IAB Academy social marketing August 2011

1. Social Marke,ng IAB Academy – Brussels 9 August 2011

2. Marke&ng is Dead

3. Consumers are fed up with unwanted & irrelevant interrup5ons…

4. Marke,ng 1.0 – Consumer 1.0 • eﬃcient • predictable • mo1vated by the best deals • mostly ra1onal in buying decisions

5. My Message Those were the Days…

6. Today’s consumer has changed

7. Consumer 2.0 Meet the new “Homo Feelgoodonicus”: •  is ineﬃcient & unpredictable •  is mo,vated by what makes him/her happy •  ignores most of the marke,ng messages •  can decide & buy en,rely based on emo,ons •  likes to be social and be part of a community

8. The consumer has changed… http://www.youtube.com/watch?v=heSudg-tfIk

9. Consumers 2.0 are “interconnected” The average “interconnected” consumer has +150 followers

10. Only 14% trust … online ads

11. >85% trust … Word of Mouth

12. a Wor(l)d of Mouth Lots of media tools at their ﬁngertops

13. Europe: >60% Internet Penetra,on

14. Consumer 2.0 •  emo,onal buyers •  interconnected •  World of Media •  >66% penetra,on (+ High expecta,ons with rise of mobile)

15. You can’t solve problems of today

16. with the answers of yesterday

17. Who says so?

18. Antony Slabinck CEO @ LBi Belgium Head of Social Media Task Force @ IAB

19. The Changing Consumer

20. The Changing Business

21. The Changing Agency

22. The changing media landscape

23. The changing media landscape

24. A global marketing and technology agency, blending insight, creativity and technology to create business value.

25. Digital Mastery

26. Digital journey

27. Doing this well is difficult and absolutely needs the best available skills

28. That’s why we built one company

29. ItWevery difficult to achievethe blend is think the answer is in

30. Strong global footprint

31. Building

32. Believable

33. Brands

34. Time to get started 1)  Who is ac,vely (7/week) using Foursquare? 2)  Who is ac,vely using Twi[er? 3)  Who is ac,vely using Facebook? 4)  Who is ac,vely using other Social Media?

35. So … what‘s Social Media?

36. Social Media is… Interconnected People having Conversa&ons using all available Media => a shi_ in how people discover, read and share News & Informa5on

37. Social media is just like real life! But with larger networks, 24/24, archived > 2 years

38. It no longer matters what YOU say! Today, your brand will be determined by: what you do who you are and what THEY say!

39. Social Media Tools RSS Microblogs Social networks Blogs Wiki ‘s Social Bookmarking Virtual Worlds Podcast Vodcast Widgets Mobile Augmented Reality …

40. RSS Podcast Microblogs Vodcast Social networks Widgets Blogs Mobile Wiki ‘s Augmented Reality Social Bookmarking … Virtual Worlds I couldn’t care less!

41. This is NOT about media nor about technology!

42. Social Technographics (Forrester) Consumers participate monthly in at least one of the indicated activites: Creators (24%) Conversationalists Inactives (17%) (33%) Critics Spectators (70%) (37%) Collectors Joiners (20%) (59%) Introducing The New Social Technographics (Jan 15, 2010 - Forrester)

43. Threats §  It’s probably just a Fad/Hype/Technology §  Communities are created without my consent §  We will not be in control anymore! §  Company processes are not ready §  Company/employee culture is not ready §  Our CEO doesn’t use Facebook… §  Campaigns without a strategy §  Starting too late §  All budget to campaign, not enough left for 1 year of “ongoing dialogue” §  … Social Media needs a new attitude from all stakeholders!

44. Opportunities §  Market research – Authentic Customer Insights §  Customer Support §  Contextual marketing / Social CRM §  Brand Advocates & Brand Ambassadors §  Product Design §  Natural SEO §  Human Resources §  Developing new business models §  Sales §  … You can already start a dialogue for less than 0,2 FTE (Social Media Managers, Conversation Managers, …)

45. Is Social Media a Fad or Hype?

46. Is Social Media a Fad or Hype? q  Are “People” a Fad or Hype? q  Is being “Interconnected” a Fad or Hype? q  Are their “Conversa5ons” a Fad or Hype? Or is it the biggest change since the Industrial Revolu,on?

47. Case: Obama – Yes We can – Hope.Act.Change http://www.youtube.com/watch?v=jjXyqcx-mYY&feature=related

48. Case: Obama – Yes We can – Hope.Act.Change

49. Your Checklist for a succesfull case ü Fun experience ü Added Value You should oﬀer: ü Par1cipa1on ü Collabora1on/Sharing ü Dialogue/Tool ü Authen1c ü Relevant You should be: ü Posi1ve ü Honest ü Trustworthy

50. Put your customers ﬁrst!

51. Engage consumers on their terms

52. Yes you can … solve problems of today with the answers of yesterday TODAY

53. First of all, we have to understand the basics of: 1.  Social Communi,es 2.  Brand Advocates 3.  When Social Meets Mobile 4.  Loca,on Based Services 5.  Contextual Marke,ng

54. 5. Social Communi&es

55. How do communi,es get started?

56. How do communi1es get started? 1.  You need a fool to start , he needs the guts to stand alone and look ridicolous 2.  Must be easy to follow 3.  First follower transforms the fool into a leader 4.  Leader shows how to follow 5.  It’s now about them 6.  Second follower changes two nuts into a crowd 7.  New followers need to see the followers as they want to emulate them 8.  A movement is started! 9.  It’s no longer risky to join the movement 10.  Those who didn’t join became the fools

57. Pick up user generated stories Enhance them

58. Case: Mentos -‐ Enlarged story Checklist OFFER: q  Fun Experience •  MentosAdded Value q  invested $28.000,- (*) q  Collaboration •  More than 5 M people q  Participation watched video in 1st month q  Dialogue/Tool •  Estimated value for this ‘campaign’: $ 10BE: Checklist million q  Authentic q  Relevant q  Positive (*) Annual marketing budget of Mentos: $Honest q  20 million, q  Trustworthy http://www.youtube.com/watch?v=hKoB0MHVBvM

59. Case: KMDA -‐ Kai Mook Antwerp Zoo Checklist OFFER: q  Fun Experience q  Added Value q  Collaboration q  Participation q  Dialogue/Tool Checklist BE: q  Authentic Ø  8.500 name suggestions q  Relevant Ø  41.000 registrations for updates, q  Positive Ø  850.000 unique visitors on baby-elephant.be, q  Honest Ø  massive local and international press attention,q  Trustworthy Ø  560.000 people watched the birth online, Ø  1.2 million site visits in the birth weekend, Ø  5.000 people signed the online birth register, Ø  22.000 blog comments in the birth weekend. Ø  300.000 visitors (200.000 paying visitors) more than in 2008.

60. 6. Brand Advocates Basics

61. What’s a Brand Advocate? A customer… •  who has an outspoken posi,ve percep,on of a brand •  who will talk favorably about a brand to their friends •  who can help generate brand awareness •  who can inﬂuence purchase inten,ons They have always been there … BUT never had much chance to be heard. DIGITAL is their tool

62. Customers as Brand Advocates Brand Advocates: They like to convert peers Ofen as well Innovators (2%) & Early Adopters (13%) They express their love for your brand to others (but are not trying to convert others, typically Facebook Fans)

63. Why are Brand Avocates so interes,ng? Promo,onal oﬀers sent by Advocates convert 5 ,mes more (than oﬀers sent by brands) ACTION: Iden5fy and mobilize your Advocates!

64. Case: Coca-Cola - Happiness Ambassadors The campaign “Expedition 206” sent three 20-somethings (selected social media influential's!) to 206 countries and territories where Coca-Cola is sold in 2010, stocked with laptops, video cameras, smart phones and plenty of other gadgetry, in order to document for the masses their search for happiness. http://www.expedition206.com

65. 53 percent of advocates (vs 33 percent for consumers) want to be recognized as an individual. Deloi[e study

66. Support their creative conversation

67. Help! We have a disaster on our hands!

68. Do brands monitor their reputa,on today?* *Source: 2008 WebKnow Study, Cologne University

69. Case: Kryptonite - Consumer in control http://www.youtube.com/watch?v=t8XxcOj3Seo

70. Case: Kryptonite - Consumer in control

71. Case: United Airlines - Break Guitars Checklist OFFER: q  Fun Experience q  Added Value q  Collaboration q  Participation q  Dialogue Checklist BE: q  Authentic q  Relevant q  Positive q  Honest q  Trustworthy http://www.youtube.com/watch?v=5YGc4zOqozo&feature=fvst

72. Do you react to nega,ve comments?* *Source: 2008 WebKnow Study, Cologne University

73. Case: Toyota - Boosted Conversations They turned up the volume of their response level and created a social media war room that’s staffed with 6 to 8 responders during the crisis.

74. Toyota case: Some Facts In the first 5 days, over a million people viewed the Digg Dialogg video interview with president, Jim Lentz: “Some of our models, such as Prius, have entrenched communities of enthusiasts with whom we engage, as they’re authentic brand advocates.” “ROI is certainly important to us in the long run, however we don’t plan to wait to define it before advancing initiatives we know are important. Over time we will definitely evaluate our efforts in order to determine how they are impacting key metrics. Those results will become the new benchmarks for future initiatives, and ultimately the foundation for measuring ROI.” http://www.toyotaconversations.com/ http://ad-tech.blogs.imediaconnection.com/2010/03/30/370/

75. Ooops ... We forgot to talk about your most valuable brand inﬂuencers … as many companies tend to forget. Big mistake, sorry!

76. Your employees! The most overlooked segment of poten,al brand building are your employees! They are out there in the world interac,ng with people every day (Ogilvy & Mather)

77. Customers as Brand Advocates Brand Ambassadors: Brand Advocates: Paid employees or receive kind of They like to convert peers ﬁnancial award to promote a Ofen as well Innovators (2%) & Early Adopters (13%) brand They express their love for your brand to others (but are not trying to convert others, typically Facebook Fans)

78. Case Best Buy -‐ Twelpforce Checklist OFFER: q  Fun Experience q  Added Value q  Collabora1on q  Par1cipa1on q  Dialogue/Tool Checklist BE: q  Authen1c q  Relevant q  Posi1ve q  Honest q  Trustworthy

79. Case: Twelpforce (Best Buy)

80. We found our Ambassador ... hope you have too!

81. 7. When Social meets Mobile

82. What is makes Mobile so special? 1.  Mobile is personal 2.  Mobile is always carried – the world in my pocket 3.  Mobile is always on 4.  Mobile has a built in payment mechanism 5.  Mobile is there at the point of crea5ve impulse (instant)

83. Mobile app for Smirnoﬀ bit.ly/smirnoffapp Checklist OFFER: q  Fun Experience q  Added Value q  Collabora1on q  Par1cipa1on q  Dialogue/Tool Checklist BE: q  Authen1c q  Relevant q  Posi1ve q  Honest q  Trustworthy

84. What’s the sum of Social + Mobile + Loyalty? Loyalty € Social Mobile

85. 8. Loca&on Based Marke&ng It’s all about relevance

86. Case – Starbucks: Mayor discounts & Barista badge Checklist OFFER: q  Fun Experience q  Added Value q  Collabora1on q  Par1cipa1on q  Dialogue/Tool Checklist BE: q  Authen1c q  Relevant € q  Posi1ve Starbucks q  Honest Barista badge q  Trustworthy

87. The boom today: Location Based Services •  People-‐ and business-‐driven •  De-‐centralized models •  Bopom-‐up •  Rich experience •  Rela1onship, engagement, loyalty •  Social •  Incen1ve-‐based (badges, coupons, ...) €

88. Case Thomas Cook – Location Based Service •  World Travel Conference •  2000 attendees Checklist OFFER: q  Fun Experience •  How to interact withq  Added Value attendees? •  How to manage? q  Collabora1on •  Fast and efficient q  Par1cipa1on q  Dialogue/Tool Checklist BE: •  Welcome messagesq  Authen1c •  Timed announcements elevant q  R •  Departure messages Posi1ve € q  q  Honest •  4 interactive zones q  Trustworthy •  Targeted announcements •  Real Time Statistics => adaptations

90. Case: The Coca Cola Village

91. Case: The Coca Cola Village Checklist OFFER: q  Fun Experience q  Added Value q  Collabora1on q  Par1cipa1on q  Dialogue/Tool Checklist BE: q  Authen1c q  Relevant q  Posi1ve q  Honest q  Trustworthy

92. 9. Contextual Marke&ng

93. Case 8/Meet the VOLKSWAGENS First steps into Contextual Marketing (Analyzing my personal Tweets)

94. First steps into Contextual Marketing (Authorization to Analyze my Facebook profile)

95. First steps into Contextual Marketing (Analyzing my personal Facebook profile)

96. Checklist OFFER: q  Fun Experience q  Added Value q  Collaboration q  Participation q  Dialogue Checklist BE: q  Authentic q  Relevant q  Positive q  Honest q  Trustworthy Great! They found me an Economical & Tech-savvy car... Contextual Marketing : Agreed! It’s still experimental … But ... just imagine the possibilities!

97. 10. Let’s get started right now!

98. LBi’s Social Media Roadmap Low A_en&on span High A_en&on 2 months 12 months A_en&on 2 years 2 weeks Low control .crowd sourcing .brand advocates empower .1:1 marke1ng .loyalty program engage .microblog .1:1 emails .shared experiences .enriched proﬁles .social bookmarking .podcast .personalized folders .visual DNA Control dialogue .1:1 booklets .reputa1on management .1:1 lab .online media campaign .wiki .surveys listen .twiper .hire conversa1on Manager .employees .email marke1ng .blog .facebook .tes1monials .PR .website publish .print .monitoring .TV .folder High Control .radio .magazine 1.0 .direct marke1ng 2.0 3.0 Low High Interac&on Interac&on Interac&on

99. Case: Starbucks Idea -‐ Innovate Checklist OFFER: q  Fun Experience q  Added Value q  Collaboration q  Participation q  Dialogue Checklist BE: q  Authentic q  Relevant q  Positive q  Honest q  Trustworthy http://www.youtube.com/watch?v=CwYxuV2dVzw http://mystarbucksidea.force.com/ideaHome

100. 10 Social Media Guidelines (Phase1:Basic) 1.  Start with social media in a very early stage (Listen) 2.  Locate your target groups 3.  Locate the SM believers within your company (employees) 4.  Locate the Brand Ambassadors (employees) 5.  Locate Brand Advocates (Consumers) 6.  Get support/buy-in from management 7.  Check your organisation & processes (SM Guidelines) 8.  Define your marketing objective + KPI’s (Awareness, Fidelisation, ...) 9.  Set up more professional Monitoring of your MicroSegments 10. Allocate time, resources and budget

101. Start early! So you can … fail sooner

102. 10 Social Media Guidelines (Phase2:Advanced) Once you are ready to ENGAGE & EMPOWER 1.  Analyse your listening & monitoring results 2.  Build a strategy & roadmap based on the objective/microsegment 3.  Build a presence on the main application of your targetgroup 4.  Pick up user generated stories 5.  Create Added Value content, applications or widgets 6.  Boost these stories through communities & networks 7.  Empower Brand Ambassadors (Employees) 8.  Empower Brand Advocates (Consumers) 9.  Consistent 360 degrees presence (Perfect Media Mix) 10. It’s not about you, it’s about them!

103. Social media shouldn’t be 100% of 1 person’s job, but 1% of 100 people’s jobs

104. Henry Ford: If I'd asked my customers what they wanted…

105. If I'd asked my customers what they wanted… they'd said a faster horse. (Henry Ford)

106. Tell me and I will forget. Show me and I might remember. Involve me and I will understand. Benjamin Franklin

107. Some other presentations that might interest you : 1. The Power of Brand Advocates http://www.slideshare.net/aslabinck/the-power-of-brand-advocates 2. Social Media in Practice http://www.slideshare.net/aslabinck/social-media-in-practice-day-to-day-examples 3. Conversational Marketing: an Introduction http://www.slideshare.net/aslabinck/conversational-marketing-an-introduction 4. Conversation manager: why you need one http://www.slideshare.net/aslabinck/conversation-manager-why-you-need-one www.twi[er.com/LBi_Belgium www.lbigroup.be

108. It’s up to you to judge if this presenta&on was ...

109. Authen&c

110. Relevant

111. Posi&ve

112. Honest

113. Trustworthy

114. But I certainly hope that you appreciated ...

115. Dialogue

116. Sharing

117. Par&pa&on

118. And that it brought to you ...

119. Added Value

120. Fun

121. Nothing stand in the way of the power of millions, the voices calling for change!

122. Marke&ng is alive! But we’ll have to respect the voices of millions!

123. Let’s start the conversa,on… Antony Slabinck LBi Belgium antony.slabinck@lbigroup.be www.lbigroup.be www.twi[er.com/antonyslabinck www.twi[er.com/LBi_Belgium

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