Social Media Training

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Social Media & E-reputationBert Van Wassenhove

Blog: www.ibert.beTwitter: @ibert“Bert Van Wassenhove” op LinkedIn, Facebook, ...

woensdag 16 september 2009

Setting your social media objectives

It’s about peopleThe impact of socialPossible objectives

It's about people, not clicks

Setting objectives will be extremely difficult (it's like PR, company culture, branding, etc.)

Social Media is a medium, objectives should be set on business parameters.

The impact of social

Brand equityPRCampaigns

TrafficActivation

The Social BrandGood citizenshipOpenness to conversation

Customer relationConversionCustomer satisfactionBrand advocates

SEOOffensiveDefensive

Possible objectives

Business objectivesBrand equitySalesCustomer satisfaction

Measurable objectivesConversation# Videos, Pictures, Posts, Comments, TweetsTone of conversationAdvocatesFollowersFriendsSubscribersSEO (Pagerank, Incoming links)

Defining your strategy

Social is all-overWhat about marketingExecution is the key

Social Media is about Social Business

It may lead to putting in place an organizational structure with a social media department, which is responsible for a company’s long term approach to open their companies up to consumers and have a permanent social media presence.

Human ResourcesIntroducing New Employees.Replace the monthly newsletter an internal blog.

SalesShare sales material on a wiki.Lead generation: LinkedIn

Product/DesignProduct Prototypes in virtual worlds.Collaborative design processAn internal platform where people share ideas

Customer SupportSupport forumsTwitter

Marketing/Communications

Public RelationsThought leadershipBetter Customer Engagement through conversationUse the viral power in campaigns

Social initiatives still need traffic &

activation

Social initiatives still need traffic &

activation

3-step modelTrafficActivationEngagement

Attention time2 weeks 2 months 2 years

Medium

ViralMarketing

ActivationCampaigns

SocialCampaigns

Social Platforms

InteractionManagement

Websites

Advertising

DirectMarketing Online media

Campaigns

EmailMarketingIn

nInteraction(To what extent is there an exchange of ideas, opinions & information? Is there a conversation going on?)

Attention time2 weeks 2 months 2 years

Medium

ViralMarketing

ActivationCampaigns

SocialCampaigns

Social Platforms

InteractionManagement

Websites

Advertising

DirectMarketing Online media

Campaigns

EmailMarketingIn

nInteraction(To what extent is there an exchange of ideas, opinions & information? Is there a conversation going on?)

ATTRACT

ACTIVATE

ENGAGE

Companies need to look long term and understand the value that social media can bring to cultivate lifetime advocates of their brand. This is not about campaigns, but a permanent positioning.

Implementing & coordinating

social marketing

ListenEngageAct

1. Listen

Determine Where Conversations are HappeningGet organized (tools)Make sure you cover all relevant channels

Define your target groupMake a roadmap

Prioritize the discussions, then hop in.Learn the language

Read, read, read, read, read, read, ..., read

1. Listen

Both Web 2.0 and Web 1.0 sites are relevant

Blogs and Forums / Discussion BoardsConsumer Review SitesSocial Networks / Online Communities

TwitterFacebook

Social Bookmarking Sites

Social News SitesSocial Music SitesVideo & Photo Sharing Sites

YouTubeFlickr

WikisSlideShare...

2. Engage

Take part in the conversationDisclose your identityStart simple

CommentAnswerPraise

BehaveCourteousOpenHonestInformed

24/7Cover Your Ass (internally)

How to behave

Ensure your online outreach efforts are socially acceptable:Don't stifle the conversation. It's easy to react negatively when you spot a negative review at a social site, but first take a deep breath. Consider this: do the comments have merit? If so, acknowledge them and commit to making a change. If they are silly or mean, it's probably best to let them go. (Picture the guy with the lampshade on his head at the cocktail reception. Best to ignore him, right?)Bring something besides your product to the table. People don't want just a pitch, they want a person. Don't spend precious social-media time pushing your wares; pass a little time with your audience. Let them get to know you and your brand.Be responsive.Agencies have spent decades trying to get people to cultivate emotional connections with logos and labels; it's only natural that, now that they have a soapbox, users demand to know why they should ally themselves with you. Demonstrate that you care what your customers, donors or clients think: Follow their discussions, engage them in dialogue, express interest in who they are.

Social media sites are about being natural—in acceptable ways. Make sure your outreach—no matter how fun or creative—always shows consideration and respect.

3. Action

Ask yourself: WHY?Viral buzzBrand buildingSalesBuild community

Choose your battlefieldDon't forget what you learned in step 1And behave like in step 2

3. Action

Possible actionsSocial news marketingBlogger outreachSocial networking

Enter an existing networkStart your own

Be creative ...

3. Action

Be prepared to follow-through

Trust the Force

EXAMPLESBilly.beTop 10 according to Mashable.com

Blogger outreach

Billy.bePre-launch

The crowd: 100 bloggers (mostly top)

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Goed in de watten gelegdwoensdag 16 september 2009

“Wat is Billy” in very short ...

Billy kaarten werden verdeeld voor de shopping spree

Online Response

Very positive!

“Maar naast de pizza en pasta was het hoogtepunt toch wel de avant-première van Billy.”

Bram Loquet“Thx aan de organisatie, en aan Billy, de sponsor die Sinterklaasgewijs een heleboel geld heeft uitgedeeld.”

Pieter De Wit“Ik heb 100€ gekregen van Billy. Dank u, Billy. Ik zal het heel goed uitgeven.”

Kathleen. 22. Leuven

DE topic op twitter(sample scan)

Hoe we omgaan met

probleempjes

Communicatie rond probleempjes

Nadruk lag op Beta, bloggers wisten dat er bugs zouden zijn.Het team is zeer bereikbaar, en gekend door velen. We zijn ook aanwezig op tal van blogevents.

Bloggers contacteerden ons direct waardoor probleempjes niet in het openbaar (twitter) moeten opgelost worden.

Over terugkerende bugs heeft Billy mails gestuurd hoe we het aanpakken (transparantie was geapprecieerd)Feedbackforum achter secret url

Top 10 according to

Mashable

http://mashable.com/2009/02/06/social-media-smartest-brands/

Will it blend?Blendtec Blends it on YouTubehttp://www.blendtec.com/

Build your own Social network

Starbucks Asks for Your Advicehttp://mystarbucksidea.force.com/ideaHome

Connections helps customers inspire othershttp://www.connectr.be

Zappos on Twitter

Take a CEO that twitters, add in a great personality and you have a recipe for social success. Ingraining social media into the culture of a corporation means that every consumer interaction is personal.

Blogging

Sun Microsystems and the CEO BlogIt’s not the number of hits that make his blog a social media success, but the openness on it. Positive and negative comments are allowed, and even the most inane are approved. Transparency from the highest position in a company trickles down and increases trust from consumers.

IBM With Lots of BlogsHaving a CEO that blogs is great, but increase the number of blogs and you increase the number of connections. Leveraging your employees to write about what they love conveys the corporate dedication to the industry.

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Bedankt / MerciBlog: www.ibert.beTwitter: @ibert“Bert Van Wassenhove” op LinkedIn, Facebook, ...