Presentation by Dado Van Peteghem for KU Leuven, EMS

1. Going the
extra mile on
Social Media
@dadovanpeteghem

2. Duval Union Consulting
Social Seeder/Speakersbase
@dadovanpeteghem
founding partner
@dadovanpeteghem
Ghent :)

3. INSPIRE

4. Some of the clients we helped to
go the extra mile on social media
@dadovanpeteghem

5. Social media is over the
@dadovanpeteghem
hype cycle…
TRIGGER
PEAK OF INFLATED EXPECTATIONS
TROUGH OF DISILLUSIONMENT
SLOPE OF ENLIGHTENMENT
PLATEAU OF PRODUCTIVITY

6. Yet… most organizations are
using social media only at
@dadovanpeteghem
10% of its potential.
They’re in 1.0 modus.

7. @dadovanpeteghem
WE CAN
DO WAY
MORE

8. @dadovanpeteghem
FROM ... ... TO
The Business
Social
Media
sidelines
Social in
the core
2016 2017

9. Social media
should be your
religion…
Your company
needs to
believe in it.
@dadovanpeteghem

10. START WITH
THE !why
@dadovanpeteghem

11. AWARENESS
25%
IMAGE
25%
CONVERSION
25%
RETENTION
25%
awareness
- awareness for our
expertise/products
- being top of mind
(amongst specific
target groups)
- press coverage
- …
image
- expert
- innovative company
- employer branding
- …
conversion
- prospects
- leads
- sales
- …
retention
- loyalty
- customer care
- ambassadors
- …
@dadovanpeteghem

12. Who are you
talking to?
@dadovanpeteghem

14. Target groups
We want to reach three different groups, which we will make content for. Every group is subdivided
in specific audiences, resulting in a slightly different approach per subdivision.
STUDENTS &
FUTURE CUSTOMERS
• Students < 3th year
• Students > 3th year
BUYING
POWER
• Under 30 y
• 30 y - 40 y
• 40 y - 60 y
• +60 y
INDUSTRY
INFLUENCERS
• Key Opinion Leaders
- event organizers
- lecturers
- dealers
- …
• Journalists
Dentists, technicians,
practitioners & CAD/CAM
Communication:
Professional & Educational
Communication:
Crazy & Experimental
Communication:
Corporate & Scientific
10% RESOURCES 60% RESOURCES 30% RESOURCES

15. How to bring
it all together?
@dadovanpeteghem

16. It's a part of the mix
8 2 years
Medium
High
Interaction
2 weeks 2 months
Low
Duration
Owned
‘destinations’
(website)
Traditional
channels
Social media
0a
Facebook
Twitter
LinkedIn
Instagram
YouTube
Pinterest
Snapchat
SlideShare
Brand
The 8-loop
20% of our posts should
contain a trigger to bring
people to the brand
website.

17. Content funnel - example
SOCIAL
MEDIA
POST
SOCIAL POST
SHORT
FORM
CONTENT
LONG
FORM
CONTENT
ONLINE /
OFFLINE
COURSE
BLOGPOST WHITE PAPER
$$$FREE "DATA"
VIDEO
TARGET

18. @dadovanpeteghem
How to go
the extra mile?

19. The 7 C’s of
Social Media CRISIS
CONTEXT
CLOSENESSCOLLABORATION
CONTENT
CONVERSION CARE
COMMUNITY
CAMPAIGNING

20. The 7 C’s of
Social Media CRISIS
CONTEXT
CLOSENESSCOLLABORATION
CONTENT
CONVERSION CARE
COMMUNITY

21. @dadovanpeteghem
BECOME A GLASS HOUSE: SHOW YOUR DNA!
EMOTION IS TRIGGERING INTERACTION

22. @dadovanpeteghem
BECOME A GLASS HOUSE: SHOW YOUR DNA!
EMOTION IS TRIGGERING INTERACTION

23. Let content come
from the heart
Show your DNA
ADVICE

24. SHOW YOUR HISTORY!
NOSTALGIA FTW

25. SHARE YOUR JOURNEY!

26. @dadovanpeteghem
B2B ≠
BORING 2 BORING- Steven Van Belleghem

27. SHOW MORE PEOPLE
THAN PRODUCTS &
SERVICES

28. @dadovanpeteghem
BECOME A GLASS HOUSE: SHOW YOUR DNA!
EMOTION IS TRIGGERING INTERACTION
Activate 'De Gunfactor'

29. The 7 C’s of
Social Media CRISIS
CONTEXT
CLOSENESSCOLLABORATION
CONTENT
CONVERSION CARE
COMMUNITY

30. @dadovanpeteghem
RELEVANT
CONTENT
PLAN?

31. @dadovanpeteghem
BEING RELEVANT IS
NOT ENOUGH
YOU NEED TO BE
disproportionately
RELEVANT

32. @dadovanpeteghem
Your
Organization
Target
Group
DON'T START FROM YOUR OWN PERSPECTIVE
It will limit you to mediocre content

33. @dadovanpeteghem
Your
Organization
Target
Group
LOOK FOR THE CONTENT SWEET SPOT
Disproportionately relevant

34. @dadovanpeteghem
LOOK FOR THE CONTENT SWEET SPOT
Disproportionately relevant

35. @dadovanpeteghem
SCALE YOUR CONTENT CONTEXT

36. @dadovanpeteghem
If you are a wine brand, what can your story be?
Disproportionately relevant & scaled up

37. @dadovanpeteghem
9 OUT OF 10
POSTS SHOULD
NOT BE
ABOUT YOUR
PRODUCT!

38. @dadovanpeteghem
THE
POETRY
OF THE
POST

39. @dadovanpeteghem
It's really in the details!

40. @dadovanpeteghem
Create 'Social Objects'*
*things people like to share

41. @dadovanpeteghem
Create 'Social Objects'*
*things people like to share

42. @dadovanpeteghem
Seize 'The Moment'

43. AWARENESS RESEARCH COMPARISON PURCHASE
MUSIC &
PLAYSLISTS
CELEBRITY
ENDORSEMENTS
MEMES
QUOTES
PODCASTS
INFOGRAPHICS
GUIDES
PHOTOS
QUIZZES &
SURVEYS
BLOG
POSTS
ONLINE
TOOLS
ILLUSTRATIONS
VIDEOS
GUEST
BLOGS
PRESS
RELEASES
TREND
REPORTS
COMPETITIONS
ANIMATED VIDEOS
GAMES
TEMPLATES
EBOOKS
NEWSLETTER
WIDGETS
DEMO
VIDEOS
REPORTS &
WHITEPAPERS
INTERACTIVE
DEMOS
TESTIMONIALS
SLIDE DECKS
REVIEWS
PRODUCT
FEATURES
WEBINARS
CHECKLIST
WORK
EXAMPLES
RATINGS
CASE
STUDIES
CALCULATIONS
DATA SHEET
& PRICE GUIDE
EMOTIONALRATIONAL

44. @dadovanpeteghem
Integrate new formats
That’s how you grab the attention

45. @dadovanpeteghem
Integrate new formats
That’s how you grab the attention
http://www.slideshare.net/DearMedia/mastering-digital-disruption-in-retail

46. @dadovanpeteghem
Integrate new formats
http://giphy.com/

47. @dadovanpeteghem
'Live' will be the battlefield

48. @dadovanpeteghem
Use the ‘Snapchats’. Really!
New channels = New opportunities
GEBicky Burger
Location based
filters

49. @dadovanpeteghem
Use the ‘Snapchats’. Really!
New channels = New opportunities

50. @nickvinckier
effectiveness of a channel
time
initial buzz
wild west
flocking sheep
bad click throughs
consultants heaven
MUSICAL.LY
SNAPCHAT
INSTAGRAM
FACEBOOK
TWITTER
FIRST
MOVER’S
ADVANTAGE

51. @dadovanpeteghem
The right tone of voice
Formal Informal
Serious
Mature
Technical
Institutional
Funny
Youthful
Accessible
Personal

52. @dadovanpeteghem
SOCIAL
GROWTH
ACCELERATION

53. @dadovanpeteghem
The solution:
FOLLOW INTERESTING PEOPLE
1. 66 vannieuwkerke
2. 61 hansderidder
3. 61 liavanbekhoven
4. 59 andremeganck
5. 59 abeelec
6. 59 wielerman (Renaat Schotte)
7. 58 alaingerlache
8. 57 marcelsel
9. 57 vadderi
10. 56 stvn
11. 56 obk
12. 55 filletk
13. 55 jslefebvre
14. 54 cauwelaert
15. 54 davanac
16. 53 michelhenrion
17. 53 le_bux
18. 53 sbailly
19. 53 mdevrieze
20. 52 bartvanbelle
21. 52 nanske
22. 52 kristofvds
24. 51 harald1989
25. 51 johannemontay
26. 50 dropje
27. 50 coolskat
28. 50 samynwetstraat
29. 50 listraet
30. 50 tomnaegels
31. 49 gemarkeerd
32. 49 fakerholic
33. 49 barteeckhout
34. 49 samfeys
35. 49 my_l
36. 48 rikea
37. 48 philbruafp
38. 48 kevin_major
39. 48 pvangompel
40. 48 frederiktibau
41. 47 grosfilley
42. 47 jandemol
43. 47 philaloux
44. 47 tomvandeweghe
45. 47 ezraeeman
46. 47 raphaelcockx (de tijd)
47. 47 nonkelsam (De Standaard).
48. 46 blyaert (datanews)
49. 46 bartsturtewagen
50. 46 chrisvandegoor (sporza)
51. 46 anne_elle_be
52. 46 fdelaplace
53. 46 pvdmeersch
54. 46 marclooverbosch
55. 45 pieterjanvl
56. 45 mensbrugghe
57. 45 jamiebiese
58. 45 mehmetkoksal
59. 45 valerie_s_
60. 45 italbers
61. 45 gdcoster
62. 45 timverheyden
63. 45 rolandlegrand
64. 45 codip
65. 45 jandebackere
66. 45 matthdv
67. 44 rafweverbergh
68. 44 tgadisseux
69. 44 peterdelobel
70. 44 jdceulaer
71. 44 maartendegendt
72. 44 cowboy_carl
74. 44 guitariosott
75. 43 ninaism
76. 43 cedricgodart
76bis. 43 B_R_E_G_T (Bregt Vermeulen,
Voetbalmagazine)
76tris. 43 ShowbizzBart
77. 42 himad
78. 42 mariodanneels
79. 42 fr3db
80. 42 corinebarella
81. 42 jonasmuylaert
82. 41 heirbar
83. 41 bartstoffels
84. 41 heidischoefs
85. 41 zeli
86. 41 goedeleliekens
87. 41 slemlevrai
88. 41 roelverrycken
89. 41 petergorle
90. 40 koenvervloesem
91. 40 brunokon
92. 40 ddeckmyn
93. 40 mediarescue
94. 40 cedricpt
95. 40 karst
96. 40 frankrenout
97. 39 hvangool
98. 39 joanroels
99. 39 yvesd
100. 39 bartdobbelaere

54. @dadovanpeteghem
The solution:
SHOW PEOPLE THE WAY
@dadovanpeteghem :-)

55. @dadovanpeteghem
The solution:
HACK YOUR GROWTH

56. @nickvinckier
The solution:
“1 EURO BOOSTS”

57. The 7 C’s of
Social Media CRISIS
CONTEXT
CLOSENESSCOLLABORATION
CONTENT
CONVERSION CARE
COMMUNITY

58. @nickvinckier
QUESTION:
Whom of you
HAS A MONITORING
TOOL FOR SOCIAL?

59. mention.net
MENTION

60. Monitoring of Fora, blogs, news
sites, social media
engagor.com
ENGAGOR

61. @dadovanpeteghem

62. The Good, The Bad
but not the Ugly
@dadovanpeteghem

63. EPO!
@dadovanpeteghem

64. EPO?
@dadovanpeteghem
EM
PA
THY
PERSONAL & POSITIVE
O
PEN
FO
R
SO
LUTIO
N

65. @dadovanpeteghem

66. @dadovanpeteghem

67. @dadovanpeteghem

68. The 7 C’s of
Social Media CRISIS
CONTEXT
CLOSENESSCOLLABORATION
CONTENT
CONVERSION CARE
COMMUNITY

69. @dadovanpeteghem
OPPORTUNITY
SPOTTING
through
SOCIAL
LISTENING

70. @dadovanpeteghem
The problem:
Most of us are only
MONITORING FROM A
CARE PERSPECTIVE

71. @dadovanpeteghem
While we could
LISTEN TO SPOT
OPPORTUNITIES

72. @dadovanpeteghem
Spotting opportunities through social listening
Monitoring millions of posts each day on topics ranging from the latest cute dog photo on
the Purina pet food website to who was drinking Nescafe to real time recipe tweets.
Nestlé DAT

73. @dadovanpeteghem
Spotting opportunities through social listening
How a Little Research Earned 1,000,000 Impressions on Twitter
KLM Surprise

77. DON’T BE A TELEX ;-)

83. @dadovanpeteghem
While everyone is talking
about Big Data…
SOCIAL MEDIA
is an
OPEN MARKET RESEARCH
DATABASE

84. The 7 C’s of
Social Media CRISIS
CONTEXT
CLOSENESSCOLLABORATION
CONTENT
CONVERSION CARE
COMMUNITY

85. @dadovanpeteghem
AMBASSADOR
STRATEGY

86. @dadovanpeteghem
Where
would you
click on?
VS

87. @dadovanpeteghem
PEOPLE
OVER
BRANDS
every time.

88. @dadovanpeteghem
Company
reach
Ambassador
reach
10.000
10.000
10.000
30.000
fans
followers
followers
followers
x 6% organic
1.800 REACHED
=
10 ambassadors
x 220 amplification
2.200 REACHED

89. @dadovanpeteghem
The connection
funnel
INTEREST LOVE ADVOCACY CO-CREATION COLLABORATION
Receive Engage Share Input
LATENT
Become one
MANIFEST
Social
Media
strategy
Content
Marketing
strategy
Ambassador
strategy

90. @dadovanpeteghem
MARKETING
TO THE
PEOPLE
MARKETING
THROUGH THE
PEOPLE
>

91. Content is the fuel of your
strategy
CONTENT
CHANNELS
AMPLIFICATION
Amplified by brand ambassadors, social advertising, organic social reach, …
Distributed through social media, website, sms, …
Relevant content (people are already bombarded by promotions)

92. Live tracking
the full impact
of the seeding
campaign, per
seeder, per
social network,
...
Measuring the impact

93. The 7 C’s of
Social Media CRISIS
CONTEXT
CLOSENESSCOLLABORATION
CONTENT
CONVERSION CARE
COMMUNITY
CAMPAIGNING

94. @dadovanpeteghem
NATIVE
ACTIVATIONS

95. @dadovanpeteghem
Companies in 1.0 modus repurpose
existing marketing content.
Social needs its own native
activations.

96. @dadovanpeteghem
Imagine you want to make
people recycle better
VS.
Would you upload a traditional spot on
YouTube or go for a Vine activation?

97. @dadovanpeteghem
Learn from the best!
Sinterklaas buys Coolblue for
one million ginger nuts

98. The 7 C’s of
Social Media CRISIS
CONTEXT
CLOSENESSCOLLABORATION
CONTENT
CONVERSION CARE
COMMUNITY

99. @dadovanpeteghem
SOCIAL
SELLING

100. @dadovanpeteghem
In a B2B environment,
the power of social
media is in the
network of your people

101. @dadovanpeteghem
In a B2B environment, the power of social media is in
the network of your people.
3.418 connections 317 followers
>

102. @dadovanpeteghem
“Go find me the online marketing manager of Coca Cola”
He likes snowboarding & classic cars ;-)

103. @dadovanpeteghem
F*CK
THE
KPIS

104. @dadovanpeteghem
serendipity
(n) finding something good
without looking for it

105. @dadovanpeteghem
IF YOU PUT IN THE
TIME+
EFFORT
YOU WILL SEE THE
RESULTS

106. @nickvinckier
CONVERSATIONAL
SALES
INFORMATIONAL
SALES
&PERSONALITY EXPERTISE

107. Push and you will be pushed back :)

108. The 7 C’s of
Social Media CRISIS
CONTEXT
CLOSENESSCOLLABORATION
CONTENT
CONVERSION CARE
COMMUNITY

109. @dadovanpeteghem
Although it might
never happen, you
better prepare to make
sure you’re ready when
hits the fan.

110. @dadovanpeteghem
The social crisis plan
Lvl 1 Lvl 2 Lvl 3 Lvl 4 Lvl 5
Situation
Bad
customer
service
Marketing/
communication
fail
Bad buzz
Crisis / Poor
governance
Unforeseen
disaster
Examples
People involved
When to reply
Where to reply
How to reply

111. @dadovanpeteghem

112. @dadovanpeteghem
Respond immediately
during catastrophes
and be serene after
catastrophes.

113. @dadovanpeteghem
Respond immediately
during catastrophes
and be serene after
catastrophes.

114. @dadovanpeteghem
Communication
through all possible
touch points.

115. The 7 C’s of
Social Media CRISIS
CONTEXT
CLOSENESSCOLLABORATION
CONTENT
CONVERSION CARE
COMMUNITY

116. @dadovanpeteghem
COMMUNITY
BUILDING

117. @dadovanpeteghem
HOW
ORGANIZATIONS
SEE social media

118. @dadovanpeteghem
HOW
ORGANIZATIONS
SEE social media
WHAT A
community
LOOKS LIKE

119. @dadovanpeteghem
WHAT A
community
LOOKS LIKE Mobile Vikings

120. Pick your top 3 to accelerate
@dadovanpeteghem
Ambassador
Strategy
Native
Activations
Opportunity
spotting through
Social Listening
Community
Building
Social
Selling
Disproportionately
Relevant
Content Plan
Social Growth
Acceleration
Tools 2.0
Bet on
Serendipity
The Poetry of
the Post

121. @dadovanpeteghem
GO ALL-IN
STEP UP YOUR SOCIAL GAME ;-)

122. @dadovanpeteghem
You will have
to go the
extra mile to
pull off social
media 2.0.
Nobody said it
was easy :-)

123. Dado Van Peteghem
Going the
extra mile on
Social Media
@dadovanpeteghem