iab academy social marketing august 2011

Social Marke,ng

IAB Academy – Brussels 9 August 2011

Marke&ng is Dead

Consumers are fed up with unwanted & irrelevant

interrup5ons…

Marke,ng 1.0 – Consumer 1.0

• efficient • predictable • mo1vated by the best deals • mostly ra1onal in buying decisions

Those were the Days…

My Message

Today’s consumer has changed

Consumer 2.0

Meet the new “Homo Feelgoodonicus”: •  is inefficient & unpredictable •  is mo,vated by what makes him/her happy •  ignores most of the marke,ng messages •  can decide & buy en,rely based on emo,ons •  likes to be social and be part of a community

The consumer has changed…

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

Consumers 2.0 are “interconnected”

The average “interconnected” consumer has +150 followers

Only 14% trust …

online ads

>85% trust …

Word of Mouth

a Wor(l)d of Mouth Lots of media tools at their fingertops

Europe: >60% Internet Penetra,on

Consumer 2.0

•  emo,onal buyers •  interconnected •  World of Media •  >66% penetra,on (+ High

expecta,ons with rise of mobile)

You can’t solve

problems of today

with the answers of yesterday

Who says so?

Antony Slabinck CEO @ LBi Belgium Head of Social Media Task Force @ IAB

The Changing Consumer

The Changing Business

The Changing Agency

The changing media landscape

A global marketing and technology agency, blending insight, creativity and technology to create business value.

Digital Mastery

Digital journey

Doing this well is difficult and absolutely needs the

best available skills

That’s why we built one company

It is very difficult to achieve We think the answer is in the blend

Strong global footprint

Building

Believable

Brands

Time to get started

1)  Who is ac,vely (7/week) using Foursquare?

2)  Who is ac,vely using Twi[er?

3)  Who is ac,vely using Facebook?

4)  Who is ac,vely using other Social Media?

So … what‘s Social Media?

Social Media is…

=> a shi_ in how people discover, read and share News & Informa5on

Interconnected People

having Conversa&ons

using all available Media

Social media is just like real life!

But with larger networks, 24/24, archived > 2 years

It no longer matters what YOU say!

Today, your brand will be determined by:

what you do

who you are and what THEY say!

Social Media Tools

RSS Microblogs Social networks Blogs Wiki ‘s Social Bookmarking Virtual Worlds Podcast Vodcast Widgets Mobile Augmented Reality …

I couldn’t care less!

RSS Microblogs Social networks Blogs Wiki ‘s Social Bookmarking Virtual Worlds

Podcast Vodcast Widgets Mobile Augmented Reality …

This is NOT about media nor about

technology!

Creators (24%)

Inactives (17%)

Spectators (70%)

Joiners (59%)

Collectors (20%)

Critics (37%)

Conversationalists (33%)

Social Technographics (Forrester)

Consumers participate monthly in at least one of the indicated activites:

Introducing The New Social Technographics (Jan 15, 2010 - Forrester)

Threats

§  It’s probably just a Fad/Hype/Technology §  Communities are created without my consent §  We will not be in control anymore! §  Company processes are not ready §  Company/employee culture is not ready §  Our CEO doesn’t use Facebook… §  Campaigns without a strategy §  Starting too late §  All budget to campaign, not enough left for 1 year of “ongoing dialogue” §  …

Social Media needs a new attitude from all stakeholders!

Opportunities

§  Market research – Authentic Customer Insights §  Customer Support §  Contextual marketing / Social CRM §  Brand Advocates & Brand Ambassadors §  Product Design §  Natural SEO §  Human Resources §  Developing new business models §  Sales §  … You can already start a dialogue for less than 0,2 FTE (Social Media Managers, Conversation Managers, …)

Is Social Media a Fad or Hype?

Is Social Media a Fad or Hype?

q  Are “People” a Fad or Hype?

q  Is being “Interconnected” a Fad or Hype?

q  Are their “Conversa5ons” a Fad or Hype?

Or is it the biggest change since the Industrial Revolu,on?

Case: Obama – Yes We can – Hope.Act.Change

http://www.youtube.com/watch?v=jjXyqcx-mYY&feature=related

Case: Obama – Yes We can – Hope.Act.Change

ü Fun experience ü Added Value ü Par1cipa1on ü Collabora1on/Sharing ü Dialogue/Tool

ü Authen1c ü Relevant ü Posi1ve ü Honest ü Trustworthy

You should be:

You should offer:

Your Checklist for a succesfull case

Put your

customers first!

Engage consumers on their terms

Yes you can … solve problems of today

with the answers

of yesterday TODAY

First of all, we have to understand the basics of:

1.  Social Communi,es 2.  Brand Advocates 3.  When Social Meets Mobile 4.  Loca,on Based Services 5.  Contextual Marke,ng

5. Social Communi&es

How do communi,es get started?

1.  You need a fool to start , he needs the guts to stand alone and look ridicolous 2.  Must be easy to follow 3.   First follower transforms the fool into a leader 4.  Leader shows how to follow 5.  It’s now about them 6.  Second follower changes two nuts into a crowd 7.  New followers need to see the followers as they want to emulate them 8.  A movement is started! 9.  It’s no longer risky to join the movement 10.  Those who didn’t join became the fools

How do communi1es get started?

Pick up user generated stories Enhance them

http://www.youtube.com/watch?v=hKoB0MHVBvM

•  Mentos invested $28.000,- (*) •  More than 5 M people watched video in 1st month •  Estimated value for this ‘campaign’: $ 10 million

(*) Annual marketing budget of Mentos: $ 20 million,

Checklist OFFER: q  Fun Experience q  Added Value q  Collaboration q  Participation q  Dialogue/Tool Checklist BE: q  Authentic q  Relevant q  Positive q  Honest q  Trustworthy

Case: Mentos -‐ Enlarged story

Ø  8.500 name suggestions Ø  41.000 registrations for updates, Ø  850.000 unique visitors on baby-elephant.be, Ø  massive local and international press attention, Ø  560.000 people watched the birth online, Ø  1.2 million site visits in the birth weekend, Ø  5.000 people signed the online birth register, Ø  22.000 blog comments in the birth weekend. Ø  300.000 visitors (200.000 paying visitors) more than in 2008.

Checklist OFFER: q  Fun Experience q  Added Value q  Collaboration q  Participation q  Dialogue/Tool Checklist BE: q  Authentic q  Relevant q  Positive q  Honest q  Trustworthy

Case: KMDA -‐ Kai Mook Antwerp Zoo

6. Brand Advocates

Basics

What’s a Brand Advocate?

A customer… •  who has an outspoken posi,ve percep,on of a brand •  who will talk favorably about a brand to their friends •  who can help generate brand awareness •  who can influence purchase inten,ons

DIGITAL is their tool

They have always been there … BUT never had much chance to be heard.

Brand Advocates: They like to convert peers Ofen as well Innovators (2%) & Early Adopters (13%)

They express their love for your brand to others (but are not trying to convert others, typically Facebook Fans)

Customers as Brand Advocates

Why are Brand Avocates so interes,ng?

Promo,onal offers sent by

Advocates convert 5 ,mes more

(than offers sent by brands)

ACTION: Iden5fy and mobilize your Advocates!

The campaign “Expedition 206” sent three 20-somethings (selected social media influential's!) to 206 countries and territories where Coca-Cola is sold in 2010, stocked with laptops, video cameras, smart phones and plenty of other gadgetry, in order to document for the masses their search for happiness.

http://www.expedition206.com

Case: Coca-Cola - Happiness Ambassadors

53 percent of advocates (vs 33 percent for consumers) want to

be recognized as an individual.

Deloi[e study

Support their creative conversation

Help!

We have a disaster on our hands!

Do brands monitor their reputa,on today?*

*Source: 2008 WebKnow Study, Cologne University

http://www.youtube.com/watch?v=t8XxcOj3Seo

Case: Kryptonite - Consumer in control

Case: Kryptonite - Consumer in control

http://www.youtube.com/watch?v=5YGc4zOqozo&feature=fvst

Case: United Airlines - Break Guitars

Checklist OFFER: q  Fun Experience q  Added Value q  Collaboration q  Participation q  Dialogue Checklist BE: q  Authentic q  Relevant q  Positive q  Honest q  Trustworthy

Do you react to nega,ve comments?*

*Source: 2008 WebKnow Study, Cologne University

Case: Toyota - Boosted Conversations

They turned up the volume of their response level and created a social media war room that’s staffed with 6 to 8 responders during the crisis.

Toyota case: Some Facts

http://www.toyotaconversations.com/ http://ad-tech.blogs.imediaconnection.com/2010/03/30/370/

“ROI is certainly important to us in the long run, however we don’t plan to wait to define it before advancing initiatives we know are important. Over time we will definitely evaluate our efforts in order to determine how they are impacting key metrics. Those results will become the new benchmarks for future initiatives, and ultimately the foundation for measuring ROI.”

In the first 5 days, over a million people viewed the Digg Dialogg video interview with president, Jim Lentz: “Some of our models, such as Prius, have entrenched communities of enthusiasts with whom we engage, as they’re authentic brand advocates.”

Ooops ...

We forgot to talk about your most valuable brand influencers

… as many companies tend to forget.

Big mistake, sorry!

Your employees!

The most overlooked segment of poten,al brand building

are your employees!

They are out there in the world interac,ng with people every day

(Ogilvy & Mather)

Brand Advocates: They like to convert peers Ofen as well Innovators (2%) & Early Adopters (13%)

Brand Ambassadors: Paid employees or receive kind of

financial award to promote a brand

They express their love for your brand to others (but are not trying to convert others, typically Facebook Fans)

Customers as Brand Advocates

Case Best Buy -‐ Twelpforce

Checklist OFFER: q  Fun Experience q  Added Value q  Collabora1on q  Par1cipa1on q  Dialogue/Tool Checklist BE: q  Authen1c q  Relevant q  Posi1ve q  Honest q  Trustworthy

Case: Twelpforce (Best Buy)

We found our Ambassador ... hope you have too!

7. When Social meets Mobile

What is makes Mobile so special?

1.  Mobile is personal

2.  Mobile is always carried – the world in my pocket

3.  Mobile is always on

4.  Mobile has a built in payment mechanism

5.  Mobile is there at the point of crea5ve impulse (instant)

Mobile app for Smirnoff

bit.ly/smirnoffapp


What’s the sum of Social + Mobile + Loyalty?

Loyalty

Mobile Social

€

8. Loca&on Based Marke&ng

It’s all about relevance

Case – Starbucks: Mayor discounts & Barista badge

€ Starbucks Barista badge


The boom today: Location Based Services

€

•  People-‐ and business-‐driven •  De-‐centralized models •  Bopom-‐up •  Rich experience •  Rela1onship, engagement, loyalty •  Social •  Incen1ve-‐based (badges, coupons, ...)

Case Thomas Cook – Location Based Service

€

•  World Travel Conference •  2000 attendees

•  How to interact with attendees? •  How to manage? •  Fast and efficient

•  Welcome messages •  Timed announcements •  Departure messages

•  4 interactive zones •  Targeted announcements •  Real Time Statistics => adaptations


Case: The Coca Cola Village

9. Contextual Marke&ng

First steps into Contextual Marketing (Analyzing my personal Tweets)

Case 8/Meet the VOLKSWAGENS

First steps into Contextual Marketing (Authorization to Analyze my Facebook profile)

First steps into Contextual Marketing (Analyzing my personal Facebook profile)

Great! They found me an Economical & Tech-savvy car... Contextual Marketing : Agreed! It’s still experimental … But ... just imagine the possibilities!


10. Let’s get started right now!

Control

Interac&on Low Interac&on

High Interac&on

High Control

Low control

engage

1.0 2.0

empower

publish .print .TV

.radio .direct marke1ng

.online media campaign

.email marke1ng

.social bookmarking

.facebook .blog

.microblog

.wiki

.podcast

.PR

listen

dialogue

A_en&on span Low A_en&on

High A_en&on

.reputa1on management

2 weeks 2 months 2 years

.website

12 months

.hire conversa1on Manager

.magazine .folder

LBi’s Social Media Roadmap

.surveys

.tes1monials

.1:1 lab

.1:1 marke1ng

.1:1 emails

.1:1 booklets

3.0

.enriched profiles

.loyalty program

.shared experiences

.personalized folders .visual DNA

.brand advocates

.monitoring

.twiper .employees

.crowd sourcing

Case: Starbucks Idea -‐ Innovate

http://www.youtube.com/watch?v=CwYxuV2dVzw http://mystarbucksidea.force.com/ideaHome


1.  Start with social media in a very early stage (Listen)

2.  Locate your target groups

3.  Locate the SM believers within your company (employees)

4.  Locate the Brand Ambassadors (employees)

5.  Locate Brand Advocates (Consumers)

6.  Get support/buy-in from management

7.  Check your organisation & processes (SM Guidelines)

8.  Define your marketing objective + KPI’s (Awareness, Fidelisation, ...)

9.  Set up more professional Monitoring of your MicroSegments

10. Allocate time, resources and budget

10 Social Media Guidelines (Phase1:Basic)

Start early!

So you can …

fail sooner

Once you are ready to ENGAGE & EMPOWER

1.  Analyse your listening & monitoring results

2.  Build a strategy & roadmap based on the objective/microsegment

3.  Build a presence on the main application of your targetgroup

4.  Pick up user generated stories

5.  Create Added Value content, applications or widgets

6.  Boost these stories through communities & networks

7.  Empower Brand Ambassadors (Employees)

8.  Empower Brand Advocates (Consumers)

9.  Consistent 360 degrees presence (Perfect Media Mix)

10. It’s not about you, it’s about them!

10 Social Media Guidelines (Phase2:Advanced)

Social media shouldn’t be

100% of 1 person’s job,

but 1% of 100 people’s jobs

Henry Ford:

If I'd asked my customers what they wanted…

If I'd asked my customers what they wanted…

they'd said a faster horse. (Henry Ford)

Tell me and I will forget. Show me and I might remember. Involve me and I will understand.

Benjamin Franklin

www.twi[er.com/LBi_Belgium

www.lbigroup.be

1. The Power of Brand Advocates

http://www.slideshare.net/aslabinck/the-power-of-brand-advocates

2. Social Media in Practice http://www.slideshare.net/aslabinck/social-media-in-practice-day-to-day-examples

3. Conversational Marketing: an Introduction http://www.slideshare.net/aslabinck/conversational-marketing-an-introduction

4. Conversation manager: why you need one http://www.slideshare.net/aslabinck/conversation-manager-why-you-need-one

Some other presentations that might interest you :

It’s up to you to judge if this

presenta&on was ...

Authen&c

Relevant

Posi&ve

Honest

Trustworthy

But I certainly hope that you appreciated ...

Dialogue

Sharing

Par&pa&on

And that it brought to you

...

Added Value

Nothing stand in the way of the power of millions, the voices calling for change!

Marke&ng is alive!

But we’ll have to respect the voices of

millions!

Let’s start the conversa,on…

LBi Belgium www.lbigroup.be

www.twi[er.com/LBi_Belgium

Antony Slabinck [email protected]

www.twi[er.com/antonyslabinck