Social Media Fundamentals

Roderick Cremers

Roderick@FreshBridge.nl

+31 6 51 821 045

@cremers

www.FreshBridge.nl

European Golf Course Owners Association

7th European Golf Business Conference

Proud to work for:

What we do: We deliver results by effectively combining different Social Activities

•  Strategic consultancy on brand level

•  Expert advice on marketing solutions

•  Apps to generate leads, word of Mouth & social Sharing, raise awareness

•  Social sharing campaigns

•  Visual Daily Content

•  Content Management

•  Analysis on Content success

•  Targeted Fan acquisition

•  Targeted advertising campaigns

•  Insights into Fan base

•  Insights to media review

•  ROI research

Clear steps /picture Getting Results

Activation Leads

Awareness

Interaction Engagement

Targeted Results

Detailed info

•  Outlook & Advice on new developments

•  Sharing best practices

•  Executive training

•  Team training •  Alignment of

company wide initiatives

Eyes & ears looking forward

Up to speed Embedded

Advisor Apps/

Campaigns Content (Daily)

Ads Media / Metrics

Innovation Training / Education

The world is changing

We are more and more connected And we share more and more

Sharing & Connecting

Connecting all

the time

What happens in Vegas…

stays on

There was 5 exabytes of information

created between the dawn of

civilization through 2003

but that much information is now

created every 2 days, and the pace

is increasing...

Eric Schmidt - Google

We trust each other

We trust friends instead of brands

Use the

potential of

friends

Social Proof

Following others, copying actions of others or being influenced by it, because the perception is that others have more knowledge

friends friends of friends

So what is Social Media?

Friends talking to (more) friends in new ways

Goal for you:

•  To understand what people are talking about

•  Let them talk about you

•  Amplify what is being said

•  Convert into action & loyalty

Who is it about?

The value of a fan

Fans are high-value customers •  Extra Incremental sales

Fans purchase 2x as much (study of 73 brands across 13 categories)

•  Increased Loyalty

Build a deeper relationship over time and retain loyal customers

•  Continuous and direct feedback

Fans giving real-time feedback that helps improve your product and brand

Fans influence their friends •  Associate your brand with their identity

Fans choose to associate your brand with their identity

•  Generating extra reach

Fans share with their friends and generate stories when they interact with you:

Fans have an average of 34-89 friends you can reach

•  Promote stories from fans to their friends

Social ads increase ad recall by greater than 50% according

to Nielsen studies

Input from Facebook | Nielsen | Comscore

What can you achieve?

Goals you can achieve

Reaching a large targeted audience

Impact and conversations around your brand

Conversion / Loyalty

Consumer Insights

Social Media

Social Media users

> 500 mln users

> 400 mln users

> 150 mln users

> 100 mln users

> 25 mln users

> 70 mln blogs

> 1 bln users

Most of online time spent on Facebook

> 1 bln users

> 604 mln

mobile

< 7 mln NL users

58% comes

everyday

Avg 130 friends

300 mln photos per day

Facebook dominant in European Countries

Facebook Users in European Countries (mln)

Facebook fans over 45 years

Facebook Fans in European Countries over 45 years (mln)

Many Golf Fans to target

Facebook Golf Fans in European Countries (x1000)

Why Facebook?

•  Most time spent there

•  Targeting possibilities are excellent

•  Mechanism of sharing content

•  Consumer approval through ‘likes’, ‘comments’, ‘shares’, etc

•  Possibility for amplification of conversations

•  Interaction possibilities

What do you do?

What do you do

Conversations

Amplifying the conversations

The right apps / tools / offers to get interaction

Insights to keep learning

It all starts with the conversation

•  Facebook is ‘all about connecting’ and building relationships with each other

•  Brands compete with friends

•  ‘Lightweight & Conversational’ campaigns work best on Facebook

Brand want to reach their (potential) fans

•  Visual content works best on Facebook

Conversations are the new way to build & cement relationships

Many light weight interactions

‘intensive’ interactions

deliver spikes

Intensity

relationships Relationships

But how?

Converstation Calendar [template]

Steps to Conversation Calendar

Brand & Business Strategy

Brand & Business Needs

Consumer Target segments

Consumer Target Insights

Analyse Facebook Activiteiten

Analyse Interest Facebook Fans

Key Insights Facebook Persona’s

Facebook Consumer Persona’s

Content Theme

Conversation Calendar

Dashboard

•  It all starts with your consumers

•  Make sure they start talking about you

•  Amplify what they are saying (targeting with ads)

•  Make sure you focus on interaction

•  Focus on interactive visual content

•  Set up a conversation calendar

•  Remember your amongst your consumer and his friends

Roderick Cremers Roderick@FreshBridge.nl

06 51 82 10 45

Social Media Fundamentals - EGCOA 2012

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