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Social Media Bingo<br />Emakina.NL – Paul de Gooijer<br />eDay 2009<br />

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What we think will happen in 2 years, often materializes in 10 years What we think might happen in 10 years often materializes in 2 years<br />

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Remember Second Life?<br />

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Where are Virtual Worlds now?<br />Visibility<br />2014<br />Time<br />Technology <br />Trigger<br />Peak of <br />Inflated <br />Expectations<br />Trough of<br />Disillusionment<br />Slope of <br />Enlightenment<br />Plateau of<br />Productivity<br />

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And Augmented Reality ?<br />

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Where is Augmented Reality now?<br />2010<br />Visibility<br />2015<br />2011<br />Time<br />Technology <br />Trigger<br />Peak of <br />Inflated <br />Expectations<br />Trough of<br />Disillusionment<br />Slope of <br />Enlightenment<br />Plateau of<br />Productivity<br />

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And although we really really wish for it to materialize now, we know it will be still a few years ahead<br />

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If you came here for a glamourous show, you’re better off in the next room<br />

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If you came here for an optimistic and realistic advice that generates business NOWplease STAY<br />

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So where is Social Media now?<br />Visibility<br />2015<br />2011<br />Time<br />Technology <br />Trigger<br />Peak of <br />Inflated <br />Expectations<br />Trough of<br />Disillusionment<br />Slope of <br />Enlightenment<br />Plateau of<br />Productivity<br />

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Are we facing the pitfall of disillusionement?<br />Visibility<br />?<br />Time<br />Technology <br />Trigger<br />Peak of <br />Inflated <br />Expectations<br />Trough of<br />Disillusionment<br />Slope of <br />Enlightenment<br />Plateau of<br />Productivity<br />

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No<br />

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Visibility<br />2011<br />2010<br />Time<br />Technology <br />Trigger<br />Peak of <br />Inflated <br />Expectations<br />Trough of<br />Disillusionment<br />Slope of <br />Enlightenment<br />Plateau of<br />Productivity<br />Our Commitment!<br />

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TodaySocial Networking has been the global consumer phenomenon of 2008. Two-thirds of the world’s Internet population visit a social network or blogging site and the sector now accounts for almost10% of all internet time<br />Source: Nielson Online <br />

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Cool!But what to do about it now?<br />

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Don’t fall forThe Curse of theSocial MediaPowerpoint Generator<br />

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Because there is a nasty machine out there…<br />

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A machine that produces….<br />

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And these PowerPoints contain fancy icons like<br />Powerpoints that contain images like these…<br />

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And what do they say?<br />YOU SHOULDUSE TWITTER<br />(you don’t know whybut they told you should)<br />

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And what do they say?<br />You should onlyrespond to the<br />Peer Review!<br />

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And what do they say?<br />You must daily<br />update your <br />public Wiki<br />

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And what do they say?<br />*&%*& the <br />website, go for <br />Photosharing!<br />

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And what do they say?<br />You must check<br />this Mashup<br />every hour<br />

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And what do they say?<br />You must <br />participate in <br />UGC<br />

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And what do they say?<br />You have to <br />be in this<br />Community!<br />

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And what do they say?<br />Oooohhh…<br />You MUST <br />Tweet!<br />

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And what do they say?<br />On MySpace<br />you are my<br />best Friend…<br />

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Bingo!!!<br />

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What is our professional criticism?<br />

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Social media isn’t going to help you sell shitty products<br />

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Social media isn’t going to stop people from saying bad things about you<br />

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Social media isn’t going to help you save customer service costs<br />

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Social media isn’t going to work for you if you aren’t a people person<br />

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Social media isn’t necessarily going to increase customer retention<br />

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If the only tool you know is a hammer, every problem looks like a nail<br />

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What is the use?<br />

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A creative definition<br />A creative definition<br />

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YourCompetitors<br />You<br />Your industry<br />YourCompetitors<br />Here Is The Issue<br />Your customersand prospects<br />

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YourCompetitors<br />You<br />Your industry<br />YourCompetitors<br />How do your customers and their peers find you?<br />Your customersand prospects<br />

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YourCompetitors<br />You<br />Your industry<br />YourCompetitors<br />... In an ever expanding universe? <br />Your customersand prospects<br />

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YourCompetitors<br />You<br />Your industry<br />YourCompetitors<br />The answer: cast a Wider Net<br />Your customersand prospects<br />

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YourCompetitors<br />You<br />Your industry<br />YourCompetitors<br />... To Lead Traffic To Your Site and Sales Points<br />1<br />2<br />3<br />Your customersand prospects<br />

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1<br />2<br />3<br />Classical<br />sites<br />Engage with a larger audience,<br />Broaden the contact points the potential audience has with your brand,<br />Create an incentive for your audience<br />Seeding campaign, blogs, thematic sites<br />Social media sites around You<br />YourCompetitors<br />You<br />Your industry<br />YourCompetitors<br />

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The equivalent of laying out a path to your door…<br />The equivalent of laying a path to your door<br />

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If it is about contact, what kind of contact is it?<br />

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Is it Karate?<br />

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Or Judo?<br />

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It’s a Tango!<br />

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What’s thebusiness casebehind social media marketing?<br />

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First answer:Efficiency<br />

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Banner blindness<br />Banner Blindness<br />

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Be where people are<br />Be where people are: in the content area!<br />

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Second answer:Credibility<br />

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Research Confirmation<br />

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Third answer:Media Cost<br />

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The Customer Lifetime Cycle<br />One-on-One Marketing<br />Mass Marketing<br />POS<br />Promo<br />Loyal<br />Repeat<br />Customer<br />€€<br />New<br />customer<br />€€€<br />Awareness<br />/ Brandpreference<br />Happy<br />Customer<br />Ambassador<br />€<br />CampaignCall2action<br />Incremental Revenue<br />Focussed Investments<br />

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Work Smarter, Not Harder<br />Work smarter, not harder<br />

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Reaching Everybody Costs a Lot of Stamps<br />Or else, reaching everybody costs a lot of stamps!<br />

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Roadmap:<br />Phase 1: Build reach<br />Phase 2: Cement leadership<br />Phase 3: Drive revenue<br />

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For thought leadershipblogging, file sharing, podcastsTo create brand awarenessblogging and a solid social network presenceTo generate demandmicroblogs, forums, seeding<br />For customer loyalty<br />twitter, user community and a Wiki<br />

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Some of oursocial media cases<br />

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B2B CaseKLM Clubs<br />

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Flying today…<br />

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Is no fun anymore<br />

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KLM Discovered Something<br />

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KLM realized they’re not into the ticket business<br />They’re not in the ticket business...<br />

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But they’re into the people business<br />They’re in the people business!<br />

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Mission:Expand the KLM Experiencebeyond the flight<br />

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Do we offer them more flights?<br />

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Read and learn <br />from predecessors<br />Premeet your <br />contacts<br />Extra article <br />in inflight<br />magazine<br />Book flight<br />Receive business<br />Partners in style<br />Who’s coming<br />Pre-check do’s <br />and don’ts in China<br />European chambers <br />of commerce<br />Organize your<br />Own events<br />Participate in <br />existing events<br />Discover <br />Opportunities to fly<br />Discover events<br />Learn and<br />Demystify China<br />Expose your business<br />

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You could think about obvious opportunities:<br />Great ! So many bikes! They must really like them! I will export my Dutch bikes to China!<br />Or make a smart observation:<br />Or… hey, they don’t have a bell! Perhaps I don’t have to export but import bikes from Chine and sell them bells!<br />

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Social Networks<br />Big<br />FaceBook<br />Hyves<br />LinkedIN<br />Plaxo<br />Small<br />KLM<br />FB<br />KLMClubs<br />KLMClub<br />China<br />Traffic<br />Focus<br />

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Social Networks<br />Use LinkedIN as membership indicatorand interest generator <br />FaceBook<br />Hyves<br />China<br />LinkedIN<br />Africa<br />Plaxo<br />KLM<br />KLM<br />FB<br />KLMClubX<br />KLMClubs<br />KLMClubX<br />Traffic<br />Focus<br />

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KLM Clubs<br />Seeding campaign, blogs, thematic sites<br />Event calendars, news feeds, LinkedIN<br />16.000 professional members<br />Positive correlation membership and revenue for KLM<br />Average return visits every month<br />Flying Blue<br />Competitors<br />Competitors<br />

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We contribute to the business of KLM but we also contribute to the brand experience of KLM. <br /> An evolution from connecting places to connecting people<br />

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YunomiB2C<br />

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Unilever’s question to us<br />

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Find a relevant and meaningful way to connect with our consumers that is in line with our values…<br />

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How to be relevant? Help consumersHow to connect? Be where they areIn line with values? Add vitality to life<br />

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Family, work, me<br />It is a job getting everything done.<br />Life is a balance<br />

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Together we are strong. We have access to a network of friends and loved ones. It helps us when we really need it. <br />To give support and to be supported<br />

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We believe every woman has a story to tell. She does not need to be a superhero or to be famous. We offer a stage for real women and invite them to share their stories. Real women, real stories.<br />

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Online content preferences<br />Cooking Recipes<br />Male<br />Family, children<br />Clothing<br />Personal care<br />Female<br />Sport news, finance, IT, …<br />Government, economics<br />Politics<br />Ero<br />

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So is it a Magazine?<br />

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No, it is not a magazine. It is a community<br />

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These are our building blocks to create involvement<br />Wat vind je van onze site?<br />

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And involvement is rewarded<br />

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Yunomi Community &gt; 50 reactions per day, per article<br />

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Yunomi Community &gt; our best recruiters<br />

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MSN<br />Other Platforms<br />In three months:<br />Over 100.000 members<br />200.000 comments on4.000 articles<br />Brands<br />Competitors<br />

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As an efficient media channel Yunomi is a measurable platform for Unilever to connect with their audience. Promoting brands, generating knowledge and exposure. Connecting brands with people.<br />

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Conclusions<br />

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Should yougo for new media?<br />

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NoIf you’ve got apoor product<br />

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YesIf you’ve got agreat product<br />

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Meet your new salesforce!<br />

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106<br />What tools will you supply them to spread your message? <br />

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And if you’ve got a great brand needing attention:think@emakina.nl<br />

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THANK YOU<br />