Social Media Marketing and Strategy

Social Media Part II exploring the social media landscape @danielspronk daniel@totalexperience.nl @erwinelling erwin@totalexperience.nl

Channel categories 1. Social networks 2. Communication 3. Media

1. Social Networks LinkedIn, Facebook, Hyves

Linked

LinkedIn online business proﬁles platform for networking platform for recruitment

Stats 51 million users as of November ’09 28% senior executives the Netherlands: • ranks #16 in November 09 • approx. 1,5 million users

Proﬁles Personal branding

Business Networks Stay up-to-date of what happens in your network

Platform for networking Communities formed around events and topics

Recruitment Platform Recruitment tools, Recruiment Campaigns etc.

Company Branding Increased visibility and targeting for your company

Hyves online personal proﬁles platform for relational interaction largest Dutch social network

Stats 9,4 million users 6,5 billion monthly pageviews 350K daily scraps

Dutch Government Campaign 7 million views within 7 days

Data research campaign Perfect platform for targeting youth

Facebook online personal activity platform for sharing emotions and information largest social network in the world (excl. China)

Stats 300+ million users 25% age 35+ >150% growth the Netherlands, November ’09: • site ranks #8 • 1,6 million users

Activity stream Focused on (popular) friends activity

SAS’ Facebook Page Company branding on Facebook

PALMs Facebook Page Product launch on Facebook

2. Communication

Blog Platforms

Company blogs

Personal (employee) blogs

micro-blogging

Stats 50 million users 9 million users added each month 150 million visits 80% use is mobile

Tweet like a blog post, but just 140 characters

Activity Stream What are your friends saying?

Companies on Twitter Press releases, customer interaction etc.

Executives on Twitter Personal/Company Branding, customer interaction etc.

3. Media

Stats 1 billion views a day 700K views a minute #3 site in the Netherlands

Branded Channels Company branding, analytics and monitoring tools

3M’s Branded Channel Campaigns with support for competitions

Royal Dutch Navy Branded Channel Example

Stats 23 unique monthly visitors 60 million monthly views the Netherlands: • 500K+ monthly views • 200K+ monthly visits

Slideshare the ‘YouTube of presentations’

Company Proﬁles Example: Adobe for their product Acrobat

Company Proﬁles Example: Aegon Bank

Want to jump on?

Social Media part of your Online Marketing Strategy

MARKETING CHANNELS E-mail lists Natural search (SEO) ASSETS Corporate website GOALS Recruitment Social media Virals website Online strategy portal Paid Search (PPC) Campaign website Social Media Banners

Social Media just another marketing channel?

1. Public Relations

Local Dutch Police Departments Using twitter for news distribution

2. Customer Service

Dutch ISP UPC Web care team is more eﬀective than call center

3. Loyalty-building

Create evangelists Turning negative experiences in wow experiences

4. Recruiting

Deloitte Long term social media strategy

Dutch Hospital Short term campaign using social media

5. Networking 5: NETWORKING

LinkedIn Answers Connect with peers, build your brand

6: THOUGHT-LEADERSHIP 6. Thought Leadership

Thought Leadership share, share, share

be insightful always be about solutions ask questions about the future share important research reveal ﬁeld insights be responsive

AND CUSTOMER ACQUISITION!

What does Social Media cost?

1. It takes people 2. It takes technology 3. It takes time

Social Media Channels activity content & media Your Blog Investment in people and technology

Social Media development trajectory PORTAL & Your Blog BRANDED CHANNELS Investment in people

Portal & Branded Channels Traffic Traffic Traffic Traffic BLOG Corporate PORTAL Website Traffic Traffic Traffic Traffic

6 steps for a sound Social Media strategy

6 steps for your Social Media plan 1. Learn 6. Measure 2. Listen 3. Set Goals 5. Execution 4. Plan

1. Learn what is Social Media?

2. Listen what’s happening around your brand?

3. Set Goals part of your overall marketing strategy

4. Plan Who, what, which channels, trajectory

5. Execution don’t forget oﬄine!

6. Measure set metrics aligned to your goals

6 steps for your Social Media plan 1. Learn 6. Measure 2. Listen 3. Set Goals 5. Execution 4. Plan

Total Experience can help you with: Social Media Strategic Plan Social Media Training Social Media Policy Channel Training (Twitter, LinkedIn etc.) Consultancy and Support services Development (ie. Social Media News Room) Analytics services

@danielspronk daniel@totalexperience.nl @erwinelling erwin@totalexperience.nl

Social Media Marketing and Strategy

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