Roderick Cremers Social Media Fundamentals

FreshBridge confidential © 2012

Roderick Cremers

[email protected]

+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

FreshBridge confidential © 2012 5

Sharing & Connecting


Connecting all

the time


What happens in Vegas…

7

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

10

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

21

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

25

Facebook Users in European Countries (mln)


Facebook fans over 45 years

26

Facebook Fans in European Countries over 45 years (mln)


Many Golf Fans to target

27

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

28


What do you do?


What do you do

30

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

33

‘intensive’ interactions

deliver spikes

time

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

Content Theme

Content Theme

Content Theme

Content Theme

Conversation Calendar

Dashboard

1 2

3

4

5 6


•  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

Recap


Roderick Cremers [email protected]

06 51 82 10 45

44

Roderick Cremers Social Media Fundamentals

Business

roderick cremers

social media

content theme

1 bln users

freshbridge

european countries

conversation

facebook fans