Igor Beuker on SMSPrague 2011

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Igor Beuker on SMSPrague 2011

  1. 1. Hola! Datum 1
  2. 2. Today’s BattleSocial Media Means ‘Power to the People’Are you in control enough to let go?
  3. 3. Today’s Battle100 years ago…
  4. 4. Today’s BattleThe industrial revolution startedWe had factories with mass productionsAnd we invented mass communicationsThat soon became mass advertising
  5. 5. Today’s BattleAnd 100 years later…
  6. 6. Today’s BattleWe have a new revolution!Let’s call it the ‘digital’ or ‘social’ revolutionThis is the era for the open, honest brandsListening is #1, advertising second best
  7. 7. Today’s Battle
  8. 8. Today’s Battle
  9. 9. Today’s Topics1. Company Profile & DNA2. Vision, Mission, Action3. Trends & Brands4. Conclusions
  10. 10. Today’s Topics1. Company Profile & DNA2. Vision, Mission, Action3. Trends & Brands4. Conclusions
  11. 11. Company ProfileGrupo LaComunidad:LaComunidad community marketing agencyViralTracker social video metrics companySocialMedia8 social media marketing agencyViralBlog viral and social marketing blogBorn in a garage in 2003, part of WPP since 2008
  12. 12. Company DNAGrupo LaComunidad WPP / GroupMPirates of the Caribbean vs The Royal Navy
  13. 13. Today’s Topics1. Company Profile & DNA2. Vision, Mission, Action3. Trends & Brands4. Conclusions
  14. 14. Visionadvertising never started a movement powered by the web, not advertised on it
  15. 15. MissionTo move brands away from traditional advertising,towards a model which is more content-driven,engaged and focused on consumer dialogue Denk dat voor deze slide en volgende slide ook ff een plaat / visual gemaakt moet om m op te leuken…? Zie vorige slide, smoelt wel ff beter…
  16. 16. ActionWithout great content there is no engagement.Without engagement there will be: no buzz,no viral, no social and no community Denk dat voor deze slide en volgende slide ook ff een plaat / visual gemaakt moet om m op te leuken…? Zie vorige slide, smoelt wel ff beter…
  17. 17. Today’s Topics1. Company Profile & DNA2. Vision, Mission, Action3. Trends & Brands4. Conclusions
  18. 18. Trends The center of our creative process Used to be called: Consumer Today we call him: Consumer Creator Hater Lover Follower Fan Blogger Influencer eBuyer Screenager
  19. 19. Trends You Participation, Crowdsourcing & Lifeblogging The online culture is the new culture
  20. 20. Trends The handset is the next gateway to brands, communities and commerce
  21. 21. Action eCommerce is growing across all sectors
  22. 22. Trends The arena of our creative process
  23. 23. Trends
  24. 24. Trends
  25. 25. Trends
  26. 26. What about brands?
  27. 27. Brands Heavily using online and social video
  28. 28. Brands Open and share more
  29. 29. Brands Observe, listen, change
  30. 30. Brands Offering real customization
  31. 31. Brands Looking at the ‘new marketing places’
  32. 32. Brands Merging web interaction with TV model
  33. 33. Brands Really wishing CRM and Customer Loyalty
  34. 34. Today’s Topics1. Company Profile & DNA2. Vision, Mission, Action3. Trends & Brands4. Conclusions
  35. 35. Social… …might just be the new ‘normal’ soon
  36. 36. ALF: Always Listen First1. ALF: Always Listen First2. Learn: It’s about them, not you3. Adapt: Be open to change4. Share: Break down the walls
  37. 37. Test Your DNA Listening & Dialogues Intensive on Long Term with Consumers the Brand’s Side Strategy is the Key to Success Social Program DNA vs. Social Campaign DNA Creativity is the Key to Success Less Intensive on Top-Down Comms & Short Term the Brand’s Side Ads towards Consumers
  38. 38. Think Beyond CampaignsLove brands create content and communities that fuel themutual beneficial relationships between fans and their brand SMM Campaign 3 Q4 PromotionSocial Campaigns:Creativity & Ideas SMM Campaign 2Theme – Thematic Brand AwarenessAdvertising & FlightsShort term: 1-3 months SMM Campaign 1Short peaks: 0 - 100 - 0 Product PromotionSocial Programs:Strategy & InsightsSubject or TopicRelationships & CRMLong term: 1-3 yearsOrganic growth: 0 -20 - 40 - 80 Social CRM
  39. 39. Being in control enough to let go…
  40. 40. Thank You!Power to the People. Are you in control enough to let go…Igor BeukerBlog: ViralBlog.comTwitter: @IgorBeukerFacebook: /IgorBeuker 40

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