Social Media BTB voor Digital Marketing Live

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Op 21 en 22 maart 2012 is bijgaande presentatie gegeven tijdens het Digital Marketing Live event van Emerce. Via Lectric opleidingen treft u meer informatie aan over sociale media trainingen.

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Social Media BTB voor Digital Marketing Live

  1. 1. BTB Social Media StrategieDIGITAL MARKETING LIVE 21 MAARTDocent: Antal de Waij
  2. 2. Antal de Waij Geboren 30 B.G. Actief op Internet sinds 1994 Managing Partner Engagement Media BV Social Media Strategie &Online Community Management 2
  3. 3. Social Media = Engagement Media1 2 3 Community Social Media Strategy Management Services Social Media Strategy Social Media Activation Social Media People Concepting Webcare Social Media EducationSocial Media Guidelines Customer Service Social Media Meetups Social Media Scan Platform Development Werving, Selectie & Detachering Social Media Concepts Community Building Community Managers Social Media Mix Content Creation Social Media Training Mediaplanning Social media Activation LinkedIn Workshop Social Media Guidelines Social Customer Service Twitter Workshop Storytelling Webcare Webinar Social Campaigns
  4. 4. BTB Social Media Strategie DIGITAL MARKETING LIVEWelke onderwerpen kunt u verwachten?1. Luisteren2. Doelstelling(en)3. Community type vaststellen4. Social Media Mix5. Content Marketing6. OrganisatieSocial Media Strategie bestaat uit 8 stappen, voor Digital Marketing Live lichten we er een aantal uit
  5. 5. BTB Social Media Strategiev04
  6. 6. Social Media Process 8 steps Analyse Identify Platforms ContentResources Activate Engage Evaluate
  7. 7. BTB social Media StrategieLUISTEREN 1Docent: Antal de Waij
  8. 8. Social Media Planning Process Analyse Identify Platforms Content Resources Activate Engage Evaluate1 2 3 Define Listen AnalysisTarget Group(s) Social Media Is it possible to facilitateHow has customer Monitoring; what is your or engagebehaviour changed? audience talking about? conversations?User type? Towards what direction Engagement Level is the conversation AnalysisSocial Media going?Ambassadors Is your market How does your communitable?Influencials in your audience participate?industry Is there a (power) shift in you business?
  9. 9. 3 ways to listen1 2 3 Closed DIY Monitoring Community Google alerts Professional tools Professional tools Time consuming Data will come to you Exclusive data Big chance of missing Large coverage In depth coverage something Automated analysis Automated analysis Small business without a lot of conversations Benchmark Combined with other insights Spend time responding instead of searching Deep consumer insight There are lots of free It is the responsibility of Effective for research tools out there to see the brand to protect oriented organisations what is being said about itself and to engage fans you
  10. 10. BTB social Media StrategieDOELSTELLING(EN) 2Docent: Antal de Waij
  11. 11. Social Media Planning Process Analyse Identify Platforms Content Resources Activate Engage Evaluate1 2 3 Domain Goals KPI’s What will we engage in? What does our ideas & What goals do we have? concept cost? Are you a thought leader? What is your target? Resources? What content do we Sales funnel. KPI’s: #followers, leads, have to facilitate? orders, friends, views, Life Cycle. comments? Is the concept inspirations for your What problem are we Return On Investment? audience? solving?
  12. 12. Social Media inzet naar Customer Lifecycle Social Media CommunityOnderhoud Events / Fanpages MngtKlanten Base Call Center Webcare Prospects DM / Retail Reputation mngmt Leads Internet Social networksAwareness RTV, Print, Outdoor Storytelling 12
  13. 13. 13Acquisitie Customer Lifecycle Onderhoud Klanten Base Prospects Leads Awareness
  14. 14. Marketing FunnelAwareness Preference Loyalty Consideration Action
  15. 15. BTB social Media StrategieCOMMUNITY TYPEN 3Docent: Antal de Waij
  16. 16. Social Media Planning Process Analyse Identify Platforms Content Resources Activate Engage Evaluate1 2 3 Community? Social Media Mix Tools What type of Exisiting platforms? Content Management community? Key platforms System? Network, Knowledge Facilitating platforms sharing, Collaborative? 3rd Party platforms Reporting? What functionality does it Make or Buy? need? Build your platform? Vendor selection! Webcare options? Make or Buy? Routing & Escalation process
  17. 17. Community Typen 3 voorbeelden1 Netwerk & Verbinden2 Kennis delen3 Samenwerken 17
  18. 18. Social Networking Business Xing
  19. 19. Kennis delen / netwerken 19
  20. 20. Kennis delen in Finance 20
  21. 21. Samenwerken 21
  22. 22. BTB social Media StrategieSOCIAL MEDIA MIX 4Docent: Antal de Waij
  23. 23. Social Media Planning Process Analyse Identify Platforms Content Resources Activate Engage Evaluate1 2 3 Community? Social Media Mix Tools What type of Exisiting platforms? Content Management community? Key platforms System? Network, Knowledge Facilitating platforms sharing, Collaborative? 3rd Party platforms Reporting? What functionality does it Make or Buy? need? Build your platform? Vendor selection! Webcare options? Make or Buy? Routing & Escalation process
  24. 24. Business to Business Basis Pakket Your WebsiteWebsite Key Faciliterend 3rd party platforms
  25. 25. Twitter: telecom expence managament 25
  26. 26. BTB Awareness CBS Outdoor 26
  27. 27. 27
  28. 28. 28
  29. 29. BTB social Media StrategieCONTENT MARKETING 5Docent: Antal de Waij
  30. 30. Social Media Planning Process Analyse Identify Platforms Content Resources Activate Engage Evaluate1 2 3 Format Content Type Guidelines Tone of Voice What type of content General matches our strategy? Content format For Partners / Vendors / (digital) Storytelling? Customer / Supplier Brand values Disclosure Policy Frequency of messages 5C’s Curator Personal Blog Policy Themes Comment Community Password Policy Tagging Creative Combination
  31. 31. Awareness gaat over vindbaarheidAwareness Preference Loyalty Consideration Action
  32. 32. Consideration gaat over informerenAwareness Preference Loyalty Consideration Action
  33. 33. Voorkeur gaat over transparantie!Awareness Preference Loyalty Consideration Action
  34. 34. BTB social Media StrategieORGANISATIE 6Docent: Antal de Waij
  35. 35. Social Media Planning Process Analyse Identify Platforms Content Resources Activate Engage Evaluate1 2 3 People Organisation Money Talent development? Corporate or Technical departmental budget? Community Manager? Features Marketing, pr, Web editor? development, Implementation proces communications? Customer Service? Procedures Budgetting & ROI Insource or outsource? Culture of Change Reporting follows HR involved. money! Attitude Skills & Competences Service Level
  36. 36. Hoe organiseer je Social Media in je bedrijf?
  37. 37. Social Media & Organizational Adaption 1 Technical Features Attitude Structure Activities Organization People 2 3 Change 37Copyright Engagement Media BV
  38. 38. Social Media & Organizational Adaption Technical Features Attitude Structure Activities Organization People 3 Change 38Copyright Engagement Media BV
  39. 39. Social Capital 39
  40. 40. 40
  41. 41. Social Media & Organizational Adaption Technical Features Attitude Structure Activities Organization People 2 Change 41Copyright Engagement Media BV
  42. 42. Empowerment 42
  43. 43. Uw organisatie moet reacties opnemen als een spons 43
  44. 44. Social Media & Organizational Adaption Technical Features Attitude Structure Activities Organization People 3 Change 44Copyright Engagement Media BV
  45. 45. Productiviteitsverlies 45
  46. 46. BTB Social Media Strategie DIGITAL MARKETING LIVEWelke onderwerpen hebben we besproken?1. Luisteren2. Doelstelling(en)3. Voorbeeld Casus4. Community type vaststellen5. Social Media Mix6. Content Marketing7. OrganisatieSocial Media Strategie bestaat uit goede voorbereiding, voor Digital Marketing Live hebben we een aantal stappen doorlopen.
  47. 47. BTB Social Media Strategie DIGITAL MARKETING LIVEVragen? Join the conversationopleidingen@lectric.nl @LECTRICT 073 68 11 000 LECTRIC LECTRIC LECTRICTV LECTRICopleidingen
  48. 48. +31(0)650 871 600 48

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