Social Media�

By MedeMerkers �Koen Delvaux �@kodel�

back to basics �

MARKETING AND SOCIAL MEDIA �

@kodel�

THE PRODUCTIVE COW MODEL�

milk�@kodel�

THE PRODUCTIVE COW MODEL�

feed�

milk�@kodel�

THE PRODUCTIVE COW MODEL�

feed�crap�

milk�

thin air �

@kodel�

THE PRODUCTIVE COW MODEL�

better food�

listen�

feed�crap�

milk�

thin air �

@kodel�

THE PRODUCTIVE COW MODEL�

Marketing �

@kodel�

THE PRODUCTIVE COW MODEL�

Sales �

@kodel�

THE PRODUCTIVE COW MODEL�

Services �

@kodel�

THE PRODUCTIVE COW MODEL�

Operations �

@kodel�

THE PRODUCTIVE COW MODEL�2 jobs for marketing �•  provide feedback of what customers want �•  feed the brand story �

(with content marketing) �•  (sales) extract output with promotions �Warning �•  without service, you fail in the short run�•  without operations, you fail in the long run�

@kodel�

CHOOSING THE RIGHT PLATFORM �

@kodel�

Facebook�•  A communications platform (like email) �•  Not a medium (like television)�•  Brands are welcome (to listen, then talk) �•  Applications can create a richer interaction �•  Competitions are allowed (but rules exist) �•  Possibilities:�

personal profile, fanpage, group, application, advertisement ��

@kodel�

@kodel�

+55 is growing fastest �

Active population �is largest �

@kodel�

Twitter �•  50.000 or 150.000 or 300.000 Belgians �

(and a lot more Dutchmen) �•  Comparable to conversations in the bar �•  Like SMS, telex or instant messaging (short) �•  Not the right place to spread your message�•  Used a lot by media, marketing, politicians

and journalists �•  Possibilities:�

listen, get to know, learn, inspire, �be discovered�

@kodel�

@kodel�

LinkedIn�•  1.000.000 Belgians (1st place in EU) �•  Professionals, looking for business contacts �•  Ideal to get to know people within your

sector �•  Not only a passive CV, but also “what are

you working on” �•  Possibilities:�

LinkedIn groups (from yourself or from others), LinkedIn Answers and LinkedIn Applications �� @kodel�

@kodel�

Blogs �•  Already quite old, but influential �•  Self-publishing for indivuduals and brands �•  Personal branding is important �•  Your own little dynamic website (diary) �•  Very focused (e.g. chocolate lover’s blog) �•  Posibilities:�

own blog, comments, blogging actions or giveaways, monitoring blogs ��

@kodel�

@kodel�

Forums�•  Group discussions for likeminded people �•  Similar to functionality in Facebook group�•  Different dynamic: it is ‘their’ forum�•  Moderators are generally not paid�•  Sometimes owner is a brand or group�•  Possibilities:�

own forum, presence on other forum, private forum, commerce, link to publishing �� @kodel�

@kodel�

Foursquare�•  A location based network�•  Listing of places (like yellow pages) �•  DIY model: place owner decides (claim) �•  ‘specials’ can trigger new customers �•  Lets you know who your customers are �•  Posibilities:�

create your place, specials, tips, pictures, recommendations, own profile with friends��

@kodel�

Claim your venues and add some ‘specials’�

@kodel�

5 STEPS TO SOCIAL MEDIA SUCCES �

@kodel�

5 STEPS TO SUCCESS�

1 PRESENCE �2 CONVERSATION �3 INTERACTION �4 CO-CREATION �5 COLLABORATION �

@kodel�

1 PRESENCE �

@kodel�

•  Start by creating a Facebook page�

•  Skip the meetings, strategy, plans and organization�

•  Set up basic monitoring �

•  Post some content ��

1 PRESENCE �

@kodel�

•  Use a content calendar for postings ��

1 PRESENCE �

@kodel�

•  Use Yammer for internal idea creation�

1 PRESENCE �

@kodel�

•  Use Facebook Insights to see what works �

1 PRESENCE �

@kodel�

•  Keep track of progress in a little excel file �

1 PRESENCE �

@kodel�

•  Basic monitoring with Hootsuite �

2 CONVERSATION �

@kodel�

•  Allow people to comment (freely) �

•  React on people’s comments �

•  Don’t erase negative messages �

•  Only promise what you can do yourself �

2 CONVERSATION �

@kodel�

•  Provide community guidelines (rules) �•  Can be done simply in a Facebook note �

2 CONVERSATION �

@kodel�

•  Define what employees can post (policy) �•  Give tips for how they can help�

(no tools needed. It’s about agreements that are made after discussions with staff) �

3 INTERACTION �

@kodel�

•  This is where you have to involve other departments �

•  Service is the first candidate for involvement �

•  Operations is second (structural solutions to problems identified) �

•  Your role is crucial: �Execute pressure on the organization using social media (Chief Customer Officer) �

3 INTERACTION �

@kodel�

•  Customer care:�redirect to the ‘message’ button�

•  If the case started in public, always finish it in public �

•  Ask customer to confirm on your page the problem is solved�

4 CO-CREATION �

@kodel�

•  Develop a solution together with customers�•  Means: e.g. a closed/secret Facebook group�

5 Collaboration�

@kodel�

•  Every project in your company is co-creation�•  Processes and roles are adapted�•  Integration: your tools (CRM, ERP,...) are

linked to social media and customers and partners have acces to them�

5 Collaboration�

@kodel�

•  You need a model to achieve this �(MedeMerkers: Liquid Organization Model) �

Huidige'posi+e'

Gewenste'posi+e'

COMMUNICATIE' LEREN'

VERBONDENHEID'

IDENTITEIT'

VAARDIGHEDEN'

KENNIS'

ATTITUDE'

ROLLEN'

VERANTWOORDELIJKHEDEN'

SUPPORT'

HEFBOMEN'

DASHBOARD'

ORGANISATIE'PERFORMANTIE'

TOESCHOUWER'

SPELER'

SPELVERDELER'

PILOTtry

asse

ss adjust

repeat

AWAKE DEPLOY EMBED SUSTAIN

brand

cust

omer

nee

ds

busin

ess n

eeds

productcommunity

corporate responsibility

operationalefficiencylegal com-

pliance

strategic differentiationrevenue growth

WHAT NOT TO DO �

@kodel�

START WITH STRATEGY�

@kodel�

GROW FAST THROUGH ADS / STORIES�

@kodel�

GIVE AWAY AN IPAD �

@kodel�

OUTSOURCE SOCIAL�

@kodel�

Interested? �

MedeMerkers �Kardinaal Mercierplein 2�2800 Mechelen �016/81.91.33�info@medemerkers.be�twitter: @medemerkers�www.medemerkers.be �

@kodel�