I made this presentation on Social Media when working as Strategic Planner for the Belgian communication agency ENGAGE BBDO in October 2010. The presentation is an update of my former Social Media presentation and gives a view on the evolution of Social Media and how we canharness its power to deliver engagement. Please be advised that some content is in Dutch. I thank you for your comments.

1. Social Networking V2
Embracing Social Media to enhance the
strength of your marketing message

2. Agenda
1. An introduction to Social Media
2. Social Media in Belgium: key channels
3. Define your strategy: get to know your audience
4. Social Media recap: 10 engagement tips
5. Annex

3. Pieter-Jan Adriaensens
Strategic Planner / Account Executive
Working @ ENGAGE BBDO
www.twitter.com/pjadriaensens
www.friendfeed.com/pjadriaensens
www.linkedin.com/in/pjadriaensens
pj_adriaensens@hotmail.com

4. Introduction to Social Media

5. Social
What is
Media

6. Our story starts
a long, long time ago when
markets were conversation places

7. As time passed by
and for a lot of different reasons the
human connection faded

8. Social
Ok, so what is
Media

9. Social Media is all about
conversations
Supported by a variety
of online tools

11. “It’s about putting the „public” back in Public
Relations and realizing that focusing on
important markets and influencers will
have a far greater impact than trying to
reach the masses with any one message
or tool.”
Brian Solis, The Social Media Manifesto (2008)

12. The power to define and
control a brand is shifting
from corporations and institutions
to individuals and communities

13. Don’t try to be in
control
Because you
are not

14. Conversations are
happening
with or without
you

15. and their social interactions
Technology is not the important part
but the people who use it

16. “People don’t build relationships with each
other in a vacuum. A vibrant community is
built around a social object that is
meaningful for its members
The social object can be a person, a place,
a thing or an idea”
Gaurav Mishra – CEO Social Media Research WebTech
(2009)

17. People want companies to
open up to them so they
get to see the ‘human side’

18. Social Media is not a new
marketing medium
It’s an extra communication
channel to be added to your
existing marketing mix

19. Social Media is an evolution
of how we communicate
Photo by Mads1539 / Flickr.com

20. Newspapers
TV
Radio
DM
CDs
Books
DVDs
Press

22. Social Media is mainstream
Photo by the cat & the exercise bike / Flickr.com

23. Photo by the cat & the exercise bike / Flickr.com
Largest age population on Twitter
35-49 year olds (42%)
Fastest growing segment on Facebook
Women 40+ years old
Social Media is mainstream

24. The eyeballs are shifting!
Data : Nielsen Online & IBM Survey - 2008

25. Where is all the online attention
going to?

26. You have to be where your consumers
are

27. Coca-Cola and Unilever are shifting their digital focus away from
traditional campaign sites and towards community platforms, such
as Facebook and YouTube, as social media begins to dictate their
marketing activity in 2010
“In some cases some of our campaigns won’t need a coke.com-hosted
site. In most cases these will still exist as it’s the most obvious
destination for a consumer, but it might only be a page linking to
YouTube encouraging people to join the community there.
We would like to place our activities and brands where people are,
rather than dragging them to our platform”
Prinz Pinakatt - The Coca-Cola Company’s interactive marketing manager for Europe

29. After 23 years and hundreds of
millions of dollars spent on Super
Bowl ads, one of the world’s
biggest brands shifted gears in
2010 by opting out of the Super
Bowl and pouring 1/3 of its annual
marketing budget into a cause-
driven social marketing campaign
called The Refresh Project
http://www.refresheverything.com/

31. In 2010, Ford kicked off The Fiesta
Movement, a social media campaign in
which they literally handed 100 young
influencers the keys to a Ford Fiesta,
asking them only to engage in monthly
“missions” and to document and share
these missions via social media.
After generating 31,000 pieces of
original content, tens of millions of
media impressions, and a slew of high-
profile media coverage, The Fiesta
Movement achieved what was once
unthinkable: making 60% of the public
aware of a car that hadn’t yet even
debuted in the US - without spending a
dime on traditional media.
http://www.fiestamovement2.com/

32. What’s the
ROI of all of this?

33. "What's the ROI for putting on your
pants every morning? But it's still
important to your business"
Scott Monty, Digital Communications Manager at Ford

34. 67% of all consumer buying decisions are in first instance
influenced by WOM
McKinsey/Lightstone, 2006
57% ask information about a brand to people they know (peers)
Barometer Belgium, 2007
7% increase in WOM stands for an average increase of 1% in turnover
London School of Economics
Brand ambassadors do not only spend more to the brand, but also
generate 45% additional turnover by their recommendations
Satmetrix, Netpromotor methodology

35. Qualitative vs Quantitative
Reach
Website visits / views
volume of reviews and comments
Incoming links
Engagement & Influence
Sentiment of reviews and
comments
Commenter authority/influence
Time spent
Favourites / Friends / Fans
Viral forwards
Number of downloads
Action & insight
Sales inquiries
New business
Customer satisfaction and loyalty
Marketing efficiency
Social Media
Is measurable

36. Social Media landscape
Belgium

38. #1 Social Network
• Over 500 million users worldwide (June 2010)
• An average user has 130 friends on his profile & is
linked to 60 pages/groups/events
• Every month, more than 70% of Facebook users engage
with Platform applications
• The fastest growing demographic group is those of 35
years old and older
• More than 10 million people become fan of public
profiles each day
Data: http://www.facebook.com/press/info.php?statistics (2010)

39. Facebook in Belgium
Country Latest pop. No. No. Of Facebook users % Facebook penetration Daily users
Belgium 10,741,000 3,500,540 33% 300k users/day
Data : Facebook’s Advertising targeting System – June 2010
Number of users on Facebook in Belgium: 3.500.540
Number of male users on Facebook in Belgium: 1.725.940
Number of female users on Facebook in Belgium: 1.706.780
Penetration in Belgium: 33.61 %
Online penetration in Belgium: 48 %

40. Best practices
Profile pic
Information
Feed / Status updatesCustom tabs

41. Best practices
Welcome page
Profile picture
Benefits

42. Facebook advertising
1
2

43. Facebook Insights
Track
Growth and
Engagement
See your Fan
Demographics

44. Netlog is one of the most popular
youth online platforms and offers
brands interesting advertising
opportunities

45. • More than 55 million users
• More than 80% is aged 14-25 yrs old
• The average Netlog user has about 23 visits on
his profile/day
• 45% are women vs 55% men
• The average Netlog user influences an average
of 100 people/day
Turn brands into friends

46. • More than 2.900.000 registered members
• More than 550.000 unique daily visitors
• More than 30.000.000 daily page requests
Netlog in Belgium

47. About the brand
Conversation
starters
Guestbook entries
Blog posts
Dynamic,
shareable skin

48. Let’s create some traffic

49. Advertising Possibilities
HP Box
HP Button
AvatarContests

50. Skin Share + Spotlight
Featured brand
Friend invites & Welcome message
Make sure to target your messages and use the right media tools on Netlog in
order to reach your target group effectively
Advertising Possibilities

51. Social Networking sites do’s and
dont’s
DO
• Establish a presence on the
social networks your
customers use
• Encourage a discussion &
participate frequently
• Explore targeted advertising
opportunities
• Give frequent updates
DON’T
• Create a page and fail to
maintain it
• Censor comments
• Spam your fans
• Post false information

52. Twitter would be the largest bar in
the world where people come and
meet to chat over all kinds of
topics
Photo by kinotrope / Flickr.com

53. Microblogging
Profile pic
Updates
Following
140 chars
max
Information

54. Fastest growing
• More than 13 million users worldwide
• Grown with 3.500% this year alone
• 20% of all active Internet users is touched
by Twitter
• Most people follow less than 100 people
and are followed by more than 100 people
• 5% of users account for 75% of all activity,
and 10% of users account for 86%  power
of retweeting

55. Twitter in Belgium
Currently tracking more than 80.000
active users in Belgium (estimation)
Data : http://bvlg.blogspot.com - May 2008

56. 80 % of Twitter Usage is
on Mobile Devices
Data by Social Media Revolution video

57. People update
anywhere
anytime
Photo by williamedia / Flickr.com

58. Real-time search

59. The Twitter effect
Twitter has broken the news cycle down to seconds

60. Twitter has broken the news cycle down to seconds
The Twitter effect

61. After the election in Iran, cries of
protest from supporters of
opposition candidate Mir-
Hossein Mousavi arose in all
possible media, but the loudest
cries were heard in a medium
that didn't even exist the last
time Iran had an election.
Iran Protests: Twitter, the
Medium of the Movement
http://www.fiestamovement2.com/

62. Microblogging do’s and dont’s
DO
• Find and share useful
content
• Pose quenstions & reply to
others
• Know what’s going on &
track down conversations
about your brand
• Engage in the dialogue if you
can offer added value
DON’T
• Use it as an extra psuh
channel
• Spam your followers
• Post useless information
• Set it up if you can’t support
it for a long period

63. YouTube is the second largest search
engine in the world
Photo by dirtylaundryphotography / Flickr.com

64. Video sharing platforms
Help you gain extra exposure & drive traffic to your company website
• Gives your fans an exclusive view on your companies activities
• Videos can be cheap to produce & by producing them you add a
human touch to your company
All videos rank high in google search & can
be easily embedded / shared to other
platforms

66. What will the future
bring?

67. Mobile: detect ambassadors & reward them

68. Define your strategy with
these first steps

69. Social Media must be a part of the
whole marketing plan
• Find out where our customers are
• Define measurable goals
• Be realistic in timings
• Ensure commitment

70. Get to know your
audience

71. Source: Global Web Index Wave 2 (January 2010) – numbers of The Netherlands
35%
53%
72%
18%
1%
Focus on this
group

72. What are they doing?

73. It’s not the quantity of
fans/friends/subscribers which
counts, but the level of their
engagement towards and with
your brand

74. Use benchmarks in your market & evaluate your own
efforts by calculating the Engagement Rate of your
content posts
Source: Frozen Frogs - 2010

75. What have we learned?

76. 10 tips to engage in Social Media
1. Don’t be afraid to experiment with social media
2. Make a plan & define guidelines
3. Listen to what consumers are saying
4. Engage in the conversation
5. Be transparent, respectful & honest
6. Be personal and authentic
7. Contribute in a meaningful way
8. See criticism as an opportunity
9. Be proactive & challenge yourself
10.Accept you can’t do it all yourself & mistakes happen

77. Annex

78. Which platform is interesting for what means?
Customer Communication Brand Exposure
Great for engaging people who like your
brand, want to share their opinions and
participate in giveaways and contests
Fan pages are great for
brand exposure
Use keyword search monitoring to
track what people are saying about
you
Unique opportunities for
website integration and to
engage with customers in a
viral way
Tagged photosets of company
events can help customers to put a
face on the team behind your brand
OK but not huge
Video is a powerful channel to
entertain and inform
Powerful branding tool when
you build your channel