6 things about social media (short version of the 10 things presentation, with some added content)

1. 6 THINGS ABOUT
SOCIAL MEDIA
December 2012
A PRESENTATION BY EVAN VAN LISSUM

2. 1. Act now

3. DIGITAL WILL FUCK YOU UP

4. IT’S A COMPLEX NIGHTMARE
“The irony is that while there have never been more ways to reach consumers,
it’s never been harder to connect with them.”- Jakeman, CCO Activision

5. ADAPT OR DIE
“It is not the strongest of the species that survives, nor the most intelligent that survives.
It is the one that is the most adaptable to change.” - Darwin

6. DESTROYED BY
DIGITAL TECHNOLOGY

7. TV STILL BIGGEST. ONLINE CLOSE BEHIND.
PRINT GETTING SMASHED.
€70.000
OTHER 20%
€50.000
ONLINE 38%
€30.000
€10.000 TELEVISION 42%
€0
2007 2008 2009 2010 2011
Source : Business Insider

8. DEATH OF
MASS MARKETING
= End of lazy marketing

9. CONTENT ISN’T KING. CONVERSATION IS.
MEDIA
CONVERSATION
BRANDS CONSUMERS
Source : André Duval

10. Marketing in the future is like sex.
Only the losers will have to pay for it.
(Jon Bond)

11. EARNED MEDIA IS KING
Word of Mouth (WOM) and publishing
content into free channels climb to the top
Source : Soda Report

12. OWNED MEDIA IS QUEEN
Natural search and social brand
platforms are major prorities
Source : Soda Report

13. PAID MEDIA BECOMES JESTER
Branded video content and sponsorships
show strong growth
Source : Soda Report

14. BUDGET SHIFTS
FROM TRADITIONAL TO DIGITAL
50%
40% 41%
40%
Significantly decreasing (--)
30% Somewhat decreasing (-)
27% 26% Staying the same (=)
25%
20%
Somewhat increasing (+)
18%
Significantly increasing (++)
10% 11%
7%
4% 2%
0%
PAID EARNED/OWNED
Source : Soda Report

15. INSURANCE - 2005 VS NOW
Source: Touchpoints Global Norms

21. 1. Act now
2. Is your business social?

22. Source: Christoph Schmaltz

23. Source: Christoph Schmaltz

24. From B2B/B2C to P2P

25. Making one person responsible
for your social activity,
is like giving a phone to only one employee.

26. Embrace the Facebook generation

27. At home you live in the 21st century
At work, you travel back to the 20th one.

29. 1. Act now
2. Is your business social?
3. Social today

30. Half of the B2C marketers have no clue
Social media has the potential to build my brand,
but I am not sure how to capitalize on it.

31. Half of the agencies neither
Source: Tom Fishburne

32. “Our challenge is that a lot of people think tv,
print and Billboard and try to apply that to Facebook”
Paul Adams, Global head of Brand Design
Cartoon: Tom Fishburne

33. To understand social,
go home and talk to your friends.

34. Source: Tom Fishburne

35. EMBRACE ONGOIN IMPERFECTION
THE ROAD TO SUCCESS

36. 1. Act now
2. Is your business social?
3. Social today
4. Social tomorrow

37. The future of is

38. NOTHING

39. There will not be another
Facebook, Twitter or Google+

40. THE FUTURE IS A PROTOCOL

41. Today, we define social as
where we do it
not what we do

42. We are at 2% of the real social revolution
Source: Baekdal

44. 1. Act now
2. Is your business social?
3. Social today
4. Social tomorrow
5. Facebook

45. 62%
satisfaction report by ForeSee. avg 74%

46. ARE WE SOCIAL TIRED?

47. NO!
We are tired of all the things that get in
the way of being social
Source: Baekdal

48. WE HAVE NO CONTROL

49. WE ARE GUEST IN THEIR GARDEN

50. EDGERANK
Source: Baekdal

51. EDGERANK
Source: Viral and social

52. EDGERANK
Source: Viral and social

53. EDGERANK
1. Timing: Thuesday, Wednesday, weekend. Around 9am
2. Be direct: ask for share, comment or like
3. Be Consistent: post at least once a day
4. Ask open-ended questions (Where, Why, When, Whould,...)
5. Use photos and videos
6. Post interesting and helpful content. No continual self-promotion
7. Offer specials and discounts
8. Use Facebook Sponsored Stories Ads to highlight News Feed Posts
9. Post directly from your Facebook Page. No 3rd party apps
10. Keep it short. Max 80 characters
Source: Viral and social

54. EDGERANK: 4 influencers
+ -
ENGAGEMENT TIME DECAY
TYPE OF POST NEGATIVE FEEDBACK
Source: Baekdal

55. 1. Act now
2. Is your business social?
3. Social today
4. Social tomorrow
5. Facebook
6. Pinterest

57. A STEP INTO THE FUTURE OF SOCIAL

59. No reading, just scanning
Show me, don’t tell me

60. IDEA & CONTENT CURATION
Collect everything on the internet
and order it into your own personal space

61. Source: Bit Rebels

62. Source: Bit Rebels

63. Source: Bit Rebels

64. Source: Bit Rebels

65. Source: Bit Rebels

66. Source: Bit Rebels

68. THIS WAS A PRESENTATION BY EVAN VAN LISSUM, THANK YOU FOR LISTENING
JOIN US ON WWW.FACEBOOK.COM/THEPARKINGLOT
1. Act now
2. Is your business social?
3. Social today
4. Social tomorrow
5. Facebook
6. Pinterest