Marinos Voulgaris, Account Manager at OTEExcellent Presentation rob. It would be more than useful if you could send it to me in order to use it as a source for my thesis regarding the Social Media Marketing. Thanks in advance for your help and your consideration.10 months ago
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sergioblueMuy buena presentación que explica el social media1 year ago
Social media - A story on convers(at)ionPresentation Transcript
A story on
Convers(at)ion
By Rob van Alphen
Social Business Consultant
rob.van.alphen@lbigroup.be
twitter.com/Adgenius
What will
we talk about ?
Let’s skip the
history lesson …
#FFS
STOP SHOUTING !
having
second thoughts ?
(think again)
Many users
1.700.000.000 internet users
500.000.000 facebook users
150.000.000 blogs
75.000.000 twitter users
60.000.000 linkedin users
Active users
100.000.000 youtube video views
60.000.000 facebook status updates
50.000.000 tweets
10.000.000 facebook photo uploads
4.000.000 blog posts
EACH DAY !
Frequent users
Facebook surpasses Google as
N°1 US website
WHAAT ?!
Innovative users
Facebook Mobile
hits 150.000.000 users,
now bigger than Twitter
OK, but
what’s in it for us ?
Some benefits :
a summary
1. Reach
2. Speed / Ease of use
3. Natural SEO
4. Insights (market and consumer)
5. Targeting
6. 1-to-1 communication (personalization)
7. Relationship building
8. Get a ‘face’ (branding)
You forgot
low cost !
Not exactly :
It costs money to
- plan
- develop
- engage / moderate
forget
SOCIAL MEDIA
A social media strategy is shaped
by the corporate strategy …
A social strategy shapes
the corporate strategy !
Start the
CONVERS(at)ION
This is about reaching the top of
the engagement pyramid
6 Degrees of Participation
ROI
Empower Advocate
Collaborate
Participate Fan
Facilitate
Listen
Publish Indifferent
Build relationships
not databases
Many tools available …
Know your target group:
• The average social network user is 31
• The fastest growing demographic on Facebook is
women over 55
• The average ‘social gamer’ is a 43-year-old woman
WHO
WHAT
WHERE
WHY
listen
learn
act
identify your
evangelists
influential
≠
influencing
People don’t care
about the tools …
… they care about
getting things done !
BE AN
ARTIST
Do good
rather than
Look good
...
what else ?
Focus on building the house
(not the hammer)
vs
Shotgun Laser
Integration !
cross-
fertilization
the molecular
brand
Think outside of the
(internet-) box…
Take your community
OFFLINE !
At the end of the day
all happens in real life !
SOCIAL OPTIMIZATION
(come again ?!)
Social Optimization :
Subset of social media marketing.
Optimizing your exposure through social
media & generating public interest in your
content.
Social Optimization
10 golden rules :
1. Be ever present
2. Provide valuable content
3. Update often
4. Work cross channel
5. Make sharing easy
6. Participate
7. Encourage co-creation
8. Reward loyalty
9. Innovate
10. Be Human
Always remember these
wise words of one bald man …
“Can't please everyone, is
the secret to being
remarkable”
People ask :
what about ROI?
Monetization is a
consequence …
… not a starting point
ROI :
is calculated on your metrics, which are set
BEFORE you start.
Metrics :
are dual:
1) Quantitative (we know)
2) Qualitative
Quantitative : Qualitative :
(fairly easy) (not that easy)
• Visitors (unique/recurring) • Net Promotor Score (NPS)
• (return) Visits • Conversation share
• Customer Referral Value (CRV)
• Pageviews
• Brand Advocacy Quotient (BAQ)
• Time spent • Tone of Voice
• Friends / Followers • Sentiment
• Interactions (comments, posts, views,
votes, sharing, tags, search, installs,
downloads, subscriptions)
• Page rank
KPI: # total
% change
i.e. Facebook fanpage analysis
A simple example :
Let’s say you are a telecom provider selling mobile subscriptions...
1) Define your customer value:
• Product cost: €30/month
• Annual value: €360 (12 x €30)
2) Define the lead value by dividing your customer value through
the retention rate. Let’s say 70% of your customers remains
loyal for a year.
• Lead value: €252 (70% x €360)
3) Define the sales conversion rate. Let’s say 5% of leads converts
to a sale.
• Sale value: €12,6 (5% x €252)
This means that every lead on your website is worth €12,6.
Integrate this information in your Google Analytics Goals
settings to automatically calulate the value.
(HT @CSpenn)
There is NO standard
but you need to find a way to link performance to sales.
Acceptance of management on the chosen way is all you need,
no matter if it is perfect or not !
“ He uses statistics as a drunken man uses lamp ”
posts – for support rather than for
illumination.
[ Important stuff
coming up ]
Do not let social media become a
face(book)lift !
External changes require
internal changes
the
80%
RULE
80% of succes
is getting your company ready
20%
... only
is about technology
This is about becoming the
Über-Connected Organization
- Harvard Business Review
What we need are
reputation architects …
no holy grail
START
small !
do as Abraham Lincoln said:
“I walk slowly, but I don't
walk backwards”
If you wait for perfection,
you’ll never launch
Get in touch !
rob.van.alphen@lbigroup.be
PS: Thank you ! twitter.com/adgenius
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