Bedenk goed wat je met Social Media doet!

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Social media zijn hot en terecht. Maar net als met zoveel dingen die (ineens) hot zijn, zullen veel mensen (lees: medianderthaler marketeers) zeggen: ‘dat wil ik ook!’.
De afgelopen jaren werden veel bureaus gek van de vragen als: ‘doe mij ook zo’n viral’ of ‘we moeten ook in Second Life’ en nu dus ‘doe ons ook iets met social media’.

En daar wringt vaak de schoen. Want met het aanmaken van een Hyvespagina, een Twitteraccount of een Youtube-kanaal ben je er nog lang niet. Dat moet geactiveerd, er moet relevante content komen, er wordt interactie en dialoog verwacht en er wordt geklaagd.
Want hoe goed je het ook doet, er zullen altijd mensen klagen en daar moet je tegen kunnen. Oftewel het actief benutten van social media vereist een goed doordachte lange termijn strategie!

In deze presentatie voor docenten van Hogeschool InHolland een aantal handvaten om tot een optimale Social Media strategie te komen.

Zie ook een eerdere blogposting hierover op Media 2.0: http://olchert.blogspot.com/2009/10/bedenk-goed-wat-je-met-social-media.html

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  • CREATIVE COMMUNICATIONS COMPANY
  • Wat gaat het toevoegen?
    WAT ZIJN DE RISICOS? WIL/KAN JE OPEN ZIJN?
    ZELF DOEN OF VIA BESTAANDE KANALEN?
  • Wat zijn de risico’s van NIET interacteren?
  • • Customer engagement – Listening and learning from customers also involves interaction. What social media guidelines have been defined for employee interactions on the social web? How will you know such engagement activity is successful?• Uncover sales opportunity – Determine baseline measurements for prospecting conversations and set goals based on potential.• Customer service – Can social participation help improve customer service?  Will there be staff to monitor social channels and empowered to solve problems there?
    Considerations:• Benchmarks – Goal setting will take some exploration and benchmark measurements need to start somewhere. Evolve and revisit.• KPIs – What are the proxies to success? Mentions, links, traffic, interactions, retweets, fans, friends, followers? Trend them, don’t just take snapshots.• Measurement – Determine what you can reasonably measure and against what standard? Social media data can overwhelm, so be sure you can filter what’s meaningful out of the noise.• Reporting – Figure out what the folks upstairs are most motivated by and give it to them. Use reporting to close the feedback loop with community managers and customer facing staff so they can see the social media effect of their efforts.
  • Drie miljoen hyvers, een derde van de totale populatie, heeft het filmpje gezien.
    Zij stuurden de video in totaal 7 miljoen keer door naar vrienden en bekenden.
  • STUDIE KEUZETEST
    HOEVEEL MENSEN HEBBEN UITEINDELIJK DE TEST GEDAAN?WAT WAS HET DOEL? KPI’S
  • RUIM 30 MLN USERS
    Dec 16 2008: TomTom kondigt 5 miljoenste Map Share™ verbetering aan
  • In 3 maanden:
    711 foto’s geupload
    3.000 profielen ingevuld
    824 blog gepubliceerd
    2.110 korte berichten geplaatst
    302 actieve groepen aangemaakt
  • MARKETING?
    DIRECTIE?
    PR?
    KLANTENSERVICE?
  • WAT ZEGGEN MENSEN OVER JE MERK? WAT VINDT JE DOELGROEP INTERESSANT?
    WAT WILEN PROSPECTS? WAT DOET DE CONCURRENTIE?
    • Brand centric concepts like company name, products, services, executives.• Customer centric concepts like informal references to brand, products, services and topics of interest to their needs.• Prospects – what kinds of questions are prospective customers asking online?• Competitors – monitor competing company social participation for comparison and for opportunity.
    Considerations:• Software – Social media monitoring, publishing, dashboard management, promotion, analytics/tracking and measurement.• People – Is there a social media manager or community manage? If not, who will manage the listening effort?• Workflow & effect on other departments – When listening efforts uncover customer service issues, sales opportunities, recruiting or media opportunities, are appropriate departments aware they will be involved?
  • • Tools - Measurement for a large organization using one tool isn’t practical, despite what software vendors will tell you. The best tool might not be “the best tool” for your company when ease of use and implementation means broader adoption compared to something that’s best in class.• Account for testing – Companies that have not implemented formal social participation would do well to create accounts for testing and training purposes. These accounts may or may not reflect the brand. This gives an opportunity for training before launching more explicit programs.• Identify success metrics – How will you know your social media efforts are successful? Identify metrics that are meaningful to reaching your business goals as well as outcomes.• Adjustable goals – Understand that while you set initial goals, when the “rubber hits the road” most companies find there is a need to adjust objectives as they come to better understand the nature of social participation amongst their customer base.• What does ROI mean to you? A return on investment with social media marketing means different things to different companies. It’s not all about increasing revenue, although it should never be understated how important being able to associate efforts to business outcomes is. Lowering costs are just as valuable as increasing top of the funnel leads and sales.• Reporting formats & distribution – From dashboards to executive level summaries, it’s important to create report formats that are meaningful to the different stakeholders in your organization.
    Considerations:• Levels of organizational reporting – With a small company, reporting is pretty straightforward, but with large or complex organizations, decisions need to be made as to whether reporting is segmented for specific business units, divisions or even departments. That adds extra workload so be ready to make the case.• Centralized and distributed – Companies that operate their social media initiatives all from corporate tend to focus on aggregated reporting for the business overall. When social media is a function of different business entities within the company, reporting is specific to those areas but must also be rolled up to an executive summary for management.• Software – There are a wide variety of social media monitoring software to choose from as well as software for the management of social media assets, promotion and analytics.  Choose wisely, be open to testing and understand that while you might want the best in class, if it can’t be implemented in a practical way across your organization, you might need to go with something that you can actually use, right now.• Human analysis & management – As with web analytics, social media analytics reaps the biggest rewards when there is an analytics specialist to “make sense” of the data. While such an expense might not seem likely at the start, it’s something that should be planned for as the program gains momentum.
  • Considerations:• Needs – What are the information and engagement needs of the people you’re trying to connect with?• Social behaviors – Do customers create, share, curate or lurk? Do they behave differently on different social channels?
    • Preferred channels – Where do your customers spend time and what are the strongest influences?• Methods of communicating preferences are pretty important. Sending a Tweet might be ok with some people, while others prefer a private message or email.
  • het beschrijft gedrag, maar geeft geen inzicht in de onderliggende motivaties.
    FORRESTER
    -CREATORS, CRITICS, COLLECTORS, JOINERS, SPECTATORS, INACTIVES
  • • Needs – What are the information and engagement needs of the people you’re trying to connect with?
    • Media types – Understanding whether there’s a preferred media type can be very effective for engagement and encouraging sharing. Video is popular, but not always appropriate. Images, text and rich mediaWaarom zouden mensen met je willen interacteren?
    Content guidelines?
    What’s Your One Thing?
  • • Preferred channels – Where do your customers spend time and what are the strongest influences?• Media types – Understanding whether there’s a preferred media type can be very effective for engagement and encouraging sharing. Video is popular, but not always appropriate. Images, text and rich media• Social behaviors – Do customers create, share, curate or lurk? Do they behave differently on different social channels?• Methods of communicating preferences are pretty important. Sending a Tweet might be ok with some people, while others prefer a private message or email.
  • - 75 procent weet niet waar hun meest waardevolle klanten over hen praten.- 31 procent meet niet de effectiviteit van social media.- 23 procent gebruikt social media analyse-tools- 7 procent integreert social media-activiteiten in de marketingmix.
  • Tom Dickson van Blendtec: will it blend
    Top Seven Reasons Why Will It Blend worksNow in its fourth year, Will it Blend is one of the all-time great viral marketing campaigns. Here are the top 7 reasons why it is such a great campaign.
    1- Will it Blend humanizes the company. Dickson is engaging and funny and gives the corporation a human voice.2- It's fun - appealing to the kid with a science kit in all of us. 3- It's real - those are real iPhones, golf balls, laser pointers, apple pies, and dozens more things your mother wouldn't let you put in the blender.4- It's interactive. You can suggest things for Dickson to blend. He listens. They engage with followers on Twitter, Facebook and their blog. They sound like people, not freaking marketers.5- It's integrated into all of Blendtec's marketing. Will it Blend is on Twitter, Facebook, a microsite, the company's homepage, and the company blog.6- That's obviously one hell of a blender. It costs $400, and it looks like it's worth it. Because the bottom line is, and always will be: if your product sucks, nothing else matters.7- It sells blenders. Sales are up more than 700% since the campaign began. Because if marketing doesn't sell, it won't blend.
  • Value proposition:
    -Word of mouth and awareness
    -Product experience
    Customer value:
    -Entertainment
  • De spellingjuf gaat vanaf nu verder met een ander vak, namelijk geschiedenis.
    Een leerling zei ooit tegen Fleur Geenen: ‘Als ik bij u in de klas zit snap ik het, maar thuis niet meer.’ Daarom bedacht de Fontys masterstudente Geschiedenis en toenmalige lerares Nederlands de website Spellingjuf.nl met filmpjes waarin ze de belangrijkste spellingsregels uitlegt.
  • Bedenk goed wat je met Social Media doet!

    1. 1. SOCIAL MEDIA STRATGIE ‘BEDENK GOED WAT JE MET SOCIAL MEDIA DOET’ INHOLAND, 2 NOVEMBER 2010
    2. 2. MEDIA- EN COMMUNICATIE ADVISEUR DOCENT DIGITALE MARKETING BLOGGER ‘MEDIA 2.0’ MEDE- OPRICHTER SOCIAL MEDIA CLUB A’DAM @OLCHERT KOBALT, OMD, TOMTOM, SONOS MEDE EIGENAAR AWESOME AMSTERDAM
    3. 3. WWW.AWESOMEAMSTERDAM.NL
    4. 4. FACEBOOK APPS PRODUCT DEMO VIDEO CLIP POST PRODUCTIE COMM.& MEDIA STRATEGIE & CONTENT INTEGRATIE WEBSITES
    5. 5. SOCIAL MEDIA?
    6. 6. CONVERSATIES DIE ONLINE PLAATSVINDEN SOCIAL MEDIA?
    7. 7. WAAROM SOCIAL MEDIA?
    8. 8. Van Pete Reed via Flickr WAT ZIJN DE RISICO’S VAN HET NIET AANWEZIG ZIJN IN SOCIAL MEDIA?
    9. 9. ER WORDT OVER JE PRODUCT GEPRAAT MET OF ZONDER JOU...
    10. 10. BEPAAL VOORAF DUIDELIJKE DOELSTELLINGEN
    11. 11. BUSINESS MODEL INTERNE COMMUNICATIE PRODUCT ONTWIKKELING LOYALTY SALES HR / RECRUITEMENT KLANTEN SERVICE / WEBCARE PR COMMUNICATIE CAMPAGNE SOCIAL MEDIA ALS MIDDEL SOCIAL MEDIA ALS MIDDEL VOOR...
    12. 12. CAMPAGNE
    13. 13. CAMPAGNE
    14. 14. PR
    15. 15. KLANTEN SERVICE
    16. 16. HR RECRUITEMENT
    17. 17. SALES
    18. 18. SALES DELL: 34 TWITTER ACOUNTS...
    19. 19. LOYALTY
    20. 20. PRODUCT ONTWIKKELING
    21. 21. INTERNE COMMUNICATIE
    22. 22. BUSINESS MODEL
    23. 23. WIE IS DAN VERANTWOORDELIJK?
    24. 24. TEAM & RESOURCES MOETEN HET DOEN WIE GAAT HET DOEN? EN HOE? Foto van The Incinerator1 via Flickr
    25. 25. SOCIAL MEDIA KOST TIJD! EN GEDULD
    26. 26. BEGIN MET LUISTEREN Flickr: rights reserved by miki**
    27. 27. KIES DE JUISTE TOOLS: METEN EN OPTIMALISEREN
    28. 28. MET WIE WIL JE ‘CONNECTEN’?
    29. 29. MAAK BEWUSTE KEUZES
    30. 30. ZORG DAT JE BENT WAAR JE DOELGROEP IS EN JE BOODSCHAP VERWACHT
    31. 31. 34 225.000 apps 5 miljard downloads 27,4 mln gebruikers 70.000 apps 1 miljard downloads 11,6 mln gebruikers Source:http://www.slideshare.net/stuartdredge/157-mobile-app-stats-you-should-know-about 7.200 apps 1 mln downloads 41 mln gebruikers EN DAT IS STEEDS VAKER ‘LOCATION BASED’
    32. 32. BEGRIJP WAT JE DOELGROEP WILT
    33. 33. STOP MET ALLEEN MAAR ZENDEN! DENK IN CONVERSATIES
    34. 34. GEEF HET PUBLIEK IETS RELEVANTS OM OVER JE TE VERTELLEN WANT ZE VERTELLEN HET GRAAG DOOR! WAT GA JE ZE VERTELLEN? HOE GA JE ZE BETREKKEN?
    35. 35. GEEF ZE EEN VERHAAL IN IEDER GEVAL IETS RELEVANTS
    36. 36. CONTENT IS KING
    37. 37. RUIM 140 MLN VIEWS!
    38. 38. OLD SPICE RUIM 1 MILJOEN ‘LIKES’
    39. 39. BOUW EEN RELATIE OP MET JE KLANTEN
    40. 40. ACTIVEER ZE ALS MERK AMBASSADEURS
    41. 41. LEGO ALS VOORBEELD
    42. 42. STEM HET AF MET JE ANDERE COMMUNICATIE ACTIVITEITEN
    43. 43. WAT KOST HET? EN WAT LEVERT HET OP? All rights reserved by alexey05
    44. 44. SOCIAL MEDIA IS NIET THE HOLY GRAIL OF EEN MAGISCHE FORMULE &
    45. 45. MAARRRR, STAP VOOR STAP
    46. 46. OPTIMALISEER LEER LUISTER GA DE DIALOOG AAN VOEG WAARDE TOE CREEER HELP ACTIVEER WEES ECHT WEES TRANSAPRANT WEES RELEVANT BETREK BE AWESOME FACILITEER
    47. 47. DANK VOOR UW AANDACHT! NOG VRAGEN? KAN OOK ALTIJD LATER VIA: OLCHERT@AWESOMEAMSTERDAM.NL WWW.TWITTER.COM/OLCHERT NL.LINKEDIN.COM/IN/OLCHERT

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