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Social Media Summit 2016 - #digimedia
Reverse EngineeringSocial Media
@nickvinckier
@nickvinckier
DIGITAL @ Duval Union Consulting
nickvinckier.be // neohfeel.be
consultant
@nickvinckier
‘storyteller’
Aalst :)
@nickvinckier
Some of the clients we helped to go the extra mile on social media
@nickvinckier
@nickvinckier
Our vision on social media
Social media is over the
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hype cycle…
TRIGGER
PEAK OF INFLATED EXPECTATIONS
TROUGH OF DISILLUSIONMENT
SLOPE OF ENLIGHTENMENT
PLATEAU OF PRODUCTIVITY
Yet… most organizations areusing social media only at
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10% of its potential
They’re in 1.0 modus
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WHERE DID WE GO WRONG?
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?But sir…
We don’t have the people for this… We don’t get time for this…
We don’t get money for this…
You don’t believe in social media…?
??
?
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WE MADE A MESS OUT OF IT…
@nickvinckier The social media pyramid
CHANNELS
ARCHITECTURE &7Cs of ENGAGEMENT
GOALS& AUDIENCE
BUSINESS
3M
@nickvinckier The social media pyramid
CHANNELS
ARCHITECTURE &7Cs of ENGAGEMENT
GOALS& AUDIENCE
BUSINESS
3M
We stick onto this
And are like“meh”
about theessentials…
@nickvinckier The social media pyramid: the right way
MINDSET - MEANS - MANDATE
BUSINESS OBJ. COMMUNICATION OBJ.
OBJECTIVES & KPIs
7Cs ofENGAGEMENT
CHANNELS& TACTICS
TARGETAUDIENCE
@nickvinckier The social media pyramid: the right way
MINDSET - MEANS - MANDATE
BUSINESS OBJ. COMMUNICATION OBJ.
OBJECTIVES & KPIs
7Cs ofENGAGEMENT
CHANNELS & TACTICS
TARGETAUDIENCE
fundamental
social in the core
social media strategy
the ‘easy’stuff
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MINDSETMEANS
MANDATE1
If you think social media is for free, you can use on the side, without ownership, budget
and a dedicated, ‘native’ team…
@nickvinckier
Think again ;-)
@nickvinckier
Social media should be your religion…
And your company needs to believe in it.
@nickvinckier
Our initial goals for social media were: • raise brand awareness • increase customer loyalty • improve employee
engagement • develop customer insights • control news flow
It was the “softer” side of things.
At first, we didn’t expect to sell shipping containers through social, though we’re learning now that in fact we can.
- Jonathan Wichmann, Social media manager Maersk
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mandatemindset
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meansmindsetmandate
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PEOPLE TIME MONEY
means:
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BUDGET
At least 20% of your marketing budget
should be allocated for social media
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BUDGET
If you have less than 100.000 EUR marketing budget, 80% should be.
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Social media is great for
free exposure
2009 2016
Social media is an under-
priced channel
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BUSINESS ANDCOMMUNICATION OBJECTIVES2
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OBJECTIVES KPIs &TARGET AUDIENCE3
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THE 7 C’s OF SOCIALMEDIA4
The 7 C’s of Social Media be ready for a
CRISIS
play upon the CONTEXT
strive for CLOSENESS
set up COLLABORATION
share great CONTENT
CONVERSION down the line
show that you CARE
COMMUNITY
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BEING RELEVANT IS NOT ENOUGH
YOU NEED TO BE
disproportionately RELEVANT
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Your Organization
Target Group
DON'T START FROM YOUR OWN PERSPECTIVEIt will limit you to mediocre content
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Your Organization
Target Group
LOOK FOR THE CONTENT SWEET SPOTDisproportionately relevant
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CHANNELS AND TACTICS5
N = 1The biggest mistake you can ever make…
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@nickvinckier
GO ALL-INSTEP UP YOUR SOCIAL GAME ;-)
1. Marry the strategy 2. Date the tactics 3. Get your 3M’s right 4. Disproporationely relevance 5. N > 1
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Let’s move from this…
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MINDSET
BUSINESS GOALS & MARKETING/COMMUNICATION OBJECTIVES
SOCIAL MEDIAOBJECTIVES
& KPIs
COMMUNITY CONTENT - CARE - CLOSENESS - CRISIS - CONVERSION - CONTEXT - COLLABORATION
CHANNELSTARGETAUDIENCE
MEANS MANDATE
The Social Media Blueprint
@nickvinckier
You will have to go the
extra mile to pull off social
media 2.0.
Nobody said it was easy :-)
