Business & Social media : Why ?

Author: Jean-Francois MESSIER

How can social media increase

your business success?

This document is part of the “Social Media and Business” series by JF MESSIER

social media for business?

social media becomes a critical factor in

the success of any business

it works

of the “Y” generation

the experience is social

you have no choice

BE

CA

US

E

Reason #1

where businesses can

embrace their customers.

We have reach

like never before,

One message before social media…

One message before social media…

One message after social media…

is distributed

across






Reason #2

7 hours The time it took

for James Lebron

to amass his first

Twitter followers.

You know those videos with that manly Old Spice guy and his hilarious responses to Twitter fans?

110 million

+55%

views

Sales (source :

Nielsen, July 2010)

In 2010, Ford kicked off the Fiesta Movement,

a social media campaign.

http://www.fiestamovement2.com/

6.2 million

132,000

views

handraisers




40 million

30%

impressions

under 25




750,000

83%

views

new to Ford




21,213 fans



It made 60% of the

public aware of a

car that hadn't even

made its debut in

the US yet.




It made 60% of the

public aware of a

car that hadn't even

made its debut in

the US yet - without

spending a dime on

traditional media.





50,000

97%

Interested potential

customers

of which don‟t

currently own a Ford

Kellogg fans earn a virtual currency called „choc chunks‟ by performing various social media activities.

Kellogg fans earn a virtual currency called „choc chunks‟ by performing various social media activities. Then they can exchange their chunks for prizes like music festival tickets or iTunes vouchers.

1,500

40,000 to

from

fans in seven days

Kellogg fans earn a virtual currency called „choc chunks‟ by performing various social media activities. Then they can exchange their chunks for prizes like music festival tickets or iTunes vouchers.

‟s ROI just for sending out a tweet might look something like this:

1.5 million followers


50,000 followers who see the Tweet





500 followers who click on the link





50 purchasers based on the Tweet


50,000

$25,000

followers who see the Tweet

in sales: 50 purchases x $500



50 purchasers based on the Tweet

By the end of 2009, had

generated

in sales from alone.

‟s IdeaStorm is an online community that allows users to submit ideas for new products or improvements to existing ones

30% drop in negative sentiment!

On April 8, 2008, Frank Eliason set up

to help

a account

users in need.

70,000 ideas

in the first year

Gave their

consumers

a

50,000 product ideas

Gave their

consumers

a

In the first nine months of launching its social

media communities

140,000 fans

crowd-sourced ideas for a new crisp flavour with its

1.3 million entries

crowd-sourced ideas for a new crisp flavour with its

14% increase in sales!

Reason #3

The first generation of

Digital Natives is

coming of age…

…born between 1980 and 1990.

They are already 20 to 30 years old.

of the human race is under the age of 30.

of the human race is under the age of 30.

They‟ve never

known life without the

internet.

“Y generation” spend

> 16 hours / week online.

of them have

joined a social network

96%

Guess how they feel

about social media?

And they don't care about your ads.

They care about

what their friends think.

Reason #4

The building blocks of an experience

CUSTOMERS

BRAND

BUSINESS

FOUNDATION


CUSTOMERS

BRAND

BUSINESS

FOUNDATION

USEFUL

EXPERIENCE

helpful

effective

functional


CUSTOMERS

BRAND

BUSINESS

FOUNDATION

USEFUL USABLE

EXPERIENCE

helpful

effective

functional

intuitive

efficient

accessible

Natural progression


CUSTOMERS

BRAND

BUSINESS

FOUNDATION

USEFUL USABLE

EXPERIENCE

helpful

effective

functional

intuitive

efficient

accessible

enjoyable

delightful

memorable

DESIRABLE

Natural progression


CUSTOMERS

BRAND

BUSINESS

FOUNDATION

USEFUL USABLE

EXPERIENCE

SUSTAINABLE

helpful

effective

functional

intuitive

efficient

accessible

enjoyable

delightful

memorable

pliable

scalable

adaptive

DESIRABLE

Natural progression


CUSTOMERS

BRAND

BUSINESS

FOUNDATION

USEFUL USABLE

EXPERIENCE

SUSTAINABLE

helpful

effective

functional

intuitive

efficient

accessible

enjoyable

delightful

memorable

pliable

scalable

adaptive

DESIRABLE SOCIAL

collective

shareable

distributed

Natural progression

Reason #5

Is it imperative for a business to

have a presence online ?

If you answered “no”, I have a nice flying machine for your next business trip that I would like to sell to your company!

If you answered “yes”:

the web and media are

both

social

In 2011, if you don‟t use social

media, you don‟t use the internet.

Translation:

The train is leaving the station

with or without you.

75%

# of Americans who use social technology

Forrester, The Growth of Social Technology Adoption, 2008

70%

Source FACEBOOK.COM/PRESS/INFO.PHP ? STATISTICS – JANUARY 2011

# of active worldwide Facebook users outside the United States

# of the global internet population who visit social networks

Nielsen, Global Faces & networked places, 2009

2/3

However old they are…

May-10

86%

61%

47%

26%

18-29:

30-49:

50-64:

> 64:

They are steadily growing

Sept-05 May-08 Nov-08 Apr-09 Dec-09 May-10 0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

86%

61%

47%

26%

18-29

30-49

50-64

> 64

Where do people search for

product information?

Search

engines

Companies

Suppliers

Social

networks

50% 47%

59%

Time spent on social networks

is the

overall Internet rate


Visiting social sites is now


popular online activity,

…ahead of personal email!

the

Social media is

the same today

as it was yesterday.

It‟s just now

reached

Social media is

the same today

as it was yesterday.

It‟s just now

reached

It‟s too

hard to

ignore.

Julia Roy

Senior Manager, New Media

Coach, Inc.

Ignoring social media in

2011 is like…

…ignoring Google in 1999.

If you haven't gotten on

the train yet,

don't worry, you will.


the train yet,

don't worry, you will.

Pretty soon,

you'll have to.


the train yet…

…the question is:

how do you get

on the train?

If you haven't gotten on the train yet…

Start by registering

a username that

is still available

on most of the

popular Social

Networking and

Social Bookmarking

websites.

Watch, learn and listen

– then jump on in. You

can‟t understand social

media until you use it.


the train yet…

Synthesis

It‟s not a fad. It‟s a

fundamental shift in

the way we communicate

Synthesis

We don't have the choice on

social media,

the question is

it.

Erik Qualman

whether we

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Bibliography

If you were interested in this presentation,

you may be interested in this one as well…

Author: Jean-François MESSIER Global New Technologies Director at Mercuri International Email: [email protected]

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