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BUILDING SOCIAL BRAND PLATFORMS FOR TODAY’S WORLD Social Media Seminar September 7, 2011

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SOCIAL MEDIA HAS EXPLODED… 2

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PEOPLE +

SOCIAL MEDIA =

REVOLUTIONARY PEOPLE POWER

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“THE REVOLUTION OF THE YOUTH OF THE

INTERNET.”

WAEL GHONIM

Leader of social movement in Egyptian Uprising

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THE REAL-TIME ARAB SPRING ( الثورات العربية ‎)

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MAPPING LOCAL CORRUPTION THROUGH CROWDSOURCING

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SOCIAL MEDIA…

IT’S WHERE PEOPLE SPEND MOST OF THEIR TIME ONLINE…

AND IN REAL LIFE

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THE STATS

Facebook 750 million+ active users

130+ friends per average user

700 billion+ minutes per month on Facebook

50% of active users log on to Facebook in any given day

Twitter 200,000,000+ registered users

460,000 new sign-ups daily

155,000,000 Tweets per day

LinkedIn • 100 million+ users

• 200 countries with LinkedIn users

• 1 million users joining LinkedIn every week

• 500 Fortune 500 companies with executives on LinkedIn

YouTube • 3 billion+ videos are viewed a day • 70% of YouTube traffic comes from

outside the US • 12 million+ people are connected

and auto-sharing to at least one social network

• 98 of AdAge's Top 100 advertisers have run campaigns on YouTube and the Google Display Network

• The number of advertisers using display ads on YouTube increased 10 fold in the last year

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PEOPLE +

SOCIAL MEDIA =

REVOLUTIONARY MARKETING POWER

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Source: http://mashable.com/2011/08/16/social-media-marketing-stats-infographic/

IT’S WHERE CONSUMERS ARE INTERACTING WITH BRANDS IN HUGE NUMBERS

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WHAT ABOUT JAPAN? 12

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Source: http://www.digitalbuzzblog.com/infographic-asia-pacific-social-media-statistics-stats-facts/

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CRITICAL MASS IN JAPAN

twitter 17M visitors

Facebook 12M visitors

YouTube 42M visitors

Mixi 13.2M visitors

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Blogs 16.9 M Blogs in Japan

Data: Ministry of Internal Affairs and Communications

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JAPAN IS MORE ADDICTED TO TWITTER THAN THE US

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0.6

12.3

8.2

10.2

0

2

4

6

8

10

12

14

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09.Mar 09.Apr 09.May 09.Jun 09.Jul 09.Aug 09.Sep 09.Oct 09.Nov 09.Dec 10.Jan 10.Feb 10.Mar

Twitter Reach Japan v.s. U.S.

Twitter.com- Japan

Twitter.com- US

%

Data Source: Net View from Nielsen NetRatings March 2010

16% NOW:

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FB GROWTH IN ASIA PACIFIC IN LAST 6 MONTHS

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12.5%

52.3%

15.0%

38.9%

13.1%

7.0%

73.3%

-2.7% 2.7%

10.4%

-10.0%

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

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2011 IS THE YEAR OF FACEBOOK!

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WHAT’S IN IT FOR US?

That’s the first question every

CMO has.

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WHO’S DRIVING THE

CONVERSATION?

TECHNOLOGY? BRANDS? PEOPLE?

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TECHNOLOGY?

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OPPORTUNITY

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It’s not about technology.

It’s about the fusion of

technology with people’s

lives, which gives us

access to

people

in a completely different way.

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TECHNOLOGY INTERSECTING PEOPLE’S LIVES

The Mobile + Social Platform has become a collaborative platform helping people

connect and do stuff of interest together. Marketing can effectively exploit this.

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Mobile

+

Social

Where

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BRANDS?

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YES, WHERE THEY ARE RELEVANT TO PEOPLE’S LIVES

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PEOPLE?

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ADVERTISER VS. CONSUMER VIDEO

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http://www.youtube.com/watch?v=heSudg-tfIk

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IT MOST DEFINITELY IS ABOUT

PEOPLE

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They’re not passive consumers or viewers, they are active participants, advocates, critics, influencers, producers… they want RELATIONSHIPS

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THEY DECIDE…

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What marketing to consume

At what time

Where

And how to react to it

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CAN YOU MAINTAIN A RELATIONSHIP WITHOUT

LISTENING?

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You, our customers, are at the heart of

everything we do at Dell.

We know that for us to be successful, you need

to be successful, and to understand what

success looks like, we listen. We learn. Then

we act. Turns out, this is a good formula.

Michael Dell

Dell, winner of Forrester 2010 Voice of the Customer Award

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32 The good news is people in Japan want companies to listen and respond to them

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THIS LOOKS LIKE CRM, NOT MEDIA… SOCIAL CRM

33 Source: Forrester Research and Groundswell

Business Function Social Objective Social Strategy

Market Research Listening Ongoing monitoring of your customers’ conversations with each other,

instead of occasional surveys and focus groups

Marketing Talking Participating in and stimulating two-way conversations customers have with

each other, not just outbound communications to customers

Sales Energizing Making it possible for enthusiastic customers to help sell or make

introductions to each other

Support Supporting Enabling your customers to support each other

Product/Service

Development Embracing

Helping customers work with each other to come up with ideas to improve

products and services

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DON’T UNDERESTIMATE THE POWER OF SOCIAL MARKETING INTELLIGENCE

34 Source: http://tweettrader.net/scoreboard/KFT

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THE NEXT QUESTION CMO’S ASK THEMSELVES:

How can WE, the brand, control the conversation?

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"These conversations are going to occur whether

you like it or not, O.K.? Well, do you want to be part

of that or not? My argument is you absolutely do.

You can learn from that. You can improve your

reaction time. And you can be a better company by

listening and being involved in that conversation."

Michael Dell in Business Week, 2007

This is how Michael Dell answered it…

McCann Worldgroup Note: this slide is a compilation of screen captures from http://www.ideastorm.com

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Marketing has become the CONTENT…

And the content has become the

MARKETING. 38

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OF COURSE, EVERY CMO HAS THIS QUESTION:

WHAT’S THE BUSINESS IMPACT AND ROI OF SOCIAL MEDIA?

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THE THREE BIG BUSINESS GOALS

Increase Revenue

Reduce Costs

Improve Customer Satisfaction

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Source: Social Media Metrics, Jim Sterne

•Real time listening and conversation, leading to long-term, sustained loyalty, revenue and ROI •Innovation of Products & services •Brand building

Customer Service Efficiency: •Marketing intelligence •Customer Service •Community

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THE MODEL TILL NOW

campaign

content

Campaign

campaign

content

Campaign

campaign

content

Campaign

campaign

content

Campaign

campaign

content

Campaign

campaign

content

Campaign

RO

I

In our past marketing communications, we had been fighting the battle of acquiring and losing

customers. The ROI has been less a goal than grabbing their attention and hoping that they will

stay loyal until the next campaign roles around.

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COMMUNITY MEANS SUSTAINING ROI

2011 2012

campaign

content

Campaign

campaign

content

Campaign

campaign

content

Campaign

campaign

content

Campaign

campaign

content

Campaign

campaign

content

While campaigns and content change over time, the social media platform acts as a flexible

structure and process. By filling in the gaps between campaigns we are sustaining buzz and

retaining brand loyalists. At the same time, the overall return increases as more people join the

community.

Social media platform

Campaign~

RO

I

sustained

sustained

sustained sustained

sustained

Growth curve

with growing

community

In closing…

Key take outs

1. It’s about people first! What’s in it for them?

2. Frame your objectives around core business goals

3. Gain intelligence first – listen and learn

4. Think platform, and think long-term – not just campaign. Build a real time listening, conversation, measurement, reporting and optimizing platform.

5. Use the power of the network to innovate: listen, gain insight and crowd source

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Thank you

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