Social Media Is About: Hugues Rey – 1st September 2009

Social Media is about

Hugues Rey – 1st September 2009

Agenda

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Let me introduce myself (I’m a man of ‘Clicks & Mortars’) Belgium & Digital – 5 years evolution snapshot Social media is about in-depth engagement General Conclusions

Hugues Rey - A boring list … ? ;-)  

Belgian(Brussels) – 41 years old – Married 17 years of Media & Digital Strategy Experience     

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(Main) Lectures at International & Local Conferences        

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MediaBrands Brussels (IPG): Chief Strategy Officer (2008 - …) Initiative Europe Middle-East Africa (IPG): Digital Director (2007 - 2008) FastBridge Brussels (IPG) : Founder / Managing Director (2000 - 2007) Initiative Media Brussels (IPG): Research & Development Director (1998 – 2000) Mindshare Brussels (WPP): Research Manager (1992 – 1998) I-Com Conference - Berlin (9/2005) (Metriweb: The Full Single Source) IAB France - Paris (1/2006) (International Online Planning: Added Value ?) Association of Communication Executive (ACE) – Brussels (2/2006) (New Technologies and Communication) EGTA (European Group of Television Advertising) – Helsinki (4/2006) (IPTV: Are you ready for TV 2.0?) IAB Greece – Athens (12/2006) (Test ! Learn ! Deploy ! A key to Digital Marketing) BrandFestival – Budapest (9/2007) (The Whispers of the Crowd!) Belgian Management & Marketing Association (1/2008) – (Is Social Networking Something Advertisers Can Ignore ?) ISE Digital Out-Of-Home Business Conference (2/2009) – Amsterdam – (DOOH: A Brave New World ?)

Teacher of digital communication skills at University of Brussels Industry Presence 

Past-President of Interactive Advertising Bureau Belgium (IAB) (2001-2002) – Founding Father & Member of the Board (1998 – 2009)

Do want to meetthe « real » Hugues Rey ?

+ 32 / 496 26 06 88 Messenger: hugues@live Mail: [email protected] Blog: www.rey.be Twitter: huguesrey Second Life: Yugs Bournemouth Linkedin: http://www.linkedin.com/in/huguesrey

It’s a digital (r) evolution

www.spy.org.es/upload/actuacion/imagen-35.jpg

60 % of Surfers - 33% of Growth in 5 years ! (44-54 yo + SC56)

Averag e pop. 12+

1 1 1

Index Evolution 2008 vs 2007

1 1 9

SC 5NIEL 6

NIEL

4554 M 3

DU FR NIEL WO 5

1

N SC

25

SC Averag

NIEL

SC

9 8 8 1

65 + 2

3

4

5

6 %

7

8

9

1

Major Progression of e-Banking – Newspaper - Web TV – e-Shopping … Rise of Social Networking

Business & Communication Channel Comscore Belgium 10/2008

TOP 25 Google : 85% Cov. 6 Non Media 1 Non Belgian adpt Yahoo ! 2 Banks ;-)

A Landscape in mutation (Metriweb 11/2003 – 10/2008) Out: Portals In : Social Network - Web Tv - Dailies

Rise of Social Channels

EVER

http://www.flickr.com/photos/kamshots/

1999 – the Cluetrain Manifesto: Market are conversations ! 

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We are no seats, eyeballs or end users. We are human beings. Our reach exceeds your grasp. 95 Theses

The Cluetrain Manifesto: The End of Business as Usual: Rick Levine, Christopher Locke, Doc Searls, David Weinberger; Perseus Books ©2000

Social marketing is about … Engagement

• An Engagement is a promise to marriage, and also the period of time between proposal and marriage – which may be lengthy or trivial

• In other words … lets start to construct a relationship together

Social marketing is about …

• In-depth engagement •

• • • •

Relevant time spent between “the brand Socio-System” & his consumer

Multi-sources + Multi-Channels Long Term + Frequent Updates Not “only” Reach Focussed + Quality & Relevance of contacts Inspiring – Sharing – Fostering

% 17-54 Frequent Internet Users

Social Network is about to stay in contact & share …

“Q36 Approximately how many people do you stay in contact with in your personal life through the follow means?“

% 17-54 Frequent Internet Users

Social Network + Friends Recommendation is important for the consumer …

“Q30 What is the importance, according to you, of the following different types of online advertising?“ (Average on a scale 1-10)”

In addition to the Old 4Ps Paradigm

Value Creator

Product Place Pricing Promotion

4Ps

Customer

Almost no feedback loop. Higher risk of innovation and guessing market.

Power of The Crowd !

Content – Engagement Multi Sources Socio-system Foster Value Through … Product

Brand

4Ps

Promotio n

Customer Employees Champions

Capturing customer, employees, official brand champions interaction creates tremendous value and reduces risk.

Multi-Channel Social

Power of Social: Sum of proteiform “groups”

Reach

Portal / Dailies Homepages

Participative Services – Blog – Social Services

Volume of Content

Brand in the social channels world: Engagement is synonym for multi-Channel conversations Social Channels

Traditional Communication Channels

Natural Habits (Main Task)

Brands

Engagement

Source of Knowledge

Conversation

OUR ROLE: How to foster the conversation?

Who’s engaging the Best (Global Brand) ?

Top 15 uses 11 to 8 Social Channels

1. UNDERSTAND Listen to conversations

Any number of free online tools provide comms teams with easy access to up-to-the-second alerts of breaking, brand-relevant news Software as a Service social media monitoring tools provide extra details The most sophisticated monitoring tools allow nuanced understanding through social media analytics

Identify problems and opportunities How How How How

do do do do

we find out what people think about the brand? find out why people think this instead of that we inform people who are unaware of the facts? we ensure our marketing messages resonate with as many of our customers as possible?

Map out clear objectives

Create pilot programs Small scale pilot projects should target creators and influencers Try to ensure as many people as possible within the company have a stake in the success of pilot projects Be interesting and don’t be afraid to get things wrong

Engage audiences with tailored messages

Social media projects should seek to directly address a communication problem or exploit an opportunity All projects should have a clear, measurable goals and clear before and after benchmarks

Identify existing internal communities What shape is the existing corporate culture and who owns it? Who is currently allowed to talk on behalf of the brand? Where are the content assets that already exist? How can we create new assets in the smartest way possible?

Locate existing external communities What the types communities exist out there already and who is in them? Should we build a community from scratch or join one that exists already? What type of support do the communities need from us?

3. EVOLVE

2. ACT

Shape existing conversations and spark new ones Promote activities within community Design a road map to optimize existing content and a calendar for new creations

Share learning and experiences Share learning on successful and unsuccessful initiatives Be transparent, even when you are wrong Let the community own the community and grow organically

Connect communities Allow users to shape the growth of community networks Encourage interaction within and between different communities Allow interesting content to drive exploration

Empower internal and external brand advocates Reward and recognize internal and external brand champions. Allow people to see the value of their interactions with others Give people the tools to help themselves and others Make the most enthusiastic brand fans feel special through privileged access and exclusive content

Extend winning initiatives to existing programs and processes Integrate social media initiatives into all marketing and communications Make syndication and sharing as easy and accessible as possible Encourage collisions between the real and virtual worlds

Measure, report and share (again and again) Map metrics and measurements to the project objectives Report, share and optimize (Remember not to try to measure absolutely everything)

4. REPEAT.

Listening to the conversation

GLOBAL

BELGIUM

Listen to your customers

Share. Vote. Discuss. See.

New rules for communication “Experience” Brand

“Members projects” 2008

Brand idea

Express

+

Consumer

“Engagement”

Explore Share Interact

New rules for strategic planning

Are you talking to me ?

Thanks for Listening ! + 32 / 496 26 06 88 Messenger: hugues@live Mail: [email protected] Blog: www.rey.be Twitter: huguesrey Skype: Yugsxiii Second Life: Yugs Bournemouth Linkedin: http://www.linkedin.com/in/huguesrey