Feeling like Alice falling down the Rabbit hole while others are talking about social media? This presentation helps you to understand social media, what your goals could be, what platform you could choose, how you can use your employees to scale and which audiences could be interesting to target via social media.

1. We‘re not in Wonderlandanymore, Alice Rick Mans Social Media Evangelist / Strategist

2. Social Media is A Set of Communication and Collaboration Technologies Adopted by People in their Daily Lives Social communities are attracting a significant part of consumer time spent online Time Spent (hours per week), US Videos/Movies Member Communities Search E-mail Base: 230,000 US Internet Users and 30,000 sites Social networks: Social structures of individuals who are bound together by common values, visions, ideas, friendships or interests

3. Social Media is: Humaninteraction in a virtualworld

4. "Would you tell me, please, which way I ought to go from here?""That depends a good deal on where you want to get to," said the Cat."I don’t much care where--" said Alice."Then it doesn’t matter which way you go," said the Cat."--so long as I get SOMEWHERE," Alice added as an explanation."Oh, you’re sure to do that," said the Cat, "if you only walk long enough.“ http://digitalcitizen.ca/2010/03/02/alice-in-wonderland-movie-wallpapers-collection-1-1024-x-768-pixels/

8. Create an environment that promotes and enables co creation

12. Meshing: Crowdsourcing your business SMILE “People-powered” mobile operator (O2 UK) Activities like support/marketing/recruiting crowd sourced to “creators” and “contributors”

13. Interaction: Instant Messaging saves money (internally at IBM) SMILE IM is used as both a phone and email substitute. In addition to avoiding phone usage charges, organizations may also expect a decrease in the amount of email traffic and storage (and the costs associated with those).

14. Listening: Comcast SMILE

15. Evangelizing: Disney SMILE

16. Ifyou want to have successwithsocial media right now Youshould have started 6 monthsago

17. When you are in social media everything you do should at least create the beginning of a relationship

18. "But I don't want to go among mad people," Alice remarked."Oh, you can't help that," said the Cat: "we're all mad here. I'm mad. You're mad.""How do you know I'm mad?" said Alice."You must be," said the Cat, "or you wouldn't have come here.“ http://digitalcitizen.ca/2010/03/02/alice-in-wonderland-movie-wallpapers-collection-1-1024-x-768-pixels/

20. People trust people Teens don't hate advertising, but they rely more on friends. More than twice as many teens as adults — 38% versus 17% — say advertising helps them decide what to buy. That may sound encouraging, but marketers must also take into account that, at the same time, nearly twice as many teens as adults (47% versus 25%) rely on recommendations from friends and family. They are also far more likely to spread the word about products they like (67% versus 39%) Blending advertising with social marketing is absolutely critical for marketers targeting this segment.

21. You need your employees to scale EMPLOYEE ENGAGEMENT 1/3 Command and control is not really the solution to make things scalable

22. Guidelines EMPLOYEE ENGAGEMENT 2/3 A collection of guidelines is available on http://socialmediagovernance.com/policies.php

23. Process (DELL and US Air Force) EMPLOYEE ENGAGEMENT 3/3

24. "You've got no right to grow here," said the Dormouse."Don't talk nonsense," said Alice more boldly: "you know you're growing too." "Yes, but I grow at a reasonable pace," said the Dormouse: "not in that ridiculous fashion." http://digitalcitizen.ca/2010/03/02/alice-in-wonderland-movie-wallpapers-collection-1-1024-x-768-pixels/

25. Top 5 Social Networking Websites Based on Unique Visitors, 2005-2010 2005 2007 2009 2010? MSN Groups MySpace Facebook Facebook 1 Classmates Facebook MySpace Twitter 2 AOL Hometown Classmates Twitter MySpace 3 MySpace Windows Live Classmates LinkedIn 4 Windows Live AOL Hometown Linkedin Classmates 5

26. The World is NotOnlyAbout Facebook

27. But then, shall I never get any older than I am now? That'll be a comfort, one way -- never to be an old woman -- but then -- always to have lessons to learn! http://digitalcitizen.ca/2010/03/02/alice-in-wonderland-movie-wallpapers-collection-1-1024-x-768-pixels/

28. Average age distribution acrosssocialnetwork sites PLATFORM SELECTION 1/3

29. What are people doing online PLATFORM SELECTION 2/3

30. Age distribution onsocialnetwork sites PLATFORM SELECTION 3/3

31. Farm withyourfriends EXAMPLES 1/5

32. Buildyour platform on a platform EXAMPLES 2/5

33. Ford EXAMPLES 3/5 100 Fiestas 37% of Generation Y 25% marketing spendonsocial media No Governmentloan

34. At first, the publisher didn’t see the need in publishing this book EXAMPLES 4/5

35. Beinggirl EXAMPLES 5/5 Procter & Gamble's Being Girl community is an online community targeted at young girls. P&G was able to use this community to market feminine hygiene products in a subtle way to an audience that doesn't want to talk about them. What's very interesting to note is that P&G found community building to be four times more effective than traditional advertising.

36. "Take some more tea," the March Hare said to Alice, very earnestly. "I've had nothing yet,“ Alice replied in an offended tone: "so I can't take more." "You mean you can't take less," said the Hatter: "it's very easy to take more than nothing.” http://digitalcitizen.ca/2010/03/02/alice-in-wonderland-movie-wallpapers-collection-1-1024-x-768-pixels/

37. Type of Metrics Reach Efficiency Consumer Cross Channel Emergent Attidunial and longer term Multi- and cross media influences Perception and engagement Behavior and cost-driven Simple, reach-driven Type Illustrative Metrics Number of hits Number of unique visitors Number of subscribers Ad impressions Number of referral Number of comments Time spent on website Cost per click Cost per action Satisfaction with brand Willingness to recommend Frequency of visit Purchase intend Awareness Return on marketing investment Marketing mix modeling ROI Customer lifetime value Sentiment on blogs, forums Consumer attitude Word of mouth Level of interaction Insights Number of people exposed to the social media activity Very basic insight into actions driven by marketing Sales/ awareness driven by specific channel investment Influence of channels on each other and together How consumers’ opinions are influenced by marketing Longer term, more all-round view of consumer Effectiveness of spend on direct action Benefits Cost comparisons with other online tools / channels Improving efficiency of online spend Benchmarking Maximizing message coverage Improving the factors affecting loyalty Improving segmentation Optimizing spend across channels Reflects real brand feeling Suitable for multiple objectives Metrics aren’t standalones

38. Alice laughed. “There's no use trying,” she said “one can't believe impossible things.” “I daresay you haven't had much practice,” said the Queen. “When I was your age, I always did it for half-an-hour a day. Why, sometimes I've believed as many as six impossible things before breakfast.” http://digitalcitizen.ca/2010/03/02/alice-in-wonderland-movie-wallpapers-collection-1-1024-x-768-pixels/

39. Rick Mans Social Media Evangelist / Strategist Papendorpseweg 100 Utrecht The Netherlands Phone: +31 6 51 21 01 44 E-Mail: rick.mans@capgemini.com Twitter: http://twitter.com/rickmans LinkedIn: http://nl.linkedin.com/in/rickmans