Op donderdag 15 november 2012 organiseert het IBJ zijn 23ste Dag van de bedrijfsjurist. Het thema van dit jaar is "Social Media: recht of anarchie?". Le jeudi 15 novembre 2015, l'IJE organise sa 23ième Journée du juriste d'entreprise. Le thème de cette année est "Social Media: droit ou anarchie?".

1. Social Media
from a Marketing and Communication Perspective
New Hype or Last Grail ?

2. As an Introduction
- My Family Network -
Louis Rey Paul Fremault
Président Emérite Avocat Général
à la Cour d’Appel de Bruxelles près la Cour militaire

3. Agenda
• Communication New Realities
Hype vs New Grail
• Social Media New Rules
• Social Media Integration
• In Conclusion – Pitfalls & Opportunities

4. We've gone from being
exposed to about 500
brand messages a day
back in the 1970s to as
many as 5,000 a day
today.
Jay Walker-Smith
Yankelovich Consumer Research

5. See: 5,000
Engage: 76
Recall: 12
Act on: 5
Yankelovich Consumer Research

6. See: 5,000 you
Engage: 76 have to
Recall: 12
be the
Act on: 5 0.1%
Yankelovich Consumer Research

8. Social Media
Maturity vs Visibility
Source: Gartner Curve

9. Social Media in Belgium : #1
Source: Comscore Belgium 2011-2012

10. Mobile is going on !

11. The New Grail: Integration !
« You are exposed to this brand through the following »
P O E
ADVERTISING IN MEDIA WEB SITES, OPINION OF FRIENDS & FAMILY,
(TV, INTERNET, RADIO, OUTDOOR, PR POINT OF SALES. WORD-OF-MOUTH, OPINION OF
ESS) MAILINGS, E- SURFERS (BLOGS, FORUMS), SOCIAL
MAILINGS, PROMOTIONAL NETWORKS AND PRESS COVERAGE
GIFTS, TRADE
EXHIBITIONS, SPONSORED EVENTS
www.grp.be

12. Everything is Media !

13. Earned: Steve
PR 2.0 & Brand Ambassador

14. SoMe is Paid.Owned.Earned
P O E
Facebook Ads Facebook Fanpages Users interactions
(Like, Comment, Share)
Presentation title⎢14

15. SoMe is Paid.Owned.Earned
P O E
YouTube Pre-roll YouTube Brand Channel Users interactions
(Like, Dislike, Share, Comment)
Presentation title⎢15

16. Influence of Paid Media
2012,
IN BELGIUM,
PAID MEDIA REMAIN THE
MOST EFFICIENT WITH 58%
OF TOTAL IMPACT
BEFORE THE EARNED MEDIA
AT 25 %
OWNED MEDIA ARE SCORING
AT 17 %.
P O E
58% 17% 25%

17. Trust in Advertsing
Source: Nielsen 2012
92 % 70%T
Trust Completely / Sowhat Trust Completely / Sowhat
Recommendations Consumers opinion
from people I know posted Online

18. Decision Process
New Rules

20. 1st Media = Shops
O

21. Stunt Owned Media
O

22. A full digital owned plateforms
O

23. Fans doing more than likes
E

24. #

25. E
50 Fan pages

26. #

27. E
30 Fan Pages

28. CONTROL vs. REACH
REACH
E
P
O
CONTROL

29. Challenges

31. Earned is powerfull …
but must be managed

32. The power of fans is that
they influence their friends
4.979.524
Friends of
Fans
34.121
Fans

33. Privacy: Friction Less Sharing
Technology is Limitless …
Presentation title⎢33

34. Privacy ?
Empathy !
Presentation title⎢34

35. Employees Involvment
Ex: Customer Care

36. Employees Involvment
Ex: Kitchen Aid Case
“Obamas gma even knew it
was going 2 b bad! ‘She died 3
days b4 he became president’.
#nbcpolitics,”
@KitchenAidUSA posted to
24,000 followers before
quickly deleting the tweet.
An insensitive tweet poking fun at President Barack Obama’s late grandmother — posted on
KitchenAid’s official U.S. account — caught the eye of many Twitter users Wednesday night
during the presidential debate.

37. As a conclusion
Strenghts & Weaknesses
 GROWING MEDIA  TRANSPARENT MEDIA
 INTERACTIVE MEDIA  EVOLVING MEDIA
 TARGETED MEDIA
 EXPONENTIAL MEDIA
 VIRAL MEDIA
 PERMANENT MEDIA
 COST-EFFICIENT MEDIA
 MEASURABLE MEDIA
37

38. Let’s keep in touch !
Huguesrey
www.rey.be
Hugues.rey@be.havasmedia.com