Social media - less sexy, more efficient
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A Client Case Study by Talking Heads, presented at the Social Media Forum (31/05/2013)
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Social media - less sexy, more efficient
- 1. SOCIAL MEDIA LESS SEXY, MORE EFFICIENT Niko - A Case Study by Talking Heads - Social Media Forum 31/05/2013
- 2. HI, MY NAME IS @GEERLINDE
- 3. Talking Heads is a 360° social media agency, developing long term, integrated social media strategies and ways to implement those.
- 5. A less self-evident client case
- 6. ✓ Starting point: zero measurement ✓ Social media strategy: decisions ✓ A social media core team ✓ Tactics ✓ The ROI ✓ Next steps Methodology
- 7. ✓ What is being said about Niko? ✓ What is being said about the competition? ✓ On what platforms? ✓ What kind of content works? ✓ The digital stakeholders/influentials within the sector? ✓ ... Starting point Zero measurement
- 8. B2B -> B2C Lots of competitors Commodity (not sexy) International No FMCG resources Lots of products Less self-evident?
- 9. ✓ Starting point: zero measurement ✓ Social media strategy: decisions ✓ A social media core team ✓ Tactics ✓ The ROI ✓ Next steps Methodology
- 10. Strategic decisions Platform Phasing: FB (pro/reac), Twitter (pro light/reac), Forums (reac) Product Focus: NHC Target Audience: B2C 7 Platform KPI’s (quality over quantity) + Digital Benchmarking Content Strategy
- 11. ✓ Starting point: zero measurement ✓ Social media strategy: decisions ✓ A social media core team ✓ Tactics ✓ The ROI ✓ Next steps Methodology
- 13. To social collaborating... ✓ Platform Training ✓ Content Trainings ✓ Support Training ✓ Evaluation Procedure ✓ Social Policy
- 14. ✓ Starting point: zero measurement ✓ Social media strategy: decisions ✓ A social media core team ✓ Tactics ✓ The ROI ✓ Next steps Methodology
- 15. Testcase: Niko Home Control for Batibouw
- 16. Test case Objectives: Primary = awareness, Secondary = qualitative leads Target Audience: BE, SC 1/2, Builder/renovators Product: Niko Home Control Timings: Batibouw 2013
- 17. The concept
- 18. ✓ Upload the pictures of your construction site or plans (album) ✓ Convince us about the eco-friendliness, originality, relevance of your project ✓ Opt-in (requirement) and share with your friends (option) ✓ Win something for you and your friends or something really amazing for you “De Werf”/”Le chantier”
- 19. The application
- 20. Like the page T |...
- 21. Understand the rules T |...
- 25. Share if you want T |...
- 28. ✓ Match between advertising, wall and application ✓ Fan page had relevant info for the target audience - Interior ideas for new builders - Niko Home Control Cases - Inspiration for future home automation - New and upcoming trends Managing expectations
- 30. Broad targetting based on demographics - Country - Age 25-55 Specific targetting based on - Electrical related keywords - Construction related keywords - Events (Batibouw) related keywords Frequent reactivation of own community through promoted posts Advertising target
- 31. FEB 1 FEB 15 MAR 13 MAR 22 APPLICATION PHASE FB Application live End of Competition PRE APP PHASE POST APP PHASE ✓ Warm-up through ASU’s and PPA’s ✓ Activating page with interaction ✓ Expanding reach before the application goes live ✓ Use of a broad mediamix ✓ ASU’s directing leads to application ✓ Sponsored Stories and PPA’s enlarge the content posted on the wall. ✓ Aftercare period ✓ Mostly sponsored stories and PPA’s ✓ Ends with the announcement of the winner. Advertising timeline
- 32. ✓ ASU ✓ Sponsored Stories ✓ Page Post Ads ✓ Promoted Posts Examples
- 33. RESULTS
- 34. 27,508,790 impressions 37,076 clicks 1 2 Organic + advertising And 41,404 actions on the fan page (likes, comments, shares...) 3 6,410 application views Some turned into fans (-> 3,400), some converted directly to the website Results campaign #1
- 35. 1,661 participants 229 new people in the Database 4 5 Who uploaded, left their comment 184 also subscribed to the newsletter 6 many new insights and a very happy client! because that is what we strive for :-) Results campaign #2
- 36. ✓ Starting point: zero measurement ✓ Social media strategy: decisions ✓ A social media core team ✓ Tactics ✓ The ROI ✓ Next steps Methodolody
- 37. ✓ Platform KPI’s ✓ Content Optimization ✓ Digital Benchmarking Monthly reports
- 38. Results vs. zero measurement
- 39. ✓ Starting point: zero measurement ✓ Social media strategy: decisions ✓ A social media core team ✓ Tactics ✓ The ROI ✓ Next steps Methodology
- 40. ✓ Objectives: Social CRM (e.g. custom audiences...) ✓ BtoB rollout: by request: feeding the B’s and when C’s meet B’s ✓ Twitter, Forums, Youtube ✓ Other European Countries Next steps in a nutshell
- 41. WANNA KNOW MORE... Let me know. I’m the one in the fluorescent outfit!
- 42. Geerlinde Pevenage E: geerlinde@talkingheads.be T: +32 497 484 770 T: @geerlinde