Date post: | 03-Aug-2015 |
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Marketing |
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Helena Van [email protected]
DearMedia [strategy consultant]
Digital strategy & Digital Transformation
Freelance [online communication]
Mentor & coach [everyone who asks]
• a digital consulting company
• founded in 2009, currently we are 6 people
• our mission is to help you finding a new balance between the certainties of your traditional business and the opportunities of innovations in (digital) media
• our scope is everything in the digital space, with focus on social, mobile, tablets, internet of things, ...
• We work for large European clients
Out Now!
• www.digitaltransformationbook.com
• English & Dutch version available
200K people joining LinkedIn every day
With mobile being a big share
Pascal Hendrickx - Pebble Media
Content marketingis crucial
10 pieces of content are consumed before a purchasing decision is made
Pascal Hendrickx - Pebble Media
4-1-1 rule
When publishing one commercial postyou have to publish
4 pure content & 1 content item coming from another source
Pascal Hendrickx - Pebble Media
Elements of good content
call to actioneasy to read
visualsuseful
inspiring
Pascal Hendrickx - Pebble Media
Elements of good content
Be graphicBe a journalistBe exclusiveBe consistent
Pascal Hendrickx - Pebble Media
What makes good content?
Was it helpful?Was it interesting?
Will it inspire them to take action?
Pascal Hendrickx - Pebble Media
How to measure your content?
Referral trafficEngagement
Higher quality leads
& use it to shape your strategy
Pascal Hendrickx - Pebble Media
How to raise engagement
DIY videosHighlight your skills
Reveal a new productBehind the scenes
InspireSay thanks
Olivier Dedecker - Be Connect
Facebook video is only 5%of all content
but when used it dominates interaction
Olivier Dedecker - Be Connect
Why use video?
People remember better videoPeople share more video
People engage moreMobile & video are best friends
Olivier Dedecker - Be Connect
Micro-video45% of people stop watching after 1 minute60% of people stop watching after 2 minutes
Olivier Dedecker - Be Connect
3 wonderful casesWith insights in how to organize
as an agency to create top topical content marketingfast, on budget and scheduled
Quentin Pirlot - Isobar Belgium
Top topical contentgenerates huge organic reach
As an agency it’s intensive to organizeyourself for just one brand.But the model is scalable,
you just needs more brands.
Quentin Pirlot - Isobar Belgium
Top topical contentgenerates huge engagement
You can create a lot of video content on a small budget, just be creative!!!
Quentin Pirlot - Isobar Belgium
When is your Waterloo?How long will it take for your industry
or your clients industry before disruption hits their market
Danny Devriendt - Mediabrands
Moonshot thinking
Instead of trying to change
Decide what needs to be done & Start building!
Danny Devriendt - Mediabrands
Marathon vs the sprintSocial Media is the marathon
Don’t go for direct conversion!
Dado Van Peteghem - DearMedia
Start being a glass houseShow your DNA more than your products
Start acting like a human, less like a telex& go for thought leadership
Dado Van Peteghem - DearMedia
Stop being boring!
Dado Van Peteghem - DearMedia
In Social Media, it's not about the BIG budgetsit's about the small details
in content creation
+ B2B is not boring to boring
People over brandsevery time
Dado Van Peteghem - DearMedia
Help your employees & fansto share your story
Find your ambassadors!
Social Media is here to stay
Florent Diverchy - Bisnode
Only if it makes your CEO happy!
So where is the money?
What is blocking ROIin Social Media?
Florent Diverchy - Bisnode
Who is the person in charge?What are you measuring to know your ROI?
Are you making the link between your costs and your wins?(social CRM)
When integrated,Social Media is here to stay!
Florent Diverchy - Bisnode
For exampleUsers and interactions are multichannel.Stop talking about channel attribution.
Follow your public as a brand
Bob Cox - Samsung
People use Facebook less than new social networks
We as a brand had to follow
Multi-channel approach on social
Bob Cox - Samsung
We use Facebook as a amplifier and not as a hub anymore
How to differentiate?
Bob Cox - Samsung
Reach & awareness networks (facebook & twitter)Engagement networks (instagram & other new platforms)
Search enhanced networks (YouTube)
When using a network?
Bob Cox - Samsung
Create awareness: Twitter, Facebook, YouTube but no Instagram
Inspire preference: Facebook & Twitter, YouTube but also a little bit Instagram & Pinterest
Drive participation & brand love:Instagram, Pinterest, Vine, Tumbr are very important here
Tailor your stories to each audience
Bob Cox - Samsung
ExamplesTarget different USP’s to different audiences on FacebookBuild extensions of your main (classic) advertising stories
YouTube is perfect for tutorials and product benefitsShow our audience what you can do with our product
Be creative with your product
Bob Cox - Samsung
Stories are possibleThink about the (living) environment
Whats the place of the product in people lives?
One overall KPIcombining all active social networks
Bob Cox - Samsung
Reaching the right audienceEfficient posting frequency
Effective platform engagement(different weights per platform)