Social Media

is about

Hugues Rey – 1st September 2009

Agenda

 Let me introduce myself (I’m a man of ‘Clicks & Mortars’)

 Belgium & Digital – 5 years evolution snapshot
 Social media is about in-depth engagement
 General Conclusions
 Hugues Rey - A boring list … ? ;-)

 Belgian(Brussels) – 41 years old – Married

 17 years of Media & Digital Strategy Experience
 MediaBrands Brussels (IPG): Chief Strategy Officer (2008 - …)
 Initiative Europe Middle-East Africa (IPG): Digital Director (2007 - 2008)
 FastBridge Brussels (IPG) : Founder / Managing Director (2000 - 2007)
 Initiative Media Brussels (IPG): Research & Development Director (1998 – 2000)
 Mindshare Brussels (WPP): Research Manager (1992 – 1998)
 (Main) Lectures at International & Local Conferences
 I-Com Conference - Berlin (9/2005) (Metriweb: The Full Single Source)
 IAB France - Paris (1/2006) (International Online Planning: Added Value ?)
 Association of Communication Executive (ACE) – Brussels (2/2006) (New Technologies and Communication)
 EGTA (European Group of Television Advertising) – Helsinki (4/2006) (IPTV: Are you ready for TV 2.0?)
 IAB Greece – Athens (12/2006) (Test ! Learn ! Deploy ! A key to Digital Marketing)
 BrandFestival – Budapest (9/2007) (The Whispers of the Crowd!)
 Belgian Management & Marketing Association (1/2008) – (Is Social Networking Something Advertisers Can Ignore ?)
 ISE Digital Out-Of-Home Business Conference (2/2009) – Amsterdam – (DOOH: A Brave New World ?)
 Teacher of digital communication skills at University of Brussels
 Industry Presence
 Past-President of Interactive Advertising Bureau Belgium (IAB) (2001-2002) – Founding Father & Member of the Board
(1998 – 2009)
Do want to meetthe « real » Hugues Rey ?

+ 32 / 496 26 06 88
Messenger: hugues@live
Mail: hugues.rey@mediabrands.be
Blog: www.rey.be
Twitter: huguesrey
Second Life: Yugs Bournemouth
Linkedin:
http://www.linkedin.com/in/huguesrey
 It’s a digital (r) evolution

www.spy.org.es/upload/actuacion/imagen-35.jpg
60 % of Surfers - 33% of Growth in 5 years !
(44-54 yo + SC56)
1

Averag
e pop.
12+
1

SC 5- 45-
1 NIEL
6 54

Index Evolution
2008 vs 2007
NIEL M
3
1 SC
DU 1
FR N Averag
NIEL SC 25
9 WO
NIEL
5
SC
9

8
65
+
1 2 3 4 5 6 7 8 9 1
%
Major Progression of e-Banking – Newspaper - Web TV
– e-Shopping … Rise of Social Networking
Business & Communication Channel
Comscore Belgium 10/2008

TOP 25
Google : 85% Cov.
6 Non Media
1 Non Belgian adpt
Yahoo !
2 Banks ;-)
A Landscape in mutation (Metriweb 11/2003 – 10/2008)
Out: Portals In : Social Network - Web Tv - Dailies
Rise of Social Channels
 EVER

http://www.flickr.com/photos/kamshots/
1999 – the Cluetrain Manifesto: Market are conversations !

 We are no seats,
eyeballs or end
users. We are
human beings.
Our reach
exceeds your
grasp.
 95 Theses

The Cluetrain Manifesto: The End of Business as Usual:

Rick Levine, Christopher Locke, Doc Searls, David Weinberger; Perseus Books ©2000
Social marketing is about … Engagement

• An Engagement is a promise to marriage, and also the period of

time between proposal and marriage – which may be lengthy or
trivial

• In other words … lets start to construct a relationship

together
Social marketing is about …

• In-depth engagement
• Relevant time spent between “the brand Socio-System” & his consumer

• Multi-sources + Multi-Channels
• Long Term + Frequent Updates
• Not “only” Reach Focussed + Quality & Relevance of contacts
• Inspiring – Sharing – Fostering
 Social Network is about to stay in contact & share …
% 17-54 Frequent Internet Users

“Q36 Approximately how many people do you stay in contact with in your personal life through the follow means?“
 Social Network + Friends Recommendation is
important for the consumer …
% 17-54 Frequent Internet Users

“Q30 What is the importance, according to you, of the following different types of online advertising?“
(Average on a scale 1-10)”
 In addition to the Old 4Ps Paradigm
Almost no feedback
loop. Higher risk of
innovation and
guessing market.
Value Creator Customer

Product

Place

Pricing
Promotion

4Ps
Power of The Crowd !
Content – Engagement
Multi Sources Capturing customer,
employees, official
brand champions
interaction creates
Socio-system tremendous value
Foster Value Customer and reduces risk.
Through … Employees
Product
Champions

Brand

Promotio
n
4Ps
Multi-Channel Social
 Power of Social: Sum of proteiform “groups”

Portal / Dailies
Homepages
Reach

Participative Services – Blog – Social Services

Volume of Content
Brand in the social channels world:
Engagement is synonym for multi-Channel conversations

Traditional Communication Social

Channels Channels

Natural Habits (Main Task) Engagement Source of

Knowledge

Brands Conversation

OUR ROLE: How to foster the conversation?

Who’s engaging the Best (Global Brand) ?

Top 15 uses 11
to 8 Social
Channels
1. UNDERSTAND
Listen to conversations

2. ACT
Any number of free online tools provide comms teams with easy access to up-to-the-second alerts of breaking,
brand-relevant news
Software as a Service social media monitoring tools provide extra details
The most sophisticated monitoring tools allow nuanced understanding through social media analytics

Identify problems and opportunities

How
How
do
do
we find out what people think about the brand?
find out why people think this instead of that
Create pilot programs
How do we inform people who are unaware of the facts? Small scale pilot projects should target creators and influencers
How do we ensure our marketing messages resonate with as many of our customers as possible? Try to ensure as many people as possible within the company have a stake in the
success of pilot projects

Map out clear objectives

Be interesting and don’t be afraid to get things wrong

Social media projects should seek to directly address a communication problem or exploit an opportunity
Engage audiences with tailored messages
All projects should have a clear, measurable goals and clear before and after benchmarks Shape existing conversations and spark new ones
Promote activities within community
Design a road map to optimize existing content and a calendar for new creations
Identify existing internal communities
What shape is the existing corporate culture and who owns it?
Who is currently allowed to talk on behalf of the brand?
Share learning and experiences
Where are the content assets that already exist? Share learning on successful and unsuccessful initiatives
How can we create new assets in the smartest way possible? Be transparent, even when you are wrong
Let the community own the community and grow organically

Locate existing external communities

What the types communities exist out there already and who is in them?
Connect communities
Should we build a community from scratch or join one that exists already? Allow users to shape the growth of community networks
What type of support do the communities need from us? Encourage interaction within and between different
communities

3. EVOLVE
Allow interesting content to drive exploration

Empower internal and external brand advocates

Reward and recognize internal and external brand champions.
Allow people to see the value of their interactions with others
Give people the tools to help themselves and others
Make the most enthusiastic brand fans feel special through privileged access and exclusive content

Extend winning initiatives to existing programs and processes

Integrate social media initiatives into all marketing and communications
Make syndication and sharing as easy and accessible as possible

4. REPEAT.
Encourage collisions between the real and virtual worlds

Measure, report and share (again and again)

Map metrics and measurements to the project objectives
Report, share and optimize
(Remember not to try to measure absolutely everything)
Listening to the conversation

GLOBAL

BELGIUM
Listen to your customers
Share. Vote. Discuss. See.
 New rules for communication

“Experience”

Brand “Members projects”

2008

Brand idea

Explore
Express + Share
Interact

Consumer

“Engagement”
New rules for strategic planning
Are you talking to me ?
 Thanks
for Listening !

+ 32 / 496 26 06 88
Messenger: hugues@live
Mail: hugues.rey@mediabrands.be
Blog: www.rey.be
Twitter: huguesrey
Skype: Yugsxiii
Second Life: Yugs Bournemouth
Linkedin:
http://www.linkedin.com/in/huguesrey