1. Your report of the first Social Marketing Breakfast April 12, 2010 With the support of

2. Introduction : What is social marketing ? 2 What is social media marketing ? In essence, all activitiesbrandsconductontheWeb with a socialdimension: sharing, conversations, throughexistingsocialnetworksorown channel. What'ssoattractive? Well, youheardabout 'joining the conversation'...Social marketing will help yougrowyour business through more engagedconsumers, more activeambassadors . So we thoughtitwouldmakesense to explore the 4 myths, 3 plagues and picked 2 greatexamples of the arena, sinceeveryone has somesort of 'a priori'. With the support of

3. 3 Agenda 4 myths plagues great examples conversation 3 2 1 With the support of

5. In Belgium, this accounts for 100 000 shoppers for an average brand

6. 5 to 10% are lead users: 5 to 10 000 people (influent, early adopters)Tropicana Pure Premium 0.9% PPC 7.9% PPC Tropicana Pure Premium No Pulp Tropicana Healthy Heart With the support of SOURCE: PPC - Catalina marketing study (actual behavior of 54 Millions of US citizens)

8. Ourstudywith ANT Research in October 2009 showedthat, while a minority indeed willconductconversations, other are veryinterested to seeit.

9. Iftheysee the brand listens and respond, theydeclarethatitwouldstronglyenhancetheirperception of the brandWith the support of SOURCE: ANT Research, n=941, October 2009, Belgium

10. 6 Myth 3 – If they do, we would be overwhelmed Whilea silentmajority is lookingforbrands to react, only a minority, typicallybetween 5 to 20% (for most engagedbrands) willactually want to interact. Net, we foundthat in Belgium, over a couple of months, a brand couldexpectbetween 500 and 2000 interactions. No need to hireanarmy. In Belgium, a typical brand could expect a ~500 (average)-2000 (maximum) to interact With the support of

11. 7 Myth 4 – There is no ROI The US has furiouslyembracedsocial media over the last years. There is ampleevidencethat a customerself-support forum is providinglarge impact in terms of costsavings (large Q&A base, support byotherconsumers), and conversational marketing has been largelyused to boost sales and takeadvantage of the viral and amplifying effect of Twitter and Facebook. Last, we found a high correlationbetweenearlyadopters and influencersthroughour studies. Chances are high thatpeoplewho do care interactingwithyourbrands are as wellveryactiveonsocialnetworks and in 'live' eventsaboutyour brand. Chances are high thattheywillbe the first to adoptyournewproducts, the earlyadoptersthat are socritical to turn a new product into a success. Don't miss them. SOURCE: Will Pate.org With the support of

12. Convinced ? Holdon a bit more. 8 Withthosethat made the jump, we found as wellunfortunatehabitsalready, what we call the "3 plagues" of social media: -Plague 1: Toosimple: Usesocial media as another 'push' channel. - Plague 2: Tooaggressive: Campaign-based thinking. -Plague 3. Toopassive: ROI vs ROI With the support of

14. Do you reply to ‘@’ statement on Twitter ? Or even to monitored messages about you but not addressed to you ?

15. Do you move from Web monitoring to Web engagement ?With the support of SOURCE: Will Pate.org

16. 10 Plague 2 – Campaign-based thinking Socialmarketing does not fit reallywellinto 'campaign-based thinking', which is the usualrythm of companies and agencies.Youare not at war, butwanting to engagewithconsumers, onebyone. Becauseittakes time to plan, prepare forit, and gainresults. Thosecanbesubstantial, butwilltakesome time. Youneed to build the right audienceforyou step by step, and invest a little, everyday. “There's no easy cure for shaking off campaign-based thinking. Campaign-to-campaign and quarter-to-quarter thinking prevents marketers from reaping the long-term benefits of social marketing.” SOURCE: The 10 plagues of social media, Media Post’s social media insider With the support of

17. 11 Plague 3 – Flawed and slow decision-making process ROI ROI vs Thereis a lot of talk about'Return onInvestment'. What is oftenforgotten is the importance of 'Risk of Inertia'. Yourcompetitorswill put their acts together. Consumerswillgetupsetnot to findyouoryourinertia - theirsophistication and expectations have skyrocketed over the last years. As SteveBallmer, CEO of Microsoft put it in a speech made in Belgium: 'for the first time in history, marketers are trailing the consumers'. Don't let themtrailyoufurther and put a sense of urgencyintoit. With the support of

19. Movedfrom 200k to 3.5 Millions Fans on Facebookthrough viral effect

20. Active on own ‘Starbucksidea’ web site

21. Central coordination team of 6 people

22. Greatlychampioned by CEOWith the support of

24. Quality of responses: high

25. Acknoweldge the issue

26. Answersappropriately

27. Take the opportunity to do personalized marketing

28. Respondseven to simple ‘fan’ message: great

29. One issue: neverreplied to the suggestion of ‘DanetteSpeculoos’: shame ;-)With the support of

30. 14 Establish engagement channels and uses Map existing situation re. engagement Define your priority targets to engage & what for Get started with concrete initiatives, quickly Our 4 steps method for conversational engagement With the support of

31. 15 7 Concrete tips for your conversations If you want the list or more, give us a call: Patrick Willemarck +32 475 23 34 34 Alexandre Vandermeersch +32 491 08 80 09 With the support of

33. Dialogue marketing

34. Customer service

35. Product reviews

36. Feedback,…

37. Weprovideanimation and moderationas a service

38. Qualitative research : a private, confidential micro-communityin a neutralspace – no investmentrequired

39. Happenswithin or outside Brandialog.com, a neutral place to interactwith brands

40. Team combines unique expertise in marketing, consumer insights and communication

41. We help youestablishyourengagement strategy & roadmapin and out social medias

42. Wefindcreative, concrete solutions to boostyour sales and marketing16

43. 17 Agenda 4 myths plagues great examples conversation 3 2 1

44. Didyou miss the conversation ?Don’t miss the nextoneon April 27th, 8am.With Stephan Salberterfrom Deutsche Bank 18 Entry is free butmakesureyoubookyour place bysending a mail to info@brandialog.eu With the support of