27 FACTS + 20 EXAMPLES
ABOUT SOCIAL MEDIA
Reflections after Social Networking World Congress

Things are changing …
Is the moment of
the individual
capitalism…
Ask not what you
can do for your
customers, but
what your
customers can do
for you!

Example 1: The Motrin case
1.400 tweets after
1.400 tweets after
395.000 search results
395.000 search results
90.000 views video
90.000 views video

We’re overload by the
information …
People searches
what is relevant
for them …
People feels
comfortable with
their similar
recommendations

Example 2: Be relevant my friend

Social media, allows a new
kind of consumer… the
proactive one…
1. It has freedom of choice
2. Wants to customize
his experience
3. Has and wants the
scrutiny of the
experience
4. Wants to collaborate
in the experience
5. Wants to share it with
his similar

Example 3: The prosumer
London run, New York run… be part of the
brand experience…
www.runlondon.com

Example 4: The prosumer
Consume,
create and
share…
Take best
practices and
adapt them

There two ways for
understanding social media …
Connect people
to people
&
Connect people
to content
create by other
people

Example 5: Kinds of social media
People to people People to content
PICKING
PICKING
STATIC
STATIC POINT
POINT
TOO
TOO
MUCH…
MUCH…
People to people & content

Social media turns
around of…
Connecting
people…
but also
A lot of helping
them to create
their own
personality …

Example 6: Building personality
More than 13M of emails collected
More than 5M fans(#1) More than 500 groups
More than 0.6M photos
His wife more than 0.4M fans
http://www.youtube.com/watch?v=jjXyqcx-mYY
More than 160.000 subscribers
More than 17M of views
More than 21M of views
More than 89000 favourites
More than 14.5h of content
More than 0.5M followers &
And still on the road… 0.45M following

Example 7: Building personality
http://www.youtube.com/watch?v=dMH0bHeiRNg
More than 116M of views
A world tour
A professional contract
+0.9M views
And then… Evolution 2…
+0.6M views
http://www.youtube.com/watch?v=inLBPVG8oEU
+0.4M views
+4.4M views in two months
More than 700 related versions …
More than 700 related versions …

For been successful in your
approach to social media you
must …
1. Act with humility
2. Accept change
3. Don’t inspire dullness
4. Be prepared to surf
tsunamis
5. Take care of the user
experience

Example 8: Act with humility
Some Blog roll …
http://alt1040.com/2008/12/keteke-haciendo-spam-en-twitter
http://www.alejandrosuarez.es/2008/11/keteke-keteden/
http://www.caspa.tv/archivos/001234.html
http://etc.territoriocreativo.es/etc/2008/12/keteke-y-twitter-aprendiendo-como-no-hacer-de-elefante-en-una-cacharreria.html
http://cerkdti.blogspot.com/2008/11/keteke-experiencia-surrealista.html

In Social media has no
sense…
Having a closed
attitude …
because …
People, does,
says, relates,
connects,
shares, …

Example 9: People talk…

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 10: Niche Social Networks
Parents community Divorce people community
Build your network
in 2’ & 3 steps… Planning weddings TV Extras community
Sports team…
Sports team… School friends…
School friends…
Fan club…
Fan club…
hobbies…
hobbies…
Family…
Family…
Small business…
Small business… Public association…
Public association…
Employment… Marketing launch…
Employment… Marketing launch…
Know-how sharing…
Know-how sharing… … // …
…… Guayana people community Janet Jackson fan community

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% 15%
People becomes fan of a People becomes fan of a
brand because of the brand because of the
“free” stuff exciting & attractive profile
40% 49%
People searches
People considers social
interactivity- something to
media as a space to
do with the brand
express themselves- air
their talent
25% 33%
64%
People would like that the
People forbid advertising
profile of brand was run by
of brands they consider
1 identified person
non-honest
People need to feel that
40% 22% a brand is trustworthy
People that are friends of a
People that are friends of a
brand, spend more money
and honest to WOM it
brand remember it when
with it
buying un the street
Source: adtofriends study

In social media, brands
have to…
Search and build
“Brand Ambassadors”
Potential value
Core buyers Ambassadors
Dispensable influencers
Social value
The only way to do that is to target
interactions… not only behaviour or
context… specially demographic and
relevance moments…
63% pay more attention
Brands must know their followers…
52% more likely to interact
know their interests… connect with
them… feel like them…
66% brand interaction less intrusive

Example 11: Amazon Kindle

Example 12: Coke FB Fan Club
+3.300.000 fans
2 most popular
nd
page in FB …
The Fan club
managed by
the fans … http://www.youtube.com/watch?v=9TGkDHzqUaQ

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 13: New ways to measure
New media, new KPI’s… new kinds of dashboards…

Social media sites, in fact…
Are media
platforms …
Basically their offer
you tools to listen,
interact, test,
populate, engage
with your 3f’s -
followers, friends,
fans…
“They allow to socialise & humanise your brand”

Example 14: Socialise the brand
BLUESHIRTNATION- BEST BUY SOCIAL NETWORK
D’STREET- DELOITTE SOCIAL NETWORK BLUESHIRTNATION- BEST BUY SOCIAL NETWORK
D’STREET- DELOITTE SOCIAL NETWORK
Create collaborative marketing
Retain talent, approach the company to campaigns. Has personal profiles and
the employees, share know-how,… groups of content created by employees
Collaborative customer care… a place to R&D Help to develop the brand…

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 15: Not a playground
Vs.
Where is the value?... And
the conversation?... Don’t
spam me…
Doesn’t matter you’re gaudy… but
not be and non-useful spammer

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
Evolution
Contextual
Behavioural
approach
Approach
Demographic
approach

Social media changes the
way we consume content
The First way
Brands generate content
Brands populates it
The Second way
Consumers generate content
about brands
Users populates it
The Third way
Brands prepares content
Users remix it
Together we populate it

Example 16: The 3rd way
First Way Second Way Third Way
http://www.youtube.com/watch?v=HMhJkhQZLUM http://www.youtube.com/watch?v=3_ZQFn97ooM
http://www.youtube.com/watch?v=LGjQ__10Vzs
http://www.youtube.com/watch?v=Q7T58LqeAEs
http://www.youtube.com/watch?v=Uk-TsM14Aws
http://www.youtube.com/watch?v=Q_qAty-ujTc http://www.youtube.com/watch?v=DyedtGQIPME
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 …”

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.

Example 17: They will find you
How represents
them in
Slideshare…
How represents them in Flickr…

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 18: Users teach you
\"We think our brand is going to be different because we
Interacting with users to create want people to feel there's a real person they're
connecting with, whether it's when they call us or through
better products, improve Twitter or any way they come in contact with us,\" (Tony
existing ones…- building the Hsieh CEO)
brand together 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
THESE BRANDS 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
BUILD COMMUNITY exhausting, Hsieh sees it as part of a larger strategy to build Zappos into a brand
on par with Virgin. …

In Social media the typical
mistakes brands make are …
1. Lack of time and resources For a CEO, there’s no such
dedicated
thing as a “little mistake”
2. Put at the front of it a team
under-skilled
3. Don’t shift the mindset
4. Defining the strategy after
the launch
5. Don’t make easythe users
the
participation of
6. Don’t help to initiate the
conversation
7. Bomb the users with mkt.
messages instead of useful
content & tools
8. Try to control& interaction
the
conversation

Virtual worlds are social but
different to social media sites
1. The biggest ones are 1/10 the size
of the biggest SMS
2. Virtual worlds are much more than
Secondlife and WOW
3. The engagementthe rest of theAsia
with them in
is higher than in
world
4.From are used for:view of the user
the point of
VW’s
Gaming-competing: helps to initiate
Meet and make friends
Allow the self-expression
Liberate the fantasy- dream
5. From the point of view ofitthe
monetisation VW’s base in:
User revenue- fees + virtual stuff
Advertising- Embed as part of the world

Example 19: Much more than SL…

Example 20: Much more than SL…

The challenges of any social
media space to take off are…
The basics….
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 3rd
parts that can add value
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

Social media had been…
Very Able to attract users Where is the
and engage them with their business??
stuff proposal
Facebook: 3.5h x user (mobile: 20’)
Tuenti: 3.2h x user
Facebook: 14.5 visits x user
Tuenti: 16.6 visits x user
Somehow able to encourage
users to create content
Youtube: 0.16% of users upload content
2008: 42% of users generate content
2013: 51% of users generate content
Not very able to monetise
their audience
Twitter: 0$ revenue x unique visitor
Facebook: 1$ revenue x unique visitor
Cnet: 2.1$ revenue x unique visitor
Policeone: 3.5$ revenue x unique visitor Source: realitydigital, nielsen, e.marketer

Social media is in constant
evolution… the next
transformation…
1. Cross- platforms
2. Multi-regional
3. Vertical extensions
4. Making other genes
work

Social media is changing
the marketing… but the
bases doesn’t change…
Always… as 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…

THANKS!!
Christian Palau Sanz
christianp@infojobs.net
Innova Thinker