Conferencia presentada por Christian Palau Sanz, director de Anuntis Inmobiliaria -Fotocasa, Inmogeo, Rexia- en la Online Marketing Expo Barcelona, 29 de octubre de 2009.

1. 20 FACTS + 34 EXAMPLES
ABOUT SOCIAL MEDIA
Reflections about Social Media Universe
Do’s and don’ts to help our
brand survive in the Social
Media Jungle …

2. PREVIOUS
REFLECTIONS ABOUT
THE MEDIA
Do’s and don’ts to help our
brand survive in the Social
Media Jungle …

3. Social Media hasn’t to be
an obligation …
The interaction with your
customers hasn’t to be a
stressful activity …

4. Being social has to be a wish…
A wish to…
share learn play
interact Co-create
listen
enjoy
Social media is one
of the channels to
do it…

5. However media landscape is
changing…
New channels are taking a
relevant role…

6. Internet penetration continues
growing…
Is the media of
the new
generations …
2005 2006 2007 2008 2009 2010 2011
France 26.2 28.7 30.9 33.4 35.8 37.5 38.9
% of Population 43.2% 47.1% 50.6% 54.5% 58.2% 60.9% 62.9%
Germany 37.5 39.4 42.0 44.0 47.2 49.8 52.1
% of Population 45.5% 47.8% 51.0% 53.5% 57.4% 60.5% 63.4%
Italy 27.9 28.6 30.1 31.4 32.7 35.4 36.2
% of Population 48.0% 49.2% 51.8% 54.0% 56.3% 60.9% 62.4%
Spain 15.1 16.5 18.3 20.1 21.5 22.7 24.0
% of Population 37.5% 40.8% 45.2% 49.6% 53.1% 56.0% 59.1%
UK 33.7 35.1 37.2 39.1 42.3 44.2 45.0
% of Population 55.8% 57.9% 61.2% 64.2% 69.2% 72.1% 73.2%
Source: E.Marketer

7. Social Media gains power …
December 2008
Evolution of the
Spanish Internet
market
July 2009
Social sites gain
positions and
traditional ones
stay stagnant or
lose positions …
Source: Comsocre July 2009

8. People believes in other
people…
Brands have to build relations …

9. And it seems that the use of
Social Media has a real impact
The world’s most valuable brands. Who’s
most engaged?
Source: Wetpaint & Altimeter
MAVENS
SELECTIVES
BUTTERFLIES
SELECTIVES

10. News go fast, fast, fast…
Citizens the journalists of the XXI century…

11. News go fast, fast, fast…
Hot information
explained by people
that is living the
experience

12. The way we consume media
changes …

13. The way we consume media
changes … HD
GLOBAL
FULL
LENGHT
INTERACTION
AVAILABLE
ROSEBOWL
95.000 fans
THE NET
>850.000 fans

14. Ubiquity and constant
connectivity …
40%
We consume the media- share
& interact in new ways …

15. Ubiquity and constant
connectivity …
Different channels…
different ways of media,
content consume …

16. CONSUMER POWER
Do’s and don’ts to help our
brand survive in the Social
Media Jungle …

17. Things are changing …
Is the moment of
the individual
capitalism…
Ask not what you
can do for your
customers, but
what your
customers can do
for you!

18. Example 1: Shell Headache
92 years
In war since
the 90’s
Alfred Donovan
The site is used by the
Kremlin officials and
US investigators
The site receives
periodically information
from Shell employees
The problem
Intellectual Property
dispute
September 2009: 2M visits/ month 1M pounds
24.000 published articles

19. Example 2: The Motrin case
1.400 tweets after
395.000 search results
90.000 views video

20. Example 3: Honda Crosstour
Trying to be social in the pre-launch
of the model …
Engaging
fans…
And then …
And now…
What to
do?

21. BE RELEVANT
Do’s and don’ts to help our
brand survive in the Social
Media Jungle …

22. We’re overload by the
information …
People searches
what is relevant
for them …
People feels
comfortable with
their similar
recommendations

23. Be relevant my friend

24. Example 4: Whole Foods
From general information …
To specific, local and relevant
information…
More than 150 twitter accounts !!

25. Example 5: Amazon Remembers
Not all the
content… Only the
one that is relevant
form me …

26. Example 6: MoMA Museum
The experience
begins with the
first click
Showing what can be
relevant for me… of all
the content

27. Example 7: Tribe Smart
Social Shopping …
Ibe
Taking action based in my similar
opinions, creating trends, …

28. Example 8: Creative Search
Doesn’t matter the type of
content…
Ibe
Relevance
matters …

29. CO-CREATION
Do’s and don’ts to help our
brand survive in the Social
Media Jungle …

30. Social media, allows a new
kind of consumer… the
proactive one…
1. It has freedom of choice
2. Wants to customize
his experience
3. Has and wants the
scrutiny of the
experience
4. Wants to collaborate
in the experience
5. Wants to share it with
his similar

31. Example 9: Audi Design
Designing the car of the future …
They share their thoughts …
They ask for help…
Users become essential part of the brand...

32. Example 10: Getty Images
Be product...
Be part of the brand…

33. Example 11: Nokia OVI
Help me to promote
my new product ...
Show the others the potential of it...

34. Example 12: Co-creation
Consume,
create and
share…
Take best
practices and
adapt them

35. DIFFERENT WAYS
Do’s and don’ts to help our
brand survive in the Social
Media Jungle …

36. There two ways for
understanding social media …
Connect people
to people
&
Connect people
to content
create by other
people

37. Kinds of social media
People to people People to content
PICKING
STATIC
POINT
TOO
MUCH…
People to people & content

38. PERSONAL BRANDS
Do’s and don’ts to help our
brand survive in the Social
Media Jungle …

39. Social media turns
around of…
Connecting
people…
but also
A lot of helping
them to create
their own
personality …

40. Example 13: Ted Kennedy Memorial
Being social until the last minute …
Reinforcing the Kennedy Brand

41. Example 14: Building personality
More than 13M of emails collected
More than 5M fans(#1) More than 500 groups
His wife more than 0.4M fans More than 0.6M photos
More than 160.000 subscribers http://www.youtube.com/watch?v=jjXyqcx-mYY
More than 21M of views More than 17M of views
More than 14.5h of content More than 89000 favourites
More than 0.5M followers &
And still on the road… 0.45M following

42. Example 15: Building personality
http://www.youtube.com/watch?v=dMH0bHeiRNg
More than 116M of views
A world tour
A professional contract
+0.9M views
And then… Evolution 2…
+0.6M views
http://www.youtube.com/watch?v=inLBPVG8oEU
+0.4M views
+4.4M views in two months
More than 700 related versions …

43. TAKE CARE
Do’s and don’ts to help our
brand survive in the Social
Media Jungle …

44. For been successful in your
approach to social media you
must …
1. Act with humility
2. Accept change
3. Don’t inspire dullness
4. Be prepared to surf
tsunamis
5. Take care of the user
experience

45. Example 16: Goldman Sachs
Decide to use
their legal
muscle against
the gripe site …
And…
They failed and made the ridicolous

46. Example 17: Dell
They turned the
criticism and
decided to
interact with
critical users …
They use it as a
point of access to
the official Dell
forum …

47. Example 16: Keteke
Some Blog roll …
http://alt1040.com/2008/12/keteke-haciendo-spam-en-twitter
http://www.alejandrosuarez.es/2008/11/keteke-keteden/
http://www.caspa.tv/archivos/001234.html
http://etc.territoriocreativo.es/etc/2008/12/keteke-y-twitter-aprendiendo-como-no-hacer-de-elefante-en-una-cacharreria.html
http://cerkdti.blogspot.com/2008/11/keteke-experiencia-surrealista.html

48. BE NEAR MY FRIEND
Do’s and don’ts to help our
brand survive in the Social
Media Jungle …

49. In Social media has no
sense…
Having a closed
attitude …
because …
People, does,
says, relates,
connects,
shares, …

50. Example 17: People talk…
Your brand can get in a social
mess with very low effort…
No matter you’re right or not..

51. Example 18: People talk…
You decide to listen or not what
people says about your brand…
But what is sure is… that the conversation happens…

52. Example 19: People talk…
… A priori no viene información del coste del
mensaje o al menos yo no lo he visto y fui valiente y
envié el sms y a los pocos segundos recibí otro sms
diciendo que si quería obtener el código, tenía que
enviar otro sms más y eso que no indicaba en un
primer momento nada de que iban a ser 2 sms.
…Se te queda cara de tonto y piensas ¿y esta
información de que la empresa busca un becario por
que no la dicen antes y me ahorro el dinero, el
tiempo y el sufrimiento?.
Por otro lado, mañana tengo una entrevista de trabajo
conseguida por el mismo portal para un banco, a ver
si hay más suerte, je,je,je.
You decide to listen or not what people says
about your brand…
But what is sure is… that the conversation
happens…

53. Example 20: People talk…
People talks and
explains what
they’re doing
You can
listen and
interact

54. ONE FOR ALL? SURE?
Do’s and don’ts to help our
brand survive in the Social
Media Jungle …

55. For many people… social
media has taken…
A simple & static view
of individuals interests
and personality
1 for all is impossible …
We don’t do it in the off
world… why in the on?
There is a future
for niche social
media …

56. Example 21: Niche Social Networks
Parents community Divorce people community
Build your network
in 2’ & 3 steps… Planning weddings TV Extras community
Sports team… School friends…
Fan club…
Family… hobbies…
Small business… Public association…
Employment… Marketing launch…
Know-how sharing… …/… Guayana people community Janet Jackson fan community

57. Example 22: Nike Run London
London run, New York run… be part of the
brand experience…
www.runlondon.com

58. Example 23: My Building Social
Neighborhood
social media

59. THEY CHOOSE
Do’s and don’ts to help our
brand survive in the Social
Media Jungle …

60. Social media changes way
brands and consumers
interact…
Before… brands said
“I’m a great lover” and
customers believe it …
Now… customers don’t
believe that… and wait for…
“Ei! He is a great lover”
said by one of their friends…
Then they believe it…

61. Social media turns around
conversation & interaction…
We desire depth C&I’s… so we need
engagement… and so… we need
friends!!... Build friendship relations, my
friend
20%
People becomes fan of a
15%
People becomes fan of a
brand because of the brand because of the
“free” stuff exciting & attractive profile
40%
People considers social
49%
People searches
media as a space to interactivity- something to
express themselves- air do with the brand
their talent
25% 33%
People forbid advertising
of brands they consider
non-honest
People would like that the
profile of brand was run by
1 identified person
64%
People need to feel that
40% 22% a brand is trustworthy
People that are friends of a People that are friends of a
brand, spend more money
brand remember it when
buying un the street with it
and honest to WOM it
Source: adtofriends study

62. In social media, brands
have to…
Search and build
“Brand Ambassadors”
Potential value
Core buyers Ambassadors
Dispensable influencers
Social value
The only way to do that is to target
interactions… not only behaviour or
context… specially demographic and
relevance moments…
Brands must know their followers… 63% pay more attention
know their interests… connect with 52% more likely to interact
them… feel like them…
66% brand interaction less intrusive

63. Example 24: Amazon Kindle

64. Example 25: Coke FB Fan Club
+3.300.000 fans
2 most popular
nd
page in FB …
The Fan club
managed by
the fans … http://www.youtube.com/watch?v=9TGkDHzqUaQ

65. MEASURE
Do’s and don’ts to help our
brand survive in the Social
Media Jungle …

66. Social media, changes the
way things are measured…
We can’t stop only in
traditional KPI’s… we need
to have a 360º view of the
user experience…
It’s not a question of
number of users… is a
question of level of
engagement with our
proposal- time spent, depth
of interaction, type of it,
spread of it,…
A combination of hard & soft metrics …

67. Example 26: New ways to measure
New media, new KPI’s… new kinds of dashboards…

68. Example 27: Your SM Dashboard
In 5’ you can begin to listen the
conversation … Simple & useful …

69. DON’T GET CRAZY
Do’s and don’ts to help our
brand survive in the Social
Media Jungle …

70. Social media sites, in fact…
Are media
platforms …
Basically their offer
you tools to listen,
interact, test,
populate, engage
with your 3f’s -
followers, friends,
fans…
“They allow to socialise & humanise your brand”

71. Example 28: Socialise the brand
D’STREET- DELOITTE SOCIAL NETWORK BLUESHIRTNATION- BEST BUY SOCIAL NETWORK
Create collaborative marketing
Retain talent, approach the company to campaigns. Has personal profiles and
the employees, share know-how,… groups of content created by employees
Collaborative customer care… a place to R&D Help to develop the brand…

72. NOT YOUR PLAYGROUND
Do’s and don’ts to help our
brand survive in the Social
Media Jungle …

73. Social media sites are
media platforms… but…
That doesn’t mean
that are brands
playground …
Social media galaxy is were users
interact with their similar … so brands
when they approach to them must
take care and add value to them …
Social media sites aren’t easy free
traffic places … they must be seen as
a environment where to develop add
value customer strategies …

74. Example 29: Not a playground
Vs.
Where is the value?... And
the conversation?... Don’t
spam me…
Doesn’t matter you’re gaudy… but
not be and non-useful spammer

75. DON’T DISTURBE
Do’s and don’ts to help our
brand survive in the Social
Media Jungle …

76. In social media successful
advertising is different…
“Banners are R.I.P in
social media”
People don’t see banners in UGC
sites… we have to act different?
We have to forget our averse to
the change…
People search for conversations,
relations, content that is relevant
for them…
Volume
Approach
Evolution
Behavioural Contextual
Approach approach
Demographic
approach

77. In social media successful advertising is different…
The effectiveness of display ads is in turndown
> Overall worldwide
= Overall worldwide
< Overall worldwide
Source: Double Click 2008 Year Review Benchmark
Is a global phenomenon …

78. Social media changes the
way we consume content
The First way
Brands generate content
Brands populates it
The Second way
Consumers generate content
about brands
Users populates it
The Third way
Brands prepares content
Users remix it
Together we populate it

79. Example 30: The 3rd way
First Way Second Way Third Way
http://www.youtube.com/watch?v=HMhJkhQZLUM http://www.youtube.com/watch?v=3_ZQFn97ooM
http://www.youtube.com/watch?v=LGjQ__10Vzs
http://www.youtube.com/watch?v=Q7T58LqeAEs
http://www.youtube.com/watch?v=Uk-TsM14Aws
http://www.youtube.com/watch?v=q1dYv_gKTA8 http://www.youtube.com/watch?v=Q_qAty-ujTc http://www.youtube.com/watch?v=DyedtGQIPME

80. The goal for a brand in
social media has to be…
Be where
consumers are…
And once there…
listen interact and
learn from them…
After that… you’ll
be able to try to
engage them…
“The diver must be where fish are …”

81. THEY WILL FIND YOU
Do’s and don’ts to help our
brand survive in the Social
Media Jungle …

82. In social media… you can’t
decide to hide your brand…
People talks, says,
comments, shares,
rates, populates …
and you can’t control
it…
You can decide to be
active or inactive part
of it… but… be sure
that social media will
find you …

83. Social media changes the way
we must look at the net …
We must think in a
web space way
instead of a website
one.
Social media generates a
delocalisation of the content
& activity in the Net.
It requires a omnipresent
strategy and an effort to link
the content/ activity and
allocate it to be relevant and
useful to the users.

84. Example 31: BBC- Top Gear
BBC developing iPlayer app
for Facebook …
Content where fans are …

85. Example 32: Starbucks
How represents
them in
Slideshare…
How represents them in Flickr…

86. MARKETING SCHOOL
Do’s and don’ts to help our
brand survive in the Social
Media Jungle …

87. When now very few of the
capabilities of social media,
so…
We must be always open to…
Collect
+
Learn
+
Analyse
+
Share
+
Scale
& then repeat what works …
“Social media is the new
marketing school… and our
teachers are the users”

88. Example 33: Users teach you
"We think our brand is going to be different because we
Interacting with users to create want people to feel there's a real person they're
connecting with, whether it's when they call us or through
better products, improve Twitter or any way they come in contact with us," (Tony
existing ones…- building the Hsieh CEO)
brand together For Tony Hsieh, CEO at Zappos, meeting up with a customer at a bar in midtown
Manhattan was perfectly natural. Most execs with 1,600 employees and doing over
$1 billion in annual sales would probably pass on having drinks with an individual
THESE BRANDS customer, but Hsieh is not your typical CEO. In the past week alone he had given
away shoes on Twitter, sent out an open invitation to a company barbecue and
solved a service problem a customer left in a blog comment. If this seems
BUILD COMMUNITY exhausting, Hsieh sees it as part of a larger strategy to build Zappos into a brand
on par with Virgin. …

89. DON’TS TO AVOID
Do’s and don’ts to help our
brand survive in the Social
Media Jungle …

90. In Social media the typical
mistakes brands make are …
1. Lack of time and resources For a CEO, there’s no such
dedicated
thing as a “little mistake”
2. Put at the front of it a team
under-skilled
3. Don’t shift the mindset
4. Defining the strategy after
the launch
5. Don’t make easythe users
participation of
the
6. Don’t help to initiate the
conversation
7. Bomb the users with mkt.
messages instead of useful
content & tools
8. Try to control & interaction
conversation
the

91. VIRTUAL WORLDS
Do’s and don’ts to help our
brand survive in the Social
Media Jungle …

92. Virtual worlds are social but
different to social media sites
1. The biggest ones are 1/10 the size
of the biggest SMS
2. Virtual worlds are much more than
Secondlife and WOW
3. The engagementthe rest of theAsia
is higher than in
with them in
world
4.From are used for:view of the user
VW’s
the point of
Gaming-competing: helps to initiate
Meet and make friends
Allow the self-expression
Liberate the fantasy- dream
5. From the point of view ofitthe
monetisation VW’s base in:
User revenue- fees + virtual stuff
Advertising- Embed as part of the world

93. Much more than SL…
Virtual worlds getting integrated in social networks…

94. Example 34: Farmville
The new
phenomenon
inside social
networks …
Easy to learn, short time required, high
recurrence quick wins, comical, constant viral
elements and all with you friends…

95. CHALLENGES
Do’s and don’ts to help our
brand survive in the Social
Media Jungle …

96. The challenges of any social
media space to take off are…
The basics….
Be able to organise the
information
Be able to raise relevant content
Be able to create relation tools
Be able to open the space to 3rd
parts that can add value
The wish ones….
Be able to push the relevant
content not only wait they pull it
Be able to follow them far from
the defined space and be beside
them when they need you

97. MONEY, MONEY
Do’s and don’ts to help our
brand survive in the Social
Media Jungle …

98. Social media had been…
Very Able to attract users Where is the
and engage them with their business??
stuff proposal
Facebook: 3.5h x user (mobile: 20’)
Tuenti: 3.2h x user
Facebook: 14.5 visits x user
Tuenti: 16.6 visits x user
Somehow able to encourage
users to create content
Youtube: 0.16% of users upload content
2008: 42% of users generate content
2013: 51% of users generate content
Not very able to monetise
their audience
Twitter: 0$ revenue x unique visitor
Facebook: 1$ revenue x unique visitor
Cnet: 2.1$ revenue x unique visitor
Policeone: 3.5$ revenue x unique visitor Source: realitydigital, nielsen, e.marketer

99. EVOLUTION
Do’s and don’ts to help our
brand survive in the Social
Media Jungle …

100. Social media is in constant
evolution… the next
transformation…
1. Cross- platforms
2. Multi-regional
3. Vertical extensions
4. Making other genes
work

101. Social media is changing
the marketing… but the
bases doesn’t change…
Always… ask WHY? Before
doing anything
Take care… SM adds more
complexity to the planning-
more niche sounds
So is basic to have a strategy,
define objectives and have
clear that different objetives
require of different medias
and creativity
implementation…

102. Social media is the web
space of the new
generations…
If you want to communicate,
interact and engage them… and
so guarantee de future of you
business… you must be there…

103. WHAT WE’RE DOING?
Do’s and don’ts to help our
brand survive in the Social
Media Jungle …

104. JUST LEARNING TO
CRAWL …
1. Listening the conversation
2. Giving utilities to the users to use/ share the content
3. Presenting the brand in the SM Universe
4. Fostering the internal culture
5. Beginning to interact- customer care
6. Observe reactions and improve

105. THANKS!!
Christian Palau Sanz
Anuntis Online Real Estate Manager
christian.palau@anuntis.com
www.fotocasa.es
www.facebook.com/fotocasa
www.flickr.com/photos/fotocasa
www.twitter.com/cerkdti