roderick cremers social media fundamentals
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FreshBridge confidential © 2012
Roderick Cremers
+31 6 51 821 045
@cremers
www.FreshBridge.nl
European Golf Course Owners Association
7th European Golf Business Conference
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Proud to work for:
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What we do: We deliver results by effectively combining different Social Activities
• Strategic consultancy on brand level
• Expert advice on marketing solutions
• Apps to generate leads, word of Mouth & social Sharing, raise awareness
• Social sharing campaigns
• Visual Daily Content
• Content Management
• Analysis on Content success
• Targeted Fan acquisition
• Targeted advertising campaigns
• Insights into Fan base
• Insights to media review
• ROI research
Clear steps /picture Getting Results
Activation Leads
Awareness
Interaction Engagement
Targeted Results
Detailed info
• Outlook & Advice on new developments
• Sharing best practices
• Executive training
• Team training • Alignment of
company wide initiatives
Eyes & ears looking forward
Up to speed Embedded
Advisor Apps/
Campaigns Content (Daily)
Ads Media / Metrics
Innovation Training / Education
+ +
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The world is changing
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We are more and more connected And we share more and more
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Sharing & Connecting
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Connecting all
the time
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What happens in Vegas…
7
stays on
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There was 5 exabytes of information
created between the dawn of
civilization through 2003
but that much information is now
created every 2 days, and the pace
is increasing...
Eric Schmidt - Google
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We trust each other
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We trust friends instead of brands
10
Use the
potential of
friends
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Social Proof
Following others, copying actions of others or being influenced by it, because the perception is that others have more knowledge
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friends friends of friends
So what is Social Media?
Friends talking to (more) friends in new ways
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Goal for you:
• To understand what people are talking about
• Let them talk about you
• Amplify what is being said
• Convert into action & loyalty
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Who is it about?
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The value of a fan
Fans are high-value customers • Extra Incremental sales
Fans purchase 2x as much (study of 73 brands across 13 categories)
• Increased Loyalty
Build a deeper relationship over time and retain loyal customers
• Continuous and direct feedback
Fans giving real-time feedback that helps improve your product and brand
Fans influence their friends • Associate your brand with their identity
Fans choose to associate your brand with their identity
• Generating extra reach
Fans share with their friends and generate stories when they interact with you:
Fans have an average of 34-89 friends you can reach
• Promote stories from fans to their friends
Social ads increase ad recall by greater than 50% according
to Nielsen studies
Input from Facebook | Nielsen | Comscore
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What can you achieve?
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Goals you can achieve
21
Reaching a large targeted audience
Impact and conversations around your brand
Conversion / Loyalty
Consumer Insights
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Social Media
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Social Media users
> 500 mln users
> 400 mln users
> 150 mln users
> 100 mln users
> 25 mln users
> 70 mln blogs
> 1 bln users
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Most of online time spent on Facebook
> 1 bln users
> 604 mln
mobile
< 7 mln NL users
58% comes
everyday
Avg 130 friends
300 mln photos per day
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Facebook dominant in European Countries
25
Facebook Users in European Countries (mln)
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Facebook fans over 45 years
26
Facebook Fans in European Countries over 45 years (mln)
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Many Golf Fans to target
27
Facebook Golf Fans in European Countries (x1000)
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Why Facebook?
• Most time spent there
• Targeting possibilities are excellent
• Mechanism of sharing content
• Consumer approval through ‘likes’, ‘comments’, ‘shares’, etc
• Possibility for amplification of conversations
• Interaction possibilities
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What do you do?
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What do you do
30
Conversations
Amplifying the conversations
The right apps / tools / offers to get interaction
Insights to keep learning
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It all starts with the conversation
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• Facebook is ‘all about connecting’ and building relationships with each other
• Brands compete with friends
• ‘Lightweight & Conversational’ campaigns work best on Facebook
Brand want to reach their (potential) fans
• Visual content works best on Facebook
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Conversations are the new way to build & cement relationships
Many light weight interactions
33
‘intensive’ interactions
deliver spikes
time
Intensity
relationships Relationships
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But how?
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Converstation Calendar [template]
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Steps to Conversation Calendar
Brand & Business Strategy
Brand & Business Needs
Consumer Target segments
Consumer Target Insights
Analyse Facebook Activiteiten
Analyse Interest Facebook Fans
Key Insights Facebook Persona’s
Facebook Consumer Persona’s
Content Theme
Content Theme
Content Theme
Content Theme
Content Theme
Conversation Calendar
Dashboard
1 2
3
4
5 6
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• It all starts with your consumers
• Make sure they start talking about you
• Amplify what they are saying (targeting with ads)
• Make sure you focus on interaction
• Focus on interactive visual content
• Set up a conversation calendar
• Remember your amongst your consumer and his friends
Recap