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Social Media in Belgium and Social CRM

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Social Media in Belgium and Social CRM - BDMA presentation at WDM Belgium on the 12th of May

Social Media in Belgium and Social CRM - BDMA presentation at WDM Belgium on the 12th of May


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  • FBML = Facebook’sspecific HTML version
  • Transcript

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

    • 80. Identify
      Where are they online?
      Sites
      Vertical
      Geography
      Source: Sysomos
    • 81. Identify
      Who’stalking?
      Who are influencers, brand advocates?
      User profiling
      Influencer score (ex. Klout score …/100)
      Location of followers & people reached
      Reputation management
      http://klout.com/kscore
    • 82. Identify
      8%
      33%
      27%
      2,7%
      10,5%
      21%
      6%
      15%
      80%
      46%
      32%
      50%
      6%
      20%
      Source figures (in red): Permesso.be social media barometer
    • 83.
    • 84. Identify
      The challenges
      Choosewho, where & when
      Link to your CRM database
      Legal issues
      Identification issues
    • 85. Facilitate
      Buildyourown social presence
      Content to drive the conversation
      Find value in consumer conversations
    • 86. Engage
      The challenge is not to control the conversation
      – thatis no longer possible –
      there are simplytoomany of them!
      Engage, converse & participate
    • 87. Social CRM Flow
      Transfer social issues to correct channel
      according to traditional CRM flow
      Marketing
      Communication
      Sales
      PR
      R&D
      Customer support, call center

    • 88. Social media monitoring
    • 89. Social Media Monitoring
      Social media monitoring tools
      Gather
      Clean
      Deduplicate
      Categorize/prioritize
      Analyze
    • 90. Social Media Monitoring
    • 91. Social Media Monitoring
    • 92. Social Media Monitoring
      Key players
      Sysomos
      Radian 6
      Alterian
      Nielsen BuzzMetrics
      Scoutlabs (Lithium)
      Brandwatch
      Jive
      (Attentio (BE))
    • 93. Social Media Monitoring
      Key Features
      • Customizablesearchqueries & sources
      • 94. Monitor social media conversations
      • 95. Identifykeyinfluencers
      • 96. Gain insight
      • 97. Conductcomparisons
      • 98. Measurekeymetrics
      • 99. Keyword classification & wordclouds
      • 100. Alerts
      • 101. Detailedvisualreporting
      • 102. Attributereactions to people
    • Social Media Monitoring
      Example
    • 103. Social Media Monitoring
      Example – Radian 6
    • 104. Social Media Monitoring
    • 105. Social Media Monitoring
      Key considerationswhenselecting a tool
      Ease of set up and user friendliness
      Coverage
      Volume of conversations
      Location of conversations
      Identification
      Data latency
      Sentiment analysis
      Reporting
      API services and ability to extractraw data
      Historical data
      Price
    • 106. Questions?

    ×