successful with social media. how to?
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Successful with social media. How to?For SME. #SM4KMOTRANSCRIPT
Successful with social media
Stefaan Lammertyn - Pixular - @slk8500
Wednesday 16 May 12
Wednesday 16 May 12
Stefaan Lammertyn - Pixular - @slk8500Wednesday 16 May 12
Wednesday 16 May 12
Wednesday 16 May 12
Websites
Content Management Systemen (CMS)
E-mail marketing
Hosting
Social Media
Stefaan Lammertyn & Patrick Maes
[email protected] 25 46 44
www.pixular.be
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Foto: Mieke Verhelle - KWWednesday 16 May 12
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http://lyricsfever.net/
Full house, empty house...
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Program
1. We are halfway...
2. Social media? Definition & Findings
3. Can’t see the wood for the trees
4. Twitter/LinkedIn/Facebook: tip of the iceberg
5. Opportunities & Pitfalls
6. On your marks, get set, GO
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There was a time...
#01 > We are halfway...
#01
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Photo by TheAlieness GiselaGiardino²³ - http://flic.kr/p/5Rz9GWednesday 16 May 12
WE ARE HALFWAY
#01 > We are halfwayWednesday 16 May 12
Digital is the new normal
#01 > We zijn halfweg#01 > We are halfwayWednesday 16 May 12
Photo by Dhammika Heenpella / Images of Sri Lanka - http://flic.kr/p/7g7nSm
#01 > We zijn halfweg#01 > We are halfwayWednesday 16 May 12
#01 > We zijn halfweg#01 > We are halfwayWednesday 16 May 12
WHAT ARE SOCIAL MEDIA?
“Social media are the online tools and platforms that people use to share their
opinions, insights and experiences.”
#02 > Social media: Definition & Findings
#02
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Facts & figures
• Growth!
• On average 55 minutes/day on Facebook
• 65% of TOP100 companies on Twitter
• all ages use this kind of media 7 > 100
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Findings
#02 > Sociale media: Definitie & Vaststellingen#02 > Social media: Definition & FindingsWednesday 16 May 12
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#02 > Sociale media: Definitie & Vaststellingen#02 > Sociale media: Definitie & VaststellingenWednesday 16 May 12
Photo by elston - http://flic.kr/p/Mnf9T
#02 > Sociale media: Definitie & Vaststellingen#02 > Social media: Definition & FindingsWednesday 16 May 12
Photo by lindacq - http://flic.kr/p/5xnpUX
#02 > Sociale media: Definitie & Vaststellingen#02 > Social media: Definition & FindingsWednesday 16 May 12
Photo by The Next Web - http://flic.kr/p/8g2yDN
In our time...
#02 > Sociale media: Definitie & Vaststellingen#02 > Social media: Definition & FindingsWednesday 16 May 12
#02 > Sociale media: Definitie & Vaststellingen#02 > Social media: Definition & FindingsWednesday 16 May 12
We want to share...#02 > Sociale media: Definitie & Vaststellingen#02 > Social media: Definition & Findings
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Findings
The brand experience transcends the product level
Brand is Emotion!
Word of Mouth is World of MouthFans make new Fans
New consumer is a Trend, not a hype
37#02 > Sociale media: Definitie & Vaststellingen#02 > Social media: Definition & FindingsWednesday 16 May 12
Findings“Nothing influences a person more than the
recommendation of a trusted person” Marc Zuckerberg - Facebook
78% consumers believe
recommendations of others38#02 > Sociale media: Definitie & Vaststellingen#02 > Social media: Definition & Findings
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http://visual.ly/social-media-and-maslow’s-hierarchy-needsWednesday 16 May 12
You know these...
#03 > Can’t see the wood for trees
#03
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#03 > Door het bos de bomen#03 > Can’t see the wood for treesWednesday 16 May 12
CAN’T SEE THE WOOD FOR THE TREES
1. Blogs
2. Microblogs: Twitter - Yammer - ...
3. Social Networks: LinkedIn - Facebook - Google+- ...
4. Media Sharing: Youtube - Slideshare - Spotify - ...
5. Location Based apps: Foursquare
#03 > Door het bos de bomen#03 > Can’t see the wood for treesWednesday 16 May 12
BLOG
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YOUTUBEWednesday 16 May 12
4squareWednesday 16 May 12
WHO LOOKS FOR IT, WILL FIND IT
Photo by Rosa Dik 009 - on & off - http://flic.kr/p/8BVyDx
#SM4KMOWednesday 16 May 12
SERENDIPITYLooking for a needle in a haystack &finding the farmer’s daughter instead
Pek van Andel
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Opportunities of SM
1. Branding
2. Leadgeneration - sales support
3. Recruiting & PR
4. Market research
5. Loyalty
48
#05
#05 > Odds en PitfallsWednesday 16 May 12
6. Internal communication
7. Competitive advantages
8. Showing expertise
49#05 > Kansen en Valkuilen#05 > Odds en Pitfalls
Opportunities of SM
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Photo by coconinoco - http://flic.kr/p/8g9p1o
6. ToekomstWednesday 16 May 12
6. Toekomst
Leaflet & pills...
Helpful
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#04
#04 > TwitterWednesday 16 May 12
Photo by skyloader - http://flic.kr/p/8EEp4V
CANCHANGE
YOURLIFE
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• Microblog
• Text message of the Internet
• Tweet = message < 140 characters
• Constant message flow
• Following = people you follow
• Followers = people following you
Microblog54#04 > Twitter#04 > Twitter
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Jargon
• Users: @username ex. @slk8500
• ReTweet = Resend Tweet(RT)
55@SLK8500 www.pixular.be#04 > Twitter#04 > TwitterWednesday 16 May 12
Jargon
• # HASHTAGS = Metadata = keyword#KortrijkXpo #PanoramaTV #TwitterABC
• @slk8500: public answer
• d slk8500: Direct Message - private...
56#04 > Twitter#04 > TwitterWednesday 16 May 12
Photo by coconinoco - http://flic.kr/p/8g9p1o
6. ToekomstWednesday 16 May 12
Tools
• On your PC/MAC or Smartphone
• www.twitter.com / search.twitter.com
• Application: Twitterbird/Tweetbot
• Combination: Hootsuite/Tweetdeck
58#04 > Twitter#04 > TwitterWednesday 16 May 12
Efficient twittering
• Tell others your story
• Better with Added Value
• Use links in your messages
• Ask questions & give answers
• Share your knowledge & insights
• TXS, be thankful - don’t forget your grandmother
59#04 > Twitter#04 > TwitterWednesday 16 May 12
60#04 > Twitter#04 > TwitterWednesday 16 May 12
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#04 > Twitter#04 > TwitterWednesday 16 May 12
#04 > Twitter#04 > TwitterWednesday 16 May 12
Why using Twitter?
• Listening
• Learning and discovering/ People/ Things
• Ask Question #daretoask #dta
• Give & Receive
• Share knowledge > expert
• Be found! SEO
#04 > Twitter#04 > TwitterWednesday 16 May 12
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Networking is Just like Working
66#04 > LinkedIn#04 > LinkedInWednesday 16 May 12
• Knowledge > Contacts
• Who knows who ?
• Professional use
• Status updates - recommendations - Q&A
Social Network
67#04 > LinkedIn#04 > LinkedInWednesday 16 May 12
68#04 > LinkedIn#04 > LinkedIn
degrees of separation...
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The strength of your network
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70#04 > LinkedIn#04 > LinkedInWednesday 16 May 12
LinkedIn > Network
• Seek and you shall find
• Contacts of contacts
• Join groups
• Recommendations
• Presentations
• Detect opportunities
71#04 > LinkedIn#04 > LinkedInWednesday 16 May 12
72#04 > LinkedIn#04 > LinkedIn
Groups
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LinkedIn > Network
• Personal invitations
• Dare to ask questions
• Be willing to give answers
• Build up!
• Observe the hygiene of your network
73#04 > LinkedIn#04 > LinkedInWednesday 16 May 12
Networking
74#04 > LinkedIn#04 > LinkedInWednesday 16 May 12
Pay for publishing jobsWednesday 16 May 12
76#04 > FacebookWednesday 16 May 12
Functions
• Latest news
• What are you doing? Schmoozing
• Invitation/Reminder
• Interaction > Feedback
• Draw attention
• Stay in touch...
77#04 > Facebook#04 > FacebookWednesday 16 May 12
78#04 > Facebook#04 > FacebookWednesday 16 May 12
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Dare to ask your audience...
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Reputation
• WHAT is being said about me ?
• WHO is saying it?
• WHAT action? How to follow up?
81#05 > Kansen en Valkuilen#05 > Odds and PitfallsWednesday 16 May 12
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7 out of 10messages onsocial mediaare positive
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ReputationThe internet never forgets!
83#05 > Kansen en Valkuilen#05 > Odds and PitfallsWednesday 16 May 12
About BP but not from BP...84#05 > Kansen en Valkuilen#05 > Odds and Pitfalls
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NO MAGIC BUT
STRATEGY
87#06 > On the line, get set, GOWednesday 16 May 12
SocialMediaRoadmap
88#06 > On the line, get set, GOWednesday 16 May 12
Pixular.be
Pixular
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90
To score, you must shoot
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There is a secret to Twitter success and it’s the same secret for all of social media,
especially business social media:
wake up & write@gitomer
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. . .Photo by janineomg - http://flic.kr/p/7Lsz4B
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Photo by jpmatth - http://flic.kr/p/a8fjQQ
THOU SHALL LISTEN
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It’s about conversations, and the best
communicators start as the best listeners
Brian SOLIS
#07
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LISTENING
• Name of organization
• Brands & Employees
• Programs
• Website
• Keywords from sector
• Colleagues & Competitors
#01
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LISTENING
• Let the technology work for you
• Monitoring
• Social Mention/Google Alerts
• Tracebuzz/Engagor
#01
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#01
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Photo by cliff1066™ - http://flic.kr/p/5Mf7xA
THOU SHALL DETERMINE YOUR GOALS
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GOALS
• Increase customer satisfaction
• Visibility & name recognition
• Market research
• Expertise
• PR
• Recruitment
• Press
#02
Commandment II: Thou shall determine your goalsWednesday 16 May 12
GOALS
Make sure your goals fit into the overall marketing strategy
of your company
#02
Commandment II: Thou shall determine your goalsWednesday 16 May 12
Photo by contemplative imaging - http://flic.kr/p/6pLTXu
THOU SHALL DEFINE YOUR
TARGET AUDIENCE
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AUDIENCE
CustomersIndividuals
Prospects Press
Government
Young peopleSeniors
Consumers
#03
Companies
Candidates
Commandment III: Thou shall define your targetsWednesday 16 May 12
WHICH CHANNELS?
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CHANNELS #04
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THOU SHALL DEFINE YOUR BENCKMARKSPhoto by steve loya - http://flic.kr/p/2h3DRh
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#05BENCHMARKS
• # website visitors
• # FB fans
• # Followers on Twitter
• Applies for information
• Mentions in the press
• ....
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THOU SHALL ORGANIZEPhoto by police5151 - http://flic.kr/p/6gXUcq
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ORGANIZE
• Support within the organization
• Sensitize ...
• SM-coordinator
• Guidelines
• Actions & reactions
#06
Commandment VI: Thou shall organizeWednesday 16 May 12
Social Media PolicyGood agreements = good friends!
#09
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Employees
#09
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No mother-in-law!
#09
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Trust creates Trust
#09
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Responsibility
Guidelines
#09
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Make one personSM-master
#09
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THOU SHALL INTEGRATEPhoto by Vermin Inc - http://flic.kr/p/4ymfpb
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INTEGRATE
• Both offline and online
• Website - newsletter - ...
#07
Commandment: Thou shall integrate social mediaWednesday 16 May 12
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LOOK FOR FANS/FRIENDS
FOLLOWERSPhoto by Anne Bennett - http://flic.kr/p/4mk5e8
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F-FACTOR
• Word of mouth > world of mouth
• Who’s behind your company or brand?
• Go for partnership > ambassadors
• Support your fans!
#08
Commandment: Look for fansWednesday 16 May 12
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TELL OTHERS YOUR STORY
Photo by Images by John 'K' - http://flic.kr/p/6kfzwS
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CONVERSATION
• Detect interesting issues
• Intervene and help
• Give answers and dare to ask questions
#09
Commandment IX: Thou shall start the conversationWednesday 16 May 12
ORGANISEREN
THOU SHALL ANALYZE AND
ADJUSTPhoto by Willamor Media - http://flic.kr/p/88r8UC
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OBSERVE
• SM is never off the air
• Objectives achieved?
• Why (not)?
• What didn’t we do right?
• Adjust where necessary
#10
Commandment X: Thou shall analyze and adjustWednesday 16 May 12
Engagement
• Participation: listen - act - interact
• Compelling content
• Tell your story
#10
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exeptional living
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And what have we learned today?
132
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Create Content for your
audience and make your audience Content
133
#11
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CONCLUSION
• Start listening
• Ensure added value
• Think before you Tweet
• Discover your place
• Search to find people/items
134#06 > Aan de lijn, klaar, start#06 > On the line, get set, GOWednesday 16 May 12
CONCLUSION
• Don’t be boring, don’t start online arguments
• Watch your manners > grandmother!
• Respect 1 of 3 rule
• Help where you can
• Let everyone hear from you regularly
135#06 > Aan de lijn, klaar, start#06 > On the line, get set, GOWednesday 16 May 12
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And now, jump !
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MAKE SURE SMDOESN’T
BECOME SM
Photo by philippe leroyer - http://flic.kr/p/8eArtT
#12
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Contact
Questions, comments or suggestions?
Stefaan Lammertyn/Pixular
www.sm4kmo.be
Follow us on Twitter:@slk8500
#SM4KMO
Wednesday 16 May 12