Social media is social business


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Presentation at IAM10 by Emakina.NL

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  • Excellent Presentation Paul,
    I really like your insight about social business, where you say 'We thought the end of the chain was a new customer - but we discovered this was just the start' this is the true essence the new marketing where you not only make a sale, but actually build a relationship.

    Also, your point about involving your company and peers in a combined effort is really important, because if a company does not have a clear objective that is supported and implemented by the whole organization, you risk damaging the brand.

    Navah at
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Social media is social business

  1. 1. Social Media is Social Business<br />Paul de Gooijer, Emakina.NL<br />
  2. 2. Emakina.NL is a performance basedbrand activation agency of the digital generation<br />
  3. 3. Emakina.NL believes relations between companies and customers are the foundationof their success. That the online landscape facilitates the first familiarization and provides a binding platform where companies and brands deepen and strengthen the relationship. Because online communication is efficient, effective and specific<br />
  4. 4. Our mission is to activate, enrich and deepen the relationship between brands and their target groups. We do this by exploiting moments of contact in a contemporary manner. From first activation to brand membership. We call this Customer Intelligence and Activation<br />
  5. 5. So as agency focusing on relations we should be happy with the growth of Social Media…<br />
  6. 6. Can we celebrate the success of Social Media?<br />
  7. 7. Stop the press.<br />
  8. 8.
  9. 9.
  10. 10.
  11. 11. So posting your new green logo on your website is not enough. If you participate in Social Networks, make sure you’re covered.<br />And use recycled toilet paper<br />
  12. 12. Social media isn’t going to help you sell servicespeople don’t trust<br />
  13. 13. Social media isn’t going to stop people from saying bad things about you<br />
  14. 14. Social media isn’t necessarily going to increase customer retention<br />
  15. 15. Social media isn’t going to help you save customer service costs<br />
  16. 16. Social media isn’t going to work for you if you aren’t a people person<br />
  17. 17. Making money in Social Media is as hard as crossing the world’s most difficult roundabout<br />
  18. 18. Cases<br />
  19. 19. B2B: KLM Clubs<br />
  20. 20. Flying today…<br />
  21. 21. no fun anymore<br />
  22. 22. KLM discovered something<br />
  23. 23. They’re not in the ticket business...<br />
  24. 24. They’re in the people business!<br />
  25. 25. Mission:Expand the KLM Experiencebeyond the flight<br />
  26. 26. Objectives:Improve contact pointsEnhance overall customer travel experienceIncrease customer satisfaction<br />
  27. 27. Do we offer them more flights?<br />
  28. 28.
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  31. 31.
  32. 32. Facts After 1,5 Year of Operation<br />Customer loyalty increase:Members fly more often than non-members within relevant peer group<br />Customer sales increase:Members buy more expensive tickets than non-members within relevant peer group<br />
  33. 33. 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 />
  34. 34. So changing your online presence today influences your business model tomorrow<br />
  35. 35. B2C: Yunomi<br />
  36. 36. Unilever’s challenge to us:Find a relevant and meaningful way to connect with our consumers in line with our values…<br />
  37. 37. How to be relevant? Supporting consumersHow to connect? Being where they areIn line with our values? Adding vitality to life<br />
  38. 38. Family, work, me<br />It is a job getting everything done.<br />Life is a balance<br />
  39. 39. 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 />
  40. 40. 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 />
  41. 41.
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  47. 47. Top 3 women’s platform in the Benelux.More than a 1.000.000 user contributions since medio 2009.Millions of site visits.<br />
  48. 48. 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 />
  49. 49. The magical ingredient?<br />
  50. 50. They started from their own strength: a thorough understanding of their clients<br />
  51. 51. And their own ability to blend brand-strategy and business-strategy into a solid online-strategy<br />
  52. 52. ... resulting in a totally new media channel<br />
  53. 53. And Social Media deliver...<br />
  54. 54. We thought the end of the chain was a new customer<br />POS<br />Promo<br />New<br />customer<br />Awareness<br />/ Brandpreference<br />€<br />CampaignCall2action<br />
  55. 55. But we discovered this was just the start<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 />
  56. 56. Research Confirmation<br />
  57. 57. Making people buy<br /><br />
  58. 58. Making people buy<br /><br />
  59. 59. One WOM conversation has an estimated impact of 200 television ads.<br />
  60. 60. Social Media is Social Business<br />
  61. 61. Social Media is not a new media channel to push your offers; it is a new business channel. <br />
  62. 62. Social Media is Social Business because it is where your customers can be touched. Efficiently.<br />
  63. 63. Social Business is where your customers are<br />
  64. 64. So a celebration might be early, but we can learn how to dance<br />
  65. 65. So a celebration might be early, but we can learn how to dance<br /> And you have to involve your company and peers<br />
  66. 66. Because it is a combined effort of marcom and business. And it needs to be supported by the strategic layer of your company<br />
  67. 67. Contact us for the first steps<br /><br />