stow knokke 2012
TRANSCRIPT
Successful with social media @stow
Stefaan Lammertyn - Pixular - @slk8500
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Websites
Content Management Systemen (CMS)
E-mail marketing
Hosting
Social Media
Stefaan Lammertyn & Patrick Maes
[email protected] 25 46 44
www.pixular.be
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Stefaan Lammertyn - Pixular - @slk8500Monday 2 July 12
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Program
1. We are halfway...
2. Social media? Definition & Findings
3. Can’t see the wood for the trees
4. Twitter & LinkedIn: tip of the iceberg
5. Sociale Media 4 STOW
6. On your marks, get set, GO
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There was a time...
#01 > We are halfway...
#01
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Photo by TheAlieness GiselaGiardino²³ - http://flic.kr/p/5Rz9GMonday 2 July 12
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WE ARE HALFWAY
#01 > We are halfwayMonday 2 July 12
Digital is the new normal
#01 > We zijn halfweg#01 > We are halfwayMonday 2 July 12
Photo by Dhammika Heenpella / Images of Sri Lanka - http://flic.kr/p/7g7nSm
#01 > We zijn halfweg#01 > We are halfwayMonday 2 July 12
#01 > We zijn halfweg#01 > We are halfwayMonday 2 July 12
WHAT ARE SOCIAL MEDIA?
“Social media are the online tools and platforms that people use to share their
opinions, insights and experiences.”
#02 > Social media: Definition & Findings
#02
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Facts & figures
• Growth!
• On average 55 minutes/day on Facebook
• 65% of TOP100 companies on Twitter
• all ages use this kind of media 7 > 100
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Findings
#02 > Sociale media: Definitie & Vaststellingen#02 > Social media: Definition & FindingsMonday 2 July 12
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#02 > Sociale media: Definitie & Vaststellingen#02 > Sociale media: Definitie & VaststellingenMonday 2 July 12
Photo by The Next Web - http://flic.kr/p/8g2yDN
In our time...
#02 > Sociale media: Definitie & Vaststellingen#02 > Social media: Definition & FindingsMonday 2 July 12
#02 > Sociale media: Definitie & Vaststellingen#02 > Social media: Definition & FindingsMonday 2 July 12
Findings
Word of Mouth is World of Mouth
Fans make new Fans
New consumer is a Trend, not a hype
23#02 > Sociale media: Definitie & Vaststellingen#02 > Social media: Definition & FindingsMonday 2 July 12
Findings“Nothing influences a person more than the
recommendation of a trusted person” Marc Zuckerberg - Facebook
78% consumers believe
recommendations of others24#02 > Sociale media: Definitie & Vaststellingen#02 > Social media: Definition & Findings
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http://visual.ly/social-media-and-maslow’s-hierarchy-needsMonday 2 July 12
CAN’T SEE THE WOOD FOR THE TREES
1. Blogs
2. Microblogs: Twitter - Yammer - ...
3. Social Networks: LinkedIn - Facebook - Google+- ...
4. Media Sharing: Youtube - Slideshare - Spotify - Pinterest
5. Location Based apps: Foursquare
#03 > Door het bos de bomen#03 > Can’t see the wood for treesMonday 2 July 12
You know these...
#03 > Can’t see the wood for trees
#03
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#03 > Door het bos de bomen#03 > Can’t see the wood for treesMonday 2 July 12
WHO LOOKS FOR IT, WILL FIND IT
Photo by Rosa Dik 009 - on & off - http://flic.kr/p/8BVyDx
#SM4KMOMonday 2 July 12
SERENDIPITYLooking for a needle in a haystack &finding the farmer’s daughter instead
Pek van Andel
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Photo by coconinoco - http://flic.kr/p/8g9p1o
6. ToekomstMonday 2 July 12
SIDE EFFECT PRINCIPLE
#04 > Odds en PitfallsMonday 2 July 12
6. Toekomst
Leaflet & pills...Side effects
Helpful
#04 > Odds en PitfallsMonday 2 July 12
http://richardatdell.blogspot.be/Monday 2 July 12
Opportunities of SM
1. Branding
2. Leadgeneration - sales support
3. Recruiting & PR
4. Market research
5. Loyalty
35
#04
#04 > Odds en PitfallsMonday 2 July 12
6. Internal communication
7. Competitive advantages
8. Showing expertise
36#05 > Kansen en Valkuilen#04 > Odds en Pitfalls
Opportunities of SM
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BRANDING
37#02 > Social media: Definition & Findings
BRANDING
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38#02 > Social media: Definition & Findings
LEAD
LEAD GENERATION
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39#02 > Social media: Definition & Findings
RECRUITMENT
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Dare to ask your audience... RESEARCH
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Photo by jenlen - http://flic.kr/p/7ecxTj
CONNECTUPDATESHARELEARN
COLLABORATE
INTERNAL COMMUNICATION
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BRANDINGExpertise
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#05
#05 > TwitterMonday 2 July 12
• Microblog
• Text message of the Internet
• Tweet = message < 140 characters
• Constant message flow
• Following = people you follow
• Followers = people following you
Microblog44#04 > Twitter
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Jargon
• Users: @username ex. @slk8500
• ReTweet = Resend Tweet(RT)
45@SLK8500 www.pixular.be#04 > TwitterMonday 2 July 12
Jargon
• # HASHTAGS = Metadata = keyword#KortrijkXpo #PanoramaTV #MSV2012
• @slk8500: public answer
• d slk8500: Direct Message - private...
46#04 > TwitterMonday 2 July 12
Photo by coconinoco - http://flic.kr/p/8g9p1o
6. ToekomstMonday 2 July 12
#04 > Twitter#04 > TwitterMonday 2 July 12
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Tools
• On your PC/MAC or Smartphone
• www.twitter.com / search.twitter.com
• Application: Twitterbird/Tweetbot
• Combination: Hootsuite/Tweetdeck
53#04 > Twitter#05 > TwitterMonday 2 July 12
Efficient twittering
• Tell others your story
• Better with Added Value
• Use links in your messages
• Ask questions & give answers
• Share your knowledge & insights
• TXS, be thankful - don’t forget your grandmother
54#04 > Twitter#05 > TwitterMonday 2 July 12
55#04 > Twitter#05 > TwitterMonday 2 July 12
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Why using Twitter?
• Listening
• Learning and discovering/ People/ Things
• Ask Question #daretoask #dta
• Give & Receive
• Share knowledge > expert
• Be found! SEO
#04 > Twitter#05 > TwitterMonday 2 July 12
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Networking is Just like
Working
59#04 > LinkedIn#05 > LinkedInMonday 2 July 12
• Knowledge > Contacts
• Who knows who ?
• Professional use
• Status updates - recommendations - Q&A
Social Network
60#04 > LinkedIn#05 > LinkedInMonday 2 July 12
61#04 > LinkedIn
degrees of separation...
#05 > LinkedInMonday 2 July 12
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EDITEDIT
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76#04 > LinkedIn#04 > LinkedIn
Groups
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Pay for publishing jobsMonday 2 July 12
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LinkedIn > Network
• Seek and you shall find
• Contacts of contacts
• Join groups
• Recommendations
• Presentations
• Detect opportunities
85#04 > LinkedIn#05 > LinkedInMonday 2 July 12
LinkedIn > Network
• Personal invitations
• Dare to ask questions
• Be willing to give answers
• Build up!
• Observe the hygiene of your network
86#04 > LinkedIn#05 > LinkedInMonday 2 July 12
NO MAGIC BUT
STRATEGY
87#06 > On the line, get set, GOMonday 2 July 12
SocialMediaRoadmap
88#06 > On the line, get set, GOMonday 2 July 12
Pixular.be
Pixular
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90
To score, you must shoot
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There is a secret to Twitter success and it’s the same secret for all of social media,
especially business social media:
wake up & write@gitomer
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STOW INTERNATIONAL
• Target: Branding!
• Channels: LinkedIn & Twitter
• Monitoring: Brands/Keywords from sector/Colleagues & Competitors
• Website integration
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Engagement
• Participation: listen - act - interact
• Compelling content
• Tell your story
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And what have we learned today?
94
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Create Content for your
audience and make your audience Content
95
#11
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CONCLUSION
• Start listening
• Ensure added value
• Think before you Tweet
• Discover your place
• Search to find people/items
96#06 > Aan de lijn, klaar, start#06 > On the line, get set, GOMonday 2 July 12
CONCLUSION
• Don’t be boring, don’t start online arguments
• Watch your manners > grandmother!
• Respect 1 of 3 rule
• Help where you can
• Let everyone hear from you regularly
97#06 > Aan de lijn, klaar, start#06 > On the line, get set, GOMonday 2 July 12
ReputationThe internet never forgets!
98#05 > Kansen en ValkuilenMonday 2 July 12
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100
And now, jump !
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MAKE SURE SMDOESN’T
BECOME SM
Photo by philippe leroyer - http://flic.kr/p/8eArtT
#12
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Contact
Questions, comments or suggestions?
Stefaan Lammertyn/Pixular
www.sm4kmo.be
Follow us on Twitter:@slk8500
#SM4KMO
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Photo by jpmatth - http://flic.kr/p/a8fjQQ
THOU SHALL LISTEN
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It’s about conversations, and the best
communicators start as the best listeners
Brian SOLIS
#07
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LISTENING
• Name of organization
• Brands & Employees
• Programs
• Website
• Keywords from sector
• Colleagues & Competitors
#01
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LISTENING
• Let the technology work for you
• Monitoring
• Social Mention/Google Alerts
• Tracebuzz/Engagor
#01
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#01
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Photo by cliff1066™ - http://flic.kr/p/5Mf7xA
THOU SHALL DETERMINE YOUR GOALS
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GOALS
• Increase customer satisfaction
• Visibility & name recognition
• Market research
• Expertise
• PR
• Recruitment
• Press
#02
Commandment II: Thou shall determine your goalsMonday 2 July 12
GOALS
Make sure your goals fit into the overall marketing strategy
of your company
#02
Commandment II: Thou shall determine your goalsMonday 2 July 12
Photo by contemplative imaging - http://flic.kr/p/6pLTXu
THOU SHALL DEFINE YOUR
TARGET AUDIENCE
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AUDIENCE
CustomersIndividuals
Prospects Press
Government
Young peopleSeniors
Consumers
#03
Companies
Candidates
Commandment III: Thou shall define your targetsMonday 2 July 12
WHICH CHANNELS?
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CHANNELS #04
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THOU SHALL DEFINE YOUR BENCKMARKSPhoto by steve loya - http://flic.kr/p/2h3DRh
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#05BENCHMARKS
• # website visitors
• # FB fans
• # Followers on Twitter
• Applies for information
• Mentions in the press
• ....
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THOU SHALL ORGANIZEPhoto by police5151 - http://flic.kr/p/6gXUcq
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ORGANIZE
• Support within the organization
• Sensitize ...
• SM-coordinator
• Guidelines
• Actions & reactions
#06
Commandment VI: Thou shall organizeMonday 2 July 12
Social Media PolicyGood agreements = good friends!
#09
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Employees
#09
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No mother-in-law!
#09
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Trust creates Trust
#09
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Responsibility
Guidelines
#09
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THOU SHALL INTEGRATEPhoto by Vermin Inc - http://flic.kr/p/4ymfpb
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INTEGRATE
• Both offline and online
• Website - newsletter - ...
#07
Commandment: Thou shall integrate social mediaMonday 2 July 12
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LOOK FOR FANS/FRIENDS
FOLLOWERSPhoto by Anne Bennett - http://flic.kr/p/4mk5e8
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F-FACTOR
• Word of mouth > world of mouth
• Who’s behind your company or brand?
• Go for partnership > ambassadors
• Support your fans!
#08
Commandment: Look for fansMonday 2 July 12
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TELL OTHERS YOUR STORY
Photo by Images by John 'K' - http://flic.kr/p/6kfzwS
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CONVERSATION
• Detect interesting issues
• Intervene and help
• Give answers and dare to ask questions
#09
Commandment IX: Thou shall start the conversationMonday 2 July 12
ORGANISEREN
THOU SHALL ANALYZE AND
ADJUSTPhoto by Willamor Media - http://flic.kr/p/88r8UC
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OBSERVE
• SM is never off the air
• Objectives achieved?
• Why (not)?
• What didn’t we do right?
• Adjust where necessary
#10
Commandment X: Thou shall analyze and adjustMonday 2 July 12
exeptional living
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