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International University of Multimediaconnecting people to brands on social mediaErwan Le NagardSocial Media ExpertApril ‘12
August 23th 1966       NASAs Lunar Orbiter 1 took the        first photograph of Earth as seen        from the vicinity o...
The new era of electronic communication points up the sense of touch3
The Web does not just connect    machines, it connects people.    - Tim Berners-Lee    The web is more a social creation  ...
The web as platform.- Tim O’ReillyThe network is opening up some amazingpossibilities for us to reinvent content,reinvent ...
… but “Web 2.0” is a piece of jargon ; Internet has always been closely    associated to communities                      ...
In 2012, social media represents the first medium of expression for    websurfers    80% of french internauts are connecte...
… but hierarchical control and centralization are, in the givenproduction and diffusion context, still a reality8
Some members are more active, than the majority of the community.9
Brands try to be part of the « global conversation »      ¼ of customers interact with brands online                      ...
But audiences are definitely not passives11
…dispossessing innovators & advertisers of the diffusion process control12
… or simply getting a rise out of their “universes”, “visions” and “promises”13
But, don’t be fool. The main reason why users interact with brands is     to take material advantages : promotions, buying...
However, brands try to generate peer recommendations for their     product since customers use social media like a prescri...
However this huge amount of user generated content is anopportunity for brands to improve their CRM databases
Among a very dense ecosystem of web services, the best players asFacebook, Twitter or Google open their source codes by pr...
… and retailers start to use social networks to sell products & services,     extracting data to identify trends and monit...
As a consequence, Social media integration brings new opportunities to        reach customers in global marketing strategi...
SUPPOR                                                   CONTENT    SEARCH      BUY                                       ...
SUPPOR                                                  CONTENT        SEARCH           BUY                               ...
SUPPOR                                                             CONTENT   SEARCH   BUY                                 ...
SUPPOR                                                CONTENT   SEARCH     BUY                                            ...
SUPPOR                                               CONTENT   SEARCH     BUY                                             ...
SUPPOR                                                CONTENT   SEARCH   BUY                                              ...
SUPPOR                                                CONTENT   SEARCH        BUY                                         ...
SUPPOR                                                    CONTENT   SEARCH     BUY                                        ...
SUPPOR                                                                 CONTENT   SEARCH   BUY                             ...
SUPPOR                                               CONTENT   SEARCH   BUY                                               ...
SUPPOR                                                     CONTENT     SEARCH    BUY                                      ...
SUPPOR                                                                 CONTENT   SEARCH    BUY                            ...
SUPPOR                                               CONTENT   SEARCH     BUY                                             ...
SUPPOR                                              CONTENT    SEARCH      BUY                                            ...
SUPPOR                                                CONTENT   SEARCH     BUY                                            ...
But, social media marketing is limited     Social media remains minor source of traffic   Your relationship are richer tha...
…it’s not only offers or communicationcampaigns on social networks !  36
thank you
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Conférence - Université Internationale du Multimédia - connecting people to brands on social media (API, Facebook, Twitter)

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Présentation effectuée dans le cadre de l'UIM (Université Internationale du Multimédia). Quelle relation existe entre la dimension sociale et technique du lien dans les imaginaires d’Internet. En effet, la notion de lien est probablement la clé de voûte de toute réflexion lorsque l’on est professionnel du web. Du point de vue technique, le lien est l’élément unitaire de la performance et de la visibilité (SEO) et du point de vue social, le lien est la base relationnelle du marketing communautaire (SMO). La mise à disposition d’APIs par les principaux médias sociaux permet ainsi aux marques d’accéder aux informations partagées par les internautes pour en tirer partie et créer de la valeur, avec pour imaginaire sous-tendu la contraction de la distance sociale et l’interconnexion des systèmes comme si « des cerveaux se connectaient à d’autres cerveaux ».

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Conférence - Université Internationale du Multimédia - connecting people to brands on social media (API, Facebook, Twitter)

  1. 1. International University of Multimediaconnecting people to brands on social mediaErwan Le NagardSocial Media ExpertApril ‘12
  2. 2. August 23th 1966  NASAs Lunar Orbiter 1 took the first photograph of Earth as seen from the vicinity of the Moon, in 1966.  For the first time, mankind observes itself. Humanity become aware of others existence in a perfect “mise-en-abime” from outerspace.2
  3. 3. The new era of electronic communication points up the sense of touch3
  4. 4. The Web does not just connect machines, it connects people. - Tim Berners-Lee The web is more a social creation than a technical one. I designed it for a social effect — to help people work together — and not as a technical toy. The ultimate goal of the Web is to support and improve our weblike existence in the world. We clump into families, associations, and companies. We develop trust across the miles and distrust around the corner. - in Weaving The Web: The Original Design and Ultimate Destiny of the World Wide Web"4
  5. 5. The web as platform.- Tim O’ReillyThe network is opening up some amazingpossibilities for us to reinvent content,reinvent collaboration.Web 2.0 is a loosely defined intersection ofweb application features that facilitateparticipatory information sharing,interoperability, user-centered design, andcollaboration on the World Wide Web. 5
  6. 6. … but “Web 2.0” is a piece of jargon ; Internet has always been closely associated to communities “Community memory is a convivial project incentive to participation. It’s an open information system, allowing direct communication between users without a centralized publishing system, without control on data exchanged. This system is a precise alternative to the main electronic media uses that spread messages centrally designed for a passive audience.” - Lee Felsenstein – 19736
  7. 7. In 2012, social media represents the first medium of expression for websurfers 80% of french internauts are connected on social media, 4h per month.7
  8. 8. … but hierarchical control and centralization are, in the givenproduction and diffusion context, still a reality8
  9. 9. Some members are more active, than the majority of the community.9
  10. 10. Brands try to be part of the « global conversation » ¼ of customers interact with brands online Des médias sociaux au Social CRM, IBM Institute for Business Value, 201110
  11. 11. But audiences are definitely not passives11
  12. 12. …dispossessing innovators & advertisers of the diffusion process control12
  13. 13. … or simply getting a rise out of their “universes”, “visions” and “promises”13
  14. 14. But, don’t be fool. The main reason why users interact with brands is to take material advantages : promotions, buyings, … Des médias sociaux au Social CRM, IBM Institute for Business Value, 201114
  15. 15. However, brands try to generate peer recommendations for their product since customers use social media like a prescription channel15
  16. 16. However this huge amount of user generated content is anopportunity for brands to improve their CRM databases
  17. 17. Among a very dense ecosystem of web services, the best players asFacebook, Twitter or Google open their source codes by providing APIs Facebook > 1 million developers and entrepreneurs from more than 180 countries developed, > 550K active applications > 70% of Facebook users engage with Platform applications every month >250,000 websites have integrated with Facebook Platform Twitter > 900k apps developed by ~600k developers >13 billions API requests per day Google ~4 billions API requests per day ! ~150K sites use Google Maps technology Sources : http://newsroom.fb.com/ - May 201017 http://blog.twitter.com - 2011 http://media-tech.blogspot.fr/2009/05/lhydre-google-150000-sites-google-maps.html 2009
  18. 18. … and retailers start to use social networks to sell products & services, extracting data to identify trends and monitor competition18 Source : Will Facebook Ever Drive eCommerce?, Forrester, April ‘11
  19. 19. As a consequence, Social media integration brings new opportunities to reach customers in global marketing strategies 1 media consumption selection / evaluation 2 Be present on networks to  Give advices and provide disseminate content and make information about products & recommendations services Show your own creations and  Organize information and develop your influence curate a large amount of data 3 buying experience support & assistance 4 Make economies by accessing to  Find quick support from the sweepstakes, coupons… community of customers Initiate transactions  Learn to develop your own usage of new products 19
  20. 20. SUPPOR CONTENT SEARCH BUY T Users generating content enrich brand portfolio http://orange-sport.orange.fr/buzz/20
  21. 21. SUPPOR CONTENT SEARCH BUY T Social features let people sharing and conversing during ceremonial communions Top 2011 #hashtags: http://yearinreview.twitter.com/en/hottopics.html21
  22. 22. SUPPOR CONTENT SEARCH BUY TSocial networks contraints force brands to imagine new enunciation models  Scrabble launched a contest in Belgium to promote their new game. They used the Twitter API to generate random characters series.  Players needed to compose and publish the best tweet (high value)  Everyday the best tweet won a Scrabble game set22 http://www.youtube.com/watch?v=O5a1djT-m1w
  23. 23. SUPPOR CONTENT SEARCH BUY T … crowdsourcing creativity through exquisite corpses projects http://www.thejohnnycashproject.com23
  24. 24. SUPPOR CONTENT SEARCH BUY T… involving participants to embody the games and stories http://www.takethislollipop.com24
  25. 25. SUPPOR CONTENT SEARCH BUY TSocial networks offer new opportunities for search taking advantage ofusers interactions25
  26. 26. SUPPOR CONTENT SEARCH BUY TTurning data agregation and access from a model of authority into amodel based on affinity26 http://www.facenews.fr/
  27. 27. SUPPOR CONTENT SEARCH BUY T It implies for user to « curate » brand content , to limit the enthropy when they make some « noise » http://www.pearltrees.com27
  28. 28. SUPPOR CONTENT SEARCH BUY TRecommandation systems are enriched by information published onsocial networks Orange Me Scanner application scans your profile and determines which mobile offer you need. Then you’re redirected to the eshop to suscribe for a price plan.28
  29. 29. SUPPOR CONTENT SEARCH BUY T… and they tend to be generalized to make you closer from your contacts Take the best decisions Find travel ideasWhatcountries myfriends visited? 29
  30. 30. SUPPOR CONTENT SEARCH BUY T … trying to recreate a social and interpersonnal experience in the purchase funnel http://www.wetseal.com30
  31. 31. SUPPOR CONTENT SEARCH BUY T Challenging prospects to be more active on networks in order to increase their influence and gain in terms of customer experience 1 Audi launched a creative landing page revealing content based on their fans’ Klout score. 2 The Klout score measures the influences of fans on their networks. Influential fans= Influential Brand because they promote posts widely. 3 Audi USA know the clout of their fans. They can develop their CRM by personalizing interactions depending on their fans’Klout.31
  32. 32. SUPPOR CONTENT SEARCH BUY T Moreover, customers expect from brands to be present on social media channels for support & assistance…32 http://twitter.com/twelpforce
  33. 33. SUPPOR CONTENT SEARCH BUY T … and APIs resolve automatically some of the most common issues33 http://twitter.com/suivi_avec_lisa
  34. 34. SUPPOR CONTENT SEARCH BUY T Customers want also to be connected with others clients to build differentiated service business34 http://giffgaff.com/
  35. 35. But, social media marketing is limited Social media remains minor source of traffic Your relationship are richer than the content for business models based on audience and interaction you share publicly on social generation compared to SEO and tradtionnal networks levers35
  36. 36. …it’s not only offers or communicationcampaigns on social networks ! 36
  37. 37. thank you

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