The document discusses the shift from traditional top-down marketing approaches to newer bottom-up approaches that focus on consumer experiences and are driven by word-of-mouth. It provides examples of brands that have successfully engaged consumers through social media by making their communications relevant, participative, multi-channel, creative, interactive and viral. The document advocates that brands monitor social conversations, integrate these networks to help consumers connect, and provide tools for consumers to spread the brand's message.

1. Conclusion

2. Before Top-down internet, one way channel, no interaction Brand Values Personal experience Creates and drives Supports & reinforces Distribution & promotion Main media Secondary media Below the line “ Didactic” Ever since marketers acknowledged that there’s too much advertising, and too many media channels, they’ve been looking for alternative ways to get consumers to buy into their brand and buy their products. Most of the solutions being explored try to re-engage and interact with consumers in an old-style, ‘top-down’ approach, whereby Above-The-Line (ATL) mainstream media activities focusing on the brand are driving the communication.

3. Today Bottom-up, users publishing their ideas, blogs, wikis, podcasts using new technologies, allowing content publication, sharing, filtering, ... Brand Values Personal experience Supports & reinforces Extends & expands Creates & drives Essential truths Continuing dialogue On the ground reality “ Authentic” The 21st century, ‘bottom-up’ word-of-mouth marketing approach focuses on personal experience of the brand and is driven by consumers.

4. Threats? Should you be afraid of bloggers? Should you engage a conversation with them?

5. Is it war? Karate?

6. No it’s more like Judo…

7. … or even better: Tango!

8. Social Media = Opportunities! Should you be afraid of bloggers? Should you engage a conversation with them?  If you care about PR, you should care about social media NO, they are human beings just like you, but they can speak very, very loud YES, don’t underestimate the power of blogosphere

9. Marketing - The Old Way Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read. L.Burnett

10. Traditional Brand Communication: Levi’s - Free To Move Remember Levi’s “Free To Move” ?

11. The New Way Make it relevant Make it participative Make it multi-channel Make it creative Make it interactive Make it viral  Make it an engaging multi touch-point brand experience Emakina

12. Make it relevant

13. Dove: “evolution” Brand objectives Make women feel more beautiful, everyday Inspire them to take care of themselves in a natural sense Attach “natural beauty” proposition to brand promise Key Facts: More than 6 million views on Youtube Over 2000 comments added Favorited almost 20.000 times Lots of people make parodies Product: Dove Watch Src: http://www.youtube.com/watch?v=iYhCn0jf46U

14. Make it participative

15. Unilever: “Life & Cooking” Key Facts: "Life & Cooking" is a key platform for Unilever to generate more brand awareness, more traffic in POS and, ultimately, more sales. 150.000 subscribers to the weekly newsletter 160.000 unique visitors each month Average of 6,2 pages viewed / unique visitor

16. Make it multichannel

17. VW Escape TV Monthly magazine with events, interviews, reportages… =CONTENT Visitors can choose HOW to watch and follow-up the episodes: vwescape.tv RSS subscription PSP Ipod GSM http://www.vwescape.tv/

18. Make it creative

19. Daihatsu > J’ai la plus grande Key Facts: Unique visitors: 63.096 Subscriptions: 28.662 Send-to-friend mails: 9.345 Friends enrolled: 2.127 (23%) Opt-In PIXmania: 7.398 Opt-In Virgin: 6.784 Ratio visitors/subscriptions: 45,5% % Male: 51% % Female: 49% Src: http://www.jai-la-plus-grande.fr/

20. Make it interactive

21. Proximus Moblog Massive use of Web 2.0 technologies RSS feed to get automatic updates on any moblog Leave a comment on each picture Export a picture to your own by a simple copy/paste of HTML snippet Tag your pictures with keywords Spread your pictures through web 2.0 platforms (del.icio.us, Digg…)

22. Make it viral

23. ING I-NeedToGo.com www.i-needtogo.com IAC Award 2008 – Best Bank Rich Media Campaign ING’s Lion Account is a free Internet bank account The campaign spread the message that several things in life just should be free! Such as the toilet Such as your bank account Excellent Media coverage in press, blogs, online magazines Ex: Contagious magazine http://www.contagiousmagazine.com/News%20Article.aspx?REF=646&IsArchive=false Src: http://www.i-needtogo.com/

24. Widget Blogosphere Integration Provide the tools (= widget) to the blog-community and make it easy + interesting to let THEM spread YOUR message New ING campaign started in Belgium on Monday... And reached Spanish blogosphere 1 day later Src: http://www.i-needtogo.com/

25. Our Value Proposal

26. Remember? Your brand

27. Our Mission Emakina wants to be your brand guardian & cultivator in this complex social network. Your brand Emakina Your audience Ideas Stories, Opinions, Experiences, Conversations

28. What we can do Actions : Digitize, upload and tag videos in YouTube, GoogleVideo, etc. Upload, tg, photos and campaing visuals (flickr, photobucket, etc.) Bookmarks and tags, create groups in (del.icio.us, furl, sprul, etc.) Create user, groups and animate brands in social networking (myspace, friendster, etc.) Create blogs with all the content, moderate comments (blogger, etc.) Propagate content and tags in specialized search engine (technorati,, etc.) Update or create content in wikis (wikipedia, etc.) Promote websites, blogs, url in social bookmarking (digg, scoopeo, etc.) Analyse traffic (see Emakina web analytics offering) Develop widgets, create content, launch interactive marketing campaign, etc. Your brand Emakina Your audience

29. Use social media to your advantage Monitor what’s happening around your brand Integrate these conversation networks Help these consumers to connect with each other: this is as much important as the message itself Provide them with tools to spread your message Develop/Create traffic to current brand web assets Report relevant trends, statistics, opportunities

30. Marketing Strategies Mechanics Recruit email addresses Objectives Increase sales volume Customer loyalty Brand awareness Traffic Building Lead generation Mini-sites Social marketing E-Mailings Bannering Search Engine Marketing Viral Marketing Games and Promotions Loyalty programs                                 Niche marketing    1-to-1 Marketing         Emakina recommendations

31. Let’s do a mental exercise

32. Porsche did get Summer 2007 Greenpeace launches an “UglyPig” campaign at Porsche

33. What do you think that Porsche did? How would YOU have reacted?

34. Porsche did get it

35. Porsche did get it

36. Porsche did get it

37. The results?

38. A nice promotion campaign for the Cayenne Hybrid

39. Lunch Look for the Emakina people and challenge them to find a solution to your brand challenges using the Attentio tool Mr Nice Guy

40. Before leaving A little attention awaits you Mr Rabbit