Things to consider when building a brand and creating content online

We‘re not in Wonderland anymore, Alice

Rick Mans

Social Media Evangelist / Strategist

No silver bullets

YOU ARE JUST A NAME ON A LIST NOT A MEMBER OF A COMMUNITY

I already have an account on….

TWITTER 'COSTS BRITISH ECONOMY £1.38BN'You are not tweeting, since it is a waste of time?

20100823ThoughtLeaders.pptx6

Yeah right...

•Talking about last night's Eastenders costs British economy £1.38bn

•Eating biscuits costs British economy £1.38bn

•Unjamming the photocopier costs British economy £1.38bn

The rabbit-hole went straight on like a tunnel for some way, and then dipped suddenly down, so suddenly that Alice had not a moment to think about stopping herself before she found herself falling down a very deep well.

Either the well was very deep, or she fell very slowly, for she had plenty of time as she went down to look about her and to wonder what was going to happen next. First, she tried to look down and make out what she was coming to, but it was too dark to see anything; then she looked at the sides of the well, and noticed that they were filled with cupboards and book-shelves; here and there she saw maps and pictures hung upon pegs.

http://digitalcitizen.ca/2010/03/02/alice-in-wonderland-movie-wallpapers-collection-1-1024-x-768-pixels/

The decline of traditional media

• 90% of the people prefer skipping television ads

• 65% of the people believe that there is an advertising flood on TV

• 56% of the people avoid purchasing products from heavy advertisers

• Every $1 spent on advertising results in a sales return of meager 54 cents

• Only 18% of TV ads generate positive ROI for companies

Consumer media consumption habits are radically changing

US Daily and Sunday circulation (mn)

Newspaper circulation is also declining

2004 2005 2006 2007 200845.0

Total daily circulation Total Sunday circulation

% change in US ad revenue, 2007 to 2008 across media

MagazinesAudio NewspapersNetwork Local TV

…causing marketers to move away from traditional media

Relative Change in the Primetime Viewership of Television Channels, US

Primetime television viewership of major channels is decreasing

The shift away from traditional media has diminished the effectiveness of traditional marketing efforts

2006-07

-20-10

1995-96 2001-02

-40-50

NBC FOXCBS UPNABS

The rise of social media

“In a typical week, how many hours do you spend on each of the following?”

Internet use is growing exponentially, while use of all other media is stagnant or shrinking

Time spent online will continue to increase as all other forms of media are being made available online. Subsequently, social media will follow as it is a global media distribution hub.

Time Spent (hours per week), US

Social communities are attracting a significant part of consumer time spent online

Base: 230,000 US Internet Users and 30,000 sites

0 5 10 15

Reading Magazines

Reading Newspapers

Listening to the Radio

Using the Internet

Watching TV

Hours per week

2004 2009

% Change(2004 to 2009)

Base: 47,496 US Adults

Source: Forrester, “The State Of Consumers And Technology: Benchmark 2009”. Nielsen: The Global Online Media Landscape, April 2009.

2003 2004 2005 2006 2007 2008 2009

Search

E-mail

Videos/Movies

Member Communities

HOWEVER THEY SPEND MORE TIME ON SOCIAL MEDIA (HYVES +41.000.000 FACEBOOK +26.000.000)

The Dutch spend less time online in May than they did in April (2.091.000.000 vs 1.883.000.000 minutes)

Average 18% revenue growth during the crisis

" Off with her head!” http://digitalcitizen.ca/2010/03/02/alice-in-wonderland-movie-wallpapers-collection-1-1024-x-768-pixels/

What is your business model

Who are YOU?' said the Caterpillar. This was not an encouraging opening for a conversation. Alice replied rather shyly, 'I -- I hardly know, sir, just at present -- at least I know who I was when I got up this morning, but I think I must have been changed several times since then.'

If you are not in Google, you do not exist

Is this you?

This might be one of your pictures in one of the networks you joined!

http://www.sxc.hu/photo/557070

"But I don't want to go among mad people," Alice remarked."Oh, you can't help that," said the Cat: "we're all mad here. I'm mad. You're mad.""How do you know I'm mad?" said Alice."You must be," said the Cat, "or you wouldn't have come here.“

The world always changes

MANAGERS WERE AFRAID EXCEL WAS TO STIMULATE WORKERS TO MAKE SPORTS- OR GROCERY LISTS DURING WORK HOURS

Social tools a disruptive technology?

YOUR BRAIN CAN ONLY HANDLE THIS MANY FRIENDS

Why you need 1000 true fans

But the long tail is a decidedly mixed blessing for creators. Individual artists, producers, inventors

and makers are overlooked in the equation. The long tail does not raise the sales of creators

much, but it does add massive competition and endless downward pressure on prices. Unless

artists become a large aggregator of other artist's works, the long tail offers no path out of the

quiet doldrums of minuscule sales.

One solution is to find 1,000 True Fans. While some artists have discovered this path without

calling it that, I think it is worth trying to formalize. The gist of 1,000 True Fans can be stated

simply:

A creator, such as an artist, musician, photographer, craftsperson, performer, animator,

designer, videomaker, or author - in other words, anyone producing works of art - needs to

acquire only 1,000 True Fans to make a living.

http://www.kk.org/thetechnium/archives/2008/03/1000_true_fans.php

"Door: Why it's simply impassible! Alice: Why, don't you mean impossible? Door: No, I do mean impassible. (chuckles) Nothing's impossible!"

IT’S BIG BUSINESS ON FACEBOOKCurling

639.552 FANS?

Monetization

HOW MANY FANS DO YOU HAVE?Your fans are everywere: linkedin, outlook, twitter, facebook

IN MARKETING OR POLITICS, THE WEAK TIES ENABLE REACHING POPULATIONS AND AUDIENCES THAT ARE NOT ACCESSIBLE VIA STRONG TIES.

The Strength of Weak Ties – Mark Granovetter

I PREFER TO MAKE OTHER PEOPLE FAMOUS, AS IT SCALES BETTER.

Make it scalable

"Take some more tea," the March Hare said to Alice, very earnestly."I've had nothing yet,“ Alice replied in an offended tone: "so I can't take more.""You mean you can't take less," said the Hatter: "it's very easy to take more than nothing.”

On a Global Scale, Internet Adoption Has Been Quite Significant

100 billion Number of clicks per day 55 trillion Links on the Internet

5%Percentage of global electricity used for the Internet 90 trillion Number of

emails sent in 2009 81% Percentage of emails that were spam

200 billion Number of spam emails per day (assuming 81% are spam).1 million IM messages per second 8 terabytes Traffic per second 234 million Number of websites as of December 2009 47 million Websites added in 2009

Social Media statistics

24 – Hours of video uploaded every minute onto YouTube

600k - new members on Facebook per day

900.000 -The number of blogs posts put up every day

700 million – The number of photos uploaded per day on Facebook

500 million – People on Facebook.

50% – Percentage of Facebook users that log in every day.

500,000 – The number of active Facebook applications.

84% – Percent of social network sites with more women than men.

1,73 billion – Internet users worldwide (September 2009).

18% – Increase in Internet users since the previous year.

126 million – The number of blogs on the Internet (as tracked by BlogPulse).

27.3 million – Number of tweets on Twitter per day (November, 2009)

57% – Percentage of Twitter’s user base located in the United States.

5 million – People following @britneyspears (Britney Spears, is Twitter’s most followed user).

http://www.flickr.com/photos/naturalturn/3264726560/

THE END OF THE WEB AS

WE KNOW IT

Social Media is:

Human interaction in a virtual world

"Would you tell me, please, which way I ought to go from here?""That depends a good deal on where you want to get to," said the Cat."I don’t much care where--" said Alice."Then it doesn’t matter which way you go," said the Cat."--so long as I get SOMEWHERE," Alice added as an explanation."Oh, you’re sure to do that," said the Cat, "if you only walk long enough.“

Social Media Goals

SMILE Activities

Supporting

Meshing

Interacting

Listening

• Help customers and let customers help themselves and others• Ensure there is a platform for them where they can find you, the brand,

and other customers

• Integrate customer feedback and input in your product cycles• Create a place where customers can provide input on your product and

where they can see the result.

• Start solving real world problems• Create an environment that promotes and enables co creation• Use a platform in which you can interact with your customers

• Doing web care is a good way to get to know what is said about your products

• Give customers a platform on which they can share their thoughts.

Evangelizing• Provide customers a home base with tools so they can promote you / your

products• Create easy promotion kits that can be reused over and over again.

Match your goals with those of your (potential) customers

Enagement / Brand building

Information search

Need / Want Recognition

Evaluation

Purchase

Postpurchase

Provide context

Promote products

Trust / transactions

Satisfaction / loyalty

Use the goals in the

SMILE-model to translate

your goals

Model inspired on: The Business Impact of Social Computing on Marketing and 'Generation Virtual‘ – Gartner ID Number: G00158087

YOU SHOULD HAVE STARTED 6 MONTHS AGO

If you want to have success with social media right now

Traditional way of building an audience

EVERYTHING YOU DO SHOULD AT LEAST CREATE THE BEGINNING OF A RELATIONSHIP

When you are in social media

" I have an excellent idea. Let's change the subject. “ http://digitalcitizen.ca/2010/03/02/alice-in-wonderland-movie-wallpapers-collection-1-1024-x-768-pixels/

A BRAND IS A PERSON'S GUT FEELING ABOUT A PRODUCT, SERVICE OR ORGANIZATION.

Marty Neumeier

I BELIEVE THAT PEOPLE WOULD RATHER HAVE A CONVERSATION WITH A PERSON THAN A BRAND

Scott Monty, Ford Motor Company

People trust people

Teens don't hate advertising, but they rely more on friends. More than twice

as many teens as adults — 38% versus 17% — say advertising helps them

decide what to buy. That may sound encouraging, but marketers must also take

into account that, at the same time, nearly twice as many teens as adults (47%

versus 25%) rely on recommendations from friends and family. They are

also far more likely to spread the word about products they like (67% versus

39) Blending advertising with social marketing is absolutely critical for

marketers targeting this segment.

YOU ARE A PERSONForget the marketeer

HOWEVER CHOOSE HOW YOU REPRESENT YOURSELF ONLINE

Dutch vs English vs German vs French – which channels – listening – broadcasting – person vs brand – Capgemini – individual – audience – community- colleagues – competitors – friends - family– office hours – content – goals – tone of voice

How I manage my flow

THE PREVIOUS SLIDE WAS BRANDING

Are you already visiting my site at dontmindrick.com?

Alice: I'm sorry I interrupted your birthday party.March Hare: Why my dear child this is not a birthday party.Mad Hatter: Heavens no. This is an unbirthday party!Alice: Unbirthday? I'm sorry, but I don't quite understand.March Hare: It's very simple. Now, thirty days has Septem -No. wait... An unbirthday, if you have a birthday, then you - [laughs] She doesn't know what an unbirthday is!Mad Hatter: You see, you have 1 birthday a year, how silly, but you have 364 UNBIRTHDAYS each year. Today's our unbirthday.Alice: Why, I believe it's my unbirthday too!Mad Hatter: What a small world!!

MAKE IT AN UNBIRTHDAY EVERY DAY FOR YOUR CUSTOMERS

Alice laughed. “There's no use trying,” she said “one can't believe impossible things.”“I daresay you haven't had much practice,” said the Queen. “When I was your age, I always did it for half-an-hour a day. Why, sometimes I've believed as many as six impossible things before breakfast.”

What’s your story you are going to share?

Rick MansSocial Media Evangelist / StrategistPapendorpse weg 100 UtrechtThe Netherlands

Phone: +31 6 51 21 01 44E-Mail: rick.mans@capgemini.comTwittier: http://twitter.com/rickmansLinkedIn: http://nl.linkedin.com/in/rickmans

Things to consider when building a brand and creating content online

Technology

Transcript of Things to consider when building a brand and creating content online

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