Conférence - Université Internationale du Multimédia - connecting people to brands on social media (API, Facebook, Twitter)
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Présentation effectuée dans le cadre de l'UIM (Université Internationale du Multimédia). Quelle relation existe entre la dimension sociale et technique du lien dans les imaginaires d’Internet. En effet, la notion de lien est probablement la clé de voûte de toute réflexion lorsque l’on est professionnel du web. Du point de vue technique, le lien est l’élément unitaire de la performance et de la visibilité (SEO) et du point de vue social, le lien est la base relationnelle du marketing communautaire (SMO). La mise à disposition d’APIs par les principaux médias sociaux permet ainsi aux marques d’accéder aux informations partagées par les internautes pour en tirer partie et créer de la valeur, avec pour imaginaire sous-tendu la contraction de la distance sociale et l’interconnexion des systèmes comme si « des cerveaux se connectaient à d’autres cerveaux ».
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Conférence - Université Internationale du Multimédia - connecting people to brands on social media (API, Facebook, Twitter)
- 1. International University of Multimedia connecting people to brands on social media Erwan Le Nagard Social Media Expert April ‘12
- 2. August 23th 1966 NASA's Lunar Orbiter 1 took the first photograph of Earth as seen from the vicinity of the Moon, in 1966. For the first time, mankind observes itself. Humanity become aware of others existence in a perfect “mise-en-abime” from outerspace. 2
- 3. The new era of electronic communication points up the sense of touch 3
- 4. The Web does not just connect machines, it connects people. - Tim Berners-Lee The web is more a social creation than a technical one. I designed it for a social effect — to help people work together — and not as a technical toy. The ultimate goal of the Web is to support and improve our weblike existence in the world. We clump into families, associations, and companies. We develop trust across the miles and distrust around the corner. - in Weaving The Web: The Original Design and Ultimate Destiny of the World Wide Web" 4
- 5. The web as platform. - Tim O’Reilly The network is opening up some amazing possibilities for us to reinvent content, reinvent collaboration. Web 2.0 is a loosely defined intersection of web application features that facilitate participatory information sharing, interoperability, user-centered design, and collaboration on the World Wide Web. 5
- 6. … but “Web 2.0” is a piece of jargon ; Internet has always been closely associated to communities “Community memory is a convivial project incentive to participation. It’s an open information system, allowing direct communication between users without a centralized publishing system, without control on data exchanged. This system is a precise alternative to the main electronic media uses that spread messages centrally designed for a passive audience.” - Lee Felsenstein – 1973 6
- 7. In 2012, social media represents the first medium of expression for websurfers 80% of french internauts are connected on social media, 4h per month. 7
- 8. … but hierarchical control and centralization are, in the given production and diffusion context, still a reality 8
- 9. Some members are more active, than the majority of the community. 9
- 10. Brands try to be part of the « global conversation » ¼ of customers interact with brands online Des médias sociaux au Social CRM, IBM Institute for Business Value, 2011 10
- 11. But audiences are definitely not passives 11
- 12. …dispossessing innovators & advertisers of the diffusion process control 12
- 13. … or simply getting a rise out of their “universes”, “visions” and “promises” 13
- 14. But, don’t be fool. The main reason why users interact with brands is to take material advantages : promotions, buyings, … Des médias sociaux au Social CRM, IBM Institute for Business Value, 2011 14
- 15. However, brands try to generate peer recommendations for their product since customers use social media like a prescription channel 15
- 16. However this huge amount of user generated content is an opportunity for brands to improve their CRM databases
- 17. Among a very dense ecosystem of web services, the best players as Facebook, Twitter or Google open their source codes by providing APIs Facebook > 1 million developers and entrepreneurs from more than 180 countries developed, > 550K active applications > 70% of Facebook users engage with Platform applications every month >250,000 websites have integrated with Facebook Platform Twitter > 900k apps developed by ~600k developers >13 billions API requests per day Google ~4 billions API requests per day ! ~150K sites use Google Maps technology Sources : http://newsroom.fb.com/ - May 2010 17 http://blog.twitter.com - 2011 http://media-tech.blogspot.fr/2009/05/lhydre-google-150000-sites-google-maps.html 2009
- 18. … and retailers start to use social networks to sell products & services, extracting data to identify trends and monitor competition 18 Source : Will Facebook Ever Drive eCommerce?, Forrester, April ‘11
- 19. As a consequence, Social media integration brings new opportunities to reach customers in global marketing strategies 1 media consumption selection / evaluation 2 Be present on networks to Give advices and provide disseminate content and make information about products & recommendations services Show your own creations and Organize information and develop your influence curate a large amount of data 3 buying experience support & assistance 4 Make economies by accessing to Find quick support from the sweepstakes, coupons… community of customers Initiate transactions Learn to develop your own usage of new products 19
- 20. SUPPOR CONTENT SEARCH BUY T Users generating content enrich brand portfolio http://orange-sport.orange.fr/buzz/ 20
- 21. SUPPOR CONTENT SEARCH BUY T Social features let people sharing and conversing during ceremonial communions Top 2011 #hashtags: http://yearinreview.twitter.com/en/hottopics.html 21
- 22. SUPPOR CONTENT SEARCH BUY T Social networks contraints force brands to imagine new enunciation models Scrabble launched a contest in Belgium to promote their new game. They used the Twitter API to generate random characters series. Players needed to compose and publish the best tweet (high value) Everyday the best tweet won a Scrabble game set 22 http://www.youtube.com/watch?v=O5a1djT-m1w
- 23. SUPPOR CONTENT SEARCH BUY T … crowdsourcing creativity through exquisite corpses projects http://www.thejohnnycashproject.com 23
- 24. SUPPOR CONTENT SEARCH BUY T … involving participants to embody the games and stories http://www.takethislollipop.com 24
- 25. SUPPOR CONTENT SEARCH BUY T Social networks offer new opportunities for search taking advantage of users interactions 25
- 26. SUPPOR CONTENT SEARCH BUY T Turning data agregation and access from a model of authority into a model based on affinity 26 http://www.facenews.fr/
- 27. SUPPOR CONTENT SEARCH BUY T It implies for user to « curate » brand content , to limit the enthropy when they make some « noise » http://www.pearltrees.com 27
- 28. SUPPOR CONTENT SEARCH BUY T Recommandation systems are enriched by information published on social networks Orange Me Scanner application scans your profile and determines which mobile offer you need. Then you’re redirected to the eshop to suscribe for a price plan. 28
- 29. SUPPOR CONTENT SEARCH BUY T … and they tend to be generalized to make you closer from your contacts Take the best decisions Find travel ideas What countries my friends visited ? 29
- 30. SUPPOR CONTENT SEARCH BUY T … trying to recreate a social and interpersonnal experience in the purchase funnel http://www.wetseal.com 30
- 31. SUPPOR CONTENT SEARCH BUY T Challenging prospects to be more active on networks in order to increase their influence and gain in terms of customer experience 1 Audi launched a creative landing page revealing content based on their fans’ Klout score. 2 The Klout score measures the influences of fans on their networks. Influential fans= Influential Brand because they promote posts widely. 3 Audi USA know the clout of their fans. They can develop their CRM by personalizing interactions depending on their fans’Klout. 31
- 32. SUPPOR CONTENT SEARCH BUY T Moreover, customers expect from brands to be present on social media channels for support & assistance… 32 http://twitter.com/twelpforce
- 33. SUPPOR CONTENT SEARCH BUY T … and APIs resolve automatically some of the most common issues 33 http://twitter.com/suivi_avec_lisa
- 34. SUPPOR CONTENT SEARCH BUY T Customers want also to be connected with others clients to build differentiated service business 34 http://giffgaff.com/
- 35. But, social media marketing is limited Social media remains minor source of traffic Your relationship are richer than the content for business models based on audience and interaction you share publicly on social generation compared to SEO and tradtionnal networks levers 35
- 36. …it’s not only offers or communication campaigns on social networks ! 36
- 37. thank you
Notas del editor
- presentation title At the beginning of the 60’s, Marshall Mc Luhan described how the globe has been contracted into a village by electric technology and the instantaneous movement of information from every quarter to every point at the same time. He said “The new electronic interdependence recreates the world in the image of a global village.” As a futurist, Marshall McLuhan predicted the internet as an "extension of consciousness", thirty years before its invention. “The next medium, whatever it is - it may be the extension of consciousness - will include television as its content, not as its environment, and will transform television into an art form. A computer as a research and communication instrument could enhance retrieval, obsolesce mass library organization, retrieve the individual's encyclopedic function and flip into a private line to speedily tailored data of a saleable kind.” To sum up people need to be aware of humanity.
- This sudden awareness has happened the 23th of august 1966 when Lunar Orbiter 1 has taken the picture of the earth from the moon orbit. For the first time, mankind observed itself. Humanity became aware of others existence in a perfect “mise-en-abime” from outer space by confirming Copernic and Galileo’s theories expressed for several centuries. Moreover, the continuity of Apollo missions strengthened the imaginary of a world and humanity set up as a global village in the occidental societies. When Neil Armstrong landed on the Moon and said his famous words “This is one small step for a man, one giant leap for mankind.” He probably expressed more the social progress that will impact mankind in the next years than the technical exploit to set a foot on another star. presentation title
- According to Marshall McLuhan, the communication process of a society plays a dynamic role in the transformations of social life. A medium affects the society in which it plays a role not by the content delivered over the medium, but by the characteristics of the medium itself. His most famous quotation, “the medium is the message” reveals the experience of the media is more important than the message. The medium is a sensorial and sensitive experience as an extension of our senses. As a disciple of Marshall McLuhan, David Cronenberg illustrates the rhetorician thoughts, in the key scene of his famous movie “Videodrome”. The protagonist is entering in the “mediasphere”, or the matrix of information feeds; he’s absorbed by the information pointing a finger to the emergence of the new era of touch allowed by electronic communication. Humankind moved from individualism and fragmentation to a collective identity, with a "tribal base." presentation title
- Probably finding an echo in the Marshall McLuhan concepts, the father of the hypertext link, Tim Berners Lee describes the support of its invention as a social network that not just connecting machines, but connecting people. Internet is a revolution TO remote relationships allowing people to connect together. presentation title
- However, marketers and innovators have begun to deal with the “social web” concept in 2005 when Tim O’Reilly evoked the web as a platform; the web version 2.0 defined as an intersection of applications and websites allowing users to share information and collaborate more easily together. “ Web 1.0 was all about connecting people. It was an interactive space, and I think Web 2.0 is of course a piece of jargon, nobody even knows what it means. If Web 2.0 for you is blogs and wikis, then that is people to people. But that was what the Web was supposed to be all along. What's very important from my point of view is that there is one web …” (Tim Berners Lee) presentation title
- The Internet history is closely linked to the development of communities. It’s wrong, or simply a piece of jargon, to speak about a major break of the internet adding a new layer of “social services”. The first experiments of the network were already social; The “Community project” of Lee Felsenstein in 1973 demonstrates it. “Community memory is a convivial project incentive to participation. It’s an open information system, allowing direct communication between users without a centralized publishing system, without control on data exchanged. This system is a precise alternative to the main electronic media uses that spread messages centrally designed for a passive audience” Lee Felsenstein described Community Memory as a product of countercultural ideals and contexts and as an epitome of the idea that communication technology makes users into producers of information. His work is premised on the principle that if one succeeds in establishing a more manageable system of communication, where every participant has equal access to the means of producing communication flows, and gains personal control over them, the social system sustained by these flows will become more "communitarian," i.e., will make people want to connect to other people. As he put it, in a computer conferencing environment: "People do NOT want to be subjected to centralized information. They DO want to be able to explore the social space” presentation title
- This vision became partly true with the emergence of best players as Facebook or Google. Among the 47 millions of French websurfers, about 80% of them visit social networking sites, with a permanent increase in term of time spending. For instance, a half of daily Facebook members connect and spent about 60 min per day on the network. Social networks monopolize the daily media consumption uses. presentation title
- However, the global village is a smoke-screen. Hierarchical control and centralization are, in the given production and diffusion context, still a reality. Even if the emerging markets are in love with social media, the most part of information on social networks is still produced in western countries, by webservices with hegemonic positions as Facebook or Google. presentation title
- The interactions aren’t produced by the entire community. Some members are more active, as “influential bloggers”, than the majority of the community. Content producers generally represents 1 or 2% of the community members. Guy Debord criticized Marshal McLuhan vision, “Villages, unlike towns, have always been ruled by conformism, isolation, petty surveillance, boredom and repetitive malicious gossip about the same families. Which is a precise enough description of the global spectacle's present vulgarity.” presentation title
- Brands created their own designed spaces on social networks to enhance their brand awareness. They tried to be part of the global conversation, applying to conversational marketing strategies with customers. They tried to reinitiate the conversation lost few years ago with massive interruptive communication campaigns. Nowadays, they try to adopt a permissive strategy based on feedback analysis before engaging audiences. presentation title
- But working in the interpersonal sphere is a difficult task that needs a lot of sacrifices for brand visions. Audiences are definitely not passive as demonstrated by Michel De Certeau and his dichotomy between “tactician consumers” and “strategist producers”. Audiences shift, adapt, extend of embezzle messages and innovations dispossessing innovators & advertisers of the diffusion process control. Furthermore, they clone images and replicate messages. presentation title
- As long as friend recommendations are more efficient than other communication channels, brands try to generate peer recommendations for their product through social media. Online media became the main prescription channel while the physical store remained the main purchase channel. However, there is a difference between brands vision of their online communities and real customers expectations. Customers expect material advantages of their interactions with brands, while the marketers generally think they want to be informed about new product. The online customer is basically responding to the same needs than the one who visit physical stores : he wants to make economy, try, evaluate and buy. presentation title
- Social network activity represents a new intelligence for retailers to monitor their businesses. For instance, on Facebook, the 850 millions active daily users interact with their average 145 friends and share m ore than 3.5 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) each week. It’s a huge amount of conversations that could be qualified to identify key brand influencers, to propose personal recommendations and enrich the CRM databases. Then, activities on networks will improve the buying experience on portal. presentation title
- As an opportunity for brands, the best players of social networking market opened their source codes to third parties. They expect to enrich their services thanks to creative applications programmed by freelance developers and become essential web platforms by exporting their features and methods. It’s an opportunity for brands to access public data posted by social network users among a rich ecosystem of services. presentation title
- This opportunity can be split into 4 parts that I will explain below : Media consumption Evaluation & selection Buying experience Assistance presentation title
- As a first example of opportunity for brands to enhance the media consumption of their targets, social media are a rich in terms of content generated. Even if they are in a short format as on Twitter, conversations could be highly valuable to enrich content portfolio of media channels. For instance, LeMonde.fr now includes tweets from reader guests on articles pages; presentation title
- Those content related to the “hot” news are implemented on all screens : pc, mobile, tablets and TV. We consume more and more media activities becoming multitasks users. For instance, a recent study showed that young Americans consume up to 31h of media activities per day ! As a consequence, the implementation of social features on all screens, especially around live events content, is becoming a common practice. presentation title
- Moreover, the correlation of social media and APIs implies new forms of writing / reading. For instance, Scrabble launched recently a contest on Twitter generating random series of characters thanks to an application to allow people playing Scrabble on Twitter. Furthermore, the last year Orange made a partnership with the French author Alexandre Jardin to support the writing of his new novel directly from Twitter with 140 characters sentences. presentation title
- The social networks are also the perfect tools to involve users in collaborative projects and help them to co-create exquisite cadavers. One of the most known interactive video made by amateurs is the Johnny Cash Project in which common users are invited to draw an image of Johnny Cash that will be included in the video clip. Brands already took the opportunity to crowdsource some of their productions: Microsoft co-created its new generation of consoles with hackers, Majors proposed to music fans to produce the clip of their idols, etc. presentation title
- But, personal productions on networks are also re-used to involve producers in complex stories. Transmedia projects like the strange slasher movie “Take This Lollypop” in which your personal data extracted from Facebook is imported into the video and is a part of the story. The trick involves you as the protagonist of the story and the future victim of the murderer. presentation title
- In another hand, Social media represent a new paradigm for content search and access on the web. During the last decades, the access to the right content was inherent to the selection of directories like Yahoo or the efficiency of powerful algorithms like Google. Social Media and the qualification of interactions on webservices offer new ways to access content through a model of affinity. Even the “cold” algorithms of Google now integrate “social signals” and display social recommendations on their search results pages. Moreover, the launch of google+ last year is more a strategy to improve the Google search engine by integrating more qualified social interactions than being competitive with the best social networks players. presentation title
- Based on a model of affinity between users and content, the consumption of content through social media offers also new possibilities to editorialize them. As the first step, implementation of boxes “the most commented articles”, “the most shared articles” on portals evolved to standalone sites aggregating content from influential producers on networks as Facenews.com presentation title
- Among this very dense ecosystem of services and dynamic content creation with billions of pieces of content published every day, it’s even more difficult to find the right and updated information. Another trend is emerging, called “curation”, meaning that users collaborate to sort, evaluate and select the best of content generated on the network. As an example, Pearltrees, delicious or Reddit are different reputation systems to highlight content according to the community authority. It’s a new challenge for brands to spread their messages. They need to be “curated” by users more than simply noisy by engendering buzz communications. presentation title
- As part of the curation process, brands improve their systems of recommendation by extracting data from networks to propose specific offers according to users’ social graphs. For instance, Orange Me Scanner application scans your profile and determines which mobile offer you need. If you’ve tons of friends, your offer will be voice-oriented ; if you’re very active to comment, we will propose you more text messages, etc. Then you’re redirected to the e-shop to subscribe for a price plan.
- That kind of recommendation systems tend to be generalized to integrate signals not only from you, but also from your friends. Tripadvisor implemented Facebook API to give you insights about your friends activity on their travel site. presentation title
- Otherwise, marketers try to create recommendation system at every step of the transformation funnel : in the awareness phases, but also just before the click to order products. Here is an example of “Wetseal” a clothes retailer which proposes to connect on Facebook with your friends to benefit from their advices before purchasing clothes. presentation title
- APIs integration recovers also a challenging approach for customers in the buying experience and their brand relationship. The more they will be active on networks, the more they will take advantage of their recurrent interactions with brands. Last year, Audi organized a contest using the Klout API, a webservice that measure your influence on Twitter and Facebook. The more customers were influent, the more they were rewarded. It was a challenge for players to increase their activity on network and in the other hand a good operation for Audi to enrich their CRM databases. presentation title
- Support and assistance are a major stake for brands in the uncomfortable position of conversation with angry users. Especially, when they are disappointed by your regular support over the phone or on traditional channels. It’s also an opportunity to use social media as collaborative tools to crowdsource the mechanical and repetitive tasks as the assistance. Best Buy in the US early thought about the power of using social media to answer the basic questions of their clients. They ask for volunteers among their salesmen to constitute the “TwelpForce” and manage the official brand twitter page. presentation title
- A step further, La Poste, in France, decided to use the Twitter API to relieve the traffic congestion on their traditional channels when people ask for their package tracking. Now, Twitter users can request automatically La Poste on the network to follow the travel of their packages. presentation title
- As for content production, some brands identified that the power of communities is also based on members’ creativity and imagination. Giff Gaff, a Mobile virtual network operator in UK, launched by O2, propose to the community to co-create the new offers and to support others customers when they encounter some issues. Their catch phrase is clear : “The mobile network run by you.” - No call centers. All customer-service-oriented questions are posed to the community, and giffgaff relies upon the community to provide most answers. - No formal marketing. External marketing efforts are minimal. The community serves as the main customer acquisition channel, as members are incentivized to sign up new members. - Very few employees. As of December 2010, giffgaff employed just 14 people; this is a testament to its ability to extract input and value from the co-creation community, thereby delivering operational savings to the bottom line. presentation title
- But, as a conclusion, I would share with you a critic vision of social media strategies and their efficiency. Even if social media represent a major stake for business and they tend to be generalized, they remain as a minor traffic sources for websites. They need to be part of a global strategy and to act as complement of others levers. Furthermore, if I’ve showed you interesting experiments from brands to qualified their customers into databases, what we reveal of our lives on our Facebook profiles is definitely poorer than what we really are, social media users censoring or ideally representing themselves… presentation title
- presentation title As a conclusion I wanted to refocus your mind on what is the definition of social marketing. It’s fostering around thematic topics by taking advantage of specific links between people : your family, your colleagues, your friends. As a consequence, social marketing isn’t only related to an online presence. It’s also real events as Michel Augustin organize weekly meeting with their customers and did’nt developed a lot their presence on networks.
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