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Reflections about social media, after the Social Networking World Forum in London
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27 FACTS + 20 EXAMPLES
ABOUT SOCIAL MEDIAReflections after Social Networking World Congress
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: The Motrin case
1.400 tweets after1.400 tweets after395.000 search results395.000 search results90.000 views video90.000 views video
We’re overload by the information …
People searches what is relevant
for them …
People feels comfortable with
their similar recommendations
Example 2: Be relevant my friend
Social media, allows a new kind of consumer… the proactive one…
It has freedom of choice
Wants to customize his experienceHas 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 3: The prosumer
London run, New York run… be part of the brand experience…
www.runlondon.com
Example 4: The prosumerConsume, create and share…
Take best practices and adapt them
There two ways for understanding social media …
Connect people to people
Connect people to content
create by other people
&
Example 5: Kinds of social mediaPeople to people People to content
People to people & content
STATICSTATICPICKING
POINTPICKING
POINT
TOO MUCH…TOO
MUCH…
Social media turns around of…
Connecting people…
but also
A lot of helping them to create
their own personality …
Example 6: 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 groupsMore 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 7: Building personality
More than 116M of viewsA world tourA 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
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 8: Act with humility
http://alt1040.com/2008/12/keteke-haciendo-spam-en-twitter
Some Blog roll …
http://www.alejandrosuarez.es/2008/11/keteke-keteden/
http://etc.territoriocreativo.es/etc/2008/12/keteke-y-twitter-aprendiendo-como-no-hacer-de-elefante-en-una-cacharreria.htmlhttp://www.caspa.tv/archivos/001234.html
http://cerkdti.blogspot.com/2008/11/keteke-experiencia-surrealista.html
In Social media has no sense…
Having a closed attitude …
because …
People, does, says, relates,
connects, shares, …
Example 9: People talk…
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 10: 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… … / …… / …
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
Pote
ntia
l val
ue
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 11: Amazon Kindle
Example 12: 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 …
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 13: New ways to measure
New media, new KPI’s… new kinds of dashboards…
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 14: 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…
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 15: 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.
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
Evolution
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 itTogether we populate it
Example 16: The 3rd wayFirst WayFirst Way Second WaySecond Way Third WayThird Way
http://www.youtube.com/watch?v=HMhJkhQZLUM http://www.youtube.com/watch?v=3_ZQFn97ooMhttp://www.youtube.com/watch?v=LGjQ__10Vzs
http://www.youtube.com/watch?v=Q7T58LqeAEs
http://www.youtube.com/watch?v=Uk-TsM14Aws
http://www.youtube.com/watch?v=Q_qAty-ujTc http://www.youtube.com/watch?v=DyedtGQIPMEhttp://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 …”
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.
Example 17: They will find you
How represents them in
Slideshare…
How represents them in Flickr…
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 18: 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
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. …
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 dedicatedPut 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 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 worldFrom the point of view of the user VW’s are used for:Gaming-competing: helps to initiateMeet and make friendsAllow 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.
Example 19: Much more than SL…
Example 20: Much more than SL…
The challenges of any social media space to take off are…
Be able to organise the informationBe 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
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
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… as 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 objetivesrequire 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…
