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Social Media (r)evolution : back to roots ?

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This presentation was given to the "Fédération Internationale Automobile" (FIA) in Paris early November 2010

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Social Media (r)evolution : back to roots ?

  1. 1. November 3, 2010 The Social Media (r)evolution: back to roots for motoring clubs ? FIA General Assembly – Member Benefit Forum Alexandre Vandermeersch
  2. 2. ALEXVDM.COM WorkingDraft-LastModified27/11/200917:46:31Printed28/04/200919:25:47 | 1 Agenda Value creation Social Media facts & laws Closing thoughts, Q&A Motoring Clubs
  3. 3. ALEXVDM.COM WorkingDraft-LastModified27/11/200917:46:31Printed28/04/200919:25:47 | 2 Social Media is more than Facebook…but mainly Facebook
  4. 4. ALEXVDM.COM WorkingDraft-LastModified27/11/200917:46:31Printed28/04/200919:25:47 | 3 Main categories – 101 on social media • Social networks • Mutual acceptance – mapping real life connections • Micro-blogging & curating • Followership – simply requires to ‘subscribe’ to someone or ‘submit’ ‘vote’ / ‘tweet’ for a topic/link • Crowd-sourced media • Upload/create & share - Media/content is uploaded/created by a small community then seen by a large group (+ as well voted, curated, funded,…)
  5. 5. ALEXVDM.COM WorkingDraft-LastModified27/11/200917:46:31Printed28/04/200919:25:47 | 4 Is Social Media a fad?
  6. 6. ALEXVDM.COM WorkingDraft-LastModified27/11/200917:46:31Printed28/04/200919:25:47 | 5 Internet is soon becoming Europe’s first media 0 2 4 6 8 10 12 14 16 18 20 20111009080706052004 Internet-slowing CAGR Internet-flat CAGR TV-falling TV-flat Internet consump- tion is estimated to average 14.2 hours per week against 11.5 hours for TV by 2010 SOURCE: Microsoft Europe Logs On Report 2009 Hours per week of usage in Europe
  7. 7. ALEXVDM.COM WorkingDraft-LastModified27/11/200917:46:31Printed28/04/200919:25:47 | 6 Social media – seniors still flock ‘en masse’ in the US +13% SOURCE: Pew Research Center Penetration of 50 yrs + in social media in the US 76% 86% April 2009 May 2010 Age 18-29 +27% Age 30-49 48% 61% April 2009 May 2010 +88% Age 50-64 25% 47% April 2009 May 2010 +100% Age 65+ 13% 26% April 2009 May 2010
  8. 8. ALEXVDM.COM WorkingDraft-LastModified27/11/200917:46:31Printed28/04/200919:25:47 | 7 They are addictive Source: 2008 McKinsey iConsumer survey 26% play console games EVERY WEEK … 33% watch Internet video clips 43% visit social networks (spending an hour a day) 38% send SMS messages 39% read magazines
  9. 9. ALEXVDM.COM WorkingDraft-LastModified27/11/200917:46:31Printed28/04/200919:25:47 | 8 4 laws of social media Law of gravity Law of networks Law of switch costs Zuckerberg’s law of information sharing
  10. 10. ALEXVDM.COM WorkingDraft-LastModified27/11/200917:46:31Printed28/04/200919:25:47 | 9 1 – Laws of networks - be the fastest and best at building the network • Network’s value increases with new nodes (not all nodes are created equal) • Two-sided networks are tougher to crack but unlock more value • Critical focus put on ‘getting new nodes’(ie member recruiting & on boarding)
  11. 11. ALEXVDM.COM WorkingDraft-LastModified27/11/200917:46:31Printed28/04/200919:25:47 | 10 2 – Law of gravity – 3 reasons why content publishers/advertisers go to social media • Built-in sharing vs opt-in sharing • Convenient Reach – less ‘click costs’ to join • Top of mind – users only remember few sites to check in regularly, rarely used bookmarks
  12. 12. ALEXVDM.COM WorkingDraft-LastModified27/11/200917:46:31Printed28/04/200919:25:47 | 11 3 – Law of switch costs – why it’s hard to leave • Building your personal network online took time & energy • If you switch, who will follow ? • Registering all data is a pain
  13. 13. ALEXVDM.COM WorkingDraft-LastModified27/11/200917:46:31Printed28/04/200919:25:47 | 12 4 – Zuckerberg’s law of information sharing: increasing online disclosure • « Every year, people share twice as much information as they did last year » • People progressively see ‘more value than costs & risks’: socializing, ease of sharing (e.g mobile), privacy concerns adressed,…
  14. 14. ALEXVDM.COM WorkingDraft-LastModified27/11/200917:46:31Printed28/04/200919:25:47 | 13 Agenda Social Media facts & laws Value creation Closing thoughts, Q&A Motoring Clubs
  15. 15. ALEXVDM.COM WorkingDraft-LastModified27/11/200917:46:31Printed28/04/200919:25:47 | 14 A Facebook fan is worth… SOURCE: Syncapse research, June 2010
  16. 16. ALEXVDM.COM WorkingDraft-LastModified27/11/200917:46:31Printed28/04/200919:25:47 | 15 Online engagement is creating value across the value chain… SOURCE: McKinsey Technology Initiative R&D/ Product development Procurement/Production Marketing/PR Sales Service Support functions – HR, IT, Training
  17. 17. ALEXVDM.COM WorkingDraft-LastModified27/11/200917:46:31Printed28/04/200919:25:47 | ….And a “Coppernician revolution” - My experience with Microsoft
  18. 18. ALEXVDM.COM WorkingDraft-LastModified27/11/200917:46:31Printed28/04/200919:25:47 | Social media complete each other and build links fostering trust & loyalty around a company/Brand
  19. 19. ALEXVDM.COM WorkingDraft-LastModified27/11/200917:46:31Printed28/04/200919:25:47 | Especially if you show case testimonials, right on your web site 18 Put it on your site Powered by: Conversion rate +25% Sales +10% Credibility SEO Word of Mouth amplification http://www.dialogfeed.com
  20. 20. ALEXVDM.COM WorkingDraft-LastModified27/11/200917:46:31Printed28/04/200919:25:47 | 19 Agenda Social Media facts & laws Motoring clubs Closing thoughts, Q&A Value creation
  21. 21. ALEXVDM.COM WorkingDraft-LastModified27/11/200917:46:31Printed28/04/200919:25:47 | 20 Some definitions Club A club is an association of two or more individuals united by a common interest or goal Source: Wikipedia A virtual community is a social network of individuals who interact through specific media, potentially crossing geographical and political boundaries in order to pursue mutual interests or goals. Virtual community
  22. 22. ALEXVDM.COM WorkingDraft-LastModified27/11/200917:46:31Printed28/04/200919:25:47 | 21 Back to roots ? The Nineties 2010+ (?) The thirties
  23. 23. ALEXVDM.COM WorkingDraft-LastModified27/11/200917:46:31Printed28/04/200919:25:47 | Recruiting – aren’t your members your best ambassadors ? Ambas- sadors Brand Other consumers Relationship building: • Free trials, sampling,.. • Feedback • Read responses • Intervene in community • Word of Mouth/ mouse (« This service is great and values its consumers – I will go the extra mile to promote them ») Re-enforcement of WoM activities Virtuous circle for the brand!
  24. 24. ALEXVDM.COM WorkingDraft-LastModified27/11/200917:46:31Printed28/04/200919:25:47 | Blue sky thinking – can your members solve big problems ? • Rather than trying to solve the problem, can you build & facilitate an ecosystem for a solution ? - Mobility self-support - Pollution avoidance ? - Group buying ? - Self-support ? - Connect passionate people?
  25. 25. ALEXVDM.COM WorkingDraft-LastModified27/11/200917:46:31Printed28/04/200919:25:47 | Some threats • Commoditization – aggregators • Disintermediation – self-regulated travel assistance? • Attack of adjacent players – traditional insurance companies going social
  26. 26. ALEXVDM.COM WorkingDraft-LastModified27/11/200917:46:31Printed28/04/200919:25:47 | 25 Agenda Social Media facts & laws Closing thoughts, Q&A Motoring clubs Value creation
  27. 27. ALEXVDM.COM WorkingDraft-LastModified27/11/200917:46:31Printed28/04/200919:25:47 | Consumer trends: you simply may have no choice Source agenet wildfire/DDB Tribal Canada
  28. 28. ALEXVDM.COM WorkingDraft-LastModified27/11/200917:46:31Printed28/04/200919:25:47 | 27 Our perspective – E^4 SOURCE: Brandialog white paper End-to-End External Engagement (E^4) is the ability to truly engage with external stakeholders continuously in time, for consumer insights, innovation, marketing, sales and customer service R&D Opera- tions Marketing Sales Service CEO = Chief Engagement Officer
  29. 29. ALEXVDM.COM WorkingDraft-LastModified27/11/200917:46:31Printed28/04/200919:25:47 | 28 What should you do when you are back ? Our 5 simple steps • What business objectives are you after, with whom (by type of relationship) ? 0 • Who are those people and what to they do & say ? 1 • How do I engage them & build social currency/value, sales, reduce costs, raise satisfaction ? • How do I scale & leverage ? 2 3
  30. 30. ALEXVDM.COM WorkingDraft-LastModified27/11/200917:46:31Printed28/04/200919:25:47 | Where we play Get your own 300-500 private community, online, available for co- creation, 360° feedback, and ambassadorship building Get a dedicated dialogue section/web site, with the social media testimonials back on your web site, open a dialogue section, humanizing your brand, raising credibility
  31. 31. ALEXVDM.COM WorkingDraft-LastModified27/11/200917:46:31Printed28/04/200919:25:47 | 30 Questions ? • Alexandre Vandermeersch • Alexandre @dialogsolutions.com • Twitter: @alexvdm • Blog: http://alexvdm.com www.dialogsolutions.com www.brandialog.com www.dialogfeed.com

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