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27 FACTS + 20 EXAMPLES
ABOUT SOCIAL MEDIA
       Reflections after Social Networking World Congress
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!
Example 1: The Motrin case




                      1.400 tweets after
                      1.400 tweets after
                      395.000 search results
                      395.000 search results
                      90.000 views video
                      90.000 views video
We’re overload by the
information …


 People searches
 what is relevant
   for them …

   People feels
 comfortable with
   their similar
recommendations
Example 2: Be relevant my friend
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
Example 3: The prosumer




London run, New York run… be part of the
brand experience…
   www.runlondon.com
Example 4: The prosumer
                 Consume,
                 create and
                 share…


 Take best
 practices and
 adapt them
There two ways for
understanding social media …

 Connect people
   to people
            &
 Connect people
   to content
 create by other
     people
Example 5: Kinds of social media
People to people                     People to content

                                 PICKING
                                 PICKING
            STATIC
            STATIC                 POINT
                                  POINT




         TOO
         TOO
        MUCH…
        MUCH…


              People to people & content
Social media turns
around of…

   Connecting
    people…
      but also
A lot of helping
them to create
   their own
personality …
Example 6: Building personality



More than 13M of emails collected



                                    More than 5M fans(#1)                            More than 500 groups
                                                                                     More than 0.6M photos
                                    His wife more than 0.4M fans




                                      http://www.youtube.com/watch?v=jjXyqcx-mYY
More than 160.000 subscribers
                                    More than 17M of views
More than 21M of views
                                    More than 89000 favourites
More than 14.5h of content
                                                                                   More than 0.5M followers &
And still on the road…                                                                  0.45M following
Example 7: 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 …
  More than 700 related versions …
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
Example 8: Act with humility




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
In Social media has no
sense…


 Having a closed
   attitude …
    because …
   People, does,
   says, relates,
    connects,
    shares, …
Example 9: People talk…
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 …
Example 10: Niche Social Networks


                                           Parents community        Divorce people community




  Build your network
   in 2’ & 3 steps…                        Planning weddings          TV Extras community

Sports team…
Sports team…        School friends…
                    School friends…
   Fan club…
   Fan club…
                          hobbies…
                          hobbies…
               Family…
               Family…
Small business…
Small business…   Public association…
                  Public association…
Employment…       Marketing launch…
Employment…       Marketing launch…
    Know-how sharing…
    Know-how sharing…     … // …
                          ……            Guayana people community   Janet Jackson fan community
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…
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%                           15%
   People becomes fan of a         People becomes fan of a
    brand because of the            brand because of the
         “free” stuff             exciting & attractive profile

          40%                           49%
                                      People searches
   People considers social
                                 interactivity- something to
     media as a space to
                                      do with the brand
   express themselves- air
         their talent


          25%                            33%
                                                                  64%
                                 People would like that the
  People forbid advertising
                                 profile of brand was run by
   of brands they consider
                                     1 identified person
         non-honest
                                                                  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
                                                                  and honest to WOM it
   brand remember it when
                                           with it
     buying un the street
                                                                                  Source: adtofriends study
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…
                                                63% pay more attention
Brands must know their followers…
                                                52% more likely to interact
know their interests… connect with
them… feel like them…
                                                66% brand interaction less intrusive
Example 11: Amazon Kindle
Example 12: 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
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 …
Example 13: New ways to measure




 New media, new KPI’s… new kinds of dashboards…
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”
Example 14: Socialise the brand




                                              BLUESHIRTNATION- BEST BUY SOCIAL NETWORK
   D’STREET- DELOITTE SOCIAL NETWORK          BLUESHIRTNATION- BEST BUY SOCIAL NETWORK
   D’STREET- DELOITTE 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…
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 …
Example 15: 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
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



                    Contextual
  Behavioural
                    approach
   Approach
          Demographic
           approach
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
Example 16: 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=Q_qAty-ujTc   http://www.youtube.com/watch?v=DyedtGQIPME
  http://www.youtube.com/watch?v=q1dYv_gKTA8
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 …”
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 …
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.
Example 17: They will find you




                               How represents
                                   them in
                                Slideshare…




                     How represents them in Flickr…
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”
Example 18: Users teach you




                                    quot;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,quot; (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. …
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
                    the
   participation of

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
                 the
   conversation
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
                     with them in
   is higher than in
     world

4.From are used for:view of the user
       the point of
  VW’s
     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
Example 19: Much more than SL…
Example 20: Much more than SL…
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
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
Social media is in constant
evolution… the next
transformation…

1. Cross- platforms

2. Multi-regional
3. Vertical extensions

4. Making other genes
    work
Social media is changing
the marketing… but the
bases doesn’t change…

Always… as 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…
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…
THANKS!!
    Christian Palau Sanz
 christianp@infojobs.net
         Innova Thinker

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27 facts and 20 examples about social media

  • 1. 27 FACTS + 20 EXAMPLES ABOUT SOCIAL MEDIA Reflections after Social Networking World Congress
  • 2. 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!
  • 3. Example 1: The Motrin case 1.400 tweets after 1.400 tweets after 395.000 search results 395.000 search results 90.000 views video 90.000 views video
  • 4. We’re overload by the information … People searches what is relevant for them … People feels comfortable with their similar recommendations
  • 5. Example 2: Be relevant my friend
  • 6. 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
  • 7. Example 3: The prosumer London run, New York run… be part of the brand experience… www.runlondon.com
  • 8. Example 4: The prosumer Consume, create and share… Take best practices and adapt them
  • 9. There two ways for understanding social media … Connect people to people & Connect people to content create by other people
  • 10. Example 5: Kinds of social media People to people People to content PICKING PICKING STATIC STATIC POINT POINT TOO TOO MUCH… MUCH… People to people & content
  • 11. Social media turns around of… Connecting people… but also A lot of helping them to create their own personality …
  • 12. Example 6: Building personality More than 13M of emails collected More than 5M fans(#1) More than 500 groups More than 0.6M photos His wife more than 0.4M fans http://www.youtube.com/watch?v=jjXyqcx-mYY More than 160.000 subscribers More than 17M of views More than 21M of views More than 89000 favourites More than 14.5h of content More than 0.5M followers & And still on the road… 0.45M following
  • 13. Example 7: 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 … More than 700 related versions …
  • 14. 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
  • 15. Example 8: Act with humility 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
  • 16. In Social media has no sense… Having a closed attitude … because … People, does, says, relates, connects, shares, …
  • 17. Example 9: People talk…
  • 18. 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 …
  • 19. Example 10: Niche Social Networks Parents community Divorce people community Build your network in 2’ & 3 steps… Planning weddings TV Extras community Sports team… Sports team… School friends… School friends… Fan club… Fan club… hobbies… hobbies… Family… Family… Small business… Small business… Public association… Public association… Employment… Marketing launch… Employment… Marketing launch… Know-how sharing… Know-how sharing… … // … …… Guayana people community Janet Jackson fan community
  • 20. 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…
  • 21. 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% 15% People becomes fan of a People becomes fan of a brand because of the brand because of the “free” stuff exciting & attractive profile 40% 49% People searches People considers social interactivity- something to media as a space to do with the brand express themselves- air their talent 25% 33% 64% People would like that the People forbid advertising profile of brand was run by of brands they consider 1 identified person non-honest 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 and honest to WOM it brand remember it when with it buying un the street Source: adtofriends study
  • 22. 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… 63% pay more attention Brands must know their followers… 52% more likely to interact know their interests… connect with them… feel like them… 66% brand interaction less intrusive
  • 24. Example 12: 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
  • 25. 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 …
  • 26. Example 13: New ways to measure New media, new KPI’s… new kinds of dashboards…
  • 27. 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”
  • 28. Example 14: Socialise the brand BLUESHIRTNATION- BEST BUY SOCIAL NETWORK D’STREET- DELOITTE SOCIAL NETWORK BLUESHIRTNATION- BEST BUY SOCIAL NETWORK D’STREET- DELOITTE 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…
  • 29. 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 …
  • 30. Example 15: 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
  • 31. 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 Contextual Behavioural approach Approach Demographic approach
  • 32. 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
  • 33. Example 16: 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=Q_qAty-ujTc http://www.youtube.com/watch?v=DyedtGQIPME http://www.youtube.com/watch?v=q1dYv_gKTA8
  • 34. 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 …”
  • 35. 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 …
  • 36. 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.
  • 37. Example 17: They will find you How represents them in Slideshare… How represents them in Flickr…
  • 38. 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”
  • 39. Example 18: Users teach you quot;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,quot; (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. …
  • 40. 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 the participation of 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 the conversation
  • 41. 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 with them in is higher than in world 4.From are used for:view of the user the point of VW’s 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
  • 42. Example 19: Much more than SL…
  • 43. Example 20: Much more than SL…
  • 44. 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
  • 45. 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
  • 46. Social media is in constant evolution… the next transformation… 1. Cross- platforms 2. Multi-regional 3. Vertical extensions 4. Making other genes work
  • 47. Social media is changing the marketing… but the bases doesn’t change… Always… as 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…
  • 48. 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…
  • 49. THANKS!! Christian Palau Sanz christianp@infojobs.net Innova Thinker