waking up in the post social media era

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Waking up in the post- s cial media era. Nick Decrock @ndecrock

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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.

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Page 1: Waking up in the Post Social Media Era

Waking up in the

post- s cial media era.

Nick Decrock@ndecrock

Page 2: Waking up in the Post Social Media Era
Page 3: Waking up in the Post Social Media Era

800,000,000Facebook users worldwide

(and still growing fast)

Page 4: Waking up in the Post Social Media Era

How did that happen?

Page 5: Waking up in the Post Social Media Era

EGOPA

RT O

F

COLLEC

TIVE

SHARE

OPIN

ION

S

CURIOUSITY

your them

us

@ndecrock

First reasonBasic human

behaviour drove Social Media

Succes

1

Page 6: Waking up in the Post Social Media Era

The only social medium is the human being.

All the rest is technology.

”(Stefan Harzevoort)

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Page 8: Waking up in the Post Social Media Era

Second reason

Social Media are ... social.

Connecting the social world.

©2010 - The Conversation Prismby Brian Solis

2

Page 9: Waking up in the Post Social Media Era

Third reason

Mobile phone penetration drove Social Media success. And vice versa. Now, you’re

always connected.

3

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Obvious because Social & Mobile Media brought computing finally

to a personal level.

So it’s time to make marketing personal again.

Page 11: Waking up in the Post Social Media Era

Did you know that more peoplewill access the

MOBILE WEB

Source: Gartner Source: Morgan Stanley

than the

DESKTOP WEB

by 2013 -> 2015

Page 12: Waking up in the Post Social Media Era

Digital natives can not imagine a world

without social media.

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Page 14: Waking up in the Post Social Media Era

It ‘s time to find outhow to be social ...

outside social media.

Page 15: Waking up in the Post Social Media Era

Because people expect usto be social ...

outside social media too.

Page 16: Waking up in the Post Social Media Era

1. Always contextual2. Everything for free, right?3. Consumer wants control4. It’s their brand5. Sharevertising

Five key

social effectsto learn from.

Page 17: Waking up in the Post Social Media Era

Being contextual

social effect n°1

How people now expect youto be contextual & relevant. All the time.

Page 18: Waking up in the Post Social Media Era

Being contextual

Page 19: Waking up in the Post Social Media Era

Search & social media contentis contextual by nature.

Learning by doing.

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You’d better be as smart as Facebook & Google.

People expect us to be contextualand relevant. Always.

Page 21: Waking up in the Post Social Media Era

Get to know your consumer.

Page 22: Waking up in the Post Social Media Era

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?

Page 23: Waking up in the Post Social Media Era

In return for honest rewards and full transparency.

Free, because people are willing to trade their privacy.

Page 24: Waking up in the Post Social Media Era

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.

Page 25: Waking up in the Post Social Media Era

Social Payment

Page 26: Waking up in the Post Social Media Era

Social Rewards

Page 27: Waking up in the Post Social Media Era

Think free, think sharing.What can you do to make (part of) your products or service for free? And make even more money.

Page 28: Waking up in the Post Social Media Era

Always in Controlsocial effect n°3

The consumer wants to be in control.From Push to Pull communication.

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✓ 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.

Page 30: Waking up in the Post Social Media Era

If Facebook can do this for 800 million people, why can’t you do it for your

customers?

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Did you know a mailinglistopt-in equals a Facebook like ?

Please act upon it.

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E-mail is the preferred channel (over social media) to give feedback

or ask questions.

DID YOU KNOW?

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So, why are most e-mailings like this ?

Page 34: Waking up in the Post Social Media Era

It ’s their brandsocial effect n°4

Yes, it’s their brand. Not yours.An engagement works both ways.

Page 35: Waking up in the Post Social Media Era

Brand lovers mostly ‘outlive’ brand manangers.

So, it’s then obvious they feel moreconnected to the brand.

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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

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Sour

ce: ©

2011

- In

Site

s Co

nsul

ting

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Custom products

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YOUR products

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How monitoring helped Hippo Snacks in India to solve out-of-stock issues.

People are more than media, they can be coworkers too.

Page 41: Waking up in the Post Social Media Era

Sales up ⬆ +76 %

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Getting your consumers to be the

peers of your prospects.

GREAT PRODUCTS/SERVICES

GREAT EXPERIENCE

GREAT SOCIAL EXPOSURE

GREAT SALES

Page 43: Waking up in the Post Social Media Era

Shifts in advertising

social effect n°5

Advertising will never be the same again.

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One2Many One2Few One2one Many2Many

TV/radio/print Direct Marketing CRM Social Media

Wake-up. Times have changed drastically

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When did you recently surprise

your consumers? And made them

smile ?

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Strategy: “Open Happiness”

Promotion Budget: zero

Result: 4,201,654 views on YouTubethanks to a ‘billion’ shares.

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share

news

views

emotions

experiences

expertise

vertising

Page 49: Waking up in the Post Social Media Era

Offline brand experiences are the main online conversation starters.

Page 50: Waking up in the Post Social Media Era

People become fan

because they like your

brand or promo.

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“If they won’t share it, we won’t air it.”

(Sebastian Micozzi, Pepsico)

New advertising ROI = engagement value

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We’re still stuck in the old thinking. Different medium= different behaviour.

Sour

ce: ©

2011

- B

aekd

al.c

om

PASSIVE ADVERTISING

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We’re still stuck in the old thinking. Different medium= different behaviour.

Sour

ce: ©

2011

- B

aekd

al.c

om

ACTIVE ADVERTISING

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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

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There is more to socialthan social media.

Consumer expectations have changed a lot.People expect your marketing efforts

to evolve along.

CONCLUSION

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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

Page 58: Waking up in the Post Social Media Era

Nick Decrock@ndecrock

thank you

Waking up in the

post- social media era.