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The European Association of Craft, Small and Medium-sized Enterprises

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Successful with
                                           social Lammertyn - Pixular @UEAPME
                                              Stefaan
                                                      media - @slk8500
  Photo by massonth (a bit busy) - http://flic.kr/p/6ZwXLc
Wednesday 4 July 12
Wednesday 4 July 12
Wednesday 4 July 12
Wednesday 4 July 12
Websites
                                           Content Management Systemen (CMS)
                      Stefaan Lammertyn
                      & Patrick Maes
                                           E-mail marketing
                      stefaan@pixular.be
                      051 25 46 44         Hosting
                      www.pixular.be       Social Media




Wednesday 4 July 12
Stefaan Lammertyn - Pixular - @slk8500
Wednesday 4 July 12

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UEAPME

  • 1. Successful with social Lammertyn - Pixular @UEAPME Stefaan media - @slk8500 Photo by massonth (a bit busy) - http://flic.kr/p/6ZwXLc Wednesday 4 July 12
  • 5. Websites Content Management Systemen (CMS) Stefaan Lammertyn & Patrick Maes E-mail marketing stefaan@pixular.be 051 25 46 44 Hosting www.pixular.be Social Media Wednesday 4 July 12
  • 6. Stefaan Lammertyn - Pixular - @slk8500 Wednesday 4 July 12
  • 9. Program 1. We are halfway... 2. Social media? Definition & Findings 3. Can’t see the wood for the trees 4. Twitter & LinkedIn: tip of the iceberg 5. Sociale Media 4 STOW 6. On your marks, get set, GO Wednesday 4 July 12
  • 10. #01 There was a time... #01 > We are halfway... Wednesday 4 July 12
  • 11. Photo by TheAlieness GiselaGiardino²³ - http://flic.kr/p/5Rz9G Wednesday 4 July 12
  • 13. WE ARE HALFWAY #01 > We are halfway Wednesday 4 July 12
  • 14. Digital is the new normal #01 > We zijn halfway are halfweg Wednesday 4 July 12
  • 15. Photo by Dhammika Heenpella / Images of Sri Lanka - http://flic.kr/p/7g7nSm #01 > We zijn halfway are halfweg Wednesday 4 July 12
  • 16. #01 > We zijn halfway are halfweg Wednesday 4 July 12
  • 17. #02 WHAT ARE SOCIAL MEDIA? “Social media are the online tools and platforms that people use to share their opinions, insights and experiences.” #02 > Social media: Definition & Findings Wednesday 4 July 12
  • 18. Facts & figures • Growth! • Sociale media is convenient • On average 55 minutes/day on Facebook • 65% of TOP100 companies on Twitter • All ages use this kind of media 7 > 100 Wednesday 4 July 12
  • 19. #02 > Sociale media: Definitie & Vaststellingen #02 > Social media: Definition & Findings Wednesday 4 July 12
  • 20. Findings #02 > Sociale media: Definitie & Vaststellingen #02 > Social media: Definition & Findings Wednesday 4 July 12
  • 21. Vaststellingen SCHOOL IS COOL #02 > Sociale media: Definitie & Vaststellingen Wednesday 4 July 12
  • 22. THEN... NOW Computing devices http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012 22 #02 > Sociale media: Definitie & Vaststellingen #02 > Social media: Definition & Findings Wednesday 4 July 12
  • 23. THEN... NOW Connectivity http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012 23 #02 > Sociale media: Definitie & Vaststellingen #02 > Social media: Definition & Findings Wednesday 4 July 12
  • 24. THEN... NOW Life Stories http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012 24 #02 > Sociale media: Definitie & Vaststellingen #02 > Social media: Definition & Findings Wednesday 4 July 12
  • 25. THEN... NOW News & Information http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012 25 #02 > Sociale media: Definitie & Vaststellingen #02 > Social media: Definition & Findings Wednesday 4 July 12
  • 26. THEN... NOW Note Taking http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012 26 #02 > Sociale media: Definitie & Vaststellingen #02 > Social media: Definition & Findings Wednesday 4 July 12
  • 27. THEN... NOW Music http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012 27 #02 > Sociale media: Definitie & Vaststellingen #02 > Social media: Definition & Findings Wednesday 4 July 12
  • 28. THEN... NOW Navigation http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012 28 #02 > Sociale media: Definitie & Vaststellingen #02 > Social media: Definition & Findings Wednesday 4 July 12
  • 30. #02 > Sociale media: Definitie & Vaststellingen Wednesday 4 July 12
  • 31. In our time... Photo by The Next Web - http://flic.kr/p/8g2yDN #02 > Sociale media: Definitie & Vaststellingen #02 > Social media: Definition & Findings Wednesday 4 July 12
  • 32. #02 > Sociale media: Definitie & Vaststellingen #02 > Social media: Definition & Findings Wednesday 4 July 12
  • 33. Findings Word of Mouth is World of Mouth Fans make new Fans New consumer is a Trend, not a hype 33 #02 > Sociale media: Definitie & Vaststellingen #02 > Social media: Definition & Findings Wednesday 4 July 12
  • 34. Findings “Nothing influences a person more than the recommendation of a trusted person” Marc Zuckerberg - Facebook 78% consumers believe recommendations of others 34 #02 > Sociale media: Definitie & Vaststellingen #02 > Social media: Definition & Findings Wednesday 4 July 12
  • 36. CAN’T SEE THE WOOD FOR THE TREES 1. Blogs 2. Microblogs: Twitter - Yammer - ... 3. Social Networks: LinkedIn - Facebook - Google+- ... 4. Media Sharing: Youtube - Slideshare - Spotify - Pinterest 5. Location Based apps: Foursquare #03 > Can’t see the wood bomen #03 > Door het bos de for trees Wednesday 4 July 12
  • 37. #03 You know these... #03 > Can’t see the wood for trees Wednesday 4 July 12
  • 38. #03 > Can’t see the wood bomen #03 > Door het bos de for trees Wednesday 4 July 12
  • 40. #03 > Can’t see the wood bomen #03 > Door het bos de for trees Wednesday 4 July 12
  • 41. #03 > Can’t see the wood bomen #03 > Door het bos de for trees Wednesday 4 July 12
  • 42. #03 > Can’t see the wood bomen #03 > Door het bos de for trees Wednesday 4 July 12
  • 43. #03 > Can’t see the wood bomen #03 > Door het bos de for trees Wednesday 4 July 12
  • 44. #03 > Can’t see the wood bomen #03 > Door het bos de for trees Wednesday 4 July 12
  • 45. #03 > Can’t see the wood bomen #03 > Door het bos de for trees Wednesday 4 July 12
  • 47. #03 > Can’t see the wood bomen #03 > Door het bos de for trees Wednesday 4 July 12
  • 48. #03 > Door het bos de bomen Wednesday 4 July 12
  • 50. USE OF SOCIAL MEDIA What’s in it 4 me ? #04 > Odds en Pitfalls Wednesday 4 July 12
  • 51. Photo by Rosa Dik 009 - on & off - http://flic.kr/p/8BVyDx WHO LOOKS FOR IT, WILL FIND IT #SM4KMO Wednesday 4 July 12
  • 52. SERENDIPITY Looking for a needle in a haystack & finding the farmer’s daughter instead Pek van Andel #03 > Can’t see the wood for trees Wednesday 4 July 12
  • 53. Photo by coconinoco - http://flic.kr/p/8g9p1o #03 > Can’t see the wood for trees 6. Toekomst Wednesday 4 July 12
  • 55. Opportunities of SM #04 1. Branding 2. Leadgeneration - sales support 3. Recruiting & PR 4. Market research 5. Loyalty 55 #04 > Odds en Pitfalls Wednesday 4 July 12
  • 56. Opportunities of SM 6. Internal communication 7. Competitive advantages 8. Showing expertise 56 #05 > > Odds en Valkuilen #04 Kansen Pitfalls Wednesday 4 July 12
  • 57. BRANDING BRANDING 57 #02 > Social media: Definition & Findings Wednesday 4 July 12
  • 58. LEAD LEAD GENERATION 58 #02 > Social media: Definition & Findings Wednesday 4 July 12
  • 59. RECRUITMENT 59 #02 > Social media: Definition & Findings Wednesday 4 July 12
  • 60. Dare to ask your audience... RESEARCH 60 Wednesday 4 July 12
  • 61. INTERNAL COMMUNICATION CONNECT UPDATE SHARE LEARN COLLABORATE Photo by jenlen - http://flic.kr/p/7ecxTj Wednesday 4 July 12
  • 62. BRANDING Expertise 62 Wednesday 4 July 12
  • 63. #05 TWITTER #05 > Twitter Wednesday 4 July 12
  • 64. Twitter • Microblog • Text message of the Internet • Tweet = message < 140 characters • Constant message flow • Following = people you follow • Followers = people following you Microblog 64 #04 > Twitter Wednesday 4 July 12
  • 65. Jargon • Users: @username ex. @slk8500 • ReTweet = Resend Tweet(RT) 65 @SLK8500 #04 > Twitter www.pixular.be Wednesday 4 July 12
  • 66. Jargon • # HASHTAGS = Metadata = keyword #KortrijkXpo #PanoramaTV #MSV2012 • @slk8500: public answer • d slk8500: Direct Message - private... 66 #04 > Twitter Wednesday 4 July 12
  • 67. Photo by coconinoco - http://flic.kr/p/8g9p1o 6. Toekomst Wednesday 4 July 12
  • 68. #04 > Twitter #04 > Twitter Wednesday 4 July 12
  • 73. http://www.jeffbullas.com 73 Wednesday 4 July 12
  • 74. Tools • On your PC/MAC or Smartphone • www.twitter.com / search.twitter.com • Application: Twitterbird/Tweetbot • Combination: Hootsuite/Tweetdeck 74 #05 #04 > Twitter Wednesday 4 July 12
  • 75. Efficient twittering • Tell others your story • Better with Added Value • Use links in your messages • Ask questions & give answers • Share your knowledge & insights • TXS, be thankful - don’t forget your grandmother 75 #04 > Twitter #05 Wednesday 4 July 12
  • 76. 76 #04 > Twitter #05 > Twitter Wednesday 4 July 12
  • 78. Why using Twitter? • Listening • Learning and discovering/ People/ Things • Ask Question #daretoask #dta • Give & Receive • Share knowledge > expert • Be found! SEO #04 > Twitter #05 > Twitter Wednesday 4 July 12
  • 80. LinkedIn Networking is Just like Working 80 #04 > LinkedIn #05 > LinkedIn Wednesday 4 July 12
  • 81. LinkedIn • Knowledge > Contacts • Who knows who ? • Professional use • Status updates - recommendations - Q&A Social Network 81 #04 > LinkedIn #05 > LinkedIn Wednesday 4 July 12
  • 82. degrees of separation... 82 #04 > LinkedIn #05 > LinkedIn Wednesday 4 July 12
  • 97. Groups 97 #04 > LinkedIn #04 > LinkedIn Wednesday 4 July 12
  • 103. LinkedIn > Network • Seek and you shall find • Contacts of contacts • Join groups • Recommendations • Presentations • Detect opportunities 103 #04 > LinkedIn #05 > LinkedIn Wednesday 4 July 12
  • 104. LinkedIn > Network • Personal invitations • Dare to ask questions • Be willing to give answers • Build up! • Observe the hygiene of your network 104 #04 > LinkedIn #05 > LinkedIn Wednesday 4 July 12
  • 105. NO MAGIC BUT STRATEGY 105 #06 > On the line, get set, GO Wednesday 4 July 12
  • 106. Social Media Roadmap 106 #06 > On the line, get set, GO Wednesday 4 July 12
  • 109. SIDE EFFECT PRINCIPLE #04 > Odds en Pitfalls Wednesday 4 July 12
  • 110. Leaflet & pills... Side effects Helpful #04 > Odds en Pitfalls 6. Toekomst Wednesday 4 July 12
  • 111. To score, you must shoot 111 Wednesday 4 July 12
  • 112. There is a secret to Twitter success and it’s the same secret for all of social media, especially business social media: wake up & write @gitomer Wednesday 4 July 12
  • 113. THOU SHALL Photo by jpmatth - http://flic.kr/p/a8fjQQ LISTEN Wednesday 4 July 12
  • 114. #07 It’s about conversations, and the best communicators start as the best listeners Brian SOLIS Wednesday 4 July 12
  • 115. LISTENING #01 • Name of organization • Brands & Employees • Programs • Website • Keywords from sector • Colleagues & Competitors Wednesday 4 July 12
  • 116. LISTENING #01 • Let the technology work for you • Monitoring • Social Mention/Google Alerts • Tracebuzz/Engagor Wednesday 4 July 12
  • 120. THOU SHALL DETERMINE Photo by cliff1066™ YOUR GOALS - http://flic.kr/p/5Mf7xA Wednesday 4 July 12
  • 121. GOALS #02 • Increase customer satisfaction • Visibility & name recognition • Market research • Expertise • PR • Recruitment • Press Commandment II: Thou shall determine your goals Wednesday 4 July 12
  • 122. GOALS #02 Make sure your goals fit into the overall marketing strategy of your company Commandment II: Thou shall determine your goals Wednesday 4 July 12
  • 123. THOU SHALL DEFINE YOUR TARGET AUDIENCE Photo by contemplative imaging - http://flic.kr/p/6pLTXu Wednesday 4 July 12
  • 124. AUDIENCE #03 Customers Individuals Prospects Press Candidates Government Young people Seniors Companies Consumers Commandment III: Thou shall define your targets Wednesday 4 July 12
  • 125. WHICH CHANNELS? Wednesday 4 July 12
  • 126. CHANNELS #04 Wednesday 4 July 12
  • 127. THOU SHALL DEFINE YOUR Photo by steve loya - http://flic.kr/p/2h3DRh BENCKMARKS Wednesday 4 July 12
  • 128. BENCHMARKS #05 • # website visitors • # FB fans • # Followers on Twitter • Applies for information • Mentions in the press • .... Wednesday 4 July 12
  • 129. THOU SHALL Photo by police5151 - http://flic.kr/p/6gXUcq ORGANIZE Wednesday 4 July 12
  • 130. ORGANIZE #06 • Support within the organization • Sensitize ... • SM-coordinator • Guidelines • Actions & reactions Commandment VI: Thou shall organize Wednesday 4 July 12
  • 131. #09 Social Media Policy Good agreements = good friends! Wednesday 4 July 12
  • 132. #09 Employees Wednesday 4 July 12
  • 133. #09 No mother-in-law! Wednesday 4 July 12
  • 134. #09 Trust creates Trust Wednesday 4 July 12
  • 135. #09 Responsibility Guidelines Wednesday 4 July 12
  • 136. THOU SHALL Photo by Vermin Inc - http://flic.kr/p/4ymfpb INTEGRATE Wednesday 4 July 12
  • 137. INTEGRATE #07 • Both offline and online • Website - newsletter - ... • Print Commandment: Thou shall integrate social media Wednesday 4 July 12
  • 139. LOOK FOR FANS/FRIENDS Photo by Anne Bennett - http://flic.kr/p/4mk5e8 FOLLOWERS Wednesday 4 July 12
  • 140. F-FACTOR #08 • Word of mouth > world of mouth • Who’s behind your company or brand? • Go for partnership > ambassadors • Support your fans! Commandment: Look for fans Wednesday 4 July 12
  • 142. TELL OTHERS YOUR STORY Photo by Images by John 'K' - http://flic.kr/p/6kfzwS Wednesday 4 July 12
  • 143. CONVERSATION #09 • Detect interesting issues • Intervene and help • Give answers and dare to ask questions Commandment IX: Thou shall start the conversation Wednesday 4 July 12
  • 144. THOU SHALL ANALYZE AND ORGANISEREN Photo by Willamor Media - http://flic.kr/p/88r8UC ADJUST Wednesday 4 July 12
  • 145. OBSERVE #10 • SM is never off the air • Objectives achieved? • Why (not)? • What didn’t we do right? • Adjust where necessary Commandment X: Thou shall analyze and adjust Wednesday 4 July 12
  • 146. Text http://tomfishburne.com Wednesday 4 July 12
  • 147. And what have we learned today? 147 Wednesday 4 July 12
  • 148. #11 Create Content for your audience and make your audience Content 148 Wednesday 4 July 12
  • 149. CONCLUSION • Start listening • Start today! • Ensure added value • Think before you Tweet • Discover your place • Search to find people/items 149 #06 >> Aan deline, get set, GO #06 On the lijn, klaar, start Wednesday 4 July 12
  • 150. CONCLUSION • Don’t be boring, don’t start online arguments • Watch your manners > grandmother! • Respect 1 of 3 rule • Help where you can • Let everyone hear from you regularly 150 #06 >> Aan deline, get set, GO #06 On the lijn, klaar, start Wednesday 4 July 12
  • 151. Reputation The internet never forgets! 151 #05 > Kansen en Valkuilen Wednesday 4 July 12
  • 153. And now, jump ! 153 Wednesday 4 July 12
  • 154. #12 MAKE SURE SM DOESN’T BECOME SM Photo by philippe leroyer - http://flic.kr/p/8eArtT Wednesday 4 July 12
  • 155. Contact Questions, comments or suggestions? Stefaan Lammertyn/Pixular stefaan@pixular.be www.sm4kmo.be Follow us on Twitter: @slk8500 #SM4KMO Wednesday 4 July 12