input dear media voor total

Social Media for Total BelgiumSome Extra Information

May 25

[email protected]

1donderdag 26 mei 2011

mailto:[email protected]


Why Companies Are Listening to Social Media


Why Companies Listen ...

• Crisis-anticipation: stay close to the market, track complaints, issues, ... fast and now how to respond to them, before they spin out of control

• PR: spot questions, remarks, ... in order to respond with the corporate standpoint

• Branding: track and respond to the buzz (e.g. response to campaigns), strengthening the core values of your brand, thanking people for their “fanship”, ...

• Customer Care: track issues, questions, needs, ... from existing customers and use social media to help them be happier and more satisfied customers

• Sales: spot specific needs or situations, answer with clear call-to-action to lead to conversion (e.g. free coupons when people check-in at a certain POS location)



• Panos

- food retailer

- listens for branding purposes

- future aim: sales (convert interest into transaction)

- wants to “feel the market”

• EMI Music

- record label

- wants to link the artist directly with the fanbase, without “old-school” media in between

- listens for branding purposes and opportunity spotting

• Azlan

- record label

- listens for branding, PR, direct market access, ...

- wants to link the artist directly with the fanbase, without “old-school” media in between

• Agoria

- Federation of the technology industry in Belgium

- Listens for PR purposes: what are people saying about the sector, the industry, key topics, member-organizations, ...

• Sanoma Magazines

- Magazine publisher (Feeling, Libelle, Humo, ...)

- Listens to “read the market”, what are people saying, thinking, feeling about the magazine titles and their content



• Remark: the following companies are not Dear Media customers

• Aveve

- leading retailer focused on home, garden, hobby, food, ...

- listens with a focus on branding

- they are an industry example of good monitoring

• Telenet

- telco

- focus on customer service

- they have increased sentiment scores since they started tracking client conversations

• Greenway Gent

- focus on sales and promotions

- they use social to create and track the buzz

• KBC Group

- focus on branding

- 'humanization' of banking

- listen to conversations to be closer to the market, have a more human aspect


The StreamContent Stream 1Content Stream 2Content Stream 3Content Stream n

Twitter, Facebook, Hyves, Netlog, LinkedIn, ...

the audience

Direct

In-directvia Social NetworksRecommendations

Site

Free

Social Network Pages

Free

Mobile Apps

Paid

Tablet Apps

Paid

Stores

Paid

Offline StuffMerchandisingEvents...

Paid/Free

The Destination

CRM (customers, fans, followers, ...)

Social features

Facebook Connect,API’s,...

Listen

Engage

Company/Brand

The Social Framework

Experience

Discover

Create Recommend & Discover


Key Numbers on Social Media


May 2010: Facebook has +650.000.000 members They are planning to reach 1 billion members by 2012That’s +650K users EVERY DAY!There are 4.5 million users in Belgium.


200.000.000 people on Twitter

Today


Youngsters on Social Networks in Europe


Main access to social media will be via mobile devices.


In Q4 2010 7,3% of all PC’s sold globally, where iPads ...(source: IDC).

By 2014 almost 500.000.000 tablets will be sold.

Apple will continue to dominate the market for the next coming years. 0

75

150

225

300

2010 2011 2012 2013 2014


About DearMedia,


• a digital consulting company, working for European clients

• founded in 2009 by Jo Caudron

• our mission is to help find a new balance between the certainties of your traditional business and the opportunities of innovations in (digital) media

• our scope is everything in the digital space, with focus on social, mobile, tablets, location, connected TV, new radio, ...

• We work for large European clients


We ...

... watch (trends)

... develop digital strategies

... conceptualize great ideas

... define functional details

... implement Social Media teams & ownerships

... roll-out tools for monitoring & conversation

... introduce rules, policies & guidelines

... train & coach your teams

... help you find implementation partners

... follow-up project development

... start, monitor & manage the conversation for you

... start again


SOCIAL MEDIA PLAN- people & teams

- tools (monitoring & conversation)

- policies & guidelines- training & coaching

AWARENESS

DIGITAL STRATEGYSocial Media Strategy

CONCEPTSInbound (listen) /Outbound (talk)

Destinations / StreamsFix / Mobile

FUNCTIONALREQUIREMENTS

(site, portal, apps, channels, ...)

RFP ASSISTANCE

DEVELOPMENT follow-up

CONVERSATION MNGTday2day, guidance, follow-up

1

2

3

4

5

Mobile Strategy

Sta

rtS

trat

eg

y &

Co

nc

ep

tsD

eta

ilsN

ext

Our Approach


Some Clients (media & entertainment)


Some Clients (advertisers & B2C )


Some Clients (corporate & B2B)


Some Clients (government & non-profit)


Our Team


Our Team

Jo Caudron

Dado Van Peteghem

Florence Pérès

Dear Media has a small but dedicated team of experienced experts.

When needed we complement our team with skilled freelancers and external partners.


Jo Caudron

• Founding Partner of Dear Media (www.dearmedia.be)

• Active in interactive since 1993 as (co-)founder of Dear Media, ONE Agency, theOriginals, tvAgency, xCA, The Reference, ...)

• Media thinker, innovator & strategist

• Interested in all things digital, social & mobile, new media & connected TV

• Consultant, Entrepreneur, Speaker, Writer

• Vice-President IAB Belgium

• Contact

• [email protected]

• http://jocaudron.me (for the personal stuff)

• http://www.linkedin.com/in/jocaudron (for the business stuff)

• www.twitter.com/jcaudron (for my technology newsfeed)


http://www.dearmedia.be

http://www.dearmedia.be



http://jocaudron.me

http://jocaudron.me

http://www.linkedin.com/in/jocaudron

http://www.linkedin.com/in/jocaudron

http://www.twitter.com/jcaudron

http://www.twitter.com/jcaudron

Dado Van Peteghem

• Studied Communication Sciences and Applied Information Technologies at Ghent University

• Strategic consultant at Dear Media, a full service consultancy company, committed to preparing companies for the way ahead and the exciting future to come

• Previously at InSites Consulting as senior consultant

• Congress Committee Member at Stichting Marketing

• Guest lecturer & keynote speaker: @ Vlerick International Business School @ EMLYON European Business School @ Mercator Academy @ IAB Academy @ Internet Marketing School

• Contact


• twitter: @dadovanpeteghem

• http://be.linkedin.com/in/dadovanpeteghemAvid blogger on: dadovanpeteghem.com




http://be.linkedin.com/in/dadovanpeteghem

http://be.linkedin.com/in/dadovanpeteghem

Florence Pérès

• Studied Marketing & Communication in Ghent

• Strategic Consultant at Dear Media, a full service consultancy company

• Focus on customer centric concept development

• Previously at ONE Agency and The Reference

• 15 years of experience in digital agencies and consulting companies

• Contact





DearMedia in the Media


DearMedia in the (online) Media

• Frequent interventions in Terzake (newsshow in Canvas TV by VRT)

• Frequent interventions in national radio (Radio1)

http://video.canvas.be/social-media-for-dummies







http://www.youtube.com/watch?v=IwBzX7VoAtE&feature=related

http://www.youtube.com/watch?v=Vm7IODwCNeg










The Budget


Budget: first country


Budget: next countries


Social Media for Total BelgiumSome Extra Information

May 25

[email protected]




input dear media voor total

Documents

digital media

social mediadonderdag

social media teams ownerships

social apis

social networkstwitter

oldschool media

social framework company

branding purposes