Social Mediaby SanderVanLingen @

Social Media

Internet & Web 2.0 techniques

= Communicate

= Participate

= Share

= User-generated content

"een groep internetapplicaties die gebruik maken van de ideologie en de technologie van Web 2.0 en de creatieve uit wisseling van User Generated Content” (bron Kaplan & Michael, 2010)

Social Media - Functions

= (micro) Blogging

= Co-creation

= Podcasting

= Reviews & ratings

= Share

= Tagging

Social Media – Why?

the Labor force is increasing

Social Media – Why?

the next generation on the Labor force is on social media

Social Media – Why?

Traffic from Social Media > Google

Social Media Landscape

Social Media – Rules!

B – your self

B – responsible

B – honest

B – respectful

B – critical (also on yourself)

B – transparent (fact vs opinion)

B – professional

B – relevant, add value & share your source

B – aware of laws & restrictions

B – part of the dialog

Social Media Strategy Steps

Step 1. Investigate

Listen

= who talks about you

= what is the sentiment

= where are they talking about

= who are the influencers

= what interests them

= what are the opportunities or threats

Do not forget to investigate your competitors

Step 2. Plan

a. Set goals

b. Set targets

c. Choose your ‘Social’ Marketing Mix (SMM)

d. Align your process & tools

Step 3. Execute

a. Create your base & activate tools

b. Create content

c. Communicate (AIDA)

d. Engage

e. Continue

f. Measure

Step 3. Execute

Step 3. Execute - Engage

Step 4. Evaluate – Return On Influence

Reach x FrequencyTime Spent

Influence =

Return = Conversion & online sentiment

Increase the Return – by increasing the Engagement > interest your target group – 2 – increase reach > start communicating – 2 – create the like-factor