Guestcollege on Nyenrode on the topic of SocialNomics. By Remco van Buren, ceo Kittyhawk.

1. 1 SocialNomics course Nyenrode 28th March 2011 ›Remco van Buren

2. About Kittyhawk and myself… Founded in June 2009 > 35 years of online experience Focus: integrating online in general business strategies Or: Building Online Business Team of 8 specialists and growing fast More info www.kittyhawk.nl Me? Remco van Buren 2 Social Media Marketing

3. Disclaimer Kittyhawk states: There is not one online truth! But succes formulas exist, online, somewhere… This course doesn’t contain asimple instruction for social media success. But is meant to: challenge, ask questions, share experiences, discuss visions and opinions. … but most of all, it’s to co create food for thought… 3 Social Media Marketing

4. 4 SocialMedia Marketing Let’sgetstarted!

5. 5 Social Media Marketing NSFW. A hunter shoots a bear!

6. The resultsfor “Hunter shootsbear” 6 Social Media Marketing 15 + million views on Youtube 46+ thousand subscriptions to Youtube channel 25+ thousand reactions on Youtube channel 28+ “Hunter VS Bear” Facebook fans 42+ million results on Google with “hunter shoots a bear” (1.5+ million on Tipp Ex)

7. 7 A succesfullsocial media campaign… …or isit?

8. What is Tipp Ex “P.O.S.T”? 8 Social Media Marketing People: consume and share “funny” videos on Youtube? Objectives: increase of brandawareness? Strategy: inspire people to share a video and start conversations? Technology: Youtube (stimulated by blogs) and Facebook?

9. 9 Tipp-Ex focused on reach… …as is common in a traditional marketing approach. And created awareness for Hunter VS Bear… …instead of (interaction with) the Brand.

10. 10 Social Media is not a revolution in new channels in the marketing mix, Social media thrives a revolutionin (consumer)behavior! And therefore in marketing approach!

11. 11 We used to promote our brands, products and services by shouting as hard as we can why everybody should purchase our products. And when it doesn’t have any effect?! Shout louder and more often! Just as long as it takes to convince the costumer…

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13. 13 And then there was the World Wide Web (1993)

14. 14 The world became more transparent. USP’s like availability, price and quality became under pressure. Users experience informationoverload.

15. 15 Users are searching for relevance and start creating their own social platforms. People are participating, sharing ideas, searching for interaction and starting conversations… …with Friends! World Wide Word to Mouth . Users experience information overload.

16. 16 People don’t believe what companies are shouting anymore. But they do believe what friends tell them about their brand or product experience. And they don’t want interruptions during their conversations. Or even during any other activity.

17. 17 A newbalanceis evolving… … in which individuals are in the centre, individuals who take the leadand co operate with other individuals, institutes, organizations and brands.

18. 18 People are searching for remarkable ideas, movements, visions and leaders. To follow… People want to be part of a tribe, are searching for authenticity within that tribe. People are searching for stories, stories to tell and talk about, stories to share.

19. 19 WHAT HOW Peopledon’tbuy WHATyou do… … butWHYyou do it! Simon Sinek WHY

20. 20 Don’t be a company that is selling products or services… …but be a group talented individuals. Who are sharing an idea and creating something remarkable… …something you believe the world needs.

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23. The resultsfor “Philips Sonicare Experiment” onYoutube 23 Social Media Marketing 2.042 views on Youtube (!) But the testimonials were used in TV commercials, print and instore materials in the USA And a link to Facebook was made With a contest for Sonicare users => users are encouraged to share WHY they would recommend the toothbrush to a friend. The winner will receive a free Philips Sonicare toothbrush to give to a friend.

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25. 25 Social Media Marketing But make sure your organization is ready for a social media campaign… …cause if you have created a platform for customers to interact, they will also share their bad experiences.

26. 26 Whatshould Philips do with the negativecommentsontheir fanpage?

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28. Howsocial media activities of WoEstarted 28 Social Media Marketing Free publicityin traditional media (TV, radio, newspapers) led to the firstfollowers and fans… … whostarted to promote the initiative in theirownsocialnetworks!

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30. How the social media activities developed 30 Social Media Marketing In the beginning Wheel of Energy usedtheirsocial mediato communicatenewsabout the initiative… … butafter a whiletheystartedconversationswiththeirfriends, fans and followers.

31. Which resulted in… 31 Social Media Marketing Friends, fans and followersstarted to invite peoplefromtheirsocialnetwork to jointhem in thisinitiative And started to create and share content aboutitbothon Wheel of Energy’ssocial media as ontheirown. Furthermore, peoplestartedtheirowninitiatives to get more peopleinvolved in the initiative.

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35. 35 The initiative is almost half way, whatshould Wheel of Energy do nextwithsocial media to get more peopleinvolved?

36. 36 You will be invited in someone else life… …because you give something they need… …something to talk about. You make them feel better… …because you enhance the quality of their connections and role within the tribe.

37. 37 And if you do it right… … they will return something very valuable. They will become a fan, promoter or even superpromoter. And instead of being a guest you will become a friend. About who they talk with other friends and who they like to introduce!

38. 38 And if you ask your friends what they need… …then your friends will be eager to help you to stay remarkable.

39. 39 Interruption is becoming less effective, the future is about permission. Organizations with remarkable ideas can win, but it’s not only the idea that counts, also the way it is spread. Instead of marketers searching for customers for their products, they should find products for their costumers!!

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41. 41 STOP: beinggood at talking START: beinggood at doing!!

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47. 47 Social media: Pro active attitude The launch of an idea, brand, product, vision etcetera.

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50. 50 Social Media Marketing KLM Surprise: An experiment on how happiness spreads

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52. 52 KLM usedFoursquare (locationbased service) to listen and connect. How big will the impact of locationbased services be in the nearfuture?

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58. 58 Social media: reactive attitude Sudden publicity puts you in the social media spotlights.

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65. 65 Howshould a brand likeKitKatreact in such a situation?

66. What to do? Determine your target groups (i.e. friends, fans etc.) and goals for each group. Focus on how those people use your content, servicesand products and how they can even use it better. Make sure people want and start to talk about it, enable the conversations. Focus on the long term, instead of brief interactions. Focus on saleswhich are initiated by current users. 66 Social Media Marketing

67. And where do youdothis? Use any social media that seems useful! Move your content to those social networks. And not just as a link to your website! Facilitatethe networks and conversationsbetween the people. Move your story into their world. And let them tell it and talk aboutit! 67 Social Media Marketing

68. And something you should definitely not do…. 68

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74. For more information: W: www.kittyhawk.nl E: remco@kittyhawk.nl T: 0413 38 70 56 Social Media Marketing 74