We‘re not in Wonderland anymore, Alice


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Feeling like Alice falling down the Rabbit hole while others are talking about social media? This presentation helps you to understand social media, what your goals could be, what platform you could choose, how you can use your employees to scale and which audiences could be interesting to target via social media.

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  • Source: http://www.giffgaff.com/Daughtercompanyfrom the UK-based O2. The idea is thatGiffGaffoutsources/crowdsourcesalmosteverything: technical/infrastructure to O2 (it’s a virtualtelcolike Rabobank), support/marketing/customerrecruitment to the crowd. Peoplecangetrewarded to help GiffGaff (money, callingminutes, donate to goodcause, etc).
  • http://royal.pingdom.com/2010/02/16/study-ages-of-social-network-users/
  • http://royal.pingdom.com/2010/02/16/study-ages-of-social-network-users/
  • http://statistics.allfacebook.com/developers/single/zynga/27/
  • By giving away 100 Ford Fiestas to influential bloggers, 37% of Generation Y were aware of the Ford Fiesta before its launch in the United States.  Is it any wonder why 25% of Ford’s marketing spend has been shifted to digital/social media initiatives?  Ford is the only US auto company that didn’t take a government loan.
  • Erwin Blom – Handboek Communities
  • http://www.forrester.com/rb/Research/interactive_marketing_metrics_you_need/q/id/43775/t/2
  • We‘re not in Wonderland anymore, Alice

    1. 1. We‘re not in Wonderlandanymore, Alice<br />Rick Mans<br />Social Media Evangelist / Strategist<br />
    2. 2. Social Media is A Set of Communication and Collaboration Technologies Adopted by People in their Daily Lives<br />Social communities are attracting a significant part of consumer time spent online<br />Time Spent (hours per week), US<br />Videos/Movies<br />Member Communities<br />Search<br />E-mail<br />Base: 230,000 US Internet Users and 30,000 sites<br />Social networks: Social structures of individuals who are bound together by common values, visions, ideas, friendships or interests<br />
    3. 3. Social Media is:<br />Humaninteraction in a virtualworld<br />
    4. 4. "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 />http://digitalcitizen.ca/2010/03/02/alice-in-wonderland-movie-wallpapers-collection-1-1024-x-768-pixels/<br />
    5. 5. Social Media Goals<br />SMILE<br />Activities<br />Supporting<br /><ul><li>Help customers and let customers help themselves and others
    6. 6. 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
    7. 7. 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
    8. 8. Create an environment that promotes and enables co creation
    9. 9. 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
    10. 10. 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
    11. 11. Create easy promotion kits that can be reused over and over again.</li></li></ul><li>Supporting: B2B community Flametree (ABN AMRO BANK) <br />SMILE<br />
    12. 12. Meshing: Crowdsourcing your business<br />SMILE<br />“People-powered” mobile operator (O2 UK)<br />Activities like support/marketing/recruiting crowd sourced to “creators” and “contributors” <br />
    13. 13. Interaction: Instant Messaging saves money (internally at IBM)<br />SMILE<br />IM is used as both a phone and email substitute. In addition to avoiding phone usage charges, organizations may also expect a decrease in the amount of email traffic and storage (and the costs associated with those).<br />
    14. 14. Listening: Comcast<br />SMILE<br />
    15. 15. Evangelizing: Disney<br />SMILE<br />
    16. 16. Ifyou want to have successwithsocial media right now<br />Youshould have started 6 monthsago<br />
    17. 17. When you are in social media<br />everything you do should at least create the beginning of a relationship<br />
    18. 18. "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 />http://digitalcitizen.ca/2010/03/02/alice-in-wonderland-movie-wallpapers-collection-1-1024-x-768-pixels/<br />
    19. 19.
    20. 20. 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 />
    21. 21. You need your employees to scale<br />EMPLOYEE ENGAGEMENT 1/3<br />Command and control is not really the solution to make things scalable<br />
    22. 22. Guidelines<br />EMPLOYEE ENGAGEMENT 2/3<br />A collection of guidelines is available on http://socialmediagovernance.com/policies.php<br />
    23. 23. Process (DELL and US Air Force)<br />EMPLOYEE ENGAGEMENT 3/3<br />
    24. 24. "You've got no right to grow here," said the Dormouse."Don't talk nonsense," said Alice more boldly: "you know you're growing too."<br />"Yes, but I grow at a reasonable pace," said the Dormouse: "not in that ridiculous fashion." <br />http://digitalcitizen.ca/2010/03/02/alice-in-wonderland-movie-wallpapers-collection-1-1024-x-768-pixels/<br />
    25. 25. Top 5 Social Networking Websites Based on Unique Visitors, 2005-2010<br />2005<br />2007<br />2009<br />2010?<br />MSN Groups<br />MySpace<br />Facebook<br />Facebook<br />1<br />Classmates<br />Facebook<br />MySpace<br />Twitter<br />2<br />AOL Hometown<br />Classmates<br />Twitter<br />MySpace<br />3<br />MySpace<br />Windows Live<br />Classmates<br />LinkedIn<br />4<br />Windows Live<br />AOL Hometown<br />Linkedin<br />Classmates<br />5<br />
    26. 26. The World is NotOnlyAbout Facebook<br />
    27. 27. But then, shall I never get any older than I am now? That'll be a comfort, one way -- never to be an old woman -- but then -- always to have lessons to learn! <br />http://digitalcitizen.ca/2010/03/02/alice-in-wonderland-movie-wallpapers-collection-1-1024-x-768-pixels/<br />
    28. 28. Average age distribution acrosssocialnetwork sites<br />PLATFORM SELECTION 1/3<br />
    29. 29. What are people doing online<br />PLATFORM SELECTION 2/3<br />
    30. 30. Age distribution onsocialnetwork sites<br />PLATFORM SELECTION 3/3<br />
    31. 31. Farm withyourfriends<br />EXAMPLES 1/5<br />
    32. 32. Buildyour platform on a platform<br />EXAMPLES 2/5<br />
    33. 33. Ford<br />EXAMPLES 3/5<br />100 Fiestas<br />37% of Generation Y<br />25% marketing spendonsocial media<br />No Governmentloan<br />
    34. 34. At first, the publisher didn’t see the need in publishing this book<br />EXAMPLES 4/5<br />
    35. 35. Beinggirl<br />EXAMPLES 5/5<br />Procter & Gamble's Being Girl community is an online community targeted at young girls. P&G was able to use this community to market feminine hygiene products in a subtle way to an audience that doesn't want to talk about them.<br /> <br />What's very interesting to note is that P&G found community building to be four times more effective than traditional advertising.<br />
    36. 36. "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 />http://digitalcitizen.ca/2010/03/02/alice-in-wonderland-movie-wallpapers-collection-1-1024-x-768-pixels/<br />
    37. 37. Type of Metrics<br />Reach<br />Efficiency<br />Consumer<br />Cross Channel<br />Emergent<br />Attidunial and longer term<br />Multi- and cross media influences<br />Perception and engagement<br />Behavior and cost-driven<br />Simple, reach-driven<br />Type<br />Illustrative Metrics<br />Number of hits<br />Number of unique visitors<br />Number of subscribers<br />Ad impressions<br />Number of referral<br />Number of comments<br />Time spent on website<br />Cost per click<br />Cost per action<br />Satisfaction with brand <br />Willingness to recommend<br />Frequency of visit<br />Purchase intend<br />Awareness<br />Return on marketing investment<br />Marketing mix modeling ROI<br />Customer lifetime value<br />Sentiment on blogs, forums<br />Consumer attitude<br />Word of mouth<br />Level of interaction<br />Insights<br />Number of people exposed to the social media activity<br />Very basic insight into actions driven by marketing<br />Sales/ awareness driven by specific channel investment<br />Influence of channels on each other and together<br />How consumers’ opinions are influenced by marketing<br />Longer term, more all-round view of consumer<br />Effectiveness of spend on direct action<br />Benefits<br />Cost comparisons with other online tools / channels<br />Improving efficiency of online spend<br />Benchmarking<br />Maximizing message coverage<br />Improving the factors affecting loyalty<br />Improving segmentation<br />Optimizing spend across channels<br />Reflects real brand feeling<br />Suitable for multiple objectives<br />Different Metrics Should Be Viewed As Complementary Parts Of The Measurement Jigsaw<br />
    38. 38. 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 />http://digitalcitizen.ca/2010/03/02/alice-in-wonderland-movie-wallpapers-collection-1-1024-x-768-pixels/<br />
    39. 39. 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: rick.mans@capgemini.com<br />Twitter: http://twitter.com/rickmans<br />LinkedIn: http://nl.linkedin.com/in/rickmans <br />