Social Media has put the marketing world upside down. It changed the way consumers think, act and buy. Now it's time to get social outside social media, because people expect us to. Be aware of the social consumer ... Slideshare summary of my presentation at the Click Asia Summit 2012 in Mumbai, India.
Text of Waking up in the Post Social Media Era
Waking up in the post- s cial media era. Nick Decrock @ndecrock
800,000,000Facebook users worldwide (and still growing fast)
How did that happen?
CURIOUSITY @ nd ec ro ck 1 First reason Basic human behaviour drove your them Social Media EGO SuccesOPSH EC F VE LL T O IN AR TI us CO R IO PA E NS
The only social medium is the human being. All the rest is technology. (Stefan Harzevoort)
Second reason Social Media 2 are ... social. Connecting the social world.2010 - The Conversation Prism by Brian Solis
3 Third reasonMobile phone penetrationdrove Social Media success.And vice versa. Now, youre always connected.
Obvious because Social & MobileMedia brought computing finally to a personal level.So its time to make marketing personal again.
Did you know that more people will access the MOBILE WEB than the DESKTOP WEB by 2013 -> 2015 Source: Gartner Source: Morgan Stanley
Digital natives can not imagine a worldwithout social media.
It s time to find out how to be social ...outside social media.
Because people expect us to be social ...outside social media too.
Five key social effects to learn from. 1. Always contextual 2. Everything for free, right? 3. Consumer wants control 4. Its their brand 5. Sharevertising
social effect n1Being contextual How people now expect youto be contextual & relevant. All the time.
Search & social media content is contextual by nature. Learning by doing.
Youd better be as smart as Facebook & Google.People expect us to be contextual and relevant. Always.
Get to know your consumer.
social effect n2The Free Economy Havent you noticed that the most complex and expensivesoftware are now for free? Like Google, Facebook, YouTube, ... When will your product become free?
Free, because people are willing to trade their privacy. In return for honest rewards and full transparency.
Privacy is not a big issue. Privacy is just a modern invention. Nurtured by the rise of anonymous cities. In the old villagespeople shared as much as now on social networks.
Think free, think sharing.What can you do to make (part of) your productsor service for free? And make even more money.
social effect n3Always in Control The consumer wants to be in control. From Push to Pull communication.
What people expect from Facebook,they now expect from your brand too. permission based (Facebook connect) transparant profile data communication control privacy settings like / comment / share opt-in & -out
If Facebook can do this for 800 million people, why cant you do it for your customers?
Did you know a mailinglistopt-in equals a Facebook like ? Please act upon it.
DID YOU KNOW? E-mailis the preferred channel (oversocial media) to give feedback or ask questions.
So, why are most e- mailings like this ?
social effect n4It s their brand Yes, its their brand. Not yours. An engagement works both ways.
Brand loversmostly outlive brand manangers.So, its then obvious they feel more connected to the brand.
Why people follow brands on Facebook40% 37%30% 33%20% Source: 2011 - Get Satistaction blog 18%10% 6% 5%0% Promotions CURRENT Friends Service Infotainment & offers CUSTOMER are fans & support
Source: 2011 - InSites Consulting
Howmonitoring helped HippoSnacks in India to solveout-of-stock issues.People are more thanmedia, they can becoworkers too.
Sales up +76 %
Getting your consumers to be the peers of your prospects. GREAT PRODUCTS/SERVICES GREAT EXPERIENCE GREAT SOCIAL EXPOSURE GREAT SALES
social effect n5Shifts in advertisingAdvertising will never be the same again.
Wake-up. Times have changed drasticallyOne2Many One2Few One2one Many2ManyTV/radio/print Direct Marketing CRM Social Media
surpriseWhen did you recentlyyour consumers? And made them smile ?
Strategy: Open HappinessPromotion Budget: zeroResult: 4,201,654 views on YouTubethanks to a billion shares.
Offline brand experiences are the main online conversation starters.
People become fanbecause they like your brand or promo.
If they wont share it, we wont air it. (Sebastian Micozzi, Pepsico)New advertising ROI = engagement value
Were still stuck in the old thinking. Different medium = different behaviour. Source: 2011 - Baekdal.comPASSIVE ADVERTISING
Were still stuck in the old thinking. Different medium = different behaviour. Source: 2011 - Baekdal.comACTIVE ADVERTISING
Next step logical step isPost-Conversion advertisingIn the past we focused on passive advertising, which was based onexposure and dominated by marketing.In the digital world, we focus on active advertising, based on directconversions and mostly dominated by sale. Source: 2011 - Baekdal.comIn the social world, we focus on post-conversion advertising, basedon experience we have and is the result of your ... product USPs.
CONCLUSIONThere is more to social than social media.Consumer expectations have changed a lot. People expect your marketing efforts to evolve along.
Beware of the Social Consumer1. CONTEXTUAL: Remember they expect you to know him2. FREEBIES: All good things in life are free3. BERCONTROL: Let them pull the strings4. SOCIAL BRAND: Its their brand, so invite them in5. SHAREVERTISING: Your product is your best ad
Waking up in the post- social media era. thank you Nick Decrock @ndecrock