Social strategy some like it social

Social Media Strategy23 september 2010John Meulemans

vrijdag 24 september 2010

John Meulemans

12 years online marketing, 8 years entrepreneur

RTL, ATAG, Seat, Ubisoft, SAP

Social media strategy


#voicetec@j0hn


AGENDA


SOCIAL MEDIA

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6 REASONS

WHY YOU SHOULD CARE

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SOCIAL MEDIA LANDSCAPE QUIZ

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STRATEGY FOR THE SOCIAL WEB

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SOME STARTING POINTS

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4 THINGS

YOU CAN START WITH TODAY

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QUESTIONS

Kudo’s to @armano, @mzkagan & @owyang

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SOCIAL MEDIAvrijdag 24 september 2010

SO

CIA

L ME

DIA


not media'Websites' where people 'connect' and exchange 'information' in order to get what they want from each other.

SO

CIA

L ME

DIA


Isn’t that the entire internet?AKA: the social web

SO

CIA

L ME

DIA


When did that happen?A small test in observation

SO

CIA

L ME

DIA


6 REASONSvrijdag 24 september 2010

USERS OF SOCIAL TECHNOLOGY IN NLForrester Consumer Technographics Data 2009

81%19%

YES NO

Reason 1

WH

Y C

AR

E


BECAUSE SOCIAL NETWORKING IS THE MOST POPULAR ONLINE ACTIVITY

Forrester Consumer Technographics Data 2010

0%

5%

10%

15%

20%

25%

30%

SOCNETS GAMES E-MAIL

TIME SPENT ONLINE

Reason 2

WH

Y C

AR

E


http://www.marketingfacts.nl/berichten/20100804_40_procent_van_online_tijd_in_vs_naar_social_games_en_e-mail/

http://www.marketingfacts.nl/berichten/20100804_40_procent_van_online_tijd_in_vs_naar_social_games_en_e-mail/

Reason 3

BECAUSE PEOPLE DON’T TRUST COMPANIES

WH

Y C

AR

E


Reason 4W

HY

CA

RE


Reason 5

WH

Y C

AR

E


Reason 6BECAUSE YOU’RE ALREADY LATE

Dutch research by Linkedin 2010

WH

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http://www.mt.nl/94/21613/hrm/nederland-achterop-met-social-media.html

http://www.mt.nl/94/21613/hrm/nederland-achterop-met-social-media.html

SOCIAL MEDIA IS A FORCE TO BE RECKONED WITH


WH

Y C

AR

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FACT:PLAYTIME IS OVER*



TIME FOR A LITTLE QUIZ

LAN

DS

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PE


LAN

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THE SOCIAL MEDIA

LANDSCAPEQUIZ


LAN

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Question 1: Which one is true?

a) 60% is over 35 yearsb) 50% logs in every dayc) average 20 minutes per visitd) 70% of users is outside the US


LAN

DS

CA

PE

Question 2: Every ..... 24 hours of video is uploaded?

a) every dayb) every hourc) every minute

BTW: 100 million video’s are being watched every dayvrijdag 24 september 2010

LAN

DS

CA

PE

Question 3: How many pics are on Flickr?

a) 2 miljardb) 4 miljardc) 15 miljard


LAN

DS

CA

PE

Question 4: What do Lostpedia, Wookiepedia and Trivialibrary have in common?

a) they’re made by brandsb) they’re episodes of Lost c) they’re wiki’s

BTW: There are more than 13 million articles on Wikipediavrijdag 24 september 2010

LAN

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CA

PE

My favourite wiki


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Question 5: What’s the average number of tweets per day?

a) 5.000.000b) 10.000.000 c) 45.000.000d) 65.000.000

BTW: Average TPS: 750, with current record 3.085 (Lakers-Celtics)vrijdag 24 september 2010

LAN

DS

CA

PE

Question 6: Which one is about Last.fm?

a) recommendationsb) events c) scrobblingd) all of the above

BTW: Last.fm now has 25 million users and covers 7 million tracksvrijdag 24 september 2010

LAN

DS

CA

PE

Question 7: Number of HULU streams in april 2010?

a) 63.000.000b) 373.000.000 c) 958.000.000

BTW: Google video streams in April 2010: 13.087.462.000vrijdag 24 september 2010

Question 8: Which Foursquare stats are true?

a) 99% have checked in at least onceb) 79% have checked into 25 different venues c) 77% have checked in 30 or more times in a monthd) All of the above

BTW: 3 million users August 2010, grows with 180.000 users every 10 days

LAN

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Question 9: What are the similarities in all examples?

It’s a new culture of sharing:1: More and more people go online worldwide2: Widespread use of social networking sites3: Rise of sharing in general

It’s about sharingPeople 'connect' and exchange 'information'

LAN

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STRATEGYFOR THESOCIAL WEB

Strateg

y


FIRST:

Strateg

y


SECOND:

Strateg

y

IT CONCERNS THE WHOLE COMPANYvrijdag 24 september 2010

R&D PRIT HR SALES MARKETING CUSTOMERSERVICE

Social media touches all of these

Strateg

y


FINALLY:

Strateg

y

ENGAGE IN THREE STEPSvrijdag 24 september 2010

STEP ONEMONITOR YOUR BRAND

Strateg

y


STEP TWOSET YOUR OBJECTIVES

Strateg

y


STEP THREEFOSTER DIALOGUE

Strateg

y


So who likes pizza

Strateg

y


STEP ONEMONITOR YOUR BRAND

Strateg

y


WHERE ARE YOUR CUSTOMERS

Strateg

y


WHAT ARE THEY SAYING

Strateg

y


WHAT’S THE SENTIMENT

AND IS IT SHIFTING

Strateg

y


WHAT ARE BENCHMARKS

Strateg

y


IDENTIFY HOTSPOTS & INFLUENCERS

Strateg

y


FREEBIE: GOOGLE ALERTS, SOCIALMEDIACHECK.NL

Strateg

y


PROFESSIONAL: ATTENTIO, RADIAN6

@VOICETEC

Strateg

y


STEP TWOSET YOUR OBJECTIVES

Strateg

y


RESEARCH

Strateg

y


MARKETING & SALES

Strateg

y


SUPPORT

Strateg

y


INNOVATION

Strateg

y


Case: AlliResearch

Strateg

y


Case: WallmartMarketing & Sales > Ambassador Program

Strateg

y


Case: DellMarketing & Sales

Strateg

y


Case: StarbucksMarketing & Sales > Loyalty Programs

Strateg

y


Case: StarbucksMarketing & Sales > Loyalty Programs

Strateg

y


Case: BlendtecMarketing & Sales

Strateg

y

Omzet x 500%


Case: ZapposSupport

Strateg

y


Case: Fiat mioInnovation > crowdsourcing & co-creation

Strateg

y


STEP THREEFOSTER DIALOGUE

Strateg

y


DEFINE YOUR RELEVANCE

Strateg

y


CREATE VALUE

Strateg

y


ENGAGE & INVOLVE

Strateg

y


BE REMARKABLE

Strateg

y


THINK CONVERSATIONS

NOT CAMPAIGNS

Strateg

y


SOMESTARTINGPOINTS

Starting

po

ints


Let go the idea of controlAdmit: you never had it anyway

Starting

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ints


Social media policyWhen, who, where, how to engage, authority

Starting

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ints

Check out: http://policytool.netvrijdag 24 september 2010

http://policytool.net








Dedicated personnellow cost, high engagement

Starting

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Organizational modelCurrent model > desired model : Cultural change!

Starting

po

ints

Check out for more info: http://bit.ly/awPFz1vrijdag 24 september 2010

http://bit.ly/awPFz1








Pollinate the webBut keep platforms manageable

Starting

po

ints


Keep monitoringShare feedback on buzz, sentiment, hotspots

Starting

po

ints


Internal communicationAnd motivation > share succes > involve MT

Starting

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Evaluate every six monthsFollow success

Starting

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ints


Avoid shiny object syndromeIf possible: integrate with current software

Starting

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Think about measuring ROISales, leads, likes, followers, engagement, loyalty, trust, cost reduction, satisfaction, NPS, exposure

Starting

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4 THINGSYOU CAN START WITH TODAY

Starting

po

ints


Start monitoringwith the ‘free stuff’ like Google Alerts, Tracebuzz

Start to

day


Start a taskforceWith representatives from every department

Start to

day


Start thinking about objectivesAnd how to be relevant

Start to

day


Start claiming your domainsnamechk.com

Start to

day


ANYQUESTIONS


BUSINESS CARD =

PRESENTATIONvrijdag 24 september 2010

THANKYOUhttp://nl.linkedin.com/in/johnmeulemanssomelikeitsocial.comtwitter: j0hn


http://nl.linkedin.com/in/johnmeulemans

http://nl.linkedin.com/in/johnmeulemans

http://www.somelikeitsocial.com

http://www.somelikeitsocial.com

http://twitter.com/j0hn

http://twitter.com/j0hn

Social strategy some like it social

Documents

agenda vrijdag

miljard vrijdag

reasons vrijdag

observation vrijdag

owyang vrijdag

j0hn vrijdag

wikipedia vrijdag

today vrijdag