social media: looks like a nail?
DESCRIPTION
My keynote for today's session of Vlerick Leuven Gent Management School's Interactive Week.TRANSCRIPT
Social media:
looks like a nail?Clo Willaerts
Interactive Marketing Week, Vlerick
27 Jan 2011
Conversity.be/blog
Book: “The Conversity Model”
• “Making money with social media”
• Out in Feb-March 2011
• Leave your business card at Lannoo booth to be the first to know
What do social media have that other digital media haven’t got?
• larger user volumes• higher user
engagement • virality• really detailed
analytics
PleaseStop confusing social networks
with social media
7
Definition: social networks• connecting• contacts• profile page
• relationship is mutual (≠ social media)
• E.g.: Facebook, Netlog, Skyrock, LinkedIn and Hyves
8
Definition: social media• media• pubishing• sharing
• relationship is non reciprocal (≠ social networks)
• E.g.: Facebook, Twitter, Flickr, YouTube and blogs
Not a bright shiny object
Not a free lunch
Cost of social media• Outsourced:
– Creative budgets– Media budgets– New project budgets
• Insourced:– Personnel cost– Training
BudgetsMost companies currently have (72%) or will have
(80%) a social media strategyInvestment in social media rises from a variety of
sources:
• tied to a specific project/custom media program (35%)• as an increase to the marketing budget (33%)• funded by moving budget to mainstream media (21%)
Source: http://www.slideshare.net/mfredactie/kfm-socialmediausage2010
People: employees“To succeed with
empowered customers, you must empower your employees to solve customer problems.”
Every employee is first line“Companies are unable to scale to keep up with the social
phenomenon. We know that customers are using these social technologies to share their voices, and companies are having a very difficult time to keep up. [...] Customers don’t care what department you’re in they just want their problem fixed.”
March 2010 Altimeter report
More here: http://www.slideshare.net/bnox/roi-of-social-media
People: usersFrom http://www.facebook.com/terms.php For content that is covered by intellectual property rights,
like photos and videos ("IP content"), you specifically give us the following permission, subject to your privacy and application settings: you grant us a non-exclusive, transferable, sub-licensable, royalty-free, worldwide license to use any IP content that you post on or in connection with Facebook ("IP License"). This IP License ends when you delete your IP content or your account unless your content has been shared with others, and they have not deleted it.
YOU are the lunch
Not a mailing list
Myth of the influencer
Not your target group
Belgian FB demographics
Twitter users by industry
Not a t-shirt brand
Page Contests
• photo contests, • video contests,• design contests, • logo contests, • essay-based contests
• [...] These Promotions Guidelines [...] govern your communication about or administration of any sweepstakes, contest, competition or other similar offering (each, a "promotion") on Facebook.[...]
• [...] You will not administer a promotion through Facebook, except through an application on the Facebook Platform. Administration includes operation of any element of the promotion, such as collecting entries, conducting a drawing, judging entries, or notifying winners.[...]
• [...] we may remove any materials relating to the promotion or disable your Page, application or account if we determine in our sole discretion that you violate any of our policies [...]
Sweepstake app
• Your visitors enter your sweepstakes for a chance to win a prize.
• The app randomly picks winner(s).
• Add an “elimination question”
• [...]You will not communicate about or administer a promotion on Facebook if: [...] The promotion, if a sweepstakes, is open to individuals residing in Belgium, Norway, Sweden, or India; [...]
Birthday Coupons
