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Bmma october2014 johannes schnack

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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?"

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?"

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Bmma october2014 johannes schnack

  1. 1. “Social media is less about technology and more about anthropology, sociology, and ethnography.” Brian Solis
  2. 2. Digital  immigrants   Digital  na,ve   Digital  born  
  3. 3. and  more…  Digital  Compulsive  ☺  
  4. 4. Before digging into Social Media, why not trying a little journey in the future?
  5. 5. “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
  6. 6. IF YOU WANT TO KNOW WHERE WE GO WE SHOULD FIRST HAVE A LOOK ON WHERE WE ARE!
  7. 7. 8 TODAY…
  8. 8. MY COMPUTER RECOGNIZES FACES OF PEOPLE I KNOW
  9. 9. NO NEED TO SAY WHERE I AM TO GET INFORMATI ON ABOUT IT…
  10. 10. I CAN SPEAK TO THE WEB WITH THE WEB Pizza!
  11. 11. Photo by tdufret on Flickr.com I CONSULT ALL THE FRESHEST CONTENT PUBLISHED AROUND ME
  12. 12. I TRACK EVERY KIND OF INFORMATION IN REAL-TIME
  13. 13. …REALLY EVERY KIND OF INFORMATION
  14. 14. I ALMOST LIVE IN A REAL- TIME CITY
  15. 15. WHERE PERSONAS SHOWS HOW THE INTERNET SEES YOU WE ALL HAVE INFORMATION SHADOWS
  16. 16. EVERYTHING AROUND ME BECOMES… Photo by Francesco Franchi on Flickr.com
  17. 17. 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
  18. 18. MY PLANT TWEETS ME A MESSAGE WHEN IT NEEDS A DRINK
  19. 19. MY UMBRELLA TELLS ME IT’LL RAIN
  20. 20. MY SCALE SAYS HOW MUCH I WEIGHT well, sometime it’s better not…
  21. 21. I CHECK MY ENERGY CONSUMPTION IN-REAL TIME, ANYWHERE
  22. 22. I CAN ADD A DIGITAL LAYER TO THE REAL WORLD
  23. 23. I CAN ADD A DIGITAL LAYER TO THE REAL WORLD
  24. 24. I CAN ADD A DIGITAL LAYER TO THE REAL WORLD
  25. 25. iBeacon enables direct communication to your buyers
  26. 26. iBeacon: a comprehensive & proximity marketing strategy
  27. 27. FIRST CONCLUSION: THERE IS NO REAL LIFE AND SOCIAL LIFE! THERE IS JUST… LIFE
  28. 28. BACK TO OUR MAIN TOPIC: SOCIAL MEDIA
  29. 29. 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.
  30. 30. 31 31 THE SOCIAL MEDIA LANDSCAPE
  31. 31. 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
  32. 32. 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
  33. 33. 34 34 THE SOCIAL MEDIA LANDSCAPE IN BELGIUM
  34. 34. 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
  35. 35. Facebook and YouTube are clearly dominant in Belgium 0   1,000   2,000   3,000   4,000   5,000   6,000   Vine   Pinterest   TwiBer   LinkedIn   Facebook   20,000   40,000   60,000   80,000   100,000   120,000   140,000   160,000   Vine   Pinterest   Instagram   LinkedIn   Facebook   TotalUniqueVisitors(000)TotalVisits(000) Sources: comScore 36
  36. 36. 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
  37. 37. Facebook on desktop
  38. 38. Facebook Demographics 39
  39. 39. 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
  40. 40. 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
  41. 41. 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
  42. 42. 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
  43. 43. 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
  44. 44. 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
  45. 45. 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
  46. 46. 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.
  47. 47. 51 51 STRENGTHS WEAKNESSES CHALLENGES OPPORTUNITIES
  48. 48. 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
  49. 49. Challenges and opportunities •  E-reputation monitoring •  Community •  Company 2.0 (privacy, social policy) •  Communication becomes conversation •  Co-creation 53
  50. 50. WHY FACEBOOK? 54
  51. 51. “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
  52. 52. 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
  53. 53. The power of fans 106.340 Friends of Fans 818 Fans Fans influence their friends X 130 friends (average # of friends per FB users)
  54. 54. The power of Volume - Atlas
  55. 55. Facebook advertising: Targeting 59 Adult (18+) how have shown an interest in Politics & social issues   59
  56. 56. 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
  57. 57. 61 INSIGHTS OF YOUR FACEBOOK PAGE
  58. 58. 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
  59. 59. 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
  60. 60. 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
  61. 61. 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
  62. 62. VERY VERY QUICK RECAP If you feel you need to embrace the Community Management job
  63. 63. Recap: Guidelines & Best Practices 67
  64. 64. Recap: Guidelines & Best Practices 68
  65. 65. Recap: Guidelines & Best Practices 69
  66. 66. Recap: Guidelines & Best Practices 70
  67. 67. Recap: Guidelines & Best Practices 71
  68. 68. 72 CONSUMER 2.0
  69. 69. 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
  70. 70. Co-Creation Or Creating with and by Customers Arvo - Australia
  71. 71. How do you introduce a new beer brand in a highly-crowded market?
  72. 72. Consumers choose the perfect brew.
  73. 73. 12 User Generated Content
  74. 74. 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
  75. 75. 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
  76. 76. Yes ok, but… 81
  77. 77. 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
  78. 78. THERE IS A HUGE NEED OF VALUABLE CONTENT.
  79. 79. E.g. Legitimate Earned in the Automotive industry 84 Source: Auxipress, Earned in Belgian Press, October 2014
  80. 80. 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
  81. 81. So what’s your Social media mission? 86
  82. 82. 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
  83. 83. LETS TAKE SOME REST AND SHARE INNOVATION.
  84. 84. 6 INNOVATIONS FOR SOCIAL MEDIA ADDICT YOU ☺
  85. 85. Jan Koum 37 years old WhatsApp (2009) 55 employees
  86. 86. Mobile Audit Detailed analysis of a brand’s mobile readiness
  87. 87. # 1 Mobile Messaging 2.0
  88. 88. Mobile Instant Messaging > SMS http://www.analysysmason.com/About-Us/News/Insight/OTT-messaging-volumes-Jan2014-RDMV0/ OTT=Over The Top"
  89. 89. 500MActive monthly users 50BMessages/day The Numbers 700MPhotos per day 100MVideos/day
  90. 90. 400 million registered users 130 million registered users 600 million registered users 500 million monthly users Asia = More than 1B users
  91. 91. Beyond Messaging
  92. 92. South China Airlines Online Booking Uniqlo catalog Your New Online Storefront
  93. 93. WeChat Vending Machines
  94. 94. New York Apartment - $13M
  95. 95. Mixing Technologies using Google Street View Principle in Retail Carrefour - France  
  96. 96. The 50th Years Race
  97. 97. Using Mobile to distribute samples Kellogg - Indonesia
  98. 98. 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
  99. 99. Kellogg’s Instashop Snap photo + post with #NyaSpecialK hashtag 1 Show phone to cashier 2 3 Get special treat
  100. 100. Sponsoring? Should make sense. Crossing TV & Retail Auchan - France
  101. 101. 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
  102. 102.   The TOP CHEF case
  103. 103. Location-based Marketing Mobext - London
  104. 104. 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
  105. 105. Flight updates Exclusive offers Navigation Mobile check-in boarding passes Airports
  106. 106. CONTENT ? AND SOCIAL MEDIA
  107. 107. "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
  108. 108. VS Beating traditional communication by using creative formats
  109. 109. Best practices examples
  110. 110. Best practices
  111. 111. 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
  112. 112. 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
  113. 113. A Facebook page post is the new print!
  114. 114. … with the ability to receive comments
  115. 115. How do you define your Social strategy?
  116. 116. Start with a purpose PURPOSE
  117. 117. 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?
  118. 118. 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?
  119. 119. Oreo invites you to play with your food Example
  120. 120. VS It needs to be emotional:
  121. 121. What’s your purpose? 13 3
  122. 122. Let’s discuss your voice.
  123. 123. Let’s discuss your voice.
  124. 124. Your authentic voice, always speak in.
  125. 125. Build a persona to help understand your Social Existence…
  126. 126. 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
  127. 127. 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…)
  128. 128. IF YOU SHOULD TAKE SOMETHING HOME…
  129. 129. 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
  130. 130. Social Media is also DATA
  131. 131. Meet Sven.
  132. 132. SOURCES OF
  133. 133. “No rational argument will have a rational effect on a man who does not want to adopt a rational attitude.” Karl Popper
  134. 134. 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

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