Social media Training - Delta Europe
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Social Media training for Delta Europe. The content of the training aims at defining the borders of social media. The functions of social media platforms and tools and specific ways of using it (branding, community building, lead generation, press / pr). After setting the social media boundaries and giving insight in the alignment of social media with your business (social business), models, tools and tips are provided to set up your social media approach (strategy, plan, tactics or give it a name)…. The social media approach is build up with the following steps: - Assess your goals - Create social graph of your target group(s) - Establish presence - Listen - Participate - Measure (including social media roi) #socmed #socialmedia
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Social media Training - Delta Europe
- 1. Social Media - Delta Europe 1-4-2011 Zeist
- 2. About -‐ Digital strategist with over 10 years of experience in the marke:ng and communica:ons industry (digital en interac:ve) -‐ Founder of several online concepts (Pytch & Vroege Vogel) -‐ Blogger (Marke:ngfacts) -‐ RoFerdam University for Applied Sciences Presenta:on: slideshare.net/avanbregt TwiFer: @aymanvanbregt
- 3. Agenda !"#$%&'(")""*%'$+,"-+'./,01" -‐ Defining social media -‐ Relevance of social media (func:ons and usage) -‐ Social media approach: -‐ Presence -‐ Listen -‐ Par:cipate -‐ Measure -‐ Tips
- 5. Assignment: Think of a person you know well, who isn’t (really) ac:ve online. How would you explain the term Social Media to this person? 10 minutes
- 11. ‘Social media describes the online tools and plaWorms that people use to share opinions, insights, experiences, and perspec:ves with each other. Social media can take many different forms, including text, images, audio, and video. Popular social mediums include blogs, message boards, podcasts, wikis, and vlogs.’ Dion Hinchcliffe
- 12. Tools: plaWorms (blogs, fora, podcasts, wikis, vlogs) Ac:vi:es: sharing opinions, insights, experiences and perspec:ves with each other Content type: text, image, audio, video
- 18. Social networking categories: -‐ Profile -‐> LinkedIn | Facebook -‐ Content -‐> Scribd | Slideshare -‐ White-‐label -‐> Ning | Grou.ps -‐ Virtual worlds -‐> Entropia | Weeworld -‐ Presence (loca:on & micro) -‐> TwiFer | Foursquare
- 20. Members on social networks in NL (nov. 2010): Hyves – 10 mio. members Facebook – 3 mio. members LinkedIN – 2.5 mio. members TwiFer – 1.5 mio. members
- 31. Agenda !"#$%&'(")""*%'$+,"-+'./,01" -‐ Defining social media -‐ Relevance of social media (func:ons and usage) -‐ Social media approach: -‐ Presence -‐ Listen -‐ Par:cipate -‐ Measure -‐ Tips
- 54. LinkedIN: -‐ Profile -‐ Contacts -‐ Groups -‐ Answers -‐ Likes on status updates and recommenda:ons -‐ Apps
- 55. LinkedIN Facebook Twitter Profile Profile Bio Contacts Friends / Fans Followers / following Groups Groups / Fanpage Lists Answers Questions #daretoask Like / Likes Favorites / Recommendation Retweet Apps Apps Apps (twitterverse)
- 76. Social knowledge network (e.g. Quora): -‐ Sharing exper:se -‐ Journalist -‐ Experiences and percep:ons about organisa:ons -‐ Hot topics -‐ SEO
- 78. -‐ Cases (Dell / Ford / IBM / Intel) -‐ Branding -‐ Community building (events, knowledge) -‐ Lead genera:on -‐ Press / PR
- 79. -‐ Cases (Dell / Ford / IBM / Intel) -‐ Branding -‐ Community building (events, knowledge) -‐ Lead genera:on -‐ Press / PR
- 85. -‐ Cases (Dell / Ford / IBM / Intel) -‐ Branding -‐ Community building (events, knowledge) -‐ Lead genera:on -‐ Press / PR
- 90. Amiando facilitates: -‐ Easy sharing via social media -‐ Logis:c handling incl. :cke:ng -‐ Pre-‐networking possibility -‐ E-‐mail marke:ng & CRM -‐ Sta:s:cs / Analy:cs -‐ Embeddable on your own site http://bit.ly/amiando-events
- 103. -‐ Cases (Dell / Ford / IBM / Intel) -‐ Branding -‐ Community building (events, knowledge) -‐ Lead genera:on -‐ Press / PR
- 109. -‐ 2 mio members -‐ 6000 posts per day -‐ +200 discussion forums -‐ < 10% is SAP employee
- 115. -‐ Cases (Dell / Ford / IBM / Intel) -‐ Branding -‐ Community building (events, knowledge) -‐ Lead genera:on -‐ Press / PR
- 121. Agenda !"#$%&'(")""*%'$+,"-+'./,01" -‐ Defining social media -‐ Relevance of social media (func:ons and usage) -‐ Social media approach: -‐ Presence -‐ Listen -‐ Par:cipate -‐ Measure -‐ Tips
- 122. Social media approach (strategy, plan, tac:cs etc.): -‐ Assess your goals -‐ Create a social graph of your target group(s) -‐ Establish presence -‐ Listen -‐ Par:cipate -‐ Measure (ROI of your social media ac:vi:es)
- 123. Goals with social media: -‐ Brand awareness -‐ Customer service -‐ Lead genera:on -‐ Community building
- 124. Strangers Prospects Customers Fans Brand Lead Customer Community awareness generation support building Growing Conversion of Verified and Grow their audience conversations quick response conversations Source: Spredfast
- 125. Social media approach (strategy, plan, tac:cs etc.): -‐ Assess your goals -‐ Create a social graph of your target group(s) -‐ Establish presence -‐ Listen -‐ Par:cipate -‐ Measure (ROI of your social media ac:vi:es)
- 126. Assignment (use your notebook): Think of three company rela:ons (internal or external) that are of high importance for your work Create their social graph: Where are they present online? What are they using the plaWorms for? What kind of opportuni:es do you get from these insights? 30 minutes
- 127. Social media approach (strategy, plan, tac:cs etc.): -‐ Assess your goals -‐ Create a social graph of your target group(s) -‐ Establish presence -‐ Listen -‐ Par:cipate -‐ Measure (ROI of your social media ac:vi:es)
- 128. Presence: -‐ Make it customer centric -‐ Choose wisely (work :me effec:ve) -‐ Align with your company policies and purposes -‐ Share and show your human experience
- 129. Social media approach (strategy, plan, tac:cs etc.): -‐ Assess your goals -‐ Create a social graph of your target group(s) -‐ Establish presence -‐ Listen -‐ Par:cipate -‐ Measure (ROI of your social media ac:vi:es)
- 130. Listen: -‐ Customers & users -‐ Products & services -‐ Brands & influen:als -‐ ...
- 135. Try a twitter search query on http://search.twitter.com with + #fail
- 142. Add + behind a bit.ly link and see the stats
- 145. Assignment (use your notebook): Think of two search queries and research the results on: -‐ hFp://blogsearch.google.com -‐ hFp://technora:.com -‐ hFp://www.socialmen:on.com -‐ hFp://search.twiFer.com Search also your most important contact (internal or external on: -‐ hFp://www.123people.com 30 minutes
- 146. Social media approach (strategy, plan, tac:cs etc.): -‐ Assess your goals -‐ Create a social graph of your target group(s) -‐ Establish presence -‐ Listen -‐ Par:cipate -‐ Measure (ROI of your social media ac:vi:es)
- 148. Par:cipate: -‐ Content opportuni:es (needs, topics, reusing communica:on assets) -‐ Make a customer centric choice (which plaWorm(s)) Yammer
- 149. Par:cipate: -‐ Focus on plaWorm strenghts Communication Branding Traffic SEO Facebook Good Good Average Bad LinkedIN Average Good Bad Average Twitter Good Good Average Average YouTube Good Good Average Good http://bit.ly/cmoguide
- 150. Social media approach (strategy, plan, tac:cs etc.): -‐ Assess your goals -‐ Create a social graph of your target group(s) -‐ Establish presence -‐ Listen -‐ Par:cipate -‐ Measure (ROI of your social media ac:vi:es)
- 151. ROI Pyramid by Altimeter Group
- 152. ROI Pyramid by Altimeter Group
- 153. ROI Pyramid by Altimeter Group
- 154. ROI Pyramid by Altimeter Group
- 155. -‐ Start with a business goal and define your success accordingly -‐ Right data at the right levels -‐ There is no formula for success so learn and refine
- 156. Activity Reach Engagement # of content that is # of connections # actions by your share public Post Readers Clicks (use bit.ly!) Tweets Followers / Fans Forwards (retweets etc.) Pictures / videos Brand mentions Likes on Facebook Total reach via Comments and followers replies Source: Spredfast
- 157. Agenda !"#$%&'(")""*%'$+,"-+'./,01" -‐ Defining social media -‐ Relevance of social media (func:ons and usage) -‐ Social media approach: -‐ Presence -‐ Listen -‐ Par:cipate -‐ Measure -‐ Tips
- 158. Be original and align with your business
- 165. Socialcam, a mobile app ran a contest during a big event (SXSW). Rules to win: -‐ Use socialcam -‐ Upload a video of you (or friends) doing a predetermined challenge (from a barrel roll, dance move or licking something)
- 167. Think of what may be known because the web knows it all
- 172. Who watches a video on YouTube occasionally?
- 173. Who shares a video on YouTube occasionally?
- 174. Who comments on a video on YouTube occasionally?
- 175. Who creates a video for YouTube occasionally?
- 176. Who curates a videochannel on YouTube?
- 177. What does this quiz tell you?
- 183. Defining ROI: Return on engagement Return on par:cipa:on Return on involvement Return on aFen:on Return on trust Brian Solis: hFp://bit.ly/briansolisroi
- 186. -‐ Be authen:c -‐ If you go social be prepared to listen and act upon it -‐ Think of the consequences and the what if’s and what to do’s when things escalate -‐ Try to integrate