This document discusses the opportunities and importance of social marketing. It highlights that social marketing is about engagement and involving a brand's entire socio-system. The key aspects of social marketing discussed are listening to existing communities, empowering customers, uniting communities, and integrating social marketing into business models and field actions. Case studies on Starbucks' blog and opportunities for SMEs to engage are also provided.

1. 29th April 2010
Social Marketing – Hype or
Solvay Alumni Entrepreneurs Club
Hugues Rey – Chief Digital Officer
MediaBrands Brussels

2. Social Networking
It’s mainly about people …

3. … but technology multiplies the
opportunities to communicate
http://www.youtube.com/watch?v=_2vLtpVPqhI

4. More than a Hype !
Digital in Belgium is Social
(source: Comscore 12/09 – Total 15+ - in %)
Google Search
Windows Live Hotmail
FACEBOOK.COM
YOUTUBE.COM*
Windows Live Messenger
MSN
Wikimedia Foundation Sites
Belgacom Group
Microsoft
Google Maps
Telenet Sites
eBay
Yahoo! Sites
Blogger
NETLOG.COM*
Bing
Apple Inc.
Corelio
De Persgroep
Truvo International
SanomaWSOY
VRT Sites
CBS Interactive
BNP Paribas
Kapaza
WordPress
Amazon Sites
0,0 20,0 40,0 60,0 80,0 100,0

5. More than a Hype
Facebook x 1,8 – Twitter x 17 !
(source: Comscore 12/09 – Total 15+ - in UV)

6. More than a Hype!
Social Media is Multi-Channel
(source: Comscore 2010 – Total 15+ - in %))
LIVE.COM*
FACEBOOK.COM
YOUTUBE.COM*
Windows Live Messenger
Blogger
NETLOG.COM*
WordPress
Skyrock
SKYNETBLOGS.BE
DAILYMOTION.COM Instant Message
Picasa Network
FLICKR.COM Social Networks
BLOGGEN.BE
Six Apart Sites
Technorati Media Photo / Video Sharing
Hyves
TWITTER.COM* Blogs
LINKEDIN.COM
CENTERBLOG.NET
CANALBLOG.COM*
Metacafe
PAPERBLOG.FR
BLOG.NL
HI5.COM
Habbo Ltd.
DEEZER.COM
NING.COM
Yahoo! Messenger
DELICIOUS.COM
Orkut
0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0

7. More than a Hype
Social = Time Spent !
(source: Comscore 2010 – Total 15+ - Total Minutes MM )
Kapaza
BNP Paribas
CBS Interactive
VRT Sites
SanomaWSOY
Truvo International
De Persgroep
Corelio
Apple Inc.
Bing
NETLOG.COM*
Blogger
Yahoo! Sites
eBay
Telenet Sites
Google Maps
Microsoft
Belgacom Group
Wikimedia Foundation Sites
MSN
Windows Live Messenger
YOUTUBE.COM*
FACEBOOK.COM
Windows Live Hotmail
Google Search
0 200 400 600 800 1.000 1.200 1.400

8. … &MoreMedia has arrived! Consummer
Social than a Hype – are active
74% of Read – 42% Comment – 9% Micro Blog
“Q4 Which of the following have you done on a computer?”
Blogging / forums

9. Mobile is the new web !
Social is Mobile (… Multi-Devices)

10. Purchase intention crossed with ‘Ipad’
knowledge (Y/N) ?
Certainly when
available in Belgium
Don't know if (Y)
purchase or not, 0,6%
hesitation (Y) No interest (N)
3,2% 29,5%
Yes No
Interested but wait
before purchase (Y)
10,7% Interested but no
purchase (N)
11,8%
Interested but no
purchase (Y)
17,6%
Interested but wait
before purchase (N)
7,3%
Don't know if purchase or
not, hesitation (N)
No interest (Y) 4,9%
14,1%
Certainly when available
in Belgium (N)
0,3%
N : 1050

11. Social Marketing is about ENGAGEMENT !
http://www.flickr.com/photos/8998965@N05/

12. Social Marketing is about to involve the
complete Brand Socio-System to engage deeper
with the brand
Brand Socio-system
Customer
Employees … CEO ?
Official Champions

13. Digital Communication
Objectives & KPI’s
Brand/Communication Values Building
• Communicate in the most balanced & impressive way
• Customers, (Non) Users, Target Group
• Cov., OTS, Affinity, Context, Impact, Click, Interaction
Engagement – Social Marketing
• Let’s live a full Digital (and more) experience
• Brand Ambassador, Advocacy, Story Tellers, Influencers
• Time spent, Dwell (Rate / Time), Virality, Repeated Visits
E-Acquisition / Promo
• Recruit : E-Prospects / e-Leads / (Loyal) e-Customer /
• People who: Buy / Ask for Appoinment / Ask Info / Look for Dealer
• Conversion Rate, Repeated Visits, C/Conversion, leads

14. Objectives & KPI’s - How To ?

15. Opportunities of Social Marketing
We measure social media activity against a set of conventions called the Rules of Engagement, which gave us a
guide as to how well social media is currently working for brands, whether they are nurturing and having input
into these communities, and whether they have managed to reap any rewards or benefits from the time and
effort that they put into maintaining these communities.
MARKET
TARGET / COM
Integrate in
INSIDE your
Engage Business
Enrich Unite Model
Listen Empower
Identify Integrate
15

16. BHV – Social Media (29/10/2009 – 29/4/2010)
Source: Sysomos
29% Positive + 31% Neutral + 40% Negative

17. BHV – Social Media (29/10/2009 – 29/4/2010)
Source: Sysomos

18. Listen & Identify
Locate Existing External Communities

19. Listen & Empower
Starbucks Idea: Ideas in Action Blog
• Starbucks decided to start up a blog which would
act as a hub for both Starbucks and their
consumers to communicate with each other
• Starbucks is a brand that is surrounded by
controversy, but also very loyal fans; opposite
ends of the spectrum
• They knew that it was important to listen to both
sides in order to gauge what their consumers’
needs were so that they could make changes, if
possible, to improve the brand
• All suggestions put up on the blog have been
considered by Starbucks, and some implemented.
Starbucks have highlighted which ideas or
suggestions they are taking into consideration
and what they are doing about it
Why Did this Campaign Work Well?
• Starbucks provided their consumers with a
platform to engage directly with the brand and
then showcased that they were actively working
towards improving the brand using their
consumers’ suggestions
• Consumers are made to feel like their opinions
matter
19

20. Unite
Connect Communities

21. Integrate with Field action & Mass
media
21

22. Integrate - Augmented Reality

23. (Content x Reach(Traffic Drivers))2
Example: Hugues Rey ;-) … www.rey.be … I am a Bridge.
275
135
885
1150
Prof. Mail Signature

24. April 2010 …
• Good day,
Knowing your blog I am a Bridge, is one of the leading blog
concerning digital lifestyle, I thought you might be interested
in the below.
Following the great success of the IKEA app, IKEA announced
a series of new developments to their iPhone app. All
developments are based on customer feedback. IKEA is
overwhelmed by the great feedback and wants to say ‘thank
you’ to all fans responsible for actively sharing their thoughts.

25. SME - Opportunities to Engage
• Company Website
• Company Blog / Employees Blog - Link & Merge
all the Content
• Facebook Fan Page - Benefits:
• Twitter Account - Influencer
Positioning
• Share Powerpoint on SlideShare - Dialog
opportunities
• (Develop a Mobile Phone App) - Search engine
natural presence
• …

26. Thanks for Sharing …
+ 32 / 496 26 06 88
Messenger: hugues@live
Mail: hugues.rey@mediabrands.be
Blog: www.rey.be
Twitter: huguesrey
Skype: Yugsxiii
Second Life: Yugs Bournemouth
Linkedin: http://www.linkedin.com/in/huguesrey