May 2011<br />Social Media<br />
Agenda<br />Social Media in Belgium<br />Most important social media & theirtools<br />Facebook<br />Linkedin<br />Twitter...
Evolution of Social Media in Belgium<br />Source: Belgian Social Media Monitor – Bruno Peeters; http://bvlg.be<br />
Facebook<br />Facebook (Belgium)<br />4.102.180 people who live in Belgium (cfr. Facebook)<br />+3% vs last month<br />+26...
Facebook<br />4.102.180<br />
Facebook<br />Source: http://saadim.com/wp-content/uploads/2011/03/INFOGRAPHIE_VOICE_FACEBOOK_BELGIQUE_LARGE1.jpg<br />
Facebook<br />Or<br />Source: www.socialbakers.com<br />
Facebook<br />Source: www.socialbakers.com<br />
Linkedin<br />Linkedin (Belgium)<br />Profiles: 822.154 (cfr. LinkedinDirectAds)<br />+3% vs last month<br />+45% vs last ...
Linkedin<br />822.154<br />
Linkedin<br />37%<br />63%<br />
Linked In<br />April<br />April<br />Source: www.quantcast.com<br />
Linked In<br />12<br />Source: www.quantcast.com<br />
Twitter<br />Exact figures based on location are not available<br />EstimatesBelgium<br />Twellow: 19.442<br />Tweepz: 17....
Twitter<br />Estimate by bvlg: 63.172 BE Twitteraccounts  (in april 2011: 75.000)<br />Based on location, URL, accountname...
Twitter<br />
Twitter<br />
Twitter<br />
Netlog<br />3.339.902 NL members<br />+2% vs last month<br />+10% vs last year<br />Source: Belgian Social Media Monitor –...
Netlog<br />
Netlog<br />80% of Netlogmembersis 14-25 yearsold<br />Main interests<br />Music<br />Sports<br />Friends<br />Humor<br />...
Seniorennet<br />206.500 members<br />19.028 blogs<br />+1% vs last month<br />+9% vs last year<br />Source: CIM – bezoeke...
Blogs<br />EstimatedBelgian blogs<br />Skynetblogs: 201.322 blogs (last update in July 2010)<br />Bloggen.be: 98.463 blogs...
Facebook - Tools<br />
Facebook<br />Know the differencebetween<br />Profile<br />Fanpage (LT relation)<br />Visible to unregistered people<br />...
Facebook<br />Facebook group<br />Facebook fanpage<br />
Facebook<br />Advertising/bannering on Facebook<br />Determine campaign goals<br />Create ads<br />Set the targeting<br />...
Facebook<br />
Facebook<br />4.102.180<br />
Facebook<br />
 Facebook<br />The Likebutton<br />Entry point to Facebook’s user base<br />Growingeffect on searchranking<br />
 Facebook<br />Optimize content via Open Graph Protocol<br />Metatagsprovide info to structure post<br />Og:title = title ...
Facebook<br />Facebook Connect<br />Allowing Facebook users to registerwithther Facebook identity on any site<br />Possibl...
Facebook<br />Most importantly … Facebook Connectis the onlyway to askusers for their permission to use data!<br />Data yo...
Facebook<br />Facebook userscangetoverview of permissions at …<br />
Facebook<br />Don’tasktoomanyPERMISSIONSat the same time<br />
Facebook<br />iFrames<br />Present custom content directlyfromany web server<br />Source: The Facebook Marketing Update 20...
Facebook<br />E-commerce<br />Buildyourown system<br />Or use toolslikePayvment (open cart network), Beetailer, …<br />
Facebook<br />Facebook Contests & Competitions<br />Activelyregulated and monitored by Facebook to protecttheirusers<br />...
Facebook<br />Places<br />Reaction to Foursquare & Gowalla<br />Check-ins on smart phones<br />Facebook deals wereadded to...
Facebook<br />Facebook Search<br />Impossible to predict<br />Relies on exact match<br />Tiny changes can have a high impa...
Facebook<br />Facebook Insights provides Facebook platformdevelopers & Facebook page ownerswithmetrics<br />Source: http:/...
Facebook<br />Legal<br />
Linkedin - Tools<br />
Linkedin<br />Company Pages<br />Snapshot of yourcompany<br />Showcaseyour best products and services<br />Spotlightproduc...
Linkedin<br />Groups<br />Community to gatherlike-mindedprofessionals<br />Customizable media<br />
Linkedin<br />Display Advertising<br />
Linkedin<br />822.154<br />
Linkedin<br />
Linkedin<br />
Linkedin<br />
Linkedin<br />Answers<br />Reach<br />professionals<br />
Linkedin<br />Polls<br />Add « Polls »  application<br />Collect data<br />
Linkedin<br />Apps<br />Events<br />Presentations<br />
Linkedin<br />White paper distribution<br />Deliver relevant white papers to specific audiences<br />Pre-filled profile da...
Linkedin<br />Partner messages<br />Targeted e-mail messaging<br />
Linkedin<br />LinkedinToday<br />http://www.youtube.com/watch?v=BcAKtjV5dNQ&feature=player_embedded<br />Linkedin Signal<b...
Linkedin<br />ShareButton<br />Sharewith a professional audience and drive traffic<br />
Linkedin<br />Member Profile<br />Bringmember profiles to your site<br />Discoverprofessional connections<br />
Linkedin<br />CompanyInsider<br />Insights about companies<br />
Twitter - Tools<br />
Twitter<br />Some concepts<br />RT: retweet<br />DM: direct message<br />Hashtag: # to indicatetopic and follow conversati...
Twitter<br />Advertising on Twitter<br />PromotedTweets<br />
Twitter<br />Advertising on Twitter<br />Promoted Trends<br />
Twitter<br />Advertising on Twitter<br />PromotedAccounts<br />
Twitter<br />Twitteranalytics<br />Metrics: impressions, retweets, clicks, replies, follows<br />Timelineactivity of menti...
Twitter<br />Legal issue<br />
Setting the Scene<br />Social media<br />Fastestgrowingcategory on the web<br />2/3 of the world’s internet population vis...
Setting the Scene<br />Permesso.be study<br />1/3 compare prices<br />50% compare productfeatures<br />50% readreviews and...
Setting the Scene<br />
Setting the scene<br />
Evolution of CRM<br />Oldschool CRM<br />Good customer = buys the most<br />Social CRM<br />Good customer = brand advocate...
Social CRM<br />listen<br />identify<br />engage<br />facilitate<br />measure<br />
Listen<br />What are consumerssaying<br />About your brand<br />About yourindustry<br />About the competition<br />About y...
Listen<br />Amount of interactions per industry<br />Ranking (4+5)<br />6<br />7<br />5<br />1<br />3<br />2<br />4<br />S...
Listen<br />Source: Sysomos<br />
Listen<br />GAP logo design announcement<br />Buzzgraph<br />Source: Sysomos<br />
Listen<br />The challenges<br />Billions of conversations<br />Unstructured & dispersed data<br />Multiple languages<br />...
Identify<br />Where are they online?<br />Sites<br />Vertical<br />Geography<br />Source: Sysomos<br />
Identify<br />Who’stalking?<br />Who are influencers, brand advocates?<br />User profiling<br />Influencer score (ex. Klou...
Identify<br />8%<br />33%<br />27%<br />2,7%<br />10,5%<br />21%<br />6%<br />15%<br />80%<br />46%<br />32%<br />50%<br /...
Identify<br />The challenges<br />Choosewho, where & when<br />Link to your CRM database<br />Legal issues<br />Identifica...
Facilitate<br />Buildyourown social presence<br />Content to drive the conversation<br />Find value in consumer conversati...
Engage<br />The challenge is not to control the conversation <br />– thatis no longer possible – <br />there are simplytoo...
Social CRM Flow<br />Transfer social issues to correct channel<br />according to traditional CRM flow<br />Marketing<br />...
Social media monitoring<br />
Social Media Monitoring<br />Social media monitoring tools<br />Gather<br />Clean<br />Deduplicate<br />Categorize/priorit...
Social Media Monitoring<br />
Social Media Monitoring<br />
Social Media Monitoring<br />Key players<br />Sysomos<br />Radian 6<br />Alterian<br />Nielsen BuzzMetrics<br />Scoutlabs ...
Social Media Monitoring<br />Key Features<br /><ul><li>Customizablesearchqueries & sources
Monitor social media conversations
Identifykeyinfluencers
Gain insight
Conductcomparisons
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Social Media in Belgium and Social CRM

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  • Social Media in Belgium and Social CRM

    1. 1. May 2011<br />Social Media<br />
    2. 2. Agenda<br />Social Media in Belgium<br />Most important social media & theirtools<br />Facebook<br />Linkedin<br />Twitter<br />Social CRM<br />Social Media Monitoring<br />
    3. 3. Evolution of Social Media in Belgium<br />Source: Belgian Social Media Monitor – Bruno Peeters; http://bvlg.be<br />
    4. 4. Facebook<br />Facebook (Belgium)<br />4.102.180 people who live in Belgium (cfr. Facebook)<br />+3% vs last month<br />+26% vs last year<br />Source: Belgian Social Media Monitor – Bruno Peeters; http://bvlg.be<br />
    5. 5. Facebook<br />4.102.180<br />
    6. 6. Facebook<br />Source: http://saadim.com/wp-content/uploads/2011/03/INFOGRAPHIE_VOICE_FACEBOOK_BELGIQUE_LARGE1.jpg<br />
    7. 7. Facebook<br />Or<br />Source: www.socialbakers.com<br />
    8. 8. Facebook<br />Source: www.socialbakers.com<br />
    9. 9. Linkedin<br />Linkedin (Belgium)<br />Profiles: 822.154 (cfr. LinkedinDirectAds)<br />+3% vs last month<br />+45% vs last year<br />Groups: 1.505 refering to Belgium<br />+2% vs last month<br />+38% vs last year<br />Events: 664 upcomingevents in Belgium<br />-14% vs last month<br />Source: Belgian Social Media Monitor – Bruno Peeters; http://bvlg.be<br />
    10. 10. Linkedin<br />822.154<br />
    11. 11. Linkedin<br />37%<br />63%<br />
    12. 12. Linked In<br />April<br />April<br />Source: www.quantcast.com<br />
    13. 13. Linked In<br />12<br />Source: www.quantcast.com<br />
    14. 14. Twitter<br />Exact figures based on location are not available<br />EstimatesBelgium<br />Twellow: 19.442<br />Tweepz: 17.080<br />Tweepsearch: 1.278<br />Twitdir: 2.593<br />Tweetmondo: 1.959<br />FollowerWonk: 2.068<br />Commentag: 59.000 (10/2009)<br />PermessoBarometer : 2,7% activelyTwitters; 6% followsothers<br />
    15. 15. Twitter<br />Estimate by bvlg: 63.172 BE Twitteraccounts (in april 2011: 75.000)<br />Based on location, URL, accountname or bio<br />88% public profile; 12% protected profile<br />42% (26.532) active accounts 21.790.000 messages<br />13,7% FR; 85,9% ENG (NL is not available as language in profile info)<br />33% (21.088) have province capital indication<br />Source: Belgian Social Media Monitor – Bruno Peeters; http://bvlg.be<br />
    16. 16. Twitter<br />
    17. 17. Twitter<br />
    18. 18. Twitter<br />
    19. 19. Netlog<br />3.339.902 NL members<br />+2% vs last month<br />+10% vs last year<br />Source: Belgian Social Media Monitor – Bruno Peeters; http://bvlg.be<br />
    20. 20. Netlog<br />
    21. 21. Netlog<br />80% of Netlogmembersis 14-25 yearsold<br />Main interests<br />Music<br />Sports<br />Friends<br />Humor<br />Internet<br />Nightlife<br />Shopping<br />50/50 boys/girls<br />
    22. 22. Seniorennet<br />206.500 members<br />19.028 blogs<br />+1% vs last month<br />+9% vs last year<br />Source: CIM – bezoekersprofiel Seniorennet.be 2009<br />
    23. 23. Blogs<br />EstimatedBelgian blogs<br />Skynetblogs: 201.322 blogs (last update in July 2010)<br />Bloggen.be: 98.463 blogs<br />Skyrock: 32.172.117 blogs (last update in August 2010)<br />Canalblog: 835.577 blogs<br />Blogoloog: 13.933 active NL blogs (Netherlands incl.)<br />Agorati: 453 blogs frompoliticians<br />Wordpress: 151.184 NL blogs (Netherlands incl.)<br />Source: Belgian Social Media Monitor – Bruno Peeters; http://bvlg.be<br />
    24. 24. Facebook - Tools<br />
    25. 25. Facebook<br />Know the differencebetween<br />Profile<br />Fanpage (LT relation)<br />Visible to unregistered people<br />Indexed<br />Group (quick active discussion)<br />To sharethingswith a small group of people<br />Sharedifferentthingswithdifferent people<br />Allow to send « bulk invite » (viral marketing)<br />
    26. 26. Facebook<br />Facebook group<br />Facebook fanpage<br />
    27. 27. Facebook<br />Advertising/bannering on Facebook<br />Determine campaign goals<br />Create ads<br />Set the targeting<br />Source: The Facebook Marketing Update 2011 - Who’s Blogging What<br />
    28. 28. Facebook<br />
    29. 29. Facebook<br />4.102.180<br />
    30. 30. Facebook<br />
    31. 31. Facebook<br />The Likebutton<br />Entry point to Facebook’s user base<br />Growingeffect on searchranking<br />
    32. 32. Facebook<br />Optimize content via Open Graph Protocol<br />Metatagsprovide info to structure post<br />Og:title = title of the content as itwillappear on Facebook<br />Og:description = 1 or 2 sentences describing the object<br />Og:type = type of object (website, blog, article, …)<br />Og:image = URL to image thatwillappearwhenpublished in the news feed. It must beat least 50x50px<br />Og:url = where Facebook user willbedirected to whenclicking on link<br />Og:site_name = the overall site name (ex. The Huffington Post)<br />Fb:admins or fb:app_id = tells Facebook which user accountis the administrator for the site<br />Tool to validatethese tags and display information that Facebook is able to collect: developers.facebook.com/tools/lint/ <br />Source: The Facebook Marketing Update 2011 - Who’s Blogging What<br />
    33. 33. Facebook<br />Facebook Connect<br />Allowing Facebook users to registerwithther Facebook identity on any site<br />Possible to personalize site via Facebook user data<br />Source: The Facebook Marketing Update 2011 - Who’s Blogging What<br />
    34. 34. Facebook<br />Most importantly … Facebook Connectis the onlyway to askusers for their permission to use data!<br />Data youcan use depends on the Permission youask for<br />
    35. 35. Facebook<br />Facebook userscangetoverview of permissions at …<br />
    36. 36. Facebook<br />Don’tasktoomanyPERMISSIONSat the same time<br />
    37. 37. Facebook<br />iFrames<br />Present custom content directlyfromany web server<br />Source: The Facebook Marketing Update 2011 - Who’s Blogging What<br />
    38. 38. Facebook<br />E-commerce<br />Buildyourown system<br />Or use toolslikePayvment (open cart network), Beetailer, …<br />
    39. 39. Facebook<br />Facebook Contests & Competitions<br />Activelyregulated and monitored by Facebook to protecttheirusers<br />Guidelines at www.facebook.com/promotions_guidelines.php<br />How?<br />Third party applications<br />Hiring a Facebook PreferredDeveloper Consultant<br />Own application (iFrame)<br />Important<br />Understand Facebook API to integrate Facebook user data<br />Source: The Facebook Marketing Update 2011 - Who’s Blogging What<br />
    40. 40. Facebook<br />Places<br />Reaction to Foursquare & Gowalla<br />Check-ins on smart phones<br />Facebook deals wereadded to motivateusers<br />Source: The Facebook Marketing Update 2011 - Who’s Blogging What<br />
    41. 41. Facebook<br />Facebook Search<br />Impossible to predict<br />Relies on exact match<br />Tiny changes can have a high impact<br />Source: The Facebook Marketing Update 2011 - Who’s Blogging What<br />
    42. 42. Facebook<br />Facebook Insights provides Facebook platformdevelopers & Facebook page ownerswithmetrics<br />Source: http://developers.facebook.com/docs/insights/<br />
    43. 43. Facebook<br />Legal<br />
    44. 44. Linkedin - Tools<br />
    45. 45. Linkedin<br />Company Pages<br />Snapshot of yourcompany<br />Showcaseyour best products and services<br />Spotlightproductrecommendations<br />Interactwith job seekers (career)<br />Analytics on followers<br />
    46. 46. Linkedin<br />Groups<br />Community to gatherlike-mindedprofessionals<br />Customizable media<br />
    47. 47. Linkedin<br />Display Advertising<br />
    48. 48. Linkedin<br />822.154<br />
    49. 49. Linkedin<br />
    50. 50. Linkedin<br />
    51. 51. Linkedin<br />
    52. 52. Linkedin<br />Answers<br />Reach<br />professionals<br />
    53. 53. Linkedin<br />Polls<br />Add « Polls »  application<br />Collect data<br />
    54. 54. Linkedin<br />Apps<br />Events<br />Presentations<br />
    55. 55. Linkedin<br />White paper distribution<br />Deliver relevant white papers to specific audiences<br />Pre-filled profile data to receivepaper and provide contact info<br />
    56. 56. Linkedin<br />Partner messages<br />Targeted e-mail messaging<br />
    57. 57. Linkedin<br />LinkedinToday<br />http://www.youtube.com/watch?v=BcAKtjV5dNQ&feature=player_embedded<br />Linkedin Signal<br />http://www.youtube.com/watch?v=BDhj72OPCZk&feature=player_embedded<br />LinkedinMaps<br />NEW<br />
    58. 58. Linkedin<br />ShareButton<br />Sharewith a professional audience and drive traffic<br />
    59. 59. Linkedin<br />Member Profile<br />Bringmember profiles to your site<br />Discoverprofessional connections<br />
    60. 60. Linkedin<br />CompanyInsider<br />Insights about companies<br />
    61. 61. Twitter - Tools<br />
    62. 62. Twitter<br />Some concepts<br />RT: retweet<br />DM: direct message<br />Hashtag: # to indicatetopic and follow conversations<br />#fail: to point out somethingwentwrong<br />#followfriday: tweet on Friday to suggest people worthfollowing<br />Twunch: a twitter-style lunch to meet new people and/or followers/following<br />Twitpic: a site thatletsyourshare photos and videos on Twitter<br />Bit.ly: URL shortener (140 characters…)<br />Paywith a tweet<br />Randomacts of kindness<br />
    63. 63. Twitter<br />Advertising on Twitter<br />PromotedTweets<br />
    64. 64. Twitter<br />Advertising on Twitter<br />Promoted Trends<br />
    65. 65. Twitter<br />Advertising on Twitter<br />PromotedAccounts<br />
    66. 66. Twitter<br />Twitteranalytics<br />Metrics: impressions, retweets, clicks, replies, follows<br />Timelineactivity of mentions, follows, reach, …<br />
    67. 67. Twitter<br />Legal issue<br />
    68. 68.
    69. 69. Setting the Scene<br />Social media<br />Fastestgrowingcategory on the web<br />2/3 of the world’s internet population visits social networking sites<br />Account for 10% of all internet time<br />
    70. 70. Setting the Scene<br />Permesso.be study<br />1/3 compare prices<br />50% compare productfeatures<br />50% readreviews and ratings<br />
    71. 71. Setting the Scene<br />
    72. 72. Setting the scene<br />
    73. 73. Evolution of CRM<br />Oldschool CRM<br />Good customer = buys the most<br />Social CRM<br />Good customer = brand advocate???<br />
    74. 74. Social CRM<br />listen<br />identify<br />engage<br />facilitate<br />measure<br />
    75. 75. Listen<br />What are consumerssaying<br />About your brand<br />About yourindustry<br />About the competition<br />About your communication<br />Trends<br />Crisis management<br />
    76. 76. Listen<br />Amount of interactions per industry<br />Ranking (4+5)<br />6<br />7<br />5<br />1<br />3<br />2<br />4<br />Source: US Figures - Razorfish<br />
    77. 77. Listen<br />Source: Sysomos<br />
    78. 78. Listen<br />GAP logo design announcement<br />Buzzgraph<br />Source: Sysomos<br />
    79. 79. Listen<br />The challenges<br />Billions of conversations<br />Unstructured & dispersed data<br />Multiple languages<br />High signal to noise ratio and SPAM<br />No unique single personview (need for primal data point)<br />Irony, quotesrelated to friends, temporary situations, …<br />…<br />
    80. 80. Identify<br />Where are they online?<br />Sites<br />Vertical<br />Geography<br />Source: Sysomos<br />
    81. 81. Identify<br />Who’stalking?<br />Who are influencers, brand advocates?<br />User profiling<br />Influencer score (ex. Klout score …/100)<br />Location of followers & people reached<br />Reputation management<br />http://klout.com/kscore<br />
    82. 82. Identify<br />8%<br />33%<br />27%<br />2,7%<br />10,5%<br />21%<br />6%<br />15%<br />80%<br />46%<br />32%<br />50%<br />6%<br />20%<br />Source figures (in red): Permesso.be social media barometer<br />
    83. 83.
    84. 84. Identify<br />The challenges<br />Choosewho, where & when<br />Link to your CRM database<br />Legal issues<br />Identification issues<br />
    85. 85. Facilitate<br />Buildyourown social presence<br />Content to drive the conversation<br />Find value in consumer conversations<br />
    86. 86. Engage<br />The challenge is not to control the conversation <br />– thatis no longer possible – <br />there are simplytoomany of them!<br />Engage, converse & participate<br />
    87. 87. Social CRM Flow<br />Transfer social issues to correct channel<br />according to traditional CRM flow<br />Marketing<br />Communication<br />Sales <br />PR<br />R&D <br />Customer support, call center <br />…<br />
    88. 88. Social media monitoring<br />
    89. 89. Social Media Monitoring<br />Social media monitoring tools<br />Gather<br />Clean<br />Deduplicate<br />Categorize/prioritize<br />Analyze<br />
    90. 90. Social Media Monitoring<br />
    91. 91. Social Media Monitoring<br />
    92. 92. Social Media Monitoring<br />Key players<br />Sysomos<br />Radian 6<br />Alterian<br />Nielsen BuzzMetrics<br />Scoutlabs (Lithium)<br />Brandwatch<br />Jive<br />(Attentio (BE))<br />
    93. 93. Social Media Monitoring<br />Key Features<br /><ul><li>Customizablesearchqueries & sources
    94. 94. Monitor social media conversations
    95. 95. Identifykeyinfluencers
    96. 96. Gain insight
    97. 97. Conductcomparisons
    98. 98. Measurekeymetrics
    99. 99. Keyword classification & wordclouds
    100. 100. Alerts
    101. 101. Detailedvisualreporting
    102. 102. Attributereactions to people</li></li></ul><li>Social Media Monitoring<br />Example<br />
    103. 103. Social Media Monitoring<br />Example – Radian 6<br />
    104. 104. Social Media Monitoring<br />
    105. 105. Social Media Monitoring<br />Key considerationswhenselecting a tool<br />Ease of set up and user friendliness<br />Coverage<br />Volume of conversations<br />Location of conversations<br />Identification<br />Data latency<br />Sentiment analysis<br />Reporting<br />API services and ability to extractraw data<br />Historical data<br />Price<br />
    106. 106. Questions?<br />

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