5% 40.8% 45.2% 49.6% 53.1% 56.0% 59.1% UK 33.7 35.1 37.2 39.1 42.3 44.2 45.0 % of Population 55.8% 57.9% 61.2% 64.2% 69.2% 72.1% 73.2%
December 2008 Evolution of the Spanish Internet market July 2009 Social sites gain positions and traditional ones stay stagnant or lose positions … Social Media gains power … Source: Comsocre July 2009
People believes in other people… Brands have to build relations …
And it seems that the use of Social Media has a real impact MAVENS SELECTIVES BUTTERFLIES WALLFLOWERS The world’s most valuable brands. Who’s most engaged? Source: Wetpaint & Altimeter Fortuity??
News go fast, fast, fast… Citizens the journalists of the XXI century… TIME
News go fast, fast, fast… Hot information explained by people that is living the experience
The way we consume media changes … HD GLOBAL FULL LENGHT ROSEBOWL 95.000 fans THE NET >850.000 fans INTERACTION AVAILABLE
Ubiquity and constant connectivity … 40% We consume the media- share & interact in new ways …
Ubiquity and constant connectivity … Different channels… different ways of media, content consume …
CONSUMER POWER Do’s and don’ts to help our brand survive in the Social Media Jungle …
Ask not what you can do for your customers, but what your customers can do for you! Is the moment of the individual capitalism… Things are changing …
Example 1 : Shell Headache Alfred Donovan 92 years In war since the 90’s The site is used by the Kremlin officials and US investigators September 2009: 2M visits/ month The site receives periodically information from Shell employees 24.000 published articles The problem Intellectual Property dispute 1M pounds
Example 2 : The Motrin case 1.400 tweets after 395.000 search results 90.000 views video
Example 3 : Honda Crosstour Trying to be social in the pre-launch of the model … And then … Engaging fans… And now… What to do?
BE RELEVANT Do’s and don’ts to help our brand survive in the Social Media Jungle …
We’re overload by the information … People searches what is relevant for them … People feels comfortable with their similar recommendations
Example 4 : Whole Foods From general information … To specific, local and relevant information… More than 150 twitter accounts !!
Example 5 : Amazon Remembers Not all the content… Only the one that is relevant form me …
Example 6 : MoMA Museum Showing what can be relevant for me… of all the content The experience begins with the first click
Ibe Example 7 : Tribe Smart Social Shopping … Taking action based in my similar opinions, creating trends, …
Ibe Example 8 : Creative Search Doesn’t matter the type of content… Relevance matters …
CO-CREATION Do’s and don’ts to help our brand survive in the Social Media Jungle …
Social media, allows a new kind of consumer… the proactive one… It has freedom of choice Wants to customize his experience Has and wants the scrutiny of the experience Wants to collaborate in the experience Wants to share it with his similar 1. 2. 3. 4. 5.
Example 9 : Audi Design Designing the car of the future … Users become essential part of the brand... They share their thoughts … They ask for help…
Example 10 : Getty Images Be product... Be part of the brand…
Example 11 : Nokia OVI Help me to promote my new product ... Show the others the potential of it...
Example 12 : Co-creation Consume, create and share… Take best practices and adapt them
DIFFERENT WAYS Do’s and don’ts to help our brand survive in the Social Media Jungle …
There two ways for understanding social media … Connect people to people Connect people to content create by other people &
Kinds of social media People to people People to content People to people & content STATIC PICKING POINT TOO MUCH…
PERSONAL BRANDS Do’s and don’ts to help our brand survive in the Social Media Jungle …
Social media turns around of… Connecting people… but also A lot of helping them to create their own personality …
Example 13 : Ted Kennedy Memorial Being social until the last minute … Reinforcing the Kennedy Brand
Example 14 : Building personality More than 13M of emails collected More than 5M fans(#1) His wife more than 0.4M fans More than 160.000 subscribers More than 21M of views More than 14.5h of content More than 17M of views More than 89000 favourites More than 500 groups More than 0.6M photos More than 0.5M followers & 0.45M following And still on the road… http://www.youtube.com/watch?v=jjXyqcx-mYY
Example 15 : Building personality More than 116M of views A world tour A professional contract And then… Evolution 2… +4.4M views in two months +0.9M views +0.6M views +0.4M views More than 700 related versions … http://www.youtube.com/watch?v=dMH0bHeiRNg http://www.youtube.com/watch?v=inLBPVG8oEU
BE CAREFUL Do’s and don’ts to help our brand survive in the Social Media Jungle …
For been successful in your approach to social media you must … Act with humility Accept change Don’t inspire dullness Be prepared to surf tsunamis Take care of the user experience 1. 2. 3. 4. 5.
Example 16 : Goldman Sachs Decide to use their legal muscle against the gripe site … And… They failed and made the ridicolous
Example 17 : Dell They turned the criticism and decided to interact with critical users … They use it as a point of access to the official Dell forum …
Example 16 : Keteke http://cerkdti.blogspot.com/2008/11/keteke-experiencia-surrealista.html http://etc.territoriocreativo.es/etc/2008/12/keteke-y-twitter-aprendiendo-como-no-hacer-de-elefante-en-una-cacharreria.html http://www.caspa.tv/archivos/001234.html http://www.alejandrosuarez.es/2008/11/keteke-keteden/ http://alt1040.com/2008/12/keteke-haciendo-spam-en-twitter Some Blog roll …
BE NEAR, MY FRIEND Do’s and don’ts to help our brand survive in the Social Media Jungle …
In Social media has no sense… Having a closed attitude … because … People, does, says, relates, connects, shares, …
Example 17 : People talk… Your brand can get in a social mess with very low effort… No matter you’re right or not..
Example 18 : Fotocasa Iphone App You decide to listen or not what people says about your brand… But what is sure is… that the conversation happens…
Example 19 : InfoJobs Premium CV You decide to listen or not what people says about your brand… But what is sure is… that the conversation happens… … A priori no viene información del coste del mensaje o al menos yo no lo he visto y fui valiente y envié el sms y a los pocos segundos recibí otro sms diciendo que si quería obtener el código, tenía que enviar otro sms más y eso que no indicaba en un primer momento nada de que iban a ser 2 sms. … Se te queda cara de tonto y piensas ¿y esta información de que la empresa busca un becario por que no la dicen antes y me ahorro el dinero, el tiempo y el sufrimiento?. Por otro lado, mañana tengo una entrevista de trabajo conseguida por el mismo portal para un banco, a ver si hay más suerte, je,je,je.
Example 20 : Sidney University People talks and explains what they’re doing You can listen and interact
ONE FOR ALL? SURE? Do’s and don’ts to help our brand survive in the Social Media Jungle …
For many people… social media has taken… A simple & static view of individuals interests and personality 1 for all is impossible … We don’t do it in the off world… why in the on? There is a future for niche social media …
Example 21 : Niche Social Networks Divorce people community Parents community Planning weddings TV Extras community Guayana people community Janet Jackson fan community Build your network in 2’ & 3 steps… Sports team… Family… Fan club… Public association… Small business… Marketing launch… School friends… hobbies… Employment… Know-how sharing… … / …
Example 22 : Nike Run London London run, New York run… be part of the brand experience… www.runlondon.com
Example 23 : My Building is Social Neighborhood social media
THEY CHOOSE Do’s and don’ts to help our brand survive in the Social Media Jungle …
Social media changes way brands and consumers interact… Before … brands said “ I’m a great lover ” and customers believe it … Now … customers don’t believe that… and wait for… “ Ei! He is a great lover ” said by one of their friends… Then they believe it…
Social media turns around conversation & interaction… We desire depth C&I’s… so we need engagement… and so… we need friends!!... Build friendship relations, my friend 20% People becomes fan of a brand because of the “free” stuff 15% People becomes fan of a brand because of the exciting & attractive profile 40% 49% 25% 64% People considers social media as a space to express themselves- air their talent People searches interactivity- something to do with the brand 33% People forbid advertising of brands they consider non-honest People would like that the profile of brand was run by 1 identified person People need to feel that a brand is trustworthy and honest to WOM it 40% 22% People that are friends of a brand remember it when buying un the street People that are friends of a brand, spend more money with it Source: adtofriends study
In social media, brands have to… Search and build “ Brand Ambassadors ” Core buyers Ambassadors Dispensable influencers Potential value Social value The only way to do that is to target interactions… not only behaviour or context… specially demographic and relevance moments… Brands must know their followers… know their interests… connect with them… feel like them… 63% pay more attention 52% more likely to interact 66% brand interaction less intrusive
Example 25 : Coke FB Fan Club + 3.300.000 fans 2 nd most popular page in FB … http://www.youtube.com/watch?v=9TGkDHzqUaQ The Fan club managed by the fans …
MEASURE Do’s and don’ts to help our brand survive in the Social Media Jungle …
Social media, changes the way things are measured… We can’t stop only in traditional KPI’s… we need to have a 360º view of the user experience… It’s not a question of number of users… is a question of level of engagement with our proposal- time spent, depth of interaction, type of it, spread of it,… A combination of hard & soft metrics …
Example 26 : New ways to measure New media, new KPI’s… new kinds of dashboards…
Example 27 : Your SM Dashboard In 5’ you can begin to listen the conversation … Simple & useful …
DON’T GET CRAZY Do’s and don’ts to help our brand survive in the Social Media Jungle …
Social media sites, in fact… Are media platforms … Basically their offer you tools to listen, interact, test, populate, engage with your 3f’s - f ollowers, f riends, f ans… “ They allow to socialise & humanise your brand ”
Example 28 : Socialise the brand D’STREET- DELOITTE SOCIAL NETWORK Retain talent, approach the company to the employees, share know-how,… BLUESHIRTNATION- BEST BUY SOCIAL NETWORK Create collaborative marketing campaigns. Has personal profiles and groups of content created by employees Collaborative customer care… a place to R&D Help to develop the brand…
NOT YOUR PLAYGROUND Do’s and don’ts to help our brand survive in the Social Media Jungle …
Social media sites are media platforms… but… That doesn’t mean that are brands playground … Social media galaxy is were users interact with their similar … so brands when they approach to them must take care and add value to them … Social media sites aren’t easy free traffic places … they must be seen as a environment where to develop add value customer strategies …
Example 29 : Not a playground Where is the value?... And the conversation?... Don’t spam me… Doesn’t matter you’re gaudy… but not be and non-useful spammer Vs.
DON’T DISTURBE Do’s and don’ts to help our brand survive in the Social Media Jungle …
In social media successful advertising is different… “ Banners are R.I.P in social media ” People don’t see banners in UGC sites… we have to act different? We have to forget our averse to the change… People search for conversations, relations, content that is relevant for them… Volume Approach Contextual approach Behavioural Approach Demographic approach Evolution
> Overall worldwide < Overall worldwide = Overall worldwide Source: Double Click 2008 Year Review Benchmark The effectiveness of display ads is in turndown Is a global phenomenon … In social media successful advertising is different…
Social media changes the way we consume content The First way The Second way The Third way Brands generate content Consumers generate content about brands Brands prepares content Brands populates it Users populates it Users remix it Together we populate it
Example 30 : The 3rd way First Way Second Way Third Way http://www.youtube.com/watch?v=3_ZQFn97ooM http://www.youtube.com/watch?v=Uk-TsM14Aws http://www.youtube.com/watch?v=Q_qAty-ujTc http://www.youtube.com/watch?v=LGjQ__10Vzs http://www.youtube.com/watch?v=DyedtGQIPME http://www.youtube.com/watch?v=HMhJkhQZLUM http://www.youtube.com/watch?v=Q7T58LqeAEs http://www.youtube.com/watch?v=q1dYv_gKTA8
The goal for a brand in social media has to be… Be where consumers are… And once there… listen interact and learn from them… After that… you’ll be able to try to engage them… “ The diver must be where fish are … ”
THEY WILL FIND YOU Do’s and don’ts to help our brand survive in the Social Media Jungle …
In social media… you can’t decide to hide your brand… People talks, says, comments, shares, rates, populates … and you can’t control it… You can decide to be active or inactive part of it… but… be sure that social media will find you …
Social media changes the way we must look at the net … We must think in a web space way instead of a website one. Social media generates a delocalisation of the content & activity in the Net. It requires a omnipresent strategy and an effort to link the content/ activity and allocate it to be relevant and useful to the users.
BBC developing iPlayer app for Facebook … Content where fans are … Example 31 : BBC- Top Gear
Example 32 : Starbucks How represents them in Slideshare… How represents them in Flickr…
MARKETING SCHOOL Do’s and don’ts to help our brand survive in the Social Media Jungle …
When now very few of the capabilities of social media, so… We must be always open to… Collect Learn Analyse Share Scale & then repeat what works … + + + + “ Social media is the new marketing school… and our teachers are the users ”
Example 33 : Users teach you Interacting with users to create better products, improve existing ones…- building the brand together "We think our brand is going to be different because we want people to feel there's a real person they're connecting with, whether it's when they call us or through Twitter or any way they come in contact with us," (Tony Hsieh CEO) THESE BRANDS BUILD COMMUNITY For Tony Hsieh, CEO at Zappos, meeting up with a customer at a bar in midtown Manhattan was perfectly natural. Most execs with 1,600 employees and doing over $1 billion in annual sales would probably pass on having drinks with an individual customer, but Hsieh is not your typical CEO. In the past week alone he had given away shoes on Twitter, sent out an open invitation to a company barbecue and solved a service problem a customer left in a blog comment. If this seems exhausting, Hsieh sees it as part of a larger strategy to build Zappos into a brand on par with Virgin. …
DON’TS TO AVOID Do’s and don’ts to help our brand survive in the Social Media Jungle …
For a CEO, there’s no such thing as a “ little mistake ” In Social media the typical mistakes brands make are … Lack of time and resources dedicated Put at the front of it a team under-skilled Don’t shift the mindset Defining the strategy after the launch 1. 2. 5. Don’t make easy the participation of the users 6. Don’t help to initiate the conversation 7. Bomb the users with mkt. messages instead of useful content & tools 8. 3. 4. Try to control the conversation & interaction
VIRTUAL WORLDS Do’s and don’ts to help our brand survive in the Social Media Jungle …
Virtual worlds are social but different to social media sites The biggest ones are 1/10 the size of the biggest SMS Virtual worlds are much more than Secondlife and WOW The engagement with them in Asia is higher than in the rest of the world From the point of view of the user VW’s are used for: Gaming-competing: helps to initiate Meet and make friends Allow the self-expression Liberate the fantasy- dream From the point of view of the monetisation VW’s base it in: User revenue- fees + virtual stuff Advertising- Embed as part of the world 1. 2. 3. 4. 5.
Much more than SL… Virtual worlds getting integrated in social networks…
Example 34 : Farmville The new phenomenon inside social networks … Easy to learn, short time required, high recurrence quick wins, comical, constant viral elements and all with you friends…
CHALLENGES Do’s and don’ts to help our brand survive in the Social Media Jungle …
The challenges of any social media space to take off are… Be able to organise the information Be able to raise relevant content Be able to create relation tools Be able to open the space to 3 rd parts that can add value The basics…. The wish ones…. Be able to push the relevant content not only wait they pull it Be able to follow them far from the defined space and be beside them when they need you
MONEY, MONEY Do’s and don’ts to help our brand survive in the Social Media Jungle …
Social media had been… Very Able to attract users and engage them with their stuff proposal Somehow able to encourage users to create content Not very able to monetise their audience Facebook : 1$ revenue x unique visitor Facebook : 3.5h x user (mobile: 20’) Tuenti : 3.2h x user Cnet : 2.1$ revenue x unique visitor Twitter : 0$ revenue x unique visitor Policeone : 3.5$ revenue x unique visitor Youtube : 0.16% of users upload content 2008 : 42% of users generate content 2013 : 51% of users generate content Facebook : 14.5 visits x user Tuenti : 16.6 visits x user Where is the business?? Source: realitydigital, nielsen, e.marketer
EVOLUTION Do’s and don’ts to help our brand survive in the Social Media Jungle …
Social media is in constant evolution… the next transformation… Cross- platforms Multi-regional Vertical extensions Making other genes work 1. 2. 3. 4.
Social media is changing the marketing… but the bases doesn’t change… Always… ask WHY? Before doing anything Take care… SM adds more complexity to the planning- more niche sounds So is basic to have a strategy, define objectives and have clear that different objetives require of different medias and creativity implementation…
Social media is the web space of the new generations… If you want to communicate, interact and engage them… and so guarantee de future of you business… you must be there …
WHAT WE’RE DOING? Do’s and don’ts to help our brand survive in the Social Media Jungle …
JUST LEARNING TO CRAWL … 1. Listening the conversation 2. Giving utilities to the users to use/ share the content 3. Presenting the brand in the SM Universe 4. Fostering the internal culture 5. Beginning to interact- customer care 6. Observe reactions and improve
Christian Palau Sanz [email_address] THANKS!! www.twitter.com/cerkdti Anuntis Online Real Estate Manager www.fotocasa.es www.facebook.com/fotocasa www.flickr.com/photos/fotocasa