business & social media : why ?
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Author: Jean-Francois MESSIER
How can social media increase
your business success?
This document is part of the “Social Media and Business” series by JF MESSIER
social media for business?
social media becomes a critical factor in
the success of any business
it works
of the “Y” generation
the experience is social
you have no choice
BE
CA
US
E
Reason #1
where businesses can
embrace their customers.
We have reach
like never before,
One message before social media…
One message before social media…
One message after social media…
is distributed
across
One message after social media…
One message after social media…
One message after social media…
One message after social media…
One message after social media…
Reason #2
7 hours The time it took
for James Lebron
to amass his first
Twitter followers.
You know those videos with that manly Old Spice guy and his hilarious responses to Twitter fans?
110 million
+55%
views
Sales (source :
Nielsen, July 2010)
In 2010, Ford kicked off the Fiesta Movement,
a social media campaign.
http://www.fiestamovement2.com/
6.2 million
132,000
views
handraisers
In 2010, Ford kicked off the Fiesta Movement,
a social media campaign.
http://www.fiestamovement2.com/
40 million
30%
impressions
under 25
In 2010, Ford kicked off the Fiesta Movement,
a social media campaign.
http://www.fiestamovement2.com/
750,000
83%
views
new to Ford
In 2010, Ford kicked off the Fiesta Movement,
a social media campaign.
http://www.fiestamovement2.com/
21,213 fans
In 2010, Ford kicked off the Fiesta Movement,
a social media campaign.
It made 60% of the
public aware of a
car that hadn't even
made its debut in
the US yet.
http://www.fiestamovement2.com/
In 2010, Ford kicked off the Fiesta Movement,
a social media campaign.
It made 60% of the
public aware of a
car that hadn't even
made its debut in
the US yet - without
spending a dime on
traditional media.
http://www.fiestamovement2.com/
In 2010, Ford kicked off the Fiesta Movement,
a social media campaign.
http://www.fiestamovement2.com/
50,000
97%
Interested potential
customers
of which don‟t
currently own a Ford
Kellogg fans earn a virtual currency called „choc chunks‟ by performing various social media activities.
Kellogg fans earn a virtual currency called „choc chunks‟ by performing various social media activities. Then they can exchange their chunks for prizes like music festival tickets or iTunes vouchers.
1,500
40,000 to
from
fans in seven days
Kellogg fans earn a virtual currency called „choc chunks‟ by performing various social media activities. Then they can exchange their chunks for prizes like music festival tickets or iTunes vouchers.
‟s ROI just for sending out a tweet might look something like this:
1.5 million followers
‟s ROI just for sending out a tweet might look something like this:
50,000 followers who see the Tweet
1.5 million followers
‟s ROI just for sending out a tweet might look something like this:
50,000 followers who see the Tweet
1.5 million followers
500 followers who click on the link
‟s ROI just for sending out a tweet might look something like this:
50,000 followers who see the Tweet
1.5 million followers
500 followers who click on the link
50 purchasers based on the Tweet
‟s ROI just for sending out a tweet might look something like this:
50,000
$25,000
followers who see the Tweet
in sales: 50 purchases x $500
1.5 million followers
500 followers who click on the link
50 purchasers based on the Tweet
By the end of 2009, had
generated
in sales from alone.
‟s IdeaStorm is an online community that allows users to submit ideas for new products or improvements to existing ones
30% drop in negative sentiment!
On April 8, 2008, Frank Eliason set up
to help
a account
users in need.
70,000 ideas
in the first year
Gave their
consumers
a
50,000 product ideas
Gave their
consumers
a
In the first nine months of launching its social
media communities
140,000 fans
crowd-sourced ideas for a new crisp flavour with its
1.3 million entries
crowd-sourced ideas for a new crisp flavour with its
14% increase in sales!
Reason #3
The first generation of
Digital Natives is
coming of age…
…born between 1980 and 1990.
They are already 20 to 30 years old.
of the human race is under the age of 30.
of the human race is under the age of 30.
They‟ve never
known life without the
internet.
“Y generation” spend
> 16 hours / week online.
of them have
joined a social network
96%
Guess how they feel
about social media?
And they don't care about your ads.
They care about
what their friends think.
Reason #4
The building blocks of an experience
CUSTOMERS
BRAND
BUSINESS
FOUNDATION
The building blocks of an experience
CUSTOMERS
BRAND
BUSINESS
FOUNDATION
USEFUL
EXPERIENCE
helpful
effective
functional
The building blocks of an experience
CUSTOMERS
BRAND
BUSINESS
FOUNDATION
USEFUL USABLE
EXPERIENCE
helpful
effective
functional
intuitive
efficient
accessible
Natural progression
The building blocks of an experience
CUSTOMERS
BRAND
BUSINESS
FOUNDATION
USEFUL USABLE
EXPERIENCE
helpful
effective
functional
intuitive
efficient
accessible
enjoyable
delightful
memorable
DESIRABLE
Natural progression
The building blocks of an experience
CUSTOMERS
BRAND
BUSINESS
FOUNDATION
USEFUL USABLE
EXPERIENCE
SUSTAINABLE
helpful
effective
functional
intuitive
efficient
accessible
enjoyable
delightful
memorable
pliable
scalable
adaptive
DESIRABLE
Natural progression
The building blocks of an experience
CUSTOMERS
BRAND
BUSINESS
FOUNDATION
USEFUL USABLE
EXPERIENCE
SUSTAINABLE
helpful
effective
functional
intuitive
efficient
accessible
enjoyable
delightful
memorable
pliable
scalable
adaptive
DESIRABLE SOCIAL
collective
shareable
distributed
Natural progression
Reason #5
Is it imperative for a business to
have a presence online ?
If you answered “no”, I have a nice flying machine for your next business trip that I would like to sell to your company!
If you answered “yes”:
the web and media are
both
social
In 2011, if you don‟t use social
media, you don‟t use the internet.
Translation:
The train is leaving the station
with or without you.
75%
# of Americans who use social technology
Forrester, The Growth of Social Technology Adoption, 2008
70%
Source FACEBOOK.COM/PRESS/INFO.PHP ? STATISTICS – JANUARY 2011
# of active worldwide Facebook users outside the United States
# of the global internet population who visit social networks
Nielsen, Global Faces & networked places, 2009
2/3
However old they are…
May-10
86%
61%
47%
26%
18-29:
30-49:
50-64:
> 64:
They are steadily growing
Sept-05 May-08 Nov-08 Apr-09 Dec-09 May-10 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
86%
61%
47%
26%
18-29
30-49
50-64
> 64
Where do people search for
product information?
Search
engines
Companies
Suppliers
Social
networks
50% 47%
59%
Time spent on social networks
is the
overall Internet rate
Nielsen, Global Faces & networked places, 2009
Visiting social sites is now
Nielsen, Global Faces & networked places, 2009
popular online activity,
…ahead of personal email!
the
Social media is
the same today
as it was yesterday.
It‟s just now
reached
Social media is
the same today
as it was yesterday.
It‟s just now
reached
It‟s too
hard to
ignore.
Julia Roy
Senior Manager, New Media
Coach, Inc.
Ignoring social media in
2011 is like…
…ignoring Google in 1999.
If you haven't gotten on
the train yet,
don't worry, you will.
If you haven't gotten on
the train yet,
don't worry, you will.
Pretty soon,
you'll have to.
If you haven't gotten on
the train yet…
…the question is:
how do you get
on the train?
If you haven't gotten on the train yet…
Start by registering
a username that
is still available
on most of the
popular Social
Networking and
Social Bookmarking
websites.
Watch, learn and listen
– then jump on in. You
can‟t understand social
media until you use it.
If you haven't gotten on
the train yet…
Synthesis
It‟s not a fad. It‟s a
fundamental shift in
the way we communicate
Synthesis
We don't have the choice on
social media,
the question is
it.
Erik Qualman
whether we
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Bibliography
If you were interested in this presentation,
you may be interested in this one as well…
Author: Jean-François MESSIER Global New Technologies Director at Mercuri International Email: jfmessier@mercurifr.com
Photo Credit All photos in this presentation were purchased on iStockPhoto.com. All logos or brand references are the copyright of their respective owners. Slides from this document may not be repurposed without express written consent. Send permission requests to jfmessier@mercurifr.com
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