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