Social media: looks like a nail?

Social media:

looks like a nail?Clo Willaerts

Interactive Marketing Week, Vlerick

27 Jan 2011

Conversity.be/blog

Book: “The Conversity Model”

• “Making money with social media”

• Out in Feb-March 2011

• Leave your business card at Lannoo booth to be the first to know

What do social media have that other digital media haven’t got?

• larger user volumes• higher user

engagement • virality• really detailed

analytics

PleaseStop confusing social networks

with social media

7

Definition: social networks• connecting• contacts• profile page

• relationship is mutual (≠ social media)

• E.g.: Facebook, Netlog, Skyrock, LinkedIn and Hyves

8

Definition: social media• media• pubishing• sharing

• relationship is non reciprocal (≠ social networks)

• E.g.: Facebook, Twitter, Flickr, YouTube and blogs

Not a bright shiny object

Not a free lunch

Cost of social media• Outsourced:

– Creative budgets– Media budgets– New project budgets

• Insourced:– Personnel cost– Training

BudgetsMost companies currently have (72%) or will have

(80%) a social media strategyInvestment in social media rises from a variety of

sources:

• tied to a specific project/custom media program (35%)• as an increase to the marketing budget (33%)• funded by moving budget to mainstream media (21%)

Source: http://www.slideshare.net/mfredactie/kfm-socialmediausage2010

People: employees“To succeed with

empowered customers, you must empower your employees to solve customer problems.”

Every employee is first line“Companies are unable to scale to keep up with the social

phenomenon. We know that customers are using these social technologies to share their voices, and companies are having a very difficult time to keep up. [...] Customers don’t care what department you’re in they just want their problem fixed.”

March 2010 Altimeter report

More here: http://www.slideshare.net/bnox/roi-of-social-media

People: usersFrom http://www.facebook.com/terms.php For content that is covered by intellectual property rights,

like photos and videos ("IP content"), you specifically give us the following permission, subject to your privacy and application settings: you grant us a non-exclusive, transferable, sub-licensable, royalty-free, worldwide license to use any IP content that you post on or in connection with Facebook ("IP License"). This IP License ends when you delete your IP content or your account unless your content has been shared with others, and they have not deleted it.

YOU are the lunch

Not a mailing list

Myth of the influencer

Not your target group

Belgian FB demographics

Twitter users by industry

Not a t-shirt brand

Page Contests

• photo contests, • video contests,• design contests, • logo contests, • essay-based contests

• [...] These Promotions Guidelines [...] govern your communication about or administration of any sweepstakes, contest, competition or other similar offering (each, a "promotion") on Facebook.[...]

• [...] You will not administer a promotion through Facebook, except through an application on the Facebook Platform. Administration includes operation of any element of the promotion, such as collecting entries, conducting a drawing, judging entries, or notifying winners.[...]

• [...] we may remove any materials relating to the promotion or disable your Page, application or account if we determine in our sole discretion that you violate any of our policies [...]

Sweepstake app

• Your visitors enter your sweepstakes for a chance to win a prize.

• The app randomly picks winner(s).

• Add an “elimination question”

• [...]You will not communicate about or administer a promotion on Facebook if: [...] The promotion, if a sweepstakes, is open to individuals residing in Belgium, Norway, Sweden, or India; [...]

Birthday Coupons

c.willaerts@sanoma-magazines.behttp://www.conversity.be