Social Media@SanderVanLingen

Social Media

Internet & Web 2.0

= communiceren

= interactief

= delen

= user-generater 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)

Web 2.0

Internet & Web 2.0

= bloggen

= co-creatie

= ratings

= share

= taggen

Stap – voor – Stap

1. Investigate

2. Plan

3. Execute

4. Evaluate

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 2. Plan - Goals

• Branding

• Increase Brand awareness & Improve Reputation

• Influence

• Increase reach & influence on sentiment

• Engagement

• Increase loyalty

• ROI

• Increase Demo requests, Sales, Applicants or Hires

• Decrease time or budget

Step 2. Plan - Target

Target

Conversion

Engagement

Influence

Step 2. Plan - Target

Influence Engagement Conversion

# Connections # ReTweets # Click troughs

# Fans # Subscribers # Leads

# Followers # Likes # RFI’s

# Discussions # Comments # Demo requests

# Tweets # Likes # Sales

# Page views # Applicants

# Pages / visit # Hires

# Avg time on site

examples

Step 2. Plan - SMM

Step 3. Execute

a. Create your base & activate tools

b. Create accounts

c. Create content

d. Engage & Communicate

e. Continue

Step 3. Execute

Create a Buzz within your company & use AIDA

Attention = create awareness & educate

Interest = make it fun, relevant & show results

Desire = highlight those who participate

Action = help employers to activate & participate

Step 3. Execute - engage

• 350 connections

• 200 friends

• 450 followers

Step 3. ExecuteCompany

Employers

Connections (2nd)

Step 4. Evaluate - Return on Influence

Reach x Frequency

Time SpendInfluence =

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