Social media back to the future

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Social media back to the future

  1. SOCIAL MEDIA : 
 BACK TO THE FUTURE !!NURUN
Gregory Pouy
@gregfromparis"
  2. WOULD  YOU  BELIEVE  ME  IF  I  SAID  :  SOCIAL  MEDIA  IS  UNAVOIDABLE  
  3. SOCIAL MEDIA IS UNAVOIDABLE"
  4. OR SHOWED YOU WHAT HAPPENS IN JUST 1 MINUTE"
  5. BUT…
IʼD RATHER SHARE A FEW STORIESWITH YOU!
  6. MEET :" Amber Karnes!
  7.  MEET :" Amber Karnes" Nationality : ………………………………American Age : ……………………………………………………29 years old Marital status: …………………………Married Profession : …………………………………Graphic designer Pets : …………………………………………………Dog (Kyla) Hobbies :……………………………………………Photography Yoga Handmade community Other : Blogger at myaimistrue.com) Twitter @amberkarnes
  8. MAY 26TH 2011, "AMBER DISCOVERED SOMETHINGSURPRISING…"
  9. URBAN OUTFITTERS HAD STOLEN A FREELANCERʼS DESIGN"AND THIS WASNʼT THE FIRST TIME…"
  10. AMBER CALLED FOR A BOYCOTT"FROM HER (< 1000) TWITTER FOLLOWERS …"IT WAS A DROP OF WATER IN A FLOOD OF 98 000 TWEETS/MINUTE…"
  11. BUT IN LESS THAN 6 HOURS, AMBER BECAME A TRENDING TOPIC"IN THE USA / CANADA / UK" TRENDING TOPIC (N, M) : EXPRESSION COINED ON TWITTER TO DESIGNATE THE MOST TALKED-ABOUT SUBJECTS ON TWITTER AT THE MOMENT."
  12. IN LESS THAN 6 HOURS, THE MEDIA HAD ALSO PICKED UP ON THE STORY""AND THE BRAND DECIDED TO RESPOND…BY NOT RESPONDING "
  13. 2 DAYS LATER URBAN OUTFITTERS FINALLY CAME FORWARD…"WITH A WORN-OUT PRESS RELEASE DENYING EVERYTHING"
  14. THEN MILEY CYRUS STARTED TO ATTACK THE BRAND"AND THE MEDIA PICKED UP HER COMMENTS, AS WELL"
  15. TIMELINE" D DAY" D+1" D+2" 1st tweet" Articles Negative online responses" Trending topic" continued to Miley Cyrusʼs attacks" Media clippings" be published" Media emphasized a found link between the " brand and homophobia" Attempt to quiet the link to Press Release denial" homophobia & general silence" Necklace put back in stores"
  16. LUCKILY"THIS WAS JUST ONE ISOLATEDINCIDENT"
  17. LE BLOG DE BETTY Vs ZARA" Zara tee-shirt created without permission" A photo from Bettyʼs vacation"
  18. VELVETINE Vs MANGO" Original" Mango" Original" Mango" THE JUDGE RULED THE FREELANCE DESIGNER TO BE IN THE WRONG AND " THAT THESE ITEMS WERE NOT COUNTERFEIT…"
  19. CONCLUSION" THEY REMAINED IN STORES BUT…" SHORT-TERM FINANCIAL R.O.I. > NOT A PROBLEM" CUSTOMER TRUST > HAS BECOME A PROBLEM" IF THERE IS A NEW PROBLEM > COULD BE A SERIOUS PROBLEM IF NOT A DEAL-BREAKER…"
  20. OVER THE LAST 10 YEARS,"EVERYTHING HAS CHANGED!"
  21. THE WEB MATTERS !" LUCKILY BRANDS “GET IT” !"
  22. 360° " radio" news" web" …" TV ! FOR 20 YEARS, BRANDS WERE DEVELOPED THROUGH TV ADS, AND STILL ARE TODAY" OTHER MEDIA WERE/ARE SIMPLY ASKED TO USE THE SAME COPY AS BEST THEY CAN. "
  23. MULTICHANNEL" radio" news" web" …" TV ! TODAY PEOPLE WORRY ABOUT WHICH BUZZWORD TO USE TO DESCRIBE THE PHENOMENON BUT… " THE SCHEMA IS EXACTLY THE SAME AS IT USED TO BE"
  24. CAREFUL, THOUGH !" MULTICHANNEL" ≠" MULTIPLE CHANNELS"
  25. HEREʼS SOMETHING (THAT SHOULD BE) LOGICAL" A CLIENT THAT COMPLETES A TRANSACTION ONLINE, THEN AT AN ATM, AND THEN AT THE BANK ITSELF IN THE SAME DAY SHOULD BE ABLE TO SPEAK WITH A CUSTOMER SERVICE AGENT THAT IS AWARE OF EVERYTHING HE/SHE HAS DONE" " LOGICAL OR NOT ? " COST > 400 M€ TO BREAK DOWN EXISTING SILOS" "
  26. WHAT IF WE BROKE SOME SILOS?" CHANNEL" 1! People may use several channels, each in their own way. This should be easy no matter what. " ;" SERVICES" 2! people may go on linkedin, then facebook, then call customer service…where people go and why should make sense. " ." COUTNRIES" 3! Do you speak more than 1 language? Your clients (and journalists) may, as well…" BRAND" 4! If you are part of an organization, clients buy that organizations values no matter what the brand is…"
  27. EVERYTHING HAS CHANGED OVER THE LAST 10 YEARS…OR MAYBE NOT…" OVER THE PAST 10 YEARS, WE HAVE RECREATED THE “FARMERS MARKET” " § EVERYTHING " § PEOPLE MEET AND DISCUSS" § ADS MAKE PEOPLE COME, BUT THE RELATIONSHIPS THEY CREATE MAKE THEM STAY" § IF YOU LIE OR FALSELY ADVERTISE, PEOPLE WILL KNOW" § YOUR MUST HAVE A QUALITY PRODUCT!"
  28. AND ABOVE ALL…" YOU CANʼT HIDE BEHIND ADVERTISING ANYMORE"
  29. STOP THINKING “CAMPAIGN”" Media" Media" Google" Email" Google" Email" ad" ad" Brand Brand Brand Brand online" online" online" Print" online" Print" Banner" Banner" Viral" SEM" Viral" SEM" SEO" SEO" Campaign" Campaign" 29"
  30. PROMOTIONSCANʼT BUILDRELATIONSHIPS"* And you won’t hear from me again except by insertedadvertisements or in 3 months for another prize…
  31. YOU WANT A SHORT-TERMFINANCIAL R.O.I. FROM THEWEB ? "
  32. BUY GOOGLE ADWORDS ANDPROMOTIONS ! "
  33. R.O.I. IS A BIT MORE COMPLICATED (AND INTERESTING)! DIRECT FINANCIAL" FINANCIAL RISK MANAGEMENT! PERSPECTIVE! ! " (IN WHAT WAY(S) ARE YOU (HAVE YOUR ACTIONS BETTER PREPARED FOR A INCREASED SALES ?)" CRISIS ?)" LONG TERM" SHORT TERM" DIGITAL PERSPECTIVE! BRANDʼS PERSPECTIVE! ! " (HAVE YOUR ACTIONS ALLOWED (HAS YOUR RELATIONSHIP WITH YOU TO REINFORCE YOUR YOUR CUSTOMERS EVOLVED ?)" BRAND POSIITIONING ?)" INDIRECT FINANCIAL"Source : Forrester "
  34. HAVE YOU HEARD OF R.O.N.I.?!THE RISK OF NON INVESTMENT…" WHAT HAPPENS IF I DONʼT MAKE THE INVESTMENT ?" § IʼLL MISS WHAT PEOPLE ARE SAYING ABOUT ME ONLINE" § IʼLL MISS AN OPPORTUNITY TO IMPROVE MY CRM" § I WONʼT ACKNOWLEDGE THE DECLINE OF CLASSIC ADVERTISING" § I WONʼT “GET” GENERATION Y AND THEIR USE OF THE WEB" § I MAY MISS OPPORTUNITIES TO QUICKLY HANDLE POTENTIAL CRISIS" § ..."Source : F; Guillot" 34"
  35. SO WHAT SHOULD WE DO ?"
  36. #1" # 2" #3" # 4" CREATE &GET READY" ANSWER" EMPOWER" IMPROVE"
  37. #1 GET READY !!
  38. #1 GET READY / COMMUNICATING IS LISTENING! ADVERTISER" ≠" COMMUNICATOR"
  39. #1 GET READY / COMMUNICATING IS LISTENING! WHEN I WAS A STUDENT I CARRIED OUT A STUDY IN A PALLIATIVE CARE HOSPITAL. EVEN IN A PLACE WHERE THE DOCTORS ARE SUPPOSED TO BE MORE PRESENT THAN EVER FOR THEIR PATIENTS… 39"
  40. #1 GET READY / COMMUNICATING IS LISTENING! THE FIRST COMMENT FROM PATIENTS WAS USUALLY : “WHY DON’T THEY DECORATE THE CEILINGS ? THAT’S WHAT WE LOOK AT ALL DAY” –Q.E.D. 40"
  41. #1 GET READY / COMMUNICATING IS LISTENING!MAP IT OUT" A  MAPPING  IS  AN  INSTANTANEOUS  PHOTOGRAPH  OF  YOUR   BRAND/KEY  SUBJECT/COMPETITORS  AT  A  GIVEN  INSTANT  ON  THE   SOCIAL  WEB.       Image  :  Linkfluence   41"
  42. #1 GET READY / COMMUNICATING IS LISTENING!MONITOR ONLINE BUZZ" PAID OR FREE TOOLS CAN HELP YOU FOLLOW THE ONLINE BUZZ AROUND YOUR BRAND ON A DAILY BASIS TO DETECT INSIGHTS AND BETTER UNDERSTAND HOW CONSUMERS VIEW YOUR BRAND. " SHARE THE RESULTS OF THIS MONITORING WITH ALL DEPARTMENTS AND THIRD PARTIES INVOLVED! 42"
  43. GET READY / GET ORGANIZED !! During a study carried out by McKinsey, a consumer products marketer discovered that launching a new product meant the creation of over 160 different types of content for more than 20 different departments with a minimum of 30 different points of contact…without even counting HR" MARKETING! HUMAN ! CUSTOMER & COMMUN! RETAIL! RESOURCES! LEGAL! OTHERS…! SERVICES! -ICATIONS! AN ORGANIZATION WITH A CUSTOMER-CENTERED VISION IS A HIGHLY RELEVANT CHALLENGE, PARTICULARLY IF WE CONSIDER AN INTERNATIONAL VISION…"
  44. GET READY / GET ORGANIZED! GETTING ORGANIZED DIGITALLY ALSO MEANS PREPARING FOR QUESTIONS FROM WEB USERS AND, POTENTIALLY, CRISES. " > SHARE THE RESULTS OF YOUR MAPPING AND/OR WEB MONITORING WITH AS MANY PARTIES AS POSSIBLE. " NEXT, MAKE SURE THE PROCESS FOR SHARING INFORMATION IS FLUID, TEACH EMPLOYEES HOW TO RESPOND AND CARRY OUT TEST RUNS IN CASE OF A CRISIS. ""
  45. #2. CREATE & IMPROVE !!
  46. #2. CREATE AND IMPROVE / PERSONNALIZE YOUR CONTENT" [FOR THE MOST PART] CLIENTS WONʼT CREATE PRODUCTS FOR YOU BUT…" " ALLOW THEM TO PARTICIPATE BY GIVING THEM DIFFERENT OPTIONS OR JUST ALLOWING THEM TO PARTICIPATE IN YOUR COMMUNICATION. " 46"
  47. #2. CREATE AND IMPROVE / PERSONNALIZE YOUR CONTENT"LE CAS DORITOSDORITOS 47
  48. #2. CREATE AND IMPROVE / PERSONNALIZE YOUR CONTENT"OLD SPICE 48
  49. #2. CREATE AND IMPROVE / PERSONNALIZE YOUR CONTENT""TRY !" 49"
  50. #3. ANSWER !!
  51. #3. ANSWER… BUT NOT TO EVERYONE! “EVERYONE MAKES MISTAKES, BUT THOSE THAT RECOGNIZE AND CORRECT THEM ARE MUCH RARER”! §  #1. ELIMINATE ALL BARRIERS TO QUICK REPONSES" §  #2. TRYING SOMETHING NEW SOMETIMES MEANS MAKING MISTAKES : ANSWER QUICKLY AND CALMLY" §  #3. DONʼT ANSWER EVERYONE (QUESTIONS, ERRORS, AND VERY POSITIVE OPINIONS)"
  52. #3. ANSWER…!
  53. #3. ANSWER…!
  54. EMPOWER!
  55. #4. EMPOWER!SUPPORTERS ARE YOUR BEST CLIENTS" #1. EMPLOYEES ARE YOUR FIRST LINE OF SUPPORTERS, GIVE THEM THE TOOLS TO BECOME ADVOCATES" " #2. ALLOW FOR CERTAIN CUSTOMERS TO HELP YOU BE INNOVATIVE" " #3. INCLUDE EXISTING COMMUNITIES WHILE RESPECTING THEIR CODES"
  56. #4. EMPOWER !ADVOCATES ARE YOUR BEST CUSTOMERS" FEDEX TRAINED EVERYONE – FROM DELIVERYMEN TO THE CEO – IN CUSTOMER SERVICE AND ANSWERING CLIENTS ONLINE – EACH WITH HIS OR HER OWN LEVEL OF RESPONSIBILITY. "
  57. #4. EMPOWER!WHAT ABOUT MAKING PEOPLE ACTUALLY READ GUIDELINES ?"
  58. #4. EMPOWER!ADVOCATES ARE YOUR BEST CUSTOMERS"
  59. #4. EMPOWER!GET EXISTING COMMUNITIES INVOLVED" BRAND COMMUNITIES DONʼT (REALLY) EXIST" IN ORDER TO GET EXISTING COMMUNITIES INVOLVED, YOU HAVE TO UNDERSTAND HOW THEY WORK, AND RESPECT THEIR RULES. " A BRAND CANʼT SHOW UP FROM OUT OF NOWHERE :" -  TALK WITH FORUM ADMINISTRATORS" -  GET TO KNOW BLOGGERS (FOR REAL)" -  LEARN THE RULES AND CODES"
  60. JUST ONE MORE THING…"
  61. EUH…ARE YOU SURE ?! Looking for friends ! Bahamas vacation trip giveaway to win
  62. Thanks ! yGregor y Po u ris@gregf ro mpa

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