Waking up in the Post Social Media Era
118 likes16,120 views
The document discusses the evolution of marketing in the social media era, highlighting the importance of being contextual, offering free products, and allowing consumer control over brand interactions. It emphasizes that brands must adapt to consumer expectations shaped by social media, where engagement and shared experiences are key. The document concludes that successful marketing strategies should incorporate these social effects to thrive in the changing landscape.
Waking up in the Post Social Media Era
- 1. Waking up in the post- s cial media era. Nick Decrock @ndecrock
- 3. 800,000,000 Facebook users worldwide (and still growing fast)
- 4. How did that happen?
- 5. CURIOUSITY @ nd ec ro ck 1 First reason Basic human behaviour drove your them Social Media EGO Succes OP SH EC F VE LL T O IN AR TI us CO R IO PA E NS
- 6. “The only social medium is the human being. All the rest is technology. ” (Stefan Harzevoort)
- 8. Second reason Social Media 2 are ... social. Connecting the social world. ©2010 - The Conversation Prism by Brian Solis
- 9. 3 Third reason Mobile phone penetration drove Social Media success. And vice versa. Now, you’re always connected.
- 10. Obvious because Social & Mobile Media brought computing finally to a personal level. So it’s time to make marketing personal again.
- 11. Did you know that more people will access the MOBILE WEB than the DESKTOP WEB by 2013 -> 2015 Source: Gartner Source: Morgan Stanley
- 12. Digital natives can not imagine a world without social media.
- 14. It ‘s time to find out how to be social ... outside social media.
- 15. Because people expect us to be social ... outside social media too.
- 16. Five key social effects to learn from. 1. Always contextual 2. Everything for free, right? 3. Consumer wants control 4. It’s their brand 5. Sharevertising
- 17. social effect n°1 Being contextual How people now expect you to be contextual & relevant. All the time.
- 18. Being contextual
- 19. Search & social media content is contextual by nature. Learning by doing.
- 20. You’d better be as smart as Facebook & Google. People expect us to be contextual and relevant. Always.
- 21. Get to know your consumer.
- 22. social effect n°2 The Free Economy Haven’t you noticed that the most complex and expensive software are now for free? Like Google, Facebook, YouTube, ... When will your product become free?
- 23. Free, because people are willing to trade their privacy. In return for honest rewards and full transparency.
- 24. Privacy is not a big issue. Privacy is just a modern invention. Nurtured by the rise of anonymous cities. In the old villages people shared as much as now on social networks.
- 25. Social Payment
- 26. Social Rewards
- 27. Think free, think sharing. What can you do to make (part of) your products or service for free? And make even more money.
- 28. social effect n°3 Always in Control The consumer wants to be in control. From Push to Pull communication.
- 29. What people expect from Facebook, they now expect from your brand too. ✓ permission based (Facebook connect) ✓ transparant profile data ✓ communication control ✓ privacy settings ✓ like / comment / share ✓ opt-in & -out
- 30. If Facebook can do this for 800 million people, why can’t you do it for your customers?
- 31. Did you know a mailinglist opt-in equals a Facebook like ? Please act upon it.
- 32. DID YOU KNOW? E-mail is the preferred channel (over social media) to give feedback or ask questions.
- 33. So, why are most e- mailings like this ?
- 34. social effect n°4 It ’s their brand Yes, it’s their brand. Not yours. An engagement works both ways.
- 35. Brand lovers mostly ‘outlive’ brand manangers. So, it’s then obvious they feel more connected to the brand.
- 36. Why people follow brands on Facebook 40% 37% 30% 33% 20% Source: ©2011 - Get Satistaction blog 18% 10% 6% 5% 0% Promotions CURRENT Friends Service Infotainment & offers CUSTOMER are fans & support
- 37. Source: ©2011 - InSites Consulting
- 38. Custom products
- 39. YOUR products
- 40. How monitoring helped Hippo Snacks in India to solve out-of-stock issues. People are more than media, they can be coworkers too.
- 41. Sales up +76 %
- 42. Getting your consumers to be the peers of your prospects. GREAT PRODUCTS/SERVICES GREAT EXPERIENCE GREAT SOCIAL EXPOSURE GREAT SALES
- 43. social effect n°5 Shifts in advertising Advertising will never be the same again.
- 44. Wake-up. Times have changed drastically One2Many One2Few One2one Many2Many TV/radio/print Direct Marketing CRM Social Media
- 46. surprise When did you recently your consumers? And made them smile ?
- 47. Strategy: “Open Happiness” Promotion Budget: zero Result: 4,201,654 views on YouTube thanks to a ‘billion’ shares.
- 48. news experiences views share vertising emotions expertise
- 49. Offline brand experiences are the main online conversation starters.
- 50. People become fan because they like your brand or promo.
- 51. “If they won’t share it, we won’t air it.” (Sebastian Micozzi, Pepsico) New advertising ROI = engagement value
- 52. We’re still stuck in the old thinking. Different medium = different behaviour. Source: ©2011 - Baekdal.com PASSIVE ADVERTISING
- 53. We’re still stuck in the old thinking. Different medium = different behaviour. Source: ©2011 - Baekdal.com ACTIVE ADVERTISING
- 54. Next step logical step is Post-Conversion advertising In the past we focused on passive advertising, which was based on exposure and dominated by marketing. In the digital world, we focus on active advertising, based on direct conversions and mostly dominated by sale. Source: ©2011 - Baekdal.com In the social world, we focus on post-conversion advertising, based on experience we have and is the result of your ... product USP’s.
- 56. CONCLUSION There is more to social than social media. Consumer expectations have changed a lot. People expect your marketing efforts to evolve along.
- 57. Beware of the Social Consumer 1. CONTEXTUAL: Remember they expect you to know him 2. FREEBIES: All good things in life are free 3. ÜBERCONTROL: Let them pull the strings 4. SOCIAL BRAND: It’s their brand, so invite them in 5. SHAREVERTISING: Your product is your best ad
- 58. Waking up in the post- social media era. thank you Nick Decrock @ndecrock