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Social Media Marketing: creating engagement



I made this presentation on Social Media when working as Strategic Planner for the Belgian communication agency ENGAGE BBDO in October 2010. ...

I made this presentation on Social Media when working as Strategic Planner for the Belgian communication agency ENGAGE BBDO in October 2010.

The presentation is an update of my former Social Media presentation and gives a view on the evolution of Social Media and how we canharness its power to deliver engagement. Please be advised that some content is in Dutch.

I thank you for your comments.



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Social Media Marketing: creating engagement Social Media Marketing: creating engagement Presentation Transcript

  • Social Networking V2Embracing Social Media to enhance the strength of your marketing message
  • Agenda
    An introduction to Social Media
    Social Media in Belgium: key channels
    Define your strategy: get to know your audience
    Social Media recap: 10 engagement tips
  • Pieter-Jan Adriaensens
    Strategic Planner / Account Executive
    Working @ ENGAGE BBDO
  • Introduction to Social Media
  • ?
    What is
  • Our story starts
    a long, long time ago when
    marketswereconversation places
  • As time passed by
    and for a lot of different reasons the
    human connection faded
  • ?
    Ok, so what is
  • Social Media is all about
    Supported by a variety of online tools
  • “It’s about putting the „public”back in Public Relations and realizing that focusing on important markets andinfluencerswillhave a far greater impact than trying to reach the masses with any one message or tool.” Brian Solis, The Social Media Manifesto (2008)
  • The powerto define and
    control a brand is shifting
    from corporations and institutions
    to individualsand communities
  • Don’t try to be in
    Because you
    are not
  • Conversations are
    with orwithout
  • Technology is not the important part
    but the people who use it
    and their social interactions
  • “People don’t build relationships with each other in a vacuum. A vibrant community is built around asocial object that is meaningfulfor its members
    The social object can be a person, a place,athingor an idea”
    Gaurav Mishra – CEO Social Media Research WebTech (2009)
  • People want companies to
    open up to them so they
    get to see the ‘human side’
  • Social Media is nota new marketingmedium
    It’s an extra communication channel to be added to your existing marketing mix
  • Social Media is an evolution of how we communicate
    Photo by Mads1539 / Flickr.com
  • Press
  • Social Media is mainstream
    Photo by the cat & the exercise bike/ Flickr.com
  • Largest age population on Twitter
    35-49 year olds (42%)
    Fastest growing segment on Facebook
    Women 40+ years old
    Social Media is mainstream
    Photo by the cat & the exercise bike/ Flickr.com
  • The eyeballs are shifting!
    Data : Nielsen Online & IBM Survey - 2008
  • Where is all the online attention going to?
  • You have to be where your consumers are
  • Coca-ColaandUnileverare shifting their digital focus away from traditional campaign sites and towards community platforms, such as Facebook and YouTube, as social media begins to dictate their marketing activity in 2010
    “In some cases some of our campaigns won’t need a coke.com-hosted site. In most cases these will still exist as it’s the most obvious destination for a consumer, but it might only be a page linking to YouTube encouraging people to join the community there.
    We would like to place our activities and brands where people are, rather than dragging them to our platform”
    Prinz Pinakatt - The Coca-Cola Company’s interactive marketing manager for Europe
  • After 23 years and hundreds of millions of dollars spent on Super Bowl ads, one of the world’s biggest brands shifted gears in 2010 by opting out of the Super Bowl and pouring 1/3 of its annual marketing budget into a cause-driven social marketing campaign called The Refresh Project http://www.refresheverything.com/
  • In 2010, Ford kicked off The Fiesta Movement, a social media campaign in which they literally handed 100 young influencers the keys to a Ford Fiesta, asking them only to engage in monthly “missions” and to document and share these missions via social media.
    After generating 31,000 pieces of original content, tens of millions of media impressions, and a slew of high-profile media coverage, The Fiesta Movement achieved what was once unthinkable: making 60% of the public aware of a car that hadn’t yet even debuted in the US - without spending a dime on traditional media.
  • What’s the
    ROIof all of this?
  • "What's the ROI for putting on your pants every morning?But it's still important to your business"
    Scott Monty, Digital Communications Manager at Ford
  • 67%of all consumer buying decisions are in first instance influenced by WOMMcKinsey/Lightstone, 200657% ask information about a brand to people they know (peers)Barometer Belgium, 20077% increase in WOM stands for an average increase of 1% in turnoverLondon School of EconomicsBrand ambassadorsdo not only spend more to the brand, but also generate45% additional turnover by their recommendations Satmetrix, Netpromotor methodology
  • Qualitative vs Quantitative
    Website visits / views
    volume of reviews and comments
    Incoming links
    Engagement & Influence
    Sentiment of reviews and comments
    Commenter authority/influence
    Time spent
    Favourites / Friends / Fans
    Viral forwards
    Number of downloads
    Action & insight
    Sales inquiries
    New business
    Customer satisfaction and loyalty
    Marketing efficiency
    Social Media
    Is measurable
  • Social Media landscapeBelgium
  • #1 Social Network
    Over 500 million users worldwide (June 2010)
    An average user has 130 friends on his profile & is linked to 60 pages/groups/events
    Every month, more than 70% of Facebook users engage with Platform applications
    The fastest growing demographic group is those of 35 years old and older
    More than 10 million people become fan of public profiles each day
    Data: http://www.facebook.com/press/info.php?statistics(2010)
  • Facebook in Belgium
    Number of users on Facebook in Belgium: 3.500.540
    Number of male users on Facebook in Belgium: 1.725.940
    Number of female users on Facebook in Belgium: 1.706.780
    Penetration in Belgium: 33.61 %
    Online penetration in Belgium: 48 %
    Data : Facebook’s Advertising targeting System – June 2010
  • Best practices
    Profile pic
    Feed / Status updates
    Custom tabs
  • Best practices
    Profile picture
    Welcome page
  • Facebook advertising
  • Facebook Insights
    See your FanDemographics
    Track Growth and Engagement
  • Netlog is one of the most popular youth online platforms and offers brands interesting advertising opportunities
  • Turn brands into friends
    More than 55 million users
    More than 80% is aged 14-25 yrs old
    The average Netlog user has about 23 visits on his profile/day
    45% are women vs 55% men
    The average Netlog user influences an average of 100 people/day
  • Netlog in Belgium
    More than 2.900.000 registered members
    More than 550.000 unique daily visitors
    More than 30.000.000 daily page requests
  • Guestbook entries
    About the brand
    Blog posts
    Conversation starters
    Dynamic, shareable skin
  • Let’s create some traffic
  • HP Button
    HP Box
    Advertising Possibilities
  • Advertising Possibilities
    Make sure to target your messages and use the right media tools on Netlog in order to reach your target group effectively
    Skin Share + Spotlight
    Featured brand
    Friend invites & Welcome message
  • Social Networking sites do’s and dont’s
    Establish a presence on the social networks your customers use
    Encourage a discussion & participate frequently
    Explore targeted advertising opportunities
    Give frequent updates
    Create a page and fail to maintain it
    Censor comments
    Spam your fans
    Post false information
  • Twitter would be the largest bar in the world where people come and meet to chat over all kinds of topics
    Photo by kinotrope / Flickr.com
  • Microblogging
    Profile pic
    140 chars max
  • Fastest growing
    More than 13 million users worldwide
    Grown with 3.500% this year alone
    20% of all active Internet users is touched by Twitter
    Most people follow less than 100 people and are followed by more than 100 people
    5% of users account for 75% of all activity, and 10% of users account for 86%  power of retweeting
  • Twitter in Belgium
    Currently tracking more than 80.000
    active users in Belgium (estimation)
    Data : http://bvlg.blogspot.com - May 2008
  • 80 % of Twitter Usage is on MobileDevices
    Data by Social Media Revolution video
  • People update anywhereanytime
    Photo by williamedia / Flickr.com
  • Real-time search
  • The Twitter effect
    Twitter has broken the news cycle down to seconds
  • The Twitter effect
    Twitter has broken the news cycle down to seconds
  • After the election in Iran, cries of protest from supporters of opposition candidate Mir-Hossein Mousavi arose in all possible media, but the loudest cries were heard in a medium that didn't even exist the last time Iran had an election.
    Iran Protests: Twitter, the Medium of the Movement
  • Microblogging do’s and dont’s
    Find and share useful content
    Pose quenstions & reply to others
    Know what’s going on & track down conversations about your brand
    Engage in the dialogue if you can offer added value
    Use it as an extra psuh channel
    Spam your followers
    Post useless information
    Set it up if you can’t support it for a long period
  • YouTube is the second largest search engine in the world
    Photo by dirtylaundryphotography / Flickr.com
  • Video sharing platforms
    Help you gain extra exposure & drive traffic to your company website
    Gives your fans an exclusive view on your companies activities
    Videos can be cheap to produce & by producing them you add a human touch to your company
    All videos rank high in google search & can be easily embedded / shared to other platforms
  • What will the future bring?
  • Mobile: detect ambassadors & reward them
  • Define your strategy with these first steps
  • Social Media must be a part of the whole marketing plan
    Find out where our customers are
    Define measurable goals
    Be realistic in timings
    Ensure commitment
  • Get to know your audience
  • 1%
    Focus on this group
    Source: Global Web Index Wave 2 (January 2010) – numbers of The Netherlands
  • What are they doing?
  • It’s not the quantity of fans/friends/subscribers which counts, but the level of their engagement towards and with your brand
  • Use benchmarks in your market & evaluate your own efforts by calculating the Engagement Rate of your content posts
    Source: Frozen Frogs - 2010
  • What have we learned?
  • 10 tips to engage in Social Media
    Don’t be afraid to experiment with social media
    Make a plan & define guidelines
    Listen to what consumers are saying
    Engage in the conversation
    Be transparent, respectful & honest
    Be personal and authentic
    Contribute in a meaningful way
    See criticism as an opportunity
    Be proactive & challenge yourself
    Accept you can’t do it all yourself & mistakes happen
  • Annex
  • Which platform is interesting for what means?
    Customer Communication
    Brand Exposure
    Great for engaging people who like your brand, want to share their opinions and participate in giveaways and contests
    Fan pages are great for brand exposure
    Unique opportunities for website integration and to engage with customers in a viral way
    Use keyword search monitoring to track what people are saying about you
    Tagged photosets of company events can help customers to put a face on the team behind your brand
    OK but not huge
    Video is a powerful channel to entertain and inform
    Powerful branding tool when you build your channel