1. Social media revolution 2011http://youtu.be/3SuNx0UrnEo

2. Social Media Canyou feel the vibe ?

3. How to build meaningful relationships with customers/clients/peers using new media with the end goal = reach your business objectives or Personal goals

4. The basics don’t change, new media just bring more :- insights in Customers/clients needs- Direct 2 way connections- faster spread of messages- and so much more...

5. Your customers are socialwhat about you ? Your company ? Source : Salesforce Source : Boston Consulting Group/Mediafin

6. Benefits of a social enterprise Source: McKinsey & Company, “The rise of the networked enterprise, Web 2.0 finds its payday.” Survey of 4,394 executives. December 2010.

7. Lead Generation InboundChannelsConvert Leads intoCustomers Social Media and Blogs Generate Real Customers The use of social media and company blogs as marketing tools notonlygetsyour company better brand exposure, but italsogenerates leads thatresult in real customer acquisition. Source : Hubspot - the2011stateofinboundmarketingfinal.pdf

9. LISTEN

10. Monitor conversations , what are customers/clients/peers Talking about today ? Source : Salesforce

11. Where are they talking ?TwitterGowallaFoursquareFacebookYoutubeBlogsForumsGoogle+…

12. Monitoring toolsHootsuiteAddictomatic48ers.comOpenbooktweetdeck…

13. Social media is the new word of mouth

14. 85% of B2B buyers want to interact online 93% of B2B buyers use search engine such as google to begin the buying process Source : Earnest Agency

15. 8 out of 10 IT decision makers said word of mouth is the most important source when making a buying decision 59% engage with peers before making a decision Source : Earnest Agency

16. TALK

17. How to get into those conversations ?Via reaching more then 90,000 Belgians

18. What is twitter ? Microblogging 140 characters per message ToTweet = write a message ToRetweet = Forward anexistingmessage # = Hashtag = Searchterm/classification @name = a twitter account Follow vsFollowers Youcan link twittertoyour website, Linkedin, Facebook…

19. You are what you tweet Your social influence

20. WhyTwitter ? It’s instant – givesyoua chance to talk aboutwhat is “hot” foryou, your business Allowsyoutorespondtopeoplewithquestions/comments – in a fastand easy way Youcanshowcaseyourknowledge, interest,… Build links toyourYouTubechannel, Slideshare presentations, Flickrphoto’s,… Influences Search engine’s

22. How to ensure potential clients or employees can find you ?Via reaching more then 950,00 Belgians

23. What is Linkedin ? Professional network Profile = yourcareer Representation of your Business network Company page Your employees Recruiting Present your company Events Invite your professional network Groups Discussion on common theme’swithinyour professional network

24. Leverage your network 61% of B2B companies acquired a customer throughLinkedIn (Source : Hubspot – thestateofinboundmarketing)

25. How touseLinkedin ? You : Expandyournetwork, buildon the connections of you 1st degreenetwork Link withyourTwitter account toshowcaseyourknowledge / influenceyour professional network Careeropportunities Your Company : Buildequity Prospecting Influence search engines Recruiting

26. slideshare

27. ENGAGE

29. Website

30. Social media

33. Make your website social Google still first entry point toyour website, drivenby SEO of your site Integrate the right links toSocial media, sothattheycan follow youthere Ensure theycan share your content in theirownsocialnetwork Source : Hubspot - the2011stateofinboundmarketingfinal.pdf

35. Content can also be deliveredvia to 44% of the Belgian population = 2/3 of the internet users62,3 % daily visit, 85% weekly

36. What is facebook ? Social media platform People profilesvs. Brand/company pages Integrateyour Brand/company in people’sdaytodaysocialactivities, allowingthemto advocate foryourproducts/services Facebookadvertisting = Targeted Influence Search engines

37. How touseFacebook in B2B Talk withyourconsumers/clientsaround a certaintheme, theirinterests Personal approach Link toyour services/products Collect feedback/comments – integrate customer service Enableyour employees Offers/Promotions/Product information

41. Sparks (a recommendation engine),

42. Hangouts (a video chat service),

43. Huddle (a group texting service),

44. Circles (a friend management service)

45. Photos

46. Closed groups, + vsfacebook

48. Phase 2 Phase 1 Phase 3

49. Strategy & Structure

50. Community Management

51. Important...Get your organization ready :- Fit with overall communication strategy - Conversation guidelines- Legal do’s and don'ts- PR/ER- Customer service department

53. Business case :Ordina

54. Knowledge provider ICT expertise Connectivate Innovation Mechelen Anticipate changes Boundary-breakingcollaboration

55. We startedwith a pragmaticandtactical approach tolearnandexplore : May/June : Twitter + slideshare + LinkedIn -> #SOFTC event July – August : Facebook + Twitter -> Summerbars September : Facebook + Twitter -> Beyond

56. May/June : Twitter + Slideshare +LinkedIn = #SOFTC event 140 Followers Biggestreferralto Slideshare during SOFTC resulting in >2100 views of the presentations (19)

57. July/August : Facebook 199 Followers Launch FB page Communicate on the 4 summer events FB advertising = 55% of new fans

58. September : Facebook + Twitter Growingnumber of fans Broader scope of topics Events & Activities

59. FacebookAds – Targeting Students IT Interests

60. Conclusion Start small – Learn a lot Budget investment = low Dedicated resource is a must B2B objectives can be achieved through social media Equity Employees Recruiting Prepare for future based on learnings

61. Business case :nationalLotery

62. Community management

63. How the story began… Sept. – Nov. 2010 Social Media Audit

64. Social Media ArchitectureBothspaces for brands & corporateAnsweringkey audiences needs on keyplatforms

65. In total > 50.000 Fans

67. SPONSORING: Set up dedicatedContactsforSPONsORING DPTS

68. MARKETING: MONTHLY ‘WEB MEETING’ + MONTHLY ‘CAMPAIGNS MANAGERS MEETING’ + WEEKLY ‘CORE MARKETING TEAM MEETINGS’ + GLOBAL ‘KICK OFF MEETING’ FOR EACH PRODUCT LAUNCH

69. SOCIAL MEDIA: Global ‘Content calendar’ with 360° view

71. Ad hoc: max. anticipationCOMMUNITY MANAGERS CC/ BACK UPS Max 4 posts/ week Ideallyanticipate 1 week COMMUNITY MANAGERS EXT COM

72. 2. the ‘Community Manager’Daily management of content & feedback for a ‘Social Media community’

73. 3. How do we feedback?A key issue in the prevention of crisis management

74. It’s a realconversation Yougive… Youget! Fans appreciatefastresponses

75. Comment management must bereactive, even onSundays…

76. The TOOLS

77. Digital Retroplan WHY: Plan and monitor the implementation and progress of a new project in the total digital space, across different platforms ADDED VALUE: Ensure coherence throughout the different communication channels of the National Lotery BE CAREFUL: Different platforms = different needs = different audience

78. Social Media Project Retroplan WHY: Quality implementation of new projects/applications in social media platforms & ensure coherence with other digital media (website, banners, enews,….) ADDED VALUE: Align with differnet internal and external stakeholders on their contribution and timing, ensure in time, qualtity go live of the project BE CAREFUL: Foresee enought testing time of social applications, include time for facebook to check, Never launch on friday

79. SocialApp Checklist WHY: Captureleanring’s of previous projects, basic requirements of a social application ADDED VALUE: Social apps require different attention points vs other digital developments, ensure all stakeholders have same expected outcome BE CAREFUL: Social apps are a new medium, sometimes different developpers, we are all in learning mode

80. SocialMonthly Content Calendar WHY: Foreward planning of your social conversation, how to keep your fans involved ADDED VALUE: Aligned view on the social content with input from different departments BE CAREFUL: Content is the base, importance is on how you bring it to your fans (post, fotoalbum, poll,…)

81. SocialWeekly / Daily Content Calendar WHY: Detailed description of the post of the coming week + other items to update on the social media platform (a.i. Profile image, photostrip, applications,…) ADDED VALUE: coherent & well balanced posts, overall social media content BE CAREFUL: Foresee fexibility to include last minute events

82. SocialDailyPostsOverview WHY: Internally approved post, translated including right visual materials, links,… ADDED VALUE: Clarity on content BE CAREFUL: More time needed to create photoalbums or other type of posts (manipulation of photo’s etc)

83. Always onmonitoring WHY: Real-time alerts on comments from fans on yoursmartphone. They provide the context of comments & youcancalibrate the frequence ADDED VALUE: Allow fast reaction, time to align internally on right answers BE CAREFUL: depending on the comment different departments might need to provide input, check with your legal department in case of doubt

84. WHY: Watch out whatpeoplesayaboutyouonTwitter, Facebook, blogs,…. ADDED VALUE: Dailymonitoringonmainsocial platforms. Detectany crisis, reactquickly, inform Top Management of social media impact BE CAREFUL:not all tools workefficiently in french & dutch, select the goodonesaccordinglyafter a test period E-REPUTATION monitoring

85. Conclusion Define a clearSocial Media strategybased on audit & consumer/market insights Choose the right Social media architecture Community management is Keyand has tobeintegrated in yourorganisation Whole company is involved Implement the right processesand tools Monitor

86. Questions ? Wouldyoulike more in-depth training ? Workshops on the different Social Media platforms ? …

87. @talking_circle Vragen ? Opmerkingen ? Leuke bedenkingen ? Ideetjes ?

89. Thetalkingcircle Strategic consultancy and project management in the area of Digital and Direct marketing www.thetalkingcircle.com Twitter : @talking_circle Projects (since 01/09) NationaleLoterij – take off, 3000 for life, Joker + NationaleLoterij – facebookpagina Omega pharma – Ikwilikkan, Profiler Pfizer – Can you feel my pain Ordina– Facebook, Twitter GS1 – Mobile Standardization project Shopting Partner – Shopper marketing projects Veerle Lauwers A positively driven Digital and Direct Communications professional with 14 years of experience, of which 3,5 years abroad, as international commercial project manager within Procter & Gamble.