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transcript

StepFree | Social media consulting

ROI in social media & communities

Lecture // Using New Media

September 8th // Sjef Kerkhofs

FIP Congress 2009Photo by: Commander Holmes

Welcome !

Who am I ? Others verdict….

“Enthousiastic and great personality.”

“Sjef is a true marketeer”

“Great meeting you, Very inspiring”

What I do

Personal branding

Social media

Social networksCommunities

BloggingLectures

Workshops

StrategyUniversity

Enthusiasm

Spinawards

Part 1

09:00 – 09:45 History internet

What is Social media

What can we do with it

Strategy

Cost and revenues

Measuring Social media

Recent developments

About Today

Part 2

10:00 – 11:00 Different Social media

• RSS

• Social networks

• communities

• Blogging

• Microblogging

• Video/Photo

11:00 – 12:00

Presentations

Part 3

14:00 – 15:00 Engaging website

(theory)

15:00 – 16:00

Presentations

Part 1 // History and Social media

• History of the internet

• What is Social media

• What can we do with it

• Strategy

• Cost and Revenues

• Measuring Social media

• Recent developments

Campfire stories

Bron: tcmaliskamp

And then…computers

StepFree | Online marketing & Nieuwe mediaStepFree | Online marketing & Nieuwe mediaStepFree | Social media consulting

StepFree | Online marketing & Nieuwe media

And then…internet!

Entire Entire InternIntern

et et 19861986

Fast developments!

What is Social media?

‘A collection of online communication techniques, in which the content is

produced for and by the peoples. You could say Social media is many-to-many

communication’ - Ramon Eijkemans

Examples

5 eras of the Social web

Source: Forrester: http://www.flickr.com/photos/jeremiah_owyang/3478168483/sizes/o/

Why does it flourish?

Photo by: Macieklew

(1) Digital Heritage

Photo by: Shermeee

Digital immigrants

http://www.inoverheid.nl/intermediair/img.db?1372139

Digital immigrants

Source: Forrester Research

Creators Critics Collectors Joiners Spectators Inactives

10%15%

47% 47%

Digital Natives

Photo by : cd.harrison

Digital Natives

Source: Forrester Research

Creators Critics Collectors Joiners Spectators Inactives

31%35%

(2) WOM eraPhoto by : Paull Young

Scott Brown (wired): "If it doesn't spread, it is dead"

Photo by: Pingu1963

Talking Consumer

Break?Photo by : itsholly

Comcast

(3) ‘People don’t change technology does’

Photo by: Roger Blackwell

Peoples don’t change!

Physical needs

Safety & Security needs

Social needs

Need for Appreciation

Actualisation

Social networks

Comments/ratings

& rankings

Social networks

But, beware, contra reaction Recent research from Nielsen shows us that:

Teens are NOT the drivers for online video.

Teens browse >50% LESS than digital immigrants.

Teens are not the early adopters of most Web2.0 tools.

Teens visit lot of the same websites as you.

Teens are MOBILE!

Defriending!

Photo by : MiguelVera

What can we do with it…?

Branding

Public relations

Share info / Learn

Customerservice

Internal comm.

Loyalty

Marketresearch

Crowdsourcing

Acquisition

Strategy is crucial….

Or else, experimental Islands = NOT GOOD !

Photo by : Justin Donnelly

POST Strategy - Forrester• People

• Who is my target group, and how does it behaves on the internet?

• Objectives

• What are my business objectives?

• Strategy

• What am I going to change in my relation with the target group?

• Technology

• What applications do I need?Bron: The groundswell

Revenues

(1) Reduce costs• Branding

• Internal learning

• Internet communication

• Marketresearch

• Customerservice

Revenues

• Branding

• More leads (exposure)

• Raise loyalty

• Better fit to market

(2) Raise turnover

(1) Vulnerable and open

Photo by : Monica’s dad

(2) Give free content

Photo by : Kalandrakas

Costs (3) Lots of time, sweat and patience

Photo by : VoxEfx

But…Cheap technology

Photo by : Cosmic Kitty

Measure - Quantitative

Social media metrics:

• Unique visitors

• Cost per unique visitor

• Page views

• Visits

• Return visits

• Interaction rate

• Time spent

• Video installs

• Relevant actions (widgets/downloads/RSS/comments etc.)

Source: IAB

Weblog metrics:

• Number of conversations relevant sites

• Number of useful links

• Conversation reach

• Conversation density

• Content freshness and relevance

Source: IAB

Social media apps metrics:

• Installs

• Active users

• Growth

• Profile and influence users

• User lifecycle

Not only data!

Photo by : Krissyho

Measure - Qualitative

Focusgroups

Desk research

Photo by : korean resource center

Recent development

Google Wave

‘Email is 40 years old’

Google wave

‘Hosted conversations’

‘All communication, mail and instant messaging’

‘Live text, no waiting’

‘Also photo’s etc, and embedding in blogs’ ‘Waven’ will be in the

official dictionary in a few years, just like ‘Googlen’

Soon….

Small break

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