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Today
- Social media impact
- How to start a social media
campaign
- Usability
- Conversion optimization
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Spain and social media
• Number 1 in EU – Social media users
• 76% of the internet users have a
social media account
• Facebook most popular – 12 million
users
• Tuenti – 8 million users
Source :http://www.20minutos.es/noticia/934596/0/menores/redes/sociales/
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Facts
• 52 billion euro - Last two months online sale
Europe - (1.8 billion Spain)
• 16 million –Twitter’s most followed user
@ladygaga .
• 800 million – Have a Facebook account
• 35 hours– that is being uploaded through
Youtube every minute.
• 186 – The amount of videos that the average
user looks at per month (USA)
Source: Royal Pingdom
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Social media is about:
1. Reach Content
2. Attract Conversation Appreciation
3. Action Conversion
Source: Content to Conversion, Budeco 2010
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Social media is not…
• A goal
• To cover your real identity
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Start with formulating goals
• Which goals do you have?
– More profit?
– Image improvement?
– New employees?
– Awareness?
– Needs of your customers?
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What’s your online ambition?
Innovate
Create Develop a Social media
Facilitate app
Start your own forum Participate
Start your own
React discussion
Discuss several times Observe
React on postings
Just watch
Source: Social Media Ambition Model – Verdoold en Frijlink (2009)
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The conversation prism
Bron: http://www.theconversationprism.com/
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How do you use the
channels?
Content
Conversation Appreciation
Conversion
Source: Content to conversion, Budeco 2010
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Pick social media themes
• Subjects
– Activitities
– News, etc.
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Pick your social media keywords
Source: http://www.socialmediacheck.nl/valencia
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Schedule your channels
Hoeveelheid Content
Daily Tweet, Facebook Post, Reaction
Weekly Blog posts, Events
Monthly Video, Podcast, newsletter, case
Quarter Video (series), Whitepaper
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Measure your success
• It is difficult, but possible!
Source: http://metricsman.wordpress.com/2008/08/29/a-new-model-for-social-and-traditional-media-measurement/
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Exposure
• What is your potential reach?
– Amount followers, fans
– Amount views
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Activate
• How many are activated t by your
content?
– Amount of clicks
– Amount of messages based on your
content
– Amount of ‘retweets’
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Influence
• What was the influence?
• Influence on judgment?
• Reputation improvement?
