delaware - introduction in social media. opportunities b2b
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Delaware - introduction in social media. Opportunities B2B.#SM4KMO - Stefaan Lammertyn - PixularTRANSCRIPT
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Photo by UncleBucko - http://flic.kr/p/4GafD
Successful with social media
Stefaan Lammertyn - Pixular - @slk8500Monday 11 June 12
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Stefaan Lammertyn - Pixular - @slk8500Monday 11 June 12
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Websites
Content Management Systemen (CMS)
E-mail marketing
Hosting
Social Media
Stefaan Lammertyn & Patrick Maes
[email protected] 25 46 44
www.pixular.be
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Foto: Mieke Verhelle - KWMonday 11 June 12
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http://lyricsfever.net/
Full house, empty house...
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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
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WHO LOOKS FOR IT, WILL FIND IT
Photo by Rosa Dik 009 - on & off - http://flic.kr/p/8BVyDx
#SM4KMOMonday 11 June 12
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Looking for a needle in a haystack &finding the farmer’s daughter instead
Pek van Andel
SERENDIPITY
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There was a time...
#01 > We are halfway...
#01
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WE ARE HALFWAY
#01 > We are halfwayMonday 11 June 12
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Digital is the new normal
#01 > We zijn halfweg#01 > We are halfwayMonday 11 June 12
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Photo by Dhammika Heenpella / Images of Sri Lanka - http://flic.kr/p/7g7nSm
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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
#02
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#02 > Social media: Definition & Findings
#02
EU: 232 million US: 222 million ASIA: 219 million
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#02 > Social media: Definition & Findings
#02
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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
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Findings
#02 > Sociale media: Definitie & Vaststellingen#02 > Social media: Definition & FindingsMonday 11 June 12
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Vaststellingen
#02 > Sociale media: Definitie & Vaststellingen#02 > Sociale media: Definitie & VaststellingenMonday 11 June 12
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#02 > Sociale media: Definitie & Vaststellingen#02 > Sociale media: Definitie & VaststellingenMonday 11 June 12
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In our time...
#02 > Sociale media: Definitie & Vaststellingen#02 > Social media: Definition & FindingsMonday 11 June 12
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Voortrekkers...https://www.facebook.com/profile.php?id=100001150301851
https://www.facebook.com/profile.php?id=100001150301851Monday 11 June 12
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THEN... NOW
45#02 > Sociale media: Definitie & Vaststellingen#02 > Social media: Definition & Findings
http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012
Computing devices
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THEN... NOW
46#02 > Sociale media: Definitie & Vaststellingen#02 > Social media: Definition & Findings
http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012
Connectivity
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THEN... NOW
47#02 > Sociale media: Definitie & Vaststellingen#02 > Social media: Definition & Findings
http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012
Life Stories
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THEN... NOW
48#02 > Sociale media: Definitie & Vaststellingen#02 > Social media: Definition & Findings
http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012
News & Information
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THEN... NOW
49#02 > Sociale media: Definitie & Vaststellingen#02 > Social media: Definition & Findings
http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012
Note Taking
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THEN... NOW
50#02 > Sociale media: Definitie & Vaststellingen#02 > Social media: Definition & Findings
http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012
Education
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THEN... NOW
51#02 > Sociale media: Definitie & Vaststellingen#02 > Social media: Definition & Findings
http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012
Music
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THEN... NOW
52#02 > Sociale media: Definitie & Vaststellingen#02 > Social media: Definition & Findings
http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012
Navigation
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THEN... NOW
53#02 > Sociale media: Definitie & Vaststellingen#02 > Social media: Definition & Findings
http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012
Business Collaboration
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We want to share...#02 > Sociale media: Definitie & Vaststellingen#02 > Social media: Definition & Findings
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Findings
The brand experience transcends the product level
Brand is Emotion!
Word of Mouth is World of MouthFan makes new Fans
New consumer is a Trend, not a hype
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Findings“Nothing influences a person more than the
recommendation of a trusted person” Marc Zuckerberg - Facebook
78% consumers believe
recommendations of others56#02 > Sociale media: Definitie & Vaststellingen#02 > Social media: Definition & Findings
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http://visual.ly/social-media-and-maslow’s-hierarchy-needsMonday 11 June 12
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58#05 > Kansen en Valkuilen
Opportunities of SM
#02 > Social media: Definition & Findings
Be there where your customers are!
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#02 > Social media: Definition & Findings http://richardatdell.blogspot.be/Monday 11 June 12
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Opportunities of SM
1. Branding
2. Leadgeneration - sales support
3. Recruiting & PR
4. Market research
5. Loyalty
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6. Internal communication
7. Competitive advantages
8. Showing expertise
61#05 > Kansen en Valkuilen
Opportunities of SM
#02 > Social media: Definition & FindingsMonday 11 June 12
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BRANDING
62#02 > Social media: Definition & Findings
BRANDING
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63#02 > Social media: Definition & Findings
LEAD
LEAD GENERATION
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64#02 > Social media: Definition & Findings
RECRUITMENT
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65
Dare to ask your audience... RESEARCH
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CONNECTUPDATESHARELEARN
COLLABORATE
INTERNAL COMMUNICATION
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67#02 > Social media: Definition & Findings
BRANDINGExpertise
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You know these...
#03 > Can’t see the wood for trees
#03
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#03 > Door het bos de bomen#03 > Can’t see the wood for treesMonday 11 June 12
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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
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BLOG
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YOUTUBEMonday 11 June 12
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4squareMonday 11 June 12
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#04
#04 > TwitterMonday 11 June 12
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CANCHANGE
YOURLIFE
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• Microblog
• Text message of the Internet
• Tweet = message < 140 characters
• Constant message flow
• Following = people you follow
• Followers = people following you
Microblog76#04 > Twitter#04 > Twitter
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Jargon
• Users: @username ex. @slk8500
• ReTweet = Resend Tweet(RT)
77@SLK8500 www.pixular.be#04 > Twitter#04 > TwitterMonday 11 June 12
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Jargon
• # HASHTAGS = Metadata = keyword#KortrijkXpo #PanoramaTV #TwitterABC
• @slk8500: public answer
• d slk8500: Direct Message - private...
78#04 > Twitter#04 > TwitterMonday 11 June 12
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Tools
• On your PC/MAC or Smartphone
• www.twitter.com / search.twitter.com
• Application: Twitterbird/Tweetbot
• Combination: Hootsuite/Tweetdeck
80#04 > Twitter#04 > TwitterMonday 11 June 12
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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
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82#04 > Twitter#04 > TwitterMonday 11 June 12
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83
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#04 > Twitter#04 > TwitterMonday 11 June 12
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#04 > Twitter#04 > TwitterMonday 11 June 12
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Why using Twitter?
• Listening
• Learning and discovering/ People/ Things
• Ask Question #daretoask #dta
• Give & Receive
• Share knowledge > expert
• Be found! SEO
#04 > Twitter#04 > TwitterMonday 11 June 12
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Networking is Just like Working
90#04 > LinkedIn#04 > LinkedInMonday 11 June 12
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• Knowledge > Contacts
• Who knows who ?
• Professional use
• Status updates - recommendations - Q&A
Social Network
91#04 > LinkedIn#04 > LinkedInMonday 11 June 12
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92#04 > LinkedIn#04 > LinkedIn
degrees of separation...
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The strength of your network
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94#04 > LinkedIn#04 > LinkedInMonday 11 June 12
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LinkedIn > Network
• Seek and you shall find
• Contacts of contacts
• Join groups
• Recommendations
• Presentations
• Detect opportunities
95#04 > LinkedIn#04 > LinkedInMonday 11 June 12
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96#04 > LinkedIn#04 > LinkedIn
Groups
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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 > LinkedInMonday 11 June 12
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Networking
98#04 > LinkedIn#04 > LinkedInMonday 11 June 12
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Pay for publishing jobsMonday 11 June 12
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Vacatures betalend publicerenMonday 11 June 12
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101#04 > FacebookMonday 11 June 12
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Functions
• Latest news
• What are you doing? Schmoozing
• Invitation/Reminder
• Interaction > Feedback
• Draw attention
• Stay in touch...
102#04 > Facebook#04 > FacebookMonday 11 June 12
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103#04 > Facebook#04 > FacebookMonday 11 June 12
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104
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105
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106
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PINTerestPINterest
107#02 > Sociale media: Definitie & Vaststellingen
Do you know ...?
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112
Pitfalls
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Reputation
• WHAT is being said about me ?
• WHO is saying it?
• WHAT action? How to follow up?
113#05 > Kansen en Valkuilen#05 > Odds and PitfallsMonday 11 June 12
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114
7 out of 10messages onsocial mediaare positive
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ReputationThe internet never forgets!
115#05 > Kansen en Valkuilen#05 > Odds and PitfallsMonday 11 June 12
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About BP but not from BP...116#05 > Kansen en Valkuilen#05 > Odds and Pitfalls
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NO MAGIC BUT
STRATEGY
117#06 > On the line, get set, GOMonday 11 June 12
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SocialMediaRoadmap
118#06 > On the line, get set, GOMonday 11 June 12
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6. Toekomst
Leaflet & pills...
Helpful
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Photo by coconinoco - http://flic.kr/p/8g9p1o
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Pixular.be
Pixular
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122
To score, you must shoot
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Customer connected Employees are your company’s rock stars
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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
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. . .Photo by janineomg - http://flic.kr/p/7Lsz4B
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THOU SHALL LISTEN
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It’s about conversations, and the best
communicators start as the best listeners
Brian SOLIS
#01
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LISTENING
• Name of organization
• Brands & Employees
• Programs
• Website
• Keywords from sector
• Colleagues & Competitors
#01
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LISTENING
• Let the technology work for you
• Monitoring
• Social Mention/Google Alerts
• Tracebuzz/Engagor
#01
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#01
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THOU SHALL DETERMINE YOUR GOALS
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GOALS
• Increase customer satisfaction
• Visibility & name recognition
• Market research
• Expertise
• PR
• Recruitment
• Press
#02
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GOALS
Make sure your goals fit into the overall marketing strategy
of your company
#02
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THOU SHALL DEFINE YOUR
TARGET AUDIENCE
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AUDIENCE
CustomersIndividuals
Prospects Press
Government
Young peopleSeniors
Consumers
#03
Companies
Candidates
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WHICH CHANNELS?
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CHANNELS #04
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THOU SHALL DEFINE YOUR BENCKMARKSPhoto by steve loya - http://flic.kr/p/2h3DRh
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#05BENCHMARKS
• # website visitors
• # FB fans
• # Followers on Twitter
• Applies for information
• Mentions in the press
• ....
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THOU SHALL ORGANIZEPhoto by police5151 - http://flic.kr/p/6gXUcq
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ORGANIZE
• Support within the organization
• Sensitize ...
• SM-coordinator
• Guidelines
• Actions & reactions
#06
Commandment VI: Thou shall organizeMonday 11 June 12
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Social Media PolicyGood agreements = good friends!
#09
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Employees
#09
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No mother-in-law!
#09
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Trust creates Trust
#09
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Responsibility
Guidelines
#09
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Make one personSM-master
#09
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THOU SHALL INTEGRATEPhoto by Vermin Inc - http://flic.kr/p/4ymfpb
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INTEGRATE
• Both offline and online
• Website - newsletter - ...
#07
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LOOK FOR FANS/FRIENDS
FOLLOWERSPhoto by Anne Bennett - http://flic.kr/p/4mk5e8
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F-FACTOR
• Word of mouth > world of mouth
• Who’s behind your company or brand?
• Go for partnership > ambassadors
• Support your fans!
#08
Commandment: Look for fansMonday 11 June 12
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TELL OTHERS YOUR STORY
Photo by Images by John 'K' - http://flic.kr/p/6kfzwS
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CONVERSATION
• Detect interesting issues
• Intervene and help
• Give answers and dare to ask questions
#09
Commandment IX: Thou shall start the conversationMonday 11 June 12
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ORGANISEREN
THOU SHALL ANALYZE AND
ADJUSTPhoto by Willamor Media - http://flic.kr/p/88r8UC
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OBSERVE
• SM is never off the air
• Objectives achieved?
• Why (not)?
• What didn’t we do right?
• Adjust where necessary
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Commandment X: Thou shall analyze and adjustMonday 11 June 12
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Engagement
• Participation: listen - act - interact
• Compelling content
• Tell your story
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ListenLearnEngage
Act
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exeptional living
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And what have we learned today?
165
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Create (Eva) Content for your
audience and make your audience Content
166
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CONCLUSION
• Start listening
• Ensure added value
• Think before you Tweet
• Discover your place
• Search to find people/items
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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
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169
And now, jump !
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MAKE SURE SMDOESN’T
BECOME SM
Photo by philippe leroyer - http://flic.kr/p/8eArtT
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Contact
Questions, comments or suggestions?
Stefaan Lammertyn/Pixular
www.sm4kmo.be
Follow us on Twitter:@slk8500
#SM4KMO
Monday 11 June 12