Social media presentation Sodexo

SOCIAL MEDIA

Marleen Lassche, Intervolvement

Agenda

1. What are social media?

2. Social media applications

3. Business case: UPC Nederland

4. Strategy and policy

5. Conclusion

What are social media?

Social media are the online tools and platforms that

people use to share their opinions, insights and

experiences with each other.

What are social media?

Did you know…

• 14% of people trust advertisements

• 78% of people trust recommendations

from others

What are social media?

The social component

• Institutions blocking social media (and why they

shouldn’t)

• The true extent of social networks

What are social media?

Facts

• Catering entrepreneurs see the importance of

social media, but only 38% really engages

• 45% says that social media is important for their

company

• 45% finds social media even more important than

advertising or promotional actions

Sodexo: be one of the first!

Agenda

1. What are social media?

2. Social media applications

3. Business case: UPC Nederland

4. Strategy and policy

5. Conclusion

Social media applications

• Blogging

• Microblogging

• Social networks

• Online video

• Presentation and document sharing, Widgets,

Bookmarking, Photo sharing, Podcasting, Social

CRM

Social media applications

• Blogging

• Microblogging

Social media applications

Social networks: Facebook

Goals

• Get found

• Connect and engage

• Create a community

• Promote other content you create

Social media applications

Social networks: Hyves

Huge in the Netherlands, but how about..

• The international market?

• The influence of smartphones?

Social media applications

Social networks: LinkedIn

• Updates

• Groups

Social media applications

Social networks: Foursquare

• Location-based mobile platform

• Obtain, engage, and retain customers and

audiences

Social media applications

Online video

• Improve your SEO

• Increase awareness of your company

• Generate new leads and spread knowledge

• Abetterday.tv

Agenda

1. What are social media?

2. Social media applications

3. Business case: UPC Nederland

4. Strategy and policy

5. Conclusion

Business case: UPC Nederland

“Critical consumers are involved, they take the time

and trouble to express their opinion. This creates

possibilities for natural transmission of information, and

eliminating misunderstandings and problems.”

UPC recognized interactive customer care as a solution and opportunity

Business case: UPC Nederland

The first company in the Netherlands to form a

webcare team within the Customer Care

department.

A group of web specialists focused on thee targets:

• Customer care

• Marketing

• Public relations

Business case: UPC Nederland

Practice

• 2008: buzzcampagne for HDTV (focused on

influential bloggers)

• All experiences finetuned to a social media expert

group

• The forum as a integral part of the UPC website

• UPC Webcare team on Twitter, supported by

CoTweet (collaboration tool)

Business case: UPC Nederland

Results

• Rapid awareness and acceptance

• Wide recognition, appreciation and support

• Highly efficient form of personal contact with

customers

• Significant improvement in brand reputation

• Decreasing amount of anonymous and sometimes

counter-productive private initiatives

Agenda

1. What are social media?

2. Social media applications

3. Business case: UPC Nederland

4. Strategy and policy

5. Conclusion

Strategy and policy

Strategy

• Set clear goals for social media

• Define your target group

• Make sure you have the human resources to

commit

• Produce enough quality content to sustain social

media conversations

• Know which sites are populair with your prospects

and customers: research!

Strategy and policy

Policy

• Define what social media means for your company

• Set up a basic set of ground rules

• Address how employees, contractors, consultans

should engage with and contribute to social media

• Stress the importance of confidentitally

Don’t be Big Brother – let go

Agenda

1. What are social media?

2. Social media applications

3. Business case: UPC Nederland

4. Strategy and policy

5. Conclusion

Conclusion

Opportunities

• Direct contact

• Conversations

• More measurable

• Reaching more people with less effort

• Cost-effective

• Human factor

• Build strong, long term relationships

Conclusion

Threats

• Effort versus results

• Very personal

• Ever-changing environment

• Consistency

• Making up for mistakes

Conclusion

Please don’t…

• … dive into social media

• … be a big brag

• … be afraid

• … push

• … assume every social media site is good for your

business

Conclusion

Please do!

• … believe

• … listen

• … dialogue

• … be yourself, be authentic

• … give