Social media back to the future

NURUN Gregory Pouy@gregfromparis"

SOCIAL MEDIA : BACK TO THE FUTURE !!

WOULD YOU BELIEVE ME IF I SAID : SOCIAL MEDIA IS UNAVOIDABLE

SOCIAL MEDIA IS UNAVOIDABLE"

OR SHOWED YOU WHAT HAPPENS IN JUST 1 MINUTE"

BUT…IʼD RATHER SHARE A FEW STORIES WITH YOU!

Amber Karnes!

MEET :"

Amber Karnes"Nationality : ………………………………American Age : ……………………………………………………29 years old Marital status: …………………………Married Profession : …………………………………Graphic designer Pets : …………………………………………………Dog (Kyla) Hobbies :……………………………………………Photography

Yoga Handmade community

Other : Blogger at myaimistrue.com) Twitter @amberkarnes

MEET :"

MAY 26TH 2011, "AMBER DISCOVERED SOMETHING SURPRISING…"

URBAN OUTFITTERS HAD STOLEN A FREELANCERʼS DESIGN"

AND THIS WASNʼT THE FIRST TIME…"

IT WAS A DROP OF WATER IN A FLOOD OF 98 000 TWEETS/MINUTE…"

FROM HER (< 1000) TWITTER FOLLOWERS …"

AMBER CALLED FOR A BOYCOTT"

IN THE USA / CANADA / UK"

BUT IN LESS THAN 6 HOURS, AMBER BECAME A TRENDING TOPIC"

TRENDING TOPIC (N, M) : EXPRESSION COINED ON TWITTER TO DESIGNATE THE MOST TALKED-ABOUT SUBJECTS ON TWITTER AT THE MOMENT."

"AND THE BRAND DECIDED TO RESPOND…BY NOT RESPONDING "

IN LESS THAN 6 HOURS, THE MEDIA HAD ALSO PICKED UP ON THE STORY"

WITH A WORN-OUT PRESS RELEASE DENYING EVERYTHING"

2 DAYS LATER URBAN OUTFITTERS FINALLY CAME FORWARD…"

AND THE MEDIA PICKED UP HER COMMENTS, AS WELL"

THEN MILEY CYRUS STARTED TO ATTACK THE BRAND"

D DAY" D+1" D+2"

1st tweet"Trending topic"Media clippings""

Articles continued to be published"

Press Release denial"Necklace put back in stores"

Attempt to quiet the link to homophobia & general silence"

Negative online responses"Miley Cyrusʼs attacks"Media emphasized a found link between the brand and homophobia"

TIMELINE"

LUCKILY"THIS WAS JUST ONE ISOLATED INCIDENT"

LE BLOG DE BETTY Vs ZARA"

Zara tee-shirt created without permission" A photo from Bettyʼs vacation"

THE JUDGE RULED THE FREELANCE DESIGNER TO BE IN THE WRONG AND "THAT THESE ITEMS WERE NOT COUNTERFEIT…"

VELVETINE Vs MANGO"

Original" Original" Mango"Mango"

CONCLUSION"

THEY REMAINED IN STORES BUT…"

SHORT-TERM FINANCIAL R.O.I. > NOT A PROBLEM"CUSTOMER TRUST > HAS BECOME A PROBLEM"IF THERE IS A NEW PROBLEM > COULD BE A SERIOUS PROBLEM IF NOT A DEAL-BREAKER…"

OVER THE LAST 10 YEARS,"EVERYTHING HAS CHANGED!"

LUCKILY BRANDS “GET IT” !"

THE WEB MATTERS !"

TV!

web"

radio"

news"

360° "

…"

FOR 20 YEARS, BRANDS WERE DEVELOPED THROUGH TV ADS, AND STILL ARE TODAY"OTHER MEDIA WERE/ARE SIMPLY ASKED TO USE THE SAME COPY AS BEST THEY CAN. "

TV!

web"

radio"

…"

MULTICHANNEL"

news"

TODAY PEOPLE WORRY ABOUT WHICH BUZZWORD TO USE TO DESCRIBE THE PHENOMENON BUT… "THE SCHEMA IS EXACTLY THE SAME AS IT USED TO BE"

MULTICHANNEL" MULTIPLE CHANNELS"≠"

CAREFUL, THOUGH !"

HEREʼS SOMETHING (THAT SHOULD BE) LOGICAL"

A CLIENT THAT COMPLETES A TRANSACTION ONLINE, THEN AT AN ATM, AND THEN AT THE BANK ITSELF IN THE SAME DAY SHOULD BE ABLE TO SPEAK WITH A CUSTOMER SERVICE AGENT THAT IS AWARE OF EVERYTHING HE/SHE HAS DONE""LOGICAL OR NOT ? "COST > 400 M€ TO BREAK DOWN EXISTING SILOS""

WHAT IF WE BROKE SOME SILOS?"

CHANNEL"People may use several channels, each in their own way. This should be easy no matter what. ";"

SERVICES"people may go on linkedin, then facebook, then call customer service…where people go and why should make sense. "."COUTNRIES"Do you speak more than 1 language? Your clients (and journalists) may, as well…"

BRAND"If you are part of an organization, clients buy that organizations values no matter what the brand is…"

1!

2!

3!

4!

OVER THE PAST 10 YEARS, WE HAVE RECREATED THE “FARMERS MARKET” "

EVERYTHING HAS CHANGED OVER THE LAST 10 YEARS…OR MAYBE NOT…"

§ EVERYTHING "§ PEOPLE MEET AND DISCUSS"§ ADS MAKE PEOPLE COME, BUT THE RELATIONSHIPS THEY

CREATE MAKE THEM STAY"§ IF YOU LIE OR FALSELY ADVERTISE, PEOPLE WILL KNOW"§ YOUR MUST HAVE A QUALITY PRODUCT!"

YOU CANʼT HIDE BEHIND ADVERTISING ANYMORE"

AND ABOVE ALL…"

29"

Brand online"

Print"

Viral"SEO"

SEM"

Banner"

Google"ad"

Email"

Media"

Brand online"

Brand online"

Campaign"

Campaign"

Brand online"Print"

Viral"SEO"

SEM"

Banner"

Google"ad"

Email"

Media"

STOP THINKING “CAMPAIGN”"

PROMOTIONS CANʼT BUILD RELATIONSHIPS"

* And you won’t hear from me again except by inserted advertisements or in 3 months for another prize…

YOU WANT A SHORT-TERM FINANCIAL R.O.I. FROM THE WEB ? "

BUY GOOGLE ADWORDS AND PROMOTIONS ! "

DIRECT FINANCIAL"

LONG TERM"

SHORT TERM"

FINANCIAL PERSPECTIVE!

"(HAVE YOUR ACTIONS INCREASED SALES ?)"

RISK MANAGEMENT!!

(IN WHAT WAY(S) ARE YOU BETTER PREPARED FOR A

CRISIS ?)"

DIGITAL PERSPECTIVE!!

(HAVE YOUR ACTIONS ALLOWED YOU TO REINFORCE YOUR

BRAND POSIITIONING ?)"

BRANDʼS PERSPECTIVE!"

(HAS YOUR RELATIONSHIP WITH YOUR CUSTOMERS EVOLVED ?)"

INDIRECT FINANCIAL"

R.O.I. IS A BIT MORE COMPLICATED (AND INTERESTING)!

Source : Forrester "

THE RISK OF NON INVESTMENT…"

HAVE YOU HEARD OF R.O.N.I.?!

34"

§ IʼLL MISS WHAT PEOPLE ARE SAYING ABOUT ME ONLINE"§ IʼLL MISS AN OPPORTUNITY TO IMPROVE MY CRM"§ I WONʼT ACKNOWLEDGE THE DECLINE OF CLASSIC ADVERTISING"§ I WONʼT “GET” GENERATION Y AND THEIR USE OF THE WEB"§ I MAY MISS OPPORTUNITIES TO QUICKLY HANDLE POTENTIAL CRISIS"§ ..."

WHAT HAPPENS IF I DONʼT MAKE THE INVESTMENT ?"

Source : F; Guillot"

SO WHAT SHOULD WE DO ?"

ANSWER" EMPOWER"

# 3 " # 4"

GET READY" CREATE & IMPROVE"

# 1 " # 2"

#1 GET READY !!

#1 GET READY / COMMUNICATING IS LISTENING!

ADVERTISER" COMMUNICATOR"≠"

39"


WHEN I WAS A STUDENT I CARRIED OUT A STUDY IN A PALLIATIVE CARE HOSPITAL. EVEN IN A PLACE WHERE THE DOCTORS ARE SUPPOSED TO BE MORE PRESENT THAN EVER FOR THEIR PATIENTS…

40"


THE FIRST COMMENT FROM PATIENTS WAS USUALLY : “WHY DON’T THEY DECORATE THE CEILINGS ? THAT’S WHAT WE LOOK AT ALL DAY” –Q.E.D.

MAP IT OUT"

41"


A MAPPING IS AN INSTANTANEOUS PHOTOGRAPH OF YOUR BRAND/KEY SUBJECT/COMPETITORS AT A GIVEN INSTANT ON THE SOCIAL WEB.

Image : Linkfluence

MONITOR ONLINE BUZZ"

42"


PAID OR FREE TOOLS CAN HELP YOU FOLLOW THE ONLINE BUZZ AROUND YOUR BRAND ON A DAILY BASIS TO DETECT INSIGHTS AND BETTER UNDERSTAND HOW CONSUMERS VIEW YOUR BRAND. "SHARE THE RESULTS OF THIS MONITORING WITH ALL DEPARTMENTS AND THIRD PARTIES INVOLVED!

GET READY / GET ORGANIZED !!

MARKETING!& COMMUN!-ICATIONS!

RETAIL! HUMAN !RESOURCES!

CUSTOMER SERVICES! LEGAL!

AN ORGANIZATION WITH A CUSTOMER-CENTERED VISION IS A HIGHLY RELEVANT CHALLENGE, PARTICULARLY IF WE CONSIDER AN INTERNATIONAL VISION…"

OTHERS…!

During a study carried out by McKinsey, a consumer products marketer discovered that launching a new product meant the creation of over 160 different types of content for more than 20 different departments with a minimum of 30 different points of contact…without even counting HR"

GET READY / GET ORGANIZED!

GETTING ORGANIZED DIGITALLY ALSO MEANS PREPARING FOR QUESTIONS FROM WEB USERS AND, POTENTIALLY, CRISES. "> SHARE THE RESULTS OF YOUR MAPPING AND/OR WEB MONITORING WITH AS MANY PARTIES AS POSSIBLE. "NEXT, MAKE SURE THE PROCESS FOR SHARING INFORMATION IS FLUID, TEACH EMPLOYEES HOW TO RESPOND AND CARRY OUT TEST RUNS IN CASE OF A CRISIS. ""

#2. CREATE & IMPROVE !!

46"

#2. CREATE AND IMPROVE / PERSONNALIZE YOUR CONTENT"

"ALLOW THEM TO PARTICIPATE BY GIVING THEM DIFFERENT OPTIONS OR JUST ALLOWING THEM TO PARTICIPATE IN YOUR COMMUNICATION. "

[FOR THE MOST PART] CLIENTS WONʼT CREATE PRODUCTS FOR YOU BUT…"

47

LE CAS DORITOS DORITOS


48

OLD SPICE


49"

TRY !"

#2. CREATE AND IMPROVE / PERSONNALIZE YOUR CONTENT""

#3. ANSWER !!

#3. ANSWER… BUT NOT TO EVERYONE!

§  #1. ELIMINATE ALL BARRIERS TO QUICK REPONSES"§  #2. TRYING SOMETHING NEW SOMETIMES MEANS MAKING MISTAKES :

ANSWER QUICKLY AND CALMLY"§  #3. DONʼT ANSWER EVERYONE (QUESTIONS, ERRORS, AND VERY POSITIVE

OPINIONS)"

“EVERYONE MAKES MISTAKES, BUT THOSE THAT RECOGNIZE AND CORRECT THEM ARE MUCH RARER”!

#3. ANSWER…!

EMPOWER!

SUPPORTERS ARE YOUR BEST CLIENTS"

#4. EMPOWER!

#1. EMPLOYEES ARE YOUR FIRST LINE OF SUPPORTERS, GIVE THEM THE TOOLS TO BECOME ADVOCATES""#2. ALLOW FOR CERTAIN CUSTOMERS TO HELP YOU BE INNOVATIVE""#3. INCLUDE EXISTING COMMUNITIES WHILE RESPECTING THEIR CODES"

ADVOCATES ARE YOUR BEST CUSTOMERS"

FEDEX TRAINED EVERYONE – FROM DELIVERYMEN TO THE CEO – IN CUSTOMER SERVICE AND ANSWERING CLIENTS ONLINE – EACH WITH HIS OR HER OWN LEVEL OF RESPONSIBILITY. "

#4. EMPOWER !

WHAT ABOUT MAKING PEOPLE ACTUALLY READ GUIDELINES ?"

#4. EMPOWER!

ADVOCATES ARE YOUR BEST CUSTOMERS"

#4. EMPOWER!

GET EXISTING COMMUNITIES INVOLVED"

BRAND COMMUNITIES DONʼT (REALLY) EXIST"

IN ORDER TO GET EXISTING COMMUNITIES INVOLVED, YOU HAVE TO UNDERSTAND HOW THEY WORK, AND RESPECT THEIR RULES. "A BRAND CANʼT SHOW UP FROM OUT OF NOWHERE :"-  TALK WITH FORUM ADMINISTRATORS"-  GET TO KNOW BLOGGERS (FOR REAL)"-  LEARN THE RULES AND CODES"

#4. EMPOWER!

JUST ONE MORE THING…"

EUH…ARE YOU SURE ?!

Looking for friends !

Bahamas vacation trip giveaway to

win

Thanks !

Gregory Pouy @gregfromparis

Social media back to the future

Business

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