Seed The World October 2009

Seed The World Digital Marketing First October, 2009 Jo Caudron jo@dearmedia.be

About Dear Media

About Dear Media Digital Strategy & Innovation for:

About Dear Media • Dear Media is a consulting company delivering a range of services for a world of new digital media: • strategy development • creation of creative (business) concepts • RFP/RFQ preparation and guidance • vendor selection • setting-up and management of (internal) teams for new (social) services • short or long-term program management • workshops, presentations, ... • Our mission is to help you ﬁnd a new balance between the certainties of your traditional business and the opportunities of innovation in media. • Some of our customers: VAR, SBS Belgium, Test Aankoop, Boek.be, Primo, Westtoer, Artexis, ...

About me... • Jo Caudron, °1968, married to Florence, father of Marilou • Founding Partner of Dear Media • Active in interactive since 1993 (Dear Media, ONE Agency, theOriginals, tvAgency, xCA, The Reference, ...) • http://jocaudron.me (for the personal stuff) • http://www.linkedin.com/in/jocaudron (for the boring stuff) • www.twitter.com/jcaudron (to get in my stream) • http://www.facebook.com/jocaudron (we might even become friends ;-) picture: (c) Pieter Baert

To get this started... • Who is using? • Who has? • Twitter • a Blackberry • Facebook, Netlog, ... • an iPhone (2G, 3G, 3Gs) • LinkedIn, Plaxo • an Android • Email • a Nokia, Samsung, Sony Ericsson, ... • Google Wave • LBS • Augmented Reality

We are living in a digital, social and mobile world

Digital Worldwide: 6.7bio people 1.7bio are on the internet that’s like 25%

Social

Social September 2009: Facebook has 300.000.000 members (and is making proﬁt)

Mobile nes. obil e pho ld over ion m n were so 1 bill billio 4. Alm ost 1 r alone! he la st yea t

Media 1.0

SOCIAL OBJECT The Flower is the (potential) social object The mainstream media are the smell of the ﬂower The bee is “spreading the word” and has the real power Level I: Sites, blogs, feeds, widgets Level II: Closed networks (Facebook, Netlog, ...) Level III: Through individuals (e-mail, Twitter, ...) Media 2.0

The Flower is the (potential) social object The mainstream media are the smell of the ﬂower The bee is “spreading the word” and has the real power Level I: Sites, blogs, feeds, widgets Level II: Closed networks (Facebook, Netlog, ...) Level III: Through individuals (e-mail, Twitter, ...) Media 2.0

Social distribution • In an environment of hyper communication • People toss everything around • status updates • business stuff • personal stuff • ... • Let them toss around • your brands • your products/content • your advertising • your (e-)commerce • Use social sites, create your own, allow syndication, ... THEY ARE THE NEW REACH

The soul of social objects • Every brand, product, company, person, site, piece of content, text, picture or video, blog(post), SMS, Tweet, stream, ... • has the potential to become a “social object” • as long as it has the right elements to convince the user to make it part of their own social dynamics in their social networks (rate, comment, share, embed, ...) • this can be positive but also negative; on purpose or not; professionally produced or user generated • and it is difﬁcult to predict success

Social Media Distribution traditional media social media Sender Seeder Mobile Print TV Web TV a group of often engaged consumers of your brands/ Receiver Receiver products who engage in Receiver conversations with you and Receiver Receiver amongst themselves Receiver Receiver Receiver “harvest the potential of the cloud”

Social Media Distribution traditional media social media Sender Seeder Traditional reach Mobile Print TV Web TV a group of often engaged consumers of your brands/ Receiver Receiver products who engage in Receiver conversations with you and Receiver Receiver amongst themselves Receiver Receiver Receiver “harvest the potential of the cloud”

Social Media Distribution traditional media social media Sender Seeder Traditional reach Mobile Print TV Web TV a group of often engaged consumers of your brands/ Receiver Receiver products who engage in Social reach Receiver conversations with you and Receiver Receiver amongst themselves Receiver Receiver Receiver “harvest the potential of the cloud”

Social distribution Reach x Impact x Engagement The people you reach via traditional media & social media The “social potential” your message has The level of engagement that you facilitate to let them toss around the message (rate, comment, share, embed, ...)

Sharing, Sharing, Wind Sharing (freely after the Beach Boys)

Everyone is sharing

YOU are my gatekeeper

So we need to seed? Let’s get started!

Maybe ask “the Inﬂuencers”?

Maybe ask “the Inﬂuencers”? Remember the wine?

Maybe not. How can we make sure that your “influencers” are relevant for your message? Remember, we are no longer just talking about the iPhone or a funky RFID product launch. Can you find a group of relevant influencers for every message that you want to seed?

Creating a “Social Media Plan” Be on the right side of the 50% 1 ALLOW social media in your company More: stimulate people to use social media! Create a social media strategy for your company. Be smart.

Creating a “Social Media Plan” Create a set of “Digital Communication Guidelines” 2 Tell your staff that it’s OK to be on social media (even during ofﬁce hours), that social media can help them do the job, communicate, ... Help them understand the rules of social media engagement. Help them to efﬁciently use ALL digital media. Tell them what they can NOT do.

Creating a “Social Media Plan” Ask for their help. Your staff are your “inﬂuencers”. 3 They know your company, market, products, communication, ... better then any external guru. Chances are that their social networks are likely to be relevant, populated by people that are related to your message (friends, ex- colleagues, ex-school buddies, partners, clients, even press) Create an inventory of their social media activity: • what networks are used • how many people in the network • how relevant is the network for the message Ask them friendly if they want to support you by seeding stuff

Creating a “Social Media Plan” 3

Creating a “Social Media Plan” Create a Seeding Campaign 4 Step 1: select the people in your company who’s seeding assistance you are going to ask. You know who they are, and you have a qualitative view on how they are willing to use their own (private/ professional) social networks to seed. Step 2: select the networks you want to use. Step 3: create a “Social Seeding Script”. Help your staff seed the right message at close-to-zero effort. Remember everyone is lazy ;-)

Creating a “Social Media Plan” Track, measure, follow-up, respond, engage, ... 5

Creating a “Social Media Plan” Set-up and Empower a “Social Media Team” 6 Senior Management: buy-in, strategy, policy, vision, objectives External help is ﬁne (call us ;-). Social Media Core Team: planning, tracking, scripting, ... This you (Internal) Ambassadors: people who engage (on behalf of the should company, but as individuals) control internally! Have (Internal) Seeders: people who are proud of their someone company and who don’t mind seeding the message they tell you how stand for. to do it.

Creating a “Social Media Plan” Don’t overdo it 7 Don’t spam your staff Be grateful that they want to help the company in seeding the message (of course, in return they can play around on social media, without getting sacked ;-)

Creating a “Social Media Plan” 1 Be on the right side 2 Get your guidelines 3 Trust your staff, they’re the best inﬂuencers 4 Set up a seeding campaign (and proper tools) 5 Follow up, measure, engage, ... 6 Empower the right (mainly internal) people 7 Don’t overdo it

Seed The World Digital Marketing First October, 2009 Jo Caudron jo@dearmedia.be

Seed The World October 2009

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