Download - Fip lezing Istanbul deel 1
StepFree | Social media consulting
ROI in social media & communities
Lecture // Using New Media
September 8th // Sjef Kerkhofs
FIP Congress 2009Photo by: Commander Holmes
Welcome !
StepFree | Social media consulting
Who am I ? Others verdict….
“Enthousiastic and great personality.”
“Sjef is a true marketeer”
“Great meeting you, Very inspiring”
What I do
Personal branding
Social media
Social networksCommunities
BloggingLectures
Workshops
StrategyUniversity
Enthusiasm
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Spinawards
Part 1
09:00 – 09:45 History internet
What is Social media
What can we do with it
Strategy
Cost and revenues
Measuring Social media
Recent developments
About Today
Part 2
10:00 – 11:00 Different Social media
• RSS
• Social networks
• communities
• Blogging
• Microblogging
• Video/Photo
11:00 – 12:00
Presentations
Part 3
14:00 – 15:00 Engaging website
(theory)
15:00 – 16:00
Presentations
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Part 1 // History and Social media
• History of the internet
• What is Social media
• What can we do with it
• Strategy
• Cost and Revenues
• Measuring Social media
• Recent developments
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Campfire stories
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Bron: tcmaliskamp
And then…computers
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StepFree | Online marketing & Nieuwe media
And then…internet!
Entire Entire InternIntern
et et 19861986
Fast developments!
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What is Social media?
‘A collection of online communication techniques, in which the content is
produced for and by the peoples. You could say Social media is many-to-many
communication’ - Ramon Eijkemans
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Examples
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5 eras of the Social web
1
2
Source: Forrester: http://www.flickr.com/photos/jeremiah_owyang/3478168483/sizes/o/
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3
4
5
Source: Forrester: http://www.flickr.com/photos/jeremiah_owyang/3478168483/sizes/o/
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Why does it flourish?
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Photo by: Macieklew
(1) Digital Heritage
Photo by: Shermeee
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Digital immigrants
http://www.inoverheid.nl/intermediair/img.db?1372139
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Digital immigrants
Source: Forrester Research
Creators Critics Collectors Joiners Spectators Inactives
35-44
10%15%
4%11%
47% 47%
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Digital Natives
Photo by : cd.harrison
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Digital Natives
Source: Forrester Research
Creators Critics Collectors Joiners Spectators Inactives
18-24
31%35%
10%
66%
24%
35%
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(2) WOM eraPhoto by : Paull Young
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Scott Brown (wired): "If it doesn't spread, it is dead"
Photo by: Pingu1963
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Talking Consumer
Make?
Or
Break?Photo by : itsholly
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Comcast
(3) ‘People don’t change technology does’
Photo by: Roger Blackwell
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Peoples don’t change!
Physical needs
Safety & Security needs
Social needs
Need for Appreciation
Self
Actualisation
Social networks
Comments/ratings
& rankings
Blog
Photo
Video
Social networks
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But, beware, contra reaction Recent research from Nielsen shows us that:
Teens are NOT the drivers for online video.
Teens browse >50% LESS than digital immigrants.
Teens are not the early adopters of most Web2.0 tools.
Teens visit lot of the same websites as you.
Teens are MOBILE!
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Defriending!
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Photo by : MiguelVera
What can we do with it…?
Branding
Public relations
Share info / Learn
Customerservice
Internal comm.
Loyalty
Marketresearch
Crowdsourcing
Acquisition
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Strategy is crucial….
Or else, experimental Islands = NOT GOOD !
Photo by : Justin Donnelly
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POST Strategy - Forrester• People
• Who is my target group, and how does it behaves on the internet?
• Objectives
• What are my business objectives?
• Strategy
• What am I going to change in my relation with the target group?
• Technology
• What applications do I need?Bron: The groundswell
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Revenues
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(1) Reduce costs• Branding
• Internal learning
• Internet communication
• Marketresearch
• Customerservice
Revenues
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• Branding
• More leads (exposure)
• Raise loyalty
• Better fit to market
(2) Raise turnover
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Costs
(1) Vulnerable and open
Photo by : Monica’s dad
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Costs
(2) Give free content
Photo by : Kalandrakas
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Costs (3) Lots of time, sweat and patience
Photo by : VoxEfx
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But…Cheap technology
Photo by : Cosmic Kitty
Measure - Quantitative
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Social media metrics:
• Unique visitors
• Cost per unique visitor
• Page views
• Visits
• Return visits
• Interaction rate
• Time spent
• Video installs
• Relevant actions (widgets/downloads/RSS/comments etc.)
Source: IAB
Measure - Quantitative
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Source: IAB
Weblog metrics:
• Number of conversations relevant sites
• Number of useful links
• Conversation reach
• Conversation density
• Content freshness and relevance
Measure - Quantitative
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Source: IAB
Social media apps metrics:
• Installs
• Active users
• Growth
• Profile and influence users
• User lifecycle
Not only data!
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Photo by : Krissyho
Measure - Qualitative
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Focusgroups
Desk research
Photo by : korean resource center
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Recent development
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Google Wave
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‘Email is 40 years old’
Google wave
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‘Hosted conversations’
‘All communication, mail and instant messaging’
‘Live text, no waiting’
‘Also photo’s etc, and embedding in blogs’ ‘Waven’ will be in the
official dictionary in a few years, just like ‘Googlen’
Soon….
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Small break
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