LUNCH PRESENTATIE aan het Marketing Netwerk van Curacao @ ENNIA op 17 juni Wat kan een marketeer met social media? Kim Swagermakers (Kimpact) en Barbara Friesen (Obi4wan via skype) presenteren wat de impact is van social media op marketing en communicatie, wat je kan met social media data en hoe je een social media strategie ontwikkelt. Onderwerpen die behandeld worden: - What's going on in de wereld van social media en hoe social media marketing (en) de communicatie beïnvloedt. - Wat is een social media strategy. - Luisteren waar je doelgroep zit (Obi4wan) en de Customer Journey, - Contentmarketing en Social media monitoring.

1. “People don’t look at
billboards anymore,
they don’t even look
on the road while they
are driving”
social media management, juni 2015

2. Sao Paulo

3. who is?

4. 1996 webredacteur | zzp
2000 webredacteur | VrouwOnline.nl
2003 communitymanager | web-log.nl
2006 fashionblogger | streetsister.nl, shopgirl.nl
2010 chef nieuwe media | LINDA.
2010 social media strategie | TEDx
2008 social media marketing | kimpact
Unicef - Ministerie VWS - FIAT - DeTelefoonGids -Vogue / Glamour - X-Factor
BearingPoint Caribbean - Kooyman - Ennia - Pietermaai District - Hotel ’t Klooster

5. Meest gestelde vragen
door marketeers
#1: AANPAK (91%)
Welke tactieken, aanpak, campagnes zijn op dit moment voor mij het meest relevant?
#2: ENGAGEMENT (89%)
Hoe bereik ik maximale engagement met mijn doelgroepen via social media?
#3: MEASUREMENT (88%)
Hoe meet ik de ROI van mijn social media activiteiten?
#4: TOOLS (85%)
Wat zijn de beste social management tools?
#5: AUDIENCE (83%)
Hoe vind ik mijn doelgroepen via social media?

6. Hoe bind ik ze
aan mijn merk?
Waar zit
mijn doelgroep.
What are they
doing?
Welke
middelen en
tools heb ik
nodig?
Wat wil ik
bereiken?
social strategy
Wat levert het
op?
3.
Customer
Journey
2.
Doelgroep
Research
4.
Content &
Campaigns
1.
Doelstelling
bepalen
5.
Monitoring &
Results

8. Wereldwijd: 29% op social media
23% via mobile device

9. central america:
79 million

11. “Het gaat niet meer over
mooie beloftes of verhalen,
maar een realtime kijkje in
de keuken van je bedrijf. Je
bouwt trouwe klanten niet
op met een 30 seconden tv-
spot, maar met
een relevante ervaring.”

12. Transparantie

13. Transparantie

14. “ Consumenten zijn
vluchtiger dan ooit.
Met marketingacties die
maanden van tevoren
ingepland worden, mis je
het momentum om op het
juiste moment te scoren. “

15. Real time
marketing |
Reactvertising

16. Real time
marketing |
Reactvertising

17. “Trouwe klanten
vasthouden begint bij de
basis: de medewerkers.
Zij ademen je producten en
diensten zijn de meest
betrouwbare resource voor
je klanten.“

18. Employee Advocates

19. “ Word of Mouth is de
sterkste vorm van
marketing.
Een aanbeveling van beste
vrienden, is betrouwbaarder
dan een advertentie.
En goedkoper. “

20. social
commerce

21. Facebook Zero -> Twitter Zero

22. “The Big battle for video
ad dominance
is 100% going to be
a thing this year.”

23. The video battle Royale
Coca cola maakte 12 versies van de It’s Beautiful video’s
Facebook overtrof YouTube in video views in 2014

24. #icebucket
challenge

25. “Tieners sluiten zich op in
privacy-vriendelijke
platformen.”

26. Social
Silo’s

27. Social
Silo’s

28. “We moeten mensen niet
meer ONDERBREKEN bij
wat ze interessant vinden,
maar ZIJN wat ze
interessant vinden.”

29. social strategy
3.
Customer
Journey
2.
Doelgroep
Research
4.
Content &
Campaigns
1.
Doelstelling
bepalen
5.
Monitoring &
Results

30. Online
doelstellingen …opening a bank account
…solving a complaint
… newsletter registration
…a purchase on my website
…a guest’s review
…influencers for my product
…promoting an event
…promoting a deal
…bringing customers to my office
………

31. Facebook: Curaçao
‣38% is constantly logged in on Facebook
‣Active users: 53% male and 54% female
‣Specific: 16-19 (89%), 20-29 (82%), 30-39 (73%),
40-49 (59%), 50-59 (46%), 60-69% (32%) and >70 (12%)
‣Education: Low 50%, Medium 65% en High 92% active
‣36% follows company pages. Most popular:
restaurants, hotels, entertainment & events
‣engagement mainly by < 30 jaar (50%).

32. Facebook: worldwide
‣Facebook users are 53% female and 47% male
‣Highest traffic occurs mid-week between 1 to 3 pm
‣Specific: 18-24 (17%), 25-34 (21%), 35-44 (16%), 45-54 (14%), 55-64 (11%),
65+ (7%)
‣Average time spent per Facebook visit is 20 minutes
‣50% of 18-24 year-olds go on Facebook when they wake up

33. Facebook: worldwide

34. LinkedIn
‣347 million monthly active users
‣Male 56% and Female 44%
‣Over 39 million students and recent college graduates
‣75% of new LinkedIn users in 2014 from outside the USA
‣2 new users per seconde
‣>50% mobile
‣Industries: 1.IT, 2.Health care, 3. Construction, 4.Education, 5.
Accounting
‣Countries: 1. US; 2. India; 3.Brazil; 4. Great Britain; 5.Canada

35. ‣284 million monthly active users
‣Twitter is most used in Asia and Pacific area (35%), North America (22%) and
Western Europe (15.9%)
‣80% mobiel
‣20 million fake accounts
‣56% Tweeters and 44% Leechers
‣Average: 200 followers
‣23% generate a reply, 71% ignored
‣Retailers and restaurants are the most engaging industries
‣Specific: 18-24 (23%), 25-34 (11%), 35-44 (16%), 45-54 (13%), 55-64 (8%),
65+ (6%)
‣Twitter versus TV is big
Twitter

36. Instagram
‣300 million monthly active users
‣Most popular in Middle East and Africa (34% of users), Latin America
(33% of users) and North America (25% or users)
‣Specific: 18-24 (28%), 25-34 (32%), 35-44 (9%), 45-54 (8%), 55-64
(4%), 65+ (0,4%)
‣100% mobile
‣Greatest traffic registered in USA (28.5%), Brazil (6.5%)
‣Instagrammers share 70 million (plus) photos and videos each day

37. Pinterest
‣70 million monthly active users
‣80% female
‣40% adult women
‣Average 67 followers
‣North America (33%), Middle East and Africa (25%) and Latin
America (18%)
‣Specific: 18-24 (20%), 25-34 (22%), 35-44 (21%), 45-54 (13%),
55-64 (10%), 65+ (6%)
‣Largest age group 16-34

39. Obi4Wan - Barbara
‣what is social monitoring
‣showtime: 2 live cases
‣klant tevredenheidsonderzoek
‣obi4wan.nl

40. social strategy
3.
Customer
Journey
2.
Doelgroep
Research
4.
Content &
Campaigns
1.
Doelstelling
bepalen
5.
Monitoring &
Results

43. you are talking to an
audience with an
audience of audiences

45. “You can't tiptoe into
social media. You have to
jump into the pool.
The scary part is not being
there. Your customer is
already there.”

46. social aanpak
3.
Customer
Journey
2.
Doelgroep
Research
4.
Content &
Campaigns
1.
Doelstelling
bepalen
5.
Monitoring &
Results

47. content strategy
‣listen
‣measure
‣optimize
‣create / curate

49. content strategy
‣listen
‣measure
‣optimize
‣create / curate

50. 20%
80%

51. ‣Answers to frequently asked questions of your customers / consumers
‣ Data from surveys and polls
‣ Reviews of relevant blogs / articles from your branche (with link!)
‣Trends and news from your branche
‣ Long-form posts: answers to questions via LinkedIn
‣ Guest editors: customers, employees, influencers, partners etc
‣ Lists of relevant trends, ideas, tools, locations, opinions…
‣ Did-you-know: sharing your know-how via tips and facts
‣ HowTo’s: educate your audience in how to do something
‣ Experiences: events, training, dialogues, brainstorm…
‣ News from the company: internal news, new products, pricing …
‣ Reviews of relevant videos
‣ Showcase your customers
‣Tap into Trending topics (realtime marketing!)
‣ Holidays and themed days
what am I talking about?
creation curation

52. content strategy
‣listen
‣measure
‣optimize
‣create / curate

53. social aanpak
3.
Customer
Journey
2.
Doelgroep
Research
4.
Content &
Campaigns
1.
Doelstelling
bepalen
5.
Monitoring &
Results

54. once a mnth
action
once per 3 mnths
interests
interaction
ambassador
attention
‣ can the target group still be reached?
‣ are the channels still relevant?
‣ what questions are asked?
‣relevant themes at the
intersection of the target
group and my company?
‣which content is well
read and shared?
‣which types of content
generate the most
engagement?
‣ how active are my
loyal relations?
‣ which ambassadors
need extra attention?
once a mnth
once a wk
‣is my social kpi the right solution?
‣which content / types of content / channel is the best
converter?
‣what is my roi?

55. Questions!

56. Marketing Netwerk Special:
1 gratis Social Rapportage rondom je
merknaam + 3 keywords
Laat je visitekaartje achter
met 3 keywords.