1.
Conversations & contentlet’s get organised YEARLY MARKETING SURVEY 2011 1

2.
Why conversationsBecause advertising doesn’t work anymore These eyeballs are not for sale YEARLY MARKETING SURVEY 2011 2

3.
The answer is in social media“follow the user” principle brings our messages to new media channels campaign campaign campaign (outdoor) (TV) (Facebook) YEARLY MARKETING SURVEY 2011 3

4.
Because it’s not about campaignsCampaigns are nice to manage, but not quite a commitment to your customers YEARLY MARKETING SURVEY 2011 4

5.
A campaign is like a session with a shrink.not a real conversation YEARLY MARKETING SURVEY 2011 5

6.
Sometimes, social media feels like this. YEARLY MARKETING SURVEY 2011 6

7.
But when you’re prepared to loose controlit becomes like this. YEARLY MARKETING SURVEY 2011 7

8.
Give it time to grow** now is the time tolearn and observe.As yourself, not as acompany.

9.
Don’t start if you have things to hideSocial media works like an X-ray machine YEARLY MARKETING SURVEY 2011 9

10.
Because the truth is out there…And people want to know what you’re up to. YEARLY MARKETING SURVEY 2011 10

11.
Why do you want to dive into social media?YEARLY MARKETING SURVEY 2011 11

12.
We want to be social to do…It’s not a tool. It’s a way to achieve business transformation. Promotion (campaign) Support (helpdesk) Recruiting (jobtweets) YEARLY MARKETING SURVEY 2011 12

13.
There is only 1 good reason to do social media make customers part of the organization And then support them, let them promote your service or find new employeesBuzzwords to lookup: reverse CRM, customer centricity, prosumer, social crm,conversation manager, employee brandbuilding, VRM, crowdsourcing YEARLY MARKETING SURVEY 2011 13

14.
Co-creation: people want to be part of somethingYour brand is the label, now you need to provide activities to engage in. YEARLY MARKETING SURVEY 2011 14

15.
Facilitate instead of control. YEARLY MARKETING SURVEY 2011 15

16.
Example: LegoCustomers become designers, blurring the line between employees and customers YEARLY MARKETING SURVEY 2011 16

17.
Example: ZapposOnline retailer showing it is not about the media, but about the attitude. YEARLY MARKETING SURVEY 2011 17

18.
Example: KLM spreading happinessBut will the random acts of kindness continue as a company value? YEARLY MARKETING SURVEY 2011 18

19.
Example: Cisco on FacebookB2B social media also needs to focus on the individual, not on the company YEARLY MARKETING SURVEY 2011 19

20.
How to measure The ROI of social media is not limited to marketing ROI = promotional + organizational - cost value value(Traffic + Customer care $Network size + Product research $Interactions) Learning effect $x Conversion = $ Loyalty $ YEARLY MARKETING SURVEY 2011 20

21.
How to get organizedtowards a social architecturestep 1 step 2 step 3virtual team marketing budgets areacross amplifies allocated todepartments customer sponsor active(talk to HR) experiences movementsEmployee Customer FacilitateStorytelling Storytelling Conversations YEARLY MARKETING SURVEY 2011 21