School of Social - Confessions of a Social Media Manager - Heineken
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Heineken's presentation for the School of Social event: "Confessions of a Social Media Manager". Presented by Laurens
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School of Social - Confessions of a Social Media Manager - Heineken
- 2. Laurens Griep Social Advertising & Community Manager
- 4. Earned, owned + Paid = awesome Mobile, shmobile…
- 5. 1 Social Media Manager 1 Social Advertising & Community Manager 2 Community Managers 1 awesome intern
- 6. Part of a team of Marketing Specialists Provide service and consultancy to brand managers
- 8. Like our “traditional customer service” we wanted to provide this service ourselves: in-house.
- 9. The Next Ad (TNA). Hyper Optimization Splitting audiences and picking the best performing ones.
- 10. TNA lets HEINEKEN harness the power of Social CRM turning webcare into a driver of effective advertising.
- 11. Mobile first This is the year of mobile Next year will be all about mobile So where do we put this content?
- 14. Looking for an intern! Interested? Drop me a line!
Editor's Notes
- Got one in mind?
- Laurens Griep Social Advertising & Community Manager at HEINEKEN Netherlands Been with HEINEKEN for little over 2 years.
- - Before my job at HEINEKEN I worked in beautiful and sandy DOHA, the capital of QATAR as social media manager for Starwood Hotels & Resorts - I was based at W Doha. Why did I start working in a hotel? - Simple; I studied at Hotelschool The Hague.
- - Briefly talk about how we are organized: Now; I hope to give you some useful insights tonight, insigts you might be able to use for yourself or in your company - Talk to you about the combination between earned and paid social media - Talk to you about where to deliver your social media content.
- - All social media activities are done in house at HNL Social Media Manager to integrate social media into all campaigns and look for new creative opportunities Social Advertising & Community Manager to take care of all paid media and supervise the community management team Community managers to interact with everyone on our owned social media channels, providing customer service and brand protection 1 awesome intern who helps out all the above
- Part of a team marketing specialists including media management, CRM and sponsor management We porvide servive and consultacy to brand managers. We work for all HNL brands and events:
- Including Heineken, Amstel, Jillz and multiple owned events like HHH and Vrienden van Amstel Live
- -Our traditional customer service is done in house by a small team of experts, we wanted to do the same with social media -We partnered with Media Injection, a dutch software builder who provided the then brand new MI Connect, a webcare tool. -MI Connect let’s us see, filter and answer all our incoming messages for all brands. We can assign sentiment vallue or other labels to these messages -The challenge in webcare is that we need to shift from brand personality to brand personality.
- -In april of this year we began to do social media advertising in-house. Again Media Injection provided what we needed with TNA. -TNA let’s us create and manage our ads and audiences with enourmous ease. -When we advertise our posts a feature called HyperOptimization redivides budget over different ad audiences based on all sorts of pre-set parameters. -For instance, when the CPM of one our audiences becomes to high, or the frequency become to high, TNA will redirect budget away from that audience to others that are performing better. This makes my Job easier.
- So where’s the power? Based on the input of our webcare tool, we can optimize our advertising. This means that everyone who ever said they dislike Heineken in cans, can be excluded from advertising posts with cans in them. Win Win situation: we don’t spend money on people who don’t want to see cans. People who don’t like Heineken in cans don’t get bothered with posts of cans.
- So lot’s of webcare and lot’s of advertising. But there would be no need for that without great content. Now I’m not going to focus how to make great content, that differs for every brand. Instead i’d like you think about how your putting this content in front of your audience. So where are we gonna put it? Mobile? No Prepare for some activism from my side
- Iphone, that’s mobile right? We’ve been hearing this where we need to be SO this tablet? What’s that? Mobile right? But when you go on a tablet browser the experience is mostly desktop browser based. So this is desktop. A clunky machine only your partens use right? No focus on desktop. NO How mobile is this tiny powerful laptop? It can sit next to you one the couch when you watch television. You can open it during a trainride. Tablets (laptops, which offer desktop experienc) will only become more mobile. So what to do? Instead of platforms; focus on “the internet”.
- Anyone know what this is? This is the tempalte for a youtube channel banner. Youtube forces you to create one immage which will work everywhere. On a TV you see a lot of it, on a tablet a bit less. Work like this with all your conent; it should work everywhere. Facebook and Twitter make it easy for us. We post something and advertise it. These networks will make sure the content will get to you. They don’t care if you’re on a Mobile Facebook app, your Tablet browser or app, or your desktop browser. It just finds out when you’re online on one of them and serves you the content. So content; make sure it works everywhere, all the time.
- This was my 5 cents on social media