SlideShare a Scribd company logo
Make your social media channels more effective in 4 steps
Make your social media channels more effective in 4 steps

     A large number of companies are thinking about their next steps in
     social media. One of the key factors in any social media strategy is the
     channel/content debate. Companies are struggling to capitalize on their
     use of social media channels.


     In this paper, we want to share our approach on how to make effective
     use of social media channels in order to spread content. It is clear that
     social channels can also be used for customer service, conversation
     management and for collaboration purposes.


     This paper focuses on how to increase the impact of your content
     marketing via social media and how to optimize your social content
     strategy in four steps.


     The paper is based upon a series of research projects conducted over
     the last two years, the experience gained from numerous workshops
     with our clients and an in-depth discussions with social media experts
     Erik Van Roekel (@evr) and Matthijs Van Den Broeck (@mgvandenbroek).




                            twitter.com/stevenVBe
b-conversational.com |
                                                                                 B Conversational
The ‘checklist’ mentality is still alive & kicking

     During the past two years, companies have been overwhelmed with articles             They have heard a modern company needs a Facebook page and so they
     and feedback relating to the impact of social media and the modern                   create a Facebook page. Check, done that! Twitter is becoming increasingly
     consumer. At the same time, those companies have also been bombarded                 popular? Check, done that! Mobile apps are cool? Okay, I suppose we’d
     with new trends and evolutions. As a result, most companies are now aware            better start using those too… That’s all very good and possibly well intended,
     of the radical changes that have taken place in our society. At the start of         but its purpose is tactical rather than strategic. Companies that use social
     2010, 45% of American marketers named social media as their top priority 1.          media for tactical purposes will, for example, create a new Twitter account for
     In other words, social media awareness is now a fact. Most companies were            each new event but they don’t always do the necessary follow-up. As a result,
     already taking the necessary corrective action. A recent study conducted in          they repeatedly invest in followers who are then left to their own devices
     both the US and the UK showed that only 12% of companies are currently               once the event is over. Perhaps there’s also the occasional investment to win
     doing nothing at all in the field of social media 2. In other words, there is both   new fans on the company’s Facebook page but new and interesting content
     awareness and action. Excellent, you might think. Mission accomplished!              is only posted during campaigns. And what happens the rest of the time?
                                                                                          Little or nothing at all. Not really the best way to create satisfied fans, is it?
     Unfortunately not. Very definitely not, in fact.                                     Such investments are unsuccessful because they are not the result of a clear-
                                                                                          cut vision. They are just opportunistic, tactical pin pricks. As a consequence,
     Seven out of ten companies that have adjusted their marketing strategy to            a large number of companies create a cemetery filled with neglected social
     reflect the expectations of the new consumer view these changes from a               media (Facebook, Twitter & beyond) accounts. This has a negative impact on
     purely tactical perspective 3. This is what we call a ‘checklist mentality’.         the overall effectiveness of their social media investments.




     1	 2010, 2010 Digital Marketing Outlook, Society of Digital Agencies
     2	 2011, Social Media Integration Study, InSites Consulting
     3	 2010, Stop the Paradox Study, InSites Consulting




                                         twitter.com/stevenVBe
b-conversational.com |
                                                                                                                                              B Conversational
4 steps to effective social channel use

     1    channel & content
          strategy                            2       build reach                 3    Persuasion through
                                                                                       content & interaction          4    From likes to
                                                                                                                           ambassadors


     The first step consists in               To increase the return on           Once you’ve attracted a             The final phase is the most
     formulating a clear vision on the        content creation, it is advisable   significant number of followers     difficult part. In this phase you
     role of each of the online touch         to build reach in the early         and fans, you need engaging         are looking to create a small
     points. Apart from defining              phase of your online plan. In       content to keep them                army of active ambassadors.
     the goals and content of each            this phase, the hard part is        interested. The threshold to        In order to succeed, you can
     of the individual channels, this         maintaining a balance between       follow a brand is very low but it   focus on two dimensions: start
     phase is also about deciding             relevant content on the one         takes a huge effort to keep your    by getting people as actively
     how those channels interrelate.          hand and being able to attract a    audience engaged.                   involved as possible and then
     In this phase, you must define           large set of likes & followers on                                       give them usable content. Don’t
     which touch points are most              the other hand.                                                         just give them content to read
     likely to reach the social                                                                                       or view; give them content that
     media (and broader business)                                                                                     adds genuine value to their
     objectives. Instead of creating                                                                                  lives. Once consumers are using
     silos you are going for an                                                                                       your content this creates an
     integrated approach where the                                                                                    amplification effect.
     whole is greater than the sum of
     the parts.




                              twitter.com/stevenVBe
b-conversational.com |
                                                                                                                            B Conversational
These four phases are obviously not entirely sequential; there is an overlap between phases 2, 3 and 4. In our strategy, it’s not that hard to define the necessary
     actions for the various steps. In real life, though, we need to be flexible enough to adapt to consumer needs in a moment’s notice. Once a certain stage is
     reached, phases 2, 3 and 4 become iterative steps in an eternal loop designed to build reach and create more ambassadors.




                                                                                                                                        Conversion

                                                                                                  Convince with
                                                                                               content & interaction
                                                            Build reach
                                                        through campaigns

                     Content
                  Touchpoint plan


                                                                                     TIME




     In the next part of this paper, we will dive into the details of each of these 4 steps.




                             twitter.com/stevenVBe
b-conversational.com |
                                                                                                                                          B Conversational
Make your social media channels more effective in 4 steps
STEP 1
                    channel and content strategy

                    Most managers think of social media channels as stand-alone silos. Content is
                    spread through each of these channels without a clear plan on how to reach
                    business objectives. The truth is that all online channels are interrelated.
                    Consumers can even be routed from channel A to channel B. In this phase,
                    we recommend companies to elaborate a ‘content-conversion’ plan.




                           twitter.com/stevenVBe
b-conversational.com |
                                                                                                    B Conversational
What is a content-conversion plan?

     A content-conversion plan includes every touch point where a (potential)             On this platform, it is easy to directly convert a reader into a sales lead. In case
     customer can come into contact with your content. Then you need to                   your key objective is community building, your Facebook page may be the
     determine at which of these touch points conversion to your objectives               best content-conversion point. When mapping out your conversion touch-
     (reputation management, community building, lead generation...) is likely            point plan, define the trigger for each touch point that makes it possible to
     to occur. All other social channels support traffic generation towards these         move on to the next. Furthermore, try to keep the lines as short as possible.
     conversion points. Instead of having a set of silo channels, this creates a set of   The more steps are necessary in order to reach the touch point where your
     interrelated online channels.                                                        business goals are realized, the harder it is to achieve high conversion rates.


     For example, the converting touch point might be the corporate website or
     blog. A corporate blog can be the touch point that leads people from the
     content area to the sales area. Your other social media accounts ensure that
     sufficient traffic is channeled to the blog every day.


     For companies working in the knowledge sector, SlideShare can serve as a
     useful converting touch point. SlideShare is a social network site where people
     can share presentations (PowerPoint, etc.). This is the ideal place to showcase
     what you can do and what you have to offer.




                              twitter.com/stevenVBe
b-conversational.com |
                                                                                                                                             B Conversational
Social
                                                               Media
                                        ...
                                                                               Other
                                                  Blog
                                                                               Media



                                                             Content
                                                            Conversion
                                                              Point
                                                 External
                                                                                ...
                                                  Blogs




            Content sharing through silo’s                    Influence




                         twitter.com/stevenVBe
b-conversational.com |
                                                                          B Conversational
Questions to ask in building your content-conversion plan

     1.	 What is the key objective of our content marketing?                         3.	 Which channels can create traffic to the content conversion point?
        Some companies focus on creating brand awareness and others on                 Once you’ve determined your content conversion point, the challenge is
        becoming an expert or on creating business leads. Depending on your            to bring people there. All social media channels can be helpful in reaching
        objective, there are several content-conversion points to choose from.         this goal. In this phase, the tough part is being able to use your content
                                                                                       intelligently. For instance, suppose you’ve launched a great YouTube video
     2.	 Which online touch point provides the best odds                               and you want to share it with your followers. If you have chosen your blog
        of reaching this objective?                                                    as the content conversion point, you should embed the video in the blog
        Define the best place on the web to reach your objectives. Below you           and share the link to the blog post that includes the video. Mention your
        will find several examples of content-conversion points. Since so much         blog and the URL in the description on YouTube. Also, don’t forget to
        depends on the context, the contents of this table should be viewed as         mention the name and URL of your blog. Every time someone embeds your
        examples and not as the only possible outcome of the discussion.               video on their blog, this helps increase the traffic to your blog. If one of
                                                                                       your employees gives a presentation outside your company, put the name
          Objective                Touch Point   Details
                                                                                       and URL on the last slide: “For more info about our company/subject of
          Create business leads    Corporate     Link to contact details available
                                                                                       presentation check out our blog at …” Create relevant cross links to your
                                   blog          and biggest change people
                                                 will contact you for commercial       conversion point e.g. in your Twitter profile background. The more roads
                                                 information
                                                                                       lead to the conversion point, the better.
          Strengthen               Facebook      Organize open and wide-rang-
          the emotional bond                     ing forms of customer collabora-
                                                 tion to increase involvement
          Improve customer         Twitter       Most complaints and questions
          experience                             come through Twitter, so we
                                                 focus on this channel for an
                                                 optimum customer service
          ...                      ...           ...




                               twitter.com/stevenVBe
b-conversational.com |
                                                                                                                                      B Conversational
1. Define objectives              2. Content Conversion Point    3. Content Conversion Plan




                                                                                             Social
                 Lead generation                                                             Media



                                                                                                        Other
                                                                                Blog
                                                                                                        Media
              Community building
                                                          Content                          Content
                                                         Conversion                       Conversion
                                                           Point                            Point
                         ...
                                                                               External
                                                                                                         ...
                                                                                Blogs




                 Reputation mgm                                                             Influence




                         twitter.com/stevenVBe
b-conversational.com |
                                                                                          B Conversational
Make your social media channels more effective in 4 steps
STEP 2
                    build reach

                    In order to generate impact with your content, it is important to create online
                    reach. You can have the most brilliant content available, if no one sees it the
                    impact will remain limited. There are two ways to build reach: the slow approach
                    and the fast approach. The slow approach builds reach over time by investing in
                    quality content that spreads naturally. To succeed in the slow approach, you need
                    three things: good content, a fixed rhythm and a lot of patience.




                           twitter.com/stevenVBe
b-conversational.com |
                                                                                                        B Conversational
7 approaches for effective reach building

     Big brands usually lack the last ingredient, which is why we recommend choosing the fast approach.
     Our research has shown the following seven approaches to be successful reach builders:



     1.	 Conversation worthy campaigns                                                     5.	 Employee activation
        Invest in social campaigns to boost the reach of your social channel activities      A company should always have more fans than employees. If your own
                                                                                             employees don’t follow your content, how can you expect your customers
     2.	 Rhythm:                                                                             to be interested? Train and facilitate employees to become active
        A one-time campaign won’t do it.                                                     ambassadors of your social channel activities.
        You need a certain rhythm to share great content
                                                                                           6.	 Offline communication channels
     3.	 Contests & free stuff:                                                              Building reach goes beyond online channels. Try to mention online
        Giving away some of your products is still an effective way to build reach in        channels in all your communications: TV commercials, print advertising,
        the short run (although there’s no guarantee of quality). Many companies             banners, point of sales material...
        are afraid to attract ‘low quality’ followers with this strategy. This is indeed
        a risk: once they are on board, the challenge consists in convincing such          7.	 Partner up with other major brands:
        followers to stay with your content (step 3).                                        If you have a good relationship with brands that have a large social reach,
                                                                                             you can always ask them to share your brand content (or a competition)
     4.	 Social advertising:                                                                 with their fan base.
        To grab the attention of your audience, you need to advertise your
        campaigns and content on social channels.




                               twitter.com/stevenVBe
b-conversational.com |
                                                                                                                                          B Conversational
Rhythm
                                                                                        Conversation worthy
                                                                                            campaigns

                                             Free stuff
                                                                   Social advertising




            Build reach
            through campaigns

                                                          TIME




                         twitter.com/stevenVBe
b-conversational.com |
                                                                                                  B Conversational
Make your social media channels more effective in 4 steps
STEP 3
                    convince through content & interaction

                    In this step you have to convince your audience that following your brand was a good idea. Keep in mind that
                    consumers are becoming more selective in the number of brands they interact with. Research conducted by
                    InSites Consulting has shown that the average consumer actively interacts with no more than 5 brands on social
                    media. This means your brand needs to be part of this select little group. Also, recent research 4 has shown that
                    fans won’t dislike your page if they don’t like the content; instead they will ‘hide’ your page.


                    This means competing for the attention of your own followers with big love brands like Apple, Coca Cola and
                    Disney. And let’s not forget, your toughest adversaries when competing for the attention of your followers
                    comes are those followers’ friends and families.


                    The conclusion is obvious: this evolution is raising the bar for companies to be able to engage with consumers
                    on social media.



                    4	   Fast Company, Ekaterina Walter, Your Facebook Fans Are Hiding Your Posts At An Alarming Rate
                     	   (http://www.fastcompany.com/3001871/your-facebook-fans-are-hiding-your-posts-alarming-rate)




                               twitter.com/stevenVBe
b-conversational.com |
                                                                                                                                        B Conversational
3 elements are key in this particular phase

     1.	 An editorial calendar:                                                          3.	 Operational conversation management:
        Make sure you know what your content updates will look like at least               In this phase, consumer engagement is one of your key objectives.
        three months in advance. Our previous research paper, ‘a six-step content          To succeed, you need top operational conversation management. Have a
        marketing plan’, outlines how to set up an effective editorial calendar. In        person or a team ready to interact and engage with your audience. Be fast,
        fact, content planning consists of three layers: big campaigns (very intense),     empathic and listen to your fans so they will commit to your brand. Follow
        projects (recurring thematic themes) and content updates (small content            the conversations in real time and be ready to respond.
        sparks).


     2.	 Creative content:
        Drawing up the perfect content plan is probably the easiest part of the
        long road to success on social media channels. Coming up with creative
        and talked-about content is the real challenge. It’s not an exact science and
        there’s no such thing as a foolproof plan. It’s really quite simple: building
        content that conquers the hearts of your followers and friends requires
        highly creative people.




                             twitter.com/stevenVBe
b-conversational.com |
                                                                                                                                       B Conversational
Make your social media channels more effective in 4 steps
STEP 4
                    from likes to ambassadors

                    The previous steps focused on winning people’s hearts through great
                    content. In this phase, the challenge is to create ambassadors: people
                    who promote your brand to their friends and family. Here the question is:
                    ‘What do we want our fans to say about us and how can we facilitate this?’.
                    Succeed in this challenge and you will be rewarded with positive
                    and impactful conversation about your brand.




                           twitter.com/stevenVBe
b-conversational.com |
                                                                                                  B Conversational
Convert your likes into ambassadors

     In this stage, you need to convert your likes into ambassadors. The following factors are essential:



     1.	 Broad consumer involvement                                                       3.	 Questions and answers
        If you involve your customers in your decision-making flows, they will be            Put meaningful questions to your audience as we explained in the first
        more committed to your brand. People are more emotionally involved                   bullet point. Once your fans start giving you inspiring feedback, be sure to
        when they feel they are part of the team and that’s how you create                   return the favor and keep them in the loop. Let them know what you did
        ambassadors. So content planning is not just about sharing cool content or           with the feedback and why certain remarks were used and others were not.
        asking evident questions. It’s also about asking your customers for feedback         Be open about what use you make of their feedback. Gain their trust be
        on your performance. Ask people’s opinion on all things related to your              being honest.
        company and remember to thank them for the input they provide.


     2.	 Consumer consultants                                                             4.	 Branded utility
        If you have in-depth questions concerning a new project or product, you              Think of applications that bring added value to your fans. Look for content
        should turn to your die-hard fans on social channels and invite them to join         that is both highly relevant to your audience and in line with your business.
        a closed community to discuss these topics. This makes them feel like they           Once again, you need top creative people to invent these applications.
        are really part of the team and essentially you’re hiring employees that are         Once fans start using the utility apps, it is a great way for them to talk about
        not actually on the payroll.                                                         your brand through the application.




                             twitter.com/stevenVBe
b-conversational.com |
                                                                                                                                            B Conversational
You can plan for success in social media

     I am convinced that most companies could use their social channels more effectively. The problem is that most companies only focus on steps 2 and/or 3 of this
     plan. Most brainstorms start with the question ‘what should we share on Facebook?’. By taking that discussion to a higher level, you will change the way you
     look at social media touch points.


     When using the approach outlined in this paper, it becomes obvious that the KPIs, the media types and the content types differ in each of the steps.




                                     Reach building                    Content & interaction                       To ambassadors
        KPI                          Social reach                      Engagement                                  Recommendations
        Media type                   Paid media and                    Owned media                                 Earned media
                                     existing owned
                                     media
        Content types                Campaigns                         Content sparks                              Applications, online products




                            twitter.com/stevenVBe
b-conversational.com |
                                                                                                                                       B Conversational
After that: integrated content loop

     In order to use your online channels

     to maximum effect, they should be

     aligned with marketing actions in
                                                                                  Content
     offline channels. Also, steps 2, 3

     and 4 of this approach become an

     iterative process as soon as you’ve
                                                      Reach building
     reached step 4 for the first time.                                CONTENT
                                                                        LOOP
     Once you’ve managed to recruit

     ambassadors, it is very relevant

     to increase your reach again and
                                                                                 Conversion
     create even more ambassadors.

     At a certain point it turns into a

     perpetual loop and when it does, the

     content planning from step 3 and the

     philosophy from step 4 merge in the                                 TIME
     overall content planning.




                              twitter.com/stevenVBe
b-conversational.com |
                                                                                       B Conversational
Content




                                                                                   Reach building
                                                                                                    CONTENT
                                                                                                     LOOP


                                                                                                              Conversion

                                                                           Conversion

                                                      Convince with
                                                   content & interaction
                                 Build reach
                             through campaigns

            Content
         Touchpoint plan




                                                                           TIME




                           twitter.com/stevenVBe
b-conversational.com |
                                                                                                         B Conversational
Feedback & suggestions?

                    I hope this paper has inspired you as well as presented you with a number
                    of transparent guidelines on how to build your social channel strategy.


                    Of course, I’m looking forward to your feedback and to hearing about
                    your personal experience in this field, so feel free to contact me at


                    	Steven@VanBelleghem.Biz
                    	@StevenVBe


                    Thank you and good luck!




                           twitter.com/stevenVBe
b-conversational.com |
                                                                                                B Conversational

More Related Content

What's hot

What Are 8 Steps To A Successful Social Campaign Plan And Checklist? #slideshow
What Are 8 Steps To A Successful Social Campaign Plan And Checklist? #slideshowWhat Are 8 Steps To A Successful Social Campaign Plan And Checklist? #slideshow
What Are 8 Steps To A Successful Social Campaign Plan And Checklist? #slideshow
Dr. William J. Ward
 
Umcd conference opening slides slideshare version
Umcd conference opening slides slideshare versionUmcd conference opening slides slideshare version
Umcd conference opening slides slideshare version
Meerkats The Brand Leadership Company
 
Activating Employees to be Brand Storytellers
Activating Employees to be Brand StorytellersActivating Employees to be Brand Storytellers
Activating Employees to be Brand Storytellers
Michael Brito | Zeno Group
 
Developing a Cohesive Brand Voice
Developing a Cohesive Brand VoiceDeveloping a Cohesive Brand Voice
Developing a Cohesive Brand Voice
Jeff Ryan
 
Chapter 4: Using Employees, Customers And Partners To Feed The Content Engine
Chapter 4: Using Employees, Customers And Partners To Feed The Content EngineChapter 4: Using Employees, Customers And Partners To Feed The Content Engine
Chapter 4: Using Employees, Customers And Partners To Feed The Content Engine
Michael Brito | Zeno Group
 
Creating An Integrated Social Media Strategy
Creating An Integrated Social Media StrategyCreating An Integrated Social Media Strategy
Creating An Integrated Social Media Strategy
pholbrook
 
Chapter 1: Understanding The Social Customer And The Chaotic World They We Li...
Chapter 1: Understanding The Social Customer And The Chaotic World They We Li...Chapter 1: Understanding The Social Customer And The Chaotic World They We Li...
Chapter 1: Understanding The Social Customer And The Chaotic World They We Li...
Michael Brito | Zeno Group
 
Content Marketing Predictions
Content Marketing PredictionsContent Marketing Predictions
Content Marketing Predictions
Content Marketing Institute
 
Sentiment analysis taxonomy_apr-12-2011
Sentiment analysis taxonomy_apr-12-2011Sentiment analysis taxonomy_apr-12-2011
Sentiment analysis taxonomy_apr-12-2011
Earley Information Science
 
Mobilizing Employees to Feed the Content Engine
Mobilizing Employees to Feed the Content EngineMobilizing Employees to Feed the Content Engine
Mobilizing Employees to Feed the Content Engine
Michael Brito | Zeno Group
 
Social Business Planning
Social Business PlanningSocial Business Planning
Social Business Planning
Edelman
 
Your Brand: The Next Media Company - Silicon Valley Social Media Council Summ...
Your Brand: The Next Media Company - Silicon Valley Social Media Council Summ...Your Brand: The Next Media Company - Silicon Valley Social Media Council Summ...
Your Brand: The Next Media Company - Silicon Valley Social Media Council Summ...
Michael Brito | Zeno Group
 
How to Build a Social Campaign
How to Build a Social CampaignHow to Build a Social Campaign
How to Build a Social Campaign
BusinessOnline
 
Social Media Strategy Framework Shared
Social Media Strategy Framework   SharedSocial Media Strategy Framework   Shared
Social Media Strategy Framework Shared
Impwell
 
42 Hot Tips for Compelling Content Marketing
42 Hot Tips for Compelling Content Marketing42 Hot Tips for Compelling Content Marketing
42 Hot Tips for Compelling Content Marketing
Content Marketing Institute
 
Chapter 11: Structuring Your Teams to Become a Content Driven Organization
Chapter 11: Structuring Your Teams to Become a Content Driven OrganizationChapter 11: Structuring Your Teams to Become a Content Driven Organization
Chapter 11: Structuring Your Teams to Become a Content Driven Organization
Michael Brito | Zeno Group
 
Linked in marketing guide
Linked in marketing guideLinked in marketing guide
Linked in marketing guide
AdCMO
 
How content strategy supports communications strategy, by Diana Railton
How content strategy supports communications strategy, by Diana RailtonHow content strategy supports communications strategy, by Diana Railton
How content strategy supports communications strategy, by Diana Railton
DRCC
 
MindRocket Media Group Capabilities Deck
MindRocket Media Group Capabilities DeckMindRocket Media Group Capabilities Deck
MindRocket Media Group Capabilities Deck
FinanceMRMG
 
Elevate Your Content Marketing With These Six Powerful Platforms
Elevate Your Content Marketing With These Six Powerful PlatformsElevate Your Content Marketing With These Six Powerful Platforms
Elevate Your Content Marketing With These Six Powerful Platforms
Michael Brito | Zeno Group
 

What's hot (20)

What Are 8 Steps To A Successful Social Campaign Plan And Checklist? #slideshow
What Are 8 Steps To A Successful Social Campaign Plan And Checklist? #slideshowWhat Are 8 Steps To A Successful Social Campaign Plan And Checklist? #slideshow
What Are 8 Steps To A Successful Social Campaign Plan And Checklist? #slideshow
 
Umcd conference opening slides slideshare version
Umcd conference opening slides slideshare versionUmcd conference opening slides slideshare version
Umcd conference opening slides slideshare version
 
Activating Employees to be Brand Storytellers
Activating Employees to be Brand StorytellersActivating Employees to be Brand Storytellers
Activating Employees to be Brand Storytellers
 
Developing a Cohesive Brand Voice
Developing a Cohesive Brand VoiceDeveloping a Cohesive Brand Voice
Developing a Cohesive Brand Voice
 
Chapter 4: Using Employees, Customers And Partners To Feed The Content Engine
Chapter 4: Using Employees, Customers And Partners To Feed The Content EngineChapter 4: Using Employees, Customers And Partners To Feed The Content Engine
Chapter 4: Using Employees, Customers And Partners To Feed The Content Engine
 
Creating An Integrated Social Media Strategy
Creating An Integrated Social Media StrategyCreating An Integrated Social Media Strategy
Creating An Integrated Social Media Strategy
 
Chapter 1: Understanding The Social Customer And The Chaotic World They We Li...
Chapter 1: Understanding The Social Customer And The Chaotic World They We Li...Chapter 1: Understanding The Social Customer And The Chaotic World They We Li...
Chapter 1: Understanding The Social Customer And The Chaotic World They We Li...
 
Content Marketing Predictions
Content Marketing PredictionsContent Marketing Predictions
Content Marketing Predictions
 
Sentiment analysis taxonomy_apr-12-2011
Sentiment analysis taxonomy_apr-12-2011Sentiment analysis taxonomy_apr-12-2011
Sentiment analysis taxonomy_apr-12-2011
 
Mobilizing Employees to Feed the Content Engine
Mobilizing Employees to Feed the Content EngineMobilizing Employees to Feed the Content Engine
Mobilizing Employees to Feed the Content Engine
 
Social Business Planning
Social Business PlanningSocial Business Planning
Social Business Planning
 
Your Brand: The Next Media Company - Silicon Valley Social Media Council Summ...
Your Brand: The Next Media Company - Silicon Valley Social Media Council Summ...Your Brand: The Next Media Company - Silicon Valley Social Media Council Summ...
Your Brand: The Next Media Company - Silicon Valley Social Media Council Summ...
 
How to Build a Social Campaign
How to Build a Social CampaignHow to Build a Social Campaign
How to Build a Social Campaign
 
Social Media Strategy Framework Shared
Social Media Strategy Framework   SharedSocial Media Strategy Framework   Shared
Social Media Strategy Framework Shared
 
42 Hot Tips for Compelling Content Marketing
42 Hot Tips for Compelling Content Marketing42 Hot Tips for Compelling Content Marketing
42 Hot Tips for Compelling Content Marketing
 
Chapter 11: Structuring Your Teams to Become a Content Driven Organization
Chapter 11: Structuring Your Teams to Become a Content Driven OrganizationChapter 11: Structuring Your Teams to Become a Content Driven Organization
Chapter 11: Structuring Your Teams to Become a Content Driven Organization
 
Linked in marketing guide
Linked in marketing guideLinked in marketing guide
Linked in marketing guide
 
How content strategy supports communications strategy, by Diana Railton
How content strategy supports communications strategy, by Diana RailtonHow content strategy supports communications strategy, by Diana Railton
How content strategy supports communications strategy, by Diana Railton
 
MindRocket Media Group Capabilities Deck
MindRocket Media Group Capabilities DeckMindRocket Media Group Capabilities Deck
MindRocket Media Group Capabilities Deck
 
Elevate Your Content Marketing With These Six Powerful Platforms
Elevate Your Content Marketing With These Six Powerful PlatformsElevate Your Content Marketing With These Six Powerful Platforms
Elevate Your Content Marketing With These Six Powerful Platforms
 

Viewers also liked

The 10 faq about social media and conversation management
The 10 faq about social media and conversation managementThe 10 faq about social media and conversation management
The 10 faq about social media and conversation management
Steven Van Belleghem
 
Social Media Integration Survey
Social Media Integration SurveySocial Media Integration Survey
Social Media Integration Survey
Steven Van Belleghem
 
A six step content marketing model
A six step content marketing modelA six step content marketing model
A six step content marketing model
Steven Van Belleghem
 
Get ready for Marketing 2020
Get ready for Marketing 2020Get ready for Marketing 2020
Get ready for Marketing 2020
Steven Van Belleghem
 
Social media around the world 2011
Social media around the world 2011Social media around the world 2011
Social media around the world 2011
Steven Van Belleghem
 
Customer first without compromise
Customer first without compromiseCustomer first without compromise
Customer first without compromise
Steven Van Belleghem
 
The 4C's of the Conversation Company
The 4C's of the Conversation CompanyThe 4C's of the Conversation Company
The 4C's of the Conversation Company
Steven Van Belleghem
 
From co-creation to collaboration
From co-creation to collaborationFrom co-creation to collaboration
From co-creation to collaboration
Steven Van Belleghem
 
The future of the Customer Relationship
The future of the Customer RelationshipThe future of the Customer Relationship
The future of the Customer Relationship
Steven Van Belleghem
 
Towards Future Proof Customer Relations
Towards Future Proof Customer RelationsTowards Future Proof Customer Relations
Towards Future Proof Customer Relations
Steven Van Belleghem
 
Content marketing guidelines 2016 2017
Content marketing guidelines 2016  2017Content marketing guidelines 2016  2017
Content marketing guidelines 2016 2017
Steven Van Belleghem
 
The Conversation Company
The Conversation CompanyThe Conversation Company
The Conversation Company
Steven Van Belleghem
 
Customer centric in a digital world
Customer centric in a digital worldCustomer centric in a digital world
Customer centric in a digital world
Steven Van Belleghem
 
20 inspirerende B2B marketing cijfers voor 2015 / 2016
20 inspirerende B2B marketing cijfers voor 2015 / 201620 inspirerende B2B marketing cijfers voor 2015 / 2016
20 inspirerende B2B marketing cijfers voor 2015 / 2016
Online Succes
 
Digital transformation at EMC Forum 2014
Digital transformation at EMC Forum 2014Digital transformation at EMC Forum 2014
Digital transformation at EMC Forum 2014
Scopernia
 
Re-Invent the Future
Re-Invent the FutureRe-Invent the Future
Re-Invent the Future
Steven Van Belleghem
 
The Future of Customer Service: From Personal, to Self, to Crowd Service
The Future of Customer Service: From Personal, to Self, to Crowd ServiceThe Future of Customer Service: From Personal, to Self, to Crowd Service
The Future of Customer Service: From Personal, to Self, to Crowd Service
Steven Van Belleghem
 
The Self Service Economy
The Self Service EconomyThe Self Service Economy
The Self Service Economy
Steven Van Belleghem
 
Power to the people
Power to the peoplePower to the people
Power to the people
Steven Van Belleghem
 
When Digital becomes Human
When Digital becomes HumanWhen Digital becomes Human
When Digital becomes Human
Steven Van Belleghem
 

Viewers also liked (20)

The 10 faq about social media and conversation management
The 10 faq about social media and conversation managementThe 10 faq about social media and conversation management
The 10 faq about social media and conversation management
 
Social Media Integration Survey
Social Media Integration SurveySocial Media Integration Survey
Social Media Integration Survey
 
A six step content marketing model
A six step content marketing modelA six step content marketing model
A six step content marketing model
 
Get ready for Marketing 2020
Get ready for Marketing 2020Get ready for Marketing 2020
Get ready for Marketing 2020
 
Social media around the world 2011
Social media around the world 2011Social media around the world 2011
Social media around the world 2011
 
Customer first without compromise
Customer first without compromiseCustomer first without compromise
Customer first without compromise
 
The 4C's of the Conversation Company
The 4C's of the Conversation CompanyThe 4C's of the Conversation Company
The 4C's of the Conversation Company
 
From co-creation to collaboration
From co-creation to collaborationFrom co-creation to collaboration
From co-creation to collaboration
 
The future of the Customer Relationship
The future of the Customer RelationshipThe future of the Customer Relationship
The future of the Customer Relationship
 
Towards Future Proof Customer Relations
Towards Future Proof Customer RelationsTowards Future Proof Customer Relations
Towards Future Proof Customer Relations
 
Content marketing guidelines 2016 2017
Content marketing guidelines 2016  2017Content marketing guidelines 2016  2017
Content marketing guidelines 2016 2017
 
The Conversation Company
The Conversation CompanyThe Conversation Company
The Conversation Company
 
Customer centric in a digital world
Customer centric in a digital worldCustomer centric in a digital world
Customer centric in a digital world
 
20 inspirerende B2B marketing cijfers voor 2015 / 2016
20 inspirerende B2B marketing cijfers voor 2015 / 201620 inspirerende B2B marketing cijfers voor 2015 / 2016
20 inspirerende B2B marketing cijfers voor 2015 / 2016
 
Digital transformation at EMC Forum 2014
Digital transformation at EMC Forum 2014Digital transformation at EMC Forum 2014
Digital transformation at EMC Forum 2014
 
Re-Invent the Future
Re-Invent the FutureRe-Invent the Future
Re-Invent the Future
 
The Future of Customer Service: From Personal, to Self, to Crowd Service
The Future of Customer Service: From Personal, to Self, to Crowd ServiceThe Future of Customer Service: From Personal, to Self, to Crowd Service
The Future of Customer Service: From Personal, to Self, to Crowd Service
 
The Self Service Economy
The Self Service EconomyThe Self Service Economy
The Self Service Economy
 
Power to the people
Power to the peoplePower to the people
Power to the people
 
When Digital becomes Human
When Digital becomes HumanWhen Digital becomes Human
When Digital becomes Human
 

Similar to Make your social media channels more effective in 4 steps

How to acquire_customers_on_social_media
How to acquire_customers_on_social_mediaHow to acquire_customers_on_social_media
How to acquire_customers_on_social_media
Simona Trenkova
 
Admissions Lab eBook Example
Admissions Lab eBook ExampleAdmissions Lab eBook Example
Admissions Lab eBook Example
You Might Know Me
 
Social Media Strategy for JOHUD
Social Media Strategy for JOHUD Social Media Strategy for JOHUD
Social Media Strategy for JOHUD
Saza Zaini
 
Lead generation using social network
Lead generation using social networkLead generation using social network
Lead generation using social network
Anusonia Jose
 
Social Media is no longer something relevant just for the area of Marketing. ...
Social Media is no longer something relevant just for the area of Marketing. ...Social Media is no longer something relevant just for the area of Marketing. ...
Social Media is no longer something relevant just for the area of Marketing. ...
Socialmetrix
 
How to build a social media campaign optify
How to build a social media campaign optifyHow to build a social media campaign optify
How to build a social media campaign optify
BullsEye Internet Marketing
 
Employee Engagement and Social Media Pecha Kucha - Caroline Kealey
Employee Engagement and Social Media Pecha Kucha - Caroline KealeyEmployee Engagement and Social Media Pecha Kucha - Caroline Kealey
Employee Engagement and Social Media Pecha Kucha - Caroline Kealey
CarolineKealey
 
Salesforce ebook
Salesforce ebookSalesforce ebook
Salesforce ebook
rhymach
 
Ogilvy ChatThreads Social Media Sales Impact Study 2011
Ogilvy ChatThreads Social Media Sales Impact Study 2011Ogilvy ChatThreads Social Media Sales Impact Study 2011
Ogilvy ChatThreads Social Media Sales Impact Study 2011
Ogilvy Consulting
 
Social media is my business module 6
Social media is my business   module 6Social media is my business   module 6
Social media is my business module 6
Jeff Yaniga
 
How to use social media for lead generation in B2B
How to use social media for lead generation in B2BHow to use social media for lead generation in B2B
How to use social media for lead generation in B2B
Nick Parker
 
A New Paradigm for PR Measurement: The ROI of Using a Social Media Monitoring...
A New Paradigm for PR Measurement: The ROI of Using a Social Media Monitoring...A New Paradigm for PR Measurement: The ROI of Using a Social Media Monitoring...
A New Paradigm for PR Measurement: The ROI of Using a Social Media Monitoring...
Connie Bensen Lund
 
Omobono social media handbook
Omobono social media handbookOmobono social media handbook
Omobono social media handbook
Omobono
 
B2C Social Media
B2C Social MediaB2C Social Media
B2C Social Media
Dean Parry
 
Social media integration strategy
Social media integration strategySocial media integration strategy
Social media integration strategy
Robin Low
 
Measurement is Not Counting: Social Media & Return on Investment, presented b...
Measurement is Not Counting: Social Media & Return on Investment, presented b...Measurement is Not Counting: Social Media & Return on Investment, presented b...
Measurement is Not Counting: Social Media & Return on Investment, presented b...
craigslist_fndn
 
Social Media - Making Friends & Influencing People
Social Media -  Making Friends & Influencing People Social Media -  Making Friends & Influencing People
Social Media - Making Friends & Influencing People
Simon Kemp
 
Tap Into Social Capital to Build Your Brand
Tap Into Social Capital to Build Your Brand Tap Into Social Capital to Build Your Brand
Tap Into Social Capital to Build Your Brand
Christian Buckley
 
Social Media - eh what now
Social Media - eh what nowSocial Media - eh what now
Social Media - eh what now
Conor Byrne
 
Customer perception 8
Customer perception 8Customer perception 8
Customer perception 8
Vishal Yadav
 

Similar to Make your social media channels more effective in 4 steps (20)

How to acquire_customers_on_social_media
How to acquire_customers_on_social_mediaHow to acquire_customers_on_social_media
How to acquire_customers_on_social_media
 
Admissions Lab eBook Example
Admissions Lab eBook ExampleAdmissions Lab eBook Example
Admissions Lab eBook Example
 
Social Media Strategy for JOHUD
Social Media Strategy for JOHUD Social Media Strategy for JOHUD
Social Media Strategy for JOHUD
 
Lead generation using social network
Lead generation using social networkLead generation using social network
Lead generation using social network
 
Social Media is no longer something relevant just for the area of Marketing. ...
Social Media is no longer something relevant just for the area of Marketing. ...Social Media is no longer something relevant just for the area of Marketing. ...
Social Media is no longer something relevant just for the area of Marketing. ...
 
How to build a social media campaign optify
How to build a social media campaign optifyHow to build a social media campaign optify
How to build a social media campaign optify
 
Employee Engagement and Social Media Pecha Kucha - Caroline Kealey
Employee Engagement and Social Media Pecha Kucha - Caroline KealeyEmployee Engagement and Social Media Pecha Kucha - Caroline Kealey
Employee Engagement and Social Media Pecha Kucha - Caroline Kealey
 
Salesforce ebook
Salesforce ebookSalesforce ebook
Salesforce ebook
 
Ogilvy ChatThreads Social Media Sales Impact Study 2011
Ogilvy ChatThreads Social Media Sales Impact Study 2011Ogilvy ChatThreads Social Media Sales Impact Study 2011
Ogilvy ChatThreads Social Media Sales Impact Study 2011
 
Social media is my business module 6
Social media is my business   module 6Social media is my business   module 6
Social media is my business module 6
 
How to use social media for lead generation in B2B
How to use social media for lead generation in B2BHow to use social media for lead generation in B2B
How to use social media for lead generation in B2B
 
A New Paradigm for PR Measurement: The ROI of Using a Social Media Monitoring...
A New Paradigm for PR Measurement: The ROI of Using a Social Media Monitoring...A New Paradigm for PR Measurement: The ROI of Using a Social Media Monitoring...
A New Paradigm for PR Measurement: The ROI of Using a Social Media Monitoring...
 
Omobono social media handbook
Omobono social media handbookOmobono social media handbook
Omobono social media handbook
 
B2C Social Media
B2C Social MediaB2C Social Media
B2C Social Media
 
Social media integration strategy
Social media integration strategySocial media integration strategy
Social media integration strategy
 
Measurement is Not Counting: Social Media & Return on Investment, presented b...
Measurement is Not Counting: Social Media & Return on Investment, presented b...Measurement is Not Counting: Social Media & Return on Investment, presented b...
Measurement is Not Counting: Social Media & Return on Investment, presented b...
 
Social Media - Making Friends & Influencing People
Social Media -  Making Friends & Influencing People Social Media -  Making Friends & Influencing People
Social Media - Making Friends & Influencing People
 
Tap Into Social Capital to Build Your Brand
Tap Into Social Capital to Build Your Brand Tap Into Social Capital to Build Your Brand
Tap Into Social Capital to Build Your Brand
 
Social Media - eh what now
Social Media - eh what nowSocial Media - eh what now
Social Media - eh what now
 
Customer perception 8
Customer perception 8Customer perception 8
Customer perception 8
 

More from Steven Van Belleghem

Customer Experience during & after the Corona Virus crisis
Customer Experience during & after the Corona Virus crisisCustomer Experience during & after the Corona Virus crisis
Customer Experience during & after the Corona Virus crisis
Steven Van Belleghem
 
Imagine your customer becomes your friend
Imagine your customer becomes your friendImagine your customer becomes your friend
Imagine your customer becomes your friend
Steven Van Belleghem
 
Social media integration
Social media integrationSocial media integration
Social media integration
Steven Van Belleghem
 
In sites consulting conversation mapping
In sites consulting conversation mappingIn sites consulting conversation mapping
In sites consulting conversation mapping
Steven Van Belleghem
 
How diageo's digital strategy started?
How diageo's digital strategy started?How diageo's digital strategy started?
How diageo's digital strategy started?
Steven Van Belleghem
 
The Conversation Manager: update
The Conversation Manager: updateThe Conversation Manager: update
The Conversation Manager: update
Steven Van Belleghem
 
How conversations make or break your next product launch
How conversations make or break your next product launchHow conversations make or break your next product launch
How conversations make or break your next product launch
Steven Van Belleghem
 
Tv advertising, brand activation & sales impact
Tv advertising, brand activation & sales impactTv advertising, brand activation & sales impact
Tv advertising, brand activation & sales impact
Steven Van Belleghem
 
Personal branding through conversations
Personal branding through conversationsPersonal branding through conversations
Personal branding through conversations
Steven Van Belleghem
 
Online safari & Liquor brands
Online safari & Liquor brandsOnline safari & Liquor brands
Online safari & Liquor brands
Steven Van Belleghem
 
Best employer of the year: superstar company
Best employer of the year: superstar companyBest employer of the year: superstar company
Best employer of the year: superstar company
Steven Van Belleghem
 

More from Steven Van Belleghem (11)

Customer Experience during & after the Corona Virus crisis
Customer Experience during & after the Corona Virus crisisCustomer Experience during & after the Corona Virus crisis
Customer Experience during & after the Corona Virus crisis
 
Imagine your customer becomes your friend
Imagine your customer becomes your friendImagine your customer becomes your friend
Imagine your customer becomes your friend
 
Social media integration
Social media integrationSocial media integration
Social media integration
 
In sites consulting conversation mapping
In sites consulting conversation mappingIn sites consulting conversation mapping
In sites consulting conversation mapping
 
How diageo's digital strategy started?
How diageo's digital strategy started?How diageo's digital strategy started?
How diageo's digital strategy started?
 
The Conversation Manager: update
The Conversation Manager: updateThe Conversation Manager: update
The Conversation Manager: update
 
How conversations make or break your next product launch
How conversations make or break your next product launchHow conversations make or break your next product launch
How conversations make or break your next product launch
 
Tv advertising, brand activation & sales impact
Tv advertising, brand activation & sales impactTv advertising, brand activation & sales impact
Tv advertising, brand activation & sales impact
 
Personal branding through conversations
Personal branding through conversationsPersonal branding through conversations
Personal branding through conversations
 
Online safari & Liquor brands
Online safari & Liquor brandsOnline safari & Liquor brands
Online safari & Liquor brands
 
Best employer of the year: superstar company
Best employer of the year: superstar companyBest employer of the year: superstar company
Best employer of the year: superstar company
 

Make your social media channels more effective in 4 steps

  • 2. Make your social media channels more effective in 4 steps A large number of companies are thinking about their next steps in social media. One of the key factors in any social media strategy is the channel/content debate. Companies are struggling to capitalize on their use of social media channels. In this paper, we want to share our approach on how to make effective use of social media channels in order to spread content. It is clear that social channels can also be used for customer service, conversation management and for collaboration purposes. This paper focuses on how to increase the impact of your content marketing via social media and how to optimize your social content strategy in four steps. The paper is based upon a series of research projects conducted over the last two years, the experience gained from numerous workshops with our clients and an in-depth discussions with social media experts Erik Van Roekel (@evr) and Matthijs Van Den Broeck (@mgvandenbroek). twitter.com/stevenVBe b-conversational.com | B Conversational
  • 3. The ‘checklist’ mentality is still alive & kicking During the past two years, companies have been overwhelmed with articles They have heard a modern company needs a Facebook page and so they and feedback relating to the impact of social media and the modern create a Facebook page. Check, done that! Twitter is becoming increasingly consumer. At the same time, those companies have also been bombarded popular? Check, done that! Mobile apps are cool? Okay, I suppose we’d with new trends and evolutions. As a result, most companies are now aware better start using those too… That’s all very good and possibly well intended, of the radical changes that have taken place in our society. At the start of but its purpose is tactical rather than strategic. Companies that use social 2010, 45% of American marketers named social media as their top priority 1. media for tactical purposes will, for example, create a new Twitter account for In other words, social media awareness is now a fact. Most companies were each new event but they don’t always do the necessary follow-up. As a result, already taking the necessary corrective action. A recent study conducted in they repeatedly invest in followers who are then left to their own devices both the US and the UK showed that only 12% of companies are currently once the event is over. Perhaps there’s also the occasional investment to win doing nothing at all in the field of social media 2. In other words, there is both new fans on the company’s Facebook page but new and interesting content awareness and action. Excellent, you might think. Mission accomplished! is only posted during campaigns. And what happens the rest of the time? Little or nothing at all. Not really the best way to create satisfied fans, is it? Unfortunately not. Very definitely not, in fact. Such investments are unsuccessful because they are not the result of a clear- cut vision. They are just opportunistic, tactical pin pricks. As a consequence, Seven out of ten companies that have adjusted their marketing strategy to a large number of companies create a cemetery filled with neglected social reflect the expectations of the new consumer view these changes from a media (Facebook, Twitter & beyond) accounts. This has a negative impact on purely tactical perspective 3. This is what we call a ‘checklist mentality’. the overall effectiveness of their social media investments. 1 2010, 2010 Digital Marketing Outlook, Society of Digital Agencies 2 2011, Social Media Integration Study, InSites Consulting 3 2010, Stop the Paradox Study, InSites Consulting twitter.com/stevenVBe b-conversational.com | B Conversational
  • 4. 4 steps to effective social channel use 1 channel & content strategy 2 build reach 3 Persuasion through content & interaction 4 From likes to ambassadors The first step consists in To increase the return on Once you’ve attracted a The final phase is the most formulating a clear vision on the content creation, it is advisable significant number of followers difficult part. In this phase you role of each of the online touch to build reach in the early and fans, you need engaging are looking to create a small points. Apart from defining phase of your online plan. In content to keep them army of active ambassadors. the goals and content of each this phase, the hard part is interested. The threshold to In order to succeed, you can of the individual channels, this maintaining a balance between follow a brand is very low but it focus on two dimensions: start phase is also about deciding relevant content on the one takes a huge effort to keep your by getting people as actively how those channels interrelate. hand and being able to attract a audience engaged. involved as possible and then In this phase, you must define large set of likes & followers on give them usable content. Don’t which touch points are most the other hand. just give them content to read likely to reach the social or view; give them content that media (and broader business) adds genuine value to their objectives. Instead of creating lives. Once consumers are using silos you are going for an your content this creates an integrated approach where the amplification effect. whole is greater than the sum of the parts. twitter.com/stevenVBe b-conversational.com | B Conversational
  • 5. These four phases are obviously not entirely sequential; there is an overlap between phases 2, 3 and 4. In our strategy, it’s not that hard to define the necessary actions for the various steps. In real life, though, we need to be flexible enough to adapt to consumer needs in a moment’s notice. Once a certain stage is reached, phases 2, 3 and 4 become iterative steps in an eternal loop designed to build reach and create more ambassadors. Conversion Convince with content & interaction Build reach through campaigns Content Touchpoint plan TIME In the next part of this paper, we will dive into the details of each of these 4 steps. twitter.com/stevenVBe b-conversational.com | B Conversational
  • 7. STEP 1 channel and content strategy Most managers think of social media channels as stand-alone silos. Content is spread through each of these channels without a clear plan on how to reach business objectives. The truth is that all online channels are interrelated. Consumers can even be routed from channel A to channel B. In this phase, we recommend companies to elaborate a ‘content-conversion’ plan. twitter.com/stevenVBe b-conversational.com | B Conversational
  • 8. What is a content-conversion plan? A content-conversion plan includes every touch point where a (potential) On this platform, it is easy to directly convert a reader into a sales lead. In case customer can come into contact with your content. Then you need to your key objective is community building, your Facebook page may be the determine at which of these touch points conversion to your objectives best content-conversion point. When mapping out your conversion touch- (reputation management, community building, lead generation...) is likely point plan, define the trigger for each touch point that makes it possible to to occur. All other social channels support traffic generation towards these move on to the next. Furthermore, try to keep the lines as short as possible. conversion points. Instead of having a set of silo channels, this creates a set of The more steps are necessary in order to reach the touch point where your interrelated online channels. business goals are realized, the harder it is to achieve high conversion rates. For example, the converting touch point might be the corporate website or blog. A corporate blog can be the touch point that leads people from the content area to the sales area. Your other social media accounts ensure that sufficient traffic is channeled to the blog every day. For companies working in the knowledge sector, SlideShare can serve as a useful converting touch point. SlideShare is a social network site where people can share presentations (PowerPoint, etc.). This is the ideal place to showcase what you can do and what you have to offer. twitter.com/stevenVBe b-conversational.com | B Conversational
  • 9. Social Media ... Other Blog Media Content Conversion Point External ... Blogs Content sharing through silo’s Influence twitter.com/stevenVBe b-conversational.com | B Conversational
  • 10. Questions to ask in building your content-conversion plan 1. What is the key objective of our content marketing? 3. Which channels can create traffic to the content conversion point? Some companies focus on creating brand awareness and others on Once you’ve determined your content conversion point, the challenge is becoming an expert or on creating business leads. Depending on your to bring people there. All social media channels can be helpful in reaching objective, there are several content-conversion points to choose from. this goal. In this phase, the tough part is being able to use your content intelligently. For instance, suppose you’ve launched a great YouTube video 2. Which online touch point provides the best odds and you want to share it with your followers. If you have chosen your blog of reaching this objective? as the content conversion point, you should embed the video in the blog Define the best place on the web to reach your objectives. Below you and share the link to the blog post that includes the video. Mention your will find several examples of content-conversion points. Since so much blog and the URL in the description on YouTube. Also, don’t forget to depends on the context, the contents of this table should be viewed as mention the name and URL of your blog. Every time someone embeds your examples and not as the only possible outcome of the discussion. video on their blog, this helps increase the traffic to your blog. If one of your employees gives a presentation outside your company, put the name Objective Touch Point Details and URL on the last slide: “For more info about our company/subject of Create business leads Corporate Link to contact details available presentation check out our blog at …” Create relevant cross links to your blog and biggest change people will contact you for commercial conversion point e.g. in your Twitter profile background. The more roads information lead to the conversion point, the better. Strengthen Facebook Organize open and wide-rang- the emotional bond ing forms of customer collabora- tion to increase involvement Improve customer Twitter Most complaints and questions experience come through Twitter, so we focus on this channel for an optimum customer service ... ... ... twitter.com/stevenVBe b-conversational.com | B Conversational
  • 11. 1. Define objectives 2. Content Conversion Point 3. Content Conversion Plan Social Lead generation Media Other Blog Media Community building Content Content Conversion Conversion Point Point ... External ... Blogs Reputation mgm Influence twitter.com/stevenVBe b-conversational.com | B Conversational
  • 13. STEP 2 build reach In order to generate impact with your content, it is important to create online reach. You can have the most brilliant content available, if no one sees it the impact will remain limited. There are two ways to build reach: the slow approach and the fast approach. The slow approach builds reach over time by investing in quality content that spreads naturally. To succeed in the slow approach, you need three things: good content, a fixed rhythm and a lot of patience. twitter.com/stevenVBe b-conversational.com | B Conversational
  • 14. 7 approaches for effective reach building Big brands usually lack the last ingredient, which is why we recommend choosing the fast approach. Our research has shown the following seven approaches to be successful reach builders: 1. Conversation worthy campaigns 5. Employee activation Invest in social campaigns to boost the reach of your social channel activities A company should always have more fans than employees. If your own employees don’t follow your content, how can you expect your customers 2. Rhythm: to be interested? Train and facilitate employees to become active A one-time campaign won’t do it. ambassadors of your social channel activities. You need a certain rhythm to share great content 6. Offline communication channels 3. Contests & free stuff: Building reach goes beyond online channels. Try to mention online Giving away some of your products is still an effective way to build reach in channels in all your communications: TV commercials, print advertising, the short run (although there’s no guarantee of quality). Many companies banners, point of sales material... are afraid to attract ‘low quality’ followers with this strategy. This is indeed a risk: once they are on board, the challenge consists in convincing such 7. Partner up with other major brands: followers to stay with your content (step 3). If you have a good relationship with brands that have a large social reach, you can always ask them to share your brand content (or a competition) 4. Social advertising: with their fan base. To grab the attention of your audience, you need to advertise your campaigns and content on social channels. twitter.com/stevenVBe b-conversational.com | B Conversational
  • 15. Rhythm Conversation worthy campaigns Free stuff Social advertising Build reach through campaigns TIME twitter.com/stevenVBe b-conversational.com | B Conversational
  • 17. STEP 3 convince through content & interaction In this step you have to convince your audience that following your brand was a good idea. Keep in mind that consumers are becoming more selective in the number of brands they interact with. Research conducted by InSites Consulting has shown that the average consumer actively interacts with no more than 5 brands on social media. This means your brand needs to be part of this select little group. Also, recent research 4 has shown that fans won’t dislike your page if they don’t like the content; instead they will ‘hide’ your page. This means competing for the attention of your own followers with big love brands like Apple, Coca Cola and Disney. And let’s not forget, your toughest adversaries when competing for the attention of your followers comes are those followers’ friends and families. The conclusion is obvious: this evolution is raising the bar for companies to be able to engage with consumers on social media. 4 Fast Company, Ekaterina Walter, Your Facebook Fans Are Hiding Your Posts At An Alarming Rate (http://www.fastcompany.com/3001871/your-facebook-fans-are-hiding-your-posts-alarming-rate) twitter.com/stevenVBe b-conversational.com | B Conversational
  • 18. 3 elements are key in this particular phase 1. An editorial calendar: 3. Operational conversation management: Make sure you know what your content updates will look like at least In this phase, consumer engagement is one of your key objectives. three months in advance. Our previous research paper, ‘a six-step content To succeed, you need top operational conversation management. Have a marketing plan’, outlines how to set up an effective editorial calendar. In person or a team ready to interact and engage with your audience. Be fast, fact, content planning consists of three layers: big campaigns (very intense), empathic and listen to your fans so they will commit to your brand. Follow projects (recurring thematic themes) and content updates (small content the conversations in real time and be ready to respond. sparks). 2. Creative content: Drawing up the perfect content plan is probably the easiest part of the long road to success on social media channels. Coming up with creative and talked-about content is the real challenge. It’s not an exact science and there’s no such thing as a foolproof plan. It’s really quite simple: building content that conquers the hearts of your followers and friends requires highly creative people. twitter.com/stevenVBe b-conversational.com | B Conversational
  • 20. STEP 4 from likes to ambassadors The previous steps focused on winning people’s hearts through great content. In this phase, the challenge is to create ambassadors: people who promote your brand to their friends and family. Here the question is: ‘What do we want our fans to say about us and how can we facilitate this?’. Succeed in this challenge and you will be rewarded with positive and impactful conversation about your brand. twitter.com/stevenVBe b-conversational.com | B Conversational
  • 21. Convert your likes into ambassadors In this stage, you need to convert your likes into ambassadors. The following factors are essential: 1. Broad consumer involvement 3. Questions and answers If you involve your customers in your decision-making flows, they will be Put meaningful questions to your audience as we explained in the first more committed to your brand. People are more emotionally involved bullet point. Once your fans start giving you inspiring feedback, be sure to when they feel they are part of the team and that’s how you create return the favor and keep them in the loop. Let them know what you did ambassadors. So content planning is not just about sharing cool content or with the feedback and why certain remarks were used and others were not. asking evident questions. It’s also about asking your customers for feedback Be open about what use you make of their feedback. Gain their trust be on your performance. Ask people’s opinion on all things related to your being honest. company and remember to thank them for the input they provide. 2. Consumer consultants 4. Branded utility If you have in-depth questions concerning a new project or product, you Think of applications that bring added value to your fans. Look for content should turn to your die-hard fans on social channels and invite them to join that is both highly relevant to your audience and in line with your business. a closed community to discuss these topics. This makes them feel like they Once again, you need top creative people to invent these applications. are really part of the team and essentially you’re hiring employees that are Once fans start using the utility apps, it is a great way for them to talk about not actually on the payroll. your brand through the application. twitter.com/stevenVBe b-conversational.com | B Conversational
  • 22. You can plan for success in social media I am convinced that most companies could use their social channels more effectively. The problem is that most companies only focus on steps 2 and/or 3 of this plan. Most brainstorms start with the question ‘what should we share on Facebook?’. By taking that discussion to a higher level, you will change the way you look at social media touch points. When using the approach outlined in this paper, it becomes obvious that the KPIs, the media types and the content types differ in each of the steps. Reach building Content & interaction To ambassadors KPI Social reach Engagement Recommendations Media type Paid media and Owned media Earned media existing owned media Content types Campaigns Content sparks Applications, online products twitter.com/stevenVBe b-conversational.com | B Conversational
  • 23. After that: integrated content loop In order to use your online channels to maximum effect, they should be aligned with marketing actions in Content offline channels. Also, steps 2, 3 and 4 of this approach become an iterative process as soon as you’ve Reach building reached step 4 for the first time. CONTENT LOOP Once you’ve managed to recruit ambassadors, it is very relevant to increase your reach again and Conversion create even more ambassadors. At a certain point it turns into a perpetual loop and when it does, the content planning from step 3 and the philosophy from step 4 merge in the TIME overall content planning. twitter.com/stevenVBe b-conversational.com | B Conversational
  • 24. Content Reach building CONTENT LOOP Conversion Conversion Convince with content & interaction Build reach through campaigns Content Touchpoint plan TIME twitter.com/stevenVBe b-conversational.com | B Conversational
  • 25. Feedback & suggestions? I hope this paper has inspired you as well as presented you with a number of transparent guidelines on how to build your social channel strategy. Of course, I’m looking forward to your feedback and to hearing about your personal experience in this field, so feel free to contact me at Steven@VanBelleghem.Biz @StevenVBe Thank you and good luck! twitter.com/stevenVBe b-conversational.com | B Conversational