Brands have a huge amount to gain from having a social media presence. The question is no longer “why”, but “what, and how?” And of course, how do we measure it?

1. BUILDING SOCIAL BRAND PLATFORMS
FOR TODAY’S WORLD
1
Social Media Seminar
September 7, 2011
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2. SOCIAL MEDIA HAS
EXPLODED… 2
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3. PEOPLE
+
SOCIAL MEDIA
= 3
REVOLUTIONARY PEOPLE POWER
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4. 4
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5. “THE REVOLUTION OF
THE YOUTH OF THE
INTERNET.”
5
WAEL GHONIM
Leader of social movement in Egyptian Uprising
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6. THE REAL-TIME ARAB SPRING (‫ الثورات العربية‬‎
)
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7. MAPPING LOCAL CORRUPTION THROUGH CROWDSOURCING
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8. SOCIAL MEDIA…
IT’S WHERE PEOPLE SPEND
MOST OF THEIR TIME ONLINE… 8
AND IN REAL LIFE
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9. THE STATS
Facebook Twitter
750 million+ active users 200,000,000+ registered users
130+ friends per average user 460,000 new sign-ups daily
700 billion+ minutes per month on 155,000,000 Tweets per day
Facebook
50% of active users log on to Facebook in
any given day YouTube
• 3 billion+ videos are viewed a day
• 70% of YouTube traffic comes from
LinkedIn outside the US
• 100 million+ users • 12 million+ people are connected
• 200 countries with LinkedIn users and auto-sharing to at least one
social network
• 1 million users joining LinkedIn every • 98 of AdAge's Top 100 advertisers
week have run campaigns on YouTube and
• 500 Fortune 500 companies with the Google Display Network
executives on LinkedIn • The number of advertisers using
display ads on YouTube increased 10
fold in the last year
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10. PEOPLE
+
SOCIAL MEDIA
= 10
REVOLUTIONARY MARKETING POWER
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11. IT’S WHERE CONSUMERS ARE INTERACTING WITH BRANDS
IN HUGE NUMBERS
Source: http://mashable.com/2011/08/16/social-media-marketing-stats-infographic/
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12. WHAT ABOUT JAPAN? 12
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13. McCann Worldgroup
Source: http://www.digitalbuzzblog.com/infographic-asia-pacific-social-media-statistics-stats-facts/

14. CRITICAL MASS IN JAPAN
Blogs
16.9 M Blogs in Japan
Facebook
12M visitors 14
YouTube
twitter 42M visitors
17M visitors
Mixi
13.2M visitors
Data: Ministry of Internal Affairs and Communications
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15. JAPAN IS MORE ADDICTED TO TWITTER THAN THE US
NOW:
% Twitter Reach Japan v.s. U.S. 16%
16
Twitter.com- Japan
14
Twitter.com- US 12.3
12
10
8
10.2
8.2
6
4
2 0.6
0
09.Mar 09.Apr 09.May 09.Jun 09.Jul 09.Aug 09.Sep 09.Oct 09.Nov 09.Dec 10.Jan 10.Feb 10.Mar
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Data Source: Net View from Nielsen NetRatings March 2010

16. FB GROWTH IN ASIA PACIFIC IN LAST 6 MONTHS
80.0%
73.3%
70.0%
60.0%
52.3%
50.0%
38.9%
40.0%
30.0%
20.0%
15.0%
12.5% 13.1%
10.4%
10.0% 7.0%
2.7%
-2.7%
0.0%
-10.0%
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17. 2011 IS THE YEAR OF FACEBOOK!
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18. WHAT’S IN IT FOR US?
18
That’s the first question every
CMO has.
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19. WHO’S DRIVING THE
CONVERSATION? 19
TECHNOLOGY?
BRANDS?
PEOPLE?
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20. TECHNOLOGY?
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21. OPPORTUNITY
It’s not about technology.
It’s about the fusion of
technology with people’s
lives, which gives us
access to
21
people
in a completely different way.
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22. TECHNOLOGY INTERSECTING PEOPLE’S LIVES
Mobile Social
+ 22
Where
The Mobile + Social Platform has become a collaborative platform helping people
connect and do stuff of interest together. Marketing can effectively exploit this.
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23. BRANDS?
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24. YES, WHERE THEY ARE RELEVANT TO PEOPLE’S LIVES
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25. PEOPLE?
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26. ADVERTISER VS. CONSUMER VIDEO
http://www.youtube.com/watch?v=heSudg-tfIk
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27. IT MOST DEFINITELY
IS ABOUT
PEOPLE
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28. They’re not passive consumers or viewers,
they are active participants, advocates,
critics, influencers, producers… they want
RELATIONSHIPS
28
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29. THEY DECIDE…
What marketing to consume 29
At what time
Where
And how to react to it
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30. CAN YOU MAINTAIN A
RELATIONSHIP WITHOUT
LISTENING?
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31. You, our customers, are at the heart of
everything we do at Dell.
We know that for us to be successful, you need
to be successful, and to understand what
success looks like, we listen. We learn. Then
we act. Turns out, this is a good formula.
Michael Dell
Dell, winner of Forrester 2010 Voice of the Customer Award McCann Worldgroup

32. The good news is 32
people in Japan want
companies to listen
and respond to them
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33. THIS LOOKS LIKE CRM, NOT MEDIA…
SOCIAL CRM
Business Function Social Objective Social Strategy
Ongoing monitoring of your customers’ conversations with each other,
Market Research Listening
instead of occasional surveys and focus groups
Participating in and stimulating two-way conversations customers have with
Marketing Talking
each other, not just outbound communications to customers
Making it possible for enthusiastic customers to help sell or make
Sales Energizing
introductions to each other
Support Supporting Enabling your customers to support each other
Product/Service Helping customers work with each other to come up with ideas to improve
Embracing
Development products and services
Source: Forrester Research and Groundswell McCann Worldgroup 33

34. DON’T UNDERESTIMATE THE POWER OF SOCIAL MARKETING
INTELLIGENCE
Source: http://tweettrader.net/scoreboard/KFT McCann Worldgroup 34

35. THE NEXT QUESTION CMO’S ASK
THEMSELVES:
How can WE, the brand,
35
control the conversation?
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36. This is how Michael Dell answered it…
"These conversations are going to occur whether
you like it or not, O.K.? Well, do you want to be part
of that or not? My argument is you absolutely do.
You can learn from that. You can improve your
reaction time. And you can be a better company by
listening and being involved in that conversation."
Michael Dell in Business Week, 2007
McCann Worldgroup
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37. Note: this slide is a compilation of screen captures from http://www.ideastorm.com McCann Worldgroup

38. Marketing has become the CONTENT…
And the content has become the
38
MARKETING.
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39. OF COURSE, EVERY CMO HAS THIS QUESTION:
WHAT’S THE BUSINESS IMPACT AND
ROI OF SOCIAL MEDIA?
39
McCann Worldgroup

40. THE THREE BIG BUSINESS GOALS
•Real time listening and
conversation, leading to
long-term, sustained
loyalty, revenue and ROI Increase
•Innovation of Products & Revenue
services
•Brand building
40
Improve
Reduce
Customer
Costs
Satisfaction
Customer Service Efficiency:
•Marketing intelligence
•Customer Service
•Community
Source: Social Media Metrics, Jim Sterne
McCann Worldgroup

41. THE MODEL TILL NOW
In our past marketing communications, we had been fighting the battle of acquiring and losing
customers. The ROI has been less a goal than grabbing their attention and hoping that they will
stay loyal until the next campaign roles around.
ROI
Campaign Campaign Campaign Campaign Campaign Campaign
campaign campaign campaign campaign campaign campaign
content content content content content content
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42. COMMUNITY MEANS SUSTAINING ROI
While campaigns and content change over time, the social media platform acts as a flexible
structure and process. By filling in the gaps between campaigns we are sustaining buzz and
retaining brand loyalists. At the same time, the overall return increases as more people join the
community.
Campaign Growth curve
Campaign with growing
Campaign community
Campaign
Campaign sustained
sustained
ROI
Campaign~
sustained
sustained
sustained
campaign campaign campaign campaign campaign campaign
content content content content content content
Social media platform
2011 2012
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43. In closing…

44. Key take outs
1. It’s about people first! What’s in it for them?
2. Frame your objectives around core business goals
3. Gain intelligence first – listen and learn
4. Think platform, and think long-term – not just campaign. Build a real time
listening, conversation, measurement, reporting and optimizing platform.
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5. Use the power of the network to innovate: listen, gain insight and crowd
source

45. Thank you
Follow us on…
Twitter: http://twitter.com/#!/MRMJapan
Facebook: http://www.facebook.com/mrmjpn
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