4. – Draft –
Some people really love social media
“ Social Media puts the ‘public’ into
PR and the ‘market’ into marketing ”
Chris Brogan
Source: President and CEO of Human Business Works, an education and community company. He is author of books like Trust agents
and Google+ for Business
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5. – Draft –
Others also see a potential adverse effects
“ Teens who use Facebook more often show
more narcissistic tendencies while young
adults who have a strong Facebook presence
show more signs of other psychological
disorders, including antisocial behaviors,
mania and aggressive tendencies. ”
Larry D. Rosen, PhD
Source: Larry D. Rosen is a professor of psychology at California State University, Dominguez Hills. This phrases are quoted from this
study “Poke Me: How Social Networks Can Both Help and Harm Our Kids” from 2011. He does not only see negative effect but also
positive effect like the fact that young adults who regularly use Facebook are better able to conjure “virtual empathy” for online friends
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6. – Draft –
But we can’t ignore that the world is changing
“ Daddy, this is like bol.com but
you can touch the books here! ”
Jeroen de Haas, 7 years, at Bijenkorf.
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7. – Draft –
Social media like Facebook have become
mainstream
Social media reach in Belgium
4.695.020 profiles
1.178.723 profiles
167.679 profiles*
46.243 profiles
Source: B.L.V.G Blog, June 2012
* Estimation end 2011
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8. – Draft –
However marketers are still insecure towards
social media
Even though not using social media in your marketing mix became unthinkable, the use
of social media can be a risk in a context of growing importance of ROMI.
-31% We are satisfied about the results of our social
-21% media activities
-21%
-45%
We know the ROI of our social media activities
-7% We have enough knowledge about the
-25% possibilities of social media
N 2012 = 436
N 2011 = 577 2012 Net difference (%agree-%disagree) 2011 Net difference (%agree-%disagree)
Source: YMS 2012
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10. – Draft –
If you look at the broader picture, social Media can
help you in the value creation phase
Value Proposition Value Creation Value Capturing
Environmental and Competitive Scan
Marketing Marketing Drivers Customer Equity Marketing Value
Strategy
Products / Technology
Business Objectives
Intention Behaviour
Business Results
Services
Acquisition
Awareness
Purchase Process & Engine
Experience
Perception & Retention
Communication Reputation Commitment
Relationship Recommen-
Building Preference
dation
Channel
Management
Price Positioning
Deep Channel & Customer Insights
Tangible Action Plans
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11. – Draft –
Relevance, consistency and impact are essential to
create value with social media
Relevance
Connect
Customer
value
Impact Consistency
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12. – Draft –
THoM approaches social media in 5 steps
1 2 3 4 5
Awakening Planning Committing Implementing Improving
- Interviews/workshop - Integrating social - Get the required - Create detailed - Measure success
inside the company media within your resources action plan
to clarify what the marketing plan to - Make
most important connect, further - Define processes - Set-up social media recommendations for
objectives are inform, engage and and roles and accounts next steps
empower customers. responsibilies
- Execute plan
If the main - Choose technology
objectives are
Activities
to support your
communication processess
objectives, go
through the different
steps of formulating
a communication
strategy
- Look at competition
and scan what
customers are
already saying
Deliverables
Social media plan
Clear business Empowered Social media in Analysis and
with SMART
objectives organization action recommendations
targets
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13. – Draft –
1) Clarify what the most important Awakening
objectives are
Interviews/workshop inside the company to clarify what
the most important objectives are
Clear objectives
Some examples
Marketing &
Sales Customer service HR
Communication
- Create awareness - Acquire new - Answer questions - Attract talented
or buzz customers and solve employees
- Generate traffic - Increase problems - Stimulate
- Generate leads purchase - Improve knowledge
- Create a dialogue frequency of customer sharing
- Stimulate existing experience - …
Co-creation customers - …
- Gain customer - …
insights
- …
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14. – Draft –
2) Integrate social media within your Planning
overall strategy
Communication strategy
Message/ Prepare
Objective Target group Comm channels
Dialogue Evaluation
Which goals do you Who do you want to What do you want Which How will we
want to reach? reach? to communicate? communication measure our
channel(s) do you progress? How will
- Create awareness - Results from - Results from want to use to you evaluate your
or buzz segmentation & objective & target communicate your campaign
- Information targeting group message or create afterwards?
- action: change of a dialogue?
attitude, change - Needs to be - Aligned with - Set up KPI’s
of behaviour determined very discriminator - Results from beforehand:
- Leads detailed (not just looking at - awareness
- Loyalty sociodemographic - Should be clear, not customer’s journey - penetration
-… data) confusing - sales
- Create 360° -…
- Foresee different integrated comm
messages to plan - Implement
attract, connect, info evaluation tracking
rm, engage and tools
empower
Ask yourself how social media can help you to realize your objectives. It is
a powerful way to connect and engage with customers.
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15. – Draft –
3) Empower your organisation to execute Committing
your social media strategy and become more
customer centric
Touch
Point Touch
Point
Touch Customer
Point
Touch
Point
Touch
Point
Strategy
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16. – Draft –
4) Implement by using a detailed action Implementing
and content plan
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17. – Draft –
5) Have the guts to measure Improving
• It is important to look beyond the number of fans, followers…
• Avinash Kaushik defines 4 main categories of KPIs to evaluate social
media:
- Conversation rate:
Are people initiating conversations or reacting on your content?
- Amplification rate:
Are people taking your content and sharing it through their network?
- Applause rate:
Are people liking your content?
- Economic value:
Are you generating money with your social media efforts?
Source: http://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/
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18. – Draft –
5) Some examples of KPIs Improving
Examples KPIs for Marketing & Communication objectives
OBJECTIVES KPI's
Create awareness or buzz #retweets, #blog posts
Generate traffic #visitors via social media
Generate leads #leads via social media
Create a dialogue #comments on your posts, #post initiated
by customers
Stimulate Co-creation #ideas submitted, #ideas implemented,
#revenue via these new products/services
Gain customer insights Sentiment of tweets and posts, content that
is liked or shared most
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19. – Draft –
It doesn’t stop at measuring. You need to Improving
define steps to improve your social media activities
Team must jointly evaluate vs. original targets
Why did we succeed or fail?
What can we learn?
What do we need to do? When?
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21. – Draft –
Key to success: marketing and consulting
expertise combined with thorough understanding
of social media specialists
You need to have a
Social thorough understanding of
media online marketing and social
expertise media
Marketing
and
consulting
expertise
You have to be a marketing expert, both strategic and operational
You need to understand social media, and start from the business
objectives
You need to integrate your social media strategy within the current
marketing and communication strategy
You need to keep the helicopter overview
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