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Successful with social media. How to?

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Successful with social media. How to? …

Successful with social media. How to?
For SME. #SM4KMO

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  • 1. Successful with social media Stefaan Lammertyn - Pixular - @slk8500Wednesday 16 May 12
  • 2. Wednesday 16 May 12
  • 3. Stefaan Lammertyn - Pixular - @slk8500Wednesday 16 May 12
  • 4. Wednesday 16 May 12
  • 5. Wednesday 16 May 12
  • 6. Websites Content Management Systemen (CMS) Stefaan Lammertyn & Patrick Maes E-mail marketing stefaan@pixular.be 051 25 46 44 Hosting www.pixular.be Social MediaWednesday 16 May 12
  • 7. 7Wednesday 16 May 12
  • 8. 8Wednesday 16 May 12
  • 9. 9Wednesday 16 May 12
  • 10. 10Wednesday 16 May 12
  • 11. 11Wednesday 16 May 12
  • 12. 12Wednesday 16 May 12
  • 13. 13Wednesday 16 May 12
  • 14. 14Wednesday 16 May 12
  • 15. 15Wednesday 16 May 12
  • 16. Foto: Mieke Verhelle - KWWednesday 16 May 12
  • 17. Wednesday 16 May 12
  • 18. Full house, empty house... http://lyricsfever.net/Wednesday 16 May 12
  • 19. Program 1. We are halfway... 2. Social media? Definition & Findings 3. Can’t see the wood for the trees 4. Twitter/LinkedIn/Facebook: tip of the iceberg 5. Opportunities & Pitfalls 6. On your marks, get set, GOWednesday 16 May 12
  • 20. #01 There was a time... #01 > We are halfway...Wednesday 16 May 12
  • 21. Wednesday 16 May 12
  • 22. Photo by TheAlieness GiselaGiardino²³ - http://flic.kr/p/5Rz9GWednesday 16 May 12
  • 23. WE ARE HALFWAY #01 > We are halfwayWednesday 16 May 12
  • 24. Digital is the new normal #01 > We zijn halfway are halfwegWednesday 16 May 12
  • 25. Photo by Dhammika Heenpella / Images of Sri Lanka - http://flic.kr/p/7g7nSm #01 > We zijn halfway are halfwegWednesday 16 May 12
  • 26. #01 > We zijn halfway are halfwegWednesday 16 May 12
  • 27. #02 WHAT ARE SOCIAL MEDIA? “Social media are the online tools and platforms that people use to share their opinions, insights and experiences.” #02 > Social media: Definition & FindingsWednesday 16 May 12
  • 28. Facts & figures • Growth! • On average 55 minutes/day on Facebook • 65% of TOP100 companies on Twitter • all ages use this kind of media 7 > 100Wednesday 16 May 12
  • 29. Findings #02 > Sociale media: Definitie & Vaststellingen #02 > Social media: Definition & FindingsWednesday 16 May 12
  • 30. Wednesday 16 May 12
  • 31. #02 > Sociale media: Definitie & VaststellingenWednesday 16 May 12
  • 32. Photo by elston - http://flic.kr/p/Mnf9T #02 > Sociale media: Definitie & Vaststellingen #02 > Social media: Definition & FindingsWednesday 16 May 12
  • 33. Photo by lindacq - http://flic.kr/p/5xnpUX #02 > Sociale media: Definitie & Vaststellingen #02 > Social media: Definition & FindingsWednesday 16 May 12
  • 34. In our time... Photo by The Next Web - http://flic.kr/p/8g2yDN #02 > Sociale media: Definitie & Vaststellingen #02 > Social media: Definition & FindingsWednesday 16 May 12
  • 35. #02 > Sociale media: Definitie & Vaststellingen #02 > Social media: Definition & FindingsWednesday 16 May 12
  • 36. We want to share... #02 > Sociale media: Definitie & Vaststellingen #02 > Social media: Definition & FindingsWednesday 16 May 12
  • 37. Findings The brand experience transcends the product level Brand is Emotion! Word of Mouth is World of Mouth Fans make new Fans New consumer is a Trend, not a hype 37 #02 > Sociale media: Definitie & Vaststellingen #02 > Social media: Definition & FindingsWednesday 16 May 12
  • 38. Findings “Nothing influences a person more than the recommendation of a trusted person” Marc Zuckerberg - Facebook 78% consumers believe recommendations of others 38 #02 > Sociale media: Definitie & Vaststellingen #02 > Social media: Definition & FindingsWednesday 16 May 12
  • 39. http://visual.ly/social-media-and-maslow’s-hierarchy-needsWednesday 16 May 12
  • 40. #03 You know these...#03 > Can’t see the wood for treesWednesday 16 May 12
  • 41. #03 > Can’t see the wood bomen #03 > Door het bos de for treesWednesday 16 May 12
  • 42. CAN’T SEE THE WOOD FOR THE TREES 1. Blogs 2. Microblogs: Twitter - Yammer - ... 3. Social Networks: LinkedIn - Facebook - Google+- ... 4. Media Sharing: Youtube - Slideshare - Spotify - ... 5. Location Based apps: Foursquare#03 > Can’t see the wood bomen #03 > Door het bos de for treesWednesday 16 May 12
  • 43. BLOGWednesday 16 May 12
  • 44. YOUTUBEWednesday 16 May 12
  • 45. 4squareWednesday 16 May 12
  • 46. Photo by Rosa Dik 009 - on & off - http://flic.kr/p/8BVyDx WHO LOOKS FOR IT, WILL FIND IT #SM4KMOWednesday 16 May 12
  • 47. SERENDIPITY Looking for a needle in a haystack & finding the farmer’s daughter instead Pek van AndelWednesday 16 May 12
  • 48. Opportunities of SM #05 1. Branding 2. Leadgeneration - sales support 3. Recruiting & PR 4. Market research 5. Loyalty 48 #05 > Odds en PitfallsWednesday 16 May 12
  • 49. Opportunities of SM 6. Internal communication 7. Competitive advantages 8. Showing expertise 49 #05 > > Odds en Valkuilen #05 Kansen PitfallsWednesday 16 May 12
  • 50. Photo by coconinoco - http://flic.kr/p/8g9p1o 6. ToekomstWednesday 16 May 12
  • 51. Leaflet & pills... Helpful 6. ToekomstWednesday 16 May 12
  • 52. #04 TWITTER #04 > TwitterWednesday 16 May 12
  • 53. CAN CHANGE YOUR LIFE Photo by skyloader - http://flic.kr/p/8EEp4VWednesday 16 May 12
  • 54. Twitter • Microblog • Text message of the Internet • Tweet = message < 140 characters • Constant message flow • Following = people you follow • Followers = people following you Microblog 54 #04 > TwitterWednesday 16 May 12
  • 55. Jargon • Users: @username ex. @slk8500 • ReTweet = Resend Tweet(RT) 55 @SLK8500 #04 > Twitter www.pixular.beWednesday 16 May 12
  • 56. Jargon • # HASHTAGS = Metadata = keyword #KortrijkXpo #PanoramaTV #TwitterABC • @slk8500: public answer • d slk8500: Direct Message - private... 56 #04 > TwitterWednesday 16 May 12
  • 57. Photo by coconinoco - http://flic.kr/p/8g9p1o 6. ToekomstWednesday 16 May 12
  • 58. Tools • On your PC/MAC or Smartphone • www.twitter.com / search.twitter.com • Application: Twitterbird/Tweetbot • Combination: Hootsuite/Tweetdeck 58 #04 > TwitterWednesday 16 May 12
  • 59. Efficient twittering • Tell others your story • Better with Added Value • Use links in your messages • Ask questions & give answers • Share your knowledge & insights • TXS, be thankful - don’t forget your grandmother 59 #04 > TwitterWednesday 16 May 12
  • 60. 60 #04 > Twitter #04 > TwitterWednesday 16 May 12
  • 61. 61Wednesday 16 May 12
  • 62. #04 > Twitter #04 > TwitterWednesday 16 May 12
  • 63. #04 > Twitter #04 > TwitterWednesday 16 May 12
  • 64. Why using Twitter? • Listening • Learning and discovering/ People/ Things • Ask Question #daretoask #dta • Give & Receive • Share knowledge > expert • Be found! SEO #04 > Twitter #04 > TwitterWednesday 16 May 12
  • 65. Wednesday 16 May 12
  • 66. LinkedIn Networking is Just like Working 66 #04 > LinkedIn #04 > LinkedInWednesday 16 May 12
  • 67. LinkedIn • Knowledge > Contacts • Who knows who ? • Professional use • Status updates - recommendations - Q&A Social Network 67 #04 > LinkedIn #04 > LinkedInWednesday 16 May 12
  • 68. degrees of separation... 68 #04 > LinkedIn #04 > LinkedInWednesday 16 May 12
  • 69. The strength of your networkWednesday 16 May 12
  • 70. 70 #04 > LinkedIn #04 > LinkedInWednesday 16 May 12
  • 71. LinkedIn > Network • Seek and you shall find • Contacts of contacts • Join groups • Recommendations • Presentations • Detect opportunities 71 #04 > LinkedIn #04 > LinkedInWednesday 16 May 12
  • 72. Groups 72 #04 > LinkedIn #04 > LinkedInWednesday 16 May 12
  • 73. LinkedIn > Network • Personal invitations • Dare to ask questions • Be willing to give answers • Build up! • Observe the hygiene of your network 73 #04 > LinkedIn #04 > LinkedInWednesday 16 May 12
  • 74. Networking 74 #04 > LinkedIn #04 > LinkedInWednesday 16 May 12
  • 75. LINKEDIN Pay for publishing jobsWednesday 16 May 12
  • 76. FACEBOOK 76 #04 > FacebookWednesday 16 May 12
  • 77. Functions • Latest news • What are you doing? Schmoozing • Invitation/Reminder • Interaction > Feedback • Draw attention • Stay in touch... 77 #04 > Facebook #04 > FacebookWednesday 16 May 12
  • 78. 78 #04 > Facebook #04 > FacebookWednesday 16 May 12
  • 79. Dare to ask your audience... 79Wednesday 16 May 12
  • 80. 80Wednesday 16 May 12
  • 81. Reputation • WHAT is being said about me ? • WHO is saying it? • WHAT action? How to follow up? 81 #05 >> Odds andValkuilen #05 Kansen en PitfallsWednesday 16 May 12
  • 82. 7 out of 10 messages on social media are positive 82Wednesday 16 May 12
  • 83. Reputation The internet never forgets! 83 #05 >> Odds andValkuilen #05 Kansen en PitfallsWednesday 16 May 12
  • 84. About BP but not from BP... 84 #05 >> Odds andValkuilen #05 Kansen en PitfallsWednesday 16 May 12
  • 85. 85Wednesday 16 May 12
  • 86. 86Wednesday 16 May 12
  • 87. NO MAGIC BUT STRATEGY 87 #06 > On the line, get set, GOWednesday 16 May 12
  • 88. Social Media Roadmap 88 #06 > On the line, get set, GOWednesday 16 May 12
  • 89. Pixular Pixular.beWednesday 16 May 12
  • 90. To score, you must shoot 90Wednesday 16 May 12
  • 91. There is a secret to Twitter success and it’s the same secret for all of social media, especially business social media: wake up & write @gitomerWednesday 16 May 12
  • 92. ... Photo by janineomg - http://flic.kr/p/7Lsz4BWednesday 16 May 12
  • 93. THOU SHALLPhoto by jpmatth - http://flic.kr/p/a8fjQQ LISTENWednesday 16 May 12
  • 94. #07 It’s about conversations, and the best communicators start as the best listeners Brian SOLISWednesday 16 May 12
  • 95. LISTENING #01 • Name of organization • Brands & Employees • Programs • Website • Keywords from sector • Colleagues & CompetitorsWednesday 16 May 12
  • 96. LISTENING #01 • Let the technology work for you • Monitoring • Social Mention/Google Alerts • Tracebuzz/EngagorWednesday 16 May 12
  • 97. #01Wednesday 16 May 12
  • 98. Wednesday 16 May 12
  • 99. Wednesday 16 May 12
  • 100. THOU SHALL DETERMINE Photo by cliff1066™ YOUR GOALS - http://flic.kr/p/5Mf7xAWednesday 16 May 12
  • 101. GOALS #02 • Increase customer satisfaction • Visibility & name recognition • Market research • Expertise • PR • Recruitment • Press Commandment II: Thou shall determine your goalsWednesday 16 May 12
  • 102. GOALS #02 Make sure your goals fit into the overall marketing strategy of your company Commandment II: Thou shall determine your goalsWednesday 16 May 12
  • 103. THOU SHALL DEFINE YOUR TARGET AUDIENCE Photo by contemplative imaging - http://flic.kr/p/6pLTXuWednesday 16 May 12
  • 104. AUDIENCE #03 Customers Individuals Prospects Press Candidates Government Young people Seniors Companies Consumers Commandment III: Thou shall define your targetsWednesday 16 May 12
  • 105. WHICH CHANNELS?Wednesday 16 May 12
  • 106. CHANNELS #04Wednesday 16 May 12
  • 107. THOU SHALL DEFINE YOUR Photo by steve loya - http://flic.kr/p/2h3DRh BENCKMARKSWednesday 16 May 12
  • 108. BENCHMARKS #05 • # website visitors • # FB fans • # Followers on Twitter • Applies for information • Mentions in the press • ....Wednesday 16 May 12
  • 109. THOU SHALLPhoto by police5151 - http://flic.kr/p/6gXUcq ORGANIZEWednesday 16 May 12
  • 110. ORGANIZE #06 • Support within the organization • Sensitize ... • SM-coordinator • Guidelines • Actions & reactions Commandment VI: Thou shall organizeWednesday 16 May 12
  • 111. #09 Social Media Policy Good agreements = good friends!Wednesday 16 May 12
  • 112. #09 EmployeesWednesday 16 May 12
  • 113. #09 No mother-in-law!Wednesday 16 May 12
  • 114. #09 Trust creates TrustWednesday 16 May 12
  • 115. #09 Responsibility GuidelinesWednesday 16 May 12
  • 116. #09 Make one person SM-masterWednesday 16 May 12
  • 117. THOU SHALL Photo by Vermin Inc - http://flic.kr/p/4ymfpb INTEGRATEWednesday 16 May 12
  • 118. INTEGRATE #07 • Both offline and online • Website - newsletter - ... • Print Commandment: Thou shall integrate social mediaWednesday 16 May 12
  • 119. Wednesday 16 May 12
  • 120. Wednesday 16 May 12
  • 121. LOOK FOR FANS/FRIENDS Photo by Anne Bennett - http://flic.kr/p/4mk5e8 FOLLOWERSWednesday 16 May 12
  • 122. F-FACTOR #08 • Word of mouth > world of mouth • Who’s behind your company or brand? • Go for partnership > ambassadors • Support your fans! Commandment: Look for fansWednesday 16 May 12
  • 123. Wednesday 16 May 12
  • 124. TELL OTHERS YOUR STORY Photo by Images by John K - http://flic.kr/p/6kfzwSWednesday 16 May 12
  • 125. CONVERSATION #09 • Detect interesting issues • Intervene and help • Give answers and dare to ask questionsCommandment IX: Thou shall start the conversationWednesday 16 May 12
  • 126. THOU SHALL ANALYZE AND ORGANISEREN Photo by Willamor Media - http://flic.kr/p/88r8UC ADJUSTWednesday 16 May 12
  • 127. OBSERVE #10 • SM is never off the air • Objectives achieved? • Why (not)? • What didn’t we do right? • Adjust where necessary Commandment X: Thou shall analyze and adjustWednesday 16 May 12
  • 128. Text http://tomfishburne.comWednesday 16 May 12
  • 129. Engagement #10 • Participation: listen - act - interact • Compelling content • Tell your storyWednesday 16 May 12
  • 130. #10 Give Share Multiply @gitomer.comWednesday 16 May 12
  • 131. exeptional livingWednesday 16 May 12
  • 132. And what have we learned today? 132Wednesday 16 May 12
  • 133. #11 Create Content for your audience and make your audience Content 133Wednesday 16 May 12
  • 134. CONCLUSION • Start listening • Ensure added value • Think before you Tweet • Discover your place • Search to find people/items 134 #06 >> Aan deline, get set, GO #06 On the lijn, klaar, startWednesday 16 May 12
  • 135. CONCLUSION • Don’t be boring, don’t start online arguments • Watch your manners > grandmother! • Respect 1 of 3 rule • Help where you can • Let everyone hear from you regularly 135 #06 >> Aan deline, get set, GO #06 On the lijn, klaar, startWednesday 16 May 12
  • 136. And now, jump ! 136Wednesday 16 May 12
  • 137. #12 MAKE SURE SM DOESN’T BECOME SM Photo by philippe leroyer - http://flic.kr/p/8eArtTWednesday 16 May 12
  • 138. Contact Questions, comments or suggestions? Stefaan Lammertyn/Pixular stefaan@pixular.be www.sm4kmo.be Follow us on Twitter: @slk8500 #SM4KMOWednesday 16 May 12

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