inspiratiesessie sociale media en digitale strategie bij jong groen
TRANSCRIPT
Sociale media strategie
(Een deel van) de @groen communicatiecel@philippebossin
(Een deel van) de @groen communicatiecel@philippebossin
@mandy
bekaertEls
SalletsTess Vonck
Jonas
Dutordoir
Monitoring
Crowdtangle
Crowdtangle
Crowdtangle
CRM strategie?ActionSprout: gratis optie incl. track high performing content on up to 10 pages -
export up to 25 emailable contacts per action
Groen lokaal
JG Antwerpen
De Groen e-campaignerswww.facebook.com/groups/ecampaigners
AdvertisingAl mee geëxperimenteerd?
De kracht van visuals
De kracht van visuals
De kracht van visuals
De kracht van visuals
De kracht van visuals
De kracht van visuals
De kracht van visuals
De kracht van visuals
Het Orakel van Merksem
#FF
Het Orakel van Merksem
#FF
Het Orakel van Merksem
#FF
De kracht van foto’s
Er is een alternatief
BuzzFeed• Content is Identity: “This post is so me.” BuzzFed writes content to be appreciated by
a very small slice of the population. This is why it’s shared so much, because people feel a connection with it.
• Content is Emotion: Evoking emotion that inspires a genuine feeling in someone will highly promote them to share.
• Content is Conversation: Nguyen gave the example of #TheDress for this reason. Within 12 hours since the piece was published, at least one person in every country in the world had seen it. She speculated this was because it became a point of discussion. People were texting their friends and family about it, sharing it on their screen at bars, and more.
• Content is Aspirational: It can inspire people to be a better version of themselves.
• Content is Global: It can create a feeling that we are all united; that there are common things that unite us all. BuzzFeed translates some posts into multiple languages and has success, proving that most of us as a whole follow the same trends.
A/B testing - Data - Metrics
• Social content needs both art and science
• There is no one [measuring] metric that rules them all
• The more we publish, the more we learn. The best machine learning is the human brain.
• Data and tech are only as powerful as the company will allow
• Culture is BuzzFeed’s competitive advantage
Take away• People can’t be tricked into sharing content because it’s a very personal
thing.
• Content producers need to think of sharing as a proxy for conversation. One of the main reasons people share content is to share an emotion. When you share content you are saying "This is me, this is who I am." Can be about crafting an image/personal brand.
• The majority of content is made for 80% of the population, but social content needs a narrower focus. BuzzFeed produces content for 10% of the population because it knows they will be the ones who do the most sharing.
• If you’re promoting content that is already popular, you’re too late. You need to use analytics to predict what content WILL be popular and promote that. You need to create and publish content that doesn't work to learn what content does.
–Dao Nguyen, BuzzFeed
"Basically content that stirs an emotion does well. It can range from a funny list about kids to an insightful commentary on current events to
investigative stories about an injustice or a heartbreaking situation. It can be a list, it can
be a long-form story, it can be an essay, but if a story stirs an emotion then it drives sharing."
Storytelling
Storytelling
Storytelling
Huisstijl
• Accord, Simplo, Pacifico
• groen.be/logo
• groen.be/hetgroeneboekje
Beheer
• Gesloten FB groep met voting (JG Antwerpen): 3 likes en het wordt gepost
• Updates inplannen
• Reageren en proactief inpikken op discussies: wie? opvolging? tracking?
@NielStaes
#FF
Snapchat• Action Item: If you’re not sure whether your audience would appreciate you
on Snapchat, why not conduct a brief survey of your existing social media followers to see who uses Snapchat and who doesn’t?
• Action Item: Experiment with Snapchat and compare your time investment to the actual value you’re gaining from the platform, however you define your goals on the network—a few hours for a couple of visits isn’t worth the effort, but a few hours for a few hundred visits is.
• Action Item: If none of your competitors are on Snapchat yet, all the better! It’s time to pave the way. With fewer competitors, your messages will hit home more often, and each post you make will have more value.
• If your brand thrives on being cutting-edge, or if you want to appeal to a younger demographic and you’ve already established a strong presence on other platforms, Snapchat could be the perfect next step.
Vragen?