Social Media Training


Published on

Part of a social media training focussing setting objectives, developing a strategy and implementing it.

Published in: Business, News & Politics

Social Media Training

  1. 1. Social Media & E-reputation IAB Atelier 28/05/09 Bert Van Wassenhove ! ! ! ! quot; # $ % & ' ( % $ ) *quot; + % Blog: Twitter: @ibert “Bert Van Wassenhove” op LinkedIn, Facebook, ... donderdag 28 mei 2009
  2. 2. Setting your It’s about people social media The impact of social objectives Possible objectives donderdag 28 mei 2009
  3. 3. It's about people, not clicks Setting objectives will be extremely difficult (it's like PR, company culture, branding, etc.) Social Media is a medium, objectives should be set on business parameters. donderdag 28 mei 2009
  4. 4. The impact of social Brand equity Customer relation PR Conversion Campaigns Customer satisfaction Traffic Brand advocates Activation SEO The Social Brand Offensive Good citizenship Defensive Openness to conversation donderdag 28 mei 2009
  5. 5. Possible objectives Business objectives Measurable objectives Brand equity Conversation Sales # Videos, Pictures, Posts, Customer satisfaction Comments, Tweets Tone of conversation Advocates Followers Friends Subscribers SEO (Pagerank, Incoming links) donderdag 28 mei 2009
  6. 6. Social is all-over Defining your What about marketing strategy Execution is the key donderdag 28 mei 2009
  7. 7. Defining your strategy Social Media is about Social Business It may lead to putting in place an organizational structure with a social media department, which is responsible for a company’s long term approach to open their companies up to consumers and have a permanent social media presence. donderdag 28 mei 2009
  8. 8. Defining your strategy Human Resources Introducing New Employees. Replace the monthly newsletter an internal blog. Sales Share sales material on a wiki. Lead generation: LinkedIn Product/Design Product Prototypes in virtual worlds. Collaborative design process An internal platform where people share ideas Customer Support Support forums Twitter donderdag 28 mei 2009
  9. 9. Marketing/Communications Public Relations Thought leadership Better Customer Engagement through conversation Use the viral power in campaigns Social initiatives still need traffic & activation donderdag 28 mei 2009
  10. 10. Social initiatives 3-step model Traffic still need Activation traffic & Engagement activation donderdag 28 mei 2009
  11. 11. Interaction (To what extent is there an exchange of ideas, opinions & information? Is there a conversation going on?) High Social Campaigns Interaction Viral Management Marketing Activation Campaigns Interaction Social Platforms Medium Email Marketing Direct Online media Marketing Campaigns Websites Advertising Low 2 weeks 2 months 2 years Attention time donderdag 28 mei 2009
  12. 12. Interaction (To what extent is there an exchange of ideas, opinions & information? Is there a conversation going on?) High Social ENGAGE Campaigns Interaction Viral Management Marketing ACTIVATE Activation Campaigns Interaction Social Platforms Medium Email Marketing Direct Online media Marketing Campaigns Websites ATTRACT Advertising Low 2 weeks 2 months 2 years Attention time donderdag 28 mei 2009
  13. 13. Companies need to look long term and understand ENGAGE the value that social media can bring to cultivate lifetime advocates of their brand. This is not about campaigns, but a permanent positioning. donderdag 28 mei 2009
  14. 14. Implementing & Listen coordinating Engage social Act marketing donderdag 28 mei 2009
  15. 15. 1. Listen Determine Where Conversations are Happening Get organized (tools) Make sure you cover all relevant channels Define your target group Make a roadmap Prioritize the discussions, then hop in. Learn the language Read, read, read, read, read, read, ..., read donderdag 28 mei 2009
  16. 16. 1. Listen Both Web 2.0 and Web Social News Sites 1.0 sites are relevant Social Music Sites Blogs and Forums / Video & Photo Sharing Discussion Boards Sites Consumer Review Sites YouTube Flickr Social Networks / Online Communities Wikis Twitter SlideShare Facebook ... Social Bookmarking Sites donderdag 28 mei 2009
  17. 17. 2. Engage Take part in the Behave conversation Courteous Disclose your identity Open Honest Start simple Informed Comment Answer 24/7 Praise Cover Your Ass (internally) donderdag 28 mei 2009
  18. 18. 3. Action Ask yourself: WHY? Viral buzz Brand building Sales Build community Choose your battlefield Don't forget what you learned in step 1 And behave like in step 2 donderdag 28 mei 2009
  19. 19. 3. Action Possible actions Social news marketing Blogger outreach Social networking Enter an existing network Start your own Be creative ... donderdag 28 mei 2009
  20. 20. 3. Action Be prepared to follow-through Trust the Force donderdag 28 mei 2009
  21. 21. EXAMPLES Top 10 according to donderdag 28 mei 2009
  22. 22. Blogger outreach Pre-launch case donderdag 28 mei 2009
  23. 23. ! ! ! ! quot; # $ % & ' ( % $ ) *quot; + % The crowd: 100 bloggers (mostly top) donderdag 28 mei 2009
  24. 24. Goed in de watten gelegd donderdag 28 mei 2009
  25. 25. donderdag 28 mei 2009
  26. 26. “Wat is Billy” in very short ... donderdag 28 mei 2009
  27. 27. donderdag 28 mei 2009
  28. 28. Billy kaarten werden verdeeld voor de shopping spree donderdag 28 mei 2009
  29. 29. Online Response donderdag 28 mei 2009
  30. 30. Very positive! “Maar naast de pizza en pasta was het hoogtepunt toch wel de avant-première van Billy.” Bram Loquet “Thx aan de organisatie, en aan Billy, de sponsor die Sinterklaasgewijs een heleboel geld heeft uitgedeeld.” Pieter De Wit “Ik heb 100€ gekregen van Billy. Dank u, Billy. Ik zal het heel goed uitgeven.” Kathleen. 22. Leuven donderdag 28 mei 2009
  31. 31. DE topic op twitter (sample scan) donderdag 28 mei 2009
  32. 32. Hoe leggen deze mensen Billy uit? donderdag 28 mei 2009
  33. 33. Hoe leggen mensen het aan elkaar uit? Tante annie Billy (een bonnekessysteem op internet dat daags wordt gekatapulteerd) Netsensei Een soort on line cadeaubon site. Je koopt voor een bepaald bedrag een soort virtuele voucher die je kan gebruiken in de meeste on line shops die Mastercard accepteren. Handig! Pimpajoentje Sympathieke goody bag: (in mijn geval) 50 euro (te besteden in om het even welke webshop die Mastercard aanvaardt - danku Billy!) Ntone Billy is een nieuw concept voor betalingen online. Combineer een e-card met een waardebon et vwala. Ik vind het een prachtconcept, en binnenkort gaan we er zeker dieper op in! donderdag 28 mei 2009
  34. 34. Hoe we omgaan met probleempjes donderdag 28 mei 2009
  35. 35. Communicatie rond probleempjes Nadruk lag op Beta, bloggers wisten dat er bugs zouden zijn. Het team is zeer bereikbaar, en gekend door velen. We zijn ook aanwezig op tal van blogevents. Bloggers contacteerden ons direct waardoor probleempjes niet in het openbaar (twitter) moeten opgelost worden. Over terugkerende bugs heeft Billy mails gestuurd hoe we het aanpakken (transparantie was geapprecieerd) Feedbackforum achter secret url donderdag 28 mei 2009
  36. 36. Top 10 2009/02/06/social- according to media-smartest- Mashable brands/ donderdag 28 mei 2009
  37. 37. Viral donderdag 28 mei 2009
  38. 38. Viral Will it blend? Blendtec Blends it on YouTube donderdag 28 mei 2009
  39. 39. Build your own Social network Starbucks Asks for Your Advice Connections helps customers inspire others donderdag 28 mei 2009
  40. 40. Zappos on Twitter Take a CEO that twitters, add in a great personality and you have a recipe for social success. Ingraining social media into the culture of a corporation means that every consumer interaction is personal. donderdag 28 mei 2009
  41. 41. Blogging Sun Microsystems and the CEO Blog It’s not the number of hits that make his blog a social media success, but the openness on it. Positive and negative comments are allowed, and even the most inane are approved. Transparency from the highest position in a company trickles down and increases trust from consumers. IBM With Lots of Blogs Having a CEO that blogs is great, but increase the number of blogs and you increase the number of connections. Leveraging your employees to write about what they love conveys the corporate dedication to the industry. donderdag 28 mei 2009
  42. 42. Bedankt / Merci Blog: Twitter: @ibert “Bert Van Wassenhove” op LinkedIn, Facebook, ... ! ! ! ! quot; # $ % & ' ( % $ ) *quot; + % donderdag 28 mei 2009