27 facts and 20 examples about social media

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Slide 1: 27 FACTS + 20 EXAMPLES ABOUT SOCIAL MEDIA Reflections after Social Networking World Congress Slide 2: Things are changing … Is the moment of the individual capitalism… Ask not what you can do for your customers, but what your customers can do for you! Slide 3: Example 1: The Motrin case 1.400 tweets after 1.400 tweets after 395.000 search results 395.000 search results 90.000 views video 90.000 views video Slide 4: We’re overload by the information … People searches what is relevant for them … People feels comfortable with their similar recommendations Slide 5: Example 2: Be relevant my friend Slide 6: Social media, allows a new kind of consumer… the proactive one… 1. It has freedom of choice 2. Wants to customize his experience 3. Has and wants the scrutiny of the experience 4. Wants to collaborate in the experience 5. Wants to share it with his similar Slide 7: Example 3: The prosumer London run, New York run… be part of the brand experience… www.runlondon.com Slide 8: Example 4: The prosumer Consume, create and share… Take best practices and adapt them Slide 9: There two ways for understanding social media … Connect people to people & Connect people to content create by other people Slide 10: Example 5: Kinds of social media People to people STATIC STATIC People to content PICKING PICKING POINT POINT TOO TOO MUCH… MUCH… People to people & content Slide 11: Social media turns around of… Connecting people… but also A lot of helping them to create their own personality … Slide 12: Example 6: Building personality More than 13M of emails collected More than 5M fans(#1) His wife more than 0.4M fans More than 500 groups More than 0.6M photos More than 160.000 subscribers More than 21M of views More than 14.5h of content http://www.youtube.com/watch?v=jjXyqcx-mYY More than 17M of views More than 89000 favourites More than 0.5M followers & 0.45M following And still on the road… Slide 13: Example 7: Building personality http://www.youtube.com/watch?v=dMH0bHeiRNg More than 116M of views A world tour A professional contract +0.9M views And then… Evolution 2… +0.6M views +0.4M views http://www.youtube.com/watch?v=inLBPVG8oEU More than 700 related versions … More than 700 related versions … +4.4M views in two months Slide 14: For been successful in your approach to social media you must … 1. Act with humility 2. Accept change 3. Don’t inspire dullness 4. Be prepared to surf tsunamis 5. Take care of the user experience Slide 15: Example 8: Act with humility Some Blog roll … http://alt1040.com/2008/12/keteke-haciendo-spam-en-twitter http://www.alejandrosuarez.es/2008/11/keteke-keteden/ http://www.caspa.tv/archivos/001234.html http://etc.territoriocreativo.es/etc/2008/12/keteke-y-twitter-aprendiendo-como-no-hacer-de-elefante-en-una-cacharreria.html http://cerkdti.blogspot.com/2008/11/keteke-experiencia-surrealista.html Slide 16: In Social media has no sense… Having a closed attitude … because … People, does, says, relates, connects, shares, … Slide 17: Example 9: People talk… Slide 18: For many people… social media has taken… A simple & static view of individuals interests and personality 1 for all is impossible … We don’t do it in the off world… why in the on? There is a future for niche social media … Slide 19: Example 10: Niche Social Networks Parents community Divorce people community Build your network in 2’ & 3 steps… Sports team… Sports team… Fan club… Fan club… School friends… School friends… Family… Family… hobbies… hobbies… Small business… Small business… Employment… Employment… Planning weddings TV Extras community Public association… Public association… Marketing launch… Marketing launch… … // … …… Guayana people community Janet Jackson fan community Know-how sharing… Know-how sharing… Slide 20: Social media changes way brands and consumers interact… Before… brands said “I’m a great lover” and customers believe it … Now… customers don’t believe that… and wait for… “Ei! He is a great lover” said by one of their friends… Then they believe it… Slide 21: Social media turns around conversation & interaction… We desire depth C&I’s… so we need engagement… and so… we need friends!!... Build friendship relations, my friend People becomes fan of a brand because of the “free” stuff 20% 40% People becomes fan of a brand because of the exciting & attractive profile 15% People considers social media as a space to express themselves- air their talent People searches interactivity- something to do with the brand 49% 25% People forbid advertising of brands they consider non-honest 33% People would like that the profile of brand was run by 1 identified person 64% People need to feel that a brand is trustworthy and honest to WOM it Source: adtofriends study 40% People that are friends of a brand remember it when buying un the street 22% People that are friends of a brand, spend more money with it Slide 22: In social media, brands have to… Search and build “Brand Ambassadors” Potential value Core buyers Dispensable Ambassadors influencers Social value The only way to do that is to target interactions… not only behaviour or context… specially demographic and relevance moments… Brands must know their followers… know their interests… connect with them… feel like them… 63% pay more attention 52% more likely to interact 66% brand interaction less intrusive Slide 23: Example 11: Amazon Kindle Slide 24: Example 12: Coke FB Fan Club +3.300.000 fans 2 most popular page in FB … nd The Fan club managed by the fans … http://www.youtube.com/watch?v=9TGkDHzqUaQ Slide 25: Social media, changes the way things are measured… We can’t stop only in traditional KPI’s… we need to have a 360º view of the user experience… It’s not a question of number of users… is a question of level of engagement with our proposal- time spent, depth of interaction, type of it, spread of it,… A combination of hard & soft metrics … Slide 26: Example 13: New ways to measure New media, new KPI’s… new kinds of dashboards… Slide 27: Social media sites, in fact… Are media platforms … Basically their offer you tools to listen, interact, test, populate, engage with your 3f’s followers, friends, fans… “They allow to socialise & humanise your brand” Slide 28: Example 14: Socialise the brand D’STREET- DELOITTE SOCIAL NETWORK D’STREET- DELOITTE SOCIAL NETWORK BLUESHIRTNATION- BEST BUY SOCIAL NETWORK BLUESHIRTNATION- BEST BUY SOCIAL NETWORK Retain talent, approach the company to the employees, share know-how,… Create collaborative marketing campaigns. Has personal profiles and groups of content created by employees Collaborative customer care… a place to R&D Help to develop the brand… Slide 29: Social media sites are media platforms… but… That doesn’t mean that are brands playground … Social media galaxy is were users interact with their similar … so brands when they approach to them must take care and add value to them … Social media sites aren’t easy free traffic places … they must be seen as a environment where to develop add value customer strategies … Slide 30: Example 15: Not a playground Vs. Where is the value?... And the conversation?... Don’t spam me… Doesn’t matter you’re gaudy… but not be and non-useful spammer Slide 31: In social media successful advertising is different… “Banners are R.I.P in social media” People don’t see banners in UGC sites… we have to act different? We have to forget our averse to the change… People search for conversations, relations, content that is relevant for them… Volume Approach Behavioural Approach Contextual approach Evolution Demographic approach Slide 32: Social media changes the way we consume content The First way Brands generate content Brands populates it The Second way Consumers generate content about brands Users populates it The Third way Brands prepares content Users remix it Together we populate it Slide 33: Example 16: The 3rd way First Way Second Way Third Way http://www.youtube.com/watch?v=HMhJkhQZLUM http://www.youtube.com/watch?v=3_ZQFn97ooM http://www.youtube.com/watch?v=LGjQ__10Vzs http://www.youtube.com/watch?v=Q7T58LqeAEs http://www.youtube.com/watch?v=Uk-TsM14Aws http://www.youtube.com/watch?v=q1dYv_gKTA8 http://www.youtube.com/watch?v=Q_qAty-ujTc http://www.youtube.com/watch?v=DyedtGQIPME Slide 34: The goal for a brand in social media has to be… Be where consumers are… And once there… listen interact and learn from them… After that… you’ll be able to try to engage them… “The diver must be where fish are …” Slide 35: In social media… you can’t decide to hide your brand… People talks, says, comments, shares, rates, populates … and you can’t control it… You can decide to be active or inactive part of it… but… be sure that social media will find you … Slide 36: Social media changes the way we must look at the net … We must think in a web space way instead of a website one. Social media generates a delocalisation of the content & activity in the Net. It requires a omnipresent strategy and an effort to link the content/ activity and allocate it to be relevant and useful to the users. Slide 37: Example 17: They will find you How represents them in Slideshare… How represents them in Flickr… Slide 38: When now very few of the capabilities of social media, so… We must be always open to… Collect + Learn + Analyse + Share + Scale & then repeat what works … “Social media is the new marketing school… and our teachers are the users” Slide 39: Example 18: Users teach you Interacting with users to create better products, improve existing ones…- building the brand together THESE BRANDS BUILD COMMUNITY "We think our brand is going to be different because we want people to feel there's a real person they're connecting with, whether it's when they call us or through Twitter or any way they come in contact with us," (Tony Hsieh CEO) For Tony Hsieh, CEO at Zappos, meeting up with a customer at a bar in midtown Manhattan was perfectly natural. Most execs with 1,600 employees and doing over $1 billion in annual sales would probably pass on having drinks with an individual customer, but Hsieh is not your typical CEO. In the past week alone he had given away shoes on Twitter, sent out an open invitation to a company barbecue and solved a service problem a customer left in a blog comment. If this seems exhausting, Hsieh sees it as part of a larger strategy to build Zappos into a brand on par with Virgin. … Slide 40: In Social media the typical mistakes brands make are … 1. Lack of time and resources dedicated 2. Put at the front of it a team 3. Don’t shift the mindset 4. Defining the strategy after the launch the 5. Don’t make easythe users participation of under-skilled For a CEO, there’s no such thing as a “little mistake” 6. Don’t help to initiate the conversation 7. Bomb the users with mkt. the 8. Try to control& interaction conversation messages instead of useful content & tools Slide 41: Virtual worlds are social but different to social media sites 1. The biggest ones are 1/10 the size of the biggest SMS 2. Virtual worlds are much more than Secondlife and WOW with them in 3. The engagementthe rest of theAsia is higher than in world the point of 4.From are used for:view of the user VW’s Gaming-competing: helps to initiate Meet and make friends Allow the self-expression Liberate the fantasy- dream 5. From the point of view ofitthe monetisation VW’s base in: User revenue- fees + virtual stuff Advertising- Embed as part of the world Slide 42: Example 19: Much more than SL… Slide 43: Example 20: Much more than SL… Slide 44: The challenges of any social media space to take off are… The basics…. Be able to organise the information Be able to raise relevant content Be able to create relation tools Be able to open the space to 3rd parts that can add value The wish ones…. Be able to push the relevant content not only wait they pull it Be able to follow them far from the defined space and be beside them when they need you Slide 45: Social media had been… Very Able to attract users and engage them with their stuff proposal Facebook: 3.5h x user (mobile: 20’) Tuenti: 3.2h x user Facebook: 14.5 visits x user Tuenti: 16.6 visits x user Where is the business?? Somehow able to encourage users to create content Youtube: 0.16% of users upload content 2008: 42% of users generate content 2013: 51% of users generate content Not very able to monetise their audience Twitter: 0$ revenue x unique visitor Facebook: 1$ revenue x unique visitor Cnet: 2.1$ revenue x unique visitor Policeone: 3.5$ revenue x unique visitor Source: realitydigital, nielsen, e.marketer Slide 46: Social media is in constant evolution… the next transformation… 1. Cross- platforms 2. Multi-regional 3. Vertical extensions 4. Making other genes work Slide 47: Social media is changing the marketing… but the bases doesn’t change… Always… as WHY? Before doing anything Take care… SM adds more complexity to the planningmore niche sounds So is basic to have a strategy, define objectives and have clear that different objetives require of different medias and creativity implementation… Slide 48: Social media is the web space of the new generations… If you want to communicate, interact and engage them… and so guarantee de future of you business… you must be there… Slide 49: THANKS!! Christian Palau Sanz christianp@infojobs.net Innova Thinker