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How to increase direct engagement with the target audience group to the use of social media by rick bouter london januari 2012

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How to increase direct engagement with the target audience group to the use of social media by rick bouter london januari 2012 - This report includes defining social media, the different types of ...

How to increase direct engagement with the target audience group to the use of social media by rick bouter london januari 2012 - This report includes defining social media, the different types of social media, social strategy, social sub strategies and the use of tools etc.

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How to increase direct engagement with the target audience group to the use of social media   by rick bouter london januari 2012 How to increase direct engagement with the target audience group to the use of social media by rick bouter london januari 2012 Document Transcript

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  • FOREWORD For my internship in the third year of my course Commercial Economics in Rotterdam I had to follow an internship for four months. For a long time I was passionate about London one of, the in my eyes most beautiful cities in the United Kingdom. My dream was to go to this country and city for a longer time and enjoy the language, culture and the people. That was also the reason why have chosen the city of London for my internship. Digital agency Chameleon in Smithfield London was the company that I have joined for four months. My internship exists about a project which I have decided with my company and also other projects which I have made for my university. The project that the company and I decided to work on was making a social strategy with several levels. This social strategy exist out of a description what social media is and how it works, a social strategy, sub strategies and tools which support these sub strategies. The reason for deciding to work on this project is that Chameleon needed a social strategy which they can use for themselves and for their clients. The second reason, my reason is that I am interested and passionate about social media and how to use this for business purpose for a long time. My experience with working on this project was that I have learned a lot of things. Not only about social media. Also about the future of the web, thinking about a strategy, what sub strategies are we going to use, and thinking about what kind of tools we have to use to realize our goals. I would like to thank Dan Martin for be my mentor, spar partner and advisor during this project. I also want to thank the online marketing, offline marketing and the design department for all the advice and help they gave me during these four months. London, January 2012 Rick Bouter 3
  • Summary This report is the result of a 4 month internship at Chameleon. The motivation of writing this report about social media is that there is a gap in Chameleons current online marketing services around social media. Chameleon offers. Chameleon is already offering social media solutions to their clients but not trough a social strategy and more specific define sub strategies and give an overview of free tools related to these sub strategies which can be used to reach the goals which be determined before starting with social media. That is the reason for writing this report. The goal for this report is: Increasing direct engagement with target audience through social media. This report is meant for Chameleon as organization but also as a basis for Chameleons clients who want to use social media. The problem statement of this project is: How to increase the direct engagement with target audience through social media? The following sub questions are answered: 1. Who is Chameleon? 2. What is social media? 3. What kind of elements makes a social media strategy framework? 4. What kind of sub strategies can we explain? 5. Which tools can be used by each sub strategy? For answering the questions above there is be done field- and desk research. For field research there have been several journalism sessions with people in different functions from several departments at Chameleon. For desk research there are used a lot of social media/ interactive media books and articles both internal documents and external documents. Chameleon is a private owned full-service digital agency launched in 1998, specializing in tailor-made web solutions. With over 10 years of experience in lots of charities and not for profit organizations. Chameleon has five core streams of expertise. These five streams are: 1. Digital marketing 2. Web- design 3. Technical development 4. Consultancy 5. Hosting and support To provide customers with quality online solutions that represents good value for money and achieve the customers' goals. Chameleon has won multiple awards in the digital branch. Chameleon use their results cycle as basis for their projects. This result cycle has five parts: 1. Strategy 2. Exploration 3. Creation 4. Implementation 5. Optimization 4 View slide
  • Social media is the collective noun of all different online platforms, application and every tool that facilitate an online conversation. Every tool which make it possible to have real-time conversations, tell stories, share information, knowledge and experience with like-minded people. This makes social media a very dynamic area of content sharing by the power of the crowd with no influence from any form of editorial. Social media is all about give and sharing. There are 13 different types of Social media 1. Social networking 2. Music sharing 3. Location based networking 4. Bookmarking 5. Online shopping with peers 6. Forums 7. Online games 8. Virtual lives 9. Online photo sharing 10. Online video sharing 11. Weblogs 12. Wiki’s 13. Sharing of presentations The history of social media started in October 1971 with the first e-mail. Through the history we see that there is shift from consumer control in traditional and social media. When companies know why people are going online they can act accordingly. Three factors will decide what the future will be of social media  People  Technology/ social media  World Wide Web There are seven reasons why people are going online 1. To learn things online 2. To have fun online 3. To socialize online 4. To express their selves online 5. To be an advocate online 6. To do business online 7. To shop online The developments of the web can be described as follows Web 1.0 1990 – 2000 The ‘read only’ version of the World Wide Web. Web 2.0 2000 – 2010 is the era in which there was a very specific need for social contacts Web 3.0 2010 – 2020 The ‘semantic web’ machines being able to understand a website Web 4.0 2020 – 2030 is about making contacts and maintaining this. The future of social media  Real-time information  One place to manage  Everywhere available  Mobile apps – cross device 5 View slide
  •        User generated sites Not a few very big social mediums but many niche social mediums Less private and more public Users are more critical about what they put online Users are more critical what they share for free Optimized current social networks No more spread social networks but more integrated Social media strategy After that companies know what social media is, what kind of different types of social media there can be used and what the future of social media will be companies can define the elements that make a social media strategy framework. Social media is not a separate marketing tool but has to be integrated in the current marketing plan. Social media needs to be used as facilitate the fans and advocates of an company, brand or product. Elements that make a social media strategy are 1. The company DNA 2. Goals 3. Define your targets audience group 4. Audience target group on social media 5. Start measurement (Know where you are starting from) 6. Value proposition 7. Budget 8. Tracking 9. Create online presence (Complete online attendance) 10. Start sharing 11. Engage and create involvement 12. Call to action 13. Measure the results 14. Optimize 15. Return on Investment (ROI) Sub strategies Companies have to decide what sub strategy they can and want to use for their social strategy. There is not a selection of sub strategies what leads to success. Companies can combine the sub strategies or use the sub strategies on their own. Sub strategies are: 1. Monitoring the target audience group 2. Locate influencers in the target audience group 3. Word of mouth promotion 4. Content strategy 5. Monitoring and sharing the overall conversations 6. Personal branding 7. Company/ product branding 8. Story-telling 9. Cultivate authority 10. Sales 11. Promotion and special offers 12. Human research management / Recruitment 13. Customer Service 14. Fan channel 15. Competitor following 16. Event support 6
  • Social media tools There are a many tools which can be used for managing social media. Companies and people have to try and decide what tools they want to use to manage their social media activities. Questions that can be used for choosing social media tools are:  What is your need, what do you want to reach with the tools?  What are the requirements?  Make a list with an overview of tools which meet these requirements  Make a list with tools which meets the most requirements Conclusion        Social media is a collective noun of all different online platforms which facilitate online conversations Companies look to less to the opportunities of social media There is a power shift going on from companies to people Social media has to be integrated in a current marketing plan and do not has to be used as separate marketing tool There is not one good social strategy; there are a lot of good social strategies it is just how companies use it Company can use different sub strategies to reach their social strategy goals and also combine them There is not a selection of good tools, there are a lot of good tools and companies have to decide which tools support their online activities the most and use those tools 7
  • Table of Contents Introduction............................................................................................................................................................ 13 1. Overview of Chameleon .................................................................................................................................. 14 1.1 Chameleon .................................................................................................................................................. 14 1.2 Chameleon’s service ................................................................................................................................... 14 1.2.1. Digital Marketing ..................................................................................................................................... 14 1.2.2. Web Design ............................................................................................................................................. 15 1.2.3. Technical Development ........................................................................................................................... 15 1.2.4. Consultancy ............................................................................................................................................. 15 1.2.5. Hosting and support ................................................................................................................................ 15 1.3 Vision ........................................................................................................................................................... 16 1.4 Mission Statement ....................................................................................................................................... 16 1.5 Organization chart ....................................................................................................................................... 16 1.5.1 The managing director ............................................................................................................................ 16 1.5.2. The commercial director ......................................................................................................................... 17 1.5.3. The chief technical officer ....................................................................................................................... 17 1.5.4. The operations director........................................................................................................................... 17 1.5.5. The director of strategy........................................................................................................................... 17 1.6. Chameleon Key facts .............................................................................................................................. 18 1.7. Benefits for using Chameleon as a partner ............................................................................................. 18 1.8. Awards ..................................................................................................................................................... 19 1.9. Clients ...................................................................................................................................................... 19 1.10. Result cycle ............................................................................................................................................. 21 1.10.1. Strategy ....................................................................................................................................................... 22 1.10.2. Exploration .................................................................................................................................................. 22 1.10.3. Creation ....................................................................................................................................................... 23 1.10.4. Implementation........................................................................................................................................... 23 1.10.5. Optimisation ................................................................................................................................................ 24 1.11. Summary of Chameleon .......................................................................................................................... 24 8
  • 1.12. 2. Contact details ......................................................................................................................................... 24 What social media is........................................................................................................................................ 26 2.1. Social media facts ................................................................................................................................... 26 2.1.1. Often heard excuses................................................................................................................................ 26 2.1.2. Social media facts in general ................................................................................................................... 27 2.1.3. Conclusion ............................................................................................................................................... 28 2.2. The definition of social media .................................................................................................................. 28 2.2.3. Social media definitions .......................................................................................................................... 28 2.2.2. Social media ............................................................................................................................................ 28 2.3. Different types of Social media ................................................................................................................ 29 2.3.1. Social networking .................................................................................................................................... 29 2.3.2. Music sharing .......................................................................................................................................... 29 2.3.3. Location based networking ..................................................................................................................... 29 2.3.4. Bookmarking ........................................................................................................................................... 29 2.3.5. Online shopping with peers .................................................................................................................... 29 2.3.6. Forums..................................................................................................................................................... 30 2.3.7. Online games ........................................................................................................................................... 30 2.3.8. Virtual lives .............................................................................................................................................. 30 2.3.9. Online photo sharing ............................................................................................................................... 30 2.3.10. Online video sharing................................................................................................................................ 30 2.3.11. Weblogs ................................................................................................................................................... 31 2.3.12. Wiki’s ....................................................................................................................................................... 31 2.3.13. Sharing of presentations ......................................................................................................................... 31 2.4. The history of social media ...................................................................................................................... 31 2.5. Reasons why people are going online .................................................................................................... 37 2.6. Developments of the web ........................................................................................................................ 38 2.7. Current numbers of social media sites .................................................................................................... 40 2.7.1. LinkedIn ................................................................................................................................................... 40 2.7.2. Facebook ................................................................................................................................................. 42 2.7.3. Twitter ..................................................................................................................................................... 44 2.7.4. Google + .................................................................................................................................................. 46 9
  • 2.7.5 2.8 3 Other social media sources ..................................................................................................................... 48 The future of social media........................................................................................................................... 49 Social Strategy .................................................................................................................................................... 52 3.1. Social media mistakes ............................................................................................................................. 52 3.2. Successful social strategy ....................................................................................................................... 53 3.3. Making a social strategy .......................................................................................................................... 53 3.3.1. How to build a social strategy ................................................................................................................. 53 3.3.2. The company DNA ................................................................................................................................... 55 3.3.3. Goals ........................................................................................................................................................ 56 3.3.4. Define your targets audience group ....................................................................................................... 58 3.3.5. Audience target group on social media .................................................................................................. 59 3.3.6. Start measurement ................................................................................................................................. 60 3.3.7. Value proposition .................................................................................................................................... 61 3.3.8. Budget ..................................................................................................................................................... 61 3.3.9. Tracking ................................................................................................................................................... 62 3.3.10. Create online presence ........................................................................................................................... 62 3.3.11. Start sharing ............................................................................................................................................ 63 3.3.12. Engage and create involvement .............................................................................................................. 64 3.3.13 Call to action............................................................................................................................................ 65 3.3.14. Measure the results ................................................................................................................................ 66 3.3.15. Optimize .................................................................................................................................................. 66 3.3.16. Return on Investment (ROI) .................................................................................................................... 67 4. Social sub strategies ....................................................................................................................................... 70 4.1. Monitoring the target audience group ...................................................................................................... 70 4.2. Locate influencers in the target audience group ..................................................................................... 71 4.3. Word of mouth promotion ........................................................................................................................ 72 4.4. Content strategy ...................................................................................................................................... 72 4.5. Monitoring and sharing the overall conversations ................................................................................... 73 4.6. Personal branding ................................................................................................................................... 74 4.7. Company/ product branding .................................................................................................................... 75 10
  • 4.8. Story-telling .............................................................................................................................................. 76 4.9. Cultivate authority .................................................................................................................................... 76 4.10. Sales ........................................................................................................................................................ 77 4.11. Promotion and special offers ................................................................................................................... 77 4.12. Recruitment ............................................................................................................................................. 78 4.13. Customer Service .................................................................................................................................... 79 4.14 Fan channel ............................................................................................................................................. 80 4.15 Competitor following ................................................................................................................................ 81 4.16 Event support .......................................................................................................................................... 82 5. Sub strategy tools ............................................................................................................................................ 85 5.1. Monitoring from the target audience group............................................................................................... 85 5.2. Locate influencers in the target audience group ........................................................................................ 88 5.3. Word of mouth promotion.......................................................................................................................... 88 5.4. Content strategy.......................................................................................................................................... 89 5.5. Monitoring and sharing overall conversations........................................................................................... 91 5.6. Personal branding....................................................................................................................................... 92 5.7. Company/ product branding ...................................................................................................................... 92 5.8. Story-telling ................................................................................................................................................ 94 5.9. Cultivate authority...................................................................................................................................... 95 5.10. 5.11. Promotion and special offers .................................................................................................................. 97 5.12. Recruitment............................................................................................................................................. 98 5.13. Customer Service..................................................................................................................................... 98 5.14. Fan channel ............................................................................................................................................. 99 5.15. Competitor following .............................................................................................................................. 99 5.16. Reputation management and crisis management .................................................................................. 99 5.17. Event support ........................................................................................................................................ 100 5.18. Use full tools .......................................................................................................................................... 101 5.19. 6 Sales......................................................................................................................................................... 95 Overall statistics .................................................................................................................................... 102 Conclusions ....................................................................................................................................................... 103 6.1 Conclusions chapter 2 ............................................................................................................................... 103 11
  • 6.2 Conclusion chapter 3 ................................................................................................................................. 103 6.3 Conclusion chapter 4 ................................................................................................................................. 103 6.4 Conclusion chapter 5 ................................................................................................................................. 104 Appendix 1 Different types of social media ............................................................................................................ 1085 Appendix 2 The penetration of social media .......................................................................................................... 1086 Appendix 3 Bulletin board system .......................................................................................................................... 1107 Appendix 4 the history of social media..................................................................................................................... 108 Appendix 5 The shift from traditional and social media ......................................................................................... 1109 Appendix 6 Worldwide internet use .......................................................................................................................... 110 Appendix 7 22 reasons people go online ................................................................................................................. 111 Appendix 8 Participation ladder social media .......................................................................................................... 112 Appendix 9 Probable evolution of the WWW ........................................................................................................... 113 Appendix 10 extensive overview of members by country ........................................................................................ 114 Appendix 11 Audience breakdown guidelines ......................................................................................................... 115 Appendix 12 Audience breakdown example .......................................................................................................... 1156 Appendix 13 Job screening with social networks ..................................................................................................... 116 Appendix 14 Barack Obama his social media campaign ......................................................................................... 117 Appendix 15 Sub strategy matrix ............................................................................................................................. 130 Appendix 16 Social media policy BBC ..................................................................................................................... 132 12
  • Introduction Social media is not a fad; it is a fundamental shift in the way we communicate. This is a thing that Chameleon understands like no other. A fundamental shift is a thing Chameleon takes very seriously. Not being online but how can companies add value and increase the engagement with their target audience is the question Chameleon wants to answer. To make sure Chameleon can use social media and get the most profit out of it, Chameleon need a social strategy. Social media is gab in the marketing plans and strategies from a lot of companies. Chameleon wants to fill this gab and give their clients a fit for purpose solution when talking about social media. That is the reason for writing this report. The goal for this report is making a social strategy which can be used for Chameleon as well for their clients. With the results Chameleon can help their self and clients to get profit out of social media. Chameleon did not have a specific strategy, sub strategies and tools for using social media. The main question for this project is: “How can companies increase the engagement of target audience through a social media strategy?” Sub questions which have to be answered for getting an answer on this main question are:      Who is Chameleon/ Overview of Chameleon What is social media? What kind of elements makes a social media strategy framework? What kind of sub strategies can we explain? Which tools can be used by for each sub strategy For answering the questions above there is be done field- and desk research. For desk research are e.g. ‘The conversation manager’ from Steven van Belleghem, ‘Earn money with social media’ from Cor Hospes and ‘#Volgjemenog’ from Tom Gouman. For field research there have been several journalism sessions with people in different functions from several departments at Chameleon. Of course there have to be mentioned that this is a snapshot from a very fast developing mediums is. This report is structured as follows. First there will be an overview of the company Chameleon. In this chapter there will be talked about who Chameleon is and what it can offer. Chapter two is about social media. This chapter describes what social media is and how it works. Chapter 3 is about making a social media strategy. The chapter after this chapter is chapter 4 which describes sub strategies which can be used. And in chapter 5 there will be an overview of tools which can be used for managing a company’s social media strategy 13
  • 1. Overview of Chameleon 1.1 Chameleon Chameleon is a private owned full-service digital agency launched in 1998, specializing in tailor-made web solutions. With over 10 years of experience clients can rely on their combination of innovation, expertise, experience and reliability to provide ongoing support for their web strategy. Chameleon bridges the gap between web consultants, design agencies, web development companies and hosting providers. Chameleon delivers all the required expertise, using their carefully selected in-house team, to take a project from conception to design, development, implementation and on-going support. Chameleon is very active in the charity sector but they also work on public and private sector projects. Image 1.1 Chameleon logo Image 1.2 Chameleon slogan 1.2 Chameleon’s service Chameleon has five core streams of expertise. These five streams are: 1. 2. 3. 4. 5. Digital marketing Web- design Technical development Consultancy Hosting and support 1.2.1. Digital Marketing Chameleon can help companies and organizations with the formulation, creation, deployment and analysis of digital marketing activities to enhance the effectiveness of their brand and delivery of products and services online. Chameleon’s digital marketing services consist of the following:      Search engine optimization (SEO) Online advertising Email marketing Microsite design & development Campaign tracking & measurement 14
  • 1.2.2. Web Design Chameleon knows that good design is central to success. That is also the reason why they have a dedicated inhouse design team. Chameleon’s web design services consist of the following:     An effective visual translation of the client’s brand for online media. A site that matches the client’s marketing objectives. Engagement with the client’s audience and their needs, desires, likes and dislikes. A balanced mix of textual, graphical and multimedia content. 1.2.3. Technical Development Chameleon believes that technology goes hand in hand with great web design, inventive online marketing, and the application of commercial objectives to create successful, innovative websites. Chameleon’s technical development service consists of the following:     E-commerce sites Content management systems Extranet & Intranet applications Gaming services Chameleons their development department has expertise in:     Programming. E.g. .Net, C#, Java, ActiveX, PHP, Perl Database setup, manipulation, and management. E.g. MS SQL, MySQL, Oracle, Access Building systems from the ground up using a variety of programming languages Developing APIs for integrating web-based applications with back-end systems 1.2.4. Consultancy Chameleon has over 13 years’ experience in complex digital projects. Chameleon uses this experience with clients to identify the best solution to reach their goals. Chameleon’s consultancy services consist of the following:       Web strategy consulting Usability, accessibility and search engine auditing Project specification and ITT creation Project management Security consultancy and testing Information architecture 1.2.5. Hosting and support High quality on-going support of any website or online application is crucial. Chameleon knows that the web is 24/7 environment, and so the support team of Chameleon is on standby at any time of day or night, 365 days per year. Chameleon’s hosting and support services consist of the following:  High-spec shared and dedicated web hosting 15
  •       1.3 24 hour support Hardware, system and application monitoring Bespoke service level agreements (SLAs) Domain registration and hosting Email box provision Virtualized hosting Vision To become a one-stop shop for companies wishing to use digital platforms to strengthen their business. Chameleon aims to be able to take a customer from conception to implementation of the project including helping customers with business justification, definition of the proposition to technical specification, development, hosting, support and post-implementation enhancements. Occasionally certain services may be provided by Chameleon partners but they are always managed by Chameleon to ensure that the end customer only has to deal with one party and can be assured of a quality result. 1.4 Mission Statement To provide customers with quality online solutions that represents good value for money and achieve the customers' goals. To build close working relationships with customers, understand their business and on-line ambitions; provide superior project management and outstanding customer service and communication. To gain, capture, retain and effectively re-use knowledge. To ensure staff are happy, motivated, productive, continually learning, understand customers and Chameleon’s goals and stay with Chameleon. To continually strive to gain a thorough understanding of new and emerging technologies - building on a solid base of experience and knowledge of existing technologies. 1.5 Organization chart Having covered talking about, what Chameleon is and what it does, here some information about the people behind Chameleon, and how the team fits together. 1.5.1 The managing director Chameleon is a private owned digital agency. The managing director of Chameleon is the founder and majority owner Vicky Reeves. Vicky leads the commercial director, the chief technical officer, the operations director, the financial controller and the director of strategy. 16
  • 1.5.2. The commercial director The commercial director and his team takes care of all the client account management. Good account management earns that clients generate a useful result, that they reach their goals and that they are happy with Chameleon’s service. 1.5.3. The chief technical officer The chief technical officer and his team take care of all the program and development projects. His role is to manage the team of programmers and developers to build websites and other systems the client wants. 1.5.4. The operations director The operations director makes sure there is a good communication between all the different departments of Chameleon. His role is to make sure that everything will be on time and that the results are how the client wishes. 1.5.5. The director of strategy The director of strategy is the manager of the online marketing, offline marketing and the design team. His role is to give the good results in the area of online identity and design. Image 1.3 Organization chart of Chameleon 17
  • 1.6. Chameleon Key facts Chameleon Key Facts:  13 years in the web business   Commitment to service Highly skilled in-house teams in all core disciplines  Hands-on senior management team  Excellent levels of client satisfaction  Projects delivered on time and within budget    Steadily growing Profitable and financially solid Clients include 4Childeren, Diabetes UK, Kids, Unicef, Black Tomato Travel, RBS markets, The British Library, Anglia Ruskin University & Primal pictures 1.7. Benefits for using Chameleon as a partner  Involvement of experienced business analysts and project managers at a very early stage in the project cycle ensures your business requirements are fully understood.  More efficient overall service through involvement in all stages of the project lifecycle.  Avoiding costly delays and poor delivery during the implementation phase of projects.  Providing one point of contact for all support issues.  Depth and breadth of knowledge and experience, ensuring projects can be delivered to the highest standards.  Real client focus and flexibility. 18
  • 1.8. Awards 2010 Award - B2B Marketing awards 2010 Best use of search marketing for “Money talks” Award - Outstanding achievement B2B IMA (Interaction media award) The Logic group website 2009 Award – Summit int. emerging media University of Portsmouth Award – Summit int. emerging media Diabetes UK “Silent assassin” microsite Award – Summit emerging media Hay House website for design and development W3 Award – Silver winner Blogger and e-PR campaign Bernardos 2008 W3 Award – Silver winner Buck University website design 1.9. Clients Chameleon has a lot of clients in the charity sector. Chameleon has delivered projects in the areas on digital marketing, web design, technical development, consultancy and hosting and support for a large number of clients. There is a section of clients Chameleon worked for. Worked for means, build the website, design the website, consultancy work, hosting or e-marketing. UNICEF Chameleon has a 10 year on-going relationship with UNICEF. Besides all the services Chameleon offers, Chameleon also assists UNICEF with their online strategy. Image 1.4 UNICEF logo UNICEF website BBC For the BBC Chameleon designed and built a website for the TV program “Blue Peter” project. Image 1.5 BBC logo BBC website 19
  • Medecins Sans Frontieres For Medecins Sans Frontieres, a humanitarian organization Chameleon has built their website, designed the website and hosts their website. Image 1.6 MSF logo MSF website Diabetes UK Diabetes UK is a charity for people with diabetes. Chameleon has built and designed website’s, designed it, provides hosting the website and has done consultancy work for this charity. Image 1.7 Diabetes UK logo Diabetes UK website League against cruel sports The LACS is an animal charity in the UK. For this charity Chameleon has provides designed and build their website and is also working with League on an e-marketing project. Image 1.8 League logo Website League Big bus tours Big bus tours is an international tour organization their open- top bus tours makes sure you see all the nice spots in the city you visit with the Big bus tours. Chameleon made their site; host’s the site and does emarketing projects for them. Image 1.9 Big bus tours logo Big bus tours website 20
  • Black Tomato travel Black tomato is a travel agency offering very exclusive holiday possibilities. Chameleon is working with them on a e-marketing project. Image 1.10 Black tomatoes logo Black tomatoes website Anglia Ruskin University Anglia Ruskin University is a university in Cambridge. Chameleon is working with them on an e-marketing project. Image 1.11 Anglia Ruskin’s logo Anglia Ruskin’s website The British Library For the British Library, Chameleon has designed and built a website, did consultancy work and now hosts the site. Image 1.12 British Library logo The British Library website 1.10. Result cycle Chameleon’s ‘results cycle’ is a standard procedure for how projects work at Chameleon. The Chameleon ‘results cycle’ has five parts: 1. 2. 3. 4. 5. Strategy Exploration Creation Implementation Optimization Image 1.13 Chameleon ‘result cycle’ 21
  • 1.10.1. Strategy To make the most out of an internet/ digital strategy, there needs to be a strategy. A strategy is about looking where you are now, your current position. What you want reach in the future, your goal. A strategy is nothing more and nothing less. Chameleon helps clients and customers to translate their goals in a useful strategy to reach those goals in the time that follows. There are three things where Chameleon looks at when talking about strategy: 1. Opportunity mapping This first part is about looking at opportunities and how valuable the type of changes and how to reach them 2. Proposition creation The second part is about making a offering that will be used to reach the clients goals. This will always be a user-focused offering. 3. Business case development The third part is about providing a return on investment (ROI) model of the client’s digital project Image 1.14 The ‘Strategy’ stage of the Chameleon result cycle 1.10.2. Exploration Chameleon will explore your online/ digital activity because this is a very important next step. From exploration we find out what kind of measures will reach the clients goals. In the exploration phase Chameleon’s consultants working with clients across these three areas: 1. Business context A very important part of the exploration is to understand the commercial factors that will help the project. 2. Website diagnostics In this part the consultants of Chameleon will look at your current website and will analyze the strong and the weak points. 3. User insights Who are stakeholders in this project and what do they think that is important? That kind of questions will be answered in this part of the result cycle. 22
  • Image 1.15 The ‘exploration’ stage of the Chameleon result cycle 1.10.3. Creation The next phase in the result cycle is ‘creation’. In this part Chameleon will combine the knowledge that they have collect’s in the previous phases with their creative developers and designers. This stage also has three parts: 1. Creative direction and visual concepts In this phase the designers and developers will make a impactful concept, one users can identify with. 2. Wireframes In this part Chameleon will prove that the concept is an excellent user experience. 3. Technology specifications In this last phase of ‘creation’ Chameleon will specify everything about the implementation. Image 1.16 The ‘creation’ stage of the Chameleon result cycle 1.10.4. Implementation The ‘implementation’ stage is all about design, building and launch of what was agreed in the The following phases are in the implementation stage: 1. Website design and build Website design & build as agreed with the customer. Also in this part, connections with social media will be implemented. 2. Platform build and integration This is the time for integrating third parties like, payment systems, CRM systems etc. 3. System hosting All the supported service will be hosted in a London based datacenter. 4. Online marketing campaigns In this part marketing campaigns like paid search (PPC) and search engine optimization (SEO) 23
  • Image 1.17 The ‘Implementation’ stage of the Chameleon result cycle 1.10.5. Optimisation After the project is launched, there will be optimization to make sure; the client makes the most out of it. The last two phases of the result cycle of Chameleon are: 1. Performance measurement All online activities are measured and Chameleon will give recommendations to achieve the KPI (Key performance indicators) 2. Changes and enhancements program Discuss monthly new opportunities and functionalities to optimize the project. Image 1.18 The ‘Optimization’ stage of the Chameleon result cycle 1.11. Summary of Chameleon When we talk about Chameleon and why companies, organisations or charities have to choose Chameleon we can say the following:        All skills & experience in-house Rigorous project management Award winning design team Highly flexible, scalable technical platform Easy to use content management Experienced partner to Charity sector clients Focus on results 1.12. Contact details Chameleon is based at 12 Cock Lane in Smithfield, Central London Postal code: EC1A 9BU Tel: 020 7332 6360 Fax: 0870 094 1980 Chameleon website 24
  • Image 1.19 Chameleon office in Smithfield, Central London Source Google maps Image 1.20 Chameleon office in Smithfield, Central London Source Google maps 25
  • 2. What social media is 2.1. Social media facts When there is talk about social media, there are always a lot of skeptics’. New things are often a waste of time many companies say. A lot of companies want, when they invest, on a short term a positive ROI (Return on Investment). Everybody wants a positive ROI, so that is nothing new. But the question is, is a positive ROI always be traced to money on a short term? Social media will show you also that ROI not always can be expressed in money and can be received on a short term. Companies are entangled in the old marketing way. The well-known marketing guru Seth Godin tells in his book the ‘Purple cow’ that the traditional ways of marketing are these days not enough to convince the customer. That is the reason why every company needs purple cows. He also tells that the old stamp marketers stick to the way marketing has always worked. That is the point where we are now. Image 2.1 Seth Godin author of the ‘Purple cow’ Image 2.2 Seth Godin his book, the ‘Purple cow’ Companies are either investing in social media, or are doing nothing with it. The ‘push’ time of companies is over. The customers/ the crowd are more powerful than a couple of years ago. The time when companies tell customers what to buy is over. Customers have become more assertive than ever these days. That is why companies need to invest in social media. An investment does not always mean money. Time is for example one of the biggest investment, so why do not start with that? Why do we have to invest in social media when there is not the desired Return on Investment (ROI)? A research of a Dutch company ‘Careeruniverse’ (which studies social media) shows us the most often heard excuses. 2.1.1. Often heard excuses Often heard excuses to not participate in the rise of social media are: 1) Not enough internal resources 2) Not enough knowledge and knowhow 3) Not convinced about the ROI 4) No clear guidelines or policies. 5) Not enough awareness inside the organization 6) No budget 7) Social Media does not fit to the brand 8) Affraid of negative reactions/ emotions 9) The company does only B2B so it has no added value 10) Wait for a while because they do not want to be the innovators 26
  • The following facts will convince you from every excuse. 1. These facts will: 2. Show you that you need enough internal resources and knowhow. 3. Convince you of the ROI 4. Make you think about guidelines/ policy 5. Create enough awareness in your organization 6. Create budget inside your company 7. Make sure that social media fits to your brand 8. Make sure that you have to learn to react on possible negative reactions and emotions 9. Shows you that also B2B companies can add value with social media 10. Make sure that today is the day you will start with social media… 2.1.2. Social media facts in general        50% of the people using social media are under the 30 years old Social media has overtaken pornography as number 1 activity on the web Over 25% of search results for the world’s top 20 largest brands are links to user-generated content 90% of consumers trust peer (like- minded people) recommendations Only 14% of consumers trust advertisement 1 in 5 couples meet online People are no longer searching for the news, the news finds them. Twitter  Justin Bieber has more followers on Twitter than the entire populations of the countries of Sweden, Israel, Greece, Chile, North Korea and Australia exclusively. Facebook  50% of the mobile internet traffic in the UK is for Facebook  Facebook tops Google for weekly traffic in the US.  50% of the members of Facebook log on every day  People spend over 700 billion minutes per month on Facebook LinkedIn  Two new member joins LinkedIn every second YouTube  Every minute users upload 35 hours of videos on YouTube  More video is uploaded every 60 days than three major US television networks produced in 60 years  After Google, YouTube is the 2nd largest search engine in the world. Google+  Google+ is the fastest growing social network in history, Google+ was 10 million members strong in only 14 days, one day later Google+ exceeds the 15 million users mark Games  Social gamers will buy $ 6 billion in virtual goods by 2013 Wikipedia  Studies show that Wikipedia is as accurate as the Encyclopedia Britannica. 27
  •  If Wikipedia were made into a book, it would be 2.25 million pages long, and it would take over 123 years to read 2.1.3. Conclusion After this overview of social media facts I think we can join Erik Qualman with his quote: “We don’t have a choice on whether we do social media; the question is how well we do it” 2.2. The definition of social media 2.2.3. Social media definitions There are many definitions to define the terms ‘social media’. Here a few definitions: 1. “Social media is the collective noun for all different internet-applications which make it possible to share information in a friendly and often nice way with each other. It is not only about sharing in the way of text (news, articles). But also sound like podcasts, music and figure like photography and video is shared on social media.” Source: Social media NL 2. “Social media is collaboration, network, conversation, sharing, relationships, multi-dimensional, inclusive, information, community, personalization, empowering, a radical shift in communication, real-time, people, content distribution, self-expression, unity, dynamic, discovery and that by the power of the crowd.” Source: Mashable - The social blog 3. Social media describes the online tools and platforms that people use to opinions, insights, experiences, and perspectives with each other. Social media can take many different forms, including text, images, audio and video. Popular social mediums include blogs, message boards, podcasts, wikis and vlogs. Source: Marketingfacts year-book 4. “Social media are all online platforms by and for people where they can, interact, tell stories, share information and knowledge and share (product) experience. Social media is also a collective name for web applications where you can share information with each other on an interactively, user friendly and accessible way. Shortly spoken: Social media are every tool or service used by internet to facilitate conversations.” Source: How to earn money with social media - book 2.2.2. Social media After closer look at those four definitions, the following can be defined: Social media is: “The collective noun of all different online platforms, application and every tool that facilitate an online conversation. Every tool w hich make it possible to have real-time conversations, tell stories, share information, knowledge and experience with like-minded people. This makes social media a very dynamic area of content sharing by the power of the crowd with no influence from any form of editorial. Social media is all about give and sharing.” 28
  • 2.3. Different types of Social media 2.3.1. Social networking Social networking/ online networking is every application on the internet which made it possible to make friends, interact with them and share knowledge. This can be with friends, people you know. The other type of social networking is the business variant. There are also special networks to connect with colleagues and business relationships. Examples of social network mediums for friends: Facebook/ Orkut/ Hyves/ Friendster/ MySpace/ Google+ Examples of social network mediums for business: LinkedIn/ Plaxo/ 2.3.2. Music sharing Music sharing/ online audio is another type of social media. Users place music or podcast files on a website. There is no editorial to determine what is important. These files can be flagged as ‘favorite’ and listened by other users etc. Examples of music sharing applications are: Spotify/Music Google/ Simfy/ Blip.fm/ Last.fm/ Soundcloud 2.3.3. Location based networking Location based networking is when you visit a location you can easily check in. In this way you can deserve points. You can also see who else there is on this location. It is not only social networking and fun but also attractive for the B2C sector. Companies can give for example discount to people who publish where they are. In this way the companies increase their awareness, and the customer gets discount. Examples of location based networking mediums are: Foursquare / Facebook places/ Feest.je/ Gowalla/ Google Latitude/ Scoville 2.3.4. Bookmarking Bookmarking makes it possible to collect your favorite websites or articles together in one place online where all your interesting information is, which you also can share with others. Examples of bookmarking mediums are: Delicious/ Digg/ Technorati/ Stumble Upon/ Reddit/ Ekudos 2.3.5. Online shopping with peers Online shopping with like-minded is a very hot item these days. A couple of years ago Google and other search engines/ sites determined shopping behavior. Today the opinion of like-minded people is more important in shopping behavior. People are writing reviews for each other in every possible way and believe these opinions from other visitors/ buyers because they are like-minded, just like them. Examples of online shopping with peers mediums are: Review.cnet/ Reviewcentre/ Ciao-shopping 29
  • 2.3.6. Forums A forum is a place/ website where you can discuss, chat, talk to others, and ask questions to other people or companies. This can be very specific in your own interest area because forums have become a very niche market. For a forum you have to sign up and profile yourself with an online identity Examples of forums are: Forumotion Also well-known sites as are used for discussion platforms: Apple forum / Political forum/ World economic forum/ World conflicts forum 2.3.7. Online games This form of social media is especially popular with young people. Youth like to play games on the internet, but they do not want to play alone. Youth wants to play with like-minded people. These games are often a (MMORPG) which means: “massive multiplayer online role playing game”. A great example of online gaming is World of Warcraft (WOW). With 11.100.000+ members (June 2011) is this one of the biggest online games ever. Except gaming on these sites you can also chat/ discuss about several subjects with other members. Often you can try a free trial and after that you can buy extra options or you will be excluded from participation. Examples of online games mediums are: World of Warcraft/ Runscape / Tibia /Lineage II 2.3.8. Virtual lives There are also mediums where people can ‘live’ online. People can choose their online identity and do almost the same things as in real-life only online. That is also the reason why they are called virtual lives. Examples of virtual live mediums are: Second life/ HabboHotel/ 2.3.9. Online photo sharing With photo sharing social media you can easily upload, share, look at, and search on photos. The social side on this social medium is that people can easily share, react and discuss photos. For photo selection there are often privacy settings. This means photos can be published public or private. In this way people can use the not private photos for presentations etc. Examples of photo sharing mediums are: Flickr/ Photobucket/ Zooomr/ Picasa/ Shutterfly/ Fotki/ Snapfish 2.3.10. Online video sharing This type of social media one is almost the same as the one above only with videos instead of photos. With video sharing you can easily upload, share, watch, and search on videos. The social side on this social medium is that people can easily share, react and discuss videos. 30
  • This is also a fast growing social medium type, also B2B. Companies load for example movies up and link/ connect this to their company websites or blogs to visualize goals, portfolios, clients and other subjects. Also a company promotion video is a hot item these days. Examples of online video sharing mediums are: YouTube/ Yahoo video/ Metacafe/ Vimeo/ Break/ Vuze/ Zoopy 2.3.11. Weblogs A weblog is shortened to a ‘blog’ on a website. Weblogs are like online journals or diaries where people share comment, react and discus. Blogging about a subject confirms your expert status. When you only can post short updates to your blog it is called micro-blogging. Features for a blog are:  The possibility to react to something e.g. a news story  Every article has his own internet address  Reference to other websites  Share information with your own network  Influence search engines Examples of weblog mediums are: Wordpress/ Blogger/ Thoughts/ Typepad/ Movabletype/ Examples of micro blogs are: Heello/ Twitter 2.3.12. Wiki’s A wiki is by definition social. Information on a wiki is provided by people and with no editors to check the content. These sites are characterized by sharing information. Anyone can start their own wiki. Examples of wiki mediums are: Wikipedia/ Wikispaces/ Wikia/ MediaWiki/ EditMe 2.3.13. Sharing of presentations Another type of social media is sharing content through presentations. This type of social media is about sharing information and knowledge with other people. These people can react, discuss and talk about your presentation. Examples of presentation sharing mediums are: Prezi/ Slideshare/ Zentation/ Authorstream/ Sliderocket See for all the different types of social media appendix 1. 2.4. The history of social media Social media in a concept is not something new. It is true that it is developing very fast at the moment See for the penetration of social media appendix 2. 31
  • Social media is not only Facebook, Twitter, LinkedIn, YouTube and Flickr. As said in the paragraph ‘What is social media’? It is all about: “The collective noun of all different online platforms and applications, every tool that facilitate a conversation. Every tool which make it possible to have real-time conversations, tell stories, share information, knowledge and experience with like-minded people. This makes social media a very dynamic area of content sharing by the power of the crowd with no influence from any form of editorial. Social media is all about give and sharing.” That is the reason why the introduction year of the…:  Postal service 550 BC  Telegraph 1792  Pneumatic Post 1865  Telephone 1890  Radio 1891  Computer 1969 …are not included in the history of social media. The history of social media started many years ago. In principal 40 years ago in October 1971. 1971 Was the year that the first e-mail was send by a network computer. The way this goes was the following: Two computers next to each other and one send the text ‘qwertyuiop’ to the other. Image 2.3. E-mail image 1978 The year that the first data goes over the normally telephone line (BBS). BBS (Bulletin Board Systems) means exchanged data over phone lines with other users. See for appendix 3 a Bulletin board system. Also in 1978 the first web browsers were launched. The first copies of early web browsers were distributed by Usenet, an early online bulletin board. This was the year that the ‘newsgroups’ were introduced. 1988 The year of the release of IRC (Internet Relay Chat). This program is used for file and link sharing and to keep in touch with other people. Image 2.4. An overview how the first IRC worked Source: ixibo.com technology and software 1994 Geocities was founded, the first social network site of the world. The concept was for users to create their own websites, categorized by one of six ‘cities’ which you could choose. Yahoo bought this company in 1999. Geocities was shut down two years ago in 2009. Image 2.5. Logo GeoCities 32
  • 1996 The first instant messaging program for the pc is launched, called ICQ. The characters ‘ICQ’ stands for I Seek you. Image 2.6. Logo ICQ 1997 Social media service Six Degrees was launched. This was the beginning of the social media empire like we know it today the day. At his highest point they had over 1 million users. In Six degrees there was the possibility to create your own profile and list friends. Also in 1997 AOL instant messenger is launched. This was the beginning of the popularizing of the instant messaging era. Image 2.7. Logo AOL This year saw also a similar site like Six Degrees, AsianAvenue starts. This network was a niche network for Asian- American people. 1999 Blogging service Blogger launches. This service is owned by Google at the moment. Image 2.8. Logo Blogger A new type of player was joining the social market this year. LiveJournal is a social network what is built around constantly- updated blogs. The first only black social network called Blackplanet was also launched this year. Also a music sharing network is launched this year, Napster. Napster, a music sharing platform with likeminded people called peers. 2000 The first .Com bubble bursts, sending the stock markets crashing. In this year MiGente, a nice Hispanic, Latino- American niche social network was launched. 2001 Free online encyclopedia Wikipedia was launched in this year. Image 2.9. Logo Wikipedia The beginning of 2000 was also the time of the MMORPGS (Massively Multiplayer Online Role-Playing Games. World of Warcraft, a game where players interact both in the game world but also can interact on forums and other community site was launched in this year. 2002 In this year ’Friendster’ launched a social network for friends and family. Image 2.10. Logo Friendster 33
  • 2003 LinkedIn, the corporate social network site is launched. Image 2.11. Logo LinkedIn Also in 2003 MySpace opens its doors. MySpace is a Friendster Clone. Image 2.12. Logo MySpace Another social network site called Hi5 opens its doors in 2003. Image 2.13. Logo Hi5 Also the social network site for professionals in Germany, XING opens its doors in 2003. Image 2.14. Logo Xing Photo sharing site Photobucket was launched this year Image 2.15. Logo Photobucket One of the first Social bookmarking sites Delicious, also known as Del.icio.us was founded. Image 2.16. Logo Delicious 2004 Facebook launches in 2004. First of all it is only open for Harvard students. In September 2006 open for everyone with the age above 13. Image 2.17. Logo Facebook Also in 2004 is Photo share platform Flickr Launched. Image 2.18. Logo Flickr Multiply, a family-friendly social network which is very private and secured by the company was also launched in 2004. Image 2.19. Logo Multiply Google’s social network Orkut also saw daylight in 2004 Image 2.20. Image Orkut 34
  • Social network site Ning was also found in 2004. Ning gives the opportunity to create your own social network. Image 2.21. Logo Ning 2004 was also the launch year of Digg. With Digg you can share links online and vote links up and down. Image 2.22. Logo Digg Also in 2004, the first Dutch social network was launched, called Hyves. Image 2.23. Logo Hyves 2005 In February this year video sharing platform YouTube opens its doors. Image 2.24. Logo YouTube Also in 2005 the Chinese social network site Renren opens his site Image 2.25. Logo Renren Also founded in 2005 is social news site Reddit. Image 2.26. Logo Reddit The social network site 51.com launched this year. Image 2.27. Logo 51.com 2006 Micro blogging site Twitter is launched in 2006. Image 2.28. Logo Twitter In this year Ustream made it possible to stream videos online where people can directly post their comment or questions. Image 2.29. Logo Ustream In this year is also Netlog launched. Netlog is a popular European social network site. 2007 This year Tumblr started their life streaming application and micro blogging platform. Image 2.30. Logo Netlog 35
  • FriendFeed was also launched in 2007. FriendFeed make it possible to integrate almost all of your online networks in one place. Image 2.31. Logo Friendfeed 2008 Facebook takes the leading position over from MySpace The social network site Kontain was launched. This social network site is not like the regular sites. This is because Kontain follows people by video/ photos instead of status- updates. Image 2.32. Logo Kontain Also in 2008 opens kaixin001, a Chinese social network sites their doors. Image 2.33. Logo Kaixin001 2009 Another micro blog launched named Posterous. This site makes sharing from e-mail, photos, videos, and mp3 available. Image 2.34. Logo Posterous 2010 Music service Spotify opens its doors. Image 2.35. Logo Spotify Also in 2010 location based networking service Foursquare is launched Image 2.36. Logo Foursquare 2011 Google opens its social network site Google+ Image 2.37. Logo Google+ A Founder of Twitter launched a Twitter clone called Heello. Image 2.38. Logo Heello See appendix 4 for the history of social media. When we look to the history of social media, there is a shift from traditional and social media. The image ‘The shift from consumer control in traditional and social media’ by Dion Hinchcliffe shows this in a very nice way. See appendix 5 for the shift from traditional and social media. 36
  • 2.5. Reasons why people are going online More and more people are going online. The more time passes, the more people go online. What is the reason for going online? In the past decades everything was possible without the web and social media. Why does everybody need social media these days? See appendix 6 for an overview of the worldwide internet use. People are going online for several reasons. “The reason why people are going online” can be split in seven areas, based on a study of Ruder Finn. Ruder Finn is an independent global Public Relation agency who has done research to the question: “Reasons why are people going online“. These seven areas are from high to low, which is interesting. 1. The seven areas are: To learn things online Individuals are going online to learn about all kind of things. Topics to learn about can be general subjects but also where people want to learn from others like-minded or experts. 2. To have fun online People also use the internet to have fun online. Having fun online like, watching movies, playing games and listening to music are these days’ very popular especially with young people. 3. To socialize online The new generation is one that wants to keep up with friends online. Speed of information, following and keeping up with friends is important for this generation. 4. To express their selves online A lot of people are going to see how important it is to build on their own personal brand. There is a boost of people who are spending more energy on their social identity. This is also a very important thing to do for the youth. You might ask, “Why is that?” More and more companies do not only look at personal resumes but are also screening the social networks and see how you act there. “You never got a second chance for the first impression.” 5. To be an advocate online Another reason why to go online is that people are willing to be an advocate of a brand of organization. Maybe you ask yourself, why should people go online for being an advocate for a brand? Take for example the users from the well-known brand Apple. When you look for answers about question you have over the brand, the products or anything about Apple, there are always people who can help you. Those people are ‘free’ marketers for Apple. People that are enthusiastic motivated and driven about ‘their’ brand, ‘their’ product, that is what every company needs. Image 2.39. The haircut of an Apple fan Image 2.40. A tattoo of an Apple fan 37
  • 6. To do business online Internet is a place of supply and demand. There are not only places where you can shop online, but also people do a lot of business on social media. Mediums like Facebook, Twitter are interesting for marketers on the area of individuals and for B2C. LinkedIn is a very popular medium for B2B. 7. To shop online This decade is one of online shopping, ecommerce and making products easier to buy. The reason behind this is this. People are searching for speed; they do not have enough time to go to every physical store. It is also easy to do, because almost every store has an online shop where you can buy their products. For more insights of the reasons why people are going online, see appendix 7, “22 reasons why people are going online.” See appendix 8 Participation ladder social media 2.6. Developments of the web Off course social media cannot exist without the web. For this reason here is an overview of the web, how it was, how it is, and how it probably will be. From web 1.0 to web 4.0 First of all is an important notification that all the different numbers of the web are not an update of the internet. No, people use these terms only to define the way how software developers and end-users are using the web. Web 1.0 – 1990 - 2000 Web 1.0, the web from 1990 – 2000, was the ‘read only’ version of the WWW (World Wide Web). Read only means that all the websites were ‘one-way’. So companies and organizations used their website to inform people and clients and that was all. Most of the websites of 1994 and 2004 are in this category. Web 2.0 – 2000 - 2010 Forrester research a very well-known research company defined the definition Web 2.0 as follows: “A set of technologies and applications that enable efficient interaction among people, content, and data in support of collectively fostering new business, technology offerings, and social structures.” Shortly spoken, Web 2.0 is the era in which there was a very specific need for social contacts. When we look at this time era, we also think directly that these are the years that Twitter, Facebook, LinkedIn are launched. Also Web 2.0 is where the first steps of the user generated content can be seen. This means articles created by users without a professional editor. Image 2.41 Logo Forrester research Web 3.0 – 2010-2020 Web 3.0 is also called ‘the semantic web’. The goal of the semantic web is to express the information on that way that not only people, but also software is able to handle the information. So basically the change from Web 2.0 to Web 3.0 is the change from machines being able to read a website (Web 2.0) to machines being able to understand a website (Web 3.0). This will lead to a bigger role for (search) engines, because they can search more specifically and can look for results that are better for the search term. 38
  • Tim Berners-Lee the founder of the World Wide Web said the following about this. The web is going to be a universal medium for the exchange of information and knowledge. This information is expressed in such a way that not only do people understand it, but machines too. Image 2.41 Tim Berners-Lee, founder of the World Wide Web. Eric E. Schmidt the Chief Executive officer from Google says: ‘Web 3.0 is about building applications on another way. Applications are going to be combined and used by several media-channels. Another big difference is that applications are distributed by virals, word of mouth, online sharing instead of shops.’ Image 2.42 Eric. E. Schimdt CEO – Google.Inc Web 4.0 – 2020 - 2030 In Web 4.0 all these technology’s from above come to each other. Web 4.0 is about making contacts and maintaining this. Also Seth Godin has his opinions about Web 4.0. In his vision he has also a great example of the working of Web 4.0. He gave the example of booking a flight from Toledo to Seattle. The flight is cancelled. Your phone knows that you must be on that flight, and it knows about the cancellation. The 4.0 step is now that the phone automatically books the next available flight and gives you all information you need about it. Nova Spivack named as one of the though leaders on the semanticweb.com said: “The intelligence of machines shows us that the World Wide Web has reached a point where we can use it as an operating system”. Image 2.43 Nova Spivack Chief Executive Officer of Radar Networks 39
  • The ‘probable’ evolution of the web is very difficult to predict. It is very different to predict the future of a medium like the World Wide Web and how developments will be. One thing is for sure, the World Wide Web is getting smarter and smarter. See appendix 9 for an overview of the (probable) evolution of the World Wide Web made by Nova Spivack 2.7. Current numbers of social media sites Find here an overview of the latest numbers these days from the most popular social media sites. 2.7.1. LinkedIn LinkedIn has over 135+ million members in over than 200 countries. The CFO of Oracle is hired on his LinkedIn profile. 1800+ employees Gender Male: Female: 58.5% 41.5% Ages: 18-24 25-34 35-54 54+ 23% 35.2% 35% 6.8% Image 2.44. Confident to LinkedIn Image 2.45. LinkedIn helps business grow Image 2.46.Three out of four 40
  • Country top six member number # Country Users 1. United States 50.100.000 2. India 10.600.000 3. United Kingdom 6.900.000 4. Brazil 5.000.000 5. Canada 4.200.000 6. The Netherlands 2.800.000 Image 2.47. LinkedIn top country users In the top 10 countries there are 80% of all LinkedIn members. See appendix 10 for an extensive overview of members by country Overview by industry Industry % of users High-tech 15.3% Finance 2.9% Manufacturing 9.8% Medical 8.6% Corporate 8.2% Educational 7.7% Consumer goods 6.9% Recreational 5.5% Construction 4.5% Government 3.7% Media 3.3% Non Profit 2.8% Arts 3.5% Transport 2.5% Service 2.3% Legal 2% Image 2.48. LinkedIn industry overview Overview by job function Image 2.49. LinkedIn job overview Sources LinkedIn press center LinkedIn official blog LinkedIn Ad Platform July 13th 2011 Marketing department LinkedIn October 28th 2011 Social bakers 41
  • 2.7.2. Facebook Facebook members Facebook is a large online network. They have 800.000.000+ members, and more than 50% of these 800.000.000+ members are online every day. An average member of Facebook has 130 friends/ connections on their profile. An average member An average member of Facebook is connected to 80 community pages, events, groups and pages. There are more than 900.000.000 objects that let people interact with community pages, events, groups and pages. Numbers 7.000.000+ apps and websites are integrated in Facebook. 20.000.000+ apps are installed every day 250.000.000+ photos are uploaded every day. 500.000.000+ people are using an app or Facebook on other websites. Pages and brands Some page and brand related info is that, Facebook has 1486180 pages and 10772 brands as member in their online network Languages Facebook is available in more than 70 languages. 25% of the members are from the USA, and 75% are from outside the USA. Top 5 cities on Facebook # City Country 1. Jakarta Indonesia 2. Istanbul Turkey 3. Mexico city Mexico 4. London United Kingdom 5. Bangkok Thailand Image 2.50. Top 5 cities on Facebook Advertising costs on Facebook # Country 1 Russia 2 Japan 3 Cayman Islands 4 South Africa 5 Australia 6 Denmark 7 Malawi 8 Switzerland 9 Nigeria 10 United States 15 Netherlands 25 United Kingdom Image 2.51. Advertisement costs on Facebook Users 17 484 300 9 602 100 9 339 320 7 645 680 7 419 340 avg. CPC $1.20 $1.11 $0.94 $0.82 $0.80 $0.77 $0.73 $0.71 $0.66 $0.66 $0.59 $0.48 Pen. 80.20% 85.58% 50.67% 91.90% 89.50% avg. CPM $0.52 $0.48 $0.40 $0.35 $0.35 $0.33 $0.31 $0.31 $0.28 $0.28 $0.25 $0.21 42
  • 10 largest countries on Facebook # Country Members 1. United St. 155,981,460 2. Indonesia 40,829,720 3. India 38,045,000 4. United Kingdom 30,481,300 5. Turkey 30,473,280 6. Brazil 30,453,260 7. Mexico 30,121,400 8. Philippines 26,752,000 9. France 23,248,340 10. Germany 21,634,380 Image 2.51. 10 largest countries on Facebook. Top 5 fastest growing cities # 1. 2. 3. 4. 5. City Brazil France India Mexico Indonesia Country 3.93 % 3.15 % 1.79 % 1.07 % 0.78 % Users 1,151,400 709,080 667,400 318,420 314,540 Image 2.52. Top 5 Fastest growing cities Top 5 Facebook apps # App 1. Static FBML 2. Facebook for iPhone 3. Facebook for Android 4. CityVille 5. Facebook for BlackBerry Developer Facebook Facebook Facebook Zynga RIM, Ltd. MAU 101 700 000 93 700 000 72 400 000 55 200 000 45 500 000 % Change -4.07% +3.22% +9.77% -23.42% +1.79% Image 2.53. Top 5 Facebook apps What a Facebook fan is worth One of the biggest questions these days is, “What is a Facebook fan worth?” A study of Experian Hitwisi shows us the result: “1 Facebook fan is worth 20 additional visits to your website” Experian Hitwisi is a leading international research company, which is specialized on online marketing. Sources Facebook press centre Facebook official blog All Facebook Check Facebook October 25 2011 source ‘Facebook check’ Experian Hitwisi Study of Experian Hitwisi Social bakers 43
  • 2.7.3. Twitter Average Twitter day On an average day there are over 200.000.00o tweets. 27% of Twitter users logs on every day and 37% uses a mobile application. 75% of all the tweets are from other applications than the website of Twitter. Between 10 and 11 o’clock is when the most tweets where send. Women follow 2% more people than men. Women tweet 12% more than men. It took Twitter 3 year, 2 months and 1 day to reach 1.000.000.000 tweets. Daily Twitter conducts 600 million searches, Google does 3 billion. 4% of all tweets are advertisement related tweets. Top 5 most followed people Screen name # 1. Lady Gaga 2. Justin Bieber 3. Katy Perry 4. Barack Obama 5. Kim Kardashian Image 2.54. Top 5 most followed people Top 5 most followed brands Screen name 1. Whole Foods Market 2. Starbucks Coffee 3. Facebook 4. Threadless .5. JetBlue Airways Following 141 226 118 891 81 687 555 153 Following 565 021 78 156 76 608 181 112 964 Followers 15 005 593 13 776 254 11 388 114 10 820 672 10 714 480 Followers 2 076 034 1 781 366 1 747 389 1 668 483 1 658 359 Tweets 1 067 11 660 3 480 2 085 9 503 Tweets 20 260 8 618 951 5 073 11 928 Image 2.55. Top 5 most followed brands Top 5 most followed media Screen name 1. YouTube 2. CNN Breaking News 3. The New York Times 4. A Googler 5. E! Online Image 2.56. Top 5 most followed media Top 5 tools Screen name 1. Twitter 2. TwitPic 3. UberSocial 4. Snaptu 5. twitcam Image 2.57. Top 5 most used tools Following 685 27 766 1 907 660 24 Following 338 61 576 362 107 635 Followers 6 298 657 5 492 041 3 898 152 3 773 906 3 446 091 Followers 6 517 522 5 633 269 4 579 990 3 441 293 2 769 788 Tweets 4 341 13 018 72 977 2 974 40 494 Tweets 1 215 477 11 473 3 549 4 395 44
  • An overview of the top 5 from the top 100 Twitter cities in the world Rank City State/Region Country 1 London H9 United Kingdom 2 Los Angeles CA United States 3 Chicago IL United States 4 New York NY United States 5 Atlanta GA United States Image 2.58. Top 5 Twitter cities An overview of all the cities in the United Kingdom in the Twitter top 100 for cities Rank City State/Region Country 1 London H9 United Kingdom 35 Manchester I2 United Kingdom 59 Glasgow V2 United Kingdom 70 Edinburgh U8 United Kingdom 71 Birmingham A7 United Kingdom 84 Leeds H3 United Kingdom 86 Bristol B7 United Kingdom 97 Liverpool H8 United Kingdom 100 Brighton E2 United Kingdom Image 2.59. All cities in the UK in the Twitter city top 100 Twitters official blog Tweetgrader Social bakers 45
  • 2.7.4. Google + Gender Male Female Other 67.9% 31.1% 1.0% Google+ top 5 most followers # Name 1. Larry Page 2. Mark Zuckerberg 3. Britney Spears 4. Snoop Dogg 5. Sergey Brin Image 2.60. Google+ top 5 most followers Following N/A N/A 2 704 29 N/A Top 5 Risers Followers 621 058 600 597 569 044 503 787 449 559 Top 5 Fallers #1 Dalai Lama → 6,501 #1 Naomi Williams → -282 #2 Hugh Jackman → 5,630 #2 Dominic Gräfen → -241 #3 Usher . → 4,940 #3 NeFrantišek NeFuka → -185 #4 Tyra Banks → 4,613 #4 Mark Zuckerberg → -57 #5 Richard Branson → 4,390 #5 Yuhui BC → -28 Image 2.61. Google+ top 5 movers and shakers 46
  • Top 10 occupations on Google+ Image 2.62. Overview of Jobs on Google+ Top 10 companies represented by Google+ users Image 2.63. top 10 brands on Google+ 47
  • Image 2.64 Top countries on Google+ Sources Google press centre Google official’s blog Social bakers 2.7.5 Other social media sources It is not possible to cover all social media platforms. Other social media platforms we are not discussing here but which are very interesting are: YouTube YouTube official blog YouTube Press room Flickr Flickr official blog Flickr Press room Foursquare Foursquare official blog Foursquare is currently not using a Press room Hyves Hyves official blog Hyves Press room 48
  • 2.8 The future of social media There are three factors which are important when we look at the future of social media. These three factors are  People  Technology/ social media  World Wide Web When talking about the future of social media these three subjects are very important. People are the users of all those mediums. People When we look at the history of social media and all the technology there is with it, we can conclude a few things. Social media has not finished developing, social media is still, in every part growing. People need social media, and that is one very important thing to have in mind when we consider how people affect social media development. “People drive social media to communicate with each other.” What we also can conclude from the history and the present is this; users of social media want speed in to their network. They also want to be connected everywhere. People want more interest-related social mediums to be active on. This means there will be more social media networks in niche markets, more interest-related. No big general social mediums but personal and interest-related mediums. Users are also increasingly awareness about the information they share for free online and give their knowledge away to the owners of the mediums. (On the platform Facebook is it like the following: “Everything you put on Facebook is owned by Facebook, it is no longer yours.” And the principal of social mediums is that people want to create their own space to share things with friends and people with the same interest. So how that will be look like in the future... Image 2.65 Technology adoption curve of social media by Rogers’ 49
  • Technology and social media Technology these day is going faster and faster. The first development is not even launched and the second one is already there. This will only go faster in the future. This will lead us to more applications, websites where we can connect with other people and propagate their online identity. Technology is much easier to use today than it was a couple of years ago. There will be a lower barrier to use it in the future. Also it is not only companies that can make applications but everyone can do it on their own. There are now already people who offer their private made applications for free or for money. Technology will not only be related to the World Wide Web but also to other devices which made using social networks possible. Technology will be a platform on his own in the future which can be used through different devices. As long as it is attractive/ effective in using the target audience will adopt it and use it. In the future we also are going to see a very niche social medium market. So, not everybody is on a few sites, but people are on sites which support their interest, which are more personal. The other side of a niche market is that you get very dedicated people because they want to put energy in their interests and now they found a whole network which has the same interests. In order to survive the current big sites will have to find niche markets for their target audience groups. It is unlikely they will be able to do this effectively, due to their size, and so if they cannot find and make niche networks for all the interests of their members they will lose members and be passed by smaller, more niche competitors. In this way there will be no spread networks but integrated networks. Also there will be in this way not a very big amount places to manage your socials but a few from where you can manage all of them. “In the future there will be not only big social networks but also smaller niche networks.” World Wide Web Another important and determining factor is the World Wide Web, which made all this traffic possible. The web will make it possible for us in the future to manage our social mediums in less time than we do right now. This is because of the semantic web. The semantic web which is smart cannot only search for things but can also understand them. This will be a problem for the privacy of users, because the WWW knows already so much about us, because we are using it for everything in our life. The other side will be that it is a smart personal assistant which helps us to reach our goals. “As the World Wide Web gets more sophisticated, social media will get more sophisticated.” Conclusion The conclusion can be put into keywords. The future of social media will be look like            Real-time information One place to manage Everywhere available Mobile apps – cross device User generated sites Not a few very big social mediums but many niche social mediums Less private and more public Users are more critical about what they put online Users are more critical what they share for free Optimized current social networks No more spread social networks but more integrated 50
  • Image 2.66 The future of social media Amount of years to reach 50 million members:  Radio 38 year  TV 13 year  Internet 4 year  IPod 3 year  Facebook has in less than one year their first 200 million users  Google+ was 10 million members strong in only 14 days  One day later Google+ exceeds the 15 million users mark So when you know all these things, and have an idea how the future will be look like, you can conclude it for yourself… “Social media is not a trend or hype. It has become part of our lives.” Social Media is not a fad; it is a fundamental shift in the way we communicate! 51
  • 3 Social Strategy 3.1. Social media mistakes Before starting on social media it is important and necessary to see where you are now and what are you want to reach with your presence on social media. Making a Facebook or a Twitter account and start posting updates and share tweets is not the most successful way to be online. Only having an account it not enough. Companies and organizations need to know why they want to use social media. Social media presence succeeds or fails with a social strategy. There are some mistakes which companies and people make before, and when they are going online. 1. Having an account vs. Let’s go social! The first mistake is this: There is a very big difference between having an account on a social platform and being online and use social media in the right way. These times a lot of companies make want to be on social media. That is a good thing because everyone can use social media and get profits out of it in any way whatsoever. The bad thing in this is that a lot of companies do not know how to use it. Simon Sinek during his famous speech ‘How great leaders inspire action’ at TedTalks: Answered the question: “Why are some companies successful and others not?” His answer: “A lot of companies know what they want and how they want it. But not why they want it.” They reason why you want something is also the way to success, Simon Sinek said. In his speech the most important question was: ‘Why?’. That is also the question people and companies have to ask them when they want to go online. “What is the reason, what goals do I want to reach and how do I want to reach those goals.” And that is the reason why companies need a social strategy. 2. Part of the marketing strategy The second mistake: Social media is not a goal in itself. Social media has always to be part of the current marketing strategy of a company. A lot of companies make social media a goal in it selves and that is wrong. Social media has to be always a part of your marketing plan. There for the first lesson when making a social strategy will be: A social media strategy is not an end in itself. Social media has to be part of a marketing plan and social media has to be integrated in the current business. Social media is a marketing tool, not a goal/ department in itself. 3. It is not about social media The third mistake: After people know, why they want online they forget most of the time that: It is not about social media. 52
  • Not about social media you might ask? No, it is not about the social media. Social media has to be used to start and facilitate on- and offline conversations in every possible way. One small fact is also that the new- and social mediums are not social. Social media platforms are driven by the need of people to be social. After knowing these things there can be started with the social strategy. 3.2. Successful social strategy Key terms for a successful social strategy 1. It is not about the platforms, it is about the message/ conversation 2. Be active online, (When you snooze, you lose) 3. Integrate different mediums with the site as the central destination 4. Make ‘being social’ a central subject in your organization 5. Listen more than you talk 6. Use the right measurements 7. Think about a global perspective 8. Use experts from outside your company, a third party 9. Be alert The 9 pillars of social media article from the Dutch marketing blog Frankwatching, written by general chief of Piet-Hein van Aalst. The company Piet-Hein van Aalst works for is Weber Shandwick, an international advice company on public relations area. 3.3. Making a social strategy 3.3.1. How to build a social strategy This social strategy is made through the five parts of the Chameleon result cycle which are;      Strategy Exploration Creation Implementation Optimization In the previous chapter, chapter 1 ‘Overview of Chameleon’ there is already talked about the result cycle. Shortly said is the result cycle a standard procedure for how chameleon works. Image 3.1 Chameleon result cycle 53
  • This social strategy consists about the following phases which we organize in the following parts of the Chameleon result cycle: 1. 2. The company DNA Goals 3. 4 5 Define your targets audience group Audience target group on social media Start measurement (Know where you are starting from) 6 7 8 Value proposition Budget Tracking 9 10 11 12 Create online presence (Complete online attendance) Start sharing Engage and create involvement Call to action 13 14 15 Measure the results Optimize Return on Investment (ROI) 54
  • 3.3.2. The company DNA Every company has a DNA. This DNA is very important because you need to know what your company DNA is before you can go social and start sharing and can engage with your target audience group. A companies DNA tells you what the core values of your people, strategy and your service or product are. A companies DNA consist about the following three parts: A. People B. Product or services C. Marketing strategy A. People Companies get the most out of their social strategy when there are employees from various departments are involved. At first people are most of the time resisting changes. A way how to decrease this resistance is to let people think with you about your social strategy. In this way you create also a support for your ideas. This is logic when you think about that a sales manager has a difference type of interest then a developer. “When people from various departments are involved in a social strategy they reach also various target audience groups/ departments. “ In this way you have two birds with one stone. As a company you can search who is already active on social media and look or they are representative to participate in these new developments. In this way you got maybe more internal social media evangelists then you think. “A function description does not tell you who has got the most feeling for social media in a company.” But not only employees have to be involved in this social strategy. Also management function has to be involved because they have to decide over the budget. Social media is not free, quite the opposite. It is very expensive and a time spending activity. Your employees have to be the knowledge to use it. This may also include training in this area. And these external costs are not the only costs. Employees need also time to be active on these media. So it is not free at all. A research of Weber Shandwick and the company Forbes insight a research company shows us the following conclusion: “The research shows that the companies first have to make their internal business in order. Subjects as strategy, planning, consistency, and you feel at home on social media are currently more important than having an account on all social media platforms.” This research is kept under two thousand senior executives from all over the world in over fifty countries. 55
  • B. Marketing strategy vs. social strategy A social strategy has to be a part of a current marketing plan. You might ask ‘Why?’. Social media is one of the many tools companies are using to reach their target audience group. Social media will be often implemented in marketing communication plan to reach the company overall goals. With all the other tools the company will use to reach the audience. Social media is ‘just’ an extra channel to reach the target audience group C. Product or services This consist the offer of products or services your company offers to the market. As a company it is smart to split your market as Business to Consumer (B2C) and/ or Business to Business (B2B). This for the simple reason that a consumer on another way has to be approached than a decision maker in a company. Another fact is that a lot of companies offer different products or services to consumers than to businesses. For both ways applies that a company can use their pre-knowledge because a big amount of the target audience is online for B2C as to B2B. Make sure that you know what your difference in offer for both markets is. After you know what products or services are for what market you can focus shifts from product to customer value. And this is one of the most important parts. What is your customer value, what can you add in the lives of your target audience group. After you have decided what your values and customer value is you can search for your image. “What is your customer value of your products?” “Basically is your company DNA is your start measurement” “What is your company DNA?” These are all very relevant questions for you as organization but also for your employees. If your head of social media does not know what the company DNA is, imagine how your online identity will act. Every social media activity and initiative will fail unless a company fully prepares employees. These employees have to see an integrated social strategy with goals and measurement and they need to know what customer value your products or services can offer to the target audience group. “The success of a social strategy begins by preparing your employees and management for using social media.” 3.3.3. Goals Every strategy falls or stands with goals. This is maybe a bit cliché but it is true, and certainly in social media. If you do not know what you want to reach how you can act successful on social media? Everyone can call examples of companies which are having a Twitter profile and a Facebook page. But using social media is a bit more than having a Twitter profile and Facebook page. Social media is dynamic, about conversations, creating a buzz, sharing, engaging, measuring and all other social aspects. Some people/ companies say: “We are not earning anything with social media!” Not when are tweeting once a month or update your Facebook status once a year. Beyond that, when you do not have goals, how can you measure a return on an investment? When you have a plan, a strategy, goals and other necessary aspects you can work to somewhere. In this way a company can measure results and review the direction of the current social media use. A lot of companies does not have a strategy and just make a Twitter account and send tweets. But what is the goal of that? 56
  • “What do you want to reach with your presence on social media?” “Every company has got a problem/ gap that they want to fill. The question is, what is your company gap and how can you fill it with social media?” Examples of social media goals subjects are: 1) Creating more traffic to your website or blog 2) Interact with you clients/ customers 3) Brand building 4) Search engine optimizing 5) Reputation management 6) Lead generation 7) Increase the income of current clients 8) Customer loyalty 9) Discover new segments 10) Product development with clients/ target audience group 11) To improve your internal communication 12) Recruiting new talent 13) Saving costs on customer service A lot of these social media goals subjects can also be used as a specific sub strategy. These sub strategies we will treat next chapter. Goals have to be ‘smart’, in this way a company can get the most out of their plan. S.m.a.r.t. means: 1. Specific 2. Measurable 3. Attainable 4. Realistic 5. Time-sensitive After that you can create several ‘Key performance indicators’ (KPI’s) for each goal. These KPI’s are indications where from you can read the progress toward a particular goal. You can have more KPI’s then goals, you need as many you need to read the progress of you particular goal. When we make the first social media goal subject, “Creating more traffic to your website or blog” smart it will be: - We have to create 15% more than the current traffic to our website by using social media in 4 months. When we create for this smart goal KPI’s they will be like: - Monthly increasing traffic to the website - Number of social media referrers “Everyone can call companies who are having a dead Twitter profile.” “You are not using social media when you update your status once a month.” “It is not a marketing tool on his own but it has to be an integrated part of the overall marketing strategy.” 57
  • 3.3.4. Define your targets audience group At step 2 ‘goals’ is defined what a company want to reach. At step 3 ‘Target audience group’ there should be defined who (target audience group) you want to reach. “Who do you want to reach with your presence on social media?” Defining your target audience group is very important. Based on this target audience group a company will choose which social media channels they are going to use. Make sure that you know ‘who’ you target audience group is, and ‘who’ you want to reach. - Who is your target audience? - Who do you want to reach? - What does your target audience group wants from you? - What does your target audience group believe? One of the most common mistakes is that companies think that social media users are as one. Here a reminder: They are all different, and every behavior tells you something about your target audience group. These social behaviors tell you in general a lot about which channels you can choose and how you can measure your results. A way to define your target audience group is to use an audience breakdown. Chameleon has made an audience breakdown and decides to add the following points: Audience breakdown 1. Audience type This is a group of people that are communicated to in roughly the same way, but there may be further breakdowns in the information or services they require. 2. Breakdown 1, 2, 3 & 4 This is a subset of each audience group. There should be as many breakdowns as required to fully describe the different needs of the members of the audience group. 3. Needs/ goals This is the particular requirements of each audience group breakdown. This might be a piece of information they will need to find, an action they may need to complete, or a specific function of the site. 4. Company aims Just as people will want to get something out of visiting the site, your organization will usually want to communicate a message or provide a particular service to them. This might be a marketing message, an outline of the services the site provides, or certain information. 5. Importance This ranks each audience group breakdown between 1 and 10. All members of your audience are important, but to efficiently organize information on the site, it is useful to allocate a priority to certain key sets of people. Be realistic in allocating a priority to the people using the site. For 58
  • instance, it is not useful if they all rank a 10; giving an audience breakdown a priority of 1 does not mean they are not important and you do not care about their needs. Appendix 11 gives you a guideline of this audience breakdown. Appendix 12 gives you an example of this audience breakdown. “Based on the target audience group will a company choose which social media channels they are going to use.” 3.3.5. Audience target group on social media After a company has made sure that there target audience group is online and active in social media platforms. This is maybe one of the most important steps of a social strategy. Why? When you define your target audience group you can choose further in this strategy choose the right social media channels. When you do not define your target audience group and the people you want to reach you are probably the next company that says; “Social media does not work for us”. It can work for you but you have to use the right channels. After that make sure that you know how your targets use social media. - Where is your target audience group online? - How is your target audience acting online? - What are they talking about? - Who are they talking to? Examples of targeting your audience group are: - Who are the influencers - What platforms are the using - Who of you competitors are online and how are the using it The research of your target audience on social media is a process that gives you an idea how your target audience use social media. Based on these data you can make your social strategy, a very important step. The question is: How to use social media in such a way that we increase the engagement and involvement with our target audience group? This research you can do by qualitative research or quantitative research. Qualitative research By doing qualitative research you create a good idea of the behavior people in your target audience have and how they act, writing blog posts, reactions, network activities, ratings etcetera. Quantitative research For quantitative research companies can use a survey which is meant to measure the results from the qualitative research. This research is in amounts. An example from quantitative research is: ‘How many people are using a certain platform?’ “Who is your target audience group/ who do you want to reach?” “Make sure that you know how your targets use social media” 59
  • 3.3.6. Start measurement After a company knows what their DNA is, what their goals are and who their target audience is they have to measure what the environment/ the crowd finds from the company. “A company must know what is going on” In this part of the social strategy the company does not have to be active on social media. People can always having conversation over brands in a positive or negative way. This is a sentence a lot of people forget. The ‘crowd’ is always talking over brands and companies. You do not have to act online for being online. This is also a reason to measure your brand or/ and product before you are going social. To measure the ROI after a while you need a starting point, a baseline. This start point shows you how your organization is known on the market. Useful questions to measure can be: 1. What are people saying on social media about your business? 2. Who are the people that talk about your business? 3. On what kind of platforms are people talking about your business? 4. What is the nature of the entries? 5. On what way are people generally talking about your product or service? 6. How often are people talking about you? Also in this part companies have to take a look to their competitors. How are they acting on social media and how can you do better? A company can do a start measurement on the following way: 1. Select keywords Your company name, brand names, competitors names but also do not forget general keywords of the market. 2. Make a dashboard Most of the tools work with a dashboard. Decide before you start with measure subjects what you want to know and how you can measure that. 3. Measure period Social media is not a snapshot. So take your time with doing a start measurement. 4. Analyze and conclude After collecting the data a company can conclude things. How is our online reputation? How are my competitors doing it online? These measurements are all for yourself. Off course when you have the time and the manpower you can also look and measure what your competitors are doing online. “Do you know what your brand is doing online in the present?” “To know what your ROI is you have to do a measurement before you are getting started!” “The start position is the real base of your social strategy.” 60
  • 3.3.7. Value proposition Value proposition is what kind of value the company can add on the market. In this way, what value companies can add to their target audience group through social media channels? This proposition exists about a description of the value of the company’s products or services. The most important point in this step ‘Value proposition’ is this: “Make sure that your value proposition reflect the perceptions of consumers and target audience group” Define for yourself in understandable and recognizable terms what your value proposition is. In this way it is for yourself a lot easier to create and search content about the proposition which you can share with your target audience group online. Examples that companies can ask themselves for making a value proposition are: 1. On what way can you add value to your target audience group on social media channels? 2. For whom are you going to add value on social media? 3. What is the profit for your target audience group to your presence on social media? On what way can you add value to your target audience group on social media? 3.3.8. Budget Social media is free in use for everyone. That is maybe why you think this part of the social strategy is optional. A lot of small companies are using social media very effectively and they are only using freeware you might say. On the other side are there also a lot of big companies with ‘huge’ budget on social media area. “Social media is an expensive marketing tool.” Most social media is free in use but that will not say that it free. Social media is expensive. Have you ever thought about who is going to manage your online identity, and how much time it took that employee or department? Examples of making cost in social media: - Time of company’s employees - Training of employees on social media area - Cost for developments - Costs for interaction, advertisement/ PR - Invest in tools that will help you with social media marketing The term ‘Return on Investment’ is always a very hot topic. To calculate that you need to know what you have invest in social media marketing. For those reason it is important to know what your investment in these mediums are. “Companies need to reserve budget for social media to create an edge in understanding and use” 61
  • 3.3.9. Tracking One of the most important things on social media is that companies can see what is hot and what is not by their target audience group. In the steps before, you have already decided who your target audience (step 3) is and where they are (step 4). The next phase is to see what they are talking about and combine this with your ‘value proposition (step 6). If companies want a conversation with customers and target audience groups what is more important to know than: “What attracts their interest?” The most important part of social media is ‘creating a buzz.’ This is a part you cannot do on your own. You need your brand advocates and fans. The crowd creates a buzz, the company does not. A company can only facilitate with creating a brand. When you can combine your value proposition and they interest of your target audience group you can start valuable conversations with the crowd and facilitate in creating a buzz, and is that not what you want? For this reason companies have to make sure that they are tracking (using their selected mediums/ channels) their target audience group on what going on at our target audience group. “How can a company react on the interest of their target audience group?” “Where is my audience target group talking about?” 3.3.10. Create online presence After you have completed all the previous steps you can create your online attendance. Make sure that your website is a good reference point. When people click on your site, your website has to make clear what your value proposition (point 6) is and it has to attract their interest. Your website is the place people most often will visit when the notice an interesting company in their network. Your website is your core destination and hub of all your communication so you have to make sure your website is ready for that. Use social media also to facilitate other marketing tools like your website. Integrate you active mediums and channels in you site, so people can easily follow you on social media as well. “All the social activities have to fit in each other and support your goals.” Social accounts 62
  • This is the phase that you can make your account ‘ready to share’. Make sure you have all the accounts in channels where you target audience are. Here start the practical part of the social strategy, being active online, the joining of online communities. It is important to use your selected channels as input channel and use multiple channels as output channel. In this way you keep the focus on a few channels which you can use careful and also have a broad spread of information. An example of using this minimum input, maximum output can be a website where Twitter feed and YouTube videos are integrated which can be easily shared by the target audience group. The most important things for completing your online attendance are: “All your online activities have to be connected to each other and must be ready for your target audience and the other public.” “Make sure that everything is one, in which is variation found in form and content. Not in identity and in intent.” 3.3.11. Start sharing Sharing is an important part of social media. What you shares tells the crowd who you are. That is the reason why sharing is a very important point in social media. After you know what you want to share (step 6) and what the interest of your target audience group is (step 8) can the sharing can begin. “What you share is who you are.” After you have completed your online attendance and have made your profiles on the different platforms (step 9) you have to make sure that before you are going to be active on social media that you have got enough ‘good’ content. You are attractive when you share frequently, attractive content. A good example of being active on social media is an example of companies that blog’ frequently. The most important question is here: Power shift Through the rise of social media there is a power shift going on. Companies do not have still the power to create things and sell that easily to the customers. Customers are getting more empowering last time. And through the reach of social media the can unite and achieve goals together. “Companies are no longer in charge but the crowd is.” So do not use a push strategy for social media channels simply because this will not work. This is the reason why the previous steps are so very important. Now you know what your customers want and now you can relate your content to you audience. Through this idea you are not pushing your not-relevant information through the social channels, but give you your audience the information, knowledge and all other things they want to know. This is a way to facilitate in conversations and let create your audience a buzz about your brand/ company because they like the content you shares. And when they like your content they are having conversations online over you, and this is the beginning of a buzz generated by your audience group over your brand or company. And is that not the point you want to reach as a company? “Content is king!” Increasing the shared content 63
  • Examples to increase you shared content Please note this not only for yourself/ for your company, but also for your target audience group. - Make sharing easy - Tone of voice Always remember that you can have several target audience groups you should approach different. - Attractive content - Social etiquette Some examples of well-known Social etiquette are:  Give more then you get  Add value to the community  Be authentic  Listen - Name your sources On the site of Business Knowhow there is a blog post about social etiquette with some more examples of Social etiquette. “Sharing is caring” 3.3.12. Engage and create involvement Basically social media is all about engagement. How can we create such a community that our target audience group and other public are highly involved to our brand/ product and company? An important subject is having enough capacity to react on everything. You create only engagement when you facilitate the dialog and manage the online conversations. “Companies have to facilitate in the dialog and manage the online conversations.” The most successful companies have succeeded to create an online fan group/ advocates. The output of engaging with you target audience group is that you create fans and advocates. The reason why you need them is that they can easily create a buzz together. And is social media not about creating a ‘positive’ buzz around your brand? Your reach is much farther with these fans, than without. This is compounded that people accept much earlier ‘peer’ (like-minded people) to ‘peer’ recommendations. The enormous upward trend of review sites proves this. “The reason why you need fans is that they can easily create a buzz together.” Peers are more trusted than companies and brands; this was a subject in the previous chapter. Another fact was that peers trust each other more than advertisement. Only 14% from the crowd trust advertisement. So why you do not shift your focus from traditional business with invest in advertisement to peers to make them fans and advocates of your brand? “Why do not shift your focus from traditional advertisement to invest in fans and advocates?” “Fans are much cheaper than your own marketers and also much more effectively” 64
  • Engagement is about:  Target audience group  Word of mouth  Dialog  Fans/ advocates  Peer’s/ like- minded people  Creating a buzz around your brand Negative publicity The crowd can talk positive, neutral or negative about your brand. Do not overact on negative publicity. Social media can help you but also damage you. When the company can add value to the conversation, join the conversations of publishers. Companies have to decide if they are going to react on negative posts. A company can also trust on self-moderating character of the channel. Companies have to decide when they want to react on people on something wrong or something bad, or that they trust in the self-moderating of social media. Companies can react on people except if people are not susceptible to reason. “Social media facilitate the power shift which is going from the companies to the crowd” “Companies have to create fans and advocates who create peers.” 3.3.13 Call to action All those previous parts, to create online conversations and make fans and advocates are not only about that people are talking neutral about your brand. People have to take actions, it is nice to have the intangible assets but companies also want tangible assets, money. That is the reason why companies have to use call to actions (CTA). Every input of energy from a company in any way whatsoever is to make money. Do not understand this in the wrong way, companies can have different goals but most companies are not charities and companies have stakeholders to whom they are accountable. All the social media use is about to increase engagement. The output of engagement is hopefully that you sell things, on a short or long term. A note is that this call to action is depending to your goals. Call to action can for example be 1. Sell your product and service (tangible assets, money on short term) 2. Brand building (intangible assets, money on a longer term) “When you have not a call to action you are no selling anything.” A company has to have a call to action (CTA) in order to get their target audience/group to buy their products or services. On social media is hard selling not accepted and tolerated. People are going to unfollow you when you try. The soft selling approach needs to then be implemented. Soft selling methods use mild instances of direct selling in a low pressure form to get users (potential customers) to buy into a company’s products/ services. On social media is hard selling not accepted and tolerated. People want advice about products and services from people and companies with the same interests. (Peers, like-minded people who they trust) “On social media is hard selling not accepted and tolerated” Imagine that someone online has got a question about a product or service. Your company sells those products or services and knows the answer. A way of soft selling then can be: Answering the question of the person and after that gives them a link to your site with other related information and other products he is interested in. 65
  • 3.3.14. Measure the results After going social companies have to look what the result of their investment (in any way whatsoever) is. It is not reasonable to measure your results after the first month. Your company/ brand need time on social media to act and to create an online identity. Give as organization them that time before you are measuring the return on investment. After a few months you can measure the result from the past time. When you want to know you return on investment (ROI) you have to measure your input with your output. ROI is sometimes misunderstood. Return on your investment means not always ‘money’ “Measuring is knowing” and that is also the reason why you have decided Key performance indicators (KPI) You obviously do not use social media to keep employees ‘busy’ or to spend the ‘remaining’ marketing budget. “Measuring is knowing” Examples of points you can measure are:  Facebook likes  Google+ - +1  Retweets on Twitter  Likes on YouTube  Web statistics  Weblog statistics  Through clicks  Social capital  Positive reactions in social media channels  Negative reactions in social media channels  Etc. “Return on investment on social media does not always mean money!” 3.3.15. Optimize The previous phase is very important when we talk about optimize. The previous phase tells you namely or your activities and presence on social media are successful or that you can do better. Optimize can be that you imagine that you are totally on the wrong way but also that your KPI’s can be adjusted. A reminder for this phase You can always change your current direction of social media. Remind that your budget or KPI’s are also may be changing. Also remind that you still keep focussed on your goals when they are still relevant. Otherwise you have to adjust them also. “Remember when talking about optimizing that you have to know what you want to reach. “ 66
  • 3.3.16. Return on Investment (ROI) A lot of companies want to see results on a short term. This thought not reasonable and realistic. Social media is not something where you receive results on a short term. It is about creating value for your target audience, sharing, creating, engaging. “Being social just to be social will not yield return on investment.” These social media terms, are not short terms but are things which you receive when you invest (in any way whatsoever) for a longer term. And when companies understand and do that, how ‘unsexy’ their brand also is, they will get a return on their investment. “What your activity on social media is worth, you cannot say after 1 week.” “RoI is relevant when your plans are in an advanced stadium, you received experience, and you know what kind of platforms you are going to be active on and with what goals.” After that this was said the following. In the previous chapter, chapter two researches showed that 1 ‘Like’ on Facebook is worth 20 site visits. Another research shows that a comment is 4 times more effective than a ‘Like’. But what are those facts telling you? RoI on social media is for a lot of people and companies a vague understanding. “When talking about ROI of social media do not always focus on sales and revenues” First of all is it important to see what kind of things you have invest, this is often more than only money. Examples of social media investments are 1. Internal costs The employees who are managing your social media have to be trained 2. Technique To manage and monitor the social media and to integrate these new activities in the current systems companies have costs for development, license, and purchase 3. Campaigns and programs For supporting the performance of companies campaigns through social media they have to made cost for development and media buying 4. Time Employees need to get time to manage the social media for a company Second of all is it important to conclude that return on investment on social media not always ‘money’ is. Examples of return on investment are: 1. Understanding customer needs Trough more understanding in customer needs is a company better able to respond on their target audience needs. 2. Improving customer service Creating loyal clients through online customers service another point is that people help each other in a client community. 3. Increasing sales Increasing sales en turn-over by sales/ soft selling on social media platforms 4. Branding Branding through social media is going a lot faster than through traditional media 5. Public relations Social media increase the reach of the message of your company 67
  • 6. Recruitment Companies can identify their identity online and in this way they can arouse interest at future employees. For every company can the tracking points and the measure points be different. An example of ROI measurement is the matrix below from Forrester research. Forrester did not put they keyword ‘awareness in this matrix which is a missed chance. Before people can be involved, they have to be aware of the company/ brand. Forrester research has made a matrix for different phases in a strategy and has decide what points should be tracked and how to track these points. Image 3.2 ROI on social media Off course these examples are just examples. Chapter 4 looks at sub strategies. These examples are just to show you that you get a return in some way however of your social media investment. Companies must consider whether or the RoI question is relevant, depending on the phase where the social media program is. This is because calculate the return on investment never is 100% secure because companies always keep working with assumptions. ClickZ marketing news an expert advice website has post the following article about social media measurement. This article about social media gives a good impression in what kind of phase’s people/ companies can track what kind of subject. It gives a description of almost the same phase’s Forrester research in the matrix above described. Another image that shows how some key phases in a strategy can be measured is an image from the website Social media examiner. This image shows 5 ways how you can measure different subjects in social media. 68
  • Image 3.3. Categories Social media measurement “Companies do not know what they get as return on their investment.” “The return on investment is different for every sub strategy” The strategy which is used based on a social strategy of Mischa Coster a media psychologist and on a strategy of social marketing manager Sjef Kerkhofs from the company Pondres. Also used are the 9 pillars of social media from the Dutch marketing blog Frankwatching. The ROI part is based a whitepaper from Finchline, a social media monitor and analyse company and made by Michiel van Gaalen. 69
  • 4. Social sub strategies After the company has decided what course they want to follow, they have to decide how to get there. The question in this phase is; “How can the company reach their goals?” This chapter will show that companies can use several sub strategies to reach their goals. A company does not have to choose just one sub strategy. Reaching their goals can also mean that there is a combination of several sub strategies. In this chapter there will be examples of sub strategies and examples of how they will help you with reaching your goals. The sub strategies below are an indication of the most useful and used sub strategies. The sub strategies are meant to give you a few handles to set up the level of social media below the social strategy. It is only an indication of a few good working and often used sub strategies. It is up to the company what kind of sub strategies they want to use and how to implement them in their social strategy and their marketing plan. They also can find and make other sub strategies which are very relevant for their own business. Before talking about sub strategies it should be said that:  There is no manual to select sub strategies  Companies can use more than one sub strategy  Companies can combine different sub strategies to reach their goals  Companies can make/ find other sub strategies which can be very effective in their branch The different sub strategies which are interesting for companies where we are going to talk about are: 1) Monitoring the target audience group 2) Locate influencers in the target audience group 3) Word of mouth promotion 4) Content strategy 5) Monitoring and sharing the overall conversations 6) Personal branding 7) Company/ product branding 8) Story-telling 9) Cultivate authority 10) Sales 11) Promotion and special offers 12) Human research management / Recruitment 13) Customer Service 14) Fan channel 15) Competitor following 16) Event support 4.1. Monitoring the target audience group One of the most important things on social media is that you can easily see where everybody is talking. When you want to increase the engagement of your company or brand you have to know what your target audience wants. When a company knows where their target audience group is talking and were they are talking about they can facilitate these conversations. Companies can also adjust product and services to their target audience group. Companies can also use crowd sourcing. Crowd sourcing is a recent development where companies use not per specified people for research, consultancy, product development or other specific company problems. Monitoring is all about knowing where your target audience group is talking and what they want. The question for companies, how can we facilitate these conversations to create a buzz, and how can we use all 70
  • these data for making better products or services that will fit better to our audience then our current products and services do? “What does my target audience wants?” “Who is my target audience group?” Social media can be easily used to screen/ monitor people, subjects, platforms etc. What is more useful to know than what their target audience wants? Examples of subject you can monitor are:  Who is your target audience group?  What kind of interest does your target audience group have?  What is the profile of your target audience group look like?  What kind of sub-groups can you discover in your target audience group?  What trends can you discover in the conversations of your target audience group?  What themes are they talking about?  What keywords do they use?  How can you correct misunderstandings?  What kind of social media platforms and channels are they using?  Be informed about the audience opinion  What topics are the following 4.2. Locate influencers in the target audience group For companies is it also good to know which people/ what kinds of people are influencing other people. Shortly said, who are the influencers of your target audience group and how can you facilitate and influence them. Influential people are people which opinion is important to the crowd. What this person says they will assume. When you facilitate these people you have influence on what they will share and say about your brand. When you give them a helping hand, interesting information they will talk about your company or brand! The opinions on this ‘locate your influencers’ are divided. Steven van Belleghem author of ‘The Conversation manager’: “Why not approach every customer the same instead of focusing on influencers.” It is up to the companies how they act with those two visions. Some companies will agree and use this sub strategy and other companies will not only focus on the influencers but on their whole target audience group. Examples of subject you can monitor are:  Who are the influential people in your network  What kind of network do these influence people have  How can I facilitate the influencers that they are going to talk about me?  Where are they talking about?  What channels or platforms are they using?  How can you add value to the content they are sharing? “How can you influence the influencers in your network?” 71
  • 4.3. Word of mouth promotion Mouth to mouth promotion can be successful for every company, product, brand, event or action. The reason for this is instead of companies try creating a buzz, the target audience group, fans, or advocates do it. The reason why they can do it a lot better than companies and brands is already written in chapter 3. The reason for relying on these people is that, “People trust peers (like-minded people) more than advertisements, companies and brands.” Fans and advocates are more effective in creating a buzz around your brand than a company can on their own. Now companies know this, they have to make sure that they make fans and advocates. In this way the brands and companies cannot create a buzz but there is a thing they can do, facilitate people who can! This is an opportunity companies have to take before they can get successful. The company facilitates in the message, the target audience group is amplifying this message. In this way the message spreads though the channels and platforms like wildfire. “The reason for relying on fans and advocates is that a company needs them for creating a buzz around their company, brand or product.” “Facilitate the people on the platforms who can create a buzz around your brand or company.” Mouth to mouth promotion is much more trusted and much more effective than traditional advertisement. A way to facilitate mouth to mouth promotion is guerrilla marketing. The founder of this form of marketing is ay Conrad Levinson. He founded this term in the year 1983 and described it on the following way: “Guerrilla marketing is a marketing technique which tries with limited resources to reach a great result.” The combination of this type of marketing with social media is brilliant. For guerrilla marketing you do not need a big budget, the thing you need is an good idea! It is unexpected, it is unconventional and funny and it is interactive. And it turns up in unexpected places. It has everything to facilitate in the way your target audience can create a buzz around your brand. When people want to know on what other ways you can create a buzz: Cor Hospes writer of the book: How to earn money with social media says: “Everything with a relevant impact can create a buzz.” Examples of guerrilla marketing are: Gatorade with the ball girl commercial “What can have a relevant impact on your company or brand?” 4.4. Content strategy Sharing is caring. In real life when you share something it is gone. On social media sharing is multiplying. You get things back when you share things. (Chapter 3 return on investment). Social media is all about sharing is caring, reciprocity. When you share your knowledge through content, information, links, presentations you build your own social capital. And this will return more than only goodwill. You retrieve your return on your invest meant in social media. The only thing is, you do not know when and how. 72
  • People with the same interest will find each other online. You might ask, “Why?” For the reason they are looking for the same (for them) relevant information. In this way people can build their own knowledge community and keep informed of the latest news and developments on their interest area. Content is getting more and more important. This is because search engines with universal search also will look at different content categories. When you want to get found it is important to post not only text but also images, videos and presentations on which you can and will be found on. This also works the same for companies and brands. People will find you when you share relevant content in a consistent way. Make for this reason all your online content sharable. Make it easy for your target audience easy to share your blog, your website, everything. Let people get profit out of your online presence. Making content sharable extends their reach which is marketing value. Examples of questions about knowledge sharing are:  What sort of things do people want to share?  Why will they want to share it?  How do you make sharing easy? Examples of knowledge sharing are: LinkedIn organizes webinars to tell people more about several subjects on their sites. A link to the subscribe page for that can you find here. Hubspot is a marketing software company who shares helpful information, articles and e-books about very specific subjects with their target audience group. Find their blog here. Jeff Bullas shares also a lot of social media related news, information and articles on his blog. “You retrieve your return on your invest in social media. The only thing is, you do not know when and how.” “Social media is all about sharing is caring, reciprocity!” “Making content sharable extends their reach which is marketing value.” 4.5. Monitoring and sharing the overall conversations As last sub strategy it is also good to monitor and share the overall conversations. People want to be up to date in their interest area. So that is also a reason to follow and engage with companies and people. This is separate from the sub strategy knowledge sharing. Give your audience the updates they want, not only company related articles and news but also funny things, news and all several content. When companies and brands want to increase the engagement with their target audience it is important that they are not only sharing things about their own company but also about world, branch, economic news and facts. Be the reason why people are coming online, facilitate them in their content needs and they will talk about you. Share not only company and brand related content but also related subject and news. 73
  • Examples of questions for monitoring and sharing overall conversations are:  Where is your target audience group interested in besides your company, brand and product?  Where are they talking about?  Where are they laughing about? 4.6. Personal branding Social media is an open door for people who want to promote themselves or who want to keep up with, friends, colleagues, people they know, brands, organizations, companies in what way however. Social media is easy to use. It is important to be authentic, consistent, relevant, and be yourself online. Social media is about reciprocity. It is not about egoism. It is also about be part of a community with the same interests. What you share is who you are. “What you share is who you are” “You do not only have to find others, others have to find you!” What you share is who you are tells people something about your personal brand. The brand ‘me’ Personal branding is about presenting you to other people and companies as a brand. Personal branding is about presenting yourself on a positive way. Personal branding is about using your personality, knowledge and experience to separate you from others. Young people do not always have a lot of experience. For them is it smart to choose for a part-time job which is related to their interest and the work area where they are interested in when they have finished their study. Be attractive for recruitment agencies and head hunters; create your own online identity. Start early with creating your online identity, in this way you can also separate yourself through your network. Tom Gouman is his book #volgjemenog: “The essence of personal branding is positioning you as an expert in a particular field.” “People are not always aware of the fact that other people create a personal image based on online activities.” Creating your brand is not a single time investment. Creating an online identity and brand this personality is also a matter of maintaining. People will follow and connect with you for who you are. For that reason, be yourself. People will see soon enough if you are someone else then your online identity tells them. Personal branding is also about asking questions to you: 1. What personal goals do you want to reach? 2. What are your specialties, talents and strong points? 3. How can you subscribe your personal identity 4. What kind of chances does the market offers you? 5. How can you keep increasing your personal brand to be attractive on the market? Examples of personal brands are: People who are not only known by name, but also through their behavior and the way they act online through blogging or social media are  Virgin Founder and CEO Richard Branson. Find Richard his blog here.  Pete Cashmore, founder and Ceo of Mashable  Seth Godin, and his blog  Former Apple Ceo Steve Jobs, with one of his most famous speeches at Stanford University  Guy Kawasaki and a link to his blog  Justin Bieber on his Twitter account 74
  • With Twitter and LinkedIn you can show who you are, with blogging you can show where you are knowledgeable about. “Social media is about reciprocity.” 4.7. Company/ product branding Every company creates a reputation offline but also online. The point is how you fill this online reputation. How are you profiling your company online is the question. Being active on social media will start dialogues and will lead to engagement with your target audience group. Company or product branding is how companies tell their target audience group what is so special about their company or product. What is the reason to do business with their company? What is the reason to buy their products? This questions a very relevant for your company and organization. Off course companies can answer these questions for themselves. But the most important is, does your target audience group know this as well? “What are your unique selling points?” “Do your target audience group know this?” Companies, brands and products often do not have one big target audience group. The total audience group consist of several smaller target audience groups. All these groups need to be approached on their own way, their own tone of voice. Companies need to be aware that they have different target audience groups and that all these target audience groups have a different approach. Another fact is that companies are not always as consistent as they hope they are. One of the reasons why audience groups follow and engage with companies, brands and products is a consistent flow of relevant information what is shared. Companies have to make sure that they are consistent in the flow of sharing information, articles, blogs, images, presentations and videos. This is important to create and increase a top of mind position in the minds of your target audience groups. Every company want a top of mind position at their target audience groups. How can you create a consistent flow of relevant content that support your company or product branding? Examples of company branding are: Coca-cola happiness machine is a great example of company branding. Examples of product branding are: PepsiCo experience, how to increase engagement by crowd sourcing “How can you create a consistent flow of relevant content that support your company or product branding?” 75
  • 4.8. Story-telling Every company, brand or product has a story. Does your target audience group, your fans and your advocates this? Your company has a brilliant product, why are you not telling that your target audience and the rest of the world than? Look for stories over your brand, your product and your company and share that with the people who would love to hear your stories because they are dedicated to your organization. What makes your brand, product or company special, in what why are you separate to your competitors? Is this not worth to tell to your followers and audience group? (Cor Hospes) Author of the book: How to earn money with social media: ”Show people the way to your front door with the stories. Show people what makes your company or brand makes special. Examples of questions for story-telling are:  What are your people or your company doing that is interesting?  Do the people write your company good stories? Examples of story-telling are: Vanishing point game Microsoft launched Vista “What is the story behind your company, brand or product?” 4.9. Cultivate authority People have to know that you are an expert an authority in your work area and branch. How you can do this is by sharing your knowledge. That is the reason why this one is easy to combine with ‘’Knowledge sharing”. By sharing and giving you show people why you are an expert in your work area and branch. There are a lot of companies that shares general information and knowledge. Maybe it is an option to search for a niche market in your branch and be valuable in that niche. Position your brand or company in a niche market where you can share and give really valuable information and knowledge so everyone knows you as the expert/ authority of that work area. Important is that companies and brands dear to react and give their opinion on things that are happening in their branch. Snoozing is losing. Easy ways to increase your cultivate authority is to connect with authority blogs, people, companies, channels, mediums etcetera. Start conversations with them, start a dialogue and react on articles/ blog posts of them. Connect with the social authorities and be in the channels and on the platforms where they are. Talk about your interest, your expertise and tell them your unique opinion about specific subjects. Share interesting information with them. Show them that you are valuable for the community where they are a part from. Do not wait to other people are getting active, snoozing is losing. It is also good to have experts in your network, that is good for your public relations and also makes the company seems human. 76
  • Examples of questions for cultivate authority are:  On what topics are you an expert?  What sorts of expertise do your target audience value?  What is a niche market in your expertise? “By sharing and giving you show people why you are an expert in your work area and branch”. “Snoozing is losing” 4.10. Sales Make buying easy, is a well-known saying. When you monitor you target audience group you know as company what they want. You can offer them what they want. Help them with ordering their wishes, soft selling. Maybe is it an option to make an application for your mobile users to increase the sales of your product or services. When you join the conversation you know what people want. After you know what they want you can offer them your solutions. Filling the ‘gaps’ in the customer’s needs is the correct soft selling. Every sales action starts with information, knowledge and awareness of the products. That is the reason why a sale is related to these subjects. Social media is about soft-selling. Companies have to be aware of that. Through monitoring companies can see where there target audience group is looking for and support them to buy products or services of their company. Social media are very direct and accessible for the crowd and for companies that is why all these platforms are increasing sales. This sub strategy is of course a longer term strategy. It is about building a community of target audience who helps each other with buying products, facilitated by your company. An example of using direct selling on social media is e.g. Facebook store 4.11. Promotion and special offers Social media is also a perfect way to promote special offers to your target audience group. When talking about creating a buzz around your company or brand this is also a good strategy to facilitate your audience group. Special offers have to be attractive and sharable. In this way you facilitate your target audience to be your ‘free’ marketers. When they are sharing your promotion and special offers to use them their whole network will see this also. When their network is interested in your offer they will also have to share it before they can use the offer. In this way you give your target audience group an extra reason to create an oil slick. Promotions and special offers are irregular so people have something to think and talk about. The question for companies is, “How can we offer our target audience a nice offer which they are going to buy but what also so special is that it will facilitate conversations and reach a much bigger audience then only our target audience group?” Jeffrey L Cohen a well-known Marketing and social media strategist says: “Make sure that any giveaway shows off your product. Squeeze balls and buttons might bring a bit of awareness, but they are not related to what your company does.” David Spark from Spark media solutions says: “Contests can achieve different goals”    Build community Connect your brand to an existing community Promote a new service 77
  •        Raise awareness of your company Bridge physical gaps between offices Seek out hard to find resources Show off your work Get the best company testimonials Get the best help for free Generate creative brainstorming. Also is a smart step to create a special group/ channel for people who like to get special offers and promotions. Not everyone is pleased to be kept informed about special offers and promotions. The first time people will ignore these offers but after a certain period they will unsubscribe themselves from your newsletters, website and take those offers as spam. Examples of special offers are: Groupon is a company who knows and experience the power of special offers and promotions. Twitter has also promoted Tweets. These Tweets are in specified search terms the first tweet for a certain period. Voucher codes – Discount offers which you can share with peers Amazon - Gives discount on their Facebook page after people liked them. 4.12. Recruitment Another way you can use social media is for the human resource for the company. Using social media to recruit new employees is a very cheap way to recruit. This way is cheaper than agencies, head-hunters. A lot of people who are writing on your vacancy will be active on all those different platforms of social media. Use those insights to find the perfect candidate for your company. An important reason to use social media for recruitment is that jobs are often filled by people who recommend each other. “Jobs are often filled through personal contacts.” This is why for example LinkedIn so important is notes Aaltje Vincent and Jacco Valkenburg both author of the book ‘Career management via LinkedIn’. Peers (like-minded people) talk with each other about job seekers and vacancies. Using social media will only increase the recommendations and through this way it gets more accessible for everyone. When companies use social media they can have a quick look at their candidates and search for the most suitable person for this vacancy. Companies have to be attractive for future employees A company has to be aware of the fact that their online identity also will be considered by people who may potentially work at your company or go to your competitor. How are you acting online? Are you acting attractive online for future employees? “Are you acting attractive online for future employees?” Screening candidates Another way to use social media for human resource is that the company can screen their candidates. In this way companies can see on all the different platforms how their candidates are acting and see ‘also’ through this way or this candidate is suitable for their vacancy. Is your candidate a suitable candidate? Does your candidate have the skills? What kind of education does your candidate have followed? Candidates For candidates is it for that reason also very important to be attractive for companies and recruitment agencies. How are your profiles looking? Holiday photos are often a reason to refuse candidates. 78
  • See appendix 13 for a study ‘Job screening with social networks in the United Kingdom. Image (X) recruitment vs. social media Examples of questions for recruitment are:  How is our candidate acting on social media?  What kind of content is he posting? Graduateland is an example of using social media for recruitment; people can login on this site with their Facebook account. “Be aware that the person you are talking to maybe is your future employee.” “How is your candidate acting online?” 4.13. Customer Service Customer Service Another sub strategy is Customer service. As said in the previous chapter people have become more empowered through the arrival of social media. (The current power shift from companies to the crowd.) Also when something goes wrong in their eyes they can have criticism on your brand or company. That is the reason why you have to talk quick to unsatisfied customers. When your team takes care of them and helps them with their questions or problems they may not spread a bad message to other people. And when they do they will also tell them that they are well supported! “ “When you talk quick to unsatisfied customers and trying to help them, they will also tell others how well they have been supported by your company.” When they are talking in a good way it will not be a problem, but when they are talking in a negative way, they will damage your image. That is why this sub strategy is so related to the first one, ‘monitoring’. When you know how and where everybody is talking about, you can manage the conversations. When something goes wrong you can talk with people, offer them the solutions – if you do not they will tell others about the negative experience with your company or brand. And a negative mouth to mouth promotion can negatively affect a company/ brand that is trying to sell products or services by advertisement or other channels. “Make sure your company’s web care team takes every comment seriously” People can talk about your brand or company in several ways 1. Positive It is very important to react on positive posts as well! A lot of companies only take this as an attention. It is not only nice to know for your company and for the employers to get positive comments. It tells you also what your company is good at. Do not forget to thank the people who are positive about your brand or company. Also is it good to spread this word, by sharing of the comment. 2. Neutral People just talk about your brand or company; they talk about a lot of brands and companies. Not everything has to be positive or negative - some conversations are neutral. Facilitate those people with information and content where they are interested in, and try to make them/ help them to share things in the positive way for your company or brand. 3. Negative 79
  • Companies or brands cannot always be popular in the crowd’s eyes. Sooner or later there will be also negative comments or reactions over your company or brand. Most times your target audience group will be reasonable and try to understand the ‘problem’ that has happened. When you try to help them in the best way you can and people see/ know that you are providing good customer service, they will stay with your company or brand. When they do not understand the problem or do not see you trying to help it can lead to a negative name/ bad free publicity Some people are not have a reasonable dialogue with you - you can say what you want but they ‘will’ not understand your point. For that reason companies sometime have to ignore these kinds of people. Do not blow things up online. The best thing is sometimes to leave, to ignore people and reactions. Last but not least: You can ignore people but do not ignore the problems of people. Maybe you as as an organization have things that are wrong, you can develop a better product and is it not ‘always’ the customer who is wrong. Dare yourself to be vulnerable. Social media blog social media examiner has 26 tips for a good customer service through social media Examples of questions for customer service are:  Where do your customers talk about you online?  What do they say?  Do you know how to judge positive, neutral and negative conversations? “Are your customer services people trained to handle conversations in social media?” Examples of good customer service are: Klm a Dutch airline company use social media to be a very fast and dedicated customer service for their travelers. They are very well known with their surprise event through social media. Click here for the video 9 great examples of good customer service can you find here. It is also very nice to see that they are all doing it on their own way. In what way your company can use social media for a good customer service? “You may need to ignore people who cannot be reasonable in a conversation.” “It is smart to collect all the comment on your company or brand. In this way you know what you are doing well and what you can do better.” 4.14 Fan channel People are always talking about your brand. They are talking about your brand on a lot of platforms. Give them a place to talk about and talk to you. A fan channel! Facilitate their conversations and help those answering questions about your company, brand or products and create loyalty. In this way you create another way for your company to increase the engagement with your target audience group “Give your fans a place where they can talk about your company or brand!” There are a few reminders when creating a fan channel. Companies have to ensure that they are sharing content that the audience group feels is worth paying attention to. People will act the same as like-minded people. They will not follow an empty channel, so make sure that there are ‘fans’ inside before going live. Show people on what other channels you are also acting. Maybe fan 1 is more visual and is he a video watcher, and fan 2 is a content reader. Give people what they 80
  • want, how they want it and facilitate them. Give fans the opportunity to promote your channel to other likeminded people and existing friends. Make sure that people can have a conversation, with you but also with the like-minded people. What can they learn from each other? How can your company participate in the conversations of company or brand fans? “A fan channel is easy to facilitate and to monitor.” There are many different ways to create a relationship between your company and its fans. Companies or brands can ask people to be a guest blogger. Ask for posts about their experience with your company or brand. Companies can organize contests, make games. Share giveaways with their fans. Everything what will participate in the online conversation will support and increase the amount of fans and advocates. Examples of questions for fan channels are:  Do you have a fan channel?  Should you create a fan channel on your site? Or on a social media platform?  Do you already have ‘fans’ you could ask to help create a fan channel?  Do you have content to share and promotions to offer? “How can your company participate in online conversations?” 4.15 Competitor following People are talking on every platform about brands, companies and products. They are not only talking about your brand, but also about your competitors. They talk even more when they have bought a bad product, service and more. You can follow your competitors on different ways: 1. 2. Follow your competitors You can follow your competitors’ online presences Follow your target audience group You can also follow your target audience group and screen their conversations on what they are saying about your competitors, their brand and their products and services. In this way you know exactly how you can distinguish from your competitors. And you also know how you can make a product your target audience group wants. A product your competitor cannot offer them at the moment. Is your competitor more attractive online? Look for the reason behind this and how this can help you with your online identity. Examples of questions for competitor following are:  How active are the accounts of your competitors?  What is the amount of fans do they have?  How many conversations do they have?  How many reactions on posts do they have?  What kind of tools are they using?  What kind of channels are they active on?  What kind of content do they share with their target audience group? 81
  • 1. Reputation management Every company wants a positive radiation and image to their audience group. This can be in certain levels. These levels can be brand, company or product and services level. Reputation management is more than react on posts and comments which will influence on your reputation. It is about working actively on your reputation, managing your reputation. The reason why this is so important is that a negative image of your company, brand or product often is related to your sales and a lot of other subjects. Social media is a perfect way to screen your company name, your brand and your product and services. In this way companies and organizations can use social media to react on posts and opinions of audience. In this way companies create good will and loyalty at their target audience group which will increase the engagement of their audience group on a longer term. Through managing their reputation a company also knows what they can change about their product of change their way of doing business. If your company knows what your audience wants and what they can do better in doing business with their audience, increases this only the engagements more on longer term. For effective reputation management a company needs to have a defined process about how to react and in what situation. If a negative comment is posted, the company needs to be able to decide whether to react or not, and if they react, how they should react. Reputation management  How is your company acting through the eyes of your audience?  What is the reputation for company, brand and product what the company pursues? Crisis management Social media can also be used during crisis management. Social media are channels of speed. Social media is also fast in spreading rumors and false alarms. For that is reason is it very import to know your sources. When you do not have a reliable source, do not spread the word, do not spread rumor. Companies and organizations need to make good appointments about this type of management. Sometimes there is a very fast communication needed. This is often at odds with the chain of command. Companies and organizations have to look what their opinion in this type of management is and make appointments about the speed vs. the board. In times of crisis social media is not the only communication source. Tell people where and how they can get the latest relevant and reliable information about the crisis. This phase of sub strategies is after a blog of Herman Couwenbergh blogger at Twittermania who shares highlights after a research about social media vs. crisis management. Examples of questions for crisis management are:  What is the most reliable source in times of crisis?  How can you increase reliability of messages in times of crisis?  Who is responsible for the communication in times of crisis?  What kind of mediums/ combination of medium does your company use in times of crisis? 4.16 Event support Social media is also a good way to promote company events. If you use social media for your events your target audience group can create a buzz about them. That is one of the reasons why companies should use this type of social media. Before the event Before the event, during the registration time attendees can share that they will be attending your event and share this with their network. People can join the event because of the people or companies who are 82
  • already attending. This can be for companies or persons ‘the’ reason to join the event also. Using social media before your event also gives the possibility to facilitate the audience to create a buzz around your company, brand, product or event. Before/ during the event Companies can also create a place where your attendees are talking before your event about your event and the event related subjects. In this way your company creates a place which is valuable for the target audience and for you as company because you know where the crowd is talking about. The company can also offer other people and companies their products and services through this channel. And because their products and services are related to the event no one will see it as spam but like soft sell. During the event During the event companies can use a channel where all the people who are present at the event, and also the people who are absent, can talk real-time about the event and the related subjects. In this way companies give their target audience a lot of opportunities to create a buzz around their event, their brand and their product and services. After the event Companies can also keep people informed before, during and after the event. Examples of questions for event support are:  What channels are interesting to share before, during and after the event content with my target audience group?  What other tools can I use to support my event?  How can social media increase the amount of visitors?  How can my company interact with the event visitors during my event?  How can my target audience create a buzz in the three phases of an event? (before, during and after) Examples of event support are: Barack Obama his campaign on social media. See appendix 14 for the all the facts about Barack Obama his social media campaign. Click here for a slideshow with all these facts. Image 4.1 Barack Obama 2.0 Image 4.2 Barack Obama 83
  • Another great example of social media use is the airplane which landed on the Hudson River in the USA. The first report of this bizarre event was done through social media. Image 4.3 Hudson river airplane tweet Image 4.4 Hudson river photo On the blog of marketing blogger Jeff Bullas are three case studies, how to use social media to events For the social sub strategy matrix see appendix 15 As you can see through all the previous sub strategies it is all about: “Finding your own way to know what you target audience is doing online. How you can facilitate their conversations and manage this in a positive way for you company, brand or product. Let them engage with your company/ brand and make them fans/ advocates. And about giving them a call to action where they can react on.” 84
  • 5. Sub strategy tools In this chapter there will be an overview of tools companies and people can use to give their sub strategies substance. The same as in the previous chapter, it is not about what kind of tool companies’ use, but the way how they use it. Using a specific tool is not the way to success. It is the way of trying. What kind of information do you want to know? What tool(s) can help me with that, what combination of tools can help me with that? What are my sub strategies, and how can you combine tools to use social media effectively for your organization? How can a company facilitate in creating a buzz around my company or brand. In the previous chapter there was also a lot of question after several sub strategies. Which of these questions can your company use for making a selection of tools? The way to select the right tools for your company and business  What is your need, what do you want to reach with the tools?  What are the requirements?  Make a list with an overview of tools which meet these requirements  Make a list with tools which meets the most requirements  Try these tools and select ‘your’ tool after you have experienced it After this sort introduction is here the overview of tools which can be used selected on each sub strategy. 5.1. Monitoring from the target audience group When talking about monitoring the audience group there can be used a several types of tools. There are tools which can monitor a lot of social platforms but there are also tools which can monitor a specific social platform. It is to the company to decide what they prefer the most or what is the most convenient is. First an overview of the ‘overall monitoring and analytics tools’. The reason why these two terms are combined is because the software is very often also combined. Overall monitoring and analytics tools are Social Mention – Social search/ analytics Crowdbooster – Social media measurement tool Peoplebrowsr – Social analytics platform Whostalkin – Tool for social media search Twentyfeet – Social analytics a lot of social platforms Socialvolt – social media engagement platform Mediafunnel – measures social result Involver audience management platform – This tool measures the return on investment Postling – See who is talking about your brand Lithium – how well is your brand doing online? Twitsprout – Twitter analysis Formulist – Reach your target audience group After the overall monitoring and analytics tools’ here is an overview of specific platform monitor and analytics tools. 85
  • Twitter Analytics Twitter analytics – Twitter its advertisement analytics Twitter dashboards Hootsuite – Dashboard for Twitter including statistics Tweetdeck – Dashboard for Twitter Sessmic – Dashboard for social profiles Memolane – Social dashboard Monitoring tools SocialBro – Twitter monitor tools Rtreporter - Follow key-words real-time Tweet reach – Measures the reach of tweets Tweetburner – Link tracker Tweeteffect – What kind of effect does your tweet have on your followers? Trendsmap – See the latest Twitter trends Twendr - trending topics dashboard in over 30 countries in the world BottleNose – Social media dashboard Search Twitter search – Twitters internal search engine Follower Wonk – Search in Twitter bio’s, compare users, analyze followers and track followers Searching Twitter users on expertise/ interest or category Filtertweeps - search, filter and follow tool We Follow - Find people on tags Searching on hastags Hashtracking – Makes reports of hastags Hastags - Search and analyse hastags Where your followers are located Map my followers – See on the world map where your followers are located Localfollow – Find follower located near you Analyse and archive your tweets The archivist – Safe and analyse tweets Twapper – Archive based on hastags Facebook Analytics Facebook insight – Facebook analytics Insight developers –Facebook insight for developers Search Facebook search – Facebook internal search engine FBsearch - a search engine for Facebook 86
  • LinkedIn Search LinkedIn search – LinkedIn internal search engine Signal – search with filers on news Today – See what the trending topics on LinkedIn are Network visualisation Inmaps Infinity Year in review Year in review – See which of your connections started something new YouTube Search YouTube search – (under the dropdown) Here you can define every search into result/ category/ upload data etc. Audience YouTube audience – YouTube shares a lot of details from their audience Insight YouTube insight Google Monitoring Google News – Monitoring online new Alerts Google Alerts – Check content on the internet and receive alerts Analytics Google Analytics – Website analysis Statistics Google statistics Blogs Blog pulse – Discover what is interesting and what is not Bloglines – Research on blogs and news Change detect – Web page monitoring Addict-o-matic – Latest buzz on topics Technorati – Blog search engine Forum Board Tracker – Discussion search engine Source forge – Forum monitor tool Another news source Another tool which is effective when you are searching on news is Cymfony – news search tool 87
  • 5.2. Locate influencers in the target audience group When talking about measuring who your influencers are it is important to know two things. First what are influencers and second how work these measuring tools. In the previous chapter we have talked about what influencers is. The next question is what is a measuring tool? Measuring tools are tools which measure your online activities to one or more variables to other people. Overall influence measures Tools which can measure the influence of user on several platforms are: Peerindex – measures your online influence Peerreach - influence score for each expertise Kred – Community influence measurement Twitalyzer – Improves targeting Proskore – Find your own online influence Klout – measures your online influence Twitter Specific Twitter influencer measuring tools are: Tweetgrader - Influence measurement Whotweetsyou – Who of your tweeps is influence? Whoretweetedme – Analyses url’s and show you the most influential retweeters Tweetlevel-Edelman – Twitter measurement tool Twopcharts – Most influential Tweeps Traackr – Relevant influencers Socialchiefs – Network leaders Blog A tool which can measure the influence of bloggers is: Bloglevel-Edelman – Blog measurement tool Twitter follower’s location Also here is companies can use the mapping tools from the tools from sub strategy one, for example: Map my followers – See where your followers are located 5.3. Word of mouth promotion Make sharing easy When you have made sure that your company is posting consistent, relevant information it is time to make it sharable. There are a lot of tools which can help you with making your content sharable. Make it possible to share content to popular social networks tools and sites. This will increase the number of people who are sharing your content but it will also generate more traffic to your website. Website/ blogs Share buttons which share content from your personal blog or company website to social platforms are: Shareaholic Wibiya bar Share buttons Share this Lockerz share 88
  • Wordpress A Wordpress plug-in which make sharing easy Digg Digg plug-in Sharing buttons from the social platforms An overview of share buttons which are made by social networks Twitter Twitter share button Facebook Facebook share Facebook plugins LinkedIn LinkedIn share A great way to facilitate conversations is to give your target audience difference in posts or updates. Difference in the post or updates your company or brand is sharing with their audience group: - Facts - Knowledge - Product information - Questions - Promotion - News It is a good idea to make a list with posts/ updates and change the kind of content like as explained above. Through this way companies are changing the content type and that will increase the engagement. People get new subjects all the time which also alternated which keep them dedicated to the company or brand. People like the difference of content. How can your company or brand give share different kind of posts and updates? 5.4. Content strategy In the tool overview of ‘Word of mouth promotion’ is already been talking about that blog posts have to be consistent and relevant. This sub strategy tool overview gives an example of blogs you can use and how you can drive more traffic to your blog or website Different types of blogs The difference between a blog and a micro-blog is explained in the paragraph ‘different types of social media’. There are a lot of options when talking about blogs, some well known blogs and micro blogs are: Blogs Wordpress Blogger Thoughts Typepad Movabletype Tumblr 89
  • Micro blogs Twitter Heello Also in this sub strategy it is recommended to use traffic maximizers. These tools will help your company to get more traffic to your personal blog or company profile. These programs will for example tweet, your content on the time that it will reach the most people. These tools also tell you how many link-clicks your link received. It also tells how many retweets you received for every tweet and what the reach of every tweet was. Tools that can do these activities are: Facebook and Twitter Buffer Blog, Facebook and Twitter Blogglue What people and companies also can do to increase the sharing of interesting content with their target audience group is: Distributing your blog to your social platforms This means using a tool that connects your blog to your social platforms. This consist about which makes it possible to connect several rss feeds to several social accounts. Overall Dlvr.it If this than that Facebook and Twitter Twitterfeed – Connects your blog to Twitter and Facebook Twitter PingTwitter – Tweet on the time you post a new article on your blog Other tools that will maximize traffic to your blog are Word tracker – Find keywords for niche markets Google adwords – Advertise business Word stream – Find relevant keywords Keyword discovery – Keyword suggestion tool Fiverr – Generating more traffic to your website Backtweets – affecting your website traffic Relevance Relevant is knowledge sharing is that companies not only use text to share with their target audience group. - Video - Images - Photos - Presentations - Product information - Location/ maps 90
  • - E-books E-books sharing is a good way to share knowledge, especially when a company made these ebooks themselves. When you use all these kind of content it is important to optimize them in order to get a better position in search engines especially in universal search. 5.5. Monitoring and sharing overall conversations When companies want to share general interesting content to their target audience group to keep them informed about all the latest news and developments. For that there are also tools which can help you or your company to spend less time in searching for new and relevant news and content. After that they need to know what kinds of topics are interesting and relevant for their target audience group. That is where this paragraph is about. When talking about favorite sites there can be several options. One is use tools which give you an up to date overview of all your favorite sites the second one is use bookmarking tools. These tools collect all the links of your favorite sites and keep you informed about the latest posts. Up to date overview of all your favorite sites Google reader Feed burner Bookmarking tools Delicious Digg Technorati Stumble Upon Reddit Ekudos What kind of topics is trending on social platforms? Find trending topics on social media with: Summify – all relevant info out your timeline in your mailbox Cadmus – Most relevant content in your timeline Twitter Tweetmeme For all the hottest links/ url’s on Twitter Google Postrank – Social engagement data Monitoring and sharing overall conversations and content is related to the sub strategy cultivate authority. 91
  • 5.6. Personal branding Tools for personal branding are a combination of personal networks in combination with professional networks. This paragraph will give you an overview of tools and social networks can be used for personal branding. Also in this paragraph there will be a few tools which you can use for customizing your profiles. Personal social networks and micro blogs Most known: Facebook Twitter Google + Other social platforms people can use for personal branding are: Orkut Hyves Friendster MySpace Quora Professional social networks Most known: LinkedIn Less known: Plaxo Customizing your personal profile For the platform Twitter there are lots of tools which can be used for making your own twitter background. Examples of tools which can be used for customizing your Twitter, personal and company profile are: Twitr backgrounds Twitter designer Twitter background gallery Tweetstyle Twitter gallery Background gallery Twitter images Show your followers Tools which can be integrated in the blog or website are: Tweet grader badge - Shows the amount of Twitter followers on the website 5.7. Company/ product branding Social media is an effective way to brand your company or product. Companies can create beautiful company and brand pages on social media. All the places where you can start your own profile your find in this paragraph. There are also lots of tools which support all those social media expressions. These tools are all about efficiency, productivity and about the reach of your message. Twitter There are currently not separate profiles for personal and companies. All profiles are even. Twitter general profile 92
  • Facebook Facebook company profile Facebook like box For Facebook there are a lot of possibilities for company and product branding. Look at paragraph ‘Promotion / special offers’ for more information about these possibilities. Google + Google + company profiles LinkedIn LinkedIn company profile YouTube In YouTube there is a separate profile for personal and for brands. Personal profile Brand profile YouTube partnerships There are other options for a partnership with YouTube, those options are: Gaming Education software Tv- film showcase Music Sports YouTube charities Charities have a separate channel from all the other partnership Not for profit profile Blog Also blogs are a perfect way to brand your company or product. Find tools for blogging in sub strategy ‘content strategy’. On this blog you can put also the Tweet grader badge which is treated in ‘personal branding’. Location based networking Examples of location based networking tools are Scoville Foursquare Facebook places Feest.je Gowalla Google Latitude Examples of tools which can be used for using social media efficient and tools which you can use in a very productive way you will find below. Efficient and productive tool for company and product branding Ping.Fm - Post to all your social platforms in one time SocialOomph – Whit this tool makes it possible to send automatically messages and also schedules them Buzzom – Search people on keywords 93
  • Refollow – Everything you want to do with followers this program can do Social radar – follow information flow of target audience group Media vantage – relevant content brands reputation 5.8. Story-telling Nice mediums for story telling are videos channels. Visualization is important when you work with the chapter ‘Story-telling’. So not only videos but different types of visualization tools can be used in this strategy. In the previous tool describing YouTube is already mentioned but there are more video variants. We will start with specific story tell tools. Specific tools for Story-telling are: Storify – On Storify users can tell their stories through social media Scoop.it – With this tool you can make your own magazine Paper.li – With this tool you can make your own newspaper Curate.us – Make your own screen clips Data visualization tools Swivel Flara Chartle Many eyes Images NextGen Gallery Animoto Video channels Yahoo video Metacafe Vimeo Break Vuze Zoopy Multimedia timelines Capzsels Cooliris Location/ geographic Atlas Umapper Blog Also is an own created content platform like a blog a nice way to tell people the story of your company. Here you can write about your company and put all different types of content in like described in ‘Knowledge sharing’ sub strategy. Also make sure that everything is ready to share through Share buttons like described in sub strategy ‘Word of mouth promotion’. 94
  • 5.9. Cultivate authority Blog Companies can present their selves on social media as an authority in several ways. Using social media is very well way to show your expertise and to claim authority. Mediums which can be used for this sub strategy are wiki’s, presentations, e-books, and blogs. By using these mediums and tools you create a place/ platform where people can see what you are thinking about several subjects. When you write about your expertise it can help other people to reach their goals. You have to enforce cultivate authority by the things you write and share. Wiki’s Creating a own wiki is a nice way to show people your knowledge about several subjects Wikipedia Wikispaces Wikia MediaWiki EditMe Presentation tools How can you combine content and present this to others? Prezi Slideshare Zentation Authorstream Sliderocket E-books Making a own book which shows your knowledge through an e-book is getting more popular Blurb My cover maker E-book compiler E-book publishing Pdf research engine Pdf search engine Social reading Scribd - Make social reading possible 5.10. Sales In chapter four there is explained that you do not have to use though selling through social media. People will not allow that. That is why companies have to use soft selling. Below there is an overview of tools which make soft selling possible in different ways. Find your target audience group The first thing companies need to do is to find their target audience group. Therefor they can use the following tools: BuzzLogic – Optize ads in a network 95
  • Media6Degrees – Prospect engine 33Across – Interest based connection engine Here is given an overview of big social networks and the business and advertisement possibilities. These ways can be used to increase your sales on social media. Twitter Twitter business Twitter offers the following solutions Advertising Promoted tweets Promoted trends Promoted accounts Enhanced profile pages Other solutions for Twitter are Twittad – Effective ads sponsoring on Twitter Sponsored tweets - Connects advertisement with tweeps Facebook Facebook business Facebook offers the following solutions Ads Pages Sponsored stories Platform LinkedIn LinkedIn marketing LinkedIn offers the following solutions Company pages Groups Social ads Display ads Sponsorships Partner messages Insights Mobile Products Plugins YouTube YouTube business YouTube offers the following solutions Video ads Reach ads Display ads 96
  • Brand channels Mobile Custom solutions The key here is not to make a lot of sales in the first place, but building a community. The activities and messages in this community will be sales related but will be soft selling instead of tough selling like explained in the previous chapter. Tools to build and manage a community are described in the paragraph ‘Customer Service’. 5.11. Promotion and special offers For promotion and special offers companies and brands can use a lot of the tools from the social platforms from the describing of ‘Sales’ the previous describing. Promotion/ special offer TOOLS for social media Strongmailstudio – helps creating response on campaigns Spredfast – Measure the effectiveness of a campaign Argyle social – Measures outcomes of campaigns Salesforce – monitoring your database combined with social media To increase the visibility and sales on of your company or brand social media attractive ways are using Twitter and Facebook Twitter Retweet actions Facebook Like button Conditions of like button actions Tools for promotion and special offers are tools that make things visual like images, videos and other visual tools. Images Photobucket Zooomr Picasa Shutterfly Fotki Snapfish Instagr.am Flickr Rrrewind – Find most popular photos on Flickr Videos and other visual tools Also tools that can be used are tools which you can find at ‘Story-telling’. 97
  • 5.12. Recruitment A lot of people present themselves through social media. But also the present of companies and brands noticed when people are searching for a job online In this paragraph you can find a lot of useful tools to find the right information about your ‘maybe’ future employee or employer. LinkedIn LinkedIn is the most popular medium to search and find employees and new employers For companies the following tools are interesting to use when having vacancy’s and looking for new employees. LinkedIn is a very popular site for recruitment LinkedIn recruiter Talent LinkedIn LinkedIn recruitment advertisement Recruitment via LinkedIn Website Mixtent – Find most talented people What kind of impression do you give recruiters with your social media presence? Mywebcareer 5.13. Customer Service Customer service is much related to the sub strategy monitoring. It is all about building on a community and having a dialogue with the target audience group of your company or brand. Tools which can be used for building a community and tools that makes interacting with your target audience group easy are described in this paragraph. Forums On this forum companies can monitor their target audience and anticipate on the latest trends Forumotion Makeforum Forums-free Contact management Tools which makes contact management of your social platforms possible Contaxio Commun.it Sentiment measurement How are people talking about your brand, what is their sentiment? Tweetfeel Tweetsentiments 98
  • 5.14. Fan channel A fan channel is a place where fans are united and can talk with each other about ‘their’ company or brand. This is also a community where companies can create a dialogue with their target audience about their company or brand. Tools which are really useful for creating and managing a fan channel are described in this paragraph. Facebook Facebook is currently an often used medium to create fan pages Facebook fan page Google+ On Google+ companies can create a product or brand page Google product or brand pages 5.15. Competitor following What are the current numbers of the social media use of my competitor companies might ask? Are they doing well on social media? This paragraph is about competitor following and what kind of tools there can be used to screen your competitors. Tools that measure business traffic - Compete - Alexa - Google insight search - Quantcast - Semrush - Double click ad planner Twitter Tools which show you information about your competitors are: TwitterCounter Tweepi Competitor details Website which shows you a lot of details about your competitor is: Site trial Other interesting tools/ websites are - Comscore - Hitwise 5.16. Reputation management and crisis management A company can receive a bad name or reputation. Also there can be an unpleasant event. Companies have to prepare on unpleasant events. No matter or it is about their reputation or about a crisis. In this chapter you find an overview of tools and tips to manage this. 99
  • Everything stands or falls with good sources. There is nothing worse than spread rumors with company profiles. Before sharing and informs your target audience, make sure you has the right sources. Reputation management Tools which can be used for reputation management are: - Brandseye - Trackur - Rankur - Knowem - Google alerts - Tweetbeep - Lithium Twitter - Monitter Sideline Crisis management Crisis blogs Tools which are often used as crisis management tools are blogs, better known as crisis blogs. A lot of companies have a crisis blog just to make sure that they can react fast on the events immediately. Blog tools are described in previous sub strategies. Press messages Press messages are also good to share on social media for example companies can use their YouTube channel to share the latest relevant new with their audience. Social media policy A lot of people are very active on social media but do they know what they are allowed to share and what they are not allowed to? Certain for big companies it is an idea to make a social media policy. When companies want to generate a social media policy they can use the following tools: - Policy tool - Social policy generator - Policy generator (Dutch) An example of a social media policy from the British Broadcasting Corporation (BBC) you can find here and also at appendix 16. 5.17. Event support Supporting an event is a very good possibility like described in chapter four at the ‘event support’ paragraph. There not only a lot of social media possibilities when you are organizing an event but also other websites which support events and will increase the traffic to your company website or brand. Website Eventbrite – Website where you can organize an event, and where you can promote your event with social media. 100
  • Twitter Organize an event by using Twitter Twitvite Show your tweets during an event Twitfontain Give people a photo impression of your event Twitpic Give people a video impression of your event Twitvid Facebook Organize events on Facebook Facebook events LinkedIn Organize events on LinkedIn LinkedIn events Live video Ustream Plancast Livestream 5.18. Use full tools In this paragraph you will find an overview of interesting tools which can be used at several strategies or events. Big or smaller tools which can be used as dexterity Overall Knowem - Username tracking tool 550 networks Quaro – Question and answer powered by the crowd Greplin – Personal search engine Trunkly - Archive online and easy search Twitter Best time to tweet Tweriod – Best time to post InBoxQ - Find answers on Twitter Xefer - know your best time to tweet Tweeting since - since when is someone Tweeting? Twournal - Make a book of your tweets Twitter Elite by Hubspot Top users Top woman Top brand Top cities 101
  • Facebook Facebook marketplace Anti-spam tools - for anti-spam tools on Twitter and Facebook 5.19. Overall statistics In this paragraph you find an overview of sources which show you the current numbers and relevant information of several big social media. Off course It is more interesting when we can target people, specific, for example Facebook ads, we do not have a lot profit out of general statistics. Overall statistics Social bakers Twitter: Twitters official blog Twitter counter Twitter Press centre Facebook: Facebook press centre Facebook official blog All Facebook All Facebook stats Check Facebook LinkedIn: LinkedIn press center LinkedIn official blog Google + Google press centre Google official’s blog YouTube YouTube official blog YouTube Press room YouTube Statistics Use full sites Other useful sites with relevant content about the development of new- social media are: Mashable Hubspot Social media examiner Forrester research 102
  • 6 Conclusions In this chapter, the final conclusions are described. These conclusions are based on the previous report ‘How to increase direct engagement through social media?’ 6.1 Conclusions chapter 2 In this paragraph there is a conclusion of chapter 2.   Excuses to start and invest in social media Companies have often a lot of excuses to start with social media but the often look less to the opportunities social media can offer their company and business as well B2B as B2C.  6.2 Social media definition Social media is the collective noun of all different online platforms, application and every tool that facilitate an online conversation. Past, presence and the future of social media The history of social media shows a power shift from traditional companies to the crowd. Social media is a way companies and brands can use to start a conversation and facilitate their target audience group to create a buzz around their company or brand. Conclusion chapter 3 In this paragraph there is a conclusion of chapter 3.   6.3 Social media is not separated from a marketing plan Social media is not a marketing tool on his own, but is supporting the marketing tools companies can use profiling their company or brand. Social media is a way to support marketing activities to reach companies marketing goals, for this reason social media has to be integrated in the current marketing plan. Social strategies There are a lot of good social strategies. Companies have to be aware of the fact that they only will be successful on social media if they have a strategy. When they are just doing something on social media it will not add any value to their online identity and they will not get profit out of it. Conclusion chapter 4 In this paragraph there is a conclusion of chapter 4.  Sub strategies Companies have not to use specific sub strategies to be successful. Companies can decide what is relevant for their brand and business and create an own way to reach their social strategy goals. Companies can combine sub strategies or use them on their own. 103
  • 6.4 Conclusion chapter 5 In this paragraph there is a conclusion of chapter 5.  Sub strategy tools Social media tools can be used to support a sub strategy which is supporting the social strategy and the goals of this social strategy. There are a lot of tools which can be used. Companies have to try and decide which tools they want to use to get the most out of their social strategy. 104
  • Appendix 1 Different types of social media 105
  • Appendix 2 for the penetration of social media Source Mashable 106
  • Appendix 3 Bulletin board system Source: Vintage-computing 107
  • Appendix 4 the history of social media 108
  • Appendix 5 the shift from traditional and social media 109
  • Appendix 6 Worldwide internet use Source Internet world stats 110
  • Appendix 7 - 22 reasons people go online 111
  • Appendix 8 Participation ladder social media Source Forrester Research, Inc. 112
  • Appendix 9 Probable evolution of the WWW An overview of the (probable) evolution of the World Wide Web Made by Nova Spivack 113
  • Appendix 10 extensive overview of members by country 114
  • Appendix 11 Audience breakdown guidelines 115
  • Appendix 12 Audience breakdown example Appendix 13 Job screening with social networks A study of social media monitor company Reppler under 300 individuals in the United Kingdom that involved in the hiring process at their company 116
  • Appendix 14 Barack Obama his social media campaign 117
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  • Source Marc McNelly Appendix 15 Sub strategy matrix 130
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  • Appendix 16 Social media policy BBC 132
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