Social NetworkingEmbracing Social Media to enhance the

strength of your marketing message

World of Mouth

Photo: Gettyimages.com

Generation Y and Z don’t communicate anymore through email but through

their Social Networks

Photo by Roel1943 / Flickr.com

YouTube is the second Largest Search Engine in the World

Photo by dirtylaundryphotography / Flickr.com

Some remarkable figures

25% of Search Results for the World Top 20 Brands are links to User Generated Content

34% of Bloggers post Opinions about Products and Brands

78% of Customers trust Peer Recommendations

Only 14% trust Advertisement...

By 2010 Gen Y will outnumber Baby Boomers…96% of them have joined a Social Network

Data by Social Media Revolution video

In the Near Future we will no longer search for Products & Services

They will find us through social media

Social Media is an evolution of how we communicatePhoto by Mads1539 / Flickr.com

Newspapers

TV

Radio

DM

CDs

Books

DVDs

Press

BLOGS

PARTICIPATION

USABILITY

CONVERGENCE

MOBILITY

OPEN APIOPEN SOCIAL

STANDARDIZATION

MICROFORMATS

THE LONG TAIL

RSS

SOCIAL SOFTWARE

WIKIS

PODCASTING

AGGREGATORS

WEB 2.0 SEMANTIC

CSS

REMIXABILITY

Everyone uses Social MediaPhoto by the cat & the exercise bike / Flickr.com

Everyone uses Social MediaPhoto by the cat & the exercise bike / Flickr.com

Largest age population on Twitter35-49 year olds (42%)

Fastest growing segment on FacebookWomen 55+ years old

The eyeballs are shifting!Photo ©Digital Masters 2008-2009

The eyeballs are shifting!

More traditional media continue to decline in advertising budgetwhile online ad revenues keep on increasing every year

There is a significant increase in time spent on social platformspeople spend 3x more time on Facebook than on Google

Youtube-like sites are the most popular choice of destination39% all respondents (IBM survey – 2500 pax)

Data : Nielsen Online & IBM Survey - 2008

Where is all the online attention going to?

More and more people are connecting online

Yet…

Visits continue to decrease for the major brand websites

Despite…

Big budgets spent

Data : Google Trends (2009)

Where is all the online attention going to?

Social Media Platforms

Why?

Connectivity

Relevance

Sharability

Data : Google Trends (2009)

#1 Social Network

• Over 300 million users worldwide (Sept. 2009)• An average user has 130 friends on his profile• Every month, more than 70% of Facebook users

engage with Platform applications • The fastest growing demographic group is those

of 35 years old and older• More than 10 million people become fans of

public profiles each day

Data: http://www.facebook.com/press/info.php?statistics (2009)

Facebook in Belgium

Country Latest pop. No. No. Of Facebook users % Facebook penetration Daily users

Belgium 10,741,000 2,541,520 23% 300k users/day

Data : Facebook’s Advertising targeting System – February 2009

Best practices

Profile pic

Information

Feed / Status updates

Best practices

Guide your visitors to what’s really important

Create custom madecontent/welcome

tabs

Best practices

Engage a dialogue withyour audience – show them

you care & that you are listening

Make use of the viralpossibilities on FB

Best practices Facebook connect

What’s new?

Facebook Public Pages Vanity URLS & FacebooktoTwitter

Facebook introduced @mentions in September

Facebook Insights

Track Growth and Engagement

See your Fan Demographics

Twitter would be the largest bar in the world where people come and meet to chat over all kinds of topics

Photo by kinotrope / Flickr.com

Microblogging

Profile pic

Updates

Following140 chars

max

Information

Fastest growing

• More than 13 million users• Grown with 3.500% this year alone• 10.7% of all active Internet users is

touched by Twitter• Most people follow less than 100

people and are followed by more than 100 people

• 5% of users account for 75% of all activity, and 10% of users account for 86% power of retweeting

Twitter in Belgium

Currently tracking 59.000 active users in Belgium

Data : http://bvlg.blogspot.com - May 2008

Twitter = adults

Ashton Kutcher (3,3 mio) and Ellen DeGeneres (3,6 mio) have

more followers on Twitter than the Entire Population of Ireland,

Norway and Panama

Data by Social Media Revolution video

80 % of Twitter Usage is on Mobile Devices

Data by Social Media Revolution video

People update anywhere anytime

Photo by williamedia / Flickr.com

Imagine what that means for Bad Customer Experiences?

Real-time search

The Twitter effect

Twitter has broken the news cycle down to seconds

Best practices Set up an attractive Twitter account which you can use for live reporting of your events

People will follow your account so interact with them

Best practices Make us of the possibilities to spread pictures and videos of your event to your network of followers

Everyone who is following your Twitter account can post comments and will possibly start tweeting about it, thus becoming your brand ambassadors on Twitter

Twitalyzer

Netlog is one of the most popular youth online platforms and offers brands interesting advertising opportunities

Youth Social Platform

• More than 55 million users• More than 80% is aged 14-25 yrs old• The average Netlog user keeps a

branded skin 16 days• The average Netlog user has about

23 visits on his profile/day• 45% are women vs 55% men • The average Netlog user influences

an average of 100 people/day

Turn brands into friends

• More than 2.900.000 registered members• More than 550.000 unique daily visitors• More than 30.000.000 daily page requests

Netlog in Belgium

Let’s create some traffic

Advertising Possibilities

HP BoxHP Button

AvatarContests

Let’s find some friends and party!

Advertising Possibilities

Let’s interact with our audience

Best practices

Integrate you website for higher engagement & user experience

Make your brand page attractive and be sure to provide enough content and make regular updates to keep a constant traffic level

Skin Share + SpotlightFeatured brand

Friend invites & Welcome message

Best practices

Make sure to target your messages and use the right media tools on Netlog in order to reach your target group effectively

Best practices

Make use of Netlogs features to stimulate and nurture your community to get and keep them active

Best practices

Listen to your audience. Set up a dialogue with them

Shout:

What’s new?

Netlog Credit System

The Netlog Credit Economy enables partners, third- party developers and brand advertisers to interact with the Netlog audience

In partnership with ING, Netlog has intoduced their own virtual Netlog currency, which users can buy and trade against a wide range of advantages on the social platform

What’s new?

Netlog Credit System

Where can the user spend them?

• Spotlight your picture - blog• Super! = (paid) premium account with exclusive features• Gifts• Apps - Games• Postcards

What’s new?

Netlog Gaming Platform

Some statistics

+50 M gameplays since mid March

Most game-intensive country WORLDWIDE

Average of 325 000 gameplays a day

925 000 Unique Users that played a game

Average of 10 min. in the game

58 % female

42% male

Where teens play

• 39 mio accounts• More than 26 million

blogs with 33,000 new blogs added every day

• Skyrock had more than 24 million unique visitors in June 2009

• And more than 7.7 million pages viewed (also in June 2009)

The Advent of the Number 1 French Social Network

Creation of Skyblog.com, a community platform of blogs

Creation of Profiles, together with the Skyrock Blog community

Evolution of the number of Skyrock Blogs1

Evolution of the number of Skyrock Blogs1

Skyrock’s twin pillars of success stand united in the same social network: Skyrock.com

Evolution of the number of Profiles1Evolution of the number of Profiles1

Skyrock pursues the internationalization of its social networkNew versions in Italian, Portuguese, Danish, Swedish, Norwegian, and Finnish are due for release in January.

Skyrock.com is founded on two of the New Generation’s preferred tools for conversation -- blogs and profiles – and further promotes idea exchange through the chat and the inbox.The first international versions are launched: English, German, Spanish, and Dutch.

Evolution of the number of active members within the past 90 days 1

Evolution of the number of active members within the past 90 days 1

France, the European forerunner in blogging thanks to SkyrockFrance, the European forerunner in blogging thanks to Skyrock

Created in 2002, the initial version of Skyblog.com was a community platform of blogs. With millions of blogs created by the Skyrock community, France is today the country with the most number of bloggers according to Forrester Research :

« Of all activities performed on the Internet, 12-24 yo in France rank first for blogging, 72% of young French Internet users read blogs, 51% comment, 37% publish or update them, compare this to respectively 50%, 34% and 26% as European averages. » Forrester– nov07

« Of all activities performed on the Internet, 12-24 yo in France rank first for blogging, 72% of young French Internet users read blogs, 51% comment, 37% publish or update them, compare this to respectively 50%, 34% and 26% as European averages. » Forrester– nov07

Source : 1- Total number of members, blogs and profiles, as of the end of January 2009

2002

2005

2007

2008

Skyrock in Belgium

• More than 80.000 blogs• 1.7 mio active profiles• 522.278 monthly user logins• Each day 234.238 unique visitors,

4.700 profiles & 490.000 commets

25-34 ans17%

12-24 ans46%

50 ans et+ 10%

35-49 ans25%

2%

98%

Note: CIM Metriprofil ne prend pas en compte la version Skyrock.nl.

52%

48% francophonesfrancophones

NéerlandophonesNéerlandophones

Advertising possibilities

Online presence in NEWS section for 1 month

Content placement of the branded pageIntensive monitoring on the community

OptionsOptions

Integration on HP + rotation

Games & competitions: fun, easy and fastGames & competitions: fun, easy and fast

Integration on the profile and HP plus visibility in the news section for a maximum of 3 weeks

Quiz 3 questions

Around a chosen theme

Best practices

Make use of Skyrocks blogging features to stimulate and nurture your community, thus activating them

Skyrock can place your content online and adapt it to their own style, making sure the community will interact with it

Source: Ning - http://blog.ning.com/

Social Networks for Everyone & Everything

• 2nd fastest growing social media platform

• More than 3 mio unique social networks by the end of 2009

• More than 3.000 are created/day

• Over 30 mio members• Over 70% are active

How can we make sure

not to loose our way in

this Digital Metropolis?

We have to define a Strategy

Social Media must be a part of the whole marketing plan

Find out where our customers are

Define measurable goals

Be realistic in timings

Ensure commitment

Getting to know our audience

What are they doing?

Social Media ROI: unmeasurable? Or not?

Metrics, Monitoring & ROIBe sure to define relevant, successful metrics that will translate into business

context (Quantitative: sales, new fans, - friends + Qualitative: loyalty, interaction, feedback)

There is a chain of sequences we need to follow in order to measure our ROI

Non Financial Impact is not yet ROI

Website Visitors

Click-throughs

Visitors to a brick & mortar store

Positive press

Positive WOM

Negative pressNegative WOM

Customer complaints

Employment applications

Retweets

FaceBook friendsBlog comments

Social mention

YouTube views

Twitter followers

Impressions

Delivered emails

Coupons distributed

Non-Financial impact examples

Non-Financial impact = potential

ROI = actualized potential

Establish a baseline – Where lay the differences?

Is something happening here?

Ready to join the conversation?

Listen

Engage

Respond

Create & Share

Clients happy =

Fonzie happy

Pieter-Jan Adriaensenspj_adriaensens@hotmail.com

www.twitter.com/pjadriaensens

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