For the SocialNomics lecture on Nyenrode I was asked to present my experience with social media for my fellow students. This, because I already have researched the capabilities and written a social media strategy / plan for a newly developed concept named Zoku (working titel)
8. Who is our target group? Where can our target group be found on SM? How does our target group use SM? How can we engage with our target group? What makes them CLICK? Creating community? Use existing? On which SM should we be active? And how to communicate on every SM Social Media Strategy
23. Social Media Strategy Goal of using Social Media Creating Awareness Story telling Sharing of information and resources Engaging with the potential customer (Psychological theory) Reciprocity Commitment & Consistency Social Proof Sympathy Authority Scarcity Co create with the target group Work together with other parties (opinion leaders etc) Create ambassadors Create a community Possibility to crowd funding
24. Steps taken: How user friendly is your site? Website statistics Statistics analysis SEO What do you want to achieve? (goal) Social media right tool for that? Claim you platforms Advantages / disadvantages of platforms Change within organization Who is responsible Target market What do they know already? Value proposition (story) What do you want to share? Budget Publication scheme Create a manual of social media Dashboard (hootsuite) Create a director Are all platforms telling the same? Guidelines of use SM Monitor Build up content and share Engage Create community / followers Whatmakesyour target group click? Call to action CreateyouKPI’stomeasureresults (ROI)
25. Discussion Why is it so difficult for companies (e.g. Hotels) to truly be themselves when using social media? How to counter ‘lone wolfs’ expectations of customers who accidentally experienced very bad service Is there actually one universal strategy / model to execute a social media campaign or policy? Doesn’t this change every day and also depends heavily on the company and its products?
HotelsAhead, CEO Hans MeyerFocussed on Experience Design, Concept Development and BrainstormingConcept on paper with severltouchpointsFocus on: Aesthetics, Entertainment, Exploring, Escapism & SynergyBasis for Moodbord with pictures representing the touchpointsTogether with other parties, e.g. investors, designers, engineers etc build the hotel
Starting with a new concept named ZokuGeared to the extended business trevellers between 5 days 3 monhtsSee the world as one big metro with countries as stops.
Looked at what mediums helped our strategy
Visualize how publishing works, what is to what connected
Reciprocity: Will give what they receive (helpComm: When people say A they will do B as wellSocial: Act on perceptions of othersSympthaty: Will say Yes to that what they knowAuthority: People will do what authority tells them (expert)Scarcity: Attache more value to what is hard to obtain