RU

UD

KESSE

LSCom

munic

atie

advis

eur

Socratesla

an 1

2

3522 E

G U

trecht

T. &

F. 0

30 - 2

87 0

7 7

8

M. 0

6 - 1

5 2

5 7

7 6

6

E. r

uud@

kessels

com

munic

atie

.nl

W. w

ww

.kessels

com

munic

atie

.nl

[COMMUNICATIE | MEDIA]K ESSELS

&

inspiration session Social Media

Monitoring

Strategy

Focusing Execution

Evaluation

& adjusting

Ruud Kessels and Anne van der HeydenAbout

“Who uses social media privately?”

I think there is a world market for maybe 5 computers”

Thomas Watson - chairman of IBM - 1943

“

Computers in the future may weigh no more than 1,5 tons”

Populair mechanics - 1947

“

There is NO reason, anyone would want a computer in

their home”

Ken Olson - Founder Digital Equipment Corp. - 1977

“

“...Who uses social media for business use?”

What are

Social Media?

1. Quick scan online presence Toshiba and competitors

2. Facts & figures

3. Some best & worst practices from other businesses

4. Tips & tricks

5. Strategy: integrated marketing communication power in five steps

“We don’t need a social media policy within Toshiba.”

Quick scanonline presence Toshiba medical and its competitors1.

“Classified information”Please contact me if on this matter

Toshiba medical

GE healthcare

Siemens healthcare

Philips healthcare

Social media channels mentioned on website

More than 1.000 followers on Linkedin

company profile

More than 1.000 followers on Linkedin

group

More than 1.000 followers on Facebook

More than 1.000 followers on Twitter

More than one app in iTunes

SCORE ?-6 ?-6 ?-6 ?-6

“Classified information”Please contact me if on this matter

“...On a scale of 1 to 10, I give myself at least a 6 for our social media behavoure.”

Wrap upand suggestions

“Classified information”Please contact me if on this matter

Facts &figures

2.

98% of Europeans are aware of Social Media.

73% of Europeans are member of at least 1 social

netwerk.

75%

44%*

3,4

86%

34%

1,8

98%

88%

3,9

96%

67%

1,5

97%

86%

3,1

95%

76%

2,1

Aware of at least one network 98%

Member of at least one network 73%

Average number of networks one is member of 1,9

Awareness, penetration, average number of networks

Emerging markets Brazil and India show the highest awareness and penetration of social networks. * The 44% share of social networkers in China is low compared to other

countries. This might be due to the fact that some large Chinese networks (eg RenRen) were not included in this survey.

“Social media are for the younger generation.”

“... and therefore social media don’t fit in the image or values of Toshiba.”

North

Aware of at least one network 98%

Member of at least one network 73%Average number of networks one is member of

1,9

98%

75%

1,5

99%

79%

1,9

97%

66%

1,8

99%

77%

2,2

South

West East

Western Europe lags behind in social network

penetration.

Awareness, penetration, average number of networks

West

North

East

South

58%

14%

12%

95%

82%

36%

69%

18%

10%

97%

38%

80%

57%

39%

12%

94%

55%

72%

72%

24%

15%

98%

85%

41%

N Europe = 7446 / F = None

■ Membership■ Awareness

Top 3 networks by membership

Male 47% 55% 51% 56%Female 53% 45% 49% 44%Age

15-24 24% 30% 33% 15%25-34 25% 25% 26% 24%35-54 35% 30% 31% 43%55-99 16% 14% 11% 18%Smartphone

Smartphone user 43% 58% 46% 59%

Working situation

Employed 58% 58% 54% 72%Student 13% 17% 18% 8%Not working 29% 26% 28% 21%

Facebook Twitter MySpace LinkedIn

Women typically outnumber men on social networks — women make up 53% of Facebook users and 49% of MySpace users. However, a majority of LinkedIn members (56%) and Twitter users (55%) are men.

Gender

Age

Smartphone

Working situation

N Europe = 5613 / F = If member of social network(s)

Member profile

Europe has the lowest share of brand fans, 51%. Compare India: 70% follows a brand.

55%

19,6

57%

20,2

60%

9,3

62%

7,9

55%

8,3

70%

15,6

Brand followers 51%

Average no. of brands followed 12,2

N Europe = 5613 / F = If member of social network(s)

Following brands | Europe in perspective

>50% of social network users are connected

to brands.

Offline experiences are the main online conversation

starters.

Positive experiences are bigger conversation starters than negative

experiences.

People like positive stuff

“Our clients love Toshiba because of our (online) reputation.”

Average consumers follow a brand to get a direct

personal benefit.

36% posted content about a brand onsocial networks.

Consumers want to be in the boardroom.

44% is asking to take part in co-creation of products

& advertising.

People become a fan on Facebook because they

like the product, not because of advertising.

“Our Toshiba employees are ready for social media use.”

“Professionals are attracted to Toshiba because of our online presence and activity.”

>50% follow brands on social media.Personal brand experience and conversations

about brands by peers are drivers to connect.

2 out of 3 employees is proud about their

employer, but only 19% shares stories on

social media: unused conversation potential.

People prefer to share positive brand experiences on social

media

Most trusted source are peers. Their experiences are key driver in consumer decision

making.

12% says the image they have formed based on

real-life experiences is (completely) different from the image based on social

network pages

People are willing to provide feedback while using a brand/product!

61%SOCIAL

NETWORKERS

52%ALL

RESPONDENTS

Majority employees is not allowed to use social media.

What about the Boss and a brand on

social networks.

19% talks abouttheir company on socialmedia. Employees areclearly unused social

potential.

61% of employed social networkers is

proud of the company they work for

33% cannot accesTheir social network

websites at work

■ complete access■ limited access■ no access at all

34%Would like to have access

(top2%, 1-5)

N=35

N=66

N=56

N=104

N=1590

N=78

N=62

F = If member of social network(s) and active working person

Access to social media at work | Europe in perspective

60% would like to get help from employer to share relevant content.

Company policy

25% has a written policy about social media usage.

13% receives social media training.

4 out of 10 like their employer’s attitude towards

social media…

… and more than a third is open to share information

about the company they work for.

Brand usage 46%Recommendation by friend 29%Invitation by network contact 28%Search engine 27%Advertising on social media 26%Online advertising 22%Buying intention 22%Invited by brand 18%Traditional advertisements 18%

Following brands on social media is driven

by the actual user experience

The use of social media by European hospitals increased significantly over time (2009 - 2011)

19 > 172

179 > 278

85 > 585

JMIR Vol 14, No 3 (2012) van de Belt

“Social media is being used by all our stakeholders.”

Patients share their stories and information on

social media

The Citizens

11,5 unique consumers

Question

To which extent Dutch hospitals interact with their clients?”“

92 Dutch hospitals Number of members Linkedin group

Kind of hospital: SAZ, STZ, FF, CWZ, MCH, NFU Is the Linkedin group for intern or extern use?

Number of specialists Presence of active Facebook page

Number of employees Number of members Facebook page

Number of beds Level of activity on Facebook page

Link to social media on website Presence of Twitter account

Interaction other than contact button Number of tweets

Presence of Linkedin company profile Number following

Number of employees on Linkedin Number followers

Presence of Linkedin group Level of activity on Twitter account

* We only examined the ‘big three’: Linkedin, Facebook, Twitter, because of clarity and comprehensibility.

Research*:

34 of 92

Reference to social media

* = bron: http://www.dutchcowboys.nl/socialmedia/23075?utm_source=Dutchcowboys&utm_medium=Twitter

Number of employees on Linkedin

2010: 32.339 / 192.566 health care workers = 16,7%

Possible explanation:

• Linkedin is for business (wo)men;

• No access to the internet during worktime.

...only 48 pages were active*.

58% of the pages were not managed by the hospital

* = Managed by the hospital

Number of Facebook pages

83 hospitals (83) have Facebook pages...

30 hospitals scored 0 points.

23 hospitals scored ‘likes’ and generated ‘fans’.

Level of activityOnly 3 out of 92 hospitals scored maximum point

Presence on Twitter

21 of the 92 hospitals have no Twitter account

(22,8% )

About the accounts

They had 53.002 ‘followers’... and 17.205 ‘following’ accounts.

Conclusions & recommandations

[1 - 2]

1. The top-5 hospitals on social media: HAGA, OLVG, Maxima, Tweesteden en het Rijnstate ziekenhuis.

2. Twelve hospitals scored zero points.

3. The top-5 hospitals scored also very high in the customer friendliness list.

4. In general the unfamiliarity with social media in hospitals is great in contrast with the familiarity of the patients.

5. Most hospitals lack a clear vision, strategy and interaction tactic with the patiënt.

6. Having an account is one thing, maintaining it is something totally different.

7. The patients are ready, given the fact that they show their apperances in hospitals everywhere. (Facebook check in’s).

8. It is not always clear who manages the accounts, so a lot of changes for actual information exchange are unused.

9. Social media are a part of the communication mix. A complementairy interpretation is needed.

10. In general there is to much sending and a (pro)active interaction with patiënts is not yet ordinary.

Conclusions & recommandations

[2 - 2]

Some best & worstpractices from healthcare

3.

Pushed content versus receiver oriented content.

It’s all about relevance!

Nanopil

Medicine  container  with  wifi

Weight  scale  with  wifi

Sport  community

Tipsand tricks

4.

“Why do we want to share on the web?”

Why do we want to share?

“We do not only use Internet,we live in Internet”

The online world in its full glory

YOU!

Five basic principles for a succesfull use of social media

1. Passion 2. Just do it

3. Transparancy

If you do not like it...don’t do it!You are the best example yourself.Transparacy, honesty and openness are keywords in social media. Also towards people who react in a negative way.It is possible that your audience uses your domain in a different way than you had in mind. Be flexible on this one.Don‘t give up. It takes some time to learn what works and what does not.

4. Flexibility

5. Long breatch

Recap

But there are also traps!

1. Lack of knowledge can lead to stagnation of the plans.

2. If too many people are involved, nobody is in charge.

3. Being there is not enough. It starts with strategy.

4. Social media is not for free. There are costs.

5. It is not about what you want to tell. It all is about listening.

Recap

“Toshiba needs a 24/7 & 365 view on all the social media communications.”

Growing by numbers

Tools for listening

Strategyintegrated marketing communication power in five steps5.

Monitoring

Strategy

Focusing Execution

Evaluation

& adjusting

Monitoring

Kwantitative:

how big is the

‘buzz’?

Kwalitative:

which issues

are being

spoken?

Which

information

needs are

there?

Is there a

possible ‘blind

spot’?

Benchmark all

this with 1 of 2

competitors.

Strategy

Positioning

Vision &

mission

Defining your

target groups

Defining your

targets

Focusing

Align your

organization

Define your

communication

tactics

Create the

right balance

between off-

and online.

Make your

targets SMART

Execution

Defining the

right channels

Make a

communicaion &

interaction

roadmap

Monitor your

KPI’s

Evaluation

& adjust

Evaluate your

KPI’s

Evaluate your

results Adjust

The 4 C’s.Engaging your audience.

Conversation

Community

Co-create

Conversion

When have we

reached our targets?

Which conversations

have to be held?

What binds our

customers?

What do our

customers bring in

on our services?

The power isin the mix

Online mixOnline instrument Branding Traffic Sales LoyaliteitAdvertorial ++ + ++ +Affiliate marketing + ++ +++ +Banners & buttons +++ + + +Blogs +++ ++ + +++E-mail advertising + + + +E-mail marketing ++ ++ +++ +++Games +++ + + ++Linkbuilding + +++ + +Messenger ++ + + ++Online video +++ + ++ +RSS + ++ + +++Sampling +++ + +++ ++Search Enginge Marketing ++ +++ +++ +Sponsoring +++ + + ++Tekstlinks + +++ ++ +Viral Marketing +++ ++ + ++Social media - dialoge +++ ++ + +++Social media - advertising +++ ++ + ++

“We can beat our competitors by the use of social media.”

One more thing...

93% of the social media users thinks a company should be on social

media.

But with a relevant message...Don’t sell bullshit!

It’a all about dialog, not monolog.

...and that is something we still have to learn.

The audience is ready.“85% of the social media users thinks companies should not only be present at the social web, but also engage with its

fans.”

Resistance is futile,you will be assimilated”“

Check our profile & recommendations

http://nl.linkedin.com/in/ruudkessels

http://nl.linkedin.com/pub/anne-van-der-heyden/7/679/ab3

And last but not least, a glympse into the nearby future