Social Media in Belgium and Social CRM - BDMA presentation at WDM Belgium on the 12th of May

1. May 2011 Social Media

2. Agenda Social Media in Belgium Most important social media & theirtools Facebook Linkedin Twitter Social CRM Social Media Monitoring

3. Evolution of Social Media in Belgium Source: Belgian Social Media Monitor – Bruno Peeters; http://bvlg.be

4. Facebook Facebook (Belgium) 4.102.180 people who live in Belgium (cfr. Facebook) +3% vs last month +26% vs last year Source: Belgian Social Media Monitor – Bruno Peeters; http://bvlg.be

5. Facebook 4.102.180

6. Facebook Source: http://saadim.com/wp-content/uploads/2011/03/INFOGRAPHIE_VOICE_FACEBOOK_BELGIQUE_LARGE1.jpg

7. Facebook Or Source: www.socialbakers.com

8. Facebook Source: www.socialbakers.com

9. Linkedin Linkedin (Belgium) Profiles: 822.154 (cfr. LinkedinDirectAds) +3% vs last month +45% vs last year Groups: 1.505 refering to Belgium +2% vs last month +38% vs last year Events: 664 upcomingevents in Belgium -14% vs last month Source: Belgian Social Media Monitor – Bruno Peeters; http://bvlg.be

10. Linkedin 822.154

11. Linkedin 37% 63%

12. Linked In April April Source: www.quantcast.com

13. Linked In 12 Source: www.quantcast.com

14. Twitter Exact figures based on location are not available EstimatesBelgium Twellow: 19.442 Tweepz: 17.080 Tweepsearch: 1.278 Twitdir: 2.593 Tweetmondo: 1.959 FollowerWonk: 2.068 Commentag: 59.000 (10/2009) PermessoBarometer : 2,7% activelyTwitters; 6% followsothers

15. Twitter Estimate by bvlg: 63.172 BE Twitteraccounts (in april 2011: 75.000) Based on location, URL, accountname or bio 88% public profile; 12% protected profile 42% (26.532) active accounts 21.790.000 messages 13,7% FR; 85,9% ENG (NL is not available as language in profile info) 33% (21.088) have province capital indication Source: Belgian Social Media Monitor – Bruno Peeters; http://bvlg.be

16. Twitter

17. Twitter

18. Twitter

19. Netlog 3.339.902 NL members +2% vs last month +10% vs last year Source: Belgian Social Media Monitor – Bruno Peeters; http://bvlg.be

20. Netlog

21. Netlog 80% of Netlogmembersis 14-25 yearsold Main interests Music Sports Friends Humor Internet Nightlife Shopping 50/50 boys/girls

22. Seniorennet 206.500 members 19.028 blogs +1% vs last month +9% vs last year Source: CIM – bezoekersprofiel Seniorennet.be 2009

23. Blogs EstimatedBelgian blogs Skynetblogs: 201.322 blogs (last update in July 2010) Bloggen.be: 98.463 blogs Skyrock: 32.172.117 blogs (last update in August 2010) Canalblog: 835.577 blogs Blogoloog: 13.933 active NL blogs (Netherlands incl.) Agorati: 453 blogs frompoliticians Wordpress: 151.184 NL blogs (Netherlands incl.) Source: Belgian Social Media Monitor – Bruno Peeters; http://bvlg.be

24. Facebook - Tools

25. Facebook Know the differencebetween Profile Fanpage (LT relation) Visible to unregistered people Indexed Group (quick active discussion) To sharethingswith a small group of people Sharedifferentthingswithdifferent people Allow to send « bulk invite » (viral marketing)

26. Facebook Facebook group Facebook fanpage

27. Facebook Advertising/bannering on Facebook Determine campaign goals Create ads Set the targeting Source: The Facebook Marketing Update 2011 - Who’s Blogging What

28. Facebook

29. Facebook 4.102.180

30. Facebook

31. Facebook The Likebutton Entry point to Facebook’s user base Growingeffect on searchranking

32. Facebook Optimize content via Open Graph Protocol Metatagsprovide info to structure post Og:title = title of the content as itwillappear on Facebook Og:description = 1 or 2 sentences describing the object Og:type = type of object (website, blog, article, …) Og:image = URL to image thatwillappearwhenpublished in the news feed. It must beat least 50x50px Og:url = where Facebook user willbedirected to whenclicking on link Og:site_name = the overall site name (ex. The Huffington Post) Fb:admins or fb:app_id = tells Facebook which user accountis the administrator for the site Tool to validatethese tags and display information that Facebook is able to collect: developers.facebook.com/tools/lint/ Source: The Facebook Marketing Update 2011 - Who’s Blogging What

33. Facebook Facebook Connect Allowing Facebook users to registerwithther Facebook identity on any site Possible to personalize site via Facebook user data Source: The Facebook Marketing Update 2011 - Who’s Blogging What

34. Facebook Most importantly … Facebook Connectis the onlyway to askusers for their permission to use data! Data youcan use depends on the Permission youask for

35. Facebook Facebook userscangetoverview of permissions at …

36. Facebook Don’tasktoomanyPERMISSIONSat the same time

37. Facebook iFrames Present custom content directlyfromany web server Source: The Facebook Marketing Update 2011 - Who’s Blogging What

38. Facebook E-commerce Buildyourown system Or use toolslikePayvment (open cart network), Beetailer, …

39. Facebook Facebook Contests & Competitions Activelyregulated and monitored by Facebook to protecttheirusers Guidelines at www.facebook.com/promotions_guidelines.php How? Third party applications Hiring a Facebook PreferredDeveloper Consultant Own application (iFrame) Important Understand Facebook API to integrate Facebook user data Source: The Facebook Marketing Update 2011 - Who’s Blogging What

40. Facebook Places Reaction to Foursquare & Gowalla Check-ins on smart phones Facebook deals wereadded to motivateusers Source: The Facebook Marketing Update 2011 - Who’s Blogging What

41. Facebook Facebook Search Impossible to predict Relies on exact match Tiny changes can have a high impact Source: The Facebook Marketing Update 2011 - Who’s Blogging What

42. Facebook Facebook Insights provides Facebook platformdevelopers & Facebook page ownerswithmetrics Source: http://developers.facebook.com/docs/insights/

43. Facebook Legal

44. Linkedin - Tools

45. Linkedin Company Pages Snapshot of yourcompany Showcaseyour best products and services Spotlightproductrecommendations Interactwith job seekers (career) Analytics on followers

46. Linkedin Groups Community to gatherlike-mindedprofessionals Customizable media

47. Linkedin Display Advertising

48. Linkedin 822.154

49. Linkedin

50. Linkedin

51. Linkedin

52. Linkedin Answers Reach professionals

53. Linkedin Polls Add « Polls » application Collect data

54. Linkedin Apps Events Presentations

55. Linkedin White paper distribution Deliver relevant white papers to specific audiences Pre-filled profile data to receivepaper and provide contact info

56. Linkedin Partner messages Targeted e-mail messaging

57. Linkedin LinkedinToday http://www.youtube.com/watch?v=BcAKtjV5dNQ&feature=player_embedded Linkedin Signal http://www.youtube.com/watch?v=BDhj72OPCZk&feature=player_embedded LinkedinMaps NEW

58. Linkedin ShareButton Sharewith a professional audience and drive traffic

59. Linkedin Member Profile Bringmember profiles to your site Discoverprofessional connections

60. Linkedin CompanyInsider Insights about companies

61. Twitter - Tools

62. Twitter Some concepts RT: retweet DM: direct message Hashtag: # to indicatetopic and follow conversations #fail: to point out somethingwentwrong #followfriday: tweet on Friday to suggest people worthfollowing Twunch: a twitter-style lunch to meet new people and/or followers/following Twitpic: a site thatletsyourshare photos and videos on Twitter Bit.ly: URL shortener (140 characters…) Paywith a tweet Randomacts of kindness

63. Twitter Advertising on Twitter PromotedTweets

64. Twitter Advertising on Twitter Promoted Trends

65. Twitter Advertising on Twitter PromotedAccounts

66. Twitter Twitteranalytics Metrics: impressions, retweets, clicks, replies, follows Timelineactivity of mentions, follows, reach, …

67. Twitter Legal issue

69. Setting the Scene Social media Fastestgrowingcategory on the web 2/3 of the world’s internet population visits social networking sites Account for 10% of all internet time

70. Setting the Scene Permesso.be study 1/3 compare prices 50% compare productfeatures 50% readreviews and ratings

71. Setting the Scene

72. Setting the scene

73. Evolution of CRM Oldschool CRM Good customer = buys the most Social CRM Good customer = brand advocate???

74. Social CRM listen identify engage facilitate measure

75. Listen What are consumerssaying About your brand About yourindustry About the competition About your communication Trends Crisis management

76. Listen Amount of interactions per industry Ranking (4+5) 6 7 5 1 3 2 4 Source: US Figures - Razorfish

77. Listen Source: Sysomos

78. Listen GAP logo design announcement Buzzgraph Source: Sysomos

79. Listen The challenges Billions of conversations Unstructured & dispersed data Multiple languages High signal to noise ratio and SPAM No unique single personview (need for primal data point) Irony, quotesrelated to friends, temporary situations, … …

80. Identify Where are they online? Sites Vertical Geography Source: Sysomos

81. Identify Who’stalking? Who are influencers, brand advocates? User profiling Influencer score (ex. Klout score …/100) Location of followers & people reached Reputation management http://klout.com/kscore

82. Identify 8% 33% 27% 2,7% 10,5% 21% 6% 15% 80% 46% 32% 50% 6% 20% Source figures (in red): Permesso.be social media barometer

84. Identify The challenges Choosewho, where & when Link to your CRM database Legal issues Identification issues

85. Facilitate Buildyourown social presence Content to drive the conversation Find value in consumer conversations

86. Engage The challenge is not to control the conversation – thatis no longer possible – there are simplytoomany of them! Engage, converse & participate

87. Social CRM Flow Transfer social issues to correct channel according to traditional CRM flow Marketing Communication Sales PR R&D Customer support, call center …

88. Social media monitoring

89. Social Media Monitoring Social media monitoring tools Gather Clean Deduplicate Categorize/prioritize Analyze

90. Social Media Monitoring

91. Social Media Monitoring

92. Social Media Monitoring Key players Sysomos Radian 6 Alterian Nielsen BuzzMetrics Scoutlabs (Lithium) Brandwatch Jive (Attentio (BE))

94. Monitor social media conversations

95. Identifykeyinfluencers

96. Gain insight

97. Conductcomparisons

98. Measurekeymetrics

99. Keyword classification & wordclouds

100. Alerts

101. Detailedvisualreporting

103. Social Media Monitoring Example – Radian 6

104. Social Media Monitoring

105. Social Media Monitoring Key considerationswhenselecting a tool Ease of set up and user friendliness Coverage Volume of conversations Location of conversations Identification Data latency Sentiment analysis Reporting API services and ability to extractraw data Historical data Price

106. Questions?