Médias Sociaux en Belgique et ailleurs

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Médias Sociaux en Belgique et ailleurs

  1. 1. Les médias sociaux le nouvel atout des entreprises?
  2. 2. Plan • A. Introduction • I. Que sont les médias sociaux ? I.a Caractéristiques ★ I.b Impact en Belgique ★ • II. Pourquoi & Comment les utiliser II.a Pourquoi ? ★ II.b Comment, quelle stratégie ? ★ • III. Cases • I V. C o n c l u s i o n
  3. 3. A. Introduction
  4. 4. Social Media ? Umbrella term which includes all the “tools” and “channels” of recommendation, participation, conversation, diffusion, socialization, aggregation, creation influenced by the new way to use Internet !
  5. 5. Communication professionals & Social Media • 68 % don’t know what Social Media is... • 64 % think that the potential of Social Media is “middle” to “low” • 57 % think that Social Media is mainly adapted to extern communication • 10 % say that Social Media is useful in crisis communication - Social Network - 37 % active users - Blogs - 27 % active users - Videocasts - 20 % active users - Podcasts - 14 % active users Sources : Leads United (June 2008) 70 peoples from Communication professionals
  6. 6. I. Que sont les médias sociaux ? I.a Caractéristiques
  7. 7. Social Media is a mainstream media found on by Oecher
  8. 8. • 70% of US adults visit social sites • 200 millions de Social Networks users • 100,000 Social Networks on NING • Facebook adds 100,000 users a day • More than 185,000 millions blogs worldwide • YouTube: 100,000,000 video views /day • 28% US online population use Twitter • 52% use RSS feeds on a regular basis • 52% have shared bookmarks through services like del.icio.us • 81% read most popular links Source : Razorfish Report Feed 08
  9. 9. • In September 2008 : • Facebook : 1,2 M unique visitors, 230 M page views • Netlog : 1 M unique visitors, 230 M page views • LinkedIn : 150,000 unique visitors, 3,5 M page views • Skynet : 1 M unique visitors, 170 M page views • Enchanté blogs : 500, 000 unique visitors, 7 M page views Sources : - Edelman Omnibus Blog Study & IAB - Microsoft numbers 2008 - Twitter Facts (2007) - Facebook adserver 2009 - David Hachez, The after , Sept 2008 - Insites
  10. 10. Social Mediais a a Social Media is mainstream media participatory media found on by Printemps ete
  11. 11. Social Media activities Posting Creating Participating Sending Blogging Submitting Source : Grunwald Associates LLC
  12. 12. Social Networking activities •14% read blogs • 9% create content on their blogs • 31% contribute to consumer reviews • 8% have created their videos Sources : - Edelman Omnibus Blog Study & IAB - Microsoft numbers 2008 - Twitter Facts (2007)
  13. 13. Social Media is an emotional media found on by rogerwp
  14. 14. Source: Never Ending Friendly report
  15. 15. Social Media is an addictive media found on by Esther17
  16. 16. Social Media is ‘no longer’ a kid’s media found on by assbach
  17. 17. 800.000 600.000 400.000 200.000 10-19 20-29 30-39 0 40-49 50-59 60+ Tranches d’ages, membres Facebook en Belgique Picture credit : zazzle.com 37% ont plus de 30 ans, ★ 40% ont entre 20 et 30 ans ! ★ Source : Facebook Adserver
  18. 18. • On LinkedIn : • Middle age is 35y • 55% have more than 10 years experiences in Internet • The majority works in those business : IT, Marketing & Business management. Sources : Fill The Gap (August 2008) 2000 peoples from Linkedin
  19. 19. I. Que sont les médias sociaux ? I.b Impact en Belgique
  20. 20. +2M on + 2M blogs Netlog +1,5M on 750k on LinkedIn Facebook 2,2M Social 29% participate on media users forums Sources : More than 2,000 - Edelman Omnibus Blog Study & IAB Twitter accounts - Microsoft numbers 2008 - Twitter Facts (2007) found on by earcos
  21. 21. In Belgium social networking is the 4th activity behind search, email and Instant Messaging ! Source : Insites found on by pascal.charest
  22. 22. II. Pourquoi & Comment les utiliser ? II.a Pourquoi ?
  23. 23. People are talking ! Source : y ★ 3 M tweets per da Techcrunch s their ★ 13 M users update . 1 time Facebook statut min .zdnet.fr le per day.Source : http://www 19/12/2008 found on by THEfunkyman
  24. 24. People are talking about brands tworkers said ★ 40% of all social ne orking sites they use social netw brands or to learn more about urce TNS Survey products they like. So sation ★ 15% of every conver service ! includes a product or university Source Northeastern found on by Will Lion
  25. 25. People are creating content sults ★ 26% of top search re t brands for worlds 20 larges ted. are consumer genera Research Source : Jupiter of the ★ In 2 years time, 70% User online content will be Generated Content or Source: Data Monit found on by MK Media Productions
  26. 26. Your markets are fragmented found on by JasonUnbound
  27. 27. Consumer touch points Blogs sites Musics sites reads up on new releases, read his friendʼs posting download songs Movies sites buy tickets online (...) Google.com Sports sites checks scores and searches for what is cool team updates
  28. 28. Who are the Social Media users ? Creators Bloggers, U.G.C, redactors, ... write comments, ... Critics Collectors RSS feed users, pages noting, ... Participants Publish on Social Network. Spectators Read blogs, watch videos on Youtube, ... Others They aren't on Social Media Source Forrester
  29. 29. Your markets are exponential found on by evilnick
  30. 30. Influence ripples Source : Logic+emotion
  31. 31. Your markets are influential donʼt believe ★ 76% of consumers rchase by a ★ In 2011, 30% of pu the truth in that companies tell rectly consumers will be di e Yankelowich advertissement. Sourc ns he found influenced by opinio ends and ★ Conversation with fri in 2008. online, compare to 9% ce of truth peers is the 4th sour m Source : Gartner.co ines, in after News in magaz . newspaper and on TV st barometer 2008 Source Edelman tru found on by Harsh1.0
  32. 32. II. Pourquoi & Comment les utiliser ? II.b Comment ?
  33. 33. Be sure you agree with the Social State of Mind found on by Ignacio Guerra
  34. 34. Listen found on by Orange_Beard
  35. 35. Communicate about experience, not brand found on by Incase Designs
  36. 36. Define your strategy found on by mysza831
  37. 37. Define your strategy • Determine your business objectives (choose your difference key - give humanity inside) • Know your audience • Choose your tactics/tool/network social • Listen and use tool for Monitoring : Radian6 ou Attentio • Insert SM inside your Global Media planning • Think like editor
  38. 38. III. Cases
  39. 39. Ine@ Chamonix by Rolling Talks
  40. 40. Objectives ★ Establish a first dialogue with Belgian bloggers ★ Communicate Club Med USPʼs & values amongst surfers thanks to real & neutral bloggingexperiences ★ Position Club Med as an innovative & modern brand ★ PreinforceClub Medʼs online visibility
  41. 41. Concept ★ A blogger sended to Club Med Chamonix in order to give a live impartiel feedback on her stay ★ She tested everything possible (Ski, Spa, Restaurant, …) during 3 days ★ Means: Blog + Interactive banner (Twitter + Flickr)
  42. 42. Results ★ 59 102 Impressions ★ 277 clicks ★ 0.47% CTR ★ 17 629 contacts ★ 3.4 impressions / contact ★ 1.57 clicks / contact
  43. 43. Ligue des impatiens by Cherry and Cake
  44. 44. Objectives ★ Profiter de lʼoccasion du salon de lʼauto pour communiquer sur Nearly New Car. ★ Convaincre les consomateurs dʼacheter une voiture dʼoccasion plutôt quʼune neuve (livraison plus rapide). ★ Conquérir une cible plus jeune.
  45. 45. Concept ★ Une ligue des impatients milite contre tout ce qui nous fait attendre via un site, une page facebook et des actions guerilla reléguées sur youtube. ★ Les bloggers belges sont également activés pour relayer lʼinformation. ★ Dans un premier temps, la marque nʼest pas citée pour suciter lʼinterrogation. ★ Dans un second temps des banners sont diffusées sur une multitudes de sites
  46. 46. Résultats ★ 75 443 visites ★ 10 289 vues pour la vidéo de reveal FR, 7 578 pour la NL ★ 28 138 vues total toutes vidéos confondues
  47. 47. Conclusion
  48. 48. Conclusion - Les médias sociaux, sont de nouveaux outils de relations publiques, entre vous et vos consommateurs ! - à condition : d’etre patient, de s’investir, d’écouter, de réagir, de faire preuve d’adaptabilité et de réactivité
  49. 49. Thank you for your attention Cherry and Cake Entertaining Advertising Special “Social Media friday drink”, this friday around 17h at www.blog.cherryandcake.eu Follow us on twitter : twitter.com/cherryandcake

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