Social Mediafrom a Marketing and Communication Perspective    New Hype or Last Grail ?
As an Introduction              - My Family Network -Louis Rey                        Paul FremaultPrésident Emérite      ...
Agenda• Communication New Realities  Hype vs New Grail• Social Media New Rules• Social Media Integration• In Conclusion – ...
Weve gone from beingexposed to about 500brand messages a dayback in the 1970s to asmany as 5,000 a daytoday.Jay Walker-Smi...
See: 5,000Engage: 76Recall: 12Act on: 5             Yankelovich Consumer Research
See: 5,000   youEngage: 76   have toRecall: 12             be theAct on: 5    0.1%              Yankelovich Consumer Resea...
Social MediaMaturity vs Visibility     Source: Gartner Curve
Social Media in Belgium : #1     Source: Comscore Belgium 2011-2012
Mobile is going on !
The New Grail: Integration !                                     « You are exposed to this brand through the following »  ...
Everything is Media !
Earned: StevePR 2.0 & Brand Ambassador
SoMe is Paid.Owned.Earned           P               O                       E Facebook Ads   Facebook Fanpages   Users int...
SoMe is Paid.Owned.Earned            P                    O                         E YouTube Pre-roll   YouTube Brand Cha...
Influence of Paid Media                     2012,              IN BELGIUM,  PAID MEDIA REMAIN THE MOST EFFICIENT WITH 58% ...
Trust in Advertsing                  Source: Nielsen 201292 % 70%TTrust Completely / Sowhat                Trust Completel...
Decision Process  New Rules
1st Media = Shops                    O
Stunt Owned Media                    O
A full digital owned plateforms                                  O
Fans doing more than likes                             E
#
E    50 Fan pages
#
E    30 Fan Pages
CONTROL vs. REACH   REACH      E             P                      O                 CONTROL
Challenges
Earned is powerfull …but must be managed
The power of fans is thatthey influence their friends               4.979.524               Friends of                  Fa...
Privacy: Friction Less Sharing  Technology is Limitless …                                 Presentation title⎢33
Privacy ?Empathy !             Presentation title⎢34
Employees Involvment Ex: Customer Care
Employees Involvment             Ex: Kitchen Aid Case  “Obamas gma even knew it  was going 2 b bad! ‘She died 3  days b4 h...
As a conclusion      Strenghts & Weaknesses GROWING MEDIA           TRANSPARENT MEDIA INTERACTIVE MEDIA       EVOLVING...
Let’s keep in touch !Huguesreywww.rey.beHugues.rey@be.havasmedia.com
Ibj ije hugues rey version def 15112012
Ibj ije hugues rey version def 15112012
Ibj ije hugues rey version def 15112012
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Ibj ije hugues rey version def 15112012

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Op donderdag 15 november 2012 organiseert het IBJ zijn 23ste Dag van de bedrijfsjurist. Het thema van dit jaar is "Social Media: recht of anarchie?".
Le jeudi 15 novembre 2015, l'IJE organise sa 23ième Journée du juriste d'entreprise. Le thème de cette année est "Social Media: droit ou anarchie?".

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  • Keynote – le aernedultime: PR et Buzz
  • Ibj ije hugues rey version def 15112012

    1. 1. Social Mediafrom a Marketing and Communication Perspective New Hype or Last Grail ?
    2. 2. As an Introduction - My Family Network -Louis Rey Paul FremaultPrésident Emérite Avocat Généralà la Cour d’Appel de Bruxelles près la Cour militaire
    3. 3. Agenda• Communication New Realities Hype vs New Grail• Social Media New Rules• Social Media Integration• In Conclusion – Pitfalls & Opportunities
    4. 4. Weve gone from beingexposed to about 500brand messages a dayback in the 1970s to asmany as 5,000 a daytoday.Jay Walker-SmithYankelovich Consumer Research
    5. 5. See: 5,000Engage: 76Recall: 12Act on: 5 Yankelovich Consumer Research
    6. 6. See: 5,000 youEngage: 76 have toRecall: 12 be theAct on: 5 0.1% Yankelovich Consumer Research
    7. 7. Social MediaMaturity vs Visibility Source: Gartner Curve
    8. 8. Social Media in Belgium : #1 Source: Comscore Belgium 2011-2012
    9. 9. Mobile is going on !
    10. 10. The New Grail: Integration ! « You are exposed to this brand through the following » P O E ADVERTISING IN MEDIA WEB SITES, OPINION OF FRIENDS & FAMILY, (TV, INTERNET, RADIO, OUTDOOR, PR POINT OF SALES. WORD-OF-MOUTH, OPINION OF ESS) MAILINGS, E- SURFERS (BLOGS, FORUMS), SOCIAL MAILINGS, PROMOTIONAL NETWORKS AND PRESS COVERAGE GIFTS, TRADE EXHIBITIONS, SPONSORED EVENTS www.grp.be
    11. 11. Everything is Media !
    12. 12. Earned: StevePR 2.0 & Brand Ambassador
    13. 13. SoMe is Paid.Owned.Earned P O E Facebook Ads Facebook Fanpages Users interactions (Like, Comment, Share) Presentation title⎢14
    14. 14. SoMe is Paid.Owned.Earned P O E YouTube Pre-roll YouTube Brand Channel Users interactions (Like, Dislike, Share, Comment) Presentation title⎢15
    15. 15. Influence of Paid Media 2012, IN BELGIUM, PAID MEDIA REMAIN THE MOST EFFICIENT WITH 58% OF TOTAL IMPACT BEFORE THE EARNED MEDIA AT 25 %OWNED MEDIA ARE SCORING AT 17 %. P O E 58% 17% 25%
    16. 16. Trust in Advertsing Source: Nielsen 201292 % 70%TTrust Completely / Sowhat Trust Completely / SowhatRecommendations Consumers opinionfrom people I know posted Online
    17. 17. Decision Process New Rules
    18. 18. 1st Media = Shops O
    19. 19. Stunt Owned Media O
    20. 20. A full digital owned plateforms O
    21. 21. Fans doing more than likes E
    22. 22. #
    23. 23. E 50 Fan pages
    24. 24. #
    25. 25. E 30 Fan Pages
    26. 26. CONTROL vs. REACH REACH E P O CONTROL
    27. 27. Challenges
    28. 28. Earned is powerfull …but must be managed
    29. 29. The power of fans is thatthey influence their friends 4.979.524 Friends of Fans 34.121 Fans
    30. 30. Privacy: Friction Less Sharing Technology is Limitless … Presentation title⎢33
    31. 31. Privacy ?Empathy ! Presentation title⎢34
    32. 32. Employees Involvment Ex: Customer Care
    33. 33. Employees Involvment Ex: Kitchen Aid Case “Obamas gma even knew it was going 2 b bad! ‘She died 3 days b4 he became president’. #nbcpolitics,” @KitchenAidUSA posted to 24,000 followers before quickly deleting the tweet.An insensitive tweet poking fun at President Barack Obama’s late grandmother — posted onKitchenAid’s official U.S. account — caught the eye of many Twitter users Wednesday nightduring the presidential debate.
    34. 34. As a conclusion Strenghts & Weaknesses GROWING MEDIA  TRANSPARENT MEDIA INTERACTIVE MEDIA  EVOLVING MEDIA TARGETED MEDIA  EXPONENTIAL MEDIA VIRAL MEDIA  PERMANENT MEDIA COST-EFFICIENT MEDIA MEASURABLE MEDIA 37
    35. 35. Let’s keep in touch !Huguesreywww.rey.beHugues.rey@be.havasmedia.com

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