Things to consider when building a brand and creating content online


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This presentation was part of session I lead for future thoughtleaders on building their personal brand and creating content online.

This session provided an introduction in social media, including some tips and pointers on how to use it effectively.

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  • Manpower - Social Networks vs. Management? Harness the Power of Social Media
  • Dunbar's number is a theoretical cognitive limit to the number of people with whom one can maintain stable social relationships. These are relationships in which an individual knows who each person is, and how each person relates to every other person.[1] Proponents assert that numbers larger than this generally require more restricted rules, laws, and enforced norms to maintain a stable, cohesive group. No precise value has been proposed for Dunbar's number, but a commonly cited approximation is 150.
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  • Things to consider when building a brand and creating content online

    1. We‘re not in Wonderlandanymore, Alice<br />Rick Mans<br />Social Media Evangelist / Strategist<br />
    2. No silverbullets<br />
    3. You are just a name on a List not a member of a community<br />I already have an account on….<br />
    4. You<br />
    5. Twitter 'costs British economy £1.38bn'<br />You are not tweeting, since it is a waste of time?<br />
    6. Yeah right...<br /><ul><li>Talking about last night's Eastenders costs British economy £1.38bn
    7. Eating biscuits costs British economy £1.38bn
    8. Unjamming the photocopier costs British economy £1.38bn</li></ul>© 2010 Capgemini – All rights reserved<br />20100823ThoughtLeaders.pptx<br />6<br />
    9. The rabbit-hole went straight on like a tunnel for some way, and then dipped suddenly down, so suddenly that Alice had not a moment to think about stopping herself before she found herself falling down a very deep well.<br />Either the well was very deep, or she fell very slowly, for she had plenty of time as she went down to look about her and to wonder what was going to happen next. First, she tried to look down and make out what she was coming to, but it was too dark to see anything; then she looked at the sides of the well, and noticed that they were filled with cupboards and book-shelves; here and there she saw maps and pictures hung upon pegs. <br /><br />
    10. ,<br />The decline of traditional media<br />Primetime television viewership of major channels is decreasing<br />Newspaper circulation is also declining<br />US Daily and Sunday circulation (mn)<br />Relative Change in the Primetime Viewership of Television Channels, US<br />%<br />0<br />-10<br />-20<br />-30<br />-40<br />-50<br />2006-07<br />1995-96<br />2001-02<br />Total daily circulation<br />Total Sunday circulation<br />NBC<br />FOX<br />CBS<br />UPN<br />ABS<br />…causing marketers to move away from traditional media<br />The shift away from traditional media has diminished the effectiveness of traditional marketing efforts <br />% change in US ad revenue, 2007 to 2008 across media<br /><ul><li>90% of the people prefer skipping television ads
    11. 65% of the people believe that there is an advertising flood on TV
    12. 56% of the people avoid purchasing products from heavy advertisers
    13. Every $1 spent on advertising results in a sales return of meager 54 cents
    14. Only 18% of TV ads generate positive ROI for companies</li></ul>%<br />Percentage growth in 2008<br />Local TV<br />Magazines<br />Audio<br />Newspapers<br />Network<br />Consumer media consumption habits are radically changing<br />
    15. 25<br />The rise of social media<br />Social communities are attracting a significant part of consumer time spent online<br />Internet use is growing exponentially, while use of all other media is stagnant or shrinking <br />“In a typical week, how many hours do you spend on each of the following?”<br />Time Spent (hours per week), US<br />% Change<br />(2004 to 2009)<br />Videos/Movies<br />0 %<br />Watching TV<br />Member Communities<br />Search<br />E-mail<br />117 %<br />Using the Internet<br />-18%<br />Listening to the Radio<br />-17 %<br />Reading Newspapers<br />-6 % <br />Reading Magazines<br />Hours per week<br />2004<br />2009<br />Base: 230,000 US Internet Users and 30,000 sites<br />Base: 47,496 US Adults<br />Time spent online will continue to increase as all other forms of media are being made available online. Subsequently, social media will follow as it is a global media distribution hub.<br />Source: Forrester, “The State Of Consumers And Technology: Benchmark 2009”. Nielsen: The Global Online Media Landscape, April 2009. <br />
    16. Howevertheyspend more time onSocial Media (Hyves +41.000.000 Facebook +26.000.000)<br />The Dutch spendless time online in May thantheydid in April ( vs 1.883.000.000 minutes)<br />
    17. Average 18% revenue growth during the crisis<br />
    18. " Off with her head!” <br /><br />
    19. © 2010 Capgemini – All rights reserved<br />20100823ThoughtLeaders.pptx<br />13<br />
    20. What is your business model<br />
    21. Who are YOU?' said the Caterpillar. This was not an encouraging opening for a conversation. Alice replied rather shyly, 'I -- I hardly know, sir, just at present -- at least I know who I was when I got up this morning, but I think I must have been changed several times since then.' <br /><br />
    22. Ifyou are not in Google, you do notexist<br />
    23. Is this you?<br />© 2010 Capgemini – All rights reserved<br />20100823ThoughtLeaders.pptx<br />17<br />
    24. This might be one of your pictures in one of the networks you joined!<br /><br />
    25. "But I don't want to go among mad people," Alice remarked."Oh, you can't help that," said the Cat: "we're all mad here. I'm mad. You're mad.""How do you know I'm mad?" said Alice."You must be," said the Cat, "or you wouldn't have come here.“<br /><br />
    26. The worldalwayschanges<br />
    27. Managers were afraid Excel was to stimulate workers to make sports- or grocery lists during work hours<br />Social tools a disruptive technology?<br />
    28. YourBrainCanOnlyHandleThisManyFriends<br />150<br />
    29. Whyyouneed 1000 true fans<br />But the long tail is a decidedly mixed blessing for creators. Individual artists, producers, inventors and makers are overlooked in the equation. The long tail does not raise the sales of creators much, but it does add massive competition and endless downward pressure on prices. Unless artists become a large aggregator of other artist's works, the long tail offers no path out of the quiet doldrums of minuscule sales.<br />One solution is to find 1,000 True Fans. While some artists have discovered this path without calling it that, I think it is worth trying to formalize. The gist of 1,000 True Fans can be stated simply:<br />A creator, such as an artist, musician, photographer, craftsperson, performer, animator, designer, videomaker, or author - in other words, anyone producing works of art - needs to acquire only 1,000 True Fans to make a living.<br /><br />
    30. "Door: Why it's simply impassible! Alice: Why, don't you mean impossible? Door: No, I do mean impassible. (chuckles) Nothing's impossible!" <br /><br />
    31. It’s big business on Facebook<br />Curling<br />
    32. 639.552 fans?<br />
    33. Monetization<br />
    34. How many fans do you have?<br />Your fans are everywere: linkedin, outlook, twitter, facebook<br />
    35. In marketing or politics, the weak ties enable reaching populations and audiences that are not accessible via strong ties. <br />The Strength of Weak Ties – Mark Granovetter<br />
    36. I prefer to make other people famous, as it scales better.<br />Makeitscalable<br />
    37. "Take some more tea," the March Hare said to Alice, very earnestly.<br />"I've had nothing yet,“ Alice replied in an offended tone: "so I can't take more."<br />"You mean you can't take less," said the Hatter: "it's very easy to take more than nothing.”<br /><br />
    38. On a Global Scale, Internet Adoption Has Been Quite Significant<br />100 billion Number of clicks per day55 trillion Links on the Internet<br />5%Percentage of global electricity used for the Internet 90 trillion Number of emails sent in 2009 81% Percentage of emails that were spam <br />200 billionNumber of spam emails per day (assuming 81% are spam).1 million IM messages per second 8 terabytes Traffic per second 234 million Number of websites as of December 2009 47 millionWebsites added in 2009<br />
    39. Social Media statistics<br />24 – Hours of video uploaded every minute onto YouTube<br />600k - new members on Facebook per day<br />900.000 -The number of blogs posts put up every day<br />700 million – The number of photos uploaded per day on Facebook<br />500 million – People on Facebook.<br />50% – Percentage of Facebook users that log in every day.<br />500,000 – The number of active Facebook applications.<br />84% – Percent of social network sites with more women than men.<br />1,73 billion – Internet users worldwide (September 2009).<br />18% – Increase in Internet users since the previous year.<br />126 million – The number of blogs on the Internet (as tracked by BlogPulse).<br />27.3 million – Number of tweets on Twitter per day (November, 2009)<br />57% – Percentage of Twitter’s user base located in the United States.<br />5 million – People following @britneyspears (Britney Spears, is Twitter’s most followed user).<br />
    40. THE END <br />OF THE WEB AS WE KNOW IT<br /><br />
    41. Social Media is:<br />Humaninteraction in a virtualworld<br />
    42. "Would you tell me, please, which way I ought to go from here?""That depends a good deal on where you want to get to," said the Cat."I don’t much care where--" said Alice."Then it doesn’t matter which way you go," said the Cat."--so long as I get SOMEWHERE," Alice added as an explanation."Oh, you’re sure to do that," said the Cat, "if you only walk long enough.“<br /><br />
    43. Social Media Goals<br />SMILE<br />Activities<br />Supporting<br /><ul><li>Help customers and let customers help themselves and others
    44. Ensure there is a platform for them where they can find you, the brand, and other customers</li></ul>Meshing<br /><ul><li>Integrate customer feedback and input in your product cycles
    45. Create a place where customers can provide input on your product and where they can see the result.</li></ul>Interacting<br /><ul><li>Start solving real world problems
    46. Create an environment that promotes and enables co creation
    47. Use a platform in which you can interact with your customers</li></ul>Listening<br /><ul><li>Doing web care is a good way to get to know what is said about your products
    48. Give customers a platform on which they can share their thoughts.</li></ul>Evangelizing<br /><ul><li>Provide customers a home base with tools so they can promote you / your products
    49. Create easy promotion kits that can be reused over and over again.</li></li></ul><li>Match your goals withthose of your (potential) customers<br />Use the goals in the SMILE-model to translate your goals<br />Enagement / Brand building<br />Need / Want Recognition<br />Information search<br />Provide context<br />Promote products<br />Evaluation<br />Purchase<br />Trust / transactions<br />Postpurchase<br />Satisfaction / loyalty<br />Model inspired on: The Business Impact of Social Computing on Marketing and 'Generation Virtual‘ – Gartner ID Number: G00158087 <br />
    50. Ifyou want to have successwithsocial media right now<br />Youshould have started 6 monthsago<br />
    51. Traditional way of building an audience<br />
    52. When you are in social media<br />everything you do should at least create the beginning of a relationship<br />
    53. " I have an excellent idea. Let's change the subject. “ <br /><br />
    54. A brand is a person's gut feeling about a product, service or organization.<br />Marty Neumeier<br />
    55. I believe that people would rather have a conversation with a person than a brand<br />Scott Monty, Ford Motor Company<br />
    56. People trust people<br />Teens don't hate advertising, but they rely more on friends. More than twice as many teens as adults — 38% versus 17% — say advertising helps them decide what to buy. That may sound encouraging, but marketers must also take into account that, at the same time, nearly twice as many teens as adults (47% versus 25%) rely on recommendations from friends and family. They are also far more likely to spread the word about products they like (67% versus 39) Blending advertising with social marketing is absolutely critical for marketers targeting this segment.<br />
    57. You are a person<br />Forget the marketeer<br />
    58. HoweverChoosehowyourepresentyourself online<br />Dutch vs English vs German vs French – which channels – listening – broadcasting – person vs brand – Capgemini – individual – audience – community- colleagues – competitors – friends - family– office hours – content – goals – tone of voice<br />
    59. How I manage myflow<br />
    60. The previous slide was branding<br />Are you already visiting my site at<br />© 2010 Capgemini – All rights reserved<br />20100823ThoughtLeaders.pptx<br />57<br />
    61. Alice: I'm sorry I interrupted your birthday party.March Hare: Why my dear child this is not a birthday party.Mad Hatter: Heavens no. This is an unbirthday party!Alice: Unbirthday? I'm sorry, but I don't quite understand.March Hare: It's very simple. Now, thirty days has Septem -No. wait... An unbirthday, if you have a birthday, then you - [laughs] She doesn't know what an unbirthday is!Mad Hatter: You see, you have 1 birthday a year, how silly, but you have 364 UNBIRTHDAYS each year. Today's our unbirthday.Alice: Why, I believe it's my unbirthday too!Mad Hatter: What a small world!!<br /><br />
    62. MakeitanunbirthdayeverydayforyourcustomerS<br />
    63. Alice laughed. “There's no use trying,” she said “one can't believe impossible things.”<br />“I daresay you haven't had much practice,” said the Queen. “When I was your age, I always did it for half-an-hour a day. Why, sometimes I've believed as many as six impossible things before breakfast.”<br /><br />
    64. What’s your story you are going to share?<br />Rick Mans<br />Social Media Evangelist / Strategist<br />Papendorpseweg 100 <br />Utrecht<br />The Netherlands<br />Phone: +31 6 51 21 01 44<br />E-Mail:<br />Twittier:<br />LinkedIn:<br />