Snapshot of the Big 4 social media presence in Luxembourg & possible optimization

1. Social
media
For Serious Business
Snapshop of the Big 4 media presence
in Luxembourg
and possible optimization

2. Statement:
Most consulting companies are reluctant to use
Social Media
“It might affect our credibility as
experts”
“Potential customers know how
to find us”
“We already know who our
customers are…”
“Our customers are not on
Social Media”
“Facebook is a fad for kids”(“let’s
use it only for recruitment purpose”)

3. Premise:
Consulting business is not different!
Knowledge is a product like other :
• It needs a Marketing Strategy
• It needs good communication Paths
• It needs Sales efforts
Social Media can help!

4. B2B Social media insights
Source: Forrester research &
Marketing Q1 2010

5. Social Media opportunities:
• Drive more traffic to your company website
• Demonstrate your expertize
• Zoom on specific parts of the business you want to promote
• Enrol new motivated staff members
• Acquire new clients
• Build customer loyalty
• Gain valuable market research for innovation
• Develop a community of “brand advocates”
• Increase search engine exposure from multiple social sites

6. Big 4 social presence in Luxembourg
Yes
Yes
Yes
Yes
Target
group
Young
graduates
?
Young
graduates
Young
graduates
Fans
1176
99
222
1258
Engagement
Low
None
Low
Low
Men>on
on
na>onal
website
Yes
No
Yes
No
/*
/*
Yes
Yes
Followers
44
391
Engagement
None
None
Men>on
on
na>onal
website
Yes
No
Yes
Yes
/*
Yes
Company
profile
yes
yes
/
Followers
1724
742
Groups
Employees
(closed)
/
Alumni
+
employees
(closed)
Men>on
on
na>onal
website
Yes
No
No
Yes
Yes
/*
Yes
Followers
17
16
6
Men>on
on
na>onal
website
Yes
Yes
No
/
/
/
/

7. Actual Social Media approach:
Maximum control – Maximum security
• Push mode: broadcasting, no dialogue
• No activation, no engagement
• Lot of valuable content…
… That potential customer has to search for
… In a non web-friendly format
… Difficult to share
(Too much information kills information, right?)
• Customer centricity ?

8. Other game, other rules!

9. Mesure
Listen React Engage
conversation
Manage your Social presence

10. Monitoring
Track what is being said about:
• Your brand
• Key people in your organization
• Your competitors
• Your key activities topics
• On social media,
• Websites,
• blogs,
• Forums,
• Newsgroup,
• Online press,
• …

11. Business Intelligence
Feed your CRM
Identify:
• key influencers
• Potential leads
• Unsatisfied customer/staff members
• New customer needs
Spot groups/places where your hot topics
are discussed
Gather competitive information

12. Engage!

13. The gift economy :
The more you give…
the more you receive
• helping someone solve a problem
• attending community events
• showing real interest in what someone
else is working on
• using your network to do something good
for the community
• demonstrating you implement people’s
suggestions

14. Conversation
On LinkedIn/Viadeo/Xing
• Train & coach company individuals to correct networking
attitude / personal branding
• Encourage staff to share company content
• Use group to make them connect with potential
customers
• Get them endorsed to attract more clients
Get individuals recognized as Experts

15. Conversation
On Facebook – Twitter
• Put the people in the Picture:
– Fans – followers - staff – clients
• Ask questions - solicit feedback
• Entertain – make people laugh
• Educate - Share helpful information
• Organise contest
• Give more visibility to your content (FB ads)
Dare to be disruptive!

16. What if you are criticized?
When communicating
• Don’t show irritation or be aggressive
• Don’t hide, communicate
• Listen – identify influencers
• Admit the facts, understand emotions, contextualize, be proactive
• Be open and honest about the problem, his causes & solutions
• No legal talk, be human
• Explain what you are doing to prevent the problem from happening again

17. So now…

18. So now…
What are you going to do?

19. Questions?
tre
Benoit Haesebrouck
@benoit_samanco
info@samanco.be
+32 479 98 95 02

20. licensing:
http://slideshare.net/benoit_samanco
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