The document outlines a presentation given by Rik Lagey on building believable brands using social and societal media. The agenda includes discussions of the importance of customers, a case study on Will.i.am's "Yes We Can" video, how societal projects and social media can work together, empowering campaigns through viral sharing, and examples of societal campaigns for charities. The presentation emphasizes engaging audiences through open dialogue and empowering brand advocates within online communities.

1. Societal Media
Social Media Afternoon
Brussels, July 9th 2009
www.lbigroup.be
Rik Lagey – Client Manager
Building Believable Brands

2. Social Media & Societal Media
LBi’s Social Media Afternoon – Brussels, July 9th, 2009
Rik Lagey - Client Managez
Building Believable Brands

3. Social Media Afternoon
Brussels, July 9th 2009
www.lbigroup.be
Rik Lagey – Client Manager
Building Believable Brands

4. AGENDA
3)What’s important?
4)Yes we can, the Will.i.am Story & video
5)Societal projects
6)Societal media and social media go hand in hand
7)Natural viral empowerment
8)Can you link business objectives to societal media?
9)Belgian case to be launched: give kids a chance
10)Red het bos – Sauvez la Fôrets
11)Actua: livestrong – Lance Armstrong
12) Questions & answers
Building Believable Brands

5. 1. What’s important?
Building Believable Brands

6. About LBi
The leading digital agency in Europe ... >160M turnover... >1500 employees...
12 Countries... 35 offices... Vision... Values... Brand... Awards…Products...
Nice ... but it doesn’t really matter!
Building Believable Brands

7. About your company or societal organisation...
Turnover... Number of employees... Number of countries... Number of
offices... Vision... Values... Brand... Awards… Products...
Yes, it’s important, but does it really matter?
Building Believable Brands

8. If our/your company data
doesn’t matter...
What ?
Does
Matter
?
…WHAT
Yes, We
?
Building Believable Brands

9. YOUR
CUSTOMER
And...
He wants to have fun.
He wants to get added value.
He even wants to be part of a community... and get engaged
Building Believable Brands

10. 2. The Will.i.am Story
Building Believable Brands

11. The 'Yes We Can' video on YouTube was not made by the Obama campaign, but by hip hop star
Will.i.am who produced it and uploaded it onto the Web. The video quickly went viral, and before
November 4th 2008, it already had been viewed 20 million times. Today, the video is viewed
over 150 millions time and it recently won an Emmy award!
Powerful Democracy 2.0 tools are transforming politics and may soon bring profound changes to
the way governments (& organisations) interact with citizens.
A new era of e-democracy and e-government is dawning.“
Building Believable Brands

12. The Emmy Winning video "Yes We Can" is a
collage style music video inspired by a speech
delivered by Barack Obama following the 2008 New
Hampshire primary, derived from similar union catch
cries. The song was released on February 2, 2008 by the
Black Eyed Peas member will.i.am on Dipdive.com and
also on YouTube.
YES WE CAN was bestowed an Emmy for Outstanding
New Approaches - Entertainment at the 35th Annual
Daytime Creative Arts and Entertainment Emmy Awards
Ceremony on June 13th 2008
Building Believable Brands

13. 3. Societal projects
Building Believable Brands

14. Decrease of gifts due to crisis
Increse of projects
Local and global projects
How to find engaged people in this?
Building Believable Brands

15. How can
you be found?
Building Believable Brands

16. 4. Societal media & social
media go hand in hand
Building Believable Brands

17. Sharing
Honesty
Dialogue
Participation
Building Believable Brands
Openess Trust
Listening Positivism
Consistency Relevancy
Added Value Authenticity
Collaboration
Building Believable Brands

18.  Question: how many Belgians did
ever gave a gift or signed up as a
volounter for a societal project?
 Guess?
Building Believable Brands

19. 90%
Building Believable Brands

20. Why?
 Mandkind is societal in nature
 We don’t see it as a commercial
objective
 Positive, engage, involve, empower
 It’s often also user-generated
Building Believable Brands

21. 5. Natural viral empowerment
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22. A bunch of tools
Building Believable Brands

23. With some nice advantages as a result:
 a better natural indexing in
search-Engines (free SEO!)
 People love to show they’re societal
 This enhances the viral efforts
 buzzz creation
Building Believable Brands

24. 6. Can you link business
objectives to societal media?
Building Believable Brands

25. Yes, we can
 Enhance the values of your copany (branding)
 Smack up your image
 Boost business objectives by creative use of
social media
 Find & empover brand advocates to support
your cause
Building Believable Brands

26. Knowing that, let’s go back ...
To the beginning of this presentation
and the “Yes, we can” video of Will.i.am
Building Believable Brands

27. The HOPE.ACT.CHANGE. Website (launched feb 2008)
Inspired by Barack Obama's vision of change and collective action, LBi was brought into this ground-
breaking project by will.i.am <http://will.i.am> , musician, producer and lead singer of 'Black Eyed Peas',
and Jesse Dylan and Mike Jurkovac, the filmmakers behind the video.
As the artist and filmmakers were conceiving and creating the "Yes We Can" song and video - which went
on to over 20 million views on the web - they challenged LBi to build a website that would bring people into
the effort to express their support of change in America.
Building Believable Brands

28. The HOPE.ACT.CHANGE. website
We took our experience with Social Media and applied it to develop an innovative and visually stunning
web site that gives life to community action and inspiration. Integrating user-generated content into the
fabric of the "Yes We Can" music video, LBi created an interactive experience that visualizes the way the
individual can bring about change and show their support for Barack Obama.
Building Believable Brands

29. The HOPE.ACT.CHANGE. website
By uploading their photos and videos to the site, or tagging their Flickr photos with "hopeactchange", their
content becomes a component of a virtual mosaic that overlays the video playback. Supporters all over
America and around the world have become thumbnail pieces of the video, adding their voice to the new
HopeActChange movement. They can share their stories of inspiration and connect with other members of
the site. We also have featured celebrities, musicians, artists and digital innovators who have contributed
their efforts to the site. There are now thousands of members and an active, growing movement that is
being evolved daily by the community itself.
Building Believable Brands

30. 7. Give kids a chance
Building Believable Brands

31. The project
 Raise 100.000€ for children in problematic situation
 100% online campaign
 possibilty to donate
 Free media space offerd by the sector
Building Believable Brands

32. Building Believable Brands

33. Building Believable Brands

34. Social Media integration
 Status updates
 Donation fact & figures
 Mentioning important gifts (companies)
 Blog contributions
…
Beside that, we’ll create, within the action, “social
ambassadors” from the contributors. In the
process of donation, contributors will receive “a
free gift” (a picture) that they will be able to offer
to a friend
Building Believable Brands

35. 8. Red het bos – Sauvez la fôrets
Building Believable Brands

36. Building Believable Brands

37. The project (Makro)
 Main objective: Reduce off-line folder usage & cost
 Use of a societal element (our environment) to connect
to the audience
 Use of a icon we all know (Mr. de uil – Mr. L’Hibou)
 Viral : send someone a personalized video (an owl)
(text to speech technology)
 Social media: Facebook fanpage
Building Believable Brands

38. Building Believable Brands

39. 9. Livestrong – Lance Armstrong
Building Believable Brands

40. Building Believable Brands

41. The project (Livestrong)
 Canver survivorship programs
 Objective: to raise money as much as possible
 Use of a societal element (our helth ) to connect
to the audience
 Empowerd by a personailty we all know :
Lance Armstrong
Building Believable Brands

42. The project (Livestrong)
 indepth social media use:
 Facebook, Twitter, blogs, Youtube, Flickr, Myspace...
 Strong call to actions: donate, get involved, ...
 Several Co- sponsorships: Nike’s wearyellow.com and
fundraising
Building Believable Brands

43. Building Believable Brands

44. 429.528 fans !
Building Believable Brands

45. Building Believable Brands

46. Listen to & join their conversations
Build honest relationships with your audience / customers
Start an ongoing
dialogue with your
customer
Search for Brand Advocates and empower them!
Evolve, Engage and empower your communities
Building Believable Brands

47. 10. QUESTIONS?
Building Believable Brands

48. Building
Believable Brands
with Social media?
YES WE DO!
Thank you!
Now we want to listen to you...
Answer your questions ...
And start a dialogue!
Contact:
Rik Lagey – Client Manager
LBi Belgium : www.twitter.comLBi_Belgium
Building Believable Brands

49. Building Believable Brands