Your report of the first Social Marketing Breakfast<br />April 12, 2010<br />With the support of <br />
Introduction : What is social marketing ?<br />2<br />What is social media marketing ? In essence, all activitiesbrandsconductontheWeb with a socialdimension: sharing, conversations, throughexistingsocialnetworksorown channel.<br />What'ssoattractive? Well, youheardabout 'joining the conversation'...Social marketing will help yougrowyour business through more engagedconsumers, more activeambassadors . So we thoughtitwouldmakesense to explore the 4 myths, 3 plagues and picked 2 greatexamples of the arena, sinceeveryone has somesort of 'a priori'.<br />With the support of <br />
3<br />Agenda<br />4<br />myths<br />plagues<br />great examples<br />conversation<br />3<br />2<br />1<br />With the support of <br />
4<br />Myth 1 – We have too many customers<br />As some of youmay have heard, we sometimesrefer to a study made byCatalina Marketing in the US,<br />trackingthe realshoppingbehavior of 54 millionsamericans. The results ? On average, 80% of the volumeof a typical brand is made by 2.5% of shoppers. In Belgium, thiswouldmean 100 000 shoppers. The concept of a 'mass product' is deadfor FMCG<br />11% PPC<br /><ul><li>2.5% = ‘Pivotal Point Consumers’, 80% of sales
In Belgium, this accounts for 100 000 shoppers for an average brand
5 to 10% are lead users: 5 to 10 000 people (influent, early adopters)</li></ul>Tropicana Pure Premium<br />0.9% PPC<br />7.9% PPC<br />Tropicana Pure Premium No Pulp<br />Tropicana Healthy Heart<br />With the support of <br />SOURCE: PPC - Catalina marketing study (actual behavior of 54 Millions of US citizens)<br />
5<br />e<br />Myth 2 – consumers do not care about online conversations<br /><ul><li>-Myth 2: Consumers do not care about online conversations.
Ourstudywith ANT Research in October 2009 showedthat, while a minority indeed willconductconversations, other are veryinterested to seeit.
Iftheysee the brand listens and respond, theydeclarethatitwouldstronglyenhancetheirperception of the brand</li></ul>With the support of <br />SOURCE: ANT Research, n=941, October 2009, Belgium<br />
6<br />Myth 3 – If they do, we would be overwhelmed<br />Whilea silentmajority is lookingforbrands to react, only a minority, typicallybetween 5 to 20% (for most engagedbrands) willactually want to interact. Net, we foundthat in Belgium, over a couple of months, a brand couldexpectbetween 500 and 2000 interactions. No need to hireanarmy.<br />In Belgium, a typical brand could expect a ~500 (average)-2000 (maximum) to interact<br />With the support of <br />
7<br />Myth 4 – There is no ROI<br />The US has furiouslyembracedsocial media over the last years. There is ampleevidencethat a customerself-support forum is providinglarge impact in terms of costsavings (large Q&A base, support byotherconsumers), and conversational marketing has been largelyused to boost sales and takeadvantage of the viral and amplifying effect of Twitter and Facebook. Last, we found a high correlationbetweenearlyadopters and influencersthroughour studies. Chances are high thatpeoplewho do care interactingwithyourbrands are as wellveryactiveonsocialnetworks and in 'live' eventsaboutyour brand. Chances are high thattheywillbe the first to adoptyournewproducts, the earlyadoptersthat are socritical to turn a new product into a success. Don't miss them. <br />SOURCE: Will Pate.org<br />With the support of <br />
Convinced ? Holdon a bit more.<br />8<br />Withthosethat made the jump, we found as wellunfortunatehabitsalready, what we call the "3 plagues" of social media: -Plague 1: Toosimple: Usesocial media as another 'push' channel. - Plague 2: Tooaggressive: Campaign-based thinking. -Plague 3. Toopassive: ROI vs ROI<br />With the support of <br />
9<br />Plague 1 – Use social media as just another “push” channel<br />Manybrandsjustcopy/paste theirnewsfeed to Facebook, Netlog, Twitter...Wrong. Each channel has itsspecificities, and most shouldbeused to engageconsumers in a dialogue.For instance, Jetblue, the US airlines, is usingTwittermostly to respond to enquiriesfromcustomers, and tailoritsmessages.Razwar, anecommercechallenger in Belgiumproposingshavingsolutions at a fair price, is filtering messagesabout 'shaving' onTwitter and sendingfunny replies to followers, sendingthem to its web sites.<br />Do you:<br /><ul><li>Respond or acknowledge consumer statement and questions on Facebook fan page ?
Do you reply to ‘@’ statement on Twitter ? Or even to monitored messages about you but not addressed to you ?
Do you move from Web monitoring to Web engagement ?</li></ul>With the support of <br />SOURCE: Will Pate.org<br />
10<br />Plague 2 – Campaign-based thinking<br />Socialmarketing does not fit reallywellinto 'campaign-based thinking', which is the usualrythm of companies and agencies.Youare not at war, butwanting to engagewithconsumers, onebyone. Becauseittakes time to plan, prepare forit, and gainresults.<br />Thosecanbesubstantial, butwilltakesome time. Youneed to build the right audienceforyou step by step, and invest a little, everyday.<br />“There's no easy cure for shaking off campaign-based thinking. Campaign-to-campaign and quarter-to-quarter thinking prevents marketers from reaping the long-term benefits of social marketing.”<br />SOURCE: The 10 plagues of social media, Media Post’s social media insider <br />With the support of <br />
11<br />Plague 3 – Flawed and slow decision-making process<br />ROI<br />ROI<br />vs<br />Thereis a lot of talk about'Return onInvestment'. What is oftenforgotten is the importance of 'Risk of Inertia'. Yourcompetitorswill put their acts together. Consumerswillgetupsetnot to findyouoryourinertia - theirsophistication and expectations have skyrocketed over the last years.<br />As SteveBallmer, CEO of Microsoft put it in a speech made in Belgium: 'for the first time in history, marketers are trailing the consumers'. Don't let themtrailyoufurther and put a sense of urgencyintoit. <br />With the support of <br />
12<br />Example 1 – Starbucks: global leader in social media<br /><ul><li>One persondedicated to Twitter
Movedfrom 200k to 3.5 Millions Fans on Facebookthrough viral effect
One issue: neverreplied to the suggestion of ‘DanetteSpeculoos’: shame ;-)</li></ul>With the support of <br />
14<br />Establish engagement channels and uses<br />Map existing situation re. engagement<br />Define your priority targets to engage & what for <br />Get started with concrete initiatives, quickly<br />Our 4 steps method for conversational engagement<br />With the support of <br />
15<br />7 Concrete tips for your conversations<br />If you want the list or more, give us a call:<br />Patrick Willemarck +32 475 23 34 34<br />Alexandre Vandermeersch +32 491 08 80 09<br />With the support of <br />
Our services: enabling engagement through the Web<br />CONSULTING<br />PRIVATE DIALOG<br />CUSTOM DIALOG<br /><ul><li>Do not re-invent the wheel! Withourdialogengine, makequicklyyour web site social for:
Didyou miss the conversation ?Don’t miss the nextoneon April 27th, 8am.With Stephan Salberterfrom Deutsche Bank<br />18<br />Entry is free butmakesureyoubookyour place bysending a mail to firstname.lastname@example.org<br />With the support of <br />