20130122bpostsocialmediaday
TRANSCRIPT
RECRUITMENT OR
LOYALTY?
JOKE CLAESSEN
BRAND RELATIONSHIP BUILDER
BPOST MEDIA&SOCIAL DAY, 29TH OF JANUARY 2013
RECRUITMENT &
LOYALTY!
JOKE CLAESSEN
BRAND RELATIONSHIP BUILDER
TODAY WE ARE GOING TO TALK ABOUT GATEWAYS…
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PEOPLE have become the gateway to other
people, by their influence power in their personal communities.
YOU
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STORIES are the gateway to your brand.
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STORIES ABOUT
Your
accomplishments Your members, readers, …
Your
personnel Your fans
You
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So we need to
BECOME
and
FIND
inspiring
STORYTELLERS
1.HOW TO FIND
THE MOST VALUABLE TARGET GROUP IN A
STORYTELLING INFLUENCE WORLD?
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Our target is
no longer our
end destination.
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Our target is
our entry point, our gatekeeper
to his community.
He shares
our stories and
influences others.
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core ambassadors
misers influencers
LIFETIMEOR
FINANCIALVALUE
High
SOCIAL VALUE
High
Data!
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Look at what your target group “buys” or spends
&Track their behavior: their sharing, telling, liking, forwarding, replying, …
IT’S ABOUT
BUILDING RICH CONVERSATIONS.
FROM PEOPLE TO PEOPLE TO PEOPLE
2.HOW TO BECOME
THE MOST INSPIRING STORYTELLERIN A
STORYTELLING INFLUENCE WORLD?
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DON’T UNDERESTIMATE
THE POWER
OF STORY-TELLING
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You all write
stories…
Everyday.
Re-write them,
own them,
share them.
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AUTHENTICITY
ADDED VALUE
RELEVANCE
ENTERTAINMENT
BE PERSONAL
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Start from consumer needs
Use pen&paper
adapted to media &
device
Create ONEcaptivating
story
Use people’s language
Facilitate sharingMix channels&
formats
Have a story strategy
Trigger
interaction
& conversation
AND WHAT ABOUT THE BEST STORY CHANNELS?
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BUT BEWARE!
YOU ARE NOT THE AUDIENCE
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YOU CAN ONLY BE
A RELEVANT TALKER
IF YOU ARE AN
INTERESTED
LISTENER.
