Embracing Social Media to Strengthen our Marketing Message


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I made this Internal presentation on social media when I was working as Community Manager for the Belgian communication agency Navajo BBDO in October 2009.

The goal of this presentation was to give a brief overview on the evolution of social media and how we could harness its power to deliver powerful marketing messages. Please be advised that some content is in Dutch.

I thank you for your comments.

Published in: Business, Technology
  • Good share Pieter-Jan! Thank you.
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  • Hi lxterro,

    Sorry for reacting this late, it has been quite hectic the last half year! You can always contact me at pj_adriaensens@hotmail.com or send me a message via Twitter at twitter.com/pjadriaensens
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  • Hi PJ, I like your presentation - we are currently working on a multicultural social media conference and would like to speak with you to see if maybe you could work with us on creating a few presentations similar to this one. Please contact me at LXTERRERO@GMAIL.COM.
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  • Hi vizzitor, I made the presentation downloadable. Enjoy! :-)
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  • great presentation! may I request a download link?
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Embracing Social Media to Strengthen our Marketing Message

  1. 1. Social Networking Embracing Social Media to enhance the strength of your marketing message
  2. 2. Wor l d of Mouth Photo: Gettyimages.com
  3. 3. <ul><ul><ul><li>Generation Y and Z don’t communicate anymore through email but through their Social Networks </li></ul></ul></ul>Photo by Roel1943 / Flickr.com
  4. 4. <ul><ul><ul><ul><ul><li>YouTube is the second Largest Search Engine in the World </li></ul></ul></ul></ul></ul>Photo by dirtylaundryphotography / Flickr.com
  5. 5. Some remarkable figures <ul><ul><ul><ul><ul><li>25% of Search Results for the World Top 20 Brands are links to User Generated Content </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>34% of Bloggers post Opinions about Products and Brands </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>78% of Customers trust Peer Recommendations </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Only 14% trust Advertisement... </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>By 2010 Gen Y will outnumber Baby Boomers… 96% of them have joined a Social Network </li></ul></ul></ul></ul></ul>Data by Social Media Revolution video
  6. 6. <ul><ul><ul><ul><li>In the Near Future we will no longer search for Products & Services </li></ul></ul></ul></ul>
  7. 7. They will find us through social media
  8. 8. Social Media is an evolution of how we communicate Photo by Mads1539 / Flickr.com
  9. 9. Newspapers TV Radio DM CDs Books DVDs Press
  11. 12. Everyone uses Social Media Photo by the cat & the exercise bike / Flickr.com
  12. 13. Everyone uses Social Media 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 55+ years old
  13. 14. The eyeballs are shifting ! Photo ©Digital Masters 2008-2009
  14. 15. The eyeballs are shifting ! More traditional media continue to decline in advertising budget while online ad revenues keep on increasing every year There is a significant increase in time spent on social platforms people spend 3x more time on Facebook than on Google Youtube-like sites are the most popular choice of destination 39% all respondents (IBM survey – 2500 pax) Data : Nielsen Online & IBM Survey - 2008
  15. 16. Where is all the online attention going to? More and more people are connecting online Yet… Visits continue to decrease for the major brand websites Despite… Big budgets spent Data : Google Trends (2009)
  16. 17. Where is all the online attention going to? Social Media Platforms Why? Connectivity Relevance Sharability Data : Google Trends (2009)
  17. 20. <ul><li>Over 300 million users worldwide (Sept. 2009) </li></ul><ul><li>An average user has 130 friends on his profile </li></ul><ul><li>Every month, more than 70% of Facebook users engage with Platform applications </li></ul><ul><li>The fastest growing demographic group is those of 35 years old and older </li></ul><ul><li>More than 10 million people become fans of public profiles each day </li></ul>#1 Social Network Data: http://www.facebook.com/press/info.php?statistics (2009)
  18. 21. Facebook in Belgium Data : Facebook’s Advertising targeting System – February 2009 300k users/day 23% 2,541,520 10,741,000 Belgium Daily users % Facebook penetration No. Of Facebook users Latest pop. No. Country
  19. 22. Best practices Profile pic Information Feed / Status updates
  20. 23. Best practices Guide your visitors to what’s really important Create custom made content/welcome tabs
  21. 24. Best practices Engage a dialogue with your audience – show them you care & that you are listening Make use of the viral possibilities on FB
  22. 25. Best practices Facebook connect
  23. 26. What’s new? Facebook Public Pages Vanity URLS & Facebook to Twitter Facebook introduced @mentions in September
  24. 27. Facebook Insights Track Growth and Engagement See your Fan Demographics
  25. 28. <ul><ul><ul><ul><ul><li>Twitter would be the largest bar in the world where people come and meet to chat over all kinds of topics </li></ul></ul></ul></ul></ul>Photo by kinotrope / Flickr.com
  26. 29. Microblogging Profile pic Updates Following 140 chars max Information
  27. 30. <ul><li>More than 13 million users </li></ul><ul><li>Grown with 3.500% this year alone </li></ul><ul><li>10.7% of all active Internet users is touched by Twitter </li></ul><ul><li>Most people follow less than 100 people and are followed by more than 100 people </li></ul><ul><li>5% of users account for 75% of all activity, and 10% of users account for 86%  power of retweeting </li></ul>Fastest growing
  28. 31. <ul><li>Currently tracking 59.000 active users in Belgium </li></ul>Twitter in Belgium Data : http://bvlg.blogspot.com - May 2008
  29. 32. Twitter = adults
  30. 33. <ul><li>Ashton Kutcher (3,3 mio) and Ellen DeGeneres (3,6 mio) have more followers on Twitter than the Entire Population of Ireland, Norway and Panama </li></ul>Data by Social Media Revolution video
  31. 34. <ul><ul><ul><li>80 % of Twitter Usage is on Mobile Devices </li></ul></ul></ul>Data by Social Media Revolution video
  32. 35. <ul><ul><ul><ul><ul><li>People update any where any time </li></ul></ul></ul></ul></ul>Photo by williamedia / Flickr.com
  33. 36. <ul><ul><ul><ul><ul><li>Imagine what that means for Bad Customer Experiences ? </li></ul></ul></ul></ul></ul>
  34. 37. Real-time search
  35. 38. The Twitter effect Twitter has broken the news cycle down to seconds
  36. 39. Best practices Set up an attractive Twitter account which you can use for live reporting of your events People will follow your account so interact with them
  37. 40. Best practices Make us of the possibilities to spread pictures and videos of your event to your network of followers Everyone who is following your Twitter account can post comments and will possibly start tweeting about it, thus becoming your brand ambassadors on Twitter
  38. 41. Twitalyzer
  39. 42. Netlog is one of the most popular youth online platforms and offers brands interesting advertising opportunities
  40. 43. Youth Social Platform
  41. 44. <ul><li>More than 55 million users </li></ul><ul><li>More than 80% is aged 14-25 yrs old </li></ul><ul><li>The average Netlog user keeps a branded skin 16 days </li></ul><ul><li>The average Netlog user has about 23 visits on his profile/day </li></ul><ul><li>45% are women vs 55% men </li></ul><ul><li>The average Netlog user influences an average of 100 people/day </li></ul>Turn brands into friends
  42. 45. <ul><li>More than 2.900.000 registered members </li></ul><ul><li>More than 550.000 unique daily visitors </li></ul><ul><li>More than 30.000.000 daily page requests </li></ul>Netlog in Belgium
  43. 46. Let’s create some traffic
  44. 47. Advertising Possibilities HP Box HP Button Avatar Contests
  45. 48. Let’s find some friends and party!
  46. 49. Advertising Possibilities
  47. 50. Let’s interact with our audience
  48. 51. Best practices Integrate you website for higher engagement & user experience Make your brand page attractive and be sure to provide enough content and make regular updates to keep a constant traffic level
  49. 52. Skin Share + Spotlight Featured brand Friend invites & Welcome message Best practices Make sure to target your messages and use the right media tools on Netlog in order to reach your target group effectively
  50. 53. Best practices Make use of Netlogs features to stimulate and nurture your community to get and keep them active
  51. 54. Best practices Listen to your audience. Set up a dialogue with them Shout:
  52. 55. What’s new? Netlog Credit System The Netlog Credit Economy enables partners, third- party developers and brand advertisers to interact with the Netlog audience In partnership with ING, Netlog has intoduced their own virtual Netlog currency , which users can buy and trade against a wide range of advantages on the social platform
  53. 56. What’s new? Netlog Credit System <ul><li>Where can the user spend them? </li></ul><ul><li>Spotlight your picture - blog </li></ul><ul><li>Super! = (paid) premium account with exclusive features </li></ul><ul><li>Gifts </li></ul><ul><li>Apps - Games </li></ul><ul><li>Postcards </li></ul>
  54. 57. What’s new? Netlog Gaming Platform
  55. 58. Some statistics +50 M gameplays since mid March Most game-intensive country WORLDWIDE Average of 325 000 gameplays a day 925 000 Unique Users that played a game Average of 10 min. in the game 58 % female 42% male
  56. 59. Where teens play <ul><li>39 mio accounts </li></ul><ul><li>More than 26 million blogs with 33,000 new blogs added every day </li></ul><ul><li>Skyrock had more than 24 million unique visitors in June 2009 </li></ul><ul><li>And more than 7.7 million pages viewed (also in June 2009) </li></ul>
  57. 60. The Advent of the Number 1 French Social Network Creation of Skyblog.com, a community platform of blogs Creation of Profiles, together with the Skyrock Blog community Evolution of the number of Skyrock Blogs 1 Skyrock’s twin pillars of success stand united in the same social network: Skyrock.com Evolution of the number of Profiles 1 Skyrock pursues the internationalization of its social network New versions in Italian, Portuguese, Danish, Swedish, Norwegian, and Finnish are due for release in January. Skyrock.com is founded on two of the New Generation’s preferred tools for conversation -- blogs and profiles – and further promotes idea exchange through the chat and the inbox. The first international versions are launched: English, German, Spanish, and Dutch. Evolution of the number of active members within the past 90 days 1 France, the European forerunner in blogging thanks to Skyrock Created in 2002, the initial version of Skyblog.com was a community platform of blogs. With millions of blogs created by the Skyrock community, France is today the country with the most number of bloggers according to Forrester Research : « Of all activities performed on the Internet, 12-24 yo in France rank first for blogging , 72% of young French Internet users read blogs, 51% comment, 37% publish or update them, compare this to respectively 50%, 34% and 26% as European averages. » Forrester– nov07 Source : 1- Total number of members, blogs and profiles, as of the end of January 2009 2002 2005 2007 2008
  58. 61. Skyrock in Belgium <ul><li>More than 80.000 blogs </li></ul><ul><li>1.7 mio active profiles </li></ul><ul><li>522.278 monthly user logins </li></ul><ul><li>Each day 234.238 unique visitors, 4.700 profiles & 490.000 commets </li></ul>Note: CIM Metriprofil ne prend pas en compte la version Skyrock.nl. francophones Néerlandophones
  59. 62. Advertising possibilities Online presence in NEWS section for 1 month Content placement of the branded page Intensive monitoring on the community Options Integration on HP + rotation Games & competitions: fun, easy and fast Integration on the profile and HP plus visibility in the news section for a maximum of 3 weeks Quiz 3 questions Around a chosen theme
  60. 63. Best practices Make use of Skyrocks blogging features to stimulate and nurture your community, thus activating them Skyrock can place your content online and adapt it to their own style , making sure the community will interact with it
  61. 64. Source: Ning - http://blog.ning.com/ Social Networks for Everyone & Everything <ul><li>2nd fastest growing social media platform </li></ul><ul><li>More than 3 mio unique social networks by the end of 2009 </li></ul><ul><li>More than 3.000 are created/day </li></ul><ul><li>Over 30 mio members </li></ul><ul><li>Over 70% are active </li></ul>
  62. 65. How can we make sure not to loose our way in this Digital Metropolis ?
  63. 66. We have to define a Strategy <ul><li>Social Media must be a part of the whole marketing plan </li></ul><ul><li>Find out where our customers are </li></ul><ul><li>Define measurable goals </li></ul><ul><li>Be realistic in timings </li></ul><ul><li>Ensure commitment </li></ul>
  64. 67. Getting to know our audience
  65. 68. What are they doing?
  66. 71. Social Media ROI: unmeasurable? Or not?
  67. 72. Metrics, Monitoring & ROI <ul><li>Be sure to define relevant, successful metrics that will translate into business context (Quantitative: sales, new fans, - friends + Qualitative: loyalty, interaction, feedback) </li></ul>
  68. 73. There is a chain of sequences we need to follow in order to measure our ROI
  69. 74. Non Financial Impact is not yet ROI
  70. 75. Website Visitors Click-throughs Visitors to a brick & mortar store Positive press Positive WOM Negative press Negative WOM Customer complaints Employment applications Retweets FaceBook friends Blog comments Social mention YouTube views Twitter followers Impressions Delivered emails Coupons distributed Non-Financial impact examples
  71. 76. Non-Financial impact = potential
  72. 77. ROI = actualized potential
  73. 78. Establish a baseline – Where lay the differences? Is something happening here?
  74. 79. Ready to join the conversation? <ul><li>Listen </li></ul><ul><li>Engage </li></ul><ul><li>Respond </li></ul><ul><li>Create & Share </li></ul>
  75. 80. Clients happy = Fonzie happy
  76. 81. <ul><li>Pieter-Jan Adriaensens pj _ adriaensens @ hotmail.com </li></ul><ul><li>www.twitter.com/pjadriaensens </li></ul><ul><li>www.friendfeed.com/pjadriaensens www.linkedin.com/in/pjadriaensens </li></ul>