2. What will we discuss today
1. Overview relevant social media
2. Social media as information channel
3. Social media as promotion channel
4. Which tools to use
5. Some interesting cases
3. Social media are creating
zettabytes of information
• Social media is about
user-generated
content.
• Social media spread
loads of information
every second in very
different forms:
tweets, YouTube
videos, Flickr photos,
Facebook updates,
Linkedin updates, ...
http://www.personalizemedia.com/garys-social-media-count/
4. Everybody is using social media
• Linkedin
• 933.082 profiles (+2%/+40%)
• Facebook
• 4,3 million accounts (+2% / +19%)
• Twitter
• 105.000 accounts
• Google+
• 11.000 users (+34% / na)
• Flickr
• 4558 members (+2%, +22%)
• Netlog NL
• 3,4 million accounts (+1% / + 7%)
http://www.personalizemedia.com/garys-social-media-count/
5. Time has come to get social too
• Social media is about
user-generated content.
• Social media spread
loads of information
every second in very
different forms: tweets,
YouTube videos, Flickr
photos, Facebook
updates, Linkedin
updates, ...
• Let’s start using social
media and creating
content ourselves
6. Trend #1: Social media consumption among
professionals continues to increase
Social media consumption represents 45% of total
media consumption among IT professionals.
7. Trend #2: Solving problems, staying current,
and making better decisions are the top uses
of social media in the workplace
IT professionals find “solving problems in the workplace
through experience-based advice” as the top goal of
their use of social media on the job.
8. Trend #3: The Majority of professionals use
their company e-mail addresses when
participating in best practice communities
The majority of IT professionals see communities of
practice as an extension of their daily workflow.
9. Trend #4: Companies are generally
supportive of social media for professional
use, but there is still progress to be made
Despite the lack of clear social media policies and the
existence of corporate policies blocking some social
channels, IT professionals report that their company
makes it “easy” or “very easy” to use social media to
gather the information they need to do their jobs.
10. Don’t hurry (worry), it takes time
• We have to climb
up the “social
technographics
ladder”
• Forrester typology
1. Makers
2. Criticasters
3. Collectors
4. Joiners
5. Spectators
6. Inactives
11. Before you start get to know your
ecosystem
• You want to know more
about a person:
• http://pipl.com/ (!)
• www.spock.com
• You want to know more
about a website:
• http://www.socialmeter.com
• http://www.quarkbase.com/
• http://popuri.us/
• You want to know more
about a name or topic:
• http://namechk.com/
• http://www.google.com/
alerts.
12. Twitter as an information source
Top results
Promoted tweets Twitter accounts
based on key (people)
search terms
Top images
related to search
Search results
Top images
related to search
15. Best practices: Build your following,
reputation, and customer's trust
• Share.
• Share photos and behind the scenes info about your business. Even better, give a glimpse of
developing projects and events. Users come to Twitter to get and share the latest, so give it to them!
• Listen.
• Regularly monitor the comments about your company, brand, and products.
• Ask.
• Ask questions of your followers to glean valuable insights and show that you are listening.
• Respond.
• Respond to compliments and feedback in real time
• Reward.
• Tweet updates about special offers, discounts and time-sensitive deals.
• Demonstrate wider leadership and know-how.
• Reference articles and links about the bigger picture as it relates to your business.
• Champion your stakeholders.
• Retweet and reply publicly to great tweets posted by your followers and customers.
• Establish the right voice.
• Twitter users tend to prefer a direct, genuine, and of course, a likable tone from your business, but
think about your voice as you Tweet. How do you want your business to appear to the Twitter
community?
18. Use the information to position
yourself on other social media
1. Use LinkedIn Groups &
Receive Tons of New
Leads Daily
2. Ask Questions & Build
Your Credibility
3. Create Powerful Events
4. Run an Advanced
Search in Your Target
Market
5. Send Personal
Messages
19. What about Facebook?
1. Get found by people who
are searching for your
products or services
2. Connect and engage
with current and
potential customers
3. Create a community
around your business
4. Promote other content
you create, including Company Page
webinars, blog articles,
or other resource
20. Profiles, Pages and Groups
Profile:
“An online person who has an identity”
Page:
“Think of a page as a website or blog, an online resource”
Group:
“Think of an online gathering spot for discussions”
24. Hence our main competitors and
partners are already social
http://twitter.com/#!/cegeka
http://twitter.com/#!/microsoftbe
http://twitter.com/#!/RealDolmenTweet
http://twitter.com/#!/cisco_be
29. Now we are talking social CRM
• So what’s a next step in social media?
• Social conversations are not useless chatter,
but can be used to improve marketing ROI.
• The information gathered from these
platforms can be used to:
• Better target an offering to a specific consumer
group
• Improve products or services based on the
customer preferences
• Enhance the customer’s overall experience with the
brand
• Generate greater interest via word-of-mouth
31. Go further: “social intelligence”
• Use social data as
competitive advantage
• “If you have bad data, people
won’t come back [to use
them].” Patrick Kern, P&G’s
director of business
intelligence
• Major findings
a) Leading companies are keenly
focused on data
b) Accuracy trumps detail
c) Information supports
competition in myriad ways
d) Yet most companies remain
awash in unused data
e) A top-down approach may
stifle competitiveness
32. Should we be afraid of something?
• No
• Many reasons to not start with social media but all
of them can be countered.
• Just start with and take into account that you need
6 to 12 months before you get return
33. In the future websites
will become obsolete
Wie zijn we | Wat bieden we | Wat hebben we gedaan | Talent | Contact
Completely impact multifunctional
processes and wireless supply
chains. Dynamically engage business
meta-services for market-driven data.
Collaboratively restore cross-platform
users before client-centered
manufactured products.
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• We don’t build websites anymore,
we build open platforms in the cloud
• No vendor lock-ins anymore,
different services from different providers
• RSS as open webstandard to bring it all together
Purpose is to give a general introduction on social media in a broad context.\nI don’t have the intetion (& time) to go in depth on the matter.\nMain target is to warm you up for further investigation.\nPleased to give a next session if necessary.\n\nThis presentation will be uploaded to slideshare & internanet\n
To start...\nNice counter indicating how fast it goes.\nI would “deal with it or flee” (cfr. “fit or flee”)\n\nEen Zettabyte (afgekort ZB) is 1.000.000.000.000.000.000.000 (1021) bytes. Zetta is de SI-prefix voor een triljard.\n
Belgian Social Media Monitor Sept 2010\nhttp://bvlg.blogspot.com/\n\n(growth compared to 1 month ago / growth compared to 1 year ago)\n\n\n\n---\nLinkedin: hit the 1 million barrier\nFacebook: hit recently the 750 million barrier\nNetlog: still growing, albeit slowly\n
\n\nAnd why => next slide\n
Why should we start ourselves?\n\n\nAs a starter - to get “into it” - and because we find them interesting, we want to start with some trends. \n\nthis slide:\nConsumption of social media, which includes user-generated content from sources like Wikipedia, Twitter, and Facebook, continues to increase among the IT professionals\nProfessionals reported significant increases in consumption of social media, which continues to outpace that of editorial and vendor content\nNo longer are professionals limited to researching content produced by editors or solutions providers, but can now also turn to peers who have firsthand experience with the products and solutions being evaluated. \nSocial media is now a trusted resource that is relied on by professionals to make workplace decisions. \nMarketing dollars have been following this trend, with analysts like Forrester predicting an increase in social media marketing spend to $3.1 billion in 2014\n\n\nSOURCE:\nEngaging the New IT Buyer: 4 Social Media Trends and How Marketers Should Adjust\nhttp://hosteddocs.ittoolbox.com/toolboxcompjaengagingthenewitbuyer.pdf\nDate of the research: April 2011\n(Conclusions based on document of 2010)\n\n\n\n\n
What’s important here: “experience-based advice”\n> advice from our peers\n\nSome statistics\n64.4% of respondents cited “solving problems”.\nThis response was followed closely by the need to “stay current and learn what my peers know” at 64.3% of survey participants. \n55,5% “making better decisions based on insights from like-minded professionals” \n\n\nBottom-line: LEARN FROM YOUR PEERS\n\n\nTips for marketeers:\n• Listening to relevant conversations among customers and prospects\n• Filtering those conversations to determine where they can contribute\n• Identifying company employees with the expertise to respond \n• Linking back to the company site when appropriate to add value to the conversation\n
Among the survey respondents, 54.8% use their company e-mail addresses in best practice communities. \nIn comparison, 33.2% of respondents use their company e-mail addresses in professional networks like LinkedIn, \nand only 7.8% use it in social networks like Facebook and MySpace.\n\nMeaning\nUsing a company e-mail address is an indication that professionals themselves recognize these communities as part of their job.\nFor marketers, this trend is confirmation that best practice communities, more than any other channel surveyed, give them a greater chance of reaching their target audiences while they are on the job or in the workplace\n\n\n\nMore on this (with figures of April 2011): http://emergingtech.ittoolbox.com/research/survey/toolboxcom-pja-social-media-index-wave-vii-24002/2\n
To block or not to block - that’s an important question\n\nMany companies block the use of social networks like > Facebook and MySpace (45.6%), > mediasharing networks like YouTube and SlideShare (39.4%), and> microblogs like Twitter (32.7%). \nHowever, a smaller percentage of professional networks (11.4%) and best practice communities (4.9%) are blocked by these same companies.\n\nFor the marketeer:\nGreater social media success can be achieved when employees across the organization engage with customers and prospects as well\n
\n
1. PIPL\nhttp://www.pipl.com/search/?q=steve+dierckens\n\n2. Quarkbase\nhttp://www.quarkbase.com/skillteam.be\n\n3. Yahoo inlinks (backlinks):\nhttps://siteexplorer.search.yahoo.com/search?p=www.skillteam.be&bwm=i&bwmo=d&bwmf=u\n=> 28 sites point to us (75 inlinks for Fishtank.be)\n\n\n\n
Source: http://briansolis.posterous.com/twitter-launches-new-search-results-page-feat\n\nExample search on IBM: http://twitter.com/#!/search/ibm (screenshot)\nExample search on Skillteam: http://twitter.com/#!/search/realtime/skillteam\n\nThese are realtime searches\n\n(Do a live search, ex on lotus notes)\n\n> Why twitter more interesting then Google?\n=> realtime results\n=> information from peers\n=> and most of all : filtered information (read and approved by somenone else, possiby someone you trust)\n\n\n
* Interesting source for news around cloud computing\n* Check the list of followers and follow them\n\n\n--\n\nCheck also http://www.stumbleupon.com/\nand do example with “cloud computing”\n
1) http://www.blogoloog.be/search.cgi?query=skillteam\nen van hieruit klikken we door naar \n2) http://twitter.com/#!/YvesVS\nPR for IBM BeLux, lucky husband, proud father, passionate fencer.\nvan waaruit we dan weer doorklikken naar de persoonlijke blog\n3) http://yvesvs.tumblr.com\n\n=> Centraal staat hier Yves Van Seters\nPR man bij IBM en voor ons een interessante\na) peer (informatiebron)\nb) ambassador (verspreiding van informatie)\n\nToon ook andere thema’s\nDoe ook twitter search\n\n(neem ook van presenatie Gent BC: name scanning, backlinks, people search)\n
Skillteam itself has also a group\n\n\nhttp://www.linkedin.com/company/12317?trk=tyah \n
Follow companies and get informed even before news spread within the company.\n
Source:\nTop 5 Ways to Market Your Business With LinkedIn (Feb‘2010)\nhttp://www.socialmediaexaminer.com/top-5-ways-to-market-your-business-with-linkedin/\n
Source:\n\n
Source:\n\nhttp://blog.hubspot.com/Portals/249/docs/facebook_for_business_ebook_hubspot.pdf\n\nMore on the subject:\nhttp://www.facebook.com/note.php?note_id=10150228600230697\n
Social media is more than chatting around.\nOther example is www.toolbox.com\n
Source: \nAggregating the old and rewarding the new at Disruptathon\nhttp://smartblogs.com/socialmedia/2011/09/28/aggregating-the-old-and-rewarding-the-new-at-disruptathon/\n\n1 > http://trendspottr.com/\n2 > http://awesomize.me/\n3 > http://www.building43.com/\n4 > http://localresponse.com/#brand\n
Source:\nA Social News App That Exposes Everything You Read\nhttp://mashable.com/2011/10/04/hearsay-it/\n\nQuick Pitch: \nHearsay is a social news reader where you share everything you read with anyone who follows you.\n\nGenius Idea: \nAn unfiltered, social reading exchange.\n\n
More interesting information (with video of IT speakers)\nhttp://www.quadrantcommunications.be/blog/1480-tips-and-tricks-voor-social-media\n\n\nIncluding tips on:\n> how to start\n> how to create content\n> how to build your network\n> how to monitor\n
Don’t look to far.\nUse simple tools\n\n\n
There are a lot of tools out there. Use them!\nA lot are easy to integrate in your daily environment.\n
The nice thing about it all - and that is the possible feature - is that it can all be integrated in one environment.\nThat’s what I would call unified messaging.\n\nhttp://www.nimble.com/how-it-works/video-tutorials/ (video)\n\n\nLooking for integration of social crm functionalities with lotus notes we didn’t found much.\nNearest was Plugin of Gist for Lotus Notes for which support was ended February of this year.\n\n\nwww.gist.com\n\n\n
Follow your colleagues and competitors\n\n\n1) http://twitalyzer.com/profile.asp?u=maddens\n2) http://crowdbooster.com/\n3) http://www.buzzcapture.com\n\n\nWat trackt bijvoorbeeld Buzz Capture:\nBuzzcapture monitort en analyseert uitingen over bedrijven, producten, merken, onderwerpen, mensen.\nTracken en analyseren van de buzz rondom campagnes en evenementen, waarbij het volume de buzz, de aard van de buzz en sentimenten in kaart worden gebracht.\nHet monitoren van conversaties die online gevoerd worden over uw concurrenten, waarbij vergelijkingen gemaakt worden tussen verschillende marktspelers en hun merken.\nEr kan onderzoek verricht worden naar het bereik van voor u relevante websites en de activiteiten van mensen die over uw bedrijf, product of belangrijke issues schrijven.\n\n
Social CRM: a reality check part 3 (28/4/2011)\nhttp://alexeyzimarev.wordpress.com/2011/04/28/social-crm-a-reality-check-part-3/\n\n\nLooking\n
A good example of what the (IT) world is heading for is Salesforce:\n> all in the cloud\n> full social media integration (crm)\n> an extensive market place with tousands of extension\n> fully mobile\n\nResult 94% op Salesforce clients recommend sales force.\nGreat result! \n\nWhat would be the result with SKT customers.\n
http://hosteddocs.ittoolbox.com/eiu_levelling_the_playing_field1.pdf\n\n\nOf the 38% of respondents who say their company performs ahead of its peers, 74% say that data are “extremely valuable” in achieving competitive advantage. \nAccuracy and timeliness are the most important attributes of data, ahead of the amount of detail the data offer\n77% of respondents say data make an important contribution to their customer support/customer relations efforts, and 71% say it helps them support their sales processes.\nIn fact, only 27% of respondents say their firms do a better job of using information than most of their competitors. A large amount of data sitting on a company’s servers, unused, is not uncommon and can be a sign of a sub-optimal data strategy. \nCompanies sometimes end up unintentionally approaching data from a management perspective and ignoring its value to others lower down the hierarchy. The companies that fi nd ways to “democratise” their data often gain an advantage. Indeed, 77% of the companies that aim their data initiatives at all employees, regardless of level, say they’ve found ways to make data extremely valuable to their business.\n