Social  Marke,ng  

IAB  Academy  –  Brussels  9  August  2011  

       Marke&ng  is  Dead  

       

Consumers  are  fed  up  with  unwanted  &  irrelevant  

interrup5ons…  

Marke,ng  1.0  –  Consumer  1.0  

•  efficient  •  predictable  •  mo1vated  by  the  best  deals  •  mostly  ra1onal  in  buying  decisions    

       

Those  were  the  Days…  

My Message

       

Today’s  consumer    has  changed  

Consumer  2.0  

Meet  the  new  “Homo  Feelgoodonicus”:      •   is  inefficient  &  unpredictable  •   is  mo,vated  by  what  makes  him/her  happy  •   ignores  most  of  the  marke,ng  messages  •   can  decide  &  buy  en,rely  based  on  emo,ons  •   likes  to  be  social    and  be  part  of  a  community  

The  consumer  has  changed…  

http://www.youtube.com/watch?v=heSudg-tfIk

Consumers  2.0  are  “interconnected”  

The  average  “interconnected”  consumer  has  +150  followers  

       Only  14%  trust  …  

online  ads    

       >85%  trust  …  

Word  of  Mouth    

a  Wor(l)d  of  Mouth    Lots  of  media  tools  at  their  fingertops  

Europe:  >60%  Internet  Penetra,on  

Consumer  2.0  

•  emo,onal  buyers  •  interconnected  •  World  of  Media  •  >66%  penetra,on  (+  High  

expecta,ons  with  rise  of  mobile)  

       You  can’t  solve    

problems  of  today    

       with  the  answers    of  yesterday  

       Who  says  so?  

Antony  Slabinck  CEO  @  LBi  Belgium  Head  of  Social  Media  Task  Force  @  IAB  

The Changing Consumer

The Changing Business

The Changing Agency

The changing media landscape

The changing media landscape

A global marketing and technology agency, blending insight, creativity and technology to create business value.

Digital Mastery

Digital journey

       

Doing this well is difficult and absolutely needs the

best available skills

       

That’s why we built one company

It is very difficult to achieve We think the answer is in the blend

Strong global footprint

       Building  

       Believable  

       Brands  

Time  to  get  started  

1)  Who  is  ac,vely  (7/week)  using  Foursquare?  

2)  Who  is  ac,vely  using  Twi[er?  

3)  Who  is  ac,vely  using  Facebook?    

4)  Who  is  ac,vely  using  other  Social  Media?  

 

       So  …  what‘s    Social  Media?  

Social  Media  is…  

=>  a  shi_  in  how  people  discover,  read  and  share  News  &  Informa5on  

Interconnected  People  

having  Conversa&ons  

using  all  available  Media  

Social media is just like real life!  

But  with  larger  networks,  24/24,  archived  >  2  years    

It no longer matters what YOU say!  

Today,  your  brand  will  be  determined  by:      

what  you  do    

who  you  are      and  what  THEY  say!  

 

Social Media Tools

RSS Microblogs Social networks Blogs Wiki ‘s Social Bookmarking Virtual Worlds Podcast Vodcast Widgets Mobile Augmented Reality …

       

I couldn’t care less!

RSS Microblogs Social networks Blogs Wiki ‘s Social Bookmarking Virtual Worlds

Podcast Vodcast Widgets Mobile Augmented Reality …

       

This is NOT about media nor about

technology!

Creators (24%)

Inactives (17%)

Spectators (70%)

Joiners (59%)

Collectors (20%)

Critics (37%)

Conversationalists (33%)

Social Technographics (Forrester)

Consumers participate monthly in at least one of the indicated activites:

Introducing The New Social Technographics (Jan 15, 2010 - Forrester)

Threats

§  It’s probably just a Fad/Hype/Technology §  Communities are created without my consent §  We will not be in control anymore! §  Company processes are not ready §  Company/employee culture is not ready §  Our CEO doesn’t use Facebook… §  Campaigns without a strategy §  Starting too late §  All budget to campaign, not enough left for 1 year of “ongoing dialogue” §  …

Social Media needs a new attitude from all stakeholders!

Opportunities

§  Market research – Authentic Customer Insights §  Customer Support §  Contextual marketing / Social CRM §  Brand Advocates & Brand Ambassadors §  Product Design §  Natural SEO §  Human Resources §  Developing new business models §  Sales §  … You can already start a dialogue for less than 0,2 FTE (Social Media Managers, Conversation Managers, …)

       Is  Social  Media  a  Fad  or  Hype?  

Is  Social  Media  a  Fad  or  Hype?  

q  Are  “People”  a  Fad  or  Hype?    

q  Is  being  “Interconnected”  a  Fad  or  Hype?  

q  Are  their  “Conversa5ons”  a  Fad  or  Hype?    

 

Or  is  it  the  biggest  change  since  the  Industrial  Revolu,on?  

       

Case: Obama – Yes We can – Hope.Act.Change

http://www.youtube.com/watch?v=jjXyqcx-mYY&feature=related

       

Case: Obama – Yes We can – Hope.Act.Change

       

ü Fun  experience  ü Added  Value  ü Par1cipa1on  ü Collabora1on/Sharing  ü Dialogue/Tool  

ü Authen1c  ü Relevant  ü Posi1ve  ü Honest  ü Trustworthy  

You  should  be:  

You  should  offer:  

Your  Checklist  for  a  succesfull  case  

       Put  your    

customers  first!  

Engage consumers on their terms

       

Yes you can … solve problems of today

with the answers

of yesterday TODAY

       

First  of  all,  we  have  to  understand  the  basics  of:    

1.  Social  Communi,es  2.  Brand  Advocates  3.  When  Social  Meets  Mobile  4.  Loca,on  Based  Services  5.  Contextual  Marke,ng  

 

       5.  Social  Communi&es  

       

How  do  communi,es  get  started?  

1.  You  need  a  fool  to  start  ,  he  needs  the  guts  to  stand  alone  and  look  ridicolous  2.  Must  be  easy  to  follow  3.   First  follower  transforms  the  fool  into  a  leader  4.  Leader  shows  how  to  follow  5.  It’s  now  about  them  6.  Second  follower  changes  two  nuts  into  a  crowd  7.  New  followers  need  to  see  the  followers  as  they  want  to  emulate  them  8.  A  movement  is  started!  9.  It’s  no  longer  risky  to  join  the  movement  10.  Those  who  didn’t  join  became  the  fools    

 

 

How  do  communi1es  get  started?  

Pick up user generated stories Enhance them

       

http://www.youtube.com/watch?v=hKoB0MHVBvM

•  Mentos invested $28.000,- (*) •  More than 5 M people watched video in 1st month •  Estimated value for this ‘campaign’: $ 10 million

(*) Annual marketing budget of Mentos: $ 20 million,

Checklist OFFER: q  Fun Experience q  Added Value q  Collaboration q  Participation q  Dialogue/Tool Checklist BE: q  Authentic q  Relevant q  Positive q  Honest q  Trustworthy

Case:  Mentos  -­‐  Enlarged  story  

       

Ø  8.500 name suggestions Ø  41.000 registrations for updates, Ø  850.000 unique visitors on baby-elephant.be, Ø  massive local and international press attention, Ø  560.000 people watched the birth online, Ø  1.2 million site visits in the birth weekend, Ø  5.000 people signed the online birth register, Ø  22.000 blog comments in the birth weekend. Ø  300.000 visitors (200.000 paying visitors) more than in 2008.

Checklist OFFER: q  Fun Experience q  Added Value q  Collaboration q  Participation q  Dialogue/Tool Checklist BE: q  Authentic q  Relevant q  Positive q  Honest q  Trustworthy

Case:  KMDA  -­‐  Kai  Mook  Antwerp  Zoo  

       6.  Brand  Advocates  

Basics  

   What’s  a  Brand  Advocate?  

A  customer…    •   who  has  an  outspoken  posi,ve  percep,on  of  a  brand    •   who  will  talk  favorably  about  a  brand  to  their  friends    •   who  can  help  generate  brand  awareness    •   who  can  influence  purchase  inten,ons  

 

DIGITAL  is  their  tool  

 

They  have  always  been  there  …    BUT  never  had  much  chance  to  be  heard.  

Brand  Advocates:  They  like  to  convert  peers  Ofen  as  well  Innovators  (2%)    &  Early  Adopters  (13%)  

They  express  their  love  for    your  brand  to  others    (but  are  not  trying  to  convert  others,  typically  Facebook  Fans)  

Customers  as  Brand  Advocates  

 Why  are  Brand  Avocates  so  interes,ng?  

Promo,onal  offers  sent  by  

Advocates  convert  5  ,mes  more    

(than  offers  sent  by  brands)  

ACTION:  Iden5fy  and  mobilize  your  Advocates!  

 

       

The campaign “Expedition 206” sent three 20-somethings (selected social media influential's!) to 206 countries and territories where Coca-Cola is sold in 2010, stocked with laptops, video cameras, smart phones and plenty of other gadgetry, in order to document for the masses their search for happiness.

http://www.expedition206.com

Case: Coca-Cola - Happiness Ambassadors

53  percent  of  advocates  (vs  33  percent  for  consumers)  want  to  

be  recognized  as  an  individual.  

 

Deloi[e  study    

Support their creative conversation

       

Help!      

We  have  a  disaster  on  our  hands!  

Do  brands  monitor  their  reputa,on  today?*  

*Source:  2008  WebKnow  Study,  Cologne  University  

       

http://www.youtube.com/watch?v=t8XxcOj3Seo

Case: Kryptonite - Consumer in control

       

Case: Kryptonite - Consumer in control

       

http://www.youtube.com/watch?v=5YGc4zOqozo&feature=fvst

Case: United Airlines - Break Guitars

Checklist OFFER: q  Fun Experience q  Added Value q  Collaboration q  Participation q  Dialogue Checklist BE: q  Authentic q  Relevant q  Positive q  Honest q  Trustworthy

Do  you  react  to  nega,ve  comments?*  

*Source:  2008  WebKnow  Study,  Cologne  University  

       

Case: Toyota - Boosted Conversations

They turned up the volume of their response level and created a social media war room that’s staffed with 6 to 8 responders during the crisis.

       

Toyota case: Some Facts

http://www.toyotaconversations.com/ http://ad-tech.blogs.imediaconnection.com/2010/03/30/370/

“ROI is certainly important to us in the long run, however we don’t plan to wait to define it before advancing initiatives we know are important. Over time we will definitely evaluate our efforts in order to determine how they are impacting key metrics. Those results will become the new benchmarks for future initiatives, and ultimately the foundation for measuring ROI.”

In the first 5 days, over a million people viewed the Digg Dialogg video interview with president, Jim Lentz: “Some of our models, such as Prius, have entrenched communities of enthusiasts with whom we engage, as they’re authentic brand advocates.”

       

Ooops  ...    

We  forgot  to  talk  about  your  most  valuable  brand  influencers  

 …  as  many  companies  tend  to  forget.    

Big  mistake,  sorry!    

       

Your  employees!    

The  most  overlooked  segment  of  poten,al  brand  building    

are  your  employees!      

They  are  out  there  in  the  world  interac,ng  with  people  every  day  

 (Ogilvy  &  Mather)  

Brand  Advocates:  They  like  to  convert  peers  Ofen  as  well  Innovators  (2%)    &  Early  Adopters  (13%)  

Brand  Ambassadors:  Paid  employees  or  receive  kind  of  

financial  award  to  promote  a  brand  

They  express  their  love  for    your  brand  to  others    (but  are  not  trying  to  convert  others,  typically  Facebook  Fans)  

Customers  as  Brand  Advocates  

       

 Case        Best  Buy  -­‐  Twelpforce  

Checklist  OFFER:  q   Fun  Experience  q   Added  Value  q   Collabora1on  q   Par1cipa1on  q   Dialogue/Tool    Checklist  BE:  q   Authen1c  q   Relevant  q   Posi1ve  q   Honest  q   Trustworthy  

       

Case: Twelpforce (Best Buy)

We  found  our  Ambassador  ...  hope  you  have  too!  

       

7.  When  Social    meets  Mobile  

 What  is  makes  Mobile  so  special?  

1.  Mobile  is  personal  

2.  Mobile  is  always  carried  –  the  world  in  my  pocket  

3.  Mobile  is  always  on  

4.  Mobile  has  a  built  in  payment  mechanism  

5.  Mobile  is  there  at  the  point  of  crea5ve  impulse  (instant)  

Mobile  app  for  Smirnoff  

bit.ly/smirnoffapp

Checklist  OFFER:  q   Fun  Experience  q   Added  Value  q   Collabora1on  q   Par1cipa1on  q   Dialogue/Tool    Checklist  BE:  q   Authen1c  q   Relevant  q   Posi1ve  q   Honest  q   Trustworthy  

What’s  the  sum  of  Social  +  Mobile  +  Loyalty?  

Loyalty

Mobile Social

€

       

8.  Loca&on  Based  Marke&ng  

 It’s  all  about  relevance  

Case – Starbucks: Mayor discounts & Barista badge

€ Starbucks Barista badge

Checklist  OFFER:  q   Fun  Experience  q   Added  Value  q   Collabora1on  q   Par1cipa1on  q   Dialogue/Tool    Checklist  BE:  q   Authen1c  q   Relevant  q   Posi1ve  q   Honest  q   Trustworthy  

The boom today: Location Based Services

€

•  People-­‐  and  business-­‐driven  •  De-­‐centralized  models  •  Bopom-­‐up  •  Rich  experience  •  Rela1onship,  engagement,  loyalty  •  Social  •  Incen1ve-­‐based  (badges,  coupons,  ...)  

Case Thomas Cook – Location Based Service

€

•  World Travel Conference •  2000 attendees

•  How to interact with attendees? •  How to manage? •  Fast and efficient

•  Welcome messages •  Timed announcements •  Departure messages

•  4 interactive zones •  Targeted announcements •  Real Time Statistics => adaptations

Checklist  OFFER:  q   Fun  Experience  q   Added  Value  q   Collabora1on  q   Par1cipa1on  q   Dialogue/Tool    Checklist  BE:  q   Authen1c  q   Relevant  q   Posi1ve  q   Honest  q   Trustworthy  

       

       

Case: The Coca Cola Village

       

Checklist  OFFER:  q   Fun  Experience  q   Added  Value  q   Collabora1on  q   Par1cipa1on  q   Dialogue/Tool    Checklist  BE:  q   Authen1c  q   Relevant  q   Posi1ve  q   Honest  q   Trustworthy  

Case: The Coca Cola Village

       9.  Contextual  Marke&ng  

       

First steps into Contextual Marketing (Analyzing my personal Tweets)

Case 8/Meet the VOLKSWAGENS

       

First steps into Contextual Marketing (Authorization to Analyze my Facebook profile)

       

First steps into Contextual Marketing (Analyzing my personal Facebook profile)

       

Great! They found me an Economical & Tech-savvy car... Contextual Marketing : Agreed! It’s still experimental … But ... just imagine the possibilities!

Checklist OFFER: q  Fun Experience q  Added Value q  Collaboration q  Participation q  Dialogue Checklist BE: q  Authentic q  Relevant q  Positive q  Honest q  Trustworthy

       

10.  Let’s  get  started  right  now!  

Control  

Interac&on  Low  Interac&on  

High  Interac&on  

High  Control  

Low  control  

engage  

1.0   2.0  

empower  

publish   .print  .TV  

.radio  .direct  marke1ng  

.online  media  campaign  

.email  marke1ng  

.social  bookmarking  

.facebook  .blog  

.microblog  

.wiki  

.podcast  

.PR  

listen  

dialogue  

A_en&on  span  Low  A_en&on  

High  A_en&on  

.reputa1on  management  

2  weeks   2  months   2  years  

.website  

12  months  

.hire  conversa1on  Manager  

.magazine  .folder  

LBi’s  Social  Media  Roadmap  

.surveys  

.tes1monials  

.1:1  lab  

.1:1  marke1ng  

.1:1  emails  

.1:1  booklets  

3.0  

.enriched  profiles  

.loyalty  program  

.shared  experiences  

.personalized  folders  .visual  DNA  

.brand  advocates  

.monitoring  

.twiper  .employees  

.crowd  sourcing  

Case:  Starbucks  Idea  -­‐  Innovate  

http://www.youtube.com/watch?v=CwYxuV2dVzw http://mystarbucksidea.force.com/ideaHome

Checklist OFFER: q  Fun Experience q  Added Value q  Collaboration q  Participation q  Dialogue Checklist BE: q  Authentic q  Relevant q  Positive q  Honest q  Trustworthy

1.  Start with social media in a very early stage (Listen)

2.  Locate your target groups

3.  Locate the SM believers within your company (employees)

4.  Locate the Brand Ambassadors (employees)

5.  Locate Brand Advocates (Consumers)

6.  Get support/buy-in from management

7.  Check your organisation & processes (SM Guidelines)

8.  Define your marketing objective + KPI’s (Awareness, Fidelisation, ...)

9.  Set up more professional Monitoring of your MicroSegments

10. Allocate time, resources and budget

10  Social  Media  Guidelines  (Phase1:Basic)  

       

Start  early!  

So  you  can  …  

fail  sooner  

Once you are ready to ENGAGE & EMPOWER

1.  Analyse your listening & monitoring results

2.  Build a strategy & roadmap based on the objective/microsegment

3.  Build a presence on the main application of your targetgroup

4.  Pick up user generated stories

5.  Create Added Value content, applications or widgets

6.  Boost these stories through communities & networks

7.  Empower Brand Ambassadors (Employees)

8.  Empower Brand Advocates (Consumers)

9.  Consistent 360 degrees presence (Perfect Media Mix)

10. It’s not about you, it’s about them!

10  Social  Media  Guidelines  (Phase2:Advanced)  

       

Social  media  shouldn’t  be  

100%  of  1  person’s  job,    

but  1%  of  100  people’s  jobs  

       

Henry  Ford:    

If  I'd  asked  my  customers  what  they  wanted…  

       

If  I'd  asked  my  customers  what  they  wanted…  

they'd  said  a  faster  horse.  (Henry  Ford)  

       

Tell  me  and  I  will  forget.  Show  me  and  I  might  remember.  Involve  me  and  I  will  understand.  

       Benjamin  Franklin  

www.twi[er.com/LBi_Belgium  

www.lbigroup.be  

 

1. The Power of Brand Advocates

http://www.slideshare.net/aslabinck/the-power-of-brand-advocates

2. Social Media in Practice http://www.slideshare.net/aslabinck/social-media-in-practice-day-to-day-examples

3. Conversational Marketing: an Introduction http://www.slideshare.net/aslabinck/conversational-marketing-an-introduction

4. Conversation manager: why you need one http://www.slideshare.net/aslabinck/conversation-manager-why-you-need-one

Some other presentations that might interest you :

       

It’s  up  to  you  to  judge  if  this  

presenta&on  was  ...  

       Authen&c  

       Relevant  

       Posi&ve  

       Honest  

       Trustworthy  

       

But  I  certainly    hope  that  you    appreciated  ...  

       Dialogue  

       Sharing  

       Par&pa&on  

       

And  that  it    brought  to  you    

...  

       Added  Value  

       Fun  

       

Nothing stand in the way of the power of millions, the voices calling for change!

       

Marke&ng  is  alive!    

But  we’ll  have  to  respect  the  voices  of  

millions!  

Let’s  start  the  conversa,on…  

LBi  Belgium  www.lbigroup.be    

www.twi[er.com/LBi_Belgium  

   

Antony  Slabinck  antony.slabinck@lbigroup.be  

www.twi[er.com/antonyslabinck