Issues  in  Marke,ng  Communica,on:

LIVEr,sing  #  5bAdver,sing  goes  online  

part  2

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the  life  cycleSOCIAL MEDIA

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Yes, but WHY?

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5http://www.businessinsider.com/future-of-digital-slides-2012-11#-52

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• One  good  reason  to  engage  on  SM:  SocNet  Users  More  Apt  to  Engage  in  Various  Consumer  Ac,vi,es

• Ac,ve  social  media  users  are  more  likely  than  the  average  person  to  have  engaged  in  a  variety  of  consumer  ac,vi,es,  whether  online  or  in  person,  finds  a  survey  [pdf]  released  in  June  2012  by  Allstate,  in  associa,on  with  Na,onal  Journal.  

7h"p://www.marke-ngcharts.com/direct/social-­‐media-­‐users-­‐more-­‐apt-­‐to-­‐engage-­‐in-­‐various-­‐consumer-­‐ac-vi-es-­‐22364/allstate-­‐social-­‐media-­‐users-­‐consumer-­‐ac-vi-es-­‐june2012png/

SocNet  Users  More  Apt  to  Engage  in  Various  Consumer  Ac-vi-esAc-ve  social  media  users  are  more  likely  than  the  average  person  to  have  engaged  in  a  variety  of  consumer  ac-vi-es,  whether  online  or  in  person,  finds  a  survey  [pdf]  released  in  June  2012  by  Allstate,  in  associa-on  with  Na-onal  Journal.  They  are  almost  10%  more  likely  than  the  average  respondent  to  have  consulted  with  friends,  family  or  co-­‐workers  about  a  product  or  service  to  buy  (79%  vs.  72%),  and  18%  more  likely  to  have  bought  a  product  or  service  online  (78%  vs.  66%).  Social  media  users  also  pay  a"en-on  to  what  others  have  to  say:  64%  report  having  changed  their  mind  about  purchasing  a  product  or  service  because  of  the  opinions  of  others,  compared  to  58%  of  respondents  overall.  And  beyond  listening  to  others,  they  are  keen  to  have  their  say  too:  they  are  more  likely  than  the  average  to  have  par-cipated  in  groups  made  up  of  people  concerned  about  a  par-cular  product,  service,  or  company  (33%  vs.  28%).

SocNet  Users  Consult  Several  Purchase  InfluencersSomewhat  unsurprisingly,  social  media  users  are  more  likely  than  the  average  to  say  that  when  making  a  new  purchase,  they  give  at  least  some  considera-on  to  comments  by  other  consumers  on  online  forums,  comment  sec-ons,  and  social  media  (72%  vs.  59%).  They  also  are  more  likely  to  pay  a"en-on  to  online  reviews  from  other  consumers  (66%  vs.  54%)  and  reviews  by  bloggers  (40%  vs.  32%).

Interes-ngly,  though,  they’re  also  more  apt  to  pay  at  least  some  a"en-on  to  expert  reviews  in  publica-ons  and  major  newspapers  (77%  vs.  73%)  and  adver-sing  from  companies  on  TV,  signs,  online,  in  print,  or  in-­‐store  displays  (63%  vs.  57%).  Conversa-ons  with  friends,  family,  or  other  acquaintances,  as  well  as  informa-on  shared  by  these  people  also  play  a  role  more  with  social  media  users  than  the  general  popula-on.

SocNet  Users  Want  More  EngagementData  from  the  Allstate/Na-onal  Journal  “Heartland  Monitor  Poll  XIII”  indicates  that  64%  of  social  media  users  want  to  see  an  increase  in  companies  using  social  media  to  respond  to  customer  ques-ons  and  complaints.  This  may  be  a  reflec-on  of  the  finding  that  just  1  in  5  users  believe  corpora-ons  are  using  social  media  to  more  easily  interact  with  current  and  poten-al  customers,  with  73%  instead  believing  that  companies  are  using  social  media  to  more  easily  adver-se  their  products  and  services.

According  to  a  recent  report  from  IBM,  though,  companies  may  be  paying  heed  to  these  consumers’  wishes.  57%  of  the  more  than  1,700  global  CEOs  surveyed  an-cipate  engaging  customers  through  social  media  in  the  next  3-­‐5  years,  a  drama-c  increase  from  just  16%  who  currently  do  so.  This  would  make  social  media  one  of  the  dominant  customer  engagement  tools,  behind  only  face-­‐to-­‐face  interac-on,  and  ahead  of  websites  and  call  centers.

SocNet  Users  More  Likely  to  Share  ExperiencesConsumers  who  have  used  social  media  for  customer  service  are  more  engaged  and  vocal  in  speaking  about  their  experiences  than  the  general  popula-on,  says  American  Express  in  May  2012  survey  results,  and  the  Allstate  survey  appears  to  back  this  finding  up.

Further  data  from  the  survey  reveals  that  social  media  users  are  more  likely  than  the  average  respondent  to  have  talked  about  a  nega-ve  product  or  service  experience  in  person  with  friends,  family  or  acquaintances  (87%  vs.  81%),  and  also  more  likely  to  have  posted  a  review  or  comment  online  (47%  vs.  34%)  and  posted  something  on  social  media  (31%  vs.  22%).  These  findings  are  significant,  considering  the  importance  these  users  place  on  reviews  and  comments  when  making  new  purchase  decisions.

Luckily,  social  media  users  are  even  more  apt  to  take  ac-on  ajer  a  posi-ve  experience  with  a  product  or  service.  56%  have  posted  a  review  or  comment  online  and  41%  have  posted  something  on  social  media.

Other  Findings:61%  of  social  media  users  want  more  informa-on  from  companies  about  discounts  and  special  offers,  compared  to  34%  who  want  less.

39%  follow  companies  or  products  on  social  media  sites.About  the  Data:  The  Heartland  Monitor  Pol  was  conducted  May  19-­‐23  via  landline  and  cell  phone  among  a  na-onal  sample  of  1000  adults  aged  18  and  older.  640  were  ac-ve  social  media  users.

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http://www.slideshare.net/facebooksummitpagekarma/presentation-benjamin-snyers-social-lab-group-ads-ecosystem

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http://www.slideshare.net/facebooksummitpagekarma/presentation-benjamin-snyers-social-lab-group-ads-ecosystem

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14http://www.marketingcharts.com/wp/direct/social-media-ad-buyers-still-skeptical-about-effectiveness-26596/

Social Media Ad Buyers Still Skeptical About EffectivenessJanuary 30, 2013 by MarketingCharts staff

A survey commissioned by Vizu[download page] of more than 500 US digital marketing and media professionals

finds that 64% will be increasing their paid social media advertising budgets this year, primarily by modest

amounts. While that’s a positive sign of growth for paid social ads, which command only 1-10% of online budgets

for most of the respondents, some issues remain. Namely, presented with a choice of 4 attitudes towards the ads,

less than one-third of the advertisers and agencies polled chose the response indicating that the ads are effective

and produce measurable ROI. (ROI is defined in the report as metric achieved per dollar spent.)

The other response choices and percentages broke down as follows:

■ “I think it moves the needle when combined with other efforts, but I’m not sure how to measure ROI” – 33%

of advertisers and 43% of agencies;

■ “It’s a promising new tactic, but its effectiveness is unknown” – 33% of advertisers and 27% of agencies;

and

■ “I don’t think it works” – 6% of advertisers and 3% of agencies.

Of course, hand-wringing about ROI and social media marketing has been going on for some time. But as the

Vizu survey results make clear, these concerns are affecting potential media buys. That is, 58% of advertisers and

65% of agencies would increase their use of paid social media advertising if there was more clarity about how to

measure ROI. 14% of brands don’t even have someone to monitor the ROI of their paid social media advertising

efforts.

Establishing a clear link between social media advertising and sales would convince 52% of advertisers and 66% of

agencies to increase their use of these ads. A clear link between the ads and brand lift would also do the trick for

46% and 53%, respectively.

About the Data: The Vizu survey was conducted in October 2012 by Digiday.

Topics: Agencies, Buying, Direct, Financial, Interactive, Measurement/Analytics, Online,Online Ad Networks, Signs

of What's to Come, Social Media & Viral Marketing

   Social  Media

• Social  networks• .• .• .

• .• .• .• .

15There  is  more  than  just  FB

Using  Social  Media  to  Listen  to  ConsumersA  Vocal  Few  Don't  Represent  the  Majority  but  Could  Signify  a  Larger  Issueby  Abbey  Klaassen  

Published:  March  30,  2009  NEW  YORK  (AdAge.com)  -­‐-­‐  If  the  social-­‐media  sphere  a"acks  your  brand,  do  "real  people"  hear  the  screams?  Not  likely,  according  to  surveys  that  indicate  marketers  shouldn't  rush  to  quiet  every  micro-­‐outrage  that  sweeps  across  the  web.  Last  fall,  Johnson  &  Johnson's  Motrin  broke  crea-ve  of  a  mom  complaining  that  wearing  your  baby  "in  fashion,"  via  a  sling,  can  cause  back  and  neck  pain.  It  offended  some  in  the  social-­‐media  sphere,  and  an  army  of  Twi"ering  moms  got  the  brand  to  yank  the  ad  and  issue  a  mea  culpa  on  its  site.  But,  according  to  a  Lightspeed  Research  survey,  almost  90%  of  women  had  never  seen  the  ad.  Once  they  saw  it,  about  45%  liked  the  video,  41%  had  no  feelings  about  it,  and  15%  didn't  like  it.  Even  fewer,  8%,  said  it  nega-vely  affected  their  feelings  of  the  brand,  compared  with  the  32%  who  said  it  made  them  like  the  brand  more.  Was  Motrin's  decision  to  yank  the  ad  and  apologize  the  right  one  -­‐-­‐  even  if  it  made  the  problem  go  away?  Ski"les  recently  redesigned  its  website  and  adopted  a  sort  of  "an--­‐site."  Instead  of  building  a  des-na-on,  it  built  an  overlay  that  sat  atop  several  social-­‐media  communi-es:  Twi"er,  Facebook,  YouTube  and  Wikipedia.  It  launched  debate  -­‐-­‐  and  mischief  -­‐-­‐  in  the  Twi"erverse  as  users  started  pos-ng  some-mes-­‐naughty  comments  about  the  candy  to  the  social-­‐media  sites.  But  when  private  online  community  Communispace  asked  more  than  300  people  if  they'd  heard  of  the  endeavor,  only  6%  of  a  fairly  web-­‐savvy  audience  had.  The  internet  has  made  it  easier  than  ever  for  consumers  to  get  their  opinions  heard  -­‐-­‐  and  for  marketers  to  listen.  But  it  also  creates  real  challenges:  Do  marketers  know  who  they're  listening  to?  And  at  what  point  does  the  echo  chamber  of  social  media  drown  out  the  real  opinions  of  the  people  who  buy  your  brand?  "The  data  is  a  really  compelling  reminder  that  a  lot  of  our  target  consumers  are  not  the  people  who  are  sitng  on  Twi"er  freaking  out  over  a  packaging  design  that  they  don't  like,"  said  Diane  Hessan,  CEO  of  Communispace.  She  added,  "These  are  people  online,  having  conversa-ons,  and  yet  they  are  totally  out  of  the  loop  on  stuff  us  marke-ng  junkies  love  to  obsess  over."  Out  of  the  loopFor  example,  in  the  past  month,  the  Twi"er  community  has  been  --llated  by  South  by  Southwest,  AT&T,  "Lost"  and  the  redesign  of  Ski"les.com.  Missing  from  the  list  are  things  the  Communispace  and  Lightspeed  surveys,  both  separately  commissioned  on  Ad  Age's  behalf,  found  that  the  general  popula-on  is  fired  up  about,  such  as  the  AIG  bonuses  and  the  bank-­‐bailout  plans.  There's  also  the  straight  numbers  game:  While  64%  of  Communispace  respondents  had  heard  of  Twi"er,  only  6%  used  it.  The  Lightspeed  responses  indicated  even  fewer  users  had  heard  of  it  (3%),  and  most  of  the  58%  who  had  knew  of  it  from  someone  they  know  or  -­‐-­‐  get  this  -­‐-­‐  TV.  At  the  -me  of  the  Motrin  move,  Ad  Age,  per  Alexa,  reported  that  only  about  0.15%  of  the  world's  internet  users  were  on  the  site,  meaning,  by  the  most  generous  es-mate,  about  1.1  million  Americans.  Communispace  found  that  the  more  emo-onal  responses  were  about  the  firestorm  and  how  Johnson  &  Johnson  had  responded,  not  about  the  actual  ad.  Of  course,  it's  never  a  good  idea  to  -ck  off  even  a  small  group  of  vocal  consumers.  But  the  recent  data  just  reinforce  that  marketers  are  "downright  ji"ery,"  Ms.  Hessan  said.  "To  some  extent  they  have  lost  confidence  in  the  thoughvul  decisions  they've  made  because  an  anonymous  person  can  get  on  some  new  social-­‐media  tool  and  raise  ques-ons  about  quality  of  decisions."  It's  not  that  marketers  shouldn't  listen  and  respond  to  what  people  are  saying  about  them  on  the  web.  Many  a  company  has  been  improved  by  responding  to  vocal  online  pundits.  Look  who's  talkingBut  the  surveys  do  suggest  that  companies  should  make  sure  they  know  who  they're  listening  to.  "Marketers  need  to  know  how  ac-ve  their  customers  are  on  social  technologies,"  said  Josh  Bernoff,  VP-­‐principal  analyst  at  Forrester  Research.  Ed  Keller,  CEO  of  Keller  Fay  Group,  said  his  research  suggests  as  much  as  half  of  online  word-­‐of-­‐mouth  impressions  are  generated  by  teenagers;  that  means  an  online  uproar  might  mean  more  for  Facebook  than  it  does  for  Motrin.  While  online  cri-cism  may  not  be  cause  to  act,  it  can  provide  companies  insight  into  passionate  bases  they  didn't  know  they  had.  "Listening  doesn't  mean  getng  one  small  piece  of  data  and  taking  ac-on,"  Ms.  Hessan  said.  "Some-mes  it  means  getng  a  piece  of  data  and  probing  further."How  to  listen  and  respond  more  effecJvelyKNOW  YOUR  CONSUMERS'  SOCIAL-­‐MEDIA  HABITS.  "What  you  see  is  not  necessarily  representa-ve  of  people  using  the  social  technologies,  but  the  people  using  those  social  technologies  and  like  to  talk,"  said  Forrester's  Josh  Bernoff.  HAVE  A  RESPONSE  MECHANISM  IN  PLACE.  Don't  wait  un-l  you  have  vocal  cri-cs  to  design  a  response  plan.  Rather  than  pulling  its  ad  and  issuing  an  apology  on  its  site  that  confused  the  90%  of  people  who  weren't  aware  of  the  cri-cism,  Motrin  could  have  engaged  the  angry  mob.  LOOK  FOR  CHANGES  IN  CHATTER.  If  suddenly  the  conversa-on  doubles,  or  if  people  start  talking  about  your  brand  in  a  way  they  weren't  the  day  before,  something  important  is  happening.  "Changes  in  attudes  are  more  significant  about  attudes  themselves,"  Mr.  Bernoff  said.  PINPOINT  PASSION.  Your  cri-cs  can  provide  you  with  insight  into  a  base  you  didn't  know  existed.  Who,  for  example,  were  these  "a"achment  paren-ng"  moms  so  outraged  by  Motrin?  Not  all  cri-cism  is  cause  for  ac-on,  Communispace's  Diane  Hessan  said.  But  it  is  cause  to  dig  deeper.

6  Comments      By  hypnotype  |  Bangalore  April  1,  2009  02:00:52  am:  Interes-ng  POV.  I  agree  with  kkoonings'  comment  that  Motrin  acted  in  lightning  speed  before  the  Motrin  issue  snowballed  into  mammoth  propor-ons.

Ajer  reading  this  ar-cle,  it  made  me  wonder  about  a  couple  of  per-nent  points:

What  role  do  you  think  a  Brand's  compe--on  possibly  plays  in  inci-ng  (or  par-cipa-ng  in)  a  riot  online?

Do  the  compe-tors  sit  back  &  study  the  ac-on  (to  avoid  making  the  same  mistakes  in  the  future)  or  do  they  actually  get  involved  in  the  protest  (through  surrogate  means)?  Permalink      By  kkoonings  |  sea"le,  WA  March  31,  2009  01:42:16  pm:  It  is  important  to  listen  to  all  consumer  cons-tuencies,  however,  I  think  the  bigger  discussion  is  how  the  internet  has  impacted  the  world  of  "crisis  management".  Communicators  ojen  believe  that  you  only  have  24  hours  to  control  a  crisis  before  it  gets  out  of  hand  and  spreads  like  wildfire  -­‐  especially  situa-ons  that  strike  at  the  core  of  your  brand  -­‐  respect  &  trust.  That's  where  the  "gut-­‐meter"  comes  into  play.  In  those  instances,  there  isn't  enough  -me  to  do  the  research,  so  a  call  is  made.  In  the  case  of  Motrin,  wai-ng  for  the  data  could  have  been  too  late  to  neutralize  this  outrage.

I'm  not  sure  if  there  are  any  recent  studies  that  track  and  measure  the  wildfire  effect  of  the  internet  in  crea-ng  a  crisis.  Rumours  or  "urban  myths"  that  feed  on  a  sense  of  injus-ce  or  disrespect  have  the  power  to  cause  mistrust  and  even  boyco"s  for  a  brand.  The  le"er  circula-ng  the  internet  alleging  that  Starbucks  did  not  support  US  troops  is  an  example  that  comes  to  mind.  

Daniel  Diermeier,  a  professor  at  Kellog,  wrote  a  great  case  study  on  crisis  management  using  Mercedes  entry  into  the  compact  car  segment  as  an  example.  A  few  days  ajer  the  car  was  officially  introduced,  it  rolled  over  during  a  test  known  as  the  "moose  test,"  conducted  by  a  Swedish  journalist.  This  incident  created  extensive  media  coverage  in  Germany  and  other  European  countries.  Mercedes,  assuring  themselves  that  the  test  was  done  incorrectly  and  that  their  car  was  safe,  chose  to  ignore  the  media  stories.  But  the  story  of  "Mercedes  not  being  safe"  was  bigger  than  a  technicality  in  running  a  test.  Not  only  did  it  threaten  the  success  of  the  vehicle's  launch  but  more  importantly,  the  reputa-on  of  Mercedes  Benz.  

Rightly  or  wrongly,  Motrin  decided  that  offending  a  passionate  segment  of  their  target  was  not  worth  it.  No  ad,  no  ma"er  how  cute  some  may  think,  is  worth  offending  the  core  of  whom  you  are  trying  to  build  a  trus-ng  rela-onship  with.  I  think  they  were  smart  to  act  as  they  did  -­‐  with  lightening  speed.  Permalink      By  mondogrande  |  Ft  Lauderdale,  FL  March  31,  2009  12:37:56  pm:  Manufactured  outrage  is  a  component  of  social  media.  The  vocal  minority  of  malcontents  are  outraged  by  anything  and  everything  in  order  to  create  a  following  comprised  of  others  of  their  ilk.  Adver-sers  should  remember  the  old  adage  (pun),  "You  can  please  some  of  the  people  some  of  the  -me  but  not  all  of  the  people  all  of  the  -me."  

In  my  home  using  the  word  Twi"er  meant  was-ng  your  -me.  Apparently  this  is  s-ll  true.

h"p://www.proudtoliveinamerica.com  Permalink      By  CC  |  MILFORD,  MA  March  31,  2009  11:53:19  am:  I  couldn't  agree  more  with  you  on  all  points.  Great  to  finally  have  someone  putng  this  out  there.

It  is  cri-cal  to  listen  to  what  is  being  said  online,  but  at  the  same  -me  don't  over  react  to  it  either.  No  ma"er  where  your  customer  is  talking  about  you,  make  sure  you  are  listening  and  reac-ng  smartly  and  strategically.  Permalink      By  Tom  Mar-n  |  NEW  ORLEANS,  LA  March  30,  2009  08:03:58  am:  Abbey

Couldn't  agree  more.  S-ll  think  Motrin  overreacted  -­‐  link  to  my  Motrin  story  here  on  Ad  Age  (  h"p://budurl.com/MotrinAdAgePost  )  and  should  have  held  off  pulling  the  campaign.  But  as  one  of  the  mommy  bloggers  aptly  pointed  out  to  me-­‐  some  of  her  readers  are  writers  for  big  na-onal  media  and  her  outrage  can  quickly  escalate  if  her  readers  jump  on  the  bandwagon.  Which  is  a  great  point.  

All  in  all  though,  many  marketers,  especially  those  on  Twi"er  can  fall  vic-m  to  the  echo  chamber  effect.  Something  to  be  thinking  about.@TomMar-n  Permalink      By  ZebraBites  |  Sydney  March  30,  2009  07:34:25  am:  Ah  yes,  sample,  sample,  sample!

Yes, but HOW?

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Error #1

17A  presence  is  not  a  strategyObjec-ves  command  tac-cs,  not  the  other  way  roundThe  is  no  social  media  strategy,  or  a  telephone  strategy,  …

SocMed  basics:  A  presence  is  not  a  strategy

18h"p://socialease.wordpress.com/page/2/

Are  you  only  marke:ng  at  the  :p  of  the  iceberg?Posted  on  February  9,  2011  by  JBBCTake  a  look  at  this  infographic  via  TL  Marke:ng    -­‐  an  excellent  illustra:on  of  how  focussing  solely  on  the  tools  without  enough  a"en:on  to  the  strategy  underlying  it  is  nothing  more  than  marke:ng  at  the  :p  of  the  iceberg.

Having  a  presence  on  social  media  sites  such  as  Twi"er  and  Facebook  is  not,  repeat  aOer  me,  not  a  strategy.

These  plaPorms  are  the  tools  you  employ  to  help  you  in  your  strategy,  not  the  strategy  itself.    That  is  why  seQng  up  a  corporate  Facebook  or  Twi"er  account,  just  because  everyone  else  is  doing  it,  without  a  clearly  thought  out  plan  will  not  result  in  any  kind  of  meaningful  success.  

Ask  yourselves  these  key  ques:ons  before  jumping  onto  the  social  media  bandwagon.

1.  What  are  my  specific  objec:ves  for  engaging  in  social  media?

2.  Who  is  my  audience  and  where  do  I  find  them?

3.  How  will  I  engage  with  them  once  I  am  there?

4.  What  tools  can  I  use  most  strategically?

5.  Do  I  really  understand  how  these  tools  work  or  do  I  need  some  social  media  training?

6.  How  will  these  tools  fit  into  the  overall  communica:ons  strategy?

7.  Do  I  have  :me  to  fully  engage  with  these  tools?

8.  If  not,  can  I  iden:fy  someone  who  can?

9.  How  will  I  evaluate  if  the  strategy  is  working?

Make  sure  you  have  answered  these  key  ques:ons  first  and  don’t  forget  to  check  back  in  regularly  to  see  if  your  social  media  strategy  is  s:ll  in  line  with  your  goals  and  your  audience  needs.

-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐

Some  dynamic  elements  move  this  conversa:on  forward  and  prove  to  be  useful  ingredients:

listening  into  social  media  –  to  get  the  pulse  /  the  feel  of  how  media  use  is  changing,  how  people  express  themselves,  how  they  intereact  with  the  media  and  with  each  other  through  the  media  –  e.g.  blogging  has  its  own  tone  of  voice,  which  is  different  from  messaging  on  Facebook,  or  on  LinkedIn,  which  is  different  from  contents  on  Twi"er,  …listening  into  your  brandscape  –  what  do  people  say  about  you,  and  how  can  you  /  need  you  answer  that,  posi:ve  or  nega:ve;  this  means  well-­‐known  one-­‐way  communica:on  must  change  into  two-­‐way  communica:on  rapidly  evolve  into  mul:-­‐way  /  networked  communica:on  <cfr.  Gavin  Heaton’s  Skype  interview>caring  about  people  –  providing  content  that  brings  them  a  real  /  wanted  value;  which  can  only  be  done  aOer  careful  listeningengaging  people,  i.e.  matching  the  deliberate  value  /  the  care  you  give  people  with  the  appropriate  context  where  the  need  /  want  for  value  arises  –  that  is,  evolving  from  content  producers  to  context  producers  and  ac:ng  as  experience  facilitators  <cfr.  Mercado  Central  de  Valencia  video  above  and  Heineken  case>virality  –  if  your  brand  experience  is  truly  engaging,  you  can  hope  for  your  audience,  as  small  as  it  may  be,  to  turn  into  ambassadors  for  your  brand  who  spread  the  message  you  or  they  have  produced  –  expect  them  to  do  so  if  they  are  disappointed  with  your  brand  experience  –  which  leads  us  back  to  the  “listening”  ingredient  in  a  communica:on  loop  /  spiral

SocMed  basics:    STRATEGY  vs  TACTICS

Cy OBJ

StrategyTacJc  2TacJc  1

TacJc  3TacJc  N

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Error #2

20Social  media  is  not  about  number  –  not  about  power  –  it  is  about  influence  and  trust

Cfr  Klout  -­‐  Kred

SocMed  basics:  Social  Capital  before  financial

21Social  media  is  not  about  number  –  not  about  power  –  it  is  about  influence  and  trust

Cfr  Klout  -­‐  Kred

Social?

LISTENINGSharing

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Error #3

23Social  media  is  about  giving  –  don’t  speak  the  ‘sales’  word

SocMed  basics:  Content  strategy

241. Social  media  is  about  giving  –  don’t  speak  the  ‘sales’  word

2. Define  your  target  audience  and  develop  an  in-­‐depth  understanding  of  their  problems  and  buying  ques-ons.  à  LISTENING3. 2;  Figure  out  the  best  way  to  solve  your  audience’s  problems4. Become  a  trusted  source  of  informa-on  for  your  target  audience

5. Develop  an  online  presence  that  contains  relevant  content6. Make  it  easy  for  your  audience  to  transi-on  from  learning  from  you  to  buying  from  you.

Error #4

25Online  vs  Offline  =  Either  /  Or  -­‐  Agencies  /  campaigns  /  adver-sers

Digital  =  separate  world  from  offline  –  

No:  SMARTphones,  SMARTcars,  SMARTobject:  ON  &  OFF  convert

Need  to  decline  the  BRAND  in  an  INTEGRATED  MULTICHANNEL  mode

SocMed  basics:  ROI  measurement

Cy OBJ

StrategyTacJc  2TacJc  1

TacJc  3TacJc  N

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Error #5

27Online  vs  Offline  =  Either  /  Or  -­‐  Agencies  /  campaigns  /  adver-sers

Digital  =  separate  world  from  offline  –  

No:  SMARTphones,  SMARTcars,  SMARTobject:  ON  &  OFF  convert

Need  to  decline  the  BRAND  in  an  INTEGRATED  MULTICHANNEL  mode

SocMed  basics:  90  –  9  -­‐  1

281%  producers  –  9  %  commenters  –  90%lurkers/readers  BUT:  CONTEXT:  lurkers  may  be  producers  and  readers  too

Error #6

29There’s  only  FB,  Twi"er,  LinkedIn  and  Foursquare...

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33Belgian  community  of  maintaineers  –  580  members  as  of  MAY  2012  –  illustrates  the  community  over  public  principle,  communicate/narrowcast  over  broadcast,  truxt  over  numbers

Reasons  for  the  crea-on  of  a  new  community/social  network  h"p://vimeo.com/10307941

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364  Minutes  to  Op-mize  a  LinkedIn  Profile  for  SEO  -­‐  h"p://blog.hubspot.com/blog/tabid/6307/bid/4785/4-­‐Minutes-­‐to-­‐Op-mize-­‐a-­‐LinkedIn-­‐Profile-­‐for-­‐SEO.aspx

Read  more:  h"p://blog.hubspot.com/blog/tabid/6307/bid/4785/4-­‐Minutes-­‐to-­‐Op-mize-­‐a-­‐LinkedIn-­‐Profile-­‐for-­‐SEO.aspx#ixzz1Gw3tItX9

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the  life  cycleRICH MEDIA

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• .• .• .

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Get found: Youtube = SE #2 - build your presenceViral potential (< creativity) + people keep coming back cfr. Old Spice

0  Reasons  Why  Every  Brand  Needs  Web  VideoMegan O'Neill on November 29, 2010 10:45 AM

Is your brand using web video? If not, it should. Here are 10 reasons why every brand needs to jump on the web video bandwagon.

Everyone’s Doing ItOkay, I know you may be thinking to yourself, “If everyone jumped off a bridge, would you do it to?” But the truth of the matter is, more and more brands are starting to use web video, whether they’ve just uploaded a single video to show off their product offering or they’ve uploaded a whole channel worth of viral videos to YouTube. If you don’t have at least one video online you’re going to look like an idiot.

I don’t mean to hurt your feelings, but it’s true. As more and more companies start uploading product demos and other videos to YouTube and other video sites, consumers will start searching on YouTube for these types of videos when they want to find out about a product or company. If your brand doesn’t have a web video presence you’ll be missing out.

Lets You Actually SHOW Your Product/ServiceBut seriously, aside from the fact that everybody else is doing it, there are lots of very valid reasons why you should invest a little bit of time and money in creating a web video presence for your brand. One of the best reasons is that it is a great way to show off your product or service. Sure, you can write a description of your product or service on your company website’s ‘About’ page. But wouldn’t it be better to actually show your customers what you do?

Back in October, Jay Bailey, CEO of Rapidfire Video told us why he thinks every company needs an online video. “I think that there are very few products that don’t need to tell their story in a digestible, concise, (and often, entertaining) way.” So show your customers what you can do in a video. Bailey says, “At the end of the day, someone reaching the home page of any company generally needs more than a few bullets that list features. They’re wondering: Can I trust these guys? Do they get my problem? Is their product as good as the three others I’ve seen? They get answers to these questions when you tell them a story.” And video is one of the best ways to tell your story.

Consumers Prefer Video To ReadingGoing along with the point above, it is important to point out that consumers these days have an aversion to reading lots of text (which is a little bit sad to think about for someone like me who writes for a living, but it’s true nonetheless) . Most people would much rather sit back and watch a video and have your product shown and explained to them than have to read and figure things out for themselves. So why not make it easier for your customers by spelling out what you do in a short, simple, fun and engaging video?

It’s InexpensiveBuilding an online video presence doesn’t have to be expensive. All you need is a web cam, or inexpensive video camera, and an idea to get started. As a matter of fact, when companies get creative and create fun videos on a low budget they often get a lot more coverage for their efforts than the brands that have huge budgets for video campaigns.

Blendtec is a great example of a brand that has really built itself up in the world of web video starting out with a next-to-nothing budget. Blendtec’s own founder, Tom Dickson, hosts the show, which takes place in a kitchen. Dickson blends things that you ordinarily wouldn’t think of blending, to show just how strong and mighty the Blentec blender is. Check out the first episode, uploaded on October 30, 2006 – ‘Will It Blend? – Marbles’.

Of course, Will It Blend has grown a lot over the last few years. They’ve got a fancy sign with flashing lights, they blend things that are a lot more expensive than marbled, and even have celebrity guests. Check out a more recent episode below. But remember, when Blendtec first started, the only things they needed to make their first video were a video camera, a blender and some marbles. Be creative and you can surely come up with a great, inexpensive way to get you brand online in the world of web video.

Lets You Show Your CreativityThe Blendtec example is a great illustration of this next point. When you create videos about your brand, product, service or company you have the opportunity to show off your creativity. Even if your product isn’t creative (like a blender), you can present it in a creative way. This puts smiles on people’s faces and gives them a reason to choose you over your boring competitors who don’t have a creative bone in their bodies.

Car insurance isn’t exactly exciting, funny business. However, Geico has been able to entertain us for years with their humorous commercials and antics. Though most are created for television, several have gone viral on the web. I think Geico is a great role model for companies looking to make their products a little more exciting, humorous and viral.

Keeps Customers Coming BackAnother great thing about web video is that it keeps your customers coming back for more (that is, if you start uploading new content on the regular). By creating a web video series, or uploading fun content on a regular basis, you keep your customers not only coming back to see more but also waiting impatiently to see what you are going to come up with next.

A great example of this is the Old Spice ‘The Man Your Man Could Smell Like Campaign’. And yes, I know that some of you may think that using a huge brand like Old Spice and the most successful online video campaign of all time is unfair. But what do we have to work for if not to be the best, eh? Old Spice first introduced a character, ‘The Man Your Man Could Smell Like’, in a Super Bowl commercial. They then began releasing more television and online ads starring this hunky yet loveable man that everyone wants to be. Then they came out with their Twitter video response campaign where they put out video after video after video, responding to fans. Fans loved it. Everyone was checking in to see if a new video had been uploaded yet and everyone wanted more. This is exactly the type of response you want (even if you can’t achieve it on the same level as Old Spice). I have a few qualms with the fact that Old Spice has retired ‘The Man Your Man Could Smell Like’, but you know what they say – quit when you’re ahead.

Revision3 CEO Jim Louderback is a strong proponent of creating “online video that delivers repeatable, measurable and sustainable views.” He wrote an article in Advertising Age and also spoke with us about how investing in web series and episodic content is much more effective for keeping customers engaged than trying to create a single video in the hopes that it will go viral.

Video Is Incredibly ShareableVideos are being shared constantly on the web – on Twitter, on Facebook, on Reddit, Digg, StumbleUpon and in a ton of other places on the web. The more video content you create, the more shareable content you create. People are a lot less likely to share a link to your website than they are to share a link to the witty, creative and original video you made about your company. And when they share it, people are a whole lot more likely to watch a video (which they can watch directly from their Facebook, New Twitter or StumbleUpon screen) than to click through to visit your website and read all the content on your ‘About Us’ page. Are we agreed?

Viral PotentialI won’t tell you that there is a good chance of your video going viral. In fact, the odds are pretty much slim to nothing. But if you don’t have any videos online then the odds aren’t even slim. They are just plain nothing.

And the truth of the matter is that your video doesn’t even have to go viral to be a success. Would you be happy with 500,000 views? How about 100,000? How about 10,000? Depending on the size of your company and your website, if you get a mere 3,000 people to watch your video that could be more than well worth the time and money that went into making it. And 3,000 views are really not all that difficult to get if your video’s got the right stuff and if you’ve followed all the right steps for maximizing your discoverability and metadata.

Who Would Say No To Additional Presence Online?For those of you that are still sitting there being negative and thinking to yourselves, “I still don’t see why I need to waste my time with web video”, I hate to lecture you but seriously, what’s your problem? When you invest just a little bit of time in creating a few online videos (or even just one!) you are opening up a whole new channel for your online brand presence. When you upload a video to YouTube you are enabling more people to discover your brand, as well as opening up a channel for interactions through comments and video responses, and are spreading brand awareness. Who would say no to that?

Customers Expect ItAnd finally, your customers expect you to have an online video presence. This sort of goes along with the idea that everybody is doing it, but I think it’s important to understand that when all of your competition is doing something then it’s important for you to do it to. When your customers expect, love and want something you should give them what they expect, love and want. So what are you waiting for? Grab your camera and your brainstorming cap and get to work! I can’t wait to see what you come up with.

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http://www.digimedia.be/News/fr/13924/la-belgique-absente-de-la-course-l-internet-hyper-rapide.html

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    Rich  Media

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hVp://www.jayworld.fr/video-­‐360-­‐degres-­‐web-­‐futur-­‐innova,on-­‐ride-­‐snowboard-­‐ski-­‐2358

45Enfin  du  nouveau  dans  l’industrie  des  technologies  de  vidéo  embarquée  !  La  vidéo  suivante  est  carrément  folle  et  représente  une  énorme  révolu:on  dans  le  monde  de  la  vidéo  sur  le  Web.  L’internaute  devient  acteur  et  peut  ainsi  se  déplacer  a  360  degrés  dans  l’image,  pendant  que  la  vidéo  tourne  !

Ce"e  technologie  offerte  par  l’entreprise  YellowBird  permet  de  changer  l’angle  de  vue  du  rider  pendant  qu’il  dévale  la  piste  ou  enchaîne  les  tricks.  Vous  pouvez  donc  vous  balader  ou  vous  voulez  dans  la  vidéo  avec  votre  souris  ou  en  u:lisant  les  flèches  de  votre  clavier  !  Voyez  plutôt  ci  dessous  :

Une  expérience  immersive  révolu:onnaire  qui  amène  de  nouvelles  perspec:ves  dans  le  monde  de  la  video,  notamment  pour  les  caméras  embarquées  lors  d’événements  spor:fs.  On  peut  donc  s’a"endre  à  voir  les  prochains  grands  prix  F1  de  ce"e  manière,  ou  des  marques  comme  RedBull  inves:r  dans  ce"e  technologie  de  pointe  !

46360°  video  to  be  used  in  iPad  apps  for  full  immersion:  h"p://www.guardian.co.uk/travel/video/2012/feb/01/condi-on-­‐one-­‐ipad-­‐app-­‐video-­‐immersive

47On  compte  75000  vidéos  sur  Heineken  sur  Youtube,  don’t  seules  640  sont  payées  par  la  marque.  Ce  qui  laisse  74360  videos  non  pilotées  par  la  marque.  Le  consommateur  qui  tape  Heineken  sur  Youtube  a  donc  seulement  0,8%  de  chance  de  voir  une  vidéo  don’t  le  message  est  “contrôlé”.  Il  en  va  de  même  de  "  les  grandes  marques.  Il  y  a  75800  videos  concernant  Coca-­‐Cola  sur  Youtube,  et  942215  blogs  traitent  de  Coca-­‐Cola  à  un  moment  ou  à  un  autre.  (RIOU,  Marke-ng  Anatomy,  2009)

48

49

http://simplymeasured.com/freebies/google-analytics-social-traffic#/

the  life  cycleMOBILE

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51

http://www.comscoredatamine.com/2012/10/mobile-phones-and-tablets-now-account-for-1-in-8-u-s-internet-page-views/

52http://www.businessinsider.com/future-of-digital-slides-2012-11#-86

53http://www.businessinsider.com/future-of-digital-slides-2012-11#-87

54http://www.businessinsider.com/future-of-digital-slides-2012-11#-93

Where%has%the%«%consumer%»%gone?%

55

56

http://www.comscoredatamine.com/2013/02/an-average-monday-in-the-uk-pcs-for-lunch-tablets-for-dinner/

57h"p://www.digimedia.be/News/fr/12190/apps-­‐un-­‐nouveau-­‐canal-­‐pour-­‐la-­‐rela:on-­‐client.html

Apps:  un  nouveau  canal  pour  la  "rela:on  client"Neolane  entend  secouer  l’industrie  du  marke:ng  mobile  en  intégrant  les  apps  mobiles  aux  autres  canaux  de  la  rela:on  client.  Et  ceci  grâce  à  "Mobile  App  Channel",  son  dernier  ou:l  des:né  à  personnaliser  les  contenus  directement  dans  les  apps  ...  Histoire  de  doper  le  M-­‐commerce!

Vous  cherchiez  à  augmenter  le  poten:el  d’engagement  cross-­‐canal  et  les  taux  de  conversion  de  vos  campagnes  digitales?  Ca  tombe  plutôt  bien,  car  l'éditeur  de  solu:ons  marke:ng  Neolane  vient  de  lancer  une  solu:on  qualifiée  "d'inédite"  et  qui  promet  de  renforcer  l’efficacité  des  apps  mobiles  en  les  intégrant  aux  stratégies  marke:ng  cross-­‐canal.  En  l'espèce,  Neolane  Mobile  App  Channel  permet  aux  marketeurs  d'agir  sur  deux  leviers  :  l’envoi  de  no:fica:ons  push  individualisées  et  la  personnalisa:on  des  contenus  dans  l’app.  L’ensemble  de  ces  messages  est  dès  lors  personnalisé  en  one-­‐to-­‐one  et  en:èrement  coordonné  avec  la  base  de  données  marke:ng,  histoire  d'assurer  la  cohérence  des  campagnes  entrantes  et  sortantes,  tous  canaux  confondus.Autrement  dit,  la  nouvelle  solu:on  cherche  à  favoriser  les  achats  des  consommateurs  mobiles  en  intégrant  l’app  mobile  d’une  entreprise  avec  sa  base  de  données  marke:ng,  grâce  à  l'automa:sa:on  de  l’exécu:on  de  campagnes  à  par:r  de  no:fica:ons  push  et  contenus  dans  l’app  individualisés,  contextualisés  et  géo-­‐personnalisés.Selon  l'éditeur,  Mobile  App  Channel  serait  adapté  à  de  nombreuses  stratégies  de  marke:ng  conversa:onnel  (marke:ng  cross-­‐canal,  trigger  marke:ng)  et  offre  donc  de  nouvelles  possibilités  aux  marketeurs,  comme  par  exemple  la  no:fica:on  push  via  des  apps  mobiles  développées  sur  iOS  et  Android,  envoi  d'offres  contextuelles  et  géo-­‐personnalisées,  analyse  du  parcours  client  (de  la  récep:on  de  la  no:fica:on  push  jusqu’aux  clics  dans  l’app)  ou  encore  la  mesure  du  taux  de  réponse  des  u:lisateurs  d’apps.

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To  be  conJnued…

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