20 FACTS + 34 EXAMPLES

ABOUT SOCIAL MEDIAReflections about Social Media Universe

Do’s and don’ts to help our

brand survive in the Social

Media Jungle …

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REFLECTIONS ABOUT

THE MEDIA

Do’s and don’ts to help our

brand survive in the Social

Media Jungle …

Social Media hasn’t to be

an obligation …

The interaction with your

customers hasn’t to be a

stressful activity …

Being social has to be a wish…

A wish to…share

interact

learn

listenCo-create

play

enjoy

Social media is one

of the channels to

do it…

However media landscape is

changing…

New channels are taking a

relevant role…

2005 2006 2007 2008 2009 2010 2011

France 26.2 28.7 30.9 33.4 35.8 37.5 38.9

% of Population 43.2% 47.1% 50.6% 54.5% 58.2% 60.9% 62.9%

Germany 37.5 39.4 42.0 44.0 47.2 49.8 52.1

% of Population 45.5% 47.8% 51.0% 53.5% 57.4% 60.5% 63.4%

Italy 27.9 28.6 30.1 31.4 32.7 35.4 36.2

% of Population 48.0% 49.2% 51.8% 54.0% 56.3% 60.9% 62.4%

Spain 15.1 16.5 18.3 20.1 21.5 22.7 24.0

% of Population 37.5% 40.8% 45.2% 49.6% 53.1% 56.0% 59.1%

UK 33.7 35.1 37.2 39.1 42.3 44.2 45.0

% of Population 55.8% 57.9% 61.2% 64.2% 69.2% 72.1% 73.2%

Internet penetration continues

growing…

Source: E.Marketer

Is the media of

the new

generations …

December 2008

Evolution of the

Spanish Internet

market

July 2009

Social sites gain

positions and

traditional ones

stay stagnant or

lose positions …

Social Media gains power …

Source: Comsocre July 2009

People believes in other

people…

Brands have to build relations …

And it seems that the use of

Social Media has a real impact

MAVENS

SELECTIVES

BUTTERFLIES

SELECTIVES

The world’s most valuable brands. Who’s

most engaged?

Source: Wetpaint & Altimeter

News go fast, fast, fast…

Citizens the journalists of the XXI century…

News go fast, fast, fast…

Hot information

explained by people

that is living the

experience

The way we consume media

changes …

The way we consume media

changes …HD

GLOBAL

FULL

LENGHT

ROSEBOWL

95.000 fans

THE NET

>850.000 fans

INTERACTION

AVAILABLE

Ubiquity and constant

connectivity …

40%

We consume the media- share

& interact in new ways …

Ubiquity and constant

connectivity …

Different channels…

different ways of media,

content consume …

CONSUMER POWER

Do’s and don’ts to help our

brand survive in the Social

Media Jungle …

Ask not what you

can do for your

customers, but

what your

customers can do

for you!

Is the moment of

the individual

capitalism…

Things are changing …

Example 1: Shell Headache

Alfred Donovan

92 years

In war since

the 90’s

The site is used by the

Kremlin officials and

US investigators

September 2009: 2M visits/ month

The site receives

periodically information

from Shell employees

24.000 published articles

The problem

Intellectual Property

dispute

1M pounds

Example 2: The Motrin case

1.400 tweets after

395.000 search results

90.000 views video

Example 3: Honda CrosstourTrying to be social in the pre-launch

of the model …

And then …

Engaging

fans…

And now…

What to

do?

BE RELEVANT

Do’s and don’ts to help our

brand survive in the Social

Media Jungle …

We’re overload by the

information …

People searches

what is relevant

for them …

People feels

comfortable with

their similar

recommendations

Be relevant my friend

Example 4: Whole Foods

From general information …

To specific, local and relevant

information…

More than 150 twitter accounts !!

Example 5: Amazon Remembers

Not all the

content… Only the

one that is relevant

form me …

Example 6: MoMA Museum

Showing what can be

relevant for me… of all

the content

The experience

begins with the

first click

Ibe

Example 7: Tribe Smart

Social Shopping …

Taking action based in my similar

opinions, creating trends, …

Ibe

Example 8: Creative Search

Doesn’t matter the type of

content…

Relevance

matters …

CO-CREATION

Do’s and don’ts to help our

brand survive in the Social

Media Jungle …

Social media, allows a new

kind of consumer… the

proactive one…

It has freedom of choice

Wants to customize

his experience

Has and wants the

scrutiny of the

experience

Wants to collaborate

in the experience

Wants to share it with

his similar

1.2.

3.

4.

5.

Example 9: Audi Design

Designing the car of the future …

Users become essential part of the brand...

They share their thoughts …

They ask for help…

Example 10: Getty Images

Be product...

Be part of the brand…

Example 11: Nokia OVI

Help me to promote

my new product ...

Show the others the potential of it...

Example 12: Co-creation

Consume,

create and

share…

Take best

practices and

adapt them

DIFFERENT WAYS

Do’s and don’ts to help our

brand survive in the Social

Media Jungle …

There two ways for

understanding social media …

Connect people

to people

Connect people

to content

create by other

people

&

Kinds of social media

People to people People to content

People to people & content

STATICPICKING

POINT

TOO

MUCH…

PERSONAL BRANDS

Do’s and don’ts to help our

brand survive in the Social

Media Jungle …

Social media turns

around of…

Connecting

people…

but also

A lot of helping

them to create

their own

personality …

Example 13: Ted Kennedy Memorial

Being social until the last minute …

Reinforcing the Kennedy Brand

Example 14: Building personality

More than 13M of emails collected

More than 5M fans(#1)

His wife more than 0.4M fans

More than 160.000 subscribersMore than 21M of views

More than 14.5h of contentMore than 17M of views

More than 89000 favourites

More than 500 groups

More than 0.6M photos

More than 0.5M followers &

0.45M followingAnd still on the road…

http://www.youtube.com/watch?v=jjXyqcx-mYY

Example 15: Building personality

More than 116M of views

A world tour

A professional contract

And then… Evolution 2…

+4.4M views in two months

+0.9M views

+0.6M views

+0.4M views

More than 700 related versions …

http://www.youtube.com/watch?v=dMH0bHeiRNg

http://www.youtube.com/watch?v=inLBPVG8oEU

TAKE CARE

Do’s and don’ts to help our

brand survive in the Social

Media Jungle …

For been successful in your

approach to social media you

must …

Act with humility

Accept change

Don’t inspire dullness

Be prepared to surf

tsunamis

Take care of the user

experience

1.

2.

3.

4.

5.

Example 16: Goldman Sachs

Decide to use

their legal

muscle against

the gripe site …

And…

They failed and made the ridicolous

Example 17: Dell

They turned the

criticism and

decided to

interact with

critical users …

They use it as a

point of access to

the official Dell

forum …

Example 16: Keteke

http://cerkdti.blogspot.com/2008/11/keteke-experiencia-surrealista.html

http://etc.territoriocreativo.es/etc/2008/12/keteke-y-twitter-aprendiendo-como-no-hacer-de-elefante-en-una-cacharreria.html

http://www.caspa.tv/archivos/001234.html

http://www.alejandrosuarez.es/2008/11/keteke-keteden/

http://alt1040.com/2008/12/keteke-haciendo-spam-en-twitter

Some Blog roll …

BE NEAR MY FRIEND

Do’s and don’ts to help our

brand survive in the Social

Media Jungle …

In Social media has no

sense…

Having a closed

attitude …

because …

People, does,

says, relates,

connects,

shares, …

Example 17: People talk…

Your brand can get in a social

mess with very low effort…

No matter you’re right or not..

Example 18: People talk…

You decide to listen or not what

people says about your brand…

But what is sure is… that the conversation happens…

Example 19: People talk…

You decide to listen or not what people says

about your brand…

But what is sure is… that the conversation

happens…

… A priori no viene información del coste del

mensaje o al menos yo no lo he visto y fui valiente y

envié el sms y a los pocos segundos recibí otro sms

diciendo que si quería obtener el código, tenía que

enviar otro sms más y eso que no indicaba en un

primer momento nada de que iban a ser 2 sms.

…Se te queda cara de tonto y piensas ¿y esta

información de que la empresa busca un becario por

que no la dicen antes y me ahorro el dinero, el

tiempo y el sufrimiento?.

Por otro lado, mañana tengo una entrevista de trabajo

conseguida por el mismo portal para un banco, a ver

si hay más suerte, je,je,je.

Example 20: People talk…

People talks and

explains what

they’re doing

You can

listen and

interact

ONE FOR ALL? SURE?

Do’s and don’ts to help our

brand survive in the Social

Media Jungle …

For many people… social

media has taken…

A simple & static view

of individuals interests

and personality

1 for all is impossible …

We don’t do it in the off

world… why in the on?

There is a future

for niche social

media …

Example 21: Niche Social Networks

Divorce people communityParents community

Planning weddings TV Extras community

Guayana people community Janet Jackson fan community

Build your network

in 2’ & 3 steps…Sports team…

Family…Fan club…

Public association…Small business…

Marketing launch…

School friends…

hobbies…

Employment…

Know-how sharing… … / …

Example 22: Nike Run London

London run, New York run… be part of the

brand experience…

www.runlondon.com

Example 23: My Building Social

Neighborhood

social media

THEY CHOOSE

Do’s and don’ts to help our

brand survive in the Social

Media Jungle …

Social media changes way

brands and consumers

interact…

Before… brands said

“I’m a great lover” and

customers believe it …

Now… customers don’t

believe that… and wait for…

“Ei! He is a great lover” said by one of their friends…

Then they believe it…

Social media turns around

conversation & interaction…

We desire depth C&I’s… so we need

engagement… and so… we need

friends!!... Build friendship relations, my

friend

20%People becomes fan of a

brand because of the

“free” stuff

15%People becomes fan of a

brand because of the

exciting & attractive profile

40% 49%

25%

64%

People considers social

media as a space to

express themselves- air

their talent

People searches

interactivity- something to

do with the brand

33%People forbid advertising

of brands they consider

non-honest

People would like that the

profile of brand was run by

1 identified person

People need to feel that

a brand is trustworthy

and honest to WOM it

40% 22%People that are friends of a

brand remember it when

buying un the street

People that are friends of a

brand, spend more money

with itSource: adtofriends study

In social media, brands

have to…

Search and build

“Brand Ambassadors”

Core buyers Ambassadors

Dispensable influencers

Po

ten

tia

l va

lue

Social value

The only way to do that is to target

interactions… not only behaviour or

context… specially demographic and

relevance moments…

Brands must know their followers…

know their interests… connect with

them… feel like them…

63% pay more attention

52% more likely to interact

66% brand interaction less intrusive

Example 24: Amazon Kindle

Example 25: Coke FB Fan Club

+3.300.000 fans

2nd most popular

page in FB …

http://www.youtube.com/watch?v=9TGkDHzqUaQ

The Fan club

managed by

the fans …

MEASURE

Do’s and don’ts to help our

brand survive in the Social

Media Jungle …

Social media, changes the

way things are measured…

We can’t stop only in

traditional KPI’s… we need

to have a 360º view of the

user experience…

It’s not a question of

number of users… is a

question of level of

engagement with our

proposal- time spent, depth

of interaction, type of it,

spread of it,…

A combination of hard & soft metrics …

Example 26: New ways to measure

New media, new KPI’s… new kinds of dashboards…

Example 27: Your SM Dashboard

In 5’ you can begin to listen the

conversation … Simple & useful …

DON’T GET CRAZY

Do’s and don’ts to help our

brand survive in the Social

Media Jungle …

Social media sites, in fact…

Are media

platforms …

Basically their offer

you tools to listen,

interact, test,

populate, engage

with your 3f’s -

followers, friends,

fans…

“They allow to socialise & humanise your brand”

Example 28: Socialise the brand

D’STREET- DELOITTE SOCIAL NETWORK

Retain talent, approach the company to

the employees, share know-how,…

BLUESHIRTNATION- BEST BUY SOCIAL NETWORKCreate collaborative marketing

campaigns. Has personal profiles and

groups of content created by employees

Collaborative customer care… a place to R&D Help to develop the brand…

NOT YOUR PLAYGROUND

Do’s and don’ts to help our

brand survive in the Social

Media Jungle …

Social media sites are

media platforms… but…

That doesn’t mean

that are brands

playground …

Social media galaxy is were users

interact with their similar … so brands

when they approach to them must

take care and add value to them …

Social media sites aren’t easy free

traffic places … they must be seen as

a environment where to develop add

value customer strategies …

Example 29: Not a playground

Where is the value?... And

the conversation?... Don’t

spam me…Doesn’t matter you’re gaudy… but

not be and non-useful spammer

Vs.

DON’T DISTURBE

Do’s and don’ts to help our

brand survive in the Social

Media Jungle …

In social media successful

advertising is different…

“Banners are R.I.P in

social media”People don’t see banners in UGC

sites… we have to act different?

We have to forget our averse to

the change…

People search for conversations,

relations, content that is relevant

for them…

Volume

Approach

Contextual

approachBehavioural

Approach

Demographic

approach

Evo

lutio

n

> Overall worldwide

< Overall worldwide

= Overall worldwide

Source: Double Click 2008 Year Review Benchmark

The effectiveness of display ads is in turndown

Is a global phenomenon …

In social media successful advertising is different…

Social media changes the

way we consume content

The First way

The Second way

The Third way

Brands generate content

Consumers generate content

about brands

Brands prepares content

Brands populates it

Users populates it

Users remix it

Together we populate it

Example 30: The 3rd way

First Way Second Way Third Way

http://www.youtube.com/watch?v=3_ZQFn97ooM

http://www.youtube.com/watch?v=Uk-TsM14Aws

http://www.youtube.com/watch?v=Q_qAty-ujTc

http://www.youtube.com/watch?v=LGjQ__10Vzs

http://www.youtube.com/watch?v=DyedtGQIPME

http://www.youtube.com/watch?v=HMhJkhQZLUM

http://www.youtube.com/watch?v=Q7T58LqeAEs

http://www.youtube.com/watch?v=q1dYv_gKTA8

The goal for a brand in

social media has to be…

Be where

consumers are…

And once there…

listen interact and

learn from them…

After that… you’ll

be able to try to

engage them…

“The diver must be where fish are …”

THEY WILL FIND YOU

Do’s and don’ts to help our

brand survive in the Social

Media Jungle …

In social media… you can’t

decide to hide your brand…

People talks, says,

comments, shares,

rates, populates …

and you can’t control

it…

You can decide to be

active or inactive part

of it… but… be sure

that social media will

find you …

Social media changes the way

we must look at the net …

We must think in a

web space way

instead of a website

one.

Social media generates a

delocalisation of the content

& activity in the Net.

It requires a omnipresent

strategy and an effort to link

the content/ activity and

allocate it to be relevant and

useful to the users.

BBC developing iPlayer app

for Facebook …Content where fans are …

Example 31: BBC- Top Gear

Example 32: Starbucks

How represents

them in

Slideshare…

How represents them in Flickr…

MARKETING SCHOOL

Do’s and don’ts to help our

brand survive in the Social

Media Jungle …

When now very few of the

capabilities of social media,

so…

We must be always open to…

Collect

Learn

Analyse

Share

Scale

& then repeat what works …

+

+

+

+

“Social media is the new

marketing school… and our

teachers are the users”

Example 33: Users teach you

Interacting with users to create

better products, improve

existing ones…- building the

brand together

"We think our brand is going to be different because we

want people to feel there's a real person they're

connecting with, whether it's when they call us or through

Twitter or any way they come in contact with us," (Tony

Hsieh CEO)

THESE BRANDS

BUILD COMMUNITY

For Tony Hsieh, CEO at Zappos, meeting up with a customer at a bar in midtown

Manhattan was perfectly natural. Most execs with 1,600 employees and doing over

$1 billion in annual sales would probably pass on having drinks with an individual

customer, but Hsieh is not your typical CEO. In the past week alone he had given

away shoes on Twitter, sent out an open invitation to a company barbecue and

solved a service problem a customer left in a blog comment. If this seems

exhausting, Hsieh sees it as part of a larger strategy to build Zappos into a brand

on par with Virgin. …

DON’TS TO AVOID

Do’s and don’ts to help our

brand survive in the Social

Media Jungle …

For a CEO, there’s no such

thing as a “little mistake”

In Social media the typical

mistakes brands make are …

Lack of time and resources

dedicated

Put at the front of it a team

under-skilled

Don’t shift the mindset

Defining the strategy after

the launch

1.2.

5. Don’t make easy the

participation of the users

6. Don’t help to initiate the

conversation

7. Bomb the users with mkt.

messages instead of useful

content & tools

8.

3.4.

Try to control the

conversation & interaction

VIRTUAL WORLDS

Do’s and don’ts to help our

brand survive in the Social

Media Jungle …

Virtual worlds are social but

different to social media sites

The biggest ones are 1/10 the size

of the biggest SMS

Virtual worlds are much more than

Secondlife and WOW

The engagement with them in Asia

is higher than in the rest of the

world

From the point of view of the user

VW’s are used for:

Gaming-competing: helps to initiate

Meet and make friends

Allow the self-expression

Liberate the fantasy- dream

From the point of view of the

monetisation VW’s base it in:

User revenue- fees + virtual stuff

Advertising- Embed as part of the world

1.

2.

3.

4.

5.

Much more than SL…

Virtual worlds getting integrated in social networks…

Example 34: Farmville

The new

phenomenon

inside social

networks …

Easy to learn, short time required, high

recurrence quick wins, comical, constant viral

elements and all with you friends…

CHALLENGES

Do’s and don’ts to help our

brand survive in the Social

Media Jungle …

The challenges of any social

media space to take off are…

Be able to organise the

information

Be able to raise relevant content

Be able to create relation tools

Be able to open the space to 3rd

parts that can add value

The basics….

The wish ones….

Be able to push the relevant

content not only wait they pull it

Be able to follow them far from

the defined space and be beside

them when they need you

MONEY, MONEY

Do’s and don’ts to help our

brand survive in the Social

Media Jungle …

Social media had been…

Very Able to attract users

and engage them with their

stuff proposal

Somehow able to encourage

users to create content

Not very able to monetise

their audience

Facebook: 1$ revenue x unique visitor

Facebook: 3.5h x user (mobile: 20’)

Tuenti: 3.2h x user

Cnet: 2.1$ revenue x unique visitor

Twitter: 0$ revenue x unique visitor

Policeone: 3.5$ revenue x unique visitor

Youtube: 0.16% of users upload content

2008: 42% of users generate content

2013: 51% of users generate content

Facebook: 14.5 visits x userTuenti: 16.6 visits x user

Where is the

business??

Source: realitydigital, nielsen, e.marketer

EVOLUTION

Do’s and don’ts to help our

brand survive in the Social

Media Jungle …

Social media is in constant

evolution… the next

transformation…

Cross- platforms

Multi-regional

Vertical extensions

Making other genes

work

1.

2.

3.

4.

Social media is changing

the marketing… but the

bases doesn’t change…

Always… ask WHY? Before

doing anything

Take care… SM adds more

complexity to the planning-

more niche sounds

So is basic to have a strategy,

define objectives and have

clear that different objetives

require of different medias

and creativity

implementation…

Social media is the web

space of the new

generations…

If you want to communicate,

interact and engage them… and

so guarantee de future of you

business… you must be there…

WHAT WE’RE DOING?

Do’s and don’ts to help our

brand survive in the Social

Media Jungle …

JUST LEARNING TO

CRAWL …

1. Listening the conversation

2. Giving utilities to the users to use/ share the content

3. Presenting the brand in the SM Universe

4. Fostering the internal culture

5. Beginning to interact- customer care

6. Observe reactions and improve

Christian Palau Sanz

christian.palau@anuntis.com

THANKS!!

www.twitter.com/cerkdti

Anuntis Online Real Estate Manager

www.fotocasa.es

www.facebook.com/fotocasa

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