social media is social business

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Social Media is Social Business Paul de Gooijer, Emakina.NL

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Presentation at IAM10 by Emakina.NL

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Page 1: Social media is social business

Social Media is Social Business

Paul de Gooijer, Emakina.NL

Page 2: Social media is social business

Emakina.NL is a performance basedbrand activation agency of the digital generation

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Emakina.NL believes relations between companies and customers are the foundation of their success. That the online landscape facilitates the first familiarization and provides a binding platform where companies and brands deepen and strengthen the relationship.

Because online communication is efficient, effective and specific

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Our mission is to activate, enrich and deepen the relationship between brands and their target groups. We do this by exploiting moments of contact in a contemporary manner. From first activation to brand membership.

We call this Customer Intelligence and Activation

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So as agency focusing on relations we should be happy with the growth of Social Media…

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Can we celebrate the success of Social Media?

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Stop the press.

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So posting your new green logo on your website is not enough. If you participate in Social Networks, make sure you’re covered.

And use recycled toilet paper

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Social media isn’t going to help you sell services people don’t trust

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Social media isn’t going to stop people from saying bad things about you

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Social media isn’t necessarily going to increase customer retention

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Social media isn’t going to help you save customer service costs

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Social media isn’t going to work for you if you aren’t a people person

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Making money in Social Media is as hard as crossing the world’s most difficult roundabout

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Cases

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B2B: KLM Clubs

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Flying today…

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...is no fun anymore

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KLM discovered something

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They’re not in the ticket business...

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They’re in the people business!

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Mission:Expand the KLM Experiencebeyond the flight

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Objectives:Improve contact pointsEnhance overall customer travel experienceIncrease customer satisfaction

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Do we offer them more flights?

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Facts After 1,5 Year of Operation

Customer loyalty increase:

Members fly more often than non-members

within relevant peer group

Customer sales increase:

Members buy more expensive tickets than non-

members within relevant peer group

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We contribute to the business of KLM but we also contribute to the brand experience of KLM. An evolution from connecting places to connecting people

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So changing your online presence today influences your business model tomorrow

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B2C: Yunomi

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Unilever’s challenge to us:Find a relevant and meaningful way to connect with our consumers in line with our values…

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How to be relevant? Supporting consumers

How to connect? Being where they are

In line with our values? Adding vitality to life

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Family, work, meIt is a job getting everything done.Life is a balance

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Together we are strong. We have access to a network of friends and loved ones. It helps us when we really need it.

To give support and to be supported

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We believe every woman has a story to tell. She does not need to be a superhero or to be famous. We offer a stage for real women and invite them to share their stories. Real women, real stories.

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Top 3 women’s platform in the Benelux.More than a 1.000.000 user contributions since medio 2009.Millions of site visits.

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As an efficient media channel Yunomi is a measurable platform for Unilever to connect with their audience. Promoting brands, generating knowledge and exposure. Connecting brands with people.

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The magical ingredient?

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They started from their own strength: a thorough understanding of their clients

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And their own ability to blend brand-strategy and business-strategy into a solid online-strategy

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... resulting in a totally new media channel

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And Social Media deliver...

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We thought the end of the chain was a new customer

CampaignCall2action

Awareness/ Brand

preference

POSPromo

Newcustomer

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But we discovered this was just the start

CampaignCall2action

Awareness/ Brand

preference€€POS

Promo

HappyCustomer

Ambassador

LoyalRepeat

Customer

Newcustomer

€ €€€

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Research Confirmation

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Making people buy

PurchaseIntention Rate

Impressions needed for 50’000 intended

purchasers

Media Cost / Impression, Click or

Communication

Media Investement Required

WOM 10% 500’000 0,3$ 150’000$

Print 0,5% 10’000’000 0,03$ 300’000$

Online display (bannering)

0,05% 100’000’000 0,008$ 800’000$

Paid Search 3% 1’666’666 0,50$ 833’333$

Television 0,05% 100’000’000 0,02$ 2’000’000$

Radio 0,01% 500’000’000 0,013$ 6’500’000$

http://www.bzzagent.com/downloads/BzzAgent_Paper_Two_WOM_in_Sales_Funnel.pdf

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Making people buy

PurchaseIntention Rate

Impressions needed for 50’000 intended

purchasers

Media Cost / Impression, Click or

Communication

Media Investement Required

WOM 10% 500’000 0,3$ 150’000$

Print 0,5% 10’000’000 0,03$ 300’000$

Online display (bannering)

0,05% 100’000’000 0,008$ 800’000$

Paid Search 3% 1’666’666 0,50$ 833’333$

Television 0,05% 100’000’000 0,02$ 2’000’000$

Radio 0,01% 500’000’000 0,013$ 6’500’000$

http://www.bzzagent.com/downloads/BzzAgent_Paper_Two_WOM_in_Sales_Funnel.pdf

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One WOM conversation has an estimated impact of 200 television ads.

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Social Media is Social Business

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Social Media is not a new media channel to push your offers; it is a new business channel.

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Social Media is Social Business because it is where your customers can be touched. Efficiently.

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Social Business is where your customers are

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So a celebration might be early, but we can learn how to dance

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So a celebration might be early, but we can learn how to dance

And you have to involve your company and peers

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Because it is a combined effort of marcom and business. And it needs to be supported by the strategic layer of your company

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Contact us for the first steps

[email protected]