I made this Internal presentation on social media when I was working as Community Manager for the Belgian communication agency Navajo BBDO in October 2009. The goal of this presentation was to give a brief overview on the evolution of social media and how we could harness its power to deliver powerful marketing messages. Please be advised that some content is in Dutch. I thank you for your comments.

1. Social Networking Embracing Social Media to enhance the strength of your marketing message

2. Wor l d of Mouth Photo: Gettyimages.com

7. They will find us through social media

8. Social Media is an evolution of how we communicate Photo by Mads1539 / Flickr.com

9. Newspapers TV Radio DM CDs Books DVDs Press

11. BLOGS PARTICIPATION USABILITY CONVERGENCE MOBILITY OPEN API OPEN SOCIAL STANDARDIZATION MICROFORMATS THE LONG TAIL RSS SOCIAL SOFTWARE WIKIS PODCASTING AGGREGATORS WEB 2.0 SEMANTIC CSS REMIXABILITY

12. Everyone uses Social Media Photo by the cat & the exercise bike / Flickr.com

13. Everyone uses Social Media Photo by the cat & the exercise bike / Flickr.com Largest age population on Twitter 35-49 year olds (42%) Fastest growing segment on Facebook Women 55+ years old

14. The eyeballs are shifting ! Photo ©Digital Masters 2008-2009

15. The eyeballs are shifting ! More traditional media continue to decline in advertising budget while online ad revenues keep on increasing every year There is a significant increase in time spent on social platforms people spend 3x more time on Facebook than on Google Youtube-like sites are the most popular choice of destination 39% all respondents (IBM survey – 2500 pax) Data : Nielsen Online & IBM Survey - 2008

16. Where is all the online attention going to? More and more people are connecting online Yet… Visits continue to decrease for the major brand websites Despite… Big budgets spent Data : Google Trends (2009)

17. Where is all the online attention going to? Social Media Platforms Why? Connectivity Relevance Sharability Data : Google Trends (2009)

21. Facebook in Belgium Data : Facebook’s Advertising targeting System – February 2009 300k users/day 23% 2,541,520 10,741,000 Belgium Daily users % Facebook penetration No. Of Facebook users Latest pop. No. Country

22. Best practices Profile pic Information Feed / Status updates

23. Best practices Guide your visitors to what’s really important Create custom made content/welcome tabs

24. Best practices Engage a dialogue with your audience – show them you care & that you are listening Make use of the viral possibilities on FB

25. Best practices Facebook connect

26. What’s new? Facebook Public Pages Vanity URLS & Facebook to Twitter Facebook introduced @mentions in September

27. Facebook Insights Track Growth and Engagement See your Fan Demographics

29. Microblogging Profile pic Updates Following 140 chars max Information

32. Twitter = adults

37. Real-time search

38. The Twitter effect Twitter has broken the news cycle down to seconds

39. Best practices Set up an attractive Twitter account which you can use for live reporting of your events People will follow your account so interact with them

40. Best practices Make us of the possibilities to spread pictures and videos of your event to your network of followers Everyone who is following your Twitter account can post comments and will possibly start tweeting about it, thus becoming your brand ambassadors on Twitter

41. Twitalyzer

42. Netlog is one of the most popular youth online platforms and offers brands interesting advertising opportunities

43. Youth Social Platform

46. Let’s create some traffic

47. Advertising Possibilities HP Box HP Button Avatar Contests

48. Let’s find some friends and party!

49. Advertising Possibilities

50. Let’s interact with our audience

51. Best practices Integrate you website for higher engagement & user experience Make your brand page attractive and be sure to provide enough content and make regular updates to keep a constant traffic level

52. Skin Share + Spotlight Featured brand Friend invites & Welcome message Best practices Make sure to target your messages and use the right media tools on Netlog in order to reach your target group effectively

53. Best practices Make use of Netlogs features to stimulate and nurture your community to get and keep them active

54. Best practices Listen to your audience. Set up a dialogue with them Shout:

55. What’s new? Netlog Credit System The Netlog Credit Economy enables partners, third- party developers and brand advertisers to interact with the Netlog audience In partnership with ING, Netlog has intoduced their own virtual Netlog currency , which users can buy and trade against a wide range of advantages on the social platform

57. What’s new? Netlog Gaming Platform

58. Some statistics +50 M gameplays since mid March Most game-intensive country WORLDWIDE Average of 325 000 gameplays a day 925 000 Unique Users that played a game Average of 10 min. in the game 58 % female 42% male

60. The Advent of the Number 1 French Social Network Creation of Skyblog.com, a community platform of blogs Creation of Profiles, together with the Skyrock Blog community Evolution of the number of Skyrock Blogs 1 Skyrock’s twin pillars of success stand united in the same social network: Skyrock.com Evolution of the number of Profiles 1 Skyrock pursues the internationalization of its social network New versions in Italian, Portuguese, Danish, Swedish, Norwegian, and Finnish are due for release in January. Skyrock.com is founded on two of the New Generation’s preferred tools for conversation -- blogs and profiles – and further promotes idea exchange through the chat and the inbox. The first international versions are launched: English, German, Spanish, and Dutch. Evolution of the number of active members within the past 90 days 1 France, the European forerunner in blogging thanks to Skyrock Created in 2002, the initial version of Skyblog.com was a community platform of blogs. With millions of blogs created by the Skyrock community, France is today the country with the most number of bloggers according to Forrester Research : « Of all activities performed on the Internet, 12-24 yo in France rank first for blogging , 72% of young French Internet users read blogs, 51% comment, 37% publish or update them, compare this to respectively 50%, 34% and 26% as European averages. » Forrester– nov07 Source : 1- Total number of members, blogs and profiles, as of the end of January 2009 2002 2005 2007 2008

62. Advertising possibilities Online presence in NEWS section for 1 month Content placement of the branded page Intensive monitoring on the community Options Integration on HP + rotation Games & competitions: fun, easy and fast Integration on the profile and HP plus visibility in the news section for a maximum of 3 weeks Quiz 3 questions Around a chosen theme

63. Best practices Make use of Skyrocks blogging features to stimulate and nurture your community, thus activating them Skyrock can place your content online and adapt it to their own style , making sure the community will interact with it

65. How can we make sure not to loose our way in this Digital Metropolis ?

67. Getting to know our audience

68. What are they doing?

71. Social Media ROI: unmeasurable? Or not?

73. There is a chain of sequences we need to follow in order to measure our ROI

74. Non Financial Impact is not yet ROI

75. Website Visitors Click-throughs Visitors to a brick & mortar store Positive press Positive WOM Negative press Negative WOM Customer complaints Employment applications Retweets FaceBook friends Blog comments Social mention YouTube views Twitter followers Impressions Delivered emails Coupons distributed Non-Financial impact examples

76. Non-Financial impact = potential

77. ROI = actualized potential

78. Establish a baseline – Where lay the differences? Is something happening here?

80. Clients happy = Fonzie happy