[MShow] Marketing with Social Media

Emmanuel Vivier

Emmanuel runs the leading social media company in the world. He employs 95 people in his company, and he essentially helps companies (think brands) spread the word using power of social media. How? Amongst other ways, he has 6000 bloggers on his “books” that he utilises to spread the word of his customers

His company helps initiate the word of mouth process. He is not a magician, and he cannot change peoples mind, but he can amplify the buzz. He can create and give client’s access to tools to spread the word.

Platform of 6000 bloggers are asked to test products, share opinion with audience. They are the new influentials. Some of them run own websites/blogs that have 10 000 to one million visitors per month. Thus reach millions of people are reached. Lot more credible. There is a conversation happening.

How does a campaign get started? Need to find way to incentivise the bloggers, by giving them a good experience, exclusivity, etc.

Not one strategy fits all the markets. Religion has been spread via word of mouth. Works because people trust opinion.

It is important to realize there is no offline consumer or online consumer. There is only one consumer that you can simply reach in different ways. Using blogging only to spread the word would be irresponsible. You need 360 degree approach.

Before it was about getting audience to your site, now you reach them wherever they are. Must offer different formats for your message. RSS or email or facebook. You must be everywhere. You can target precisely who you are speaking to.

If you want to be part of community, you need to bring value to the table. Give things, otherwise you are abusing benefits of community, and not contributing to it.

Dove Evolution did not spend a penny on media placement, yet they got 20 million views on their campaign. Also, there were plenty of parodies. This is what happens with user generated content. (campaignagainstreallife).

Traditional advertising is challenged but not dead. It is difficult to stand out of the clutter. Advertising lies, distorts truth. Consumers can see through it. (www.Bringtheloveback.com)

There is a loss of credibilit: 76% of consumers don’t believe companies are telling the truth.

Companies are having to spend 40% more to reach 50% less over last 10 years (tv).

Web 2.0 craze. People now have tools to exchange opinions. Before, companies were printing content, and consumer read it. Now there is a conversation. People talk back.

“The people formerly known as the audience. “

Facebook’s “population” would make it the 23^rd largest county in world (between UK and Italy).

People compare, research online. Word of mouth can be a message spread to unlimited number of people. Viral marketing, make it easy

Is your website well optimised for Google? Wikipedia entry is not written by you, but it could be about you.

Word of mouth does not have to be used by “sexy” industries like movies and PC games. Emmanuel showed us examples of how he can engage an audience around a steel manufacturer.

His final message is to make your message surprising, exciting. Give the audience something unexpected.