Are you already focussing on the right aspects in your social media presence? We explain in a few steps how you can grow to a more mature state of social media use. In this we discuss the importance of engagement, storytelling and creating value, interaction and co-creation and conversion.

1. Are you social media mature?

2. Steps to being social mature
• Focus on engagement
• Focus on a content plan
• Focus on storytelling and creating value
• Focus on co-creation and collaboration
• Focus on conversion

3. Social media is often started
with list building
KPI to get x number of fans and followers

4. Having 100.000 fans is great
but what does it mean?

5. You can have tons of fans
but not all of your fans see
your facebook updates
EDGERANK

6. Every facebook post reaches only part of
your facebook fans
POTENTIAL
REACH

7. Every facebook post reaches only part of
your facebook fans
POTENTIAL
REACH
Friends of fans is a useless statistic

8. To keep your reach up
people need to engage with your content
comment, like, share

9. social media mature step
from fan aggregation and likes
to engagement

10. How do I get people to engage?

11. what we know:
newsfeed post impressions are much
higher than page views

12. 40% of facebook time is spent
on the newsfeed
people follow brands in the stream
not by visiting the page

13. social media mature step
from facebook contest applications
to a content plan

14. Content to like

15. Fill in the blank ____

16. Like this if / share this if

17. Facebook Questions

18. Using Photo / Video

19. They sure do the trick but ...

20. Engagement for the sake of engagement
does not cause conversion

21. social media mature step
from engagement for the sake of engagement
to storytelling and creating value

22. Create value
• Focus on your brand purpose
• Products are designed to help people

23. Jamie Oliver helps you
to create awesome food

24. Nike helps you to stay in shape

25. Be influential
A story needs to mean something
for the users situation

26. Be influential

27. Be influential

28. Users are able to participate
in the storytelling

29. social media mature step
from linear storytelling
to co-creation and collaboration

31. Jamie Oliver Live interactive webcast

32. Mc Donalds hamburgers

33. To be interactive you need
a community manager
MANUFACTURING
MARKETING PRODUCT
SALES
FINANCE IT

34. Great content needs to be unleashed
in a great way
http://www.facebook.com/Boo = 4 million fans

35. Don’t post everything at once

36. Don’t post everything at once

37. Analyze post frequency
Post on monday
only 8.4% of fans will see it

38. Everyday posting will lead to a
cumulative effect
8,4% 9% 10,1% 13% 16,2% 17% 22,2%
Try building your next post on the one before, create a story

39. Analyze Post data
• Analyze posting times
• People reached vs engagement at that time
• Lunchbreaks, after work, ...

40. Media industry
Avoid the monday noise

41. Food & Beverage industry
Engagement high midweek & Saturday

42. Engagement is not the end of the line
but a mean to improve conversion

43. social media mature step
beyond engagement to conversion

44. Conversion:
Shift from website as a central hub
to the user as a central hub

45. Conversion:
Shift from website as a central hub
to the user as a central hub

46. The idea of social media is
not to bring people to your website
but to create a return on investment

47. ”in some cases some of our campaigns won't need a coke.com-hosted site.
In most cases, these will still exist as it's the most obvious destination
for a consumer, but it might only be a page linking to YouTube encouraging
people to join the community there.
We would like to place our activities and brands where people are, rather
than dragging them to our platform.”
The website has become a channel
not a destination

48. What about sites with webshops ?

49. If you redirect make it trackable !

50. Track
• Products sold
• Number of customers
• Revenue
• Profit
• Points of origin (referrer)

51. Give people what they need
on the channel of their choosing

53. Don’t create a social media island
but
create integrated campaigns
on which all media support each other

54. Thank you for watching.
If you have any questions, please send them to info@theparkinglot.com
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