Social Media Bingo<br />Emakina.NL – Paul de Gooijer<br />eDay 2009<br />
What we think will happen in 2 years, often materializes in 10 years What we think might happen in 10 years often material...
Remember Second Life?<br />
Where are Virtual Worlds now?<br />Visibility<br />2014<br />Time<br />Technology <br />Trigger<br />Peak of <br />Inflate...
And Augmented Reality ?<br />
Where is Augmented Reality now?<br />2010<br />Visibility<br />2015<br />2011<br />Time<br />Technology <br />Trigger<br /...
And although we really really wish for it to materialize now, we know it will be still a few years ahead<br />
If you came here for a glamourous show, you’re better off in the next room<br />
If you came here for an optimistic and realistic advice that generates business NOWplease STAY<br />
So where is Social Media now?<br />Visibility<br />2015<br />2011<br />Time<br />Technology <br />Trigger<br />Peak of <br...
Are we facing the pitfall of disillusionement?<br />Visibility<br />?<br />Time<br />Technology <br />Trigger<br />Peak of...
No<br />
Visibility<br />2011<br />2010<br />Time<br />Technology <br />Trigger<br />Peak of <br />Inflated <br />Expectations<br /...
TodaySocial Networking has been the global consumer phenomenon of 2008. Two-thirds of the world’s Internet population visi...
Cool!But what to do about it now?<br />
Don’t fall forThe Curse of theSocial MediaPowerpoint Generator<br />
Because there is a nasty machine out there…<br />
A machine that produces….<br />
And these PowerPoints contain fancy icons like<br />Powerpoints that contain images like these…<br />
And what do they say?<br />YOU SHOULDUSE TWITTER<br />(you don’t know whybut they told you should)<br />
And what do they say?<br />You should onlyrespond to the<br />Peer Review!<br />
And what do they say?<br />You must daily<br />update your <br />public Wiki<br />
And what do they say?<br />*&%*& the <br />website, go for <br />Photosharing!<br />
And what do they say?<br />You must check<br />this Mashup<br />every hour<br />
And what do they say?<br />You must <br />participate in <br />UGC<br />
And what do they say?<br />You have to <br />be in this<br />Community!<br />
And what do they say?<br />Oooohhh…<br />You MUST <br />Tweet!<br />
And what do they say?<br />On MySpace<br />you are my<br />best Friend…<br />
Bingo!!!<br />
What is our professional criticism?<br />
Social media isn’t going to help you sell shitty products<br />
Social media isn’t going to stop people from saying bad things about you<br />
Social media isn’t going to help you save customer service costs<br />
Social media isn’t going to work for you if you aren’t a people person<br />
Social media isn’t necessarily going to increase customer retention<br />
If the only tool you know is a hammer, every problem looks like a nail<br />
What is the use?<br />
A creative definition<br />A creative definition<br />
YourCompetitors<br />You<br />Your industry<br />YourCompetitors<br />Here Is The Issue<br />Your customersand prospects<b...
YourCompetitors<br />You<br />Your industry<br />YourCompetitors<br />How do your customers and their peers find you?<br /...
YourCompetitors<br />You<br />Your industry<br />YourCompetitors<br />... In an ever expanding universe? <br />Your custom...
YourCompetitors<br />You<br />Your industry<br />YourCompetitors<br />The answer: cast a Wider Net<br />Your customersand ...
YourCompetitors<br />You<br />Your industry<br />YourCompetitors<br />... To Lead Traffic To Your Site and Sales Points<br...
1<br />2<br />3<br />Classical<br />sites<br />Engage with a larger audience,<br />Broaden the contact points the potentia...
The equivalent of laying out a path to your door…<br />The equivalent of laying a path to your door<br />
If it is about contact, what kind of contact is it?<br />
Is it Karate?<br />
Or Judo?<br />
It’s a Tango!<br />
What’s thebusiness casebehind social media marketing?<br />
First answer:Efficiency<br />
Banner blindness<br />Banner Blindness<br />
Be where people are<br />Be where people are: in the content area!<br />
Second answer:Credibility<br />
Research Confirmation<br />
Third answer:Media Cost<br />
The Customer Lifetime Cycle<br />One-on-One Marketing<br />Mass Marketing<br />POS<br />Promo<br />Loyal<br />Repeat<br />...
Work Smarter, Not Harder<br />Work smarter, not harder<br />
Reaching Everybody Costs a Lot of Stamps<br />Or else, reaching everybody costs a lot of stamps!<br />
Roadmap:<br />Phase 1: Build reach<br />Phase 2: Cement leadership<br />Phase 3: Drive revenue<br />
For thought leadershipblogging, file sharing, podcastsTo create brand awarenessblogging and a solid social network presenc...
Some of oursocial media cases<br />
B2B CaseKLM Clubs<br />
Flying today…<br />
Is no fun anymore<br />
KLM Discovered Something<br />
KLM realized they’re not into the ticket business<br />They’re not in the ticket business...<br />
But they’re into the people business<br />They’re in the people business!<br />
Mission:Expand the KLM Experiencebeyond the flight<br />
Do we offer them more flights?<br />
Read and learn <br />from predecessors<br />Premeet your <br />contacts<br />Extra article <br />in inflight<br />magazine...
You could think about obvious opportunities:<br />Great ! So many bikes! They must really like them! I will export my Dutc...
Social Networks<br />Big<br />FaceBook<br />Hyves<br />LinkedIN<br />Plaxo<br />Small<br />KLM<br />FB<br />KLMClubs<br />...
Social Networks<br />Use LinkedIN as membership indicatorand interest generator <br />FaceBook<br />Hyves<br />China<br />...
KLM Clubs<br />Seeding campaign, blogs, thematic sites<br />Event calendars, news feeds, LinkedIN<br />16.000 professional...
	We contribute to the business of KLM but we also contribute to the brand experience of KLM. <br />	An evolution from conn...
YunomiB2C<br />
Unilever’s question to us<br />
Find a relevant and meaningful way to connect with our consumers that is in line with our values…<br />
How to be relevant? Help consumersHow to connect? Be where they areIn line with values? Add vitality to life<br />
Family, work, me<br />It is a job getting everything done.<br />Life is a balance<br />
Together we are strong. We have access to a network of friends and loved ones. It helps us when we really need it. <br />T...
We believe every woman has a story to tell. She does not need to be a superhero or to be famous. We offer a stage for real...
Online content preferences<br />Cooking Recipes<br />Male<br />Family, children<br />Clothing<br />Personal care<br />Fema...
So is it a Magazine?<br />
No, it is not a magazine. It is a community<br />
These are our building blocks to create involvement<br />Wat vind je van onze site?<br />
And involvement is rewarded<br />
Yunomi Community &gt;  50 reactions per day, per article<br />
Yunomi Community &gt;  our best recruiters<br />
MSN<br />Other Platforms<br />In three months:<br />Over 100.000 members<br />200.000 comments on4.000 articles<br />Brand...
	As an efficient media channel Yunomi is a measurable platform for Unilever to connect with their audience. Promoting bran...
Conclusions<br />
Should yougo for new media?<br />
NoIf you’ve got apoor product<br />
YesIf you’ve got agreat product<br />
Meet your new salesforce!<br />
106<br />What tools will you supply them to spread your message? <br />
And if you’ve got a great brand needing attention:think@emakina.nl<br />
THANK YOU<br />
Upcoming SlideShare
Loading in …5
×

Social Media Bingo Emakina Nl Paul De Gooijer

904 views
861 views

Published on

Presentation on Socila Media for B2C and B2B

0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
904
On SlideShare
0
From Embeds
0
Number of Embeds
15
Actions
Shares
0
Downloads
1
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide

Social Media Bingo Emakina Nl Paul De Gooijer

  1. 1. Social Media Bingo<br />Emakina.NL – Paul de Gooijer<br />eDay 2009<br />
  2. 2. What we think will happen in 2 years, often materializes in 10 years What we think might happen in 10 years often materializes in 2 years<br />
  3. 3. Remember Second Life?<br />
  4. 4. Where are Virtual Worlds now?<br />Visibility<br />2014<br />Time<br />Technology <br />Trigger<br />Peak of <br />Inflated <br />Expectations<br />Trough of<br />Disillusionment<br />Slope of <br />Enlightenment<br />Plateau of<br />Productivity<br />
  5. 5. And Augmented Reality ?<br />
  6. 6. Where is Augmented Reality now?<br />2010<br />Visibility<br />2015<br />2011<br />Time<br />Technology <br />Trigger<br />Peak of <br />Inflated <br />Expectations<br />Trough of<br />Disillusionment<br />Slope of <br />Enlightenment<br />Plateau of<br />Productivity<br />
  7. 7. And although we really really wish for it to materialize now, we know it will be still a few years ahead<br />
  8. 8. If you came here for a glamourous show, you’re better off in the next room<br />
  9. 9. If you came here for an optimistic and realistic advice that generates business NOWplease STAY<br />
  10. 10. So where is Social Media now?<br />Visibility<br />2015<br />2011<br />Time<br />Technology <br />Trigger<br />Peak of <br />Inflated <br />Expectations<br />Trough of<br />Disillusionment<br />Slope of <br />Enlightenment<br />Plateau of<br />Productivity<br />
  11. 11. Are we facing the pitfall of disillusionement?<br />Visibility<br />?<br />Time<br />Technology <br />Trigger<br />Peak of <br />Inflated <br />Expectations<br />Trough of<br />Disillusionment<br />Slope of <br />Enlightenment<br />Plateau of<br />Productivity<br />
  12. 12. No<br />
  13. 13. Visibility<br />2011<br />2010<br />Time<br />Technology <br />Trigger<br />Peak of <br />Inflated <br />Expectations<br />Trough of<br />Disillusionment<br />Slope of <br />Enlightenment<br />Plateau of<br />Productivity<br />Our Commitment!<br />
  14. 14. TodaySocial Networking has been the global consumer phenomenon of 2008. Two-thirds of the world’s Internet population visit a social network or blogging site and the sector now accounts for almost10% of all internet time<br />Source: Nielson Online <br />
  15. 15. Cool!But what to do about it now?<br />
  16. 16. Don’t fall forThe Curse of theSocial MediaPowerpoint Generator<br />
  17. 17. Because there is a nasty machine out there…<br />
  18. 18. A machine that produces….<br />
  19. 19. And these PowerPoints contain fancy icons like<br />Powerpoints that contain images like these…<br />
  20. 20. And what do they say?<br />YOU SHOULDUSE TWITTER<br />(you don’t know whybut they told you should)<br />
  21. 21. And what do they say?<br />You should onlyrespond to the<br />Peer Review!<br />
  22. 22. And what do they say?<br />You must daily<br />update your <br />public Wiki<br />
  23. 23. And what do they say?<br />*&%*& the <br />website, go for <br />Photosharing!<br />
  24. 24. And what do they say?<br />You must check<br />this Mashup<br />every hour<br />
  25. 25. And what do they say?<br />You must <br />participate in <br />UGC<br />
  26. 26. And what do they say?<br />You have to <br />be in this<br />Community!<br />
  27. 27. And what do they say?<br />Oooohhh…<br />You MUST <br />Tweet!<br />
  28. 28. And what do they say?<br />On MySpace<br />you are my<br />best Friend…<br />
  29. 29. Bingo!!!<br />
  30. 30. What is our professional criticism?<br />
  31. 31. Social media isn’t going to help you sell shitty products<br />
  32. 32. Social media isn’t going to stop people from saying bad things about you<br />
  33. 33. Social media isn’t going to help you save customer service costs<br />
  34. 34. Social media isn’t going to work for you if you aren’t a people person<br />
  35. 35. Social media isn’t necessarily going to increase customer retention<br />
  36. 36. If the only tool you know is a hammer, every problem looks like a nail<br />
  37. 37. What is the use?<br />
  38. 38. A creative definition<br />A creative definition<br />
  39. 39. YourCompetitors<br />You<br />Your industry<br />YourCompetitors<br />Here Is The Issue<br />Your customersand prospects<br />
  40. 40. YourCompetitors<br />You<br />Your industry<br />YourCompetitors<br />How do your customers and their peers find you?<br />Your customersand prospects<br />
  41. 41. YourCompetitors<br />You<br />Your industry<br />YourCompetitors<br />... In an ever expanding universe? <br />Your customersand prospects<br />
  42. 42. YourCompetitors<br />You<br />Your industry<br />YourCompetitors<br />The answer: cast a Wider Net<br />Your customersand prospects<br />
  43. 43. YourCompetitors<br />You<br />Your industry<br />YourCompetitors<br />... To Lead Traffic To Your Site and Sales Points<br />1<br />2<br />3<br />Your customersand prospects<br />
  44. 44. 1<br />2<br />3<br />Classical<br />sites<br />Engage with a larger audience,<br />Broaden the contact points the potential audience has with your brand,<br />Create an incentive for your audience<br />Seeding campaign, blogs, thematic sites<br />Social media sites around You<br />YourCompetitors<br />You<br />Your industry<br />YourCompetitors<br />
  45. 45. The equivalent of laying out a path to your door…<br />The equivalent of laying a path to your door<br />
  46. 46. If it is about contact, what kind of contact is it?<br />
  47. 47. Is it Karate?<br />
  48. 48. Or Judo?<br />
  49. 49. It’s a Tango!<br />
  50. 50. What’s thebusiness casebehind social media marketing?<br />
  51. 51. First answer:Efficiency<br />
  52. 52. Banner blindness<br />Banner Blindness<br />
  53. 53. Be where people are<br />Be where people are: in the content area!<br />
  54. 54. Second answer:Credibility<br />
  55. 55. Research Confirmation<br />
  56. 56. Third answer:Media Cost<br />
  57. 57. The Customer Lifetime Cycle<br />One-on-One Marketing<br />Mass Marketing<br />POS<br />Promo<br />Loyal<br />Repeat<br />Customer<br />€€<br />New<br />customer<br />€€€<br />Awareness<br />/ Brandpreference<br />Happy<br />Customer<br />Ambassador<br />€<br />CampaignCall2action<br />Incremental Revenue<br />Focussed Investments<br />
  58. 58. Work Smarter, Not Harder<br />Work smarter, not harder<br />
  59. 59. Reaching Everybody Costs a Lot of Stamps<br />Or else, reaching everybody costs a lot of stamps!<br />
  60. 60. Roadmap:<br />Phase 1: Build reach<br />Phase 2: Cement leadership<br />Phase 3: Drive revenue<br />
  61. 61. For thought leadershipblogging, file sharing, podcastsTo create brand awarenessblogging and a solid social network presenceTo generate demandmicroblogs, forums, seeding<br />For customer loyalty<br />twitter, user community and a Wiki<br />
  62. 62. Some of oursocial media cases<br />
  63. 63. B2B CaseKLM Clubs<br />
  64. 64. Flying today…<br />
  65. 65. Is no fun anymore<br />
  66. 66. KLM Discovered Something<br />
  67. 67. KLM realized they’re not into the ticket business<br />They’re not in the ticket business...<br />
  68. 68. But they’re into the people business<br />They’re in the people business!<br />
  69. 69. Mission:Expand the KLM Experiencebeyond the flight<br />
  70. 70. Do we offer them more flights?<br />
  71. 71. Read and learn <br />from predecessors<br />Premeet your <br />contacts<br />Extra article <br />in inflight<br />magazine<br />Book flight<br />Receive business<br />Partners in style<br />Who’s coming<br />Pre-check do’s <br />and don’ts in China<br />European chambers <br />of commerce<br />Organize your<br />Own events<br />Participate in <br />existing events<br />Discover <br />Opportunities to fly<br />Discover events<br />Learn and<br />Demystify China<br />Expose your business<br />
  72. 72.
  73. 73.
  74. 74.
  75. 75. You could think about obvious opportunities:<br />Great ! So many bikes! They must really like them! I will export my Dutch bikes to China!<br />Or make a smart observation:<br />Or… hey, they don’t have a bell! Perhaps I don’t have to export but import bikes from Chine and sell them bells!<br />
  76. 76. Social Networks<br />Big<br />FaceBook<br />Hyves<br />LinkedIN<br />Plaxo<br />Small<br />KLM<br />FB<br />KLMClubs<br />KLMClub<br />China<br />Traffic<br />Focus<br />
  77. 77. Social Networks<br />Use LinkedIN as membership indicatorand interest generator <br />FaceBook<br />Hyves<br />China<br />LinkedIN<br />Africa<br />Plaxo<br />KLM<br />KLM<br />FB<br />KLMClubX<br />KLMClubs<br />KLMClubX<br />Traffic<br />Focus<br />
  78. 78. KLM Clubs<br />Seeding campaign, blogs, thematic sites<br />Event calendars, news feeds, LinkedIN<br />16.000 professional members<br />Positive correlation membership and revenue for KLM<br />Average return visits every month<br />Flying Blue<br />Competitors<br />Competitors<br />
  79. 79. We contribute to the business of KLM but we also contribute to the brand experience of KLM. <br /> An evolution from connecting places to connecting people<br />
  80. 80. YunomiB2C<br />
  81. 81. Unilever’s question to us<br />
  82. 82. Find a relevant and meaningful way to connect with our consumers that is in line with our values…<br />
  83. 83. How to be relevant? Help consumersHow to connect? Be where they areIn line with values? Add vitality to life<br />
  84. 84. Family, work, me<br />It is a job getting everything done.<br />Life is a balance<br />
  85. 85. Together we are strong. We have access to a network of friends and loved ones. It helps us when we really need it. <br />To give support and to be supported<br />
  86. 86. We believe every woman has a story to tell. She does not need to be a superhero or to be famous. We offer a stage for real women and invite them to share their stories. Real women, real stories.<br />
  87. 87. Online content preferences<br />Cooking Recipes<br />Male<br />Family, children<br />Clothing<br />Personal care<br />Female<br />Sport news, finance, IT, …<br />Government, economics<br />Politics<br />Ero<br />
  88. 88.
  89. 89.
  90. 90.
  91. 91.
  92. 92. So is it a Magazine?<br />
  93. 93. No, it is not a magazine. It is a community<br />
  94. 94. These are our building blocks to create involvement<br />Wat vind je van onze site?<br />
  95. 95. And involvement is rewarded<br />
  96. 96. Yunomi Community &gt; 50 reactions per day, per article<br />
  97. 97. Yunomi Community &gt; our best recruiters<br />
  98. 98.
  99. 99. MSN<br />Other Platforms<br />In three months:<br />Over 100.000 members<br />200.000 comments on4.000 articles<br />Brands<br />Competitors<br />
  100. 100. As an efficient media channel Yunomi is a measurable platform for Unilever to connect with their audience. Promoting brands, generating knowledge and exposure. Connecting brands with people.<br />
  101. 101. Conclusions<br />
  102. 102. Should yougo for new media?<br />
  103. 103. NoIf you’ve got apoor product<br />
  104. 104. YesIf you’ve got agreat product<br />
  105. 105. Meet your new salesforce!<br />
  106. 106. 106<br />What tools will you supply them to spread your message? <br />
  107. 107. And if you’ve got a great brand needing attention:think@emakina.nl<br />
  108. 108. THANK YOU<br />

×