social strategy some like it social

Social Media Strategy23 september 2010John Meulemans

vrijdag 24 september 2010

John Meulemans

12 years online marketing, 8 years entrepreneur

RTL, ATAG, Seat, Ubisoft, SAP

Social media strategy

#voicetec@j0hn

AGENDA

SOCIAL MEDIA

6 REASONS

WHY YOU SHOULD CARE

SOCIAL MEDIA LANDSCAPE QUIZ

STRATEGY FOR THE SOCIAL WEB

SOME STARTING POINTS

4 THINGS

YOU CAN START WITH TODAY

QUESTIONS

Kudo’s to @armano, @mzkagan & @owyang

SOCIAL MEDIAvrijdag 24 september 2010

not media'Websites' where people 'connect' and exchange 'information' in order to get what they want from each other.

Isn’t that the entire internet?AKA: the social web

When did that happen?A small test in observation

6 REASONSvrijdag 24 september 2010

USERS OF SOCIAL TECHNOLOGY IN NLForrester Consumer Technographics Data 2009

81%19%

YES NO

Reason 1

BECAUSE SOCIAL NETWORKING IS THE MOST POPULAR ONLINE ACTIVITY

Forrester Consumer Technographics Data 2010

SOCNETS GAMES E-MAIL

TIME SPENT ONLINE

Reason 2

Reason 3

BECAUSE PEOPLE DON’T TRUST COMPANIES

Reason 4W

Reason 5

Reason 6BECAUSE YOU’RE ALREADY LATE

Dutch research by Linkedin 2010

SOCIAL MEDIA IS A FORCE TO BE RECKONED WITH

FACT:PLAYTIME IS OVER*

TIME FOR A LITTLE QUIZ

THE SOCIAL MEDIA

LANDSCAPEQUIZ

Question 1: Which one is true?

a) 60% is over 35 yearsb) 50% logs in every dayc) average 20 minutes per visitd) 70% of users is outside the US

Question 2: Every ..... 24 hours of video is uploaded?

a) every dayb) every hourc) every minute

BTW: 100 million video’s are being watched every dayvrijdag 24 september 2010

Question 3: How many pics are on Flickr?

a) 2 miljardb) 4 miljardc) 15 miljard

Question 4: What do Lostpedia, Wookiepedia and Trivialibrary have in common?

a) they’re made by brandsb) they’re episodes of Lost c) they’re wiki’s

BTW: There are more than 13 million articles on Wikipediavrijdag 24 september 2010

My favourite wiki

Question 5: What’s the average number of tweets per day?

a) 5.000.000b) 10.000.000 c) 45.000.000d) 65.000.000

BTW: Average TPS: 750, with current record 3.085 (Lakers-Celtics)vrijdag 24 september 2010

Question 6: Which one is about Last.fm?

a) recommendationsb) events c) scrobblingd) all of the above

BTW: Last.fm now has 25 million users and covers 7 million tracksvrijdag 24 september 2010

Question 7: Number of HULU streams in april 2010?

a) 63.000.000b) 373.000.000 c) 958.000.000

BTW: Google video streams in April 2010: 13.087.462.000vrijdag 24 september 2010

Question 8: Which Foursquare stats are true?

a) 99% have checked in at least onceb) 79% have checked into 25 different venues c) 77% have checked in 30 or more times in a monthd) All of the above

BTW: 3 million users August 2010, grows with 180.000 users every 10 days

Question 9: What are the similarities in all examples?

It’s a new culture of sharing:1: More and more people go online worldwide2: Widespread use of social networking sites3: Rise of sharing in general

It’s about sharingPeople 'connect' and exchange 'information'

STRATEGYFOR THESOCIAL WEB

Strateg

FIRST:

Strateg

SECOND:

Strateg

IT CONCERNS THE WHOLE COMPANYvrijdag 24 september 2010

R&D PRIT HR SALES MARKETING CUSTOMERSERVICE

Social media touches all of these

Strateg

FINALLY:

Strateg

ENGAGE IN THREE STEPSvrijdag 24 september 2010

STEP ONEMONITOR YOUR BRAND

Strateg

STEP TWOSET YOUR OBJECTIVES

Strateg

STEP THREEFOSTER DIALOGUE

Strateg

So who likes pizza

Strateg

STEP ONEMONITOR YOUR BRAND

Strateg

WHERE ARE YOUR CUSTOMERS

Strateg

WHAT ARE THEY SAYING

Strateg

WHAT’S THE SENTIMENT

AND IS IT SHIFTING

Strateg

WHAT ARE BENCHMARKS

Strateg

IDENTIFY HOTSPOTS & INFLUENCERS

Strateg

FREEBIE: GOOGLE ALERTS, SOCIALMEDIACHECK.NL

Strateg

PROFESSIONAL: ATTENTIO, RADIAN6

@VOICETEC

Strateg

STEP TWOSET YOUR OBJECTIVES

Strateg

RESEARCH

Strateg

MARKETING & SALES

Strateg

SUPPORT

Strateg

INNOVATION

Strateg

Case: AlliResearch

Strateg

Case: WallmartMarketing & Sales > Ambassador Program

Strateg

Case: DellMarketing & Sales

Strateg

Case: StarbucksMarketing & Sales > Loyalty Programs

Strateg

Case: StarbucksMarketing & Sales > Loyalty Programs

Strateg

Case: BlendtecMarketing & Sales

Strateg

Omzet x 500%

Case: ZapposSupport

Strateg

Case: Fiat mioInnovation > crowdsourcing & co-creation

Strateg

STEP THREEFOSTER DIALOGUE

Strateg

DEFINE YOUR RELEVANCE

Strateg

CREATE VALUE

Strateg

ENGAGE & INVOLVE

Strateg

BE REMARKABLE

Strateg

THINK CONVERSATIONS

NOT CAMPAIGNS

Strateg

SOMESTARTINGPOINTS

Starting

Let go the idea of controlAdmit: you never had it anyway

Starting

Social media policyWhen, who, where, how to engage, authority

Starting

Check out: http://policytool.netvrijdag 24 september 2010

Dedicated personnellow cost, high engagement

Starting

Organizational modelCurrent model > desired model : Cultural change!

Starting

Check out for more info: http://bit.ly/awPFz1vrijdag 24 september 2010

Pollinate the webBut keep platforms manageable

Starting

Keep monitoringShare feedback on buzz, sentiment, hotspots

Starting

Internal communicationAnd motivation > share succes > involve MT

Starting

Evaluate every six monthsFollow success

Starting

Avoid shiny object syndromeIf possible: integrate with current software

Starting

Think about measuring ROISales, leads, likes, followers, engagement, loyalty, trust, cost reduction, satisfaction, NPS, exposure

Starting

4 THINGSYOU CAN START WITH TODAY

Starting

Start monitoringwith the ‘free stuff’ like Google Alerts, Tracebuzz

Start to

Start a taskforceWith representatives from every department

Start to

Start thinking about objectivesAnd how to be relevant

Start to

Start claiming your domainsnamechk.com

Start to

ANYQUESTIONS

BUSINESS CARD =

PRESENTATIONvrijdag 24 september 2010

THANKYOUhttp://nl.linkedin.com/in/johnmeulemanssomelikeitsocial.comtwitter: j0hn

social strategy some like it social

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