Input dear media voor total

Social Media for Total Belgium
Some Extra Information
May 25

jo@dearmedia.be

donderdag 26 mei 2011 1

Why Companies Are
Listening to Social Media


Why Companies Listen ...
• Crisis-anticipation: stay close to the market, track complaints, issues, ... fast and
now how to respond to them, before they spin out of control
• PR: spot questions, remarks, ... in order to respond with the corporate
standpoint
• Branding: track and respond to the buzz (e.g. response to campaigns),
strengthening the core values of your brand, thanking people for their
“fanship”, ...
• Customer Care: track issues, questions, needs, ... from existing customers and
use social media to help them be happier and more satisfied customers
• Sales: spot specific needs or situations, answer with clear call-to-action to lead to
conversion (e.g. free coupons when people check-in at a certain POS location)


• Panos - listens for branding, PR, direct market access, ...
- food retailer - wants to link the artist directly with the fanbase,
- listens for branding purposes without “old-school” media in between
- future aim: sales (convert interest into • Agoria
transaction) - Federation of the technology industry in
- wants to “feel the market” Belgium
• EMI Music - Listens for PR purposes: what are people
saying about the sector, the industry, key topics,
- record label
member-organizations, ...
- wants to link the artist directly with the fanbase,
without “old-school” media in between • Sanoma Magazines
- listens for branding purposes and opportunity - Magazine publisher (Feeling, Libelle, Humo, ...)
spotting - Listens to “read the market”, what are people
• Azlan saying, thinking, feeling about the magazine
titles and their content
- record label


• Remark: the following companies are - they have increased sentiment scores
not Dear Media customers since they started tracking client
• Aveve conversations

- leading retailer focused on home, • Greenway Gent
garden, hobby, food, ... - focus on sales and promotions
- listens with a focus on branding - they use social to create and track the
- they are an industry example of good buzz
monitoring • KBC Group
• Telenet - focus on branding
- telco - 'humanization' of banking
- focus on customer service - listen to conversations to be closer to
the market, have a more human aspect


The Social Framework Company
/Brand
Listen

Engage the audience
Create Recommend
The Stream & Discover
In-direct
Content Stream 1
Content Stream 2 via Social Networks
Twitter, Facebook, Hyves, Netlog, LinkedIn, ... Direct Recommendations
Content Stream 3
Content Stream n
Discover
Facebook
Connect,
Social API’s,
The Destination features ...
Site Social Mobile Apps Tablet Apps Stores Offline Stuff
Network Merchandising
Free Pages Paid Paid Paid Events
...
Free
Experience Paid/Free

CRM (customers, fans, followers, ...)

Key Numbers on
Social Media


May 2010: Facebook has +650.000.000 members
They are planning to reach 1 billion members by 2012
That’s +650K users EVERY DAY!
There are 4.5 million users in Belgium.


200.000.000 people on Twitter

Today


Youngsters on Social Networks in Europe


Main access to social media will be
via mobile devices.


300

225
In Q4 2010 7,3% of all PC’s sold globally, where iPads ...
(source: IDC). 150

By 2014 almost 500.000.000 tablets will be sold.
75
Apple will continue to dominate the market for the next
coming years. 0
2010 2011 2012 2013 2014


About DearMedia,


• a digital consulting company, working for
European clients
• founded in 2009 by Jo Caudron
• our mission is to help find a new balance
between the certainties of your traditional
business and the opportunities of innovations
in (digital) media
• our scope is everything in the digital space, with
focus on social, mobile, tablets, location,
connected TV, new radio, ...
• We work for large European clients


... watch (trends)
... develop digital strategies
... conceptualize great ideas
... define functional details
... implement Social Media teams & ownerships
... roll-out tools for monitoring & conversation
We ... ... introduce rules, policies & guidelines
... train & coach your teams
... help you find implementation partners
... follow-up project development
... start, monitor & manage the conversation for you
... start again

Start
1 AWARENESS

Strategy & Concepts
Mobile Strategy
2 DIGITAL STRATEGY
Social Media Strategy

Inbound (listen) /Outbound (talk)
3 CONCEPTS Destinations / Streams
Fix / Mobile

Our
Approach FUNCTIONAL
REQUIREMENTS
SOCIAL MEDIA PLAN
- people & teams
Details (site, portal, apps, - tools (monitoring &
4 channels, ...) conversation)
- policies & guidelines
- training & coaching
RFP ASSISTANCE
Next

5 DEVELOPMENT
follow-up
CONVERSATION MNGT
day2day, guidance, follow-up


Some Clients (media & entertainment)


Some Clients (advertisers & B2C )


Some Clients (corporate & B2B)


Some Clients (government & non-profit)


Our Team


Our Team
Dear Media has a
small but dedicated
team of experienced
experts.

When needed we
complement our team
Dado with skilled freelancers
Van and external partners.
Florence
Peteghem
Jo Pérès
Caudron


• Founding Partner of Dear Media (www.dearmedia.be)
• Active in interactive since 1993 as (co-)founder of Dear Media, ONE
Agency, theOriginals, tvAgency, xCA, The Reference, ...)
• Media thinker, innovator & strategist
• Interested in all things digital, social & mobile, new media & connected
TV
• Consultant, Entrepreneur, Speaker, Writer
• Vice-President IAB Belgium
• Contact
• jo@dearmedia.be
Jo • http://jocaudron.me (for the personal stuff)
Caudron • http://www.linkedin.com/in/jocaudron (for the business stuff)
• www.twitter.com/jcaudron (for my technology newsfeed)


• Studied Communication Sciences and Applied Information Technologies
at Ghent University
• Strategic consultant at Dear Media, a full service consultancy company,
committed to preparing companies for the way ahead and the exciting
future to come
• Previously at InSites Consulting as senior consultant
• Congress Committee Member at Stichting Marketing
• Guest lecturer & keynote speaker: @ Vlerick International Business
Dado School @ EMLYON European Business School @ Mercator Academy @
Van Peteghem IAB Academy @ Internet Marketing School
• Contact
• dado@dearmedia.be
• twitter: @dadovanpeteghem
• http://be.linkedin.com/in/dadovanpeteghem
Avid blogger on: dadovanpeteghem.com

• Studied Marketing & Communication in Ghent
• Strategic Consultant at Dear Media, a full service consultancy
company
• Focus on customer centric concept development
• Previously at ONE Agency and The Reference
• 15 years of experience in digital agencies and consulting companies
• Contact
• florence@dearmedia.be
Florence
Pérès


DearMedia in the Media


DearMedia in the (online) Media
• Frequent interventions in Terzake (newsshow in Canvas TV by VRT)
• Frequent interventions in national radio (Radio1)

http://video.canvas.be/social-
media-for-dummies



http://www.youtube.com/watch? http://www.youtube.com/watch?
v=Vm7IODwCNeg v=IwBzX7VoAtE&feature=related


The Budget


Budget: first
country


Budget: next
countries


Social Media for Total Belgium
Some Extra Information
May 25

jo@dearmedia.be


Input dear media voor total

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