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StepFree | Social media consulting

ROI in social media & communities

Lecture // Using New Media

September 8th // Sjef Kerkhofs

FIP Congress 2009Photo by: Commander Holmes

Welcome !


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


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


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


Campfire stories


Bron: tcmaliskamp

And then…computers

StepFree | Online marketing & Nieuwe mediaStepFree | Online marketing & Nieuwe mediaStepFree | Social media consulting

StepFree | Online marketing & Nieuwe media

And then…internet!

Entire Entire InternIntern

et et 19861986

Fast developments!


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


Examples


5 eras of the Social web

1

2

Source: Forrester: http://www.flickr.com/photos/jeremiah_owyang/3478168483/sizes/o/


3

4

5

Source: Forrester: http://www.flickr.com/photos/jeremiah_owyang/3478168483/sizes/o/


Why does it flourish?


Photo by: Macieklew

(1) Digital Heritage

Photo by: Shermeee


Digital immigrants

http://www.inoverheid.nl/intermediair/img.db?1372139


Digital immigrants

Source: Forrester Research

Creators Critics Collectors Joiners Spectators Inactives

35-44

10%15%

4%11%

47% 47%


Digital Natives

Photo by : cd.harrison


Digital Natives

Source: Forrester Research

Creators Critics Collectors Joiners Spectators Inactives

18-24

31%35%

10%

66%

24%

35%


(2) WOM eraPhoto by : Paull Young


Scott Brown (wired): "If it doesn't spread, it is dead"

Photo by: Pingu1963


Talking Consumer

Make?

Or

Break?Photo by : itsholly



Comcast

(3) ‘People don’t change technology does’

Photo by: Roger Blackwell


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


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!


Defriending!


Photo by : MiguelVera

What can we do with it…?

Branding

Public relations

Share info / Learn

Customerservice

Internal comm.

Loyalty

Marketresearch

Crowdsourcing

Acquisition


Strategy is crucial….

Or else, experimental Islands = NOT GOOD !

Photo by : Justin Donnelly


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


Revenues


(1) Reduce costs• Branding

• Internal learning

• Internet communication

• Marketresearch

• Customerservice

Revenues


• Branding

• More leads (exposure)

• Raise loyalty

• Better fit to market

(2) Raise turnover


Costs

(1) Vulnerable and open

Photo by : Monica’s dad


Costs

(2) Give free content

Photo by : Kalandrakas


Costs (3) Lots of time, sweat and patience

Photo by : VoxEfx


But…Cheap technology

Photo by : Cosmic Kitty

Measure - Quantitative


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



Source: IAB

Weblog metrics:

• Number of conversations relevant sites

• Number of useful links

• Conversation reach

• Conversation density

• Content freshness and relevance



Source: IAB

Social media apps metrics:

• Installs

• Active users

• Growth

• Profile and influence users

• User lifecycle

Not only data!


Photo by : Krissyho

Measure - Qualitative


Focusgroups

Desk research

Photo by : korean resource center

Recent development


Google Wave


‘Email is 40 years old’

Google wave


‘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….


Small break


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