BTB Social Media StrategieDIGITAL MARKETING LIVE

Docent: Antal de Waij

21 MAART

2

Antal de Waij

Geboren 30 B.G.

Actief op Internet sinds 1994

Managing Partner

Engagement Media BV

Social Media Strategie &

Online Community Management

Social Media = Engagement Media

Social Media Scan

Social Media Concepts

Social Media Mix

Mediaplanning

Social Media Guidelines

Storytelling

Social Campaigns

Platform Development

Community Building

Content Creation

Social media Activation

Social Customer Service

Webcare

Werving, Selectie & Detachering

Community Managers

Social Media Training

LinkedIn Workshop

Twitter Workshop

Webinar

Strategy

1Community

Management

2Social Media

Services

3

Social Media

Strategy

Concepting

Social Media

Guidelines

Social Media

Activation

Webcare

Customer Service

Social Media People

Social Media

Education

Social Media

Meetups

DIGITAL MARKETING LIVEBTB Social Media Strategie

Welke onderwerpen kunt u verwachten?

1. Luisteren2. Doelstelling(en)3. Community type vaststellen4. Social Media Mix5. Content Marketing6. Organisatie

Social Media Strategie bestaat uit 8 stappen, voor Digital Marketing Live lichten we er een aantal uit

v04

BTB Social Media Strategie

Social Media Process 8 steps

Analyse

Resources Activate Engage

Identify Platforms Content

Evaluate

BTB social Media StrategieLUISTEREN

Docent: Antal de Waij

1

Define

Social Media Planning Process

Analyse

Resources Activate Engage

Identify Platforms Content

Evaluate

Social Media Monitoring; what is your audience talking about?

Towards what direction is the conversation going?

How does your audience participate?

Is it possible to facilitate or engage conversations?

Engagement Level Analysis

Is your market communitable?

Is there a (power) shift in you business?

Listen Analysis

2 31

Target Group(s)

How has customer behaviour changed?

User type?

Social Media Ambassadors

Influencials in your industry

3 ways to listen

Google alerts

Time consuming

Big chance of missing something

Small business without a lot of conversations

Professional tools

Data will come to you

Large coverage

Automated analysis

Benchmark

Spend time responding instead

of searching

DIY1

Monitoring2

There are lots of free tools out there to see what is being

said about you

It is the responsibility of the

brand to protect itself and to engage

fans

Professional tools

Exclusive data

In depth coverage

Automated analysis

Combined with other insights

Deep consumer insight

Closed Community

3

Effective for research oriented

organisations

BTB social Media StrategieDOELSTELLING(EN)

Docent: Antal de Waij

2

What goals do we have?

What is your target?

Sales funnel.

Life Cycle.

What problem are we solving?

Goals

Social Media Planning Process

Analyse

Resources Activate Engage

Identify Platforms Content

Evaluate

What will we engage in?

Are you a thought leader?

What content do we have to facilitate?

Is the concept inspirations for your audience?

What does our ideas & concept cost?

Resources?

KPI’s: #followers, leads, orders, friends, views, comments?

Return On Investment?

Domain KPI’s

2 31

12

Social Media

Social Media inzet naar Customer Lifecycle

Events / Fanpages

Call Center

DM / Retail

Internet

RTV, Print, Outdoor

Klanten Base

Prospects

Leads

Awareness

Onderhoud

Storytelling

Social networks

Reputation mngmt

Webcare

Community Mngt

13

Acquisitie Customer Lifecycle

Onderhoud Klanten Base ProspectsLeadsAwareness

Marketing Funnel

Awareness

Consideration

Preference

Action

Loyalty

BTB social Media StrategieCOMMUNITY TYPEN

Docent: Antal de Waij

3

Social Media Planning Process

Analyse Identify Platforms Content

What type of community?Network, Knowledge sharing, Collaborative?

Build your platform?

Exisiting platforms?Key platformsFacilitating platforms3rd Party platforms

Make or Buy?

Vendor selection!

Content Management System?

Reporting? What functionality does it need?

Webcare options?

Make or Buy?

Routing & Escalation process

Community? Social Media Mix Tools

2 31

Resources Activate Engage Evaluate

17

Netwerk & Verbinden

Kennis delen

Samenwerken

Community Typen 3 voorbeelden

1

2

3

Social Networking BusinessXing

19

Kennis delen / netwerken

20

Kennis delen in Finance

21

Samenwerken

BTB social Media StrategieSOCIAL MEDIA MIX

Docent: Antal de Waij

4

Social Media Planning Process

Analyse Identify Platforms Content

What type of community?Network, Knowledge sharing, Collaborative?

Build your platform?

Exisiting platforms?Key platformsFacilitating platforms3rd Party platforms

Make or Buy?

Vendor selection!

Content Management System?

Reporting? What functionality does it need?

Webcare options?

Make or Buy?

Routing & Escalation process

Community? Social Media Mix Tools

2 31

Resources Activate Engage Evaluate

Business to Business Basis Pakket

Key FaciliterendWebsite

Your Website

3rd party platforms

25

Twitter: telecom expence managament

26

BTB Awareness CBS Outdoor

27

28

BTB social Media StrategieCONTENT MARKETING

Docent: Antal de Waij

5

Social Media Planning Process

Analyse Identify Platforms Content

Tone of Voice

Content format

Brand values

Frequency of messages

Themes

Tagging

What type of content matches our strategy?

(digital) Storytelling?

5C’sCurator CommentCommunityCreativeCombination

General

For Partners / Vendors / Customer / Supplier

Disclosure Policy

Personal Blog Policy

Password Policy

Format Content Type Guidelines

2 31

Resources Activate Engage Evaluate

Awareness gaat over vindbaarheid

Awareness

Consideration

Preference

Action

Loyalty

Consideration gaat over informeren

Awareness

Consideration

Preference

Action

Loyalty

Voorkeur gaat over transparantie!

Awareness

Consideration

Preference

Action

Loyalty

BTB social Media StrategieORGANISATIE

Docent: Antal de Waij

6

Social Media Planning Process

Resources Activate Engage Evaluate

Talent development?

Community Manager?

Web editor?

Customer Service?

Insource or outsource?

HR involved.

Skills & Competences

Technical

Features

Implementation proces

Procedures

Culture of Change

Attitude

Corporate or departmental budget?

Marketing, pr, development, communications?

Budgetting & ROI

Reporting follows money!

Service Level

People Organisation Money

2 31

Analyse Identify Platforms Content

Hoe organiseer je Social Media in je bedrijf?

Social Media & Organizational Adaption

Features

Structure

Attitude

Activities

37

Impl

emen

tatio

n

proc

es

Skills

Change

Technical1

People 2Organization3

Copyright Engagement Media BV

Social Media & Organizational Adaption

Features

Structure

Attitude

Activities

38

PeopleOrganization

Technical

Impl

emen

tatio

n

proc

es

Change

Skills

3

Copyright Engagement Media BV

39

Social Capital

40

Social Media & Organizational Adaption

Features

Structure

Attitude

Activities

41

PeopleOrganization

Technical

Impl

emen

tatio

n

proc

es

Change

Skills

2

Copyright Engagement Media BV

42

Empowerment

43

Uw organisatie moet reacties opnemen als een spons

Social Media & Organizational Adaption

Features

Structure

Attitude

Activities

44

PeopleOrganization

Technical

Impl

emen

tatio

n

proc

es

Change

Skills

3

Copyright Engagement Media BV

45

Productiviteitsverlies

DIGITAL MARKETING LIVEBTB Social Media Strategie

Welke onderwerpen hebben we besproken?

1. Luisteren2. Doelstelling(en)3. Voorbeeld Casus4. Community type vaststellen5. Social Media Mix6. Content Marketing7. Organisatie

Social Media Strategie bestaat uit goede voorbereiding, voor Digital Marketing Live hebben we een aantal stappen doorlopen.

DIGITAL MARKETING LIVE

Vragen?

opleidingen@lectric.nl

T 073 68 11 000

BTB Social Media Strategie

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