Social Media for Marketeers

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YEARLY MARKETING SURVEY 2011 1

Conversations & content let’s get organised

Why conversations Because advertising doesn’t work anymore

These eyeballs are not for sale

The answer is in social media “follow the user” principle brings our messages to new media channels

campaign (outdoor)

campaign (TV)

campaign (Facebook)

Because it’s not about campaigns Campaigns are nice to manage, but not quite a commitment to your customers

A campaign is like a session with a shrink. not a real conversation

Sometimes, social media feels like this.

But when you’re prepared to loose control it becomes like this.

Give it time to grow* * now is the time to learn and observe. As yourself, not as a company.

Don’t start if you have things to hide Social media works like an X-ray machine

Because the truth is out there… And people want to know what you’re up to.

Why do you want to dive into social

media?

We want to be social to do…

Promotion (campaign)

Support (helpdesk)

Recruiting (jobtweets)

It’s not a tool. It’s a way to achieve business transformation.

There is only 1 good reason to do social media

make customers part of the organization

And then support them, let them promote your service or find new employees

Buzzwords to lookup: reverse CRM, customer centricity, prosumer, social crm, conversation manager, employee brandbuilding, VRM, crowdsourcing

Co-creation: people want to be part of something Your brand is the label, now you need to provide activities to engage in.

Facilitate instead of control.

Example: Lego Customers become designers, blurring the line between employees and customers

Example: Zappos Online retailer showing it is not about the media, but about the attitude.

Example: KLM spreading happiness But will the random acts of kindness continue as a company value?

Example: Cisco on Facebook B2B social media also needs to focus on the individual, not on the company

How to measure The ROI of social media is not limited to marketing

(Traffic + Network size + Interactions) x Conversion = $

Customer care $ Product research $ Learning effect $ Loyalty $

ROI = promotional + organizational - cost value value

How to get organized towards a social architecture

Employee Storytelling

Customer Storytelling

Facilitate Conversations

virtual team across departments (talk to HR)

marketing amplifies customer experiences

budgets are allocated to sponsor active movements

step 1 step 2 step 3

Business