waking up in the post social media era
DESCRIPTION
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 ... Slideshare summary of my presentation at the Click Asia Summit 2012 in Mumbai, India.TRANSCRIPT
Waking up in the
post- s cial media era.
Nick Decrock@ndecrock
800,000,000Facebook users worldwide
(and still growing fast)
How did that happen?
EGOPA
RT O
F
COLLEC
TIVE
SHARE
OPIN
ION
S
CURIOUSITY
your them
us
@ndecrock
First reasonBasic human
behaviour drove Social Media
Succes
1
The only social medium is the human being.
All the rest is technology.
“
”(Stefan Harzevoort)
Second reason
Social Media are ... social.
Connecting the social world.
©2010 - The Conversation Prismby Brian Solis
2
Third reason
Mobile phone penetration drove Social Media success. And vice versa. Now, you’re
always connected.
3
Obvious because Social & Mobile Media brought computing finally
to a personal level.
So it’s time to make marketing personal again.
Did you know that more peoplewill access the
MOBILE WEB
Source: Gartner Source: Morgan Stanley
than the
DESKTOP WEB
by 2013 -> 2015
Digital natives can not imagine a world
without social media.
It ‘s time to find outhow to be social ...
outside social media.
Because people expect usto be social ...
outside social media too.
1. Always contextual2. Everything for free, right?3. Consumer wants control4. It’s their brand5. Sharevertising
Five key
social effectsto learn from.
Being contextual
social effect n°1
How people now expect youto be contextual & relevant. All the time.
Being contextual
Search & social media contentis contextual by nature.
Learning by doing.
You’d better be as smart as Facebook & Google.
People expect us to be contextualand relevant. Always.
Get to know your consumer.
The Free Economysocial effect n°2
Haven’t you noticed that the most complex and expensivesoftware are now for free? Like Google, Facebook, YouTube, ...
When will your product become free?
In return for honest rewards and full transparency.
Free, because people are willing to trade their privacy.
Privacy is not a big issue.Privacy is just a modern invention. Nurtured bythe rise of anonymous cities. In the old villages
people shared as much as now on social networks.
Social Payment
Social Rewards
Think free, think sharing.What can you do to make (part of) your products or service for free? And make even more money.
Always in Controlsocial effect n°3
The consumer wants to be in control.From Push to Pull communication.
✓ 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.
If Facebook can do this for 800 million people, why can’t you do it for your
customers?
Did you know a mailinglistopt-in equals a Facebook like ?
Please act upon it.
E-mail is the preferred channel (over social media) to give feedback
or ask questions.
DID YOU KNOW?
So, why are most e-mailings like this ?
It ’s their brandsocial effect n°4
Yes, it’s their brand. Not yours.An engagement works both ways.
Brand lovers mostly ‘outlive’ brand manangers.
So, it’s then obvious they feel moreconnected to the brand.
0%
10%
20%
30%
40%
5%6%
18%
33%37%
Promotions& offers
CURRENTCUSTOMER
InfotainmentFriendsare fans
Service& support
Why people follow brands on Facebook
Sour
ce: ©
2011
- G
et S
atis
tact
ion
blog
Sour
ce: ©
2011
- In
Site
s Co
nsul
ting
Custom products
YOUR products
How monitoring helped Hippo Snacks in India to solve out-of-stock issues.
People are more than media, they can be coworkers too.
Sales up ⬆ +76 %
Getting your consumers to be the
peers of your prospects.
GREAT PRODUCTS/SERVICES
GREAT EXPERIENCE
GREAT SOCIAL EXPOSURE
GREAT SALES
Shifts in advertising
social effect n°5
Advertising will never be the same again.
One2Many One2Few One2one Many2Many
TV/radio/print Direct Marketing CRM Social Media
Wake-up. Times have changed drastically
When did you recently surprise
your consumers? And made them
smile ?
Strategy: “Open Happiness”
Promotion Budget: zero
Result: 4,201,654 views on YouTubethanks to a ‘billion’ shares.
share
news
views
emotions
experiences
expertise
vertising
Offline brand experiences are the main online conversation starters.
People become fan
because they like your
brand or promo.
“If they won’t share it, we won’t air it.”
(Sebastian Micozzi, Pepsico)
New advertising ROI = engagement value
We’re still stuck in the old thinking. Different medium= different behaviour.
Sour
ce: ©
2011
- B
aekd
al.c
om
PASSIVE ADVERTISING
We’re still stuck in the old thinking. Different medium= different behaviour.
Sour
ce: ©
2011
- B
aekd
al.c
om
ACTIVE ADVERTISING
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 isPost-Conversion advertising
Sour
ce: ©
2011
- B
aekd
al.c
om
There is more to socialthan social media.
Consumer expectations have changed a lot.People expect your marketing efforts
to evolve along.
CONCLUSION
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
Nick Decrock@ndecrock
thank you
Waking up in the
post- social media era.