IAB Academy social marketing August 2011

Social
Marke,ng

IAB
Academy
–
Brussels
9
August
2011

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

My Message

Those
were
the
Days…

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

Antony
Slabinck

CEO
@
LBi
Belgium

Head
of
Social
Media
Task
Force
@
IAB

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

Doing this well is difficult
and absolutely needs the

best available skills

That’s why we built one company

ItWevery difficult to achievethe blend
is think the answer is in

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…

Interconnected
People

having
Conversa&ons

using
all
available
Media

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

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
…

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

I couldn’t care less!

This is NOT about
media nor about

technology!

Social Technographics (Forrester)
Consumers participate monthly in at least one of the indicated activites:

Creators
(24%)

Conversationalists Inactives
(17%)
(33%)

Critics Spectators
(70%)
(37%)

Collectors Joiners
(20%) (59%)

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

Your
Checklist
for
a
succesfull
case

ü Fun
experience

ü Added
Value

You
should
oﬀer:
ü Par1cipa1on

ü Collabora1on/Sharing

ü Dialogue/Tool

ü Authen1c

ü Relevant

You
should
be:
ü Posi1ve

ü Honest

ü Trustworthy

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

How
do
communi,es
get
started?

How
do
communi1es
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

Pick up user generated stories
Enhance them

Case:
Mentos
-‐
Enlarged
story

Checklist OFFER:
q  Fun Experience
•  MentosAdded Value
q  invested $28.000,- (*)
q  Collaboration
•  More than 5 M people
q  Participation
watched video in 1st month
q  Dialogue/Tool

•  Estimated value for this
‘campaign’: $ 10BE:
Checklist million
q  Authentic
q  Relevant
q  Positive
(*) Annual marketing budget of
Mentos: $Honest
q  20 million,
q  Trustworthy

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

Case:
KMDA
-‐
Kai
Mook
Antwerp
Zoo

Checklist OFFER:
q  Added Value
q  Dialogue/Tool

Checklist BE:

q  Authentic
Ø  8.500 name suggestions q  Relevant
Ø  41.000 registrations for updates, q  Positive
Ø  850.000 unique visitors on baby-elephant.be, q  Honest
Ø  massive local and international press attention,q  Trustworthy
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.

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

They
have
always
been
there
…

BUT
never
had
much
chance
to
be
heard.

DIGITAL
is
their
tool

Customers
as
Brand
Advocates

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)

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!

Case: Coca-Cola - Happiness Ambassadors
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

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

Case: Kryptonite - Consumer in control

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

Case: Kryptonite - Consumer in control

Case: United Airlines - Break Guitars

Checklist OFFER:
q  Added Value

q  Dialogue

Checklist BE:
q  Authentic
q  Relevant
q  Positive
q  Honest
q  Trustworthy

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

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

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.”

“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.”

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

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)

Customers
as
Brand
Advocates

Brand
Ambassadors:
Brand
Advocates:

Paid
employees
or
receive
kind
of
They
like
to
convert
peers

ﬁnancial
award
to
promote
a
Ofen
as
well
Innovators
(2%)

&
Early
Adopters
(13%)

brand

They
express
their
love
for

your
brand
to
others

(but
are
not
trying
to
convert
others,
typically

Facebook
Fans)

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

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

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

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

Loyalty

€
Social Mobile

8.
Loca&on
Based

Marke&ng

It’s
all
about

relevance

Case – Starbucks: Mayor discounts & Barista badge

Checklist
OFFER:

q 
Fun
Experience

q 
Added
Value

q 
Collabora1on

q 
Par1cipa1on

q 
Dialogue/Tool

Checklist
BE:

q 
Authen1c

q 
Relevant

€ q 
Posi1ve

Starbucks
q 
Honest

Barista badge
q 
Trustworthy

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
Checklist
OFFER:

q 
Fun
Experience

•  How to interact withq 
Added
Value

attendees?
•  How to manage? q 
Collabora1on

•  Fast and efficient q 
Par1cipa1on

q 
Dialogue/Tool

Checklist
BE:

•  Welcome messagesq 
Authen1c

•  Timed announcements elevant

q 
R
•  Departure messages
Posi1ve

€ q 
q 
Honest

•  4 interactive zones q 
Trustworthy

•  Targeted announcements
•  Real Time Statistics => adaptations

Case: The Coca Cola Village

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

9.
Contextual

Marke&ng

Case 8/Meet the VOLKSWAGENS

First steps into Contextual Marketing
(Analyzing my personal Tweets)

(Authorization to Analyze my Facebook profile)

(Analyzing my personal Facebook profile)

Checklist OFFER:
q  Added Value

q  Dialogue

Checklist BE:
q  Authentic
q  Relevant
q  Positive
q  Honest
q  Trustworthy
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!

LBi’s
Social
Media
Roadmap

Low
A_en&on
span
High

A_en&on
2
months
12
months

A_en&on
2
years

2
weeks

Low

control
.crowd
sourcing

.brand
advocates
empower
.1:1
marke1ng

.loyalty
program

engage
.microblog

.1:1
emails
.shared
experiences

.enriched
proﬁles
.social
bookmarking

.podcast

.personalized
folders

.visual
DNA

Control

dialogue
.1:1
booklets

.reputa1on
management
.1:1
lab

.online
media
campaign

.wiki

.surveys
listen
.twiper
.hire
conversa1on
Manager

.employees

.email
marke1ng
.blog

.facebook

.tes1monials

.PR
.website

publish
.print

.monitoring

.TV
.folder

High

Control

.radio
.magazine

1.0

.direct
marke1ng

2.0
3.0

Low
High

Interac&on
Interac&on
Interac&on

Case:
Starbucks
Idea
-‐
Innovate

Checklist OFFER:
q  Added Value
q  Dialogue

Checklist BE:
q  Authentic
q  Relevant
q  Positive
q  Honest
q  Trustworthy

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

10
Social
Media
Guidelines
(Phase1:Basic)

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

Start
early!

So
you
can
…

fail
sooner

10
Social
Media
Guidelines
(Phase2:Advanced)

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!

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

Some other presentations that might interest you :

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

www.twi[er.com/LBi_Belgium

www.lbigroup.be

It’s
up
to
you
to

judge
if
this

presenta&on
was
...

But
I
certainly

hope
that
you

appreciated
...

And
that
it

brought
to
you

...

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…

Antony
Slabinck
LBi
Belgium

antony.slabinck@lbigroup.be
www.lbigroup.be

www.twi[er.com/antonyslabinck
www.twi[er.com/LBi_Belgium

IAB Academy social marketing August 2011

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IAB Academy social marketing August 2011