Social media campaigns are hot. Yet, it isn't about the campaign but about transforming your company into a cocreation environment where customers are part of your organization.

1. Things you don’t need to know
but that might come in handy
when you’re thinking of opening
up Pandora's box of social media
for your company / organization.
What the social media
books don’t tell you
Koen Delvaux
@kodel

2. Disclaimer: I should not be here

3. Because it’s not about campaigns

4. A campaign is like a session with a shrink:
not a real conversation

5. Sometimes, social media feels like this

6. But when you’re prepared to loose
control, it becomes like this

7. Give it time to
grow*
* now is the
time to learn
and observe.
As yourself, not
as a company.

8. Don’t start if you have things to hide

9. Because the truth is out there…
And people want to know what you’re up to.

10. Why do you
want to dive
into social
media?

11. We wanna be social, to do…
Promotion (campaign)
Support (helpdesk)
Recruiting (jobtweets)
Wrong. It’s not a tool, it’s a way to
achieve business transformation

12. You have to be social to…
make customers part of the organization
And then support them, let
them promote your service
or find new employees
Buzzwords to lookup: reverse CRM, customer centricity, prosumer, social
crm, conversation manager, employee brandbuilding, VRM, crowdsourcing

13. Case : Partyplanners.be

14. “Let’s do this social campaign”
450 followers later…

15. What happened?
Twitter users discover the first “winner” is
an account of partyplanners themselves
and suspect the iPad will not be awarded.
Partyplanners says they made a mistake
but will appoint the correct winner.
They take the page with the winner offline.
Busted?

16. Result: twitterstorm
Fight, fight, fight!
A lot of negative reactions
Goes from defensive to offensive

17. Repair attempt 1:
appoint new winner (yes, me!)
Mistakes:
Not proactively communicating mistake
Trying to divert attention
Staying impersonal (“we” vs. “I”, name)

18. Repair attempt 2:
apologize and explain (on my advice)
Mistakes (corrected later):
Accusing whilst apologizing
Pointing fingers to an individual
Very bad spelling & grammar

19. Repair attempt 3:
give up on social media
(note: private message to me)
Mistakes:
Tweets deleted in a cover-up attempt
Not commenting on hostile blog posts
Withdrawing without explanation

20. End result: disaster
convicted without a trial…
(or: didn’t show up in court)

21. Learnings from partyplanners
1. Get good advice
2. Treat people with respect: honest & open
3. Behave like you’re at a cocktail party
(taking the stage is for the in crowd only)
Never start with a campaign. If you have to
campaign, do something relevant.

22. Let’s put practice into theory

23. 3 steps to a social organization
1. Set up your infrastructure
2. Interact with people
3. Campaign

24. 1. Set up your infrastructure*
Purpose
Tools
Monitoring
Policy
*a lot of social media
advisors to choose from
Choose the media appropriate for you

25. 2. Interact*
Inside & outside
Open organization
Real life stories
Employee branding
*BrandShake sells a
program for this
People do not want to talk about your
brand. They want to talk with you.

26. 3. Campaign* (there, I said it)
Amplify message
Connect audience
Make it sustainable
Remain yourself
*a lot of agencies to
choose from
Do it for your fans, not for strangers

27. So, there is
no magical
formula.
It’s just
hard work.

28. Picture Start to finish http://mylongwalk.com
Shrink http://thisismarilyn.com/John_Florea
Hamster http://thinkplandoreview.wordpress.com
credits Drinking http://www.picasa.com/Dunedin__Websize
Pregnant http://www.righttolife.to
Airport scanner http://nationalpost.com
Xfiles http://www.cybermage.se
Dummies http://karthik-btech.blogspot.com/
Band http://hooplanow.com/University of Iowa
Magician http://www.theallteach.com
Contact koen@del-mot.be www.del-mot.be
Koen Delvaux Innovation Consultant
+32 478 482111
Enjoy transforming your
business through social media