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Social Media introduction. Exploring the most important channels with cases and discovering the 6 steps to a sound Social Media strategy. With specific stats for the Netherlands.
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exploring the social media landscape
Social Media Part II
@danielspronk
@erwinelling
1. Social networks2. Communication
3. Media
Channel categories
LinkedIn, Facebook, Hyves
1. Social Networks
Linked
LinkedInonline business profiles
platform for networking
platform for recruitment
Stats51 million users as of November ’09
28% senior executives
the Netherlands:
• ranks #16 in November 09
• approx. 1,5 million users
Profiles
Personal branding
Business Networks
Stay up-to-date of what happens in your network
Communities formed around events and topics
Platform for networking
Recruitment tools, Recruiment Campaigns etc.
Recruitment Platform
Increased visibility and targeting for your company
Company Branding
Hyvesonline personal profiles
platform for relational interaction
largest Dutch social network
Stats9,4 million users6,5 billion monthly pageviews350K daily scraps
7 million views within 7 days
Dutch Government Campaign
Perfect platform for targeting youth
Data research campaign
Facebookonline personal activity
platform for sharing emotions and information
largest social network in the world (excl. China)
Stats300+ million users
25% age 35+ >150% growth
the Netherlands, November ’09:
• site ranks #8
• 1,6 million users
Focused on (popular) friends activity
Activity stream
Company branding on Facebook
SAS’ Facebook Page
Product launch on Facebook
PALMs Facebook Page
2. Communication
Blog Platforms
Company blogs
Personal (employee) blogs
micro-blogging
Stats50 million users9 million users added each month150 million visits80% use is mobile
like a blog post, but just 140 characters
Tweet
What are your friends saying?
Activity Stream
Press releases, customer interaction etc.
Companies on Twitter
Personal/Company Branding, customer interaction etc.
Executives on Twitter
3. Media
Stats1 billion views a day700K views a minute#3 site in the Netherlands
Company branding, analytics and monitoring tools
Branded Channels
Campaigns with support for competitions
3M’s Branded Channel
Example
Royal Dutch Navy Branded Channel
Stats23 unique monthly visitors60 million monthly viewsthe Netherlands: • 500K+ monthly views • 200K+ monthly visits
the ‘YouTube of presentations’
Slideshare
Example: Adobe for their product Acrobat
Company Profiles
Example: Aegon Bank
Company Profiles
Want to jump on?
part of your Online Marketing Strategy
Social Media
Online strategy
MARKETING CHANNELS
ASSETS
GOALS
E-mail lists
Social Media
Virals
Natural search (SEO)
Paid Search (PPC)
Corporate website
Recruitmentwebsite
Social mediaportal
Campaign website
Banners
Social Media just another marketing channel?
1. Public Relations
Using twitter for news distribution
Local Dutch Police Departments
2. Customer Service
Web care team is more effective than call center
Dutch ISP UPC
3. Loyalty-building
Turning negative experiences in wow experiences
Create evangelists
4. Recruiting
Long term social media strategy
Deloitte
Long term social media strategy
Deloitte
Long term social media strategy
Deloitte
Long term social media strategy
Deloitte
Long term social media strategy
Deloitte
Short term campaign using social media
Dutch Hospital
5: NETWORKING5. Networking
Connect with peers, build your brand
LinkedIn Answers
6: THOUGHT-LEADERSHIP6. Thought Leadership
share, share, share
Thought Leadership
be insightfulalways be about solutions
ask questions about the futureshare important researchreveal field insightsbe responsive
AND CUSTOMER ACQUISITION!
What doesSocial Media cost?
1. It takes people2. It takes technology3. It takes time
Investment in people and technology
Your Blog
Social Media Channels
activity content & media
Your BlogPORTAL
&BRANDED CHANNELS
Social Media development trajectory
Investment in people
Traffic Traffic Traffic Traffic
Traffic Traffic Traffic Traffic
PORTALCorporate Website
BLOG
Portal & Branded Channels
6 steps for a soundSocial Media strategy
1. Learn
2. Listen
3. Set Goals
4. Plan
5. Execution
6. Measure
6 steps for your Social Media plan
1. Learnwhat is Social Media?
2. Listenwhat’s happening around your brand?
3. Set Goalspart of your overall marketing strategy
4. PlanWho, what, which channels, trajectory
5. Executiondon’t forget offline!
6. Measureset metrics aligned to your goals
1. Learn
2. Listen
3. Set Goals
4. Plan
5. Execution
6. Measure
6 steps for your Social Media plan
Total Experience can help you with:Social Media Strategic PlanSocial Media TrainingSocial Media PolicyChannel Training (Twitter, LinkedIn etc.)Consultancy and Support servicesDevelopment (ie. Social Media News Room)Analytics services
@danielspronk
@erwinelling
