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Social Media back to basics By MedeMerkers Koen Delvaux @kodel

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MARKETING AND SOCIAL MEDIA @kodel

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THE PRODUCTIVE COW MODEL milk @kodel

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THE PRODUCTIVE COW MODELfeed milk @kodel

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THE PRODUCTIVE COW MODEL thin airfeed crap milk @kodel

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THE PRODUCTIVE COW MODELlisten thin airfeedbetter crapfood milk @kodel

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THE PRODUCTIVE COW MODEL Marketing @kodel

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THE PRODUCTIVE COW MODEL Sales @kodel

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THE PRODUCTIVE COW MODEL Services @kodel

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THE PRODUCTIVE COW MODEL Operations @kodel

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THE PRODUCTIVE COW MODEL2 jobs for marketing• provide feedback of what customers want• feed the brand story (with content marketing)• (sales) extract output with promotionsWarning• without service, you fail in the short run• without operations, you fail in the long run @kodel

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CHOOSING THE RIGHT PLATFORM @kodel

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Facebook• A communications platform (like email)• Not a medium (like television)• Brands are welcome (to listen, then talk)• Applications can create a richer interaction• Competitions are allowed (but rules exist)• Possibilities: personal profile, fanpage, group, application, advertisement @kodel

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@kodel

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Active populationis largest +55 is growing fastest @kodel

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Twitter• 50.000 or 150.000 or 300.000 Belgians (and a lot more Dutchmen)• Comparable to conversations in the bar• Like SMS, telex or instant messaging (short)• Not the right place to spread your message• Used a lot by media, marketing, politicians and journalists• Possibilities: listen, get to know, learn, inspire, be discovered @kodel

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@kodel

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LinkedIn• 1.000.000 Belgians (1st place in EU)• Professionals, looking for business contacts• Ideal to get to know people within your sector• Not only a passive CV, but also “what are you working on”• Possibilities: LinkedIn groups (from yourself or from others), LinkedIn Answers and LinkedIn Applications @kodel

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@kodel

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Blogs• Already quite old, but influential• Self-publishing for indivuduals and brands• Personal branding is important• Your own little dynamic website (diary)• Very focused (e.g. chocolate lover’s blog)• Posibilities: own blog, comments, blogging actions or giveaways, monitoring blogs @kodel

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@kodel

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Forums• Group discussions for likeminded people• Similar to functionality in Facebook group• Different dynamic: it is ‘their’ forum• Moderators are generally not paid• Sometimes owner is a brand or group• Possibilities: own forum, presence on other forum, private forum, commerce, link to publishing @kodel

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@kodel

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Foursquare• A location based network• Listing of places (like yellow pages)• DIY model: place owner decides (claim)• ‘specials’ can trigger new customers• Lets you know who your customers are• Posibilities: create your place, specials, tips, pictures, recommendations, own profile with friends @kodel

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Claim yourvenues and addsome ‘specials’ @kodel

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5 STEPS TO SOCIAL MEDIA SUCCES @kodel

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5 STEPS TO SUCCESS 1 PRESENCE 2 CONVERSATION 3 INTERACTION 4 CO-CREATION 5 COLLABORATION @kodel

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1 PRESENCE• Start by creating a Facebook page• Skip the meetings, strategy, plans and organization• Set up basic monitoring• Post some content @kodel

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1 PRESENCE• Use a content calendar for postings @kodel

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1 PRESENCE• Use Yammer for internal idea creation @kodel

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1 PRESENCE• Use Facebook Insights to see what works @kodel

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1 PRESENCE• Keep track of progress in a little excel file @kodel

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1 PRESENCE• Basic monitoring with Hootsuite @kodel

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2 CONVERSATION• Allow people to comment (freely)• React on people’s comments• Don’t erase negative messages• Only promise what you can do yourself @kodel

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2 CONVERSATION• Provide community guidelines (rules)• Can be done simply in a Facebook note @kodel

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2 CONVERSATION• Define what employees can post (policy)• Give tips for how they can help (no tools needed. It’s about agreements that are made after discussions with staff) @kodel

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3 INTERACTION• This is where you have to involve other departments• Service is the first candidate for involvement• Operations is second (structural solutions to problems identified)• Your role is crucial: Execute pressure on the organization using social media (Chief Customer Officer) @kodel

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3 INTERACTION• Customer care: redirect to the ‘message’ button• If the case started in public, always finish it in public• Ask customer to confirm on your page the problem is solved @kodel

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4 CO-CREATION• Develop a solution together with customers• Means: e.g. a closed/secret Facebook group @kodel

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5 Collaboration• Every project in your company is co-creation• Processes and roles are adapted• Integration: your tools (CRM, ERP,...) are linked to social media and customers and partners have acces to them @kodel

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5 Collaboration• You need a model to achieve this (MedeMerkers: Liquid Organization Model) ad s es ju s as st PILOT re p y ea tr t AWAKE DEPLOY EMBED SUSTAIN COMMUNICATIE LEREN strategic differentiation ds revenue growth VERBONDENHEID VAARDIGHEDEN e KENNIS ds brand ne IDENTITEIT operational e ATTITUDE ne er product efficiency t om ess community legal com- cus ROLLEN sin HEFBOMEN DASHBOARD VERANTWOORDELIJKHEDEN SUPPORT corporate responsibility pliance bu PERFORMANTIE ORGANISATIE TOESCHOUWER SPELER Huidigeposi+e SPELVERDELER Gewensteposi+e @kodel

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WHAT NOT TO DO @kodel

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START WITH STRATEGY @kodel

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GROW FAST THROUGH ADS / STORIES @kodel

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GIVE AWAY AN IPAD @kodel

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OUTSOURCE SOCIAL @kodel

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Interested? MedeMerkers Kardinaal Mercierplein 2 2800 Mechelen 016/81.91.33 info@medemerkers.be twitter: @medemerkers www.medemerkers.be @kodel