Een Digitaal Marketing Plan in 100 Dagen Door Bert Van Wassenhove youtu.be/BQarq8AM10k
Social media conversaties @ De Marketing Dagen
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Transcript of Social media conversaties @ De Marketing Dagen
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Marketingdagen 2012
Social Media Conversaties
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Antal de Waij
Geboren 30 B.G.
Actief op Internet sinds 1994
Managing Partner
Engagement Media BV
Social Media Strategie &
Online Community Management
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Introducing…; Engagement Media
Social Media Scan
Social Media Concepts
Social Media Mix
Mediaplanning
Social Media Guidelines
Storytelling
Platform Development
Community Building
Content Creation
Social media Activation
Social Customer Service
Webcare
Reputation Management
Werving, Selectie &
Detachering
Community Managers
Social Media Training
LinkedIn Workshop
Twitter Workshop
Webinar
Strategie
1
Online Community
Management
2
Services
3
Consultancy & Policy
Concepting
Social Media Guidelines
Social Media Activation
Webcare
Customer Service
Social Media People
Social Media Education
Social Media Meetups
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Interim Community Management voor Events
4
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Het is een gesprek
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Conversaties met klanten en medewerkers
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Doelstelling A
Voorbereiding B
Social Media = Content Marketing C
Engagement D
Wie moet dat doen? E
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Conversaties met klanten en medewerkers
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Doelstelling A
Voorbereiding B
Social Media = Content Marketing C
Engagement D
Wie moet dat doen? E
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Social Media Process
v04
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Social Media
Social Media inzet naar Customer Lifecycle
Events / Fanpages
Call Center
DM / Retail
Internet
RTV, Print, Outdoor
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Klanten Base
Prospects
Leads
Awareness
Onderhoud
Storytelling
Social networks
Reputation mngmt
Webcare
Community Mngt
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Acquisitie Customer Lifecycle
Onderh
oud
Kla
nte
n B
ase
Pro
spects
Leads
Aw
are
ne
ss
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Marketing Funnel
Awareness
Consideration
Preference
Action
Loyalty
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Recruitment Funnel
Attract
Source
Engage
Screen
Close
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Conversaties met klanten en medewerkers
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Doelstelling A
Voorbereiding B
Social Media = Content Marketing C
Engagement D
Wie moet dat doen? E
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Waarover moet je nadenken wanneer je start met Social Media
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Domein
Wat
Social Media
Mix
Waar
Format
Hoe
Programmering
Wanneer
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Voorbereidingen wanneer je start met Social Media
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Domein
Wat
Social Media
Mix
Waar
Format
Hoe
Programmering
Wanneer
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Vaststellen Domein
Domein
Mentaliteit
Toe-passingen
User Moments
Product
USP’s
Tone of Voice
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Waarover moet je nadenken wanneer je start met Social Media
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Domein
Wat
Social Media
Mix
Waar
Format
Hoe
Programmering
Wanneer
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Social Media Mix Consumer market
Key Faciliterend Website
Your Website
3rd party platforms
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Social Media Activatie more reach through networking
Your Website
Blogs
Video
Social Networks
$$$
Meetings
$$$
Document
sharing
Photo
Conversation
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Waarover moet je nadenken wanneer je start met Social Media
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Domein
Wat
Social Media
Mix
Waar
Format
Hoe
Programmering
Wanneer
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Format, een voorbeeld
1
2
Video
3
8 – 12
berichten per
dag
2 berichten
per week
1 x per week
90 minuten
Zelfde dag,
zelfde tijdstip
Zelfde dag,
zelfde tijdstip
#blad
#titel
Inclusief foto
Inclusief
verwijzingen
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Waarover moet je nadenken wanneer je start met Social Media
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Domein
Wat
Social Media
Mix
Waar
Format
Hoe
Programmering
Wanneer
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Plan
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Just do it
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Creativiteit
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Produce systematically
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Write
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Blog
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Film
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Photography
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Podcast
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Conversaties met klanten en medewerkers
35
Doelstelling A
Voorbereiding B
Social Media = Content Marketing C
Engagement D
Wie moet dat doen? E
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Content Marketing
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Awareness gaat over vindbaarheid
Awareness
Consideration
Preference
Action
Loyalty
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Video
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Enquetes
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Consideration gaat over informeren
Awareness
Consideration
Preference
Action
Loyalty
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Reviews
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Endorsements
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Demo’s
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Events
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Voorkeur gaat over transparantie!
Awareness
Consideration
Preference
Action
Loyalty
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Gamification
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Wiki
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Infographics
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VEH Stap 1; Installatie zonnepanelen
50
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Lijstjes
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Rate
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Dashboards
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Online
Calculator
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Rank
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(Trans)actie
Awareness
Consideration
Preference
Action
Loyalty
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Recommend
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Downloadable Vouchers
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Q&A
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Loyalty
Awareness
Consideration
Preference
Action
Loyalty
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Klant forum
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Zelf hulp programma’s
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Special
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Virtuele kadootjes
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Conversaties met klanten en medewerkers
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Doelstelling A
Voorbereiding B
Social Media = Content Marketing C
Engagement D
Wie moet dat doen? E
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Content categories
69
Engagement
Dynamic
Static
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Voorbeeld statisch bericht
70
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Voorbeeld dynamisch bericht
71
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Voorbeeld Engagement berichten
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Delete, brazillian waxing
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Etos: pink je pink actie
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Engagement : ETOS & Pink Ribbon Kleur je pink roze!
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Conversaties met klanten en medewerkers
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Doelstelling A
Voorbereiding B
Social Media = Content Marketing C
Engagement D
Wie moet dat doen? E
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5 C’s of Community Management
Context
Continuity
Community
Connectivity
Content
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Het kan best veel werk zijn
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En tijd-
rovend..
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1 day of our Community Managers
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Research & Analyze social media activity 1
Create Blogpost 2
Comment on Networks Facebook, LinkedIn, Hyves etc. 3
Search news article and place on Forum 4
Twitter: find followers, respond and monitor 5
Social Bookmarking minimum 5 per day 6
Connect and conversations 7
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Tot slot 5 tips
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Geef jezelf een duidelijke doelstelling A
Bereid je goed voor op het gesprek B
Maak content die past bij jouw doelstelling C
Het moet natuurlijk wel ‘engaging’ zijn D
Investeer in community management E
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Daar praat ik graag een keer verder over...