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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