Publiek16. Dado Van Peteghem

Publiek16. Dado Van Peteghem
Dado Van Peteghem - Publiek Centraal 2016 Going the extra mile on Social Media @dadovanpeteghem
@dadovanpeteghem Duval Union Consulting Social Seeder founding partner @dadovanpeteghem Ghent ;-)
@dadovanpeteghem
@dadovanpeteghem
@dadovanpeteghem How to go the extra mile?
Social media is over the @dadovanpeteghem hype cycle… TRIGGER PEAK OF INFLATED EXPECTATIONS TROUGH OF DISILLUSIONMENT SLOPE OF ENLIGHTENMENT PLATEAU OF PRODUCTIVITY
Yet… most organizations are  using social media only at @dadovanpeteghem 10% of its potential. They’re in 1.0 modus.
@dadovanpeteghem WE CAN DO WAY MORE
@dadovanpeteghem FROM ... ... TO The Business Social Media sidelines Social in the core 2015 2016 #STIMAC
@dadovanpeteghem DISPROPORTIONATELY RELEVANT CONTENT PLAN
@dadovanpeteghem BEING RELEVANT IS NOT ENOUGH   YOU NEED TO BE disproportionately RELEVANT
@dadovanpeteghem Your Organization Target Group DON'T START FROM YOUR OWN PERSPECTIVE It will limit you to mediocre content
@dadovanpeteghem Your Organization Target Group LOOK FOR THE CONTENT SWEET SPOT Disproportionately relevant
@dadovanpeteghem LOOK FOR THE CONTENT SWEET SPOT Disproportionately relevant
@dadovanpeteghem LOOK FOR THE CONTENT SWEET SPOT Disproportionately relevant
@dadovanpeteghem SCALE YOUR CONTENT CONTEXT
@dadovanpeteghem If you are a wine brand, what can your story be? Disproportionately relevant & scaled up
@dadovanpeteghem Mobile Vikings https://www.feestjesophetwerk.be/
@dadovanpeteghem 9 OUT OF 10 POSTS SHOULD NOT BE ABOUT YOUR PRODUCT!
@dadovanpeteghem Your Organization Target Group LOOK FOR THE CONTENT SWEET SPOT Disproportionately relevant
@dadovanpeteghem BECOME A GLASS HOUSE: SHOW YOUR DNA! EMOTION IS TRIGGERING INTERACTION
@dadovanpeteghem The management sets the example
@dadovanpeteghem B2B ≠ BORING 2 BORING
@dadovanpeteghem BECOME A GLASS HOUSE: SHOW YOUR DNA! EMOTION IS TRIGGERING INTERACTION Activeer 'De Gunfactor'
@dadovanpeteghem THE   POETRY   OF THE   POST
@dadovanpeteghem The right tone of voice Formeel Informeel Serieus Matuur Technisch Institutie Grappig Jeugdig Laag-  drempelig Persoonlijk
@dadovanpeteghem It's really in the details!
@dadovanpeteghem Create 'Social Objects'* *things people like to share
@dadovanpeteghem Create 'Social Objects'* *things people like to share
@dadovanpeteghem Seize 'The Moment'
@dadovanpeteghem Integrate new formats That’s how you grab the attention
@dadovanpeteghem Integrate new formats That’s how you grab the attention http://www.slideshare.net/DearMedia/mastering-digital-disruption-in-retail
AWARENESS RESEARCH COMPARISON PURCHASE MUSIC & PLAYSLISTS CELEBRITY  ENDORSEMENTS MEMES QUOTES PODCASTS INFOGRAPHICS GUIDES PHOTOS QUIZZES &   SURVEYS BLOG  POSTS ONLINE  TOOLS ILLUSTRATIONS BRANDED  VIDEOS GUEST BLOGS PRESS   RELEASES TREND  REPORTS COMPETITIONS ANIMATED VIDEOS GAMES TEMPLATES EBOOKS NEWSLETTER WIDGETS DEMO  VIDEOS REPORTS &  WHITEPAPERS INTERACTIVE DEMOS TESTIMONIALS SLIDE DECKS REVIEWS PRODUCT  FEATURES WEBINARS CHECKLIST WORK EXAMPLES RATINGS CASE STUDIES CALCULATIONS DATA SHEET  & PRICE GUIDE EMOTIONALRATIONAL
@dadovanpeteghem Use the ‘Snapchats’. Really! New channels = New opportunities GEBicky Burger Location based filters
@dadovanpeteghem NATIVE ACTIVATIONS
@dadovanpeteghem Imagine you want to make   people recycle better VS. Would you upload a traditional spot on YouTube or go for a Vine activation?
@dadovanpeteghem Imagine you want to make youngsters   responsible towards alcohol VS. Would you post research results or start a #challenge on Instagram?
@dadovanpeteghem Learn from the best! Sinterklaas buys Coolblue for one million ginger nuts
@dadovanpeteghem 'Live' will be the battleﬁeld
@dadovanpeteghem OPPORTUNITY SPOTTING through SOCIAL LISTENING
@dadovanpeteghem QUESTION: Whom of you HAS A MONITORING TOOL FOR SOCIAL?
@dadovanpeteghem The problem: Most of us are only MONITORING FROM A CARE PERSPECTIVE
@dadovanpeteghem While we could LISTEN TO SPOT OPPORTUNITIES
@dadovanpeteghem Spotting opportunities through social listening Monitoring millions of posts each day on topics ranging from the latest cute dog photo on the Purina pet food website to who was drinking Nescafe to real time recipe tweets. Nestlé DAT
@dadovanpeteghem Spotting opportunities through social listening How a Little Research Earned 1,000,000 Impressions on Twitter KLM Surprise
@dadovanpeteghem While everyone is talking about Big Data…  SOCIAL MEDIA is an OPEN MARKET RESEARCH DATABASE
@dadovanpeteghem SOCIAL GROWTH ACCELERATION
@dadovanpeteghem Likes don’t count. Impressions do. You need a bigger audience
@dadovanpeteghem The solution: FOLLOW INTERESTING PEOPLE 1. 66 vannieuwkerke 2. 61 hansderidder 3. 61 liavanbekhoven 4. 59 andremeganck 5. 59 abeelec 6. 59 wielerman (Renaat Schotte) 7. 58 alaingerlache 8. 57 marcelsel 9. 57 vadderi 10. 56 stvn 11. 56 obk 12. 55 filletk 13. 55 jslefebvre 14. 54 cauwelaert 15. 54 davanac 16. 53 michelhenrion 17. 53 le_bux 18. 53 sbailly 19. 53 mdevrieze 20. 52 bartvanbelle 21. 52 nanske 22. 52 kristofvds 24. 51 harald1989 25. 51 johannemontay 26. 50 dropje 27. 50 coolskat 28. 50 samynwetstraat 29. 50 listraet 30. 50 tomnaegels 31. 49 gemarkeerd 32. 49 fakerholic 33. 49 barteeckhout 34. 49 samfeys 35. 49 my_l 36. 48 rikea 37. 48 philbruafp 38. 48 kevin_major 39. 48 pvangompel 40. 48 frederiktibau 41. 47 grosfilley 42. 47 jandemol 43. 47 philaloux 44. 47 tomvandeweghe 45. 47 ezraeeman 46. 47 raphaelcockx (de tijd) 47. 47 nonkelsam (De Standaard). 48. 46 blyaert (datanews) 49. 46 bartsturtewagen 50. 46 chrisvandegoor (sporza) 51. 46 anne_elle_be 52. 46 fdelaplace 53. 46 pvdmeersch 54. 46 marclooverbosch 55. 45 pieterjanvl 56. 45 mensbrugghe 57. 45 jamiebiese 58. 45 mehmetkoksal 59. 45 valerie_s_ 60. 45 italbers 61. 45 gdcoster 62. 45 timverheyden 63. 45 rolandlegrand 64. 45 codip 65. 45 jandebackere 66. 45 matthdv 67. 44 rafweverbergh 68. 44 tgadisseux 69. 44 peterdelobel 70. 44 jdceulaer 71. 44 maartendegendt 72. 44 cowboy_carl 74. 44 guitariosott 75. 43 ninaism 76. 43 cedricgodart 76bis. 43 B_R_E_G_T (Bregt Vermeulen, Voetbalmagazine) 76tris. 43 ShowbizzBart 77. 42 himad 78. 42 mariodanneels 79. 42 fr3db 80. 42 corinebarella 81. 42 jonasmuylaert 82. 41 heirbar 83. 41 bartstoffels 84. 41 heidischoefs 85. 41 zeli 86. 41 goedeleliekens 87. 41 slemlevrai 88. 41 roelverrycken 89. 41 petergorle 90. 40 koenvervloesem 91. 40 brunokon 92. 40 ddeckmyn 93. 40 mediarescue 94. 40 cedricpt 95. 40 karst 96. 40 frankrenout 97. 39 hvangool 98. 39 joanroels 99. 39 yvesd 100. 39 bartdobbelaere
@dadovanpeteghem The solution: SHOW PEOPLE THE WAY @dadovanpeteghem :-)
@dadovanpeteghem The solution: WHAT ABOUT YOUR COLLEAGUES?
@dadovanpeteghem The solution: HACK YOUR GROWTH
@dadovanpeteghem AMBASSADOR STRATEGY
@dadovanpeteghem The connection   funnel INTEREST LOVE ADVOCACY CO-CREATION COLLABORATION Receive Engage Share Input LATENT Become one MANIFEST Social Media strategy Content Marketing  strategy Ambassador strategy
@dadovanpeteghem Where   would you click on? VS
@dadovanpeteghem PEOPLE OVER BRANDS every time.
@dadovanpeteghem Company reach Ambassador reach 10.000 10.000 10.000 30.000 fans followers followers followers x 6% organic 1.800 REACHED = 10 ambassadors x 220 amplification 2.200 REACHED
@dadovanpeteghem MARKETING TO THE PEOPLE MARKETING THROUGH THE PEOPLE >
@dadovanpeteghem SOCIAL SELLING
@dadovanpeteghem In a B2B environment, the power of social media is in the network of your people
@dadovanpeteghem In a B2B environment, the power of social media is in   the network of your people. 3.418 connections 317 followers >
@dadovanpeteghem “Go find me the online marketing manager of Coca Cola” He likes snowboarding & classic cars ;-)
@dadovanpeteghem Linked Look further than Social media in B2B
@dadovanpeteghem COMMUNITY BUILDING
@dadovanpeteghem HOW   ORGANIZATIONS   SEE social media
@dadovanpeteghem HOW   ORGANIZATIONS   SEE social media WHAT A   community   LOOKS LIKE
@dadovanpeteghem WHAT A   community   LOOKS LIKE Mobile Vikings
@dadovanpeteghem Connect people around   a relevant topic   powered by a brand   instead of   connecting them   to the brand itself Mobile Vikings
@dadovanpeteghem TOOLS 2.0
@dadovanpeteghem
@dadovanpeteghem F*CK THE KPIS
@dadovanpeteghem /
@dadovanpeteghem
@dadovanpeteghem
@dadovanpeteghem CONTENT SALES CONVERSATIONAL SALES &EXPERTISE PERSONALITY
Pick your top 3 to accelerate @dadovanpeteghem Ambassador  Strategy Native   Activations Opportunity spotting through Social Listening Community Building Social   Selling Disproportionately Relevant   Content Plan Social Growth Acceleration Tools 2.0 Bet on Serendipity The Poetry of the Post
@dadovanpeteghem GO ALL-IN STEP UP YOUR SOCIAL GAME ;-)
@dadovanpeteghem You will have to go the extra mile to pull off social media 2.0.  Nobody said it was easy :-)
@DADOVANPETEGHEM @NICKVINCKIER dado.vanpeteghem@duvalunion.com nick.vinckier@duvalunion.com DADO VAN PETEGHEM Founding Partner NICK VINCKIER Strategy Consultant +32 474 82 68 07 +32 474 39 12 82 We can help you go the extra mile ;-)
Some of the clients we helped to   go the extra mile on social media @dadovanpeteghem
Dado Van Peteghem - Social Media Day 2015 Going the extra mile on Social Media

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