1. SOCIAL MEDIA
Marleen Lassche, Intervolvement

2. Agenda
1. What are social media?
2. Social media applications
3. Business case: UPC Nederland
4. Strategy and policy
5. Conclusion

3. What are social media?
Social media are the online tools and platforms that
people use to share their opinions, insights and
experiences with each other.

4. What are social media?
Did you know…
• 14% of people trust advertisements
• 78% of people trust recommendations
from others

5. What are social media?
The social component
• Institutions blocking social media (and why they
shouldn’t)
• The true extent of social networks

6. What are social media?
Facts
• Catering entrepreneurs see the importance of
social media, but only 38% really engages
• 45% says that social media is important for their
company
• 45% finds social media even more important than
advertising or promotional actions
Sodexo: be one of the first!

7. Agenda
1. What are social media?
2. Social media applications
3. Business case: UPC Nederland
4. Strategy and policy
5. Conclusion

8. Social media applications
• Blogging
• Microblogging
• Social networks
• Online video
• Presentation and document sharing, Widgets,
Bookmarking, Photo sharing, Podcasting, Social
CRM

9. Social media applications
• Blogging
• Microblogging

10. Social media applications
Social networks: Facebook
Goals
• Get found
• Connect and engage
• Create a community
• Promote other content you create

11. Social media applications
Social networks: Hyves
Huge in the Netherlands, but how about..
• The international market?
• The influence of smartphones?

12. Social media applications
Social networks: LinkedIn
• Updates
• Groups

13. Social media applications
Social networks: Foursquare
• Location-based mobile platform
• Obtain, engage, and retain customers and
audiences

14. Social media applications
Online video
• Improve your SEO
• Increase awareness of your company
• Generate new leads and spread knowledge
• Abetterday.tv

15. Agenda
1. What are social media?
2. Social media applications
3. Business case: UPC Nederland
4. Strategy and policy
5. Conclusion

16. Business case: UPC Nederland
“Critical consumers are involved, they take the time
and trouble to express their opinion. This creates
possibilities for natural transmission of information, and
eliminating misunderstandings and problems.”
UPC recognized interactive customer care as a
solution and opportunity

17. Business case: UPC Nederland
The first company in the Netherlands to form a
webcare team within the Customer Care
department.
A group of web specialists focused on thee targets:
• Customer care
• Marketing
• Public relations

18. Business case: UPC Nederland
Practice
• 2008: buzzcampagne for HDTV (focused on
influential bloggers)
• All experiences finetuned to a social media expert
group
• The forum as a integral part of the UPC website
• UPC Webcare team on Twitter, supported by
CoTweet (collaboration tool)

21. Business case: UPC Nederland
Results
• Rapid awareness and acceptance
• Wide recognition, appreciation and support
• Highly efficient form of personal contact with
customers
• Significant improvement in brand reputation
• Decreasing amount of anonymous and sometimes
counter-productive private initiatives

22. Agenda
1. What are social media?
2. Social media applications
3. Business case: UPC Nederland
4. Strategy and policy
5. Conclusion

23. Strategy and policy
Strategy
• Set clear goals for social media
• Define your target group
• Make sure you have the human resources to
commit
• Produce enough quality content to sustain social
media conversations
• Know which sites are populair with your prospects
and customers: research!

24. Strategy and policy
Policy
• Define what social media means for your company
• Set up a basic set of ground rules
• Address how employees, contractors, consultans
should engage with and contribute to social media
• Stress the importance of confidentitally
Don’t be Big Brother – let go

25. Agenda
1. What are social media?
2. Social media applications
3. Business case: UPC Nederland
4. Strategy and policy
5. Conclusion

26. Conclusion
Opportunities
• Direct contact
• Conversations
• More measurable
• Reaching more people with less effort
• Cost-effective
• Human factor
• Build strong, long term relationships

27. Conclusion
Threats
• Effort versus results
• Very personal
• Ever-changing environment
• Consistency
• Making up for mistakes

28. Conclusion
Please don’t…
• … dive into social media
• … be a big brag
• … be afraid
• … push
• … assume every social media site is good for your
business

29. Conclusion
Please do!
• … believe
• … listen
• … dialogue
• … be yourself, be authentic
• … give