5 social media trends and tips for 2012, beyond the hype. As presented on social media forum 2011, Brussels.

1. Conversation Starters
Social Media Forum:
Let it flow

2. Hi, I’m @lamazone

3. 5 trends for 2012?

4. 5 tips for 2012
beyond the hype

5. Image source: Wikipedia - Gartner Hype Cycle

6. x
Image source: Wikipedia - Gartner Hype Cycle

7. x-------x
Image source: Wikipedia - Gartner Hype Cycle

8. 1.
Mark’s plans

9. Harder to get in the newsfeed

10. Community management is not enough

11. You need apps & ads

12. Facebook Timeline requires specific apps

13. Which increases targeting possibilities

14. Tip #1
Combine content with ads & apps
No Like-applications, but Life-applications
Build apps on the Timeline principle

15. 2.
The mainstream Twitter

16. Being on Twitter = carpool lane service

17. I told my friends

19. They’re now asking support on Twitter too

20. That’s pretty annoying
And not scalable

21. Parallel tools won’t help

22. You have to unsuck your existing service

23. And use Twitter for second chances

24. Tip #2
Don’t use social media for private matters
Remember: Noise vs signal
Think scale: is what you do still possible when
the medium grows?
Wonder why. What makes people use Twitter for
service? Peer pressure, asynchronous, text vs
speech...

25. 3.
The workload of the
conversation manager

26. Product
HR Consumer
Marketing
This is ... doable

27. Product
HR Consumer
Marketing
This is ... insane

28. 1. Inspiration 2. Copywriting 3. Publication
Create processes for talking...

29. 1. Detect 2. Evaluate 3. Respond
...and listening

30. Tip #3
Balance workload: only use your conversation
manager when necessary
Integrate social media efforts in existing
company processes
Teach other departments how social media
works and how they can help
Social media needs more than only budget from
marketing

31. 4.
Think about your mothership

32. You can integrate everything

33. But it works both ways

34. Focus on “What’s in it for them?”

35. and “What’s in it for us?”

36. and “What’s in it for us?”
Not just fans!

37. Tip #4
“Socialize your mothership” - think about how
you can help people broadcast the activity on
your website
Try to own all the data you share with social
networks. CRM your fans. Capture their
activity.
Don’t think platform, think about functionality
and content.

38. 5.
Integrated execution asks for
integrated evaluation

39. Awesome cross-media frenzies

40. Ask for cross-media evaluation

41. Cost per Impression Awareness
Cost per Engagement Appreciation
Cost per Lead Action
Cost per Referral Advocacy
4 KPI’s to rule them all

42. Awareness Appreciation Action Advocacy
Impressions Engagement Leads Referrals
Newsletter
views clicks conversions forwards
€ 1500
wall posts +
Facebook likes +
post views conversions mentions in
€ 1000 comments
status updates
Do this for every channel

43. Awareness Appreciation Action Advocacy
Impressions Engagement Leads Referrals
Newsletter € 0,1 cost per € 5 cost per € 10 cost per € 15 cost per
€ 1500 impression engagement lead referral
Facebook € 0,2 cost per € 4 cost per € 100 cost per € 20 cost per
€ 1000 impression engagement lead referral
Discover added value

44. Tip #5
Don’t think platform, think integrated.
Look for a cross-platform solution to benchmark
your marketing initiatives.
Don’t report “Fans”, “Followers” or “Retweets”
to the CMO. Not relevant. Report results.
Evaluate and learn: use those cross-platform
KPI’s to determine which platfoms you should
use for your next campaign.

45. What did you learn?

46. 5 tips for 2012
No Like-apps, but Life-apps.
If you suck, you will suck on social. So don’t suck.
Social media is more then marketing.
Don’t think platform, think integrated.
Use platform-independant KPIs.

47. ©mrtea

48. 2012 is about
social integration

49. Conclusion
2012 is about “social integration”
On your mothership
In your database
In your company
Across different platforms

51. Questions?

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