Bmma october2014 johannes schnack

“Social media is less about technology and more about
anthropology, sociology, and ethnography.”
Brian Solis

Digital
immigrants
Digital
na,ve
Digital
born

and
more…
Digital
Compulsive
☺

Before digging into
Social Media, why not trying a
little journey in the future?

“The only way to understand new culture and behavior is to
go native. Going native refers to the process of observing,
learning, and deepening the involvement of an
anthropologist with their hosts and their hosts’ cultures
through long-term fieldwork and participation.”
Brian Solis

IF YOU WANT TO KNOW WHERE WE GO
WE SHOULD FIRST HAVE A LOOK
ON WHERE WE ARE!

MY COMPUTER RECOGNIZES FACES OF
PEOPLE I KNOW

NO NEED
TO SAY
WHERE
I AM TO GET
INFORMATI
ON ABOUT
IT…

I CAN SPEAK TO THE WEB
WITH THE WEB
Pizza!

Photo by tdufret on Flickr.com
I CONSULT
ALL THE FRESHEST CONTENT
PUBLISHED AROUND ME

I TRACK EVERY KIND OF
INFORMATION
IN REAL-TIME

…REALLY EVERY KIND OF
INFORMATION

I ALMOST LIVE IN A REAL-
TIME CITY

WHERE PERSONAS SHOWS
HOW THE INTERNET
SEES YOU
WE ALL HAVE INFORMATION SHADOWS

EVERYTHING AROUND ME BECOMES…
Photo by Francesco Franchi on Flickr.com

A BUNCH OF RADIO
FREQUENCY
IDENTIFICATION (RFID) or
EVEN NFC (iPhone 6)
TAGS FROM AROUND THE
WORLD
EVERYTHING AROUND ME BECOMES SMART
Photo by Ti.mo on Flickr.com

MY PLANT TWEETS ME
A MESSAGE WHEN IT NEEDS A DRINK

MY
UMBRELLA
TELLS ME
IT’LL RAIN

MY SCALE SAYS HOW MUCH I WEIGHT
well, sometime it’s better not…

I CHECK MY ENERGY
CONSUMPTION IN-REAL
TIME, ANYWHERE

I CAN ADD A DIGITAL LAYER
TO THE REAL WORLD

I CAN ADD A
DIGITAL LAYER
TO THE REAL
WORLD

iBeacon enables direct
communication to your buyers

iBeacon: a comprehensive & proximity marketing strategy

FIRST CONCLUSION:
THERE IS NO REAL LIFE
AND SOCIAL LIFE!
THERE IS JUST… LIFE

BACK TO OUR MAIN
TOPIC: SOCIAL MEDIA

WITH A FIRST
QUOTE:
Social Media is not a Media nor a channel nor …
It’s way to interact with people.
In the Social World, either digital, People interact with
people, not machine.

31
31
THE SOCIAL
MEDIA
LANDSCAPE

Social Media Landscape 2014
2003 2004 2005 2006 2009 20102007 2008 2011 2012
•  Social media is an ever-changing complex ecosystem . New services are created, others
disappear, most evolve.
•  Picture-based sharing services like Instagram and Pinterest and mobile sharing/chatting
applications like SnapChat and WhatsApp have been strongly growing worldwide last year.
•  Mobile is the name of the game.
Sources: FredCavazza.net, InSites Consulting, comScore, Havas Media, Digimedia
32

A complex Social Media landscape
In its latest social media landscape, Fred Cavazza
identifies four categories:
•  Publishing with blogging platforms (WordPress,
Blogger, TypePad, …) and wikis (Wikipedia, …)
•  Sharing services for pictures, links, videos,
music, products… (Tumblr, Instagram, Pinterest,
YouTube, Vine, Spotify, Deezer, Slideshare…)
•  Discussing with knowledge platforms (Quora,
Reddit, StackExchange…) and mobile chat
applications (Skype, WhatsApp, SnapChat…)
•  Networking for BtoC audiences (Badoo,
Tagged…) and professionals (LinkedIn, Viadeo,
Xing…)
Sources: FredCavazza.net

34
34
THE SOCIAL
MEDIA
LANDSCAPE
IN BELGIUM

The Social Media Landscape in Belgium
•  In Belgium, awareness of social network sites is very high. Facebook is close to 100%, Twitter
reaches 76% awareness and Google+ is known by more than 60%. Awareness of new social
networks like Instagram and Pinterest is picking up
•  Almost 7 out of 10 Belgian internet users are member of at least 1 social network. It means
more than 5,2 millions users. Most often this is Facebook in combination with Twitter or LinkedIn.
•  Mobile is the perfect accelerator for social media usage. 28% of Belgian internet users have a
smartphone. On average, they install 24 apps on their smartphone, 8 of which are used at least
weekly. Social network apps are the most popular ones.
•  1 out of 4 Belgian internet users post information about products, brands and/or companies on
social networks. More than half of their comments about brands are positive. Only a minority (less
than 10%) is negative.
•  44% of Belgian social network users are connected to brands. 7 is the average number of
brands followed actively.
Sources: FredCavazza.net, InSites Consulting, comScore, Havas Media, Digimedia
35

Facebook and YouTube are clearly dominant in Belgium
0
1,000
2,000
3,000
4,000
5,000
6,000

Vine

Pinterest

TwiBer

LinkedIn

Facebook

20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000

Vine

Pinterest

Instagram

LinkedIn

Facebook

TotalUniqueVisitors(000)TotalVisits(000)
Sources: comScore
36

Facebook
5.200.000 profiles (socialbakers)
5.025.000 total unique visitors (comScore)
80% of Belgian internet users are on Facebook
52% Women – 48% Men
Over 66% return daily, over 85% return at least once a week
3.000.000 unique visitors everyday in Belgium!
Sources: socialbakers, comScore
37
Facebook on desktop

YouTube
4.195.000 total unique visitors
YouTube’s reach keeps on growing in Belgium:
•  2,3 M impressions / day
•  1 M users / day
•  compared to a year ago +-480% increase in videos
Sources: comScore, Google, B.V.L.G.
40

LinkedIn
1.571.564 profiles (LinkedIn)
1.219.000 total unique visitors (comScore May’13)
35-54 are the most represented category (45,6%), followed by
25-34 (35,3%) (Digimedia)
Sources: LinkedIn, comScore, Digimedia
LinkedIn is
currently the
fastest growing
social network
in Belgium
42

Twitter
From 500.000 to 1.000.000 profiles
1.000.000 total unique visitors.
Twitter is working hard to be considered as a media with all the
second screen initiatives, new cards system, the Vine mobile
app and the Music service which begins to surface (Spotify).
Twitter cards make it
possible to attach media
experiences to Tweets
that link to content
Sources: comScore, Digimedia

Pinterest
154.000 total unique visitors
18.4
21.6
17.4
18
24.5
Age group distribution in %
15-24
25-34
35-44
45-54
39.5
60.5
Gender Distribution
Men
Women

Vine
•  Vine has already surpassed Instagram on Twitter and on the
Google Play chart as Top Social App.
•  Branded vines are four times more likely to be shared than
branded online videos.
•  Instagram answered Vine by releasing a 15 sec video format
which may affect Vine’s use & figures evolution
48.3
23.5
13.1
14.3 0
15-24
25-34
35-44
58.9
41.1
Gender Distribution in %
Men
Women

Slideshare
A content marketing platform:
•  Acquired by LinkedIn in May 2012
•  400,000 new presentations uploaded per month
•  500% more business traffic than any other
website on the internet
•  A majority of the audience are educated, affluent
and consulting Slideshare from work or school
•  Mostly considered as a network for professional,
work related use

Instagram
In 2013, Instagram attracted lots of top brands in the world.
The Top 5 Interbrand Companies on Instagram
36.7
21
14.1
14
14.3
15-24
25-34
35-44
48.151.9
Gender Distribution in %
Men
Women

Social media are traffic generators for brand
Source: Shareaholic, in http://socialmediatoday.com/dannywong1190/1830681/report-facebook-pinterest-and-twitter-traffic-referrals-54-past-year
1) Facebook, Pinterest and Twitter are dominating.
2) StumbleUpon and Reddit referrals are declining.
3) YouTube and LinkedIn are gaining share.
4) Google+ isn’t yet competitive.

51
51
STRENGTHS
WEAKNESSES
CHALLENGES
OPPORTUNITIES

Strengths vs weaknesses
STRENGHTS
•  Growing media
•  Interactive media
•  Targeted media
•  Viral media
•  Cost-efficient media
•  Measurable media
WEAKNESSES
•  Transparent media
•  Evolving media
•  Exponential media
•  Permanent media
52

Challenges and opportunities
•  E-reputation monitoring
•  Community
•  Company 2.0 (privacy, social policy)
•  Communication becomes conversation
•  Co-creation
53

“The greatest shortcoming of the human race
is our inability to understand the exponential
function.” — Albert A. Bartlett”
In Erik Brynjolfsson, The Second Machine Age: Work, Progress, and Prosperity in a Time of Brilliant Technologies, 2014

ADSADS
ADS
ADS
ADS
ADS
Marc Liked
Philippe’s
Post
Jean commented
Philippe’s Post
Julien liked
Philippe’s Post
Julien liked
Philippe’s
Post
Stories can be created by users
•  Liking your page
•  Posting to your Page’s Wall
•  Commenting on one of your Page posts
•  Sharing one of Page Posts
•  Answering a question you posted
•  RSVP'ing to one of your events
•  Mentioning (@ tagging) your page
•  Checking in or recommending your place
Facebook Stories
56

The power of fans
106.340
Friends of
Fans
818
Fans
Fans influence their friends
X 130 friends
(average # of friends per FB users)

Facebook advertising: Targeting
59
Adult (18+) how have
shown an interest in
Politics & social
issues

59

Creating Brand Awareness
Generate engagement on your Facebook Page
Build your audience by Recruiting new Fans
Generate Traffic on your Facebook Page
Generate Traffic on your site
Generate leads (such as subscription to your e-newsletter)
Generate virality & awareness around your content (e.g. Buzz)
Develop proximity
Facebook advertising: Why?
60

61
INSIGHTS
OF YOUR FACEBOOK PAGE

Facebook insights: statistics
What are they?
•  Insights provide measurements on your Page's performance.
•  Find anonymized demographic data about your audience, and see how people are
discovering and responding to your posts.
•  Experiment with different types of posts to see what your audience responds to best.
•  Your Page needs to have at least 30 likes to start seeing insights.
62

How can you use them?
•  Use your insights to plan future posts and decide on the best ways to connect with
people.
63

people.
64

people.
65

VERY VERY
QUICK RECAP
If you feel you need to embrace the Community
Management job

Recap: Guidelines & Best Practices
67

68

69

70

71

Source : InSites Consulting
50%
of social network users
are connected to brands
44%
is asking to take part in co-creation
of products & advertising
Consumer 2.0: Consumer relations & social media
73

Co-Creation
Or Creating with and by Customers
Arvo - Australia

How do you introduce a new beer brand in a highly-crowded market?

Consumers choose the perfect brew.

Source : InSites Consulting
50%
of social network users
are connected to brands
44%
is asking to take part in co-creation
of products & advertising
42%
had a conversation with a brand
via social media
36%
posted content about a brand
on social networks
Consumer 2.0: Consumer relations & social media
79

Consumer 2.0: who is this?
80
" Consumer 2.0
" Buying decision 2.0
" People Perception: Opinions of our friends are
our opinions
" We are all social, we are all media

If the UGC/Digital earned media
is a fact but…
…editorial professional contents remain crucial in
the people perception
Source : Digiscan
Print (dailies & Magazines) is considered up to now as
the most trustable source of information :
People perception
editorial content remains the most trustable

THERE IS A HUGE
NEED OF VALUABLE
CONTENT.

E.g. Legitimate Earned in the Automotive industry
84
Source: Auxipress, Earned in Belgian Press, October 2014

To what extent, do you trust the following forms of advertising ?
If the UGC/Digital
earned media is a fact,
‘friends & family
circles’ and ‘editorial
professional contents’
remains crucial in the
people perception
Ambassadors and influencers are concentrated in the Top3!
People perception

So what’s your Social media mission?
86

In others words, Social Media must be intgrated
in a complete campaign !
Social Media = just one tool in the communication toolbox
Social Media = hub of all other communication actions
87
WHAT YOU
MUST KEEP
IN MIND ! MEANS
OBJECTIVES
MEASURES

LETS TAKE SOME
REST AND SHARE
INNOVATION.

6 INNOVATIONS FOR SOCIAL
MEDIA ADDICT
YOU ☺

Jan Koum
37 years old
WhatsApp (2009)
55 employees

Mobile Audit
Detailed analysis of a brand’s mobile readiness

Mobile Instant Messaging > SMS
http://www.analysysmason.com/About-Us/News/Insight/OTT-messaging-volumes-Jan2014-RDMV0/
OTT=Over The Top"

500MActive monthly users
50BMessages/day
The Numbers
700MPhotos per day
100MVideos/day

400 million
registered users
130 million
registered users
600 million
registered users
500 million
monthly users
Asia = More than 1B users

South China Airlines
Online Booking
Uniqlo catalog
Your New Online Storefront

Mixing Technologies using
Google Street View Principle in Retail
Carrefour - France

Using Mobile to distribute samples
Kellogg - Indonesia

200 million users
20 billion photos
shared
50% Active User in BE
Using Mobile
75% Monthly active users
coming from mobile
¾
Of all usage comes
from mobile

Kellogg’s Instashop
Snap photo + post with
#NyaSpecialK hashtag
1
Show phone to cashier
2 3
Get special treat

Sponsoring? Should make sense.
Crossing TV & Retail
Auchan - France

Briefing: Being active and interact with Social TV
users
Recommendation:
•  Every day of the TV show, place #TopChef in first position in the Twitter
trend.
•  Each highlight of the show, a sponsored Tweet highlighted for relaying
products cooked by candidates.
Results:
•  45 million views for the trend #Topchef,
•  780,000 Tweets Auchan
•  With a 6.7% engagement rate
The TOP CHEF case

Location-based Marketing
Mobext - London

21
TRAVEL
Domestic and
international
terminals
HOME
Frequent hotel visits
COMMUTE
Roads/trains connecting
hotels to business areas
WORK
Day hours in
business areas
NIGHTLIFE
Multiplexes
and pubs
SHOPPING
Multiple countries
Duty free shops
RESTAURANTS
Touristy restaurants
Profiling through location: The Traveler

Flight updates
Exclusive offers Navigation
Mobile check-in
boarding passes
Airports

"All advertisers need a lot more content so
that they can keep the engagement with
consumers fresh and relevant”
Jonathan Mildenhall (VP Global advertising Strategy, Coca-Cola)
Content
is KING

VS
Beating traditional communication by using
creative formats

Why will people want to follow and talk to you?
Because you give & curate information
•  Information on your ideas, ideology
•  General information
Because you listen & help
•  Customer service approach
•  Help & answer questions your fans might have
Because you engage
•  Trigger curiosity from non-fans
•  Help & answer questions from your fans

Set your strategy!
# Know your story
What is your unique voice? How can you bring your story to life in a
compelling, authentic, and personal way?
# Know your audience
Who are your customers? How will they want to connect with you? What
content will be important to them?
# Know your goals
What kind of relationship do you want to have with the people who connect
to your Page? How much time are you willing to spend updating your Page?
Will you mostly be updating your page on the road via mobile? Defining and
prioritizing your goals will help you create your Page posting strategy
12
3

A Facebook page post is the new print!

… with the ability to receive comments

How do you
define your
Social strategy?

Purposeful
questions
1)  What does your brand stands for?
2)  What are your objectives?
3)  Is this different than any other competitor?
4)  Why are you publishing?
5)  What’s different than what you do in any other media?

enabling you to
find your inner
athlete
help all women realize their
personal beauty potential
creating moments of
childlike delight
How a brand tells a story?

Oreo invites you to play with your food
Example

Your authentic voice,
always speak in.

Build a persona to
help understand
your Social
Existence…

Be Your “Why”
•  Who are you?
•  What is your point of view on the world?
•  Your relationship with voters?
•  5 or 6 adjectives that describe your party
•  What is your voice?
•  1 or 2 celebs that best embody those adjectives

Example…
Jean - 30 y.o
Young brilliant manager • in a relationship • no kids yet
Activities : several outdoor sports (VTT, running, skiing), afterwork lover, foodie but in a balanced &
healthy way, interested in oenology, art, politics, cooking, traveling
Personality : active, curious, up-to-date, quick thinker, smart, sincere, educated (≠ intellectual),
successful, positive, open minded, spontaneous, hard worker. He has a sense of humor (2nd degree,
wordplays). He is a good friend, but can be malicious (= smart) to obtain something, slightly bad
boy. He is not perfect, but tends to be someone very active in the society with strong convictions for
smart initiatives.
Digital & mobile : always connected to the world • daily use of smartphone & tablet • loves to
discover new app’s.
Habits : healthy, he sports several times a week • lives in the city, in a nice neighborhood • wants to
try every latest “place-to-be” in his city • convinced about smart local initiatives (such as collective
taxis, carpooling, vintage markets…)

IF YOU SHOULD TAKE
SOMETHING HOME…

Social Media Strategy: Roadmap
1.  Audiences
2.  Objectives and Metrics
3.  Team and resources
4.  Key Influencers
5.  Social Media sites, networks, groups
6.  Content and Editorial line
7.  Marketing/Communication Plan Consistency

“No rational argument will have a rational
effect on a man who does not want to
adopt a rational attitude.”
Karl Popper

Thanks for your attention.
I’d like to thank these inspiring persons Sophie Graillot, Michel Demoor, Laurent Goffin, Hugues Rey,
Frederic Watelet, Thibaut De Norre, Brice Le Blévennec, Theirry Tinlot. They are über thinkers.
Brussels, October 2014

Bmma october2014 johannes schnack

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