Social Media & E-reputation
Bert Van Wassenhove
! ! ! ! " # $ % & ' ( % $ ) *" + %
Blog: www.ibert.be
Twitter: @ibert
“Bert Van Wassenhove” op LinkedIn, Facebook, ...
woensdag 16 september 2009

Setting your It’s about people
social media The impact of social
objectives Possible objectives
woensdag 16 september 2009

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.
woensdag 16 september 2009

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
woensdag 16 september 2009

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)
woensdag 16 september 2009

Social is all-over
Defining your What about marketing
strategy Execution is the key
woensdag 16 september 2009

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.
woensdag 16 september 2009

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
woensdag 16 september 2009

Marketing/Communications
Public Relations
Thought leadership
Better Customer Engagement through conversation
Use the viral power in campaigns
Social
initiatives
still need
traffic &
activation
woensdag 16 september 2009

Social
initiatives 3-step model
Traffic
still need Activation
traffic & Engagement
activation
woensdag 16 september 2009

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
woensdag 16 september 2009

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
woensdag 16 september 2009

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.
woensdag 16 september 2009

Implementing &
Listen
coordinating Engage
social Act
marketing
woensdag 16 september 2009

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
woensdag 16 september 2009

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
woensdag 16 september 2009

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)
woensdag 16 september 2009

How to behave
Ensure your online outreach efforts are socially acceptable:
Don't stifle the conversation.
It's easy to react negatively when you spot a negative review at a social site, but first take a deep
breath. Consider this: do the comments have merit? If so, acknowledge them and commit to
making a change. If they are silly or mean, it's probably best to let them go. (Picture the guy with
the lampshade on his head at the cocktail reception. Best to ignore him, right?)
Bring something besides your product to the table.
People don't want just a pitch, they want a person. Don't spend precious social-media time
pushing your wares; pass a little time with your audience. Let them get to know you and your
brand.
Be responsive.
Agencies have spent decades trying to get people to cultivate emotional connections with logos
and labels; it's only natural that, now that they have a soapbox, users demand to know why they
should ally themselves with you. Demonstrate that you care what your customers, donors or
clients think: Follow their discussions, engage them in dialogue, express interest in who they are.
Social media sites are about being natural—in acceptable ways. Make sure your
outreach—no matter how fun or creative—always shows consideration and respect.
woensdag 16 september 2009

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
woensdag 16 september 2009

3. Action
Possible actions
Social news marketing
Blogger outreach
Social networking
Enter an existing network
Start your own
Be creative ...
woensdag 16 september 2009

3. Action
Be prepared to follow-through
Trust the Force
woensdag 16 september 2009

Billy.be
EXAMPLES Top 10 according to
Mashable.com
woensdag 16 september 2009

Blogger
Billy.be
outreach Pre-launch
case
woensdag 16 september 2009

! ! ! ! " # $ % & ' ( % $ ) *" + %
The crowd: 100 bloggers (mostly top)
woensdag 16 september 2009

Goed in de watten gelegd
woensdag 16 september 2009

“Wat is Billy” in very short ...
woensdag 16 september 2009

woensdag 16 september 2009

Billy kaarten werden verdeeld
voor de shopping spree
woensdag 16 september 2009

Online
Response
woensdag 16 september 2009

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
woensdag 16 september 2009

DE topic op
twitter
(sample scan)
woensdag 16 september 2009

Hoe we
omgaan met
probleempjes
woensdag 16 september 2009

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
woensdag 16 september 2009

Top 10 http://mashable.com/
2009/02/06/social-
according to media-smartest-
Mashable brands/
woensdag 16 september 2009

Viral
woensdag 16 september 2009

Viral
Will it blend?
Blendtec Blends it on YouTube
http://www.blendtec.com/
woensdag 16 september 2009

Build your own Social network
Starbucks Asks for Your Advice
http://mystarbucksidea.force.com/ideaHome
Connections helps customers inspire others
http://www.connectr.be
woensdag 16 september 2009

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.
woensdag 16 september 2009

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.
woensdag 16 september 2009

Bedankt / Merci
Blog: www.ibert.be
Twitter: @ibert
“Bert Van Wassenhove” op LinkedIn, Facebook, ...
! ! ! ! " # $ % & ' ( % $ ) *" + %
woensdag 16 september 2009