Your report of the first Social Marketing Breakfast April 12, 2010 With the support of
Jan 13, 2015
Your report of the first Social Marketing Breakfast
April 12, 2010
With the support of
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Introduction : What is social marketing ?
What is social media marketing ? In essence, all activities brands
conduct on the Web with a social dimension: sharing, conversations,
through existing social networks or own channel.
What's so attractive? Well, you heard about 'joining the
conversation'...Social marketing will help you grow your business
through more engaged consumers, more active ambassadors .
So we thought it would make sense to explore the 4 myths, 3 plagues
and picked 2 great examples of the arena, since everyone has some
sort of 'a priori'.
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Agenda
myths
plagues
great examples
conversation
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3
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1 With the support of
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Myth 1 – We have too many customers
11% PPC
Tropicana Pure Premium
Tropicana Pure Premium No Pulp Tropicana Healthy Heart
0.9% PPC7.9% PPC
▪ 2.5% = ‘Pivotal Point Consumers’, 80% of sales
▪ In Belgium, this accounts for 100 000 shoppers for an average
brand
▪ 5 to 10% are lead users: 5 to 10 000 people (influent, early
adopters)
SOURCE: PPC - Catalina marketing study (actual behavior of 54 Millions of US citizens)
As some of you may have heard, we sometimes refer to a study made by Catalina Marketing in the US,
tracking the real shopping behavior of 54 millions americans. The results ? On average, 80% of the volume
of a typical brand is made by 2.5% of shoppers. In Belgium, this would mean 100 000 shoppers. The concept
of a 'mass product' is dead for FMCG
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Myth 2 – consumers do not care about online conversations
SOURCE: ANT Research, n=941, October 2009, Belgium
• -Myth 2: Consumers do not
care about online
conversations.
• Our study with ANT
Research in October 2009
showed that, while a minority
indeed will conduct
conversations, other are very
interested to see it.
• If they see the brand listens
and respond, they declare
that it would strongly
enhance their perception of
the brand
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Myth 3 – If they do, we would be overwhelmed
In Belgium, a typical
brand could expect a
~500 (average)-2000
(maximum) to interact
While a silent majority is looking for brands to react, only a minority, typically between
5 to 20% (for most engaged brands) will actually want to interact. Net, we found that
in Belgium, over a couple of months, a brand could expect between 500 and 2000
interactions. No need to hire an army.
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Myth 4 – There is no ROI
The US has furiously embraced social media over the last years. There is ample evidence that a
customer self-support forum is providing large impact in terms of cost savings (large Q&A base,
support by other consumers), and conversational marketing has been largely used to boost sales
and take advantage of the viral and amplifying effect of Twitter and Facebook. Last, we found a
high correlation between early adopters and influencers through our studies. Chances are high
that people who do care interacting with your brands are as well very active on social networks
and in 'live' events about your brand. Chances are high that they will be the first to adopt your
new products, the early adopters that are so critical to turn a new product into a success. Don't
miss them.
With the support of
SOURCE: Will Pate.org
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Convinced ? Hold on a bit more.
With those that made the jump, we found as well unfortunate habits already, what we
call the "3 plagues" of social media:
- Plague 1: Too simple: Use social media as another 'push' channel.
- Plague 2: Too aggressive: Campaign-based thinking.
-Plague 3. Too passive: ROI vs ROI
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Plague 1 – Use social media as just another “push” channel
SOURCE: Will Pate.org
Do you:
- Respond or acknowledge consumer statement and questions on Facebook fan page
?
- Do you reply to ‘@’ statement on Twitter ? Or even to monitored messages about
you but not addressed to you ?
- Do you move from Web monitoring to Web engagement ?
Many brands just copy/paste their newsfeed to Facebook, Netlog, Twitter...Wrong. Each channel has its
specificities, and most should be used to engage consumers in a dialogue.
For instance, Jetblue, the US airlines, is using Twitter mostly to respond to enquiries from customers, and
tailor its messages.
Razwar, an ecommerce challenger in Belgium proposing shaving solutions at a fair price, is filtering
messages about 'shaving' on Twitter and sending funny replies to followers, sending them to its web
sites.
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Plague 2 – Campaign-based thinking
SOURCE: The 10 plagues of social media, Media Post’s social
media insider
“There's no easy cure for
shaking off campaign-based
thinking. Campaign-to-
campaign and quarter-to-
quarter thinking prevents
marketers from reaping the
long-term benefits of social
marketing.”
Social marketing does not fit really well
into 'campaign-based thinking', which
is the usual rythm of companies and
agencies.
You are not at war, but wanting to
engage with consumers, one by one.
Because it takes time to plan, prepare
for it, and gain results.
Those can be substantial, but will take
some time. You need to build the right
audience for you step by step, and
invest a little, every day.
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Plague 3 – Flawed and slow decision-making process
ROI ROIvs There is a lot of talk about 'Return on Investment'. What is often forgotten is the
importance of 'Risk of Inertia'. Your competitors will put their acts together.
Consumers will get upset not to find you or your inertia - their sophistication and
expectations have skyrocketed over the last years.
As Steve Ballmer, CEO of Microsoft put it in a speech made in Belgium: 'for the first
time in history, marketers are trailing the consumers'. Don't let them trail you further
and put a sense of urgency into it.
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Example 1 – Starbucks: global leader in social media
• One person dedicated to Twitter
• Moved from 200k to 3.5 Millions Fans on
Facebook through viral effect
• Active on own ‘Starbucks idea’ web site
• Central coordination team of 6 people
• Greatly championed by CEO
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Example 2 – Danone@Brandialog
• Response rate: 60% (could still be better)
• Quality of responses: high
• Acknoweldge the issue
• Answers appropriately
• Take the opportunity to do personalized marketing
• Responds even to simple ‘fan’ message: great
• One issue: never replied to the suggestion of ‘Danette Speculoos’:
shame ;-)
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Our 4 steps method for conversational engagement
Map existing situation
re. engagement
Define your priority
targets to engage &
what for
Establish
engagement
channels and uses
Get started with
concrete initiatives,
quickly
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7 Concrete tips for your conversations
If you want the list or more, give us a call:
Patrick Willemarck +32 475 23 34 34
Alexandre Vandermeersch +32 491 08 80 09
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Our services: enabling engagement through the Web
• Qualitative research : a private, confidential
micro-community in a neutral space – no
investment required
• Happens within or outside Brandialog.com, a
neutral place to interact with brands
• Do not re-invent the wheel! With our dialog
engine, make quickly your web site social
for:
- Dialogue marketing
- Customer service
- Product reviews
- Feedback,…
• We provide animation and moderation as a
service
• Team combines unique expertise in
marketing, consumer insights and
communication
• We help you establish your engagement
strategy & roadmap in and out social
medias
• We find creative, concrete solutions to
boost your sales and marketing
CONSULTING PRIVATE DIALOG CUSTOM DIALOG
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Agenda
myths
plagues
great examples
conversation
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3
2
1
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Did you miss the conversation ?Don’t miss the next one on April 27th, 8am.With Stephan Salberter from Deutsche Bank
Entry is free but make sure you book your place by sending a mail to [email protected]
With the support of