The Influence of Social Builders - And how to deal with their social media exploits

The influence of social buildersSocial media in your communication strategy

Erwin Vanherle

Mgr Strategie & Projecten

Bart Muskala

AdNerd at AdNerds

Agenda

The Social Web

The Impact Today

Listen, Learn, Act

The Social Web

!"#$%&'(

Social Influencehas always been around.

So, why should I care?

classic influentialspassive influencers

by responding to requests for advice

new influentialsactive influencers

by proactively giving advice

Can I help you? You should try...

!"#$%&'(

!"#$%&'(

We like sharing

!"#$%&'(

I like red

I like blue

!"#$%&'(

We are connected

BOUWINFO.bevraagbaak

YourCompany.be

69% research [products] online

before [going to the store to] make a purchase

* Razorfish Feed survey 2008

62% have looked at an online review

at least once before making a purchase

* Razorfish Feed survey 2008

The large majority of consumers (61%) rely on user reviews

for product information and research,

with a much smaller group preferring editorial reviews (15%)

or information from brands (8%).

* Razorfish Feed survey 2008

97% declares a digital brand experience

has influenced whether or not

they went on to purchase

a product or service from a brand*

* Razorfish Feed survey 2009

BOUWINFO.bevraagbaak

YourCompany.beMonthly 55% of the Belgian

internet population is active

BOUWINFO.bevraagbaak

YourCompany.be

Almost 3 million Belgian

users spent 20 minutes on

average/day.

BOUWINFO.bevraagbaak

YourCompany.be

Almost 3 million accounts

in Belgium, mainly the

youngest generation.

BOUWINFO.bevraagbaak

YourCompany.be

There are about

250,000 active blogs in

Belgium.

BOUWINFO.bevraagbaak

YourCompany.be

There are about 60,000

Twitter accounts in Belgium.

OK, I got the picture!

The Impact Today

BOUWINFO.bevraagbaak

BOUWINFO.bevraagbaak

consumers

collaborators

distributors

creators

85%

9%

5%

1%

The participation inequality

Listen, Learn, Act

“Why does listening to your customers

sound like a Web 2.0 Idea?

It should be a Business 1.0 Necessity.”

Jeff Jarvis,Professor Interactive Journalism NYU

satisfaction insights money speed

The reasons why

“It's like a live focus group that never closes.”

Mark Bernioff,CEO Salesforce

Four steps to success...

engagerespond measurelisten

“Listening requires focus, dedication, continuous efforts

and a whole lot of resources, time and money.”

Thanks!

Erwin Vanherle

Mgr Strategie & Projecten

erwin@livios.be

Bart Muskala

AdNerd at AdNerds

bart@adnerds.be