Social Media Marketing and Strategy
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![Page 1: Social Media Marketing and Strategy](https://reader033.fdocuments.net/reader033/viewer/2022051819/54c91ae34a7959057e8b4617/html5/thumbnails/1.jpg)
exploring the social media landscape
Social Media Part II
@danielspronk
@erwinelling
![Page 2: Social Media Marketing and Strategy](https://reader033.fdocuments.net/reader033/viewer/2022051819/54c91ae34a7959057e8b4617/html5/thumbnails/2.jpg)
1. Social networks2. Communication
3. Media
Channel categories
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LinkedIn, Facebook, Hyves
1. Social Networks
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Linked
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LinkedInonline business profiles
platform for networking
platform for recruitment
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Stats51 million users as of November ’09
28% senior executives
the Netherlands:
• ranks #16 in November 09
• approx. 1,5 million users
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Profiles
Personal branding
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Business Networks
Stay up-to-date of what happens in your network
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Communities formed around events and topics
Platform for networking
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Recruitment tools, Recruiment Campaigns etc.
Recruitment Platform
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Increased visibility and targeting for your company
Company Branding
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Hyvesonline personal profiles
platform for relational interaction
largest Dutch social network
![Page 14: Social Media Marketing and Strategy](https://reader033.fdocuments.net/reader033/viewer/2022051819/54c91ae34a7959057e8b4617/html5/thumbnails/14.jpg)
Stats9,4 million users6,5 billion monthly pageviews350K daily scraps
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7 million views within 7 days
Dutch Government Campaign
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Perfect platform for targeting youth
Data research campaign
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Facebookonline personal activity
platform for sharing emotions and information
largest social network in the world (excl. China)
![Page 19: Social Media Marketing and Strategy](https://reader033.fdocuments.net/reader033/viewer/2022051819/54c91ae34a7959057e8b4617/html5/thumbnails/19.jpg)
Stats300+ million users
25% age 35+ >150% growth
the Netherlands, November ’09:
• site ranks #8
• 1,6 million users
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Focused on (popular) friends activity
Activity stream
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Company branding on Facebook
SAS’ Facebook Page
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Product launch on Facebook
PALMs Facebook Page
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2. Communication
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Blog Platforms
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Company blogs
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Personal (employee) blogs
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micro-blogging
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Stats50 million users9 million users added each month150 million visits80% use is mobile
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like a blog post, but just 140 characters
Tweet
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What are your friends saying?
Activity Stream
![Page 34: Social Media Marketing and Strategy](https://reader033.fdocuments.net/reader033/viewer/2022051819/54c91ae34a7959057e8b4617/html5/thumbnails/34.jpg)
Press releases, customer interaction etc.
Companies on Twitter
![Page 35: Social Media Marketing and Strategy](https://reader033.fdocuments.net/reader033/viewer/2022051819/54c91ae34a7959057e8b4617/html5/thumbnails/35.jpg)
Personal/Company Branding, customer interaction etc.
Executives on Twitter
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3. Media
![Page 37: Social Media Marketing and Strategy](https://reader033.fdocuments.net/reader033/viewer/2022051819/54c91ae34a7959057e8b4617/html5/thumbnails/37.jpg)
![Page 38: Social Media Marketing and Strategy](https://reader033.fdocuments.net/reader033/viewer/2022051819/54c91ae34a7959057e8b4617/html5/thumbnails/38.jpg)
Stats1 billion views a day700K views a minute#3 site in the Netherlands
![Page 39: Social Media Marketing and Strategy](https://reader033.fdocuments.net/reader033/viewer/2022051819/54c91ae34a7959057e8b4617/html5/thumbnails/39.jpg)
Company branding, analytics and monitoring tools
Branded Channels
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Campaigns with support for competitions
3M’s Branded Channel
![Page 41: Social Media Marketing and Strategy](https://reader033.fdocuments.net/reader033/viewer/2022051819/54c91ae34a7959057e8b4617/html5/thumbnails/41.jpg)
Example
Royal Dutch Navy Branded Channel
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Stats23 unique monthly visitors60 million monthly viewsthe Netherlands: • 500K+ monthly views • 200K+ monthly visits
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the ‘YouTube of presentations’
Slideshare
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Example: Adobe for their product Acrobat
Company Profiles
![Page 46: Social Media Marketing and Strategy](https://reader033.fdocuments.net/reader033/viewer/2022051819/54c91ae34a7959057e8b4617/html5/thumbnails/46.jpg)
Example: Aegon Bank
Company Profiles
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Want to jump on?
![Page 48: Social Media Marketing and Strategy](https://reader033.fdocuments.net/reader033/viewer/2022051819/54c91ae34a7959057e8b4617/html5/thumbnails/48.jpg)
part of your Online Marketing Strategy
Social Media
![Page 49: Social Media Marketing and Strategy](https://reader033.fdocuments.net/reader033/viewer/2022051819/54c91ae34a7959057e8b4617/html5/thumbnails/49.jpg)
Online strategy
MARKETING CHANNELS
ASSETS
GOALS
E-mail lists
Social Media
Virals
Natural search (SEO)
Paid Search (PPC)
Corporate website
Recruitmentwebsite
Social mediaportal
Campaign website
Banners
![Page 50: Social Media Marketing and Strategy](https://reader033.fdocuments.net/reader033/viewer/2022051819/54c91ae34a7959057e8b4617/html5/thumbnails/50.jpg)
Social Media just another marketing channel?
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1. Public Relations
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Using twitter for news distribution
Local Dutch Police Departments
![Page 53: Social Media Marketing and Strategy](https://reader033.fdocuments.net/reader033/viewer/2022051819/54c91ae34a7959057e8b4617/html5/thumbnails/53.jpg)
2. Customer Service
![Page 54: Social Media Marketing and Strategy](https://reader033.fdocuments.net/reader033/viewer/2022051819/54c91ae34a7959057e8b4617/html5/thumbnails/54.jpg)
Web care team is more effective than call center
Dutch ISP UPC
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3. Loyalty-building
![Page 56: Social Media Marketing and Strategy](https://reader033.fdocuments.net/reader033/viewer/2022051819/54c91ae34a7959057e8b4617/html5/thumbnails/56.jpg)
Turning negative experiences in wow experiences
Create evangelists
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4. Recruiting
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Long term social media strategy
Deloitte
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Long term social media strategy
Deloitte
![Page 60: Social Media Marketing and Strategy](https://reader033.fdocuments.net/reader033/viewer/2022051819/54c91ae34a7959057e8b4617/html5/thumbnails/60.jpg)
Long term social media strategy
Deloitte
![Page 61: Social Media Marketing and Strategy](https://reader033.fdocuments.net/reader033/viewer/2022051819/54c91ae34a7959057e8b4617/html5/thumbnails/61.jpg)
Long term social media strategy
Deloitte
![Page 62: Social Media Marketing and Strategy](https://reader033.fdocuments.net/reader033/viewer/2022051819/54c91ae34a7959057e8b4617/html5/thumbnails/62.jpg)
Long term social media strategy
Deloitte
![Page 63: Social Media Marketing and Strategy](https://reader033.fdocuments.net/reader033/viewer/2022051819/54c91ae34a7959057e8b4617/html5/thumbnails/63.jpg)
Short term campaign using social media
Dutch Hospital
![Page 64: Social Media Marketing and Strategy](https://reader033.fdocuments.net/reader033/viewer/2022051819/54c91ae34a7959057e8b4617/html5/thumbnails/64.jpg)
5: NETWORKING5. Networking
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Connect with peers, build your brand
LinkedIn Answers
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6: THOUGHT-LEADERSHIP6. Thought Leadership
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share, share, share
Thought Leadership
![Page 68: Social Media Marketing and Strategy](https://reader033.fdocuments.net/reader033/viewer/2022051819/54c91ae34a7959057e8b4617/html5/thumbnails/68.jpg)
be insightfulalways be about solutions
ask questions about the futureshare important researchreveal field insightsbe responsive
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AND CUSTOMER ACQUISITION!
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What doesSocial Media cost?
![Page 71: Social Media Marketing and Strategy](https://reader033.fdocuments.net/reader033/viewer/2022051819/54c91ae34a7959057e8b4617/html5/thumbnails/71.jpg)
1. It takes people2. It takes technology3. It takes time
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Investment in people and technology
Your Blog
Social Media Channels
activity content & media
![Page 73: Social Media Marketing and Strategy](https://reader033.fdocuments.net/reader033/viewer/2022051819/54c91ae34a7959057e8b4617/html5/thumbnails/73.jpg)
Your BlogPORTAL
&BRANDED CHANNELS
Social Media development trajectory
Investment in people
![Page 74: Social Media Marketing and Strategy](https://reader033.fdocuments.net/reader033/viewer/2022051819/54c91ae34a7959057e8b4617/html5/thumbnails/74.jpg)
Traffic Traffic Traffic Traffic
Traffic Traffic Traffic Traffic
PORTALCorporate Website
BLOG
Portal & Branded Channels
![Page 75: Social Media Marketing and Strategy](https://reader033.fdocuments.net/reader033/viewer/2022051819/54c91ae34a7959057e8b4617/html5/thumbnails/75.jpg)
6 steps for a soundSocial Media strategy
![Page 76: Social Media Marketing and Strategy](https://reader033.fdocuments.net/reader033/viewer/2022051819/54c91ae34a7959057e8b4617/html5/thumbnails/76.jpg)
1. Learn
2. Listen
3. Set Goals
4. Plan
5. Execution
6. Measure
6 steps for your Social Media plan
![Page 77: Social Media Marketing and Strategy](https://reader033.fdocuments.net/reader033/viewer/2022051819/54c91ae34a7959057e8b4617/html5/thumbnails/77.jpg)
1. Learnwhat is Social Media?
![Page 78: Social Media Marketing and Strategy](https://reader033.fdocuments.net/reader033/viewer/2022051819/54c91ae34a7959057e8b4617/html5/thumbnails/78.jpg)
2. Listenwhat’s happening around your brand?
![Page 79: Social Media Marketing and Strategy](https://reader033.fdocuments.net/reader033/viewer/2022051819/54c91ae34a7959057e8b4617/html5/thumbnails/79.jpg)
3. Set Goalspart of your overall marketing strategy
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4. PlanWho, what, which channels, trajectory
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5. Executiondon’t forget offline!
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6. Measureset metrics aligned to your goals
![Page 83: Social Media Marketing and Strategy](https://reader033.fdocuments.net/reader033/viewer/2022051819/54c91ae34a7959057e8b4617/html5/thumbnails/83.jpg)
1. Learn
2. Listen
3. Set Goals
4. Plan
5. Execution
6. Measure
6 steps for your Social Media plan
![Page 84: Social Media Marketing and Strategy](https://reader033.fdocuments.net/reader033/viewer/2022051819/54c91ae34a7959057e8b4617/html5/thumbnails/84.jpg)
Total Experience can help you with:Social Media Strategic PlanSocial Media TrainingSocial Media PolicyChannel Training (Twitter, LinkedIn etc.)Consultancy and Support servicesDevelopment (ie. Social Media News Room)Analytics services
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@danielspronk
@erwinelling