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The New Publicness

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Social Media Opportunities for Advertisers....

Social Media Opportunities for Advertisers.

Proximity BBDO Adnerds @ Relationship Marketing congres (Stichting Marketing)

http://proximity.bbdo.be http://www.adnerds.be http://www.relationshipmarketing.be http://www.stichtingmarketing.be

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The New Publicness The New Publicness Presentation Transcript

  • The
New
Publicness. Social
Media
Opportuni1es
for
Adver1sers. More
marke1ng
communica1on
as
seen
through
AdNerd‐glasses
on
adnerds.be
  • Radically
Digital. Molding
new
business
model
based
on
new
media Enhance
crea1on
with
new
technologies 5 Help
our
customers
to
start
a
real
conversa1on
with
their
customers Create
a
mutually
beneficial
rela1onship
based
on
trust
  • Life
is
public.
So
is
business.
  • “Marketers’
ul1mate
goal
should
be
 to
eliminate
adver1sing
 by
improving
their
products
and
 rela1onships
instead.” Jeff
Jarvis,
Prof.
Interac1ve
Journalism
CUNY
  • ATTENTION? GRPs
=
frequency
x
%reach ENGAGEMENT?
  • Add
Avoidance
Behavior
  • no
medium, The
internet
is
 it
is
a
crowded
chamber
 with
an
extremely
powerful
echo.
  • When
your
customer
is
your
ad
agency,
 media
doesn’t
mean
content.
 Media
means
 people.
  • 1.
The
Social
Media
Revolu1on. 2.
Marke1ng
Communica1on
in
140
characters. 3.
The
evolu1on
of
consumer
engagement.
  • 1.
The
Social
Media
Revolu1on.
  • Social
Influence
has
always
been
around
  • So
has






 

  • classic
influen1als new
influen1als passive influencers ac#ve influencers by responding to requests for advice by proac#vely giving advice Can
you
help? Give
it
a
try!
  • Consumers
  • We
like
sharing Consumers
  • I
like
red Consumers I
like
blue
  • I
am
a
working
girl Consumers I’m
s1ll
studying
  • We
are
connected Consumers
  • “Facebook
is
a
ready‐made
marke1ng
plaborm.
 It
offers
a
vast
toolset
(with
challenges).
 But
brands
must
first
develop
a
strategy.” Jeremiah
Owyang,
Forrester
Research
  • Facebook
is
social
network
number
one
 in
11
of
17
Europe
countries.
  • More
than
200
million
ac1ve
users More
than
100
million
users
log
on
 at
least
once
each
day
  • Over
2,2
million
Belgian
users
 and
s1ll
growing
strong
  • social
ads applica1ons connect pages
  • pages !quot;#$
  • Facebook
will
keep
on
spoiling
adver1sers
  • applica1ons Pareto’s
Law
for
Facebook
Applica1ons 1%
apps
>
74%
usage 20%
apps
>
98%
usage
  • CPP
cost
per
performance
/
CPE
cost
per
engagement
  • social
ads click
ojen
beker
than
regular
ads are
sold
on
a
CPC
basis are
targeted
even
on
city
level are
highly
manageable show
relevant
ac1vi1es
from
friends are
able
to
be
part
of
the
conversa1on Bart is already a fan. have
limited
edi1ng
capabili1es are
not
that
good
posi1oned
on
the
page
  • Addi1onal
engagement
ads
for
the
rich
  • connect Facebook
Connect
is
the
 next
evolu1on
of
 Facebook
Plaborm
‐
 enabling
you
to
 integrate
the
power
of
 the
Facebook
Plaborm
 into
your
own
site.
  • connect 1.
Easy
login 2.
You
get
personalized
news
based
on
ZIP,
company,
interests 3.
Your
friends’
favorites
&
reads
are
shown 4.
Your
favorites
&
comments
show
up
on
your
friends’
news
feed 5.
You
can
compare
&
interact
with
your
friends
 immediately
to
discuss,
send
ar1cles,
... 6.
You
can
compare
what
the
overall
user
base
 favorites,
reads
or
comments
on
based
on
the
criteria
you
want 7.
You
can
contact
anyone
connected
and
send
messages
in
a
sec 8.
HUMO
can
send
updates
to
users
  • 




























Free
razors
for
a
year! Limited
Reach
Of
Two
  • 10.000
Facebook
Users
Reached Average
of
120
Friends Supposing
50
Are
Unique Means
A
Reach
Of 500.000
  • 2.
Marke1ng
Communica1on
in
140
characters.
  • Monitoring Talking Feedback Recrui1ng Sales Live
Coverage
  • Monitoring
  • Talking
  • Feedback
  • Recrui1ng
  • Sales
  • Live
Coverage
  • 3.
The
evolu1on
of
consumer
engagement.
  • 20 07
  • 20 09
  • Bezoekers Geregistreerden Games gespeeld 300.000 211.784 200.000 146.768 100.000 81.000 100.000 75.000 33.000 8.500 15.000 27.735 0 2005 2007 2009 Category Title 1
WEEK
BEFORE
THE
END
  • blog hkp://www.adnerds.be twiker hkp://twiker.com/adnerds facebook hkp://profile.to/adnerds podcast hkp://adnerds.blip.tv AdNeRdS SAY
“THANK
YOU
FOR
YOUR
ATTENTION!”