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Hi, I’m @lamazone
5 trends for 2012?
5 tips for 2012
beyond the hype
Image source: Wikipedia - Gartner Hype Cycle
x




    Image source: Wikipedia - Gartner Hype Cycle
x-------x




            Image source: Wikipedia - Gartner Hype Cycle
1.
Mark’s plans
Harder to get in the newsfeed
Community management is not enough
You need apps & ads
Facebook Timeline requires specific apps
Which increases targeting possibilities
Tip #1
 Combine content with ads & apps
 No Like-applications, but Life-applications
 Build apps on the Timeline principle
2.
The mainstream Twitter
Being on Twitter = carpool lane service
I told my friends
5 tips & trends for social media in 2012
They’re now asking support on Twitter too
That’s pretty annoying

      And not scalable
Parallel tools won’t help
You have to unsuck your existing service
And use Twitter for second chances
Tip #2
 Don’t use social media for private matters
 Remember: Noise vs signal
 Think scale: is what you do still possible when
 the medium grows?
 Wonder why. What makes people use Twitter for
 service? Peer pressure, asynchronous, text vs
 speech...
3.
 The workload of the
conversation manager
Product




HR            Consumer




Marketing
            This is ... doable
Product




   HR         Consumer




Marketing
            This is ... insane
1. Inspiration    2. Copywriting   3. Publication




                 Create processes for talking...
1. Detect   2. Evaluate   3. Respond




                          ...and listening
Tip #3
 Balance workload: only use your conversation
 manager when necessary
 Integrate social media efforts in existing
 company processes
 Teach other departments how social media
 works and how they can help
 Social media needs more than only budget from
 marketing
4.
Think about your mothership
You can integrate everything
But it works both ways
Focus on “What’s in it for them?”
and “What’s in it for us?”
and “What’s in it for us?”

            Not just fans!
Tip #4
 “Socialize your mothership” - think about how
 you can help people broadcast the activity on
 your website
 Try to own all the data you share with social
 networks. CRM your fans. Capture their
 activity.
 Don’t think platform, think about functionality
 and content.
5.
Integrated execution asks for
    integrated evaluation
Awesome cross-media frenzies
Ask for cross-media evaluation
Cost per Impression        Awareness

Cost per Engagement        Appreciation

   Cost per Lead             Action

 Cost per Referral          Advocacy

                      4 KPI’s to rule them all
Awareness Appreciation    Action        Advocacy
             Impressions Engagement     Leads         Referrals



Newsletter
                views        clicks    conversions     forwards
 € 1500


                                                      wall posts +
Facebook                     likes +
              post views               conversions    mentions in
 € 1000                    comments
                                                     status updates


                           Do this for every channel
Awareness Appreciation            Action         Advocacy
             Impressions Engagement             Leads          Referrals



Newsletter   € 0,1 cost per   € 5 cost per   € 10 cost per    € 15 cost per
 € 1500       impression      engagement         lead            referral



Facebook     € 0,2 cost per   € 4 cost per   € 100 cost per   € 20 cost per
 € 1000       impression      engagement         lead            referral



                                       Discover added value
Tip #5
 Don’t think platform, think integrated.
 Look for a cross-platform solution to benchmark
 your marketing initiatives.
 Don’t report “Fans”, “Followers” or “Retweets”
 to the CMO. Not relevant. Report results.
 Evaluate and learn: use those cross-platform
 KPI’s to determine which platfoms you should
 use for your next campaign.
What did you learn?
5 tips for 2012
 No Like-apps, but Life-apps.
 If you suck, you will suck on social. So don’t suck.
 Social media is more then marketing.
 Don’t think platform, think integrated.
 Use platform-independant KPIs.
©mrtea
2012 is about
social integration
Conclusion
 2012 is about “social integration”
   On your mothership
   In your database
   In your company
   Across different platforms
5 tips & trends for social media in 2012
Questions?
W: www.talkingheads.be
                         E: info@talkingheads.be

                         T: +32 9 335 22 71




                    Bart De Waele          Sofie Verhalle
        E:   bart@talkingheads.be     E: sofie@talkingheads.be
                T: +32 495 51 36 36   T: +32 478 20 84 11



               Anthony Bosschem            Joke De Nul
 E:   anthony@talkingheads.be         E: joke@talkingheads.be
            T: +32 485 15 66 13       T: +32 486 41 84 30



               Geerlinde Pevenage     Mei Van Walleghem
E:   geerlinde@talkingheads.be        E: mei@talkingheads.be
             T: +32 497 48 47 70      T: +32 9 335 22 74

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