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Conversations & content let’s get organised

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Why conversations Because advertising doesn’t work anymore

These eyeballs are not for sale

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

campaign (outdoor)

campaign (TV)

campaign (Facebook)

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

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

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Sometimes, social media feels like this.

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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.

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

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

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Why do you want to dive into social

media?

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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.

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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

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

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Facilitate instead of control.

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

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

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

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

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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

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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