Download - 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
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#voicetec@j0hn
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AGENDA
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SOCIAL MEDIA
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6 REASONS
WHY YOU SHOULD CARE
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SOCIAL MEDIA LANDSCAPE QUIZ
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STRATEGY FOR THE SOCIAL WEB
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SOME STARTING POINTS
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4 THINGS
YOU CAN START WITH TODAY
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QUESTIONS
Kudo’s to @armano, @mzkagan & @owyang
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SOCIAL MEDIAvrijdag 24 september 2010
SO
CIA
L ME
DIA
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not media'Websites' where people 'connect' and exchange 'information' in order to get what they want from each other.
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Isn’t that the entire internet?AKA: the social web
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When did that happen?A small test in observation
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6 REASONSvrijdag 24 september 2010
USERS OF SOCIAL TECHNOLOGY IN NLForrester Consumer Technographics Data 2009
81%19%
YES NO
Reason 1
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BECAUSE SOCIAL NETWORKING IS THE MOST POPULAR ONLINE ACTIVITY
Forrester Consumer Technographics Data 2010
0%
5%
10%
15%
20%
25%
30%
SOCNETS GAMES E-MAIL
TIME SPENT ONLINE
Reason 2
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Reason 3
BECAUSE PEOPLE DON’T TRUST COMPANIES
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Reason 4W
HY
CA
RE
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Reason 5
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Reason 6BECAUSE YOU’RE ALREADY LATE
Dutch research by Linkedin 2010
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SOCIAL MEDIA IS A FORCE TO BE RECKONED WITH
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FACT:PLAYTIME IS OVER*
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TIME FOR A LITTLE QUIZ
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LAN
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THE SOCIAL MEDIA
LANDSCAPEQUIZ
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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
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LAN
DS
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PE
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
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Question 3: How many pics are on Flickr?
a) 2 miljardb) 4 miljardc) 15 miljard
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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
LAN
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My favourite wiki
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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
LAN
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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
LAN
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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
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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'
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STRATEGYFOR THESOCIAL WEB
Strateg
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FIRST:
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SECOND:
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IT CONCERNS THE WHOLE COMPANYvrijdag 24 september 2010
R&D PRIT HR SALES MARKETING CUSTOMERSERVICE
Social media touches all of these
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FINALLY:
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ENGAGE IN THREE STEPSvrijdag 24 september 2010
STEP ONEMONITOR YOUR BRAND
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STEP TWOSET YOUR OBJECTIVES
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STEP THREEFOSTER DIALOGUE
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So who likes pizza
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STEP ONEMONITOR YOUR BRAND
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WHERE ARE YOUR CUSTOMERS
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WHAT ARE THEY SAYING
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WHAT’S THE SENTIMENT
AND IS IT SHIFTING
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WHAT ARE BENCHMARKS
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IDENTIFY HOTSPOTS & INFLUENCERS
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FREEBIE: GOOGLE ALERTS, SOCIALMEDIACHECK.NL
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PROFESSIONAL: ATTENTIO, RADIAN6
@VOICETEC
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STEP TWOSET YOUR OBJECTIVES
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RESEARCH
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MARKETING & SALES
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SUPPORT
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INNOVATION
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Case: AlliResearch
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Case: WallmartMarketing & Sales > Ambassador Program
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Case: DellMarketing & Sales
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Case: StarbucksMarketing & Sales > Loyalty Programs
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Case: StarbucksMarketing & Sales > Loyalty Programs
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Case: BlendtecMarketing & Sales
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Omzet x 500%
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Case: ZapposSupport
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Case: Fiat mioInnovation > crowdsourcing & co-creation
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STEP THREEFOSTER DIALOGUE
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DEFINE YOUR RELEVANCE
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CREATE VALUE
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ENGAGE & INVOLVE
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BE REMARKABLE
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THINK CONVERSATIONS
NOT CAMPAIGNS
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SOMESTARTINGPOINTS
Starting
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Let go the idea of controlAdmit: you never had it anyway
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Social media policyWhen, who, where, how to engage, authority
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Check out: http://policytool.netvrijdag 24 september 2010
Dedicated personnellow cost, high engagement
Starting
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Organizational modelCurrent model > desired model : Cultural change!
Starting
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Check out for more info: http://bit.ly/awPFz1vrijdag 24 september 2010
Pollinate the webBut keep platforms manageable
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Keep monitoringShare feedback on buzz, sentiment, hotspots
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Internal communicationAnd motivation > share succes > involve MT
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Evaluate every six monthsFollow success
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Avoid shiny object syndromeIf possible: integrate with current software
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Think about measuring ROISales, leads, likes, followers, engagement, loyalty, trust, cost reduction, satisfaction, NPS, exposure
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4 THINGSYOU CAN START WITH TODAY
Starting
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Start monitoringwith the ‘free stuff’ like Google Alerts, Tracebuzz
Start to
day
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Start a taskforceWith representatives from every department
Start to
day
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Start thinking about objectivesAnd how to be relevant
Start to
day
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Start claiming your domainsnamechk.com
Start to
day
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ANYQUESTIONS
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BUSINESS CARD =
PRESENTATIONvrijdag 24 september 2010
THANKYOUhttp://nl.linkedin.com/in/johnmeulemanssomelikeitsocial.comtwitter: j0hn
vrijdag 24 september 2010