19. Full house, empty house...
http://lyricsfever.net/
Monday 11 June 12
20. Program
1. We are halfway...
2. Social media? Definition & Findings
3. Can’t see the wood for the trees
4. Twitter/LinkedIn/Facebook: tip of the
iceberg
5. Opportunities & Pitfalls
6. On your marks, get set, GO
Monday 11 June 12
29. Digital is the new normal
#01 > We zijn halfway
are halfweg
Monday 11 June 12
30. Photo by Dhammika Heenpella / Images of Sri Lanka - http://flic.kr/p/7g7nSm
#01 > We zijn halfway
are halfweg
Monday 11 June 12
31. #01 > We zijn halfway
are halfweg
Monday 11 June 12
32. #02
WHAT ARE
SOCIAL MEDIA?
“Social media are the online tools and
platforms that people use to share their
opinions, insights and experiences.”
#02 > Social media: Definition & Findings
Monday 11 June 12
33. #02
EU: 232 million
US: 222 million
ASIA: 219 million
#02 > Social media: Definition & Findings
Monday 11 June 12
34. #02
#02 > Social media: Definition & Findings
Monday 11 June 12
35. Facts & figures
• Growth!
• On average 55 minutes/day on Facebook
• 65% of TOP100 companies on Twitter
• all ages use this kind of media 7 > 100
Monday 11 June 12
36. Findings
#02 > Sociale media: Definitie & Vaststellingen
#02 > Social media: Definition & Findings
Monday 11 June 12
40. Photo by elston - http://flic.kr/p/Mnf9T
#02 > Sociale media: Definitie & Vaststellingen
#02 > Social media: Definition & Findings
Monday 11 June 12
41. Photo by lindacq - http://flic.kr/p/5xnpUX
#02 > Sociale media: Definitie & Vaststellingen
#02 > Social media: Definition & Findings
Monday 11 June 12
42. In our time...
Photo by The Next Web - http://flic.kr/p/8g2yDN
#02 > Sociale media: Definitie & Vaststellingen
#02 > Social media: Definition & Findings
Monday 11 June 12
43. #02 > Sociale media: Definitie & Vaststellingen
#02 > Social media: Definition & Findings
Monday 11 June 12
44. Voortrekkers...
https://www.facebook.com/profile.php?id=100001150301851
https://www.facebook.com/profile.php?id=100001150301851
Monday 11 June 12
45. THEN... NOW Computing
devices
http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012
45
#02 > Sociale media: Definitie & Vaststellingen
#02 > Social media: Definition & Findings
Monday 11 June 12
46. THEN... NOW Connectivity
http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012
46
#02 > Sociale media: Definitie & Vaststellingen
#02 > Social media: Definition & Findings
Monday 11 June 12
47. THEN... NOW Life Stories
http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012
47
#02 > Sociale media: Definitie & Vaststellingen
#02 > Social media: Definition & Findings
Monday 11 June 12
48. THEN... NOW News &
Information
http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012
48
#02 > Sociale media: Definitie & Vaststellingen
#02 > Social media: Definition & Findings
Monday 11 June 12
49. THEN... NOW Note Taking
http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012
49
#02 > Sociale media: Definitie & Vaststellingen
#02 > Social media: Definition & Findings
Monday 11 June 12
50. THEN... NOW Education
http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012
50
#02 > Sociale media: Definitie & Vaststellingen
#02 > Social media: Definition & Findings
Monday 11 June 12
51. THEN... NOW Music
http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012
51
#02 > Sociale media: Definitie & Vaststellingen
#02 > Social media: Definition & Findings
Monday 11 June 12
52. THEN... NOW Navigation
http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012
52
#02 > Sociale media: Definitie & Vaststellingen
#02 > Social media: Definition & Findings
Monday 11 June 12
53. THEN... NOW Business
Collaboration
http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012
53
#02 > Sociale media: Definitie & Vaststellingen
#02 > Social media: Definition & Findings
Monday 11 June 12
54. We want to share...
#02 > Sociale media: Definitie & Vaststellingen
#02 > Social media: Definition & Findings
Monday 11 June 12
55. Findings
The brand experience transcends the
product level
Brand is Emotion!
Word of Mouth is World of Mouth
Fan makes new Fans
New consumer is a Trend, not a hype
55
#02 > Sociale media: Definitie & Vaststellingen
#02 > Social media: Definition & Findings
Monday 11 June 12
56. Findings
“Nothing influences a person more than the
recommendation of a trusted person”
Marc Zuckerberg - Facebook
78% consumers believe
recommendations of others
56
#02 > Sociale media: Definitie & Vaststellingen
#02 > Social media: Definition & Findings
Monday 11 June 12
58. Opportunities of SM
Be there where your
customers are!
58
#02 >>Social media: Definition & Findings
#05 Kansen en Valkuilen
Monday 11 June 12
59. #02 > Social media: Definition & Findings http://richardatdell.blogspot.be/
Monday 11 June 12
60. Opportunities of SM
1. Branding
2. Leadgeneration - sales support
3. Recruiting & PR
4. Market research
5. Loyalty
60
#02 > Social media: Definition & Findings
Monday 11 June 12
61. Opportunities of SM
6. Internal communication
7. Competitive advantages
8. Showing expertise
61
#02 >>Social media: Definition & Findings
#05 Kansen en Valkuilen
Monday 11 June 12
62. BRANDING
BRANDING
62
#02 > Social media: Definition & Findings
Monday 11 June 12
63. LEAD
LEAD GENERATION
63
#02 > Social media: Definition & Findings
Monday 11 June 12
64. RECRUITMENT
64
#02 > Social media: Definition & Findings
Monday 11 June 12
65. Dare to ask your audience... RESEARCH
65
Monday 11 June 12
66. INTERNAL
COMMUNICATION
CONNECT
UPDATE
SHARE
LEARN
COLLABORATE Photo by jenlen - http://flic.kr/p/7ecxTj
Monday 11 June 12
67. BRANDING
Expertise
67
#02 > Social media: Definition & Findings
Monday 11 June 12
68. #03
You know these...
#03 > Can’t see the wood for trees
Monday 11 June 12
69. #03 > Can’t see the wood bomen
#03 > Door het bos de for trees
Monday 11 June 12
70. CAN’T SEE THE WOOD
FOR THE TREES
1. Blogs
2. Microblogs: Twitter - Yammer - ...
3. Social Networks: LinkedIn - Facebook -
Google+- ...
4. Media Sharing: Youtube - Slideshare -
Spotify - ...
5. Location Based apps: Foursquare
#03 > Can’t see the wood bomen
#03 > Door het bos de for trees
Monday 11 June 12
75. CAN
CHANGE
YOUR
LIFE
Photo by skyloader - http://flic.kr/p/8EEp4V
Monday 11 June 12
76. Twitter
• Microblog
• Text message of the Internet
• Tweet = message < 140 characters
• Constant message flow
• Following = people you follow
• Followers = people following you
Microblog
76
#04 > Twitter
Monday 11 June 12
80. Tools
• On your PC/MAC or Smartphone
• www.twitter.com / search.twitter.com
• Application: Twitterbird/Tweetbot
• Combination: Hootsuite/Tweetdeck
80
#04 > Twitter
Monday 11 June 12
81. Efficient twittering
• Tell others your story
• Better with Added Value
• Use links in your messages
• Ask questions & give answers
• Share your knowledge & insights
• TXS, be thankful - don’t forget your
grandmother
81
#04 > Twitter
Monday 11 June 12
90. LinkedIn
Networking is Just like
Working
90
#04 > LinkedIn
#04 > LinkedIn
Monday 11 June 12
91. LinkedIn
• Knowledge > Contacts
• Who knows who ?
• Professional use
• Status updates - recommendations - Q&A
Social
Network
91
#04 > LinkedIn
#04 > LinkedIn
Monday 11 June 12
95. LinkedIn > Network
• Seek and you shall find
• Contacts of contacts
• Join groups
• Recommendations
• Presentations
• Detect opportunities
95
#04 > LinkedIn
#04 > LinkedIn
Monday 11 June 12
96. Groups
96
#04 > LinkedIn
#04 > LinkedIn
Monday 11 June 12
97. LinkedIn > Network
• Personal invitations
• Dare to ask questions
• Be willing to give answers
• Build up!
• Observe the hygiene of your network
97
#04 > LinkedIn
#04 > LinkedIn
Monday 11 June 12
113. Reputation
• WHAT is being said about me ?
• WHO is saying it?
• WHAT action? How to follow up?
113
#05 >> Odds andValkuilen
#05 Kansen en Pitfalls
Monday 11 June 12
114. 7 out of 10
messages on
social media
are positive
114
Monday 11 June 12
115. Reputation
The internet never forgets!
115
#05 >> Odds andValkuilen
#05 Kansen en Pitfalls
Monday 11 June 12
116. About BP but not from BP...
116
#05 >> Odds andValkuilen
#05 Kansen en Pitfalls
Monday 11 June 12
117. NO MAGIC BUT
STRATEGY
117
#06 > On the line, get set, GO
Monday 11 June 12
118. Social
Media
Roadmap
118
#06 > On the line, get set, GO
Monday 11 June 12
123. Customer connected
Employees are your
company’s rock stars E. Lee - http://flic.kr/p/7o45Qb
Photo by Peter
Monday 11 June 12
124. There is a secret to Twitter success
and it’s the same secret for all of social media,
especially business social media:
wake up & write
@gitomer
Monday 11 June 12
125. ...
Photo by janineomg - http://flic.kr/p/7Lsz4B
Monday 11 June 12
126. THOU SHALL
Photo by jpmatth - http://flic.kr/p/a8fjQQ LISTEN
Monday 11 June 12
127. #01
It’s about conversations,
and the best
communicators start as
the best listeners
Brian SOLIS
Monday 11 June 12
128. LISTENING
#01
• Name of organization
• Brands & Employees
• Programs
• Website
• Keywords from sector
• Colleagues & Competitors
Monday 11 June 12
129. LISTENING
#01
• Let the technology work for you
• Monitoring
• Social Mention/Google Alerts
• Tracebuzz/Engagor
Monday 11 June 12
133. THOU SHALL
DETERMINE
Photo by cliff1066™ YOUR GOALS
- http://flic.kr/p/5Mf7xA
Monday 11 June 12
134. GOALS
#02
• Increase customer satisfaction
• Visibility & name recognition
• Market research
• Expertise
• PR
• Recruitment
• Press
Commandment II: Thou shall determine your goals
Monday 11 June 12
135. GOALS
#02
Make sure your goals fit
into the overall marketing strategy
of your company
Commandment II: Thou shall determine your goals
Monday 11 June 12
136. THOU SHALL
DEFINE YOUR
TARGET AUDIENCE
Photo by contemplative imaging - http://flic.kr/p/6pLTXu
Monday 11 June 12
137. AUDIENCE
#03
Customers
Individuals
Prospects Press
Candidates Government
Young people
Seniors
Companies Consumers
Commandment III: Thou shall define your targets
Monday 11 June 12
140. THOU SHALL
DEFINE YOUR
Photo by steve loya - http://flic.kr/p/2h3DRh BENCKMARKS
Monday 11 June 12
141. BENCHMARKS
#05
• # website visitors
• # FB fans
• # Followers on Twitter
• Applies for information
• Mentions in the press
• ....
Monday 11 June 12
142. THOU SHALL
Photo by police5151 - http://flic.kr/p/6gXUcq ORGANIZE
Monday 11 June 12
143. ORGANIZE
#06
• Support within the organization
• Sensitize ...
• SM-coordinator
• Guidelines
• Actions & reactions
Commandment VI: Thou shall organize
Monday 11 June 12
144. #09
Social Media Policy
Good agreements = good friends!
Monday 11 June 12
154. LOOK FOR
FANS/FRIENDS
Photo by Anne Bennett - http://flic.kr/p/4mk5e8 FOLLOWERS
Monday 11 June 12
155. F-FACTOR
#08
• Word of mouth > world of mouth
• Who’s behind your company or brand?
• Go for partnership > ambassadors
• Support your fans!
Commandment: Look for fans
Monday 11 June 12
157. TELL OTHERS
YOUR STORY
Photo by Images by John 'K' - http://flic.kr/p/6kfzwS
Monday 11 June 12
158. CONVERSATION
#09
• Detect interesting issues
• Intervene and help
• Give answers and dare to ask questions
Commandment IX: Thou shall start the conversation
Monday 11 June 12
159. THOU SHALL
ANALYZE AND
ORGANISEREN
Photo by Willamor Media - http://flic.kr/p/88r8UC ADJUST
Monday 11 June 12
160. OBSERVE
#10
• SM is never off the air
• Objectives achieved?
• Why (not)?
• What didn’t we do right?
• Adjust where necessary
Commandment X: Thou shall analyze and adjust
Monday 11 June 12
161. Text
http://tomfishburne.com
Monday 11 June 12
162. Engagement
#10
• Participation: listen - act - interact
• Compelling content
• Tell your story
Monday 11 June 12
163. #10
Listen
Learn
Engage
Act
Monday 11 June 12
165. And what have we learned today?
165
Monday 11 June 12
166. #11
Create
(Eva) Content for your
audience and make your
audience Content
166
Monday 11 June 12
167. CONCLUSION
• Start listening
• Ensure added value
• Think before you Tweet
• Discover your place
• Search to find people/items
167
#06 >> Aan deline, get set, GO
#06 On the lijn, klaar, start
Monday 11 June 12
168. CONCLUSION
• Don’t be boring, don’t start online
arguments
• Watch your manners > grandmother!
• Respect 1 of 3 rule
• Help where you can
• Let everyone hear from you regularly
168
#06 >> Aan deline, get set, GO
#06 On the lijn, klaar, start
Monday 11 June 12
170. #12
MAKE SURE SM
DOESN’T
BECOME SM
Photo by philippe leroyer - http://flic.kr/p/8eArtT
Monday 11 June 12
171. Contact
Questions, comments or suggestions?
Stefaan Lammertyn/Pixular
stefaan@pixular.be
www.sm4kmo.be
Follow us on Twitter:
@slk8500
#SM4KMO
Monday 11 June 12