Social Media & E-reputation
                                                                  Bert Van Wassenhove




    ...
Setting your     It’s about people
            social media     The impact of social
             objectives      Possible...
It's about people, not clicks

                              Setting objectives will be extremely difficult (it's like
   ...
The impact of social

                              Brand equity          Customer relation
                              ...
Possible objectives

                              Business objectives      Measurable objectives
                        ...
Social is all-over
          Defining your      What about marketing
            strategy         Execution is the key



...
Defining your strategy

                              Social Media is about Social Business

                             ...
Defining your strategy
                              Human Resources
                                Introducing New Emplo...
Marketing/Communications

                             Public Relations
                             Thought leadership
  ...
Social
         initiatives         3-step model
                              Traffic
          still need          Activ...
Interaction
   (To what extent is there an exchange of ideas, opinions & information? Is there a conversation going on?)
 ...
Interaction
   (To what extent is there an exchange of ideas, opinions & information? Is there a conversation going on?)
 ...
Companies need to look
                             long term and understand
   ENGAGE                    the value that s...
Implementing &
                             Listen
        coordinating         Engage
           social            Act
  ...
1. Listen

                              Determine Where Conversations are Happening
                                 Get ...
1. Listen

                              Both Web 2.0 and Web        Social News Sites
                              1.0 s...
2. Engage

                             Take part in the         Behave
                             conversation         ...
How to behave
                             Ensure your online outreach efforts are socially acceptable:
                  ...
3. Action

                              Ask yourself: WHY?
                               Viral buzz
                    ...
3. Action

                              Possible actions
                               Social news marketing
           ...
3. Action

                              Be prepared to follow-through

                              Trust the Force




...
Billy.be
              EXAMPLES       Top 10 according to
                             Mashable.com




woensdag 16 septem...
Blogger
                                        Billy.be
                             outreach   Pre-launch
              ...
! ! ! ! " # $ % & ' ( % $ ) *" + %




 The crowd: 100 bloggers (mostly top)
woensdag 16 september 2009
Goed in de watten gelegd
woensdag 16 september 2009
“Wat is Billy” in very short ...
woensdag 16 september 2009
woensdag 16 september 2009
Billy kaarten werden verdeeld
  voor de shopping spree



woensdag 16 september 2009
Online
                             Response




woensdag 16 september 2009
Very positive!

                              “Maar naast de pizza en pasta was het hoogtepunt
                           ...
DE topic op
       twitter
       (sample scan)




woensdag 16 september 2009
Hoe we
                              omgaan met
                             probleempjes


woensdag 16 september 2009
Communicatie rond probleempjes

                              Nadruk lag op Beta, bloggers wisten dat er bugs
            ...
Top 10        http://mashable.com/
                             2009/02/06/social-
            according to     media-smar...
Viral




woensdag 16 september 2009
Viral

                              Will it blend?
                                Blendtec Blends it on YouTube
        ...
Build your own Social network

                             Starbucks Asks for Your Advice
                               ...
Zappos on Twitter

                             Take a CEO that twitters, add in a great personality
                     ...
Blogging

                             Sun Microsystems and the CEO Blog
                               It’s not the numbe...
Bedankt / Merci
                                                                  Blog: www.ibert.be
                     ...
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Social Media Training

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Social Media Training

  1. 1. Social Media & E-reputation Bert Van Wassenhove ! ! ! ! " # $ % & ' ( % $ ) *" + % Blog: www.ibert.be Twitter: @ibert “Bert Van Wassenhove” op LinkedIn, Facebook, ... woensdag 16 september 2009
  2. 2. Setting your It’s about people social media The impact of social objectives Possible objectives woensdag 16 september 2009
  3. 3. It's about people, not clicks Setting objectives will be extremely difficult (it's like PR, company culture, branding, etc.) Social Media is a medium, objectives should be set on business parameters. woensdag 16 september 2009
  4. 4. The impact of social Brand equity Customer relation PR Conversion Campaigns Customer satisfaction Traffic Brand advocates Activation SEO The Social Brand Offensive Good citizenship Defensive Openness to conversation woensdag 16 september 2009
  5. 5. Possible objectives Business objectives Measurable objectives Brand equity Conversation Sales # Videos, Pictures, Posts, Customer satisfaction Comments, Tweets Tone of conversation Advocates Followers Friends Subscribers SEO (Pagerank, Incoming links) woensdag 16 september 2009
  6. 6. Social is all-over Defining your What about marketing strategy Execution is the key woensdag 16 september 2009
  7. 7. Defining your strategy Social Media is about Social Business It may lead to putting in place an organizational structure with a social media department, which is responsible for a company’s long term approach to open their companies up to consumers and have a permanent social media presence. woensdag 16 september 2009
  8. 8. Defining your strategy Human Resources Introducing New Employees. Replace the monthly newsletter an internal blog. Sales Share sales material on a wiki. Lead generation: LinkedIn Product/Design Product Prototypes in virtual worlds. Collaborative design process An internal platform where people share ideas Customer Support Support forums Twitter woensdag 16 september 2009
  9. 9. Marketing/Communications Public Relations Thought leadership Better Customer Engagement through conversation Use the viral power in campaigns Social initiatives still need traffic & activation woensdag 16 september 2009
  10. 10. Social initiatives 3-step model Traffic still need Activation traffic & Engagement activation woensdag 16 september 2009
  11. 11. Interaction (To what extent is there an exchange of ideas, opinions & information? Is there a conversation going on?) High Social Campaigns Interaction Viral Management Marketing Activation Campaigns Interaction Social Platforms Medium Email Marketing Direct Online media Marketing Campaigns Websites Advertising Low 2 weeks 2 months 2 years Attention time woensdag 16 september 2009
  12. 12. Interaction (To what extent is there an exchange of ideas, opinions & information? Is there a conversation going on?) High Social ENGAGE Campaigns Interaction Viral Management Marketing ACTIVATE Activation Campaigns Interaction Social Platforms Medium Email Marketing Direct Online media Marketing Campaigns Websites ATTRACT Advertising Low 2 weeks 2 months 2 years Attention time woensdag 16 september 2009
  13. 13. Companies need to look long term and understand ENGAGE the value that social media can bring to cultivate lifetime advocates of their brand. This is not about campaigns, but a permanent positioning. woensdag 16 september 2009
  14. 14. Implementing & Listen coordinating Engage social Act marketing woensdag 16 september 2009
  15. 15. 1. Listen Determine Where Conversations are Happening Get organized (tools) Make sure you cover all relevant channels Define your target group Make a roadmap Prioritize the discussions, then hop in. Learn the language Read, read, read, read, read, read, ..., read woensdag 16 september 2009
  16. 16. 1. Listen Both Web 2.0 and Web Social News Sites 1.0 sites are relevant Social Music Sites Blogs and Forums / Video & Photo Sharing Discussion Boards Sites Consumer Review Sites YouTube Flickr Social Networks / Online Communities Wikis Twitter SlideShare Facebook ... Social Bookmarking Sites woensdag 16 september 2009
  17. 17. 2. Engage Take part in the Behave conversation Courteous Disclose your identity Open Honest Start simple Informed Comment Answer 24/7 Praise Cover Your Ass (internally) woensdag 16 september 2009
  18. 18. How to behave Ensure your online outreach efforts are socially acceptable: Don't stifle the conversation. It's easy to react negatively when you spot a negative review at a social site, but first take a deep breath. Consider this: do the comments have merit? If so, acknowledge them and commit to making a change. If they are silly or mean, it's probably best to let them go. (Picture the guy with the lampshade on his head at the cocktail reception. Best to ignore him, right?) Bring something besides your product to the table. People don't want just a pitch, they want a person. Don't spend precious social-media time pushing your wares; pass a little time with your audience. Let them get to know you and your brand. Be responsive. Agencies have spent decades trying to get people to cultivate emotional connections with logos and labels; it's only natural that, now that they have a soapbox, users demand to know why they should ally themselves with you. Demonstrate that you care what your customers, donors or clients think: Follow their discussions, engage them in dialogue, express interest in who they are. Social media sites are about being natural—in acceptable ways. Make sure your outreach—no matter how fun or creative—always shows consideration and respect. woensdag 16 september 2009
  19. 19. 3. Action Ask yourself: WHY? Viral buzz Brand building Sales Build community Choose your battlefield Don't forget what you learned in step 1 And behave like in step 2 woensdag 16 september 2009
  20. 20. 3. Action Possible actions Social news marketing Blogger outreach Social networking Enter an existing network Start your own Be creative ... woensdag 16 september 2009
  21. 21. 3. Action Be prepared to follow-through Trust the Force woensdag 16 september 2009
  22. 22. Billy.be EXAMPLES Top 10 according to Mashable.com woensdag 16 september 2009
  23. 23. Blogger Billy.be outreach Pre-launch case woensdag 16 september 2009
  24. 24. ! ! ! ! " # $ % & ' ( % $ ) *" + % The crowd: 100 bloggers (mostly top) woensdag 16 september 2009
  25. 25. Goed in de watten gelegd woensdag 16 september 2009
  26. 26. “Wat is Billy” in very short ... woensdag 16 september 2009
  27. 27. woensdag 16 september 2009
  28. 28. Billy kaarten werden verdeeld voor de shopping spree woensdag 16 september 2009
  29. 29. Online Response woensdag 16 september 2009
  30. 30. Very positive! “Maar naast de pizza en pasta was het hoogtepunt toch wel de avant-première van Billy.” Bram Loquet “Thx aan de organisatie, en aan Billy, de sponsor die Sinterklaasgewijs een heleboel geld heeft uitgedeeld.” Pieter De Wit “Ik heb 100€ gekregen van Billy. Dank u, Billy. Ik zal het heel goed uitgeven.” Kathleen. 22. Leuven woensdag 16 september 2009
  31. 31. DE topic op twitter (sample scan) woensdag 16 september 2009
  32. 32. Hoe we omgaan met probleempjes woensdag 16 september 2009
  33. 33. Communicatie rond probleempjes Nadruk lag op Beta, bloggers wisten dat er bugs zouden zijn. Het team is zeer bereikbaar, en gekend door velen. We zijn ook aanwezig op tal van blogevents. Bloggers contacteerden ons direct waardoor probleempjes niet in het openbaar (twitter) moeten opgelost worden. Over terugkerende bugs heeft Billy mails gestuurd hoe we het aanpakken (transparantie was geapprecieerd) Feedbackforum achter secret url woensdag 16 september 2009
  34. 34. Top 10 http://mashable.com/ 2009/02/06/social- according to media-smartest- Mashable brands/ woensdag 16 september 2009
  35. 35. Viral woensdag 16 september 2009
  36. 36. Viral Will it blend? Blendtec Blends it on YouTube http://www.blendtec.com/ woensdag 16 september 2009
  37. 37. Build your own Social network Starbucks Asks for Your Advice http://mystarbucksidea.force.com/ideaHome Connections helps customers inspire others http://www.connectr.be woensdag 16 september 2009
  38. 38. Zappos on Twitter Take a CEO that twitters, add in a great personality and you have a recipe for social success. Ingraining social media into the culture of a corporation means that every consumer interaction is personal. woensdag 16 september 2009
  39. 39. Blogging Sun Microsystems and the CEO Blog It’s not the number of hits that make his blog a social media success, but the openness on it. Positive and negative comments are allowed, and even the most inane are approved. Transparency from the highest position in a company trickles down and increases trust from consumers. IBM With Lots of Blogs Having a CEO that blogs is great, but increase the number of blogs and you increase the number of connections. Leveraging your employees to write about what they love conveys the corporate dedication to the industry. woensdag 16 september 2009
  40. 40. Bedankt / Merci Blog: www.ibert.be Twitter: @ibert “Bert Van Wassenhove” op LinkedIn, Facebook, ... ! ! ! ! " # $ % & ' ( % $ ) *" + % woensdag 16 september 2009

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