iab- focus on social · pdf filethe increasing technological innovations offer us even more...

IAB-MOBILE MARCH 2013 - WWW.IAB-COMMUNITY.BE/COMMUNITY/SOCIAL

I A B -F OCUSON S OC I A lIAB-BelgIum WhItepAper on

the SoCIAl AdvertISIng lAndSCApe

www.iab-community.be/community/social - march 2013

2IAB-MOBILE MARCH 2013 - WWW.IAB-COMMUNITY.BE/COMMUNITY/SOCIAL

Dear reader,

We’re living in a complex world. Not just ‘we’ as a consumer, but I mean ‘we’ as marketing, advertising and communication managers. Since the launch of IAB-Belgium 15 years ago, we are convinced that all marketing becomes digital. And today we’re at that point. The only thing we forget to say was that it would not simplify things. The increasing technological innovations offer us even more challenging opportunities. In the middle of this complex landscape, IAB-Belgium wants to boost the market and guide advertisers in the efficient use of these digital channels and tools.

IAB-Belgium decided to focus on one topic per quarter in 2013. This first quarter is dedicated to Social. Based on a Focus Survey, we monitor which consumer trends and business challenges the Belgian market puts forward. And than, we deliver. We deliver insights, opinions, cases,… through the IAB-Community, focused research, seminars, debates and so on. With the support of our members and gatekeepers. And with your input and feedback.

This is what you said on social: focus on social on mobile, interactivity with brands, social strategy and social ROI. Along with the input of social media experts, member of IAB-Belgium, we are pleased to inspire you with this Whitepaper on Social. We want to thank all who have contributed! And of course we look forward to your feedback.

Join us on the IAB-Community!

The IAB Team

it ’s all happening here:

www.iab-community.be

Follow iab-belgium:

Facebook/iabcom linkedin/group iab belgium twitter/iab_belgium

e: [email protected] t: @patrickiab

I n t r o


source: IAB Belgium Focus Survey, January 2013

business challenges on social

consumer trends in social

SOCIAL SERVICES ON MOBILE DEVICES

SOCIAL CUSTOMER CARE

INTERACT WITH BRANDS

SHARE EXPERIENCE WITH BRANDS

SOCIAL TV

CONSULT BRAND EXPERIENCES

BUYING PRODUCTS & SERVICES VIA SOCIAL

SOCIAL GAMING

INCREASING USAGE OF SOCIAL NETWORKS

GROUP BUYING VIA SOCIAL NETWORKS

OTHER

58%

44%

38%

27%

24%

24%

21%

20%

20%

13%

1%

SOCIAL STRATEGY:integrate social in the hlobal market ing s t rategy including set t ing

SOLOMO:combine the power of social media, locat ion based services

SOCIAL CONVERSION & ROI:lead scoring and opt imisat ion of conversion rates

COLLABORATE VIA SOCIAL NETWORKS:reach out to your company fans, consul t them, work togheter

SOCIAL BUSINESS:usage of social media for hr, research, corporate communicat ion

GENERATE REACH:enlarge numbers of fans of company, communicate more via social

SOCIAL CURRENCY:measuring the extent to wich people share the brand

SOCIAL ADVERTISING:buying of media space on social networks

BUILD SOCIAL BRAND PRESENCE:star t wi th company page and account on social networks

OTHER

59%

42%

38%

35%

32%

27%

21%

18%

17%

1%


h o W t o f o r m u l A t e y o u r C o m p A n y ’ S S o C I A l m e d I A v I S I o n , S t r A t e g y A n d o B j e C t I v e S

by clo willaerts, sanoma media

This is the year that social media means business. It’s not about hypes any more, but about aligning your social media efforts to your real business objectives. Especially if your teams and marketing budgets are shrinking, social media has become part of a lot of people’s jobs.

So if your company or brand hasn’t written down it’s vision of social media, hasn’t outlined an overall social media strategy to help your team members focus, and if you’re not sure which social media objectives will help you calculate the return on investment - if you haven’t done that, your company is bound to lose a lot of time, energy and resources trying to figure out what works and what doesn’t.

what does your company’s vision on social media look like?

Remember those keynote presentations in 2009 and 2010 about how disruptive social media were for your business? It turns out that this is true for a number of social media players, like Facebook, Twitter and YouTube, and for a number of industries.

A vision is usually defined as “an image of the future we seek to create”. Most companies formulate their company vision as some kind of a dream, usually set in a nearby future - for example the year 2020. If social media have an impact on your business, you might need to include that in your overall company vision.

A useful model to assess whether your company is impacted by social media, are The Stacks. The Stacks are a set of companies futurologist Bruce Sterling first mentioned in his closing keynote at the SXSW conference in December 2012. Sterling: “In 2012 it made less and less sense to talk about “the Internet,” “the PC business,” “telephones,” “Silicon Valley,” or “the media,” and much more sense to just study Google, Apple, Facebook, Amazon and Microsoft. These big five American vertically organized silos are re-making the world in their image.” Each one of these companies have developed an operating system, some sort of social platform, a pet mobile device, a marketplace and internal payment system, and productivity software. If you’re in the mobile, digital, telco, e-commerce, media, computer hardware or software business, your vision on social media should include the impact of these companies on yours. The smaller players, like Twitter, Pinterest, Instagram and Tumblr, usually form partnerships with one of the Stacks or are simply acquired by them. Feel free to replace some of the players of Sterling’s Stacks but try to focus on no more than five companies. The Stacks are changing the world and disrupting business models, so your vision should formulate how YOUR company is going to make a difference in that space.

SOCIAl MEDIA

NO 1

iab social whitepaper


social media strategy: keep your Focus

Now that your vision on social media outlines how the world around you is changing, your strategy should outline what your position in this new world will be - usually within a timeframe of the next two years. Will your company and/or your brand be a first mover or a follower? Will you close strategic partnerships with one of the Stacks or with other players in your field? And most of all: what will you focus on in the next few years?

If you want to focus, keep the eye on three balls at most. Pick out three overall social media objectives (as explained in the next section of this text) and use these to limit your initial social media presence to three social media platforms at most. Keeping a Facebook Page, a Twitter account, a YouTube channel, a blog and some Pinterest board up to date and its audiences attentive gets very tiresome and hard to manage after a while. Automating your content distribution is not always a good idea, because you might give the impression you don’t know the difference between your audiences on Facebook or Twitter. Use the Five Ws to structure a Social Media Playbook document that spells out where you will be present (e.g. Facebook, YouTube, Twitter), what you will be doing (content and other tactics), why you’re doing this (e.g. customer intimacy or other social media objectives), who will be doing this (e.g. your social media team’s admin roles) and when you’ll be doing this (e.g. your social media content or media plan).

StrAtEgy

WHAT

WHOWHY

WHEN

WHERE


social media objectives and tactics

Your social media objective mainly answers the “why” question: why are we asking our employees to spend time and energy on updating your Facebook Page or responding to customer complaints on Twitter?

Make sure your objectives are S.M.A.R.T. (Specific, Measurable, Attainable, Relevant and Timely) and, again, try to limit to three. These three categories of social media objectives might help. We’ve also added some possible social media tactics to give you and idea on how you can act on these objectives.

1. Customer-oriented objectives, for example: to increase the number of handled customer complaint tickets with 25% by December 2013. This is where the real (= two-way) conversations in social media take place. Possible tactics: web care, co-creation, crowdsourcing, social CRM, testimonials, experience/events, influentials, making of/behind the scenes

2. Product or brand oriented objectives. These are usually focused on changing the way your target group thinks about your company’s products or services, often trough campaigns that are limited in time. An example: to double brand recognition by the end of this year. Possible tactics: social media advertising, contests/sweepstakes, gamification, storytelling, tutorials and how-to’s, charity/activism.

3. Traffic to your main digital asset. Your Facebook Page, your Twitter account and all of your other social media estate do not belong to you. In contrast to your Owned Media (your website, blog or newsletter) these are Earned Media. You’re only a guest on these platforms, and you need to work hard every day to earn your target group’s attention - all the time while playing by the platforms rules about commercial activities or organising contest. This is why you need to build a home base on the social web, preferably your own website or blog. Create a hub-and-spokes model that outlines how your main digital asset and the different “embassies” you run on the relevant social media platforms relate to each other. Avoid being “all over the place” by looking for ways to have your owned and earned media reinforce each other. For example: your site includes one of Facebook’s social plugins to enable comments, and the posts on your Facebook wall send traffic to your site. Generally, somewhere between 5% and 10% is a realistic benchmark for the amount of traffic to your site that originates from Facebook or Twitter.

Other possible social media objectives, like direct sales or search engine optimisation, could be part of one of the three main categories or treated as stand-alone objectives even if they have a minor impact on your business.

OBjECtIvES AND tACtICS


social media reporting and metrics

There’s a lot of confusion about social media monitoring, reporting and dashboard tools. But if you want to report back higher up in your organisation, what you need is a social media analytics dashboard. This dashboard ideally shows in a glance what the growth trends are for your social media presence. When choosing your metrics, focus on

1. Your audience size (often called “reach”). For example: amount of Likes on your Facebook Business Page, amount of followers on Twitter, amount of Channel Views on your YouTube channel. These numbers are usually public, so you can benchmark them against those of comparable brands to illustrate your ambitions.

2. Your audience’s reactivity. For example: the Talking About This of your Facebook Twitter Page, your Klout/Kred/Peerindex score, or the accumulated amount of social signals (likes/favourites, shares/retweets/embeds, and comments)

These numbers you can present in a graph if the number of brands included is small. If you’re talking about a list of ten or more brands, you might organise your report as some kind of a hit parade, where coloured arrows mark the new entries or the smash hits of the week or month.

3. Traffic to the site is a reasonable third metric to add to your reports, but remember these are numbers that are not publicly available.

content is the Fuel oF the social web

We briefly mentioned “content” as one of the underlying strategies in your overall social media strategy. Digital content in itself, however, is playing a bigger role month by month in the social landscape. In the context of social media, content items like web videos, status updates or pictures behave like “social object” that are passed on between online consumers. As a brand or company, your content ideally is “something for them to talk about”. Make sure to plan your content throughout the year, so your conversation manager doesn’t have to reinvent the wheel every morning. Focus on content formats that are optimised for social, but don’t forget to stick close to your brand values. We all know that the typical LOLcat will get you a lot of Facebook likes, but unless you’re in the pet food industry, that picture of a fluffy cat with a funny caption on top will not help you run your business more effectively. If you do this right, the social content you create or curate will help mould your online identity. In the Conversation Age, you’re not what you say you are - you are what you share.

rEpOrtINg AND MEtrICS

CONtENt


But how to measure the return ? What return to expect from Social Media ? What do you expect from “it” ?

For your brand, you may be looking for different Marketing objectives:

• Visibility for Awareness / Top of Mind

• Engagement for consideration and brand preference

• Call-to-action and performance marketing

• Experience thanks entertainment marketing

• Loyalty

• Ambassadors advocacy & Word-of-Mouth

(strategy based on McKinsey ‘Consumer Decision Journey’ model)

Each of these strategic objectives will be measured in a totally different way, of course!

Each of these strategic objectives will be measured in a totally different way. The visibility will be mainly measured as classical media, and very often, complementary to classical media.

Facebook as an alternative to tv advertising? It’s an option, but isn’t making channels working together a richer one? Reach, number of views and eGRP are the main KPI’s which will be observed for that strategic objective.

Example: Côte d’Or TV spot relayed on the brand page.

S o C I A l m e d I A , A n r o I A p p r o A C h by matthieu vercruysse, isobar - isobarsocialike

NO 2


rOI ON SOCIAl MEDIA

vISIBIlIty

(eg. Facebook video content planned in complete synergy with the TV media plan)


Even if visibility is a significant opportunity for brands with Facebook offering an important audience (“fish were the fish are”), the real added value of social compared to other media is the opportunity to engage.

Engagement requires new competences for marketers : valuable content production and services with added-value for the audience. Social platforms always prefer relevant content. Facebook EdgeRank1 is the most impacting actor arguing for content relevancy.

A brand developing expertise in relevancy regarding its content strategy is of course working for its brand consideration growth. The main question is: how close of the target is my brand and how is it giving value, while keeping the right tone of voice in regards of the brand DNA.

Do not forget all the performance possibilities, those looking for a pure call-to-action. Facebook has recently launched many solutions dedicated to performance. All these campaigns are easily measurable based on the performance and optimization KPI’s (sales, lead, conversion, subscription, …). The chapter “A selection of 3 Facebook ads formats dedicated to performance” dives into this issue.

Talking about added value content, we today are aware that entertainment is a pillar for brand communication. Offering a social entertaining experience to the audience is a great way of communicating. The “ROI analysis” will depend more on the quality of the experience realized by the fans than the objective of “reach”.

1 EdgeRank is an algorithm developed by Facebook to govern what is displayed and

how high on the News Feed

ENgAgEMENt

CAll-tO-ACtION

& pErFOrMANCE

MArkEtINg

ENtErtAINMENt


Finally, Social Media will serve the loyalty maintenance of your best consumers. Consider their feedback, listen to them, generate co-creation, give them exclusive information, answer the questions, … Social platforms are made for it. Social Media has to be used to keep and improve the relationship with them. In addition, consider your most loyal consumers as your best ambassadors. Advocacy and word-of-mouth are one of the most efficient marketing touch points. Give them ways to share information about your brand. Give them tools to make it easier. Think of your content strategy as sharable.

lOyAlty


Facebook Ads always allowed to track clicks and actions within Facebook, but once the ad directed towards an external website no deep tracking was possible. Several third party tools enabled to do this in the past, but since January Facebook introduced Conversion Tracking in their internal ad platform as well. So from now on we can actually measure which click drives to a sale.

Facebook combines this tracking with their own optimized CPM (oCPM) bidding system, this optimizes automatically towards users who are likely to convert. Please note that with this bidding system buyers don’t control their own bids, but Facebook claims that the ROI with oCPM is way higher than for traditional CPC or CPM campaigns. The cost per conversion can be lowered by 40% according to them.

Additional specific advantages:

• Facebook tracks mobile & desktop. The system even tracks when people see and click on the ad on mobile but eventually convert on desktop.

• You can implement the tag anywhere you want, depending on your objectives (e.g. checkouts, registrations, leads etc...).

• By integrating a tag in each step of an application, you can verify if there are any flaws in the funnel. (eg. When launching an application, one of our clients lost 45% of the users at the last step. We managed to identify the specific problem in the funnel for them, through Conversion Tracking).

• Piggybacking is possible. If you are already using third party tracking software, you can integrate the Facebook tag in this software.

Facebook has always been very strong in the possibilities of targeting on very precise interest, demographics, personal characteristics, etc... But with the Custom Audiences, they are taking it one step further, they allow us to ‘hyper-target’ an audience in the most direct way possible.

Custom audiences was released in October last year and allows us to use e-mail addresses, phone numbers or Facebook ID’s to target the unique persons we desire to reach with our campaign. So from now on you can connect your offline CRM databases to the Facebook database.

According to Facebook you can have up to 5 times higher ROI with custom audiences. As a sidenote we would like to add it’s still not as performing as Facebook Ad Exchange (FBX). But With Custom Audiences you have the possibility to target even deeper once it’s combined with Facebook data.

CONvErSION trACkINg

CUStOM AUDIENCES

A S e l e C t I o n o f 3 f A C e B o o k S o l u t I o n S d e d I C A t e d t o p e r f o r m A n C e

by sander janssen , isobarsocialike


NO 3


additional & more speciFic advantages:

• Custom audiences don’t only allow us to target specific users, but also enable us to exclude certain people from targeting.

• Highly customizable ads. (e.g. you can target people who have already registered for an application but haven’t converted yet. We can send them custom reminders with a clear call-to-action).

• There are no privacy issues because Facebook hashes the data before uploading. So they can’t use this confidential information for other purposes.

• Custom Audiences are only available in the Facebook Power Editor or third party tools. This makes them only available for the high profile professional buyer.

• It’s a very high quality targeting. (e.g. people who subscribed to a newsletter or have a loyalty card already have high brand affinity, and are more likely to convert. Or people who already bought a certain product and are likely to buy a complementary product later on).

• It’s important to realize the data might not match the data behind the Facebook accounts. This makes B2B purposes more difficult, because professionals probably haven’t used their company email address to create their Facebook account. (Tests have proven to match about 25 to 35% of the email addresses to existing Facebook ID’s)

More than 15% of Facebook’s revenues is generated by mobile ads. That’s why Facebook released a specific (mobile) advertising format in October 2012.

Mobile App Install Ads have an install button integrated, which drives users directly to the app store (IOS) and the Google Play Store (Android), reducing the steps between an impression and a conversion significantly. And on top of that you won’t leave Facebook and the app is only delivered on the platform where it’s used (mobile devices).

Experience shows us that Mobile App Install Ads have a significantly higher reach compared to other mobile formats. Also the click through rate is considerably higher and the cost per install is lower than with other ad formats.

By updating your app with the latest SDK it allows you to measure overall clicks and installs for your campaign and enables you to optimize your ad delivery for installs.

ADvANtAgES

MOBIlE App INStAll ADS


As Social Media usages make lots of sense in the instantaneity, sharing information live, it’s very close to mobile consumption. Social Media majors as Facebook, Twitter, LinkedIn, YouTube have all made important development for the mobile devices, including tablets.

Focusing on Facebook and looking at the stats, we observe that nearly half of Facebook users are using the social platforms from a mobile device. Following several clues, this Social Media mobile consumption continues to increase seriously. Those people are using Facebook from their mobile devices as well as from their desktop (mobile being not necessarily the primary device). Other clues (not statistically confirmed yet) show us that within people using desktop and mobile, an average of 1 in 4 use mobile as primary device for visiting the major social network.

Having a look at the Operating System people are using, iOS and Android are quite equivalent and concerns 9 users on 10.

SOCIAl plAtFOrMS FrOM

A MOBIlE DEvICE

S o C I A l m o B I l e C o n S u m p t I o n matthieu vercruysse, isobar - isobarsocialike


NO 4


Everybody knows the stories of his parents about the butcher at the corner of the street. You entered as a child with your mother (father was working or too busy) and the first thing you got was a little piece of meat, as a treat. The endless discussions your mother and the butcher could have about a piece of meat ended sometimes in a tasting session, followed by a quality story from the butcher and how proud he was off his products. This was 20 years ago, not 100 years ago and it shows in fact that you got sometimes something back, a small treat, an unexpected gift…

This is what social media is about. Business as it used to be before we, as a brand, alienated from our consumers, our target audience, our business partner. We created a shell around our business with generic messages that we send “en masse” to the consumer and they are now saying: “it’s enough!” How can we get consumers back into our game. At Thomas Cook Belgium, we embraced social media and with our more than 400,000 fans, we engage with them on a daily basis.

Consumers are not fed up with brands. Some people like to proclaim that in bold statements, most of the time used in presentations to create a shock effect in the room. 80% of all consumers stated in the last survey of IAB-Belgium & InSites Consulting (Social Around the World) that they want to help brands create their story. If they were fed up, than nobody would say “yes” to that question.

The big difference is that technology allows consumers now to evaluate brands more easily. 49% of all Belgians have a Facebook profile and 1 out of 10 Belgian consumers are using their smartphone in real-time, while shopping. So if you mess it up, the world will know it…today, not tomorrow.


NO 5

A n A d v e r t I S e r t A l k S : S o C I A l m e d I A o r B u S I n e S S A S I t W A S B e f o r e

by hans smellinckx , thomas cook

thE FACtS

Willing to help a brand or company in sector that they likeEver helped a company or brand before

N = 4035 / F= member of social networksN Belgium = 315 / F = member of social networks

In all regions, the number of people having experience in helping brandsis less than half the number of people willing to provide help

86%

31%

78%

24%

94%

39%

82%

27%

93%

43%

86%

24%

84%

28%

99%

47%

71%

26%

96%

30%

willingness to help vs. experience in helping brands


It’s easy to look at facts & figures and declare the glass as being half empty. But look at the facts as an opportunity, use your fans and followers active into your business and give back to the community on regular occasions, not once or twice a year, but the whole year round. Neckermann shows every month its appreciation for positive reviews of travellers. Based on their profile (and not only their twitter profile) but also the data we have about their past travel experiences with us. We than offer them gifts fitting their life style. A small token of gratitude, but that’s building a loved brand.

The fact the consumer is becoming a mobile consumer means that you have an opportunity to detect problems much faster than we have known before. Consumers will use their mobile phone to contact you through your social media storefront (e.g. Facebook page) to comment on an experience they are actually having at that time, not weeks afterwards. Key is than to try to solve it as quickly as possible and in the most human way, not a standardized electronic format.

And guess what, the way you reply to or engage with your community is not different than that butcher. Be open, be human and don’t treat your customers as cattle.

A new buzz word that is gaining popularity. Most of the time used in fancy presentations. Big data already exists since the start of the digital age and especially with the start of Google. Everything you do digitally is about a huge amount of data. And with Thomas Cook offering a huge range of travel products, the amount of data coming from customer experience paths is enormous. But it all comes back to filtering the most useful information and offering relevant messages to your audience. With social media becoming so popular, the amount of data that you can collect is becoming enormous and allows you to personalize the customer experience to the needs of your target audience. Being open about it and showing the consumer what you use and allowing them to (temporary) “opt-out” from it will become very important. As a business being active on the Belgian market for over 30 years, this means we are able to tailor our products to your needs, when you want it dear customer.

thINk pOSItIvE

BIg DAtA


Most brands are present on social media, mainly on Facebook and Twitter. That is of course a logical choice since that is also where their potential customers are. Many brands are still in the process of exploring the social landscape. They are not yet posting (much) content and they are not replying to posts on Twitter/Facebook. It is very normal to ask questions like ‘what should we post’ and ‘how should we behave’? A good way to find answers is to start observing your brand online. In this article we will focus on how you can monitor your brand online, how you can learn from this monitoring, and how you can eventually start engaging on social media. The final element we will tackle is how you can measure the ROI (return on investment) of your social media engagement.

monitor your brand online

With a social media management tool, you can monitor your brand online. You set up topics that you monitor in two ways:

• Through a keyword search. The tool will crawl the Internet (social media, news sites, forums, blogs, etc.) in search for your brand’s name. Whenever it pops up, the tool pulls in the message/article as a ‘mention’. A keyword search can be simple or complex, since you can also work with word combinations, exclude words/authors/sources, etc.

• By connecting your brand’s social profiles. All activity on those profiles will then be monitored: each new post/comment/retweet/... will be pulled in as a ‘mention’.

All these mentions are gathered in an Inbox, which works in a very similar way as an email inbox. You can then follow up on everything said about your brand.


NO 6

S o C I A l m e d I A m A n A g e m e n t : f r o m m o n I t o r I n g t o e n g A g e m e n t A n d I t S r o I

by l ien brusselmans, engagor

MONItOr yOUr BrAND

ONlINE


monitor competitors

You can also monitor competitors to see how they are organizing their social media activity. You do this in exactly the same way as for your own brand: through a keyword search and monitored profiles.

monitor your industry to Find ideas For content creation

If you are uncertain about whether you will have enough content to share with your audience once you start ‘engaging’, you can find ideas with a tool. Set up topics to monitor your industry. This way you have an immense database full of interesting knowledge, which you can then share on your own social profiles.

analyze your monitoring

Social media management tools offer you many analytics but you do not need all of them if your main focus is on learning how to engage. What are the main subjects people are talking about with regard to your brand? Who are the top influencers?


Other interesting analytics that you can access:

• Top posts: If you are not posting any content yet yourself, check the top messages your competitors have posted on Twitter/Facebook/... This is very valuable information since it helps you find out which content you should post yourself.

• Top hours/days to post: When should you post new content? Is there a difference in top day/hour of the day between Twitter and Facebook? You can easily find out using filters:

twitter

Facebook


reactions your competitors are posting

Also very interesting is to check how your competitors react to comments and questions of their audience. Do you like they way they work? What would you do differently? What seems to work and what not?

These are all research questions that will help you form your own social media engagement strategy.


advantages oF engaging From within a social media tool

Once you have developed a firm social media engagement strategy, you are ready to start engaging yourself! If you do this from within a social media management tool, you have several advantages:

• You always know which user has published which post, something you do not know if you post directly from Twitter or Facebook

• Since you know who does what, you can access valuable usage statistics on how your social media management or customer service team is performing: number of replies they sent, amount of time they are actively using the tool, handle time (time to mark a mention ad read/done), response time (time to reply to a post), etc.

• You work in a structured way. Through real-time collaboration updates, you can see when one of your colleagues is already handling a mention so there is no double work. Once a mention is handled, you can tick it off and mark it as ‘read’ so it disappears from your Inbox and moves to the archive.

yOU ArE rEADy tO

StArt ENgAgINg!


what is the roi oF my social media engagement?

That is a question many companies would like to see answered in a clear and straightforward way, but things are of course a bit more complicated than that. A tool cannot just give you a number to show you whether your efforts online are paying off or not. Everything depends on the goals you want to reach.

These are the steps you can follow in measuring the ROI of your social media engagement:

Step 1 Decide whether you are going to post new content on your social profiles, as well as interact with your audience.

Step 2 Why are you going to post content/reply to your audience online? Define your goals!

• Do you want to gain more fans/followers?

• Do you want to create more buzz?

• Do you want to enhance your reputation?

• …

Step 3 Now the time has come to dive into the analytics your social media management tool has to offer. Let’s take a look at the answers on the three example goals mentioned in the second step through these charts:

thE rOI OF ENgAgEMENt


Step 4 All you have to do is pick all those charts/tables/visuals you need and group them together on a dashboard. You’re now ready to follow up on the ROI of your social media engagement!


When one says Mobile Vikings, (s)he says Conversation Company. Our overall brand strategy is based on helping our members (clients), who form our community. Social media is the medium par excellence to implement this strategy.

At Mobile Vikings, everyone eats social media for breakfast. We’re active on Facebook, Twitter, Instagram, YouTube and Slideshare. To illustrate how social media is used at Mobile Vikings, we use the four C’s Steven Van Belleghem cites in his book ‘The Conversation Company’ (2012)1.

We make sure to maintain every touch point, i.e. every point of contact we have with our community. Our basic principle is: no matter which channel is used, every question deserves an answer. Our language to communicate on social media is English. But if a Viking asks a question in a different language however, we’ll use his/her language to answer the question (Dutch, English or French). Moreover, our community can count on our support seven days a week. And questions will not only be answered during business hours, but also late in the evening. To structure this process, we recently signed a contract with TwitSpark2 in order to manage our social media accounts even better. To stimulate everybody in the company to participate, we recently introduced an internal credit system for these evening shifts. With this system, employees can save credits which they can exchange for a team building activity, movie tickets, etc.

Delivering an excellent service to our Vikings is of the utmost importance for us. Answering every question is a starting point, but quite often this leads to actual conversations with our members. Taking the time to participate in these conversations often results in personal messages where they thank us for our time and dedication. Apparently a lot of consumers appreciate this, because we recently received the TalkToo.be award for Most Customer Friendly Company of 2012-2013.

1 Van Belleghem, S. (2012). The Conversation Company. Tielt: Lannoo.

2 http://www.telecompaper.com/news/mobile-vikings-signs-customer-care-deal-with-twitspark--918314

CUStOMEr ExpErIENCE

CONvErSAtION

S t r A t e g y : m o B I l e v I k I n g S A n d S o C I A l m e d I Aby mobile vikings


NO 7


Being present on social media is great, but only if it has added value. Relevance; that’s the key word of our communication. From a new blog post to a change in our offer: we always announce new events on our social media channels. This way, our community is always up to date of important and relevant news.

It’s necessary to optimize the conversation potential. Therefore we want to involve our community in our corporate activities at all time by asking them input and feedback. For example, we’ve asked our community 5 things they dislike about us. After five months, we managed to solve 3 things out of 5.

When using social media, it’s about people, not profits. It’s crucial to keep this in mind. Social media is the medium par excellence to enhance the image of your company, but you need to stick to your strategy at all times.

COllABOrAtION

CONtENt


In 2011, Talking Heads assisted the project Gent Sint-Pieters in setting up a large digital participation campaign through means of the client’s website and a selection of social media channels. Result: more involvement from the project’s stakeholders, an significant increase in brand awareness and a more positive response from hard to reach target groups.

The project Gent Sint-Pieters is a collaboration between partners NMBS-Holding, Infrabel, Eurostation, De Lijn, The Flemish District and the city of Ghent. The cooperation is responsible for the revitalisation and adaptation of the area surrounding Ghent’s central station to better fit the needs of the 21st century. This development will turn the station’s neighbourhood into a modern work and living environment. The project is a long term project (to be finalised in 2022) and is to be considered one of the most important strategic realisations in Ghent for the next 20 years.

As an ambitious project in the center of Ghent, the organisation has everything to gain from transparant communication to and frequent feedback from residents in the area and stakeholders. Generating involvement and support from its target groups is pivotal for the project’s success.

Through traditional means of communication such as flyering, participation meetings, workshops and articles in the city magazine of Ghent, the older generation had already been reached fairly well. Younger target audiences, however, were still underrepresented in participation councils and feedback rounds concerning the project. To resolve that issue, the different partners of project Gent Sint-Pieters teamed up with Talking Heads in 2011 to launch a trial project based upon digital participation.

For this particular digital participation project, several target groups were asked to voice their ideas, opinions and suggestions on the possible layout of the neighbourhood surrounding the Fabiolaan.

The main objectives of the trajectory were to increase public support and to obtain valuable feedback and ideas on the project Gent Sint-Pieters in general (and in particular, on the development around the Fabiolaan). Secondary targets were to increase the brand awareness of the project. The focus group of the digital campaign was the younger target audience (18 to 29 years old).

With the support of webpartner Wijs, Talking Heads developed an integrated digital media plan consisting of two major parts:

1. The website of project Gent Sint-Pieters as main platform where a digital participation survey would be hosted

2. Social media platforms that would serve as promotional catalysts to boost participation

tArgEt

C A S e S t u d y : t h e p r o j e C t g e n t S I n t - p I e t e r S by soFie verhalle, talking heads


NO 8


For the website www.projectgentsintpieters.be, Wijs designed a digital survey platform in which participants were asked for their input on the lay-out of the Fabiolalaan neighborhood. Participants could easily share the survey to their own account on Twitter, LinkedIn, Facebook or via Send to a Friend, mail, etc.

To maximize the number of visitors from the target groups to the inquiry, Talking Heads and Wijs also ran a supporting digital advertising campaign:

• Through means of segmented Facebook advertisements (CPC) with a strong call-to-action and appealing visuals, the correct target group was reached on social media.

• Targeted advertisements through the Google Adwords platform resulted in a larger inflow of visitors to the survey.

Apart from paid reach, Talking Heads made use of the power of the people behind Ghent: the city has a lively and sympathetic reputation which is something all the inhabitants of Ghent can relate to. We called in the help of so-called Twitter ambassadors: a selection of Twitter-user from Ghent including prominent figures such as mayor Daniel Termont, chief police commisioner Steven De Smet and local e-strategist Bart Rosseau. They were asked to distribute a call-to-action to participate in the survey through their Twitter-accounts or Facebook profiles. In 140 characters and freely translated from Dutch, that looked a bit like this: “Share your thoughts on how the new parks and squares in the Gent Sint-Pieters area should look. Help us make the decisions at http://bit.ly/rboda1 #pgsp”. The unique url contained a tracking code that allowed us to precisely measure how many clickthroughs each post received.

By mixing classic online marketing channels with social media, we obtained more than 4,1 million views on the internet in no more than 6 weeks. From those views, the digital survey page was visited 1.040 times and 473 participants completed the inquiry (Hence, almost 45% of the visitors). This was a boost in impressions (brand awareness) as well as in conversions (response).

The coordinated actions on Facebook and Twitter yielded the most visitors pro rata. The Facebook advertising campaign fetched 20,19% of total visits, whereas the ambassador campaign on Twitter landed on 19,04%. When it comes to conversions, actually completing the survey, the advertising campaigns on Google and on Facebook gave the best results. Facebook had a conversion rate of 23,57%, Google Display 28,57% and Google Search 12,14%. The other conversions came from organic traffic to the website of Gent Sint-Pieters.

ApprOACh

rESUltS


Interesting to note is that 45% of the resulted surveys were completed by the target audience of 18 to 29 years. It is safe to say that project Gent Sint-Pieters managed to reach the target group that was the focus of this digital participation survey.

Thanks to a smart and efficient digital media mix, the participation campaign for the project developments in the area surrounding the Fabiolalaan was a great success. The results of the survey were analysed and processed in the estimates that were sent out to possible project developers in 2012. Because of its good results, the campaign was honored with the CIVITAS-award for public participation.

CONClUSION

BETWEEN 18 & 19 Y

4 100 000 20,19%via facebook

19,04%via twitter

MEDIACLASSIC SOCIAL

1040

473

VIEWS OF SURVEY PAGE

VIEWS IN 6 WEEKS

PARTICIPANTSCOMPLETED SURVEY

456PARTICIPANTS


This IAB Belgium whitepaper on social does not provide you with all the answers you might have on social media marketing. We tried to address the topics that you have put forward in the IAB Social Media Focus Survey as being the most important issues for a marketer today. How to integrate social into your strategy? How can consumers interact with brands on social platforms? How to cope with social on mobile? What’s the ROI of social?

As conclusion of this IAB Whitepaper on Social we share with you the 10 takeaways of the social media experts who contributed to this publication:

1. Decide if your company/brand will be the first mover or a follower.

2. Structure your Social Media Playbook with the 5 W’s.

• Where will you be present ?

• What will you be doing ?

• Why are you doing this ?

• Who will be doing this ?

• When will you be doing this ?

3. Make the objectives S.M.A.R.T.

4. What is the goal of your Social Media Strategy?

• Think about the relationship

• Target your audience

• Don’t forget that social media users are also mobile

5. People are not fed up with brands, they want to help, be part of the brand.

6. Start to observe your brand online before engaging on Social Media.

• Monitor what people say about your brand and your competitors

• Monitor what’s happening in your market

• Analyze the results closely

7. No matter what channel is used, every question deserves an answer.

8. Being on Social Media is great but only if it has added value.

9. When using social Media it’s about the people, not the profit.

10. Social Media is a part of a smart and efficient digital marketing mix.

We’ll continue to inspire you with insights, opinions and case studies on

www.iab-community.be. Join us!

C o n C l u S I o n I n 1 0 p o I n t S


The impactof social mediaon your sales?

Darwin Analytics.

More insights, less metrics. http://darwinanalytics.com

Advertentie6.indd 2 6/03/13 09:34


B e C o m e A n I A B - B e l g I u m m e m B e r

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