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This presentation contains a wrap up from an inspiration session held for Toshiba Medical.I do not share classified information on this channel. If you have any questions, please contact me.
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[COMMUNICATIE | MEDIA]K ESSELS
&
inspiration session Social Media
Monitoring
Strategy
Focusing Execution
Evaluation
& adjusting
Ruud Kessels and Anne van der HeydenAbout
“Who uses social media privately?”
I think there is a world market for maybe 5 computers”
Thomas Watson - chairman of IBM - 1943
“
Computers in the future may weigh no more than 1,5 tons”
Populair mechanics - 1947
“
There is NO reason, anyone would want a computer in
their home”
Ken Olson - Founder Digital Equipment Corp. - 1977
“
“...Who uses social media for business use?”
What are
Social Media?
1. Quick scan online presence Toshiba and competitors
2. Facts & figures
3. Some best & worst practices from other businesses
4. Tips & tricks
5. Strategy: integrated marketing communication power in five steps
“We don’t need a social media policy within Toshiba.”
Quick scanonline presence Toshiba medical and its competitors1.
“Classified information”Please contact me if on this matter
Toshiba medical
GE healthcare
Siemens healthcare
Philips healthcare
Social media channels mentioned on website
More than 1.000 followers on Linkedin
company profile
More than 1.000 followers on Linkedin
group
More than 1.000 followers on Facebook
More than 1.000 followers on Twitter
More than one app in iTunes
SCORE ?-6 ?-6 ?-6 ?-6
“Classified information”Please contact me if on this matter
“...On a scale of 1 to 10, I give myself at least a 6 for our social media behavoure.”
Wrap upand suggestions
“Classified information”Please contact me if on this matter
Facts &figures
2.
98% of Europeans are aware of Social Media.
73% of Europeans are member of at least 1 social
netwerk.
75%
44%*
3,4
86%
34%
1,8
98%
88%
3,9
96%
67%
1,5
97%
86%
3,1
95%
76%
2,1
Aware of at least one network 98%
Member of at least one network 73%
Average number of networks one is member of 1,9
Awareness, penetration, average number of networks
Emerging markets Brazil and India show the highest awareness and penetration of social networks. * The 44% share of social networkers in China is low compared to other
countries. This might be due to the fact that some large Chinese networks (eg RenRen) were not included in this survey.
“Social media are for the younger generation.”
“... and therefore social media don’t fit in the image or values of Toshiba.”
North
Aware of at least one network 98%
Member of at least one network 73%Average number of networks one is member of
1,9
98%
75%
1,5
99%
79%
1,9
97%
66%
1,8
99%
77%
2,2
South
West East
Western Europe lags behind in social network
penetration.
Awareness, penetration, average number of networks
West
North
East
South
58%
14%
12%
95%
82%
36%
69%
18%
10%
97%
38%
80%
57%
39%
12%
94%
55%
72%
72%
24%
15%
98%
85%
41%
N Europe = 7446 / F = None
■ Membership■ Awareness
Top 3 networks by membership
Male 47% 55% 51% 56%Female 53% 45% 49% 44%Age
15-24 24% 30% 33% 15%25-34 25% 25% 26% 24%35-54 35% 30% 31% 43%55-99 16% 14% 11% 18%Smartphone
Smartphone user 43% 58% 46% 59%
Working situation
Employed 58% 58% 54% 72%Student 13% 17% 18% 8%Not working 29% 26% 28% 21%
Facebook Twitter MySpace LinkedIn
Women typically outnumber men on social networks — women make up 53% of Facebook users and 49% of MySpace users. However, a majority of LinkedIn members (56%) and Twitter users (55%) are men.
Gender
Age
Smartphone
Working situation
N Europe = 5613 / F = If member of social network(s)
Member profile
Europe has the lowest share of brand fans, 51%. Compare India: 70% follows a brand.
55%
19,6
57%
20,2
60%
9,3
62%
7,9
55%
8,3
70%
15,6
Brand followers 51%
Average no. of brands followed 12,2
N Europe = 5613 / F = If member of social network(s)
Following brands | Europe in perspective
>50% of social network users are connected
to brands.
Offline experiences are the main online conversation
starters.
Positive experiences are bigger conversation starters than negative
experiences.
People like positive stuff
“Our clients love Toshiba because of our (online) reputation.”
Average consumers follow a brand to get a direct
personal benefit.
36% posted content about a brand onsocial networks.
Consumers want to be in the boardroom.
44% is asking to take part in co-creation of products
& advertising.
People become a fan on Facebook because they
like the product, not because of advertising.
“Our Toshiba employees are ready for social media use.”
“Professionals are attracted to Toshiba because of our online presence and activity.”
>50% follow brands on social media.Personal brand experience and conversations
about brands by peers are drivers to connect.
2 out of 3 employees is proud about their
employer, but only 19% shares stories on
social media: unused conversation potential.
People prefer to share positive brand experiences on social
media
Most trusted source are peers. Their experiences are key driver in consumer decision
making.
12% says the image they have formed based on
real-life experiences is (completely) different from the image based on social
network pages
People are willing to provide feedback while using a brand/product!
61%SOCIAL
NETWORKERS
52%ALL
RESPONDENTS
Majority employees is not allowed to use social media.
What about the Boss and a brand on
social networks.
19% talks abouttheir company on socialmedia. Employees areclearly unused social
potential.
61% of employed social networkers is
proud of the company they work for
33% cannot accesTheir social network
websites at work
■ complete access■ limited access■ no access at all
34%Would like to have access
(top2%, 1-5)
N=35
N=66
N=56
N=104
N=1590
N=78
N=62
F = If member of social network(s) and active working person
Access to social media at work | Europe in perspective
60% would like to get help from employer to share relevant content.
Company policy
25% has a written policy about social media usage.
13% receives social media training.
4 out of 10 like their employer’s attitude towards
social media…
… and more than a third is open to share information
about the company they work for.
Brand usage 46%Recommendation by friend 29%Invitation by network contact 28%Search engine 27%Advertising on social media 26%Online advertising 22%Buying intention 22%Invited by brand 18%Traditional advertisements 18%
Following brands on social media is driven
by the actual user experience
The use of social media by European hospitals increased significantly over time (2009 - 2011)
19 > 172
179 > 278
85 > 585
JMIR Vol 14, No 3 (2012) van de Belt
“Social media is being used by all our stakeholders.”
Patients share their stories and information on
social media
The Citizens
11,5 unique consumers
Question
To which extent Dutch hospitals interact with their clients?”“
92 Dutch hospitals Number of members Linkedin group
Kind of hospital: SAZ, STZ, FF, CWZ, MCH, NFU Is the Linkedin group for intern or extern use?
Number of specialists Presence of active Facebook page
Number of employees Number of members Facebook page
Number of beds Level of activity on Facebook page
Link to social media on website Presence of Twitter account
Interaction other than contact button Number of tweets
Presence of Linkedin company profile Number following
Number of employees on Linkedin Number followers
Presence of Linkedin group Level of activity on Twitter account
* We only examined the ‘big three’: Linkedin, Facebook, Twitter, because of clarity and comprehensibility.
Research*:
34 of 92
Reference to social media
* = bron: http://www.dutchcowboys.nl/socialmedia/23075?utm_source=Dutchcowboys&utm_medium=Twitter
Number of employees on Linkedin
2010: 32.339 / 192.566 health care workers = 16,7%
Possible explanation:
• Linkedin is for business (wo)men;
• No access to the internet during worktime.
...only 48 pages were active*.
58% of the pages were not managed by the hospital
* = Managed by the hospital
Number of Facebook pages
83 hospitals (83) have Facebook pages...
30 hospitals scored 0 points.
23 hospitals scored ‘likes’ and generated ‘fans’.
Level of activityOnly 3 out of 92 hospitals scored maximum point
Presence on Twitter
21 of the 92 hospitals have no Twitter account
(22,8% )
About the accounts
They had 53.002 ‘followers’... and 17.205 ‘following’ accounts.
Conclusions & recommandations
[1 - 2]
1. The top-5 hospitals on social media: HAGA, OLVG, Maxima, Tweesteden en het Rijnstate ziekenhuis.
2. Twelve hospitals scored zero points.
3. The top-5 hospitals scored also very high in the customer friendliness list.
4. In general the unfamiliarity with social media in hospitals is great in contrast with the familiarity of the patients.
5. Most hospitals lack a clear vision, strategy and interaction tactic with the patiënt.
6. Having an account is one thing, maintaining it is something totally different.
7. The patients are ready, given the fact that they show their apperances in hospitals everywhere. (Facebook check in’s).
8. It is not always clear who manages the accounts, so a lot of changes for actual information exchange are unused.
9. Social media are a part of the communication mix. A complementairy interpretation is needed.
10. In general there is to much sending and a (pro)active interaction with patiënts is not yet ordinary.
Conclusions & recommandations
[2 - 2]
Some best & worstpractices from healthcare
3.
Pushed content versus receiver oriented content.
It’s all about relevance!
Nanopil
Medicine container with wifi
Weight scale with wifi
Sport community
Tipsand tricks
4.
“Why do we want to share on the web?”
Why do we want to share?
“We do not only use Internet,we live in Internet”
The online world in its full glory
YOU!
Five basic principles for a succesfull use of social media
1. Passion 2. Just do it
3. Transparancy
If you do not like it...don’t do it!You are the best example yourself.Transparacy, honesty and openness are keywords in social media. Also towards people who react in a negative way.It is possible that your audience uses your domain in a different way than you had in mind. Be flexible on this one.Don‘t give up. It takes some time to learn what works and what does not.
4. Flexibility
5. Long breatch
Recap
But there are also traps!
1. Lack of knowledge can lead to stagnation of the plans.
2. If too many people are involved, nobody is in charge.
3. Being there is not enough. It starts with strategy.
4. Social media is not for free. There are costs.
5. It is not about what you want to tell. It all is about listening.
Recap
“Toshiba needs a 24/7 & 365 view on all the social media communications.”
Growing by numbers
Tools for listening
Strategyintegrated marketing communication power in five steps5.
Monitoring
Strategy
Focusing Execution
Evaluation
& adjusting
Monitoring
Kwantitative:
how big is the
‘buzz’?
Kwalitative:
which issues
are being
spoken?
Which
information
needs are
there?
Is there a
possible ‘blind
spot’?
Benchmark all
this with 1 of 2
competitors.
Strategy
Positioning
Vision &
mission
Defining your
target groups
Defining your
targets
Focusing
Align your
organization
Define your
communication
tactics
Create the
right balance
between off-
and online.
Make your
targets SMART
Execution
Defining the
right channels
Make a
communicaion &
interaction
roadmap
Monitor your
KPI’s
Evaluation
& adjust
Evaluate your
KPI’s
Evaluate your
results Adjust
The 4 C’s.Engaging your audience.
Conversation
Community
Co-create
Conversion
When have we
reached our targets?
Which conversations
have to be held?
What binds our
customers?
What do our
customers bring in
on our services?
The power isin the mix
Online mixOnline instrument Branding Traffic Sales LoyaliteitAdvertorial ++ + ++ +Affiliate marketing + ++ +++ +Banners & buttons +++ + + +Blogs +++ ++ + +++E-mail advertising + + + +E-mail marketing ++ ++ +++ +++Games +++ + + ++Linkbuilding + +++ + +Messenger ++ + + ++Online video +++ + ++ +RSS + ++ + +++Sampling +++ + +++ ++Search Enginge Marketing ++ +++ +++ +Sponsoring +++ + + ++Tekstlinks + +++ ++ +Viral Marketing +++ ++ + ++Social media - dialoge +++ ++ + +++Social media - advertising +++ ++ + ++
“We can beat our competitors by the use of social media.”
One more thing...
93% of the social media users thinks a company should be on social
media.
But with a relevant message...Don’t sell bullshit!
It’a all about dialog, not monolog.
...and that is something we still have to learn.
The audience is ready.“85% of the social media users thinks companies should not only be present at the social web, but also engage with its
fans.”
Resistance is futile,you will be assimilated”“
Check our profile & recommendations
http://nl.linkedin.com/in/ruudkessels
http://nl.linkedin.com/pub/anne-van-der-heyden/7/679/ab3
And last but not least, a glympse into the nearby future