Dado Van Peteghem - Publiek Centraal 2016

Going the extra mile on Social Media@dadovanpeteghem

@dadovanpeteghem

Duval Union Consulting Social Seeder

founding partner

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Ghent ;-)

@dadovanpeteghem

@dadovanpeteghem

@dadovanpeteghem

How to go the extra mile?

Social media is over the

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hype cycle…

TRIGGER

PEAK OF INFLATED EXPECTATIONS

TROUGH OF DISILLUSIONMENT

SLOPE OF ENLIGHTENMENT

PLATEAU OF PRODUCTIVITY

Yet… most organizations areusing social media only at

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10% of its potential.

They’re in 1.0 modus.

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WE CAN DO WAY

MORE

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FROM ... ... TO

The Business

Social Media

sidelines

Social in the core

2015 2016

#STIMAC

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DISPROPORTIONATELY RELEVANT

CONTENT PLAN

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BEING RELEVANT IS NOT ENOUGH

YOU NEED TO BE

disproportionately RELEVANT

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Your Organization

Target Group

DON'T START FROM YOUR OWN PERSPECTIVEIt will limit you to mediocre content

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Your Organization

Target Group

LOOK FOR THE CONTENT SWEET SPOTDisproportionately relevant

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LOOK FOR THE CONTENT SWEET SPOTDisproportionately relevant

@dadovanpeteghem

LOOK FOR THE CONTENT SWEET SPOTDisproportionately relevant

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SCALE YOUR CONTENT CONTEXT

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If you are a wine brand, what can your story be?Disproportionately relevant & scaled up

@dadovanpeteghem Mobile Vikings

https://www.feestjesophetwerk.be/

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9 OUT OF 10 POSTS SHOULD

NOT BE ABOUT YOUR

PRODUCT!

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Your Organization

Target Group

LOOK FOR THE CONTENT SWEET SPOTDisproportionately relevant

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BECOME A GLASS HOUSE: SHOW YOUR DNA!EMOTION IS TRIGGERING INTERACTION

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The management sets the example

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B2B ≠ BORING 2 BORING

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BECOME A GLASS HOUSE: SHOW YOUR DNA!EMOTION IS TRIGGERING INTERACTION

Activeer 'De Gunfactor'

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THE POETRY OF THE POST

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The right tone of voice

Formeel Informeel

Serieus

Matuur

Technisch

Institutie

Grappig

Jeugdig

Laag-drempelig

Persoonlijk

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It's really in the details!

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Create 'Social Objects'*

*things people like to share

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Create 'Social Objects'*

*things people like to share

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Seize 'The Moment'

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Integrate new formats

That’s how you grab the attention

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Integrate new formats

That’s how you grab the attentionhttp://www.slideshare.net/DearMedia/mastering-digital-disruption-in-retail

AWARENESS RESEARCH COMPARISON PURCHASE

MUSIC & PLAYSLISTS

CELEBRITYENDORSEMENTS

MEMES

QUOTES

PODCASTS

INFOGRAPHICS

GUIDES

PHOTOS

QUIZZES & SURVEYS

BLOG POSTS

ONLINETOOLS

ILLUSTRATIONS

BRANDEDVIDEOS

GUEST BLOGS

PRESS RELEASES

TRENDREPORTS

COMPETITIONS

ANIMATED VIDEOS

GAMES

TEMPLATES

EBOOKS NEWSLETTER

WIDGETS

DEMOVIDEOS

REPORTS &WHITEPAPERS

INTERACTIVE DEMOS

TESTIMONIALS

SLIDE DECKS

REVIEWS

PRODUCTFEATURES

WEBINARS

CHECKLIST

WORK EXAMPLES

RATINGS

CASE STUDIES

CALCULATIONS

DATA SHEET& PRICE GUIDE

EM

OTI

ON

AL

RA

TIO

NA

L

@dadovanpeteghem

Use the ‘Snapchats’. Really!

New channels = New opportunities

GEBicky Burger

Location based filters

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NATIVE ACTIVATIONS

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Imagine you want to make people recycle better

VS.

Would you upload a traditional spot on YouTube or go for a Vine activation?

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Imagine you want to make youngsters responsible towards alcohol

VS.

Would you post research results or start a #challenge on Instagram?

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Learn from the best!

Sinterklaas buys Coolblue for one million ginger nuts

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'Live' will be the battlefield

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OPPORTUNITY SPOTTING through SOCIAL LISTENING

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QUESTION: Whom of you HAS A MONITORING TOOL FOR SOCIAL?

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The problem: Most of us are only MONITORING FROM A CARE PERSPECTIVE

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While we could LISTEN TO SPOT OPPORTUNITIES

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Spotting opportunities through social listening

Monitoring millions of posts each day on topics ranging from the latest cute dog photo on the Purina pet food website to who was drinking Nescafe to real time recipe tweets.

Nestlé DAT

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Spotting opportunities through social listening

How a Little Research Earned 1,000,000 Impressions on Twitter KLM Surprise

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While everyone is talking about Big Data…

SOCIAL MEDIA is an

OPEN MARKET RESEARCH DATABASE

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SOCIAL GROWTH

ACCELERATION

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Likes don’t count.

Impressions do.

You need a bigger audience

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The solution: FOLLOW INTERESTING PEOPLE

1. 66 vannieuwkerke

2. 61 hansderidder

3. 61 liavanbekhoven

4. 59 andremeganck

5. 59 abeelec

6. 59 wielerman (Renaat Schotte)

7. 58 alaingerlache

8. 57 marcelsel

9. 57 vadderi

10. 56 stvn

11. 56 obk

12. 55 filletk

13. 55 jslefebvre

14. 54 cauwelaert

15. 54 davanac

16. 53 michelhenrion

17. 53 le_bux

18. 53 sbailly

19. 53 mdevrieze

20. 52 bartvanbelle

21. 52 nanske

22. 52 kristofvds

24. 51 harald1989

25. 51 johannemontay

26. 50 dropje

27. 50 coolskat

28. 50 samynwetstraat

29. 50 listraet

30. 50 tomnaegels

31. 49 gemarkeerd

32. 49 fakerholic

33. 49 barteeckhout

34. 49 samfeys

35. 49 my_l

36. 48 rikea

37. 48 philbruafp

38. 48 kevin_major

39. 48 pvangompel

40. 48 frederiktibau

41. 47 grosfilley

42. 47 jandemol

43. 47 philaloux

44. 47 tomvandeweghe

45. 47 ezraeeman

46. 47 raphaelcockx (de tijd)

47. 47 nonkelsam (De Standaard).

48. 46 blyaert (datanews)

49. 46 bartsturtewagen

50. 46 chrisvandegoor (sporza)

51. 46 anne_elle_be

52. 46 fdelaplace

53. 46 pvdmeersch

54. 46 marclooverbosch

55. 45 pieterjanvl

56. 45 mensbrugghe

57. 45 jamiebiese

58. 45 mehmetkoksal

59. 45 valerie_s_

60. 45 italbers

61. 45 gdcoster

62. 45 timverheyden

63. 45 rolandlegrand

64. 45 codip

65. 45 jandebackere

66. 45 matthdv

67. 44 rafweverbergh

68. 44 tgadisseux

69. 44 peterdelobel

70. 44 jdceulaer

71. 44 maartendegendt

72. 44 cowboy_carl

74. 44 guitariosott

75. 43 ninaism

76. 43 cedricgodart

76bis. 43 B_R_E_G_T (Bregt Vermeulen, Voetbalmagazine)

76tris. 43 ShowbizzBart

77. 42 himad

78. 42 mariodanneels

79. 42 fr3db

80. 42 corinebarella

81. 42 jonasmuylaert

82. 41 heirbar

83. 41 bartstoffels

84. 41 heidischoefs

85. 41 zeli

86. 41 goedeleliekens

87. 41 slemlevrai

88. 41 roelverrycken

89. 41 petergorle

90. 40 koenvervloesem

91. 40 brunokon

92. 40 ddeckmyn

93. 40 mediarescue

94. 40 cedricpt

95. 40 karst

96. 40 frankrenout

97. 39 hvangool

98. 39 joanroels

99. 39 yvesd

100. 39 bartdobbelaere

@dadovanpeteghem

The solution: SHOW PEOPLE THE WAY

@dadovanpeteghem :-)

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The solution: WHAT ABOUT YOUR COLLEAGUES?

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The solution: HACK YOUR GROWTH

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AMBASSADOR STRATEGY

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The connection funnel

INTEREST LOVE ADVOCACY CO-CREATION COLLABORATION

Receive Engage Share Input

LATENT

Become one

MANIFEST

Social Media

strategy

Content Marketing

strategy

Ambassador strategy

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Where would you click on?

VS

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PEOPLE OVER BRANDS every time.

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Company reach

Ambassador reach

10.00010.00010.000

30.000

fans

followers

followers

followers

x 6% organic

1.800 REACHED

=

10 ambassadors

x 220 amplification

2.200 REACHED

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MARKETING TO THE PEOPLE

MARKETING THROUGH THE

PEOPLE>

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SOCIAL SELLING

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In a B2B environment, the power of social media is in the network of your people

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In a B2B environment, the power of social media is in the network of your people.

3.418 connections 317 followers

>

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“Go find me the online marketing manager of Coca Cola”

He likes snowboarding & classic cars ;-)

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LinkedLook further thanSocial media in B2B

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COMMUNITY BUILDING

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HOW ORGANIZATIONS SEE social media

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HOW ORGANIZATIONS SEE social media

WHAT A community

LOOKS LIKE

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WHAT A community

LOOKS LIKEMobile Vikings

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Connect people around a relevant topic

powered by a brand instead of

connecting them to the brand itself

Mobile Vikings

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TOOLS 2.0

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@dadovanpeteghem

F*CK THE

KPIS

@dadovanpeteghem

/

@dadovanpeteghem

@dadovanpeteghem

@dadovanpeteghem

CONTENT SALES

CONVERSATIONAL SALES&

EXPERTISE PERSONALITY

Pick your top 3 to accelerate

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AmbassadorStrategy

Native Activations

Opportunity spotting through Social Listening

Community Building

Social Selling

Disproportionately Relevant

Content Plan

Social Growth Acceleration Tools 2.0

Bet on Serendipity

The Poetry of the Post

@dadovanpeteghem

GO ALL-INSTEP UP YOUR SOCIAL GAME ;-)

@dadovanpeteghem

You will have to go the

extra mile to pull off social

media 2.0. 

Nobody said it was easy :-)

@DADOVANPETEGHEM @NICKVINCKIERdado.vanpeteghem@duvalunion.com nick.vinckier@duvalunion.com

DADO VAN PETEGHEMFounding Partner

NICK VINCKIERStrategy Consultant

+32 474 82 68 07 +32 474 39 12 82

We can help you go the extra mile ;-)

Some of the clients we helped to go the extra mile on social media

@dadovanpeteghem

Dado Van Peteghem - Social Media Day 2015

Going the extra mile on Social Media