thetalkingcircle for JCI Mechelen @NiSH - Social media workshop 10122011

transcript

SOCIAL MEDIA REVOLUTION 2011HTTP://YOUTU.BE/X0ENHXN5BOM

Social Media Can you feel the vibe ?

HOW TO BUILD MEANINGFUL RELATIONSHIPS WITH CUSTOMERS/CLIENTS/PEERS USING NEW MEDIA WITH THE END GOAL = REACH YOUR BUSINESS OBJECTIVES OR PERSONAL GOALS

THE BASICS DON’T CHANGE, NEW MEDIA JUST BRING MORE :- INSIGHTS IN CUSTOMERS/CLIENTS NEEDS- DIRECT 2 WAY CONNECTIONS- FASTER SPREAD OF MESSAGES- AND SO MUCH MORE...

Source : Salesforce

YOUR CUSTOMERS ARE SOCIALWHAT ABOUT YOU ? YOUR COMPANY ?

Source : Boston Consulting Group/Mediafin

BENEFITS OF A SOCIAL ENTERPRISE

Source: McKinsey & Company, “The rise of the networked enterprise, Web 2.0 finds its payday.” Survey of 4,394 executives. December 2010.

Lead GenerationInbound Channels Convert Leads into Customers Social Media and Blogs Generate Real Customers

The use of social media and company blogs as marketing tools not only gets your company better brand exposure, but it also generates leads that result in real customer acquisition.

Source : Hubspot - the2011stateofinboundmarketingfinal.pdf

Facebook & Retail

LISTEN

MonitorAnalyze

Coach&Train

Get into theConversation

sOrganization

ENGAGE

ContentListen & Talk

Social activation

LISTEN

MonitorAnalyze

Coach&Train

Get into theConversationsOrganization

ENGAGE

Social activation

MONITOR CONVERSATIONS , WHAT ARE CUSTOMERS/CLIENTS/PEERS TALKING ABOUT TODAY ?

Source : Salesforce

WHERE ARE THEY TALKING ?

TwitterGowallaFoursquareFacebookYoutubeBlogsForumsGoogle+…

MONITORING TOOLS

HootsuiteAddictomatic48ers.comOpenbooktweetdeck…

SOCIAL MEDIA IS THE NEW WORD OF MOUTH

85% OF B2B BUYERS WANT TO INTERACT ONLINE

93% OF B2B BUYERS USE SEARCH ENGINE SUCH AS GOOGLE TO BEGIN THE BUYING PROCESS

Source : Earnest Agency

8 OUT OF 10 IT DECISION MAKERS SAID WORD OF MOUTH IS THE MOST IMPORTANT SOURCE WHEN MAKING A BUYING DECISION 59% ENGAGE WITH

PEERS BEFORE MAKING A DECISION

Source : Earnest Agency

LISTEN

MonitorAnalyze

Coach&Train

ENGAGE

Social activation

HOW TO GET INTO THOSE CONVERSATIONS ?

VIA REACHING MORE THEN 100,000 BELGIANS

What is twitter ?

• Microblogging• 140 characters per message• To Tweet = write a message• To Retweet = Forward an existing message• # = Hashtag = Searchterm/classification• @name = a twitter account• Follow vs Followers• You can link twitter to your website, Linkedin,

Facebook…

You are what you tweetYour social influence

Why Twitter ?

• It’s instant – gives you a chance to talk about what is “hot” for you, your business

• Allows you to respond to people with questions/comments – in a fast and easy way

• You can showcase your knowledge, interest,…• Build links to your YouTube channel,

Slideshare presentations, Flickr photo’s,…• Influences Search engine’s

HOW TO ENSURE POTENTIAL CLIENTS OR EMPLOYEES CAN FIND YOU ?

VIA REACHING MORE THEN 900,00 BELGIANS

+40% VS YEAR AGO

What is Linkedin ?

• Professional network• Profile = your career• Representation of your Business network• Company page

– Your employees– Recruiting– Present your company

• Events– Invite your professional network

• Groups– Discussion on common theme’s within your professional network

Leverage your network

61% of B2B companies acquired a customer through LinkedIn(Source : Hubspot – thestateofinboundmarketing)

How to use Linkedin ?

You :• Expand your network, build on the connections of you

1st degree network• Link with your Twitter account to showcase your

knowledge / influence your professional network• Career opportunitiesYour Company :• Build equity• Prospecting• Influence search engines• Recruiting

SLIDESHARE

ENGAGE

LISTEN

MonitorAnalyze

Coach&Train

ENGAGE

Social activation

BRING MEANINGFUL

CONTENT TO YOUR

CUSTOMER/CLIENTS

VIA NEW MEDIA IN

HARMONY WITH

OTHER MEDIA

ENSURE YOU ARE PRESENT WHEN THEY ARE LOOKING FOR YOU- Search engine- Website- Social media- …

BUILD BRIDGES

ACCOMPANY YOUR CLIENT/CUSTOMER THROUGHOUT THEIR JOURNEY

Make your website social• Google still first entry point to your website,

driven by SEO of your site• Integrate the right links to Social media, so

that they can follow you there• Ensure they can share your content in their

own social network

Source : Hubspot - the2011stateofinboundmarketingfinal.pdf

CONTENT CAN ALSO BE DELIVERED

VIA UP TO 50% OF THE BELGIAN POPULATION = 2/3 OF THE INTERNET USERS

62,3 % DAILY VISIT, 85% WEEKLY

What is facebook ?

• Social media platform• People profiles vs. Brand/company pages• Integrate your Brand/company in people’s day

to day social activities, allowing them to advocate for your products/services

• Facebook advertisting = Targeted• Influence Search engines

How to use Facebook in B2B

• Talk with your consumers/clients around a certain theme, their interests

• Personal approach• Link to your services/products• Collect feedback/comments – integrate

customer service• Enable your employees• Offers/Promotions/Product information

ABOUT 10.000 USERS IN BELGIUM

A collection of different social products :• Stream (a newsfeed), • Sparks (a recommendation engine), • Hangouts (a video chat service), • Huddle (a group texting service), • Circles (a friend management service) • Photos

• Closed groups, + vs facebook• Privacy made easy

GETTING STARTED

• Today’s reality• Landscape

assessment• Consumer insight

study• Social media audit

• Monitoring tool• Reporting

• Training & Coaching

LISTEN

• Strategy & Structure• Social media

guidelines• Social media

objectives• Strategic framework• Architecture

• Community Management• Content (include

suppliers)• Community manager• Feedback guidelines• Tools

Talk • Deployment plan• Concept & Design• Development• QA• Go Live

• Community management• Content gathering• Content publishing• Monitoring of the

platform• Analysis & Reporting

Engage

Phase 1 Phase 2 Phase 3

Strategy & Structure

Community Management

IMPORTANT...GET YOUR ORGANIZATION READY :

- Fit with overall communication strategy - Conversation guidelines- Legal do’s and don'ts- PR/ER- Customer service department

LISTEN

MonitorAnalyze

Coach&Train

Get into theConversation

sOrganization

ENGAGE

Social activation

BUSINESS CASE :ORDINA

Knowledge provider

Innovation

Connectivate

ICT expertise

Anticipate changes

Boundary-breaking collaboration

Mechelen

We started with a pragmatic and tactical approach to learn and explore :

May/June : Twitter + slideshare + LinkedIn -> #SOFTC eventJuly – August : Facebook + Twitter -> SummerbarsSeptember : Facebook + Twitter -> Beyond

May/June : Twitter + Slideshare +LinkedIn = #SOFTC event

140 Followers

Biggest referral to Slideshare during SOFTC resulting in >2100 views of the presentations (19)

July/August : Facebook199 Followers

Launch FB pageCommunicate on the 4 summer events

FB advertising = 55% of new fans

September : Facebook + TwitterGrowing number of fans

Broader scope of topics

Events & Activities

Students

IT Interests

Facebook Ads – Targeting

Conclusion

• Start small – Learn a lot• Budget investment = low• Dedicated resource is a must• B2B objectives can be achieved through social

media– Equity– Employees– Recruiting

• Prepare for future based on learnings

BUSINESS CASE :NATIONAL LOTERY

Community management

How the story began…Sept. – Nov. 2010 Social Media Audit

Social Media ArchitectureBoth spaces for brands & corporateAnswering key audiences needs on key platforms

In total > 50.000 Fans

Content Management: a key questionSocial Media need a 360° view on all types of content availableSTARTING POINT A MEETING WITH KEY DEPARTMENTS

OUTPUTS

WEBMASTERS: OPEN ACCESS TO CONTENT CENTRALIZED BY WEBMASTERSN:\WEB CORPORATE TEAM\MATERIEL

SUBSIDES & SPONSORING: NEW COLUMN ON ‘CONTENT AGENDAS’ FOR EVENTS WITH SOCIAL MEDIA POTENTIAL

SPONSORING: SET UP DEDICATED CONTACTS FOR SPONSORING DPTS

MARKETING: MONTHLY ‘WEB MEETING’ + MONTHLY ‘CAMPAIGNS MANAGERS MEETING’ + WEEKLY ‘CORE MARKETING TEAM MEETINGS’ + GLOBAL ‘KICK OFF MEETING’ FOR EACH PRODUCT LAUNCH

SOCIAL MEDIA: GLOBAL ‘CONTENT CALENDAR’ WITH 360° VIEW

EXTERNAL COMMUNICATION: WEEKLY ‘CONTENT CURATION COMMITEE’ WITH SOCIAL MEDIA & EXT. COM.

1. Content Management

The way it works

2. Select conten

SelectSocial Media Calendar

Monthly email to teams

Max 4 posts/ week

1. Gather content

Corporate

Sponsoring

Marketing

GrantsDigital

ExtCom /PR

Internal Com’

4. Publish content

Website

Social Media Facebook

Twitter

ONGOING / BEFORE 15TH OF MONTH AHEAD

3. Amplify content Design

Produc-tionAds

COMMUNITY MANAGERSCC/ CONSUMER DIALOGUE

COMMUNITY MANAGERS

CC/ BACK UPS

COMMUNITY MANAGERSCC/ PROJECT MANAGER

PR COMMUNITY MANAGERSEXT COM

-Monthly: last Thursday/month- Ad hoc: max. anticipation

Ideally anticipate 1 week

‘Content Curation Committee’ with Ext. Com. / week

VALIDATED B

Y INFO

OWNER (&

MANAGEM

ENT IF

SENSITIV

E INFO)

2. the ‘Community Manager’Daily management of content & feedback for a ‘Social Media community’

3. How do we feedback?A key issue in the prevention of crisis management

It’s a real conversation

You give… You get!

Fans appreciate fast responses

Comment management must be reactive, even on Sundays…

The TOOLS

Social App ChecklistWHY: Capture leanring’s of previous projects, basic requirements of a social application

ADDED VALUE: Social apps require different attention points vs other digital developments, ensure all stakeholders have same expected outcome

BE CAREFUL: Social apps are a new medium, sometimes different developpers, we are all in learning mode

Social Monthly Content Calendar WHY:

Foreward planning of your social conversation, how to keep your fans involved

ADDED VALUE: Aligned view on the social content with input from different departments

BE CAREFUL: Content is the base, importance is on how you bring it to your fans (post, fotoalbum, poll,…)

Social Weekly / Daily Content CalendarWHY:

Detailed description of the post of the coming week + other items to update on the social media platform (a.i. Profile image, photostrip, applications,…)

ADDED VALUE: coherent & well balanced posts, overall social media content

BE CAREFUL: Foresee fexibility to include last minute events

Social Daily Posts Overview WHY:

Internally approved post, translated including right visual materials, links,…

ADDED VALUE: Clarity on content

BE CAREFUL: More time needed to create photoalbums or other type of posts (manipulation of photo’s etc)

Always on monitoringWHY: Real-time alerts on comments from fans on your smartphone. They provide the context of comments & you can calibrate the frequence

ADDED VALUE: Allow fast reaction, time to align internally on right answers

BE CAREFUL: depending on the comment different departments might need to provide input, check with your legal department in case of doubt

E-REPUTATION monitoring

WHY: Watch out what people say about you on Twitter, Facebook, blogs,….

ADDED VALUE: Daily monitoring on main social platforms. Detect any crisis, react quickly, inform Top Management of social media impact

BE CAREFUL: not all tools work efficiently in french & dutch, select the good ones accordingly after a test period

Conclusion

• Define a clear Social Media strategy based on audit & consumer/market insights

• Choose the right Social media architecture• Community management is Key and has to be

integrated in your organisation• Whole company is involved• Implement the right processes and tools• Monitor

Questions ?

@TALKING_CIRCLE

Vragen ? Opmerkingen ? Leuke bedenkingen ? Ideetjes ?

ThetalkingcircleStrategic consultancy and project management in the area of Digital and Direct marketingwww.thetalkingcircle.comTwitter : @talking_circle

Projects (since 01/09)Nationale Loterij – take off, 3000 for life, Joker +Nationale Loterij – facebook paginaOmega pharma – Ik wil ik kan, ProfilerPfizer – Can you feel my painOrdina – Facebook, TwitterGS1 – Mobile Standardization projectShopting Partner – Shopper marketing projects

Veerle LauwersA positively driven Digital and Direct Communications professional with 14 years of experience, of which 3,5 years abroad, as international commercial project manager within Procter & Gamble.