Social Mediaby SanderVanLingen @
Social Media
Internet & Web 2.0 techniques
= Communicate
= Participate
= Share
= User-generated content
"een groep internetapplicaties die gebruik maken van de ideologie en de technologie van Web 2.0 en de creatieve uit wisseling van User Generated Content” (bron Kaplan & Michael, 2010)
Social Media - Functions
= (micro) Blogging
= Co-creation
= Podcasting
= Reviews & ratings
= Share
= Tagging
Social Media – Why?
the Labor force is increasing
Social Media – Why?
the next generation on the Labor force is on social media
Social Media – Why?
Traffic from Social Media > Google
Social Media Landscape
Social Media – Rules!
B – your self
B – responsible
B – honest
B – respectful
B – critical (also on yourself)
B – transparent (fact vs opinion)
B – professional
B – relevant, add value & share your source
B – aware of laws & restrictions
B – part of the dialog
Social Media Strategy Steps
Step 1. Investigate
Listen
= who talks about you
= what is the sentiment
= where are they talking about
= who are the influencers
= what interests them
= what are the opportunities or threats
Do not forget to investigate your competitors
Step 2. Plan
a. Set goals
b. Set targets
c. Choose your ‘Social’ Marketing Mix (SMM)
d. Align your process & tools
Step 3. Execute
a. Create your base & activate tools
b. Create content
c. Communicate (AIDA)
d. Engage
e. Continue
f. Measure
Step 3. Execute
Step 3. Execute - Engage
Step 4. Evaluate – Return On Influence
Reach x FrequencyTime Spent
Influence =
Return = Conversion & online sentiment
Increase the Return – by increasing the Engagement > interest your target group – 2 – increase reach > start communicating – 2 – create the like-factor