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1
LaMercatique
FORGET EVERYTHING
YOU KNEW ABOUT
SOCIAL MEDIA
PRODUCED WITH LOVE BY @GREGFROMPARIS
CarradelevingnebyTerryRi...
2
LaMercatiqueLamercatique
GREGORY POUY
MARKETING ARTISAN
IN A DIGITAL AGE
3
LaMercatique
FROM DAY 1
THE WEB’S
BIG LESSON WAS
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LaMercatique
YOU CAN HAVE IT
FOR FREE
5
LaMercatique
REMEMBER?
6
LaMercatique
MARKETERS APPROACH THE WEB
THE EXACT SAME WAY
I PROMISE
WE CAN HAVE
VISIBILITY FOR FREE
7
LaMercatique
VIRAL RECIPE SEEMS TO BE
FUNNY + STUPID + HOMEMADE + YOUTUBE
=
SUCCESS
8
LaMercatiqueLamercatique
UPLOAD IT ON YOUTUBE AND
LET THE MAGIC
HAPPEN
9
LaMercatique
WRONG
10
LaMercatique
BUT WAIT NOW THERE IS
SOCIAL MEDIA
11
LaMercatique
SOCIAL MEDIA
=
EARNED MEDIA
=
VISIBILITY FOR FREE
RIGHT?
12
LaMercatique
LET’S HIRE A COMMUNITY MANAGER
DIGITAL = YOUNG = UNDERPAID
RIGHT?
13
LaMercatique
WRONG
14
LaMercatique
2014
WAKE-UP CALL
15
LaMercatique
EVERYTHING YOU
HAVE BEEN TOLD
IS WRONG
16
LaMercatique
EARNED MEDIA
IS DEAD
17
LaMercatique
FACEBOOK
EDGERANK IS
ALMOST 0
18
LaMercatique
19
LaMercatique
TWITTER
WILL NEVER
SPREAD
MAINSTREAM
20
LaMercatique
IT WAS ALL A BIG
MISUNDERSTANDING,
SORRY…
21
LaMercatique
AND NOW YOU WONDER HOW
TO JUSTIFY THE BUDGET
YOU’VE SPENT ON FAN
ACQUISITION...
22
LaMercatique
STOP
23
LaMercatique
EVERYBODY CALMS
DOWN FOR A MINUTE
24
LaMercatique
WHAT IS
GOING ON
IN THE
SOCIAL MEDIA
SPHERE?
25
LaMercatique
I HAVE GOOD
NEWS
26
LaMercatique
RULES HAVEN’T
CHANGED...
...THEY’RE JUST
EVOLVING...
27
LaMercatique
YES
The web is social
STOP TALKING ABOUT SOCIAL MEDIA
28
LaMercatique
YES
Consumers are powerful
IT MEANS THAT YOU DON’T HAVE MUCH CONTROL
29
LaMercatique
YOU KNOW THAT YOU’RE GETTING
VIRAL WHEN YOU BECOME A MEME
In fact
30
LaMercatique
YES
Facebook, Twitter..are trying
to generate cash
IT MEANS THAT NOW YOU HAVE TO PAY TO REACH YOUR FANS
31
LaMercatique
YES
The social web is shrinking
through mergers & acquisitions
32
LaMercatique
YES
Millennials prefer photos & chat
MILEYCYRUS
33
LaMercatique
THEY BOUGHT INSTAGRAM AND WHATSAPP FOR THAT REASON
NO
JaredLetobyTerryRichardson
Facebook is not going to ...
34
LaMercatique
NOTwitter will never become a
mainstream platform
IT DOESN’T MEAN THOUGH THAT THE PEOPLE WHO ARE ACTIVE
TH...
35
LaMercatique
YES
Mobile + Social is a new equation
36
LaMercatique
THE NEW RULES
OF THE
GAME
37
LaMercatique
#1
YOU DON’T HAVE
A BRAND
COMMUNITY
38
LaMercatique
“A COMMUNITY IS A SOCIAL UNIT
OF ANY SIZE THAT SHARES
COMMON VALUES”
39
LaMercatique
“Brand community” and “fans” are words used by Facebook
to sound attractive and to make things clearer tha...
40
LaMercatique
WHAT ARE THE VALUES AND
SENSE OF PURPOSEOF
THE BRAND YOU ARE WORKING
FOR?
41
LaMercatique
Most marketers can’t even identify the initial values of
the brand they are working for.
How do you expect...
42
LaMercatique
AT BEST YOU HAVE
BRAND
ENTHUSIASTS AND
IT DEPENDS ON
HOW YOU WON
THEM OVER
43
LaMercatique
LET’S DO A TEST
44
LaMercatique
LET’S SAY, YOUR FACEBOOK
PAGE IS DOWN FOR
WHATEVER REASON
45
LaMercatique
WOULD YOUR FANS
NATURALLY MIGRATE TO
ANOTHER SOCIAL SPACE?
OR WOULD YOU HAVE TO THROW PARTIES/DISCOUNT/
AD...
46
LaMercatique
NOW
47
LaMercatique
LET’S SAY, YOU LOST
YOUR PHONE
(I KNOW IT HURTS)
48
LaMercatique
WOULD YOU STILL HAVE
FRIENDS?
OR WOULD YOU HAVE TO THROW PARTIES TO WIN
THEM BACK?
49
LaMercatique
THE COMMUNICATION TOOL
DOESN’T MATTER MUCH
50
LaMercatique
IT’S THE RELATIONSHIP
THAT MATTERS
51
LaMercatique
SOCIAL MEDIA WAS
ORIGINALLY
CREATED TO
CONNECT WITH
FRIENDS NOT
BRANDS...
52
LaMercatique
68% OF AMERICAN SOCIAL MEDIA
USERS SAY THAT THEY SIMPLY
IGNORE BRANDS ON SOCIAL MEDIA*
*KENTICO
53
LaMercatique
DON’T BE
SURPRISED
THAT THE
EDGERANK
FALLS DOWN
54
LaMercatique
#2INTEGRATE
VERTICAL
COMMUNITIES
55
LaMercatique
THE WEB IS NATURALLY
STRUCTURED WITH MULTIPLE
VERTICAL COMMUNITIES
(UNDERSTAND SPECIFIC SUBJECTS)
56
LaMercatique
BRANDS SHOULD TRY TO
INTEGRATE SOME OF THEM
(INSTEAD OF TRYING TO CREATE THEIR OWN)
57
LaMercatique
SLIGHLY LESS SEXY BUT FAR
MORE EFFICIENT
(THIS ALSO MEANS SEARCHING BEYOND YOUR NATURAL
COMMUNITY)
HAVE YO...
58
LaMercatique
#3
CONSUMERS
DON’T TRUST
YOU
59
LaMercatique
MOST MARKETERS
TREAT SOCIAL MEDIA AS A
DISTRIBUTION CHANNEL
(AND SIMPLY REPRODUCE THEIR WEBSITE/BROCHURE O...
60
LaMercatique
AS A RESULT...
61
LaMercatique
ONLY 2% OF AMERICANS TRUST
BRAND INFORMATION ON THE
SOCIAL WEB*
*ADOBE
62
LaMercatique
#4
YOU’RE NOT
GOING TO FIND
NEW CUSTOMERS
ON FACEBOOK
63
LaMercatique
“FANS” ARE ALREADY EXISTING
CUSTOMERS
(AND EXPECT TO GET SOMETHING IN RETURN FOR BECOMING A FAN)
64
LaMercatique
IS IT DIFFERENT FOR
ASPIRATIONAL BRANDS?
65
LaMercatique
0,25% NEW CUSTOMERS ON
FACEBOOK VS
10% THROUGH SEARCH
(STUDY ON 250 PRESTIGE BRANDS OVER 4 YEARS)*
*L2
66
LaMercatique
HOW TO
INTEGRATE IT
IN YOUR
STRATEGY?
67
LaMercatique
YOU DON’T REALLY HAVE A CHOICE
YES YES
68
LaMercatique
BUT FIRST...
69
LaMercatique
ACCEPT THAT NOBODY PAYS
ATTENTION TO
YOUR BRAND CENTRIC
CONTENT/APP/SITE
70
LaMercatique
CHANGE YOUR
MINDSET
#1
71
LaMercatique
DON’T ASK
“WHAT’S IN IT FOR ME?”
72
LaMercatique
BUT WONDER
“WHAT’S IN IT FOR MY CUSTOMERS?”
73
LaMercatique
74
LaMercatique
CRM WAS NEVER AIMED AT
AVOIDING HUMAN CONTACT
75
LaMercatique
THERE ARE NO SHORT TERM AND DIRECTLY
FINANCIAL RESULTS ON THE SOCIAL WEB
76
LaMercatique
WHAT IS THE VALUE OF YOUR ADDRESS
BOOK?
Yes it is probably the most
important thing you own...those
people...
77
LaMercatique
HOW FAST DID YOU BUILD THOSE
VALUABLE RELATIONSHIPS?
78
LaMercatique
TRY TO GET $50 FROM A PERSON
YOU JUST MET...
FromJohnDavyBook
79
LaMercatique
....GO FOR S.E.A. OR AFFILIATION.
SOCIAL MEDIA IS ABOUT RELATIONSHIPS...
IF YOU ARE AFTER SHORT TERM DIREC...
80
LaMercatique
“HOWEVER, SOCIAL MEDIA
ENGAGEMENT IS NOT A STRATEGY”
MARK SCHAEFER
Go & check his slideshare!
81
LaMercatique
YOU HAVE TO DEFINE CLEAR K.P.I.
AND BUSINESS OBJECTIVES
CUSTOMER
ACQUISITION
CUSTOMER
SERVICE
BRAND
AWAREN...
82
LaMercatique
BACK TO
BASICS
#2
83
LaMercatique
SOCIAL MEDIA IS BUILT ON
VALUES AND UTILITY
SENSE OF
PURPOSE
UTILITYVALUES
84
LaMercatique
WHAT IS YOUR BRAND
MISSION?
85
LaMercatique
WHY?
HOW?
WHAT?
YOUR SENSE OF PURPOSE
TIPS: DO NOT CONFUSE THE “WHAT” (THE PRODUCTS & SERVICES)
WITH THE “...
86
LaMercatique
WHAT IS THE PURPOSE OF YOUR BRAND?
Lamercatique
87
LaMercatique
DON’T TELL ME YOU’RE FUNNY,
MAKE ME LAUGH
Stop talking & prove it!
88
LaMercatique
ANSWER PEOPLE
89
LaMercatique
A great example is the launch of the Ford EcoSport, which was
promoted as a piece of technology to people ...
90
LaMercatique
LISTEN
LISTEN
LISTEN
#3
91
LaMercatique
WHAT IS THE VALUE OF 10M FANS?
92
HOW MANY MENTIONS DO YOU HAVE
EVERYDAY?
Lamercatique
93
A SMALL % THAT CHANGES EVERYTHING
A group in the U.S. found out that out of their 250 000
mentions/month, only 0,3% wer...
94
LaMercatique
LISTEN
Offering 2% milk on top of whole milk (along with soy milk
and many other options) helped Starbucks...
95
LaMercatique
A MARKETER WHO DOESN’T MASTER
DATA IS A BAD MARKETER
96
LaMercatique
DATA SHOULD ENABLE YOU TO TAKE
BETTER DECISIONS
BETTER
PERFORMANCES
LESS
RISKS
NEW!
NEW
BUSINESS MODELS
97
LaMercatique
BUILD A
RELATIONSHIP
#4
98
LaMercatique
MEET THEM IN REAL LIFE
(THIS IS A VINE CELEBRITIES MEETUP)
99
LaMercatique
ASK QUESTIONS
100
LaMercatique
ORGANIZE HANG OUTS
101
LaMercatique
CONNECT THEM
102
LaMercatique
“THIS IS NOT ABOUT A COMPETITIVE
ADVANTAGE, THIS IS HOW IT
SHOULD BE, IT’S ALL ABOUT THE
PATIENT”
JOHN NO...
103
LaMercatique
DON’T
BELIEVE THE
HYPE
#5
104
LaMercatique
TECHNOLOGY IS NEVER A
STRATEGY
A GOOD STRATEGY IS NOT ABOUT BEING ON THE
LATEST OR TRENDIEST SOCIAL NETWO...
105
LaMercatique
BUILD FOR A
MULTIDEVICE
WORLD
#6
106
LaMercatique
RESPONSIVE DESIGN IS NOT ONLY
“FITTING IN A SMALLER SCREEN”
YES, YOUR CONTENT SHOULD BE AVAILABLE ON MOBI...
107
LaMercatique
WHAT WOULD YOUR
CONTENT LOOK LIKE ON A
WATCH?
When offering content, you should think about the
context a...
108
LaMercatique
SOCIAL + MOBILE
ALL THE NEW TRENDING SOCIAL TOOLS
ARE MOBILE: WHATSAPP, VINE, INSTAGRAM,
SNAPCHAT, LINE.....
109
LaMercatique
MERCEDES OFFERS A CONCIERGE
TO ITS BEST CUSTOMERS
TODAY IT IS ONLY ACCESSIBLE THROUGH MOBILE DEVICES BUT ...
110
LaMercatique
HOW TO IMPROVE YOUR
STRATEGY?
111
LaMercatique
WHAT IS MY BRAND AIMING AT WITH
SOCIAL MEDIA?
112
LaMercatique
HOW IS MY PRESENCE ALREADY
ORGANIZED?
WHY?
Site Blog Email Facebook Twitter Youtube Ect…
113
LaMercatique
WHICH COMMUNITY CAN I GET INTO
AND HOW?
114
LaMercatique
WHAT ARE THE KEY NETWORKS FOR
MY BRAND AND WHY?
115
LaMercatique
WHAT AM I GOING TO POST AND
HOW OFTEN? (PER PLATFORM)
116
LaMercatique
WHAT KPIs WILL I FOLLOW TO
MAKE SURE IT’S EFFECTIVE?
117
LaMercatique
KEY TAKE-AWAY
118
LaMercatique
#1 SOCIAL WEB IS NOT FOR FREE
#2 WEB IS SOCIAL: YOU HAVE NO CHOICE
#3 RULES OF THE GAME HAVEN’T CHANGED B...
119
LaMercatique
DON’T HESITATE TO CONTACT ME
IF YOU WANT TO KNOW MORE
gregory.pouy@lamercatique.com
@gregfromparis
120
LaMercatique
THANKS
PRODUCED WITH LOVE BY @GREGFROMPARIS
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30 LaMercatique YES Facebook, Twitter..are Forget everything you knew about social media

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Veröffentlicht am

30
LaMercatique
YES
Facebook, Twitter..are trying
to generate cash
IT MEANS THAT NOW YOU HAVE TO PAY TO REACH YOUR FANS

Veröffentlicht in: Soziale Medien, Business
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