The document summarizes a presentation on using social and societal media to build believable brands. Some key points include: 1) Successful social media projects focus on customers and adding value for them rather than just promoting the company. 2) The "Yes We Can" video for Barack Obama went viral organically through social sharing, showing the power of user-generated content. 3) Societal media projects that engage people around positive social causes can enhance brands and drive business objectives if leveraged properly in social networks.

1. Social Media & Societal Media
Social Media Afternoon – Brussels, July 9th, 2009
Rik Lagey – Client Manager
Building Believable Brands

2. Social Media Afternoon
Brussels, July 9th 2009
www.lbigroup.be
Rik Lagey – Client Manager
Building Believable Brands

3. AGENDA
3)What’s important?
4)Yes we can, the Will.i.am story & video
5)Societal projects
6)Societal media and social media go hand in hand
7)Natural viral empowerment
8)Can you link business objectives to societal media?
9)Belgian case to be launched: give kids a chance
10)Red het bos – Sauvez la fôret
11)Actual: livestrong – Lance Armstrong
12) Questions & answers
Building Believable Brands

4. 1. What’s important?
Building Believable Brands

5. About LBi
The leading digital agency in Europe ... >160M turnover... >1500 employees...
12 Countries... 35 offices... Vision... Values... Brand... Awards…Products...
Nice ... but it doesn’t really matter!
Building Believable Brands

6. About your company/organisation...
Turnover... Number of employees... Number of countries... Number of
offices... Vision... Values... Brand... Awards… Products...
Yes, it’s important, but does it really matter?
Building Believable Brands

7. If our/your company data
doesn’t matter...
What ?
Does
?
…WHAT
Yes, We Matter?
Building Believable Brands

8. YOUR
CUSTOMER
And...
He wants to have fun.
He wants to get added value.
He even wants to be part of a community... and get engaged
Building Believable Brands

9. 2. The Will.i.am Story
Building Believable Brands

10. The 'Yes We Can' video on YouTube was not made by the Obama campaign, but by hip hop star
Will.i.am who produced it and uploaded it onto the Web. The video quickly went viral, and before
November 4th 2008, it already had been viewed 20 million times. Today, the video is viewed
over 150 millions time and it recently won an Emmy award!
Powerful Democracy 2.0 tools are transforming politics and may soon bring profound changes to
the way governments (& organisations) interact with citizens.
A new era of e-democracy and e-government is dawning.“
Building Believable Brands

11. The Emmy Winning video "Yes We Can" is a collage style
music video inspired by a speech delivered by Barack
Obama following the 2008 New Hampshire primary,
derived from similar union catch cries. The song was
released on February 2, 2008 by the Black Eyed Peas
member will.i.am on Dipdive.com and also on YouTube.
YES WE CAN was bestowed an Emmy for Outstanding
New Approaches - Entertainment at the 35th Annual
Daytime Creative Arts and Entertainment Emmy Awards
Ceremony on June 13th 2008
Building Believable Brands

12. 3. Societal projects
Building Believable Brands

13. Decrease of gifts due to crisis
Increase of projects
Local and global projects
How to find engaged people in this?
Building Believable Brands

14. How can
you be found?
Building Believable Brands

15. 4. Societal media & social
media go hand in hand
Building Believable Brands

16. Sharing
Honesty
Dialogue
Participation
Building Believable Brands
Openess Trust
Listening Positivism
Consistency Relevancy
Added Value Authenticity
Collaboration
Building Believable Brands

17.  Question: how many Belgians did ever gave a
gift or signed up as a volounter for a societal
project?
 Guess?
Building Believable Brands

18. 90%
Building Believable Brands

19. Why?
 Mankind is societal in nature
 We don’t see it as a commercial
objective
 Positive, engage, involve, empower
 It’s often also user-generated
Building Believable Brands

20. 5. Natural viral empowerment
Building Believable Brands

21. A bunch of tools
Building Believable Brands

22. With some nice advantages as a result:
 a better natural indexing in
Search-Engines (free SEO!)
 People love to show they’re societal
 This enhances the viral efforts
 Buzz creation
Building Believable Brands

23. 6. Can you link business
objectives to societal media?
Building Believable Brands

24. Yes, we can
 Enhance the values of your company
(branding)
 Smack up your image
 Boost business objectives by creative use of
social media
 Find & empower brand advocates to support
your cause
Building Believable Brands

25. Knowing that, let’s go back ...
To the beginning of this presentation and the
“Yes, we can” video of Will.i.am
Building Believable Brands

26. The HOPE.ACT.CHANGE. Website (launched feb 2008)
Inspired by Barack Obama's vision of change and collective action, LBi was brought into this ground-
breaking project by will.i.am <http://will.i.am> , musician, producer and lead singer of 'Black Eyed Peas',
and Jesse Dylan and Mike Jurkovac, the filmmakers behind the video.
As the artist and filmmakers were conceiving and creating the "Yes We Can" song and video - which went
on to over 20 million views on the web - they challenged LBi to build a website that would bring people into
the effort to express their support of change in America.
Building Believable Brands

27. The HOPE.ACT.CHANGE. website
We took our experience with Social Media and applied it to develop an innovative and visually stunning
web site that gives life to community action and inspiration. Integrating user-generated content into the
fabric of the "Yes We Can" music video, LBi created an interactive experience that visualizes the way the
individual can bring about change and show their support for Barack Obama.
Building Believable Brands

28. The HOPE.ACT.CHANGE. website
By uploading their photos and videos to the site, or tagging their Flickr photos with "hopeactchange", their
content becomes a component of a virtual mosaic that overlays the video playback. Supporters all over
America and around the world have become thumbnail pieces of the video, adding their voice to the new
HopeActChange movement. They can share their stories of inspiration and connect with other members of
the site. We also have featured celebrities, musicians, artists and digital innovators who have contributed
their efforts to the site. There are now thousands of members and an active, growing movement that is
being evolved daily by the community itself.
Building Believable Brands

29. 7. Give kids a chance
Building Believable Brands

30. The project
 Raise 100.000€ for children in problematic situation
 100% online campaign
 Possibility to donate
 Free media space offered by the sector
Building Believable Brands

31. Building Believable Brands

32. Building Believable Brands

33. Social Media integration
 Status updates
 Donation fact & figures
 Mentioning important gifts (companies)
 Blog contributions
…
Beside that, we’ll create, within the action, “social
ambassadors” from the contributors. In the
process of donation, contributors will receive “a
free gift” (a picture) that they will be able to offer
to a friend
Building Believable Brands

34. 8. Red het bos – Sauvez la fôret
Building Believable Brands

35. Building Believable Brands

36. The project (Makro)
 Main objective: Reduce off-line folder usage & cost
 Use of a societal element (our environment) to connect
to the audience
 Use of an icon we all know (Mr. de Uil – Mr. L’Hibou)
 Viral : send someone a personalized video (an owl)
(text to speech technology)
 Social Media: Facebook fanpage
Building Believable Brands

37. Building Believable Brands

38. 9. Livestrong – Lance Armstrong
Building Believable Brands

39. Building Believable Brands

40. The project (Livestrong)
 Cancer survivorship programs
 Objective: to raise as much money as possible
 Use of a societal element (our health ) to connect
to the audience
 Empowered by a personality we all know :
Lance Armstrong
Building Believable Brands

41. The project (Livestrong)
 in-depth social media use: Facebook, Twitter, Blogs,
YouTube, Flickr, MySpace...
 Strong call to actions: donate, get involved, ...
 Several Co- sponsorships: Nike’s wearyellow.com
Building Believable Brands

42. Building Believable Brands

43. 429.528 fans !
Building Believable Brands

44. Building Believable Brands

45. Listen to & join their conversations
Build honest relationships with your audience / customers
Start an ongoing
dialogue with your
customer
Search for Brand Advocates and empower them!
Evolve, Engage and empower your communities
Building Believable Brands

46. Thank you!
Now we want to listen to you...
Answer your questions ...
And start a dialogue!
Contact:
LBi Belgium : www.twitter.com/LBi_Belgium
Building Believable Brands