waking up in the post social media era

Waking up in the

post- s cial media era.

Nick Decrock@ndecrock

800,000,000Facebook users worldwide

(and still growing fast)

How did that happen?

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@ndecrock

First reasonBasic human

behaviour drove Social Media

Succes

1

The only social medium is the human being.

All the rest is technology.

“

”(Stefan Harzevoort)

Second reason

Social Media are ... social.

Connecting the social world.

©2010 - The Conversation Prismby Brian Solis

2

Third reason

Mobile phone penetration drove Social Media success. And vice versa. Now, you’re

always connected.

3

Obvious because Social & Mobile Media brought computing finally

to a personal level.

So it’s time to make marketing personal again.

Did you know that more peoplewill access the

MOBILE WEB

Source: Gartner Source: Morgan Stanley

than the

DESKTOP WEB

by 2013 -> 2015

Digital natives can not imagine a world

without social media.

It ‘s time to find outhow to be social ...

outside social media.

Because people expect usto be social ...

outside social media too.

1. Always contextual2. Everything for free, right?3. Consumer wants control4. It’s their brand5. Sharevertising

Five key

social effectsto learn from.

Being contextual

social effect n°1

How people now expect youto be contextual & relevant. All the time.

Being contextual

Search & social media contentis contextual by nature.

Learning by doing.

You’d better be as smart as Facebook & Google.

People expect us to be contextualand relevant. Always.

Get to know your consumer.

The Free Economysocial effect n°2

Haven’t you noticed that the most complex and expensivesoftware are now for free? Like Google, Facebook, YouTube, ...

When will your product become free?

In return for honest rewards and full transparency.

Free, because people are willing to trade their privacy.

Privacy is not a big issue.Privacy is just a modern invention. Nurtured bythe rise of anonymous cities. In the old villages

people shared as much as now on social networks.

Social Payment

Social Rewards

Think free, think sharing.What can you do to make (part of) your products or service for free? And make even more money.

Always in Controlsocial effect n°3

The consumer wants to be in control.From Push to Pull communication.

✓ permission based (Facebook connect)

✓ transparant profile data

✓ communication control

✓ privacy settings

✓ like / comment / share

✓ opt-in & -out

What people expect from Facebook, they now expect from your brand too.

If Facebook can do this for 800 million people, why can’t you do it for your

customers?

Did you know a mailinglistopt-in equals a Facebook like ?

Please act upon it.

E-mail is the preferred channel (over social media) to give feedback

or ask questions.

DID YOU KNOW?

So, why are most e-mailings like this ?

It ’s their brandsocial effect n°4

Yes, it’s their brand. Not yours.An engagement works both ways.

Brand lovers mostly ‘outlive’ brand manangers.

So, it’s then obvious they feel moreconnected to the brand.

0%

10%

20%

30%

40%

5%6%

18%

33%37%

Promotions& offers

CURRENTCUSTOMER

InfotainmentFriendsare fans

Service& support

Why people follow brands on Facebook

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Custom products

YOUR products

How monitoring helped Hippo Snacks in India to solve out-of-stock issues.

People are more than media, they can be coworkers too.

Sales up ⬆ +76 %

Getting your consumers to be the

peers of your prospects.

GREAT PRODUCTS/SERVICES

GREAT EXPERIENCE

GREAT SOCIAL EXPOSURE

GREAT SALES

Shifts in advertising

social effect n°5

Advertising will never be the same again.

One2Many One2Few One2one Many2Many

TV/radio/print Direct Marketing CRM Social Media

Wake-up. Times have changed drastically

When did you recently surprise

your consumers? And made them

smile ?

Strategy: “Open Happiness”

Promotion Budget: zero

Result: 4,201,654 views on YouTubethanks to a ‘billion’ shares.

share

news

views

emotions

experiences

expertise

vertising

Offline brand experiences are the main online conversation starters.

People become fan

because they like your

brand or promo.

“If they won’t share it, we won’t air it.”

(Sebastian Micozzi, Pepsico)

New advertising ROI = engagement value

We’re still stuck in the old thinking. Different medium= different behaviour.

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2011

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PASSIVE ADVERTISING

We’re still stuck in the old thinking. Different medium= different behaviour.

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2011

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ACTIVE 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.

In the social world, we focus on post-conversion advertising, based on experience we have and is the result of your ... product USP’s.

Next step logical step isPost-Conversion advertising

Sour

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2011

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There is more to socialthan social media.

Consumer expectations have changed a lot.People expect your marketing efforts

to evolve along.

CONCLUSION

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

Nick Decrock@ndecrock

thank you

Waking up in the

post- social media era.