Hoe goed scoren de Belgische politieke partijen op sociale media? Hoe onderscheidt Groen zich op het online maaiveld? Met welke content bereiken we een zo groot mogelijke groep potentiële kiezers?

1. Sociale media strategie

2. (Een deel van) de @groen communicatiecel
@philippebossin

3. (Een deel van) de @groen communicatiecel
@philippebossin
@mandy
bekaert
Els
SalletsTess
Vonck
Jonas
Dutordoir

5. Bereik
Facebook > Twitter > groen.be

6. Bereik
Facebook > Twitter > groen.be

7. Bereik
Facebook > Twitter > groen.be

9. Monitoring

10. Crowdtangle

11. Crowdtangle

12. Crowdtangle

13. CRM strategie?
ActionSprout: gratis optie incl. track high performing content on up to 10 pages -
export up to 25 emailable contacts per action

18. Groen lokaal

19. JG Antwerpen

20. De Groen e-campaigners
www.facebook.com/groups/ecampaigners

21. Advertising
Al mee geëxperimenteerd?

22. De kracht van visuals

23. De kracht van visuals

24. De kracht van visuals

25. De kracht van visuals

26. De kracht van visuals

27. De kracht van visuals

28. De kracht van visuals

29. De kracht van visuals

30. Het Orakel van
Merksem
#FF

31. Het Orakel van
Merksem
#FF

32. Het Orakel van
Merksem
#FF

35. De kracht van foto’s

36. Er is een alternatief

37. BuzzFeed
• Content is Identity: “This post is so me.” BuzzFed writes content to be appreciated by
a very small slice of the population. This is why it’s shared so much, because people
feel a connection with it.
• Content is Emotion: Evoking emotion that inspires a genuine feeling in someone will
highly promote them to share.
• Content is Conversation: Nguyen gave the example of #TheDress for this reason.
Within 12 hours since the piece was published, at least one person in every country in
the world had seen it. She speculated this was because it became a point of
discussion. People were texting their friends and family about it, sharing it on their
screen at bars, and more.
• Content is Aspirational: It can inspire people to be a better version of themselves.
• Content is Global: It can create a feeling that we are all united; that there are common
things that unite us all. BuzzFeed translates some posts into multiple languages and
has success, proving that most of us as a whole follow the same trends.

38. A/B testing - Data - Metrics
• Social content needs both art and science
• There is no one [measuring] metric that rules them all
• The more we publish, the more we learn. The best
machine learning is the human brain.
• Data and tech are only as powerful as the company
will allow
• Culture is BuzzFeed’s competitive advantage

39. Take away
• People can’t be tricked into sharing content because it’s a very personal
thing.
• Content producers need to think of sharing as a proxy for conversation. One
of the main reasons people share content is to share an emotion. When you
share content you are saying "This is me, this is who I am." Can be about
crafting an image/personal brand.
• The majority of content is made for 80% of the population, but social
content needs a narrower focus. BuzzFeed produces content for 10% of the
population because it knows they will be the ones who do the most sharing.
• If you’re promoting content that is already popular, you’re too late. You need
to use analytics to predict what content WILL be popular and promote that.
You need to create and publish content that doesn't work to learn what
content does.

40. –Dao Nguyen, BuzzFeed
"Basically content that stirs an emotion does
well. It can range from a funny list about kids to
an insightful commentary on current events to
investigative stories about an injustice or a
heartbreaking situation. It can be a list, it can
be a long-form story, it can be an essay, but if a
story stirs an emotion then it drives sharing."

45. Storytelling

46. Storytelling

47. Storytelling

48. Huisstijl
• Accord, Simplo, Pacifico
• groen.be/logo
• groen.be/hetgroeneboekje

49. Beheer
• Gesloten FB groep met voting (JG Antwerpen): 3 likes
en het wordt gepost
• Updates inplannen
• Reageren en proactief inpikken op discussies: wie?
opvolging? tracking?

51. Video

52. @NielStaes
#FF

53. Badge of honor
picbadges.com - twibbon.com

56. Snapchat
• Action Item: If you’re not sure whether your audience would appreciate you
on Snapchat, why not conduct a brief survey of your existing social media
followers to see who uses Snapchat and who doesn’t?
• Action Item: Experiment with Snapchat and compare your time investment
to the actual value you’re gaining from the platform, however you define
your goals on the network—a few hours for a couple of visits isn’t worth the
effort, but a few hours for a few hundred visits is.
• Action Item: If none of your competitors are on Snapchat yet, all the better!
It’s time to pave the way. With fewer competitors, your messages will hit
home more often, and each post you make will have more value.
• If your brand thrives on being cutting-edge, or if you want to appeal to a
younger demographic and you’ve already established a strong presence on
other platforms, Snapchat could be the perfect next step.

57. Vragen?