Social Media Training

Social Media & E-reputation
Bert Van Wassenhove

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Blog: www.ibert.be
Twitter: @ibert
“Bert Van Wassenhove” op LinkedIn, Facebook, ...

woensdag 16 september 2009

Setting your It’s about people
social media The impact of social
objectives Possible objectives


It's about people, not clicks

Setting objectives will be extremely difficult (it's like
PR, company culture, branding, etc.)

Social Media is a medium, objectives should be set
on business parameters.


The impact of social

Brand equity Customer relation
PR Conversion
Campaigns Customer satisfaction
Traffic Brand advocates
Activation

SEO
The Social Brand Offensive
Good citizenship Defensive
Openness to
conversation


Possible objectives

Business objectives Measurable objectives
Brand equity Conversation
Sales # Videos, Pictures, Posts,
Customer satisfaction Comments, Tweets
Tone of conversation
Advocates
Followers
Friends
Subscribers
SEO (Pagerank, Incoming
links)


Social is all-over
Defining your What about marketing
strategy Execution is the key


Defining your strategy

Social Media is about Social Business

It may lead to putting in place an organizational
structure with a social media department, which is
responsible for a company’s long term approach to
open their companies up to consumers and have a
permanent social media presence.


Defining your strategy
Human Resources
Introducing New Employees.
Replace the monthly newsletter an internal blog.
Sales
Share sales material on a wiki.
Lead generation: LinkedIn
Product/Design
Product Prototypes in virtual worlds.
Collaborative design process
An internal platform where people share ideas
Customer Support
Support forums
Twitter


Marketing/Communications

Public Relations
Thought leadership
Better Customer Engagement through conversation
Use the viral power in campaigns

Social
initiatives
still need
traffic &
activation


Social
initiatives 3-step model
Traffic
still need Activation
traffic & Engagement
activation

Interaction
(To what extent is there an exchange of ideas, opinions & information? Is there a conversation going on?)
High

Social
Campaigns Interaction
Viral Management
Marketing

Activation
Campaigns
Interaction

Social Platforms

Medium
Email
Marketing
Direct
Online media
Marketing
Campaigns Websites

Advertising

Low
2 weeks 2 months 2 years

Attention time


Interaction
(To what extent is there an exchange of ideas, opinions & information? Is there a conversation going on?)
High

Social ENGAGE
Campaigns Interaction
Viral Management
Marketing
ACTIVATE
Activation
Campaigns
Interaction

Social Platforms

Medium
Email
Marketing
Direct
Online media
Marketing
Campaigns Websites

ATTRACT
Advertising

Low
2 weeks 2 months 2 years

Attention time


Companies need to look
long term and understand
ENGAGE the value that social media
can bring to cultivate
lifetime advocates of their
brand. This is not about
campaigns, but a
permanent positioning.


Implementing &
Listen
coordinating Engage
social Act
marketing


1. Listen

Determine Where Conversations are Happening
Get organized (tools)
Make sure you cover all relevant channels
Define your target group
Make a roadmap
Prioritize the discussions, then hop in.
Learn the language

Read, read, read, read, read, read, ..., read


1. Listen

Both Web 2.0 and Web Social News Sites
1.0 sites are relevant Social Music Sites
Blogs and Forums / Video & Photo Sharing
Discussion Boards Sites
Consumer Review Sites YouTube
Flickr
Social Networks / Online
Communities Wikis
Twitter SlideShare
Facebook ...
Social Bookmarking Sites


2. Engage

Take part in the Behave
conversation Courteous
Disclose your identity Open
Honest
Start simple Informed
Comment
Answer 24/7
Praise Cover Your Ass
(internally)


How to behave
Ensure your online outreach efforts are socially acceptable:
Don't stifle the conversation.
It's easy to react negatively when you spot a negative review at a social site, but first take a deep
breath. Consider this: do the comments have merit? If so, acknowledge them and commit to
making a change. If they are silly or mean, it's probably best to let them go. (Picture the guy with
the lampshade on his head at the cocktail reception. Best to ignore him, right?)
Bring something besides your product to the table.
People don't want just a pitch, they want a person. Don't spend precious social-media time
pushing your wares; pass a little time with your audience. Let them get to know you and your
brand.
Be responsive.
Agencies have spent decades trying to get people to cultivate emotional connections with logos
and labels; it's only natural that, now that they have a soapbox, users demand to know why they
should ally themselves with you. Demonstrate that you care what your customers, donors or
clients think: Follow their discussions, engage them in dialogue, express interest in who they are.
Social media sites are about being natural—in acceptable ways. Make sure your
outreach—no matter how fun or creative—always shows consideration and respect.


3. Action

Ask yourself: WHY?
Viral buzz
Brand building
Sales
Build community
Choose your battlefield
Don't forget what you learned in step 1
And behave like in step 2


3. Action

Possible actions
Social news marketing
Blogger outreach
Social networking
Enter an existing network
Start your own
Be creative ...


3. Action

Be prepared to follow-through

Trust the Force


Billy.be
EXAMPLES Top 10 according to
Mashable.com


Blogger
Billy.be
outreach Pre-launch
case


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The crowd: 100 bloggers (mostly top)

Goed in de watten gelegd

“Wat is Billy” in very short ...

Billy kaarten werden verdeeld
voor de shopping spree


Online
Response


Very positive!

“Maar naast de pizza en pasta was het hoogtepunt
toch wel de avant-première van Billy.”
Bram Loquet
“Thx aan de organisatie, en aan Billy, de sponsor die
Sinterklaasgewijs een heleboel geld heeft uitgedeeld.”
Pieter De Wit
“Ik heb 100€ gekregen van Billy. Dank u, Billy. Ik zal
het heel goed uitgeven.”
Kathleen. 22. Leuven


DE topic op
twitter
(sample scan)


Hoe we
omgaan met
probleempjes


Communicatie rond probleempjes

Nadruk lag op Beta, bloggers wisten dat er bugs
zouden zijn.
Het team is zeer bereikbaar, en gekend door velen.
We zijn ook aanwezig op tal van blogevents.
Bloggers contacteerden ons direct waardoor probleempjes niet
in het openbaar (twitter) moeten opgelost worden.
Over terugkerende bugs heeft Billy mails gestuurd hoe
we het aanpakken (transparantie was geapprecieerd)
Feedbackforum achter secret url


Top 10 http://mashable.com/
2009/02/06/social-
according to media-smartest-
Mashable brands/


Viral


Viral

Will it blend?
Blendtec Blends it on YouTube
http://www.blendtec.com/


Build your own Social network

Starbucks Asks for Your Advice
http://mystarbucksidea.force.com/ideaHome

Connections helps customers inspire others
http://www.connectr.be


Zappos on Twitter

Take a CEO that twitters, add in a great personality
and you have a recipe for social success. Ingraining
social media into the culture of a corporation means
that every consumer interaction is personal.


Blogging

Sun Microsystems and the CEO Blog
It’s not the number of hits that make his blog a social media
success, but the openness on it. Positive and negative comments
are allowed, and even the most inane are approved. Transparency
from the highest position in a company trickles down and increases
trust from consumers.

IBM With Lots of Blogs
Having a CEO that blogs is great, but increase the number of blogs
and you increase the number of connections. Leveraging your
employees to write about what they love conveys the corporate
dedication to the industry.


Bedankt / Merci
Blog: www.ibert.be
Twitter: @ibert
“Bert Van Wassenhove” op LinkedIn, Facebook, ...

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