Thetalkingcirlce - Voka Mechelen social media for B2B workshop

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Thetalkingcirlce - Voka Mechelen social media for B2B workshop

  1. 1. Social media revolution 2011http://youtu.be/3SuNx0UrnEo<br />
  2. 2. Social Media Canyou feel the vibe ?<br />
  3. 3. How to build meaningful relationships with customers/clients/peers using new media with the end goal = reach your business objectives or Personal goals<br />
  4. 4. The basics don’t change, new media just bring more :- insights in Customers/clients needs- Direct 2 way connections- faster spread of messages- and so much more...<br />
  5. 5. Your customers are socialwhat about you ? Your company ?<br />Source : Salesforce<br />Source : Boston Consulting Group/Mediafin<br />
  6. 6. Benefits of a social enterprise<br />Source: McKinsey & Company, “The rise of the networked enterprise, Web 2.0 finds its payday.” Survey of 4,394 executives. December 2010.<br />
  7. 7. Lead Generation<br />InboundChannelsConvert Leads intoCustomers<br />Social Media and Blogs Generate Real Customers<br />The use of social media and company blogs as marketing tools notonlygetsyour company better brand exposure, but italsogenerates leads thatresult in real customer acquisition. <br />Source : Hubspot - the2011stateofinboundmarketingfinal.pdf<br />
  8. 8.
  9. 9. LISTEN<br />
  10. 10. Monitor conversations , what are customers/clients/peers Talking about today ?<br />Source : Salesforce<br />
  11. 11. Where are they talking ?TwitterGowallaFoursquareFacebookYoutubeBlogsForumsGoogle+…<br />
  12. 12. Monitoring toolsHootsuiteAddictomatic48ers.comOpenbooktweetdeck…<br />
  13. 13. Social media is the new word of mouth<br />
  14. 14. 85% of B2B buyers want to interact online<br />93% of B2B buyers use search engine such as google to begin the buying process<br />Source : Earnest Agency<br />
  15. 15. 8 out of 10 IT decision makers said word of mouth is the most important source when making a buying decision<br />59% engage with peers before making a decision<br />Source : Earnest Agency<br />
  16. 16. TALK<br />
  17. 17. How to get into those conversations ?Via reaching more then 90,000 Belgians<br />
  18. 18. What is twitter ?<br />Microblogging<br />140 characters per message<br />ToTweet = write a message<br />ToRetweet = Forward anexistingmessage<br /># = Hashtag = Searchterm/classification<br />@name = a twitter account<br />Follow vsFollowers<br />Youcan link twittertoyour website, Linkedin, Facebook…<br />
  19. 19. You are what you tweet<br />Your social influence<br />
  20. 20. WhyTwitter ?<br />It’s instant – givesyoua chance to talk aboutwhat is “hot” foryou, your business<br />Allowsyoutorespondtopeoplewithquestions/comments – in a fastand easy way<br />Youcanshowcaseyourknowledge, interest,…<br />Build links toyourYouTubechannel, Slideshare presentations, Flickrphoto’s,…<br />Influences Search engine’s<br />
  21. 21.
  22. 22. How to ensure potential clients or employees can find you ?Via reaching more then 950,00 Belgians<br />
  23. 23. What is Linkedin ?<br />Professional network<br />Profile = yourcareer<br />Representation of your Business network<br />Company page<br />Your employees<br />Recruiting<br />Present your company<br />Events<br />Invite your professional network<br />Groups<br />Discussion on common theme’swithinyour professional network<br />
  24. 24. Leverage your network<br />61% of B2B companies acquired a customer throughLinkedIn<br />(Source : Hubspot – thestateofinboundmarketing)<br />
  25. 25. How touseLinkedin ?<br />You :<br />Expandyournetwork, buildon the connections of you 1st degreenetwork<br />Link withyourTwitter account toshowcaseyourknowledge / influenceyour professional network<br />Careeropportunities<br />Your Company :<br />Buildequity<br />Prospecting<br />Influence search engines<br />Recruiting<br />
  26. 26. slideshare<br />
  27. 27. ENGAGE<br />
  28. 28. Bring meaningful content to your Customer/clients via new media in harmony with other media<br />ENSURE YOU ARE PRESENT WHEN THEY ARE LOOKING FOR YOU<br /><ul><li>Search engine
  29. 29. Website
  30. 30. Social media
  31. 31. …</li></li></ul><li>Build Bridgesaccompany your client/customer throughout their journey<br />
  32. 32.
  33. 33. Make your website social<br />Google still first entry point toyour website, drivenby SEO of your site<br />Integrate the right links toSocial media, sothattheycan follow youthere<br />Ensure theycan share your content in theirownsocialnetwork<br />Source : Hubspot - the2011stateofinboundmarketingfinal.pdf<br />
  34. 34.
  35. 35. Content can also be deliveredvia to 44% of the Belgian population = 2/3 of the internet users62,3 % daily visit, 85% weekly <br />
  36. 36. What is facebook ?<br />Social media platform<br />People profilesvs. Brand/company pages<br />Integrateyour Brand/company in people’sdaytodaysocialactivities, allowingthemto advocate foryourproducts/services<br />Facebookadvertisting = Targeted<br />Influence Search engines<br />
  37. 37. How touseFacebook in B2B<br />Talk withyourconsumers/clientsaround a certaintheme, theirinterests<br />Personal approach<br />Link toyour services/products<br />Collect feedback/comments – integrate customer service<br />Enableyour employees<br />Offers/Promotions/Product information<br />
  38. 38.
  39. 39.
  40. 40. 35Mio users <br />A collection of different social products:<br /><ul><li>Stream (a newsfeed),
  41. 41. Sparks (a recommendation engine),
  42. 42. Hangouts (a video chat service),
  43. 43. Huddle (a group texting service),
  44. 44. Circles (a friend management service)
  45. 45. Photos
  46. 46. Closed groups, + vsfacebook
  47. 47. Privacy made easy</li></li></ul><li>Gettingstarted<br />
  48. 48. Phase 2<br />Phase 1<br />Phase 3<br />
  49. 49. Strategy & Structure<br />
  50. 50. Community Management<br />
  51. 51. Important...Get your organization ready :- Fit with overall communication strategy - Conversation guidelines- Legal do’s and don'ts- PR/ER- Customer service department<br />
  52. 52.
  53. 53. Business case :Ordina<br />
  54. 54. Knowledge provider<br />ICT expertise<br />Connectivate<br />Innovation<br />Mechelen<br />Anticipate changes<br />Boundary-breakingcollaboration<br />
  55. 55. We startedwith a pragmaticandtactical approach <br />tolearnandexplore : <br />May/June : Twitter + slideshare + LinkedIn<br /> -> #SOFTC event<br />July – August : Facebook + Twitter<br />-> Summerbars<br />September : Facebook + Twitter<br />-> Beyond<br />
  56. 56. May/June : Twitter + Slideshare +LinkedIn = #SOFTC event<br />140 Followers<br />Biggestreferralto Slideshare during SOFTC resulting in >2100 views of the presentations (19)<br />
  57. 57. July/August : Facebook<br />199 Followers<br />Launch FB page<br />Communicate on the 4 summer events<br />FB advertising <br />= 55% of new fans<br />
  58. 58. September : Facebook + Twitter<br />Growingnumber of fans<br />Broader scope of topics<br />Events & Activities<br />
  59. 59. FacebookAds – Targeting<br />Students<br />IT Interests<br />
  60. 60. Conclusion<br />Start small – Learn a lot<br />Budget investment = low<br />Dedicated resource is a must<br />B2B objectives can be achieved through social media<br />Equity<br />Employees<br />Recruiting<br />Prepare for future based on learnings<br />
  61. 61. Business case :nationalLotery<br />
  62. 62. Community management<br />
  63. 63. How the story began…<br />Sept. – Nov. 2010 Social Media Audit<br />
  64. 64. Social Media ArchitectureBothspaces for brands & corporateAnsweringkey audiences needs on keyplatforms<br />
  65. 65. In total > 50.000 Fans <br />
  66. 66. Content Management: a keyquestionSocial Media need a 360° view on all types of content available<br />Starting point  a meeting withkeydepartments<br />OUTPUTS<br /><ul><li>WEBMASTERS: Open access to content centralizedbywebmasters</li></ul>N:WEB CORPORATE TEAMMATERIEL<br /><ul><li>SUBSIDES & SPONSORING: New column on ‘content agendas’foreventswithsocial media potential
  67. 67. SPONSORING: Set up dedicatedContactsforSPONsORING DPTS
  68. 68. MARKETING: MONTHLY ‘WEB MEETING’ + MONTHLY ‘CAMPAIGNS MANAGERS MEETING’ + WEEKLY ‘CORE MARKETING TEAM MEETINGS’ + GLOBAL ‘KICK OFF MEETING’ FOR EACH PRODUCT LAUNCH
  69. 69. SOCIAL MEDIA: Global ‘Content calendar’ with 360° view
  70. 70. EXTERNAL COMMUNICATION: Weekly ‘content curationcommitee’ with SOCIAL MEDIA &ext. Com.</li></li></ul><li>Content ManagementThe wayitworks<br />Design<br />3. Amplify content<br />Produc-tion<br />COMMUNITY MANAGERS<br />CC/ CONSUMER DIALOGUE<br />Monthly email to teams<br />Ongoing / Before 15th of monthahead<br />Ads<br />PR<br />‘Content CurationCommittee’ withExt. Com. / week<br />Social Media Calendar<br />Validatedby info owner(& management if sensitive info)<br />COMMUNITY MANAGERS<br />CC/ PROJECT MANAGER<br /><ul><li>Monthly: last Thursday/month
  71. 71. Ad hoc: max. anticipation</li></ul>COMMUNITY MANAGERS <br />CC/ BACK UPS<br />Max 4 posts/ week<br />Ideallyanticipate 1 week<br />COMMUNITY MANAGERS<br />EXT COM<br />
  72. 72. 2. the ‘Community Manager’Daily management of content & feedback for a ‘Social Media community’<br />
  73. 73. 3. How do we feedback?A key issue in the prevention of crisis management <br />
  74. 74. It’s a realconversation<br />Yougive… Youget!<br />Fans appreciatefastresponses<br />
  75. 75. Comment management must bereactive, even onSundays…<br />
  76. 76. The TOOLS<br />
  77. 77. Digital Retroplan<br />WHY:<br />Plan and monitor the implementation and progress of a new project in the total digital space, across different platforms<br />ADDED VALUE:<br />Ensure coherence throughout the different communication channels of the National Lotery<br />BE CAREFUL:<br />Different platforms = different needs = different audience<br />
  78. 78. Social Media Project Retroplan<br />WHY:<br />Quality implementation of new projects/applications in social media platforms & ensure coherence with other digital media (website, banners, enews,….)<br />ADDED VALUE: <br />Align with differnet internal and external stakeholders on their contribution and timing, ensure in time, qualtity go live of the project<br />BE CAREFUL:<br />Foresee enought testing time of social applications, include time for facebook to check, Never launch on friday<br />
  79. 79. SocialApp Checklist<br />WHY: <br />Captureleanring’s of previous projects, basic requirements of a social application<br />ADDED VALUE: <br />Social apps require different attention points vs other digital developments, ensure all stakeholders have same expected outcome<br />BE CAREFUL:<br />Social apps are a new medium, sometimes different developpers, we are all in learning mode <br />
  80. 80. SocialMonthly Content Calendar<br />WHY:<br />Foreward planning of your social conversation, how to keep your fans involved<br />ADDED VALUE: <br />Aligned view on the social content with input from different departments<br />BE CAREFUL:<br />Content is the base, importance is on how you bring it to your fans (post, fotoalbum, poll,…)<br />
  81. 81. SocialWeekly / Daily Content Calendar<br />WHY: <br />Detailed description of the post of the coming week + other items to update on the social media platform (a.i. Profile image, photostrip, applications,…)<br />ADDED VALUE: <br />coherent & well balanced posts, overall social media content<br />BE CAREFUL:<br />Foresee fexibility to include last minute events<br />
  82. 82. SocialDailyPostsOverview<br />WHY:<br /> Internally approved post, translated including right visual materials, links,…<br />ADDED VALUE: <br />Clarity on content<br />BE CAREFUL:<br /> More time needed to create photoalbums or other type of posts (manipulation of photo’s etc)<br />
  83. 83. Always onmonitoring<br />WHY:<br />Real-time alerts on comments from fans on yoursmartphone. They provide the context of comments & youcancalibrate the frequence<br />ADDED VALUE:<br />Allow fast reaction, time to align internally on right answers<br />BE CAREFUL:<br />depending on the comment different departments might need to provide input, check with your legal department in case of doubt<br />
  84. 84. WHY:<br />Watch out whatpeoplesayaboutyouonTwitter, Facebook, blogs,…. <br />ADDED VALUE: <br />Dailymonitoringonmainsocial platforms. Detectany crisis, reactquickly, inform Top Management of social media impact<br />BE CAREFUL:not all tools workefficiently in french & dutch, select the goodonesaccordinglyafter a test period<br />E-REPUTATION monitoring<br />
  85. 85. Conclusion<br />Define a clearSocial Media strategybased on audit & consumer/market insights<br />Choose the right Social media architecture<br />Community management is Keyand has tobeintegrated in yourorganisation<br />Whole company is involved<br />Implement the right processesand tools<br />Monitor<br />
  86. 86. Questions ?<br />Wouldyoulike more in-depth training ?<br />Workshops on the different Social Media platforms ?<br />…<br />
  87. 87. @talking_circle<br />Vragen ? Opmerkingen ? Leuke bedenkingen ? Ideetjes ?<br />
  88. 88.
  89. 89. Thetalkingcircle<br />Strategic consultancy and project management in the area of Digital and Direct marketing<br />www.thetalkingcircle.com<br />Twitter : @talking_circle<br />Projects (since 01/09)<br />NationaleLoterij – take off, 3000 for life, Joker +<br />NationaleLoterij – facebookpagina<br />Omega pharma – Ikwilikkan, Profiler<br />Pfizer – Can you feel my pain<br />Ordina– Facebook, Twitter<br />GS1 – Mobile Standardization project<br />Shopting Partner – Shopper marketing projects<br />Veerle Lauwers<br />A positively driven Digital and Direct Communications professional with 14 years of experience, of which 3,5 years abroad, as international commercial project manager within Procter & Gamble.<br />

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