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Social media - less sexy, more efficient

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A Client Case Study by Talking Heads, presented at the Social Media Forum (31/05/2013)

Published in: Business, Technology

Social media - less sexy, more efficient

  1. 1. SOCIAL MEDIALESS SEXY, MORE EFFICIENTNiko - A Case Study by Talking Heads -Social Media Forum31/05/2013
  2. 2. HI, MY NAME IS @GEERLINDE
  3. 3. Talking Heads is a 360° social media agency,developing long term, integrated social mediastrategies and ways to implement those.
  4. 4. Some references
  5. 5. A less self-evident client case
  6. 6. ✓ Starting point: zero measurement✓ Social media strategy: decisions✓ A social media core team✓ Tactics✓ The ROI✓ Next stepsMethodology
  7. 7. ✓ What is being said about Niko?✓ What is being said about the competition?✓ On what platforms?✓ What kind of content works?✓ The digital stakeholders/influentials within the sector?✓ ...Starting pointZero measurement
  8. 8. B2B -> B2CLots of competitorsCommodity (not sexy)InternationalNo FMCG resourcesLots of productsLess self-evident?
  9. 9. ✓ Starting point: zero measurement✓ Social media strategy: decisions✓ A social media core team✓ Tactics✓ The ROI✓ Next stepsMethodology
  10. 10. Strategic decisionsPlatform Phasing: FB (pro/reac), Twitter (pro light/reac), Forums (reac)Product Focus: NHCTarget Audience: B2C7 Platform KPI’s (quality over quantity) + Digital BenchmarkingContent Strategy
  11. 11. ✓ Starting point: zero measurement✓ Social media strategy: decisions✓ A social media core team✓ Tactics✓ The ROI✓ Next stepsMethodology
  12. 12. From co-existing...
  13. 13. To social collaborating...✓ Platform Training✓ Content Trainings✓ Support Training✓ Evaluation Procedure✓ Social Policy
  14. 14. ✓ Starting point: zero measurement✓ Social media strategy: decisions✓ A social media core team✓ Tactics✓ The ROI✓ Next stepsMethodology
  15. 15. Testcase: Niko Home Control for Batibouw
  16. 16. Test caseObjectives: Primary = awareness, Secondary = qualitative leadsTarget Audience: BE, SC 1/2, Builder/renovatorsProduct: Niko Home ControlTimings: Batibouw 2013
  17. 17. The concept
  18. 18. ✓ Upload the pictures of your construction site or plans (album)✓ Convince us about the eco-friendliness, originality, relevance of your project✓ Opt-in (requirement) and share with your friends (option)✓ Win something for you and your friends or something really amazing for you“De Werf”/”Le chantier”
  19. 19. The application
  20. 20. Like the pageT |...
  21. 21. Understand the rulesT |...
  22. 22. Upload photosT |...
  23. 23. Write motivationT |...
  24. 24. Leave contactdataT |...
  25. 25. Share if you wantT |...
  26. 26. e-Newsletters BatibouwWebsiteCrossmedia
  27. 27. Community Management
  28. 28. ✓ Match between advertising, wall and application✓ Fan page had relevant info for the target audience- Interior ideas for new builders- Niko Home Control Cases- Inspiration for future home automation- New and upcoming trendsManaging expectations
  29. 29. Facebook advertising
  30. 30. Broad targetting based on demographics- Country- Age 25-55Specific targetting based on- Electrical related keywords- Construction related keywords- Events (Batibouw) related keywordsFrequent reactivation of own communitythrough promoted postsAdvertising target
  31. 31. FEB 1 FEB 15 MAR 13 MAR 22APPLICATION PHASEFB Application live End of CompetitionPRE APP PHASE POST APP PHASE✓ Warm-up through ASU’sand PPA’s✓ Activating page withinteraction✓ Expanding reach beforethe application goes live✓ Use of a broad mediamix✓ ASU’s directing leads toapplication✓ Sponsored Stories andPPA’s enlarge the contentposted on the wall.✓ Aftercare period✓ Mostly sponsored storiesand PPA’s✓ Ends with theannouncement of thewinner.Advertising timeline
  32. 32. ✓ ASU ✓ Sponsored Stories ✓ Page Post Ads ✓ Promoted PostsExamples
  33. 33. RESULTS
  34. 34. 27,508,790 impressions37,076 clicks12Organic + advertisingAnd 41,404 actions on the fan page (likes, comments, shares...)3 6,410 application viewsSome turned into fans (-> 3,400), some converted directly to the websiteResults campaign #1
  35. 35. 1,661 participants229 new people in the Database45Who uploaded, left their comment184 also subscribed to the newsletter6 many new insights and a very happy client!because that is what we strive for :-)Results campaign #2
  36. 36. ✓ Starting point: zero measurement✓ Social media strategy: decisions✓ A social media core team✓ Tactics✓ The ROI✓ Next stepsMethodolody
  37. 37. ✓ Platform KPI’s ✓ Content Optimization ✓ Digital BenchmarkingMonthly reports
  38. 38. Results vs. zero measurement
  39. 39. ✓ Starting point: zero measurement✓ Social media strategy: decisions✓ A social media core team✓ Tactics✓ The ROI✓ Next stepsMethodology
  40. 40. ✓ Objectives: Social CRM (e.g. custom audiences...)✓ BtoB rollout: by request: feeding the B’s and when C’s meet B’s✓ Twitter, Forums, Youtube✓ Other European CountriesNext steps in a nutshell
  41. 41. WANNA KNOW MORE...Let me know. I’m the one in the fluorescent outfit!
  42. 42. Geerlinde PevenageE: geerlinde@talkingheads.beT: +32 497 484 770T: @geerlinde

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