20 FACTS + 34 EXAMPLES
ABOUT SOCIAL MEDIA
          Reflections about Social Media Universe




              Do’s and don...
PREVIOUS
REFLECTIONS ABOUT
    THE MEDIA


         Do’s and don’ts to help our
         brand survive in the Social
     ...
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 learn      play
interact     Co-create
         listen
                enj...
However media landscape is
changing…




New channels are taking a
relevant role…
Internet penetration continues
growing…
Is the media of
    the new
generations …
                     2005    2006    200...
Social Media gains power …
                                                  December 2008



                            ...
People believes in other
people…




   Brands have to build relations …
And it seems that the use of
Social Media has a real impact


                              The world’s most valuable bran...
News go fast, fast, fast…




Citizens the journalists of the XXI century…
News go fast, fast, fast…




                   Hot information
                 explained by people
                   t...
The way we consume media
changes …
The way we consume media
changes …             HD

                       GLOBAL
                            FULL
        ...
Ubiquity and constant
connectivity …

          40%




            We consume the media- share
            & interact in ...
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 …
Things are changing …

Is the moment of
  the individual
   capitalism…

Ask not what you
 can do for your
 customers, but...
Example 1: Shell Headache
                                              92 years
                                         ...
Example 2: The Motrin case




                      1.400 tweets after
                      395.000 search results
     ...
Example 3: Honda Crosstour
                Trying to be social in the pre-launch
                of the model …




      ...
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
...
Be relevant my friend
Example 4: Whole Foods




From general information …
To specific, local and relevant
information…
More than 150 twitter a...
Example 5: Amazon Remembers




Not all the
content… Only the
one that is relevant
form me …
Example 6: MoMA Museum

                          The experience
                          begins with the
               ...
Example 7: Tribe Smart
                      Social Shopping …



Ibe




      Taking action based in my similar
        ...
Example 8: Creative Search
           Doesn’t matter the type of
                           content…


Ibe




           ...
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…
1. It has freedom of choice
2. Wants to customize
     his...
Example 9: Audi Design
                  Designing the car of the future …




                They share their thoughts …...
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...
Example 12: Co-creation
                  Consume,
                  create and
                  share…


 Take best
 pra...
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
...
Kinds of social media
People to people                     People to content

                                 PICKING
   ...
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
perso...
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 ...
Example 15: Building personality



                                             http://www.youtube.com/watch?v=dMH0bHeiRN...
TAKE CARE


     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 …

1. Act with humility
2. Accept change
3. Don’t inspire du...
Example 16: Goldman Sachs
                                       Decide to use
                                         th...
Example 17: Dell
                   They turned the
                    criticism and
                      decided to
   ...
Example 16: Keteke




Some Blog roll …
http://alt1040.com/2008/12/keteke-haciendo-spam-en-twitter
http://www.alejandrosua...
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,
    connec...
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: People talk…




               You decide to listen or not what
               people says about your brand…
...
Example 19: People talk…
                    … A priori no viene información del coste del
                    mensaje o a...
Example 20: People talk…

                       People talks and
                        explains what
                  ...
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 i...
Example 21: Niche Social Networks


                                            Parents community        Divorce people co...
Example 22: Nike Run London




London run, New York run… be part of the
brand experience…
   www.runlondon.com
Example 23: My Building 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 i...
Social media turns around
conversation & interaction…
We desire depth C&I’s… so we need
engagement… and so… we need
friend...
In social media, brands
have to…
  Search and build
“Brand Ambassadors”
Potential value




                  Core buyers ...
Example 24: Amazon Kindle
Example 25: Coke FB Fan Club

                  +3.300.000 fans
                  2 most popular
                     nd

...
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 o...
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, e...
Example 28: Socialise the brand




   D’STREET- DELOITTE SOCIAL NETWORK          BLUESHIRTNATION- BEST BUY SOCIAL NETWORK...
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 u...
Example 29: Not a playground




                                           Vs.


 Where is the value?... And
 the convers...
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 UG...
In social media successful advertising is different…

The effectiveness of display ads is in turndown

                   ...
Social media changes the
way we consume content
The First way
Brands generate content
Brands populates it

The Second way
...
Example 30: The 3rd way
       First Way                                 Second Way                                       ...
The goal for a brand in
social media has to be…

Be where
consumers are…
And once there…
listen interact and
learn from th...
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 ca...
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 ...
Example 31: BBC- Top Gear




BBC developing iPlayer app
for Facebook …
              Content where fans are …
Example 32: Starbucks




                              How represents
                                  them in
         ...
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
             +
   ...
Example 33: Users teach you




                                    "We think our brand is going to be different because w...
DON’TS TO AVOID


        Do’s and don’ts to help our
        brand survive in the Social
        Media Jungle …
In Social media the typical
mistakes brands make are …
1. Lack of time and resources      For a CEO, there’s no such
   de...
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
1. The biggest ones are 1/10 the size
   of the biggest SMS
...
Much more than SL…




 Virtual worlds getting integrated in social networks…
Example 34: Farmville
                                  The new
                                phenomenon
               ...
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…
The basics….
Be able to organise the
information
Be able to rais...
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                 Where is the
and engage them with their                 ...
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…

1. Cross- platforms

2. Multi-regional
3. Vertical extens...
Social media is changing
the marketing… but the
bases doesn’t change…

Always… ask WHY? Before
doing anything
Take care… S...
Social media is the web
space of the new
generations…




If you want to communicate,
interact and engage them… and
so gua...
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. Prese...
THANKS!!
                 Christian Palau Sanz
  Anuntis Online Real Estate Manager
           christian.palau@anuntis.com...
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20 Factsand34 Examples About Social Media Oct09 Christian Palau

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Conferencia presentada por Christian Palau Sanz, director de Anuntis Inmobiliaria -Fotocasa, Inmogeo, Rexia- en la Online Marketing Expo Barcelona, 29 de octubre de 2009.

Published in: Technology, Business

20 Factsand34 Examples About Social Media Oct09 Christian Palau

  1. 1. 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 …
  2. 2. PREVIOUS REFLECTIONS ABOUT THE MEDIA Do’s and don’ts to help our brand survive in the Social Media Jungle …
  3. 3. Social Media hasn’t to be an obligation … The interaction with your customers hasn’t to be a stressful activity …
  4. 4. Being social has to be a wish… A wish to… share learn play interact Co-create listen enjoy Social media is one of the channels to do it…
  5. 5. However media landscape is changing… New channels are taking a relevant role…
  6. 6. Internet penetration continues growing… 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% Source: E.Marketer
  7. 7. Social Media gains power … December 2008 Evolution of the Spanish Internet market July 2009 Social sites gain positions and traditional ones stay stagnant or lose positions … Source: Comsocre July 2009
  8. 8. People believes in other people… Brands have to build relations …
  9. 9. And it seems that the use of Social Media has a real impact The world’s most valuable brands. Who’s most engaged? Source: Wetpaint & Altimeter MAVENS SELECTIVES BUTTERFLIES SELECTIVES
  10. 10. News go fast, fast, fast… Citizens the journalists of the XXI century…
  11. 11. News go fast, fast, fast… Hot information explained by people that is living the experience
  12. 12. The way we consume media changes …
  13. 13. The way we consume media changes … HD GLOBAL FULL LENGHT INTERACTION AVAILABLE ROSEBOWL 95.000 fans THE NET >850.000 fans
  14. 14. Ubiquity and constant connectivity … 40% We consume the media- share & interact in new ways …
  15. 15. Ubiquity and constant connectivity … Different channels… different ways of media, content consume …
  16. 16. CONSUMER POWER Do’s and don’ts to help our brand survive in the Social Media Jungle …
  17. 17. 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!
  18. 18. Example 1: Shell Headache 92 years In war since the 90’s Alfred Donovan The site is used by the Kremlin officials and US investigators The site receives periodically information from Shell employees The problem Intellectual Property dispute September 2009: 2M visits/ month 1M pounds 24.000 published articles
  19. 19. Example 2: The Motrin case 1.400 tweets after 395.000 search results 90.000 views video
  20. 20. Example 3: Honda Crosstour Trying to be social in the pre-launch of the model … Engaging fans… And then … And now… What to do?
  21. 21. BE RELEVANT Do’s and don’ts to help our brand survive in the Social Media Jungle …
  22. 22. We’re overload by the information … People searches what is relevant for them … People feels comfortable with their similar recommendations
  23. 23. Be relevant my friend
  24. 24. Example 4: Whole Foods From general information … To specific, local and relevant information… More than 150 twitter accounts !!
  25. 25. Example 5: Amazon Remembers Not all the content… Only the one that is relevant form me …
  26. 26. Example 6: MoMA Museum The experience begins with the first click Showing what can be relevant for me… of all the content
  27. 27. Example 7: Tribe Smart Social Shopping … Ibe Taking action based in my similar opinions, creating trends, …
  28. 28. Example 8: Creative Search Doesn’t matter the type of content… Ibe Relevance matters …
  29. 29. CO-CREATION Do’s and don’ts to help our brand survive in the Social Media Jungle …
  30. 30. 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
  31. 31. Example 9: Audi Design Designing the car of the future … They share their thoughts … They ask for help… Users become essential part of the brand...
  32. 32. Example 10: Getty Images Be product... Be part of the brand…
  33. 33. Example 11: Nokia OVI Help me to promote my new product ... Show the others the potential of it...
  34. 34. Example 12: Co-creation Consume, create and share… Take best practices and adapt them
  35. 35. DIFFERENT WAYS Do’s and don’ts to help our brand survive in the Social Media Jungle …
  36. 36. There two ways for understanding social media … Connect people to people & Connect people to content create by other people
  37. 37. Kinds of social media People to people People to content PICKING STATIC POINT TOO MUCH… People to people & content
  38. 38. PERSONAL BRANDS Do’s and don’ts to help our brand survive in the Social Media Jungle …
  39. 39. Social media turns around of… Connecting people… but also A lot of helping them to create their own personality …
  40. 40. Example 13: Ted Kennedy Memorial Being social until the last minute … Reinforcing the Kennedy Brand
  41. 41. Example 14: Building personality More than 13M of emails collected More than 5M fans(#1) More than 500 groups His wife more than 0.4M fans More than 0.6M photos More than 160.000 subscribers http://www.youtube.com/watch?v=jjXyqcx-mYY More than 21M of views More than 17M of views More than 14.5h of content More than 89000 favourites More than 0.5M followers & And still on the road… 0.45M following
  42. 42. Example 15: 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 …
  43. 43. TAKE CARE Do’s and don’ts to help our brand survive in the Social Media Jungle …
  44. 44. 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
  45. 45. Example 16: Goldman Sachs Decide to use their legal muscle against the gripe site … And… They failed and made the ridicolous
  46. 46. 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 …
  47. 47. Example 16: Keteke 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
  48. 48. BE NEAR MY FRIEND Do’s and don’ts to help our brand survive in the Social Media Jungle …
  49. 49. In Social media has no sense… Having a closed attitude … because … People, does, says, relates, connects, shares, …
  50. 50. Example 17: People talk… Your brand can get in a social mess with very low effort… No matter you’re right or not..
  51. 51. Example 18: People talk… You decide to listen or not what people says about your brand… But what is sure is… that the conversation happens…
  52. 52. Example 19: People talk… … 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. You decide to listen or not what people says about your brand… But what is sure is… that the conversation happens…
  53. 53. Example 20: People talk… People talks and explains what they’re doing You can listen and interact
  54. 54. ONE FOR ALL? SURE? Do’s and don’ts to help our brand survive in the Social Media Jungle …
  55. 55. 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 …
  56. 56. Example 21: Niche Social Networks Parents community Divorce people community Build your network in 2’ & 3 steps… Planning weddings TV Extras community Sports team… School friends… Fan club… Family… hobbies… Small business… Public association… Employment… Marketing launch… Know-how sharing… …/… Guayana people community Janet Jackson fan community
  57. 57. Example 22: Nike Run London London run, New York run… be part of the brand experience… www.runlondon.com
  58. 58. Example 23: My Building Social Neighborhood social media
  59. 59. THEY CHOOSE Do’s and don’ts to help our brand survive in the Social Media Jungle …
  60. 60. 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…
  61. 61. 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 15% People becomes fan of a brand because of the brand because of the “free” stuff exciting & attractive profile 40% People considers social 49% People searches media as a space to interactivity- something to express themselves- air do with the brand their talent 25% 33% People forbid advertising of brands they consider non-honest People would like that the profile of brand was run by 1 identified person 64% 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 brand remember it when buying un the street with it and honest to WOM it Source: adtofriends study
  62. 62. 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… Brands must know their followers… 63% pay more attention know their interests… connect with 52% more likely to interact them… feel like them… 66% brand interaction less intrusive
  63. 63. Example 24: Amazon Kindle
  64. 64. Example 25: 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
  65. 65. MEASURE Do’s and don’ts to help our brand survive in the Social Media Jungle …
  66. 66. 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 …
  67. 67. Example 26: New ways to measure New media, new KPI’s… new kinds of dashboards…
  68. 68. Example 27: Your SM Dashboard In 5’ you can begin to listen the conversation … Simple & useful …
  69. 69. DON’T GET CRAZY Do’s and don’ts to help our brand survive in the Social Media Jungle …
  70. 70. 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”
  71. 71. Example 28: Socialise the brand D’STREET- DELOITTE SOCIAL NETWORK BLUESHIRTNATION- BEST BUY 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…
  72. 72. NOT YOUR PLAYGROUND Do’s and don’ts to help our brand survive in the Social Media Jungle …
  73. 73. 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 …
  74. 74. Example 29: 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
  75. 75. DON’T DISTURBE Do’s and don’ts to help our brand survive in the Social Media Jungle …
  76. 76. 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 Behavioural Contextual Approach approach Demographic approach
  77. 77. In social media successful advertising is different… The effectiveness of display ads is in turndown > Overall worldwide = Overall worldwide < Overall worldwide Source: Double Click 2008 Year Review Benchmark Is a global phenomenon …
  78. 78. 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
  79. 79. Example 30: 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=q1dYv_gKTA8 http://www.youtube.com/watch?v=Q_qAty-ujTc http://www.youtube.com/watch?v=DyedtGQIPME
  80. 80. 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 …”
  81. 81. THEY WILL FIND YOU Do’s and don’ts to help our brand survive in the Social Media Jungle …
  82. 82. 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 …
  83. 83. 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.
  84. 84. Example 31: BBC- Top Gear BBC developing iPlayer app for Facebook … Content where fans are …
  85. 85. Example 32: Starbucks How represents them in Slideshare… How represents them in Flickr…
  86. 86. MARKETING SCHOOL Do’s and don’ts to help our brand survive in the Social Media Jungle …
  87. 87. 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”
  88. 88. Example 33: 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. …
  89. 89. DON’TS TO AVOID Do’s and don’ts to help our brand survive in the Social Media Jungle …
  90. 90. 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 participation of the 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 conversation the
  91. 91. VIRTUAL WORLDS Do’s and don’ts to help our brand survive in the Social Media Jungle …
  92. 92. 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 is higher than in with them in world 4.From are used for:view of the user VW’s the point of 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
  93. 93. Much more than SL… Virtual worlds getting integrated in social networks…
  94. 94. 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…
  95. 95. CHALLENGES Do’s and don’ts to help our brand survive in the Social Media Jungle …
  96. 96. 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
  97. 97. MONEY, MONEY Do’s and don’ts to help our brand survive in the Social Media Jungle …
  98. 98. 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
  99. 99. EVOLUTION Do’s and don’ts to help our brand survive in the Social Media Jungle …
  100. 100. Social media is in constant evolution… the next transformation… 1. Cross- platforms 2. Multi-regional 3. Vertical extensions 4. Making other genes work
  101. 101. 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…
  102. 102. 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…
  103. 103. WHAT WE’RE DOING? Do’s and don’ts to help our brand survive in the Social Media Jungle …
  104. 104. 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
  105. 105. THANKS!! Christian Palau Sanz Anuntis Online Real Estate Manager christian.palau@anuntis.com www.fotocasa.es www.facebook.com/fotocasa www.flickr.com/photos/fotocasa www.twitter.com/cerkdti
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