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Going the extra mile on Social Media
This document discusses strategies for going the extra mile on social media. It suggests that most organizations are only using social media at 10% of its potential and outlines ways to more fully utilize social media, including developing ambassador strategies, focusing on relevant content, spotting opportunities through social listening, and creating native social media activations. The document emphasizes putting people over brands and marketing through people rather than just to people.
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Going the extra mile on Social Media
- 1. Going the extra mileon Social Media @dadovanpeteghem
- 2. Duval Union Consulting SocialSeeder/Speakersbase @dadovanpeteghem founding partner @dadovanpeteghem Ghent :)
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- 4. Some of theclients we helped to go the extra mile on social media @dadovanpeteghem
- 5. Social media isover the @dadovanpeteghem hype cycle… TRIGGER PEAK OF INFLATED EXPECTATIONS TROUGH OF DISILLUSIONMENT SLOPE OF ENLIGHTENMENT PLATEAU OF PRODUCTIVITY
- 6. Yet… most organizationsare using social media only at @dadovanpeteghem 10% of its potential. They’re in 1.0 modus.
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- 8. @dadovanpeteghem FROM ... ...TO The Business Social Media sidelines Social in the core 2016 2017
- 9. Social media should beyour religion… Your company needs to believe in it. @dadovanpeteghem
- 10. START WITH THE!why @dadovanpeteghem
- 11. AWARENESS 25% IMAGE 25% CONVERSION 25% RETENTION 25% awareness - awareness forour expertise/products - being top of mind (amongst specific target groups) - press coverage - … image - expert - innovative company - employer branding - … conversion - prospects - leads - sales - … retention - loyalty - customer care - ambassadors - … @dadovanpeteghem
- 12. Who are you talkingto? @dadovanpeteghem
- 14. Target groups We wantto reach three different groups, which we will make content for. Every group is subdivided in specific audiences, resulting in a slightly different approach per subdivision. STUDENTS & FUTURE CUSTOMERS • Students < 3th year • Students > 3th year BUYING POWER • Under 30 y • 30 y - 40 y • 40 y - 60 y • +60 y INDUSTRY INFLUENCERS • Key Opinion Leaders - event organizers - lecturers - dealers - … • Journalists Dentists, technicians, practitioners & CAD/CAM Communication: Professional & Educational Communication: Crazy & Experimental Communication: Corporate & Scientific 10% RESOURCES 60% RESOURCES 30% RESOURCES
- 15. How to bring itall together? @dadovanpeteghem
- 16. It's a partof the mix 8 2 years Medium High Interaction 2 weeks 2 months Low Duration Owned ‘destinations’ (website) Traditional channels Social media 0a Facebook Twitter LinkedIn Instagram YouTube Pinterest Snapchat SlideShare Brand The 8-loop 20% of our posts should contain a trigger to bring people to the brand website.
- 17. Content funnel -example SOCIAL MEDIA POST SOCIAL POST SHORT FORM CONTENT LONG FORM CONTENT ONLINE / OFFLINE COURSE BLOGPOST WHITE PAPER $$$FREE "DATA" VIDEO TARGET
- 18. @dadovanpeteghem How to go theextra mile?
- 19. The 7 C’sof Social Media CRISIS CONTEXT CLOSENESSCOLLABORATION CONTENT CONVERSION CARE COMMUNITY CAMPAIGNING
- 20. The 7 C’sof Social Media CRISIS CONTEXT CLOSENESSCOLLABORATION CONTENT CONVERSION CARE COMMUNITY
- 21. @dadovanpeteghem BECOME A GLASSHOUSE: SHOW YOUR DNA! EMOTION IS TRIGGERING INTERACTION
- 22. @dadovanpeteghem BECOME A GLASSHOUSE: SHOW YOUR DNA! EMOTION IS TRIGGERING INTERACTION
- 23. Let content come fromthe heart Show your DNA ADVICE
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- 26. @dadovanpeteghem B2B ≠ BORING 2BORING- Steven Van Belleghem
- 27. SHOW MORE PEOPLE THANPRODUCTS & SERVICES
- 28. @dadovanpeteghem BECOME A GLASSHOUSE: SHOW YOUR DNA! EMOTION IS TRIGGERING INTERACTION Activate 'De Gunfactor'
- 29. The 7 C’sof Social Media CRISIS CONTEXT CLOSENESSCOLLABORATION CONTENT CONVERSION CARE COMMUNITY
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- 31. @dadovanpeteghem BEING RELEVANT IS NOTENOUGH YOU NEED TO BE disproportionately RELEVANT
- 32. @dadovanpeteghem Your Organization Target Group DON'T START FROMYOUR OWN PERSPECTIVE It will limit you to mediocre content
- 33. @dadovanpeteghem Your Organization Target Group LOOK FOR THECONTENT SWEET SPOT Disproportionately relevant
- 34. @dadovanpeteghem LOOK FOR THECONTENT SWEET SPOT Disproportionately relevant
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- 36. @dadovanpeteghem If you area wine brand, what can your story be? Disproportionately relevant & scaled up
- 37. @dadovanpeteghem 9 OUT OF10 POSTS SHOULD NOT BE ABOUT YOUR PRODUCT!
- 38. @dadovanpeteghem THE POETRY OFTHE POST
- 39. @dadovanpeteghem It's really inthe details!
- 40. @dadovanpeteghem Create 'Social Objects'* *thingspeople like to share
- 41. @dadovanpeteghem Create 'Social Objects'* *thingspeople like to share
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- 43. AWARENESS RESEARCH COMPARISONPURCHASE MUSIC & PLAYSLISTS CELEBRITY ENDORSEMENTS MEMES QUOTES PODCASTS INFOGRAPHICS GUIDES PHOTOS QUIZZES & SURVEYS BLOG POSTS ONLINE TOOLS ILLUSTRATIONS 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
- 44. @dadovanpeteghem Integrate new formats That’show you grab the attention
- 45. @dadovanpeteghem Integrate new formats That’show you grab the attention http://www.slideshare.net/DearMedia/mastering-digital-disruption-in-retail
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- 47. @dadovanpeteghem 'Live' will bethe battlefield
- 48. @dadovanpeteghem Use the ‘Snapchats’.Really! New channels = New opportunities GEBicky Burger Location based filters
- 49. @dadovanpeteghem Use the ‘Snapchats’.Really! New channels = New opportunities
- 50. @nickvinckier effectiveness of achannel time initial buzz wild west flocking sheep bad click throughs consultants heaven MUSICAL.LY SNAPCHAT INSTAGRAM FACEBOOK TWITTER FIRST MOVER’S ADVANTAGE
- 51. @dadovanpeteghem The right toneof voice Formal Informal Serious Mature Technical Institutional Funny Youthful Accessible Personal
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- 53. @dadovanpeteghem The solution: FOLLOW INTERESTINGPEOPLE 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
- 54. @dadovanpeteghem The solution: SHOW PEOPLETHE WAY @dadovanpeteghem :-)
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- 56.
- 57. The 7 C’sof Social Media CRISIS CONTEXT CLOSENESSCOLLABORATION CONTENT CONVERSION CARE COMMUNITY
- 58. @nickvinckier QUESTION: Whom of you HASA MONITORING TOOL FOR SOCIAL?
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- 60. Monitoring of Fora,blogs, news sites, social media engagor.com ENGAGOR
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- 62. The Good, TheBad but not the Ugly @dadovanpeteghem
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- 68. The 7 C’sof Social Media CRISIS CONTEXT CLOSENESSCOLLABORATION CONTENT CONVERSION CARE COMMUNITY
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- 70. @dadovanpeteghem The problem: Most ofus are only MONITORING FROM A CARE PERSPECTIVE
- 71. @dadovanpeteghem While we could LISTENTO SPOT OPPORTUNITIES
- 72. @dadovanpeteghem Spotting opportunities throughsocial 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
- 73. @dadovanpeteghem Spotting opportunities throughsocial listening How a Little Research Earned 1,000,000 Impressions on Twitter KLM Surprise
- 77. DON’T BE ATELEX ;-)
- 83. @dadovanpeteghem While everyone istalking about Big Data… SOCIAL MEDIA is an OPEN MARKET RESEARCH DATABASE
- 84. The 7 C’sof Social Media CRISIS CONTEXT CLOSENESSCOLLABORATION CONTENT CONVERSION CARE COMMUNITY
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- 88. @dadovanpeteghem Company reach Ambassador reach 10.000 10.000 10.000 30.000 fans followers followers followers x 6% organic 1.800REACHED = 10 ambassadors x 220 amplification 2.200 REACHED
- 89. @dadovanpeteghem The connection funnel INTERESTLOVE ADVOCACY CO-CREATION COLLABORATION Receive Engage Share Input LATENT Become one MANIFEST Social Media strategy Content Marketing strategy Ambassador strategy
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- 91. Content is thefuel of your strategy CONTENT CHANNELS AMPLIFICATION Amplified by brand ambassadors, social advertising, organic social reach, … Distributed through social media, website, sms, … Relevant content (people are already bombarded by promotions)
- 92. Live tracking the fullimpact of the seeding campaign, per seeder, per social network, ... Measuring the impact
- 93. The 7 C’sof Social Media CRISIS CONTEXT CLOSENESSCOLLABORATION CONTENT CONVERSION CARE COMMUNITY CAMPAIGNING
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- 95. @dadovanpeteghem Companies in 1.0modus repurpose existing marketing content. Social needs its own native activations.
- 96. @dadovanpeteghem Imagine you wantto make people recycle better VS. Would you upload a traditional spot on YouTube or go for a Vine activation?
- 97. @dadovanpeteghem Learn from thebest! Sinterklaas buys Coolblue for one million ginger nuts
- 98. The 7 C’sof Social Media CRISIS CONTEXT CLOSENESSCOLLABORATION CONTENT CONVERSION CARE COMMUNITY
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- 100. @dadovanpeteghem In a B2Benvironment, the power of social media is in the network of your people
- 101. @dadovanpeteghem In a B2Benvironment, the power of social media is in the network of your people. 3.418 connections 317 followers >
- 102. @dadovanpeteghem “Go find methe online marketing manager of Coca Cola” He likes snowboarding & classic cars ;-)
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- 104. @dadovanpeteghem serendipity (n) finding somethinggood without looking for it
- 105. @dadovanpeteghem IF YOU PUTIN THE TIME+ EFFORT YOU WILL SEE THE RESULTS
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- 107. Push and youwill be pushed back :)
- 108. The 7 C’sof Social Media CRISIS CONTEXT CLOSENESSCOLLABORATION CONTENT CONVERSION CARE COMMUNITY
- 109. @dadovanpeteghem Although it might neverhappen, you better prepare to make sure you’re ready when hits the fan.
- 110. @dadovanpeteghem The social crisisplan Lvl 1 Lvl 2 Lvl 3 Lvl 4 Lvl 5 Situation Bad customer service Marketing/ communication fail Bad buzz Crisis / Poor governance Unforeseen disaster Examples People involved When to reply Where to reply How to reply
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- 112. @dadovanpeteghem Respond immediately during catastrophes and be serene after catastrophes.
- 113. @dadovanpeteghem Respond immediately during catastrophes and be serene after catastrophes.
- 114.
- 115. The 7 C’sof Social Media CRISIS CONTEXT CLOSENESSCOLLABORATION CONTENT CONVERSION CARE COMMUNITY
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- 117. @dadovanpeteghem HOW ORGANIZATIONS SEEsocial media
- 118. @dadovanpeteghem HOW ORGANIZATIONS SEEsocial media WHAT A community LOOKS LIKE
- 119. @dadovanpeteghem WHAT A community LOOKS LIKE Mobile Vikings
- 120. Pick your top3 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
- 121. @dadovanpeteghem GO ALL-IN STEP UPYOUR SOCIAL GAME ;-)
- 122. @dadovanpeteghem You will have togo the extra mile to pull off social media 2.0. Nobody said it was easy :-)
- 123. Dado Van Peteghem Goingthe extra mile on Social Media @dadovanpeteghem