Social Media Summit 2013 – live-blogging

Este deja al patrulea an in care avem parte de Social Media Summit, organizat de echipa minunata de la Revista Biz, in frunte cu Marta Usurelu. Iata ca si anul acesta avem 5 editii, in toata tara, si de la prima, din Bucuresti, fac eu acum live-blogging.

Anul acesta, la Social Media Summit Bucuresti, se va discuta despre “cea mai noua tendinta in social media, Transmedia storytelling, prin care brandurile si bloggerii vor trebui sa isi spuna povestile pe cat mai multe platforme: video blog, Twitter, Instagram, gaming si augmented reality.”

Am inceput cu o prezentare sustinuta de Marta Usurelu despre cum sunt vazute companiile in social media:

– sunt vrajite si toate vor asta

– vor rezultate  mari dar nu au curajul sa faca proiecte mari

– merg pe cai deja batatorite

Bloggerii in Social Media

– o comunitate dominata de individualitate si concurenta acerba

– nu au un limbaj potrivit mediului de business

– lasa uneori de dorit la capitolul profesionalism

– oameni minunati care gandesc si implementeaza proiecte frumoase

– incet, incet apar noi valuri de bloggeri

Publicul de la conferintele de Social Media

– companiile si bloggerii vin la evenimente ca sa fie vazuti

– nu sunt dispusi sa invete nici atunci cand au de la cine si ce invata

– apreciaza personalitatea speakerilor si nu continutul prezentarii

– apreciaza evolutia si inovatia dar nu le pun in practica

– este publicul cel mai receptiv si activ

Conferinta 1: Social media: tendinte, strategii si impact

* Luiz Moutinho, Foundation Chair of Marketing, Founding Editor-in- Chief, Journal of Modelling in Management (JM2), Adam Smith Business School, University of Glasgow „SOCIAL MEDIA WILL NO LONGER BE SOCIAL MEDIA”

– social media is not a strategy, it is one of the communication tools available, it is a great and potentially personal tool, ut do not stop there

– Social-Lites – are all about discovery, as consumers become curators, actively broadcasting, remixing, compiling, connecting, sharing and recommending content, products, purchases, experiences

– The F-Factor – this is for friends, followers etc

– brands need to have a role in society (the best way is to understand how people are talking about things in real life)

– social media can be an enbler and a accelerator of existing core capabilities, values, attributes and plans (it can even be a catalyst for change, but it cannot magically create what does not exist)

– social media will be an integrated part of your online and offline life

– forget about the engagement, consumers want simplicity

– what is the best way to impact purchase decision and brand loyality? the answer is that they should engage potential and current consumers via social media, after all consumers are all about social media. Wrong!

– brands are pushing out too musch information, causing people to over-think purchase decisions and making them more likely to change their minds about liking their pages

– 60% of business leaders believe that consumers follow their brands on social media sites because they want to be a part of community, only 25% of consumers agree

– Niche Social Networks – small is the new big, social meda is becoming increasingly personalised, internet users are increasingly seeking connections and content that filter out the “noise” and focus on online conversations

– content is commodity

– social media began to tranform the social, political and informational practices of individual and institutions across the planet

– gnostech.com – system engineering

– Social Media is about disclosure, transparency, authenticity, trust, giving something back

– social networks are not about websites, they are about experiences

* Alexandru Negrea, Head of Facebook Department Spada

– la nivel global, un utilizator urmareste 37 de pagini si cifra e in crestere

– sunt pagini care publica acum 50-60 de mesaje pe zi datorita aparitiei Graph Search, care e posibil sa functioneze in viitor ca Google

– obiectivul este news feed-ul, nu wall-ul paginii de brand

– prima intrebare: ai bugetul si resursele necesare pentru a construi o comunitate pe Facebook?

– media de tipuri de titluri, imagini pentru fiecare ad este 15 (cu sau fara text, alb negru, color, sepia, intrebare, afirmatie etc)

– Facebook este despre experiente generate prin bugete

– a doua intrebare: Facebook e un plasture sau o strategie pe termen lung?

– a treia intrebare: Vei putea schimba companiain interior pentru a folosi Facebook?

– a patra intrebare: Poti raspunde rapid intrebarilor de pe Facebook sau nu?

– a cincea intrebare: vei putea sa iti adaptezi produsele si serviciile la sugestiile primite pe Facebook? (nu mai intreba “ce parere ai despre produsele noastre?” daca nu vei tine cont de parerea lor)

– ai deja o pagina de 50.000 fani? – trebuie sa generezi lead-uri + saving

– ti-ai lansat o pagina noua? – obiectivul principal e awareness (prin spending)

– trebuie sa ai obiective SMART (nu vrei cat mai multi fani ci exact 50.000, de exemplu, vrem sa raspundem pana la sfarsitul anului la 500 de intrebari, nu la cate putem, vrem sa crestem baza de date pentru ceva si ne folosim de un concurs, vrem sa crestem traficul cu 30%  pe site si ne vom folosi de Facebook)

* Daniel Enescu, Co-Owner, Daedalus Group “Studiu exclusiv Daedalus: Consumer engagement on Facebook – the Romanian perspective”

– intervievati 600 utilizatori in ianuarie 2013, prezenti pe Facebook

– 40% dintre ei nu stiu cate branduri urmaresc, ceilalti au dat like la aproximativ 12 branduri pe Facebook

– ce industrii atrag cei mai multi fani: clothes, cosmetics, media, consumer goods stores, it&c, fmcg

– ce fac fanii pe paginile de branduri: 56% intra o data pe saptamana, 40% au dat like unui post, 23% au dat share unui articol, 23% au vorbit la telefon despre ceva despre aceea pagina de brand, 18% au participat la un concurs, 15% au comentat, 14% au cumparat ceva ca sa participe la un concurs

– tinerii de 18-24 de ani sunt mult mai putini implicati pe Facebook, cei intre 25-34 sunt extrem de activi ca si cei de pana la 45 de ani

– barbatii sunt mai activi decat femeile

– de ce intra pe paginile de Facebook: 51% e o marca pe care o iubesc, 46% o consum, 36% vreau sa fiu informat, 30% vreau sa particip la un concurs, 27% au participat la o campanie de voluntariat, 18% au fost atrasi de un Ad, 12% pentru ca cineva a dat un share, 10.6% este in lista de contacte a prietenilor, 10.3% datorita jocurilor sau aplicatiilor

– 45% spun ca nu au dat unlike niciodata, 45% au dat cel putin un unlike unei pagini, 10% nu stiau ca pot face asta

– au dat unlike unei pagini de Facebook: 50% posteaza prea des, 44% nu mi-a mai placut, 33% am fost dezamagit de un produs/service, 20% am fost dezamagit de o promotie

– tinerii dau mai usor like pe pagina dar si unlike (au nevoie de continut relevant) / e o categorie de fani care e mai greu de obtinut dar sunt mult mai loiali

– majoritatea consumatorilor care dau like o fac pentru ca le place brandul respectiv (deci trebuie tratati ca atare)

– implica fanii, intreaba-i, tine dialogul viu si faceti campanii sociale, jocuri, aplicatii dar sustinute de un continut relevant

Conferinta 2: Social marketing de la nisa la mainstream

Vom avea un invitat surpriza care va deschide aceasta parte a conferintei. Acesta este Pavel Bartos, adus de Chinezu, pe care reusesc sa il intalnesc pentru prima data, dupa multi ani in care l-am urmarit.

– il supara oamenii care isi dau cu parerea despre orice lucru

– a acceptat invitatia pentru ca e o experienta personala pentru el, vrea sa ne cunoasca si se considera “pauza de publicitate” intre atatia oameni destepti care ne-au vorbit pana acum

– nu e singurul administrator pe pagina lui de Facebook, are un om care il ajuta dar intra foarte des si el

– foloseste Facebook ca sa isi satisfaca mici lucruri personale (ce merge, cate like-uri au dat la asta, ce l-a placut etc)

– si-a dat seama ca lumea vrea sa vada ce face el in timpul liber, nu la televizor

– tine foarte mult la teatru pentru ca ii ofera evolutia artistica

– joaca la Odeon, ultima premiera “Liniste, sarut, actiune”

– poveste prima intalnire cu bloggerii la “Vocea Romaniei” cand a vazut ca ei conteaza, dupa reactia celor din ProTV  care citisera articolele lor

* Dragos Stanca, www.dstanca.ro

– Facebook nu inseamna doar content, este o platforma de care trebuie sa ai grija ca de imaginea ta publica

– Facebook nu inseamna doar o pagina ci Paid Media si Earned Media

– Facebook nu inseamna doar aplicatii (la noi se deschid pagini, se fac ceva Fb Ads, cateva aplicatii si gata, cu toate Facebook permite mult mai mult decat atat)

– Facebok nu inseamna doar aplicatii spam de tip quiz sau desktop ads (2.2 mil monthly active users o mobile in Romania, 67% growth)

– Facebook nu inseamna doar marketplace si nu incurajeaza haosul (de aceea doar 16% din fani vad postarile tale, deci trebuie sa te gandesti cum sa fii relevant si sa produci continut care sa intereseze publicul)

– a aparut Facebook Exchange, Custom Audiences

– Facebook nu se foloseste doar in campanie (acquisition, engagement, awareness) si nu inseamna like-uri cu orice pret, spam-taguri, evenimente spam (“Like la pagina domnului deputat PSD Dumitru Chirita”)

– Facebook trebuie tratat fix cum ne tratam casa si biroul

– folositi cu incredere butonul de Report

* Bogdana Butnar, www.bogdanabutnar.ro

– Premisa 1: intotdeuna exista cel putin 2 feluri in care poti face lucrurile si ambele sunt corecte

– Premisa 2: all is far in love and social media

– Premisa 3: In dragoste si Social media totul se reduce la spontaneitate si organizare (merge in ambele feluri, poti sa fii measurement driven dar si sentiment driven)

– exemplu de Social Media: Obama vorbind despre “#jedimindmeld” (este foarte bine ca a raspuns, repede, imediat dupa ce s-au strans tweet-urile, a facut un layout, a aratat ca stie ceva Star Wars)

– in Social Media din Romania putini pot sa raspunda in real-time

– exemple de la SuperBowl cu Coca Cola care a inceput campania cu 2 saptamani inainte si Pepsi a facut un video cu fani Coca care consuma Pepsi, reclama Oreo cand s-a inchis lumina

– poti sa combini cu paid media, sau poti sa te bazezi pe puterea engagamentului alone

– urmariti compania “We are Social” si in special postul acesta

– nu exista sa nu ai buget, sa nu ai obiective, metrice etc

* Cristian China-Birta, www.chinezu.eu

– termenul de “compabloggeri” este nou pentru noi 🙂

– gasiti statistici interesante pe http://pingdom.com

– rezultatele BlogalInitiative arata ca se poate

– Compabloggerii pot apela la BlogalInitiative, un prieten, o agentie, un blogger, Google etc

– prea multi nu stiu despre ce este vorba si ajung la concluzia ca social media este proasta

– BlogalInitiative a facut 110 campanii in 17 luni, 3094 postari, aproape 2 mil unici, peste 40.000 euro in premii, peste 80 de clienti

* Costin Cocioaba, refresh.ro

– Facebook – avantaje – targetare (continut, ads), audienta si cifre clare, “+1” proprietate online (publishing, comunitate si interactiune formate prin continut propriu si targetare dorite, marketing)

– Facebook – dezavantaje – continut volatil (nu ai arhiva, nu ai continut cautabil, continut structurat doar prin albume foto si aplicatii), modificarile frecvente (timeline, descoperirea continutului pentru non-likeri, un post atinge 16-20% din numarul de fani), rezultate pe termen lung

– Blog – avantaje (acces la comunitati deja formate, rezultate imediate, rezultate pe termen lung, continut indexabil, o mai buna comunicare catre consumator)

– Blog – dezavantaje (putini bloggeri pentru campanii, audienta necunoscuta la nivel individual, implicarea in scandaluri inutile, diluarea brandurilor personale, lipsa consecventei)

– stabileste obiective, documenteaza-te pe verticala, aplica, monitorizeaza, trage concluzii si mergi in directia care te ajuta cel mai mult

– nu exista o reteta a succesului, atat FB cat si blogging-ului pot fi la fel de potrivite cat si nepotrivite pentru obiectivele tale

– Social Media inseamna 24/24

* Ioana Bondrila, Senior Brand Manager Staropramen

– social media e foarte importat dar sustinuta de alte canale de promovare

– trebuie sa faca parte din planul tau de marketing

– ce vrei sa postezi este “share worthy”?

– nu uita niciodata de target, obiective, business metrics (in functie de fiecare retea in parte)

– Caravana Staropramen – au mers la evenimente unde erau deja consumatorii lor, au vrut sa auda lumea de ei si sa ii testeze fiind o bere noua, au ales si Facebook si Bloggers ca sa comunice (45 de bloggeri prin BlogalInitiative, Facebook cam 40 like-uri pe post, au crescut brand awareness)

* Michael Koch, Founder & Chief Executive Officer Catalyst Group

– social media is a behavior

– Romania is a global leader in Social Media

– people will always talk about politics, social and we have to manage this

– social media gives people the voice

Conferinta 3: ”A VIRTUAL STORM BREWING AND THE “WILD WILD WEST” IN SOCIAL MEDIA. Social Vibe…and Less Social”

Workshop sustinut de Luiz Moutinho, Foundation Chair of Marketing, Founding Editor-in- Chief Journal of Modelling in Management (JM2), Adam Smith Business School University of Glasgow

Social learning theory

– We learn from those around us

– We learn from similar others

– We adapt this learning from our own goals

– Social norms dictate acceptability

– Social Capital (We learn from those we trust, We learn who to trust through reputation)

Conversations

– Markets are conversations

– Markets are getting smarter, more informed, more organised

-People in networked markets have figured out that they get far better information and support from one another than from vendors

-The networked market knows more than companies do about their own products

-Companies that do not belong to a community of discourse will die.

Some stats

-81 Languages represented in the blogosphere

-People view 4 billion YouTube videos per day

-40 million unique visitors to Twitter.com

-800 million active Facebook users, but days of wild user growth appear over at Facebook

– 483 million Facebook users who log in daily

– Twitter is now growing way faster than Facebook (3 times faster) (32%)

– 91% of users are likely to buy on recommendation

– Linkedin has 131 million users, MySpace has over 262 million users

– Internet users spend 22.5% of their online time social networking

What we know about online relationship

– Proximity and frequency of contact

– Similarity

– Self – Presentation

– Reciprocity and Self-Disclosure

– Consistency

Paradox of Social Media

– social media expose everyone to the mass of information out there, readers

– but it tend to narrow only selected news feed depending on individual’s interests

– Social media is not a marketing media. It is a genuine communication media

– the filtering of information is becoming important

Trends in Social Media

– From Destination Social to Dispersed Social

– (Social) Selling everywhere

– From Group Discounts to Group Dynamics (city- wide campaigns)

– The evolution of location (Intuitive) (where I have been, where I am, where I should be and where I will be)

– The rise of Social Business

– The Consumer as Curator

– Rewarding Social Sharing

– Convergence and Blurred Boundaries (e.g. Google/Motorola) – Chrome book computer (the Facebook Phone and Web OS)

– Cross Device Consumption

– HTML 5 and the rise of Web Apps

Social Media Marketing Trends and Imperatives

– Audiences will be in control

– Community Management is important to engage people

-Integration of websites with social technology

– Campaigns spanning from offline to social

– Consumer-based social networks will make big efforts to gain wider access to the enterprise. Rise of “Social middleware” – services that act as a layer between social networks and the enterprise.

Social Media Trending

– More new Social tools and services, content, collaboration, machine intelligence, social connections

– Less privacy, single destination websites, desired exclusivity, real relationships, direct only marketing

Social Influence Marketing (SIM)

– Social Media Marketing, Feedback 3.0, Social Media Storefronts but …

– Get a First Life, ….. Not Second Life

– build Relationships (not networking)

– Social media begins to look less social. Networks could begin to feel more “exclusive”. Networks begin to fill with noise.

– People are beginning to get bored with social networks.

– The “user engagement” is dropping off (page impression growth is slowing).

– People are not attracted by useful and relevant information, but by intrusive time-wasting opportunities.

– Facebook behaviour; join, accumulate dozens of semi-friends, spy on a few exes for a bit, get bored, then get on with your life…

About Likes

– “Now is the Wild Wild West in social media”

– The futility of terms such as ‘like’ or ‘fan’.

– It is a litany of misleading statements: connections, friends, fans and likes all mark very different sets of online behaviours

– People do not understand that a “like” is not an abstract event, but a mechanism for data storage

– engage rather than sell, work as co-creator, not  a marketer

– platform seel social currency not products, rather than talking about it, platforms do costumer centricity

Collaborative Platforms

– the reputation of participants will derive from the quantity (how much, how often) and quality (how useful) of their contributions

– accreditation (of content) is provided by experts and by the community

– Social Media is beginning to make its next evolution by shifting from platforms like Facebook to social enabled websites

– the other option is to provide the platform for users to engage on and let the user content be the main draw for others to visit the site

– allowing users to share their content would be a critical value-add approach

– we will start to see lots of brands setting up these niche social sites

Social and Shopping Everywhere

– “Like” and share physical products (Diesel)

– “Like” and tag pictures via RFID (Coke)

– Increase distribution without building new stores (Tesco Korea)

– Democratising Distribution – ASOS Marketplace, users take pictures of clothes they want to sell, their own designs, upload and price the outfits, sell them – 10%. Fees to ASOS.

– Intuitive: Clustering conversations. Re-orienting the newsfeed around key themes and topics (Facebook).

– Any content provided by a marketer in the social media needs to work as social currency.

The Next Digital Wave

– Social Media will decrease diffusion time for research and innovations

– Collective Intelligence

– Open thinking and crowdsourcing. Open Environment

– Innovation leveraging employee, consumer and third-party networks

– Enterprise Social Innovation. Stakeholders as active participants

– More and better new products ideas or requirements

– Lower product development costs

Other stats

– 58% of social media users say they write product reviews to protect others from bad experiences

– nearly 1 in 4 say they share their negative experiences to “punish companies”

– 40% of accounts and 8% of messages on social media sites are spam

– 24% of Americans and 28% of Brits have admitted to lying or exaggerating on a social network about what they have done and/or who they have met

Full Frontal

– Not just transparent, but naked and proud

– Brands must move from “having nothing to hide”, to pro-actively showing and proving they have nothing to hide

– Total transparency will become a hygiene factor

– Only brands that have the utmost confidence in their products (and themselves) will be able to go Full Frontal.

Inchei aceasta zi de live-blogging cu finalul prezentarii lui Luizo Moutinho, in speranta ca va sunt de folos informatiile de mai sus:

“Social Media is about the people. Not about your business. Provide for the people and the people will provide for you”.