Why, What, How Social Media ? Presentation done by Patrick Attallah MD 90:10 Middle East at the Buiness Opportunities Social Media conference session in Beirut Lebanon on 21st of October 2010.

1. Patrick Attallah
MD for France, Italy & Middle East
@bzpat
9010ME@ninety10group.com
ninety10group.com
21st October 2010

2. I want a Why…
divorce ! what’s wrong?
consumer advertiser
Let’s find out in
short video…
©
90:10
Group
Page
2
@bzpat

4. So Why consumers have changed?
©
90:10
Group
Page
4
@bzpat

5. People
have
always
been
ac>vists
©
90:10
Group
Page
5
@bzpat

6. With
opinions
With
©
90:10
Group
Page
6
@bzpat

7. BUT!
©
90:10
Group
Page
7
@bzpat

8. Then:
Locally
©
90:10
Group
Page
8
@bzpat

9. Now:
Globally
Connected
©
90:10
Group
Page
9
@bzpat

10. They
are
in
control.
Friend
or
Foe.
©
90:10
Group
Page
10
@bzpat

11. TV Ads may entertain but do they convince
©
90:10
Group
Page
11
@bzpat

12. Pull
not
Push
The User is the Destination
©
90:10
Group
Page
12
@bzpat

13. Feed
Me!
GePng
what
he
wants
When
he
wants
Where
he
wants
How
he
wants
Result:
©
90:10
Group
Page
13
@bzpat

14. All
media
is
becoming
social
media
‘Everything
has
an
open
comment
box’

15. ‘Everything
is
now
sharable’
©
90:10
Group
Page
15
@bzpat

16. and …
brands are now
discussed
across…
©
90:10
Group
Page
16
@bzpat

17. And
it’s
in
those
conversa>ons,
and
through
that
sharing,
that
people
reveal
so
much
about
themselves.
©
90:10
Group
Page
17
@bzpat

18. and…
those
people
give
access
to
groups
of
people.
©
90:10
Group
Page
18
@bzpat

19. By
opening
your
business
and
its
ac>vi>es,
the
consumer
becomes
more
deeply
engaged.
Social
media
offer
you
the
ability
to
connect
with
them
in
a
scalable
and
cost
efficient
manner.
©
90:10
Group
Page
19
@bzpat

20. ©
90:10
Group
Page
20
@bzpat

21. ©
90:10
Group
Page
21
@bzpat

22. ©
90:10
Group
Page
22
@bzpat

23. ©
90:10
Group
Page
23
@bzpat

24. ©
90:10
Group
Page
24
@bzpat

25. ©
90:10
Group
Page
25
@bzpat

26. ©
90:10
Group
Page
26
@bzpat

27. ©
90:10
Group
Page
27
@bzpat

28. ©
90:10
Group
Page
28
@bzpat

29. ©
90:10
Group
Page
29
@bzpat

30. ©
90:10
Group
Page
30
@bzpat

31. Which
one
is
used
for
social
media
strategy?
Facebook 85% Wikipedia 13%
Twitter 77% Delicious 12%
LinkedIn 58% MySpace 9%
YouTube 49% StumbleUpon 9%
Digg 14% Yahoo! 4%
©
90:10
Group
Page
31
@bzpat

32. What
Facebook
is
being
used
for?
©
90:10
Group
Page
32
@bzpat

33. What
Twiaer
is
being
used
for?
©
90:10
Group
Page
33
@bzpat

34. ©
90:10
Group
Page
34
@bzpat

35. ©
90:10
Group
Page
35
@bzpat

36. ©
90:10
Group
Page
36
@bzpat

37. ©
90:10
Group
Page
37
@bzpat

38. Some
popular
ways
for
consumers
to
engage
with
brands
are:
80%
of
online
consumers
like
to
enter
contests
and
sweepstakes
and
50%
enter
them
at
least
once
a
month.
Source:
Forrester
Research
–
Consumers’
Behavior
Online
2008
Companies
that
offer
contests
on
their
social
network
pages
have
2x
as
many
fans
as
those
that
don’t.
Source:
Facebook
2009
©
90:10
Group
Page
38
@
bzpat

39. Contests
&
Sweepstakes
are
a
powerful
way
to:
• build
a
company’s
email
or
mailing
list
• increase
company’s
fan
base
on
company’s
websites
• drive
traffic
to
company’s
landing
pages
and
websites
• gather
survey
data
(e.g.
entrant
must
complete
a
brief
survey
before
entering
the
sweeps)
• educate
customers
(e.g.
entrants
must
watch
a
brief
movie
before
entering
the
sweeps)
• build
brand
awareness
©
90:10
Group
Page
39
@
bzpat

40. Why
run
a
contest
on
Facebook?
Facebook
offer
a
powerful
way
to
spread
the
word
thanks
to:
• Newsfeeds
&
Minifeeds:
generated
when
people
upload
submissions
or
vote.
Users’
video
or
photo
submissions
are
embedded
in
the
newsfeeds
• Comments:
1)
public
can
comment
on
submissions,
2)
pos>ng
of
comments
generates
newsfeeds
&
no>fica>ons
• Share
buaon:
users
can
easily
share
their
favourite
submissions
with
friends
• Friend
invites:
users
can
easily
invite
their
friends
to
enter
and/or
vote
©
90:10
Group
Page
40
@
bzpat

41. ©
90:10
Group
Page
41
@bzpat

43. ©
90:10
Group
Page
43

44. ©
90:10
Group
Page
44
@bzpat

45. ©
90:10
Group
Page
45
@bzpat

46. ©
90:10
Group
Page
46
@bzpat

47. The end goal of the project was to use
social media to create the world’s first
European crowd-sourced documentary film
– including the cast, content, and music –
while offering real people the opportunity to
fulfil the personal journeys they’ve always
wanted to make.
90:10 Group is Honda’s retained social media
pan-European partner for the last 18 months
©
90:10
Group
Page
47
@bzpat

48. RESULTS
• 100,000
unique
visitors
in
few
weeks
• 10,000
members
from
all
over
Europe
• 1,000
journeys
submiaed
• 25
European
official
bloggers
commen>ng
on
the
LEL
blog
• Par>cipa>on
&
involvement
of
each
local
Honda
marke>ng
department.
• They’ve
reached
their
objec>ve:
be
seen
as
a
leading
‘hybrid’
car
maker.
©
90:10
Group
Page
48
@bzpat

49. to
conclude
©
90:10
Group
Page
49
@bzpat

50. Social
Media
is
NOT
like
‘dotcom’
• Social
media
has
become
a
cultural
shim
not
a
technological
one
• People
can
now
connect
to
one
another
in
real-­‐>me,
globally
for
liale
to
no
cost
• They
can
interact,
publish,
host
and
share
their
content
with
no
media>on
or
controls
• They
are
not
going
to
revert
back
to
a
world
where
they
did
not
have
this
power.
©
90:10
Group
Page
50
@bzpat

51. so
…
to
succeed,
you
should:
©
90:10
Group
Page
51
@bzpat

52. Don’t know Where to Start?
©
90:10
Group
Page
52
@bzpat

53. Your
Global
Social
Media
Partner
ninety10group.com
London Paris Rome Beirut Dubai Berlin Valencia New York Boston Mumbai Bogota
©
90:10
Group
Page
53
@bzpat

54. We
are..
• We
are
a
global
network
of
leading
social
media
specialists.
btusiness
consultancy
commiaed
to
innova>on,
efficiency
We
are
a
global
and
ransforma>on
through
social
technologies.
• We
work
wackgrounds
aare
Mpartners
in
the
US,
Asia
and
the
Middle
East.
Our
b ith
a
network
of
gencies
arke>ng,
PR,
Research,
Brand
Planning,
Business
Consultancy
&
Web
Development
We
are
a
crowd
of
mul>-­‐lingual,
mul>-­‐na>onal
researchers,
planners,
brand
strategists,
web
developers
and
management
consultants.
All
with
a
specialist
knowledge
in
social
media.
We
help
his
we
understand
the
implica>ons
of
social
media
oocally
or
• Because
of
t departments
or
whole-­‐businesses
l n
your
business,
its
interna>onally
adapt
and
win
n
arty
suppliers.
departments,
func>ons
and
3ird
psocial
media
We
make
clients’
products,
services
and
communica>ons
a
beaer
fit
for
the
intended
consumer
-­‐
helping
them
to
build
a
beaer
business.
©
90:10
Group
Page
54
@bzpat

55. Our
Experience:
collec?vely
we’ve
worked
with
and
in
support
of...
©
90:10
Group
Page
55
@bzpat

56. What
are
you
wai>ng
for?
Contact
us
90:10
Middle
East
+961
1
203
218
9010ME@ninety10group.com
patrick@ninety10group.com
@9010ME
&
@BZPAT
©
90:10
Group
Page
56