A master class given at the ENPC MBA Paris on social media, new social media driven marketing strategies and how social media has gone beyond marketing.

1. Master Class
Social Media &
New Marketing Strategies
Alon Rozen
Asst. Dean, ENPC MBA Paris
Master class
October 17, 2013
Alon Rozen / ENPC MBA
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2. Social media isn’t easy… just ask Ronald!
2012 McDonald’s used the hashtag #McDStories on Twitter to
promote video content of their suppliers talking about McDonald’s
ingredients.
 The campaign was hijacked by consumers complaining about the
company’s service and the quality of the food.
People are still using the bashtag to attack McDonald’s.
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3. Quick survey
Traditional media
Social media
Raise your hand if:
Raise your hand if:
1. you read a national newspaper
at least once a week?
1. you are “active” on Facebook,
LinkedIn, Viadeo or Twitter?
2. you spend more time watching
national TV than the internet?
2. you watch YouTube at least
once a week? A day?
3. you listen to radio at least 1
hour every day?
3. you tweet, post, like, pin, share
or +1 at at least once a day?
4. you use Instagram or Vine?
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4. Social is everywhere (Brian Solis – October 15, 2013)
A recent survey by Indeed.com … growth in
positions with the title “social media manager”
slowed to 50% in the past year.
Positions with “Instagram” in the title gained
644% and those with “Vine” grew at 154%.
More than a job title, social is becoming part of
everyone’s job.
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5. Social media: why should you care? (Brian Solis – October 15, 2013)
“We are seeing an increased demand for social savvy
candidates across the business – from HR to product
to customer service. In addition, we’re seeing this
demand span many levels, from executive assistants
to senior vice presidents.”
It’s inevitable that at some point, social media will
require mastery and management at every level.
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6. mar·ket·ing/ˈmärkitiNG/ (noun)
Market
1
A conversation between
a brand and its market(s)
Market
6
Market
2
Brand
Market
5
(hat tip to the Clue Train Manifesto)
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Market
3
Market
4
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7. Marketing was brand-driven until something happened…
Brands were excluded
from the conversation …
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So they had to go where the
conversation was happening!
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8. Social Media and Marketing
Social media is a new kind of conversation…
Marketing has had to adapt significantly with a new approach:
LISTENING
FROM
TO
OBSERVING
Brand
INTERACTING
FACILITATING
Brands now need to interact with the “community”
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9. What is Social Media?
Peter Drucker: the purpose of a business is to
create a customer.
Shiv Singh (Razorfish): the purpose of social media
is to create a customer … who creates a customer.
Google “definition of social media”: 194M results!
Google: social media are the websites and
applications used for social networking.
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10. Social media landscape 2013 (Cavazza)
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11. Is anything not social?
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12. Historical marketing context: First Moment of Truth (F-MOT)
Lafley, CEO, P&G (2005): Brands have 2 moments of truth:
0. on the internet, when a consumer gathers information...
1. at the store shelf, when a consumer decides to buy a brand.
2. at home, when she uses the brand — and is delighted, or isn’t.
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13. Google’s Zero Moment of Truth (Z-MOT)
Lisicki, Google: “ZMOT” = when you grab a device to learn about a product or service
you’re thinking about trying or buying.
Social media: a major shift in how people share & discover information and make decisions.
Social media is ZMOT media…
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14. Social media: stats for perspective
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http://blog.twmg.com.au/social-media-stats-of-2013-infographic/
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15. Social Media content strategy: the 3 R’s
Post a video to
YouTube
On blog invite
comments on
YouTube
Reduce
Re-use
Recycle
Post video + 1st §
of story to
Facebook with
link to blog
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Post to Blog with
video embedded
Tweet about new
post with link to
Facebook
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16. Red Bull on FaceBook – 41M likes, 420K interactions
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17. PetPlan Pet Insurance on Pinterest (+10k followers)
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18. YouTube – 25% of internet traffic and growing!
 YouTube is the #2 search engine on the web.
(socialmediatoday.com)
 YouTube reaches more adults than any cable
network. (socialmediatoday.com)
 700 YouTube links are shared on Twitter every
minute (Relevancy Group)
 500 years of YouTube videos are watched on
Facebook every day (Relevancy Group)
 The equivalent of 100 hours of video is uploaded to
YouTube each minute (Kleiner Perkins Caufield & Byers)
 99% of US online specialty retailers use YouTube,
up from 93% in 2012 (L2)
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Marketing campaigns
increasingly launched on
YouTube first
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19. Social Media Strategies in action: Ford Fiesta
Ford’s Fiesta Movement
o Ford marketers gave 100 people a car for 6 months
o They shared their experiences on various social media
Results: 6.5MYouTube views, 50K RFIs and 10,000 Fiestas sold
in… the first 6 days!
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20. Social Media Strategies: Human Rights
The Human Rights Campaign
launched a campaign on Facebook, to
accompany real life demonstrations
outside the Supreme Court on the eve
of two historic marriage equality
hearings.
Millions of Facebook users adopted a
red version of the HRC's logo.
The logo received 10M impressions,
190K shares, 96K likes and appeared
more than 18M times in News Feeds
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21. Social Media and Branding: Dove (Real Beauty)
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22. Social media – beyond marketing
An R&D, marketing and finance strategy (ex. Kickstarter)
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23. Social media – the new IPO?
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24. Top 5 reasons companies fail at social media (smartblog on social media 4.10.13)
1.Jumping on multiple platforms at once: many companies spread
themselves too thin.
2.Failing to develop a personality: For someone to be a “fan”, they need to
be able to relate to you, your beliefs and opinions. Customers and fans want
to know what’s important to you – besides growing your business.
3.Selling, not conversing: It is called “social” media for a reason. Start
conversations.
4.Not developing authenticity: Customers need to feel your sincerity and
that what you’re telling them to do is something you’d actually do yourself.
5.Hiding from complaints and controversy: Mistakes are going to happen…
say you are sorry and what you’re doing to ensure they aren’t repeated.
Customers know bad things happen, and they love companies willing to
learn from them.
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25. Closing Survey
Raise your hand if:
you think your next job will be affected by social media?
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26. Thank you!
Enjoy the rest of the evening…
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