social media bingo emakina nl paul de gooijer
DESCRIPTION
Presentation on Socila Media for B2C and B2BTRANSCRIPT
Social Media BingoEmakina.NL – Paul de Gooijer
eDay 2009
What we think will happen in 2 years, often materializes in 10 years
What we think might happen in 10 years often materializes in 2 years
Remember Second Life?
Where are Virtual Worlds now?
2014
Technology Trigger
Peak of Inflated
Expectations
Trough ofDisillusionmen
t
Slope of Enlightenment
Plateau ofProductivity
Time
Visibility
And Augmented Reality ?
Where is Augmented Reality now?
2015
Technology Trigger
Peak of Inflated
Expectations
Trough ofDisillusionmen
t
Slope of Enlightenment
Plateau ofProductivity
Time
Visibility 2010
2011
And although we really really wish for it to materialize now, we know it will be still a few years ahead
If you came here for a glamourous show, you’re better off in the next room
If you came here for an optimistic and realistic advice that generates business NOW
please STAY
So where is Social Media now?
2015
Technology Trigger
Peak of Inflated
Expectations
Trough ofDisillusionmen
t
Slope of Enlightenment
Plateau ofProductivity
Time
Visibility
2011
Are we facing the pitfall of disillusionement?
Technology Trigger
Peak of Inflated
Expectations
Trough ofDisillusionmen
t
Slope of Enlightenment
Plateau ofProductivity
Time
Visibility
?
No
2011
Technology Trigger
Peak of Inflated
Expectations
Trough ofDisillusionmen
t
Slope of Enlightenment
Plateau ofProductivity
Time
Visibility
2010
Our Commitment!
Today
Social Networking has been the global consumer phenomenon of 2008. Two-thirds of the world’s Internet population visit a social network or blogging site and the sector now accounts for almost
10% of all internet time
Source: Nielson Online
Cool!But what to do about it now?
Don’t fall for
The Curse of theSocial MediaPowerpoint Generator
Because there is a nasty machine out there…
A machine that produces….
And these PowerPoints contain fancy icons like
Powerpoints that contain images like these…
And what do they say?
YOU SHOULDUSE TWITTER
(you don’t know whybut they told you should)
And what do they say?
You should onlyrespond to thePeer Review!
And what do they say?
You must dailyupdate your public Wiki
And what do they say?
*&%*& the website, go for Photosharing!
And what do they say?
You must checkthis Mashupevery hour
And what do they say?
You must participate in
UGC
And what do they say?
You have to be in this
Community!
And what do they say?
Oooohhh…You MUST
Tweet!
And what do they say?
On MySpaceyou are my
best Friend…
Bingo!!!
What is our professional criticism?
Social media isn’t going to help you sell shitty products
Social media isn’t going to stop people from saying bad things about you
Social media isn’t going to help you save customer service costs
Social media isn’t going to work for you if you aren’t a people person
Social media isn’t necessarily going to increase customer retention
If the only tool you know is a hammer, every problem looks like a nail
What is the use?
A creative definition
A creative definition
Your industry You
YourCompetitors
YourCompetitors
Here Is The Issue
Your customersand prospects
Your industry You
YourCompetitors
YourCompetitors
How do your customers and their peers find you?
Your customersand prospects
Your industry You
YourCompetitors
YourCompetitors
... In an ever expanding universe?
Your customersand prospects
Your industry You
YourCompetitors
YourCompetitors
The answer: cast a Wider Net
Your customersand prospects
Your industry You
YourCompetitors
YourCompetitors
... To Lead Traffic To Your Site and Sales Points
1
2
3
Your customersand prospects
Engage with a larger
audience,
Broaden the contact
points the potential
audience has with your
brand,
Create an incentive for
your audience
Social media sites around
You
Seeding campaign,
blogs, thematic
sites
Classicalsites
Your industry You
YourCompetitors
YourCompetitors
1
2
3
The equivalent of laying out a path to your door…
The equivalent of laying a path to your door
If it is about contact, what kind of contact is it?
Is it Karate?
Or Judo?
It’s a Tango!
What’s the
business casebehind social media marketing?
First answer:
Efficiency
Banner blindness
Banner Blindness
Be where people are
Be where people are: in the content area!
Second answer:
Credibility
Research Confirmation
Third answer:
Media Cost
The Customer Lifetime Cycle
CampaignCall2action
Awareness/ Brand
preference€€POS
Promo
Mass Marketing
Focussed Investments
One-on-One Marketing
Incremental Revenue
HappyCustomer
Ambassador
LoyalRepeat
Customer
Newcustomer
€ €€€
Work Smarter, Not Harder
Work smarter, not harder
Reaching Everybody Costs a Lot of Stamps
Or else, reaching everybody costs a lot of stamps!
Roadmap:
Phase 1: Build reachPhase 2: Cement leadershipPhase 3: Drive revenue
For thought leadershipblogging, file sharing, podcasts
To create brand awarenessblogging and a solid social network presence
To generate demandmicroblogs, forums, seeding
For customer loyaltytwitter, user community and a Wiki
Some of oursocial media cases
B2B CaseKLM Clubs
Flying today…
Is no fun anymore
KLM Discovered Something
KLM realized they’re not into the ticket business They’re not in the ticket
business...
But they’re into the people business
They’re in the people business!
Mission:Expand the KLM Experiencebeyond the flight
Do we offer them more flights?
Extra article in inflight magazine
Pre-check do’s and don’ts in China
Book flight
European chambers of commerce
Discover Opportunities to fly
Learn andDemystify China
Who’s coming
Receive businessPartners in style
Organize yourOwn events
Participate in existing events
Discover events
Expose your business
Read and learn from predecessors
Premeet your contacts
You could think about obvious opportunities:Great ! So many bikes! They must really like them! I will export my Dutch bikes to China!
Or make a smart observation:Or… hey, they don’t have a bell! Perhaps I don’t have to export but import bikes from Chine and sell them bells!
Social Networks
FaceBookHyves LinkedIN
Traf
fic
Focus
Plaxo
KLMFB KLM
Clubs KLMClubChina
Big
Small
Social Networks
FaceBookHyves LinkedIN
Traf
fic
Focus
Plaxo
KLMFB KLM
ClubsKLMClubX
KLMClubX
China
KLM
Africa
Use LinkedIN as membership indicatorand interest generator
16.000 professional
members
Positive correlation
membership and
revenue for KLM
Average return visits
every month
Event calendars,
news feeds, LinkedIN
Seeding campaign,
blogs, thematic sites
Competitors
Competitors
KLM Clubs
Flying Blue
We contribute to the business
of KLM but we also contribute
to the brand experience of
KLM.
An evolution from connecting
places to connecting people
YunomiB2C
Unilever’s question to us
Find a relevant and meaningful way to connect with our consumers that is in line with our values…
How to be relevant? Help consumers
How to connect? Be where they are
In line with values? Add vitality to life
Family, work, me
It is a job getting everything done.
Life is a balance
Together we are strong. We have access to a network of friends and loved ones. It helps us when we really need it.
To give support and to be supported
We believe every woman has a story to tell. She does not need to be a superhero or to be famous. We offer a stage for real women and invite them to share their stories. Real women, real stories.
Online content preferences
Cooking Recipes
Sport news, finance, IT,
…
Male
Female
Family, children
Personal care
Clothing
Government, economics
Politics
Ero
So is it a Magazine?
No, it is not a magazine. It is a community
These are our building blocks to create involvement
Wat vind je van onze site?
And involvement is rewarded
Yunomi Community > 50 reactions per day, per article
Yunomi Community > our best recruiters
In three months:
Over 100.000 members
200.000 comments on
4.000 articles
Other PlatformsMSN
Competitors
Brands
As an efficient media channel Yunomi is a measurable platform for Unilever to connect with their audience. Promoting brands, generating knowledge and exposure. Connecting brands with people.
Conclusions
Should yougo for new media?
NoIf you’ve got apoor product
YesIf you’ve got agreat product
Meet your new salesforce!
106
What tools will you supply them to spread your message?
THANK YOU