socialnomics guestcollege nyenrode
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SocialNomics course Nyenrode
28th March 2011 › Remco van Buren
About Kittyhawk and myself…
Founded in June 2009
> 35 years of online experience
Focus: integrating online in general business strategies
Or: Building Online Business
Team of 8 specialists and growing fast
More info www.kittyhawk.nl
Me? Remco van Buren 2 Social Media Marketing
Disclaimer
Kittyhawk states: There is not one online truth!
But succes formulas exist, online, somewhere…
This course doesn’t contain a simple instruction for social media
success.
But is meant to: challenge, ask questions, share experiences,
discuss visions and opinions.
… but most of all, it’s to co create food for thought…3 Social Media Marketing
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Social Media MarketingLet’s get started!
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NSFW. A hunter shoots a bear!
The results for “Hunter shoots bear”
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15 + million views on Youtube
46+ thousand subscriptions to Youtube channel
25+ thousand reactions on Youtube channel
28+ “Hunter VS Bear” Facebook fans
42+ million results on Google with “hunter shoots a bear” (1.5+
million on Tipp Ex)
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A succesfull social media campaign… …or is it?
What is Tipp Ex “P.O.S.T”?
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People: consume and share “funny” videos on Youtube?
Objectives: increase of brandawareness?
Strategy: inspire people to share a video and start conversations?
Technology: Youtube (stimulated by blogs) and Facebook?
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Tipp-Ex focused on
reach…
…as is common in a
traditional marketing
approach.
And created awareness
for Hunter VS Bear…
…instead of (interaction
with) the Brand.
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Social Media is not a
revolution in new channels
in the marketing mix,
Social media thrives a
revolution in
(consumer) behavior!
And therefore in
marketing approach!
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We used to promote our
brands, products and
services by shouting as
hard as we can why
everybody should
purchase our products.
And when it doesn’t have
any effect?! Shout
louder and more
often! Just as long as it
takes to convince the
costumer…
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Interruptie marketing
model
(Massa) media
Bereik in doelgroep
Klanten
Winst
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And then there was the
World Wide Web
(1993)
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The world became more
transparent.
USP’s like availability,
price and quality became
under pressure.
Users experience
information overload.
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Users are searching for
relevance and start
creating their own social
platforms.
People are participating,
sharing ideas, searching
for interaction and
starting conversations…
…with Friends!
World Wide Word to
Mouth
.
Users experience
information overload.
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People don’t believe
what companies are
shouting anymore.
But they do believe
what friends tell them
about their brand or
product experience.
And they don’t want
interruptions during
their conversations. Or
even during any other
activity.
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… in which individuals
are in the centre,
individuals who take the
lead and co operate with
other individuals,
institutes, organizations
and brands.
A new balance is evolving…
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People are searching for
remarkable ideas,
movements, visions and
leaders. To follow…
People want to be part of
a tribe, are searching for
authenticity within that
tribe.
People are searching for
stories, stories to tell
and talk about, stories to
share.
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WHAT
HOW
WHY
People don’t buy WHAT you do…
… but WHY you do it!
Simon Sinek
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Don’t be a company that
is selling products or
services…
…but be a group
talented individuals.
Who are sharing an idea
and creating something
remarkable…
…something you believe
the world needs.
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The results for “Philips Sonicare Experiment” on Youtube
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2.042 views on Youtube (!)
But the testimonials were used in TV commercials, print and
instore materials in the USA
And a link to Facebook was made
With a contest for Sonicare users => users are encouraged to
share WHY they would recommend the toothbrush to a friend. The
winner will receive a free Philips Sonicare toothbrush to give to a
friend.
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But make sure your
organization is ready for
a social media
campaign…
…cause if you have
created a platform for
customers to interact,
they will also share their
bad experiences.
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What should Philips do with the negative comments on their fanpage?
How social media activities of WoE started
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Free publicity in traditional media (TV, radio, newspapers) led to the first followers and fans…
… who started to promote the initiative in their own social networks!
How the social media activities developed
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In the beginning Wheel of Energy used their social media to communicate news about the initiative…
… but after a while they started conversations with their friends, fans and followers.
Which resulted in…
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Friends, fans and followers started to invite people from their social network to join them in this initiative
And started to create and share content about it both on Wheel of Energy’s social media as on their own.
Furthermore, people started their own initiatives to get more people involved in the initiative.
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The initiative is almost half way,what should Wheel of Energy
do next with social media to get more people involved?
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You will be invited in
someone else life…
…because you give
something they need…
…something to talk
about.
You make them feel
better…
…because you enhance
the quality of their
connections and role
within the tribe.
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And if you do it right…
… they will return
something very
valuable.
They will become a fan,
promoter or even
superpromoter.
And instead of being a
guest you will become a
friend. About who they
talk with other friends
and who they like to
introduce!
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And if you ask your
friends what they
need…
…then your friends will
be eager to help you to
stay remarkable.
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Interruption is becoming
less effective, the future
is about permission.
Organizations with
remarkable ideas can
win, but it’s not only the
idea that counts, also the
way it is spread.
Instead of marketers
searching for customers
for their products, they
should find products
for their costumers!!
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Permission marketing
model
(Remarkable) IDEA
Followers
Friends
Customers
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STOP: being good at talking
START: being good at doing!!
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Social media:
Pro active attitude
The launch of an idea,
brand, product, vision
etcetera.
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KLM Surprise: An experiment on how happiness spreads
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KLM used Foursquare (location based service) to listen and connect.
How big will the impact of location based services be in the near future?
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Social media:
reactive attitude
Sudden publicity puts
you in the social media
spotlights.
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How should a brand like KitKat react in such a situation?
What to do?
Determine your target groups (i.e. friends, fans etc.) and goals for each group.
Focus on how those people use your content, services and products and
how they can even use it better.
Make sure people want and start to talk about it, enable the conversations.
Focus on the long term, instead of brief interactions.
Focus on sales which are initiated by current users.
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And where do you do this?
Use any social media that seems useful!
Move your content to those social networks. And not just as a link to your
website!
Facilitate the networks and conversations between the people.
Move your story into their world.
And let them tell it and talk about it!
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And something you should definitely not do….
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For more information:
W: www.kittyhawk.nl
E: remco@kittyhawk.nl
T: 0413 38 70 56
Social Media Marketing74
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