Social Media is. Paul de Gooijer, Emakina.NL
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- Melanie McDowell
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1 Social Media is Social Business Paul de Gooijer, Emakina.NL
2 Emakina.NL is a performance based brand activation agency of the digital generation
3 Emakina.NL believes relations between companies and customers are the foundation of their success. That the online landscape facilitates the first familiarization and provides a binding platform where companies and brands deepen and strengthen the relationship. Because online communication is efficient, effective and specific
4 Our mission is to activate, enrich and deepen the relationship between brands and their target groups. We do this by exploiting moments of contact in a contemporary manner. From first activation to brand membership. We call this Customer Intelligence and Activation
5 So as agency focusing on relations we should be happy with the growth of Social Media
6 Can we celebrate the success of Social Media?
7 Stop the press.
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11 So posting your new green logo on your website is not enough. If you participate in Social Networks, make sure you re covered. And use recycled toilet paper
12 Social media isn t going to help you sell services people don t trust
13 Social media isn t going to stop people from saying bad things about you
14 Social media isn t necessarily going to increase customer retention
15 Social media isn t going to help you save customer service costs
16 Social media isn t going to work for you if you aren t a people person
17 Making money in Social Media is as hard as crossing the world s most difficult roundabout
18 Cases
19 B2B: KLM Clubs
20 Flying today
21 ...is no fun anymore
22 KLM discovered something
23 They re not in the ticket business...
24 They re in the people business!
25 Mission: Expand the KLM Experience beyond the flight
26 Objectives: Improve contact points Enhance overall customer travel experience Increase customer satisfaction
27 Do we offer them more Do we offer them more flights?
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32 Facts After 1,5 Year of Operation Customer loyalty increase: Members fly more often than non-members within relevant peer group Customer sales increase: Members buy more expensive tickets than nonmembers within relevant peer group
33 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
34 So changing your online presence today influences your business model tomorrow
35 B2C: Yunomi
36 Unilever s challenge to us: Find a relevant and meaningful way to connect with our consumers in line with our values
37 How to be relevant? Supporting consumers How to connect? Being where they are In line with our values? Adding vitality to life
38 Family, work, me It is a job getting everything done. Life is a balance
39 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
40 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.
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47 Top 3 women s platform in the Benelux. More than a user contributions since medio Millions of site visits.
48 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.
49 The magical ingredient?
50 They started from their own strength: a thorough understanding of their clients
51 And their own ability to blend brandstrategy and business-strategy into a solid online-strategy
52 ... resulting in a totally new media channel
53 And Social Media deliver...
54 We thought the end of the chain was a new customer Awareness / Brand preference Campaign Call2action POS Promo New customer
55 But we discovered this was just the start Awareness / Brand preference Campaign Call2action POS Promo Loyal New Happy Repeat Customer customer Customer Ambassador
56 Research Confirmation
57 Making people buy Purchase Intention Rate Impressions needed for intended purchasers Media Cost / Impression, Click or Communication Media Investement Required WOM 10% ,3$ $ Print 0,5% ,03$ $ Online display 0,05% ,008$ $ (bannering) Paid Search 3% ,50$ $ Television 0,05% ,02$ $ Radio 0,01% ,013$ $
58 Making people buy Purchase Intention Rate Impressions needed for intended purchasers Media Cost / Impression, Click or Communication Media Investement Required WOM 10% ,3$ $ Print 0,5% ,03$ $ Online display 0,05% ,008$ $ (bannering) Paid Search 3% ,50$ $ Television 0,05% ,02$ $ Radio 0,01% ,013$ $
59 One WOM conversation has an estimated impact of 200 television ads.
60 Social Media is Social Business
61 Social Media is not a new media channel to push your offers; it is a new business channel.
62 Social Media is Social Business because it is where your customers can be touched. Efficiently.
63 Social Business is where your customers are
64 So a celebration might be early, but we can learn how to dance
65 So a celebration might be early, but we And you have to involve your company and peers can learn how to dance
66 Because it is a combined effort of marcom and business. And it needs to be supported by the strategic layer of your company
67 Contact us for the first steps
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