27 FACTS + 20 EXAMPLES

ABOUT SOCIAL MEDIAReflections after Social Networking World Congress

Ask not what you can do for your customers, but

what your customers can do

for you!

Is the moment of the individual capitalism…

Things are changing …

Example 1: The Motrin case

1.400 tweets after1.400 tweets after395.000 search results395.000 search results90.000 views video90.000 views video

We’re overload by the information …

People searches what is relevant

for them …

People feels comfortable with

their similar recommendations

Example 2: Be relevant my friend

Social media, allows a new kind of consumer… the proactive one…

It has freedom of choice

Wants to customize his experienceHas and wants the scrutiny of the experience

Wants to collaborate in the experience

Wants to share it with his similar

1.2.

3.

4.

5.

Example 3: The prosumer

London run, New York run… be part of the brand experience…

www.runlondon.com

Example 4: The prosumerConsume, create and share…

Take best practices and adapt them

There two ways for understanding social media …

Connect people to people

Connect people to content

create by other people

&

Example 5: Kinds of social mediaPeople to people People to content

People to people & content

STATICSTATICPICKING

POINTPICKING

POINT

TOO MUCH…TOO

MUCH…

Social media turns around of…

Connecting people…

but also

A lot of helping them to create

their own personality …

Example 6: Building personality

More than 13M of emails collected

More than 5M fans(#1)His wife more than 0.4M fans

More than 160.000 subscribersMore than 21M of viewsMore than 14.5h of content

More than 17M of viewsMore than 89000 favourites

More than 500 groupsMore than 0.6M photos

More than 0.5M followers & 0.45M followingAnd still on the road…And still on the road…

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

Example 7: Building personality

More than 116M of viewsA world tourA professional contract

And then… Evolution 2…

+4.4M views in two months

+0.9M views

+0.6M views

+0.4M views

More than 700 related versions …More than 700 related versions …

http://www.youtube.com/watch?v=dMH0bHeiRNg

http://www.youtube.com/watch?v=inLBPVG8oEU

For been successful in your approach to social media you must …

Act with humility

Accept change

Don’t inspire dullness

Be prepared to surf tsunamis

Take care of the user experience

1.

2.

3.

4.

5.

Example 8: Act with humility

http://alt1040.com/2008/12/keteke-haciendo-spam-en-twitter

Some Blog roll …

http://www.alejandrosuarez.es/2008/11/keteke-keteden/

http://etc.territoriocreativo.es/etc/2008/12/keteke-y-twitter-aprendiendo-como-no-hacer-de-elefante-en-una-cacharreria.htmlhttp://www.caspa.tv/archivos/001234.html

http://cerkdti.blogspot.com/2008/11/keteke-experiencia-surrealista.html

In Social media has no sense…

Having a closed attitude …

because …

People, does, says, relates,

connects, shares, …

Example 9: People talk…

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 …

Example 10: Niche Social Networks

Divorce people communityParents community

Planning weddings TV Extras community

Guayana people community Janet Jackson fan community

Build your network in 2’ & 3 steps…

Build your network in 2’ & 3 steps…

Sports team…Sports team…

Family…Family…Fan club…Fan club…

Public association…Public association…Small business…Small business…

Marketing launch…Marketing launch…

School friends…School friends…

hobbies…hobbies…

Employment…Employment…

Know-how sharing…Know-how sharing… … / …… / …

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…

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

20%People becomes fan of a

brand because of the “free” stuff

15%People becomes fan of a

brand because of the exciting & attractive profile

40% 49%

25% 64%64%

People considers social media as a space to

express themselves- air their talent

People searches interactivity- something to

do with the brand

33%People forbid advertising of brands they consider

non-honest

People would like that the profile of brand was run by

1 identified person

People need to feel that a brand is trustworthy and honest to WOM it

40% 22%People that are friends of a

brand remember it when buying un the street

People that are friends of a brand, spend more money

with itSource: adtofriends study

In social media, brands have to…

Search and build “Brand Ambassadors”

Core buyers Ambassadors

Dispensable influencers

Pote

ntia

l val

ue

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

Example 11: Amazon Kindle

Example 12: Coke FB Fan Club

+3.300.000 fans

2nd most popular page in FB …

http://www.youtube.com/watch?v=9TGkDHzqUaQ

The Fan club managed by the fans …

The Fan club managed by the fans …

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 …

Example 13: New ways to measure

New media, new KPI’s… new kinds of dashboards…

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”

Example 14: Socialise the brand

D’STREET- DELOITTE SOCIAL NETWORKD’STREET- DELOITTE SOCIAL NETWORK

Retain talent, approach the company to the employees, share know-how,…

BLUESHIRTNATION- BEST BUY SOCIAL NETWORKBLUESHIRTNATION- BEST BUY SOCIAL NETWORKCreate 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…

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 …

Example 15: Not a playground

Where is the value?... And the conversation?... Don’t

spam me…Doesn’t matter you’re gaudy… but

not be and non-useful spammer

Vs.

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

Contextual approach

Behavioural Approach

Demographic approach

Evolution

Social media changes the way we consume content

The First way

The Second way

The Third way

Brands generate content

Consumers generate content about brands

Brands prepares content

Brands populates it

Users populates it

Users remix itTogether we populate it

Example 16: The 3rd wayFirst WayFirst Way Second WaySecond Way Third WayThird Way

http://www.youtube.com/watch?v=HMhJkhQZLUM http://www.youtube.com/watch?v=3_ZQFn97ooMhttp://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=Q_qAty-ujTc http://www.youtube.com/watch?v=DyedtGQIPMEhttp://www.youtube.com/watch?v=q1dYv_gKTA8

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 …”

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 …

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.

Example 17: They will find you

How represents them in

Slideshare…

How represents them in Flickr…

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”

Example 18: Users teach you

Interacting with users to create better products, improve

existing ones…- building the brand together

"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)

THESE BRANDS BUILD COMMUNITY

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. …

For a CEO, there’s no such thing as a “little mistake”

In Social media the typical mistakes brands make are …

Lack of time and resources dedicatedPut at the front of it a team under-skilled

Don’t shift the mindset

Defining the strategy after the launch

1.2.

5. Don’t make easy the participation of the users

6. Don’t help to initiate the conversation

7. Bomb the users with mkt. messages instead of useful content & tools

8.

3.4.

Try to control the conversation & interaction

Virtual worlds are social but different to social media sites

The biggest ones are 1/10 the size of the biggest SMS

Virtual worlds are much more than Secondlife and WOW

The engagement with them in Asia is higher than in the rest of the worldFrom the point of view of the user VW’s are used for:Gaming-competing: helps to initiateMeet and make friendsAllow the self-expression Liberate the fantasy- dream

From the point of view of the monetisation VW’s base it in:User revenue- fees + virtual stuff Advertising- Embed as part of the world

1.

2.

3.

4.

5.

Example 19: Much more than SL…

Example 20: Much more than SL…

The challenges of any social media space to take off are…

Be able to organise the informationBe 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 basics….

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

Social media had been…Very Able to attract users and engage them with their stuff proposal

Somehow able to encourage users to create content

Not very able to monetise their audience

Facebook: 1$ revenue x unique visitor

Facebook: 3.5h x user (mobile: 20’)Tuenti: 3.2h x user

Cnet: 2.1$ revenue x unique visitor

Twitter: 0$ revenue x unique visitor

Policeone: 3.5$ revenue x unique visitor

Youtube: 0.16% of users upload content2008: 42% of users generate content2013: 51% of users generate content

Facebook: 14.5 visits x userTuenti: 16.6 visits x user

Where is the business??Where is the business??

Source: realitydigital, nielsen, e.marketer

Social media is in constant evolution… the next transformation…

Cross- platforms

Multi-regional

Vertical extensions

Making other genes work

1.

2.

3.

4.

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 planning-more niche sounds

So is basic to have a strategy, define objectives and have clear that different objetivesrequire of different medias and creativity implementation…

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…

THANKS!!Christian Palau Sanz

christianp@infojobs.net

Innova Thinker