Social Media has put the marketing world upside down. It changed the way consumers think, act and buy. Now it's time to get social outside social media, because people expect us to. Be aware of the social consumer ... Slideshare summary of my presentation at the Click Asia Summit 2012 in Mumbai, India.

1. Waking up in the
post- s cial
media era.
Nick Decrock
@ndecrock

3. 800,000,000
Facebook users worldwide
(and still growing fast)

4. How did that happen?

5. CURIOUSITY
@
nd
ec
ro
ck
1 First reason
Basic human
behaviour drove
your them
Social Media
EGO Succes
OP
SH
EC F
VE
LL T O
IN
AR
TI
us CO R
IO
PA
E
NS

6. “The only social medium
is the human being.
All the rest is technology. ”
(Stefan Harzevoort)

8. Second reason
Social Media
2
are ... social.
Connecting the
social world.
©2010 - The Conversation Prism
by Brian Solis

9. 3
Third reason
Mobile phone penetration
drove Social Media success.
And vice versa. Now, you’re
always connected.

10. Obvious because Social & Mobile
Media brought computing finally
to a personal level.
So it’s time to make marketing
personal again.

11. Did you know that more people
will access the
MOBILE WEB than the
DESKTOP
WEB
by 2013 -> 2015
Source: Gartner Source: Morgan Stanley

12. Digital natives can not
imagine a world
without social media.

14. It ‘s time to find out
how to be social ...
outside social media.

15. Because people expect us
to be social ...
outside social media too.

16. Five key
social effects
to learn from.
1. Always contextual
2. Everything for free, right?
3. Consumer wants control
4. It’s their brand
5. Sharevertising

17. social effect n°1
Being
contextual
How people now expect you
to be contextual & relevant. All the time.

18. Being contextual

19. Search & social media content
is contextual by nature.
Learning by doing.

20. You’d better be as smart as
Facebook & Google.
People expect us to be contextual
and relevant. Always.

21. Get to know your consumer.

22. social effect n°2
The Free Economy
Haven’t you noticed that the most complex and expensive
software are now for free? Like Google, Facebook, YouTube, ...
When will your product become free?

23. Free, because people are willing to trade their privacy.
In return for honest rewards and full transparency.

24. Privacy is not a big issue.
Privacy is just a modern invention. Nurtured by
the rise of anonymous cities. In the old villages
people shared as much as now on social networks.

25. Social Payment

26. Social Rewards

27. Think free, think sharing.
What can you do to make (part of) your products
or service for free? And make even more money.

28. social effect n°3
Always in Control
The consumer wants to be in control.
From Push to Pull communication.

29. What people expect from Facebook,
they now expect from your brand too.
✓ permission based (Facebook connect)
✓ transparant profile data
✓ communication control
✓ privacy settings
✓ like / comment / share
✓ opt-in & -out

30. If Facebook can do this for 800 million
people, why can’t you do it for your
customers?

31. Did you know a mailinglist
opt-in equals a Facebook like ?
Please act upon it.

32. DID YOU KNOW?
E-mail
is the preferred channel (over
social media) to give feedback
or ask questions.

33. So, why are most e-
mailings like this ?

34. social effect n°4
It ’s their brand
Yes, it’s their brand. Not yours.
An engagement works both ways.

35. Brand lovers
mostly ‘outlive’ brand manangers.
So, it’s then obvious they feel more
connected to the brand.

36. Why people follow brands on Facebook
40%
37%
30% 33%
20%
Source: ©2011 - Get Satistaction blog
18%
10%
6% 5%
0%
Promotions CURRENT Friends Service
Infotainment
& offers CUSTOMER are fans & support

37. Source: ©2011 - InSites Consulting

38. Custom products

39. YOUR products

40. How
monitoring helped Hippo
Snacks in India to solve
out-of-stock issues.
People are more than
media, they can be
coworkers too.

41. Sales up +76 %

42. Getting your consumers to be the
peers of your prospects.
GREAT PRODUCTS/SERVICES
GREAT EXPERIENCE
GREAT SOCIAL EXPOSURE
GREAT SALES

43. social effect n°5
Shifts in
advertising
Advertising will never be the same again.

44. Wake-up. Times have changed drastically
One2Many One2Few One2one Many2Many
TV/radio/print Direct Marketing CRM Social Media

46. surprise
When did you recently
your consumers? And made them
smile ?

47. Strategy: “Open Happiness”
Promotion Budget: zero
Result: 4,201,654 views on YouTube
thanks to a ‘billion’ shares.

48. news
experiences
views
share
vertising
emotions
expertise

49. Offline brand experiences are the main
online conversation starters.

50. People
become fan
because they
like your
brand or
promo.

51. “If they won’t share it,
we won’t air it.”
(Sebastian Micozzi, Pepsico)
New advertising ROI = engagement value

52. We’re still
stuck in the
old thinking.
Different
medium
= different
behaviour.
Source: ©2011 - Baekdal.com
PASSIVE ADVERTISING

53. We’re still
stuck in the
old thinking.
Different
medium
= different
behaviour.
Source: ©2011 - Baekdal.com
ACTIVE ADVERTISING

54. Next step logical step is
Post-Conversion advertising
In the past we focused on passive advertising, which was based on
exposure and dominated by marketing.
In the digital world, we focus on active advertising, based on direct
conversions and mostly dominated by sale.
Source: ©2011 - Baekdal.com
In the social world, we focus on post-conversion advertising, based
on experience we have and is the result of your ... product USP’s.

56. CONCLUSION
There is more to social
than social media.
Consumer expectations have changed a lot.
People expect your marketing efforts
to evolve along.

57. Beware of the Social Consumer
1. CONTEXTUAL: Remember they expect you to know him
2. FREEBIES: All good things in life are free
3. ÜBERCONTROL: Let them pull the strings
4. SOCIAL BRAND: It’s their brand, so invite them in
5. SHAREVERTISING: Your product is your best ad

58. Waking up in the
post- social
media era.
thank you
Nick Decrock
@ndecrock