FireStarter - Social Media in Practice (Dado Van Peteghem, Dear Media)
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Een kader voor het omgaan met sociale media.
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FireStarter - Social Media in Practice (Dado Van Peteghem, Dear Media)
- 1. presents FireStarter Social Media in Practice @dadovanpeteghem dinsdag 3 april 12
- 2. Hi, thanks for having me. My name is Dado Van Peteghem I’m a 29 year old guy from Belgium. I’m working at DearMedia, a consulting company delivering a wide range of services for a world of new media. We focus on social & mobile strategies. Last year I got married to Danielle, the love of my life. We live together in the most beautiful city of the world, Ghent. @dadovanpeteghem dinsdag 3 april 12
- 3. • a digital consulting company • founded in 2009 by Jo Caudron • our mission is to help you finding a new balance between the certainties of your traditional business and the opportunities of innovations in (digital) media • our scope is everything in the digital space, with focus on social, mobile, tablets, location, connected TV, new radio, ... • We work for large European clients dinsdag 3 april 12
- 4. To get this started... • Who is using? • Who is using? - Twitter - an iPhone - Facebook - an Android - LinkedIn - a Blackberry - Google+ - a tablet (iPad 1, iPad 2, The - FourSquare New Ipad, ...) - Pinterest - Instagram dinsdag 3 april 12
- 5. Launch ? dinsdag 3 april 12
- 6. Launch ? 2004 - 8 years ago :) dinsdag 3 april 12
- 7. Launch ? 2004 - 8 years ago :) 2006 - 6 years ago :) dinsdag 3 april 12
- 8. Launch ? 2004 - 8 years ago :) 2006 - 6 years ago :) 2003 - 9 years ago :) dinsdag 3 april 12
- 9. Doe mee :) dinsdag 3 april 12
- 10. Introducing FireStarter dinsdag 3 april 12
- 11. FireStarter “we bring social into your company” • Our proven methodology • To help your company start with social media • Create a Social media Strategy • Choose the right Social Media and Networks • Implement Tools for listening and responding • Create and train Teams, Ownerships, Roles, ... • Create and apply Policy, Code of Conduct, Guidelines • Coaching & Follow-up dinsdag 3 april 12
- 12. Geen campagnes :) dinsdag 3 april 12
- 13. dinsdag 3 april 12 Radio TV Print Billboards From ... DM Internet Remember the internet ... Marketing & Communication Sales Service & Support ... to HR Internet IT PR & External Commun. R&D & Enterprise 2.0
- 14. dinsdag 3 april 12 Radio TV Print Today ... Billboards From ... DM Social Media Marketing & Communication Sales Service & Support ... to HR IT Social Business PR & External Commun. R&D & Enterprise 2.0
- 15. Start the Fire* Keep the Fire* burning Contain the Fire* *Fire = social, conversation, engagement, ... dinsdag 3 april 12
- 16. FireStarter “we bring social into your company” Companies we “Started” dinsdag 3 april 12
- 17. Start 1 AWARENESS STRATEGY Strategy & Concepts 2 STRATEGY Digital Social Mobile 3 CONCEPTS Inbound (listen) /Outbound (talk) Destinations / Streams Fix / Mobile Strategy full framework FUNCTIONAL SOCIAL PLAN REQUIREMENTS - people & teams (site, portal, apps, Details - tools (monitoring & channels, ...) 4 participation) - policies & guidelines - training & coaching RFP ASSISTANCE EXECUTION Next GUIDANCE 5 FOLLOW UP kpi’s, extentions day2day support, conversation mgt, coaching dinsdag 3 april 12
- 18. FireStarter Project Break-Down dinsdag 3 april 12
- 19. Awareness Track dinsdag 3 april 12
- 20. Start 1 AWARENESS • Why the Awareness track? - bringing together internal & external Strategy & Concepts 2 STRATEGY Digital Social Mobile stakeholders - lowering barriers & prejudices Inbound (listen) /Outbound (talk) 3 CONCEPTS Destinations / Streams - thinking about opportunities and threats Fix / Mobile FUNCTIONAL - triggering the different stakeholders to think SOCIAL PLAN about the new paradigms in order to generate REQUIREMENTS - people & teams (site, portal, apps, first visions and ideas Details - tools (monitoring & channels, ...) 4 participation) - policies & guidelines RFP ASSISTANCE - training & coaching - first alignment of visions & needs Next GUIDANCE 5 FOLLOW UP kpi’s, extentions day2day support, conversation mgt, coaching dinsdag 3 april 12
- 21. Strategy Track dinsdag 3 april 12
- 22. About your Social/Online Strategy Corporate Online Social Strategy Strategy Strategy Mature Experimental dinsdag 3 april 12
- 23. The Extended (Social Business) Ecosystem Marketing & Communication PR & External Commun. Clients R&D & Enterprise 2.0 Prospects Service & Support Media Sales HR Shareholders IT YOU Staff Partners Suppliers Social Business ... to dinsdag 3 april 12
- 24. dinsdag 3 april 12
- 25. Transparency Closeness Responsiveness Speed / Agility Authenticity dinsdag 3 april 12
- 26. dinsdag 3 april 12
- 27. dinsdag 3 april 12
- 28. Eerst een klapke doen :) Met IT, HR, Management,.... dinsdag 3 april 12
- 29. Hoe belangrijk is sociale media voor jullie organisatie? Hoe interageren jullie vandaag al met klanten? Wat zijn mogelijke hindernissen? .... dinsdag 3 april 12
- 30. Start 1 AWARENESS • Strategy, step 2 Strategy development Strategy & Concepts 2 STRATEGY Digital Social Mobile 1 Vision (& the impact on the company’s ecosystem) 2 Response (to the vision) Inbound (listen) /Outbound (talk) 3 CONCEPTS Destinations / Streams Fix / Mobile 3 Scope FUNCTIONAL 4 Goals SOCIAL PLAN REQUIREMENTS - people & teams (site, portal, apps, Details - tools (monitoring & channels, ...) Objectives 4 participation) - policies & guidelines & KPI’s - training & coaching RFP ASSISTANCE Next GUIDANCE 5 FOLLOW UP kpi’s, extentions day2day support, 5 Tactics Concepts, tools & networks conversation mgt, coaching dinsdag 3 april 12
- 31. The 7 C’s of “Engagement” Customers & igning Compe- ampa Relaties (B2C + Public Influencers Media Staff titors C B2B) Anticipating potential damaging messages that can create Crisis crisis situations in the organization. Responsive Providing help & support to people Care with questions or problems. Understanding people’s needs & expectations, being ‘close’ Closeness to their feelings and acting upon it. Understanding the broader picture: what are trends in consumer behavior, Context technology, the industry,..to find relevant insights. Collaboration Collaborating & co-creating with the community to develop better products & services Pro-active Content Pro-active outbound initiatives to engage in content marketing via social media Conversion Spotting opportunities to convert people to your business. dinsdag 3 april 12
- 32. Crisis dinsdag 3 april 12
- 33. Greenpeace vs. Nestlé dinsdag 3 april 12
- 34. March 17, 2010: Greenpeace attacks Nestlé via YouTube. dinsdag 3 april 12
- 35. Huge reach on social Picked up by traditional media Picked up by influencers dinsdag 3 april 12
- 36. Nestlé doing it wrong on Facebook, people start complaining... dinsdag 3 april 12
- 37. dinsdag 3 april 12
- 38. Care dinsdag 3 april 12
- 39. dinsdag 3 april 12
- 40. dinsdag 3 april 12
- 41. dinsdag 3 april 12
- 42. Care --> Crisis dinsdag 3 april 12
- 43. Van beul tot ambassadeur dinsdag 3 april 12
- 44. Van beul tot ambassadeur dinsdag 3 april 12
- 45. Van beul tot ambassadeur dinsdag 3 april 12
- 46. dinsdag 3 april 12
- 47. Closeness dinsdag 3 april 12
- 48. dinsdag 3 april 12
- 49. dinsdag 3 april 12
- 50. dinsdag 3 april 12
- 51. ‘Thank you’ marketing. dinsdag 3 april 12
- 52. me You should be fan of your audience, not the other way around! dinsdag 3 april 12
- 53. Context dinsdag 3 april 12
- 54. Engagor insights: ‘Hot’ conversations Most mentioned items Most influential people Most shared images, videos,... Facebook, Twitter,...stats dinsdag 3 april 12
- 56. dinsdag 3 april 12
- 57. dinsdag 3 april 12
- 58. Content dinsdag 3 april 12
- 59. dinsdag 3 april 12
- 60. dinsdag 3 april 12
- 61. Conversion dinsdag 3 april 12
- 62. Push and you will be pushed back :) dinsdag 3 april 12
- 63. What’s the ROI of being friendly to people?? dinsdag 3 april 12
- 64. The better/longer we know each other, the less we have to push dinsdag 3 april 12
- 65. Concept Track dinsdag 3 april 12
- 66. 8 Interaction High Medium 0a Low dinsdag 3 april 12 Traditionele kanalen 2 weeks Eigen ‘destinations’ 2 months Duration Sociale media kanalen 2 years Het is belangrijk om sociale media vooral te gebruiken als ‘traffic driver’ naar de eigen websites. Daar kunnen we immers ‘conversie’ waarmaken. Facebook, Twitter en andere kanalen zijn een vehikel dat mensen naar onze ‘destinations’ moet brengen. Sociale media -> Websites -> klassieke kanalen We noemen dit de 8-loop.
- 67. dinsdag 3 april 12
- 68. 845.000.000 people on Facebook ! dinsdag 3 april 12
- 69. Zorg dat ze niet op de partybus blijven zitten dinsdag 3 april 12
- 70. Teams Track dinsdag 3 april 12
- 71. Start 1 AWARENESS Senior Management Strategy & Concepts 2 STRATEGY Digital Social Mobile Social Media Core Team (Internal) Ambassadors Inbound (listen) /Outbound (talk) 3 CONCEPTS Destinations / Streams Fix / Mobile (Internal) Seeders FUNCTIONAL SOCIAL PLAN REQUIREMENTS - people & teams (site, portal, apps, Details - tools (monitoring & channels, ...) 4 participation) - policies & guidelines - training & coaching RFP ASSISTANCE = Social Media Manager Next GUIDANCE 5 FOLLOW UP kpi’s, extentions day2day support, conversation mgt, coaching dinsdag 3 april 12
- 72. Policy Hoe kan je helpen? ipv Wat mag je niet doen? dinsdag 3 april 12
- 73. Huisregels bezoekers But not the dinsdag 3 april 12
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- 75. dinsdag 3 april 12
- 76. Start Strategy & Concepts 1 AWARENESS 2 STRATEGY Digital Social Mobile Inbound (listen) /Outbound (talk) 3 CONCEPTS Destinations / Streams Fix / Mobile FUNCTIONAL SOCIAL PLAN REQUIREMENTS - people & teams (site, portal, apps, Details - tools (monitoring & channels, ...) 4 participation) - policies & guidelines - training & coaching RFP ASSISTANCE Next GUIDANCE 5 FOLLOW UP kpi’s, extentions day2day support, conversation mgt, coaching dinsdag 3 april 12
- 77. Want to be ready? Get a Plan dinsdag 3 april 12
- 78. Want to be ready? Change your view on advertising Start using social networks Get a decent Be on Twitter smartphone Get a decent tablet dinsdag 3 april 12
- 79. Thank you :) @dadovanpeteghem dado@dearmedia.be dinsdag 3 april 12
- 80. Let’s get started. Let’s get the fire burning. dinsdag 3 april 12
- 81. • Strategic consultant at DearMedia • Studied Communication Sciences and Applied Information Technologies at Ghent University • Previously at InSites Consulting as senior consultant • Congress Committee Member at Stichting Marketing • Guest lecturer & keynote speaker: @ Vlerick International Business School @ EMLYON European Business School @ Mercator Academy @ IAB Academy @ Internet Marketing School • Contact Dado • dado@dearmedia.be Van Peteghem • twitter: @dadovanpeteghem • http://be.linkedin.com/in/dadovanpeteghem dinsdag 3 april 12
- 82. • Founding Partner of DearMedia • Active in interactive since 1993 as (co-)founder of Dear Media, ONE Agency, theOriginals, tvAgency, xCA, The Reference, ...) • Media thinker, innovator & strategist • Interested in all things digital, social & mobile, new media & connected TV • Consultant, Entrepreneur, Speaker, Writer • Vice-President IAB Belgium • Contact • jo@dearmedia.be Jo • twitter: @jcaudron Caudron • http://jocaudron.me (for the personal stuff) • http://www.linkedin.com/in/jocaudron (for the business stuff) dinsdag 3 april 12
- 83. presents FireStarter Social Media in Practice dinsdag 3 april 12