Social media is social business
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Transcript of Social media is social business
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Social Media is Social Business
Paul de Gooijer, Emakina.NL
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Emakina.NL is a performance basedbrand activation agency of the digital generation
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Emakina.NL believes relations between companies and customers are the foundation of their success. That the online landscape facilitates the first familiarization and provides a binding platform where companies and brands deepen and strengthen the relationship.
Because online communication is efficient, effective and specific
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Our mission is to activate, enrich and deepen the relationship between brands and their target groups. We do this by exploiting moments of contact in a contemporary manner. From first activation to brand membership.
We call this Customer Intelligence and Activation
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So as agency focusing on relations we should be happy with the growth of Social Media…
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Can we celebrate the success of Social Media?
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Stop the press.
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So posting your new green logo on your website is not enough. If you participate in Social Networks, make sure you’re covered.
And use recycled toilet paper
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Social media isn’t going to help you sell services people don’t trust
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Social media isn’t going to stop people from saying bad things about you
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Social media isn’t necessarily going to increase customer retention
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Social media isn’t going to help you save customer service costs
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Social media isn’t going to work for you if you aren’t a people person
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Making money in Social Media is as hard as crossing the world’s most difficult roundabout
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Cases
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B2B: KLM Clubs
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Flying today…
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...is no fun anymore
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KLM discovered something
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They’re not in the ticket business...
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They’re in the people business!
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Mission:Expand the KLM Experiencebeyond the flight
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Objectives:Improve contact pointsEnhance overall customer travel experienceIncrease customer satisfaction
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Do we offer them more flights?
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Facts After 1,5 Year of Operation
Customer loyalty increase:
Members fly more often than non-members
within relevant peer group
Customer sales increase:
Members buy more expensive tickets than non-
members within relevant peer group
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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
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So changing your online presence today influences your business model tomorrow
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B2C: Yunomi
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Unilever’s challenge to us:Find a relevant and meaningful way to connect with our consumers in line with our values…
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How to be relevant? Supporting consumers
How to connect? Being where they are
In line with our values? Adding vitality to life
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Family, work, meIt is a job getting everything done.Life is a balance
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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
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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.
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Top 3 women’s platform in the Benelux.More than a 1.000.000 user contributions since medio 2009.Millions of site visits.
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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.
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The magical ingredient?
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They started from their own strength: a thorough understanding of their clients
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And their own ability to blend brand-strategy and business-strategy into a solid online-strategy
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... resulting in a totally new media channel
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And Social Media deliver...
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We thought the end of the chain was a new customer
CampaignCall2action
Awareness/ Brand
preference
POSPromo
Newcustomer
€
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But we discovered this was just the start
CampaignCall2action
Awareness/ Brand
preference€€POS
Promo
HappyCustomer
Ambassador
LoyalRepeat
Customer
Newcustomer
€ €€€
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Research Confirmation
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Making people buy
PurchaseIntention Rate
Impressions needed for 50’000 intended
purchasers
Media Cost / Impression, Click or
Communication
Media Investement Required
WOM 10% 500’000 0,3$ 150’000$
Print 0,5% 10’000’000 0,03$ 300’000$
Online display (bannering)
0,05% 100’000’000 0,008$ 800’000$
Paid Search 3% 1’666’666 0,50$ 833’333$
Television 0,05% 100’000’000 0,02$ 2’000’000$
Radio 0,01% 500’000’000 0,013$ 6’500’000$
http://www.bzzagent.com/downloads/BzzAgent_Paper_Two_WOM_in_Sales_Funnel.pdf
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Making people buy
PurchaseIntention Rate
Impressions needed for 50’000 intended
purchasers
Media Cost / Impression, Click or
Communication
Media Investement Required
WOM 10% 500’000 0,3$ 150’000$
Print 0,5% 10’000’000 0,03$ 300’000$
Online display (bannering)
0,05% 100’000’000 0,008$ 800’000$
Paid Search 3% 1’666’666 0,50$ 833’333$
Television 0,05% 100’000’000 0,02$ 2’000’000$
Radio 0,01% 500’000’000 0,013$ 6’500’000$
http://www.bzzagent.com/downloads/BzzAgent_Paper_Two_WOM_in_Sales_Funnel.pdf
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One WOM conversation has an estimated impact of 200 television ads.
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Social Media is Social Business
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Social Media is not a new media channel to push your offers; it is a new business channel.
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Social Media is Social Business because it is where your customers can be touched. Efficiently.
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Social Business is where your customers are
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So a celebration might be early, but we can learn how to dance
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So a celebration might be early, but we can learn how to dance
And you have to involve your company and peers
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Because it is a combined effort of marcom and business. And it needs to be supported by the strategic layer of your company