Embracing Social Media to Strengthen our Marketing Message

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

Wor l d of Mouth Photo: Gettyimages.com

Generation Y and Z don’t communicate anymore through email but through their Social Networks

Photo by Roel1943 / Flickr.com

YouTube is the second Largest Search Engine in the World

Photo by dirtylaundryphotography / Flickr.com

Some remarkable figures

25% of Search Results for the World Top 20 Brands are links to User Generated Content

34% of Bloggers post Opinions about Products and Brands

78% of Customers trust Peer Recommendations

Only 14% trust Advertisement...

By 2010 Gen Y will outnumber Baby Boomers… 96% of them have joined a Social Network

Data by Social Media Revolution video

In the Near Future we will no longer search for Products & Services

They will find us through social media

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

Newspapers TV Radio DM CDs Books DVDs Press

BLOGS PARTICIPATION USABILITY CONVERGENCE MOBILITY OPEN API OPEN SOCIAL STANDARDIZATION MICROFORMATS THE LONG TAIL RSS SOCIAL SOFTWARE WIKIS PODCASTING AGGREGATORS WEB 2.0 SEMANTIC CSS REMIXABILITY

Everyone uses Social Media Photo by the cat & the exercise bike / Flickr.com

Everyone uses Social Media 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 55+ years old

The eyeballs are shifting ! Photo ©Digital Masters 2008-2009

The eyeballs are shifting ! More traditional media continue to decline in advertising budget while online ad revenues keep on increasing every year There is a significant increase in time spent on social platforms people spend 3x more time on Facebook than on Google Youtube-like sites are the most popular choice of destination 39% all respondents (IBM survey – 2500 pax) Data : Nielsen Online & IBM Survey - 2008

Where is all the online attention going to? More and more people are connecting online Yet… Visits continue to decrease for the major brand websites Despite… Big budgets spent Data : Google Trends (2009)

Where is all the online attention going to? Social Media Platforms Why? Connectivity Relevance Sharability Data : Google Trends (2009)

Over 300 million users worldwide (Sept. 2009)

An average user has 130 friends on his profile

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 fans of public profiles each day

#1 Social Network Data: http://www.facebook.com/press/info.php?statistics (2009)

Facebook in Belgium Data : Facebook’s Advertising targeting System – February 2009 300k users/day 23% 2,541,520 10,741,000 Belgium Daily users % Facebook penetration No. Of Facebook users Latest pop. No. Country

Best practices Profile pic Information Feed / Status updates

Best practices Guide your visitors to what’s really important Create custom made content/welcome tabs

Best practices Engage a dialogue with your audience – show them you care & that you are listening Make use of the viral possibilities on FB

Best practices Facebook connect

What’s new? Facebook Public Pages Vanity URLS & Facebook to Twitter Facebook introduced @mentions in September

Facebook Insights Track Growth and Engagement See your Fan Demographics

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 Updates Following 140 chars max Information

More than 13 million users

Grown with 3.500% this year alone

10.7% 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

Fastest growing

Currently tracking 59.000 active users in Belgium

Twitter in Belgium Data : http://bvlg.blogspot.com - May 2008

Twitter = adults

Ashton Kutcher (3,3 mio) and Ellen DeGeneres (3,6 mio) have more followers on Twitter than the Entire Population of Ireland, Norway and Panama

80 % of Twitter Usage is on Mobile Devices

People update any where any time

Photo by williamedia / Flickr.com

Imagine what that means for Bad Customer Experiences ?

Real-time search

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

Best practices Set up an attractive Twitter account which you can use for live reporting of your events People will follow your account so interact with them

Best practices Make us of the possibilities to spread pictures and videos of your event to your network of followers Everyone who is following your Twitter account can post comments and will possibly start tweeting about it, thus becoming your brand ambassadors on Twitter

Twitalyzer

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

Youth Social Platform

More than 55 million users

More than 80% is aged 14-25 yrs old

The average Netlog user keeps a branded skin 16 days

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

Turn brands into friends

More than 2.900.000 registered members

More than 550.000 unique daily visitors

More than 30.000.000 daily page requests

Netlog in Belgium

Let’s create some traffic

Advertising Possibilities HP Box HP Button Avatar Contests

Let’s find some friends and party!

Advertising Possibilities

Let’s interact with our audience

Best practices Integrate you website for higher engagement & user experience Make your brand page attractive and be sure to provide enough content and make regular updates to keep a constant traffic level

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

Best practices Make use of Netlogs features to stimulate and nurture your community to get and keep them active

Best practices Listen to your audience. Set up a dialogue with them Shout:

What’s new? Netlog Credit System The Netlog Credit Economy enables partners, third- party developers and brand advertisers to interact with the Netlog audience In partnership with ING, Netlog has intoduced their own virtual Netlog currency , which users can buy and trade against a wide range of advantages on the social platform

What’s new? Netlog Credit System

Where can the user spend them?

Spotlight your picture - blog

Super! = (paid) premium account with exclusive features

Gifts

Apps - Games

Postcards

What’s new? Netlog Gaming Platform

Some statistics +50 M gameplays since mid March Most game-intensive country WORLDWIDE Average of 325 000 gameplays a day 925 000 Unique Users that played a game Average of 10 min. in the game 58 % female 42% male

Where teens play

39 mio accounts

More than 26 million blogs with 33,000 new blogs added every day

Skyrock had more than 24 million unique visitors in June 2009

And more than 7.7 million pages viewed (also in June 2009)

The Advent of the Number 1 French Social Network Creation of Skyblog.com, a community platform of blogs Creation of Profiles, together with the Skyrock Blog community Evolution of the number of Skyrock Blogs 1 Skyrock’s twin pillars of success stand united in the same social network: Skyrock.com Evolution of the number of Profiles 1 Skyrock pursues the internationalization of its social network New versions in Italian, Portuguese, Danish, Swedish, Norwegian, and Finnish are due for release in January. Skyrock.com is founded on two of the New Generation’s preferred tools for conversation -- blogs and profiles – and further promotes idea exchange through the chat and the inbox. The first international versions are launched: English, German, Spanish, and Dutch. Evolution of the number of active members within the past 90 days 1 France, the European forerunner in blogging thanks to Skyrock Created in 2002, the initial version of Skyblog.com was a community platform of blogs. With millions of blogs created by the Skyrock community, France is today the country with the most number of bloggers according to Forrester Research : « Of all activities performed on the Internet, 12-24 yo in France rank first for blogging , 72% of young French Internet users read blogs, 51% comment, 37% publish or update them, compare this to respectively 50%, 34% and 26% as European averages. » Forrester– nov07 Source : 1- Total number of members, blogs and profiles, as of the end of January 2009 2002 2005 2007 2008

Skyrock in Belgium

More than 80.000 blogs

1.7 mio active profiles

522.278 monthly user logins

Each day 234.238 unique visitors, 4.700 profiles & 490.000 commets

Note: CIM Metriprofil ne prend pas en compte la version Skyrock.nl. francophones Néerlandophones

Advertising possibilities Online presence in NEWS section for 1 month Content placement of the branded page Intensive monitoring on the community Options Integration on HP + rotation Games & competitions: fun, easy and fast Integration on the profile and HP plus visibility in the news section for a maximum of 3 weeks Quiz 3 questions Around a chosen theme

Best practices Make use of Skyrocks blogging features to stimulate and nurture your community, thus activating them Skyrock can place your content online and adapt it to their own style , making sure the community will interact with it

Source: Ning - http://blog.ning.com/ Social Networks for Everyone & Everything

2nd fastest growing social media platform

More than 3 mio unique social networks by the end of 2009

More than 3.000 are created/day

Over 30 mio members

Over 70% are active

How can we make sure not to loose our way in this Digital Metropolis ?

We have to define a Strategy

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

Getting to know our audience

What are they doing?

Social Media ROI: unmeasurable? Or not?

Metrics, Monitoring & ROI

Be sure to define relevant, successful metrics that will translate into business context (Quantitative: sales, new fans, - friends + Qualitative: loyalty, interaction, feedback)

There is a chain of sequences we need to follow in order to measure our ROI

Non Financial Impact is not yet ROI

Website Visitors Click-throughs Visitors to a brick & mortar store Positive press Positive WOM Negative press Negative WOM Customer complaints Employment applications Retweets FaceBook friends Blog comments Social mention YouTube views Twitter followers Impressions Delivered emails Coupons distributed Non-Financial impact examples

Non-Financial impact = potential

ROI = actualized potential

Establish a baseline – Where lay the differences? Is something happening here?

Ready to join the conversation?