Social Media Bingo Emakina Nl Paul De Gooijer
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Transcript of Social Media Bingo Emakina Nl Paul De Gooijer
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Social Media BingoEmakina.NL – Paul de Gooijer
eDay 2009
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What we think will happen in 2 years, often materializes in 10 years
What we think might happen in 10 years often materializes in 2 years
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Remember Second Life?
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Where are Virtual Worlds now?
2014
Technology Trigger
Peak of Inflated
Expectations
Trough ofDisillusionmen
t
Slope of Enlightenment
Plateau ofProductivity
Time
Visibility
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And Augmented Reality ?
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Where is Augmented Reality now?
2015
Technology Trigger
Peak of Inflated
Expectations
Trough ofDisillusionmen
t
Slope of Enlightenment
Plateau ofProductivity
Time
Visibility 2010
2011
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And although we really really wish for it to materialize now, we know it will be still a few years ahead
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If you came here for a glamourous show, you’re better off in the next room
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If you came here for an optimistic and realistic advice that generates business NOW
please STAY
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So where is Social Media now?
2015
Technology Trigger
Peak of Inflated
Expectations
Trough ofDisillusionmen
t
Slope of Enlightenment
Plateau ofProductivity
Time
Visibility
2011
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Are we facing the pitfall of disillusionement?
Technology Trigger
Peak of Inflated
Expectations
Trough ofDisillusionmen
t
Slope of Enlightenment
Plateau ofProductivity
Time
Visibility
?
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No
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2011
Technology Trigger
Peak of Inflated
Expectations
Trough ofDisillusionmen
t
Slope of Enlightenment
Plateau ofProductivity
Time
Visibility
2010
Our Commitment!
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Today
Social Networking has been the global consumer phenomenon of 2008. Two-thirds of the world’s Internet population visit a social network or blogging site and the sector now accounts for almost
10% of all internet time
Source: Nielson Online
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Cool!But what to do about it now?
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Don’t fall for
The Curse of theSocial MediaPowerpoint Generator
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Because there is a nasty machine out there…
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A machine that produces….
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And these PowerPoints contain fancy icons like
Powerpoints that contain images like these…
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And what do they say?
YOU SHOULDUSE TWITTER
(you don’t know whybut they told you should)
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And what do they say?
You should onlyrespond to thePeer Review!
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And what do they say?
You must dailyupdate your public Wiki
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And what do they say?
*&%*& the website, go for Photosharing!
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And what do they say?
You must checkthis Mashupevery hour
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And what do they say?
You must participate in
UGC
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And what do they say?
You have to be in this
Community!
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And what do they say?
Oooohhh…You MUST
Tweet!
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And what do they say?
On MySpaceyou are my
best Friend…
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Bingo!!!
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What is our professional criticism?
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Social media isn’t going to help you sell shitty products
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Social media isn’t going to stop people from saying bad things about you
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Social media isn’t going to help you save customer service costs
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Social media isn’t going to work for you if you aren’t a people person
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Social media isn’t necessarily going to increase customer retention
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If the only tool you know is a hammer, every problem looks like a nail
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What is the use?
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A creative definition
A creative definition
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Your industry You
YourCompetitors
YourCompetitors
Here Is The Issue
Your customersand prospects
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Your industry You
YourCompetitors
YourCompetitors
How do your customers and their peers find you?
Your customersand prospects
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Your industry You
YourCompetitors
YourCompetitors
... In an ever expanding universe?
Your customersand prospects
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Your industry You
YourCompetitors
YourCompetitors
The answer: cast a Wider Net
Your customersand prospects
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Your industry You
YourCompetitors
YourCompetitors
... To Lead Traffic To Your Site and Sales Points
1
2
3
Your customersand prospects
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Engage with a larger
audience,
Broaden the contact
points the potential
audience has with your
brand,
Create an incentive for
your audience
Social media sites around
You
Seeding campaign,
blogs, thematic
sites
Classicalsites
Your industry You
YourCompetitors
YourCompetitors
1
2
3
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The equivalent of laying out a path to your door…
The equivalent of laying a path to your door
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If it is about contact, what kind of contact is it?
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Is it Karate?
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Or Judo?
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It’s a Tango!
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What’s the
business casebehind social media marketing?
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First answer:
Efficiency
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Banner blindness
Banner Blindness
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Be where people are
Be where people are: in the content area!
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Second answer:
Credibility
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Research Confirmation
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Third answer:
Media Cost
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The Customer Lifetime Cycle
CampaignCall2action
Awareness/ Brand
preference€€POS
Promo
Mass Marketing
Focussed Investments
One-on-One Marketing
Incremental Revenue
HappyCustomer
Ambassador
LoyalRepeat
Customer
Newcustomer
€ €€€
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Work Smarter, Not Harder
Work smarter, not harder
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Reaching Everybody Costs a Lot of Stamps
Or else, reaching everybody costs a lot of stamps!
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Roadmap:
Phase 1: Build reachPhase 2: Cement leadershipPhase 3: Drive revenue
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For thought leadershipblogging, file sharing, podcasts
To create brand awarenessblogging and a solid social network presence
To generate demandmicroblogs, forums, seeding
For customer loyaltytwitter, user community and a Wiki
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Some of oursocial media cases
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B2B CaseKLM Clubs
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Flying today…
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Is no fun anymore
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KLM Discovered Something
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KLM realized they’re not into the ticket business They’re not in the ticket
business...
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But they’re into the people business
They’re in the people business!
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Mission:Expand the KLM Experiencebeyond the flight
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Do we offer them more flights?
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Extra article in inflight magazine
Pre-check do’s and don’ts in China
Book flight
European chambers of commerce
Discover Opportunities to fly
Learn andDemystify China
Who’s coming
Receive businessPartners in style
Organize yourOwn events
Participate in existing events
Discover events
Expose your business
Read and learn from predecessors
Premeet your contacts
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You could think about obvious opportunities:Great ! So many bikes! They must really like them! I will export my Dutch bikes to China!
Or make a smart observation:Or… hey, they don’t have a bell! Perhaps I don’t have to export but import bikes from Chine and sell them bells!
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Social Networks
FaceBookHyves LinkedIN
Traf
fic
Focus
Plaxo
KLMFB KLM
Clubs KLMClubChina
Big
Small
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Social Networks
FaceBookHyves LinkedIN
Traf
fic
Focus
Plaxo
KLMFB KLM
ClubsKLMClubX
KLMClubX
China
KLM
Africa
Use LinkedIN as membership indicatorand interest generator
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16.000 professional
members
Positive correlation
membership and
revenue for KLM
Average return visits
every month
Event calendars,
news feeds, LinkedIN
Seeding campaign,
blogs, thematic sites
Competitors
Competitors
KLM Clubs
Flying Blue
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We contribute to the business
of KLM but we also contribute
to the brand experience of
KLM.
An evolution from connecting
places to connecting people
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YunomiB2C
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Unilever’s question to us
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Find a relevant and meaningful way to connect with our consumers that is in line with our values…
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How to be relevant? Help consumers
How to connect? Be where they are
In line with values? Add vitality to life
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Family, work, me
It is a job getting everything done.
Life is a balance
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Together we are strong. We have access to a network of friends and loved ones. It helps us when we really need it.
To give support and to be supported
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We believe every woman has a story to tell. She does not need to be a superhero or to be famous. We offer a stage for real women and invite them to share their stories. Real women, real stories.
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Online content preferences
Cooking Recipes
Sport news, finance, IT,
…
Male
Female
Family, children
Personal care
Clothing
Government, economics
Politics
Ero
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So is it a Magazine?
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No, it is not a magazine. It is a community
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These are our building blocks to create involvement
Wat vind je van onze site?
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And involvement is rewarded
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Yunomi Community > 50 reactions per day, per article
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Yunomi Community > our best recruiters
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In three months:
Over 100.000 members
200.000 comments on
4.000 articles
Other PlatformsMSN
Competitors
Brands
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As an efficient media channel Yunomi is a measurable platform for Unilever to connect with their audience. Promoting brands, generating knowledge and exposure. Connecting brands with people.
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Conclusions
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Should yougo for new media?
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NoIf you’ve got apoor product
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YesIf you’ve got agreat product
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Meet your new salesforce!
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106
What tools will you supply them to spread your message?
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THANK YOU