Social Media Bingo Emakina Nl Paul De Gooijer
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Social Media Bingo Emakina Nl Paul De Gooijer

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Presentation on Socila Media for B2C and B2B

Presentation on Socila Media for B2C and B2B

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  • 1. Social Media Bingo
    Emakina.NL – Paul de Gooijer
    eDay 2009
  • 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
  • 3. Remember Second Life?
  • 4. Where are Virtual Worlds now?
    Visibility
    2014
    Time
    Technology
    Trigger
    Peak of
    Inflated
    Expectations
    Trough of
    Disillusionment
    Slope of
    Enlightenment
    Plateau of
    Productivity
  • 5. And Augmented Reality ?
  • 6. Where is Augmented Reality now?
    2010
    Visibility
    2015
    2011
    Time
    Technology
    Trigger
    Peak of
    Inflated
    Expectations
    Trough of
    Disillusionment
    Slope of
    Enlightenment
    Plateau of
    Productivity
  • 7. And although we really really wish for it to materialize now, we know it will be still a few years ahead
  • 8. If you came here for a glamourous show, you’re better off in the next room
  • 9. If you came here for an optimistic and realistic advice that generates business NOWplease STAY
  • 10. So where is Social Media now?
    Visibility
    2015
    2011
    Time
    Technology
    Trigger
    Peak of
    Inflated
    Expectations
    Trough of
    Disillusionment
    Slope of
    Enlightenment
    Plateau of
    Productivity
  • 11. Are we facing the pitfall of disillusionement?
    Visibility
    ?
    Time
    Technology
    Trigger
    Peak of
    Inflated
    Expectations
    Trough of
    Disillusionment
    Slope of
    Enlightenment
    Plateau of
    Productivity
  • 12. No
  • 13. Visibility
    2011
    2010
    Time
    Technology
    Trigger
    Peak of
    Inflated
    Expectations
    Trough of
    Disillusionment
    Slope of
    Enlightenment
    Plateau of
    Productivity
    Our Commitment!
  • 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
    Source: Nielson Online
  • 15. Cool!But what to do about it now?
  • 16. Don’t fall forThe Curse of theSocial MediaPowerpoint Generator
  • 17. Because there is a nasty machine out there…
  • 18. A machine that produces….
  • 19. And these PowerPoints contain fancy icons like
    Powerpoints that contain images like these…
  • 20. And what do they say?
    YOU SHOULDUSE TWITTER
    (you don’t know whybut they told you should)
  • 21. And what do they say?
    You should onlyrespond to the
    Peer Review!
  • 22. And what do they say?
    You must daily
    update your
    public Wiki
  • 23. And what do they say?
    *&%*& the
    website, go for
    Photosharing!
  • 24. And what do they say?
    You must check
    this Mashup
    every hour
  • 25. And what do they say?
    You must
    participate in
    UGC
  • 26. And what do they say?
    You have to
    be in this
    Community!
  • 27. And what do they say?
    Oooohhh…
    You MUST
    Tweet!
  • 28. And what do they say?
    On MySpace
    you are my
    best Friend…
  • 29. Bingo!!!
  • 30. What is our professional criticism?
  • 31. Social media isn’t going to help you sell shitty products
  • 32. Social media isn’t going to stop people from saying bad things about you
  • 33. Social media isn’t going to help you save customer service costs
  • 34. Social media isn’t going to work for you if you aren’t a people person
  • 35. Social media isn’t necessarily going to increase customer retention
  • 36. If the only tool you know is a hammer, every problem looks like a nail
  • 37. What is the use?
  • 38. A creative definition
    A creative definition
  • 39. YourCompetitors
    You
    Your industry
    YourCompetitors
    Here Is The Issue
    Your customersand prospects
  • 40. YourCompetitors
    You
    Your industry
    YourCompetitors
    How do your customers and their peers find you?
    Your customersand prospects
  • 41. YourCompetitors
    You
    Your industry
    YourCompetitors
    ... In an ever expanding universe?
    Your customersand prospects
  • 42. YourCompetitors
    You
    Your industry
    YourCompetitors
    The answer: cast a Wider Net
    Your customersand prospects
  • 43. YourCompetitors
    You
    Your industry
    YourCompetitors
    ... To Lead Traffic To Your Site and Sales Points
    1
    2
    3
    Your customersand prospects
  • 44. 1
    2
    3
    Classical
    sites
    Engage with a larger audience,
    Broaden the contact points the potential audience has with your brand,
    Create an incentive for your audience
    Seeding campaign, blogs, thematic sites
    Social media sites around You
    YourCompetitors
    You
    Your industry
    YourCompetitors
  • 45. The equivalent of laying out a path to your door…
    The equivalent of laying a path to your door
  • 46. If it is about contact, what kind of contact is it?
  • 47. Is it Karate?
  • 48. Or Judo?
  • 49. It’s a Tango!
  • 50. What’s thebusiness casebehind social media marketing?
  • 51. First answer:Efficiency
  • 52. Banner blindness
    Banner Blindness
  • 53. Be where people are
    Be where people are: in the content area!
  • 54. Second answer:Credibility
  • 55. Research Confirmation
  • 56. Third answer:Media Cost
  • 57. The Customer Lifetime Cycle
    One-on-One Marketing
    Mass Marketing
    POS
    Promo
    Loyal
    Repeat
    Customer
    €€
    New
    customer
    €€€
    Awareness
    / Brandpreference
    Happy
    Customer
    Ambassador

    CampaignCall2action
    Incremental Revenue
    Focussed Investments
  • 58. Work Smarter, Not Harder
    Work smarter, not harder
  • 59. Reaching Everybody Costs a Lot of Stamps
    Or else, reaching everybody costs a lot of stamps!
  • 60. Roadmap:
    Phase 1: Build reach
    Phase 2: Cement leadership
    Phase 3: Drive revenue
  • 61. For thought leadershipblogging, file sharing, podcastsTo create brand awarenessblogging and a solid social network presenceTo generate demandmicroblogs, forums, seeding
    For customer loyalty
    twitter, user community and a Wiki
  • 62. Some of oursocial media cases
  • 63. B2B CaseKLM Clubs
  • 64. Flying today…
  • 65. Is no fun anymore
  • 66. KLM Discovered Something
  • 67. KLM realized they’re not into the ticket business
    They’re not in the ticket business...
  • 68. But they’re into the people business
    They’re in the people business!
  • 69. Mission:Expand the KLM Experiencebeyond the flight
  • 70. Do we offer them more flights?
  • 71. Read and learn
    from predecessors
    Premeet your
    contacts
    Extra article
    in inflight
    magazine
    Book flight
    Receive business
    Partners in style
    Who’s coming
    Pre-check do’s
    and don’ts in China
    European chambers
    of commerce
    Organize your
    Own events
    Participate in
    existing events
    Discover
    Opportunities to fly
    Discover events
    Learn and
    Demystify China
    Expose your business
  • 72.
  • 73.
  • 74.
  • 75. You could think about obvious opportunities:
    Great ! So many bikes! They must really like them! I will export my Dutch bikes to China!
    Or make a smart observation:
    Or… hey, they don’t have a bell! Perhaps I don’t have to export but import bikes from Chine and sell them bells!
  • 76. Social Networks
    Big
    FaceBook
    Hyves
    LinkedIN
    Plaxo
    Small
    KLM
    FB
    KLMClubs
    KLMClub
    China
    Traffic
    Focus
  • 77. Social Networks
    Use LinkedIN as membership indicatorand interest generator
    FaceBook
    Hyves
    China
    LinkedIN
    Africa
    Plaxo
    KLM
    KLM
    FB
    KLMClubX
    KLMClubs
    KLMClubX
    Traffic
    Focus
  • 78. KLM Clubs
    Seeding campaign, blogs, thematic sites
    Event calendars, news feeds, LinkedIN
    16.000 professional members
    Positive correlation membership and revenue for KLM
    Average return visits every month
    Flying Blue
    Competitors
    Competitors
  • 79. We contribute to the business of KLM but we also contribute to the brand experience of KLM.
    An evolution from connecting places to connecting people
  • 80. YunomiB2C
  • 81. Unilever’s question to us
  • 82. Find a relevant and meaningful way to connect with our consumers that is in line with our values…
  • 83. How to be relevant? Help consumersHow to connect? Be where they areIn line with values? Add vitality to life
  • 84. Family, work, me
    It is a job getting everything done.
    Life is a balance
  • 85. Together we are strong. We have access to a network of friends and loved ones. It helps us when we really need it.
    To give support and to be supported
  • 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.
  • 87. Online content preferences
    Cooking Recipes
    Male
    Family, children
    Clothing
    Personal care
    Female
    Sport news, finance, IT, …
    Government, economics
    Politics
    Ero
  • 88.
  • 89.
  • 90.
  • 91.
  • 92. So is it a Magazine?
  • 93. No, it is not a magazine. It is a community
  • 94. These are our building blocks to create involvement
    Wat vind je van onze site?
  • 95. And involvement is rewarded
  • 96. Yunomi Community > 50 reactions per day, per article
  • 97. Yunomi Community > our best recruiters
  • 98.
  • 99. MSN
    Other Platforms
    In three months:
    Over 100.000 members
    200.000 comments on4.000 articles
    Brands
    Competitors
  • 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.
  • 101. Conclusions
  • 102. Should yougo for new media?
  • 103. NoIf you’ve got apoor product
  • 104. YesIf you’ve got agreat product
  • 105. Meet your new salesforce!
  • 106. 106
    What tools will you supply them to spread your message?
  • 107. And if you’ve got a great brand needing attention:think@emakina.nl
  • 108. THANK YOU