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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
LISTEN
MonitorAnalyze
Coach&Train
TALK
Get into theConversation
sOrganization
ENGAGE
ContentListen & Talk
Social activation
LISTEN
LISTEN
MonitorAnalyze
Coach&Train
TALK
Get into theConversationsOrganization
ENGAGE
ContentListen & Talk
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
TALK
LISTEN
MonitorAnalyze
Coach&Train
TALK
Get into theConversationsOrganization
ENGAGE
ContentListen & Talk
Social activation
HOW TO GET INTO THOSE CONVERSATIONS ?
VIA REACHING MORE THEN 90,000 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 950,00 BELGIANS
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
MonitorAnalyzeCoach&T
rain
TALK
Get into the
Conversations
Organization
ENGAGE
ContentListen &
TalkSocial
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 TO 44% 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
35MIO USERS
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
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
TALK
Get into the
Conversations
Organization
ENGAGE
ContentListen &
TalkSocial
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
content
Input
AlignSelect Social Media Calendar
Monthly email to teams
Max 4 posts/ week
1. Gather content
Corporate
Sponsoring
North
South
Sport
MarketingGrants
Digital
ExtCom /PR
Internal Com’
Sales
4. Publish
content
Website
Social Media
eNews
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
Digital RetroplanWHY: Plan and monitor the implementation and progress of a new project in the total digital space, across different platforms
ADDED VALUE: Ensure coherence throughout the different communication channels of the National Lotery
BE CAREFUL: Different platforms = different needs = different audience
Social Media Project Retroplan WHY:
Quality implementation of new projects/applications in social media platforms & ensure coherence with other digital media (website, banners, enews,….)
ADDED VALUE: Align with differnet internal and external stakeholders on their contribution and timing, ensure in time, qualtity go live of the project
BE CAREFUL: Foresee enought testing time of social applications, include time for facebook to check, Never launch on friday
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 ?
• Would you like more in-depth training ?• Workshops on the different Social Media
platforms ?• …
@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.
