Gastcollege van Remco van Buren op Nyenrode Business University voor FMA course d.d. 19 november 2010 over Social Media Marketing.

1. 1 Social Media Marketing Nyenrode› 19 november 2010 › Remco van Buren

2. About Kittyhawk and myself… Founded in June 2009 > 35 years of online experience Focus: integrating online in general business strategies Or: Building Online Business Team of 8 specialists and growing fast More info www.kittyhawk.nl Me? Remco van Buren 2 Social Media Marketing

3. Disclaimer Kittyhawk states: There is not one online truth! But succes formulas exist, online, somewhere… This course doesn’t contain asimple instruction for social media succes. But is meant to: challenge, ask questions, share experiences, discuss visions and opinions. … but most of all, it’s to co create food for thought… 3 Social Media Marketing

4. 4 Social media Marketing Let’sgetstarted!

5. 5 Social Media Marketing

6. 6 Is social media just a newdevelopment?

7. 7 Or the biggest shift since theIndustrial Revolution?

8. Social Media Marketing 8

9. 9 WOW!! Think of all the great opportunities… …more channels to use in marketing mix => more reach!!

10. 10 Social Media is not a revolution in new channels in the marketing mix, Social media thrives a revolutionin (consumer)behavior! And therefore in marketing approach!

11. 11 IN THE BEGINNING… Economy based on Commodity Consumers bound by Availability Companies focused on Delivery

12. 12 FOLLOWED BY INDUSTRIALISATION… Economy based on Goods Consumers choose for Price Companies focus on Cost control “Any customer can have a car painted in any color that he wants as long as it is black” Henry Ford

13. 13 And mass production created COMMODITIES … Economy based on Services Consumers choose for Quality Companies focus on Improvements

14. 14 And we promote our brands, products and services by shouting as hard as we can why everybody should purchase our products. And when it doesn’t have any effect?! Shout louder and more often! Just as long as it takes to convince the costumer…

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16. 16 And then there was the World Wide Web (1993)

17. 17 The world became smaller and larger at the same time. And it became more transparent. Availability, price and quality under pressure. Users experience informationoverload.

18. 18 Users are searching for relevance and start creating their own social platforms. People are participating, sharing ideas, searching for interaction and starting conversations… …with Friends! World Wide Word to Mouth . Users experience information overload.

19. 19 And now we enter the era in which… Economy is based on Experiences Consumers choose for Authenticity Companies must Generate

20. 20 People don’t believe what companies are shouting anymore. But they do believe what friends tell them about their brand or product experience. And they don’t want interruptions during their conversations. Or even during any other activity.

21. 21 People are searching for remarkable ideas, movements, visions and leaders. To follow… People want to be part of a tribe, are searching for authenticity within that tribe. People are searching for stories, stories to tell and talk about, stories to share.

22. WHAT 22 HOW WHY

23. 23 Don’t be a company that is selling products or services… …but be a group talented individuals. Who are sharing an idea and creating something remarkable… …something they believe the world needs.

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27. 27 You will be invited in someone else life… …because you give something they need… …something to talk about. You make them feel better… …because you enhance the quality of their connections and role within the tribe.

28. 28 And if you do it right… … they will return something very valuable. They will become a fan, promoter or even superpromoter. And instead of being a guest you will become a friend. About who they talk with other friends and who they like to introduce!

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30. 30 And if you ask your friends what they need… …then your friends will be eager to help you to stay remarkable.

31. 31 Interruption is becoming less effective, the future is about permission. Organizations with remarkable ideas can win, but it’s not only the idea that counts, also the way it is spread. Instead of marketers searching for customers for their products, they should find products for their costumers!!

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33. 33 STOP: beinggood at talking START: beinggood at doing!!

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44. 44 Social media: Pro active attitude The launch of an idea, brand, product, vision etcetera.

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48. 48 Social media: reactive attitude Sudden publicity puts you in the social media spotlights.

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60. What to do? Determine your target groups (i.e. friends, fans etc.) and goals for each group. Focus on how those people use your content, servicesand products and how they can even use it better. Make sure people want and start to talk about it, enable the conversations. Focus on the long term, instead of brief interactions. Focus on saleswhich are initiated by current users. 60 Social Media Marketing

61. 61 Determine targetgroups with the funnel

62. 62 Determine goals per targetgroup

63. And where do youdothis? Use any social media that seems useful! Move your content to those social networks. And not just as a link to your website! Facilitatethe networks and conversationsbetween the people. Move your story into their world. And let them tell it and talk aboutit! 63 Social Media Marketing

64. 64 Social Media Marketing Invloed Promoters op Funnel Invloed Friends op Funnel Invloed Fans op Funnel Invloed Followers op Funnel Invloed Acquintances op Funnel Invloed Strangers Causeword of mouthdependson: The relationbetween the brand and the person (stranger, acquitance, follower, fan, friend, promoter) Ifhe is willing to tell the story about the brand or the product. And how the companyfacilitateshim in telling the right story! De mate waarin hij gefaciliteerd wordt in het doorvertellen.

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66. The do’s Use your website as a starting point for all the companies activities. Showpeople everything you do and where you do it! Focus on one strong story, but decentralize your network. And be there where your friends are. Make sure your internal workflow and processes are connected. Make sure your social environment is easy to manage. And be transparent and honest. 66 Social Media Marketing

67. The don’ts Forgetting that your website is just an information platform. Online conversations about your brand are held somewhere else. Forgetting about technologie and the rapid developments. Forgetting about traditional marketing. To get something between you and your friends. And most of all: loosing patience! 67 Social Media Marketing

68. And something you should definitely not do…. 68

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74. For more information: W: www.kittyhawk.nl E: remco@kittyhawk.nl T: 0413 38 70 56 Social Media Marketing 74