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Forget everything you knew about social media

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Since the appearance of Social Media, and the relative empowerment of the consumer, we’ve been trying to tell marketers they can have visibility for free. ...

Since the appearance of Social Media, and the relative empowerment of the consumer, we’ve been trying to tell marketers they can have visibility for free.
Just like magic…
Since this year, you can read everywhere that Earned Media is dead, that Facebook’s Edgerank for brands is almost 0… Oh, and by the way, Facebook may soondisappear and Twitter will never spread to John and Jane Doe… In others words, it’s all been a big misunderstanding.
Sorry about that, hope you enjoyed your journey…
It is very interesting to see the various reactions from marketers. They range from “I knew it - television rules and always will”, to people crying because they’ve spent so much money, just to be able to tell their boss they have x number of fans.
Maybe it’s time to take a break and see what this is all about.

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Forget everything you knew about social media Forget everything you knew about social media Presentation Transcript

  • 1 LaMercatique FORGET EVERYTHING YOU KNEW ABOUT SOCIAL MEDIA PRODUCED WITH LOVE BY @GREGFROMPARIS CarradelevingnebyTerryRichardson
  • 2 LaMercatiqueLamercatique GREGORY POUY MARKETING ARTISAN IN A DIGITAL AGE
  • 3 LaMercatique FROM DAY 1 THE WEB’S BIG LESSON WAS
  • 4 LaMercatique YOU CAN HAVE IT FOR FREE
  • 5 LaMercatique REMEMBER?
  • 6 LaMercatique MARKETERS APPROACH THE WEB THE EXACT SAME WAY I PROMISE WE CAN HAVE VISIBILITY FOR FREE
  • 7 LaMercatique VIRAL RECIPE SEEMS TO BE FUNNY + STUPID + HOMEMADE + YOUTUBE = SUCCESS
  • 8 LaMercatiqueLamercatique UPLOAD IT ON YOUTUBE AND LET THE MAGIC HAPPEN
  • 9 LaMercatique WRONG
  • 10 LaMercatique BUT WAIT NOW THERE IS SOCIAL MEDIA
  • 11 LaMercatique SOCIAL MEDIA = EARNED MEDIA = VISIBILITY FOR FREE RIGHT?
  • 12 LaMercatique LET’S HIRE A COMMUNITY MANAGER DIGITAL = YOUNG = UNDERPAID RIGHT?
  • 13 LaMercatique WRONG
  • 14 LaMercatique 2014 WAKE-UP CALL
  • 15 LaMercatique EVERYTHING YOU HAVE BEEN TOLD IS WRONG
  • 16 LaMercatique EARNED MEDIA IS DEAD
  • 17 LaMercatique FACEBOOK EDGERANK IS ALMOST 0
  • 18 LaMercatique
  • 19 LaMercatique TWITTER WILL NEVER SPREAD MAINSTREAM
  • 20 LaMercatique IT WAS ALL A BIG MISUNDERSTANDING, SORRY…
  • 21 LaMercatique AND NOW YOU WONDER HOW TO JUSTIFY THE BUDGET YOU’VE SPENT ON FAN ACQUISITION...
  • 22 LaMercatique STOP
  • 23 LaMercatique EVERYBODY CALMS DOWN FOR A MINUTE
  • 24 LaMercatique WHAT IS GOING ON IN THE SOCIAL MEDIA SPHERE?
  • 25 LaMercatique I HAVE GOOD NEWS
  • 26 LaMercatique RULES HAVEN’T CHANGED... ...THEY’RE JUST EVOLVING...
  • 27 LaMercatique YES The web is social STOP TALKING ABOUT SOCIAL MEDIA
  • 28 LaMercatique YES Consumers are powerful IT MEANS THAT YOU DON’T HAVE MUCH CONTROL
  • 29 LaMercatique YOU KNOW THAT YOU’RE GETTING VIRAL WHEN YOU BECOME A MEME In fact
  • 30 LaMercatique YES Facebook, Twitter..are trying to generate cash IT MEANS THAT NOW YOU HAVE TO PAY TO REACH YOUR FANS
  • 31 LaMercatique YES The social web is shrinking through mergers & acquisitions
  • 32 LaMercatique YES Millennials prefer photos & chat MILEYCYRUS
  • 33 LaMercatique THEY BOUGHT INSTAGRAM AND WHATSAPP FOR THAT REASON NO JaredLetobyTerryRichardson Facebook is not going to die soon
  • 34 LaMercatique NOTwitter will never become a mainstream platform IT DOESN’T MEAN THOUGH THAT THE PEOPLE WHO ARE ACTIVE THERE SHOULD BE IGNORED
  • 35 LaMercatique YES Mobile + Social is a new equation
  • 36 LaMercatique THE NEW RULES OF THE GAME
  • 37 LaMercatique #1 YOU DON’T HAVE A BRAND COMMUNITY
  • 38 LaMercatique “A COMMUNITY IS A SOCIAL UNIT OF ANY SIZE THAT SHARES COMMON VALUES”
  • 39 LaMercatique “Brand community” and “fans” are words used by Facebook to sound attractive and to make things clearer than they actually are. Any marketer loves the idea of having a community made of fans but, as it is often the case, reality is a little bit different... LET’S BE CLEAR ABOUT IT
  • 40 LaMercatique WHAT ARE THE VALUES AND SENSE OF PURPOSEOF THE BRAND YOU ARE WORKING FOR?
  • 41 LaMercatique Most marketers can’t even identify the initial values of the brand they are working for. How do you expect to build a community around you, when you don’t even know who you really are? But most brands simply can’t build a community around themselves anyway… REALITY IS...
  • 42 LaMercatique AT BEST YOU HAVE BRAND ENTHUSIASTS AND IT DEPENDS ON HOW YOU WON THEM OVER
  • 43 LaMercatique LET’S DO A TEST
  • 44 LaMercatique LET’S SAY, YOUR FACEBOOK PAGE IS DOWN FOR WHATEVER REASON
  • 45 LaMercatique WOULD YOUR FANS NATURALLY MIGRATE TO ANOTHER SOCIAL SPACE? OR WOULD YOU HAVE TO THROW PARTIES/DISCOUNT/ ADVERTISING TO WIN THEM BACK?
  • 46 LaMercatique NOW
  • 47 LaMercatique LET’S SAY, YOU LOST YOUR PHONE (I KNOW IT HURTS)
  • 48 LaMercatique WOULD YOU STILL HAVE FRIENDS? OR WOULD YOU HAVE TO THROW PARTIES TO WIN THEM BACK?
  • 49 LaMercatique THE COMMUNICATION TOOL DOESN’T MATTER MUCH
  • 50 LaMercatique IT’S THE RELATIONSHIP THAT MATTERS
  • 51 LaMercatique SOCIAL MEDIA WAS ORIGINALLY CREATED TO CONNECT WITH FRIENDS NOT BRANDS...
  • 52 LaMercatique 68% OF AMERICAN SOCIAL MEDIA USERS SAY THAT THEY SIMPLY IGNORE BRANDS ON SOCIAL MEDIA* *KENTICO
  • 53 LaMercatique DON’T BE SURPRISED THAT THE EDGERANK FALLS DOWN
  • 54 LaMercatique #2INTEGRATE VERTICAL COMMUNITIES
  • 55 LaMercatique THE WEB IS NATURALLY STRUCTURED WITH MULTIPLE VERTICAL COMMUNITIES (UNDERSTAND SPECIFIC SUBJECTS)
  • 56 LaMercatique BRANDS SHOULD TRY TO INTEGRATE SOME OF THEM (INSTEAD OF TRYING TO CREATE THEIR OWN)
  • 57 LaMercatique SLIGHLY LESS SEXY BUT FAR MORE EFFICIENT (THIS ALSO MEANS SEARCHING BEYOND YOUR NATURAL COMMUNITY) HAVE YOU HEARD OF MOVEMBER?
  • 58 LaMercatique #3 CONSUMERS DON’T TRUST YOU
  • 59 LaMercatique MOST MARKETERS TREAT SOCIAL MEDIA AS A DISTRIBUTION CHANNEL (AND SIMPLY REPRODUCE THEIR WEBSITE/BROCHURE ON THEM)
  • 60 LaMercatique AS A RESULT...
  • 61 LaMercatique ONLY 2% OF AMERICANS TRUST BRAND INFORMATION ON THE SOCIAL WEB* *ADOBE
  • 62 LaMercatique #4 YOU’RE NOT GOING TO FIND NEW CUSTOMERS ON FACEBOOK
  • 63 LaMercatique “FANS” ARE ALREADY EXISTING CUSTOMERS (AND EXPECT TO GET SOMETHING IN RETURN FOR BECOMING A FAN)
  • 64 LaMercatique IS IT DIFFERENT FOR ASPIRATIONAL BRANDS?
  • 65 LaMercatique 0,25% NEW CUSTOMERS ON FACEBOOK VS 10% THROUGH SEARCH (STUDY ON 250 PRESTIGE BRANDS OVER 4 YEARS)* *L2
  • 66 LaMercatique HOW TO INTEGRATE IT IN YOUR STRATEGY?
  • 67 LaMercatique YOU DON’T REALLY HAVE A CHOICE YES YES
  • 68 LaMercatique BUT FIRST...
  • 69 LaMercatique ACCEPT THAT NOBODY PAYS ATTENTION TO YOUR BRAND CENTRIC CONTENT/APP/SITE
  • 70 LaMercatique CHANGE YOUR MINDSET #1
  • 71 LaMercatique DON’T ASK “WHAT’S IN IT FOR ME?”
  • 72 LaMercatique BUT WONDER “WHAT’S IN IT FOR MY CUSTOMERS?”
  • 73 LaMercatique
  • 74 LaMercatique CRM WAS NEVER AIMED AT AVOIDING HUMAN CONTACT
  • 75 LaMercatique THERE ARE NO SHORT TERM AND DIRECTLY FINANCIAL RESULTS ON THE SOCIAL WEB
  • 76 LaMercatique WHAT IS THE VALUE OF YOUR ADDRESS BOOK? Yes it is probably the most important thing you own...those people would give you everything & more
  • 77 LaMercatique HOW FAST DID YOU BUILD THOSE VALUABLE RELATIONSHIPS?
  • 78 LaMercatique TRY TO GET $50 FROM A PERSON YOU JUST MET... FromJohnDavyBook
  • 79 LaMercatique ....GO FOR S.E.A. OR AFFILIATION. SOCIAL MEDIA IS ABOUT RELATIONSHIPS... IF YOU ARE AFTER SHORT TERM DIRECTLY FINANCIAL SOLUTIONS....
  • 80 LaMercatique “HOWEVER, SOCIAL MEDIA ENGAGEMENT IS NOT A STRATEGY” MARK SCHAEFER Go & check his slideshare!
  • 81 LaMercatique YOU HAVE TO DEFINE CLEAR K.P.I. AND BUSINESS OBJECTIVES CUSTOMER ACQUISITION CUSTOMER SERVICE BRAND AWARENESS NEW PRODUCT DEVELOMENT Source: Mark Schaefer – Social Media engagement is not a strategy
  • 82 LaMercatique BACK TO BASICS #2
  • 83 LaMercatique SOCIAL MEDIA IS BUILT ON VALUES AND UTILITY SENSE OF PURPOSE UTILITYVALUES
  • 84 LaMercatique WHAT IS YOUR BRAND MISSION?
  • 85 LaMercatique WHY? HOW? WHAT? YOUR SENSE OF PURPOSE TIPS: DO NOT CONFUSE THE “WHAT” (THE PRODUCTS & SERVICES) WITH THE “WHY” Lamercatique
  • 86 LaMercatique WHAT IS THE PURPOSE OF YOUR BRAND? Lamercatique
  • 87 LaMercatique DON’T TELL ME YOU’RE FUNNY, MAKE ME LAUGH Stop talking & prove it!
  • 88 LaMercatique ANSWER PEOPLE
  • 89 LaMercatique A great example is the launch of the Ford EcoSport, which was promoted as a piece of technology to people who had identified themselves on Facebook as genuine technophiles. The conversion rate was enormous, with vehicles selling out across 11 countries. By focusing on relevance and unlocking its creative potential, Ford was able to match a story with an opportunity, driving business success for the brand. TARGET AT BEST
  • 90 LaMercatique LISTEN LISTEN LISTEN #3
  • 91 LaMercatique WHAT IS THE VALUE OF 10M FANS?
  • 92 HOW MANY MENTIONS DO YOU HAVE EVERYDAY? Lamercatique
  • 93 A SMALL % THAT CHANGES EVERYTHING A group in the U.S. found out that out of their 250 000 mentions/month, only 0,3% were directly actionnable. That is a very small percentage but it means 750 directly actionnable items every month. Taking them into consideration could change their entire business. Lamercatique
  • 94 LaMercatique LISTEN Offering 2% milk on top of whole milk (along with soy milk and many other options) helped Starbucks increase its sales dramatically since 2007
  • 95 LaMercatique A MARKETER WHO DOESN’T MASTER DATA IS A BAD MARKETER
  • 96 LaMercatique DATA SHOULD ENABLE YOU TO TAKE BETTER DECISIONS BETTER PERFORMANCES LESS RISKS NEW! NEW BUSINESS MODELS
  • 97 LaMercatique BUILD A RELATIONSHIP #4
  • 98 LaMercatique MEET THEM IN REAL LIFE (THIS IS A VINE CELEBRITIES MEETUP)
  • 99 LaMercatique ASK QUESTIONS
  • 100 LaMercatique ORGANIZE HANG OUTS
  • 101 LaMercatique CONNECT THEM
  • 102 LaMercatique “THIS IS NOT ABOUT A COMPETITIVE ADVANTAGE, THIS IS HOW IT SHOULD BE, IT’S ALL ABOUT THE PATIENT” JOHN NOSEWORTHY – CEO OF MAYO CLINIC – NAMED AS THE TOP HEALTH INFORMATION WEBSITE
  • 103 LaMercatique DON’T BELIEVE THE HYPE #5
  • 104 LaMercatique TECHNOLOGY IS NEVER A STRATEGY A GOOD STRATEGY IS NOT ABOUT BEING ON THE LATEST OR TRENDIEST SOCIAL NETWORK BUT THINKING ABOUT THE REASON WHY YOU ARE THERE AND WHAT VALUE IT BRINGS TO THE CONSUMERS. REPEATING THE SAME MESSAGE EVERYWHERE IS USELESS AND PAINFUL FOR THE USERS.
  • 105 LaMercatique BUILD FOR A MULTIDEVICE WORLD #6
  • 106 LaMercatique RESPONSIVE DESIGN IS NOT ONLY “FITTING IN A SMALLER SCREEN” YES, YOUR CONTENT SHOULD BE AVAILABLE ON MOBILE AND THEREFORE, YOUR WEBSITE SHOULD, AT LEAST, BE MOBILE APPLIANT. HOWEVER, THE MOST IMPORTANT THING IS TO CONSIDER THE CONTEXT OF THE CONSUMER: WHAT WOULD YOU EXPECT WHEN YOU GO ON A BRAND WEBSITE WHILE ON THE STREET?
  • 107 LaMercatique WHAT WOULD YOUR CONTENT LOOK LIKE ON A WATCH? When offering content, you should think about the context also… depending on the device, the content might need to be different...
  • 108 LaMercatique SOCIAL + MOBILE ALL THE NEW TRENDING SOCIAL TOOLS ARE MOBILE: WHATSAPP, VINE, INSTAGRAM, SNAPCHAT, LINE... ON THOSE NETWORKS A BRAND’S VOICE IS HARDLY UNLESS IT PROVIDES A SERVICE...
  • 109 LaMercatique MERCEDES OFFERS A CONCIERGE TO ITS BEST CUSTOMERS TODAY IT IS ONLY ACCESSIBLE THROUGH MOBILE DEVICES BUT SOON IT WILL NEED TO BE ACCESSIBLE ON WHATSAPP, VIBER OR WE CHAT...
  • 110 LaMercatique HOW TO IMPROVE YOUR STRATEGY?
  • 111 LaMercatique WHAT IS MY BRAND AIMING AT WITH SOCIAL MEDIA?
  • 112 LaMercatique HOW IS MY PRESENCE ALREADY ORGANIZED? WHY? Site Blog Email Facebook Twitter Youtube Ect…
  • 113 LaMercatique WHICH COMMUNITY CAN I GET INTO AND HOW?
  • 114 LaMercatique WHAT ARE THE KEY NETWORKS FOR MY BRAND AND WHY?
  • 115 LaMercatique WHAT AM I GOING TO POST AND HOW OFTEN? (PER PLATFORM)
  • 116 LaMercatique WHAT KPIs WILL I FOLLOW TO MAKE SURE IT’S EFFECTIVE?
  • 117 LaMercatique KEY TAKE-AWAY
  • 118 LaMercatique #1 SOCIAL WEB IS NOT FOR FREE #2 WEB IS SOCIAL: YOU HAVE NO CHOICE #3 RULES OF THE GAME HAVEN’T CHANGED BUT HAVE EVOLVED #4 DON’T ACT AS IF YOU HAD A COMMUNITY OR FANS #5 INTEGRATE VERTICAL COMMUNITIES #6 SOCIAL WEB IS A GREAT SOURCE OF KNOWLEDGE #7 THE KILLER APP: BUILD HUMAN RELATIONS
  • 119 LaMercatique DON’T HESITATE TO CONTACT ME IF YOU WANT TO KNOW MORE gregory.pouy@lamercatique.com @gregfromparis
  • 120 LaMercatique THANKS PRODUCED WITH LOVE BY @GREGFROMPARIS