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Notes de cours distribuées le 6 octobre dans le cadre de la Formation Digitale de la BMMA. 4e session donnée par JOHANNES SCHNACK : "Congratulations, you're on FB! What now?"
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“Social media is less about technology and more about anthropology, sociology, and ethnography.” Brian Solis
Digital immigrants Digital na,ve Digital born
and more… Digital Compulsive ☺
Before digging into Social Media, why not trying a little journey in the future?
“The only way to understand new culture and behavior is to go native. Going native refers to the process of observing, learning, and deepening the involvement of an anthropologist with their hosts and their hosts’ cultures through long-term fieldwork and participation.”
Brian Solis
IF YOU WANT TO KNOW WHERE WE GO
WE SHOULD FIRST HAVE A LOOK
ON WHERE WE ARE!
8
TODAY…
MY COMPUTER RECOGNIZES FACES OF PEOPLE I KNOW
NO NEED TO SAY WHERE I AM TO GET INFORMATION ABOUT IT…
I CAN SPEAK TO THE WEB WITH THE WEB
Pizza!
Photo by tdufret on Flickr.com
I CONSULT ALL THE FRESHEST CONTENT PUBLISHED AROUND ME
I TRACK EVERY KIND OF INFORMATION IN REAL-TIME
…REALLY EVERY KIND OF INFORMATION
I ALMOST LIVE IN A REAL-TIME CITY
WHERE PERSONAS SHOWS HOW THE INTERNET SEES YOU
WE ALL HAVE INFORMATION SHADOWS
EVERYTHING AROUND ME BECOMES…
Photo by Francesco Franchi on Flickr.com
A BUNCH OF RADIO FREQUENCY IDENTIFICATION (RFID) or EVEN NFC (iPhone 6) TAGS FROM AROUND THE WORLD
EVERYTHING AROUND ME BECOMES SMART
Photo by Ti.mo on Flickr.com
MY PLANT TWEETS ME A MESSAGE WHEN IT NEEDS A DRINK
MY UMBRELLA TELLS ME IT’LL RAIN
MY SCALE SAYS HOW MUCH I WEIGHT well, sometime it’s better not…
I CHECK MY ENERGY CONSUMPTION IN-REAL
TIME, ANYWHERE
I CAN ADD A DIGITAL LAYER TO THE REAL WORLD
I CAN ADD A DIGITAL LAYER TO THE REAL WORLD
I CAN ADD A DIGITAL LAYER TO THE REAL WORLD
iBeacon enables direct communication to your buyers
iBeacon: a comprehensive & proximity marketing strategy
FIRST CONCLUSION: THERE IS NO REAL LIFE AND SOCIAL LIFE! THERE IS JUST… LIFE
BACK TO OUR MAIN TOPIC: SOCIAL MEDIA
WITH A FIRST QUOTE: Social Media is not a Media nor a channel nor … It’s way to interact with people. In the Social World, either digital, People interact with people, not machine.
31 31
THE SOCIAL MEDIA LANDSCAPE
Social Media Landscape 2014
2003 2004 2005 2006 2009 2010 2007 2008 2011 2012
• Social media is an ever-changing complex ecosystem . New services are created, others disappear, most evolve.
• Picture-based sharing services like Instagram and Pinterest and mobile sharing/chatting applications like SnapChat and WhatsApp have been strongly growing worldwide last year.
• Mobile is the name of the game.
Sources: FredCavazza.net, InSites Consulting, comScore, Havas Media, Digimedia
32
A complex Social Media landscape In its latest social media landscape, Fred Cavazza identifies four categories: • Publishing with blogging platforms (WordPress,
Blogger, TypePad, …) and wikis (Wikipedia, …)
• Sharing services for pictures, links, videos, music, products… (Tumblr, Instagram, Pinterest, YouTube, Vine, Spotify, Deezer, Slideshare…)
• Discussing with knowledge platforms (Quora, Reddit, StackExchange…) and mobile chat applications (Skype, WhatsApp, SnapChat…)
• Networking for BtoC audiences (Badoo, Tagged…) and professionals (LinkedIn, Viadeo, Xing…)
Sources: FredCavazza.net
34 34
THE SOCIAL MEDIA LANDSCAPE IN BELGIUM
The Social Media Landscape in Belgium • In Belgium, awareness of social network sites is very high. Facebook is close to 100%, Twitter
reaches 76% awareness and Google+ is known by more than 60%. Awareness of new social networks like Instagram and Pinterest is picking up
• Almost 7 out of 10 Belgian internet users are member of at least 1 social network. It means more than 5,2 millions users. Most often this is Facebook in combination with Twitter or LinkedIn.
• Mobile is the perfect accelerator for social media usage. 28% of Belgian internet users have a smartphone. On average, they install 24 apps on their smartphone, 8 of which are used at least weekly. Social network apps are the most popular ones.
• 1 out of 4 Belgian internet users post information about products, brands and/or companies on social networks. More than half of their comments about brands are positive. Only a minority (less than 10%) is negative.
• 44% of Belgian social network users are connected to brands. 7 is the average number of brands followed actively.
Sources: FredCavazza.net, InSites Consulting, comScore, Havas Media, Digimedia 35
Facebook and YouTube are clearly dominant in Belgium
0 1,000 2,000 3,000 4,000 5,000 6,000
Vine
TwiBer
20,000 40,000 60,000 80,000 100,000 120,000 140,000 160,000
Vine
Tota
l Uni
que
Visi
tors
(000
) To
tal V
isits
(000
)
Sources: comScore
36
5.200.000 profiles (socialbakers) 5.025.000 total unique visitors (comScore) 80% of Belgian internet users are on Facebook 52% Women – 48% Men Over 66% return daily, over 85% return at least once a week 3.000.000 unique visitors everyday in Belgium!
Sources: socialbakers, comScore
37
Facebook on desktop
Facebook on desktop
Facebook Demographics
39
YouTube
4.195.000 total unique visitors YouTube’s reach keeps on growing in Belgium: • 2,3 M impressions / day • 1 M users / day • compared to a year ago +-480% increase in videos
Sources: comScore, Google, B.V.L.G.
40
1.571.564 profiles (LinkedIn) 1.219.000 total unique visitors (comScore May’13) 35-54 are the most represented category (45,6%), followed by 25-34 (35,3%) (Digimedia)
Sources: LinkedIn, comScore, Digimedia
LinkedIn is currently the fastest growing social network in Belgium
42
From 500.000 to 1.000.000 profiles 1.000.000 total unique visitors. Twitter is working hard to be considered as a media with all the second screen initiatives, new cards system, the Vine mobile app and the Music service which begins to surface (Spotify).
Twitter cards make it possible to attach media
experiences to Tweets that link to content
Sources: comScore, Digimedia
Pinterest 154.000 total unique visitors
18.4
21.6
17.4
18
24.5
Age group distribution in % 15-24
25-34
35-44
45-54
39.5
60.5
Gender Distribution
Men
Women
Vine 53.000 total unique visitors • Vine has already surpassed Instagram on Twitter and on the
Google Play chart as Top Social App.
• Branded vines are four times more likely to be shared than branded online videos.
• Instagram answered Vine by releasing a 15 sec video format which may affect Vine’s use & figures evolution
48.3
23.5
13.1
14.3 0
Age group distribution in %
15-24
25-34
35-44 58.9
41.1
Gender Distribution in %
Men
Women
Slideshare
A content marketing platform: • Acquired by LinkedIn in May 2012
• 400,000 new presentations uploaded per month
• 500% more business traffic than any other website on the internet
• A majority of the audience are educated, affluent and consulting Slideshare from work or school
• Mostly considered as a network for professional, work related use
Instagram 536.000 total unique visitors In 2013, Instagram attracted lots of top brands in the world.
The Top 5 Interbrand Companies on Instagram
36.7
21 14.1
14
14.3
Age group distribution in %
15-24
25-34
35-44
48.1 51.9
Gender Distribution in %
Men
Women
Social media are traffic generators for brand
Source: Shareaholic, in http://socialmediatoday.com/dannywong1190/1830681/report-facebook-pinterest-and-twitter-traffic-referrals-54-past-year
1) Facebook, Pinterest and Twitter are dominating.
2) StumbleUpon and Reddit referrals are declining.
3) YouTube and LinkedIn are gaining share.
4) Google+ isn’t yet competitive.
51 51
STRENGTHS WEAKNESSES CHALLENGES
OPPORTUNITIES
Strengths vs weaknesses STRENGHTS
• Growing media • Interactive media • Targeted media • Viral media • Cost-efficient media • Measurable media
WEAKNESSES
• Transparent media • Evolving media • Exponential media • Permanent media
52
Challenges and opportunities • E-reputation monitoring • Community • Company 2.0 (privacy, social policy) • Communication becomes conversation • Co-creation
53
WHY FACEBOOK?
54
“The greatest shortcoming of the human race is our inability to understand the exponential function.” — Albert A. Bartlett” In Erik Brynjolfsson, The Second Machine Age: Work, Progress, and Prosperity in a Time of Brilliant Technologies, 2014
ADSADSADS
ADS
ADS
ADSADS
ADSMarc Liked Philippe’s Post
Jean commented Philippe’s Post
Julien liked Philippe’s Post
Julien liked Philippe’s Post
Stories can be created by users • Liking your page • Posting to your Page’s Wall • Commenting on one of your Page posts • Sharing one of Page Posts • Answering a question you posted • RSVP'ing to one of your events • Mentioning (@ tagging) your page • Checking in or recommending your place
Facebook Stories
56
The power of fans
106.340 Friends of
Fans
818 Fans
Fans influence their friends
X 130 friends (average # of friends per FB users)
The power of Volume - Atlas
Facebook advertising: Targeting
59
Adult (18+) how have shown an interest in Politics & social issues
59
Creating Brand Awareness Generate engagement on your Facebook Page
Build your audience by Recruiting new Fans Generate Traffic on your Facebook Page Generate Traffic on your site Generate leads (such as subscription to your e-newsletter) Generate virality & awareness around your content (e.g. Buzz) Develop proximity
Facebook advertising: Why?
60
61
INSIGHTS OF YOUR FACEBOOK PAGE
Facebook insights: statistics What are they? • Insights provide measurements on your Page's performance. • Find anonymized demographic data about your audience, and see how people are
discovering and responding to your posts. • Experiment with different types of posts to see what your audience responds to best. • Your Page needs to have at least 30 likes to start seeing insights.
62
Facebook insights: statistics
How can you use them? • Use your insights to plan future posts and decide on the best ways to connect with
people.
63
Facebook insights: statistics How can you use them? • Use your insights to plan future posts and decide on the best ways to connect with
people.
64
Facebook insights: statistics
How can you use them? • Use your insights to plan future posts and decide on the best ways to connect with
people.
65
VERY VERY QUICK RECAP If you feel you need to embrace the Community Management job
Recap: Guidelines & Best Practices
67
Recap: Guidelines & Best Practices
68
Recap: Guidelines & Best Practices
69
Recap: Guidelines & Best Practices
70
Recap: Guidelines & Best Practices
71
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CONSUMER 2.0
Source : InSites Consulting
50% of social network users are connected to brands
44% is asking to take part in co-creation of products & advertising
Consumer 2.0: Consumer relations & social media
73
Co-Creation Or Creating with and by Customers
Arvo - Australia
How do you introduce a new beer brand in a highly-crowded market?
Consumers choose the perfect brew.
12
User Generated Content
Source : InSites Consulting
50% of social network users are connected to brands
44% is asking to take part in co-creation of products & advertising
42% had a conversation with a brand via social media
36% posted content about a brand on social networks
Consumer 2.0: Consumer relations & social media
79
Consumer 2.0: who is this?
80
" Consumer 2.0
" Buying decision 2.0
" People Perception: Opinions of our friends are our opinions
" We are all social, we are all media
Yes ok, but…
81
If the UGC/Digital earned media is a fact but…
…editorial professional contents remain crucial in the people perception
Source : Digiscan
Print (dailies & Magazines) is considered up to now as the most trustable source of information :
People perception editorial content remains the most trustable
THERE IS A HUGE NEED OF VALUABLE CONTENT.
E.g. Legitimate Earned in the Automotive industry
84 Source: Auxipress, Earned in Belgian Press, October 2014
To what extent, do you trust the following forms of advertising ?
If the UGC/Digital earned media is a fact,
‘friends & family circles’ and ‘editorial
professional contents’ remains crucial in the
people perception
Ambassadors and influencers are concentrated in the Top3!
People perception
So what’s your Social media mission?
86
In others words, Social Media must be intgrated in a complete campaign ! Social Media = just one tool in the communication toolbox Social Media = hub of all other communication actions
87
WHAT YOU MUST KEEP
IN MIND ! MEANS OBJECTIVES
MEASURES
LETS TAKE SOME REST AND SHARE INNOVATION.
6 INNOVATIONS FOR SOCIAL MEDIA ADDICT YOU ☺
Jan Koum 37 years old
WhatsApp (2009) 55 employees
Mobile Audit
Detailed analysis of a brand’s mobile readiness
# 1 Mobile Messaging 2.0
Mobile Instant Messaging > SMS
http://www.analysysmason.com/About-Us/News/Insight/OTT-messaging-volumes-Jan2014-RDMV0/
OTT=Over The Top"
500M Active monthly users
50B Messages/day
The Numbers
700M Photos per day
100M Videos/day
400 million registered users
130 million registered users
600 million registered users
500 million monthly users
Asia = More than 1B users
Beyond Messaging
South China Airlines Online Booking
Uniqlo catalog
Your New Online Storefront
WeChat Vending Machines
New York Apartment - $13M
Mixing Technologies using Google Street View Principle in Retail
Carrefour - France
The 50th Years Race
Using Mobile to distribute samples Kellogg - Indonesia
200 million users 20 billion photos shared
50% Active User in BE Using Mobile
75% Monthly active users coming from mobile
¾ Of all usage comes
from mobile
Kellogg’s Instashop
Snap photo + post with #NyaSpecialK hashtag
1
Show phone to cashier
2 3
Get special treat
Sponsoring? Should make sense. Crossing TV & Retail
Auchan - France
Briefing: Being active and interact with Social TV users Recommendation:
• Every day of the TV show, place #TopChef in first position in the Twitter trend.
• Each highlight of the show, a sponsored Tweet highlighted for relaying products cooked by candidates.
Results: • 45 million views for the trend #Topchef,
• 780,000 Tweets Auchan • With a 6.7% engagement rate
The TOP CHEF case
The TOP CHEF case
Location-based Marketing Mobext - London
21
TRAVEL Domestic and international terminals
HOME Frequent hotel visits
COMMUTE Roads/trains connecting hotels to business areas
WORK Day hours in
business areas
NIGHTLIFE Multiplexes
and pubs
SHOPPING Multiple countries
Duty free shops
RESTAURANTS Touristy restaurants
Profiling through location: The Traveler
Flight updates Exclusive offers Navigation
Mobile check-in boarding passes
Airports
CONTENT ? AND SOCIAL MEDIA
"All advertisers need a lot more content so that they can keep the engagement with consumers fresh and relevant” Jonathan Mildenhall (VP Global advertising Strategy, Coca-Cola)
Content is KING
VS
Beating traditional communication by using creative formats
Best practices examples
Best practices
Why will people want to follow and talk to you? Because you give & curate information
• Information on your ideas, ideology • General information
Because you listen & help • Customer service approach • Help & answer questions your fans might have
Because you engage • Trigger curiosity from non-fans • Help & answer questions from your fans
Set your strategy! # Know your story What is your unique voice? How can you bring your story to life in a compelling, authentic, and personal way? # Know your audience Who are your customers? How will they want to connect with you? What content will be important to them? # Know your goals What kind of relationship do you want to have with the people who connect to your Page? How much time are you willing to spend updating your Page? Will you mostly be updating your page on the road via mobile? Defining and prioritizing your goals will help you create your Page posting strategy
123
A Facebook page post is the new print!
… with the ability to receive comments
How do you define your Social strategy?
Start with a purpose
PURPOSE
Purposeful questions
1) What does your brand stands for? 2) What are your objectives? 3) Is this different than any other competitor? 4) Why are you publishing? 5) What’s different than what you do in any other media?
enabling you to find your inner
athlete
help all women realize their personal beauty potential
creating moments of childlike delight
How a brand tells a story?
Oreo invites you to play with your food
Example
VS
It needs to be emotional:
What’s your purpose?
133
Let’s discuss your voice.
Let’s discuss your voice.
Your authentic voice, always speak in.
Build a persona to help understand your Social Existence…
Be Your “Why”
• Who are you? • What is your point of view on the world? • Your relationship with voters? • 5 or 6 adjectives that describe your party • What is your voice? • 1 or 2 celebs that best embody those adjectives
Example… Jean - 30 y.o Young brilliant manager • in a relationship • no kids yet
Activities : several outdoor sports (VTT, running, skiing), afterwork lover, foodie but in a balanced & healthy way, interested in oenology, art, politics, cooking, traveling
Personality : active, curious, up-to-date, quick thinker, smart, sincere, educated (≠ intellectual), successful, positive, open minded, spontaneous, hard worker. He has a sense of humor (2nd degree, wordplays). He is a good friend, but can be malicious (= smart) to obtain something, slightly bad boy. He is not perfect, but tends to be someone very active in the society with strong convictions for smart initiatives.
Digital & mobile : always connected to the world • daily use of smartphone & tablet • loves to discover new app’s.
Habits : healthy, he sports several times a week • lives in the city, in a nice neighborhood • wants to try every latest “place-to-be” in his city • convinced about smart local initiatives (such as collective taxis, carpooling, vintage markets…)
IF YOU SHOULD TAKE SOMETHING HOME…
Social Media Strategy: Roadmap
1. Audiences 2. Objectives and Metrics 3. Team and resources 4. Key Influencers 5. Social Media sites, networks, groups 6. Content and Editorial line 7. Marketing/Communication Plan Consistency
Social Media is also
DATA
Meet Sven.
SOURCES OF
“No rational argument will have a rational effect on a man who does not want to adopt a rational attitude.” Karl Popper
Thanks for your attention. I’d like to thank these inspiring persons Sophie Graillot, Michel Demoor, Laurent Goffin, Hugues Rey, Frederic Watelet, Thibaut De Norre, Brice Le Blévennec, Theirry Tinlot. They are über thinkers. Brussels, October 2014