I made this presentation on Social Media when working as Strategic Planner for the Belgian communication agency ENGAGE BBDO in October 2010.
The presentation is an update of my former Social Media presentation and gives a view on the evolution of Social Media and how we canharness its power to deliver engagement. Please be advised that some content is in Dutch.
I thank you for your comments.
2. Agenda
1. An introduction to Social Media
2. Social Media in Belgium: key channels
3. Define your strategy: get to know your audience
4. Social Media recap: 10 engagement tips
5. Annex
9. Social Media is all about
conversations
Supported by a variety
of online tools
10.
11. “It’s about putting the „public” back in Public
Relations and realizing that focusing on
important markets and influencers will
have a far greater impact than trying to
reach the masses with any one message
or tool.”
Brian Solis, The Social Media Manifesto (2008)
12. The power to define and
control a brand is shifting
from corporations and institutions
to individuals and communities
15. and their social interactions
Technology is not the important part
but the people who use it
16. “People don’t build relationships with each
other in a vacuum. A vibrant community is
built around a social object that is
meaningful for its members
The social object can be a person, a place,
a thing or an idea”
Gaurav Mishra – CEO Social Media Research WebTech
(2009)
22. Social Media is mainstream
Photo by the cat & the exercise bike / Flickr.com
23. Photo by the cat & the exercise bike / Flickr.com
Largest age population on Twitter
35-49 year olds (42%)
Fastest growing segment on Facebook
Women 40+ years old
Social Media is mainstream
24. The eyeballs are shifting!
Data : Nielsen Online & IBM Survey - 2008
27. Coca-Cola and Unilever are shifting their digital focus away from
traditional campaign sites and towards community platforms, such
as Facebook and YouTube, as social media begins to dictate their
marketing activity in 2010
“In some cases some of our campaigns won’t need a coke.com-hosted
site. In most cases these will still exist as it’s the most obvious
destination for a consumer, but it might only be a page linking to
YouTube encouraging people to join the community there.
We would like to place our activities and brands where people are,
rather than dragging them to our platform”
Prinz Pinakatt - The Coca-Cola Company’s interactive marketing manager for Europe
28.
29. After 23 years and hundreds of
millions of dollars spent on Super
Bowl ads, one of the world’s
biggest brands shifted gears in
2010 by opting out of the Super
Bowl and pouring 1/3 of its annual
marketing budget into a cause-
driven social marketing campaign
called The Refresh Project
http://www.refresheverything.com/
30.
31. In 2010, Ford kicked off The Fiesta
Movement, a social media campaign in
which they literally handed 100 young
influencers the keys to a Ford Fiesta,
asking them only to engage in monthly
“missions” and to document and share
these missions via social media.
After generating 31,000 pieces of
original content, tens of millions of
media impressions, and a slew of high-
profile media coverage, The Fiesta
Movement achieved what was once
unthinkable: making 60% of the public
aware of a car that hadn’t yet even
debuted in the US - without spending a
dime on traditional media.
http://www.fiestamovement2.com/
33. "What's the ROI for putting on your
pants every morning? But it's still
important to your business"
Scott Monty, Digital Communications Manager at Ford
34. 67% of all consumer buying decisions are in first instance
influenced by WOM
McKinsey/Lightstone, 2006
57% ask information about a brand to people they know (peers)
Barometer Belgium, 2007
7% increase in WOM stands for an average increase of 1% in turnover
London School of Economics
Brand ambassadors do not only spend more to the brand, but also
generate 45% additional turnover by their recommendations
Satmetrix, Netpromotor methodology
35. Qualitative vs Quantitative
Reach
Website visits / views
volume of reviews and comments
Incoming links
Engagement & Influence
Sentiment of reviews and
comments
Commenter authority/influence
Time spent
Favourites / Friends / Fans
Viral forwards
Number of downloads
Action & insight
Sales inquiries
New business
Customer satisfaction and loyalty
Marketing efficiency
Social Media
Is measurable
38. #1 Social Network
• Over 500 million users worldwide (June 2010)
• An average user has 130 friends on his profile & is
linked to 60 pages/groups/events
• Every month, more than 70% of Facebook users engage
with Platform applications
• The fastest growing demographic group is those of 35
years old and older
• More than 10 million people become fan of public
profiles each day
Data: http://www.facebook.com/press/info.php?statistics (2010)
39. Facebook in Belgium
Country Latest pop. No. No. Of Facebook users % Facebook penetration Daily users
Belgium 10,741,000 3,500,540 33% 300k users/day
Data : Facebook’s Advertising targeting System – June 2010
Number of users on Facebook in Belgium: 3.500.540
Number of male users on Facebook in Belgium: 1.725.940
Number of female users on Facebook in Belgium: 1.706.780
Penetration in Belgium: 33.61 %
Online penetration in Belgium: 48 %
44. Netlog is one of the most popular
youth online platforms and offers
brands interesting advertising
opportunities
45. • More than 55 million users
• More than 80% is aged 14-25 yrs old
• The average Netlog user has about 23 visits on
his profile/day
• 45% are women vs 55% men
• The average Netlog user influences an average
of 100 people/day
Turn brands into friends
46. • More than 2.900.000 registered members
• More than 550.000 unique daily visitors
• More than 30.000.000 daily page requests
Netlog in Belgium
50. Skin Share + Spotlight
Featured brand
Friend invites & Welcome message
Make sure to target your messages and use the right media tools on Netlog in
order to reach your target group effectively
Advertising Possibilities
51. Social Networking sites do’s and
dont’s
DO
• Establish a presence on the
social networks your
customers use
• Encourage a discussion &
participate frequently
• Explore targeted advertising
opportunities
• Give frequent updates
DON’T
• Create a page and fail to
maintain it
• Censor comments
• Spam your fans
• Post false information
52. Twitter would be the largest bar in
the world where people come and
meet to chat over all kinds of
topics
Photo by kinotrope / Flickr.com
54. Fastest growing
• More than 13 million users worldwide
• Grown with 3.500% this year alone
• 20% of all active Internet users is touched
by Twitter
• Most people follow less than 100 people
and are followed by more than 100 people
• 5% of users account for 75% of all activity,
and 10% of users account for 86% power
of retweeting
55. Twitter in Belgium
Currently tracking more than 80.000
active users in Belgium (estimation)
Data : http://bvlg.blogspot.com - May 2008
56. 80 % of Twitter Usage is
on Mobile Devices
Data by Social Media Revolution video
61. After the election in Iran, cries of
protest from supporters of
opposition candidate Mir-
Hossein Mousavi arose in all
possible media, but the loudest
cries were heard in a medium
that didn't even exist the last
time Iran had an election.
Iran Protests: Twitter, the
Medium of the Movement
http://www.fiestamovement2.com/
62. Microblogging do’s and dont’s
DO
• Find and share useful
content
• Pose quenstions & reply to
others
• Know what’s going on &
track down conversations
about your brand
• Engage in the dialogue if you
can offer added value
DON’T
• Use it as an extra psuh
channel
• Spam your followers
• Post useless information
• Set it up if you can’t support
it for a long period
63. YouTube is the second largest search
engine in the world
Photo by dirtylaundryphotography / Flickr.com
64. Video sharing platforms
Help you gain extra exposure & drive traffic to your company website
• Gives your fans an exclusive view on your companies activities
• Videos can be cheap to produce & by producing them you add a
human touch to your company
All videos rank high in google search & can
be easily embedded / shared to other
platforms
69. Social Media must be a part of the
whole marketing plan
• Find out where our customers are
• Define measurable goals
• Be realistic in timings
• Ensure commitment
76. 10 tips to engage in Social Media
1. Don’t be afraid to experiment with social media
2. Make a plan & define guidelines
3. Listen to what consumers are saying
4. Engage in the conversation
5. Be transparent, respectful & honest
6. Be personal and authentic
7. Contribute in a meaningful way
8. See criticism as an opportunity
9. Be proactive & challenge yourself
10.Accept you can’t do it all yourself & mistakes happen
78. Which platform is interesting for what means?
Customer Communication Brand Exposure
Great for engaging people who like your
brand, want to share their opinions and
participate in giveaways and contests
Fan pages are great for
brand exposure
Use keyword search monitoring to
track what people are saying about
you
Unique opportunities for
website integration and to
engage with customers in a
viral way
Tagged photosets of company
events can help customers to put a
face on the team behind your brand
OK but not huge
Video is a powerful channel to
entertain and inform
Powerful branding tool when
you build your channel