Social Media Marketing: creating engagement

Social Networking V2Embracing Social Media to enhance the strength of your marketing message

Agenda
An introduction to Social Media
Social Media in Belgium: key channels
Define your strategy: get to know your audience
Social Media recap: 10 engagement tips
Annex

Pieter-Jan Adriaensens
Strategic Planner / Account Executive
Working @ ENGAGE BBDO
www.twitter.com/pjadriaensens
www.friendfeed.com/pjadriaensenswww.linkedin.com/in/pjadriaensens
pj_adriaensens@hotmail.com

Introduction to Social Media

?
Social
What is
Media

Our story starts
a long, long time ago when
marketswereconversation places

As time passed by
and for a lot of different reasons the
human connection faded

?
Ok, so what is
Social
Media

Social Media is all about
conversations
Supported by a variety of online tools

“It’s about putting the „public”back in Public Relations and realizing that focusing on important markets andinfluencerswillhave a far greater impact than trying to reach the masses with any one message or tool.” Brian Solis, The Social Media Manifesto (2008)

The powerto define and
control a brand is shifting
from corporations and institutions
to individualsand communities

Don’t try to be in
control
Because you
are not

Conversations are
happening
with orwithout
you

Technology is not the important part
but the people who use it
and their social interactions

“People don’t build relationships with each other in a vacuum. A vibrant community is built around asocial object that is meaningfulfor its members
The social object can be a person, a place,athingor an idea”
Gaurav Mishra – CEO Social Media Research WebTech (2009)

People want companies to
open up to them so they
get to see the ‘human side’

Social Media is nota new marketingmedium
It’s an extra communication channel to be added to your existing marketing mix

Social Media is an evolution of how we communicate
Photo by Mads1539 / Flickr.com

Press
TV
DVDs
Radio
CDs
Books
DM
Newspapers

Social Media is mainstream
Photo by the cat & the exercise bike/ Flickr.com

Largest age population on Twitter
35-49 year olds (42%)
Fastest growing segment on Facebook
Women 40+ years old
Social Media is mainstream
Photo by the cat & the exercise bike/ Flickr.com

The eyeballs are shifting!
Data : Nielsen Online & IBM Survey - 2008

Where is all the online attention going to?

You have to be where your consumers are

Coca-ColaandUnileverare shifting their digital focus away from traditional campaign sites and towards community platforms, such as Facebook and YouTube, as social media begins to dictate their marketing activity in 2010
“In some cases some of our campaigns won’t need a coke.com-hosted site. In most cases these will still exist as it’s the most obvious destination for a consumer, but it might only be a page linking to YouTube encouraging people to join the community there.
We would like to place our activities and brands where people are, rather than dragging them to our platform”
Prinz Pinakatt - The Coca-Cola Company’s interactive marketing manager for Europe

After 23 years and hundreds of millions of dollars spent on Super Bowl ads, one of the world’s biggest brands shifted gears in 2010 by opting out of the Super Bowl and pouring 1/3 of its annual marketing budget into a cause-driven social marketing campaign called The Refresh Project http://www.refresheverything.com/

In 2010, Ford kicked off The Fiesta Movement, a social media campaign in which they literally handed 100 young influencers the keys to a Ford Fiesta, asking them only to engage in monthly “missions” and to document and share these missions via social media.
After generating 31,000 pieces of original content, tens of millions of media impressions, and a slew of high-profile media coverage, The Fiesta Movement achieved what was once unthinkable: making 60% of the public aware of a car that hadn’t yet even debuted in the US - without spending a dime on traditional media.
http://www.fiestamovement2.com/

What’s the
ROIof all of this?

"What's the ROI for putting on your pants every morning?But it's still important to your business"
Scott Monty, Digital Communications Manager at Ford

67%of all consumer buying decisions are in first instance influenced by WOMMcKinsey/Lightstone, 200657% ask information about a brand to people they know (peers)Barometer Belgium, 20077% increase in WOM stands for an average increase of 1% in turnoverLondon School of EconomicsBrand ambassadorsdo not only spend more to the brand, but also generate45% additional turnover by their recommendations Satmetrix, Netpromotor methodology

Qualitative vs Quantitative
Reach
Website visits / views
volume of reviews and comments
Incoming links
Engagement & Influence
Sentiment of reviews and comments
Commenter authority/influence
Time spent
Favourites / Friends / Fans
Viral forwards
Number of downloads
Action & insight
Sales inquiries
New business
Customer satisfaction and loyalty
Marketing efficiency
Social Media
Is measurable

Social Media landscapeBelgium

#1 Social Network
Over 500 million users worldwide (June 2010)
An average user has 130 friends on his profile & is linked to 60 pages/groups/events
Every month, more than 70% of Facebook users engage with Platform applications
The fastest growing demographic group is those of 35 years old and older
More than 10 million people become fan of public profiles each day
Data: http://www.facebook.com/press/info.php?statistics(2010)

Facebook in Belgium
Number of users on Facebook in Belgium: 3.500.540
Number of male users on Facebook in Belgium: 1.725.940
Number of female users on Facebook in Belgium: 1.706.780
Penetration in Belgium: 33.61 %
Online penetration in Belgium: 48 %
Data : Facebook’s Advertising targeting System – June 2010

Best practices
Profile pic
Feed / Status updates
Custom tabs
Information

Best practices
Profile picture
Welcome page
Benefits

Facebook advertising
1
2

Facebook Insights
See your FanDemographics
Track Growth and Engagement

Netlog is one of the most popular youth online platforms and offers brands interesting advertising opportunities

Turn brands into friends
More than 55 million users
More than 80% is aged 14-25 yrs old
The average Netlog user has about 23 visits on his profile/day
45% are women vs 55% men
The average Netlog user influences an average of 100 people/day

Netlog in Belgium
More than 2.900.000 registered members
More than 550.000 unique daily visitors
More than 30.000.000 daily page requests

Guestbook entries
About the brand
Blog posts
Conversation starters
Dynamic, shareable skin

Let’s create some traffic

HP Button
HP Box
Contests
Avatar
Advertising Possibilities

Advertising Possibilities
Make sure to target your messages and use the right media tools on Netlog in order to reach your target group effectively
Skin Share + Spotlight
Featured brand
Friend invites & Welcome message

Social Networking sites do’s and dont’s
DO
Establish a presence on the social networks your customers use
Encourage a discussion & participate frequently
Explore targeted advertising opportunities
Give frequent updates
DON’T
Create a page and fail to maintain it
Censor comments
Spam your fans
Post false information

Twitter would be the largest bar in the world where people come and meet to chat over all kinds of topics
Photo by kinotrope / Flickr.com

Microblogging
Profile pic
Information
Updates
Following
140 chars max

Fastest growing
More than 13 million users worldwide
Grown with 3.500% this year alone
20% of all active Internet users is touched by Twitter
Most people follow less than 100 people and are followed by more than 100 people
5% of users account for 75% of all activity, and 10% of users account for 86%  power of retweeting

Twitter in Belgium
Currently tracking more than 80.000
active users in Belgium (estimation)
Data : http://bvlg.blogspot.com - May 2008

80 % of Twitter Usage is on MobileDevices
Data by Social Media Revolution video

People update anywhereanytime
Photo by williamedia / Flickr.com

Real-time search

The Twitter effect
Twitter has broken the news cycle down to seconds

After the election in Iran, cries of protest from supporters of opposition candidate Mir-Hossein Mousavi arose in all possible media, but the loudest cries were heard in a medium that didn't even exist the last time Iran had an election.
Iran Protests: Twitter, the Medium of the Movement
http://www.ﬁestamovement2.com/

Microblogging do’s and dont’s
DO
Find and share useful content
Pose quenstions & reply to others
Know what’s going on & track down conversations about your brand
Engage in the dialogue if you can offer added value
DON’T
Use it as an extra psuh channel
Spam your followers
Post useless information
Set it up if you can’t support it for a long period

YouTube is the second largest search engine in the world
Photo by dirtylaundryphotography / Flickr.com

Video sharing platforms
Help you gain extra exposure & drive traffic to your company website
Gives your fans an exclusive view on your companies activities
Videos can be cheap to produce & by producing them you add a human touch to your company
All videos rank high in google search & can be easily embedded / shared to other platforms

What will the future bring?

Mobile: detect ambassadors & reward them

Define your strategy with these first steps

Social Media must be a part of the whole marketing plan
Find out where our customers are
Define measurable goals
Be realistic in timings
Ensure commitment

Get to know your audience

1%
18%
Focus on this group
35%
53%
72%
Source: Global Web Index Wave 2 (January 2010) – numbers of The Netherlands

What are they doing?

It’s not the quantity of fans/friends/subscribers which counts, but the level of their engagement towards and with your brand

Use benchmarks in your market & evaluate your own efforts by calculating the Engagement Rate of your content posts
Source: Frozen Frogs - 2010

What have we learned?

10 tips to engage in Social Media
Don’t be afraid to experiment with social media
Make a plan & define guidelines
Listen to what consumers are saying
Engage in the conversation
Be transparent, respectful & honest
Be personal and authentic
Contribute in a meaningful way
See criticism as an opportunity
Be proactive & challenge yourself
Accept you can’t do it all yourself & mistakes happen

Which platform is interesting for what means?
Customer Communication
Brand Exposure
Great for engaging people who like your brand, want to share their opinions and participate in giveaways and contests
Fan pages are great for brand exposure
Unique opportunities for website integration and to engage with customers in a viral way
Use keyword search monitoring to track what people are saying about you
Tagged photosets of company events can help customers to put a face on the team behind your brand
OK but not huge
Video is a powerful channel to entertain and inform
Powerful branding tool when you build your channel

Social Media Marketing: creating engagement

by Pieter-Jan Adriaensens on Nov 11, 2010

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Social Media Marketing: creating engagement Presentation Transcript