Waking up in the Post Social Media Era

Social Media has put the marketing world upside down. It changed the way consumers think, act and buy. Now it’s time to get social outside social media, because people expect us to. Be aware of the social consumer ...

Speaker Deck summary of my presentation at the Click Asia Summit 2012 in Mumbai, India.

Transcript

1. Waking up in the post- s cial media era. Nick Decrock @ndecrock
2. 800,000,000 Facebook users worldwide (and still growing fast)
3. How did that happen?
4. EGO PART O F CO LLECTIVE SHARE OPINIONS CURIOUSITY your them us @ ndecrock First reason Basic human behaviour drove Social Media Succes 1
5. The only social medium is the human being. All the rest is technology. “ ” (Stefan Harzevoort)
7. Second reason Social Media are ... social. Connecting the social world. ©2010 - The Conversation Prism by Brian Solis 2
8. Third reason Mobile phone penetration drove Social Media success. And vice versa. Now, you’re always connected. 3
9. Obvious because Social & Mobile Media brought computing finally to a personal level. So it’s time to make marketing personal again.
10. Did you know that more people will access the MOBILE WEB Source: Gartner Source: Morgan Stanley than the DESKTOP WEB by 2013 -> 2015
11. Digital natives can not imagine a world without social media.
12. It ‘s time to find out how to be social ... outside social media.
13. Because people expect us to be social ... outside social media too.
14. 1. Always contextual 2. Everything for free, right? 3. Consumer wants control 4. It’s their brand 5. Sharevertising Five key social effects to learn from.
15. Being contextual social effect n°1 How people now expect you to be contextual & relevant. All the time.
16. Being contextual
17. Search & social media content is contextual by nature. Learning by doing.
18. You’d better be as smart as Facebook & Google. People expect us to be contextual and relevant. Always.
19. Get to know your consumer.
20. The Free Economy social effect n°2 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?
21. In return for honest rewards and full transparency. Free, because people are willing to trade their privacy.
22. 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.
23. Social Payment
24. Social Rewards
25. Think free, think sharing. What can you do to make (part of) your products or service for free? And make even more money.
26. Always in Control social effect n°3 The consumer wants to be in control. From Push to Pull communication.
27. ✓ 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.
28. If Facebook can do this for 800 million people, why can’t you do it for your customers?
29. Did you know a mailinglist opt-in equals a Facebook like ? Please act upon it.
30. E-mail is the preferred channel (over social media) to give feedback or ask questions. DID YOU KNOW?
31. So, why are most e- mailings like this ?
32. It ’s their brand social effect n°4 Yes, it’s their brand. Not yours. An engagement works both ways.
33. Brand lovers mostly ‘outlive’ brand manangers. So, it’s then obvious they feel more connected to the brand.
34. 0% 10% 20% 30% 40% 5% 6% 18% 33% 37% Promotions & offers CURRENT CUSTOMER Infotainment Friends are fans Service & support Why people follow brands on Facebook Source: ©2011 - Get Satistaction blog
35. Source: ©2011 - InSites Consulting
36. Custom products
37. YOUR products
38. How monitoring helped Hippo Snacks in India to solve out-of-stock issues. People are more than media, they can be coworkers too.
39. Sales up ‐ +76 %
40. Getting your consumers to be the peers of your prospects. GREAT PRODUCTS/SERVICES GREAT EXPERIENCE GREAT SOCIAL EXPOSURE GREAT SALES
41. Shifts in advertising social effect n°5 Advertising will never be the same again.
42. One2Many One2Few One2one Many2Many TV/radio/print Direct Marketing CRM Social Media Wake-up. Times have changed drastically
44. When did you recently surprise your consumers? And made them smile ?
45. Strategy: “Open Happiness” Promotion Budget: zero Result: 4,201,654 views on YouTube thanks to a ‘billion’ shares.
46. share news views emotions experiences expertise vertising
47. Offline brand experiences are the main online conversation starters.
48. People become fan because they like your brand or promo.
49. “If they won’t share it, we won’t air it.” (Sebastian Micozzi, Pepsico) New advertising ROI = engagement value
50. We’re still stuck in the old thinking. Different medium = different behaviour. Source: ©2011 - Baekdal.com PASSIVE ADVERTISING
51. We’re still stuck in the old thinking. Different medium = different behaviour. Source: ©2011 - Baekdal.com ACTIVE ADVERTISING
52. 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 is Post-Conversion advertising Source: ©2011 - Baekdal.com
53. There is more to social than social media. Consumer expectations have changed a lot. People expect your marketing efforts to evolve along. CONCLUSION
54. 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
55. Nick Decrock @ndecrock thank you Waking up in the post- social media era.