Lecture somerset webversie

New media for Issue marketing Sjef Kerkhofs - Social Marketing Manager

Pleased to meet you! Sjef KerkhofsSocial Marketing Manager forthe department Social Marketingof Pondres, a medium size (200)marketing company in the southof Holland. I love to inspirecompanies with new mediapossibilities and help themdevelop a strategy for usingsocial media and other trends.

Book about social marketing strategy (own model) TopSocia 3 lm 2010-2 edia 011

Time schedule✓ Social media worldwide✓ Social media campaigns✓ Issue marketing campaigns✓ Brainstorm✓ Presentation and wrap-up✓ Almost time for a drink

How do you use social media ?

Social mediaworldwide...whereare we standing?

Newleader of the world

The numbers...shocking

The numbers...shocking ✓ More than 800 million users / profiles

The numbers...shocking ✓ More than 800 million users / profiles ✓ More than 50% logs in on a daily base

The numbers...shocking ✓ More than 800 million users / profiles ✓ More than 50% logs in on a daily base ✓ Average of 130 friends

The numbers...shocking ✓ More than 800 million users / profiles ✓ More than 50% logs in on a daily base ✓ Average of 130 friends ✓ More than 900 million pages/groups

The numbers...shocking ✓ More than 800 million users / profiles ✓ More than 50% logs in on a daily base ✓ Average of 130 friends ✓ More than 900 million pages/groups ✓ More than 2 billion likes A DAY

The numbers...shocking ✓ More than 800 million users / profiles ✓ More than 50% logs in on a daily base ✓ Average of 130 friends ✓ More than 900 million pages/groups ✓ More than 2 billion likes A DAY ✓ More than 250 million photo’s A DAY

The numbers...shocking ✓ More than 800 million users / profiles ✓ More than 50% logs in on a daily base ✓ Average of 130 friends ✓ More than 900 million pages/groups ✓ More than 2 billion likes A DAY ✓ More than 250 million photo’s A DAY ✓ More than 350 million mobile users

Is it OK for oneperson or company to have this much power?

The use of social in our countries

Some numbers

Some numbers✓ Average hours on social media highest ofEurope in UK and Netherlands, Belgium low in themiddle

Some numbers✓ Average hours on social media highest ofEurope in UK and Netherlands, Belgium low in themiddle✓ In the UK and Belgium is Facebook thelargest...in the Netherlands Hyves (not for long)

Some numbers✓ Average hours on social media highest ofEurope in UK and Netherlands, Belgium low in themiddle✓ In the UK and Belgium is Facebook thelargest...in the Netherlands Hyves (not for long)✓ Penetration in Europe from 60% to 80%

Some numbers✓ Average hours on social media highest ofEurope in UK and Netherlands, Belgium low in themiddle✓ In the UK and Belgium is Facebook thelargest...in the Netherlands Hyves (not for long)✓ Penetration in Europe from 60% to 80%✓ Main growth: facebook / photo’s / Youtube

Social technographics

Other facts

Other facts✓ Dutch peoples don’t follow brands soon, only 30%✓ Across Europe, this is almost 50%✓ In Belgium, Facebook has overrun Netlog✓ The Dutch are the most active Linkedin users

In the UK

In the UK✓ Social media is big in the UK

Session 1:Campaigns

Inspirational marketing campaigns

Old spice

KLM suprise

InspirationalIssue marketing campaigns

Stanislav viral

Alcohol

Virtual reality

Tsunami warning App

Dutch railways

Queensland police

FNV (union)

FNV (union) ng! Learning w ithout knowi

Oxfam Novib

Are therequestions about this cases ?

Tea TimeAfter the break:Brainstorming!

Welcome back:Let’s brainstorm

The ‘assignment’

The ‘assignment’✓ Get together in groups of 4 or 5

The ‘assignment’✓ Get together in groups of 4 or 5✓ Develop a campaign concept (new media)

The ‘assignment’✓ Get together in groups of 4 or 5✓ Develop a campaign concept (new media)✓ Step beyond bounderies...nothing is wrong!

The ‘assignment’✓ Get together in groups of 4 or 5✓ Develop a campaign concept (new media)✓ Step beyond bounderies...nothing is wrong!✓ I don’t expect a complete strategy

The ‘assignment’✓ Get together in groups of 4 or 5✓ Develop a campaign concept (new media)✓ Step beyond bounderies...nothing is wrong!✓ I don’t expect a complete strategy✓ It can be a case from your own history

The ‘assignment’✓ Get together in groups of 4 or 5✓ Develop a campaign concept (new media)✓ Step beyond bounderies...nothing is wrong!✓ I don’t expect a complete strategy✓ It can be a case from your own historyOR: develop a campaign (concept/channels/message) for thetargetgroup 12-18, living near water, learning them aboutpreparing for a flood.Any questions...? Good luck! 2 of more groups willpresent their plans.

The stage is yoursThe ‘assignment’

Wrap up

Wrap up✓ The crowd is lazy and does not cooperate

Wrap up✓ The crowd is lazy and does not cooperate✓ So, you need to bring it to them (app/game)

Wrap up✓ The crowd is lazy and does not cooperate✓ So, you need to bring it to them (app/game)✓ Not only think about action, also about monitoring

Wrap up✓ The crowd is lazy and does not cooperate✓ So, you need to bring it to them (app/game)✓ Not only think about action, also about monitoring✓ Let other cases inspire you

Wrap up✓ The crowd is lazy and does not cooperate✓ So, you need to bring it to them (app/game)✓ Not only think about action, also about monitoring✓ Let other cases inspire you✓ Don’t always be the leader, facilitate the crowd

Wrap up✓ The crowd is lazy and does not cooperate✓ So, you need to bring it to them (app/game)✓ Not only think about action, also about monitoring✓ Let other cases inspire you✓ Don’t always be the leader, facilitate the crowd✓ Facebook is the dominant social channel

Wrap up✓ The crowd is lazy and does not cooperate✓ So, you need to bring it to them (app/game)✓ Not only think about action, also about monitoring✓ Let other cases inspire you✓ Don’t always be the leader, facilitate the crowd✓ Facebook is the dominant social channel✓ Whatever you do, make it mobile

Wrap up✓ The crowd is lazy and does not cooperate✓ So, you need to bring it to them (app/game)✓ Not only think about action, also about monitoring✓ Let other cases inspire you✓ Don’t always be the leader, facilitate the crowd✓ Facebook is the dominant social channel✓ Whatever you do, make it mobile✓ Cooperate with the media channels (mobile)

Wrap up✓ The crowd is lazy and does not cooperate✓ So, you need to bring it to them (app/game)✓ Not only think about action, also about monitoring✓ Let other cases inspire you✓ Don’t always be the leader, facilitate the crowd✓ Facebook is the dominant social channel✓ Whatever you do, make it mobile✓ Cooperate with the media channels (mobile)✓ Try to centralize the discussion to get grip (police)

My aftersales: you canalways send me your questions!

Please contact me ifyou have questionssjef.kerkhofs@pondres.nl+31 (0) 6 483 606 49@sjefkerkhofs

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Lecture somerset webversie

by Sjef Kerkhofs on Sep 30, 2011

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