You invest time and money in social media see a way how you can measure the returns.

1. Social Media
@SanderVanLingen

2. Social Media
Internet & Web 2.0
= communiceren
= interactief
= delen
= user-generater content
"een groep internetapplicaties die gebruik maken van de ideologie en de technologie
van Web 2.0 en de creatieve uit wisseling van User Generated Content”
(bron Kaplan & Michael, 2010)

3. Web 2.0
Internet & Web 2.0
= bloggen
= co-creatie
= ratings
= share
= taggen

4. Stap – voor – Stap

5. Step 1. Investigate
Listen
= who talks about you
= what is the sentiment
= where are they talking about
= who are the influencers
= what interests them
= what are the opportunities or threats
Do not forget to investigate your competitors

6. Step 2. Plan
a. Set goals
b. Set targets
c. Choose your ‘Social’ Marketing Mix (SMM)
d. Align your process & tools

7. Step 2. Plan - Goals
• Branding
• Increase Brand awareness & Improve Reputation
• Influence
• Increase reach & influence on sentiment
• Engagement
• Increase loyalty
• ROI
• Increase Demo requests, Sales, Applicants or Hires
• Decrease time or budget

8. Step 2. Plan - Target
Influenc
e
Engage
ment
Conver
sion
Target

9. Step 2. Plan - Target
examples
Influence Engagement Conversion
# Connections # ReTweets # Click troughs
# Fans # Subscribers # Leads
# Followers # Likes # RFI’s
# Discussions # Comments # Demo requests
# Tweets # Likes # Sales
# Page views # Applicants
# Pages / visit # Hires
# Avg time on site

10. Step 2. Plan - SMM

11. Step 3. Execute
a. Create your base & activate tools
b. Create accounts
c. Create content
d. Engage & Communicate
e. Continue

12. Step 3. Execute
Create a Buzz within your company & use AIDA
Attention = create awareness & educate
Interest = make it fun, relevant & show results
Desire = highlight those who participate
Action = help employers to activate & participate

13. Step 3. Execute - engage

14. Step 3. Execute

15. Step 4. Evaluate - Return on Influence
Reach x Frequency
Influence =
Time Spend
Return = Conversion & online sentiment
Increase the Return – by increasing the Engagement
> interest your target group – 2 – increase reach
> start communicating – 2 – create the like-factor