A big introduction to Social Media Marketing presented to Master's in Marketing & Creativity students at ESCP Europe in London. It focuses on the value of an idea in the era of Social Media, and insists on early-stage marketing.
Michael Erard (a columnist) thinks for instance that prices of information commodities are inversely adjusted to the cognitive investment of consuming them. (…) Things requiring longer attention spans would be cheaper — they might even be free, and the higher fixed costs of producing them would be covered by the higher sales of the short attention span products. Single TV episodes would be more expensive to purchase than whole seasons, in the same way that a six-pack of Oreos at the gas station is more expensive, per cookie, than a whole tray at the grocery store.
Play with http://www.forrester.com/empowered/tool_consumer.html
UNIQLO, a local retailer in Harajuku Tokyo(Fashion District of Tokyo), based its strategy on intuition that people stopped buying things excessive going beyond their budgets, but still spent on seeking new things, and things that were in trend. Uniqlo = Unique and Clothing &quot;We are selling jeans, not style, we don't want to push our brand logo, and you can combine our clothing with other brands&quot;. This is very different from what one hears in the industry. By not emphasizing the brand image and identity aspects, Uniqlo might be making a mistake.
http://moderntokyotimes.com/2011/05/27/tokyo-shiseido-the-ginza-is-where-cosmetics-and-decor-melts-into-a-pure-beauty-experience/ Therefore, Tokyo ladies and visiting ladies can experiment with digital cosmetic mirrors which are fully interactive and once the barcode is entered of the product which took the eye of the customer; then this will show the person how it will look once it is matched with the customers face. This enables the individual to utilize all the various colors which are on offer and the image also shows the look from different angles and this is pure luxury mixed with convenience and style. Counselors are on standby in order to help people with their skin types or other related areas of care and this all adds to the experience of each individual feeling special. Added to this, estheticians are available and with all the knowledge that they have learnt from the Shiseido Academy of Beauty & Fashion; then the customer is bound to get the highest quality of care and attention.
http://www.slideshare.net/ricardoroesler/apresentao-kotler Phillip Kotler on Marketing 3.0 In a study from the group of Read Montague , the director of the Human Neuroimaging Lab and the Center for Theoretical Neuroscience at Baylor College of Medicine , published in 2004 in Neuron ,  67 people had their brains scanned while being given the &quot; Pepsi Challenge &quot;, a blind taste test of Coca-Cola and Pepsi . Half the subjects chose Pepsi, since Pepsi tended to produce a stronger response than Coke in their brain's ventromedial prefrontal cortex , a region thought to process feelings of reward. But when the subjects were told they were drinking Coke three-quarters said that Coke tasted better. Their brain activity had also changed. The lateral prefrontal cortex , an area of the brain that scientists say governs high-level cognitive powers, and the hippocampus , an area related to memory, were now being used, indicating that the consumers were thinking about Coke and relating it to memories and other impressions. The results demonstrated that Pepsi should have half the market share, but in reality consumers are buying Coke for reasons related less to their taste preferences and more to their experience with the Coke brand. http://www.joeste.se/wp-content/uploads/2011/02/Unconscious-Processing-of-Web-Ads-ESSAIARTIKEL6.pdf CHAN YUN YOO is Assistant Professor, School of Journalism and Telecommunications, University of Kentucky; e-mail: firstname.lastname@example.org
fulife , a Twitter iPhone app that lets you grow flowers with your tweets. When you write messages you can plant seeds and rain then falls, making your garden come to life. This “flower communication” tool also allows you to pick your sproutings and send them as presents to your Twitter chums.
What’s the value of an idea in the era of social media? Social Media Marketing
Me myself and I (then we’re done) <ul><li>Head of Marketing & Development @Express Roularta Services (2010-now) </li></ul><ul><li>Freelance consultant (social media and early-stage marketing) </li></ul><ul><li>Freelance photographer (fashion) </li></ul><ul><ul><li>Former Head of 360° Digital Influence practice @ Ogilvy (2007-2010) </li></ul></ul><ul><ul><li>Blogger & cofounder of Tout Ca Magazine (http://citizenl.net & http://www.tout-ca.com ) </li></ul></ul><ul><ul><ul><li>ESCP Europe (MEB) </li></ul></ul></ul><ul><ul><ul><li>Sciences Po </li></ul></ul></ul><ul><ul><ul><li>UCLA </li></ul></ul></ul><ul><li>References: </li></ul><ul><ul><li>digital PR guidebook v3 (introduction) </li></ul></ul><ul><ul><li>Speaker @ Sciences Po, IICP and diverse conferences </li></ul></ul><ul><li>to get in touch: email@example.com http://twitter.com/lilzeon </li></ul><ul><li>http://pearltrees.com/lilzeon </li></ul>
Some statements: ideas happens in ideals “ Rohit Bhargava spoke about what he calls Likeonomics , which “explains the new affinity economy where the most likeable people, ideas and organizations are the ones we believe in, buy from and get inspired by”
Liquid modernity: new tensions <ul><li>End of « solid institutions » like churches, classic pyramidal families </li></ul><ul><ul><li>a need for new ways to get solutions </li></ul></ul><ul><ul><li>privatization of ambivalence: “ the liquidizing powers have moved from the “system” to “society”, from “politics” to “life-politics” – or have descended from the “macro” to the “micro” level of social cohabitation” (Vince Marotta, sociologist) </li></ul></ul><ul><ul><li>tests are made by the individuals themselves, who directly « feel » & experience global issues </li></ul></ul><ul><li>Uncertainty everywhere </li></ul><ul><ul><li>as there's no longer absolute truth, a need to get reinsurance </li></ul></ul><ul><li>Nomadism everywhere </li></ul><ul><ul><li>in life (collapse of long-term wedding, disruptive work-life...) </li></ul></ul>
The world’s liquid, not flat « The planetary integration of governments, businesses and organisations has intensified in a second movement involving the integration of individuals and, more importantly, their consciousness. The youths surveyed here possess this new consciousness, which has become inseparable from real-world experience. It is the integration of individuals’ consciousness into the global system which distinguishes globalisation from internationalisation . » Dominique Reynié
Attention economy <ul><li>Less & less time to solve more & more problems </li></ul><ul><ul><li>distance matters less than time </li></ul></ul><ul><ul><li>price is not only dependent on the transformation process (input/process/output) but on attention-based principles </li></ul></ul>"...in an information-rich world, the wealth of information means a dearth of something else: a scarcity of whatever it is that information consumes. What information consumes is rather obvious: it consumes the attention of its recipients. Hence a wealth of information creates a poverty of attention and a need to allocate that attention efficiently among the overabundance of information sources that might consume it" (Simon 1971, p. 40-41) What the most important asset is: access to relevant information” Herbert Simon
In this environment, good ideas are threatened by an environment of constraints and by personal lack of time… <ul><li>Environment of risks </li></ul><ul><li>Uncertainty everywhere </li></ul><ul><li>Purchasing power in disgrace </li></ul><ul><li>Personal strategies </li></ul><ul><li>Lack of overal knowledge </li></ul><ul><li>Time constraint </li></ul>
… which historically tried to be solved through active & explicit actions: SEARCH_ “ Americans conducted 14.8 billion core searches in April 2009 “ comScore “ of the customers who shop for high-end merchandise online, 78 percent of them did so in order to find the best price while nearly as many, 77 percent, did so to compare brands” BrandWeek, January 2010
… but search has become social, pervasive recommendation…
As Social Media definition has pretty much changed its logics 2008 2011
As Social Media is in fact so real life Pleasure/pain, hope/fear social acceptance/rejection as new persuasive design (Fogg) A need for triggers
Social Media are more and more linked to social organizations at all “ To our surprise it turns out that these networks follow the same complicated mathematic rules as the Internet and social networks found on Facebook” Kasper Lage from Harvard Medical School MIT and Lars Allan Larsen from Wilhelm Johannsen Centre for Functional Genome Research, University of Copenhagen
An on-going war between social browsing and searching social <ul><li>Predictions vs suggestions </li></ul>“ In 12 months Facebook could become a legitimate monetization option,” Wingo predicts, and in the process it could end up becoming the disruptor of web commerce. It would then become a big thorn in the side of Google, which currently derives nearly 40 percent of its revenues from e-commerce-related activities.” Scot Wingo, CEO of Channel Advisor, a web commerce services provider based in Research Park, North Carolina.
Social Media: an ever-updating concept <ul><li>Social Media: formerly define as « people talking to other people through a technology » </li></ul><ul><li>But quickly a failure in this definition: </li></ul><ul><ul><li>Some topics cannot be discussed through blog posts or tweets </li></ul></ul><ul><ul><li>Some consequences of conversations are not explicit for the citizens, but can influence their choices, thus </li></ul></ul><ul><li>Social Media could now be « individuals X » interacting with « individuals Y », consciously or not </li></ul><ul><ul><li>Weak links can now be figured out through affinities instead of « friends » </li></ul></ul><ul><ul><li>Best examples: when you « check-in » in a place: you don’t know the people who were in the place, but their tips can influence you </li></ul></ul><ul><li>Our choices are more and more « socialized »: it’s no longer You looking for information, it’s them shaping to a certain extent your own path </li></ul>
Social Media: consequences for organizations <ul><ul><li>… decisions are sometimes close to LOL cats </li></ul></ul>
<ul><ul><li>But some people know how to manage the LOL cats </li></ul></ul>
So what could be the value of an idea in the era of Social Media?
Value: a polysemous notion <ul><li>Basically: </li></ul><ul><ul><li>Value is dependent on your need </li></ul></ul><ul><ul><li>Value is dependent on the way you express it </li></ul></ul><ul><ul><li>Value is highly dependent on the context </li></ul></ul><ul><ul><li>Value is highly dependant on the time </li></ul></ul><ul><ul><li>Value is something highly personalized </li></ul></ul>« a fair return or equivalent in goods, services, or money for something exchanged the monetary worth of something : market price relative worth, utility, or importance <a good value at the price> <the value of base : a numerical quantity that is assigned or is determined by calculation or measurement <let x take on positive values> <a value for the age of the earth> something (as a principle or quality) intrinsically valuable or desirable <sought material values instead of human values — W. H. Jones> Merriam-Webster
So value is only SOMETIMES directly linked to money
A new currency: the social one! “ Empire Avenue highlights a pervasive trend that will likely influence the business world in the long term. Like many other platforms, including [it] caters to human psychological factors and uses game techniques to reward participation and encourage a participant to willingly "give up" what is truly valuable in business--data. So why would someone want to give up data? Facebook knows the answer to this question: social currency .” David Armano
The state of ROI in Social Media Marketing <ul><li>TV influenced the way marketing metrics are shaped </li></ul><ul><ul><li>Audience based </li></ul></ul><ul><ul><li>Static based </li></ul></ul><ul><li>A strong debate btw advertisers, media agencies, social media players & at the end: brands </li></ul>“ Say an advertiser wants to buy 20 gross rating points. When network television audiences were larger, this might be accomplished by buying one 30-second spot. Today, buying those same 20 gross rating points might require buying multiple spots, which means the advertiser is using up more of a finite resource — the amount of airtime on the broadcast networks. Scarcity heightens demand, and heightened demand raises prices. That’s how the marketplace justifies its price increases. Even if the logic is cock-eyed —there are plenty of other ways to reach people besides TV commercials, after all — it creates a rationale the marketplace can deal with” Catharine P. Taylor
Wrong principles, wrong ways to determine values <ul><li>People are more & more empowered </li></ul><ul><ul><li>They're not passive anymore in the way TV could consider it </li></ul></ul><ul><ul><li>People are more & more linked through interests than through their ages or sex </li></ul></ul><ul><ul><li>Because they look for information </li></ul></ul><ul><ul><li>Because they're liquid </li></ul></ul><ul><li>People can consolidate horizontal clusters against vertical communication </li></ul><ul><ul><li>Nestlé bad buzz </li></ul></ul>“ The basis for this tension between operational issues and constraining analytic tool choice is often that analyst think that they are done when the model is "right". Many analysts seem to believe that they can declare victory and pat themselves on the back when the model is accurate, statistically valid, highly predictive etc. They will often talk about all sorts of statistical measures that "prove" the model is a good one. Yet, in fact, the only results that matter are business results. If the model is accurate but impractical to implement then it adds no business value and should, therefore, be considered a bad model. ” James Taylor
Value lies in communities of interests « Success is not a prescription. There isn’t one way to excel or measure progress. But, that’s the point. We must first design outcomes into the equation. What do we want to accomplish? What’s the return we seek? Are we trying to sell, change, drive, cause, or inspire something specific? Are we reducing customer problems as measured by inbound volume, open tickets, public discourse? Are we trying to shift sentiment to a more positive state that increases referrals as a result? » Brian Solis
Interests are at least as important as sociodemographics. It’s the economics, society, technics, ethics, needs, ideas, entrepreneurs, history, whatever that matter
Interests lead to actions. Actions are led by groups of individuals <ul><li>“ The value of an idea lies in the using of it” Thomas Edison </li></ul><ul><li>People are now both the “audience”, the stakeholders and the amplifiers of the ideas </li></ul><ul><li>The bone of contention: </li></ul><ul><ul><li>Trying to get metrics from human interactions & conversations </li></ul></ul><ul><ul><li>Trying to quantify what is highly complicated to do </li></ul></ul>“ It can only begin to have value when it’s an idea + execution. Till then, it’s still just an idea. When you combine an idea + great team + execution, it can start to have potential but the real value remains zero, until it gets tested/evaluated by real customers. That’s when you can start to estimate the real potential of “the whole package” again not the idea alone” Valto Loikkanen
Uniqlo understood it: an extreme coherence in its story <ul><li>« Statusphere » </li></ul><ul><li>Trendwatching </li></ul>
Shiseido The Ginza shop : digital as an add-ons to retail experience
Social metrics to enter relevance <ul><li>The world is neither flat in Social Media nor perfectly equal: </li></ul><ul><ul><li>Mapping communities is key to understand which public are outreached by individuals </li></ul></ul><ul><ul><li>It’s then important to measure the importance of your idea-related topics in these groups </li></ul></ul>“ blackboxing is the way scientific and technical work is made invisible by its own success. When a machine runs efficiently, when a matter of fact is settled, one need focus only on its inputs and outputs and not on its internal complexity. Thus, paradoxically, the more science and technology succeed, the more opaque and obscure they become” Bruno Latour
<ul><li>An example of modelization of communities </li></ul>
Dynamic tools to remain relevant <ul><li>Conversations among people are dynamic </li></ul><ul><ul><li>The fuel of this dynamic is the relevance people give to a topic or another </li></ul></ul><ul><ul><li>It’s utterly important to position your idea in this moving system </li></ul></ul>” It's a process, not an event. Dating is a process. So is losing weight, being a public company and building a brand. On the other hand, putting up a trade show booth is an event. So are going public and having surgery. Events are easier to manage, pay for and get excited about. Processes build results for the long haul” Seth Godin
Tie in, tie down, untie <ul><li>Therefore ideas should be able to touch people depending on the ties they’re ready to manage with them </li></ul><ul><ul><li>Strong ties (your close buddies) </li></ul></ul><ul><ul><li>Weak ties (your groups of interests) </li></ul></ul><ul><ul><li>Temporary ties (when people are over-active to reach a goal) </li></ul></ul><ul><li>At the end, we can only manage 150 ties according to Paul Adams (UX Google lead) </li></ul>“ We care about the direct relationship with the "one" but count on the effect of the one passing along to their many either explicitly or more subtly” John Bell, MD & ECD 360° Digital Influence, Ogilvy
MyIdea4CA A temporary tie between Gov. Schwarzenegger & its consituents
Ogilvy 360° Digital Influence Conversation Impact™ Model: Summary Metric / Funnel Goal > Data Aware- ness Considera-tion Prefer-ence Action Loyalty Reach/Positioning <ul><li>UMV – blogs, site, microsite, applications, other, total # / % change </li></ul>Real-time to weekly <ul><li>Volume of online conversation, #/% change, Cost per Online Conversation Generated (CPICG) </li></ul>Real-time to daily <ul><li>Share of voice in category (=Volume for brand / volume for category), # / % change, Cost per Increase in Share of Voice (CPISV) </li></ul>Real-time to daily <ul><li>Search visibility (for relevant keywords) </li></ul>Real-time to weekly Preference <ul><li>Sentiment index of online conversation (% positive - % negative), # / pts change, consumers reached vs. all, Cost Per Increase in Sentiment Index (CPISI) </li></ul>Daily <ul><li>Share of [net] positive voice in category (=[Net] positive brand mentions / [net] positive category mentions), # / % change, consumers reached vs. all, Cost per Increase in Share of Positive Sentiment (CPISP)* </li></ul>Daily <ul><li>Relative net promoter score (NPS) in category (=brand NPS / category NPS), # / % change, consumers reached vs. all, Cost per Point Increase in NPS (CPINP) </li></ul>Monthly/ Quarterly survey Action <ul><li>Registration: RPA, CPA, $, # </li></ul>Daily to weekly <ul><li>Sale: RPA, CPA, $, # </li></ul>Real-time to weekly <ul><li>Advocacy: RPA, CPA, $, # </li></ul>Real-time to weekly
Neuromarketing? “ This study demonstrated that the level of attention paid to Web ads affects explicit and implicit memory performance in a different manner. Specifically, if consumers pay greater attention to and subsequently experience conscious processing of Web ads, both explicit and implicit memory performance are enhanced. Conceptually, increased explicit memory performance at this level of processing is facilitated by elaborative semantic processes. Furthermore, as shown in the results of PDP (H2a and H2b), increased implicit memory performance are mainly attributable to consciously or intentionally acquired information. In contrast, if consumers pay minimal or no attention to Web ads and experience unconscious processing, only implicit memory performance would be enhanced due to the effects of unconscious components of memory. A positive correlation between implicit memory performance and brand attitude at this level of processing suggests that the mere exposure effects can be viewed as a demonstration of implicit memory , which is mainly affected by unconsciously or automatically acquired Web ad information ” Chan Yun Yoo
Rethinking the idea of value: reputation as the new currency to achieve great ideas
People: shareholders of the value of an idea <ul><li>As seen before, the way people demonstrate their addiction to an idea is expressed through conversations & positive share of voice </li></ul><ul><li>Main objective for an idea-maker: managing, increasing and improving reputation around its idea </li></ul>” As Obama says, we are the ones we’ve been waiting for (…). In other words, we need fewer old leaders, and more love” David Weinberger
Gaga monsters’ triggers: missions in the whole story <ul><li>Bad Romance </li></ul><ul><ul><li>Fear of Love </li></ul></ul><ul><li>Alejandro </li></ul><ul><ul><li>Fear of Sex </li></ul></ul><ul><li>Monster </li></ul><ul><ul><li>Fear of Death </li></ul></ul><ul><li>Speechless </li></ul><ul><ul><li>Fear of Loneliness </li></ul></ul><ul><li>Dance in the Dark </li></ul><ul><ul><li>Fear of Herself </li></ul></ul><ul><li>Telephone </li></ul><ul><ul><li>Fear of Suffocation </li></ul></ul><ul><li>So Happy I Could Die </li></ul><ul><ul><li>Fear of Alcohol </li></ul></ul><ul><li>Teeth </li></ul><ul><ul><li>Fear of the Truth </li></ul></ul>"So the real truth about Lady Gaga fans lies in this sentiment: They are Kings. They are the queens. They write the hisory of the kingdom, while I am something of a devoted Jester. It is in the theory of perception that we have established our bond” Lady Gaga, Monster Ball Tour,Madison Square Garden Statements Personae
Tools are leverages, not strategies: did you know that you could grow flower with your tweets with Fulive?
A methodology to make an idea worth it in the era of social media ” The purpose of a business is to create a customer” Peter Drucker “ the purpose of a business is to serve a customer who creates customers" (Razorfish VP Shiv Singh)
Ogilvy Big Ideal <ul><li>Transform an idea into an ideal </li></ul><ul><ul><li>Dynamic approach </li></ul></ul><ul><ul><li>Focus on a specific society need </li></ul></ul><ul><li>A way to include people’s attention to your message </li></ul><ul><ul><li>Because it may feed their daily life </li></ul></ul><ul><ul><li>Because they can take part to this ideal </li></ul></ul>” Simply stated, a Big Ideal is a universal, enduring theme that a brand stands for. It’s the emotional center. And we have found that the best way to locate this emotional center is to start with a deep understanding of what your brand is really great at – your brand’s best self – and then to connect this to an important cultural truth or trend that is going on in society. This is a place where you will fi nd energy and passion” Brian Fetherstonhaugh. Chairman & Chief Executive Officer OgilvyOne Worldwide
Step 1: listen <ul><li>Using Social Media free tools to start listening to online conversations </li></ul><ul><ul><li>Identification of key words or equations of key-words that people are using </li></ul></ul><ul><ul><li>Google ad word tools </li></ul></ul><ul><ul><li>Experience blogsearch </li></ul></ul><ul><ul><li>Set up of alerts </li></ul></ul><ul><ul><li>Dive into the deep web in niche communities (specialized networks of blogs like TumlbR etc.) </li></ul></ul><ul><li>If you have some money, try professional tools like: </li></ul><ul><ul><li>eCairn </li></ul></ul><ul><ul><li>Radian6 </li></ul></ul>
Urban Outfitters & Amber: when Social Media history leads to a crisis
Step 2: Big Ideal your idea <ul><li>Try to check which society needs could be filled thanks to your idea </li></ul><ul><ul><li>SWOT analysis based on your step 1 </li></ul></ul><ul><ul><li>Brainstorming on what your ideal really is </li></ul></ul><ul><li>Try to transform your Big Ideal into an ideal platform: </li></ul><ul><ul><li>Key pillars </li></ul></ul><ul><ul><li>Which ideas could achieve your pillars (services, products, design, signature…) </li></ul></ul><ul><li>Get inspired by Steve Jobs: “ Apple is just a follower ” (Antoine Allard, Digital strategist @ Ogilvy PR </li></ul>
Joliebox as the glamorous cosmetics’ Tupperware community
Step 3: Structure your story Passive listening (= get the relevant information depending on your field) Engagement programmes towards key-influencers (= a significant story in which your key opinion leaders can increase & improve the reputation of your idea) Active listening (= prepare your organisation to respond to conversations to transform opportunities into value & threats into control) Campagne Experience Social platform (= places in which you can drive your publics & host their conversations & own ideas) Campagne Experience Campagne Experience Campagne Experience Word-of-Mouth accelerators Insi(ght)ders (= feed your vision from aggressive planning) CRM (=capitalize on your mktg history)
Step 4: frequently measure & optimize through dashboards <ul><li>Dashboards in order to track share of voice, positive coverage & potential opportunities </li></ul><ul><li>A way to keep an history of your reputation and to manage the next steps </li></ul><ul><li>Measure with « real life » data: customers’ survey for instance </li></ul>