European Golf Course Owners AssociationRoderick Cremers                                  7th European Golf Business Confer...
Proud to work for:FreshBridge confidential © 2012
What we do:  We deliver results by effectively combining different Social  Activities                           Content   ...
The world ischangingFreshBridge confidential © 2012
We are more and more connected And we share more and moreFreshBridge confidential © 2012
Sharing & ConnectingFreshBridge confidential © 2012                          5
Connecting all                                     the timeFreshBridge confidential © 2012                 6
What happens in Vegas…                                         stays onFreshBridge confidential © 2012                    ...
There was 5 exabytes of information                created between the dawn of                         civilization throug...
We trusteach otherFreshBridge confidential © 2012
We trust friends instead of brands                                          Use the                                      p...
Social                                   Proof      Following others, copying actions of others or being influenced by it,...
So what is Social Media?    Friends talking to (more)       friends in new ways                              friends   fri...
Goal for you:       •         To understand what people are talking                 about       •         Let them talk ab...
Who is it about?FreshBridge confidential © 2012
FreshBridge confidential © 2012   15
FreshBridge confidential © 2012   16
FreshBridge confidential © 2012   17
FreshBridge confidential © 2012   18
The value of a fan                                  Fans are high-value customers                                  •  Extr...
What can youachieve?FreshBridge confidential © 2012
Goals you can achieve                                     Reaching a large targeted                                       ...
Social MediaFreshBridge confidential © 2012
Social Media users                                  > 1 bln               > 500 mln              > 400 mln                ...
Most of online time spent on Facebook                                   > 604     300 mln                  > 1 bln        ...
Facebook dominant in European Countries                   Facebook Users in European Countries (mln)FreshBridge confidenti...
Facebook fans over 45 years      Facebook Fans in European Countries over 45 years (mln)                   26FreshBridge c...
Many Golf Fans to target             Facebook Golf Fans in European Countries (x1000)                   27FreshBridge conf...
Why Facebook?     •  Most time spent there     •  Targeting possibilities are excellent     •  Mechanism of sharing conten...
What doyou do?FreshBridge confidential © 2012
What do you do                                           Conversations                                   Amplifying the co...
It all starts withthe conversationFreshBridge confidential © 2012
Brand want to reach their (potential)     fans                                  •  Facebook is ‘all about connecting’     ...
Conversations are the new way to build & cement    relationships  Intensityrelationships                                  ...
FreshBridge confidential © 2012   34
FreshBridge confidential © 2012   35
FreshBridge confidential © 2012   36
FreshBridge confidential © 2012   37
FreshBridge confidential © 2012   38
FreshBridge confidential © 2012   39
But how?FreshBridge confidential © 2012
Converstation Calendar [template]FreshBridge confidential © 2012
Steps to Conversation Calendar          1                                                                  2              ...
Recap                        •    It all starts with your consumers                        •    Make sure they start talki...
Roderick Cremers                                  Roderick@FreshBridge.nl                                      06 51 82 10...
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Roderick Cremers Social Media Fundamentals

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Roderick Cremers Social Media Fundamentals

  1. 1. European Golf Course Owners AssociationRoderick Cremers 7th European Golf Business ConferenceRoderick@FreshBridge.nl+31 6 51 821 045@cremersFreshBridge confidential © 2012 www.FreshBridge.nl
  2. 2. Proud to work for:FreshBridge confidential © 2012
  3. 3. What we do: We deliver results by effectively combining different Social Activities Content Ads Media / Apps/ Training / Advisor + + Campaigns Innovation (Daily) Metrics Education Clear steps / Targeted Activation Eyes & ears picture Interaction Up to speed Results Leads looking Getting Engagement Awareness Embedded Detailed info forward Results •  Strategic •  Visual Daily •  Targeted Fan •  Apps to •  Sharing best •  Outlook & consultancy Content acquisition generate practices Advice on new on brand level •  Content •  Targeted leads, word of •  Executive developments •  Expert advice Management advertising Mouth & social training campaigns Sharing, raise on marketing •  Analysis on •  Team training •  Insights into awareness solutions Content •  Alignment of Fan base •  Social sharing success •  Insights to company wide campaigns media review initiatives •  ROI researchFreshBridge confidential © 2012
  4. 4. The world ischangingFreshBridge confidential © 2012
  5. 5. We are more and more connected And we share more and moreFreshBridge confidential © 2012
  6. 6. Sharing & ConnectingFreshBridge confidential © 2012 5
  7. 7. Connecting all the timeFreshBridge confidential © 2012 6
  8. 8. What happens in Vegas… stays onFreshBridge confidential © 2012 7
  9. 9. There was 5 exabytes of information created between the dawn of civilization through 2003 but that much information is now created every 2 days, and the pace is increasing...FreshBridge confidential © 2012 Eric Schmidt - Google 8
  10. 10. We trusteach otherFreshBridge confidential © 2012
  11. 11. We trust friends instead of brands Use the potential of friendsFreshBridge confidential © 2012 10
  12. 12. Social Proof Following others, copying actions of others or being influenced by it, because the perception is that others have more knowledgeFreshBridge confidential © 2012
  13. 13. So what is Social Media? Friends talking to (more) friends in new ways friends friends of friendsFreshBridge confidential © 2012
  14. 14. Goal for you: •  To understand what people are talking about •  Let them talk about you •  Amplify what is being said •  Convert into action & loyaltyFreshBridge confidential © 2012
  15. 15. Who is it about?FreshBridge confidential © 2012
  16. 16. FreshBridge confidential © 2012 15
  17. 17. FreshBridge confidential © 2012 16
  18. 18. FreshBridge confidential © 2012 17
  19. 19. FreshBridge confidential © 2012 18
  20. 20. The value of a fan Fans are high-value customers •  Extra Incremental sales Fans purchase 2x as much (study of 73 brands across 13 categories) •  Increased Loyalty Build a deeper relationship over time and retain loyal customers •  Continuous and direct feedback Fans giving real-time feedback that helps improve your product and brand Fans influence their friends •  Associate your brand with their identity Fans choose to associate your brand with their identity •  Generating extra reach Fans share with their friends and generate stories when they interact with you: Fans have an average of 34-89 friends you can reach •  Promote stories from fans to their friends Social ads increase ad recall by greater than 50% according to Nielsen studiesFreshBridge confidential © 2012 Input from Facebook | Nielsen | Comscore
  21. 21. What can youachieve?FreshBridge confidential © 2012
  22. 22. Goals you can achieve Reaching a large targeted audience Impact and conversations around your brand Conversion / Loyalty Consumer InsightsFreshBridge confidential © 2012 21
  23. 23. Social MediaFreshBridge confidential © 2012
  24. 24. Social Media users > 1 bln > 500 mln > 400 mln users users users > 150 mln > 100 mln > 70 mln > 25 mln users users blogs usersFreshBridge confidential © 2012 23
  25. 25. Most of online time spent on Facebook > 604 300 mln > 1 bln mln photos users mobile per day 58% < 7 mln Avg 130 comes NL users friends everydayFreshBridge confidential © 2012 24
  26. 26. Facebook dominant in European Countries Facebook Users in European Countries (mln)FreshBridge confidential © 2012 25
  27. 27. Facebook fans over 45 years Facebook Fans in European Countries over 45 years (mln) 26FreshBridge confidential © 2012
  28. 28. Many Golf Fans to target Facebook Golf Fans in European Countries (x1000) 27FreshBridge confidential © 2012
  29. 29. Why Facebook? •  Most time spent there •  Targeting possibilities are excellent •  Mechanism of sharing content •  Consumer approval through ‘likes’, ‘comments’, ‘shares’, etc •  Possibility for amplification of conversations •  Interaction possibilitiesFreshBridge confidential © 2012 28
  30. 30. What doyou do?FreshBridge confidential © 2012
  31. 31. What do you do Conversations Amplifying the conversations The right apps / tools / offers to get interaction Insights to keep learningFreshBridge confidential © 2012 30
  32. 32. It all starts withthe conversationFreshBridge confidential © 2012
  33. 33. Brand want to reach their (potential) fans •  Facebook is ‘all about connecting’ and building relationships with each other •  Brands compete with friends •  ‘Lightweight & Conversational’ campaigns work best on Facebook •  Visual content works best on FacebookFreshBridge confidential © 2012
  34. 34. Conversations are the new way to build & cement relationships Intensityrelationships Relationships ‘intensive’ interactions deliver spikes ctions tera eig ht in g ht w Ma ny li time 33FreshBridge confidential © 2012
  35. 35. FreshBridge confidential © 2012 34
  36. 36. FreshBridge confidential © 2012 35
  37. 37. FreshBridge confidential © 2012 36
  38. 38. FreshBridge confidential © 2012 37
  39. 39. FreshBridge confidential © 2012 38
  40. 40. FreshBridge confidential © 2012 39
  41. 41. But how?FreshBridge confidential © 2012
  42. 42. Converstation Calendar [template]FreshBridge confidential © 2012
  43. 43. Steps to Conversation Calendar 1 2 Brand & Business Consumer Target Analyse Facebook Strategy segments Activiteiten Brand & Business Consumer Target Analyse Interest Needs Insights Facebook Fans 3 Facebook Consumer Persona’s Key Insights Facebook Persona’s 4 Content Content Content Content Content Theme Theme Theme Theme Theme 5 6 Conversation Dashboard CalendarFreshBridge confidential © 2012
  44. 44. Recap •  It all starts with your consumers •  Make sure they start talking about you •  Amplify what they are saying (targeting with ads) •  Make sure you focus on interaction •  Focus on interactive visual content •  Set up a conversation calendar •  Remember your amongst your consumer and his friendsFreshBridge confidential © 2012
  45. 45. Roderick Cremers Roderick@FreshBridge.nl 06 51 82 10 45FreshBridge confidential © 2012 44

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