Social Media is changing the way we get our messages across. Traditional top-down models are broken and everyone is looking for the Holy Grail of social communication. This presentation discusses a unique model to create new ways of relevant communication between brands and their audience.

1. Seed The
World
Digital Marketing First
October, 2009
Jo Caudron
jo@dearmedia.be

3. About Dear Media

4. About Dear Media
Digital Strategy & Innovation for:

5. About Dear Media
• Dear Media is a consulting company delivering a range of services for a
world of new digital media:
• strategy development
• creation of creative (business) concepts
• RFP/RFQ preparation and guidance
• vendor selection
• setting-up and management of (internal) teams for new (social) services
• short or long-term program management
• workshops, presentations, ...
• Our mission is to help you find a new balance between the certainties of
your traditional business and the opportunities of innovation in media.
• Some of our customers: VAR, SBS Belgium, Test Aankoop, Boek.be,
Primo, Westtoer, Artexis, ...

6. About me...
• Jo Caudron, °1968, married to Florence, father of
Marilou
• Founding Partner of Dear Media
• Active in interactive since 1993 (Dear Media, ONE
Agency, theOriginals, tvAgency, xCA, The
Reference, ...)
• http://jocaudron.me
(for the personal stuff)
• http://www.linkedin.com/in/jocaudron
(for the boring stuff)
• www.twitter.com/jcaudron
(to get in my stream)
• http://www.facebook.com/jocaudron
(we might even become friends ;-)
picture: (c)
Pieter Baert

7. To get this started...
• Who is using? • Who has?
• Twitter • a Blackberry
• Facebook, Netlog, ... • an iPhone (2G, 3G, 3Gs)
• LinkedIn, Plaxo • an Android
• Email • a Nokia, Samsung, Sony
Ericsson, ...
• Google Wave
• LBS
• Augmented Reality

9. We are living in a digital,
social and mobile world

10. Digital
Worldwide:
6.7bio people
1.7bio are on the internet
that’s like 25%

11. Social

12. Social
September 2009: Facebook has
300.000.000 members (and is
making profit)

13. Mobile
nes.
obil e pho ld over
ion m n were so
1 bill billio
4.
Alm ost 1 r alone!
he la st yea
t

14. Media 1.0

15. SOCIAL OBJECT
The Flower is the (potential) social
object
The mainstream media are the
smell of the flower
The bee is “spreading the word” and
has the real power
Level I: Sites, blogs, feeds, widgets
Level II: Closed networks (Facebook, Netlog, ...)
Level III: Through individuals (e-mail, Twitter, ...)
Media 2.0

16. The Flower is the (potential) social
object
The mainstream media are the
smell of the flower
The bee is “spreading the word” and
has the real power
Level I: Sites, blogs, feeds, widgets
Level II: Closed networks (Facebook, Netlog, ...)
Level III: Through individuals (e-mail, Twitter, ...)
Media 2.0

17. Social distribution
• In an environment of hyper communication
• People toss everything around
• status updates
• business stuff
• personal stuff
• ...
• Let them toss around
• your brands
• your products/content
• your advertising
• your (e-)commerce
• Use social sites, create your own, allow
syndication, ... THEY ARE THE NEW REACH

18. The soul of social objects
• Every brand, product, company, person, site, piece
of content, text, picture or video, blog(post), SMS,
Tweet, stream, ...
• has the potential to become a “social object”
• as long as it has the right elements to convince the
user to make it part of their own social dynamics in
their social networks (rate, comment, share,
embed, ...)
• this can be positive but also negative; on purpose or
not; professionally produced or user generated
• and it is difficult to predict success

19. Social Media Distribution
traditional media social media
Sender Seeder
Mobile
Print
TV Web TV
a group of often engaged
consumers of your brands/
Receiver Receiver
products who engage in
Receiver
conversations with you and
Receiver Receiver amongst themselves
Receiver
Receiver
Receiver
“harvest the potential of the cloud”

20. Social Media Distribution
traditional media social media
Sender Seeder
Traditional reach
Mobile
Print
TV Web TV
a group of often engaged
consumers of your brands/
Receiver Receiver
products who engage in
Receiver
conversations with you and
Receiver Receiver amongst themselves
Receiver
Receiver
Receiver
“harvest the potential of the cloud”

21. Social Media Distribution
traditional media social media
Sender Seeder
Traditional reach
Mobile
Print
TV Web TV
a group of often engaged
consumers of your brands/
Receiver Receiver
products who engage in Social reach
Receiver
conversations with you and
Receiver Receiver amongst themselves
Receiver
Receiver
Receiver
“harvest the potential of the cloud”

22. Social distribution
Reach x Impact x Engagement
The people you reach
via traditional media
& social media
The “social
potential” your
message has
The level of engagement that you
facilitate to let them toss around
the message (rate, comment,
share, embed, ...)

24. Sharing, Sharing, Wind
Sharing
(freely after the Beach Boys)

25. Everyone is sharing

26. YOU are my gatekeeper

28. So we need to seed? Let’s get
started!

29. Maybe ask “the Influencers”?

30. Maybe ask “the Influencers”?
Remember the wine?

31. Maybe not.
How can we make sure that your
“influencers” are relevant for your
message?
Remember, we are no longer just talking
about the iPhone or a funky RFID product
launch.
Can you find a group of relevant influencers
for every message that you want to seed?

32. Creating a “Social Media Plan”
Be on the right side of the 50%
1
ALLOW social media in your company
More: stimulate people to use social media!
Create a social media strategy for your company.
Be smart.

33. Creating a “Social Media Plan”
Create a set of “Digital Communication Guidelines”
2 Tell your staff that it’s OK to be on social media (even during office
hours), that social media can help them do the job, communicate, ...
Help them understand the rules of social media engagement.
Help them to efficiently use ALL digital media.
Tell them what they can NOT do.

34. Creating a “Social Media Plan”
Ask for their help. Your staff are your “influencers”.
3 They know your company, market, products, communication, ...
better then any external guru.
Chances are that their social networks are likely to be relevant,
populated by people that are related to your message (friends, ex-
colleagues, ex-school buddies, partners, clients, even press)
Create an inventory of their social media activity:
• what networks are used
• how many people in the network
• how relevant is the network for the message
Ask them friendly if they want to support you by seeding stuff

35. Creating a “Social Media Plan”
3

36. Creating a “Social Media Plan”
Create a Seeding Campaign
4
Step 1: select the people in your company who’s seeding
assistance you are going to ask.
You know who they are, and you have a qualitative
view on how they are willing to use their own (private/
professional) social networks to seed.
Step 2: select the networks you want to use.
Step 3: create a “Social Seeding Script”. Help your staff
seed the right message at close-to-zero effort. Remember
everyone is lazy ;-)

38. Creating a “Social Media Plan”
Track, measure, follow-up, respond, engage, ...
5

39. Creating a “Social Media Plan”
Set-up and Empower a “Social Media Team”
6
Senior Management: buy-in, strategy, policy, vision, objectives
External
help is fine
(call us ;-). Social Media Core Team: planning, tracking, scripting, ...
This you (Internal) Ambassadors: people who engage (on behalf of the
should company, but as individuals)
control
internally!
Have (Internal) Seeders: people who are proud of their
someone company and who don’t mind seeding the message they
tell you how
stand for.
to do it.

40. Creating a “Social Media Plan”
Don’t overdo it
7
Don’t spam your staff
Be grateful that they want to help the company in
seeding the message (of course, in return they
can play around on social media, without getting
sacked ;-)

41. Creating a “Social Media Plan”
1 Be on the right side
2 Get your guidelines
3 Trust your staff, they’re the best influencers
4 Set up a seeding campaign (and proper tools)
5 Follow up, measure, engage, ...
6 Empower the right (mainly internal) people
7 Don’t overdo it

42. Seed The
World
Digital Marketing First
October, 2009
Jo Caudron
jo@dearmedia.be