Social media can be used effectively for business purposes if done strategically and with realistic expectations. KLM created online clubs and communities on platforms like LinkedIn to expand their brand experience beyond flights and connect business travelers from different countries. Unilever launched a women-focused community site called Yunomi to connect with consumers in a meaningful way aligned with their values by sharing real stories. Both cases showed measurable business results by building engaged audiences and generating exposure for their brands in an authentic way.

1. Social Media Bingo Emakina.NL – Paul de Gooijer eDay 2009

2. What we think will happen in 2 years, often materializes in 10 years What we think might happen in 10 years often materializes in 2 years

3. Remember Second Life?

4. Where are Virtual Worlds now? Visibility 2014 Time Technology Trigger Peak of Inflated Expectations Trough of Disillusionment Slope of Enlightenment Plateau of Productivity

5. And Augmented Reality ?

6. Where is Augmented Reality now? 2010 Visibility 2015 2011 Time Technology Trigger Peak of Inflated Expectations Trough of Disillusionment Slope of Enlightenment Plateau of Productivity

7. And although we really really wish for it to materialize now, we know it will be still a few years ahead

8. If you came here for a glamourous show, you’re better off in the next room

9. If you came here for an optimistic and realistic advice that generates business NOWplease STAY

10. So where is Social Media now? Visibility 2015 2011 Time Technology Trigger Peak of Inflated Expectations Trough of Disillusionment Slope of Enlightenment Plateau of Productivity

11. Are we facing the pitfall of disillusionement? Visibility ? Time Technology Trigger Peak of Inflated Expectations Trough of Disillusionment Slope of Enlightenment Plateau of Productivity

12. No

13. Visibility 2011 2010 Time Technology Trigger Peak of Inflated Expectations Trough of Disillusionment Slope of Enlightenment Plateau of Productivity Our Commitment!

14. TodaySocial Networking has been the global consumer phenomenon of 2008. Two-thirds of the world’s Internet population visit a social network or blogging site and the sector now accounts for almost10% of all internet time Source: Nielson Online

15. Cool!But what to do about it now?

16. Don’t fall forThe Curse of theSocial MediaPowerpoint Generator

17. Because there is a nasty machine out there…

18. A machine that produces….

19. And these PowerPoints contain fancy icons like Powerpoints that contain images like these…

20. And what do they say? YOU SHOULDUSE TWITTER (you don’t know whybut they told you should)

21. And what do they say? You should onlyrespond to the Peer Review!

22. And what do they say? You must daily update your public Wiki

23. And what do they say? *&%*& the website, go for Photosharing!

24. And what do they say? You must check this Mashup every hour

25. And what do they say? You must participate in UGC

26. And what do they say? You have to be in this Community!

27. And what do they say? Oooohhh… You MUST Tweet!

28. And what do they say? On MySpace you are my best Friend…

29. Bingo!!!

30. What is our professional criticism?

31. Social media isn’t going to help you sell shitty products

32. Social media isn’t going to stop people from saying bad things about you

33. Social media isn’t going to help you save customer service costs

34. Social media isn’t going to work for you if you aren’t a people person

35. Social media isn’t necessarily going to increase customer retention

36. If the only tool you know is a hammer, every problem looks like a nail

37. What is the use?

38. A creative definition A creative definition

39. YourCompetitors You Your industry YourCompetitors Here Is The Issue Your customersand prospects

40. YourCompetitors You Your industry YourCompetitors How do your customers and their peers find you? Your customersand prospects

41. YourCompetitors You Your industry YourCompetitors ... In an ever expanding universe? Your customersand prospects

42. YourCompetitors You Your industry YourCompetitors The answer: cast a Wider Net Your customersand prospects

43. YourCompetitors You Your industry YourCompetitors ... To Lead Traffic To Your Site and Sales Points 1 2 3 Your customersand prospects

44. 1 2 3 Classical sites Engage with a larger audience, Broaden the contact points the potential audience has with your brand, Create an incentive for your audience Seeding campaign, blogs, thematic sites Social media sites around You YourCompetitors You Your industry YourCompetitors

45. The equivalent of laying out a path to your door… The equivalent of laying a path to your door

46. If it is about contact, what kind of contact is it?

47. Is it Karate?

48. Or Judo?

49. It’s a Tango!

50. What’s thebusiness casebehind social media marketing?

51. First answer:Efficiency

52. Banner blindness Banner Blindness

53. Be where people are Be where people are: in the content area!

54. Second answer:Credibility

55. Research Confirmation

56. Third answer:Media Cost

57. The Customer Lifetime Cycle One-on-One Marketing Mass Marketing POS Promo Loyal Repeat Customer €€ New customer €€€ Awareness / Brandpreference Happy Customer Ambassador € CampaignCall2action Incremental Revenue Focussed Investments

58. Work Smarter, Not Harder Work smarter, not harder

59. Reaching Everybody Costs a Lot of Stamps Or else, reaching everybody costs a lot of stamps!

60. Roadmap: Phase 1: Build reach Phase 2: Cement leadership Phase 3: Drive revenue

61. For thought leadershipblogging, file sharing, podcastsTo create brand awarenessblogging and a solid social network presenceTo generate demandmicroblogs, forums, seeding For customer loyalty twitter, user community and a Wiki

62. Some of oursocial media cases

63. B2B CaseKLM Clubs

64. Flying today…

65. Is no fun anymore

66. KLM Discovered Something

67. KLM realized they’re not into the ticket business They’re not in the ticket business...

68. But they’re into the people business They’re in the people business!

69. Mission:Expand the KLM Experiencebeyond the flight

70. Do we offer them more flights?

71. Read and learn from predecessors Premeet your contacts Extra article in inflight magazine Book flight Receive business Partners in style Who’s coming Pre-check do’s and don’ts in China European chambers of commerce Organize your Own events Participate in existing events Discover Opportunities to fly Discover events Learn and Demystify China Expose your business

75. You could think about obvious opportunities: Great ! So many bikes! They must really like them! I will export my Dutch bikes to China! Or make a smart observation: Or… hey, they don’t have a bell! Perhaps I don’t have to export but import bikes from Chine and sell them bells!

76. Social Networks Big FaceBook Hyves LinkedIN Plaxo Small KLM FB KLMClubs KLMClub China Traffic Focus

77. Social Networks Use LinkedIN as membership indicatorand interest generator FaceBook Hyves China LinkedIN Africa Plaxo KLM KLM FB KLMClubX KLMClubs KLMClubX Traffic Focus

78. KLM Clubs Seeding campaign, blogs, thematic sites Event calendars, news feeds, LinkedIN 16.000 professional members Positive correlation membership and revenue for KLM Average return visits every month Flying Blue Competitors Competitors

79. We contribute to the business of KLM but we also contribute to the brand experience of KLM. An evolution from connecting places to connecting people

80. YunomiB2C

81. Unilever’s question to us

82. Find a relevant and meaningful way to connect with our consumers that is in line with our values…

83. How to be relevant? Help consumersHow to connect? Be where they areIn line with values? Add vitality to life

84. Family, work, me It is a job getting everything done. Life is a balance

85. Together we are strong. We have access to a network of friends and loved ones. It helps us when we really need it. To give support and to be supported

86. We believe every woman has a story to tell. She does not need to be a superhero or to be famous. We offer a stage for real women and invite them to share their stories. Real women, real stories.

87. Online content preferences Cooking Recipes Male Family, children Clothing Personal care Female Sport news, finance, IT, … Government, economics Politics Ero

92. So is it a Magazine?

93. No, it is not a magazine. It is a community

94. These are our building blocks to create involvement Wat vind je van onze site?

95. And involvement is rewarded

96. Yunomi Community > 50 reactions per day, per article

97. Yunomi Community > our best recruiters

99. MSN Other Platforms In three months: Over 100.000 members 200.000 comments on4.000 articles Brands Competitors

100. As an efficient media channel Yunomi is a measurable platform for Unilever to connect with their audience. Promoting brands, generating knowledge and exposure. Connecting brands with people.

101. Conclusions

102. Should yougo for new media?

103. NoIf you’ve got apoor product

104. YesIf you’ve got agreat product

105. Meet your new salesforce!

106. 106 What tools will you supply them to spread your message?

107. And if you’ve got a great brand needing attention:think@emakina.nl

108. THANK YOU