becoming a viral fraternity on social media
TRANSCRIPT
BECOMINGTHE VIRAL
FRATERNITY@NICKVINCKIER
@nickvinckier
Duval Union Consulting
Social Seeder NickVinckier.be
digital consultant
@nickvinckierAALST ;-)
Waarom is sociale media
belangrijk?@nickvinckier
@nickvinckier
Iedereen is op sociale media
aanwezig
@nickvinckier
@nickvinckier
12 ja
ar oud -
6,2 m
iljoen
13 ja
ar oud -
3 miljo
en
10 ja
ar oud -
1 miljo
en
6 jaar o
ud - 40
0 miljo
en
6 jaar o
ud - 30
0 miljo
en
4 jaar o
ud - 15
0 miljo
en
BELGISCHE CIJFERS WERELDWIJD
Social media is over the
@nickvinckier
hype cycle…
TRIGGER
PEAK OF INFLATED EXPECTATIONS
TROUGH OF DISILLUSIONMENT
SLOPE OF ENLIGHTENMENT
PLATEAU OF PRODUCTIVITY
@nickvinckier
Iedereen is op sociale media
aanwezig
We nemen sociale media
niet serieus
De mogelijkheden met sociale media zijn eindeloos
VAL OPEXPERIMENTEERPLAN
@nickvinckier
Iedereen is op sociale media
aanwezig
We nemen sociale media
niet serieus
De mogelijkheden met sociale media zijn eindeloos
A goal without a plan is just a wish
- some cheesy author
@nickvinckier
Stel doelen voorop en werk een minimaal plan uit
@nickvinckier
Retentie Imago
Awareness
Conversie
Onze club bekender
maken
Onze club een sexy imago geven
Meer leden en
sponsoring scoren
Onze leden inzetten als
ambassadeurs
@nickvinckier
DUDE, SRSLY…!? :S
boring
strategy
lulz
wtf
@nickvinckier
@nickvinckier
Bekijk je vereniging als een merk en gebruik je merk als hefboom
@nickvinckier
“Your fraternity as the most viral fraternity ever”
Becoming the viral fraternity
AmbassadorCollaboration
Accelerate your Growth
Grab the Opportunity
Set up the 8-loop
Disproportionate Relevant Content
Tools 2.0
The Poetry of the Post
@nickvinckier
SET UP THE
8-LOOP1
82 years
Medium
High
Intera
ction
2 weeks 2 months
Low
Duration
Owned ‘destinations’
(website)
Traditional channels
Social media
0a
WEBSITE
20% of our posts should contain a trigger to bring
people to the brand website.
The 8-loop
Owned ‘destinations’
(website)
Traditional channels
Social media
@nickvinckier
DISPROPORTIONATELY RELEVANT
CONTENT PLAN2
@nickvinckier
BEING RELEVANT IS NOT ENOUGH
YOU NEED TO BE
disproportionately RELEVANT
@nickvinckier
Your Organization
Target Group
LOOK FOR THE CONTENT SWEET SPOTDisproportionately relevant
@nickvinckier
LOOK FOR THE CONTENT SWEET SPOTDisproportionately relevant
@nickvinckier
LOOK FOR THE CONTENT SWEET SPOTDisproportionately relevant
@nickvinckier
If you are a wine brand, what can your story be?Disproportionately relevant & scaled up
@nickvinckier
THE POETRY OF THE POST 3
@nickvinckier
The right tone of voice
@nickvinckier
Create 'Remarkable Content'*
*things people like to give remarks about
@nickvinckier
Create 'Social Objects'*
*things people like to share with others
@nickvinckier
Seize 'The Moment'
@nickvinckier
Integrate new formats
That’s how you grab the attention
@nickvinckier
Integrate new formats
That’s how you grab the attention
10 REASONS WHY YOUR BRAND
SHOULD WORK WITH OUR FRAT
@nickvinckier
Use the ‘Snapchats’. Really!
New channels = New opportunities
GEBicky Burger
Location based filters
Use the ‘Snapchats’. Really!
@nickvinckier
BEME MUSICAL.LY ANCHOR
@nickvinckier
Imagine you want to make people recycle better
VS.
Would you upload a traditional spot on YouTube or go for a Vine activation?
@nickvinckier
Imagine you want to make youngsters responsible towards alcohol
VS.
Would you post research results or start a #challenge on Instagram?
@nickvinckier
Learn from the best!
Sinterklaas buys Coolblue for one million ginger nuts
@nickvinckier
SOCIAL GROWTH
ACCELERATION4
@nickvinckier
Followers don’t count.
Impressions do.
You need a bigger audience
@nickvinckier
The solution: FOLLOW INTERESTING PEOPLE
1. 66 vannieuwkerke
2. 61 hansderidder
3. 61 liavanbekhoven
4. 59 andremeganck
5. 59 abeelec
6. 59 wielerman (Renaat Schotte)
7. 58 alaingerlache
8. 57 marcelsel
9. 57 vadderi
10. 56 stvn
11. 56 obk
12. 55 filletk
13. 55 jslefebvre
14. 54 cauwelaert
15. 54 davanac
16. 53 michelhenrion
17. 53 le_bux
18. 53 sbailly
19. 53 mdevrieze
20. 52 bartvanbelle
21. 52 nanske
22. 52 kristofvds
24. 51 harald1989
25. 51 johannemontay
26. 50 dropje
27. 50 coolskat
28. 50 samynwetstraat
29. 50 listraet
30. 50 tomnaegels
31. 49 gemarkeerd
32. 49 fakerholic
33. 49 barteeckhout
34. 49 samfeys
35. 49 my_l
36. 48 rikea
37. 48 philbruafp
38. 48 kevin_major
39. 48 pvangompel
40. 48 frederiktibau
41. 47 grosfilley
42. 47 jandemol
43. 47 philaloux
44. 47 tomvandeweghe
45. 47 ezraeeman
46. 47 raphaelcockx (de tijd)
47. 47 nonkelsam (De Standaard).
48. 46 blyaert (datanews)
49. 46 bartsturtewagen
50. 46 chrisvandegoor (sporza)
51. 46 anne_elle_be
52. 46 fdelaplace
53. 46 pvdmeersch
54. 46 marclooverbosch
55. 45 pieterjanvl
56. 45 mensbrugghe
57. 45 jamiebiese
58. 45 mehmetkoksal
59. 45 valerie_s_
60. 45 italbers
61. 45 gdcoster
62. 45 timverheyden
63. 45 rolandlegrand
64. 45 codip
65. 45 jandebackere
66. 45 matthdv
67. 44 rafweverbergh
68. 44 tgadisseux
69. 44 peterdelobel
70. 44 jdceulaer
71. 44 maartendegendt
72. 44 cowboy_carl
74. 44 guitariosott
75. 43 ninaism
76. 43 cedricgodart
76bis. 43 B_R_E_G_T (Bregt Vermeulen, Voetbalmagazine)
76tris. 43 ShowbizzBart
77. 42 himad
78. 42 mariodanneels
79. 42 fr3db
80. 42 corinebarella
81. 42 jonasmuylaert
82. 41 heirbar
83. 41 bartstoffels
84. 41 heidischoefs
85. 41 zeli
86. 41 goedeleliekens
87. 41 slemlevrai
88. 41 roelverrycken
89. 41 petergorle
90. 40 koenvervloesem
91. 40 brunokon
92. 40 ddeckmyn
93. 40 mediarescue
94. 40 cedricpt
95. 40 karst
96. 40 frankrenout
97. 39 hvangool
98. 39 joanroels
99. 39 yvesd
100. 39 bartdobbelaere
@nickvinckier
The solution: SHOW PEOPLE THE WAY
@nickvinckier :-)
@nickvinckier
The solution:
@nickvinckier
The solution:
#hashtags? live tweets?
@nickvinckier
GRAB THE
OPPORTUNITY5
@nickvinckier
VIRAL = PERFECT STORY
+ LUCK
“
@nickvinckier
VIRAL = PERFECT STORY +
DISTRIBUTION + LUCK
“
@nickvinckier
@nickvinckier
@nickvinckier
REACH OUT!
@nickvinckier
TOOLS 2.06
@nickvinckier
Internal communication
@nickvinckier
PIXLR - Free online photoshop
@nickvinckier
CANVA / QUOTES COVER
@nickvinckier
PIKTOCHART
@nickvinckier
Online media monitoring
@nickvinckier
@nickvinckier
BUZZSUMO
@nickvinckier
KLOUT
@nickvinckier
BUFFER
@nickvinckier
FOLLOWERWONK
@nickvinckier
PUTTING IT AL TOGETHER
Twitter Pocket Buffer
IFTTT
@nickvinckier
PUTTING IT AL TOGETHER
Instagram TwitterIFTTT
@nickvinckier
@nickvinckier
AMBASSADOR COLLABORATION 7
@nickvinckier
Where would you click on?
VS
@nickvinckier
PEOPLE OVER BRANDS every time.
@nickvinckier
Company reach
Ambassador reach
10.00010.00010.00030.000
fans
followers
followers
followersx 6% organic
1.800 REACHED
=
10 ambassadors
x 220 amplification
2.200 REACHED
@nickvinckier
The connection funnel
INTEREST LOVE ADVOCACY CO-CREATION COLLABORATION
Receive Engage Share Input
LATENT
Become one
MANIFEST
A MATTER OF ASKING
@nickvinckier
Show your soul
@nickvinckier
Show your DNA
@nickvinckier
Use ‘your people’
@nickvinckier
People love People
@nickvinckier
Behind the scenes <3
@nickvinckier
MARKETING TO THE PEOPLE
MARKETING THROUGH THE
PEOPLE>
@nickvinckier
@nickvinckier
MARKETING THROUGH THE
PEOPLECOLLABORATION
INTERNREACHEXTERN
‣ Strategy together ‣ Different ‘responsibilities’ ‣ Collaborate on content idea’s ‣ Execute them together
‣ Distribute with all members ‣ Family & friends ‣ …
POWER OF THE PEOPLE
Becoming the viral fraternity
AmbassadorStrategy
Native Activations
Grab the Opportunity
Set up the 8-loop
Disproportionate Relevant Content
Tools 2.0
The Poetry of the Post
@nickvinckier
Becoming the viral fraternity1. Bekijk je vereniging als een merk en gebruik je merk als hefboom 2. Stel je doelen voorop en werk een minimaal plan uit 3. Onthoud de 7 stelregels voor sociale media
• Zet de 8-loop architectuur op • Vertel disproportionele relevante verhalen • Vertel ze op de Poetry of The Post-manier • Zet actief in op de groei van je publiek • Grijp opportuniteiten • Gebruik zo veel mogelijk relevante tools • ‘Misbruik’ de kracht van jullie omvang en zet in op mensen
@nickvinckier
Keep up:
• www.techcrunch.com • www.socialmediaexaminer.com • www.dutchcowboys.nl • www.thenextweb.com • www.socialmediatoday.com • www.mashable.com/social-media
@nickvinckier
@nickvinckier nickvinckier.be // neohfeel.be
@nickvinckier
BECOMINGTHE VIRAL
FRATERNITY@NICKVINCKIER