Notes de cours distribuées le 6 octobre dans le cadre de la Formation Digitale de la BMMA. 4e session donnée par JOHANNES SCHNACK : "Congratulations, you're on FB! What now?"
6. “The only way to understand new culture and behavior is to
go native. Going native refers to the process of observing,
learning, and deepening the involvement of an
anthropologist with their hosts and their hosts’ cultures
through long-term fieldwork and participation.”
Brian Solis
7. IF YOU WANT TO KNOW WHERE WE GO
WE SHOULD FIRST HAVE A LOOK
ON WHERE WE ARE!
18. A BUNCH OF RADIO
FREQUENCY
IDENTIFICATION (RFID) or
EVEN NFC (iPhone 6)
TAGS FROM AROUND THE
WORLD
EVERYTHING AROUND ME BECOMES SMART
Photo by Ti.mo on Flickr.com
30. WITH A FIRST
QUOTE:
Social Media is not a Media nor a channel nor …
It’s way to interact with people.
In the Social World, either digital, People interact with
people, not machine.
32. Social Media Landscape 2014
2003 2004 2005 2006 2009 20102007 2008 2011 2012
• Social media is an ever-changing complex ecosystem . New services are created, others
disappear, most evolve.
• Picture-based sharing services like Instagram and Pinterest and mobile sharing/chatting
applications like SnapChat and WhatsApp have been strongly growing worldwide last year.
• Mobile is the name of the game.
Sources: FredCavazza.net, InSites Consulting, comScore, Havas Media, Digimedia
32
33. A complex Social Media landscape
In its latest social media landscape, Fred Cavazza
identifies four categories:
• Publishing with blogging platforms (WordPress,
Blogger, TypePad, …) and wikis (Wikipedia, …)
• Sharing services for pictures, links, videos,
music, products… (Tumblr, Instagram, Pinterest,
YouTube, Vine, Spotify, Deezer, Slideshare…)
• Discussing with knowledge platforms (Quora,
Reddit, StackExchange…) and mobile chat
applications (Skype, WhatsApp, SnapChat…)
• Networking for BtoC audiences (Badoo,
Tagged…) and professionals (LinkedIn, Viadeo,
Xing…)
Sources: FredCavazza.net
35. The Social Media Landscape in Belgium
• In Belgium, awareness of social network sites is very high. Facebook is close to 100%, Twitter
reaches 76% awareness and Google+ is known by more than 60%. Awareness of new social
networks like Instagram and Pinterest is picking up
• Almost 7 out of 10 Belgian internet users are member of at least 1 social network. It means
more than 5,2 millions users. Most often this is Facebook in combination with Twitter or LinkedIn.
• Mobile is the perfect accelerator for social media usage. 28% of Belgian internet users have a
smartphone. On average, they install 24 apps on their smartphone, 8 of which are used at least
weekly. Social network apps are the most popular ones.
• 1 out of 4 Belgian internet users post information about products, brands and/or companies on
social networks. More than half of their comments about brands are positive. Only a minority (less
than 10%) is negative.
• 44% of Belgian social network users are connected to brands. 7 is the average number of
brands followed actively.
Sources: FredCavazza.net, InSites Consulting, comScore, Havas Media, Digimedia
35
37. Facebook
5.200.000 profiles (socialbakers)
5.025.000 total unique visitors (comScore)
80% of Belgian internet users are on Facebook
52% Women – 48% Men
Over 66% return daily, over 85% return at least once a week
3.000.000 unique visitors everyday in Belgium!
Sources: socialbakers, comScore
37
Facebook on desktop
40. YouTube
4.195.000 total unique visitors
YouTube’s reach keeps on growing in Belgium:
• 2,3 M impressions / day
• 1 M users / day
• compared to a year ago +-480% increase in videos
Sources: comScore, Google, B.V.L.G.
40
41.
42. LinkedIn
1.571.564 profiles (LinkedIn)
1.219.000 total unique visitors (comScore May’13)
35-54 are the most represented category (45,6%), followed by
25-34 (35,3%) (Digimedia)
Sources: LinkedIn, comScore, Digimedia
LinkedIn is
currently the
fastest growing
social network
in Belgium
42
43.
44. Twitter
From 500.000 to 1.000.000 profiles
1.000.000 total unique visitors.
Twitter is working hard to be considered as a media with all the
second screen initiatives, new cards system, the Vine mobile
app and the Music service which begins to surface (Spotify).
Twitter cards make it
possible to attach media
experiences to Tweets
that link to content
Sources: comScore, Digimedia
45.
46. Pinterest
154.000 total unique visitors
18.4
21.6
17.4
18
24.5
Age group distribution in %
15-24
25-34
35-44
45-54
39.5
60.5
Gender Distribution
Men
Women
47. Vine
53.000 total unique visitors
• Vine has already surpassed Instagram on Twitter and on the
Google Play chart as Top Social App.
• Branded vines are four times more likely to be shared than
branded online videos.
• Instagram answered Vine by releasing a 15 sec video format
which may affect Vine’s use & figures evolution
48.3
23.5
13.1
14.3 0
Age group distribution in %
15-24
25-34
35-44
58.9
41.1
Gender Distribution in %
Men
Women
48. Slideshare
A content marketing platform:
• Acquired by LinkedIn in May 2012
• 400,000 new presentations uploaded per month
• 500% more business traffic than any other
website on the internet
• A majority of the audience are educated, affluent
and consulting Slideshare from work or school
• Mostly considered as a network for professional,
work related use
49. Instagram
536.000 total unique visitors
In 2013, Instagram attracted lots of top brands in the world.
The Top 5 Interbrand Companies on Instagram
36.7
21
14.1
14
14.3
Age group distribution in %
15-24
25-34
35-44
48.151.9
Gender Distribution in %
Men
Women
50. Social media are traffic generators for brand
Source: Shareaholic, in http://socialmediatoday.com/dannywong1190/1830681/report-facebook-pinterest-and-twitter-traffic-referrals-54-past-year
1) Facebook, Pinterest and Twitter are dominating.
2) StumbleUpon and Reddit referrals are declining.
3) YouTube and LinkedIn are gaining share.
4) Google+ isn’t yet competitive.
52. Strengths vs weaknesses
STRENGHTS
• Growing media
• Interactive media
• Targeted media
• Viral media
• Cost-efficient media
• Measurable media
WEAKNESSES
• Transparent media
• Evolving media
• Exponential media
• Permanent media
52
53. Challenges and opportunities
• E-reputation monitoring
• Community
• Company 2.0 (privacy, social policy)
• Communication becomes conversation
• Co-creation
53
55. “The greatest shortcoming of the human race
is our inability to understand the exponential
function.” — Albert A. Bartlett”
In Erik Brynjolfsson, The Second Machine Age: Work, Progress, and Prosperity in a Time of Brilliant Technologies, 2014
56. ADSADS
ADS
ADS
ADS
ADS
Marc Liked
Philippe’s
Post
Jean commented
Philippe’s Post
Julien liked
Philippe’s Post
Julien liked
Philippe’s
Post
Stories can be created by users
• Liking your page
• Posting to your Page’s Wall
• Commenting on one of your Page posts
• Sharing one of Page Posts
• Answering a question you posted
• RSVP'ing to one of your events
• Mentioning (@ tagging) your page
• Checking in or recommending your place
Facebook Stories
56
57. The power of fans
106.340
Friends of
Fans
818
Fans
Fans influence their friends
X 130 friends
(average # of friends per FB users)
60. Creating Brand Awareness
Generate engagement on your Facebook Page
Build your audience by Recruiting new Fans
Generate Traffic on your Facebook Page
Generate Traffic on your site
Generate leads (such as subscription to your e-newsletter)
Generate virality & awareness around your content (e.g. Buzz)
Develop proximity
Facebook advertising: Why?
60
62. Facebook insights: statistics
What are they?
• Insights provide measurements on your Page's performance.
• Find anonymized demographic data about your audience, and see how people are
discovering and responding to your posts.
• Experiment with different types of posts to see what your audience responds to best.
• Your Page needs to have at least 30 likes to start seeing insights.
62
63. Facebook insights: statistics
How can you use them?
• Use your insights to plan future posts and decide on the best ways to connect with
people.
63
64. Facebook insights: statistics
How can you use them?
• Use your insights to plan future posts and decide on the best ways to connect with
people.
64
65. Facebook insights: statistics
How can you use them?
• Use your insights to plan future posts and decide on the best ways to connect with
people.
65
73. Source : InSites Consulting
50%
of social network users
are connected to brands
44%
is asking to take part in co-creation
of products & advertising
Consumer 2.0: Consumer relations & social media
73
79. Source : InSites Consulting
50%
of social network users
are connected to brands
44%
is asking to take part in co-creation
of products & advertising
42%
had a conversation with a brand
via social media
36%
posted content about a brand
on social networks
Consumer 2.0: Consumer relations & social media
79
80. Consumer 2.0: who is this?
80
" Consumer 2.0
" Buying decision 2.0
" People Perception: Opinions of our friends are
our opinions
" We are all social, we are all media
82. If the UGC/Digital earned media
is a fact but…
…editorial professional contents remain crucial in
the people perception
Source : Digiscan
Print (dailies & Magazines) is considered up to now as
the most trustable source of information :
People perception
editorial content remains the most trustable
84. E.g. Legitimate Earned in the Automotive industry
84
Source: Auxipress, Earned in Belgian Press, October 2014
85. To what extent, do you trust the following forms of advertising ?
If the UGC/Digital
earned media is a fact,
‘friends & family
circles’ and ‘editorial
professional contents’
remains crucial in the
people perception
Ambassadors and influencers are concentrated in the Top3!
People perception
87. In others words, Social Media must be intgrated
in a complete campaign !
Social Media = just one tool in the communication toolbox
Social Media = hub of all other communication actions
87
WHAT YOU
MUST KEEP
IN MIND ! MEANS
OBJECTIVES
MEASURES
105. 200 million users
20 billion photos
shared
50% Active User in BE
Using Mobile
75% Monthly active users
coming from mobile
¾
Of all usage comes
from mobile
110. Briefing: Being active and interact with Social TV
users
Recommendation:
• Every day of the TV show, place #TopChef in first position in the Twitter
trend.
• Each highlight of the show, a sponsored Tweet highlighted for relaying
products cooked by candidates.
Results:
• 45 million views for the trend #Topchef,
• 780,000 Tweets Auchan
• With a 6.7% engagement rate
The TOP CHEF case
113. 21
TRAVEL
Domestic and
international
terminals
HOME
Frequent hotel visits
COMMUTE
Roads/trains connecting
hotels to business areas
WORK
Day hours in
business areas
NIGHTLIFE
Multiplexes
and pubs
SHOPPING
Multiple countries
Duty free shops
RESTAURANTS
Touristy restaurants
Profiling through location: The Traveler
118. "All advertisers need a lot more content so
that they can keep the engagement with
consumers fresh and relevant”
Jonathan Mildenhall (VP Global advertising Strategy, Coca-Cola)
Content
is KING
122. Why will people want to follow and talk to you?
Because you give & curate information
• Information on your ideas, ideology
• General information
Because you listen & help
• Customer service approach
• Help & answer questions your fans might have
Because you engage
• Trigger curiosity from non-fans
• Help & answer questions from your fans
123. Set your strategy!
# Know your story
What is your unique voice? How can you bring your story to life in a
compelling, authentic, and personal way?
# Know your audience
Who are your customers? How will they want to connect with you? What
content will be important to them?
# Know your goals
What kind of relationship do you want to have with the people who connect
to your Page? How much time are you willing to spend updating your Page?
Will you mostly be updating your page on the road via mobile? Defining and
prioritizing your goals will help you create your Page posting strategy
12
3
128. Purposeful
questions
1) What does your brand stands for?
2) What are your objectives?
3) Is this different than any other competitor?
4) Why are you publishing?
5) What’s different than what you do in any other media?
129. enabling you to
find your inner
athlete
help all women realize their
personal beauty potential
creating moments of
childlike delight
How a brand tells a story?
138. Be Your “Why”
• Who are you?
• What is your point of view on the world?
• Your relationship with voters?
• 5 or 6 adjectives that describe your party
• What is your voice?
• 1 or 2 celebs that best embody those adjectives
139. Example…
Jean - 30 y.o
Young brilliant manager • in a relationship • no kids yet
Activities : several outdoor sports (VTT, running, skiing), afterwork lover, foodie but in a balanced &
healthy way, interested in oenology, art, politics, cooking, traveling
Personality : active, curious, up-to-date, quick thinker, smart, sincere, educated (≠ intellectual),
successful, positive, open minded, spontaneous, hard worker. He has a sense of humor (2nd degree,
wordplays). He is a good friend, but can be malicious (= smart) to obtain something, slightly bad
boy. He is not perfect, but tends to be someone very active in the society with strong convictions for
smart initiatives.
Digital & mobile : always connected to the world • daily use of smartphone & tablet • loves to
discover new app’s.
Habits : healthy, he sports several times a week • lives in the city, in a nice neighborhood • wants to
try every latest “place-to-be” in his city • convinced about smart local initiatives (such as collective
taxis, carpooling, vintage markets…)
141. Social Media Strategy: Roadmap
1. Audiences
2. Objectives and Metrics
3. Team and resources
4. Key Influencers
5. Social Media sites, networks, groups
6. Content and Editorial line
7. Marketing/Communication Plan Consistency
145. “No rational argument will have a rational
effect on a man who does not want to
adopt a rational attitude.”
Karl Popper
146. Thanks for your attention.
I’d like to thank these inspiring persons Sophie Graillot, Michel Demoor, Laurent Goffin, Hugues Rey,
Frederic Watelet, Thibaut De Norre, Brice Le Blévennec, Theirry Tinlot. They are über thinkers.
Brussels, October 2014