8. Program
1. We are halfway...
2. Social media? Definition & Findings
3. Can’t see the wood for the trees
4. Twitter & LinkedIn: tip of the iceberg
5. Sociale Media 4 STOW
6. On your marks, get set, GO
Monday 2 July 12
9. #01
There was a time...
#01 > We are halfway...
Monday 2 July 12
13. Digital is the new normal
#01 > We zijn halfway
are halfweg
Monday 2 July 12
14. Photo by Dhammika Heenpella / Images of Sri Lanka - http://flic.kr/p/7g7nSm
#01 > We zijn halfway
are halfweg
Monday 2 July 12
15. #01 > We zijn halfway
are halfweg
Monday 2 July 12
16. #02
WHAT ARE
SOCIAL MEDIA?
“Social media are the online tools and
platforms that people use to share their
opinions, insights and experiences.”
#02 > Social media: Definition & Findings
Monday 2 July 12
17. Facts & figures
• Growth!
• On average 55 minutes/day on Facebook
• 65% of TOP100 companies on Twitter
• all ages use this kind of media 7 > 100
Monday 2 July 12
18. Findings
#02 > Sociale media: Definitie & Vaststellingen
#02 > Social media: Definition & Findings
Monday 2 July 12
21. In our time...
Photo by The Next Web - http://flic.kr/p/8g2yDN
#02 > Sociale media: Definitie & Vaststellingen
#02 > Social media: Definition & Findings
Monday 2 July 12
22. #02 > Sociale media: Definitie & Vaststellingen
#02 > Social media: Definition & Findings
Monday 2 July 12
23. Findings
Word of Mouth is World of Mouth
Fans make new Fans
New consumer is a Trend, not a hype
23
#02 > Sociale media: Definitie & Vaststellingen
#02 > Social media: Definition & Findings
Monday 2 July 12
24. Findings
“Nothing influences a person more than the
recommendation of a trusted person”
Marc Zuckerberg - Facebook
78% consumers believe
recommendations of others
24
#02 > Sociale media: Definitie & Vaststellingen
#02 > Social media: Definition & Findings
Monday 2 July 12
26. CAN’T SEE THE WOOD
FOR THE TREES
1. Blogs
2. Microblogs: Twitter - Yammer - ...
3. Social Networks: LinkedIn - Facebook -
Google+- ...
4. Media Sharing: Youtube - Slideshare -
Spotify - Pinterest
5. Location Based apps: Foursquare
#03 > Can’t see the wood bomen
#03 > Door het bos de for trees
Monday 2 July 12
27. #03
You know these...
#03 > Can’t see the wood for trees
Monday 2 July 12
28. #03 > Can’t see the wood bomen
#03 > Door het bos de for trees
Monday 2 July 12
29. Photo by Rosa Dik 009 - on & off - http://flic.kr/p/8BVyDx
WHO LOOKS FOR IT,
WILL FIND IT
#SM4KMO
Monday 2 July 12
30. SERENDIPITY
Looking for a needle in a haystack &
finding the farmer’s daughter instead
Pek van Andel
Monday 2 July 12
44. Twitter
• Microblog
• Text message of the Internet
• Tweet = message < 140 characters
• Constant message flow
• Following = people you follow
• Followers = people following you
Microblog
44
#04 > Twitter
Monday 2 July 12
53. Tools
• On your PC/MAC or Smartphone
• www.twitter.com / search.twitter.com
• Application: Twitterbird/Tweetbot
• Combination: Hootsuite/Tweetdeck
53
#05
#04 > Twitter
Monday 2 July 12
54. Efficient twittering
• Tell others your story
• Better with Added Value
• Use links in your messages
• Ask questions & give answers
• Share your knowledge & insights
• TXS, be thankful - don’t forget your
grandmother
54
#04 > Twitter
#05
Monday 2 July 12
59. LinkedIn
Networking is Just like
Working
59
#04 > LinkedIn
#05 > LinkedIn
Monday 2 July 12
60. LinkedIn
• Knowledge > Contacts
• Who knows who ?
• Professional use
• Status updates - recommendations - Q&A
Social
Network
60
#04 > LinkedIn
#05 > LinkedIn
Monday 2 July 12
85. LinkedIn > Network
• Seek and you shall find
• Contacts of contacts
• Join groups
• Recommendations
• Presentations
• Detect opportunities
85
#04 > LinkedIn
#05 > LinkedIn
Monday 2 July 12
86. LinkedIn > Network
• Personal invitations
• Dare to ask questions
• Be willing to give answers
• Build up!
• Observe the hygiene of your network
86
#04 > LinkedIn
#05 > LinkedIn
Monday 2 July 12
87. NO MAGIC BUT
STRATEGY
87
#06 > On the line, get set, GO
Monday 2 July 12
88. Social
Media
Roadmap
88
#06 > On the line, get set, GO
Monday 2 July 12
91. There is a secret to Twitter success
and it’s the same secret for all of social media,
especially business social media:
wake up & write
@gitomer
Monday 2 July 12
92. STOW
INTERNATIONAL
• Target: Branding!
• Channels: LinkedIn & Twitter
• Monitoring: Brands/Keywords from sector/
Colleagues & Competitors
• Website integration
Monday 2 July 12
93. Engagement
• Participation: listen - act - interact
• Compelling content
• Tell your story
Monday 2 July 12
95. #11
Create
Content for your
audience and make your
audience Content
95
Monday 2 July 12
96. CONCLUSION
• Start listening
• Ensure added value
• Think before you Tweet
• Discover your place
• Search to find people/items
96
#06 >> Aan deline, get set, GO
#06 On the lijn, klaar, start
Monday 2 July 12
97. CONCLUSION
• Don’t be boring, don’t start online
arguments
• Watch your manners > grandmother!
• Respect 1 of 3 rule
• Help where you can
• Let everyone hear from you regularly
97
#06 >> Aan deline, get set, GO
#06 On the lijn, klaar, start
Monday 2 July 12
98. Reputation
The internet never forgets!
98
#05 > Kansen en Valkuilen
Monday 2 July 12
101. #12
MAKE SURE SM
DOESN’T
BECOME SM
Photo by philippe leroyer - http://flic.kr/p/8eArtT
Monday 2 July 12
102. Contact
Questions, comments or suggestions?
Stefaan Lammertyn/Pixular
stefaan@pixular.be
www.sm4kmo.be
Follow us on Twitter:
@slk8500
#SM4KMO
Monday 2 July 12
112. THOU SHALL
DETERMINE
Photo by cliff1066™ YOUR GOALS
- http://flic.kr/p/5Mf7xA
Monday 2 July 12
113. GOALS
#02
• Increase customer satisfaction
• Visibility & name recognition
• Market research
• Expertise
• PR
• Recruitment
• Press
Commandment II: Thou shall determine your goals
Monday 2 July 12
114. GOALS
#02
Make sure your goals fit
into the overall marketing strategy
of your company
Commandment II: Thou shall determine your goals
Monday 2 July 12
115. THOU SHALL
DEFINE YOUR
TARGET AUDIENCE
Photo by contemplative imaging - http://flic.kr/p/6pLTXu
Monday 2 July 12
116. AUDIENCE
#03
Customers
Individuals
Prospects Press
Candidates Government
Young people
Seniors
Companies Consumers
Commandment III: Thou shall define your targets
Monday 2 July 12
119. THOU SHALL
DEFINE YOUR
Photo by steve loya - http://flic.kr/p/2h3DRh BENCKMARKS
Monday 2 July 12
120. BENCHMARKS
#05
• # website visitors
• # FB fans
• # Followers on Twitter
• Applies for information
• Mentions in the press
• ....
Monday 2 July 12
121. THOU SHALL
Photo by police5151 - http://flic.kr/p/6gXUcq ORGANIZE
Monday 2 July 12
122. ORGANIZE
#06
• Support within the organization
• Sensitize ...
• SM-coordinator
• Guidelines
• Actions & reactions
Commandment VI: Thou shall organize
Monday 2 July 12
123. #09
Social Media Policy
Good agreements = good friends!
Monday 2 July 12
131. LOOK FOR
FANS/FRIENDS
Photo by Anne Bennett - http://flic.kr/p/4mk5e8 FOLLOWERS
Monday 2 July 12
132. F-FACTOR
#08
• Word of mouth > world of mouth
• Who’s behind your company or brand?
• Go for partnership > ambassadors
• Support your fans!
Commandment: Look for fans
Monday 2 July 12
134. TELL OTHERS
YOUR STORY
Photo by Images by John 'K' - http://flic.kr/p/6kfzwS
Monday 2 July 12
135. CONVERSATION
#09
• Detect interesting issues
• Intervene and help
• Give answers and dare to ask questions
Commandment IX: Thou shall start the conversation
Monday 2 July 12
136. THOU SHALL
ANALYZE AND
ORGANISEREN
Photo by Willamor Media - http://flic.kr/p/88r8UC ADJUST
Monday 2 July 12
137. OBSERVE
#10
• SM is never off the air
• Objectives achieved?
• Why (not)?
• What didn’t we do right?
• Adjust where necessary
Commandment X: Thou shall analyze and adjust
Monday 2 July 12
