This document discusses social media marketing in B2B contexts. It begins by noting that marketing and consumers have changed, with consumers now being emotional, interconnected, and trusting word-of-mouth over ads. It then discusses the importance of social media communities, brand advocates, the intersection of social and mobile, location-based services, and provides several B2B case studies. It emphasizes starting engagement by listening to target groups, identifying brand ambassadors within the company, and gaining management support.
Basics of Social Media / Social Marketing.
basics of building communities, brand advocates, brand ambassadors, when social meets mobile, location based services, contextual marketing, let's get started right now
The Talking Village - People driven conversational marketing projectsFlavia Rubino
The Talking Village is a great opportunity for Advertising Agencies, Innovation Companies, Media, Research, and ultimately all brand strategists who are looking for ways to engage consumers in an honest and true conversation, and in authentic storytelling about their products. Founded in Italy by F.Rubino, former Global Marketing Director FMCG, with Partner G. Laurita, web strategist & researcher, both very active bloggers.
Customer Engagement and Retention in a Social Media WorldJuliann Grant
This presentation was given at the 7th Annual Marketing & Sales Summit by Juliann Grant, Telesian Technology, Katherine Persac, ProSys, and Scott Sommer, Jacobs Engineering. The discussion centered on how much is changing from an end user perspective when it comes to social media and how they purchase products and services. The presentation included results from end-user survey that was conducted in 2012, and compared to previous year's end-user surveys to benchmark changes in behaviors in the automation industry relative to researching and buying products/services.
Leveraging Social Media, PR and Internal Comms 2010 - Lars VoedischLars Voedisch
Session at the "PR & Media 2010 Congress" in Singapore: A new paradigm for communicators - Leveraging social media, PR and internal communications in the digital age
What do corporate communicators need to
know about social media and what does it
mean for your organisation
Linking PR efforts to business objectives
Managing strategic media relations in
times of continuous change and crisis
What do our internal stakeholders expect
Identifying and understanding the new
influencers
Leveraging on upcoming trends and
opportunities
Basics of Social Media / Social Marketing.
basics of building communities, brand advocates, brand ambassadors, when social meets mobile, location based services, contextual marketing, let's get started right now
The Talking Village - People driven conversational marketing projectsFlavia Rubino
The Talking Village is a great opportunity for Advertising Agencies, Innovation Companies, Media, Research, and ultimately all brand strategists who are looking for ways to engage consumers in an honest and true conversation, and in authentic storytelling about their products. Founded in Italy by F.Rubino, former Global Marketing Director FMCG, with Partner G. Laurita, web strategist & researcher, both very active bloggers.
Customer Engagement and Retention in a Social Media WorldJuliann Grant
This presentation was given at the 7th Annual Marketing & Sales Summit by Juliann Grant, Telesian Technology, Katherine Persac, ProSys, and Scott Sommer, Jacobs Engineering. The discussion centered on how much is changing from an end user perspective when it comes to social media and how they purchase products and services. The presentation included results from end-user survey that was conducted in 2012, and compared to previous year's end-user surveys to benchmark changes in behaviors in the automation industry relative to researching and buying products/services.
Leveraging Social Media, PR and Internal Comms 2010 - Lars VoedischLars Voedisch
Session at the "PR & Media 2010 Congress" in Singapore: A new paradigm for communicators - Leveraging social media, PR and internal communications in the digital age
What do corporate communicators need to
know about social media and what does it
mean for your organisation
Linking PR efforts to business objectives
Managing strategic media relations in
times of continuous change and crisis
What do our internal stakeholders expect
Identifying and understanding the new
influencers
Leveraging on upcoming trends and
opportunities
This is the presentation deck, of the talk given by Sanjay Mehta (Jt CEO, Social Wavelength) at the Gripel organized conference, Social Media Marketing Excellence, on Feb 11th, 2011.
The focus of the talk is around the challenges of traditional models of advertising and marketing, and how Social Media and digital technologies, are challenging the same. Also how marketers and organizations can cope with this changing world!
Waking up in the Post Social Media EraNick Decrock
Social Media has put the marketing world upside down. It changed the way consumers think, act and buy. Now it's time to get social outside social media, because people expect us to. Be aware of the social consumer ...
Slideshare summary of my presentation at the Click Asia Summit 2012 in Mumbai, India.
Integrating Communications with Your Business Strategy
Social media PR and management buy in
Are you just busy or indispensable
PR trends and challenges
Marketing Innovation 2018 - Using Data To Change Thousands Of LivesDanny Denhard
I spoke at the Digital marketing innovation summit back in October 2018, here is my look at how you could leverage marketing and data to positively change thousands of lives. It is how many brands use USP's and design tactics to wow and keep delighting their users. It includes how the team and I make small changes and use true growth mindset to make real impact
Combined presentations from social media marketing for small business webinar (28th April 2011) with Our Social Times, Constant Contact, MarketMeSuite and oneForty.
PR & Marketing for Small Game Studios - IGI "The Future is Bright" Conference...Julien Wera
This is an "updated-for-slideshare" version of a 30-minutes conference I gave at the "Future is Bright" conference organized by the Icelandic Games Industry organization in March 2012 at Reykjavik.
It touches lightly on key tips for small video game studios to be more visible on the media scene, and understand better what they deal with as they start promoting their games internationally.
Are you busy or indispensible? Meaningful communications strategies in the di...Lars Voedisch
(Re-)Defining the role of PR: Integrating Communications with Your Business Strategy;
Determining the business value of social media PR and how to persuade management buy-in;
Creating impact: Are you busy or indispensible for your company?;
The future of PR: Current trends and challenges PR practitioners should be aware of
The evolution of crowdfunding and crowdsourcing fundsDanny Denhard
Crowdfunding has evolved in recent years, not only for people wanting to kickstart their business or connect with potential investor but those who want help with health and medical related causes, how people want to save the local business, or invest or donate their hard earned funds to a worthy cause
Brand advertisers should take a fresh hard look at TV advertising and hold it up to the same, high standards of measurability and ROI as digital; and they should be sure to synergize TV (pitching) and digital (catching).
Five years seems like a good milestone to reflect on the impact social media has had on how brands respond to and engage their customers to deliver customer care. Guy Stephens asked some of the leading thinkers on the topic to offer their perspective on what's transpired and what frontiers are still to explore.
Dow Jones - Social Media, PR and Internal Comms - Webinar, 27 May09Lars Voedisch
Social Media, PR and Internal Communications.
What are the latest trends in this area?
See examples on how Dow Jones helps its customers to understand the complex media landscape and efficiently communicate to its workforce and key external stakeholders.
What are the best strategies and techniques to measure and prove the value of corporate communications?
What do corporate communicators need to know about social media and what does it mean for the business?
How can communicators keep employees informed and engaged in times of continuous change and crisis?
This is the presentation deck, of the talk given by Sanjay Mehta (Jt CEO, Social Wavelength) at the Gripel organized conference, Social Media Marketing Excellence, on Feb 11th, 2011.
The focus of the talk is around the challenges of traditional models of advertising and marketing, and how Social Media and digital technologies, are challenging the same. Also how marketers and organizations can cope with this changing world!
Waking up in the Post Social Media EraNick Decrock
Social Media has put the marketing world upside down. It changed the way consumers think, act and buy. Now it's time to get social outside social media, because people expect us to. Be aware of the social consumer ...
Slideshare summary of my presentation at the Click Asia Summit 2012 in Mumbai, India.
Integrating Communications with Your Business Strategy
Social media PR and management buy in
Are you just busy or indispensable
PR trends and challenges
Marketing Innovation 2018 - Using Data To Change Thousands Of LivesDanny Denhard
I spoke at the Digital marketing innovation summit back in October 2018, here is my look at how you could leverage marketing and data to positively change thousands of lives. It is how many brands use USP's and design tactics to wow and keep delighting their users. It includes how the team and I make small changes and use true growth mindset to make real impact
Combined presentations from social media marketing for small business webinar (28th April 2011) with Our Social Times, Constant Contact, MarketMeSuite and oneForty.
PR & Marketing for Small Game Studios - IGI "The Future is Bright" Conference...Julien Wera
This is an "updated-for-slideshare" version of a 30-minutes conference I gave at the "Future is Bright" conference organized by the Icelandic Games Industry organization in March 2012 at Reykjavik.
It touches lightly on key tips for small video game studios to be more visible on the media scene, and understand better what they deal with as they start promoting their games internationally.
Are you busy or indispensible? Meaningful communications strategies in the di...Lars Voedisch
(Re-)Defining the role of PR: Integrating Communications with Your Business Strategy;
Determining the business value of social media PR and how to persuade management buy-in;
Creating impact: Are you busy or indispensible for your company?;
The future of PR: Current trends and challenges PR practitioners should be aware of
The evolution of crowdfunding and crowdsourcing fundsDanny Denhard
Crowdfunding has evolved in recent years, not only for people wanting to kickstart their business or connect with potential investor but those who want help with health and medical related causes, how people want to save the local business, or invest or donate their hard earned funds to a worthy cause
Brand advertisers should take a fresh hard look at TV advertising and hold it up to the same, high standards of measurability and ROI as digital; and they should be sure to synergize TV (pitching) and digital (catching).
Five years seems like a good milestone to reflect on the impact social media has had on how brands respond to and engage their customers to deliver customer care. Guy Stephens asked some of the leading thinkers on the topic to offer their perspective on what's transpired and what frontiers are still to explore.
Dow Jones - Social Media, PR and Internal Comms - Webinar, 27 May09Lars Voedisch
Social Media, PR and Internal Communications.
What are the latest trends in this area?
See examples on how Dow Jones helps its customers to understand the complex media landscape and efficiently communicate to its workforce and key external stakeholders.
What are the best strategies and techniques to measure and prove the value of corporate communications?
What do corporate communicators need to know about social media and what does it mean for the business?
How can communicators keep employees informed and engaged in times of continuous change and crisis?
Social Media monthly book club hosted authors of Wikibrands, Sean Moffitt and Mike Dover for a webinar on Thursday, March 31st to discuss insights from their newly published title and participated in Q&A from the audience.
Presenstation made at the Bombay Management Association Seminar on How to use Social Media for Business. Grass root level understanding on using Social Media, Case Studies and suggestions on building Social Media Strategies
För mig som "early adopter" av sociala media känns social selling mer som ett sätt att vara än en uttänkt strategi. Att stötta och hjälpa mina kontakter är naturligt och jag tror själv att det är nyckeln till framgång!
How to use Social Media to Kick-Start Your Lead Generation in 2015 Niall Devitt
Presentation for the Sales Insitute Sales Skills Training Workshop – January 22nd – Munster Region: How to use Social Media to Kick-Start Your Lead Generation in 2015.
Unlocking brand value with social communitiesSTATSIT
Online brand communities can deliver consumer engagement, loyalty and become a major force for driving revenue. We will be investigating how to evaluate your social community and how to systematically develop it for brand growth. I will be sharing our latest findings from a joint study with WFA (World Federation of Advertisers) and immediate steps you can take to improve your return on social.
The small team in STATSIT has collected over hundreds of millions of social media conversations since 2008, manually classified around 200,000+ of them and conducted over 1,500 projects for over 170 brands.
Inspirerende presentatie "Effectief online verleiden en overtuigen" van de expert Frans Reichardt tijdens de interactieve Turbotraining op 21 oktober 2014. Een uitgebreide reeks inzichten om meer conversie te realiseren met je online marketinginspanningen.
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesHolger Mueller
Holger Mueller of Constellation Research shares his key takeaways from SAP's Sapphire confernece, held in Orlando, June 3rd till 5th 2024, in the Orange Convention Center.
The 10 Most Influential Leaders Guiding Corporate Evolution, 2024.pdfthesiliconleaders
In the recent edition, The 10 Most Influential Leaders Guiding Corporate Evolution, 2024, The Silicon Leaders magazine gladly features Dejan Štancer, President of the Global Chamber of Business Leaders (GCBL), along with other leaders.
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraAvirahi City Dholera
The Tata Group, a titan of Indian industry, is making waves with its advanced talks with Taiwanese chipmakers Powerchip Semiconductor Manufacturing Corporation (PSMC) and UMC Group. The goal? Establishing a cutting-edge semiconductor fabrication unit (fab) in Dholera, Gujarat. This isn’t just any project; it’s a potential game changer for India’s chipmaking aspirations and a boon for investors seeking promising residential projects in dholera sir.
Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
In the Adani-Hindenburg case, what is SEBI investigating.pptxAdani case
Adani SEBI investigation revealed that the latter had sought information from five foreign jurisdictions concerning the holdings of the firm’s foreign portfolio investors (FPIs) in relation to the alleged violations of the MPS Regulations. Nevertheless, the economic interest of the twelve FPIs based in tax haven jurisdictions still needs to be determined. The Adani Group firms classed these FPIs as public shareholders. According to Hindenburg, FPIs were used to get around regulatory standards.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
Navigating the world of forex trading can be challenging, especially for beginners. To help you make an informed decision, we have comprehensively compared the best forex brokers in India for 2024. This article, reviewed by Top Forex Brokers Review, will cover featured award winners, the best forex brokers, featured offers, the best copy trading platforms, the best forex brokers for beginners, the best MetaTrader brokers, and recently updated reviews. We will focus on FP Markets, Black Bull, EightCap, IC Markets, and Octa.
buy old yahoo accounts buy yahoo accountsSusan Laney
As a business owner, I understand the importance of having a strong online presence and leveraging various digital platforms to reach and engage with your target audience. One often overlooked yet highly valuable asset in this regard is the humble Yahoo account. While many may perceive Yahoo as a relic of the past, the truth is that these accounts still hold immense potential for businesses of all sizes.
Recruiting in the Digital Age: A Social Media MasterclassLuanWise
In this masterclass, presented at the Global HR Summit on 5th June 2024, Luan Wise explored the essential features of social media platforms that support talent acquisition, including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok.
8. Consumer 2.0
Meet the new “Homo Feelgoodonicus”:
• is inefficient & unpredictable
• is motivated by what makes him/her happy
• ignores most of the marketing messages
• can decide & buy entirely based on emotions
• likes to be social and be part of a community
9. People 2.0 are “interconnected”
he average “interconnected” consumer has +150 followers
16. Time to get started
1) Who is actively (7/week) using Foursquare?
2) Who is actively using Twitter?
3) Who is actively using Facebook?
4) Who is actively using other Social Media?
30. Social Media is…
• Interconnected People
• having Conversations
• using all available Media
=> a shift in how people discover, read and share News & Information
31. Social media is just like real life!
But with larger networks, 24/24, archived > 2
32. It no longer matters what YOU say!
Today, your brand will be determined by:
what you do
who you are
and what THEY say!
33. ocial Media Tools
RSS
Microblogs
Social networks
Blogs
Wiki ‘s
Social Bookmarking
Virtual Worlds
Podcast
Vodcast
Widgets
Mobile
Augmented Reality
…
34. RSS Podcast
Microblogs Vodcast
Social networks Widgets
Blogs Mobile
Wiki ‘s Augmented Reality
Social Bookmarking …
Virtual Worlds
I couldn’t care less!
36. It’s all about:
•People being interconnected
•having Conversations
•using all available Media
37. Key Principles to live by…
1. Get connected. You will not fully grasp the potential if you are not
connected.
2. Think like your customers (and their customers). Get to know them
and their agenda. Interact with them. Leverage your influencers.
3. Strategy first, then technology. Don’t make Social a business
priority. Make it an enabler of your existing business priorities.
4. Get comfortable with change. It’s the new constant. Don’t be afraid
to be an early adopter (or at least a fast follower).
5. Watch. Listen. Learn. Interact. Repeat. Commit to ongoing learning,
interaction and conversations with your customers.
38. hreats
It’s probably just a Fad/Hype/Technology
Communities are created without my consent
We will not be in control anymore!
Company processes are not ready
Company/employee culture is not ready
Our CEO doesn’t use Facebook…
Campaigns without a strategy
Starting too late
All budget to campaign, not enough left for 1 year of “ongoing dialogue”
…
Social Media needs a new attitude from all stakeholders!
39. pportunities
Market research – Authentic Customer Insights
Customer Support
Contextual marketing / Social CRM
Product Design
Natural SEO
Human Resources
Developing new business models
Sales
…
You can already start a dialogue for less than 0,2 FTE
(Social Media Managers, Conversation Managers, …)
45. How do communities get started?
ou need a fool to start , he needs the guts to stand alone and look ridicolous
ust be easy to follow
irst follower transforms the fool into a leader
eader shows how to follow
t’s now about them
econd follower changes two nuts into a crowd
ew followers need to see the followers as they want to emulate them
movement is started!
46. Your Checklist for a succesfull case:
Fun experience
You should offer: Added Value
Participation
Collaboration/Sharing
Dialogue/Tool
Authentic
You should be: Relevant
Positive
Honest
Trustworthy
49. What’s a Brand Advocate?
customer…
who has an outspoken positive perception of a brand
who will talk favorably about a brand to their friends
hey have help generate brand awareness
who can always been there …
UT never influence purchase intentions
who can had much chance to be heard.
DIGITAL is their tool
50. Customers as Brand Advocates
Brand Advocates:
They like to convert peers
Often as well Innovators (2%)
& Early Adopters (13%)
They express their love for
your brand to others
(but are not trying to convert others, typically
Facebook Fans)
51. Why are Brand Avocates so interesting?
Promotional offers sent by
Advocates convert 5 times more
(than offers sent by brands)
ACTION: Identify and mobilize your Advocates!
52. 53 percent of advocates
(vs 33 percent for consumers) want to
be recognized as an
individual.
Deloitte study
58. ase: Toyota - Boosted Conversations
They turned up the volume of their
response level and created a social
media war room that’s staffed with 6
to 8 responders during the crisis.
59. oyota case: Some Facts
In the first 5 days, over a million people
viewed the Digg Dialogg video interview
with president, Jim Lentz:
“Some of our models, such as Prius, have
entrenched communities of enthusiasts
with whom we engage, as they’re
authentic brand advocates.”
“ROI is certainly important to us in the long run, however we don’t
plan to wait to define it before advancing initiatives we know are
important. Over time we will definitely evaluate our efforts in order
to determine how they are impacting key metrics. Those results will
become the new benchmarks for future initiatives, and ultimately the
foundation for measuring ROI.”
http://www.toyotaconversations.com/
http://ad-tech.blogs.imediaconnection.com/2010/03/30/370/
60. Ooops ...
We forgot to talk about your most valuable
brand influencers
… as many companies tend to forget.
Big mistake, sorry!
61. Your employees!
The most overlooked segment of potential
brand building
are your employees!
They are out there in the world interacting
with people every day
(Ogilvy & Mather)
63. Brand Advocates & Brand Ambassadors
Brand Ambassadors: Brand Advocates:
Paid employees or receive kind of They like to convert peers
financial award to promote a Often as well Innovators (2%)
& Early Adopters (13%)
brand
They express their love for
your brand to others
(but are not trying to convert others, typically
Facebook Fans)
64. Case Best Buy - Twelpforce
Checklist OFFER:
Fun Experience
Added Value
Collaboration
Participation
Dialogue/Tool
Checklist BE:
Authentic
Relevant
Positive
Honest
Trustworthy
68. What is makes Mobile so special?
QUESTION: Can you please show your mobile?
2. Mobile is personal
3. Mobile is always carried – the world in my pocket
4. Mobile is always on
5. Mobile has a built in payment mechanism
6. Mobile is there at the point of creative impulse (instant)
69. What’s the sum of Social + Mobile + Loyalty?
Loyalty
€
Social Mobile
71. The boom today: Location Based Services
• People- and business-driven
• De-centralized models
• Bottom-up
• Rich experience
• Relationship, engagement, loyalty
• Social
• Incentive-based (badges, coupons, ...)
€
72. Case Thomas Cook – Location Based Service
• World Travel Conference
• 2000 attendees
Checklist OFFER:
Fun Experience
• How to interact with Added Value
attendees?
• How to manage? Collaboration
• Fast and efficient Participation
Dialogue/Tool
Checklist BE:
• Welcome messages Authentic
• Timed announcements
Relevant
• Departure messages Positive
€
Honest
• 4 interactive zones Trustworthy
• Targeted announcements
• Real Time Statistics => adaptations
75. 2B Case: KINAXIS – Blog
Kinaxis is a supply chain management company and used a range of social media tools to
effectively raise awareness of their services. They decided to take a humorous approach to
their campaign, such as their video series ‘Suitemates, The Late Night Supply Chain Show’
and their blog, ‘The 21st Century Supply Chain blog’.
Their integrated social media
campaign combines video,
blogging, LinkedIn, Twitter and
online communities to combine
their fun approach with a real
business focus. Kinaxis claim
they received 42,000 leads
from the initiative and a 2.7%
increase in traffic to their site.
http://blog.kinaxis.com/
76. 2B Case: Ernst & Young – Facebook
Ernst & Young invested in a new method for recruitment, turning to Facebook with the
launch of their Ernst & Young Careers page. Facebook was the ideal platform for this, as the
recruitment initiative was primarily aimed at college students, who are arguably the most
proficient and active Facebook users. They’ve amassed an impressive 66.000 Likes on the
page since it was started. Attracting new employees through a platform that resonates with
them instead of trying to attract people to their website through a traditional ad campaign.
https://www.facebook.com/ernstandyoungcareers
78. 2B Case: Dymo – Dealer Portal
DYMO Corporation is the leading
manufacturer of handheld label
makers & label printers and wanted to
build a direct & regular contact with
their resellers.
They developed an extranet based
dealer portal using different Loyalty &
Social functionalities.
Main focus is on creating real added
value for the resellers through
providing all Marketing & Campaign
Materials, very easy E-Learning
Modules, linking the monthly sales out
data with a Loyalty Program & internal
competition.
http://www.dymoconnect.com
79. 2B Case: CREE – Website, Facebook, ...
CREE, manufacturer of LED technology developed a microsite: “Cree LED revolution”. The site
features competitions for users, Facebook & Twitter integration and the company blog. The
user generated content section ‘cry for help’ features users who submit photos of their
poorly lit working and living environments. Cree then select a monthly winner who wins free
lighting. The microsite design shows how Cree are approaching this.
Despite being a B2B brand, the
site has none of the expected
corporate look and feel and just
looks like a fun place to hang
out, while being branded all the
time of course. Their Facebook
page became very active and
engaged, commenting and
Liking on posts. The photo
contest section on their site is a
great example of how they’ve
opened up the community and
are raising awareness of their
product to new audiences.
http://www.creeledrevolution.com/ https://www.facebook.com/CreeLEDRevolution
80. B2B Case: IBM – The Art of Sale
http://www.youtube.com/watch?v=90W5hWsYV3Q&feauture=player_embedded
81. 2B Case: SCANIA – Social Newsroom
SCANIA wanted to look at what they could offer their consumers in a branded online space.
Their social newsroom features original content focused within their industry. Different types
of content, including a blog and an embedded Flickr gallery, gives something to their users
that you wouldn’t normally expect from a company of their type or industry.
Based on how people are discovering content nowadays, by offering a completely social
experience.
http://www.scanianewsroom.com/
82. 2B Case: Accenture – Linkedin Group
Accenture focused on building out their LinkedIn group to run their recruitment campaign.
They focused initially on building up their company LinkedIn group to amass over 6.800
members in what became a very active community. This has grown to generate subgroups
which are represented by different specialists within Accenture. Their LinkedIn activity has
resulted in employments for the business.
http://www.linkedin.com/groups?about=&gid=2301607&trk=anet_ug_grppro
83. 10. And now it’s
time you start
building your case!
87. Prepare for engagement (Part 1/3)
• Where are your target groups (Listen)?
4. Do we have Social Media believers within our company?
• Can we group the Brand Ambassadors (employees)
88. Prepare for engagement (Part 2/3)
• Can we locate Brand Advocates (Consumers)
• Can we get support & buy-in from management
• Is our organisation & processes ready?(SM Guidelines)
89. Prepare for engagement (Part 3/3)
• Define your marketing objective + KPI’s (Awareness, Fidelisation, ...)
• Set up more professional Monitoring of your MicroSegments
• Allocate time, resources and budget
91. isten
M ic r o b lo g g in g
• Many free tools
•Aggregate brand mentions in open
content sources, e.g. B lo g s
• Blogs and forums
• Tweets
• News feeds
• Requires time, resources and A g g re g a to rs
patience, due to the manual
work
associated to it
94. . Monitor
• To listen actively, report and analyse
• Measure results, changes and trends
• Identify potential crises
• Enterprise tools specialise in tracking
and measurement
• Identify where your target groups are
• Learn their language
95. . Engage
• Set up a conversation team
• Set up conversation guidelines
• Microsegment
• Define your objectives
• Different strategies/segment
• Define action and reaction based
on the analysis of data
• Respond on questions and complaints
• Use customer insight for improvement
and innovation Back
• Adapt your roadmap
96.
97. Engage & Empower (Part 1/3)
• Analyse your listening & monitoring results
• Build a strategy & roadmap based on the objective/microsegment
• Build a presence on the main application of your targetgroup
98. Engage & Empower (Part 2/3)
• Pick up user generated stories
• Create Added Value content, applications or widgets
• Boost these stories through communities & networks
102. 10 Social Media Guidelines (Phase1: Basic)
• Start with social media in a very early stage (Listen)
• Locate your target groups
• Locate the SM believers within your company (employees)
• Group the Brand Ambassadors (employees)
• Locate Brand Advocates (Consumers)
• Get support/buy-in from management
• Check your organisation & processes (SM Guidelines)
• Define your marketing objective + KPI’s (Awareness, Fidelisation, ...)
• Set up more professional Monitoring of your MicroSegments
• Allocate time, resources and budget
103. 10 Social Media Guidelines (Phase2: Advanced)
Once you are ready to ENGAGE & EMPOWER
• Analyse your listening & monitoring results
• Build a strategy & roadmap based on the objective/microsegment
• Build a presence on the main application of your targetgroup
• Pick up user generated stories
• Create Added Value content, applications or widgets
• Boost these stories through communities & networks
• Empower Brand Ambassadors (Employees)
• Empower Brand Advocates (Consumers)
• Consistent 360 degrees presence (Perfect Media Mix)
• It’s not about you, it’s about them!
104. Thanks for the ride. Let’s hit the road now…
Antony Slabinck LBi Belgium
antony.slabinck@lbigroup.be www.lbigroup.be
http://be.linkedin.com/in/antonyslabinck www.twitter.com/LBi_Belgium