Why engage in social media?

#htrophy

Hercules Trophy

A super charged inter-company sporting

team day, which builds camaraderie, embraces

networking and promotes company loyalty…

Hercules Trophy unites corporate teams with:

Beautiful venues everywhere in the world

An ideal mix of 12 different challenges

Planning, safety and fun

Quality catering all day long

A fabulous crew that is fan of the concept

Solid sponsors supporting the experience

Mascot Herculix who inspires fans to make the world a better place

Captains briefing, Opening ceremony, Dinnerparty with Awards

The online community driving the event

Active in starting in

actively planning

to go to

Teambuilding 2.0

New dimension to teambuilding and networking

Hercules vibes during event last much longer, because of online

community loyal Hercules fans.

Fans share experiences on Facebook/Twitter/Flickr/YouTube

Connection of off- and online vibes makes Hercules Trophy a genuine

2.0 concept

| February 7, 2011 | slide 4Hercules Trophy 2010

Internet: from information to social platform

Contemporary consumer…

Is a postmodern nomad

Uses his impact

Shows emotions

Is part-time marketer

| February 7, 2011 | slide 5Hercules Trophy 2010

Whuffie = social capital

Marketing 3.0

Product MarketingMarketing 1.0

SolutionMarketingMarketing 2.0

ExperienceMarketingMarketing 3.0

Purpose Sell products Customer satisfaction Change the world

How we look at the market

Tons of buyers withmaterial needs

Smart consumers withheart and head

Complete human beings

Important Product development Differentiation Values

Guidelines Product specification Positioning of companyand product

Company vision, mission, values

Value proposition Functional Functional and emotional

Functional, emotionaland spiritual

Interaction withconsumers

One 2 many One 2 one Many 2 Many

| February 7, 2011 | slide 6Hercules Trophy Confidential 2011

P. Kotler: from product, over solution to experience marketing

Turning customers into

advocates spreading the word

| February 7, 2011 | slide 7Hercules Trophy Confidential 2011

60 companiestelling their

friends

300 newcontacts withhigher hitratio

Why we value social media

SEO

Reach: your customers are there. So are your competitors

Positive/negative online word of mouth

Flexibility/Efficiency: You can easily adapt in changing environment

Cost: free! Cf. @karikorkiakoski: "Marketing in the future is like sex.

Only the losers will have to pay for it“

Main goal is to support the internationalization of our

brand and enlarge our community of worldwide fans

| February 7, 2011 | slide 10Hercules Trophy 2010

Welcome to Nordstrom

“We’re glad to have you with our Company. Our number one goal is to

provide outstanding customer service. Set both your personal and

professional goals high. We have great confidence in your ability to

achieve them.

Nordstrom Rules: Rule #1: Use best judgment in all situations.

There will be no additional rules.

Please feel free to ask your department manager, store manager, or

division general manager any question at any time.”

| February 7, 2011 | slide 11Hercules Trophy 2010

Impact on communication

Think glocal

24/7 vigilance

Scale/react fast

Let it go and allow co-creation

Lever effect by fans/ambassadors

Drives internal culture

Decrease of e-mails

Trial & error

| February 7, 2011 | slide 12Hercules Trophy 2010

So….jump and join the conversation!

Become industry expert

Contests, targeted actions,… are (very) helpful

Observe consumers first. Then facilitate. When confident:

participate

Myth 1: “people only talk about popular brands”*

Myth 2: “conversations are mostly negative”*

Hang on!

*InSites Consulting

| February 7, 2011 | slide 13Hercules Trophy 2010

However… bear in mind that

Authenticity is key

Content is king

Priority: first position your brand

Commercial messages (?)

CONVERSATION is in 2 ways

No political/religious statements allowed

Part of integrated MarCom strategy, offline is NOT dead!

| February 7, 2011 | slide 14Hercules Trophy 2010

Embrace the chaos (even though it’s frightening)*

No clear-cut answers in social media

Things are changing rapidly

Build flexibility into your campaigns

Tap into opportunities

* Tara Hunt

| February 7, 2011 | slide 15Hercules Trophy 2010