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  • Online and social media are becoming the standard and real bookstores are becoming exotic
  • Now if will show you the general marketing model of The House of Marketing and where we see the added value of social media.I will not explain every aspect of this model as that is out of scope of this training but will show the main building block
  • Like with other media, you need to be relevant, consistent over time (even show commitment) and be sure that can have a real impact.Social media can help you to connect with both prospects and customers. Next you can inform them over your products and services, promotions and events.In a next step, you should also engage them, eg involve them in your product development process so that they become real fans, real ambassadors that will spread the word and empower your brand so that even more customers and prospects will connect with you

Social media Presentation Transcript

  • 1. The role of social media within your marketing strategy 26 June 2012 Bart De Bodt
  • 2. Presentation1
  • 3. Agenda Introduction 1. Introduction 2. THoM approach 3. Wrap-upPresentation1 3
  • 4. Some people really love social media “ Social Media puts the „public‟ into PR and the „market‟ into marketing” Chris Brogan Source: President and CEO of Human Business Works, an education and community company. He is author of books like Trust agents and Google+ for BusinessPresentation1 4
  • 5. Others also see a potential adverse effects “ Teens who use Facebook more often show more narcissistic tendencies while young adults who have a strong Facebook presence show more signs of other psychological disorders, including antisocial behaviors, mania and aggressive tendencies. Larry D. Rosen, PhD ” Source: Larry D. Rosen is a professor of psychology at California State University, Dominguez Hills. This phrases are quoted from this study “Poke Me: How Social Networks Can Both Help and Harm Our Kids” from 2011. He does not only see negative effect but also positive effect like the fact that young adults who regularly use Facebook are better able to conjure “virtual empathy” for online friendsPresentation1 5
  • 6. But we can’t ignore that the world is changing “ Daddy, this is like bol.com but you can touch the books here! ” Jeroen de Haas, 7 years, at Bijenkorf.Presentation1 6
  • 7. Social media like Facebook have become mainstream social media reach in Belgium 4.695.020 profiles 1.178.723 profiles 167.679 profiles* 46.243 profilesSource: B.L.V.G Blog, June 2012* Estimation end 2011Presentation1 7
  • 8. However marketers are still insecure towards social media Even though not using social media in your marketing mix became unthinkable, the use of social media can be a risk in a context of growing importance of ROMI. -31% We are satisfied about the results of our -21% social media activities -21% -45% We know the ROI of our social media activities -7% We have enough knowledge about the -25% possibilities of social media N 2012 = 436 N 2011 = 577 2012 Net difference (%agree-%disagree) 2011 Net difference (%agree-%disagree)Source: YMS 2012Presentation1 8
  • 9. Agenda Introduction 1. Introduction 2. THoM approach 3. Wrap-upPresentation1 9
  • 10. If you look at the broader picture, social Media can help you in the value creation phase Value proposition Value creation Value capturing Environmental and Competitive Scan Marketing Strategy Marketing Drivers Customer Equity Marketing Value Products / Technology Segmentation & Intention Behaviour Business Objectives Targeting Services Business Results Acquisition Awareness Purchase Process & Engine Business Paradigms Experience Price Premium Perception & Retention Communication Reputation Commitment Market Share Relationship Recommen- Positioning Preference Building dation Channel Management Scope Price Positioning Deep Channel & Customer Insights Tangible Action Plans 10Presentation1
  • 11. Relevance, consistency and impact are essential to create value with social media Relevance Connect Customer value Impact ConsistencyPresentation1 11
  • 12. THoM approaches social media in 5 steps 1 2 3 4 5 Awakening Planning Committing Implementing Improving - Interviews/workshop - Integrating social - Get the required - Create detailed - Measure success inside the company media within your resources action plan to clarify what the marketing plan to - Make most important connect, further - Define processes - Set-up social recommendations objectives are inform, engage and and roles and media accounts for next steps empower responsibilies - Execute plan customers. If the - Choose technology main objectives are to support your Activities communication processess objectives, go through the different steps of formulating a communication strategy - Look at competition and scan what customers are already saying Deliverables Clear business Social media plan Empowered Social media in Analysis and objectives with SMART targets organization action recommendationsPresentation1 12
  • 13. 1 2 3 4 1) Clarify what the most important Awakening objectives are Interviews/workshop inside the company to clarify what the most important objectives are Clear objectives Some examples Marketing & Sales Customer service HR Communication - Create - Acquire new - Answer - Attract awareness or customers questions and talented buzz - Increase solve problems employees - Generate traffic purchase - Improve - Stimulate - Generate leads frequency of customer knowledge - Create a existing experience sharing dialogue customers - … - … - Stimulate - … Co-creation - Gain customer insightsPresentation1 13
  • 14. 1 2 3 4 2) Integrate social media within your Planning overall strategy Communication strategy Message/ Prepare Objective Target group Comm channels Dialogue Evaluation Which goals do you Who do you want to What do you want to Which How will we measure want to reach? reach? communicate? communication our progress? How will channel(s) do you you evaluate your - Create awareness - Results from - Results from want to use to campaign afterwards? or buzz segmentation & objective & target communicate your - Information targeting group message or create a - Set up KPI’s - action: change of dialogue? beforehand: attitude, change - Needs to be - Aligned with - awareness of behaviour determined very discriminator - Results from looking - penetration - Leads detailed (not just at customer’s - sales - Loyalty sociodemographic - Should be clear, not journey -… -… data) confusing - Create 360° - Implement evaluation - Foresee different integrated comm tracking tools messages to plan attract, connect, info rm, engage and empower Ask yourself how social media can help you to realize your objectives. It is a powerful way to connect and engage with customers.Presentation1 14
  • 15. 1 2 3 4 5 3) Empower your organisation to execute Committing your social media strategy and become more customer centric Touch Point Touch Point Touch Point Customer Touch Point Touch Point StrategyPresentation1 15
  • 16. 1 2 3 4 5 4) Implement by using a detailed action Implementing and content planPresentation1 16
  • 17. 1 2 3 4 5 5) Have the guts to measure Improving • It is important to look beyond the number of fans, followers… • Avinash Kauskik defines 4 main categories of KPIs to evaluate social media: - Conversation rate: Are people initiating conversations or reacting on your content? - Amplification rate: Are people taking your content and sharing it through their network? - Applause rate: Are people liking your content? - Economic value: Are you generating money with your social media efforts?Source: http://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/Presentation1 17
  • 18. 1 2 3 4 5 5) Some examples of KPIs Improving Examples KPIs for Marketing & Communication objectives OBJECTIVES KPIs Create awareness or buzz #retweets, #blog posts Generate traffic #visitors via social media Generate leads #leads via social media Create a dialogue #comments on your posts, #post initiated by customers Stimulate Co-creation #ideas submitted, #ideas implemented, #revenue via these new products/services Gain customer insights Sentiment of tweets and posts, content that is liked or shared mostPresentation1 18
  • 19. 1 2 3 4 5 It doesn’t stop at measuring. You need to Improving define steps to improve your social media activities  Team must jointly evaluate vs. original targets  Why did we succeed or fail?  What can we learn?  What do we need to do? When?Presentation1
  • 20. Agenda Introduction 1. Introduction 2. THoM approach 3. Wrap-upPresentation1 20
  • 21. Key to success: marketing and consulting expertise combined with thorough understanding of social media specialists  You need to have a Social thorough understanding of media online marketing and social expertise media Marketing and consulting expertise  You have to be a marketing expert, both strategic and operational  You need to understand social media, and start from the business objectives  You need to integrate your social media strategy within the current marketing and communication strategy  You need to keep the helicopter overviewPresentation1
  • 22. What makes The House of Marketing different?Presentation1 22
  • 23. We have a strong vision on marketing … Marketing is a mindset throughout the whole company, and only happens through uncompromising and ruthless focus on the total process of customer engagement. Marketing is a key contributor to achieve business objectives and to optimize shareholder value. Our guiding principles are Focus, Agility, Creativity, Tangibility and Sustainability.Presentation1 23
  • 24. … and a clear view on how marketing must evolve • Simplicity • Strategic consistency • Leadership continuity • Prioritize & making choices • Consistent brand across all channels • Seek leadership in specific category • Customer centricity • Focused team • Detect trends & act • Early warning systems & processes • Agile & up to date organization • Built around customer engagement • Innovative company culture • Willingness to change • Diversity of profiles • Flexibility & Speed • Idea generation process • Idea valuation • Porosity & open-mindedness • KPI’s & dashboards • Scenario analysis & ROMI • Connect with marketing intelligence • Analytical culture & skills • People: yours & every stakeholder • Planet: ACT on innovation, packaging, promotion... • Profit: business-minded marketersPresentation1 24
  • 25. We are convinced that flexibility is a key asset for the future to bridge capacity gaps... Resource Demand Chart FTE (hours per month) Project 1 5,000 Project 2 Project 3 Project 4 4,000 Capacity 3,000 2,000 1,000 0 1/95 4/95 7/95 10/95 1/96 4/96Presentation1 25
  • 26. …. and to bridge competence gaps Data cruncher Packaging E-commerce ……… Online specialist CPM specialist Performance management Project Management Shopper marketer CRM specialist Mobile marketer SocialMedia Strategist ……… Web masterPresentation1 26
  • 27. Flexibility demands the right talent at the right place, & on going training The House of Marketing can help you develop and keep the right talents in your marketing department. Coaching on the job, one company or multi company program, more details Marketing Talent program available as from October 2012 Relevant Marketing training, from general to very specific & tailor made - product management Training - project management - communication (online, offline) - social media - email marketing -…… Personal coaching focused on marketing Coaching related skills and technical skillsPresentation1 27
  • 28. We offer help adapted to the new business context In a economical environment where turbulence is the new norm, The House of Marketing provides marketing excellence at the right moment, exceeding clients expectations by delivering higher return on investment and by making the organization more agile. We achieve this by recruiting passionate marketers for whom we create an inspiring and nurturing environment.Presentation1 28
  • 29. How do we work?Presentation1 29
  • 30. We work on temporary assignments…. Mostly function based Broad FMCG experience B2B and B2C environments Coordination activities of Marketing plan, go-to-market specialists in strategy & production, sales, advertising, implementation, people Brand promotion, R&D, … Marketing management, business Managers Churn analysis, churn Managers intelligence reduction Coordination of Marketing Product placement activities optimization Strong analytical and Market & competitor negotiation skills analysis Channel & Enhancing retail partnerships Business Market assessment & Category by increasing category sales Analysts quantification and aiding in fact Clustering of customers Managers based/strategic selling E-strategy definition & roll- out Extended experience in SME E-Marketers Coordination, design & and large matrix organizations implementation of e- Alignment of organization & Social Process marketing actions towards similar goals Media Website Managers Clear roles & responsibilities Specialists management, email definition, organizational marketing, social design media, mobilePresentation1 30
  • 31. … and on strategic marketing challenges Mostly project based Client challenges THoM expertise & solutions • Attract new customers • Customer intelligence: translate data into relevant insights Volume • Increase customer spending • Segmentation driven • Reduce customer churn • Business and marketing planning • Increase Innovation success rate • Innovation Management Program • Restore customer trust • Customer intelligence: translate data into relevant insights • Capture more customer value Margin • Category assessment • Margin management driven • Marketing performance management • Doing more with less resources (ROMI, CLTV, dashboards) • Tracking of ROI • Marketing audit • Define or redefine positioning • Consumer intelligence: translate data into • Changing customer experience from relevant insights product push to relational Positioning (customer-centric) • Customer (store) experience • Positioning on the sustainability dimension • Sustainability • Positioning towards current and potential • Employer branding employees Consumer analytics and insights are crucial for each of the three challengesPresentation1 31
  • 32. We offer a unique combination of strategic excellence and operational pragmatism Strategic excellence Operational pragmatism • Proven track record in strategic • Track record in making things happen marketing advice within international and complex • Creating relevant insights in the companies business • Applying practical knowledge of • Identifying the true leverages for successful corporate sales and significant improvements marketing organizations • Turning opportunities into structured • Turning initiatives into tangible actions and prioritized business initiatives • Helping you to successfully implement strategic recommendations We help you in realizing more from your marketing strategies and building the marketing capabilities for systematic resultsPresentation1 32
  • 33. We deliver tangible value by bridging the knowing doing gap… Strategic excellence Operational pragmatismPresentation1 33
  • 34. We have different meetings during an assignment PROJECT DELIVERABLES DEADLINE PROJECT DELIVERABLES DEADLINE Define MLT strategy for Market analysis End 2007 Internal Define MLT strategy for Market analysis End 2007 product X RGO identification + – Draft – product X RGO identification + estimated revenues & final reco + budget EPR Developing targeted expansion strategy for a estimated revenues & final Brand strategy Luxembourg based private life insurer Strategy, organization and marketing reco + budget Brand strategy Action plan 2008 Client Launch Product Y Product chart (branding, …. Build methodology and framework for country-specific go-to- Knowledge Capture Matrix Project objectives market launches based on learnings from first failure on the Italian market in private life insurance asset management Action plan 2008 Launch approach EPR positioning, USP, …) Client: Consultant: Project: Sodexho Pass - Apogheos Olivier Olbrechts Business Plan Date: 27/08/07 • Analysis of the fact base and decision on targets Launch package Comment: Interim (project) All documents on project saved here. Final Deliverables. Credential to follow - Life insurance business Launch Product Y Product chart (branding, …. Organization concept test STAKEHOLDERS Learnings from the way the client works Learnings on how THoM could work better New products or services Marketing domain/ methodology Relationship opportunity (executive Client agenda sell-on opportunity Industry trend/ insight Competitor information • Market structure and distribution options Follow-up launch improvement contact, positioning, USP, …) idea) SALES Apogheos = - Sold as interim project Proposal in - Small No other • Cross-border revenues Account Team Business Unit that has to be integrated but could be more profitable sold as process: coaching during the independent firms with low consulting firm identified in this - Private banking business into the Group if consulting implementation of potential for part of Sodexho return sufficiently - Formal approach and the business plan consulting/ • Market structure and differentiation Launch approach attracting to Sodexho Group deliverables could have been more clarified prior to the project interim - Exceptions (potential clients ?): • Expectations of wealthy individuals BCD Group, • Off-shore business aspects Launch package Coordinate client event ….. …. DELIVERY Marketing Domain: - No THoM methodology used - Business Plan Develop a standard financial business plan Accentiv (FR) • Value and tactics of wealth managers template created spreadsheet Methodology - Bancassurance model options in private banking Organization concept test from scratch template) - Detailed geographical study on Italian potential Follow-up launch iii team: No B2B Services team - Understanding of wealthy individuals • Wealth classification • Identification of advisory circle • Trend in family offices • (Family) business activity and influence of private equity and venture capital • Positioning study and go-to-market draft Coordinate client event ….. …. • Implications for organizational and branding requirements • Organizational roadmap and risk management Deliverables • Design of go-to-market model and potential • European-wide positioning strategy and implementation200706-CBC-PresentationTHoM.ppt 2 Visit by SSO Mgr Interview Objectives Consultant(s) finalized Evaluation1st call Proposal Contract Knowledge sent signed Engagement follow-up capturing Running Project status report Product Management Platform Resources Planning Risks Scope Prepared by: Liesbet Vandenberghe Period: from 25/9 to 20/10 week 6 Activities completed this reporting period Activities planned for next reporting period Client Name or LOGO Client Name or LOGO Supplier gave demo. Didier VDH will have a meeting to fine tune the requirements Didier VDH got input to make draft of technical Title of Function/project Title of Function/project requirements Central marketing will have meeting about the next steps and how we see the current project management We have now a list of general requirements tools in this project. Proposal for Interim Management Proposal for Interim Management Month Day, 2007 Month Day, 2007 LAST MODIFIED: Task ID Week Project name Action/task Task owner Follow-up Priority Status Start date Due date Date Comments/issues Decision to take Outstanding Issues/ Main Risks(1) Decision to take(1) description persons finished Issues & Risks Actions Responsible Due Date Decision Decision Maker Due Date Need alignment Meeting Thomas DC November on the real Thomas with needed Philippe. requirements Issue description Decision Decision Due date and which taker budget we can have for it. 1 2 3 4 5 6 7 (1) Format could be simplfy for simple project 8 Project status reports Liesbet 27 December.ppt 3 9 10 11 12 13 14 15 From initial call till 2 first weeks During the engagement Closing the engagement Presentation1 34
  • 35. You are always hiring a whole team of marketing specialistsHiring a THoM consultant isn‟t just hiring a person, it‟s acquiring expertise: •THoM consultant: your day to day contact Visible • Counselor, Client Manager and Mentor: first help, coaching and stretched goals for Invisible the THoM consultant • All THoM consultants with their specific skills, expertise and experience: the second resort for the THoM consultant • THoM knowledge base (training, career development plan, books, papers, former projects, experience of previous THoMers)Presentation1 35
  • 36. We deliver Marketing expertise in four areas • Market Intelligence • Business & Marketing Planning I. Strategic • Segmentation • Employer Branding Marketing • Branding & Positioning • Sustainability • Pricing • Social Media II. • Product/ Brand/ Category • Shopper Marketing Management Go-to-Market • Customer Relationship • Communication (offline & Management online) • Customer Process Management • Marketing Audit III. Organization & Change • • Marketing Coaching & Training Organization Management capabilities • Customer Experience IV. • Marketing Dashboards Performance • Marketing Performance Management Management • Customer Lifetime Value & ROMIPresentation1 36
  • 37. For whom do we do this?Presentation1 37
  • 38. We have clients from many different sectors (1) ICT & Media Utilities & Resources Financial & Other Services Healthcare & Public Sector Transport & LogisticsPresentation1 38
  • 39. We have clients from many different sectors (2) Consumer Goods & Retail Durables & Industrial GoodsPresentation1 39
  • 40. … talking about the tangible value delivered by The House of Marketing “THoM’s pragmatic approach is to me a key differentiator, as they are able to talk the language of actual executors and to predict or foresee many operational issues we need to tackle.” “We appreciated that the THoM team supported us in (Ronald Hannet, BU Manager) the bottom up approach involving customers, prospects, sales, specialists.” (Danny Vandevyver, Head of Marketing Com Belux) “THoM succeeded in creating change thanks to their straightforward and efficient solutions and approach.” “The added value of THoM is that they do not only deliver strategic advice, but their recommendations (Michael De Koster, Segment Manager) are tangible and can be implemented.” (Luc Deflem, CEO)Presentation1 40
  • 41. Your point of contact The House of Marketing tel: +32 (0) 15 444 000 E-Mail: info@thom.eu The House of Marketing Kardinaal Mercierplein, 2 B-2800 Mechelen Belgium Fax +32 (0)15 444 044 www.thehouseofmarketing.be Join us on LinkedIn Follow us on TwitterPresentation1 41