HOW TO BUILD MEANINGFULRELATIONSHIPS WITHCUSTOMERS/CLIENTS/PEERS USINGNEW MEDIA WITH THE END GOAL =REACH YOUR BUSINESS OBJECTIVES ORPERSONAL GOALS
THE BASICS DON’T CHANGE, NEW MEDIAJUST BRING MORE :- INSIGHTS IN CUSTOMERS/CLIENTS NEEDS- DIRECT 2 WAY CONNECTIONS- FASTER SPREAD OF MESSAGES- AND SO MUCH MORE...
YOUR CUSTOMERS ARE SOCIALWHAT ABOUT YOU ? YOUR COMPANY ? Source : SalesforceSource : Boston Consulting Group/Mediafin
BENEFITS OF A SOCIAL ENTERPRISESource: McKinsey & Company, “The rise of the networked enterprise,Web 2.0 finds its payday.” Survey of 4,394 executives. December2010.
Lead GenerationInbound ChannelsConvert Leads intoCustomersSocial Media andBlogs Generate RealCustomersThe use of social media Source : Hubspot -and company blogs as the2011stateofinboundmarketingfinal.pdfmarketing tools notonly gets your companybetter brand exposure, Facebook &but it also generates Retailleads that result in realcustomer acquisition.
LISTEN Monitor Analyze Coach&Train ENGAGE TALK Content Get into theListen & Talk Conversations Social Organization activation
LISTEN Monitor Analyze Coach&Train ENGAGE TALK Content Get into the Listen & Talk ConversationsLISTEN Social activation Organization
MONITOR CONVERSATIONS , WHAT ARE CUSTOMERS/CLIENT S/PEERS TALKINGSource : Salesforce ABOUT TODAY ?
WHERE ARE THEYTALKING ?TwitterGowallaFoursquareFacebookYoutubeBlogsForumsGoogle+…
85% OF B2B BUYERSWANT TO INTERACTONLINE 93% OF B2B BUYERS USE SEARCH ENGINE SUCH AS GOOGLE TO BEGIN THE BUYING PROCESSSource : Earnest Agency
8 OUT OF 10 ITDECISION MAKERSSAID WORD OFMOUTH IS THEMOST IMPORTANTSOURCE WHENMAKING A BUYINGDECISION 59% ENGAGE WITH PEERS BEFORE MAKING A DECISIONSource : Earnest Agency
LISTEN Monitor Analyze Coach&Train ENGAGE TALK Content Get into the Listen & Talk ConversationsTALK Social activation Organization
HOW TO GET INTO THOSE CONVERSATIONS?VIA REACHING MORE THEN100,000 BELGIANS
What is twitter ?• Microblogging• 140 characters per message• To Tweet = write a message• To Retweet = Forward an existing message• # = Hashtag = Searchterm/classification• @name = a twitter account• Follow vs Followers• You can link twitter to your website, Linkedin, Facebook…
Why Twitter ?• It’s instant – gives you a chance to talk about what is “hot” for you, your business• Allows you to respond to people with questions/comments – in a fast and easy way• You can showcase your knowledge, interest,…• Build links to your YouTube channel, Slideshare presentations, Flickr photo’s,…• Influences Search engine’s
HOW TO ENSURE POTENTIAL CLIENTS OREMPLOYEES CAN FIND YOU ?VIA REACHING MORE THEN900,00 BELGIANS+40% VS YEAR AGO
What is Linkedin ?• Professional network• Profile = your career• Representation of your Business network• Company page – Your employees – Recruiting – Present your company• Events – Invite your professional network• Groups – Discussion on common theme’s within your professional network
Leverage your network 61% of B2B companies acquired a customer through LinkedIn (Source : Hubspot – thestateofinboundmarketing)
How to use Linkedin ?You :• Expand your network, build on the connections of you 1st degree network• Link with your Twitter account to showcase your knowledge / influence your professional network• Career opportunitiesYour Company :• Build equity• Prospecting• Influence search engines• Recruiting
LISTEN Monitor Analyze Coach&Train ENGAGE TALK Content Get into the Listen & Talk ConversationsENGAGE Social activation Organization
ENSURE YOU ARE PRESENT WHEN THEYARE LOOKING FOR YOU- Search engine- Website- Social media- …
BUILD BRIDGESACCOMPANY YOUR CLIENT/CUSTOMERTHROUGHOUT THEIR JOURNEY
Make your website social• Google still first entry point to your website, driven by SEO of your site• Integrate the right links to Social media, so that they can follow you there• Ensure they can share your content in their own social networkSource : Hubspot -the2011stateofinboundmarketingfinal.pdf
CONTENT CAN ALSO BE DELIVEREDVIA UP TO 50% OF THE BELGIAN POPULATION =2/3 OF THE INTERNET USERS62,3 % DAILY VISIT, 85% WEEKLY
What is facebook ?• Social media platform• People profiles vs. Brand/company pages• Integrate your Brand/company in people’s day to day social activities, allowing them to advocate for your products/services• Facebook advertisting = Targeted• Influence Search engines
How to use Facebook in B2B• Talk with your consumers/clients around a certain theme, their interests• Personal approach• Link to your services/products• Collect feedback/comments – integrate customer service• Enable your employees• Offers/Promotions/Product information
ABOUT 10.000USERS INBELGIUM A collection of different social products : • Stream (a newsfeed), • Sparks (a recommendation engine), • Hangouts (a video chat service), • Huddle (a group texting service), • Circles (a friend management service) • Photos • Closed groups, + vs facebook • Privacy made easy
We started with a pragmatic and tactical approachto learn and explore :May/June : Twitter + slideshare + LinkedIn -> #SOFTC eventJuly – August : Facebook + Twitter-> SummerbarsSeptember : Facebook + Twitter-> Beyond
May/June : Twitter + Slideshare +LinkedIn = #SOFTC event 140 Followers Biggest referral to Slideshare during SOFTC resulting in >2100 views of the presentations (19)
July/August : Facebook 199 Followers Launch FB page Communicate on the 4 summer events FB advertising = 55% of new fans
September : Facebook + Twitter Growing number of fans Broader scope of topics Events & Activities
Facebook Ads – Targeting Students IT Interests
Conclusion• Start small – Learn a lot• Budget investment = low• Dedicated resource is a must• B2B objectives can be achieved through social media – Equity – Employees – Recruiting• Prepare for future based on learnings
Content Management: a keyquestionSTARTING POINT A view on all types of DEPARTMENTSSocial Media need a 360° MEETING WITH KEY content available OUTPUTS WEBMASTERS: OPEN ACCESS TO CONTENT CENTRALIZED BY WEBMASTERS N:WEB CORPORATE TEAMMATERIEL SUBSIDES & SPONSORING: NEW COLUMN ON ‘CONTENT AGENDAS’ FOR EVENTS WITH SOCIAL MEDIA POTENTIAL SPONSORING: SET UP DEDICATED CONTACTS FOR SPONSORING DPTS MARKETING: MONTHLY ‘WEB MEETING’ + MONTHLY ‘CAMPAIGNS MANAGERS MEETING’ + WEEKLY ‘CORE MARKETING TEAM MEETINGS’ + GLOBAL ‘KICK OFF MEETING’ FOR EACH PRODUCT LAUNCH SOCIAL MEDIA: GLOBAL ‘CONTENT CALENDAR’ WITH 360° VIEW EXTERNAL COMMUNICATION: WEEKLY ‘CONTENT CURATION COMMITEE’ WITH SOCIAL MEDIA & EXT. COM.
North 1. Content Management Corporate South Sales Sponsoring Sport The way it works Internal Com’ 1. Gather COMMUNITY MANAGERS CC/ CONSUMER DIALOGUE Monthly email to Input content teams Marketing 2. ExtCom /PR Select Align content‘Content Curation Grants SocialCommittee’ with Ext. Com. Digital Select Media/ week Calendar COMMUNITY MANAGERS CC/ PROJECT MANAGER -Monthly: last Thursday/month eNews COMMUNITY -Ad hoc: max. anticipation 4. MANAGERS 3. CC/ BACK UPS Publish Social Amplify content Media Max 4 posts/ Design Facebook week content Website Twitter Ideally anticipate 1 week Produc- Ads tion COMMUNITY MANAGERS PR EXT COM
2. the ‘Community Manager’Daily management of content & feedback for a ‘Social Media community’
3. How do we feedback?A key issue in the prevention of crisis management
It’s a real conversation You give… You get! Fans appreciate fast responses
Comment managementmust be reactive, even onSundays…
Social App Checklist WHY: Capture leanring’s of previous projects, basic requirements of a social application ADDED VALUE: Social apps require different attention points vs other digital developments, ensure all stakeholders have same expected outcome BE CAREFUL: Social apps are a new medium, sometimes different developpers, we are all in learning mode
Social Monthly ContentCalendar WHY: Foreward planning of your social conversation, how to keep your fans involved ADDED VALUE: Aligned view on the social content with input from different departments BE CAREFUL: Content is the base, importance is on how you bring it to your fans (post, fotoalbum, poll,…)
Social Weekly / DailyContent Calendar WHY: Detailed description of the post of the coming week + other items to update on the social media platform (a.i. Profile image, photostrip, applications,…) ADDED VALUE: coherent & well balanced posts, overall social media content BE CAREFUL: Foresee fexibility to include last minute events
Social Daily PostsOverview WHY: Internally approved post, translated including right visual materials, links,… ADDED VALUE: Clarity on content BE CAREFUL: More time needed to create photoalbums or other type of posts (manipulation of photo’s etc)
Always on monitoring WHY: Real-time alerts on comments from fans on your smartphone. They provide the context of comments & you can calibrate the frequence ADDED VALUE: Allow fast reaction, time to align internally on right answers BE CAREFUL: depending on the comment different departments might need to provide input, check with your legal department in case of doubt
WHY:E-REPUTATION Watch out what people say about you on Twitter, Facebook, blogs,….monitoring ADDED VALUE: Daily monitoring on main social platforms. Detect any crisis, react quickly, inform Top Management of social media impact BE CAREFUL: not all tools work efficiently in french & dutch, select the good ones accordingly after a test period
Conclusion• Define a clear Social Media strategy based on audit & consumer/market insights• Choose the right Social media architecture• Community management is Key and has to be integrated in your organisation• Whole company is involved• Implement the right processes and tools• Monitor
ThetalkingcircleStrategic consultancy and project management in the area of Digital and Direct marketingwww.thetalkingcircle.comTwitter : @talking_circleProjects (since 01/09)Nationale Loterij – take off, 3000 for life, Joker +Nationale Loterij – facebook paginaOmega pharma – Ik wil ik kan, ProfilerPfizer – Can you feel my painOrdina – Facebook, TwitterGS1 – Mobile Standardization projectShopting Partner – Shopper marketing projectsVeerle LauwersA positively driven Digital and Direct Communications professional with 14 years ofexperience, of which 3,5 years abroad, as international commercial project manager withinProcter & Gamble.