6. Media consumptionisbecoming more complex 54% are media multi-taskers (aged 16 to 34 years) 29% use their mobile withouttalking 13% use their mobile to access the internet
7. More people are participating 2010 2006 Inactives 17% 52% 70% 33% Spectators Joiners 59% 19% 20% Collectors 15% 37% 19% Critics 24% 13% Creators
20. Traditionaladvertising has irrevocablychanged. And social media is here to stay. As it continues to evolve and fuel conversations, ask yourself one question: Sink or swim? It is time to embrace the change
23. People don’tgettheir coffee fromStarbucksbecausethey have the best coffee, but becauseitisimportant for themthatisitcomesfromStarbucksIt is about pride, image, exclusivity, uniqueness, passion…
24. Do weneed a… Social Media Expert?Community Manager?Chief Social Media Officer? Conversation Manager?
26. The conversation manager should:1) Getbuy-in and authorityfromC-level2) Empower the employees3) Observehisconsumers in their habitat4) Jointheir conversation5) Take a leadershiprole6) Inspire passion
54. The Conversation Manager’sbeginners guidelines Start with social media in a very early stage (i.e. listening) Locate your target groups Locate the SM believers within your company (employees) Locate the Brand Ambassadors (employees) Locate Brand Advocates (Consumers) Get support/buy-in from management Defineprocesses , define SM guidelines and train personnel Defineyour marketing objectives and KPIs Start more professional Monitoring of your MicroSegments Allocate time, resources and budget
55. The Conversation Manager’sadvanced guidelines Once you are ready to ENGAGE & EMPOWER Analyse yourlistening & monitoringresults Build a strategy & roadmapbasedon the objective/microsegment Build a presence on the mainapplication(s) of your targetgroup Pick up user generated stories Create Added Value content, applications or widgets Boost these stories through communities & networks Empower Brand Ambassadors (Employees) Empower Brand Advocates (Consumers) Consistent 360 degrees presence (Perfect Media Mix) It’s not about you, it’s about them!
56. When times are good, participateWhen times are bad, participate more Ben McConnell, Church of Customer Blog
57. Thanks… Talk to you soon!www.twitter.com/LBi_Belgiumwww.lbigroup.be
Notas del editor
the Internet population has grown to 1.8 billion users but it still lags behind the fastest growing technology in history, the cell phone. Interestingly, it took the cell phone also many years to become commonplace but cell phones enjoyed the fastest uptake with more than 3 billion people acquiring cell phones during the past 6 years; there are now more than 4 billion owning a cell phones
The rise of the Internet has given consumers control of the media and messages they consume. It has also given them unprecedented access to information, products and services.This means our clients’ customers are harder to reach than ever before. Example: There are more than 100 million active users currently accessing Facebook through their mobile devices.
Most conversations happen offline, but thereis a lot of focus on online conversation because:They are easy to monitor, to indetify and to interactwithThere are more eyeballs / all type of people are involved (only 17% are inactive !!)itconcerns a wide range of products and brands
We have startunderstandingthat social media marketing is not about having a fan page on Facebook. It goesmuchfurtherthanthat. Consumerscanbeseen as targetsanymore – we move awayfrom push advertisingwherewecanjust blast away mass communication.Embracingtha change meansalso to getdedicated - weunderstandthattraditionaladvertising has changed, and thereforeweunderstandthatweneed a strategy, resources and budget to makethat change happen
The focus and the level of authoritywillprobablyvarydepending the needs of the thecompany.Do you have a peoplealreadyassociatingthemselves to your brand on differentplatforms, do youwish to growyourcommunity, entertainthem >community managerImplementation of social media channels > social media managerCSMO / Conversation Managers willmainlybelookingatways to create a relationshipwith the consumers – offeringthem content and experiences, joining in the conversations, the voice of the brandThe roles and job descriptions are new and unclear – they change and evolveat the same time as communication and communication platformsevolve. But itisbetter to ride the waveinstead of waitinguntil the dustsettles – becuasejustlike the ashcloud in our air space, nobodyknbowswhen the dustwillsettle and youdon’twant to miss out on opportunities or let yourcompetitorsgetahead of you