Social media is a powerful tool for businesses that allows for creation, sharing, and conversation. To start using social media effectively, companies should [1] listen to conversations on social platforms to understand their audiences and influencers, [2] facilitate sharing and conversations by providing platforms and incentives for user participation, and [3] actively engage in conversations to keep them ongoing and incorporate feedback. A full social media strategy involves defining goals, selecting appropriate networks, setting up tools, training employees, and continuously maintaining an online presence.

1. Conversation starters
BTO - 3/6/2010

2. Social Media Overview

8. ?

13. But first...

14. ... some history.

15. Web 2.0

16. Web 2.0
The ‘new’ web
creation
social
decentral

17. 1. Creation
The web is the first mass medium
where the production tool is the
same as the consumption tool.

18. Piramid
1
10
100
1000

19. Piramid
1 Creators
10 Reactors
100 Lurkers
1000 Strangers

20. Piramid
1 Creators
10 Reactors
100 Lurkers
1000 Strangers

21. 2. Social

23. 2. Social
The story of the helicopter flight.

24. 3. Decentral
Metcalfe’s law.

25. Bron: http://en.wikipedia.org/wiki/

27. Yelling does not work.

30. Where to start?

31. Social Networks
Facebook, Hyves, VZ, Netlog, Bebo...
Facebook + local, LinkedIn
Biggest audience
Usually closed

32. Sharing Networks
Youtube, Flickr, Vimeo, Digg,
Slideshare, StumbleUpon
Open
Focussed on sharing + commenting
Google!

33. Microblogging
Twitter, Yammer, (Facebook?)
Open
Asymmetrical
Influential

34. Blogosphere
Local
Open
Networks
Influential

35. Forums
Not dead!
Closed
Mature
Google!

36. Wiki
Wikipedia, Lostopedia
Curated
Collaborative
Google!

37. Some terminology

38. Terminology
RSS
API, mashup
Retweets
linkjuice

39. Opportunities & threats

41. Social Media
=
at the intersection

42. Intersection
Marketing, Sales
PR, crisis PR
HR
Communications
Customer Service
IT

43. (Please, don’t leave social media to IT.)

44. Sales & Marketing
create buzz
support campaigns
actions, coupons, promotions
detecting buying intentions
inspiration

45. PR
perception
press

46. Crisis PR
platform!
communication

47. HR
recruitment
alumni
transparancy...

48. Communications
social media press release
press
politicians?

49. Customer service
detecting threats
learn from your customers
impending fires...

51. Lots of opportunities
Who’s going to grab them?

52. But...

55. SM isn’t a magic wand
it takes hard work
it takes time
it takes a strategy and structure
it has to be in someone’s job
description!

56. How to start?

58. Social Media
=
a bar

59. What does work?
Listen
Facilitate
Conversation

61. 1. Listen
Tracking tools
Livestream
Analysis
Feedback
Quantitative & qualitative!

62. Tracking tools:
blogsearch.google.com
search.twitter.com
ubervu.com
socialmention.com
Radian6, Attentio...

63. 1. Listen
Where is your particular audience?
Where are your ambassadors?
Where are your influentials?

64. 2. Facilitate
Offer them a platform
Give them ‘something to talk about’

65. Remember?
Web 2.0, the ‘new’ web
creation
social
decentral

66. 2. Facilitate
allow people to create
allow people to share
do not try to control centrally

69. Social Currency

70. 2. Facilitate
Give people something to “score” in the
eyes of their peers

71. 2. Facilitate
Platform?

73. 3. Conversation
Keep the conversation going
Reactive, then proactive
Answer questions
Incorporate feedback

74. Social Media
Content
Tracking

75. Feedback loop
Content creation
Social Media
Online Reputation Management

76. Next steps

77. To do:
Translate your marcom strategy to a
social media strategy, ànd track &
execute it.

78. 3 pilars:
concept & strategy
coaching & training
execution

79. 1. Concept & strategy
Translating marcom strategy to social
media.

80. 1. Concept & strategy
social media policy
social media workflow
selection of networks
reactive or proactive?
selection & setup of tools

81. 2. Coaching & training
Empower internal people to execute the
social media strategy.

82. 2. Coaching & training
group sessions
how-to, tips & tricks
hands-on approach
second line
alerting

83. 2. Coaching & training
Evolves over time, from creating
awareness to training to second line help.

84. 3. Execution
Maintain your social media presence.

85. 3. Execution
updating Facebook fan pages
monitor Twitter & react
tracking over all social media
reporting & analysis
alerting

86. 3. Execution
Support campaigns with social media.

87. Some cases

90. Nike+: Men vs Women

93. Godiva Belgitude

96. Ibis pillow fight

99. Kinepolis ORM

102. Tourism Austria

105. Questions?

106. Bart
E: bart@talkingheads.be
T: +32 495 51 36 36
Sofie
E: sofie@talkingheads.be
T: +32 478 20 84 11
Joke
E: Joke@talkingheads.be
T: +32 486 41 84 30

107. E: info@talkingheads.be
T: +32 9 269 52 45