Social networks have revolutionized consumer behavior by allowing people to connect, share content, and influence each other online. Billions of people now spend significant time on social media sites like Facebook and YouTube each month. As social networks grow in popularity across demographics, brands must recognize their importance. Consumers now expect brands to have a social media presence where they can receive advice from peers, engage with the brand, and influence its products and services. Most major companies have acknowledged this shift and now actively use social networks like Twitter and Facebook.

2. INTRODUCTION
In a slow down and even more in a competitive economical context
your company needs more than ever to establish something that
differentiates your brands from others in a relevant way.
In the same time, the advent of the web 2.0 era has deeply changed
BUZZ
the dealing way, putting your brand in an amazing interactive
SOCIAL NETWORKS
UGC
environment, magnifying the power of customers by allowing them to
COMMUNITY
amplify and share their opinions. In another way, Digital technology
enables you to see very clearly what the competition is up to, how and
WEB 2.0
BRANDS
why consumers compare one brand to another and how your brands
stand up.
The purpose of this report is to try to identify and clarify how to monitor
your brand through social networks. Try to understand how social tools
can help you gaining significant insight, delivering brand promises and
create engaging and creative branded experiences.
“ A brand for a company is like a reputation for a person.
You earn reputation by trying to do hard things well.”
Jeff Bezos, Amazon founder

3. TABLE OF
CONTENTS
1 WHAT
THE F**K IS A
SOCIAL NETWORK? p.4
2 THE
SOCIAL MEDIA
REVOLUTION ! p.7
GENERAL FACTS & FIGURES
A REVOLUTION IN CONSUMER BEHAVIOUR
WHY BRAND SHOULD CARE?
FROM SOCIAL NETWORK TO SOCIAL MEDIA
ARE THE BRANDS THERE AT “THE RDV”
3 SOCIAL NETWORKS
THE NEW MAIN ISSUE
FOR YOUR BRAND ! p.12
THE NEW PRINCIPLE BROUGHT BY SOCIAL NETWORKS
BRANDED UTILITY IN THE SOCIAL NETWORK ERA – HOW DOING
SOCIAL RIGHT !?
HOW TO COMMIT SOCIAL MEDIA SUICIDE
3 SUCCESSFUL CASE STUDIES EXAMPLES
CONCLUSION p.20
SOURCES p.21
APENDIX P.22

4. 1
WHAT
THE F**K IS A
SOCIAL NETWORK?

5. Social Network, Social Media, Blogs, Community, Buzz, viral
marketing, App, Tagg, Wiki… for those who aren’t savvy with this
whole Web 2.0 ecosystem, those terms can appear as a wild world.
Even for some marketing managers.
As this report is about Brands & as an outlet for broadcasting, while
a social network is a tool and a
Social Networks and in order to be utility for connecting each other.
SOCIAL NETWORK sure that the concept develop in Social media, as its name
"Individuals or groups linked by some common bond, shared social status, this essay will be well understood, indicates, is a place to transmit
similar or shared functions, or geographic or cultural connection. Social we will start by trying to “clarify” information and offers for anyone
networks form and discontinue on an ad hoc basis depending on specific the two following essentials the opportunity to create or/and
need and interest." notions: Social Network and Social disseminate the information while
Source: Barker, 1999 Media*! social networking refers to people
with common characteristics
The initial question is: Is there a
sharing together. Social networks
difference between Social Media
sites are the interface this
and Social Networks websites?
happens. Let’s consider specific
SOCIAL MEDIA Some of us might be likely to say examples to support these
Media designed to be disseminated through social interaction, created using yes, others no, or even it depends. definitions. The following famous
highly accessible and scalable publishing techniques. Social media uses In fact, there is no evident answer, services are classified regarding
Internet and web-based technologies to transform broadcast media many use these two terms their initial functions.
monologues (one to many) into social media dialogues (many to many). It interchangeably, Social Networks
supports the democratization of knowledge and information, transforming Social Networks:
sometimes to change for Social
people from content consumers into content producers. Andreas Kaplan
Media after. But even if the Facebook & Myspace: The initial
and Michael Haenlein define social media as "a group of Internet-based
applications that build on the ideological and technological foundations of Web difference between both may purpose of Facebook and
2.0, and that allow the creation and exchange of user-generated content seem small, it remains a real one. Myspace is to connect people, find
(UGC)". This difference is not just about friends, keep in touch with and
Source: Wikipedia semantics, but in the features and meet new people.
functions put into these websites
which dictate the way they are to LinkedIn: Is a professional social
be used. Let’s see a definition of networking tool, allowing people to
these two terms in order to clarify network in a professional area
it (cf beside). online.
So in other words, social media Twitter: Connecting to others for
can be defined as a strategy and whatever reasons you want
*We are talking in this report of social networks and social media as Internet services. 5

6. be connected with them. one of the largest information conversation between the brand
media in the world. When Youtube and its customers, these websites
Social Media: became the second largest search will be used as social networking
Youtube/Hulu: They are televisions engine in the world but still allows platforms. But to manage, to
on the web with plenty channels people to follow other people’s communicate to the brands
allowing people to be, actor, feeds and so being, in a kind of audience these websites will be
producer and broadcaster in the point of view, a social network… used as Social media, as a way to
same time on a common place. target customers like TV, radio or
In fact, we can consider the fact magazine.
But that’s theoretical! Reality is that the growing importance of the
more complicated. audience of sites initially labeled as So, to sum things up, for brands a
Facebook, through its amazing social networks is the main reason social network is both, a complex
success became the favorite of the confusion between these issue and an amazing opportunity.
media to broadcast videos, two terms. I think this is the main It’s not just about Twitter and
pictures or buzz information reason that explains why social Facebook. It’s not just about
shifting to its initial networking networks sites and social media technologies or channels.
utility into a social network & media are closer than ever and more and
more reversible. It’s how people engage, create,
services. Myspace became the participate, and share online…
meeting place number one for What does it means for brands?
famous and anonymous singers My point of view is, no matter the Social is not just about advertising.
but also became the preferred semantic used, be it social
media for brands that want to build It’s about People!
networks or social media, the
entertainment-marketing difference is the way brands use It’s about marketing!
operations. Twitter due to its these sites. To meet customers, to
powerful connection tool became build a relationship, to establish a It’s about conversations!
It’s about CRM!
THE CHALLENGE
FOR BRANDS IS
TO BUY
ENGAGEMENT.
EARN LOYALTY.
6

7. GENERAL FACTS & FIGURES
A REVOLUTION IN CONSUMER BEHAVIOUR
2
WHY BRAND SHOULD CARE?
FROM SOCIAL NETWORK TO SOCIAL MEDIA
THE ARE THE BRANDS THERE AT “THE RDV”
SOCIAL MEDIA
REVOLUTION !

8. Is social networks a FAD or is it the biggest shift since the A REVOLUTION IN CONSUMER BEHAVIOR
industrial revolution? Few times ago this question was relevant in
the mind of many marketers, and maybe it is still the case today in The advent of Web 2.0 and more In 2009, two-thirds of the world’s
the mind of few of them. But regarding the following facts there is globally the advent of the Internet Internet population has visited a
no doubts, we are living a new revolution, the social media industry has substantially changed social network or blogging sites
revolution. our behaviors. People want to and the sector now accounts for
consume novelties and far more almost 10% of all Internet time
quickly. It’s the everywhere at any spent. This increasing amount of
GENERAL FACTS & FIGURES time era (80% of twitter usage is time that we are spending on
on mobile devices). In this fast social networks is drastically
Numbers don’t lie and the facts ands figures following are the proof of a
moving era Social Networking altering the way we are sharing,
real movement, an evident shift in a social era.
appears as the global consumer interacting and communicating in
100,000,000
phenomenon of the last 3 years. our daily lives.
200,000,000
5,000,000,000
videos uploaded on YouTube. YouTube Is the actual numbers of blogs
became the second largest search
engine in the world
minutes spent on Facebook each day
375,000,000
Hulu has grown from 65 million total
1billion 55%
streams from April 2008 to 375 million More than 1 billion tweets on Twitter
in April 2009 of Internet users who have uploaded
13,000,000 If Facebook was a
273,1 mins and shared photos
346,000,000
country it would be time on average spent watching online
articles available on Wikipedia video each month
the world’s fourth
largest number of people globally who read
300,000,000
Is the number of users of the Chinese
QQ, Qzone
CHINA 54% blogs
of the Bloggers post contents or
200,000,000
INDIA
tweet daily
USA
There is almost 200,000,000 people
on Facebook each month FACEBOOK 3X
INDONESIA Time spent on social network and
3,600,000,000 blogging sites growing at over 3x the
BRAZIL rate of overall Internet growth
photos archieved on Flickr
Source : Global Faces and Networked Places - A Nielsen report on Social Networking’s New Global Footprint Source : Global Faces and Networked Places - A Nielsen report on Social Networking’s New Global 8
March 2009 Footprint March 2009

9. According to the Nielsen has grown over the last three Furthermore, the Figure 3 : The audience composition of
Company, global consumers spent years. Globally, social networks social network Member Community websites is shifting from
more than five and half hours on and blogs became the most audience is becoming the young to the old
social networking sites like popular online category when broader shifting from
Facebook and Twitter in December ranked by average time spent in a younger initial target 9 % 7 %
2009, an 82% increase from the December. With 206.9 million to a global audience 6 % 4 %
same period. In the US, time spent unique visitors, Facebook was the where older are 2 %
3 %
on Facebook reach 700 % and No. 1 global social networking accounting for more
time spent on twitter aims 3712%. destination in December 2009 and and more of the 0 %
In addition, the overall traffic of 67% of global social media users audience. -3 % -1 %
social networking sites visited the site during the month. -6 %
-9 %
Figure 1 : Global Web Traffic to Social Networking Sites -9 %
-12 %
6 5,35 2-17 18-34 35-49 50-64 65+
4 3,03 Change in Unique Audience Composition
2,1
2
0
Dec 2007 Dec 2008 Dec 2009 2010
96%
Time Per Person (H,M)
by 2010 Gen Y will outnumber baby
boomers
Figure 2 : Member Community growth twice that of any of the Gen Y audience has already
of the other five most popular actors joigned a social network
Rank Sector Global
Active
Reach
Global
Active
Reach
% Point
Increase in
Active Reach
70%
Dec 08 Dec 07 of 18 to 34 years old have watched TV
on web in 2009
1 Search 85.9% 84.0% 1.9%
2
3
General Interest Portals & Communities
Software Manufacturers
85.2%
73.4%
83.4%
72.0%
1.9%
1.4%
55-65
the fastest growing segment on
4 Member Communities 66.8% 61.4% 5.4% Facebook is the 55-65 years olds
females
5 E-mail 65.1% 62.5% 2.7%
Source : Global Faces and Networked Places - A Nielsen report on Social Networking’s New Global Footprint Source : Global Faces and Networked Places - A Nielsen report on Social Networking’s New Global 9
March 2009 Footprint March 2009

10. People care more about how their social WHY BRANDS SHOULD CARE? development of brands they like
78% graphs rank products and services than
how Google ranks them. Because, this new dealing way
• Share their experiences
of consumers trust peer directly impact the way people • Give and receive advice and
recommendations when only 14% perceive brands, creating new
34%
learn from others
trust advertisements
attempts in the consumers-brands
• Be the first to know and receive
of Bloggers post opinions about relationship. The consumer have
exclusive offers and privileges
products and brands taken the power, we enter in a
participatory democracy era where • Search more information about
consumers have the right of life or the brand (how to use, etc.)
FROM SOCIAL NETWORKS TO SOCIAL MEDIA death on the brand. There are no
more observers but actors. • Meet and belong to a community
“When you look at raw data, the trends become clear. Social Media Sites of people with similar interests
are squeezing out traditional media in terms of time, advertising and Jacques Seguela said, “Internet
audience”, said Magid Abraham co-founder and CEO of ComScore. Social users are now co-owner of the
Media are pressuring traditional media in a faster way never seen before! brand”. Hence the importance for ARE BRANDS THERE AT THE
brands to create a permanent and “RENDEZ-VOUS”?
close link with their consumers!
Rather conservative initially,
RADIO We estimate at 93 percent the
number of social media users who
companies are now investing
massively on social networks. They
38 years to reach 50 millions users believe that a company should could not ignore the phenomenon
have a presence in social media, any longer. According to a study
TV and 85 percent believe that a
company should not only be
conducted by the consultancy
agency Burson Marsteller, 79 of
13 years to reach 50 millions users
INTERNET
present but also interact with its the 100 largest international
consumers. Consumers want companies (according to the
4 years to reach 50 millions users companies to solve their problems, "Fortune" ranking) use at least one
solicit feedbacks on products and social network. The most
services and develop new ways to commonly used sites are in order:
interact. They don’t just WANT it to Twitter, Facebook and YouTube,
happen, they EXPECT it. They even more frequently than
aren't afraid to let it be known if business blogs. On average,
FACEBOOK they don't approve of the branded
activity online.
companies sent 27 "tweets" per
week and 3.6 "posts" over
added 100 million users in less than 9 Facebook, they broadcast 10
month They want to: videos per month on YouTube and
• Be involved in the future write 7 "posts" on their blog.
Source : Global Faces and Networked Places - A Nielsen report on Social Networking’s New Global Footprint 10
March 2009

11. Figure 4 : Involvment of the 100 biggest firms From an advertising point of view Brands seem to gradually
in social networks social networks are also popular become familiar with social
among brands. The economic networks and the importance
65 have a Twitter
account 54 have a business crisis has partly accelerated the and the opportunities offered
page on Facebook 50 have a Youtube “redesign” of the global advertising by this new “tool”, for targeting
channel 33 have a landscape. Internet is, since the all demographic groups, reach
business blog beginning of 2010, the third media old customers, gain new ones
in term of advertising market share and build or maintain credibility
(according to Carat). The crisis and reputation among
Cinema also pushes marketers to consumers seem to be quit
1 % streamline their online investment well understood. Moreover this
Radio Print
7 % 6 % (interactive marketers have to social phenomenon doesn’t
Magazines justify their budget spending by seem to be done, the
Figure 5 : Global advertising 10 % delivering measurable results). In progressive advent of the web
TV
spending - Media distribution 46 % this context, marketers opt more 3.0 and the massive use of
forcasts for 2011 Internet and more for social marketing Smartphone devices are likely
11 % because this media allows to accentuate it.
measurable metrics.
However, those facts and
Newspapers
19 % In France for instance, Facebook figures, don’t tell us how well
has become an advertising brands using these social
Figure 6 : US social media marketing professionals who believe medium of choice in less than a networks. Because being
social marketing is an effective branding strategy. year. The famous social network involved in social media tools
site captures about 10% of banner is only a half of the story, the
Very Somewhat Not ads and is the leading online most important and difficult
effective effective effective advertising media, according to part is, make social networks
Influence brand reputation 39 % 53 % 8 % comScore Ad Metrix and media right?
measurement. In the US, sites like
Increase brand awareness 37 % 54 % 9 %
Facebook and Myspace account
Improve search engine rankings 38 % 49 % 13 % for more than 20 percent of all the
online advertising investments.
increase Website traffic 33 % 55 % 13 %
These data show us, if it was
Generate leads 17 % 48 % 35 %
still necessary to be done, the
Improve internal communications 17 % 39 % 45 % growing importance of social
networks in the global media
increase online sales 13 % 41 % 46 %
landscape.
Sources : Figure 4, Burson-Mersteller study, conduct between Nov 09 & Jan 10; Figure 5, Carat; Figure 6, 11
MarketingSherpa - April 09

12. SOCIAL NETWORKS
THE NEW PRINCIPLE
BROUGHT BY SOCIAL
3
NETWORKS
THE NEW MAIN ISSUE
BRANDED UTILITY IN THE
SOCIAL NETWORK ERA –
HOW DOING SOCIAL
RIGHT !?
FOR YOUR BRAND !
HOW TO COMMIT SOCIAL
MEDIA SUICIDE
3 SUCCESSFUL CASE
STUDIES EXAMPLES

13. “
Social media is like word of mouth on steroids, people are always
talking about your brand, everywhere in the same time and
whether you want it or not. So shouldn’t you influence the buzz,
Social networks eliminates the middlemen, and make it positive? The F**king question is, how do it well?
providing brands with the unique opportunity
THE NEW PRINCIPLE an obligation. Manage your brand
to have a direct relationship with their
BROUGTH BY SOCIAL through social networks CANNOT
customers.” NETWORKS be treated just like an old
Bryan Wiener, CEO of 360i traditional way of brand awareness
As we developed earlier, promotion. It’s not another
“
“campaign” that you will launch
companies were, at the beginning, through a new “channel” to
a little bit hesitant to get in social promote your brand value. You
networks. The first explanations must stop thinking campaign or
that come to mind are: It is new! channel and start thinking
People don’t believe what you tell Or, marketers were afraid of social communication, conversation.
them. They rarely believe what you networks and social media
show them. They often believe what because they misunderstood Social media offer a new way for
them! In fact both are true but the businesses to interact with
their friends tell them. They always most relevant explanation that we consumers and also a source of
believe what they tell themselves.” can bring is: Marketers were afraid networking and communication
by social networks because social between people. These are two
Seth Godin
networks meant the end of the ways of communication where you
vertical communication. have to learn how to talk and listen
at the same time. You need to
This is the reality: social networks understand that customers now
are “The” new very big deal for want to hear other customer’s
brands; this is a new dealing way advices. So you need to treat them
for marketing. With social as collaborative partners and stop
networks there is no more talking about “content” that you
middlemen, brands have now the will push to increase their brand
unique opportunity to have a direct experiences.
DIALOGUE
relationship with their customers.
But this also means that you need This shift in the consumer’s status
to rethink your branded strategies. is one of the main new principles
Being disruptive in your brand brought by social networks that
approach is no more an option, is you must keep in mind.
13

14. “
Your audience is more than just an managing a brand is an intense
aggregate of consumers with process and social media, in one
common interests, the consumer way, making it a bit more complex.
is now a user-generated content But these new tools also create
(UGC), who is involved in an fantastic opportunities for brands.
Technology is shifting the power away from the environment built around Social networks are rapidly making
editors, the publishers, the establishment, the conversations and interactions the Web more human, thereby
bringing the one-to-one word of attracting an ever-larger portion of
media elite. Now it’s the people who are in mouth at a level never achieved all human communications online.
control.” before. Social media accelerate For your brand it is an opportunity
“
volatility because when people to develop useful personal
Rupert Murdoch
talk, ideas change and lead to experiences for a large number of
action, and digital conversations people and associate your brand
happen faster than ever. When you with user-generated utilities. Social
talk, people expect you to listen. networks allow you to foster
Your most unhappy And if you start listening, you'll be advocacy, earn stronger brand
customers are your greatest
“
tempted to talk. It's a full-duplex equity and inspire loyalty due to
source of learning” relationship that you should try to the direct relationship.
understand and manage.
Bill Gates
You must leave your traditional SOCIAL
approach and take the risk to “let
BRAND
The purpose of a business is to create a customer” go” and give some control back to
Peter Drucker the consumer. Embrace the social LOYALTY!
media conversation means you will
“The purpose of a business is to create a learn from your customers by
You can’t wait any more. It’s now
listening. If today consumers can
customer who creates customers” easily avoid advertising messages time for you to plan how you will
they deem intrusive, annoying, or get involve in this social medium
irrelevant, then the central way to space. But you can’t move with
engage them is to engage with the eyes masked. You should
them. Listen to them. Respond to initially ask the good questions!?
them. Take care of their ideas
seriously. Change in response to
their interests.
We all know that building and
14

15. BRANDED UTILITY IN THE you have to respect and some
SOCIAL NETWORK ERA – HOW steps you should follow if you want
DOING SOCIAL RIGHT !? to do it right. Question like, why
Figure 7 : Social brand strategy model customers want to interact with
Most brands still think that you? Or, what kind of added value
monitoring their brand awareness could you bring them through your
1. Strategy : listening, planning... 2. Tactics through social networks can just social network activity? Need to be
be resumed as putting up a asked before starting.
Facebook page dedicated to your
brand, creating a corporate twitter We can consider that there are
account or launching a viral video. four essential rules that you must
It’s definitely not enough and even always keep in mind to manage
if in some case you succeed and your brand awareness through
create a Buzz it will still be “tactics” social networks:
and the results you will get will still
apply only in a short time. Most UDERSTAND, BE REAL, BE
brands still choose a tool before ENGAGED, MEASURE
defining their strategy. Tactics 1.Understand
(Facebook, Myspace campaigns,
Figure 8 : Always make your community core twitter account, blogs, Youtube • «Listen» to what your customers
channels…) should come after tell about you
building a solid foundation of
brand image, personality, and Listening. Is the first and maybe
engagement online. There are the most important principle. You
currently thousand of social must consider every person as a
platforms, but all of them are not potential influencer. Not
Your Brand Your Community
often good for your brand. underestimate anyone. You must
Moreover, you mustn’t be on these be attentive on what influencers
social tools because they exist or are telling about your brand. You
Your Community need to ask if communities
Your Brand because your competitors are
already there. In some case, your evolving around your brand do
presence not even makes sense exist. If yes, what are their needs?
for your business or for some of Should you support, energize, or
your customers. embrace them? If not, should you
create one?
Before embracing the social digital
world there are some rules that Web 2.0 allows you to achieve this
Sources : Figure 7, Social Media Basics For Executives by Tim Ho ; Figure 8, Social Influence Marketing 15
Trends presentation 2008, By Razorfish

16. step offering many useful tools like 3.Be engaged – Don’t be afraid
Google Alerts, TweetDeck, to over-share
SocialMentions, RSS for instance.
Figure 9 : Four key rules for a good social strategy Your engagement must be well
• Understand who you are, what thought.
you get and what you need
Contribute, participate, converse
You need to match and define your You need to find ways to ignite
goals to project objectives. You conversation and engage your
need to identify and understand audience. Participate in
your internal community. What is conversations that generate
your corporate culture? Who is
1
discussions. You might create a
allowed to talk on behalf of the
LISTEN pilot program with core influencers,
brand now? What tools could you renegades and evangelists who
create? lead the discussions about your
brand. Encourage member’s
2.Don’t lie, don’t pretend, Be interactions. Drive exploration.
Real, Be transparent! Develop community activities.
4 2
UGC makes your brand promise
Transparency (without becoming genuine and utterly convincing.
MEASURE BE REAL “hyper-transparent”) and honesty Make them engage, share,
are essential elements if you want personalize, don’t be afraid to put
to create a sustainable link the power in their hands… and
between user-generated content before you know they will become
and brand and avoid social media brand ambassadors. Guide them
suicide.
3
BE through non-stop interactions from
With the power of word of mouth interest into action. An ongoing
ENGAGED conversation leads to a
brought by social networks, you
can no longer over-promise/ be relationship and a relationship
fake. Lies can get caught and be leads to affinity. Qualify & follow-up
spread hundred times faster their needs.
online. Your brand will ever give a Generate content
better image by being transparent
and show to its audience what Build a content calendar and give
your brand really is. access to your audience to unique
relevant content or applications
16

17. that enriches their lives in a So you can and you must measure HOW TO COMMIT A SOCIAL
tangible way. Sharing everything (your audience engagement, MEDIA SUICIDE
may interest your targets, such as loyalty, influence, your action) and
pictures, videos or live tweets and then report, share, and improve by By following the advices given
streaming during an event for learning what works and what before you clearly minimize the risk
instance. Transforming branding doesn’t. of failure. But the digital social
from professional irritant to useful world is a fast moving space
precious by giving access to a In terms of “vehicles” that your where you are not immune to a
valuable content about your brand. brand can use in aim to monitor its bad buzz that would undermines
brand image, you have three your brand image. Always stay
Be involved continuously options alert. Negative comments are, as
well as positive ones, inevitable.
Brand communication is The three possible vehicles are: Do not make the mistake of
surpassing the boundaries of time
1.First one, you choose to ignoring them. Criticisms of
& space. Brand conversations are
advertise on social networks such sources of learning so try to
taking place at anytime involving
as Facebook in aim to target a understand them and respond
people from anyplace around the
relevant audience. politely. Then, social mediums are
world. Make your brand
2.You embed your brand in the based on conversations, so don’t
ubiquitous.
be deaf and dumb. Be proactive
existing social networks like
4.Measure but not as only promoting your
Myspace.
own content. Be real.
3.You build your own social
Last but not least, you need to
network platform. As other branding tools, social
measure the impact and the
effects of your social networking networks have some advantages
These vehicles can be used
activity. The effects are traditionally and risks and there are no best
individually or two or three in the
not easy to measure as it occurs practices. Every project is a
same time, it depends on your
over a long period of time, happen custom fit. You learn as you go.
needs and objectives. For
in many disparate locations and What are the best practices for a
example, you can choose to build
can be attributed to many factors. conversation? What about for a
your own social network tool and
But one of the advantages of relationship? In fact it all comes
advertise on social networks to
social networks platforms is that back to who you are and who they
drive traffic to your social network
they make this step easier are. And the better way to
platform. Or use the ads on social
providing a vast array of tools that understand its potential power is
networks to drive traffic on your
allows you to measure trends in to try it.
brand’s social network page. Etc
conversations.
17

18. 3 SUCCESSFUL CASE STUDIES EXAMPLES
STARBUCKS - FROM NATURAL TOUCH POINT TO A
SUCCESSFUL SOCIAL STRATEGY
OBAMA - MARKETER OF THE YEAR 2008 Objective: This dedicated Facebook page
allows, Starbucks generating
Even if Obama is not a “brand” I’ve choose to put the light on this Maintain and develop the
content and customers, sharing
example because I think, in one way, that the success of its social relationship built with customers
their enthusiasm for the brand,
media strategy during the US presidential campaign has largely on natural touch point by going
talking about their love for the
contributed to the expansion of the use of social networks by brands. through social networks.
product and experience. Later
Tools: Starbucks launched a twitter
Objective: •The Obama/Biden Youtube account Twitter.com/starbucks
channel turned Youtube into a The first channel Starbucks and uses it as an “in the moment”
Win the election!
controlled media outlet. launched was channel delivering timely
Tools: MyStarbucksIdea.com, where customer support and spread
Results: people submit, comment on, and word about the latest breaking
The Obama communication vote for their favorite ideas. But
Obama won the US presidential news and contests.
campaign team set up a nearly rather than just put up the
election, largely due to its
social media strategy provided technology, Starbucks set out to Results:
consistent and cohesive
real time campaign information at ensure the departments impacted
branding, and the way he Despite a small social media team
people’s fingertips, simple ways by the site had a representative
encouraged and embraced the with only six people the Starbucks
to volunteer and join the who was responsible for being
creativity of is audience. social strategy is a success. By
conversation, and an the liaison with customers.
unprecedented amount of involving customers and
•During the campaign Obama employees Starbucks well
monetary support as well. Turning The success of
was the most followed person on understood how to do social
clicks into cash kept the entire MyStarbucksIdea.com help
twitter. networking right.
campaign going. Starbucks manager to
•5,000,000 was the number of
active Barack Obama supporters understand that each channel is
To make it successful they On MyStarbucksIdea.com the
across 15 social networks. different and required developing
launched several complementary person in charge of innovation in
•14,200,000 was the number of different facets of the relationship
tools : the department concerned
views Obama’s famous “Yes We with their audience.
develops ideas that appear
•BarackObama.com beats the Can” video got on YouTube. relevant.
So in 2008 they launched a
24-hour media cycle with •$6,500,000 The amount of
Starbucks Facebook page
dynamic updates and offered money 3 Million online donors At the time, the Starbucks
Facebook.com/starbucks and
tools to get involved. contributed to the 2008 Obama Facebook pages had about 6 846
approached and took over the
•Obama’s iPhone app provided campaign. 369 fans when its twitter account
ownership of user-created
tools to mobilize and inform is followed by 842,417 people.
communities to monitoring the
supports on the go. page.
•@BarackObama twitter account.
To follow the campaign updates in
real time.
18

19. FORD - REINVENTING PUBLIC RELATIONS
We are in 2008, just after banks made the corporate world look even
less trustworthy, enter the automotive crisis. Ford, like others members
of the Big 3, was pegged as another big faceless corporation.
Consumers don’t trust in corporation anymore. They trust people like
them, with a face, a name.
Objective: Next step, getting other Ford
employees up and running on
Find a solution to turn this bad
many others Twitter accounts.
situation into a brand defining
moment? Results:
Launch a social media strategy to
humanize the Ford brand and put Ford effectively changed the
consumers in touch with Ford conversation around the
employees. automotive bailout to position
themselves in a different light than
Tools: the others. One tweet from Scott
Monty reaches 15000 people and
Ford recruited Scott Monty, a guy
then gets retweeted a hundred
who worked for a successful
times spreading far beyond his
digital agency, as head of social
social circle. They can measure
media. For this date Scott as the
the amount of incoming traffic to
corporate online (mainly on
their videos and sites from Twitter.
Twitter) face of Ford Motor
They can also monitor the amount
Company, a legal liaison and lay
of blog articles written about them
interpreter, and friend to an active
in a positive light before and now
enthusiast community. The
after Scott Monty became part of
strategy adopt by Scott Monty is
the company.
to tweet on behalf of Ford and to
harmonize all of Ford accounts on
Twitter; i.e., every account starts
with @Ford. This strategy allows
Ford to keeping up with the many
people who are passionate about
Ford vehicles and educating
people who might not be aware
of all of the Ford products and
progress.
19

20. CONCLUSION
Companies will require unprecedented innovations to try to stay in
place. Social networks are part of these innovations. For your brand,
resistance to social medium is futile. Millions people are creating
content for the social Web. Your customers have been there for a long
time. Maybe your competitors are already there. So if your business
isn't putting itself out there, it ought to be.
Moreover, this social phenomenon will continue in the next months and
years with the increasing use of mobile phones and other widgets and
applications. Your brand is now one click away from Youtube or a
twitter feed. You must be aware about that and be part of it.
Social networks can really help you to build a strong brand awareness,
so stop allocating the monitoring of social tools to interns and juniors,
engage community managers, set up a team dedicated to social media
issues and start thinking social networking strategy as an independent
element of your brand strategy.
It’s time for your brand to embrace the digital social world,
because it won’t wait for you!
BE INVOLVED
AT 100% OR

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RAZORFISH
Power of Conversations
21

22. APPENDIX
22

23. APPENDIX
23

24. APPENDIX
24

25. APPENDIX