Bmma october2014 johannes schnack

“Social media is less about technology and more about anthropology, sociology, and ethnography.” Brian Solis

Digital  immigrants   Digital  na,ve   Digital  born  

and  more…  Digital  Compulsive  ☺  

Before digging into Social Media, why not trying a little journey in the future?

“The only way to understand new culture and behavior is to go native. Going native refers to the process of observing, learning, and deepening the involvement of an anthropologist with their hosts and their hosts’ cultures through long-term fieldwork and participation.”

Brian Solis

IF YOU WANT TO KNOW WHERE WE GO

WE SHOULD FIRST HAVE A LOOK

ON WHERE WE ARE!

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TODAY…

MY COMPUTER RECOGNIZES FACES OF PEOPLE I KNOW

NO NEED TO SAY WHERE I AM TO GET INFORMATION ABOUT IT…

I CAN SPEAK TO THE WEB WITH THE WEB

Pizza!

Photo by tdufret on Flickr.com

I CONSULT ALL THE FRESHEST CONTENT PUBLISHED AROUND ME

I TRACK EVERY KIND OF INFORMATION IN REAL-TIME

…REALLY EVERY KIND OF INFORMATION

I ALMOST LIVE IN A REAL-TIME CITY

WHERE PERSONAS SHOWS HOW THE INTERNET SEES YOU

WE ALL HAVE INFORMATION SHADOWS

EVERYTHING AROUND ME BECOMES…

Photo by Francesco Franchi on Flickr.com

A BUNCH OF RADIO FREQUENCY IDENTIFICATION (RFID) or EVEN NFC (iPhone 6) TAGS FROM AROUND THE WORLD

EVERYTHING AROUND ME BECOMES SMART

Photo by Ti.mo on Flickr.com

MY PLANT TWEETS ME A MESSAGE WHEN IT NEEDS A DRINK

MY UMBRELLA TELLS ME IT’LL RAIN

MY SCALE SAYS HOW MUCH I WEIGHT well, sometime it’s better not…

I CHECK MY ENERGY CONSUMPTION IN-REAL

TIME, ANYWHERE

I CAN ADD A DIGITAL LAYER TO THE REAL WORLD

I CAN ADD A DIGITAL LAYER TO THE REAL WORLD

I CAN ADD A DIGITAL LAYER TO THE REAL WORLD

iBeacon enables direct communication to your buyers

iBeacon: a comprehensive & proximity marketing strategy

FIRST CONCLUSION: THERE IS NO REAL LIFE AND SOCIAL LIFE! THERE IS JUST… LIFE

BACK TO OUR MAIN TOPIC: SOCIAL MEDIA

WITH A FIRST QUOTE: Social Media is not a Media nor a channel nor … It’s way to interact with people. In the Social World, either digital, People interact with people, not machine.

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THE SOCIAL MEDIA LANDSCAPE

Social Media Landscape 2014

2003 2004 2005 2006 2009 2010 2007 2008 2011 2012

•  Social media is an ever-changing complex ecosystem . New services are created, others disappear, most evolve.

•  Picture-based sharing services like Instagram and Pinterest and mobile sharing/chatting applications like SnapChat and WhatsApp have been strongly growing worldwide last year.

•  Mobile is the name of the game.

Sources: FredCavazza.net, InSites Consulting, comScore, Havas Media, Digimedia

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A complex Social Media landscape In its latest social media landscape, Fred Cavazza identifies four categories: •  Publishing with blogging platforms (WordPress,

Blogger, TypePad, …) and wikis (Wikipedia, …)

•  Sharing services for pictures, links, videos, music, products… (Tumblr, Instagram, Pinterest, YouTube, Vine, Spotify, Deezer, Slideshare…)

•  Discussing with knowledge platforms (Quora, Reddit, StackExchange…) and mobile chat applications (Skype, WhatsApp, SnapChat…)

•  Networking for BtoC audiences (Badoo, Tagged…) and professionals (LinkedIn, Viadeo, Xing…)

Sources: FredCavazza.net

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THE SOCIAL MEDIA LANDSCAPE IN BELGIUM

The Social Media Landscape in Belgium •  In Belgium, awareness of social network sites is very high. Facebook is close to 100%, Twitter

reaches 76% awareness and Google+ is known by more than 60%. Awareness of new social networks like Instagram and Pinterest is picking up

•  Almost 7 out of 10 Belgian internet users are member of at least 1 social network. It means more than 5,2 millions users. Most often this is Facebook in combination with Twitter or LinkedIn.

•  Mobile is the perfect accelerator for social media usage. 28% of Belgian internet users have a smartphone. On average, they install 24 apps on their smartphone, 8 of which are used at least weekly. Social network apps are the most popular ones.

•  1 out of 4 Belgian internet users post information about products, brands and/or companies on social networks. More than half of their comments about brands are positive. Only a minority (less than 10%) is negative.

•  44% of Belgian social network users are connected to brands. 7 is the average number of brands followed actively.

Sources: FredCavazza.net, InSites Consulting, comScore, Havas Media, Digimedia 35

Facebook and YouTube are clearly dominant in Belgium

0   1,000   2,000   3,000   4,000   5,000   6,000  

Vine  

Pinterest  

TwiBer  

LinkedIn  

Facebook  

20,000   40,000   60,000   80,000   100,000   120,000   140,000   160,000  

Vine  

Pinterest  

Instagram  

LinkedIn  

Facebook  

Tota

l Uni

que

Visi

tors

(000

) To

tal V

isits

(000

)

Sources: comScore

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Facebook

5.200.000 profiles (socialbakers) 5.025.000 total unique visitors (comScore) 80% of Belgian internet users are on Facebook 52% Women – 48% Men Over 66% return daily, over 85% return at least once a week 3.000.000 unique visitors everyday in Belgium!

Sources: socialbakers, comScore

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Facebook on desktop

Facebook on desktop

Facebook Demographics

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YouTube

4.195.000 total unique visitors YouTube’s reach keeps on growing in Belgium: •  2,3 M impressions / day •  1 M users / day •  compared to a year ago +-480% increase in videos

Sources: comScore, Google, B.V.L.G.

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LinkedIn

1.571.564 profiles (LinkedIn) 1.219.000 total unique visitors (comScore May’13) 35-54 are the most represented category (45,6%), followed by 25-34 (35,3%) (Digimedia)

Sources: LinkedIn, comScore, Digimedia

LinkedIn is currently the fastest growing social network in Belgium

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Twitter

From 500.000 to 1.000.000 profiles 1.000.000 total unique visitors. Twitter is working hard to be considered as a media with all the second screen initiatives, new cards system, the Vine mobile app and the Music service which begins to surface (Spotify).

Twitter cards make it possible to attach media

experiences to Tweets that link to content

Sources: comScore, Digimedia

Pinterest 154.000 total unique visitors

18.4

21.6

17.4

18

24.5

Age group distribution in % 15-24

25-34

35-44

45-54

39.5

60.5

Gender Distribution

Men

Women

Vine 53.000 total unique visitors •  Vine has already surpassed Instagram on Twitter and on the

Google Play chart as Top Social App.

•  Branded vines are four times more likely to be shared than branded online videos.

•  Instagram answered Vine by releasing a 15 sec video format which may affect Vine’s use & figures evolution

48.3

23.5

13.1

14.3 0

Age group distribution in %

15-24

25-34

35-44 58.9

41.1

Gender Distribution in %

Men

Women

Slideshare

A content marketing platform: •  Acquired by LinkedIn in May 2012

•  400,000 new presentations uploaded per month

•  500% more business traffic than any other website on the internet

•  A majority of the audience are educated, affluent and consulting Slideshare from work or school

•  Mostly considered as a network for professional, work related use

Instagram 536.000 total unique visitors In 2013, Instagram attracted lots of top brands in the world.

The Top 5 Interbrand Companies on Instagram

36.7

21 14.1

14

14.3

Age group distribution in %

15-24

25-34

35-44

48.1 51.9

Gender Distribution in %

Men

Women

Social media are traffic generators for brand

Source: Shareaholic, in http://socialmediatoday.com/dannywong1190/1830681/report-facebook-pinterest-and-twitter-traffic-referrals-54-past-year

1) Facebook, Pinterest and Twitter are dominating.

2) StumbleUpon and Reddit referrals are declining.

3) YouTube and LinkedIn are gaining share.

4) Google+ isn’t yet competitive.

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STRENGTHS WEAKNESSES CHALLENGES

OPPORTUNITIES

Strengths vs weaknesses STRENGHTS

•  Growing media •  Interactive media •  Targeted media •  Viral media •  Cost-efficient media •  Measurable media

WEAKNESSES

•  Transparent media •  Evolving media •  Exponential media •  Permanent media

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Challenges and opportunities •  E-reputation monitoring •  Community •  Company 2.0 (privacy, social policy) •  Communication becomes conversation •  Co-creation

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WHY FACEBOOK?

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“The greatest shortcoming of the human race is our inability to understand the exponential function.” — Albert A. Bartlett” In Erik Brynjolfsson, The Second Machine Age: Work, Progress, and Prosperity in a Time of Brilliant Technologies, 2014

ADSADSADS

ADS

ADS

ADSADS

ADSMarc Liked Philippe’s Post

Jean commented Philippe’s Post

Julien liked Philippe’s Post

Julien liked Philippe’s Post

Stories can be created by users •  Liking your page •  Posting to your Page’s Wall •  Commenting on one of your Page posts •  Sharing one of Page Posts •  Answering a question you posted •  RSVP'ing to one of your events •  Mentioning (@ tagging) your page •  Checking in or recommending your place

Facebook Stories

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The power of fans

106.340 Friends of

Fans

818 Fans

Fans influence their friends

X 130 friends (average # of friends per FB users)

The power of Volume - Atlas

Facebook advertising: Targeting

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Adult (18+) how have shown an interest in Politics & social issues  

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Creating Brand Awareness Generate engagement on your Facebook Page

Build your audience by Recruiting new Fans Generate Traffic on your Facebook Page Generate Traffic on your site Generate leads (such as subscription to your e-newsletter) Generate virality & awareness around your content (e.g. Buzz) Develop proximity

Facebook advertising: Why?

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INSIGHTS OF YOUR FACEBOOK PAGE

Facebook insights: statistics What are they? •  Insights provide measurements on your Page's performance. •  Find anonymized demographic data about your audience, and see how people are

discovering and responding to your posts. •  Experiment with different types of posts to see what your audience responds to best. •  Your Page needs to have at least 30 likes to start seeing insights.

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Facebook insights: statistics

How can you use them? •  Use your insights to plan future posts and decide on the best ways to connect with

people.

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Facebook insights: statistics How can you use them? •  Use your insights to plan future posts and decide on the best ways to connect with

people.

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Facebook insights: statistics

How can you use them? •  Use your insights to plan future posts and decide on the best ways to connect with

people.

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VERY VERY QUICK RECAP If you feel you need to embrace the Community Management job

Recap: Guidelines & Best Practices

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Recap: Guidelines & Best Practices

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Recap: Guidelines & Best Practices

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Recap: Guidelines & Best Practices

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Recap: Guidelines & Best Practices

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CONSUMER 2.0

Source : InSites Consulting

50% of social network users are connected to brands

44% is asking to take part in co-creation of products & advertising

Consumer 2.0: Consumer relations & social media

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Co-Creation Or Creating with and by Customers

Arvo - Australia

How do you introduce a new beer brand in a highly-crowded market?

Consumers choose the perfect brew.

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User Generated Content

Source : InSites Consulting

50% of social network users are connected to brands

44% is asking to take part in co-creation of products & advertising

42% had a conversation with a brand via social media

36% posted content about a brand on social networks

Consumer 2.0: Consumer relations & social media

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Consumer 2.0: who is this?

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"  Consumer 2.0

"  Buying decision 2.0

" People Perception: Opinions of our friends are our opinions

"  We are all social, we are all media

Yes ok, but…

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If the UGC/Digital earned media is a fact but…

…editorial professional contents remain crucial in the people perception

Source : Digiscan

Print (dailies & Magazines) is considered up to now as the most trustable source of information :

People perception editorial content remains the most trustable

THERE IS A HUGE NEED OF VALUABLE CONTENT.

E.g. Legitimate Earned in the Automotive industry

84 Source: Auxipress, Earned in Belgian Press, October 2014

To what extent, do you trust the following forms of advertising ?

If the UGC/Digital earned media is a fact,

‘friends & family circles’ and ‘editorial

professional contents’ remains crucial in the

people perception

Ambassadors and influencers are concentrated in the Top3!

People perception

So what’s your Social media mission?

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In others words, Social Media must be intgrated in a complete campaign ! Social Media = just one tool in the communication toolbox Social Media = hub of all other communication actions

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WHAT YOU MUST KEEP

IN MIND ! MEANS OBJECTIVES

MEASURES

LETS TAKE SOME REST AND SHARE INNOVATION.

6 INNOVATIONS FOR SOCIAL MEDIA ADDICT YOU ☺

Jan Koum 37 years old

WhatsApp (2009) 55 employees

Mobile Audit

Detailed analysis of a brand’s mobile readiness

# 1 Mobile Messaging 2.0

Mobile Instant Messaging > SMS

http://www.analysysmason.com/About-Us/News/Insight/OTT-messaging-volumes-Jan2014-RDMV0/

OTT=Over The Top"

500M Active monthly users

50B Messages/day

The Numbers

700M Photos per day

100M Videos/day

400 million registered users

130 million registered users

600 million registered users

500 million monthly users

Asia = More than 1B users

Beyond Messaging

South China Airlines Online Booking

Uniqlo catalog

Your New Online Storefront

WeChat Vending Machines

New York Apartment - $13M

Mixing Technologies using Google Street View Principle in Retail

Carrefour - France  

The 50th Years Race

Using Mobile to distribute samples Kellogg - Indonesia

200 million users 20 billion photos shared

50% Active User in BE Using Mobile

75% Monthly active users coming from mobile

¾ Of all usage comes

from mobile

Kellogg’s Instashop

Snap photo + post with #NyaSpecialK hashtag

1

Show phone to cashier

2 3

Get special treat

Sponsoring? Should make sense. Crossing TV & Retail

Auchan - France

Briefing: Being active and interact with Social TV users Recommendation:

•  Every day of the TV show, place #TopChef in first position in the Twitter trend.

•  Each highlight of the show, a sponsored Tweet highlighted for relaying products cooked by candidates.

Results: •  45 million views for the trend #Topchef,

•  780,000 Tweets Auchan •  With a 6.7% engagement rate

The TOP CHEF case

The TOP CHEF case

Location-based Marketing Mobext - London

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TRAVEL Domestic and international terminals

HOME Frequent hotel visits

COMMUTE Roads/trains connecting hotels to business areas

WORK Day hours in

business areas

NIGHTLIFE Multiplexes

and pubs

SHOPPING Multiple countries

Duty free shops

RESTAURANTS Touristy restaurants

Profiling through location: The Traveler

Flight updates Exclusive offers Navigation

Mobile check-in boarding passes

Airports

CONTENT ? AND SOCIAL MEDIA

"All advertisers need a lot more content so that they can keep the engagement with consumers fresh and relevant” Jonathan Mildenhall (VP Global advertising Strategy, Coca-Cola)

Content is KING

VS

Beating traditional communication by using creative formats

Best practices examples

Best practices

Why will people want to follow and talk to you? Because you give & curate information

•  Information on your ideas, ideology •  General information

Because you listen & help •  Customer service approach •  Help & answer questions your fans might have

Because you engage •  Trigger curiosity from non-fans •  Help & answer questions from your fans

Set your strategy! # Know your story What is your unique voice? How can you bring your story to life in a compelling, authentic, and personal way? # Know your audience Who are your customers? How will they want to connect with you? What content will be important to them? # Know your goals What kind of relationship do you want to have with the people who connect to your Page? How much time are you willing to spend updating your Page? Will you mostly be updating your page on the road via mobile? Defining and prioritizing your goals will help you create your Page posting strategy

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A Facebook page post is the new print!

… with the ability to receive comments

How do you define your Social strategy?

Start with a purpose

PURPOSE

Purposeful questions

1)  What does your brand stands for? 2)  What are your objectives? 3)  Is this different than any other competitor? 4)  Why are you publishing? 5)  What’s different than what you do in any other media?

enabling you to find your inner

athlete

help all women realize their personal beauty potential

creating moments of childlike delight

How a brand tells a story?

Oreo invites you to play with your food

Example

VS

It needs to be emotional:

What’s your purpose?

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Let’s discuss your voice.

Let’s discuss your voice.

Your authentic voice, always speak in.

Build a persona to help understand your Social Existence…

Be Your “Why”

•  Who are you? •  What is your point of view on the world? •  Your relationship with voters? •  5 or 6 adjectives that describe your party •  What is your voice? •  1 or 2 celebs that best embody those adjectives

Example… Jean - 30 y.o Young brilliant manager • in a relationship • no kids yet

Activities : several outdoor sports (VTT, running, skiing), afterwork lover, foodie but in a balanced & healthy way, interested in oenology, art, politics, cooking, traveling

Personality : active, curious, up-to-date, quick thinker, smart, sincere, educated (≠ intellectual), successful, positive, open minded, spontaneous, hard worker. He has a sense of humor (2nd degree, wordplays). He is a good friend, but can be malicious (= smart) to obtain something, slightly bad boy. He is not perfect, but tends to be someone very active in the society with strong convictions for smart initiatives.

Digital & mobile : always connected to the world • daily use of smartphone & tablet • loves to discover new app’s.

Habits : healthy, he sports several times a week • lives in the city, in a nice neighborhood • wants to try every latest “place-to-be” in his city • convinced about smart local initiatives (such as collective taxis, carpooling, vintage markets…)

IF YOU SHOULD TAKE SOMETHING HOME…

Social Media Strategy: Roadmap

1.  Audiences 2.  Objectives and Metrics 3.  Team and resources 4.  Key Influencers 5.  Social Media sites, networks, groups 6.  Content and Editorial line 7.  Marketing/Communication Plan Consistency

Social Media is also

DATA

Meet Sven.

SOURCES OF

“No rational argument will have a rational effect on a man who does not want to adopt a rational attitude.” Karl Popper

Thanks for your attention. I’d like to thank these inspiring persons Sophie Graillot, Michel Demoor, Laurent Goffin, Hugues Rey, Frederic Watelet, Thibaut De Norre, Brice Le Blévennec, Theirry Tinlot. They are über thinkers. Brussels, October 2014