Part of BisnodeBusinessInformationGroup28/09/2012Social Media & Social CRMConnecting The Dots
Table Of Content• Social Media in Belgium• Most important social media & their tools – Facebook – Linkedin – Twitter• Social Media Monitoring• Social CRM
Why Are You Here? Campaign Campaign Choosing product Active evaluation Trigger conceptualization execution & channel Get foundListen, learnunderstand Branding Search MG A Needs Social The Strategy Traffic Attitudesadvertiser Content Event Intentions Sales POS Analysis Analysis
Facebook • Facebook (Belgium) – 4.727.680 people who live in Belgium (cfr. Facebook) • +2% vs last month • +9% vs last yearSource: Facebook.com; Belgian Social Media Monitor – Bruno Peeters; http://bvlg.be
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 BESource: www.socialbakers.com, 8/09/2012
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 followedSource: 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
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- consultingSource: Linkedin.com; Belgian Social Media Monitor – Bruno Peeters; http://bvlg.be
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
Twitter Figures based on market study … vs actual profile info Index vs average Belgian internet user 103 96 105 160 95 47 120 183 58Source: Insites study – Social Media Around The World 2012; http://www.slideshare.net/InSitesConsulting/social-media-around-the-world-2012-by-insites-consulting
Twitter Figures based profile info Vlaanderen : 62% Brussels : 27% Wallonie : 11%Source: Belgian Social Media Monitor – Bruno Peeters; http://bvlg.be
Twitter Identification • 10.276 with name – first name • Identification of unique ID’s:
Twitter• Twitter activity levels … unknown • Twitter.com visits • But what about Tweetdeck, Hootsuite,Flipboard, … US figures
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.) – ForaSource: CIM – bezoekersprofiel Seniorennet.be 11/2011-04/2012; Belgian Social Media Monitor – Bruno Peeters; http://bvlg.be
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
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
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
Facebook Page• Create a company page – Visible to unregistered people – Indexed – Fans can send you a private message (but not vice versa)
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, …
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
You’ve got a page?Great!Now what?Let’s get people ON my page!
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
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
AaaahsomeoneIs on my pageLet’s make him/her hit the like button!
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!
OK, then let’s start posting status updatesKick of that dialogue34
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
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
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, …
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
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
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
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
Facebook Connect• Permission example – If you ask for the default permission, you get • Facebook_id • First_name • Last_name • Gender • Locale • Picture • Timezone
Facebook Connect• Permission example – If you ask for the e-mail permission, you get • E-mail • (Opt-in?)
Facebook Connect Don’t ask too many PERMISSIONS at the same time
Facebook Apps• Facebook users can get overview of permissions at the App Center
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
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!
Possibilities• E-couponing, newsletter subscription, … with Facebook Connect Advertiser DB Pre-filled form (iFrame) to confirm & capture NAW
Coming Soon?• Match your own file (e-mail, unique FB ID, phone number) with Facebook – For targeted advertising
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
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
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
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.
Linkedin Company Page OLD NEW Algorithm customizing order of updates for each user Follow
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
Linkedin Targeted Updates• LinkedIn Targeted Updates – Target followers based on specific cirteria • Company size • Industry • Job description • Seniority • Location
Linkedin• Share Button – Share with a professional audience and drive traffic
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?
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
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.
Linkedin Member Profile• Member Profile (& Linkedin People) – Bring member profiles to your site or CRM – Discover professional connections
Linkedin Company Insider• Company Insider – Insights about companies
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
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
Social Media Monitoring• Social media monitoring tools – Gather – Clean – Deduplicate – Categorize/prioritize – Analyze
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
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
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, …
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
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
Listen & LearnListen 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 – …
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 InspironSource: Sysomos
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
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!
Listen & Learn• The challenges – Billions of conversations – Unstructured & dispersed data – Multiple languages – High signal to noise ratio and SPAM
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!
Plan & CreateIf 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, …
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!
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 • …
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
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, … – …
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.
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
Connect The Dots Campaign Campaign Choosing product Active evaluation Trigger conceptualization execution & channel Get foundListen, learnunderstand Branding Search MG A Needs Social The Strategy Traffic Attitudesadvertiser Content Event Intentions Sales POS Analysis Analysis
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 automate110