Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Social media strategies

406 views

Published on

Social media strategies

Published in: Internet
  • Be the first to comment

Social media strategies

  1. 1. UNIT4 Design Center – Edo-Jan Meijer SOCIAL MEDIA Edo-Jan Meijer
  2. 2. Introduction UNIT4 Design Center – Edo-Jan Meijer © mech
  3. 3. EDO-JAN MEIJER 1993 - 1998 The Design Academy 1998 - 2013 Graphical designer Strategy developer, Manager Innovation, 2009 - ... Community manager WNF Photographer WNF 2013 - ... Creative manager UNIT4 Corporate Design Center UNIT4 Design Center – Edo-Jan Meijer Strategy developer speaker author
  4. 4. The world has changed UNIT4 Design Center – Edo-Jan Meijer © edvanl
  5. 5. 1994 UNIT4 Design Center – Edo-Jan Meijer
  6. 6. 2008 UNIT4 Design Center – Edo-Jan Meijer
  7. 7. 2014 UNIT4 Design Center – Edo-Jan Meijer
  8. 8. Social Media UNIT4 Design Center – Edo-Jan Meijer © Karina.kleijn
  9. 9. WAT IS SOCIAL MEDIA Social media is a dialogue between people, made possible by online tools. UNIT4 Design Center – Edo-Jan Meijer
  10. 10. FACTS AND FIGURES • What if Facebook was a country? Number three in terms of population; • 50% of all online traffic in the UK is traffic to Facebook; • 60 million watched the movie of VW and Darth Vader on YouTube, Justin Bieber became popular thanks to YouTube; • If Wikipedia was a book, it had 2,25 million pages and you needed 125 jears to read it; • Social Media showed us live: • Nuclear disaster & tsunami in Japan; • Revolutions in Northern Africa; • Euromaidan riots in Kiev, UNIT4 Design Center – Edo-Jan Meijer
  11. 11. THE BIG 5 IN THE NETHERLANDS (2013) 845+ million accounts 6+ million the Netherlands 100+ million accounts 1+ million the Netherlands 175+ million accounts 4+ million the Netherlands 150+ million accounts 3,5+ million the Netherlands 400+ million unique visitors / month 8+ million unique visitors / month the Netherlands UNIT4 Design Center – Edo-Jan Meijer
  12. 12. SOCIAL MEDIA Sociale networks Communities Content sharing Virtual worlds Publish UNIT4 Design Center – Edo-Jan Meijer
  13. 13. R.O.I. UNIT4 Design Center – Edo-Jan Meijer © Ronbuist
  14. 14. R.O.I. = RETURN ON INVESTMENT What you invest (Investment) COSTS BENEFITS UNIT4 Design Center – Edo-Jan Meijer What you get (Return) Value (Return – Investment = R.O.I.)
  15. 15. INVESTMENT, WHAT TO INVEST? • Time: developing a social media (content) strategy; • Time: educating social media managers; • Time: creating content • Time: maintaining social media channels; • Maybe budget for campaigns; • Maybe purchase analysis software; • Maybe hiring specialists. UNIT4 Design Center – Edo-Jan Meijer
  16. 16. RETURN • PR/Reputation management: Improve your brand image; • Thought leadership: Claim your authority; • Conversion: Selling products/services; • Leads: Gain new relationships/customers; • Customer services: Help customers; • Recruitment: Recruit new employees; • Business Intelligence; Market research. UNIT4 Design Center – Edo-Jan Meijer
  17. 17. BUT! A "Return" doesn’t always have a positive outcome. If you don’t know exactly what you’re doing, the outcome might be: • Detraction from the brand • Frustrating existing and new customers; • Creating digital tombstones. ALWAYS start with a good strategy UNIT4 Design Center – Edo-Jan Meijer
  18. 18. Strategy UNIT4 Design Center – Edo-Jan Meijer © Shirley28
  19. 19. SET GOALS • I want to improve my image; • Sell my product; • Know how my target audience think about my brand; • Traffic to website; • Increase/broaden target audience; • Call avoidance. UNIT4 Design Center – Edo-Jan Meijer
  20. 20. KNOW YOUR TARGET AUDIENCE • What target groups do you want to attract/activate? • What are the needs, desires and demands of the target groups? • What do they know about you? • What do you want them to do? • Where are your target groups right now? UNIT4 Design Center – Edo-Jan Meijer
  21. 21. DEVELOP A SOCIAL MEDIA STRATEGY Organisation Target group Goals / Objectives UNIT4 Design Center – Edo-Jan Meijer Needs
  22. 22. DEVELOP A SOCIAL MEDIA STRATEGY Organisation Target group Goals / Objectives UNIT4 Design Center – Edo-Jan Meijer Needs POSSIBLITIES
  23. 23. STRATEGIES There are roughly five different basic strategies you can pursue through social media: 1. Listen 2. Talk 3. Activate 4. Support 5. Bring in UNIT4 Design Center – Edo-Jan Meijer
  24. 24. 1) Listen UNIT4 Design Center – Edo-Jan Meijer © Angelaloue
  25. 25. LISTEN Your brand is not yours, your brand is what your customer thinks of you; What customers think of you, they also express in social media; Sentiments towards your brand, change by context and per day; By listening carefully you know what your customers think of you; It is not about generating lots of data, it’s about what you are doing with it. UNIT4 Design Center – Edo-Jan Meijer
  26. 26. MAP YOUR AUDIENCE Audience Characte-ristics Social Media UNIT4 Design Center – Edo-Jan Meijer Goals and objectives Relationship WNF Passion points Fundamental questions Use of assets WWF for life Feel responsible for the earth (and carry it out) Wnf.nl Create fans for life Breath WNF WNF –core values Do you want to be WWF? WNF platform E-mail Offline communication Participating to activitties Ambassadors Are aware of their place in the world and the fragility of the Earth Columbus Nat. Geo. Contributors, Volunteers, Ambassadors Embrace values WWF Intrinsic values Do you want to help WWF? Personal interaction via socail media E-mail Fans See the world as a source of inspiration, love the earth. Zoom.nl Waarbenjij.nu Contributors, Volunteers, Ambassadors Passion overlaps with WWF values Passions: Photography, Sports Travelling Do you want to participate with WWF? Photography contests Blogging Publicing content as WWF member Interested Love nature and animals, recycle. Twitter, Facebook Linkedin Pinterest Instagram Fans Make a donation Recognize WWF Be personally addressed Do you want to get in touch with WWF? Questionaires Polls Unknown Are more or less approachable Youtube, Myspace Flickr, others Branding, awareness Traffic to site/soc media Recognize WWF logo Recognition and repetition Do you want to know what WWF is? Bannering, adwords, editorials, content-integration
  27. 27. R.O.I. OF ‘LISTEN’ • Deeper understanding of your brand: image versus identity; • Know where your audience is active; • Better understanding of the needs of your audience; • Analysis of your competitors; • Save market research money; • Directly respond to negative sentiments; • Generate new product marketing ideas. UNIT4 Design Center – Edo-Jan Meijer
  28. 28. 2) Talk UNIT4 Design Center – Edo-Jan Meijer © Arnoldo
  29. 29. TALK • Traditional marketing yells to customers. (COME! COME! COME!); • You don’t have a clue what your customers do inside the sales funnel; • When customers are located in the middle of the funnel, they’ll discuss their findings on fora, blogs en social networks; • You can help your audience taking some steps just by being presence; • Always provide an ability for interaction; • Potential customers do read your posts too! UNIT4 Design Center – Edo-Jan Meijer Come Look Compare Choose Buy Return
  30. 30. MAKE THEM AWARE OF YOUR EXISTENCE UNIT4 Design Center – Edo-Jan Meijer
  31. 31. MAKE THEM AWARE OF YOUR EXISTENCE UNIT4 Design Center – Edo-Jan Meijer
  32. 32. MAKE THEM AWARE OF YOUR EXISTENCE UNIT4 Design Center – Edo-Jan Meijer
  33. 33. LET THEM TALK ABOUT YOUR BRAND / PRODUCT UNIT4 Design Center – Edo-Jan Meijer
  34. 34. MAKE IT STICKY • Keep it simple • Find the core, tell it • Unexpected • Draw attention (surprise), hold attention (interest) • Concrete • Make them remember your idea • Credible • Make them believe you • Emotion • Associations, self-interest, identity • Story telling • How to act, energize UNIT4 Design Center – Edo-Jan Meijer
  35. 35. WEBCARE UNIT4 Design Center – Edo-Jan Meijer
  36. 36. R.O.I. OF ‘TALK’ • Getting in touch with the target audience; • Broadening your customer network; • Better image; • Claim authority; • Do relevant offers; • Call avoidence; • Gain insights to improve campaigns. UNIT4 Design Center – Edo-Jan Meijer
  37. 37. 3) Activate UNIT4 Design Center – Edo-Jan Meijer © Peterdoorn
  38. 38. ACTIVATE • Activate your best ambassadors to distribute your content in their own network(s); • Activation works well for companies with enthusiastic customers; • Strong and/or emotional brands, you need to have something the customers can talk about; • You have to know what your customers needs; • Reward the ambassadors with privileges. UNIT4 Design Center – Edo-Jan Meijer
  39. 39. CASE WNF / ZOOM.NL • WNF insight: donors love photography, sports en travelling; • The photography audience was found in social media by ‘Listening’; • Collaboration with Zoom.nl started in 2009 • Cross-media concept: Online community and offline magazine; • Magazine is completely filled with photos of community; • 80,000 active members; • Photography Contests to activate. Photographers. UNIT4 Design Center – Edo-Jan Meijer
  40. 40. FLOW
  41. 41. © Jacqueline van der Steen WINNER CONTEST 2010
  42. 42. © Claire Droppert WINNER CONTEST 2010
  43. 43. © Linda van der Veeken WINNER CONTEST 2010
  44. 44. © Geert van Doorn WINNER CONTEST 2011
  45. 45. © Letty Visser WINNER CONTEST 2011
  46. 46. © Peter van Wees WINNER CONTEST 2011
  47. 47. JONNE SEIJDEL, WINNER 2010 INTERNSHIP 2011: WWF IN BORNEO UNIT4 Design Center – Edo-Jan Meijer
  48. 48. R.O.I. OF ‘ACTIVATE’ • Strong loyalty among your target audience (ambassadors); • Strong image; • Traffic to your site / shop; • New employees; • 'User Generated Content' for your organization; • By a viral effect a broadening of your audience. UNIT4 Design Center – Edo-Jan Meijer
  49. 49. 4) Support UNIT4 Design Center – Edo-Jan Meijer © Carole
  50. 50. SUPPORT • People are more likely to trust each other then a company; • People are willing to put in a lot of effort and energy to help others (family, friends, etc); • Even if people do not know each other, they still want to help each other; • The ability to provide an answer is already a reward in itself; • Take a step back and facilitate this mechanism. UNIT4 Design Center – Edo-Jan Meijer
  51. 51. R.O.I. OF ‘SUPPORT’ • Get in touch with potential ambassadors; • Spreading your brand by your audience; • Deepened the relationship with the audience; • Be the authority on a specialist area: Thought Leadership; • Call avoidence. UNIT4 Design Center – Edo-Jan Meijer
  52. 52. 5) Bring in UNIT4 Design Center – Edo-Jan Meijer © Edojan
  53. 53. BRING IN • Customers like to say what they think and want to tell you what to do; • Customers are doing this as we speak: Social networks, reviews and ratings on comparison sites, forums, YouTube, own blogs; • Customers already became part of your business; • You can involve customers directly in innovation and development processes. UNIT4 Design Center – Edo-Jan Meijer
  54. 54. UNIT4 Design Center – Edo-Jan Meijer
  55. 55. R.O.I. ‘BRING IN’ • Very strong relationship with the top ambassadors of your target group; • Loyalty with existing customers; • Insights to improve services or products; • Insights to develop new products or services; • Fans / ambassadors for life. UNIT4 Design Center – Edo-Jan Meijer
  56. 56. Measure and adjust UNIT4 Design Center – Edo-Jan Meijer © Siebe
  57. 57. MEASURE • Social media is changing very rapidly; • Sentiments change per context and per day; • The target audience is changing through time, technology, sentiments; • So keep listening and keep continuous measurement efforts; • Analyze the data periodically and after every campaign. UNIT4 Design Center – Edo-Jan Meijer
  58. 58. WHAT TO MEASURE? • Number of clients (followers, friends, fans); • Number of interactions with target (RT, likes, shares); • Content of interactions; • Sentiment vs. your brand; • Conversions by KPIs; • Involvement of the audience. UNIT4 Design Center – Edo-Jan Meijer
  59. 59. free Paid TOOLS UNIT4 Design Center – Edo-Jan Meijer
  60. 60. Conclusion UNIT4 Design Center – Edo-Jan Meijer © Anna Ras
  61. 61. CONCLUSION • Without strategy, less chance of a positive ROI; • Invest in time (and money); • Feature is unclear; • so: • Know what you want to achieve; • Start with mapping your audience by listening; • Develop follow-up strategies; • Continuous measure and keep on listening. UNIT4 Design Center – Edo-Jan Meijer
  62. 62. “It is not the strongest of the species UNIT4 Design Center – Edo-Jan Meijer that survives, nor the most intelligent that survives. It is the one that is most adaptable to change”. Charles Darwin

×