Presentation by Philippe Aernouts, WDM Belgium at the DM Update seminar of the DM Insitute

1. Part of Bisnode
Business
Information
Group
28/09/2012
Social Media & Social CRM
Connecting The Dots

2. Table Of Content
• Social Media in Belgium
• Most important social media & their tools
– Facebook
– Linkedin
– Twitter
• Social Media Monitoring
• Social CRM

3. Why Are You Here?
Campaign Campaign Choosing product
Active evaluation Trigger
conceptualization execution & channel
Get found
Listen, learn
understand
Branding Search
MG
A
Needs
Social
The
Strategy Traffic Attitudes
advertiser
Content
Event
Intentions
Sales POS
Analysis Analysis

4. Facebook
• Facebook (Belgium)
– 4.727.680 people who live in Belgium (cfr. Facebook)
• +2% vs last month
• +9% vs last year
Source: Facebook.com; Belgian Social Media Monitor – Bruno Peeters; http://bvlg.be

5. Facebook
Index 96 vs internet users BE
Index 104 vs internet users BE
Index 125 vs internet users BE (1.133.246 users)
Index 138 vs internet users BE
Index 81 vs internet users BE
Index 70 vs internet users BE
Index 43 vs internet users BE
Source: www.socialbakers.com, 8/09/2012

6. Facebook
• Facebook (Global) figures and facts:
– Average user has 130 friends on the site (Dunbar’s number = 150)
– Average user sends 8 friend requests per month
– Average user visits the site 40 times per month
– Average user spends an 23 minutes (23:20 to be precise) on each visit
– Average user spends an average 15 hours and 33 minutes on
Facebook per month
– 55% of social network users are connected to brands
– 10,6 is the average number of brands followed
Source: facebook.com, pingdom.com, http://www.kenburbary.com/2011/03/facebook-demographics-revisited-2011-statistics-2/
Insites study – Social Media Around The World 2012; http://www.slideshare.net/InSitesConsulting/social-media-around-the-world-2012-by-insites-consulting

7. Linkedin
• Linkedin (Belgium)
– Profiles: 1.241.629 (cfr. Linkedin DirectAds) (25% of active population in
BE)
• +2% vs last month
• +33% vs last year
= 46% awareness for Linkedin
vs 89% for Facebook and
vs 78% for Twitter
Source: Insites study – Social Media Around
The World 2012;
http://www.slideshare.net/InSitesConsulting/soci
al-media-around-the-world-2012-by-insites-
consulting
Source: Linkedin.com; Belgian Social Media Monitor – Bruno Peeters; http://bvlg.be

8. Linkedin
Source: www.quantcast.com, 26/09/2012

9. Linkedin

10. Linkedin
Source: www.quantcast.com, 8/09/2012

11. Twitter
• Exact figures based on location are not available
• Estimates
– Twellow, Tweepz, Tweepsearch, Twitdir, Tweetmondo, FollowerWonk,
…
– Commentag: 59.000 (10/2009)
– Permesso Barometer (12/2010) : 6% have Twitter account; 2,7%
actively Twitters
– IBBT & Insites study (09/2011) : 7-8% have Twitter account
(steekproefcorrectie: 5,4%  407.446 Twitter users…?)
– KULeuven thesis : 230.000 users
– Le Soir (Semiocast study) : 1.000.000 users on 01/01/2012
• Estimate by bvlg.be on 31/12/2011: 167.679 BE Twitter
accounts
– Based on location, URL, account name or bio
– 88% public profile; 12% protected profile

12. Twitter
Figures based on market study … vs actual profile info
Index vs average
Belgian internet user
103
96
105
160
95
47
120
183
58
Source: Insites study – Social Media Around The World 2012; http://www.slideshare.net/InSitesConsulting/social-media-around-the-world-2012-by-insites-consulting

13. Twitter
Figures based profile info
Vlaanderen : 62%
Brussels : 27%
Wallonie : 11%
Source: Belgian Social Media Monitor – Bruno Peeters; http://bvlg.be

15. Twitter Identification
• 10.276 with name – first name
• Identification of unique ID’s:

16. Twitter
• Twitter activity levels … unknown
• Twitter.com visits
• But what about Tweetdeck, Hootsuite,Flipboard, …
US figures

17. Twitter

18. Others
• Netlog
– 4.007.914 NL members (+23% vs LY)
– Audience: teenagers
• Seniorennet
– 206.500 members
– Audience: 50+
• Blogs
– Skynetblogs: 201.322 blogs (last update in July 2010)
– Bloggen.be: 140.738 blogs
– Skyrock: 32.592.928 blogs
– Canalblog: 1.025.398 blogs
– Blogoloog: 13.933 active NL blogs (Netherlands incl.)
– Agorati: 453 blogs from politicians
– Wordpress: 151.184 NL blogs (Netherlands incl.)
– Fora
Source: CIM – bezoekersprofiel Seniorennet.be 11/2011-04/2012; Belgian Social Media Monitor – Bruno Peeters; http://bvlg.be

19. Others
• Youtube
– Videos België : 70.300 (+8% vs LM; +437% vs LY)
– Videos Belgique : 102.000 (-14% vs LM; +507% vs LY)
– Videos Belgium : 451.000 (-4% vs LM; +1488% vs LY)
– Cijfers wijzen eerder op onstabiele zoekresultaten
• Vimeo
– Videos België : 2.148 (+1% vs LM; +42% vs LY)
– Videos Belgique : 4.481 (+2% vs LM; +47% vs LY)
– Videos Belgium : 14.400 (+2% vs LM; +60% vs LY)
• Dailymotion
– Videos België : 1.505 (+2% vs LM; -62% vs LY)
– Videos Belgique : 35.906 (+2% vs LM; +19% vs LY)
– Videos Belgium : 15.533 (+1% vs LM; +34% vs LY)
Source: Belgian Social Media Monitor – Bruno Peeters; http://bvlg.be

20. Others
• Google+
– FindPeople on Plus : 46.243 Google+ users in Belgium
– Google+ Demographics for Belgium : 363.567 Google+ users in
Belgium
– 12th position in the world cfr. CircleCount
• Flickr
– Belgium group : 5.062 members (+1% vs LM; +11% vs LY)
– Tag Belgium : 1.746.737 items (+1% vs LM; +18% vs LY)
– Geotag Belgium : 1.639.006 items (+1% vs LM; +26% vs LY)
• Slideshare
– Slideshows België : 417 (+5% vs LM)
– Slideshows Belgique : 1.516 (+10% vs LM)
– Slideshows Belgium : 35.194
• Yammer, Foursquare, Pinterest, LastFm,
MySpace, Hyves, StumbleUpon, …
Source: Belgian Social Media Monitor – Bruno Peeters; http://bvlg.be

21. But what about these “others”?
Source: Insites study – Social Media Around The World 2012; http://www.slideshare.net/InSitesConsulting/social-media-around-the-world-2012-by-insites-consulting

22. Facebook - Tools

23. Facebook Page
• Create a company page
– Visible to unregistered people
– Indexed
– Fans can send you a private message (but not vice versa)

24. Facebook - Timeline
• Make your page visually appealing
– Tell the story of your brand
– Events, milestones and nice to know items … even from before
Facebook (highlight & pin (7days) posts)
– It will shows ALL comments, posts, likes, … of all your friends, pages,
apps, …

25. Facebook - Timeline
• Facebook Timeline tips & insights
– Create a Facebook timeline cover image & respect the guidelines!
• No price information (ex. « 40% off »)
• No contact information (this must be in the « about » section)
• No reference to user interface elements (like, share, …)
• No call to action (ex. « get it now », « tell your friends », …)
– Tabs are now Apps (https://developers.facebook.com/apps/)
• 4 apps are always on display underneath the cover image
• Max 14 custom apps on timeline (slideshare, photos, videos, events, house
rules, …)
• Create a custom thumbnail for your app
• Apps have a unique url that can be used to drive traffic

26. You’ve got a page?
Great!
Now what?
Let’s get people ON my page!

27. Facebook Search
• Don’t count too much on the search function
– Impossible to predict
• Results vary for any given search query
• Relies heavily on connections, interactions on the page & how « close » the
user is to each page
– Relies on exact match
• Tiny changes can have a high impact

28. Facebook Advertising
• Advertising to drive traffic to your Facebook page
– Classic (push) advertising
– Advertising/bannering on Facebook
– Determine campaign goals
• Emphasize on social media strategy
• Direct sales
• Site traffic
• …
– Create ads
– Set the targeting

29. Facebook Advertising
Gesponsord verslag
Advertentie (brands recommended by friends …)

30. Facebook Advertising

31. Facebook Advertising

32. Aaaah
someone
Is on my page
Let’s make him/her hit the like button!

33. Facebook - Like
• The Like button
– Used to be the entry point to Facebook’s user base
– Now everyone can join any discussion on a brand page
• No (more) need to « like » the page first
• Shift from focus to liking a brand to engaging with a brand
– But a page with 12 likes just isn’t cool
– So it sure is a good start!

34. OK, then let’s start posting
status updates
Kick of that dialogue
34

35. Facebook
• Great idea, engage
• But … and this is important!
– People don’t come to Facebook to visit your page …
– They see your posts in their news feed!
– … or not. In 2007 a Facebook engineer said in an interview that only
about 0,2% of eligible stories make it into a user’s newsfeed. That
means your story is competing with 500 other stories!
Ticker
News Feed
Top stories
Most recent
stories
Advertising

36. Facebook
Ranking interactions (Edges)
Affinity
How connected are you to
the edge?
Is it your brother, a friend
with whom you interact a
lot … or a page you liked 2
years ago?
Weight
Example: comments are
worth more than likes.
Photos & videos have a
higher weight than links.
Time
As a story gets older, it
loses points

37. Facebook
• Tips to appear in the stream of your fans
– Be interactive, fun and helpful (Fill in the blank: All i want for christmas
is ___)
– Embed videos
– Ask questions (Yes/No « I brushed my teeth last night » when
announcing a new toothbrush. Or « On a scale of 1 to 10, what do you
think of …)
– Share pictures
– Create a connection between FB and the outside world (ex. sales reps)
– Create contests
– Introduce new products on FB first (click « like » if you’re excited about
our new …)
– Welcome new page visitors
– Integrate social content (YouTube, Slideshare, …)
– Like other businesses, partners, vendors, customers, …

38. Facebook
• Oh … and one more tip …
– You could start collecting likes 
– A like is considered as an « edge »
– You can even give the like button the name of any other verb!
• « own », « want », « sell », « read », « listened », « viewed », …
– However, keep active, because as time goes by, the value of this like is
fading away … fast
Try to involve customers in what you do

39. Facebook
• And if you use a personal profile (not a company page)
– Use the subscribe button (= follow)
– Allow subscribers to see your public updates (even non friends)
– To allow subscribers, go to www.facebook.com/about/subscribe
– Subscribe button will appear on your page

40. Facebook
• And just to be clear … you cannot use user data without
permission!
– Impossible to get (authorised) data through the Facebook API from
• Public profiles Crawling
• Friends
• Fan pages/likes

41. Facebook Connect
• You need to get beyound likes
– Facebook Connect
– Possible to request user permission for their data and collect
information
• The data you’ll get depends on the permission you ask for

42. Facebook Connect
• Permission example
– If you ask for
the default
permission,
you get
• Facebook_id
• First_name
• Last_name
• Gender
• Locale
• Picture
• Timezone

43. Facebook Connect
• Permission example
– If you ask for
the e-mail
permission,
you get
• E-mail
• (Opt-in?)

44. Facebook Connect
• Permission example
– And lots of other
possibilities
• Birthday
• Hometown
• Work history
user_about_me user_relationship_details friends_about_me friends_relationship_details
user_activities user_religion_politics friends_activities friends_religion_politics
user_birthday user_status friends_birthday friends_status
user_education_history user_videos friends_education_history friends_videos
user_events user_website friends_events friends_website
user_groups user_work_history friends_groups friends_work_history
user_hometown email friends_hometown manage_friendlists
user_interests read_friendlists friends_interests friends_checkins
user_likes read_insights friends_likes publish_stream
user_location read_mailbox friends_location create_event
user_notes read_requests friends_notes rsvp_event
user_online_presence read_stream friends_online_presence sms
user_photo_video_tags xmpp_login friends_photo_video_tags offline_access
user_photos ads_management friends_photos publish_checkins
user_relationships user_checkins friends_relationships manage_pages

45. Facebook Connect
Don’t ask too many
PERMISSIONS
at the same time

46. Facebook Apps
• Facebook users can get overview of permissions at the App
Center

47. Possibilities
• Facebook Connect as easy login
– Facebook claims sites using Facebook Connect have seen 30% to
200% increases in site registrations
Pre-filled form
to confirm
& capture NAW
Test
DB

48. Possibilities
• Start your dialogue with Facebook Connect
– E-mail campaign with a Facebook Connect button
– Behind the button there can be a coupon, game, questionnaire, app, …
– Give an incentive strong enough to get user permission
– Don’t forget a de-authorisation call-back URL!

49. Possibilities
• E-couponing, newsletter subscription, … with Facebook
Connect
Advertiser DB
Pre-filled form (iFrame)
to confirm
& capture NAW

50. Possibilities

51. Possibilities

52. Possibilities

53. Possibilities

54. Coming Soon?

55. Coming Soon?
• Match your own file (e-mail, unique FB ID, phone number)
with Facebook
– For targeted advertising

56. Facebook Insights
• Facebook Insights provides Facebook platform developers &
Facebook page owners with metrics
– Analyze trends
– User growth
– Demographics
– Consumption of content
– Creation of content
• To improve business &
create better experiences
on Facebook

57. Facebook Engagement Score
• www.page-karma.com
• Engagement score
– Av. nr of posts/day in the last 30 days x
– Av. nr of likes/day on posts published in the last 30 days
– Av. nr of comments/day on posts published in the last 30 days

58. Facebook
• Overview
– Company page
– Search (to find fanpage?)
– Targeted advertising & sponsored stories to drive traffc
– Like – an entry point to start a conversation
– Facebook connect – an entry point to social CRM
– Insights to optimise your social efforts based on metrics

59. Linkedin - Tools

60. Linkedin Home Page
Changes to home page to become the go-to destination to
discover and discuss what matters to you, your industry
and your professionals network around the world.

61. Linkedin Company Page
OLD NEW
Algorithm customizing order of
updates for each user
Follow

62. Linkedin Company Page
• Company Pages
– Snapshot of your company
– Showcase your best products and services
– Spotlight product recommendations
– Interact with job seekers (career)
– Status updates (admin tools;
under Page Admin,
check « designated users only »)
– Analytics on followers

63. Linkedin Targeted Updates
• LinkedIn Targeted Updates
– Target followers based on specific cirteria
• Company size
• Industry
• Job description
• Seniority
• Location

64. Linkedin Display Advertising
• Self-service Advertising

65. Linkedin Display Advertising

66. Linkedin Display Advertising

67. Linkedin Polls
• Polls
– Add « Polls » application
– Gain insights on customer opinions

68. Linkedin Answers
• Answers
– Reach
professionals

69. Linkedin
• Share Button
– Share with a professional audience and drive traffic

70. Sign in with Linkedin
• Sign in with LinkedIn
– Ask for permission
– Get acces to user data
– Use it! Why not for your white paper distribution?

71. Linkedin Groups
• Groups
– Join obvious groups, but also groups outside your industry!
– Community to gather like-minded professionals
• Collaborate; help people!
• Share; create interesting content!
• Connect; sell/leads
– Media &communication
• Send announcements
• Poll members with questions
• Integrate blog, Twitter, RSS feed, …
• White papers
• …
• Events

72. Linkedin Notifications
05/09/2012 : Launching today is the new notifications feature, which will keep you notified in real-time when
someone likes what you’ve shared on LinkedIn, views your profile, accepts your invitation, and much more.

73. Linkedin Apps
• Apps
Events
Presentations

74. Linkedin Member Profile
• Member Profile (& Linkedin People)
– Bring member profiles to your site or CRM
– Discover professional connections

75. Linkedin Company Insider
• Company Insider
– Insights about companies

76. Linkedin Recruiting Solutions
• Recruiting Solutions
– LinkedIn Recruiter: find the best passive candidates ( see full profiles of
members)
– Referral Engine: collect top leads from your employees
– Jobs Network: share your jobs on LinkedIn
– Job for you: target the right candidates
– Career pages: showcase your jobs, employees and culture
– Work with us: advertise on your employees’ profiles
– Apply with Linkedin

77. Linkedin
• Overview
– Company page
– Targeted updates (targeted discussions en information updates)
– Polls (market research)
– Answers (crowdsourcing)
– inShare button
– Sign in with Linkedin
– Groups (community of like minded professionals)
– Events
– Notifications
– Apps
– Member profile & company insider (data)
– Recruiting Solutions

78. Twitter - Tools

79. Twitter Promoted Tweets
• Advertising on Twitter
– Promoted Tweets
• Enable you to speak to users that don’t currently follow your account
• Twitter automatically promotes your best tweets

80. Twitter Promoted Accounts
• Advertising on Twitter
– Promoted Accounts
• Turbocharge your ability to gain new followers

81. Twitter Self Service Advertising

82. Twitter Self Service Advertising

83. Twitter Promoted Trends
• Advertising on Twitter
– Promoted Trends
• To appear in Top 10 trends section on Twitter home page

84. Twitter Analytics
• Twitter analytics (for advertisers)
– Metrics: impressions, retweets, clicks, replies, follows
– Timeline activity of mentions, follows, reach, …

85. Social Media Monitoring
• Social media monitoring tools
– Gather
– Clean
– Deduplicate
– Categorize/prioritize
– Analyze

86. Social Media Monitoring
• Free Tools
– Just Google & use Twitter search
– Google Alerts, Social Mention, Addictomatic, page-karma, … and all
other tools you can find in the outdated lists on the internet
• Key players
– Sysomos (Marketwire)
– Radian 6 (SalesForce.com)
– Engagor (BE)
– Alterian SM2 (SDL)
– Attentio? (BE)
– Nielsen BuzzMetrics
– Scoutlabs (Lithium)
– Brandwatch
– Jive

87. Social Media Monitoring
• Key Features
– Customizable search queries & sources
– Access to billions of conversations (real time + historical data)
– Monitor social media conversations
– Identify key influencers by industry, demographic groups & geography
– Gain insight into key conversations, themes & trends
– Conduct comparisons between competitors & topics
– Measure key metrics around buzz & sentiment
– Keyword classification & word clouds
– Alerts
– Detailed visual reporting
– Attribute reactions to people

88. Social Media Monitoring
• Example – Engagor

89. Social Media Monitoring
• Example – Sysomos

90. Social Media Monitoring
• Example – Radian 6

91. Social Media Monitoring
• Key considerations when selecting a tool … based on your
objectives
– Ease of set up and user friendliness
– Coverage
– Volume of conversations
– Location of conversations (URL, IP, Language)
– Identification
– Data latency
– Sentiment analysis
– Reporting
– API services and ability to extract raw data (& link with your CRM)
– Historical data
– Possibility to attribute follow-up to team members (if needed)
– Price
• Based on keywords, boolean search (Dove, Apple, …), fixed fee, …

93. Evolution of CRM
• Traditional CRM
– Manage a one to one relationship
– Between consumer /customer and company
– System designed inside out (company need in mind: reports, analytics)
– Unsatisfied customer complains to 10 people

94. Evolution of CRM
• But now …
– Consumers talk (more) to each other … about companies
– Unsatisfied consumer can complain to millions of people
• Social CRM
– Don’t be afraid, don’t avoid social … you’re consumers are already out
there!
– Reach out to the social web (listen & learn)
– Build your own social presence & start a dialogue with relevant content
(Plan & create)
– Enage & collaborate; involve customers
– Connect the dots; link social to your other channels and your CRM
system
– Analyze & optimize

95. Social CRM

96. Listen & Learn
Listen before you talk!
Because you can’t answer the questions you don’t hear!
• What are consumers saying
– About your brand
– About your products
– About your industry
– About the competition
– About your communication
– …

97. Listen & Learn
• Where are they online?
– Sites
– Vertical
• Blog
• Fora 60
• News 50
• …
40
– Geography
30
20
• When and why are they talking?
– Complaints 10
– To get/search information 0
– Trends Blogs Forums News Twitter
– Crisis management Compaq Presario HP Envy
MacBook Pro Dell Inspiron
Source: Sysomos

98. Listen & Learn
• Who’s talking?
– Map the « egosystem » 8%
33%
– Who are influencers,
brand advocates? 27%
2,7%
– User profiling & how are
they connected? 10,5%
21%
6%
15%
80%
46%
32%
50%
6%
20%
Source: Insites study – Social Media Around
The World 2012;
http://www.slideshare.net/InSitesConsulting/soci
al-media-around-the-world-2012-by-insites-
consulting

99. Listen & Learn
• Marketing opportunities
– Creators
• Look for influencers who will share the message through their network
• Try to motivate them to promote your brand, product or service
• Create succesfull viral campaigns
• Mass vs qualitative reach
– Conversationalists
• Free consumer insights … just listen!
• Talk to them and embrace change
– Critics
• Reviews & ratings on comparison sites will influence sales
• Website owners: publish reviews and ratings will boost site traffic
• Try to solve/explain negative issues/comments
– Collectors
• Indicate to marketeers if the content provided is interesting or valuable
– Spectators
• Place content where spectators are; not only on your own site
• Provide the right tools to do fun stuff!

100. Listen & Learn
• The challenges
– Billions of conversations
– Unstructured & dispersed data
– Multiple languages
– High signal to noise ratio and SPAM

101. Plan & Create
• Convince the board
– Make sure they understand social
• Show them a « did you know » video
• Find « influencers » within senior management
– Show what you learned in the listen & identify phase
• Regular concern that using social media opens up company
to negative publicity … but people talk anyway … it’s better to be there to
allow damage control
• Draw attention to competitors activities
– Be patient!

102. Plan & Create
If you’re listening, you’ll know what to create
• Create a strategic and tactical plan
– How does it all fit with your organization internally and your greater
business goals?
• Increased reach, engagement with customers, market research, enhanced
customer service, …
– Choose a limited number of platforms that you can manage well.
• Be active on important networks (for your audience)
• Be present on the other ones
– Create a playbook of best practices for all members of the organization
& assign responsibilities
– Create an editorial calendar of content (look at what you already have)
• What will you do/share, timeline, who, check your tech, …
– Determine KPI’s!
• Branded mentions, shares, interactions, …

103. Engage & Collaborate
• Make your content visual, interactive and engaging!
– Include photos, videos, tags, links, …
– Be yourself
– Be open and honest
– Be professional
– Think before hitting the send button
– It’s about listening, contributing and responding
– React in real-time (no time to check with execs)
– Know when to apologize
– Help people
– Offer value!

104. Engage & Collaborate
• Shareable and share-worthy!
– Give before you ask
– What?
• Share product info
• Do promotions
• Give away free stuff
• Bring news
• Involve consumers in co-creation projects
• New product announcements
• How-to-guides
• Entertainment
• Celebrity hooks and/or interviews with industry leaders
• Test
• Games & videos
• Calculators & interactive tools
• …

105. Engage & Collaborate
• Grow to a « social company »
– From testing to coordination across teams and departments
– Transfer social issues to the correct channel according to your
traditional CRM flow
• Marketing (market research, product feedback, campaign buzz,…)
• Sales (questions, leads, …)
• PR (crisis, news, …)
• R&D (ideas for new products & improvements, …)
• Customer support, call center (complaints, peer to peer support, …)
• …
105

106. Connect The Dots
• Go where your customers are!
• But don’t push them to social (be there, pull them!)
– If you push, push to your own channels
– Or specifically use the social features!
• Make all your communication efforts social
– Share buttons
– Follow buttons
– Facebook Connect & Sign in with Linkedin
– On your website, content, e-mails, competitions, …
– …

107. Connect The Dots
• Convert fans, followers & digital ID’s to real life contacts
• Capture, match en link social data with your CRM
• Use a landing page you own! What’s not yours is theirs!
• Provide the proper legal setting
• Use coupons, games, contests, apps, … with connect buttons
• Start your conversation within the social network, but pull them to your
classic channels
• Example: Complaint on Twitter  ask via Twitter If you may call the
customer to solve his problem.

108. Connect The Dots
• Convert fans, followers & digital ID’s to real life contacts
• Integrate (public) social profiles in your CRM system
• Check social data with a primal data point
• 83.000.000 fake profiles (8,7% don’t exist)*
• 4,8% doubles
• 2,4% non human (even pets are on Facebook)
• 1,5% spam pages
• And data of existing profiles should be checked as well
• Google “wrong birth date in Facebook”
• And what about those @facebook.com e-mail addresses?
* Source : Facebook press release; http://www.standaard.be/artikel/detail.aspx?artikelid=DMF20120802_00245119, 03/08/2012

109. Connect The Dots
Campaign Campaign Choosing product
Active evaluation Trigger
conceptualization execution & channel
Get found
Listen, learn
understand
Branding Search
MG
A
Needs
Social
The
Strategy Traffic Attitudes
advertiser
Content
Event
Intentions
Sales POS
Analysis Analysis

110. Analyze
• Overwhelming volume of data
– Can cause analysis paralysis
– People don’t look at anything
• Determine KPI’s in advance & create measuring schedules
– Getting more coverage and getting people to websites is a first step
towards more sales
• Analyze conversations to see what generates response
• Who shared what?
• Analyze fans, customers, likes, …
• What’s their profile, get to know them
• Use Business intelligence to transform data into actionable insights and
optimise future campaigns/actions
• Be RELEVANT in your communication!
– Engagement isn’t a direct response tactic (ROI)
• Use technology to automate
110

111. Philippe Arnauts
bpar@wdmbelgium.be
+32 2 555 97 83
philippearnauts
be.linkedin.com/in/philippearnauts
QUESTIONS