20 Factsand34 Examples About Social Media Oct09 Christian Palau
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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.

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

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    20 Factsand34 Examples About Social Media Oct09 Christian Palau 20 Factsand34 Examples About Social Media Oct09 Christian Palau Presentation Transcript

    • 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 learn play interact Co-create listen 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… 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
    • 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
    • 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 brands. Who’s most engaged? Source: Wetpaint & Altimeter MAVENS SELECTIVES BUTTERFLIES SELECTIVES
    • News go fast, fast, fast… Citizens the journalists of the XXI century…
    • News go fast, fast, fast… Hot information explained by people that is living the experience
    • The way we consume media changes …
    • The way we consume media changes … HD GLOBAL FULL LENGHT INTERACTION AVAILABLE ROSEBOWL 95.000 fans THE NET >850.000 fans
    • 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 …
    • 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: 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
    • 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 … Engaging fans… And then … 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
    • Be relevant my friend
    • 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 The experience begins with the first click Showing what can be relevant for me… of all the content
    • Example 7: Tribe Smart Social Shopping … Ibe Taking action based in my similar opinions, creating trends, …
    • Example 8: Creative Search Doesn’t matter the type of content… Ibe 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… 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 9: Audi Design Designing the car of the future … They share their thoughts … They ask for help… Users become essential part of the brand...
    • 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 PICKING STATIC POINT TOO MUCH… People to people & content
    • 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) 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
    • 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 …
    • 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 dullness 4. Be prepared to surf tsunamis 5. Take care of the user experience
    • 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 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
    • 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: People talk… You decide to listen or not what people says about your brand… But what is sure is… that the conversation happens…
    • 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…
    • Example 20: People talk… 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 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
    • 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 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 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
    • 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
    • Example 24: Amazon Kindle
    • 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
    • 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 - followers, friends, fans… “They allow to socialise & humanise your brand”
    • 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…
    • 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 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
    • 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 Evolution Behavioural Contextual Approach approach Demographic approach
    • 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 …
    • 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 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
    • 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.
    • Example 31: BBC- Top Gear BBC developing iPlayer app for Facebook … Content where fans are …
    • 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 "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. …
    • 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 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
    • 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 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
    • 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… 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
    • 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 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
    • 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 extensions 4. Making other genes work
    • 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
    • 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