IA Innovatief vermarkten. Sessie 2 Dado van Peteghem
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SOCIAL MEDIA STRATEGIE @dadovanpeteghem
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Transcript of IA Innovatief vermarkten. Sessie 2 Dado van Peteghem
SOCIAL MEDIA STRATEGIE
@dadovanpeteghem
• a digital consulting company
• founded in 2015, currently we are 15 people
• our mission is to help you finding a
new balance between the certainties
of your traditional business and the
opportunities of innovations in (digital) media
• our scope is everything in the digital
space, with focus on social, mobile, digital transformation, ...
• We work for large European clients
My first Internet memories…
Connected (internet)
Social
Digital
Analogue
Mobile
The Speed of Change…Exponential….
http://fisheye.eu/non-fictional-storytelling-virtual-reality/
We are in Digital Kindergarten :-)
Digital is becoming Business Critical
Waves of Digital Disruption
1995+ Music Photography Video Rental …
2010+ Print Media TV Travel HR …
2015+ Banking Healthcare Automotive Retail Education Telco Advertising?? …
2020+ All Safe havens will be subject to digital disruption …
INSPIRE
Introduction• Who uses
- Facebook - LinkedIn - Twitter - YouTube
- SlideShare - Instagram - Pinterest - Snapchat
België is topmarkt voor Snapchat26 juni 2015 - De Tijd
De chat-applicatie Snapchat is bijna nergens populairder bij tieners dan in ons land. Dat leert een enquête bij bijna 50.000 mensen uit 33 landen.
…in ons land is Snapchat nog vele malen populairder bij tieners dan elders in de wereld. Liefst 46% van de Belgische tieners zou het medium gebruiken. De ‘oververtegenwoordiging’ van tieners tegenover volwassenen loopt daarmee op tot een factor 9,29.
Snapchat
Some figures & facts…
Founded:
Users worldwide:
2004 - 11 years ago
1,4 billion
2,6 million
3,6 million
5,8 million
Founded:
Users worldwide:
2006 - 9 years ago
500 million
300.000
700.000
1.000.000
Founded
Users worldwide
2003 - 12 years ago
300 million
570.000
970.000
2.800.000
2010 2010 2012
300 mio 150 mio300 mio
What social media channels are suitable for realizing the objectives of Fost Plus?
5 Misconceptions about Social Media
1
I don’t have time for it.
Me neither ;-)
2
My target audience is not on there.
Yes they are.
3I don’t have anything to say.
It’s not about you, it’s about relevant or fun content.
4I prefer face to face networking. Why not both?
5It is all nonsense that is being posted.
You define your own network ;-)
Isn’t social media only for sexy brands?
Maersk Line Social
http://maersklinesocial.com/
Maersk Line Social
http://maersklinesocial.com/
B2B isn’t Boring - Maersk
http://www.forbes.com/sites/oracle/2013/08/19/maersk-lines-remarkable-b2b-social-breakthrough-1-million-facebook-fans/
Social media & mobile media go hand in hand…
The first hand-held mobile phone was
demonstrated by Dr Martin Cooper of
Motorola in 1973, using a
handset weighing 2 kg.
Source: Wikipedia
In 1983, the DynaTAC 8000x was the first to
be commercially available.
Source: Wikipedia
First iPhone in 2007
© In
Site
s C
onsu
lting
!!
70% hands over iPad to kids It’s becoming the modern Nanny PBS study http://insit.es/lv6TdH
We#post#status#updates,#pictures,#video,...#
##
86% of all tweets 68% of Facebook posts are#now#composed#on#mobile#devices!!!
!!
!
Buy a smartphone and a tablet :-) Content marketing = mobile!
ADVICE
CRISIS
CONTEXT
CLOSENESSCOLLABORATION
COMMUNICATION
CONVERSION CARE
COMMUNITY
The 7 C’s of Social Media
CLOSENESS
Show your DNA!
Share the small stories!
Show people!
SHOW MORE PEOPLE THAN PRODUCTS & SERVICES
Share your journey!
„De Gunfactor”http://www.frankwatching.com/archive/2013/02/28/activieer-de-gunfactor-van-je-organisatie-met-social-media-je-dna-als-usp/
Let content come from the heart.Show your DNA.
ADVICE
USING SOCIAL MEDIA FOR COMMUNICATION
ExternalContent
What content does engage our audience?
LOOK FOR SWEET SPOT CONTENT!
LOOK FOR SWEET SPOT CONTENT!
Announcements < Social Objects
Social objects…
It’s all about social objects.
It’s all about social objects.
It’s all about social objects.
Inspelen op het moment…
Get your own Tone of Voice
Content strategy 10 invalshoeken
Humor Nostalgie Herkenbare situatie
Human Interest
Exertise
Top topical
Nieuws Achter de schermen Opinie Product
Content marketing vs. Content driven commerce.
MAKE SURE YOU CARE
80% positief / 20% negatief
How to deal with conversations on social media?
Do you have to react on everything?The good, the bad, but NOT the ugly.
Always use the EPO-method
ADVICE
Use the EPO - method
Empathy Show compassion
Personal / Positive Never argue
Open for solutions Give a solution
Firedrill.....
Like, favorite posts
Reply to statements, links,…
Engage.
Reply in a creative way
ADVICE
WORK TOGETHER COLLABORATE
Intern... Medewerkers
WHERE WOULD YOU CLICK ON?
vs.
PEOPLE OVER BRANDS
EVERY TIME
The management sets the example
Extern... Klanten, fans,…
Interest Love Advocacy Co-creation Collaboration
Receive Engage Share Input
LATENT MANIFEST
Become one
The Connection funnel
Social Mediastrategy
Content Marketingstrategy
Ambassadorstrategy
Collaboration with people
THE SOCIAL MEDIA BLUEPRINTBRINGING IT ALL TOGETHER…
CONTENT
BLOGPOST
WHITEPAPER
PHOTO
VIDEO
WEBINAR
QUOTE
INFOGRAPHIC
SLIDESHARE
LIVESTREAM
PEOPLE
WEBSITE
SOCIALCHANNELS
NEWS LETTERS
BE PREPARED FOR A CRISIS
Rabobank Nieuwjaarsavond 2008
Snelle, transparante reactie vanuit Rabobank zorgt voor respect bij de
community!
Telenet iPad mini voor nieuwe klanten
@jcaudron
143K
@jcaudron
Telenet’s reaction…
Respond immediately during catastrophes and be serene after catastrophes.Be the trustworthy information source!
Uniform communication is key, it’s in the details!
Show your human side and communicate an official statement
Respond immediately during catastrophes and be serene after catastrophes.
Level 1 Level 2 Level 3 Level 4 Level 5
Title Bad customer serviceMarketing/communication
fail or bad campaignBad buzz Crisis / Poor governance Unforeseen disaster
People Involved
Community manager, Customer Care
Community manager, Customer Care, Brand
Community manager, Customer Care, Brand, PR
Community manager, Customer Care, Brand, PR,
Management
Community manager, Customer Care, Brand, PR,
Management
When are we replying?
As soon as possibleWhen Brand Coordinator
gives GO!When PR & Brand Manager
give GO!When Managment gives a
GO!When CEO gives a GO!
Where are we replying?
On the platform of complaint On the platform of complaint On the platform of complaintOn our website and all the
platformsOn our website and all the
platforms
Procedures CM => Cooridnator CareCM => Coordinator Care &
Coordinator BrandCM => PR, Coordinator Care
& BrandCM => PR, Management CM => PR, Mangement, CEO
2. Crisis Solution
Use monitoring tools. Know what’s being said online.
ADVICE
Monitoring of Fora, blogs, news sites, social mediaengagor.com
LEARN FROM THE CONTEXT
Monitor wat er gezegd wordt op sociale media.
ADVIES
Social listening
DON’T FOCUS ON CONVERSION ONLY
Only 1/10 updates on social media should be promotional.
CRISIS
CONTEXT
CLOSENESSCOLLABORATION
COMMUNICATION
CONVERSION CARE
COMMUNITY
The 7 C’s of Social Media
1. Actively use social networks yourself. Also the upcoming ones. 2. Buy a smartphone and a tablet :-) 3. Use monitoring tools. Know what’s being said online. 4. Reply in a creative way. 5. Determine whether you should reply. Always use the EPO-method. 6. Strive for the 2-4-8 rule. Quick responses on social media are essential. 7. Let content come from the heart. Show your DNA & remember the ‘company journalist’. 8. Know what’s being said about your sector on social media. Conduct a ‘Market Scan’. 9. Activate your ambassadors. Internal & external. 10. Make a bi-weekly content calendar.
ADVICES
THANKS ;-)
@DADOVANPETEGHEM @NICKVINCKIER
[email protected] [email protected]
DADO VAN PETEGHEMFounding partner
NICK VINCKIERConsultant
+32 474 82 68 07 +32 474 39 12 82
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