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Social media - A story on convers(at)ion
Social media - A story on convers(at)ion
Social media - A story on convers(at)ion
Social media - A story on convers(at)ion
Social media - A story on convers(at)ion
Social media - A story on convers(at)ion
Social media - A story on convers(at)ion
Social media - A story on convers(at)ion
Social media - A story on convers(at)ion
Social media - A story on convers(at)ion
Social media - A story on convers(at)ion
Social media - A story on convers(at)ion
Social media - A story on convers(at)ion
Social media - A story on convers(at)ion
Social media - A story on convers(at)ion
Social media - A story on convers(at)ion
Social media - A story on convers(at)ion
Social media - A story on convers(at)ion
Social media - A story on convers(at)ion
Social media - A story on convers(at)ion
Social media - A story on convers(at)ion
Social media - A story on convers(at)ion
Social media - A story on convers(at)ion
Social media - A story on convers(at)ion
Social media - A story on convers(at)ion
Social media - A story on convers(at)ion
Social media - A story on convers(at)ion
Social media - A story on convers(at)ion
Social media - A story on convers(at)ion
Social media - A story on convers(at)ion
Social media - A story on convers(at)ion
Social media - A story on convers(at)ion
Social media - A story on convers(at)ion
Social media - A story on convers(at)ion
Social media - A story on convers(at)ion
Social media - A story on convers(at)ion
Social media - A story on convers(at)ion
Social media - A story on convers(at)ion
Social media - A story on convers(at)ion
Social media - A story on convers(at)ion
Social media - A story on convers(at)ion
Social media - A story on convers(at)ion
Social media - A story on convers(at)ion
Social media - A story on convers(at)ion
Social media - A story on convers(at)ion
Social media - A story on convers(at)ion
Social media - A story on convers(at)ion
Social media - A story on convers(at)ion
Social media - A story on convers(at)ion
Social media - A story on convers(at)ion
Social media - A story on convers(at)ion
Social media - A story on convers(at)ion
Social media - A story on convers(at)ion
Social media - A story on convers(at)ion
Social media - A story on convers(at)ion
Social media - A story on convers(at)ion
Social media - A story on convers(at)ion
Social media - A story on convers(at)ion
Social media - A story on convers(at)ion
Social media - A story on convers(at)ion
Social media - A story on convers(at)ion
Social media - A story on convers(at)ion
Social media - A story on convers(at)ion
Social media - A story on convers(at)ion
Social media - A story on convers(at)ion
Social media - A story on convers(at)ion
Social media - A story on convers(at)ion
Social media - A story on convers(at)ion
Social media - A story on convers(at)ion
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Social media - A story on convers(at)ion

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Social Media - A story on convers(at)ion.

Social Media - A story on convers(at)ion.

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  • 1. A story on Convers(at)ion By Rob van Alphen Social Business Consultant rob.van.alphen@lbigroup.be
  • 2. twitter.com/Adgenius
  • 3. What will we talk about ?
  • 4. Let’s skip the history lesson …
  • 5. #FFS STOP SHOUTING !
  • 6. having second thoughts ? (think again)
  • 7. 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
  • 8. 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 !
  • 9. Frequent users Facebook surpasses Google as N°1 US website WHAAT ?!
  • 10. Innovative users Facebook Mobile hits 150.000.000 users, now bigger than Twitter
  • 11. OK, but what’s in it for us ?
  • 12. 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)
  • 13. You forgot low cost !
  • 14. Not exactly : It costs money to - plan - develop - engage / moderate
  • 15. forget SOCIAL MEDIA
  • 16. A social media strategy is shaped by the corporate strategy …
  • 17. A social strategy shapes the corporate strategy !
  • 18. Start the CONVERS(at)ION
  • 19. This is about reaching the top of the engagement pyramid
  • 20. 6 Degrees of Participation ROI Empower Advocate Collaborate Participate Fan Facilitate Listen Publish Indifferent
  • 21. Build relationships not databases
  • 22. Many tools available …
  • 23. 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
  • 24. listen learn act
  • 25. identify your evangelists
  • 26. influential ≠ influencing
  • 27. People don’t care about the tools …
  • 28. … they care about getting things done !
  • 29. BE AN ARTIST
  • 30. Do good rather than Look good
  • 31. ... what else ?
  • 32. Focus on building the house (not the hammer)
  • 33. vs Shotgun Laser
  • 34. Integration !
  • 35. cross- fertilization
  • 36. the molecular brand
  • 37. Think outside of the (internet-) box…
  • 38. Take your community OFFLINE !
  • 39. At the end of the day all happens in real life !
  • 40. SOCIAL OPTIMIZATION (come again ?!)
  • 41. Social Optimization : Subset of social media marketing. Optimizing your exposure through social media & generating public interest in your content.
  • 42. 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
  • 43. Always remember these wise words of one bald man …
  • 44. “Can't please everyone, is the secret to being remarkable”
  • 45. People ask : what about ROI?
  • 46. Monetization is a consequence …
  • 47. … not a starting point
  • 48. ROI : is calculated on your metrics, which are set BEFORE you start.
  • 49. Metrics : are dual: 1) Quantitative (we know) 2) Qualitative
  • 50. 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
  • 51. i.e. Facebook fanpage analysis
  • 52. 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)
  • 53. 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 !
  • 54. “ He uses statistics as a drunken man uses lamp ” posts – for support rather than for illumination.
  • 55. [ Important stuff coming up ]
  • 56. Do not let social media become a face(book)lift !
  • 57. External changes require internal changes
  • 58. the 80% RULE
  • 59. 80% of succes is getting your company ready 20% ... only is about technology
  • 60. This is about becoming the Über-Connected Organization - Harvard Business Review
  • 61. What we need are reputation architects …
  • 62. no holy grail
  • 63. START small !
  • 64. do as Abraham Lincoln said: “I walk slowly, but I don't walk backwards”
  • 65. If you wait for perfection, you’ll never launch
  • 66. Get in touch ! rob.van.alphen@lbigroup.be PS: Thank you !  twitter.com/adgenius

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