Delaware - introduction in social media. Opportunities B2B

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Successful with social media

Stefaan Lammertyn - Pixular - @slk8500Monday 11 June 12

Monday 11 June 12

Stefaan Lammertyn - Pixular - @slk8500Monday 11 June 12

Monday 11 June 12

Websites

Content Management Systemen (CMS)

E-mail marketing

Hosting

Social Media

Stefaan Lammertyn & Patrick Maes

stefaan@pixular.be051 25 46 44

www.pixular.be

Monday 11 June 12

Foto: Mieke Verhelle - KWMonday 11 June 12

Monday 11 June 12

http://lyricsfever.net/

Full house, empty house...

Monday 11 June 12

Program

1. We are halfway...

2. Social media? Definition & Findings

3. Can’t see the wood for the trees

4. Twitter/LinkedIn/Facebook: tip of the iceberg

5. Opportunities & Pitfalls

6. On your marks, get set, GO

Monday 11 June 12

WHO LOOKS FOR IT, WILL FIND IT

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#SM4KMOMonday 11 June 12

Looking for a needle in a haystack &finding the farmer’s daughter instead

Pek van Andel

SERENDIPITY

Monday 11 June 12

Photo by TheAlieness GiselaGiardino²³ - http://flic.kr/p/5Rz9GMonday 11 June 12

There was a time...

#01 > We are halfway...

Monday 11 June 12

WE ARE HALFWAY

#01 > We are halfwayMonday 11 June 12

Digital is the new normal

#01 > We zijn halfweg#01 > We are halfwayMonday 11 June 12

Photo by Dhammika Heenpella / Images of Sri Lanka - http://flic.kr/p/7g7nSm

#01 > We zijn halfweg#01 > We are halfwayMonday 11 June 12

WHAT ARE SOCIAL MEDIA?

“Social media are the online tools and platforms that people use to share their

opinions, insights and experiences.”

#02 > Social media: Definition & Findings

Monday 11 June 12

EU: 232 million US: 222 million ASIA: 219 million

Monday 11 June 12

Facts & figures

• Growth!

• On average 55 minutes/day on Facebook

• 65% of TOP100 companies on Twitter

• all ages use this kind of media 7 > 100

Monday 11 June 12

Findings

#02 > Sociale media: Definitie & Vaststellingen#02 > Social media: Definition & FindingsMonday 11 June 12

Vaststellingen

#02 > Sociale media: Definitie & Vaststellingen#02 > Sociale media: Definitie & VaststellingenMonday 11 June 12

Monday 11 June 12

#02 > Sociale media: Definitie & Vaststellingen#02 > Sociale media: Definitie & VaststellingenMonday 11 June 12

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In our time...

Voortrekkers...https://www.facebook.com/profile.php?id=100001150301851

https://www.facebook.com/profile.php?id=100001150301851Monday 11 June 12

THEN... NOW

45#02 > Sociale media: Definitie & Vaststellingen#02 > Social media: Definition & Findings

http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012

Computing devices

Monday 11 June 12

THEN... NOW

Connectivity

Monday 11 June 12

THEN... NOW

Life Stories

Monday 11 June 12

THEN... NOW

News & Information

Monday 11 June 12

THEN... NOW

Note Taking

Monday 11 June 12

THEN... NOW

Education

Monday 11 June 12

THEN... NOW

Monday 11 June 12

THEN... NOW

Navigation

Monday 11 June 12

THEN... NOW

Business Collaboration

Monday 11 June 12

We want to share...#02 > Sociale media: Definitie & Vaststellingen#02 > Social media: Definition & Findings

Monday 11 June 12

Findings

The brand experience transcends the product level

Brand is Emotion!

Word of Mouth is World of MouthFan makes new Fans

New consumer is a Trend, not a hype

55#02 > Sociale media: Definitie & Vaststellingen#02 > Social media: Definition & FindingsMonday 11 June 12

Findings“Nothing influences a person more than the

recommendation of a trusted person” Marc Zuckerberg - Facebook

78% consumers believe

recommendations of others56#02 > Sociale media: Definitie & Vaststellingen#02 > Social media: Definition & Findings

Monday 11 June 12

http://visual.ly/social-media-and-maslow’s-hierarchy-needsMonday 11 June 12

58#05 > Kansen en Valkuilen

Opportunities of SM

Be there where your customers are!

Monday 11 June 12

#02 > Social media: Definition & Findings http://richardatdell.blogspot.be/Monday 11 June 12

Opportunities of SM

1. Branding

2. Leadgeneration - sales support

3. Recruiting & PR

4. Market research

5. Loyalty

60#02 > Social media: Definition & FindingsMonday 11 June 12

6. Internal communication

7. Competitive advantages

8. Showing expertise

61#05 > Kansen en Valkuilen

Opportunities of SM

#02 > Social media: Definition & FindingsMonday 11 June 12

BRANDING

62#02 > Social media: Definition & Findings

BRANDING

Monday 11 June 12

LEAD GENERATION

Monday 11 June 12

RECRUITMENT

Monday 11 June 12

Dare to ask your audience... RESEARCH

Monday 11 June 12

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CONNECTUPDATESHARELEARN

COLLABORATE

INTERNAL COMMUNICATION

Monday 11 June 12

BRANDINGExpertise

Monday 11 June 12

You know these...

#03 > Can’t see the wood for trees

Monday 11 June 12

#03 > Door het bos de bomen#03 > Can’t see the wood for treesMonday 11 June 12

CAN’T SEE THE WOOD FOR THE TREES

1. Blogs

2. Microblogs: Twitter - Yammer - ...

3. Social Networks: LinkedIn - Facebook - Google+- ...

4. Media Sharing: Youtube - Slideshare - Spotify - ...

5. Location Based apps: Foursquare

#03 > Door het bos de bomen#03 > Can’t see the wood for treesMonday 11 June 12

Monday 11 June 12

YOUTUBEMonday 11 June 12

4squareMonday 11 June 12

TWITTER

#04 > TwitterMonday 11 June 12

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CANCHANGE

YOURLIFE

Monday 11 June 12

Twitter

• Microblog

• Text message of the Internet

• Tweet = message < 140 characters

• Constant message flow

• Following = people you follow

• Followers = people following you

Microblog76#04 > Twitter#04 > Twitter

Monday 11 June 12

Jargon

• Users: @username ex. @slk8500

• ReTweet = Resend Tweet(RT)

77@SLK8500 www.pixular.be#04 > Twitter#04 > TwitterMonday 11 June 12

Jargon

• # HASHTAGS = Metadata = keyword#KortrijkXpo #PanoramaTV #TwitterABC

• @slk8500: public answer

• d slk8500: Direct Message - private...

78#04 > Twitter#04 > TwitterMonday 11 June 12

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6. ToekomstMonday 11 June 12

• On your PC/MAC or Smartphone

• www.twitter.com / search.twitter.com

• Application: Twitterbird/Tweetbot

• Combination: Hootsuite/Tweetdeck

Efficient twittering

• Tell others your story

• Better with Added Value

• Use links in your messages

• Ask questions & give answers

• Share your knowledge & insights

• TXS, be thankful - don’t forget your grandmother

Monday 11 June 12

#04 > Twitter#04 > TwitterMonday 11 June 12

Why using Twitter?

• Listening

• Learning and discovering/ People/ Things

• Ask Question #daretoask #dta

• Give & Receive

• Share knowledge > expert

• Be found! SEO

#04 > Twitter#04 > TwitterMonday 11 June 12

Monday 11 June 12

www.starttotweet.be

Monday 11 June 12

Networking is Just like Working

90#04 > LinkedIn#04 > LinkedInMonday 11 June 12

• Knowledge > Contacts

• Who knows who ?

• Professional use

• Status updates - recommendations - Q&A

Social Network

92#04 > LinkedIn#04 > LinkedIn

degrees of separation...

Monday 11 June 12

The strength of your network

Monday 11 June 12

LinkedIn > Network

• Seek and you shall find

• Contacts of contacts

• Join groups

• Recommendations

• Presentations

• Detect opportunities

96#04 > LinkedIn#04 > LinkedIn

Groups

Monday 11 June 12

LinkedIn > Network

• Personal invitations

• Dare to ask questions

• Be willing to give answers

• Build up!

• Observe the hygiene of your network

Networking

Pay for publishing jobsMonday 11 June 12

Vacatures betalend publicerenMonday 11 June 12

FACEBOOK

101#04 > FacebookMonday 11 June 12

Functions

• Latest news

• What are you doing? Schmoozing

• Invitation/Reminder

• Interaction > Feedback

• Draw attention

• Stay in touch...

102#04 > Facebook#04 > FacebookMonday 11 June 12

103#04 > Facebook#04 > FacebookMonday 11 June 12

Monday 11 June 12

PINTerestPINterest

107#02 > Sociale media: Definitie & Vaststellingen

Do you know ...?

Monday 11 June 12

Pitfalls

Monday 11 June 12

Reputation

• WHAT is being said about me ?

• WHO is saying it?

• WHAT action? How to follow up?

113#05 > Kansen en Valkuilen#05 > Odds and PitfallsMonday 11 June 12

7 out of 10messages onsocial mediaare positive

Monday 11 June 12

ReputationThe internet never forgets!

115#05 > Kansen en Valkuilen#05 > Odds and PitfallsMonday 11 June 12

About BP but not from BP...116#05 > Kansen en Valkuilen#05 > Odds and Pitfalls

Monday 11 June 12

NO MAGIC BUT

STRATEGY

117#06 > On the line, get set, GOMonday 11 June 12

SocialMediaRoadmap

118#06 > On the line, get set, GOMonday 11 June 12

6. Toekomst

Leaflet & pills...

Helpful

Monday 11 June 12

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6. ToekomstMonday 11 June 12

Pixular.be

Pixular

Monday 11 June 12

To score, you must shoot

Monday 11 June 12

Photo by Peter E. Lee - http://flic.kr/p/7o45Qb

Customer connected Employees are your company’s rock stars

Monday 11 June 12

There is a secret to Twitter success and it’s the same secret for all of social media,

especially business social media:

wake up & write@gitomer

Monday 11 June 12

. . .Photo by janineomg - http://flic.kr/p/7Lsz4B

Monday 11 June 12

Photo by jpmatth - http://flic.kr/p/a8fjQQ

THOU SHALL LISTEN

Monday 11 June 12

It’s about conversations, and the best

communicators start as the best listeners

Brian SOLIS

Monday 11 June 12

LISTENING

• Name of organization

• Brands & Employees

• Programs

• Website

• Keywords from sector

• Colleagues & Competitors

Monday 11 June 12

LISTENING

• Let the technology work for you

• Monitoring

• Social Mention/Google Alerts

• Tracebuzz/Engagor

Monday 11 June 12

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THOU SHALL DETERMINE YOUR GOALS

Monday 11 June 12

• Increase customer satisfaction

• Visibility & name recognition

• Market research

• Expertise

• PR

• Recruitment

• Press

Commandment II: Thou shall determine your goalsMonday 11 June 12

Make sure your goals fit into the overall marketing strategy

of your company

Commandment II: Thou shall determine your goalsMonday 11 June 12

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THOU SHALL DEFINE YOUR

TARGET AUDIENCE

Monday 11 June 12

AUDIENCE

CustomersIndividuals

Prospects Press

Government

Young peopleSeniors

Consumers

Companies

Candidates

Commandment III: Thou shall define your targetsMonday 11 June 12

WHICH CHANNELS?

Monday 11 June 12

CHANNELS #04

Monday 11 June 12

THOU SHALL DEFINE YOUR BENCKMARKSPhoto by steve loya - http://flic.kr/p/2h3DRh

Monday 11 June 12

#05BENCHMARKS

• # website visitors

• # FB fans

• # Followers on Twitter

• Applies for information

• Mentions in the press

• ....

Monday 11 June 12

THOU SHALL ORGANIZEPhoto by police5151 - http://flic.kr/p/6gXUcq

Monday 11 June 12

ORGANIZE

• Support within the organization

• Sensitize ...

• SM-coordinator

• Guidelines

• Actions & reactions

Commandment VI: Thou shall organizeMonday 11 June 12

Social Media PolicyGood agreements = good friends!

Monday 11 June 12

Employees

Monday 11 June 12

No mother-in-law!

Monday 11 June 12

Trust creates Trust

Monday 11 June 12

Responsibility

Guidelines

Monday 11 June 12

Make one personSM-master

Monday 11 June 12

THOU SHALL INTEGRATEPhoto by Vermin Inc - http://flic.kr/p/4ymfpb

Monday 11 June 12

INTEGRATE

• Both offline and online

• Website - newsletter - ...

• Print

Commandment: Thou shall integrate social mediaMonday 11 June 12

Monday 11 June 12

LOOK FOR FANS/FRIENDS

FOLLOWERSPhoto by Anne Bennett - http://flic.kr/p/4mk5e8

Monday 11 June 12

F-FACTOR

• Word of mouth > world of mouth

• Who’s behind your company or brand?

• Go for partnership > ambassadors

• Support your fans!

Commandment: Look for fansMonday 11 June 12

Monday 11 June 12

TELL OTHERS YOUR STORY

Photo by Images by John 'K' - http://flic.kr/p/6kfzwS

Monday 11 June 12

CONVERSATION

• Detect interesting issues

• Intervene and help

• Give answers and dare to ask questions

Commandment IX: Thou shall start the conversationMonday 11 June 12

ORGANISEREN

THOU SHALL ANALYZE AND

ADJUSTPhoto by Willamor Media - http://flic.kr/p/88r8UC

Monday 11 June 12

OBSERVE

• SM is never off the air

• Objectives achieved?

• Why (not)?

• What didn’t we do right?

• Adjust where necessary

Commandment X: Thou shall analyze and adjustMonday 11 June 12

http://tomfishburne.com

Monday 11 June 12

Engagement

• Participation: listen - act - interact

• Compelling content

• Tell your story

Monday 11 June 12

ListenLearnEngage

Monday 11 June 12

exeptional living

Monday 11 June 12

And what have we learned today?

Monday 11 June 12

Create (Eva) Content for your

audience and make your audience Content

Monday 11 June 12

CONCLUSION

• Start listening

• Ensure added value

• Think before you Tweet

• Discover your place

• Search to find people/items

167#06 > Aan de lijn, klaar, start#06 > On the line, get set, GOMonday 11 June 12

CONCLUSION

• Don’t be boring, don’t start online arguments

• Watch your manners > grandmother!

• Respect 1 of 3 rule

• Help where you can

• Let everyone hear from you regularly

168#06 > Aan de lijn, klaar, start#06 > On the line, get set, GOMonday 11 June 12

And now, jump !

Monday 11 June 12

MAKE SURE SMDOESN’T

BECOME SM

Photo by philippe leroyer - http://flic.kr/p/8eArtT

Monday 11 June 12

Contact

Questions, comments or suggestions?

Stefaan Lammertyn/Pixular

stefaan@pixular.be

www.sm4kmo.be

Follow us on Twitter:@slk8500

#SM4KMO

Monday 11 June 12

Delaware - introduction in social media. Opportunities B2B

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