Social media: looks like a nail?


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My keynote for today's session of Vlerick Leuven Gent Management School's Interactive Week.

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Social media: looks like a nail?

  1. 1. Social media: looks like a nail? Clo Willaerts Interactive Marketing Week, Vlerick 27 Jan 2011
  2. 3.
  3. 4. Book: “The Conversity Model” <ul><li>“ Making money with social media” </li></ul><ul><li>Out in Feb-March 2011 </li></ul><ul><li>Leave your business card at Lannoo booth to be the first to know </li></ul>
  4. 5. What do social media have that other digital media haven’t got? <ul><li>larger user volumes </li></ul><ul><li>higher user engagement </li></ul><ul><li>virality </li></ul><ul><li>really detailed analytics </li></ul>
  5. 6. Please Stop confusing social networks with social media
  6. 7. Definition: social networks <ul><li>connecting </li></ul><ul><li>contacts </li></ul><ul><li>profile page </li></ul><ul><li>relationship is mutual (≠ social media) </li></ul><ul><li>E.g.: Facebook, Netlog, Skyrock, LinkedIn and Hyves </li></ul>
  7. 8. Definition: social media <ul><li>media </li></ul><ul><li>pubishing </li></ul><ul><li>sharing </li></ul><ul><li>relationship is non reciprocal (≠ social networks) </li></ul><ul><li>E.g.: Facebook, Twitter, Flickr, YouTube and blogs </li></ul>
  8. 9. Not a bright shiny object
  9. 10. Not a free lunch
  10. 11. Cost of social media <ul><li>Outsourced: </li></ul><ul><ul><li>Creative budgets </li></ul></ul><ul><ul><li>Media budgets </li></ul></ul><ul><ul><li>New project budgets </li></ul></ul><ul><li>Insourced: </li></ul><ul><ul><li>Personnel cost </li></ul></ul><ul><ul><li>Training </li></ul></ul>
  11. 12. Budgets <ul><li>Most companies currently have (72%) or will have (80%) a social media strategy </li></ul><ul><li>Investment in social media rises from a variety of sources: </li></ul><ul><li>tied to a specific project/custom media program (35%) </li></ul><ul><li>as an increase to the marketing budget (33%) </li></ul><ul><li>funded by moving budget to mainstream media (21%) </li></ul><ul><li>Source: </li></ul>
  12. 13. People: employees <ul><li>“ To succeed with empowered customers, you must empower your employees to solve customer problems.” </li></ul>
  13. 14. Every employee is first line <ul><li>“ Companies are unable to scale to keep up with the social phenomenon. We know that customers are using these social technologies to share their voices, and companies are having a very difficult time to keep up. [...] Customers don’t care what department you’re in they just want their problem fixed .” </li></ul><ul><li>March 2010 Altimeter report </li></ul><ul><li>More here: </li></ul>
  14. 15. People: users <ul><li>From </li></ul><ul><li>For content that is covered by intellectual property rights, like photos and videos (&quot;IP content&quot;), you specifically give us the following permission, subject to your privacy and application settings: you grant us a non-exclusive, transferable, sub-licensable, royalty-free, worldwide license to use any IP content that you post on or in connection with Facebook (&quot;IP License&quot;). This IP License ends when you delete your IP content or your account unless your content has been shared with others, and they have not deleted it. </li></ul>
  15. 16. YOU are the lunch
  16. 17. Not a mailing list
  17. 19. Myth of the influencer
  18. 20. Not your target group
  19. 21. Belgian FB demographics
  20. 22. Twitter users by industry
  21. 23. Not a t-shirt brand
  22. 25. Page Contests <ul><li>photo contests, </li></ul><ul><li>video contests, </li></ul><ul><li>design contests, </li></ul><ul><li>logo contests, </li></ul><ul><li>essay-based contests </li></ul>
  23. 26. <ul><li>[...] These Promotions Guidelines [...] govern your communication about or administration of any sweepstakes , contest , competition or other similar offering (each, a &quot;promotion&quot;) on Facebook.[...] </li></ul><ul><li>[...] You will not administer a promotion through Facebook, except through an application on the Facebook Platform. Administration includes operation of any element of the promotion, such as collecting entries, conducting a drawing, judging entries, or notifying winners.[...] </li></ul><ul><li>[...] we may remove any materials relating to the promotion or disable your Page , application or account if we determine in our sole discretion that you violate any of our policies [...] </li></ul>
  24. 27. Sweepstake app <ul><li>Your visitors enter your sweepstakes for a chance to win a prize. </li></ul><ul><li>The app randomly picks winner(s). </li></ul><ul><li>Add an “elimination question” </li></ul>
  25. 28. <ul><li>[...]You will not communicate about or administer a promotion on Facebook if : [...] The promotion, if a sweepstakes, is open to individuals residing in Belgium , Norway, Sweden, or India; [...] </li></ul>
  26. 29. Birthday Coupons
  27. 30. c. [email_address] .be http://www. conversity .be