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Social Media Training


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Social Media Training

  1. 1. Logo clientThe role of social media within your marketing strategy 26 June 2012 Bart De Bodt
  2. 2. – Draft –Presentation1
  3. 3. – Draft – Agenda Introduction THoM approach Wrap-upPresentation1 3
  4. 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 BusinessPresentation1 4
  5. 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 friendsPresentation1 5
  6. 6. – Draft – But we can’t ignore that the world is changing “ Daddy, this is like but you can touch the books here! ” Jeroen de Haas, 7 years, at Bijenkorf.Presentation1 6
  7. 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 profilesSource: B.L.V.G Blog, June 2012* Estimation end 2011Presentation1 7
  8. 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 2012Presentation1 8
  9. 9. – Draft – Agenda Introduction THoM approach Wrap-upPresentation1 9
  10. 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 PlansPresentation1 10
  11. 11. – Draft – Relevance, consistency and impact are essential to create value with social media Relevance Connect Customer value Impact ConsistencyPresentation1 11
  12. 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 areActivities 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 sayingDeliverables Social media plan Clear business Empowered Social media in Analysis and with SMART objectives organization action recommendations targets Presentation1 12
  13. 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 - …Presentation1 13
  14. 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.Presentation1 14
  15. 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 StrategyPresentation1 15
  16. 16. – Draft – 4) Implement by using a detailed action Implementing and content planPresentation1 16
  17. 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: 17
  18. 18. – Draft – 5) Some examples of KPIs Improving Examples KPIs for Marketing & Communication objectives OBJECTIVES KPIs 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 mostPresentation1 18
  19. 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?Presentation1
  20. 20. – Draft – Agenda Introduction THoM approach Wrap-upPresentation1 20
  21. 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 overviewPresentation1