UBA - social media marketing

Comment intégrer les médias sociaux dans mon entreprise et ma communication? Emmanuël Briard Un pas plus loin Octobre 2012

► Niveau 1

►  Social Media Marketing… et pas digital marketing

31/01/14 | 2 | SMM – [email protected]

Qui êtes-vous ?

| 3 |

Générations

► Digital immigrant

► Digital native

►  Social media native

Tour de table

►  Fonction ?

►  Attentes ?

31/01/14 | 6 | Slideshow title - John Smith

Agenda

► Connaissance > from 0

► Compréhension > cas pratique

► Compétence > management

►  FAQ !!!


Social Media Marketing

Connaitre


Les médias sociaux ?

►  Facebook, le plus grand en nombre d’utilisateurs



►  YouTube, la plate-forme de média social la plus sous-estimée



►  LinkedIn, le plus grand réseau professionnel



►  Twitter, connu de tous, mais usage de niche…



► Netlog, my space, viadeo ?



► Google +, ?



►  Les niches > Vivino

►  Les images > Pinterest…

►  La vidéo > Snapchat…

►  La géolocalisation > Foursquare, Yelp…


►  http://www.youtube.com/watch?v=5mid8p4A6Eg

Des chiffres…

IAB, AWT, SPF Economie…

►  18% de ménages « off-line »

>  5% de familles

►  29% des ménages ont une tablette

/ SPF - Economie


► Almost 7 out of 10 Belgian internet users are member of at least 1 social network. It means more than 5,2 millions users. Most often this is Facebook in combination with Twitter or LinkedIn.

/ Havas


10 11IAB-MOBILE JANUARY 2013 - WWW.IAB-COMMUNITY.BE/COMMUNITY/MOBILE IAB-MOBILE JANUARY 2013 - WWW.IAB-COMMUNITY.BE/COMMUNITY/MOBILE

BUILDING A STRATEGY FOR THE POST PC ERA.

According to Forrester, there will be 1 billion smartphone users worldwide by 20161. Every day more smartphones are being sold than babies born. This shows how insanely fast the market is moving. Gartner projected that by 2013 mobile phones would overtake PC’s as the most common web access device worldwide. Guess what? It already happened.

With the roll-out of 4G/LTE mobile internet connections and the ever expanding range of devices, mobile traffic will only increase in the coming years. This has a major impact on consumer behavior.

PEOPLE SUFFER FROM “NOMOPHOBIA”

As networks get faster and devices get better, mobile usage is skyrocketing. Remember when people were bashing mobile phones a few years ago because they would harm privacy? Today, some of them are so obsessed with their mobile phones that they get anxious without them. A study in the UK showed that 53 percent of mobile phone users tend to suffer from a trend called “Nomophobia” – the fear of being out of mobile phone contact2.

While people are getting more and more addicted to their mobile devices, their desktop and laptop usage is in rapid decline. HP recently needed to cut 27.000 jobs worldwide as a direct result of the mobile (r)evolution.

As people are shifting their behavior, businesses need to adapt accordingly. Yet, it seems that only few are taking profound action. Most businesses are dealing with mobile like they did with social media 5-6 years ago: they have no internal task forces for mobile, no allocated budgets, no strategy whatsoever. Let’s set the record straight: having a mobile app is not a strategy.

IAB MOBILE WHITEPAPER

NO 4

BUILDING A MOBILE STRATEGY: 6 CONSECUTIVE STEPS

1. Buy yourself a smartphone, and a tablet.

If you don’t have a smartphone yet, buy one. If possible, buy several from different manufacturers with different operating systems. Then, download as many relevant apps as possible to get a feeling about what works and what doesn’t.

Don’t forget to buy yourself a tablet as well. Tablets are fundamentally different. Unlike smartphones, tablets are used mostly at home, laid back, and at ease in a ‘media consumption’ mode. Again, download as many relevant apps as possible and experiment. It’s the best way to get a grip on the fluid identity of the mobile consumer.

2. start from the data

Because the market is moving so fast, it’s important to keep a finger on the pulse.

A very powerful source of information to get a grip on the mobile consumer is ‘Our Mobile Planet’3

Our Mobile Planet offers insights on smartphone adoption and usage across 40 countries, and was set up in partnership with IAB, the Mobile Marketing Association and Ipsos.

Secondly, you have to measure mobile traffic on your own digital destinations, which is possible via Google Analytics.4

Combining both will give you the insights necessary to move forward.

M O B I L E S T R A T E G I E S BY DADO VAN PETEGHEM, DEARMEDIA

MOBILE INtEgrAtION StrAtEgY BUILdINg

1.78 billion 1.82 billion

2013CURRENT STATEGartner said in 2010

“By 2013, mobile phones will overtake PCs as the most common Web access device worldwide.”

4 5IAB-MOBILE JANUARY 2013 - WWW.IAB-COMMUNITY.BE/COMMUNITY/MOBILE IAB-MOBILE JANUARY 2013 - WWW.IAB-COMMUNITY.BE/COMMUNITY/MOBILE

T H E M O B I L E C O N S U M E RBY PATRICK MARCK, IAB BELGIUM

Smartphones have become an indispensable part of our daily lives. According to

the “Our Mobile Planet” study of Google, IAB and MMA, conducted by Ipsos1,

Belgian smartphone penetration is currently at 22% of the population, as these

smartphone owners are becoming increasingly reliant on their devices. 39% access

the Internet are on their smartphone every day, and most never leave home without

it. The IAB-Dashboards2 found out that 40% of the smartphone users surf on the

mobile net for an average of 23 minutes a day. Following IAB Mediascope3, 1,5

million Belgians spend an average of 7,8 hours per week on the mobile internet. 16

to 24 year old Belgians spend more than 10 hours online, closely followed by the

45 to 54 year old Belgians, currently spending roughly 9 hours.

According to the IAB/Insites study4, Android is the most used operating system

in Europe (42%) and Belgium (30%), followed by Apple (resp. 19 and 18%).

Blackberry gets 9% of the Belgian market, followed by Windows 7 (8%) and

Symbian (5%). Although between 40 (IAB Dashboards) and 45% (IAB/Insites study)

of the Belgians smartphone users access the mobile internet on a daily basis,

some people are not keen to buy a smartphone. The main reasons for this are that

they’re happy with their current phone (55%) and don’t see the benefit of getting

one (35%). Also the price is an issue, with 31% think that the smartphone is too

expensive and 20% think that the data subscriptions are too expensive.

Smartphones help users navigate the world. Appearing on smartphones is critical

for local businesses. 79% of smartphone users look for local information on their

phone and 84% take action, whether it be making a purchase or contacting the

business1. Ensuring that clickable phone numbers appear in local results and

leveraging location based services on mobile will make it easy for consumers to

connect directly with businesses.

According to the IAB Mediascope study, the most popular activities of smartphone

users—excluding calling, texting and e-mailing—are mobile surfing (65%), using

a search engine (63%), using a personal social network (56%), accessing a

newspaper or magazine site or app (52%), watching a film or video clip (46%),

shopping via a site or app (36%) and looking at advertising on a site or app (36%).

Smartphones have changed the way consumers shop. Smartphones are critical

shopping tools, with 65% of users having researched a product or service on their

device. Smartphone research influences consumer decisions and purchases across

channels. The recent IAB/Google study reveals that 14% of smartphone users

have made a purchase on their phone.. Having a mobile optimized site is critical

to tapping into this market, and a cross-channel strategy is needed to engage

consumers across the multiple paths to purchase.

Smartphones help advertisers connect with consumers. Mobile ads are noticed by

85% of smartphone users. Smartphones are also a critical component of traditional

advertising, as 51% have performed a search on their smartphone after seeing

an online ad. Making mobile ads a part of an integrated marketing strategy can

undoubtedly create greater consumer engagement.

1 out of 4 households own a tablet and use it primarily in a family environment.

The penetration of tablets in Belgium is at 23%, of which 39% are Apple tablets and

22% are Samsung tablets.

A breakdown by language shows that 15% of the French speaking respondents have

a tablet within their household, compared to 27% for the Dutch speaking ones.

The tablet is used mainly in the living room (90%) and the kitchen (50%), but also in

bed (40%)

SMArtphONES MOBILE ShOppINg

AdvErtISINg

tABLEtS

NO 1

IAB MOBILE WHITEPAPER

TAKE PHOTOS OR RECORD VIDEO

SEND PICTURES OR VIDEO MESSAGES

USE BLUETOOTH TO TRANSFER

SEND AND RECEIVE EMAILS

DOWNLOAD OR L ISTEN TO MUSIC

ACCESS INTERNET SITES

28%

14%

15%

13%

9%

14%

MONTHLY

MONTHLY

MONTHLY

WEEKLY

WEEKLY

WEEKLY

Most popular activities of the Belgian MoBile consuMers

39% 22%

A P P L E S A M S U N G

23%

T A B L E T

Living Bed Kitchen

90% 40% 50%

SOURCES:

1 Our Mobile Planet of Google/

IAB/MMA by Ipsos, 2012 (www.

ourmobileplanet.com)

2 IAB Dashboards (wave I) of IAB

Belgium by Nielsen, 2012 (www.iab-

dashboards.be)

3 IAB Mediascope of IAB

Europe&Belgium by SPA

FutureThinking, 2012 (www.iab-

community.be)

4 Social around the world of Insites

Consulting (Belgian results sponsored

by IAB Belgium), 2012 (www.iab-

community.be)

►  http://www.socialbakers.com/facebook-pages/brands/country/belgium/by-fans


►  Top Vidéo 2013

>  Psy – Gentleman / 628 millions

>  Stromae – Papaoutai / 108 millions

>  Pub Evian / 67,1 millions

>  Pub Volvo / 59,1 millions



Comprendre


►  http://vimeo.com/82174965




►  https://www.facebook.com/noctambus?fref=ts

►  https://www.facebook.com/TerreEnCommun?fref=pb&hc_location=profile_browser

►  https://www.facebook.com/chimay?fref=ts

►  https://www.facebook.com/hervesociete?fref=pb&hc_location=profile_browse


Le Social Media Marketing (SMM) A quoi ça sert ? Comment ça marche ?

1.  Etre vu et (re)connu > Search Engine Marketing (SEM)

2.  Tester une idée, un concept

3.  Communiquer avec ses prospects

4.  Faire de la veille concurrentielle

5.  Mesurer la satisfaction de ses clients

6.  Fidéliser ses clients

7.  Recruter du personnel

8.  Trouver fournisseurs et partenaires

9.  Echanger connaissances et pratiques avec ses confrères

10.  Exercer une pression, faire du lobbying

11.  Vendre

12.  Etc.

http://www.youtube.com/watch?v=Et6ULKDtj5A&feature=share

http://www.youtube.com/watch?v=0TYy_3786bo

►  http://www.postano.com/blog/5-creative-social-media-campaign-microsites


►  http://mashable.com/2011/12/29/social-ambassador-campaigns/


►  http://mashable.com/2014/01/27/social-media-marketing-2014/


Qui fait quoi ?

A votre avis…



Compétence > management > comment faire ?


Entreprise qui écoute ? Entreprise 2.0

Démarche stratégique ou effet de mode ?

Ce n’est pas un job de stagiaire…

Un média de +

Objectif ?

Budget ?

Timing ?

C’est un marathon ! … prime aux gros

1ère étape

E-réputation

& pratique « personnelle »

SMM > Effet viral interne…

2ème étape

Webmetrics

KPI’s

3ème étape

Conversation

Ton ?

medium = message > oui & non

Création de contenu > vidéo ?

Rédaction > curation

1 + 1 + 1

Avatar

Multi-devices

Design > ergonomie

Les gens

> persona

> data

4ème étape

Conversion

advergaming

= concours

= 1 + 1

Buzz, est-ce 2.0 ?

Community manager

Description de fonction

Compétences

►  Veiller

►  Ecouter

► Analyser

► Décider

►  Rédiger

►  Publier

► Animer

► Modérer

►  Stratège

►  Technique

► Créatif

► Orthographe

►  Juridique

►  Passion

►  Self-control

► Gestion du temps

► Nouveau job ?

►  > <

Contact center

►  Externe ou interne ?

Geek ?

►  Précurseur

► … mais pas trop !

► Ne pas aller plus vite que la musique

► Confidentialité

► Content >< Community manager

►  Rédaction > curation

►  Proximité du management

►  SAV & CRM

► Gestion du temps !

► Communication de crise

Et demain ?

Présentation - 79

Web 3.0

► QR Code

►  TV, Autoradio, frigidaire…


Infobésité

Gestion des flux entrants et sortants

►  newsletters, e-mails, flux RSS, blog ?


Géolocalisation

Foursquare > Marketing App

Granata pet…

Tous en terrasse…


Réalité augmentée

http://www.youtube.com/watch?v=0OyvK8ySxqM&feature=player_embedded#at=21

Social search

http://www.youtube.com/watch?v=aYf5iSA6t6g

84

Facebook ?

> attention !

UBA - social media marketing

Marketing

Transcript of UBA - social media marketing