masterclass social media and new marketing strategies 17 oct '13 - enpc mba paris

Master ClassSocial Media & New Marketing Strategies

Alon RozenAsst. Dean, ENPC MBA ParisMaster classOctober 17, 2013

Alon Rozen / ENPC MBA 1

Social media isn’t easy… just ask Ronald!2012 McDonald’s used the hashtag #McDStories on Twitter to promote video content of their suppliers talking about McDonald’s ingredients.

The campaign was hijacked by consumers complaining about the company’s service and the quality of the food.

People are still using the bashtag to attack McDonald’s.


https://twitter.com/search?q=#McDStories&src=typd

Quick survey

Traditional media

Raise your hand if:1. you read a national newspaper

at least once a week?

2. you spend more time watching national TV than the internet?

3. you listen to radio at least 1 hour every day?

Social media

Raise your hand if:1. you are “active” on Facebook,

LinkedIn, Viadeo or Twitter?

2. you watch YouTube at least once a week? A day?

3. you tweet, post, like, pin, share or +1 at at least once a day?

4. you use Instagram or Vine?


Social is everywhere (Brian Solis – October 15, 2013)

A recent survey by Indeed.com … growth in positions with the title “social media manager” slowed to 50% in the past year.

Positions with “Instagram” in the title gained 644% and those with “Vine” grew at 154%.

More than a job title, social is becoming part of everyone’s job.

4Alon Rozen / ENPC MBA

Social media: why should you care? (Brian Solis – October 15, 2013)

“We are seeing an increased demand for social savvy candidates across the business – from HR to product to customer service. In addition, we’re seeing this demand span many levels, from executive assistants to senior vice presidents.”

It’s inevitable that at some point, social media will require mastery and management at every level.


mar·ket·ing/ˈmärkitiNG/ (noun)

A conversation between

a brand and its market(s)

(hat tip to the Clue Train Manifesto)


Brand

Market1

Market2

Market3

Market4

Market5

Market6

Marketing was brand-driven until something happened…

7

Brands were excluded from the conversation …

So they had to go where the conversation was happening!

Alon Rozen / ENPC MBA

Social Media and Marketing

Social media is a new kind of conversation…

Marketing has had to adapt significantly with a new approach:

FROM TO

Brands now need to interact with the “community”


LISTENING OBSERVING

INTERACTING FACILITATING

Brand

What is Social Media?

Peter Drucker: the purpose of a business is to create a customer.

Shiv Singh (Razorfish): the purpose of social media is to create a customer … who creates a customer.

Google “definition of social media”: 194M results!

Google: social media are the websites and applications used for social networking.


Social media landscape 2013 (Cavazza)


Is anything not social?


Historical marketing context: First Moment of Truth (F-MOT)

Lafley, CEO, P&G (2005): Brands have 2 moments of truth:

1. at the store shelf, when a consumer decides to buy a brand.

2. at home, when she uses the brand — and is delighted, or isn’t.


0. on the internet, when a consumer gathers information...

Google’s Zero Moment of Truth (Z-MOT)

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Lisicki, Google: “ZMOT” = when you grab a device to learn about a product or service you’re thinking about trying or buying.

Social media: a major shift in how people share & discover information and make decisions.

Social media is ZMOT media…


Social media: stats for perspective

Alon Rozen / ENPC MBA 14http://blog.twmg.com.au/social-media-stats-of-2013-infographic/

http://blog.twmg.com.au/social-media-stats-of-2013-infographic/

Social Media content strategy: the 3 R’s

Post a video to YouTube

Post to Blog with video embedded

Tweet about new post with link to

Facebook

Post video + 1st §of story to

Facebook with link to blog

On blog invite comments on

YouTube

15

ReduceRe-useRecycle


Red Bull on FaceBook – 41M likes, 420K interactions


PetPlan Pet Insurance on Pinterest (+10k followers)


YouTube – 25% of internet traffic and growing!


YouTube is the #2 search engine on the web. (socialmediatoday.com)

YouTube reaches more adults than any cable network. (socialmediatoday.com)

700 YouTube links are shared on Twitter every minute (Relevancy Group)

500 years of YouTube videos are watched on Facebook every day (Relevancy Group)

The equivalent of 100 hours of video is uploaded to YouTube each minute (Kleiner Perkins Caufield & Byers)

99% of US online specialty retailers use YouTube, up from 93% in 2012 (L2)

Marketing campaigns increasingly launched on

YouTube first

http://socialmediatoday.com/

http://socialmediatoday.com/

http://www.streamsend.com/pdf/The_ROI_of_Video_in_Email_Marketing-StreamSend-The RelevancyGroup.pdf

http://www.streamsend.com/pdf/The_ROI_of_Video_in_Email_Marketing-StreamSend-The RelevancyGroup.pdf

http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2013

http://www.l2thinktank.com/research/specialty-retail-2013

Social Media Strategies in action: Ford Fiesta

Ford’s Fiesta Movement

o Ford marketers gave 100 people a car for 6 months

oThey shared their experiences on various social media

Results: 6.5MYouTube views, 50K RFIs and 10,000 Fiestas sold in…


the first 6 days!

Social Media Strategies: Human Rights


The Human Rights Campaign launched a campaign on Facebook, to accompany real life demonstrations outside the Supreme Court on the eve of two historic marriage equality hearings.

Millions of Facebook users adopted a red version of the HRC's logo.

The logo received 10M impressions, 190K shares, 96K likes and appeared more than 18M times in News Feeds

Social Media and Branding: Dove (Real Beauty)


Social media – beyond marketing

An R&D, marketing and finance strategy (ex. Kickstarter)


Social media – the new IPO?


Top 5 reasons companies fail at social media (smartblog on social media 4.10.13)

1.Jumping on multiple platforms at once: many companies spread themselves too thin.

2.Failing to develop a personality: For someone to be a “fan”, they need to be able to relate to you, your beliefs and opinions. Customers and fans want to know what’s important to you – besides growing your business.

3.Selling, not conversing: It is called “social” media for a reason. Start conversations.

4.Not developing authenticity: Customers need to feel your sincerity and that what you’re telling them to do is something you’d actually do yourself.

5.Hiding from complaints and controversy: Mistakes are going to happen… say you are sorry and what you’re doing to ensure they aren’t repeated. Customers know bad things happen, and they love companies willing to learn from them.


Closing Survey

Raise your hand if:

you think your next job will be affected by social media?


Thank you!Enjoy the rest of the evening…


masterclass social media and new marketing strategies 17 oct '13 - enpc mba paris

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