Fixing the Media, Success with Social Media

Fixing The MediaSuccess with Social Media

[email protected]

1maandag 19 maart 12

mailto:[email protected]


• a digital consulting company

• founded in 2009 by Jo Caudron

• our mission is to help you finding a new balance between the certainties of your traditional business and the opportunities of innovations in (digital) media

• our scope is everything in the digital space, with focus on social, mobile, tablets, location, connected TV, new radio, ...

• We work for large European clients


Available Now

www.MediaMorgen.com


http://www.MediaMorgen.com

http://www.MediaMorgen.com

twitter.com/jcaudron


To get this started...

• Who is using?

- Twitter

- Facebook, Google+, ...

- LinkedIn, Plaxo

- Email

- LBS

- Augmented Reality

• Who is using?

- an iPhone

- an Android

- a Blackberry

- a Nokia, Samsung, Sony Ericsson, ...

- a tablet (iPad, Android, ...)


Don’t believe anything you will hear in the

following presentation!


A short history of everything (in media)

Analogue Digital

Connected (internet) Social

Everything is getting mobile

And the mobile eco-system will go to the living room very soon ...


The Perfect StormMedia Are Changing


Content choice

advertising Clutter

poor CreativityConvenience, Richness & Control

the power of manySocial Media

Drivers of change


keynote:/Users/bert/Documents/_ONE/Marketing/One%20Presentation%200.3.key?id=BGSlide-0
































Content choice

Drivers of change


Youtube TOP 20 most viewed videos= 11.000.000.000 minutes= 280.000.000 episodes of e.g. “Lost”

+2.000.000 new movies are added DAILY

And this is just Youtube ...


advertising Clutter

Drivers of change

On average we are exposed to over 3.000 brand impressions each day!




advertising Clutter

Drivers of change

On average we are exposed to over 3.000 brand impressions each day!


Drivers of change

Convenience, Richness & Control

+




Drivers of change

TIMESHIFTING





Drivers of change

PLACE SHIFTING






Drivers of change

AUTHORITY SHIFTING




Content choice

advertising Clutter

poor Creativity


Drivers of changeFragmentation

IrritationShift of control and ownership

























Media 1.0


SOCIAL OBJECT

The Flower is the (potential) social object

The mainstream media are the smell of the flower

The bee is “spreading the word” and has the real power

Level I: Sites, blogs, feeds, widgetsLevel II: Closed networks (Facebook, Netlog, ...)Level III: Through individuals (e-mail, Twitter, ...)

Media 2.0


What are social media?


The sky is the limit...

TV

Ra

dio

Pri

nt

Bill

bo

ard

s

DM

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cia

l Me

dia

From ... ... to

Sa

les

Ma

rke

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xte

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l Co

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un

.

R&

D &

En

terp

rise

2.0

Social Business



TransparencyCloseness

ResponsivenessSpeed / Agility

Authenticity


7.000.000.00025maandag 19 maart 12

7.000.000.000

2.000.000.000


7.000.000.000

2.000.000.000

1.300.000.000


7.000.000.000

2.000.000.000

1.300.000.000

5.900.000.000


The Future is ‘Mobile’


Mobile is the Biggest!

5.9 billion mobile p

hone subs

1 billion were sol

d over the

last year alon

e!


By 2014 almost 500.000.000 tablets will be sold.

Apple will continue to dominate the market for the next coming years.

0

75

150

225

300

2010 2011 2012 2013 2014




So, Traditional Media are Dead?No, but...


The end of traditional media?

?35maandag 19 maart 12

What might impact TV? Timeshifting!

How big is time shifted viewing today?• 2,5% (VRT)• 20% (VTM telenovelas)-

30%• 10% (RTL)

It IS growing.

How much loss of advertising can commercial TV digest?











VRT VMMa SBS RTL



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Source: research DearMedia and Ehsal Management School, Januari 2012


“People have never watched so much TV as today”

“TV still works, definitely in times of crisis”

“People timeshift to watch more TV, it has no impact on advertising”


What might impact TV? Direct OTT Distribution!



What’s wrong with these images?






What about newspapers?


What about newspapers?• Print newspapers are no longer to

best “format” to bring the “latest” news

• The daily frequency can not compete to online newspapers

• They have cannibalized on their own business: free newssites

• Classifieds are lost completely• Advertisers believe in online and

new advertising formats and are slowly towards online

• Yet traditional online advertising does not work as hoped for, is worth less, thus is not compensating for offline loss

• Readers are less loyal (subscriptions) and become weekend-consumers



Will new technology help?


The future of Magazines?



Building communities


The new online paradigm

Content is no longer KingIt’s a commodity

Connection just became the new King


The new online paradigm

Connection just became the new King

Yes, you are connecting. But who’s community is this anyway?


2 weeks 2 months 2 years

Low

Medium

High

ViralMarketing

SocialCampaigns

Social Websites

Personal (Social) Relationships

WebsitesDirectMarketing

Online mediaCampaigns

EmailMarketing

Inte

rac

tio

n

ActivationCampaigns

Duration

Traditional Above Media

PR

Your Destination(info, fun, engagement, loyalty)

POS


POS


Low

Medium

High

ViralMarketing

SocialCampaigns

Social Websites

Personal Social Relationships

Websites


EmailMarketing

Inte

rac

tio

n

ActivationCampaigns

Duration


Traffic

Social seeding

Blogs, sites, ...

DirectMarketing


PR


POS


Low

Medium

High

ViralMarketing

SocialCampaigns

Social Websites


Websites


EmailMarketing

Inte

rac

tio

n

ActivationCampaigns

Duration


Traffic

Blogs, sites, ...

Conversion offline

Conversion online

Social harvesting

Blogs, sites, ...

Intra-Muros (your own online real-estate)

Extra-Muros (3th party online real-estate)

DirectMarketing


PR

Social seeding


POS


Low

Medium

High

ViralMarketing

SocialCampaigns

Social Websites


Websites


EmailMarketing

Inte

rac

tio

n

ActivationCampaigns

Duration


Traffic

Blogs, sites, ...

Conversion offline

Conversion online

Social harvesting

Blogs, sites, ...



DirectMarketing


PR

Social seeding8



How does this relate to your

business?


Your Business and Social Media


Social Media to find people (and to lose people)and to keep people

This is my CV


What do you mean, no...Social Media to

find people (and to loose people)and the keep people

???


Social Media to make your company

smarterbetter connectedfastermore human


Leverage the social graph of your company.


Social Media For SME’s or Large Companies?

• Social Media can be used for anything

- Marketing (create an audience and interact with it)

- Support (track issues and help people, even if they are not your customers)

- Sales (put your promo’s in the social stream)

- HR (looking for staff ? Social Media are a very effective and inexpensive way to search)

- Research (your social graph is a rich source of information, that you can not just search but also inquire)

• Both B2C and B2B



• Research shows that big brands in social media are big brands in real life

• But small companies can benefit from social media too:

- you really have to be smart, not rich

- in social media, it’s “relevance” that counts, not “decibels”

- if you are willing to engage, you can create personal, working (and profitable) relationships



• But beware:

- you really have to be transparent. Once you engage in social media, you have to be open an honest as a company.

- you have to be “the real you”. Don’t fake.

- it takes time to build a network and you can not just buy it.

- your staff is the best way to start spreading your messages

- don’t overdo, don’t spam

• It’s ideal to create new, strong and viral relationships


Look for the “Eddy Wally” deep inside

CRM

one2one

Customer Care

Market Research


Social Media for B2C79maandag 19 maart 12

Blogs


Microblogging sites


Social Networks


Social Networks


Social Networks B2B


Video Platforms


Photo Platforms


Discovery Platforms


Music Platforms


Travel Platforms


Social Shopping


Co-creation & Crowdsourcing


Crowdsourcing


Social Media for B2B93maandag 19 maart 12

• Social Media are about

- people connecting and interacting to other people

- people connecting and interacting to organizations

• In a B2B context

- you already now your existing community in advance (clients, partners, suppliers, employees, press)

- it is easier to activate them and become members of a virtual community

- just provide them with the right value

• Users expect the same experience, power, transparency, ease-of-use from corporate tools as they get from consumer tools

Social Media for B2B


• Relevant for you?

- “just me” -> can you provide relevant information, services, relationships for ME?

- “one-to-one” -> can you help me in personal way with advice, guidance, (legal) counseling, ...?

- “one-to-many” -> do you have anything to offer that is relevant for my “real-world” community (job, sector, ...)?

- “many-to-many” -> can you facilitate actual valuable relationships between groups of people in my “real-world” community?

Social Media for B2B


Hello SAP

• Initiative by SAP Belgium

• Aim: connecting all SAP professionals from SAP, clients, partners, ... in one community

• Content

- events

- news

- knowledge sharing

- connecting to people


• Name was crowdsourced

• Platform for connecting Philips Employees, their knowledge and experience

• Some facts

- 5000 users in 2 weeks time (while still in beta)

- each question asked gets on average 3 replies

- 25% of all replies comes from people outside of the devision that asked the question

Philips “Connect-Us”


B2B companies using Social Media








Social Media for Service & Support


Social Media for Sales opportunities


Collaboration


Collaboration


FireStarterA methodology for Social

Media Strategy


Creating a Social Plan - the old way

1. “Déclic”

2. Listen, Shut-up & Learn

3. Objectives & Strategy

4. Concepts, tools & networks

5. Ownerships

6. Roll-out

7. Measure & Refine

8. Engage


Creating a Social Plan - the old way

1. “Déclic”

2. Listen, Shut-up & Learn

3. Objectives & Strategy

4. Concepts, tools & networks

5. Ownerships

6. Development & Roll-out

7. Measure & Refine

8. Engage

Awareness Workshop

“Listen” Kick-Start

Assessment

Concept Definition

Team Selection, Coaching & Training

SM Policy Development

RFP Preparation

Vendor Selection

Development Guidance Functional Design

Wireframe Development

Tool Selection

Results Assessment & Recommendations

Traffic Plan & Marketing

Coaching the Conversation

Strategy Definition

Social Seeding


• Goal:

- bringing internal & external stakeholders together

- lowering barriers & prejudices

- thinking about opportunities and threats

- triggering the different stakeholders to think about the new paradigms in order to generate first visions and ideas

- first alignment of visions & needsSOCIAL PLAN

- people & teams- tools (monitoring &

participation)- policies & guidelines- training & coaching

AWARENESS

STRATEGY

CONCEPTSInbound (listen) /Outbound (talk)

Destinations / StreamsFix / Mobile

FUNCTIONALREQUIREMENTS

(site, portal, apps, channels, ...)

RFP ASSISTANCE

FOLLOW UP kpi’s, extentions

GUIDANCEday2day support,

conversation mgt, coaching

1

2

3

4

5

Sta

rtS

trat

eg

y &

Co

nc

ep

tsD

eta

ilsN

ext

Social MobileDigital


• Steps:

- Assessment:

‣ Mapping the situations “As Is”:

✓ General business & digital strategy of the organization

✓ Briefing on the company- & brand identities

✓ Mapping the market: direct & indirect competitors

✓ Mapping existing projects:

• current situation

• how are the projects initiated

• who are the owners

• what are the results

‣ Mapping the situation “To Be”:

✓ expectations of internal stakeholders

✓ expectations of external stakeholders

SOCIAL PLAN- people & teams

- tools (monitoring & participation)

- policies & guidelines- training & coaching

AWARENESS

STRATEGY





RFP ASSISTANCE




1

2

3

4

5

Sta

rtS

trat

eg

y &

Co

nc

ep

tsD

eta

ilsN

ext

SocialDigital Mobile


About your Social/Online Strategy

Mature Experimental

CorporateStrategy

OnlineStrategy

SocialStrategy


Remember the internet ...

TV

Rad

io

Prin

t

Bill

boar

ds

DM

Inte

rnet

From ... ... to

Sale

s

Mar

ketin

g &

Com

mun

icat

ion

Serv

ice

& S

uppo

rt

HR IT

PR &

Ext

erna

l Com

mun

.

R&

D &

Ent

erpr

ise

2.0

Internet


Today ...

TV

Rad

io

Prin

t

Bill

boar

ds

DM

Soci

al M

edia

From ... ... to

Sale

s

Mar

ketin

g &

Com

mun

icat

ion

Serv

ice

& S

uppo

rt

HR IT

PR &

Ext

erna

l Com

mun

.

R&

D &

Ent

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ise

2.0

Social Business


The Extended (Social Business) Ecosystem

... to

Sale

s

Mar

ketin

g &

Com

mun

icat

ion

Serv

ice

& S

uppo

rt

HR IT

PR &

Ext

erna

l Com

mun

.

R&

D &

Ent

erpr

ise

2.0

Social Business

ClientsProspects

Staff

ShareholdersMedia

SuppliersPartners

YOU


Development Strategy

We use a step-by-step approach:




AWARENESS

STRATEGY





RFP ASSISTANCE




1

2

3

4

5

Sta

rtS

trat

eg

y &

Co

nc

ep

tsD

eta

ilsN

ext



Development Strategy

We use a step-by-step approach:




AWARENESS

STRATEGY





RFP ASSISTANCE




1

2

3

4

5

Sta

rtS

trat

eg

y &

Co

nc

ep

tsD

eta

ilsN

ext



Public Customers

Care

Closeness

Conversion

Context

Influencers Media StaffCompe-

titorsX= priorities

The 7 C’s of “Engagement”

CrisisListening to anticipate potential damaging messages that can create

crisis situations in the organization.

Collaboration

Listening to provide help & support to people with questions or problems.

Listening to understand people’s needs & expectations, being ‘close’ to their feelings and acting upon it.

Listening to understand the broader picture: what are trends in consumer behavior, technology, the industry,..to find relevant insights.

Listening to collaborate & co-create with the community to develop better products & services

Listening to spot opportunities to convert people to your business.

Campaigning


Public Customers

Care

Closeness

Conversion

Context

Influencers Media StaffCompe-

titorsX= priorities

The 7 C’s of “Engagement”

Crisis

Collaboration

Th

e g

en

era

l pu

blic

Existin

g c

usto

me

rs an

d le

ad

s

Pre

ss, po

liticia

ns, lo

bb

y, un

ion

s, ... bu

t also

o

nlin

e in

flue

nc

ers th

at are

em

po

we

red

usin

g

soc

ial m

ed

ia

Jou

rna

lists, me

dia

cha

nn

els a

nd

releva

nt

top

ics/d

eb

ates in

you

r do

ma

in

Em

plo

yee

s an

d in

a b

roa

de

r pe

rspe

ctive

: p

eo

ple

that w

ork fo

r the

co

mp

an

y bra

nd

(a

ge

nts, su

pp

liers,...)

Ac

tion

s an

d d

ialo

gu

es o

f co

mp

etito

rs as a

b

en

chm

ark

Campaigning


Concept development

• Concepts are the descriptions of specific (sub) projects.

• The ideas that popped up during the concept workshops are being fine-tuned to make them operational.

• The focus is on defining the different “assets”

- type of ‘destinations’ (website, Facebook page, mobile apps, tablet apps, community)

- outbound social channels (Facebook-, YouTube-, LinkedIn-, Google+ feed, Twitter accounts, RSS, ...)

- inbound social channels (where you listen)

• This phase includes the description of general concepts.

• Details like wireframes & functional design are optional.




AWARENESS

STRATEGY





RFP ASSISTANCE




1

2

3

4

5

Sta

rtS

trat

eg

y &

Co

nc

ep

tsD

eta

ilsN

ext



• We use 3 different models and tools for the concept definition

- The Social Framework: the relationship between listening (and engaging), the stream with messages you push out as a company and the destinations (your own digital real-estate) you want people to land on

- Strategic tools and assets: listing and detailed description of all assets needed to build a social architecture, including claim, ownerships, content frequency, ...

- The Media 8-Loop: defines the logical flow and process between all communication instances (also offline), digital and social media

Concept definition - Tools


POS


Low

Medium

High

ViralMarketing

SocialCampaigns

Social Websites


Websites


EmailMarketing

Inte

rac

tio

n

ActivationCampaigns

Duration


Traffic

Blogs, sites, ...

Conversion offline

Conversion online

Social harvesting

Blogs, sites, ...



DirectMarketing


PR

Social seeding8


Strategic tools

on-site(intra-muros)

off-site(extra-muros)

Inbound (listening, engaging,

bottom-up)

Outbound (talking,

centralized, top-down)

SM Curator(Twitter,

Facebook, RSS, ...)

Email

Conversation tracking

Online chat

Discussion forum Marketing

site

SNS Pages

Tools, calculators

Content Portal

Media Channels

(Youtube, ...)

E-shop

Extranet

Own Social Site

Support

Blog

SNS Apps/Widgets

Mobile Apps

Intranet/back-end


The StreamContent Stream 1Content Stream 2Content Stream 3Content Stream n

Twitter, Facebook, Hyves, Netlog, LinkedIn, ...

the audience

Direct

In-directvia Social NetworksRecommendations

Site

Free

Social Network Pages

Free

Mobile Apps

Paid

Tablet Apps

Paid

Stores

Paid

Offline StuffMerchandisingEvents...

Paid/Free

The Destination

CRM (customers, fans, followers, ...)

Social features

Facebook Connect,API’s,...

Listen

Engage

Company/Brand

The Social Framework

Experience

Discover

Create Recommend & Discover


Roll-Out: Social Plan

• Company policy & guidelines

- social media policy (agreements on what can/can not be done, by whom,...)

- guidelines (translation of the policy in day to day situations, determining rules of engagement in conversations)

- “Code of Conduct” (what users of your sites and network pages need to respect)

• Team & ownerships

- selection of the

‣ social manager

‣ social core team

‣ social ambassadors

‣ (possible social “seeders”)

- clear indications of ownerships & reporting structures

- definition of the relations & position of the social team throughout the organization




AWARENESS

STRATEGY





RFP ASSISTANCE




1

2

3

4

5

Sta

rtS

trat

eg

y &

Co

nc

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eta

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ext



= Social Media Manager

Senior Management

Social Media Core Team

(Internal) Ambassadors

(Internal) Seeders




AWARENESS

STRATEGY





RFP ASSISTANCE




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Team - ownerships

Digital Director(name?)

BU mngr(name?)

BU mngr(name?) BU

BU mngr(name?)

BU mngr(name?)

BU mngr(name?)

Digital Coordinator

(name?)

Coordinator back-up (TBD)

Ambassadors: Names? Names? Names? Names? Names? Names?

Seeders: TBD TBD TBD TBD TBD TBD

broader eco-systems

Expertise (social, IT,

HR, legal, ...

Business-driven

Social Media Core Team


Roll-Out: Social Plan

• Tools

- setup & hands-on rollout of

‣ tools for conversation monitoring

‣ tools for social evolution tracking: growth, impact, popularity,...

‣ conversation console: to enable multiple account usage by several people/teams (Hootsuite, Tweetdeck, ...)

‣ mobile/tablet tools, and push-mechanisms (e.g. Boxcar)

- training for the social core team & ambassadors to use the different tools & social media channels




AWARENESS

STRATEGY





RFP ASSISTANCE




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Our Toolkit





AWARENESS

STRATEGY





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Two Cases


Colruyt - Collect&Go


The Collect&Go Case

• Collect&Go is the e-commerce solution by Colruyt, aimed at individuals

• They have recently developed a first version of an iPhone app

• This app had restraints and limitations

- not fully featured (version 1)

- not yet for Android, ...

• The question: can we monitor the social buzz and be ready to respond to

- show that Colruyt is close to the public

- show that Colruyt cares about ideas, suggestions, opinions

- anticipate negative comments and responses and turn them into fanship




The Buzz...

The day the app was launched...

The neutral response...135maandag 19 maart 12

The positive response...

Building real “fanship”


Negative responses are popping-up

But Colruyt is monitoring and responding

Leading to even more positive response and fanship


The ResultsIt’s to soon to talk about a positive return (and there were no measurable social KPI’s in advance), but it is clear that Colruyt succeeded in monitoring the effect of the launch, be close to the market and help people when needed.

Not only was the app perceived as a success, but also Collect&Go as a company created lots of goodwill.


Colruyt - Colruyt Mobile


The Colruyt Mobile Case

• Colruyt Mobile is the mobile solution by Colruyt, aimed at people who are looking for a transparant offer with strong customer service

• The question: can we launch this product via social media and be ready to respond to questions in order to:

- realize the claim of strong customer service & transparancy

- show that Colruyt cares about ideas, suggestions, opinions

- anticipate negative comments and responses and turn them into fanship

• The offer is had some restraints and limitations

- no tethering allowed

- no micro simcards in phase 1 (cfr. iPhone users)

- only rechargeable in store in phase 1


Intake meeting

Training Care dep.

Strategy session

Tools & Assets

Colruyt Mobile strategy

Training Care dep. II


Setting up a social architecture


Installing social plugins


Lots of conversations during launch


Strong customer service pays off...


Strong customer service pays off...


Picked up by the influentials


Picked up by the influentials


Things to take away ...149maandag 19 maart 12

Want to be ready?

Start using social networks

Get on Twitter Get a decent smartphone

Be in the cloud

Get a tablet150maandag 19 maart 12

You should be fan of your audience, not the other way around!

me



SOCIAL MEDIA PLAN- people & teams

- tools (monitoring & conversation)


AWARENESS

DIGITAL STRATEGYSocial Media Strategy





RFP ASSISTANCE

DEVELOPMENT follow-up

CONVERSATION MNGTday2day, guidance, follow-up

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The Plan


Things to take away

Everything is becoming digital, so is your business, whatever it is

Social is the next logical step in the path of digital evolution

The future of the internet and social will be mobile

The future of mobile will be everything

Mobile will drive The Cloud

You need a plan NOW to start dealing with this

Actually, you don’t need a plan, you need to plan (continuously)

Embrace the future now, but don’t overdo it ;-)


Beware of Macro-Myopia*

*the trend to overestimate the impact of change on the short termand to underestimate the impact of change on the long term.

Don’t say I didn’t warn you ;-)


twitter.com/DearMedia // twitter.com/jcaudron // twitter.com/dadovanpeteghem

facebook.com/DearMedia

youtube.com/DearMedia

slideshare.com/DearMedia

linkedin.com/in/JoCaudron // linkedin.com/in/DadoVanPeteghem // linkedin.com/in/FlorencePeres

DearMedia,


http://twitter.com/DearMedia

http://twitter.com/DearMedia

http://twitter.com/jcaudron

http://twitter.com/jcaudron

http://twitter.com/dadovanpeteghem

http://twitter.com/dadovanpeteghem

http://facebook.com/DearMedia

http://facebook.com/DearMedia

http://youtube.com/DearMedia

http://youtube.com/DearMedia

http://slideshare.com/DearMedia

http://slideshare.com/DearMedia

http://linkedin.com/in/JoCaudron

http://linkedin.com/in/JoCaudron

http://linkedin.com/in/DadoVanPeteghem

http://linkedin.com/in/DadoVanPeteghem

http://linkedin.com/in/FlorencePeres

http://linkedin.com/in/FlorencePeres

Fixing The MediaSuccess with Social Media

[email protected]


