Social Media (r)evolution : back to roots ?

November 3, 2010
The Social Media
(r)evolution:
back to roots for
motoring clubs ?
FIA General Assembly – Member Benefit Forum
Alexandre Vandermeersch

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WorkingDraft-LastModified27/11/200917:46:31Printed28/04/200919:25:47
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Agenda
Value creation
Social Media facts & laws
Closing thoughts, Q&A
Motoring Clubs

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Social Media is more than Facebook…but mainly Facebook

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Main categories – 101 on social media
• Social networks • Mutual acceptance – mapping real
life connections
• Micro-blogging &
curating
• Followership – simply requires to
‘subscribe’ to someone or ‘submit’
‘vote’ / ‘tweet’ for a topic/link
• Crowd-sourced
media
• Upload/create & share -
Media/content is uploaded/created
by a small community then seen by a
large group (+ as well voted, curated,
funded,…)

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Is Social Media a fad?

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Internet is soon becoming Europe’s first media
0
2
4
6
8
10
12
14
16
18
20
20111009080706052004
Internet-slowing CAGR
Internet-flat CAGR
TV-falling
TV-flat
Internet consump-
tion is estimated to
average 14.2 hours
per week against
11.5 hours for TV
by 2010
SOURCE: Microsoft Europe Logs On Report 2009
Hours per week of usage in Europe

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Social media – seniors still flock ‘en masse’ in the US
+13%
SOURCE: Pew Research Center
Penetration of 50 yrs + in social media in the US
76%
86%
April 2009 May 2010
Age 18-29
+27%
Age 30-49
48%
61%
April 2009 May 2010
+88%
Age 50-64
25%
47%
April 2009 May 2010
+100%
Age 65+
13%
26%
April 2009 May 2010

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They are addictive
Source: 2008 McKinsey iConsumer survey
26% play console games
EVERY WEEK …
33% watch Internet video clips
43% visit social networks
(spending an hour a day)
38% send SMS messages
39% read magazines

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4 laws of social media
Law of gravity
Law of networks
Law of switch costs
Zuckerberg’s law of
information sharing

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1 – Laws of networks - be the fastest and best at building the network
• Network’s value
increases with new
nodes (not all nodes
are created equal)
• Two-sided networks
are tougher to crack
but unlock more value
• Critical focus put on
‘getting new
nodes’(ie member
recruiting & on
boarding)

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2 – Law of gravity – 3 reasons why content publishers/advertisers go to
social media
• Built-in sharing vs
opt-in sharing
• Convenient Reach –
less ‘click costs’ to join
• Top of mind – users
only remember few
sites to check in
regularly, rarely used
bookmarks

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3 – Law of switch costs – why it’s hard to leave
• Building your
personal network
online took time &
energy
• If you switch, who
will follow ?
• Registering all data
is a pain

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4 – Zuckerberg’s law of information sharing: increasing online disclosure
• « Every year, people
share twice as much
information as they did
last year »
• People progressively
see ‘more value than
costs & risks’:
socializing, ease of
sharing (e.g mobile),
privacy concerns
adressed,…

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Agenda
Value creation
Motoring Clubs

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A Facebook fan is worth…
SOURCE: Syncapse research, June 2010

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Online engagement is creating value across the value chain…
SOURCE: McKinsey Technology Initiative
R&D/ Product development Procurement/Production Marketing/PR Sales Service
Support functions – HR, IT, Training

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….And a “Coppernician revolution” - My experience
with Microsoft

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Social media complete each other and build links
fostering trust & loyalty around a company/Brand

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Especially if you show case
testimonials, right on your
web site
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Put it on your site
Powered by:
Conversion rate +25%
Sales +10%
Credibility
SEO
Word of Mouth
amplification
http://www.dialogfeed.com

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Agenda
Motoring clubs
Value creation

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Some definitions
Club A club is an association of
two or more individuals
united by a common
interest or goal
Source: Wikipedia
A virtual community is a social
network of individuals who
interact through specific media,
potentially crossing
geographical and political
boundaries in order to pursue
mutual interests or goals.
Virtual
community

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Back to roots ?
The Nineties
2010+ (?)
The thirties

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Recruiting – aren’t your members your best ambassadors ?
Ambas-
sadors
Brand
Other
consumers
Relationship building:
• Free trials, sampling,..
• Feedback
• Read responses
• Intervene in community
• Word of Mouth/ mouse (« This service is
great and values its consumers – I will
go the extra mile to promote them »)
Re-enforcement of WoM activities
Virtuous circle for
the brand!

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Blue sky thinking – can your members solve big problems ?
• Rather than trying to solve
the problem, can you build
& facilitate an ecosystem
for a solution ?
- Mobility self-support
- Pollution avoidance ?
- Group buying ?
- Self-support ?
- Connect passionate
people?

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Some threats
• Commoditization – aggregators
• Disintermediation – self-regulated travel
assistance?
• Attack of adjacent players – traditional
insurance companies going social

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Agenda
Motoring clubs
Value creation

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Consumer trends: you simply may have no choice
Source agenet wildfire/DDB Tribal Canada

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Our perspective – E^4
SOURCE: Brandialog white paper
End-to-End External Engagement (E^4) is the
ability to truly engage with external
stakeholders continuously in time, for
consumer insights, innovation, marketing,
sales and customer service
R&D
Opera-
tions
Marketing Sales Service
CEO = Chief Engagement Officer

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What should you do when you are back ? Our 5 simple steps
• What business objectives are you after,
with whom (by type of relationship) ?
0
• Who are those people and what to they
do & say ?
1
• How do I engage them & build social
currency/value, sales, reduce costs, raise
satisfaction ?
• How do I scale & leverage ?
2
3

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Where we play
Get your own 300-500 private
community, online, available for co-
creation, 360° feedback, and
ambassadorship building
Get a dedicated dialogue
section/web site, with the
social media testimonials back
on your web site, open a
dialogue section, humanizing
your brand, raising credibility

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Questions ?
• Alexandre Vandermeersch
• Alexandre @dialogsolutions.com
• Twitter: @alexvdm
• Blog: http://alexvdm.com
www.dialogsolutions.com
www.brandialog.com
www.dialogfeed.com

Social Media (r)evolution : back to roots ?

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