Social media can be used effectively for business purposes if done strategically and with realistic expectations. KLM created online clubs and communities on platforms like LinkedIn to expand their brand experience beyond flights and connect business travelers from different countries. Unilever launched a women-focused community site called Yunomi to connect with consumers in a meaningful way aligned with their values by sharing real stories. Both cases showed measurable business results by building engaged audiences and generating exposure for their brands in an authentic way.
4. Where are Virtual Worlds now? Visibility 2014 Time Technology Trigger Peak of Inflated Expectations Trough of Disillusionment Slope of Enlightenment Plateau of Productivity
6. Where is Augmented Reality now? 2010 Visibility 2015 2011 Time Technology Trigger Peak of Inflated Expectations Trough of Disillusionment Slope of Enlightenment Plateau of Productivity
7. And although we really really wish for it to materialize now, we know it will be still a few years ahead
8. If you came here for a glamourous show, you’re better off in the next room
9. If you came here for an optimistic and realistic advice that generates business NOWplease STAY
10. So where is Social Media now? Visibility 2015 2011 Time Technology Trigger Peak of Inflated Expectations Trough of Disillusionment Slope of Enlightenment Plateau of Productivity
11. Are we facing the pitfall of disillusionement? Visibility ? Time Technology Trigger Peak of Inflated Expectations Trough of Disillusionment Slope of Enlightenment Plateau of Productivity
13. Visibility 2011 2010 Time Technology Trigger Peak of Inflated Expectations Trough of Disillusionment Slope of Enlightenment Plateau of Productivity Our Commitment!
14. TodaySocial Networking has been the global consumer phenomenon of 2008. Two-thirds of the world’s Internet population visit a social network or blogging site and the sector now accounts for almost10% of all internet time Source: Nielson Online
40. YourCompetitors You Your industry YourCompetitors How do your customers and their peers find you? Your customersand prospects
41. YourCompetitors You Your industry YourCompetitors ... In an ever expanding universe? Your customersand prospects
42. YourCompetitors You Your industry YourCompetitors The answer: cast a Wider Net Your customersand prospects
43. YourCompetitors You Your industry YourCompetitors ... To Lead Traffic To Your Site and Sales Points 1 2 3 Your customersand prospects
44. 1 2 3 Classical sites Engage with a larger audience, Broaden the contact points the potential audience has with your brand, Create an incentive for your audience Seeding campaign, blogs, thematic sites Social media sites around You YourCompetitors You Your industry YourCompetitors
45. The equivalent of laying out a path to your door… The equivalent of laying a path to your door
46. If it is about contact, what kind of contact is it?
61. For thought leadershipblogging, file sharing, podcastsTo create brand awarenessblogging and a solid social network presenceTo generate demandmicroblogs, forums, seeding For customer loyalty twitter, user community and a Wiki
71. Read and learn from predecessors Premeet your contacts Extra article in inflight magazine Book flight Receive business Partners in style Who’s coming Pre-check do’s and don’ts in China European chambers of commerce Organize your Own events Participate in existing events Discover Opportunities to fly Discover events Learn and Demystify China Expose your business
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75. You could think about obvious opportunities: Great ! So many bikes! They must really like them! I will export my Dutch bikes to China! Or make a smart observation: Or… hey, they don’t have a bell! Perhaps I don’t have to export but import bikes from Chine and sell them bells!
76. Social Networks Big FaceBook Hyves LinkedIN Plaxo Small KLM FB KLMClubs KLMClub China Traffic Focus
77. Social Networks Use LinkedIN as membership indicatorand interest generator FaceBook Hyves China LinkedIN Africa Plaxo KLM KLM FB KLMClubX KLMClubs KLMClubX Traffic Focus
78. KLM Clubs Seeding campaign, blogs, thematic sites Event calendars, news feeds, LinkedIN 16.000 professional members Positive correlation membership and revenue for KLM Average return visits every month Flying Blue Competitors Competitors
79. We contribute to the business of KLM but we also contribute to the brand experience of KLM. An evolution from connecting places to connecting people
82. Find a relevant and meaningful way to connect with our consumers that is in line with our values…
83. How to be relevant? Help consumersHow to connect? Be where they areIn line with values? Add vitality to life
84. Family, work, me It is a job getting everything done. Life is a balance
85. Together we are strong. We have access to a network of friends and loved ones. It helps us when we really need it. To give support and to be supported
86. We believe every woman has a story to tell. She does not need to be a superhero or to be famous. We offer a stage for real women and invite them to share their stories. Real women, real stories.
87. Online content preferences Cooking Recipes Male Family, children Clothing Personal care Female Sport news, finance, IT, … Government, economics Politics Ero
99. MSN Other Platforms In three months: Over 100.000 members 200.000 comments on4.000 articles Brands Competitors
100. As an efficient media channel Yunomi is a measurable platform for Unilever to connect with their audience. Promoting brands, generating knowledge and exposure. Connecting brands with people.