social media overview
DESCRIPTION
TRANSCRIPT
Conversation starters
BTO - 3/6/2010
Social Media Overview
?
But first...
... some history.
Web 2.0
Web 2.0The ‘new’ web
creation
social
decentral
1. CreationThe web is the first mass medium where the production tool is the same as the consumption tool.
Piramid1 10 100 1000
Piramid1 Creators10 Reactors100 Lurkers1000 Strangers
Piramid1 Creators10 Reactors100 Lurkers1000 Strangers
2. Social
2. SocialThe story of the helicopter flight.
3. DecentralMetcalfe’s law.
Bron: http://en.wikipedia.org/wiki/
Yelling does not work.
Where to start?
Social NetworksFacebook, Hyves, VZ, Netlog, Bebo...
Facebook + local, LinkedIn
Biggest audience
Usually closed
Sharing NetworksYoutube, Flickr, Vimeo, Digg, Slideshare, StumbleUpon
Open
Focussed on sharing + commenting
Google!
MicrobloggingTwitter, Yammer, (Facebook?)
Open
Asymmetrical
Influential
BlogosphereLocal
Open
Networks
Influential
ForumsNot dead!
Closed
Mature
Google!
WikiWikipedia, Lostopedia
Curated
Collaborative
Google!
Some terminology
TerminologyRSS
API, mashup
Retweets
linkjuice
Opportunities & threats
Social Media=
at the intersection
IntersectionMarketing, Sales
PR, crisis PR
HR
Communications
Customer Service
IT
(Please, don’t leave social media to IT.)
Sales & Marketingcreate buzz
support campaigns
actions, coupons, promotions
detecting buying intentions
inspiration
PRperception
press
Crisis PRplatform!
communication
HRrecruitment
alumni
transparancy...
Communicationssocial media press release
press
politicians?
Customer servicedetecting threats
learn from your customers
impending fires...
Lots of opportunitiesWho’s going to grab them?
But...
SM isn’t a magic wandit takes hard work
it takes time
it takes a strategy and structure
it has to be in someone’s job description!
How to start?
Social Media=
a bar
What does work?Listen
Facilitate
Conversation
1. ListenTracking tools
Livestream
Analysis
Feedback
Quantitative & qualitative!
Tracking tools:blogsearch.google.com
search.twitter.com
ubervu.com
socialmention.com
Radian6, Attentio...
1. ListenWhere is your particular audience?
Where are your ambassadors?
Where are your influentials?
2. FacilitateOffer them a platform
Give them ‘something to talk about’
Remember?Web 2.0, the ‘new’ web
creation
social
decentral
2. Facilitateallow people to create
allow people to share
do not try to control centrally
Social Currency
2. FacilitateGive people something to “score” in the eyes of their peers
2. FacilitatePlatform?
3. ConversationKeep the conversation going
Reactive, then proactive
Answer questions
Incorporate feedback
Content
Social Media
Tracking
Feedback loopContent creation
Social Media
Online Reputation Management
Next steps
To do:
Translate your marcom strategy to a social media strategy, ànd track & execute it.
3 pilars:
concept & strategy
coaching & training
execution
1. Concept & strategy
Translating marcom strategy to social media.
1. Concept & strategysocial media policy
social media workflow
selection of networks
reactive or proactive?
selection & setup of tools
2. Coaching & training
Empower internal people to execute the social media strategy.
2. Coaching & traininggroup sessions
how-to, tips & tricks
hands-on approach
second line
alerting
2. Coaching & training
Evolves over time, from creating awareness to training to second line help.
3. Execution
Maintain your social media presence.
3. Executionupdating Facebook fan pages
monitor Twitter & react
tracking over all social media
reporting & analysis
alerting
3. Execution
Support campaigns with social media.
Some cases
Nike+: Men vs Women
Godiva Belgitude
Ibis pillow fight
Kinepolis ORM
Tourism Austria
Questions?
BartE: [email protected]: +32 495 51 36 36
SofieE: [email protected]: +32 478 20 84 11
JokeE: [email protected]: +32 486 41 84 30
T: +32 9 269 52 45E: [email protected]