IA Innovatief vermarkten. Sessie 2 Dado van Peteghem
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Innovatieacademie over het gebruik van Social Media
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IA Innovatief vermarkten. Sessie 2 Dado van Peteghem
- 3. • a digital consulting company • founded in 2015, currently we are 15 people • our mission is to help you finding a new balance between the certainties of your traditional business and the opportunities of innovations in (digital) media • our scope is everything in the digital space, with focus on social, mobile, digital transformation, ... • We work for large European clients
- 5. My first Internet memories…
- 6. Connected (internet) Social Digital Analogue Mobile The Speed of Change… Exponential….
- 14. We are in Digital Kindergarten :-)
- 15. Digital is becoming Business Critical
- 16. Waves of Digital Disruption 1995+ Music Photography Video Rental … 2010+ Print Media TV Travel HR … 2015+ Banking Healthcare Automotive Retail Education Telco Advertising?? … 2020+ All Safe havens will be subject to digital disruption …
- 17. INSPIRE
- 18. Introduction • Who uses - Facebook - LinkedIn - Twitter - YouTube - SlideShare - Instagram - Pinterest - Snapchat
- 19. België is topmarkt voor Snapchat 26 juni 2015 - De Tijd De chat-applicatie Snapchat is bijna nergens populairder bij tieners dan in ons land. Dat leert een enquête bij bijna 50.000 mensen uit 33 landen. …in ons land is Snapchat nog vele malen populairder bij tieners dan elders in de wereld. Liefst 46% van de Belgische tieners zou het medium gebruiken. De ‘oververtegenwoordiging’ van tieners tegenover volwassenen loopt daarmee op tot een factor 9,29. Snapchat
- 23. Some figures & facts…
- 24. Founded: Users worldwide: 2004 - 11 years ago 1,4 billion
- 25. 2,6 million 3,6 million 5,8 million
- 26. Founded: Users worldwide: 2006 - 9 years ago 500 million
- 28. Founded Users worldwide 2003 - 12 years ago 300 million
- 30. 2010 2010 2012 300 mio 150 mio300 mio
- 31. What social media channels are suitable for realizing the objectives of Fost Plus?
- 32. 5 Misconceptions about Social Media
- 33. 1 I don’t have time for it. Me neither ;-)
- 34. 2 My target audience is not on there. Yes they are.
- 35. 3I don’t have anything to say. It’s not about you, it’s about relevant or fun content.
- 36. 4I prefer face to face networking. Why not both?
- 37. 5It is all nonsense that is being posted. You define your own network ;-)
- 38. Isn’t social media only for sexy brands?
- 41. B2B isn’t Boring - Maersk http://www.forbes.com/sites/oracle/2013/08/19/maersk-lines-remarkable-b2b-social-breakthrough-1-million-facebook-fans/
- 42. Social media & mobile media go hand in hand…
- 44. The first hand- held mobile phone was demonstrated by Dr Martin Cooper of Motorola in 1973, using a handset weighing 2 kg. Source: Wikipedia
- 45. In 1983, the DynaTAC 8000x was the first to be commercially available. Source: Wikipedia
- 47. First iPhone in 2007
- 49. ! !
- 53. 70% hands over iPad to kids It’s becoming the modern Nanny PBS study http://insit.es/lv6TdH
- 57. We#post#status#updates,#pictures,#video,...# 86% of all tweets 68% of Facebook posts are#now#composed#on#mobile#devices! !! ! ! !
- 58. Buy a smartphone and a tablet :-) Content marketing = mobile! ADVICE
- 59. CRISIS CONTEXT CLOSENESSCOLLABORATION COMMUNICATION CONVERSION CARE COMMUNITY The 7 C’s of Social Media
- 60. CLOSENESS
- 61. Show your DNA!
- 62. Share the small stories!
- 63. Show people!
- 64. SHOW MORE PEOPLE THAN PRODUCTS & SERVICES
- 67. Let content come from the heart. Show your DNA. ADVICE
- 68. USING SOCIAL MEDIA FOR COMMUNICATION
- 69. External Content
- 70. What content does engage our audience?
- 71. LOOK FOR SWEET SPOT CONTENT!
- 72. LOOK FOR SWEET SPOT CONTENT!
- 73. Announcements < Social Objects
- 74. Social objects…
- 75. It’s all about social objects.
- 76. It’s all about social objects.
- 77. It’s all about social objects.
- 78. Inspelen op het moment…
- 79. Get your own Tone of Voice
- 80. Content strategy 10 invalshoeken Humor Nostalgie Herkenbare situatie Human Interest Exertise Top topical Nieuws Achter de schermen Opinie Product
- 82. Content marketing vs. Content driven commerce.
- 85. 80% positief / 20% negatief
- 87. How to deal with conversations on social media? Do you have to react on everything? The good, the bad, but NOT the ugly.
- 88. Always use the EPO-method ADVICE
- 89. Use the EPO - method Empathy Show compassion Personal / Positive Never argue Open for solutions Give a solution
- 93. Firedrill.....
- 94. Like, favorite posts Reply to statements, links,… Engage.
- 101. Reply in a creative way ADVICE
- 105. WHERE WOULD YOU CLICK ON? vs.
- 108. The management sets the example
- 111. Interest Love Advocacy Co-creation Collaboration Receive Engage Share Input LATENT MANIFEST Become one The Connection funnel Social Media strategy Content Marketing strategy Ambassador strategy
- 114. THE SOCIAL MEDIA BLUEPRINT BRINGING IT ALL TOGETHER…
- 116. BE PREPARED FOR A CRISIS
- 120. Snelle, transparante reactie vanuit Rabobank zorgt voor respect bij de community!
- 122. Telenet iPad mini voor nieuwe klanten
- 123. @jcaudron 143K
- 126. Respond immediately during catastrophes and be serene after catastrophes. Be the trustworthy information source!
- 127. Uniform communication is key, it’s in the details!
- 128. Show your human side and communicate an official statement Respond immediately during catastrophes and be serene after catastrophes.
- 129. Level 1 Level 2 Level 3 Level 4 Level 5 Title Bad customer service Marketing/communication fail or bad campaign Bad buzz Crisis / Poor governance Unforeseen disaster People Involved Community manager, Customer Care Community manager, Customer Care, Brand Community manager, Customer Care, Brand, PR Community manager, Customer Care, Brand, PR, Management Community manager, Customer Care, Brand, PR, Management When are we replying? As soon as possible When Brand Coordinator gives GO! When PR & Brand Manager give GO! When Managment gives a GO! When CEO gives a GO! Where are we replying? On the platform of complaint On the platform of complaint On the platform of complaint On our website and all the platforms On our website and all the platforms Procedures CM => Cooridnator Care CM => Coordinator Care & Coordinator Brand CM => PR, Coordinator Care & Brand CM => PR, Management CM => PR, Mangement, CEO 2. Crisis Solution
- 130. Use monitoring tools. Know what’s being said online. ADVICE
- 131. Monitoring of Fora, blogs, news sites, social mediaengagor.com
- 133. Monitor wat er gezegd wordt op sociale media. ADVIES
- 134. Social listening
- 136. DON’T FOCUS ON CONVERSION ONLY
- 137. Only 1/10 updates on social media should be promotional.
- 140. CRISIS CONTEXT CLOSENESSCOLLABORATION COMMUNICATION CONVERSION CARE COMMUNITY The 7 C’s of Social Media
- 141. 1. Actively use social networks yourself. Also the upcoming ones. 2. Buy a smartphone and a tablet :-) 3. Use monitoring tools. Know what’s being said online. 4. Reply in a creative way. 5. Determine whether you should reply. Always use the EPO-method. 6. Strive for the 2-4-8 rule. Quick responses on social media are essential. 7. Let content come from the heart. Show your DNA & remember the ‘company journalist’. 8. Know what’s being said about your sector on social media. Conduct a ‘Market Scan’. 9. Activate your ambassadors. Internal & external. 10. Make a bi-weekly content calendar. ADVICES
- 142. THANKS ;-) @DADOVANPETEGHEM @NICKVINCKIER dado.vanpeteghem@duvalunion.com nick.vinckier@duvalunion.com DADO VAN PETEGHEM Founding partner NICK VINCKIER Consultant +32 474 82 68 07 +32 474 39 12 82
- 143. About Duval Union Consulting
- 144. Our Services Our Domains Consulting Trend watching Presentations Trainings Online Mobile Social Digital Transformation