Social media is revolutionizing how companies connect with customers and build relationships. New media allows for deeper insights, direct two-way connections, and faster message spread. Companies must monitor conversations, engage on social platforms, and talk to get involved in discussions to reach business goals. Case studies show how Nationale Loterij and Ordina successfully implemented social media strategies through community management, content planning, and monitoring tools.

1. SOCIAL MEDIA REVOLUTION 2011
HTTP://YOUTU.BE/X0ENHXN5BOM

2. Social Media
Can you feel the vibe ?

3. HOW TO BUILD MEANINGFUL
RELATIONSHIPS WITH
CUSTOMERS/CLIENTS/PEERS USING
NEW MEDIA WITH THE END GOAL =
REACH YOUR BUSINESS OBJECTIVES OR
PERSONAL GOALS

4. THE BASICS DON’T CHANGE, NEW MEDIA
JUST BRING MORE :
- INSIGHTS IN CUSTOMERS/CLIENTS NEEDS
- DIRECT 2 WAY CONNECTIONS
- FASTER SPREAD OF MESSAGES
- AND SO MUCH MORE...

5. YOUR CUSTOMERS ARE SOCIAL
WHAT ABOUT YOU ? YOUR COMPANY ?
Source : Salesforce
Source : Boston Consulting Group/Mediafin

6. BENEFITS OF A SOCIAL ENTERPRISE
Source: McKinsey & Company, “The rise of the networked
enterprise, Web 2.0 finds its payday.” Survey of 4,394 executives.
December 2010.

7. Lead Generation
Inbound Channels
Convert Leads into
Customers
Social Media and
Blogs Generate Real
Customers
The use of social media Source : Hubspot -
and company blogs as the2011stateofinboundmarketingfinal.pdf
marketing tools not
only gets your company
better brand Facebook &
exposure, but it also Retail
generates leads that
result in real customer
acquisition.

8. LISTEN
Monitor
Analyze
Coach&Train
ENGAGE
TALK
Content
Get into the
Listen & Talk
Conversations
Social
Organization
activation

9. LISTEN
Monitor
Analyze
Coach&Train
ENGAGE TALK
Content Get into the
Listen & Talk Conversations
LISTEN Social activation Organization

10. MONITOR
CONVERSATIONS
, WHAT ARE
CUSTOMERS/CLIENT
S/PEERS TALKING
Source : Salesforce
ABOUT TODAY ?

11. WHERE ARE THEY
TALKING ?
Twitter
Gowalla
Foursquare
Facebook
Youtube
Blogs
Forums
Google+
…

12. MONITORING TOOLS
Hootsuite
Addictomatic
48ers.com
Openbook
tweetdeck
…

13. SOCIAL MEDIA IS THE
NEW WORD OF MOUTH

14. 85% OF B2B BUYERS
WANT TO INTERACT
ONLINE
93% OF B2B BUYERS
USE SEARCH ENGINE
SUCH AS GOOGLE TO
BEGIN THE BUYING
PROCESS
Source : Earnest Agency

15. 8 OUT OF 10 IT
DECISION MAKERS
SAID WORD OF
MOUTH IS THE
MOST IMPORTANT
SOURCE WHEN
MAKING A BUYING
DECISION 59% ENGAGE WITH
PEERS BEFORE MAKING
A DECISION
Source : Earnest Agency

16. LISTEN
Monitor
Analyze
Coach&Train
ENGAGE TALK
Content Get into the
Listen & Talk Conversations
TALK Social activation Organization

17. HOW TO GET INTO THOSE CONVERSATIONS
?
VIA REACHING MORE THEN
100,000 BELGIANS

18. What is twitter ?
• Microblogging
• 140 characters per message
• To Tweet = write a message
• To Retweet = Forward an existing message
• # = Hashtag = Searchterm/classification
• @name = a twitter account
• Follow vs Followers
• You can link twitter to your
website, Linkedin, Facebook…

19. You are what you tweet
Your social influence

20. Why Twitter ?
• It’s instant – gives you a chance to talk about
what is “hot” for you, your business
• Allows you to respond to people with
questions/comments – in a fast and easy way
• You can showcase your knowledge, interest,…
• Build links to your YouTube
channel, Slideshare presentations, Flickr
photo’s,…
• Influences Search engine’s

24. HOW TO ENSURE POTENTIAL CLIENTS OR
EMPLOYEES CAN FIND YOU ?
VIA REACHING MORE THEN
900,00 BELGIANS
+40% VS YEAR AGO

25. What is Linkedin ?
• Professional network
• Profile = your career
• Representation of your Business network
• Company page
– Your employees
– Recruiting
– Present your company
• Events
– Invite your professional network
• Groups
– Discussion on common theme’s within your professional
network

26. Leverage your network
61% of B2B companies
acquired a customer
through LinkedIn
(Source : Hubspot – thestateofinboundmarketing)

27. How to use Linkedin ?
You :
• Expand your network, build on the connections
of you 1st degree network
• Link with your Twitter account to showcase your
knowledge / influence your professional network
• Career opportunities
Your Company :
• Build equity
• Prospecting
• Influence search engines
• Recruiting

29. SLIDESHARE

30. LISTEN
Monitor
Analyze
Coach&Train
ENGAGE TALK
Content Get into the
Listen & Talk Conversations
ENGAGE Social activation Organization

31. ENSURE YOU ARE PRESENT WHEN THEY
ARE LOOKING FOR YOU
- Search engine
- Website
- Social media
- …

32. BUILD BRIDGES
ACCOMPANY YOUR CLIENT/CUSTOMER
THROUGHOUT THEIR JOURNEY

34. Make your website social
• Google still first entry point to your
website, driven by SEO of your site
• Integrate the right links to Social media, so
that they can follow you there
• Ensure they can share your content in their
own social network
Source : Hubspot -
the2011stateofinboundmarketingfinal.pdf

36. CONTENT CAN ALSO BE DELIVERED
VIA UP TO 50% OF THE
BELGIAN POPULATION =
2/3 OF THE INTERNET USERS
62,3 % DAILY VISIT, 85% WEEKLY

37. What is facebook ?
• Social media platform
• People profiles vs. Brand/company pages
• Integrate your Brand/company in people’s day
to day social activities, allowing them to
advocate for your products/services
• Facebook advertisting = Targeted
• Influence Search engines

38. How to use Facebook in B2B
• Talk with your consumers/clients around a
certain theme, their interests
• Personal approach
• Link to your services/products
• Collect feedback/comments – integrate
customer service
• Enable your employees
• Offers/Promotions/Product information

44. ABOUT 10.000
USERS IN
BELGIUM
A collection of different social products :
• Stream (a newsfeed),
• Sparks (a recommendation engine),
• Hangouts (a video chat service),
• Huddle (a group texting service),
• Circles (a friend management service)
• Photos
• Closed groups, + vs facebook
• Privacy made easy

45. GETTING STARTED

46. Phase 1 Phase 2 Phase 3
• Today’s reality
• Landscape
assessment
Talk • Deployment plan
• Concept & Design
• Development
• Consumer insight • QA
study • Strategy & Structure • Go Live
• Social media audit • Social media • Community
• Monitoring tool guidelines management
• Reporting • Social media • Content gathering
• Training & Coaching objectives • Content publishing
• Strategic framework • Monitoring of the
• Architecture platform
• Community • Analysis & Reporting
Management
• Content (include
LISTEN suppliers)
• Community manager
Engage
• Feedback guidelines
• Tools

47. Strategy & Structure

48. Community Management

49. IMPORTANT...
GET YOUR ORGANIZATION READY :
- Fit with overall communication strategy
- Conversation guidelines
- Legal do’s and don'ts
- PR/ER
- Customer service department

50. LISTEN
Monitor
Analyze
Coach&Train
ENGAGE
TALK
Content
Get into the
Listen & Talk
Conversations
Social
Organization
activation

51. BUSINESS CASE :
ORDINA

52. Knowledge provider
ICT expertise
Connectivate
Innovation
Mechelen
Anticipate changes
Boundary-breaking collaboration

53. We started with a pragmatic and tactical approach
to learn and explore :
May/June : Twitter + slideshare + LinkedIn
-> #SOFTC event
July – August : Facebook + Twitter
-> Summerbars
September : Facebook + Twitter
-> Beyond

54. May/June : Twitter + Slideshare
+LinkedIn = #SOFTC event
140 Followers
Biggest referral to
Slideshare during
SOFTC resulting
in >2100 views of
the presentations
(19)

55. July/August : Facebook
199 Followers
Launch FB page
Communicate on the
4 summer events
FB advertising
= 55% of new fans

56. September : Facebook + Twitter
Growing number of fans
Broader scope of topics
Events & Activities

57. Facebook Ads – Targeting
Students
IT Interests

58. Conclusion
• Start small – Learn a lot
• Budget investment = low
• Dedicated resource is a must
• B2B objectives can be achieved through social
media
– Equity
– Employees
– Recruiting
• Prepare for future based on learnings

59. BUSINESS CASE :
NATIONAL LOTERY

60. Community
management

61. How the story began…
Sept. – Nov. 2010 Social Media Audit

62. Social Media Architecture
Both spaces for brands & corporate
Answering key audiences needs on key platforms

63. In total > 50.000 Fans

64. Content Management: a key
question
STARTING POINT  A view on all types of DEPARTMENTS
Social Media need a 360° MEETING WITH KEY content available
OUTPUTS 
 WEBMASTERS: OPEN ACCESS TO
CONTENT CENTRALIZED BY
WEBMASTERS
N:WEB CORPORATE TEAMMATERIEL
 SUBSIDES & SPONSORING: NEW
COLUMN ON ‘CONTENT AGENDAS’ FOR
EVENTS WITH SOCIAL MEDIA POTENTIAL
 SPONSORING: SET UP DEDICATED
CONTACTS FOR SPONSORING DPTS
 MARKETING: MONTHLY ‘WEB
MEETING’ + MONTHLY ‘CAMPAIGNS
MANAGERS MEETING’ + WEEKLY ‘CORE
MARKETING TEAM MEETINGS’ + GLOBAL
‘KICK OFF MEETING’ FOR EACH
PRODUCT LAUNCH
 SOCIAL MEDIA: GLOBAL ‘CONTENT
CALENDAR’ WITH 360° VIEW
 EXTERNAL COMMUNICATION:
WEEKLY ‘CONTENT CURATION
COMMITEE’ WITH SOCIAL MEDIA & EXT.
COM.

65. North 1. Content
Management
Corporate
South
Sales Sponsoring
Sport The way it works
Internal
Com’
1. Gather COMMUNITY MANAGERS
CC/ CONSUMER DIALOGUE
Monthly
email to
Input
content teams
Marketing
2.
ExtCom
/PR
Select Align
content
‘Content Curation Grants Social
Committee’ with Ext. Com. Digital
Select Media
/ week Calendar
COMMUNITY MANAGERS
CC/ PROJECT MANAGER
-Monthly: last Thursday/month eNews COMMUNITY
-Ad hoc: max. anticipation
4. MANAGERS
3.
CC/ BACK UPS
Publish
Social Amplify
content Media
Max 4
posts/ Design
Facebook
week content
Website Twitter
Ideally anticipate 1 week Produc-
Ads tion
COMMUNITY MANAGERS
PR EXT COM

66. 2. the ‘Community Manager’
Daily management of content & feedback for a ‘Social Media community’

67. 3. How do we feedback?
A key issue in the prevention of crisis management

68. It’s a real conversation
You give…
You get!
Fans appreciate
fast responses

69. Comment management
must be reactive, even on
Sundays…

70. The TOOLS

71. Social App Checklist
WHY:
Capture leanring’s of previous projects, basic
requirements of a social application
ADDED VALUE:
Social apps require different attention points
vs other digital developments, ensure all
stakeholders have same expected outcome
BE CAREFUL:
Social apps are a new medium, sometimes
different developpers, we are all in learning
mode

72. Social Monthly Content
Calendar WHY:
Foreward planning of your social
conversation, how to keep your fans involved
ADDED VALUE:
Aligned view on the social content with input
from different departments
BE CAREFUL:
Content is the base, importance is on how
you bring it to your fans
(post, fotoalbum, poll,…)

73. Social Weekly / Daily
Content Calendar
WHY:
Detailed description of the post of the coming
week + other items to update on the social
media platform (a.i. Profile
image, photostrip, applications,…)
ADDED VALUE:
coherent & well balanced posts, overall social
media content
BE CAREFUL:
Foresee fexibility to include last minute
events

74. Social Daily Posts
Overview WHY:
Internally approved post, translated including
right visual materials, links,…
ADDED VALUE:
Clarity on content
BE CAREFUL:
More time needed to create photoalbums or
other type of posts (manipulation of photo’s
etc)

75. Always on monitoring
WHY:
Real-time alerts on comments from fans on
your smartphone. They provide the context
of comments & you can calibrate the
frequence
ADDED VALUE:
Allow fast reaction, time to align internally on
right answers
BE CAREFUL:
depending on the comment different
departments might need to provide
input, check with your legal department in
case of doubt

76. WHY:
E-REPUTATION Watch out what people say about you on
Twitter, Facebook, blogs,….
monitoring ADDED VALUE:
Daily monitoring on main social platforms.
Detect any crisis, react quickly, inform Top
Management of social media impact
BE CAREFUL: not all tools work efficiently in
french & dutch, select the good ones
accordingly after a test period

77. Conclusion
• Define a clear Social Media strategy based on
audit & consumer/market insights
• Choose the right Social media architecture
• Community management is Key and has to be
integrated in your organisation
• Whole company is involved
• Implement the right processes and tools
• Monitor

78. Questions ?

79. Vragen ? Opmerkingen ? Leuke bedenkingen ? Ideetjes ?
@TALKING_CIRCLE

81. Thetalkingcircle
Strategic consultancy and project management in the area of Digital and Direct marketing
www.thetalkingcircle.com
Twitter : @talking_circle
Projects (since 01/09)
Nationale Loterij – take off, 3000 for life, Joker +
Nationale Loterij – facebook pagina
Omega pharma – Ik wil ik kan, Profiler
Pfizer – Can you feel my pain
Ordina – Facebook, Twitter
GS1 – Mobile Standardization project
Shopting Partner – Shopper marketing projects
Veerle Lauwers
A positively driven Digital and Direct Communications professional with 14 years of
experience, of which 3,5 years abroad, as international commercial project manager within
Procter & Gamble.