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TRANSCRIPT
FACEBOOK VOOR ’SAAIE’ MERKEN
!Utrecht, 11-‐06-‐2014 !!
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KLANTEN
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Facebook voor saaie merken.
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Facebook voor ‘saaie’ merken.
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“It’s an unfortunate reality that some brands have a built-‐in disadvantage when it comes to producing engaging social media content.”
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Source: Jasmine Henry, InboundMarkeFngAgents.com#congresfb | @doggers | @YuneSocial
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SOCIAL CONTENT MARKETING
SOCIAL CONTENT MARKETING
ResultContent (& campaigns)
ConversaEon management
Targeted adverEsing
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CONTENT MARKETING
What you want to tell
What people want to hear
What you should talk
about
Bron: Aart Lensink
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CONTENT MARKETING
What you want to tell
What people want to hear
What you should talk
about
Natural interest in product domain
Brand he
ritage
Love brands
VERKLARING POSITIE
Boring brands
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What do people like tot talk about?
Your content desEnaEon
CONTENT DESTINATION
What’s your
product about?
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Hoe blijf ik gezond?
Jouw gids voor een gezonder en gelukkig leven
CONTENT MARKETING
Zorg-‐verzekeringen
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FascinaFe voor technologie en innovaFe en prestaFe
!InspiraFe: hoe (Intell) innovaFe ons dagelijks
leven verrijkt
CONTENT MARKETING
Micro-‐processors
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Leven als een god in Frankrijk
!InspiraFe: een tweede huis
(en evt. een derde)
CONTENT MARKETING
Chic bankieren
All branded content is either, entertaining, inspira*onal or helpfull.
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CREATING VALUABLE CONTENT
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SOCIAL CONTENT MARKETING
SOCIAL CONTENT MARKETING
Resultaat
PASSION
PROVEPRIDE
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SALESFORCE
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SALESFORCE
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INTELL
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Make it wearable#congresfb | @doggers | @YuneSocial
MAERSK
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MAERSK
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“The whole strategy is to get closer to our customers.”
Source: Jonathan Wichmann, Maersk Line
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OZU UNIVERSITY
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UPS
#congresfb | @doggers | @YuneSocialSource: Pivot.com, september 2012
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UPS HEROES
heroic stories
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“We see Facebook as a place to have fun.”
MARKETO
#congresfb | @doggers | @YuneSocialSource: Interview with Jason Miller, Marketo’s social media strategist
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MARKETO
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MARKETO
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MARKETO
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AGILENT TECHNOLOGIES
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SUNLIFE FINANCIALS
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SUNLIFE FINANCIALS
“Sun Life wanted to engage Canadian consumers earlier in the sales cycle, before they had considered Sun Life or were even aware that their needs might be met by a
financial product.”
Source: Brenda Spiering, the editor of Brighter Life
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Engagement / traffic
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Traffic
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Conversie
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Traffic
GENERAL ELECTRIC
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Traffic
GENERAL ELECTRIC
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Traffic
GENERAL ELECTRIC
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GENERAL ELECTRIC
#congresfb | @doggers | @YuneSocialSource: h`p://gespringbreakit.tumblr.com/
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GENERAL ELECTRIC
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GENERAL ELECTRIC
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GENERAL ELECTRIC
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AMERICAN EXPRESS
“American Express OPEN is where you can discover insights, make connecNons and get exposure to help you grow your business.”
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AMERICAN EXPRESS
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AMERICAN EXPRESS
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AMERICAN EXPRESS
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AMERICAN EXPRESS
KEY TAKE AWAYS
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KEY TAKE AWAYS
1. Find your content desFnaFon !2. Invest (soc sell) !3. Put the passionate ones in control !4. Showing your personality & find your heroes !5. Ask your fans what they want (real life sehng)
6. Explain / showcase how your brand adds value to peoples life !7. Create great & happy visuals (graphics!) !8. Consider a blog! !9. Publish ’weird’ stuff (GE) !10. Don’t be shy: use CTA
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CONTACT
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YuneSocial.nl
Facebook.com/YuneSocial
@YuneSocial
/ @Doggers
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