Social media & Communitymarketing

Social media revolution

October 15th 2009 // Sjef Kerkhofs

Xerox congress 2009

Welcome !

Topics for today

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Deel 1:

What is Social media

Deel 2:

Different tools

Deel 3:

Social media in the print industry

Part 1 // What is Social media

• Fast developments

• What is….

• Era’s

• Digital heritage

• Costs & Revenues

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Fast developments!

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What is Social media?

‘A collection of online communication techniques, that gives us the opportunity to express ourselves individually, in stead

of through organizations ’ - Sjef Kerkhofs

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From organization to individual

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Examples

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5 eras of the Social web

1

2

Source: Forrester: http://www.flickr.com/photos/jeremiah_owyang/3478168483/sizes/o/

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3

4

5

Source: Forrester: http://www.flickr.com/photos/jeremiah_owyang/3478168483/sizes/o/

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Why does it flourish?

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Photo by: Macieklew

(1) Digital Heritage

Photo by: Shermeee

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Digital immigrants

http://www.inoverheid.nl/intermediair/img.db?1372139

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Digital Natives

Photo by : cd.harrison

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But, beware, contra reaction Recent research from Nielsen shows us that:

Teens are NOT the drivers for online video.

Teens browse > 50% LESS than digital immigrants.

Teens are not the early adopters of most Web2.0 tools.

Teens visit lot of the same websites as you.

Teens are MOBILE!

For instance: eReaders on University no succes !!

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Photo by : MiguelVera

What can we do with it…?

Branding

Public relations

Share info / Learn

Customerservice

Internal comm.

Loyalty

Marketresearch

Crowdsourcing

Acquisition

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Revenues

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(1) Reduce costs• Branding

• Internal learning

• Internet communication

• Marketresearch

• Customerservice

Revenues

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• Branding

• More leads (exposure)

• Raise loyalty

• Better fit to market

(2) Raise turnover

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Costs

(1) Vulnerable and open

Photo by : Monica’s dad

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Costs

(2) Give free content

Photo by : Kalandrakas

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Costs (3) Lots of time, sweat and patience

Photo by : VoxEfx

Part 2 // Different Social media

• Blogs / Microblogs

• Photosharing

• Online video

• Communities

• Social networks

• RSS / Aggrerators

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Blogging

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Cartoon: volkskrantblog

Example print?Print industry

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Microblogging

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WWWWho What Where

Example TwitterDell

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Online videoFord Viral

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Communities

‘An interactive group of peoples that are

connected (online) because of a mutual

interest.’

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Communities

You don’t ‘make’ communities, they are already there. Social media just gives us

the tools to be part of a community whenever and wherever we want to.

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99designs

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Example

Social networks

Web of friends and peoples you know or met. Not necessarily situated around a mutual interest.

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Photo : BotHeredByBees

General exampleFacebook

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Photo: Jacob Botter:

Centre of

the internet?

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NO BANNERS PLEASE !! Would you SPAM at a networkmeeting?

Photo by: freezelight

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Banners in Social networks don’t work!

Unless:

Personalised

Relevant

Easy to shut down

Interactive

RSS

Simple

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Really

Syndication

Example segmenting RSS

Chris Brogan

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Part 3 // The print industry

• Facts

• Future

• How can you use Social?

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Facts are hard!

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Dark forecast!

But !! Next year, traditional will move to direct marketing Print has authority Print is more readable (long text).

Photo by: EuroMagic

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However, large produc-tion will decline !

Photo by: net_efekt

Smaller Audiences mean more depth in

content

Total volume of all printing will decrease

Growth in print volume only if you add value

Growht in local printing

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In order to survive…

Photo by: eschipul

F.I.: Blog & Magazine

Don’t be your enemy

Complementing services

Don’t fight, embrace!

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Why be your own enemy ?!

‘You are perfectly positioned to be the hub in new channels in print digital or

whatever. Why? Because of your establishment and experience.’

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Print industry will have to evolve to crossmedia providers. Internet as well as print!

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Large companies have the advantage. Only niches can beat them! Lot of niche acquisitions I think, to become multimedia/crossmediaproviders

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Let us end with sunshine, you’re in a good position to evolve, but start now and be open to change.

Questions ?Photo by : CarbonNYC

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Linkedin.com/in/sjefkerkhofs

Twitter.com/sjefkerkhofs

Tel: +31648360649

Mail: sjef@stepfree.nl

I’m here for you !

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