Use a new media mix to maximize your Return on Investment Use social media as part of media mix and combine with conventional media Understand your target market and involve them to co-create your brand

1. Social Media Marketing
Andi S. Boediman
Strategic Innovation Consultant
andisboediman@gmail.com

2. The Digital Media Landscape
Owned media Bought media Earned media
• Company web site • Banners (all formats) • WOM Marketing
• Product site • Search marketing • User generated content
• WAP Site • Affiliate • Organic Search
+ =
• In-store • Video adds • Viral marketing
• CRM • Sponsorships visibility • Chat on MSN / QQ
• Partnerships • Partnerships visibility • Viral videos
• Podcast • Mobile Advertising • Lifestyle Sites
• RSS • Online PR • Social networks
• Widgets • SEM • BBS and forum
• SEO • Other social media venues
relevant to countries

3. Campaign Cycle
Phase I Phase II Phase III
Scale and
Involve and Engage and
involve
Recruit amplify
the nation

4. Social Media

5. Evolving Digital Channels
CONTROL OF
CONTENT
The
Unstructured
User-Controlled
Changing
Immersive
Environment
Landscape
Web 3.0
Semistructured
Virtual Worlds
User-Generated
content Mobile
Semantic Web
Web 2.0
WIkis
Tagging
Structured
RSS
Controlled
Information Web 1.0 Blogs
Rich Media
Informational
Web Sites
ENGAGEMENT/
COLLABORATION
Access Find Share Participate Collaborate Co-Create

6. Web 1.0 – Content is king
Web 2.0 – Conversation is king;
content’s just something to talk about

7. Usage of Social Network

8. Social Media / Who Does What?
Publish Web page
Publish or maintain blog
Upload video to sites like YouTube Creators
13%
Comment on blogs
Post ratings and reviews
Critics
19%
Collectors
15% Use RSS
Tag Web pages
Joiners
19%
Use social networking sites
Spectators
Read blogs
33%
Watch peer-generated video
Listen to podcasts
Inactive 52%
None of these activities
Source: Forrester’s Research
Base: US adult online consumers

9. Targeting the Social Media User
Source: Forrester’s Research

10. Social Media User Influence
10

11. Social Media / Planning
• People: Assess your customers’ social activities
• Objectives: Decide what you want to accomplish
• Strategy: Plan for how relationships will change
• Technologies: Decide which to use

12. Social Media case
study in a real world!

13. Case Study: Sony PSP
CHALLENGE STRATEGY CONCEPT
• Launching PSP to compete • Social media planning using • Create the dancing and
with Wii, DS, and Xbox 360. blog, Youtube and viral rapping skills of Cousin Pete,
• Target new generation of marketing supposedly one of the
user • Create a fan blog and sell blogger's cousins. Despite
• Create a cool perception the product through website being 35 and having an
among the target user empty loft to shoot his
crumbelieavable marketing
video in, he too wants his
parents to buy him a PSP for
Christmas.

14. Bad Result
So where did Sony, and Zipatoni, the marketing
agency responsible for this train wreck, go wrong?
Obviously, they were deceptive. Initially, the site
admitted no affiliation to Sony, and Zipatoni's
writers, using their pseudonyms, even denied the
connection on the blog after readers had called
them out and exposed the fakery.
Much of the negative press has focused on
Zipatoni's deception, but equally awful was the
company's caricaturish portrayal of gamers--how
they think, how they speak, and how they act. The
writers of the site tried to use the cant of gamers,
but they ended up sounding like an Internet
version of Ali G, but without the irony. Gamers, just
like any consumers, don't like it when marketers
try to deceive them, but even worse is to try to
deceive them so poorly. It's a lot like visiting Paris--
if you can't speak the language well, don't even
bother trying. It'll just earn you a lot of dirty looks.

16. Case Study: KLM Fly for Fortune
CHALLENGE STRATEGY CONCEPT
Seed the online campaign • Social Media Planning to • Micro site with compelling
KLM Fly For Fortune identify target audience and and exciting online Pixar-
worldwide with these social sites in 58 countries style flying game, where
objectives: participants can personalize
• Seed viral game trailer in 58 their plane, create their own
• Create Buzz & Free PR countries and 10 languages character, choose their
• Improve Brand Likeability to social influentials, video favorite destination and take
• Create Engagement & sharing sites, forums, blogs off
Advocacy and social networks around
• Acquire Opt-in E-mail the world • Players who finish the flight
Addresses successfully can choose a
• Increase Number of Online hangar to see if they have
Bookings won free KLM tickets or a
• Increase Online Ticket Sales Round-the-World ticket

17. Use of Media
The interactive campaign Fly For Fortune
incorporated natural seeding to social
influentials, blogs, forums, travel
communities, video sharing sites (YouTube,
MetaCafe), social networks (Facebook,
MySpace)
KLM media: print ads in-flight magazine, e-
mail marketing list and on-site promotion

18. Results
RESULTS AWARENESS & BRANDING
• KLM flew to viral success with Fly For Fortune and dominated the internet without buying attention
• Campaign Comments: over 90% rated the game as excellent or very cool: “Pixar alike”
• The viral campaign generated 220.000 clicks, with a media value of € 110.000 (by Media Agency)
• The WOM value of the viral campaign was rated with a PR value of € 300.000 (by PR Agency)
• Awareness up 11%, Likeability up 16%, Purchase Intent up 9% (by Metrix Lab)
• Campaign won the Bronze Esprix and the Bronze IMC Europe Award
RESULTS TRIAL & TRAFFIC
• 8 million viral clip views in 90 days
• 1,1 million game plays
• 787.000 visitors directed to www.klm.com/fortune
• 210.000 new opt-in e-mail leads generated
• Tell-a-friend respondents: 34%
• Number of blog posts: > 160
• Number of video portal posts > 120
• Google PageRank Flyforfortune.com: 6/10
• ROI of 1.200% (total campaign costs: ticket sales)

20. Case Study: Lenovo
CHALLENGE STRATEGY CONCEPT
• Building the Lenovo • To bring a real insider's • Recruit 100 athletes from 25
corporate reputation perspective on what is countries across 29 sports
• Raising awareness of the happening during the Games disciplines to blog their
Lenovo brand and products to fans at home around the Olympic experiences.
globally in key priority world • Each was given a Lenovo
markets • The Voices site was laptop and Flip camera as an
• Increasing relevance of promoted online through a incentive. The agency will
Lenovo products among series of interactive ad units, also be blogging over the
consumers globally a Facebook application and course of the games under
• Involving employees in the a Zumobi mobile application. Lenovo Blogs.
excitement of the Olympics
with a “Marketing 2.0” effort

21. As we finished
the competition on pommel
I'm really loving
I am so happy that I was horse and secured the bronze
They have all been Lenovo! They provided the
able to come away from the medal, it became a very emotional
telling me what a huge tools (a laptop and camera) I
Olympic Games with a medal! They moment for me. At the time I didn't realize
evement winning Gold is. I simply type. And let me tell you, its nice
only pass out three of them every four that NBC had a camera on me, but I found
hat but frankly the enormity ofyears, and for me to win one is amazing. to know there are people out there that
out later on that I was crying on TV. I honestly
will generated has caught me bywas so happy to be able to drape the want to hear about your rambling.
I couldn't hold back the tears at that moment. It
Honestly enough it really has not American flag over myself and run a But, this isn't the real reason I love was the culmination of what I had trained for
me, I am still the same Abhinav victory lap, I instantly saw Bren and Lenovo. Let me tell you why I think they are my entire life, and I wanted to be on that floor
a day ago was hanging around Harold and got to share the moment great!... These guys were great! Customer sharing in that moment with those guys. I
e in my room in the Olympic with them. My mom was so and Client Service -- Grade A. I have used a got down on the floor and I told each
... That in no way means that happy. lot of various laptops over the years, and guy how impressed and proud I was
his is not the most intense without a doubt I can say that none of what they accomplished.
experience of my life. measure up to Lenovo.
Abhinav Bindra: The day David Oliver: 2008 Olympic Games Dave Durante: What a
Nicole Forrester: I Love
after!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! Bronze Medalist!! Day!!!
LENOVO
August 11, 2008 August 21, 2008 August 13, 2008
August 24, 2008
Comments: 926 Comments: 152 http://nicole-forrester.blogspot.com/ Comments: 51
URL: http:// http://durante08.blogspot.com/
http://davidoliverhurdles.blogspot.com/2008/08/2008-
abhinavbindra.blogspot.com/2008/08/ 2008/08/what-day.html
olympic-games-bronze-medalist.html
day-after.html

22. Use of Media
• Total Unique Monthly Visitors Reached via Social Media – 10,404,344
• Total Social Media Mentions- 202 sites
• Lenovo Unique Site Visitors – 1,600,200+
• Total number of athlete posts – 1500+
• Total number of comments on athlete blogs – 8092
• Zumobi Mobile Downloads – 60,000+
• Facebook Application Downloads – 250,000+
• 2 accounts • 2 accounts • 4 accounts • 245,913 App • 230 stories tagged
• 226 Updates Installations
• 843 photos • 32 videos uploaded • 1,585 others have
uploaded • 218 Lenovo Followers • 1.35 million tagged our stories
• 4447 Views*
pageviews
• 6587 Views • 5000 Aggregated
• *Within just 4 days
before IOC removed followers for dchurbuck, • 1.7+ million user
videos rohitbhargava, generated actions
catchuplady, stevie_glas
Mainstream Media Mentions

23. Result
• Successfully reached the ambitious target of recruiting 100 athletes in less than 3
months from around the world to participate
• More than 1.6 million people visited the Voices site and an untracked number
interacted with the Lenovo experience through branding on our athlete blogs over the
course of 1 month
• The athletes created more than 1500 blog posts and received over 8000 comments
from Olympic fans around the world
• The Voices site was mentioned on more than 200 social media sites, including Cnet
Asia, reaching a combined audience of over 10 million readers
• The campaign was also mentioned prominently in mainstream global media including
WSJ, USAToday, Times of India and others
• Our onsite team created over 800 images, 35 videos and dozens of blog posts sharing
real voices from the Games with the world
• The site was used as the “homepage” in every Lenovo staffed i-Lounge in the athlete’s
village and media center, reaching more than 25,000 athletes and journalists each time
they used a machine

24. Lenovo Share Of Voice:
Lenovo Share Of Voice
Volume of posts versus the
Volume of posts with
other 2 top performing WW
brand mentions versus
Sponsor brands using social
other WW Sponsors
media

25. Social Media Cycle
berita menjadi
mainstream di
Kompas cetak dan
diikuti dukungan di
Facebook
akhir Mei 2009
dimuat di blog
Ndorokakung,
Dailysocial dan
Primaaironline
akhir 2008 berita awal Juni masuk
dimuat di ke Detik.com &
mediakonsumen.com Kompas.com
tempointeraktif.com
dan detik.com

27. Media Mix
Introducing New Menu Item: Cut from Conventional Media
Grilled Chicken Flatbread Sandwich 6.4%
60.0%
Reinvested 13.6% in Online
50.0%
5pt Gain!
% Aided Awareness
40.0%
30.0% 20% of Broadcast
Budget
20.0%
Retu ed
Dim t of
rns
inish
10.0% Poin
0.0%
Ad Frequency
(or Budget)

28. Key Takeaway
• Use a new media mix to maximize your Return on
Investment
• Use social media as part of media mix and combine with
conventional media
• Understand your target market and involve them to co-
create your brand

29. Andi S. Boediman
Creative entrepreneur
Chief Innovation Consultant