We‘re not in Wonderland anymore, Alice
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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 ...

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 We‘re not in Wonderland anymore, Alice Presentation Transcript

  • We‘re not in Wonderlandanymore, Alice
    Rick Mans
    Social Media Evangelist / Strategist
  • Social Media is A Set of Communication and Collaboration Technologies Adopted by People in their Daily Lives
    Social communities are attracting a significant part of consumer time spent online
    Time Spent (hours per week), US
    Videos/Movies
    Member Communities
    Search
    E-mail
    Base: 230,000 US Internet Users and 30,000 sites
    Social networks: Social structures of individuals who are bound together by common values, visions, ideas, friendships or interests
  • Social Media is:
    Humaninteraction in a virtualworld
    View slide
  • "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.“
    http://digitalcitizen.ca/2010/03/02/alice-in-wonderland-movie-wallpapers-collection-1-1024-x-768-pixels/
    View slide
  • Social Media Goals
    SMILE
    Activities
    Supporting
    • Help customers and let customers help themselves and others
    • Ensure there is a platform for them where they can find you, the brand, and other customers
    Meshing
    • Integrate customer feedback and input in your product cycles
    • Create a place where customers can provide input on your product and where they can see the result.
    Interacting
    • Start solving real world problems
    • Create an environment that promotes and enables co creation
    • Use a platform in which you can interact with your customers
    Listening
    • Doing web care is a good way to get to know what is said about your products
    • Give customers a platform on which they can share their thoughts.
    Evangelizing
    • Provide customers a home base with tools so they can promote you / your products
    • Create easy promotion kits that can be reused over and over again.
  • Supporting: B2B community Flametree (ABN AMRO BANK)
    SMILE
  • Meshing: Crowdsourcing your business
    SMILE
    “People-powered” mobile operator (O2 UK)
    Activities like support/marketing/recruiting crowd sourced to “creators” and “contributors”
  • Interaction: Instant Messaging saves money (internally at IBM)
    SMILE
    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).
  • Listening: Comcast
    SMILE
  • Evangelizing: Disney
    SMILE
  • Ifyou want to have successwithsocial media right now
    Youshould have started 6 monthsago
  • When you are in social media
    everything you do should at least create the beginning of a relationship
  • "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.“
    http://digitalcitizen.ca/2010/03/02/alice-in-wonderland-movie-wallpapers-collection-1-1024-x-768-pixels/
  • People trust people
    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.
  • You need your employees to scale
    EMPLOYEE ENGAGEMENT 1/3
    Command and control is not really the solution to make things scalable
  • Guidelines
    EMPLOYEE ENGAGEMENT 2/3
    A collection of guidelines is available on http://socialmediagovernance.com/policies.php
  • Process (DELL and US Air Force)
    EMPLOYEE ENGAGEMENT 3/3
  • "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."
    "Yes, but I grow at a reasonable pace," said the Dormouse: "not in that ridiculous fashion." 
    http://digitalcitizen.ca/2010/03/02/alice-in-wonderland-movie-wallpapers-collection-1-1024-x-768-pixels/
  • Top 5 Social Networking Websites Based on Unique Visitors, 2005-2010
    2005
    2007
    2009
    2010?
    MSN Groups
    MySpace
    Facebook
    Facebook
    1
    Classmates
    Facebook
    MySpace
    Twitter
    2
    AOL Hometown
    Classmates
    Twitter
    MySpace
    3
    MySpace
    Windows Live
    Classmates
    LinkedIn
    4
    Windows Live
    AOL Hometown
    Linkedin
    Classmates
    5
  • The World is NotOnlyAbout Facebook
  • 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!
    http://digitalcitizen.ca/2010/03/02/alice-in-wonderland-movie-wallpapers-collection-1-1024-x-768-pixels/
  • Average age distribution acrosssocialnetwork sites
    PLATFORM SELECTION 1/3
  • What are people doing online
    PLATFORM SELECTION 2/3
  • Age distribution onsocialnetwork sites
    PLATFORM SELECTION 3/3
  • Farm withyourfriends
    EXAMPLES 1/5
  • Buildyour platform on a platform
    EXAMPLES 2/5
  • Ford
    EXAMPLES 3/5
    100 Fiestas
    37% of Generation Y
    25% marketing spendonsocial media
    No Governmentloan
  • At first, the publisher didn’t see the need in publishing this book
    EXAMPLES 4/5
  • Beinggirl
    EXAMPLES 5/5
    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.
     
    What's very interesting to note is that P&G found community building to be four times more effective than traditional advertising.
  • "Take some more tea," the March Hare said to Alice, very earnestly.
    "I've had nothing yet,“ Alice replied in an offended tone: "so I can't take more."
    "You mean you can't take less," said the Hatter: "it's very easy to take more than nothing.”
    http://digitalcitizen.ca/2010/03/02/alice-in-wonderland-movie-wallpapers-collection-1-1024-x-768-pixels/
  • Type of Metrics
    Reach
    Efficiency
    Consumer
    Cross Channel
    Emergent
    Attidunial and longer term
    Multi- and cross media influences
    Perception and engagement
    Behavior and cost-driven
    Simple, reach-driven
    Type
    Illustrative Metrics
    Number of hits
    Number of unique visitors
    Number of subscribers
    Ad impressions
    Number of referral
    Number of comments
    Time spent on website
    Cost per click
    Cost per action
    Satisfaction with brand
    Willingness to recommend
    Frequency of visit
    Purchase intend
    Awareness
    Return on marketing investment
    Marketing mix modeling ROI
    Customer lifetime value
    Sentiment on blogs, forums
    Consumer attitude
    Word of mouth
    Level of interaction
    Insights
    Number of people exposed to the social media activity
    Very basic insight into actions driven by marketing
    Sales/ awareness driven by specific channel investment
    Influence of channels on each other and together
    How consumers’ opinions are influenced by marketing
    Longer term, more all-round view of consumer
    Effectiveness of spend on direct action
    Benefits
    Cost comparisons with other online tools / channels
    Improving efficiency of online spend
    Benchmarking
    Maximizing message coverage
    Improving the factors affecting loyalty
    Improving segmentation
    Optimizing spend across channels
    Reflects real brand feeling
    Suitable for multiple objectives
    Different Metrics Should Be Viewed As Complementary Parts Of The Measurement Jigsaw
  • Alice laughed. “There's no use trying,” she said “one can't believe impossible things.”
    “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.”
    http://digitalcitizen.ca/2010/03/02/alice-in-wonderland-movie-wallpapers-collection-1-1024-x-768-pixels/
  • Rick Mans
    Social Media Evangelist / Strategist
    Papendorpseweg 100
    Utrecht
    The Netherlands
    Phone: +31 6 51 21 01 44
    E-Mail: rick.mans@capgemini.com
    Twitter: http://twitter.com/rickmans
    LinkedIn: http://nl.linkedin.com/in/rickmans