Social media Training - Delta Europe

1,628 views
1,526 views

Published on

Social Media training for Delta Europe. The content of the training aims at defining the borders of social media. The functions of social media platforms and tools and specific ways of using it (branding, community building, lead generation, press / pr).

After setting the social media boundaries and giving insight in the alignment of social media with your business (social business), models, tools and tips are provided to set up your social media approach (strategy, plan, tactics or give it a name)….
The social media approach is build up with the following steps:
- Assess your goals
- Create social graph of your target group(s)
- Establish presence
- Listen
- Participate
- Measure (including social media roi)

#socmed #socialmedia

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,628
On SlideShare
0
From Embeds
0
Number of Embeds
27
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Social media Training - Delta Europe

  1. 1. Social Media - Delta Europe 1-4-2011 Zeist
  2. 2. About-­‐  Digital  strategist  with  over  10  years  of  experience  in  the   marke:ng  and  communica:ons  industry  (digital  en  interac:ve)-­‐  Founder  of  several  online  concepts  (Pytch  &  Vroege  Vogel)-­‐  Blogger  (Marke:ngfacts)-­‐  RoFerdam  University  for  Applied  SciencesPresenta:on:  slideshare.net/avanbregtTwiFer:  @aymanvanbregt
  3. 3. Agenda !"#$%&(")""*%$+,"-+./,01"-­‐  Defining  social  media-­‐  Relevance  of  social  media  (func:ons  and  usage)-­‐  Social  media  approach: -­‐  Presence -­‐  Listen -­‐  Par:cipate -­‐  Measure-­‐  Tips
  4. 4. Assignment:Think  of  a  person  you  know  well,  who  isn’t  (really)  ac:ve  online.How  would  you  explain  the  term  Social  Media  to  this  person?10  minutes
  5. 5. http://www.youtube.com/watch?v=sIFYPQjYhv8
  6. 6. ‘Social  media  describes  the  online  tools  and  plaWorms  that  people  use  to  share  opinions,  insights,  experiences,  and  perspec:ves  with  each  other.Social  media  can  take  many  different  forms,  including  text,    images,  audio,  and  video.  Popular  social  mediumsinclude  blogs,    message  boards,  podcasts,  wikis,  andvlogs.’Dion  Hinchcliffe
  7. 7. Tools:  plaWorms  (blogs,  fora,  podcasts,  wikis,vlogs)Ac:vi:es:  sharing  opinions,  insights,experiences  and  perspec:ves  with  each  otherContent  type:  text,  image,  audio,  video
  8. 8. http://www.vincos.it/world-map-of-social-networks/
  9. 9. Social  networking  categories:-­‐  Profile  -­‐>  LinkedIn  |  Facebook-­‐  Content  -­‐>  Scribd  |  Slideshare-­‐  White-­‐label  -­‐>  Ning  |  Grou.ps-­‐  Virtual  worlds  -­‐>  Entropia  |  Weeworld-­‐  Presence  (loca:on  &  micro)  -­‐>  TwiFer  |  Foursquare
  10. 10. Members  on  social  networks  in  NL  (nov.  2010):Hyves  –  10  mio.  membersFacebook  –  3  mio.  membersLinkedIN  –  2.5  mio.  membersTwiFer  –  1.5  mio.  members
  11. 11. http://www.youtube.com/watch?v=MpIOClX1jPE
  12. 12. Agenda !"#$%&(")""*%$+,"-+./,01"-­‐  Defining  social  media-­‐  Relevance  of  social  media  (func:ons  and  usage)-­‐  Social  media  approach: -­‐  Presence -­‐  Listen -­‐  Par:cipate -­‐  Measure-­‐  Tips
  13. 13. http://www.youtube.com/watch?v=IzT3JVUGUzM
  14. 14. http://learn.linkedin.com/
  15. 15. http://www.youtube.com/user/LinkedIn#g/phttp://www.youtube.com/user/LinkedInMarketing
  16. 16. LinkedIN:-­‐  Profile-­‐  Contacts-­‐  Groups-­‐  Answers-­‐  Likes  on  status  updates  and  recommenda:ons-­‐  Apps
  17. 17. LinkedIN Facebook TwitterProfile Profile BioContacts Friends / Fans Followers / followingGroups Groups / Fanpage ListsAnswers Questions #daretoaskLike / Likes Favorites /Recommendation RetweetApps Apps Apps (twitterverse)
  18. 18. http://search.twitter.com/
  19. 19. http://support.twitter.com/
  20. 20. http://www.youtube.com/user/twitter#g/f
  21. 21. http://www.youtube.com/watch?v=MP4IHhLOd3s
  22. 22. Social  knowledge  network  (e.g.  Quora):-­‐  Sharing  exper:se-­‐  Journalist-­‐  Experiences  and  percep:ons  about  organisa:ons-­‐  Hot  topics-­‐  SEO
  23. 23. -­‐  Cases  (Dell  /  Ford  /  IBM  /  Intel)-­‐  Branding-­‐  Community  building  (events,  knowledge)-­‐  Lead  genera:on-­‐  Press  /  PR
  24. 24. -­‐  Cases  (Dell  /  Ford  /  IBM  /  Intel)-­‐  Branding-­‐  Community  building  (events,  knowledge)-­‐  Lead  genera:on-­‐  Press  /  PR
  25. 25. -­‐  Cases  (Dell  /  Ford  /  IBM  /  Intel)-­‐  Branding-­‐  Community  building  (events,  knowledge)-­‐  Lead  genera:on-­‐  Press  /  PR
  26. 26. http://bit.ly/amiando-events
  27. 27. http://bit.ly/amiando-events
  28. 28. http://bit.ly/amiando-events
  29. 29. http://bit.ly/amiando-events
  30. 30. Amiando  facilitates:-­‐  Easy  sharing  via  social  media-­‐  Logis:c  handling  incl.  :cke:ng-­‐  Pre-­‐networking  possibility-­‐  E-­‐mail  marke:ng  &  CRM-­‐  Sta:s:cs  /  Analy:cs-­‐  Embeddable  on  your  own  site http://bit.ly/amiando-events
  31. 31. http://www.youtube.com/watch?v=VwDB3fOK1Ew
  32. 32. http://www.youtube.com/watch?v=Aovcvx23yMg
  33. 33. -­‐  Cases  (Dell  /  Ford  /  IBM  /  Intel)-­‐  Branding-­‐  Community  building  (events,  knowledge)-­‐  Lead  genera:on-­‐  Press  /  PR
  34. 34. -­‐  2  mio  members-­‐  6000  posts  per  day-­‐  +200  discussion  forums-­‐  <  10%  is  SAP  employee
  35. 35. -­‐  Cases  (Dell  /  Ford  /  IBM  /  Intel)-­‐  Branding-­‐  Community  building  (events,  knowledge)-­‐  Lead  genera:on-­‐  Press  /  PR
  36. 36. http://bit.ly/press-doc/
  37. 37. Agenda !"#$%&(")""*%$+,"-+./,01"-­‐  Defining  social  media-­‐  Relevance  of  social  media  (func:ons  and  usage)-­‐  Social  media  approach: -­‐  Presence -­‐  Listen -­‐  Par:cipate -­‐  Measure-­‐  Tips
  38. 38. Social  media  approach  (strategy,  plan,  tac:cs  etc.):-­‐  Assess  your  goals-­‐  Create  a  social  graph  of  your  target  group(s)-­‐  Establish  presence-­‐  Listen-­‐  Par:cipate-­‐  Measure  (ROI  of  your  social  media  ac:vi:es)
  39. 39. Goals  with  social  media:-­‐  Brand  awareness-­‐  Customer  service-­‐  Lead  genera:on-­‐  Community  building
  40. 40. Strangers Prospects Customers Fans Brand Lead Customer Communityawareness generation support building Growing Conversion of Verified and Grow their audience conversations quick response conversations Source: Spredfast
  41. 41. Social  media  approach  (strategy,  plan,  tac:cs  etc.):-­‐  Assess  your  goals-­‐  Create  a  social  graph  of  your  target  group(s)-­‐  Establish  presence-­‐  Listen-­‐  Par:cipate-­‐  Measure  (ROI  of  your  social  media  ac:vi:es)
  42. 42. Assignment  (use  your  notebook):Think  of  three  company  rela:ons  (internal  or  external)  that  are  of  high  importance  for  your  workCreate  their  social  graph:Where  are  they  present  online?What  are  they  using  the  plaWorms  for?What  kind  of  opportuni:es  do  you  get  from  these  insights?30  minutes
  43. 43. Social  media  approach  (strategy,  plan,  tac:cs  etc.):-­‐  Assess  your  goals-­‐  Create  a  social  graph  of  your  target  group(s)-­‐  Establish  presence-­‐  Listen-­‐  Par:cipate-­‐  Measure  (ROI  of  your  social  media  ac:vi:es)
  44. 44. Presence:-­‐  Make  it  customer  centric-­‐  Choose  wisely  (work  :me  effec:ve)-­‐  Align  with  your  company  policies  and  purposes-­‐  Share  and  show  your  human  experience
  45. 45. Social  media  approach  (strategy,  plan,  tac:cs  etc.):-­‐  Assess  your  goals-­‐  Create  a  social  graph  of  your  target  group(s)-­‐  Establish  presence-­‐  Listen-­‐  Par:cipate-­‐  Measure  (ROI  of  your  social  media  ac:vi:es)
  46. 46. Listen:-­‐  Customers  &  users-­‐  Products  &  services-­‐  Brands  &  influen:als-­‐  ...
  47. 47. http://www.google.com/alerts
  48. 48. http://blogsearch.google.com/
  49. 49. http://www.technorati.com
  50. 50. http://www.icerocket.com
  51. 51. Try a twitter search query on http://search.twitter.com with + #fail
  52. 52. http://www.monitter.com
  53. 53. http://socialmention.com/
  54. 54. http://www.backtype.com
  55. 55. http://www.tweetreach.com
  56. 56. Add + behind a bit.ly link and see the stats
  57. 57. http://www.123people.com/
  58. 58. Assignment  (use  your  notebook):Think  of  two  search  queries  and  research  the  results  on:-­‐  hFp://blogsearch.google.com-­‐  hFp://technora:.com-­‐  hFp://www.socialmen:on.com-­‐  hFp://search.twiFer.comSearch  also  your  most  important  contact  (internal  or  external  on:-­‐  hFp://www.123people.com30  minutes
  59. 59. Social  media  approach  (strategy,  plan,  tac:cs  etc.):-­‐  Assess  your  goals-­‐  Create  a  social  graph  of  your  target  group(s)-­‐  Establish  presence-­‐  Listen-­‐  Par:cipate-­‐  Measure  (ROI  of  your  social  media  ac:vi:es)
  60. 60. Par:cipate:-­‐  Content  opportuni:es  (needs,  topics,  reusing  communica:on  assets)  -­‐  Make  a  customer  centric  choice  (which  plaWorm(s)) Yammer
  61. 61. Par:cipate:-­‐  Focus  on  plaWorm  strenghts Communication Branding Traffic SEO Facebook Good Good Average Bad LinkedIN Average Good Bad Average Twitter Good Good Average Average YouTube Good Good Average Good http://bit.ly/cmoguide
  62. 62. Social  media  approach  (strategy,  plan,  tac:cs  etc.):-­‐  Assess  your  goals-­‐  Create  a  social  graph  of  your  target  group(s)-­‐  Establish  presence-­‐  Listen-­‐  Par:cipate-­‐  Measure  (ROI  of  your  social  media  ac:vi:es)
  63. 63. ROI Pyramid by Altimeter Group
  64. 64. ROI Pyramid by Altimeter Group
  65. 65. ROI Pyramid by Altimeter Group
  66. 66. ROI Pyramid by Altimeter Group
  67. 67. -­‐  Start  with  a  business  goal  and  define  your  success  accordingly-­‐  Right  data  at  the  right  levels-­‐  There  is  no  formula  for  success  so  learn  and  refine
  68. 68. Activity Reach Engagement# of content that is # of connections # actions by yourshare public Post Readers Clicks (use bit.ly!) Tweets Followers / Fans Forwards (retweets etc.) Pictures / videos Brand mentions Likes on Facebook Total reach via Comments and followers replies Source: Spredfast
  69. 69. Agenda !"#$%&(")""*%$+,"-+./,01"-­‐  Defining  social  media-­‐  Relevance  of  social  media  (func:ons  and  usage)-­‐  Social  media  approach: -­‐  Presence -­‐  Listen -­‐  Par:cipate -­‐  Measure-­‐  Tips
  70. 70. Be  original  and  align  with  your  business
  71. 71. http://www.youtube.com/watch?v=N3rHxbAsmwg
  72. 72. http://www.youtube.com/watch?v=rHCAIcTGKXY
  73. 73. Socialcam,  a  mobile  app  ran  a  contest  during  a  big  event  (SXSW).  Rules  to  win:-­‐  Use  socialcam-­‐  Upload  a  video  of  you  (or  friends)  doing  a  predetermined  challenge  (from  a  barrel  roll,  dance  move  or  licking  something)
  74. 74. Think  of  what  may  be  knownbecause  the  web  knows  it  all
  75. 75. Who  watches  a  video  on  YouTube  occasionally?
  76. 76. Who  shares  a  video  on  YouTube  occasionally?
  77. 77. Who  comments  on  a  video  on  YouTube  occasionally?
  78. 78. Who  creates  a  video  for  YouTube  occasionally?
  79. 79. Who  curates  a  videochannel  on  YouTube?
  80. 80. What  does  this  quiz  tell  you?
  81. 81. Defining  ROI:Return  on  engagementReturn  on  par:cipa:onReturn  on  involvementReturn  on  aFen:onReturn  on  trustBrian  Solis:  hFp://bit.ly/briansolisroi
  82. 82. http://www.youtube.com/watch?v=ypmfs3z8esI
  83. 83. -­‐  Be  authen:c-­‐  If  you  go  social  be  prepared  to  listen  and  act  upon  it-­‐  Think  of  the  consequences  and  the  what  if’s  and  what  to  do’s  when  things  escalate-­‐  Try  to  integrate
  84. 84. http://www.youtube.com/watch?v=Ls-Aw3HKCHQ
  85. 85. http://www.youtube.com/watch?v=yvYfRtW0TvY
  86. 86. ContactPresentation: http://www.slideshare.net/avanbregtContact: http://about.me/aymanvanbregt

×