InternetmarketingSocial mediaKom verder. Saxion.         Andreas van der Weijde                      p.a.vanderweijde@saxi...
Kom verder. Saxion.                      Today- Social media impact- How to start a social media  campaign- Usability- Con...
Kom verder. Saxion.       Spain and social media• Number 1 in EU – Social media users• 76% of the internet users have a  s...
Kom verder. Saxion.                      Facts• 52 billion euro - Last two months online sale  Europe - (1.8 billion Spain...
Kom verder. Saxion.             Case Liz’s cupcakes
Kom verder. Saxion.      How to start with social              media?
Kom verder. Saxion.           Social media is about:1. Reach                                Content2. Attract             ...
1. GoalKom verder. Saxion.
Kom verder. Saxion.          Social media is not…• A goal• To cover your real identity
Kom verder. Saxion.Start with formulating goals• Which goals do you have?     –   More profit?     –   Image improvement? ...
Kom verder. Saxion.     What’s your online ambition?                            Innovate                             Creat...
Kom verder. Saxion.  What is your online focus?
2. AudienceKom verder. Saxion.
Kom verder. Saxion.    Determine your audience                      Bron: http://www.flowtown.com/blog/social-media-demogr...
Kom verder. Saxion.                  Where are they?
Kom verder. Saxion.          What are they doing?
Kom verder. Saxion.      What are they doing(2)?
Kom verder. Saxion.   What do they want, value?• Pleasure, profit• Practical• Curious• Identity/Status• Influence
3. ChoicesKom verder. Saxion.
Kom verder. Saxion.  Choose your channels and        possibilities
Kom verder. Saxion.      The conversation prism                      Bron: http://www.theconversationprism.com/
Kom verder. Saxion.            How do you use the                channels?                           Content           Con...
Kom verder. Saxion.       Pick social media themes• Subjects     – Activitities     – News, etc.
Kom verder. Saxion.Pick your social media keywords                        Source: http://www.socialmediacheck.nl/valencia
Kom verder. Saxion.      Schedule your channels  Hoeveelheid         Content  Daily               Tweet, Facebook Post, Re...
4. ExecuteKom verder. Saxion.
Kom verder. Saxion.          Automate publishing
Kom verder. Saxion.                      1. Reach
Kom verder. Saxion.                      2. Attract
Kom verder. Saxion.                      3. Action
5. EvaluateKom verder. Saxion.
Kom verder. Saxion.         Measure your success• It is difficult, but possible!         Source: http://metricsman.wordpre...
Kom verder. Saxion.                      Exposure• What is your potential reach?     – Amount followers, fans     – Amount...
Kom verder. Saxion.                      Activate• How many are activated t by your  content?     – Amount of clicks     –...
Kom verder. Saxion.                      Influence• What was the influence?• Influence on judgment?• Reputation improvement?
Kom verder. Saxion.                      Action• Sales• Requests• Information
Kom verder. Saxion.                      Case                       Source: http://www.achtung.nl/awards/2008/sultanamrjum...
Kom verder. Saxion.                      Goal• More profit• Retrieve customer information• Give a boost to a promotion• Cr...
Kom verder. Saxion.                      Target group• Cookies lovers• Value -> pleasure
Kom verder. Saxion.    Choices and possibilities• Hyves (Dutch Tuenti)• Flickr• Youtube• E-card
Kom verder. Saxion.
Kom verder. Saxion.
Kom verder. Saxion.
Kom verder. Saxion.
Kom verder. Saxion.
Kom verder. Saxion.
Kom verder. Saxion.                      Evaluate• Success
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Starting with social media

  1. 1. InternetmarketingSocial mediaKom verder. Saxion. Andreas van der Weijde p.a.vanderweijde@saxion.nl
  2. 2. Kom verder. Saxion. Today- Social media impact- How to start a social media campaign- Usability- Conversion optimization
  3. 3. Kom verder. Saxion. 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/
  4. 4. Kom verder. Saxion. 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
  5. 5. Kom verder. Saxion. Case Liz’s cupcakes
  6. 6. Kom verder. Saxion. How to start with social media?
  7. 7. Kom verder. Saxion. Social media is about:1. Reach Content2. Attract Conversation Appreciation3. Action Conversion Source: Content to Conversion, Budeco 2010
  8. 8. 1. GoalKom verder. Saxion.
  9. 9. Kom verder. Saxion. Social media is not…• A goal• To cover your real identity
  10. 10. Kom verder. Saxion.Start with formulating goals• Which goals do you have? – More profit? – Image improvement? – New employees? – Awareness? – Needs of your customers?
  11. 11. Kom verder. Saxion. What’s your online ambition? Innovate Create Develop a Social media Facilitate appStart your own forum Participate Start your own React discussionDiscuss several times Observe React on postingsJust watch Source: Social Media Ambition Model – Verdoold en Frijlink (2009)
  12. 12. Kom verder. Saxion. What is your online focus?
  13. 13. 2. AudienceKom verder. Saxion.
  14. 14. Kom verder. Saxion. Determine your audience Bron: http://www.flowtown.com/blog/social-media-demographics-whos-using-which-sites/
  15. 15. Kom verder. Saxion. Where are they?
  16. 16. Kom verder. Saxion. What are they doing?
  17. 17. Kom verder. Saxion. What are they doing(2)?
  18. 18. Kom verder. Saxion. What do they want, value?• Pleasure, profit• Practical• Curious• Identity/Status• Influence
  19. 19. 3. ChoicesKom verder. Saxion.
  20. 20. Kom verder. Saxion. Choose your channels and possibilities
  21. 21. Kom verder. Saxion. The conversation prism Bron: http://www.theconversationprism.com/
  22. 22. Kom verder. Saxion. How do you use the channels? Content Conversation Appreciation Conversion Source: Content to conversion, Budeco 2010
  23. 23. Kom verder. Saxion. Pick social media themes• Subjects – Activitities – News, etc.
  24. 24. Kom verder. Saxion.Pick your social media keywords Source: http://www.socialmediacheck.nl/valencia
  25. 25. Kom verder. Saxion. Schedule your channels Hoeveelheid Content Daily Tweet, Facebook Post, Reaction Weekly Blog posts, Events Monthly Video, Podcast, newsletter, case Quarter Video (series), Whitepaper
  26. 26. 4. ExecuteKom verder. Saxion.
  27. 27. Kom verder. Saxion. Automate publishing
  28. 28. Kom verder. Saxion. 1. Reach
  29. 29. Kom verder. Saxion. 2. Attract
  30. 30. Kom verder. Saxion. 3. Action
  31. 31. 5. EvaluateKom verder. Saxion.
  32. 32. Kom verder. Saxion. 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/
  33. 33. Kom verder. Saxion. Exposure• What is your potential reach? – Amount followers, fans – Amount views
  34. 34. Kom verder. Saxion. Activate• How many are activated t by your content? – Amount of clicks – Amount of messages based on your content – Amount of ‘retweets’
  35. 35. Kom verder. Saxion. Influence• What was the influence?• Influence on judgment?• Reputation improvement?
  36. 36. Kom verder. Saxion. Action• Sales• Requests• Information
  37. 37. Kom verder. Saxion. Case Source: http://www.achtung.nl/awards/2008/sultanamrjummy/NL/
  38. 38. Kom verder. Saxion. Goal• More profit• Retrieve customer information• Give a boost to a promotion• Create a hype with Mr. Jummy
  39. 39. Kom verder. Saxion. Target group• Cookies lovers• Value -> pleasure
  40. 40. Kom verder. Saxion. Choices and possibilities• Hyves (Dutch Tuenti)• Flickr• Youtube• E-card
  41. 41. Kom verder. Saxion.
  42. 42. Kom verder. Saxion.
  43. 43. Kom verder. Saxion.
  44. 44. Kom verder. Saxion.
  45. 45. Kom verder. Saxion.
  46. 46. Kom verder. Saxion.
  47. 47. Kom verder. Saxion. Evaluate• Success

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