Embed Size (px)
DESCRIPTION
Reflections about social media universe and do's and don'ts to help our brand survive in the Social Media Jungle
Citation preview
20 FACTS + 34 EXAMPLES
ABOUT SOCIAL MEDIAReflections about Social Media Universe
Do’s and don’ts to help our brand survive in the Social Media Jungle …
PREVIOUS REFLECTIONS ABOUT
THE MEDIA
Do’s and don’ts to help our brand survive in the Social Media Jungle …
Social Media hasn’t to be an obligation …
The interaction with your customers hasn’t to be a stressful activity …
Being social has to be a wish…A wish to…share
interact
learn
listenCo-create
play
enjoy
Social media is one of the channels to do it…
However media landscape is changing…
New channels are taking a relevant role…
2005 2006 2007 2008 2009 2010 2011
France 26.2 28.7 30.9 33.4 35.8 37.5 38.9
% of Population 43.2% 47.1% 50.6% 54.5% 58.2% 60.9% 62.9%
Germany 37.5 39.4 42.0 44.0 47.2 49.8 52.1
% of Population 45.5% 47.8% 51.0% 53.5% 57.4% 60.5% 63.4%
Italy 27.9 28.6 30.1 31.4 32.7 35.4 36.2
% of Population 48.0% 49.2% 51.8% 54.0% 56.3% 60.9% 62.4%
Spain 15.1 16.5 18.3 20.1 21.5 22.7 24.0
% of Population 37.5% 40.8% 45.2% 49.6% 53.1% 56.0% 59.1%
UK 33.7 35.1 37.2 39.1 42.3 44.2 45.0
% of Population 55.8% 57.9% 61.2% 64.2% 69.2% 72.1% 73.2%
Internet penetration continues growing…
Source: E.Marketer
Is the media of the new
generations …
December 2008
Evolution of the Spanish Internet
market
July 2009
Social sites gain positions and
traditional ones stay stagnant or lose positions …
Social Media gains power …
Source: Comsocre July 2009
People believes in other people…
Brands have to build relations …
And it seems that the use of Social Media has a real impact
MAVENS
SELECTIVES
BUTTERFLIES
WALLFLOWERS
The world’s most valuable brands. Who’s most engaged?
Source: Wetpaint & Altimeter
Fortuity??
News go fast, fast, fast…
Citizens the journalists of the XXI century…
TIME
News go fast, fast, fast…
Hot information explained by people
that is living the experience
The way we consume media changes …
The way we consume media changes …
HDHD
GLOBALGLOBAL
FULL LENGHT
FULL LENGHT
ROSEBOWL 95.000 fansTHE NET
>850.000 fans
ROSEBOWL 95.000 fansTHE NET
>850.000 fans
INTERACTION AVAILABLEINTERACTION AVAILABLE
Ubiquity and constant connectivity …
40%
We consume the media- share & interact in new ways …
Ubiquity and constant connectivity …
Different channels… different ways of media, content consume …
CONSUMER POWER
Do’s and don’ts to help our brand survive in the Social Media Jungle …
Ask not what you can do for your customers, but
what your customers can do
for you!
Is the moment of the individual capitalism…
Things are changing …
Example 1: Shell Headache
Alfred Donovan
92 years
In war since the 90’s
The site is used by the Kremlin officials and
US investigators
September 2009: 2M visits/ month
The site receives periodically information from Shell employees
24.000 published articles
The problem
Intellectual Property dispute
1M pounds
Example 2: The Motrin case
1.400 tweets after1.400 tweets after395.000 search results395.000 search results
90.000 views video90.000 views video
Example 3: Honda CrosstourTrying to be social in the pre-launch of the model …
And then …
Engaging fans…
And now… What to
do?
BE RELEVANT
Do’s and don’ts to help our brand survive in the Social Media Jungle …
We’re overload by the information …
People searches what is relevant
for them …
People feels comfortable with
their similar recommendations
Be relevant my friend
Example 4: Whole Foods
From general information …
To specific, local and relevant information…
More than 150 twitter accounts !!
Example 5: Amazon Remembers
Not all the content… Only the one that is relevant form me …
Example 6: MoMA Museum
Showing what can be relevant for me… of all the content
The experience begins with the
first click
Ibe
Example 7: Tribe SmartSocial Shopping …
Taking action based in my similar opinions, creating trends, …
Ibe
Example 8: Creative SearchDoesn’t matter the type of
content…
Relevance matters …
CO-CREATION
Do’s and don’ts to help our brand survive in the Social Media Jungle …
Social media, allows a new kind of consumer… the proactive one…
It has freedom of choice
Wants to customize his experience
Has and wants the scrutiny of the experience
Wants to collaborate in the experience
Wants to share it with his similar
1.
2.
3.
4.
5.
Example 9: Audi DesignDesigning the car of the future …
Users become essential part of the brand...
They share their thoughts …
They ask for help…
Example 10: Getty Images
Be product... Be part of the brand…
Example 11: Nokia OVIHelp me to promote my new product ...
Show the others the potential of it...
Example 12: Co-creation
Consume, create and share…
Take best practices and adapt them
DIFFERENT WAYS
Do’s and don’ts to help our brand survive in the Social Media Jungle …
There two ways for understanding social media …
Connect people to people
Connect people to content
create by other people
&
Kinds of social media
People to people People to content
People to people & content
STATICSTATICPICKING
POINTPICKING
POINT
TOO MUCH…TOO
MUCH…
PERSONAL BRANDS
Do’s and don’ts to help our brand survive in the Social Media Jungle …
Social media turns around of…
Connecting people…
but also
A lot of helping them to create
their own personality …
Example 13: Ted Kennedy Memorial
Being social until the last minute …Reinforcing the Kennedy Brand
Example 14: Building personality
More than 13M of emails collected
More than 5M fans(#1)
His wife more than 0.4M fans
More than 160.000 subscribersMore than 21M of viewsMore than 14.5h of content
More than 17M of viewsMore than 89000 favourites
More than 500 groups
More than 0.6M photos
More than 0.5M followers & 0.45M followingAnd still on the road…And still on the road…
http://www.youtube.com/watch?v=jjXyqcx-mYY
Example 15: Building personality
More than 116M of views
A world tour
A professional contract
And then… Evolution 2…
+4.4M views in two months
+0.9M views
+0.6M views
+0.4M views
More than 700 related versions …More than 700 related versions …
http://www.youtube.com/watch?v=dMH0bHeiRNg
http://www.youtube.com/watch?v=inLBPVG8oEU
BE CAREFUL
Do’s and don’ts to help our brand survive in the Social Media Jungle …
For been successful in your approach to social media you must …
Act with humility
Accept change
Don’t inspire dullness
Be prepared to surf tsunamis
Take care of the user experience
1.
2.
3.
4.
5.
Example 16: Goldman Sachs
Decide to use their legal
muscle against the gripe site …
And…They failed and made the ridicolous
Example 17: Dell
They turned the criticism and
decided to interact with
critical users …
They use it as a point of access to
the official Dell forum …
Example 16: Keteke
http://cerkdti.blogspot.com/2008/11/keteke-experiencia-surrealista.html
http://etc.territoriocreativo.es/etc/2008/12/keteke-y-twitter-aprendiendo-como-no-hacer-de-elefante-en-una-cacharreria.html http://www.caspa.tv/archivos/001234.html http://www.alejandrosuarez.es/2008/11/keteke-keteden/
http://alt1040.com/2008/12/keteke-haciendo-spam-en-twitter
Some Blog roll …
BE NEAR, MY FRIEND
Do’s and don’ts to help our brand survive in the Social Media Jungle …
In Social media has no sense…
Having a closed attitude …
because …
People, does, says, relates,
connects, shares, …
Example 17: People talk…
Your brand can get in a social mess with very low effort…
No matter you’re right or not..
Example 18: Fotocasa Iphone App
You decide to listen or not what people says about your brand…
But what is sure is… that the conversation happens…
Example 19: InfoJobs Premium CV
You decide to listen or not what people says about your brand…
But what is sure is… that the conversation happens…
… A priori no viene información del coste del mensaje o al menos yo no lo he visto y fui valiente y envié el sms y a los pocos segundos recibí otro sms diciendo que si quería obtener el código, tenía que enviar otro sms más y eso que no indicaba en un primer momento nada de que iban a ser 2 sms.
…Se te queda cara de tonto y piensas ¿y esta información de que la empresa busca un becario por que no la dicen antes y me ahorro el dinero, el tiempo y el sufrimiento?.
Por otro lado, mañana tengo una entrevista de trabajo conseguida por el mismo portal para un banco, a ver si hay más suerte, je,je,je.
Example 20: Sidney University
People talks and explains what they’re doing
You can listen and interact
ONE FOR ALL? SURE?
Do’s and don’ts to help our brand survive in the Social Media Jungle …
For many people… social media has taken…
A simple & static view of individuals interests
and personality
1 for all is impossible …
We don’t do it in the off world… why in the on?
There is a future for niche social
media …
Example 21: Niche Social Networks
Divorce people communityParents community
Planning weddings TV Extras community
Guayana people community Janet Jackson fan community
Build your network in 2’ & 3 steps…
Build your network in 2’ & 3 steps…
Sports team…Sports team…
Family…Family…Fan club…Fan club…
Public association…Public association…Small business…Small business…
Marketing launch…Marketing launch…
School friends…School friends…
hobbies…hobbies…
Employment…Employment…
Know-how sharing…Know-how sharing… … / …… / …
Example 22: Nike Run London
London run, New York run… be part of the brand experience…
www.runlondon.com
Example 23: My Building is Social
Neighborhood social media
THEY CHOOSE
Do’s and don’ts to help our brand survive in the Social Media Jungle …
Social media changes way brands and consumers interact…
Before… brands said
“I’m a great lover” and customers believe it …
Now… customers don’t believe that… and wait for…
“Ei! He is a great lover” said by one of their friends…
Then they believe it…
Social media turns around conversation & interaction…We desire depth C&I’s… so we need engagement… and so… we need friends!!... Build friendship relations, my friend
20%People becomes fan of a
brand because of the “free” stuff
15%People becomes fan of a
brand because of the exciting & attractive profile
40% 49%
25%64%64%
People considers social media as a space to
express themselves- air their talent
People searches interactivity- something to
do with the brand
33%People forbid advertising of brands they consider
non-honest
People would like that the profile of brand was run by
1 identified person
People need to feel that a brand is trustworthy and honest to WOM it
40% 22%People that are friends of a
brand remember it when buying un the street
People that are friends of a brand, spend more money
with itSource: adtofriends study
In social media, brands have to…
Search and build “Brand Ambassadors”
Core buyers Ambassadors
Dispensable influencers
Po
ten
tial v
alu
e
Social value
The only way to do that is to target interactions… not only behaviour or context… specially demographic and relevance moments…
Brands must know their followers… know their interests… connect with them… feel like them…
63% pay more attention
52% more likely to interact
66% brand interaction less intrusive
Example 24: Amazon Kindle
Example 25: Coke FB Fan Club
+3.300.000 fans
2nd most popular page in FB …
http://www.youtube.com/watch?v=9TGkDHzqUaQ
The Fan club managed by the fans …
The Fan club managed by the fans …
MEASURE
Do’s and don’ts to help our brand survive in the Social Media Jungle …
Social media, changes the way things are measured…
We can’t stop only in traditional KPI’s… we need to have a 360º view of the user experience…
It’s not a question of number of users… is a question of level of engagement with our proposal- time spent, depth of interaction, type of it, spread of it,…
A combination of hard & soft metrics …
Example 26: New ways to measure
New media, new KPI’s… new kinds of dashboards…
Example 27: Your SM Dashboard
In 5’ you can begin to listen the conversation … Simple & useful …
DON’T GET CRAZY
Do’s and don’ts to help our brand survive in the Social Media Jungle …
Social media sites, in fact…
Are media platforms …Basically their offer you tools to listen, interact, test, populate, engage with your 3f’s - followers, friends, fans…
“They allow to socialise & humanise your brand”
Example 28: Socialise the brand
D’STREET- DELOITTE SOCIAL NETWORKD’STREET- DELOITTE SOCIAL NETWORK
Retain talent, approach the company to the employees, share know-how,…
BLUESHIRTNATION- BEST BUY SOCIAL NETWORKBLUESHIRTNATION- BEST BUY SOCIAL NETWORKCreate collaborative marketing
campaigns. Has personal profiles and groups of content created by employees
Collaborative customer care… a place to R&D Help to develop the brand…
NOT YOUR PLAYGROUND
Do’s and don’ts to help our brand survive in the Social Media Jungle …
Social media sites are media platforms… but…
That doesn’t mean that are brands playground …Social media galaxy is were users interact with their similar … so brands when they approach to them must take care and add value to them …
Social media sites aren’t easy free traffic places … they must be seen as a environment where to develop add value customer strategies …
Example 29: Not a playground
Where is the value?... And the conversation?... Don’t
spam me…Doesn’t matter you’re gaudy… but
not be and non-useful spammer
Vs.
DON’T DISTURBE
Do’s and don’ts to help our brand survive in the Social Media Jungle …
In social media successful advertising is different…
“Banners are R.I.P in social media”
People don’t see banners in UGC sites… we have to act different?
We have to forget our averse to the change…
People search for conversations, relations, content that is relevant for them…
Volume Approach
Contextual approach
Behavioural Approach
Demographic approach
Evo
lutio
n
> Overall worldwide
< Overall worldwide= Overall worldwide
Source: Double Click 2008 Year Review Benchmark
The effectiveness of display ads is in turndown
Is a global phenomenon …
In social media successful advertising is different…
Social media changes the way we consume content
The First way
The Second way
The Third way
Brands generate content
Consumers generate content about brands
Brands prepares content
Brands populates it
Users populates it
Users remix it
Together we populate it
Example 30: The 3rd way
First WayFirst Way Second WaySecond Way Third WayThird Way
http://www.youtube.com/watch?v=3_ZQFn97ooM
http://www.youtube.com/watch?v=Uk-TsM14Aws
http://www.youtube.com/watch?v=Q_qAty-ujTc
http://www.youtube.com/watch?v=LGjQ__10Vzs
http://www.youtube.com/watch?v=DyedtGQIPME
http://www.youtube.com/watch?v=HMhJkhQZLUM
http://www.youtube.com/watch?v=Q7T58LqeAEs
http://www.youtube.com/watch?v=q1dYv_gKTA8
The goal for a brand in social media has to be…
Be where consumers are…
And once there… listen interact and learn from them…
After that… you’ll be able to try to engage them…
“The diver must be where fish are …”
THEY WILL FIND YOU
Do’s and don’ts to help our brand survive in the Social Media Jungle …
In social media… you can’t decide to hide your brand…
People talks, says, comments, shares, rates, populates … and you can’t control it…
You can decide to be active or inactive part of it… but… be sure that social media will find you …
Social media changes the way we must look at the net …
We must think in a web space way instead of a website one.Social media generates a delocalisation of the content & activity in the Net.
It requires a omnipresent strategy and an effort to link the content/ activity and allocate it to be relevant and useful to the users.
BBC developing iPlayer app for Facebook …
Content where fans are …
Example 31: BBC- Top Gear
Example 32: Starbucks
How represents them in
Slideshare…
How represents them in Flickr…
MARKETING SCHOOL
Do’s and don’ts to help our brand survive in the Social Media Jungle …
When now very few of the capabilities of social media, so…
We must be always open to…Collect
Learn
Analyse
Share
Scale& then repeat what works …
+
+
+
+
“Social media is the new marketing school… and our
teachers are the users”
Example 33: Users teach you
Interacting with users to create better products, improve
existing ones…- building the brand together
"We think our brand is going to be different because we want people to feel there's a real person they're connecting with, whether it's when they call us or through Twitter or any way they come in contact with us," (Tony Hsieh CEO)
THESE BRANDS BUILD COMMUNITY
THESE BRANDS BUILD COMMUNITY
For Tony Hsieh, CEO at Zappos, meeting up with a customer at a bar in midtown Manhattan was perfectly natural. Most execs with 1,600 employees and doing over $1 billion in annual sales would probably pass on having drinks with an individual customer, but Hsieh is not your typical CEO. In the past week alone he had given away shoes on Twitter, sent out an open invitation to a company barbecue and solved a service problem a customer left in a blog comment. If this seems exhausting, Hsieh sees it as part of a larger strategy to build Zappos into a brand on par with Virgin. …
DON’TS TO AVOID
Do’s and don’ts to help our brand survive in the Social Media Jungle …
For a CEO, there’s no such thing as a “little mistake”
In Social media the typical mistakes brands make are …
Lack of time and resources dedicated
Put at the front of it a team under-skilled
Don’t shift the mindset
Defining the strategy after the launch
1.2.
5.Don’t make easy the participation of the users
6.Don’t help to initiate the conversation
7.Bomb the users with mkt. messages instead of useful content & tools
8.
3.4.
Try to control the conversation & interaction
VIRTUAL WORLDS
Do’s and don’ts to help our brand survive in the Social Media Jungle …
Virtual worlds are social but different to social media sites
The biggest ones are 1/10 the size of the biggest SMS
Virtual worlds are much more than Secondlife and WOW
The engagement with them in Asia is higher than in the rest of the world
From the point of view of the user VW’s are used for:Gaming-competing: helps to initiateMeet and make friends
Allow the self-expression
Liberate the fantasy- dream
From the point of view of the monetisation VW’s base it in:User revenue- fees + virtual stuff
Advertising- Embed as part of the world
1.
2.
3.
4.
5.
Much more than SL…
Virtual worlds getting integrated in social networks…
Example 34: Farmville
The new phenomenon inside social networks …
Easy to learn, short time required, high recurrence quick wins, comical, constant viral
elements and all with you friends…
CHALLENGES
Do’s and don’ts to help our brand survive in the Social Media Jungle …
The challenges of any social media space to take off are…
Be able to organise the information
Be able to raise relevant content
Be able to create relation tools
Be able to open the space to 3rd parts that can add value
The basics….
The wish ones….Be able to push the relevant content not only wait they pull it
Be able to follow them far from the defined space and be beside them when they need you
MONEY, MONEY
Do’s and don’ts to help our brand survive in the Social Media Jungle …
Social media had been…Very Able to attract users and engage them with their stuff proposal
Somehow able to encourage users to create content
Not very able to monetise their audience
Facebook: 1$ revenue x unique visitor
Facebook: 3.5h x user (mobile: 20’)Tuenti: 3.2h x user
Cnet: 2.1$ revenue x unique visitor
Twitter: 0$ revenue x unique visitor
Policeone: 3.5$ revenue x unique visitor
Youtube: 0.16% of users upload content2008: 42% of users generate content2013: 51% of users generate content
Facebook: 14.5 visits x userTuenti: 16.6 visits x user
Where is the business??Where is the business??
Source: realitydigital, nielsen, e.marketer
EVOLUTION
Do’s and don’ts to help our brand survive in the Social Media Jungle …
Social media is in constant evolution… the next transformation…
Cross- platforms
Multi-regional
Vertical extensions
Making other genes work
1.
2.
3.
4.
Social media is changing the marketing… but the bases doesn’t change…
Always… ask WHY? Before doing anything
Take care… SM adds more complexity to the planning- more niche sounds
So is basic to have a strategy, define objectives and have clear that different objetives require of different medias and creativity implementation…
Social media is the web space of the new generations…
If you want to communicate, interact and engage them… and so guarantee de future of you business… you must be there…
WHAT WE’RE DOING?
Do’s and don’ts to help our brand survive in the Social Media Jungle …
JUST LEARNING TO CRAWL …1. Listening the conversation
2. Giving utilities to the users to use/ share the content
3. Presenting the brand in the SM Universe
4. Fostering the internal culture
5. Beginning to interact- customer care
6. Observe reactions and improve
Christian Palau Sanz
THANKS!!
www.twitter.com/cerkdti
Anuntis Online Real Estate Manager
www.fotocasa.eswww.facebook.com/fotocasa
www.flickr.com/photos/fotocasa
