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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
woensdag 16 september 2009
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.
woensdag 16 september 2009
The impact of social
Brand equityPRCampaigns
TrafficActivation
The Social BrandGood citizenshipOpenness to conversation
Customer relationConversionCustomer satisfactionBrand advocates
SEOOffensiveDefensive
woensdag 16 september 2009
Possible objectives
Business objectivesBrand equitySalesCustomer satisfaction
Measurable objectivesConversation# Videos, Pictures, Posts, Comments, TweetsTone of conversationAdvocatesFollowersFriendsSubscribersSEO (Pagerank, Incoming links)
woensdag 16 september 2009
Defining your strategy
Social is all-overWhat about marketingExecution is the key
woensdag 16 september 2009
Defining your strategy
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.
woensdag 16 september 2009
Defining your strategy
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
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Marketing/Communications
Public RelationsThought leadershipBetter Customer Engagement through conversationUse the viral power in campaigns
Social initiatives still need traffic &
activation
woensdag 16 september 2009
Social initiatives still need traffic &
activation
3-step modelTrafficActivationEngagement
woensdag 16 september 2009
Attention time2 weeks 2 months 2 years
Low
Medium
High
ViralMarketing
ActivationCampaigns
SocialCampaigns
Social Platforms
InteractionManagement
Websites
Advertising
DirectMarketing Online media
Campaigns
EmailMarketingIn
tera
ctio
nInteraction(To what extent is there an exchange of ideas, opinions & information? Is there a conversation going on?)
woensdag 16 september 2009
Attention time2 weeks 2 months 2 years
Low
Medium
High
ViralMarketing
ActivationCampaigns
SocialCampaigns
Social Platforms
InteractionManagement
Websites
Advertising
DirectMarketing Online media
Campaigns
EmailMarketingIn
tera
ctio
nInteraction(To what extent is there an exchange of ideas, opinions & information? Is there a conversation going on?)
ATTRACT
ACTIVATE
ENGAGE
woensdag 16 september 2009
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.
woensdag 16 september 2009
Implementing & coordinating
social marketing
ListenEngageAct
woensdag 16 september 2009
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
woensdag 16 september 2009
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...
woensdag 16 september 2009
2. Engage
Take part in the conversationDisclose your identityStart simple
CommentAnswerPraise
BehaveCourteousOpenHonestInformed
24/7Cover Your Ass (internally)
woensdag 16 september 2009
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.
woensdag 16 september 2009
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
woensdag 16 september 2009
3. Action
Possible actionsSocial news marketingBlogger outreachSocial networking
Enter an existing networkStart your own
Be creative ...
woensdag 16 september 2009
3. Action
Be prepared to follow-through
Trust the Force
woensdag 16 september 2009
EXAMPLESBilly.beTop 10 according to Mashable.com
woensdag 16 september 2009
Blogger outreach
case
Billy.bePre-launch
woensdag 16 september 2009
The crowd: 100 bloggers (mostly top)
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woensdag 16 september 2009
Goed in de watten gelegdwoensdag 16 september 2009
“Wat is Billy” in very short ...
woensdag 16 september 2009
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Billy kaarten werden verdeeld voor de shopping spree
woensdag 16 september 2009
Online Response
woensdag 16 september 2009
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
woensdag 16 september 2009
DE topic op twitter(sample scan)
woensdag 16 september 2009
Hoe we omgaan met
probleempjes
woensdag 16 september 2009
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
woensdag 16 september 2009
Top 10 according to
Mashable
http://mashable.com/2009/02/06/social-media-smartest-brands/
woensdag 16 september 2009
Viral
woensdag 16 september 2009
Viral
Will it blend?Blendtec Blends it on YouTubehttp://www.blendtec.com/
woensdag 16 september 2009
Build your own Social network
Starbucks Asks for Your Advicehttp://mystarbucksidea.force.com/ideaHome
Connections helps customers inspire othershttp://www.connectr.be
woensdag 16 september 2009
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.
woensdag 16 september 2009
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.
woensdag 16 september 2009
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Bedankt / MerciBlog: www.ibert.beTwitter: @ibert“Bert Van Wassenhove” op LinkedIn, Facebook, ...
woensdag 16 september 2009