Social Media Master ClassJune 28, 2011

Agenda

• Who ?• Definition• Interesting movies• Definition (if any)• What do you do personally ?• What does your company do ?• What is the approach• Pitfalls

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Who ?

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Definition (if any)

The term Social Media refers to the use of web-based and mobile technologies to turn communication into an interactive dialogue.

Andreas Kaplan and Michael Haenlein define social media as "a group of Internet-based applications that build on the ideological and

technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content."[1] Social media are media for

social interaction, as a superset beyond social communication. Kietzmann et al. (2011) argue that “social media introduce substantial

and pervasive changes to communication between organizations, communities, and individuals” (p. 250),[2] enabled by ubiquitously

accessible and scalable communication techniques. (http://en.wikipedia.org/wiki/Social_media)

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Definition (if any)

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Interesting Movies

• http://www.youtube.com/user/Socialnomics09#p/u/2/nPYrbSUqr2k

• http://www.youtube.com/user/Socialnomics09#p/a/f/0/sIFYPQjYhv8

• http://www.youtube.com/user/Twitter• http://www.youtube.com/user/Twitter#p/f/7/Jc8T

QppzORE• http://www.youtube.com/user/theofficialfacebook

#p/u/0/cqd_4KSbnJo

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Definition (if any)

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What do you do personally ?

Only 16% of the CEO’s is using Social Media (see also http://www.webershandwick.com/resources/ws/flash/Socializing_Your_CEO_FINAL.pdf)

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What does your company do ?

• Internal– Networking (Yammer)– Collaboration, knowledge sharing– ...

• External– Sales– Marketing– Product support– HR– ...

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© 2011 Azlan. All Rights Reserved. 12

How we made sense of Social Media

Corporate website Twitter accounts YouTube channel Video reviews

HTML mailings

Mobile

Thought Leadership

building a Sibelco community

14CIOForum Masterclass June 28, 2011

Rob Koreman – Catherine Dompas

Social Media – Customer facing - Start activating - YouTube, Linkedin and Twitter presence

• “Quick wins” focus on brand awareness: enrichment of web page content (cases, videos) and e- newsletter initiative

Platform Objectives Target Group Content

• Leverage on current video materials to start sharing

• First step in creating a community of advocates

• Current customers• Employees

• Available products demos: should be integrated/linked to web page

• Company presence in key events• Interviews, press releases, etc.

• Start the conversation by sharing all the initiatives

• Customers in general

• Employees

• Updates through the other channels in videos (web site)

• News from key events (RSNA)

• Expand current corporate presence and employees network in order to recruit best talent

• Current employees • Future employees

• Careers at Agfa HealthCare description and job offers

• Corporate news

e- Newsletter• Trigger potential and existing

customer engagement

• Current customers• Potential customers

database

• Launch of new products and solutions• Articles and new customer cases• Promotion of THERE magazine

Umicore

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VM Zinc site for US marketing and liaison with architects: launched 2010

What is the approach ?

• On the implementation side– Define Social Media strategy– Get them on your side– Treat this as a classical project– Change management

• On the operational side– Measure– Get an organisation in place to manage– Get policies in place

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What is the approach ?Top 10 Social Media Pitfalls

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What is the approach ?Top 10 Social Media Pitfalls

Pitfall #1: believing a Facebook page equals a social media strategy

Pitfall #2: Engaging without a social media strategy

Pitfall #3: Allowing interns to manage social media engagement

Pitfall #4: Broadcasting announcements instead of starting conversations

Pitfall #5: Banning social media from your employee’s workplace

Pitfall #6: Avoiding social media for fear of negative comments

Pitfall #7: Believing social media is free, cheap and easy

Pitfall #8: Silo-ing social media into a single department

Pitfall #9: Creating "private" social networks

Pitfall #10: Using traditional media metrics for ROI measure

(source : http://socialroadmaps.blogspot.com/2011/03/top-10-business-social-media-pitfalls.html)

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