6. Why do brands still suck
at social?
1. it’s about your customers, not the brand.
Think from a different point of view
2. It doesn’t work like any other media.
Understand your tools
3. Brands do not have clear objectives.
Advertisement is not an objective
4. No business KPIs & superficial analytics
social should not be measured on its own
7. Social media results 2012
POSITIVE MENTIONS
January
November
32%
66%
FB POST LIKES
January
November
837
5.206
FB FANS ENGAGEMENT
January
November
13.800
11.120
FB FOLLOWERS
January
November 39.458
2.474
+206%
+620%
+450%
+285%
9. Where we are today
FB community: 68K
#spent per month: 3K
Reach dropped dramatically
Engagement NL 2%, FR 2,6%
Roughly 20K mentions per month
# cases solved by webcare per month: 2400
Visits to our blog: 35-60K per month
Visits to our forum: 15k per month
12. Social Maturity?
1. Social media present in all lines of business
2. Everyone takes part: support & thought leadership
3. Power to the community : products, sales, support
4. Business KPIs
13. Our next steps and ambitions:
B2B on
Digital events B2B & B2C
Corporate blog & socialisation of press conferences
Content marketing
14. Our social beliefs
• Not just advertising channels (sorry FB)
• Social not on its own part of whole
digital ecosystem. It’s about business.
• Do not hide, transparency is key
• Storytelling to cut through the noise
• Power to your community
Mobile operator are the new villains – everybody finds a reason to moan and see operators as bad guys
1 facebook, 1 twitter. Only negative comments, a couple of promotional posts a month, webcare
Internal question: where do social belong?
But webcare was born
Social belongs to web
Strategy, objectives & KPIs -- back to basics
Editorial guidelines
Team in place
Who here has asked what their customers want on social? Spend time researching how people actually use social networks. Your content is both fresh and curated (30% max of auto-promotion) Kawasaki even goes as far as 1 in 20 post
It goes with point 1: do not push, pull, engage and build. If you don’t understand how each social platform works do not use them
Awareness? Advertisement? Traffic? These are not real business objectives
The great advantage of social? Do, measure and adapt. FB likes have no real value, chose the right KPIs
Big storms: iPhone launch, network problems, aggressive communication from competitors, price war, 11/09 outage
Added a blog and forum + instagram
Reorganisation: one team for cold content & one team for interaction on social, web and shops towards omnichannel interactions
How to transmit community message to everyone?
Social Maturity: B2B, HR & TMs
Rethink the way we communicate
marketing, sales, cust service, HR, corporate social KPIs are business KPIs
Employee involvement in creation and answsering + personal <t
Peer 2 peer support & customer co-creation
Social is part of the business KPIs
Check out Altimer blogs and white papers on the subject
