Today I presented my book "The Conversity Model" to my colleagues and advertisers at Sanoma Magazines.beSocial media change the way we work and do business. And what's more: they drive innovation. I illustrate my point with cases from conversity.be customers and internal social media / innovation projects at Sanoma Magazines Belgium.
Citation preview
Social media drives innovation
Business book
Versions:
The Conversity Model / Het Conversity Model
ePub, Kindle
Publishers:
Lannoo Campus (BE)
Spectrum (NL)
Josh Bernoff's Empowered
What do social media have that other media haven't got?
larger user volumes
higher user engagement
virality / power to mobilise
really detailed analytics
OBSERVATION CONVERSATION CONVERSION INNOVATION
OBSERVATION CONVERSATION CONVERSION INNOVATION
Monitoring: local search?
Social sentiment map
Facebook
Facebook in Belgium
Total Facebook Users: 3 947 88
Penetration of population: 37.87%
Position in the list: 28.
Penetration of online pop.: 48.66%
Facebook in Belgium
Facebook in Belgium
Facebook
Example: BMW BeLux
YouTube
YouTube Trends Dashboard
Flickr
Twitter audience
What are your objectives?
Coolness factor
Branding/awareness
Traffic to website
Relationship marketing
Sales
How will you measure succes?
???
Mentions
Referrers
Insights, optins
Sales, prospects, referrals
Coolness factor
Branding/awareness
Web traffic
Relationship marketing
Social CRM
Sales: to catch a lead in mid-air
OBSERVATION CONVERSATION CONVERSION INNOVATION
Social Media Plan
Not a mailing list
Conversation tactics
Blogstorm
OBSERVATION CONVERSATION CONVERSION INNOVATION
Page Contests
photo contests,
video contests,
design contests,
logo contests,
essay-based contests
Trigger: life stage
Flash sales
Active evaluation phase
Peer recommendations
Social graph recommendations
Social commerce
F-commerce
OBSERVATION CONVERSATION CONVERSION INNOVATION
Josh Bernoff's Empowered
1) empower your customers
2) empower your employees
HEROes
HERO stands for highly empowered and resourceful operatives.
They:
- know customer needs
- use tech to serve customers
- operate safely
4 tips from Empowered - Embrace new technologies - Encourage
experiments - Commit to collaborative systems - Spread best
practices