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Part of a seminar I organised with the Expertgroup Digital Marketing in Brussels early 2010. It holds a Belgian / Flemish view on social media marketing.
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Social Media MarketingListening
'Using social media to market your business is a good idea. Just don't plan on getting your
whizkid nephew to do it for free.'- BusinessWeek
Niets te zien? Klik dan op volgende link: http://www.youtube.com/watch?v=fshZCWLxzeQ
Numbers
Numbers
Listen and Analyse
• Listen before you speak• Analyse what you hear• Base your strategy on your analysis– Do you really need social media?– If so, which social media?– If so, what are your goals?
• Product improvement?• Notority?• Direct Sales?• …
• Trial and error (see: Teen Sex)
Whom are you listening to?
• It’s not because they don’t shout, you don’t need to listen
• Cfr: the Social Technographics Ladder from The Groundswell by Forrester.
• http://groundswell.forrester.com
Creators
Publish a blogPublish your own Web pagesUpload video you created Upload audio/music you createdWrite articles or stories and post them
The Social Technographics™ LadderCreators make social content go. They write blogs or upload video, music, or text.
Groups include people participating in at least one of the activities monthly.
Creators
Critics
Publish a blogPublish your own Web pagesUpload video you created Upload audio/music you createdWrite articles or stories and post them
Post ratings/reviews of products/servicesComment on someone else’s blogContribute to online forumsContribute to/edit articles in a wiki
Critics respond to content from others. They post reviews, comment on blogs, participate in forums, and edit wiki articles.
Groups include people participating in at least one of the activities monthly.
The Social Technographics™ Ladder
Creators
Critics
Collectors
Publish a blogPublish your own Web pagesUpload video you created Upload audio/music you createdWrite articles or stories and post them
Post ratings/reviews of products/servicesComment on someone else’s blogContribute to online forumsContribute to/edit articles in a wiki
Use RSS feedsAdd “tags” to Web pages or photos“Vote” for Web sites online
Collectors organize content for themselves or others using RSS feeds, tags, and voting sites like Digg.com
Groups include people participating in at least one of the activities monthly.
The Social Technographics™ Ladder
Creators
Critics
Collectors
Joiners
Publish a blogPublish your own Web pagesUpload video you created Upload audio/music you createdWrite articles or stories and post them
Post ratings/reviews of products/servicesComment on someone else’s blogContribute to online forumsContribute to/edit articles in a wiki
Use RSS feedsAdd “tags” to Web pages or photos“Vote” for Web sites online
Maintain profile on a social networking siteVisit social networking sites
Joiners connect in social networks like MySpace and Facebook
Groups include people participating in at least one of the activities monthly.
The Social Technographics™ Ladder
Creators
Critics
Collectors
Joiners
Spectators
Publish a blogPublish your own Web pagesUpload video you created Upload audio/music you createdWrite articles or stories and post them
Post ratings/reviews of products/servicesComment on someone else’s blogContribute to online forumsContribute to/edit articles in a wiki
Use RSS feedsAdd “tags” to Web pages or photos“Vote” for Web sites online
Maintain profile on a social networking siteVisit social networking sites
Read blogsWatch video from other usersListen to podcastsRead online forumsRead customer ratings/reviews
Spectators consume social content including blogs, user-generated video, podcasts, forums, or
reviews
Groups include people participating in at least one of the activities monthly.
This groupis under-
estimated
The Social Technographics™ Ladder
Creators
Critics
Collectors
Joiners
Spectators
Inactives
Publish a blogPublish your own Web pagesUpload video you created Upload audio/music you createdWrite articles or stories and post them
Post ratings/reviews of products/servicesComment on someone else’s blogContribute to online forumsContribute to/edit articles in a wiki
Use RSS feedsAdd “tags” to Web pages or photos“Vote” for Web sites online
Maintain profile on a social networking siteVisit social networking sites
Read blogsWatch video from other usersListen to podcastsRead online forumsRead customer ratings/reviews
None of the above
Inactives neither create nor consume social content of any kind
Groups include people participating in at least one of the activities monthly.
The Social Technographics™ Ladder
Creators
Critics
Collectors
Joiners
Spectators
Inactives
Publish a blogPublish your own Web pagesUpload video you created Upload audio/music you createdWrite articles or stories and post them
Post ratings/reviews of products/servicesComment on someone else’s blogContribute to online forumsContribute to/edit articles in a wiki
Use RSS feedsAdd “tags” to Web pages or photos“Vote” for Web sites online
Maintain profile on a social networking siteVisit social networking sites
Read blogsWatch video from other usersListen to podcastsRead online forumsRead customer ratings/reviews
None of the above
Groups include people participating in at least one of the activities monthly.
Taken together, these groups make up the ecosystem that forms the groundswell.
By examining how they are represented in any subgroup, strategists can determine which sorts of strategies make sense to reach their customers.
The Social Technographics™ Ladder
15%
19%
6%
18%
50%
43%
Creators
Critics
Collectors
Joiners
Spectators
Inactives
Base: European online consumersSource: European Technographics® Benchmark Survey, Q2 2008
The Social Technographics™ Ladder
Copyright: Havovubu - http://www.flickr.com/photos/havovubu/
Join the Crowd
Which Media are Social?
• WorLd of Mouth (The Conversation Manager)• Take Social Media in a broad sense• It’s about the beer, not the pub: the platform
is no more than a pub: popularity changes, but the beer stays the same.
• Next to Facebook and Twitter, you’ll find forums, blogs, websites, … (I call it ‘internet+’)
• You cannot just listen partially
Google Search
• In case you never did it, do some Google searches on your brand or other relevant keywords.
• Google is now indexing Facebook Status Updates
Google Search
• Take a look at the options – Recent results instead of most
relevant results (when you’re facing a crisis e.g.)
– Just for fun: check out the Wonder Wheel
Google Alerts
http://www.google.com/alerts
Your brand name Products Trademarks Competitors Clients CEO
Google Alerts
Google Alerts
• Input for your profile / Page
Google Alerts
• Join the discussion / restore mistakes
Socialmention
• Use real people for Profiles (not your brand name).• Get friends• Join some relevant Groups and Pages• Facebook Search:
– Updates: only results from your own friends– Groups and Pages: all results
Search for your brand and competors (// Google Alerts)
– Events: all results– Facebook Updates are now indexed by Google and Bing.
• Conversation is Key (see presentation by Nick)• Think about the Spectactors (zee The Groundswell)
- 140 characters- tweets + retweets- @-replies- Real time feel- a lot of marketeers
meer How-to filmpjes over Twitter vind je op YouTube
• Hashtags • url-shorteners (like bit.ly)• ‘tweets’ are temporary• Twitter Search– ‘Real Time Search’– Select ‘all languages’ in Twitter Search
• http://search.twitter.com/search?lang=all&q=zoekterm
– Tweets are now added to the Google Index
Tweetdeck
• Twitter is a very open platform with a lot of applications.
• Tweetdeck is one of the most popular apps.
• Also available for smartphones.
What else
• There probably are platforms/websites that are very relevant for your specific brand. Monitor them too:– Travel: tripadvisor.com– Finance: spaargids.be– …
Google Reader
• Lets you automate through rss-feeds• Use the orange icon• How to use Google Reader?
Niets te zien? Klik dan op volgende link: http://www.youtube.com/watch?v=PvKFP67GwSY
Google Reader
Andere tools
• Twithawk• Monitter• Grotere platformen:– Radian6– SM2– Zijn vaak geavanceerd en betalend.– Ideaal voor je tweede stap, of voor grote merken.– Best contact opnemen met een bureau voor de
implementatie
Case: Rabobank.be
• On December 31st an error occurred leading to a miscalculation of the taxes Rabobank.be had to deduct on the payable interest.
• 50% (about 75.000) of the clients were affected.
• Intrest payment started on December 31st at around 7pm.
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First reaction at 9.22 PM
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Some people do this at night
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Rabobank.be reacts at 10am on 1st January
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After thereaction the tone changed from very negative to rather positive.
So what happened next
10/04/2023 43
• Rabobank.be received 87 reactions + 5.702 readers• Whilst the tone was very aggressive in the beginning,
it became moderate and even positive once the bank engaged in the conversation.
• Even more important: on January 2nd RB was fully staffed to answer all the questions. It is very doubtful if, without monitoring Spaargids.be, we would even have been aware of the problem.
• Conclusion: Rabobank.be made a mistake, but people found a way of communicating. This was so positive, that there was no brand dammage.
Links
• What is Social Media? (Slideshare.net)• 20 gratis Buzz Monitoring tools (
econsultancy.com)• Groundswell (Forrester.com)• Presentations by Nick De Crock (
Slideshare.net)
