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Roderick Cremers Social Media Fundamentals
- 1. European Golf Course Owners Association
Roderick Cremers
7th European Golf Business Conference
Roderick@FreshBridge.nl
+31 6 51 821 045
@cremers
FreshBridge confidential © 2012 www.FreshBridge.nl
- 3. What we do:
We deliver results by effectively combining different Social
Activities
Content Ads Media / Apps/ Training /
Advisor + + Campaigns Innovation
(Daily) Metrics Education
Clear steps /
Targeted Activation Eyes & ears
picture Interaction Up to speed
Results Leads looking
Getting Engagement Awareness Embedded
Detailed info forward
Results
• Strategic • Visual Daily • Targeted Fan • Apps to • Sharing best • Outlook &
consultancy Content acquisition generate practices Advice on new
on brand level • Content • Targeted leads, word of • Executive developments
• Expert advice Management advertising Mouth & social training
campaigns Sharing, raise
on marketing • Analysis on • Team training
• Insights into awareness
solutions Content • Alignment of
Fan base • Social sharing
success • Insights to company wide
campaigns
media review initiatives
• ROI research
FreshBridge confidential © 2012
- 5. We are more and more connected
And we share more and more
FreshBridge confidential © 2012
- 9. There was 5 exabytes of information
created between the dawn of
civilization through 2003
but that much information is now
created every 2 days, and the pace
is increasing...
FreshBridge confidential © 2012
Eric Schmidt - Google 8
- 11. We trust friends instead of brands
Use the
potential of
friends
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- 12. Social
Proof
Following others, copying actions of others or being influenced by it, because the
perception is that others have more knowledge
FreshBridge confidential © 2012
- 13. So what is Social Media?
Friends talking to (more)
friends in new ways
friends friends of friends
FreshBridge confidential © 2012
- 14. Goal for you:
• To understand what people are talking
about
• Let them talk about you
• Amplify what is being said
• Convert into action & loyalty
FreshBridge confidential © 2012
- 15. Who is it about?
FreshBridge confidential © 2012
- 20. The value of a fan
Fans are high-value customers
• Extra Incremental sales
Fans purchase 2x as much (study of 73 brands across 13 categories)
• Increased Loyalty
Build a deeper relationship over time and retain loyal customers
• Continuous and direct feedback
Fans giving real-time feedback that helps improve your product and brand
Fans influence their friends
• Associate your brand with their identity
Fans choose to associate your brand with their identity
• Generating extra reach
Fans share with their friends and generate stories when they interact with you:
Fans have an average of 34-89 friends you can reach
• Promote stories from fans to their friends
Social ads increase ad recall by greater than 50% according
to Nielsen studies
FreshBridge confidential © 2012 Input from Facebook | Nielsen | Comscore
- 22. Goals you can achieve
Reaching a large targeted
audience
Impact and conversations around
your brand
Conversion / Loyalty
Consumer Insights
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- 24. Social Media users
> 1 bln > 500 mln > 400 mln
users users users
> 150 mln > 100 mln > 70 mln > 25 mln
users users blogs users
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- 25. Most of online time spent on Facebook
> 604 300 mln
> 1 bln
mln photos
users
mobile per day
58%
< 7 mln Avg 130
comes
NL users friends
everyday
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- 26. Facebook dominant in European Countries
Facebook Users in European Countries (mln)
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- 27. Facebook fans over 45 years
Facebook Fans in European Countries over 45 years (mln)
26
FreshBridge confidential © 2012
- 28. Many Golf Fans to target
Facebook Golf Fans in European Countries (x1000)
27
FreshBridge confidential © 2012
- 29. Why Facebook?
• Most time spent there
• Targeting possibilities are excellent
• Mechanism of sharing content
• Consumer approval through ‘likes’, ‘comments’, ‘shares’, etc
• Possibility for amplification of conversations
• Interaction possibilities
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- 31. What do you do
Conversations
Amplifying the conversations
The right apps / tools / offers to
get interaction
Insights to keep learning
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- 32. It all starts with
the conversation
FreshBridge confidential © 2012
- 33. Brand want to reach their (potential)
fans
• Facebook is ‘all about connecting’
and building relationships with each other
• Brands compete with friends
• ‘Lightweight & Conversational’ campaigns
work best on Facebook
• Visual content works best on Facebook
FreshBridge confidential © 2012
- 34. Conversations are the new way to build & cement
relationships
Intensity
relationships Relationships
‘intensive’ interactions
deliver spikes
ctions
tera
eig ht in
g ht w
Ma ny li
time
33
FreshBridge confidential © 2012
- 43. Steps to Conversation Calendar
1 2
Brand & Business Consumer Target Analyse Facebook
Strategy segments Activiteiten
Brand & Business Consumer Target Analyse Interest
Needs Insights Facebook Fans
3
Facebook Consumer Persona’s
Key Insights Facebook Persona’s
4
Content Content Content Content Content
Theme Theme Theme Theme Theme
5
6
Conversation Dashboard
Calendar
FreshBridge confidential © 2012
- 44. Recap
• It all starts with your consumers
• Make sure they start talking about you
• Amplify what they are saying (targeting with ads)
• Make sure you focus on interaction
• Focus on interactive visual content
• Set up a conversation calendar
• Remember your amongst your consumer and his friends
FreshBridge confidential © 2012
- 45. Roderick Cremers
Roderick@FreshBridge.nl
06 51 82 10 45
FreshBridge confidential © 2012 44
