bmm aformationdigitale2013 socialmedia-amelie-nocase

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rattraper le train du digital

Social MediaAddressing new consumers expectations

By Amélie Sainthuile Digital Strategist @Emakina

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Agenda

18h10-19h40: • Back to last Monday’s learnings• Understanding Social Media & Belgian Customers• Keys for Social Strategy• Social Tools & usage

20h – 21h:• Clinique Belgium: a concrete case• Understanding Social ROI

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Before we start, Let’s go back to last Mondays’ learnings

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New landscape for brands

• In average, Belgian consumers are in contact 8 times with brands before contracting a service or buying a product

• Digital touchpoints leading to purchase are twice more numerous than 4 years ago

• 61% of consumers are highly influenced by digital interactions they have with brands and brand-related information

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New consumer decision journey

1. The consumer considers an initial set of brands, based on brand perceptions and exposure to recent touchpoints

2. Consumers add or substract brands as they evaluate what they want

3. Ultimately the consumers selects a brand at the moment of purchase

4. After purchasing a product or service, the consumer builds expectations, based on experien ce to inform their next decision journey

From MacKinsey Report, 2011.

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Paid, Owned, Earned(but mainly paid at the end)

From Hugues Rey, Havas Media

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Social Media is about creating « shared value »

From Joëlle Liberman, Egerie

For the consumers For the brand

By using the right tools in the right way

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New currencies / KPI’s

From Hugues Rey, Havas Media

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Today’s Focus

How to use social media to create positive brand experiences for your

customers/ prospects & differenciate your brand and products from

competitors?

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The Milestones

• What are Social Media?

• Who are the social consumers? What are their expectations?

• Why to use Social Media? How to integrate them in a global brand (digital) experience?

• What ROI to expect from Social Media? How-to measure it?

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What are social media?

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A galaxy of Websites, Communities, Internet Enabled Software, Online Services, …

Source: Corporate Social Networking, Business Breakfast, March 2010, Jason Ross, CEO, View Ben Procter, Director, View, UK

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Social Media is no more a Trend

1999 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

MySpaceSecond LifeDel.ici.ous

Tumblr.Friendfeed

GrouponNetlog

Google BuzzFB Opengraph

FriendsterSkyblog

Yahoo offered 1 M $ to buy

Mobile apps increase real-times

updates in social media by 300%

Start of Viral Movies, incl.

Negative buzz

FB overtakes MySpace in

terms of usage

Trends of QR Codes

79% of all ages demographics (<15 y.o.) are

active on social media

Pinterest’s usage

increased

SOCIAL MEDIA TIMELINE

HIGHLIGHTS THE IMPACT OF SOCIAL MEDIA

TECHNOLOGIES’ ADOPTION ON CONSUMERS BEHAVIORS

FB generated more traffic than Google

Gamification appears as a succesful loyalty tactic for content’s

websites

Websites integrating FB

opengraph raises traffic from SM by

300 to 700%

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Social media platforms have very different purposes, functionalities and users.

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Intention Purchase sharing sites

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Why were brands so « panicked » about

Social Media?

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Starting from 2009, a major « consumer revolution »

happened

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United Airlines Breaks Guitar9 Millions views in 1 year*

* From July 6th 2009 until now

And consequences can be important

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Those bad buzzes highlight the apparition of a « new mankind », a

generation of consumers that are now more powerful than never before…

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Who are the Social Consumers?

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C onnectedonsumers

The Connected Consumers

They share opinions, links and experiences in social networks -like Twitter, Facebook or LinkedIn- at least once a week.

They follow brands and interact with them via social networks

They may posts reviews on forums and reviews websites

They may write on collaborative platforms or run a blog -for which he will probably use ads to make some money of it

20% of them connect to social applications via mobile Internet (In FB Insights, 2010)

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30%Today, Connect Consumers spend

of their leisure time on social media (34% vs 35% TV)

Source: Razorfish Digital Brand Experience Report, 2009.

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But the Good News is

Social Media in Belgium

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Main Social Media in Belgium

4,9 millions users in 2013

62% of Belgian online surfers

About 90K users in 2013

12 % of Belgian online surfers

4 millions users in 2013

50% of Belgian online surfers

1.5 millions users in 2013

19% of Belgian Online Surfers

* Data from SocialBakers, Comscore Studies, Google Trends, Commentag, Smartbusiness.be

!!! Google + stats are influenced by people connecting to Gmail, doesn’t mean that Internet users actually use it so far !!!

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“Emerging” Social Media

Mobile app allowing « check-ins », venues recommendations, f-2-f offline meeting and SOLOMO special offers/ 15 M users WW, 30 M refered venues, 4 M check-ins/ day

Mobile app, 1 million download at the launch of the Android version, 15 M users ww

Intention Purchases pinning system allowing walls creation, mainly girly & fashion related10, 4 M users ww in january 2012

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What about Social Consumers’ Behaviors &

Expectations?

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Belgian Consumers’ Points of Social Connection

• 70% have access to high speed Internet• 23% own a smartphone• 7% own a tablet

And they connect to Social Media*:

82% during their leisure timemeaning mainly out of working hours (evenings+ weekends)

33% while watching TV or listening to radioWhat highlights a meshing between traditional & digital media

Source: InSites Consulting, Social Media Around the World 2012.

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Belgian Consumers are Engaged !

• 76% speak about the products they buy

• 42% give their opinion

• 26% recommend products

• 20% express critics against a brand or product

Source: McKinsey, 2012.

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Main drivers to use Social Media in Belgium

• 60% to share direct messages

• 53% to share pictures

• 50% to kill time

• 42% to share information and links

• 17% to learn about products

• 13% to find coupons/ promotions

• 11% to assess brands, products & services based on reviews

Source: InSites Consulting, Social Media Around the World 2012.

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What is key when considering social media

marketing?

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Social Media Marketing is not a strategy, it ’s a business-driven program

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They define priorities: It’s a question of cost-effectiveness

They help their employees to know what to do in Social Media (Entertainment vs providing value to the company)

Business Goals are king!

Business Goals are

• Acquire new consumers• Increase consumers loyalty• Build consumers intelligence• Increase (online) sales• Reduce communication costs• Reduce consumers support costs• Improve internal communication• Improve recruitment• …

Business Goals are not…

• Engage with consumers• Create a Facebook Page• Build a community• Spread coupons• Create online offers• …

tactics

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Social Media investments must be aligned with your business goals

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Business goals legitimates social effortsBrand Loyalty

Consumers Feedback/ BI

Activation

Human Ressources

E-reputation/ PR

Crisis Management

Sectorial Watching

Brand Presence

Product Awareness

Traffic

Brand Experience

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On a marketing perspective, a strategy defines objectives and describes the way

you are going to satisfy consumers in your chosen markets, offering adding-value in

comparison to your competitors

Marketing Key Objective:BUILD UP CUSTOMER EQUITY

AwarenessEthics/ BehaviorFamiliarityWeb Cultural Relevance

LoyaltyCommunity BuildingPersonal Treatment

QualityPriceConvenience

Customer Equity

Brand Equity

Value Equity

Retention Equity

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How to use social media to enhance your customer equity?

Digital Native

Insights

Brand Soul

Brand Social Roles

Field qualitative research (conversation mining, ethnographic field work) to identify any unmet or under-delivered upon needs your audience shares

Determine which elements of the brand’s DNA are the best to take forward in social

Create a list of potential roles your brand can take on in social and narrow these roles into a relevant pool for social media

Potential roles for Social Program

Select 3-4 key roles

And creating the right « shared-value » for your brand and customers, following each « media » specific culture & rules

From Joëlle Liberman, Egerie

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Why/ How to use Social Media as a brand?

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Social Marketing Strategies

Listening: Market research through social media is about seeking insights and understanding your customers for use in marketing and development.

Talking:Using social media to spread your messages as an extension to current digital marketing activities (display advertising, search ads, Email etc...).

Energizing:Identifying your brand ambassadors and facilitating + empowering their Word-of-Mouth through social media.

Supporting:Applying social media and social technologies to help and motivate customers support each other.

Embracing:Integrating your customers into how your business works, including how to embed them into innovations.

Source: Li, Charlene and Bernoff, Josh. Groundswell: Winning in a World Transformed by Social Technologies. 2008.

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But Social Media is most of all about human conversation, shared

value, trust and influence

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TOP 5 Motivations for Brands to Invest in Social Media

1. to generate WOM, what means• to engage with the right audience, what includes to identify & target influencers i.e

people speaking about the brand, products or deals in a positive way and rebroadcasting those messages to the target audience

• to energize people to leave ratings & reviews

2. to consolidate the brand ie• building awareness for brands, services & new products• repositioning existing brands and services• communicate more detailed information about brands, products or services

3. To increase direct response ie• Answering consumers directly from social media• Turning conversation into direct sales

4. To create a relationship with customers ie engagement5. To encourage customers to give feedback and ideas

In MICROSOFT, Social Advertising and Driving WOM, The Social Advertisers’ Point of Views, 2012

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Understanding the tools

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Facebook

Talking i.e. inspiring fans, answering their questions, giving visibility to actions, sharing

your brand values, CSR initiatives, sector-related trends… and at the upper end, boosting

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Net-à-porter Inspiration, Traffic Generation & products promotion:

Push of new products, fashion trends, smart integration of e-commerce

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Facebook AdsDifferent formats of ads for different purposes

All Facebook Ads are targatable on different criterias (socio-demo, fans, friends of fans, interest in other brands, …)

2 main formats:

1. Sponsored stories & Ads 1. Fans’ recruitment for your page2. Visibility for your campaigns and/ or activations3. Visbility for your key publications4. Traffic to your website (-)

2. Promoted publications1. More visbility (reach) for your important publications

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Twitter…

From special offers to customers’ support, products news, highlight of brand ambassadors

or just brand transparency with PR actions

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What are top reasons people follow a brand?

Interesting or entertaining

content; 22.70%

Friends are fans of the brand;

6.30%Special Offers/ deals; 43.50%

Current Cus-tomer; 23.50%

Service, support of product news; 3.50%

Other; 0.70%

Source: Razorfish.com, Econsultancy.com, Socialmediatoday.com

Fans & followers reward through tickets distribution, local deals, VIP accesses, … on

Twitter & mobile app!

Special deals for Christmas!

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Bank of America dedicated channel for online consumers

support

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Youtube Channels

Video tutorials, visibility for video ads, inspiration, VIP interviews, Brand TV Channel, …

First Direct- YouTube Channel

From events coverage to specific answers to products tutorials, society

or innovation debates

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Pinterest/ Instagram

Giving more visbility to the brand’s content but also aggregate customers generated content

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Social Plugins

as « WOM amplifyers » and somehow… « personalised experience designers »

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Amélie Sainthuile

Like = Visibility in FB Newsfeed

Like = Visibility & potential traffic from users 300 average

friends

Like = Back Traffic & New “Likes”

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Post-purchase sharing is highly effective at driving sales conversions from users friends. Additionally, post purchase sharing can be assorted with extra advantages

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GogobotIncites users to get travel advices from Gogobot travellers. People quickly answer questions

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Social Applications…

From branded entertainment to social sales and social CRM

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Emotional Branding & new product launch

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E-commerce social awareness from Facebook

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Direct Booking Engine in Facebook

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From social users entertainment to Social CRM

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Social Campaigns

Investing in WOM

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Pay with a Tweet

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Kotex on Pinterrest

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Blogs, communities & other owned assets

Giving more visibility to your brand DNA, connecting consumers together, providing them with added-value, allowing them to participate to

innovation, …

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Unilever multi-brand women community (#1 in Benelux)

Start-up and small business open community

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American Express YourBuzz Product

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Budgetisation tool + community + experts blog + online support (chat, questions, …) + social presences + mint life mag

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Stock trading community + conversation tools with people with the same investment profile

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Launch in August 2011

New features testing live before release

Polls and satisfaction surveys

Feedback area

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As a conclusion

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Time for a break

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A Concrete Case

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Social ROI

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Top difficulties of Social Media

• Identifying the right audience & making sure people speaking about the brand are reaching the right target group and not just their friends

• Controlling the content of the conversation: you will never be sure that people are not speaking negatively about you

• ROI is difficult to measure, due to a lack of proper tools for social media advertising

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How?Tools & Tactics, based on the Digital Customer Lifecycle

EVALUATION

PURCHASE

EXPERIENCE

LOYALTYADVOCATE

AWARENESS

CONSIDERATION

Traditional/ Online/ Social Campaigns

Facebook Ads Facebook Page /

Twitter Account/ YouTube Channel, LinkedIn Page, ….

Partnerships with external website/blogs

PR for new products and features

Sharing features on website content

Customers reviews Viral Content (product video

presentation) MGM Tactics

Facebook Page Loyalty Rewards Special offers Newsletters

Support to customers (chat, p2p, FAQ, social care, …)

Video tutorials How-to’s video ...

Online quotes + retrieve of past info/ quotes

Website as a sales channel

Peers ratings and reviews Customers feedback Blogs & forums monitoring & social care

Traditional/ Online/ Social Campaigns Facebook Page / Twitter Account/

YouTube Channel, LinkedIn Page, …. Partnerships with external websites/ blogs Peers ratings & reviews Monitoring & social care

Digital Tools & Tactics, based on the customers’ lifecycle

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Measuring ROI

Tracks Objectives Actions KPI’s

Social media optimised website

• Content virality• Post-purchase sharing

• Invest in editorial content• Integrate post- purchase features

• # shared content• # post-purchase sharing• % social traffic• # social sales

Peers- Interactions • Build Advocacy• Facilitate evaluation• Energize consideration

• Ratings & reviews• Feedback area• Sharing features• Propose MGM activations

• NPS• # of shared content• # of « parrainages »

Partnerships • Increase awareness• Strenghten consideration

• Develop contacts with external websites & blogs

• # of articles• % of referal traffic/

partner

Social Touchpoints • Increase awareness & consideration

• Energize advocacy

• Monitor forums• Provide social support• Launch a Facebook Page • Launch a Twitter account for support

• Customers satisfaction• NPS in social media

Social Campaigns • Recruit new optins• Increase fans base• Collect participants

feedback

• Define a creative concepts• Include optin’s and users’ data

collection• Reimport customers data in marketing

database / relevant digital assets

• # vieuwers (reach)• # participants• # new fans/ opt’ins• # collected feedback

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Conclusions

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Step 1: Give priorities to the business objectives you want to support through

social media

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Step 2: Identify your target audiences and understand how you can serve them

better

Digital Native

Insights

Brand Soul

Brand Social Roles

Field qualitative research (conversation mining, ethnographic field work) to identify any unmet or under-delivered upon needs your audience shares

Determine which elements of the brand’s DNA are the best to take forward in social

Create a list of potential roles your brand can take on in social and narrow these roles into a relevant pool for social media

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Step 3: Select the right tools for your audience & start

interacting

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To Social Media

Becoming Social

A 3 directions approach

From a brand controlled environment

Brand X

Forums

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To Social Media

Direction 1:

“Socializing” a website

Brand X

Forums

2. Facilitate or stimulate the

creation of a fan base by giving

visbility to your brand assets

1. Add Share Buttons/

embedded links to facilitate

content spread

3. Adapt formats for

social spread

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To Social Media

Brand X

Forums2. Create added-

value for your fans through

conversation

1. Build a presence in the most popular social networks for your target

Brand X

1. Build a presence in the most popular social networks for your target Brand X

Direction 2:

Building a Relevant Social Media Presence

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To Social Media

Brand X

Forums

1. Build links with sectorial bloggers/

2. Provide bloggers with added-value

for their blog (event, contest,

visibility, …)

4. Monitor & answer online customers feedbacks/

opinions/ questions (SMM)

3. Listen & moderate debates

5. Organize co-creation workshops

5. Organize co-creation/ Connect

customers together

Direction 3:

Engaging in conversations with online users

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Questions?

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