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1 Hola! Madrid, 23 November 2010
2 Below the Social Surface
3 Let’s Take a Deep Dive
Today’s Topics Company Profile  Vision, Mission, Action What About Brands Some Social Cases & Trends  Q&A 4
Today’s Topics Company Profile  Vision, Mission, Action What About Brands Some Social Cases & Trends Q&A 5
Grupo LaComunidad Brand Engagement    Triple Play Proposition LaComunidaddigital marketing agency  ViralTrackeronline video metrics company  SocialMedia8social media marketing agency Grupo LC was born in a garage. It’s now part of the WPP network.  6
7 SocialMedia8 SocialMedia8 Amsterdam - HQ SocialMedia8 London SocialMedia8 Milan SocialMedia8 Madrid
Our Domains 8 Strategy & Insights  Research, Insights, Social Media Monitoring, Brand Engagement Strategy,       Social Commerce, Social TV, Social Gaming and Social CRM Strategies Digital PR & Buzz  Digital PR, Natural Seeding, Social Media Optimization, Digital PR Clippings, Influencer Identification and Outreach Programs Media & Advertising  Strategic Social Media Planning and Buying, Paid Seeding, Social Media Advertising,  Facebook, YouTube, Twitter, Online Video campaigns and Blogvertsing                       Content & Communities    Content creation, Branded Social Pages, Widgets, Virals, Branded Blogs, Fan & Brand Ambassador programs, Community Management and moderation  Tracking & ROI  Online video tracking with ViralTracker (virals, movie trailers, game trailers, video  clips, TV exclusives), Buzz Tracking, Social ROI measurement, Brand Patrol programs
Today’s Topics Company Profile  Vision, Mission, Action What About Brands Some Social Cases & Trends Q&A 9
Vision advertising never started a movement powered by the social web,         not advertised on it.
Mission   	To move brands away from traditional  advertising, towards a model which is    more content-driven, engaged and  focused on consumer dialogue 11
The arena of our creative process 12
13
14
Some Brands in Social Media?  15
Why are Brands connecting to Fans? 16
How to createloyal fans withsocial? Create the appropriatestrategyforyour brand. Long term goes best for fans and lovebrands.  SMM Campaign 3 Q4 Promotion  Short term strategy: Short term social advertising   SMM Campaign 2 Brand Awareness SMM Campaign 1 Product Promotion Long term social media marketing programs needs a long term theme / topic:      Running – Nike  Long term strategy: Long term fan program Ongoing social media monitoring & KPI measurement 17 Digital CRM
We understand that “Paid” media is not                        the main priority in today’s event Paid media Owned media Earned media 18
How do we drive branding, engagement,                                          loyalty and sales in a social media world?  Listen  Engage  Distribute  PR Engagement strategy Big Idea Reason to Engage Brand Benefit ePR Social Relevant  Conversations Actionable  Conversations All Conversations Mobile Media Event POS 19
Listen  Engage  Distribute  Social media monitoring programs        gain deeper analyses and insights Sentiment Author Site Volume 20
Listen  Engage  Distribute  Social monitoring can help all brand stakeholders Product Marketers  Product & Innovation PR & Media Agencies Digital Natives  Employees & HR CRM  Dpt. Influencers Fullfilment Agencies SalesDpt.  PR Dpt.  Retailers  Lovers &  Fans Helpdesk & Care  Research Dpt.  Shows & Events Media  Dpt.  AdvertisingDpt.   Bloggers & Media 21
Listen  Engage  Distribute  Identification of key influencers and fans  22
Listen  Engage  Distribute  How can we engage these key influencers? Step 3:  Launch advocacy program Step 2:  Develop relationship Step 1:  Identify influencers  Rafe	All About Symbian community  Teo Bartulovic	Symbian Freak community  Steve Garfield  	Godfather of Videoblogging  Delon Ho	Howard forums superuser 	 Darla Mack	Mobile Diva blogger 23
Listen  Engage  Distribute  How can we distribute and amplify our story through Owned, Earned and Paid Media?  Owned media PR Engagement strategy Big Idea Reason to Engage Brand Benefit ePR Earned media Social Digital Content  Optimization Mobile Media Paid media Event POS 24
Since most brands like social campaigning,              here are some behind the scenes tricks  3 Online Videosfor Heineken 25
First we create a strategic social media plan  SocialMedia Planning* Global & Local Blogs / Forums Global & Local Video Portals Global & Local Social Networks 26 * Thisis anexample
Uploadto portals Viral Incubation Period is 21 days Super Influencers & Heineken Fans  TIME Influencers Moderators Users Next, we seed story and content to influencers * Thisis anexample 27
We ignite the buzz with our buzz toolkit               (but please, don’t tell the PR agency ) 28
Viral Roadmap YES Viral Incubation Period is 21 days REPORT REALLY VIRAL? SOCIAL MEDIAPLANNING NATURAL SEEDING VIRALSPOT NO PAID SEEDING 29
How can we optimize viral marketing ROI                 and improve digital content strategies? 30
What online video fails among your fans?                 Which one has the “Touch of Gold”?  31
Today’s Topics Company Profile  Vision, Mission, Action What About Brands Some Social Cases & Trends Q&A 32
33 What about brands?
34 Open and share more
35 Really wish CRM and Customer Loyalty now
36 Looking for new marketing places
37 Activating sponsorships with Fan hubs
38 Understanding the benefits of Fans
39 Listening, observing and changing
40 DNA to keep listening and interacting
41 Showing digital thought leadership
Today’s Topics Company Profile  Vision, Mission, Action What About Brands Some Social Cases & Trends Q&A 42
43 Case Dodge Nitro Create buzz among male car lovers for Dodge Nitro 5,000,000 video views, +400 blog posts, 159 test drives
44 Case Heineken Know The Signs Engage a global male audience for Heineken International 6,000,000 Engagements- Awareness+11%   Brand TrackingbyMetrixLab
45 No TV or Print but Social Program for Windows7 Introduction ROI 5x higher than Vista, with 10% of the Vista Budget
Case Skittles 90,000,000  free impressions Paid Media Earned Media Owned Media € 276,000 € 90,000 fan program Earning attention for Skittles with compelling content                               gives us € 3 Earned Media for each € on Paid Media 46
47 Case Tourism Tuscany  Changing Region Tuscany from landmark to lovemark Increasing tourism by 7% with a social SWAT team
What could be the Next Social Trends? 48
Social Commerce  49 The fusion of eCommerce and Social Media
Social Gaming   50 The mash-up of Online Games and Social Networks
Social CRM  51 The mix of Traditional CRM and Social Media
Social TV  52 Where Online TelevisionmeetsSocial Media
Social…    	…might just be the new ‘normal’ soon 53
Muchas Gracias!!! 54 Please connect to:  Igor Beuker Founder Grupo LaComunidad igor@socialmedia8.com www.socialmedia8.com Or follow some viral ideas and social trends onwww.viralblog.com

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Social Media Marketing - Deep Dive - IAB Spain Madrid 2010

  • 1. 1 Hola! Madrid, 23 November 2010
  • 2. 2 Below the Social Surface
  • 3. 3 Let’s Take a Deep Dive
  • 4. Today’s Topics Company Profile Vision, Mission, Action What About Brands Some Social Cases & Trends Q&A 4
  • 5. Today’s Topics Company Profile Vision, Mission, Action What About Brands Some Social Cases & Trends Q&A 5
  • 6. Grupo LaComunidad Brand Engagement Triple Play Proposition LaComunidaddigital marketing agency ViralTrackeronline video metrics company SocialMedia8social media marketing agency Grupo LC was born in a garage. It’s now part of the WPP network. 6
  • 7. 7 SocialMedia8 SocialMedia8 Amsterdam - HQ SocialMedia8 London SocialMedia8 Milan SocialMedia8 Madrid
  • 8. Our Domains 8 Strategy & Insights Research, Insights, Social Media Monitoring, Brand Engagement Strategy, Social Commerce, Social TV, Social Gaming and Social CRM Strategies Digital PR & Buzz Digital PR, Natural Seeding, Social Media Optimization, Digital PR Clippings, Influencer Identification and Outreach Programs Media & Advertising Strategic Social Media Planning and Buying, Paid Seeding, Social Media Advertising, Facebook, YouTube, Twitter, Online Video campaigns and Blogvertsing Content & Communities Content creation, Branded Social Pages, Widgets, Virals, Branded Blogs, Fan & Brand Ambassador programs, Community Management and moderation Tracking & ROI Online video tracking with ViralTracker (virals, movie trailers, game trailers, video clips, TV exclusives), Buzz Tracking, Social ROI measurement, Brand Patrol programs
  • 9. Today’s Topics Company Profile Vision, Mission, Action What About Brands Some Social Cases & Trends Q&A 9
  • 10. Vision advertising never started a movement powered by the social web, not advertised on it.
  • 11. Mission To move brands away from traditional advertising, towards a model which is more content-driven, engaged and focused on consumer dialogue 11
  • 12. The arena of our creative process 12
  • 13. 13
  • 14. 14
  • 15. Some Brands in Social Media? 15
  • 16. Why are Brands connecting to Fans? 16
  • 17. How to createloyal fans withsocial? Create the appropriatestrategyforyour brand. Long term goes best for fans and lovebrands. SMM Campaign 3 Q4 Promotion Short term strategy: Short term social advertising SMM Campaign 2 Brand Awareness SMM Campaign 1 Product Promotion Long term social media marketing programs needs a long term theme / topic: Running – Nike Long term strategy: Long term fan program Ongoing social media monitoring & KPI measurement 17 Digital CRM
  • 18. We understand that “Paid” media is not the main priority in today’s event Paid media Owned media Earned media 18
  • 19. How do we drive branding, engagement, loyalty and sales in a social media world? Listen  Engage  Distribute  PR Engagement strategy Big Idea Reason to Engage Brand Benefit ePR Social Relevant Conversations Actionable Conversations All Conversations Mobile Media Event POS 19
  • 20. Listen  Engage  Distribute  Social media monitoring programs gain deeper analyses and insights Sentiment Author Site Volume 20
  • 21. Listen  Engage  Distribute  Social monitoring can help all brand stakeholders Product Marketers Product & Innovation PR & Media Agencies Digital Natives Employees & HR CRM Dpt. Influencers Fullfilment Agencies SalesDpt. PR Dpt. Retailers Lovers & Fans Helpdesk & Care Research Dpt. Shows & Events Media Dpt. AdvertisingDpt. Bloggers & Media 21
  • 22. Listen  Engage  Distribute  Identification of key influencers and fans 22
  • 23. Listen  Engage  Distribute  How can we engage these key influencers? Step 3: Launch advocacy program Step 2: Develop relationship Step 1: Identify influencers Rafe All About Symbian community Teo Bartulovic Symbian Freak community Steve Garfield Godfather of Videoblogging Delon Ho Howard forums superuser Darla Mack Mobile Diva blogger 23
  • 24. Listen  Engage  Distribute  How can we distribute and amplify our story through Owned, Earned and Paid Media? Owned media PR Engagement strategy Big Idea Reason to Engage Brand Benefit ePR Earned media Social Digital Content Optimization Mobile Media Paid media Event POS 24
  • 25. Since most brands like social campaigning, here are some behind the scenes tricks 3 Online Videosfor Heineken 25
  • 26. First we create a strategic social media plan SocialMedia Planning* Global & Local Blogs / Forums Global & Local Video Portals Global & Local Social Networks 26 * Thisis anexample
  • 27. Uploadto portals Viral Incubation Period is 21 days Super Influencers & Heineken Fans TIME Influencers Moderators Users Next, we seed story and content to influencers * Thisis anexample 27
  • 28. We ignite the buzz with our buzz toolkit (but please, don’t tell the PR agency ) 28
  • 29. Viral Roadmap YES Viral Incubation Period is 21 days REPORT REALLY VIRAL? SOCIAL MEDIAPLANNING NATURAL SEEDING VIRALSPOT NO PAID SEEDING 29
  • 30. How can we optimize viral marketing ROI and improve digital content strategies? 30
  • 31. What online video fails among your fans? Which one has the “Touch of Gold”? 31
  • 32. Today’s Topics Company Profile Vision, Mission, Action What About Brands Some Social Cases & Trends Q&A 32
  • 33. 33 What about brands?
  • 34. 34 Open and share more
  • 35. 35 Really wish CRM and Customer Loyalty now
  • 36. 36 Looking for new marketing places
  • 37. 37 Activating sponsorships with Fan hubs
  • 38. 38 Understanding the benefits of Fans
  • 39. 39 Listening, observing and changing
  • 40. 40 DNA to keep listening and interacting
  • 41. 41 Showing digital thought leadership
  • 42. Today’s Topics Company Profile Vision, Mission, Action What About Brands Some Social Cases & Trends Q&A 42
  • 43. 43 Case Dodge Nitro Create buzz among male car lovers for Dodge Nitro 5,000,000 video views, +400 blog posts, 159 test drives
  • 44. 44 Case Heineken Know The Signs Engage a global male audience for Heineken International 6,000,000 Engagements- Awareness+11% Brand TrackingbyMetrixLab
  • 45. 45 No TV or Print but Social Program for Windows7 Introduction ROI 5x higher than Vista, with 10% of the Vista Budget
  • 46. Case Skittles 90,000,000 free impressions Paid Media Earned Media Owned Media € 276,000 € 90,000 fan program Earning attention for Skittles with compelling content gives us € 3 Earned Media for each € on Paid Media 46
  • 47. 47 Case Tourism Tuscany Changing Region Tuscany from landmark to lovemark Increasing tourism by 7% with a social SWAT team
  • 48. What could be the Next Social Trends? 48
  • 49. Social Commerce 49 The fusion of eCommerce and Social Media
  • 50. Social Gaming 50 The mash-up of Online Games and Social Networks
  • 51. Social CRM 51 The mix of Traditional CRM and Social Media
  • 52. Social TV 52 Where Online TelevisionmeetsSocial Media
  • 53. Social… …might just be the new ‘normal’ soon 53
  • 54. Muchas Gracias!!! 54 Please connect to: Igor Beuker Founder Grupo LaComunidad igor@socialmedia8.com www.socialmedia8.com Or follow some viral ideas and social trends onwww.viralblog.com