Going the extra mile on Social Media

Going the extra mile on Social Media@dadovanpeteghem

Duval Union Consulting Social Seeder/Speakersbase

@dadovanpeteghem

founding partner

@dadovanpeteghem

Ghent :)

INSPIRE

Some of the clients we helped to go the extra mile on social media

@dadovanpeteghem

Social media is over the

@dadovanpeteghem

hype cycle…

TRIGGER

PEAK OF INFLATED EXPECTATIONS

TROUGH OF DISILLUSIONMENT

SLOPE OF ENLIGHTENMENT

PLATEAU OF PRODUCTIVITY

Yet… most organizations areusing social media only at

@dadovanpeteghem

10% of its potential.

They’re in 1.0 modus.

@dadovanpeteghem

WE CAN DO WAY

MORE

@dadovanpeteghem

FROM ... ... TO

The Business

Social Media

sidelines

Social in the core

2016 2017

Social media should be your religion…

Your company needs to believe in it.

@dadovanpeteghem

START WITH THE !why

@dadovanpeteghem

AWARENESS 25%

IMAGE 25%

CONVERSION 25%

RETENTION 25%

awareness - awareness for our

expertise/products - being top of mind

(amongst specific target groups)

- press coverage - …

image - expert - innovative company - employer branding - …

conversion - prospects - leads - sales - …

retention - loyalty - customer care - ambassadors - …

@dadovanpeteghem

Who are you talking to?

@dadovanpeteghem

Target groups

We want to reach three different groups, which we will make content for. Every group is subdivided in specific audiences, resulting in a slightly different approach per subdivision.

STUDENTS &FUTURE CUSTOMERS

• Students < 3th year

• Students > 3th year

BUYINGPOWER

• Under 30 y

• 30 y - 40 y

• 40 y - 60 y

• +60 y

INDUSTRYINFLUENCERS

• Key Opinion Leaders - event organizers - lecturers - dealers - …

• Journalists Dentists, technicians,

practitioners & CAD/CAM

Communication: Professional & Educational

Communication: Crazy & Experimental

Communication: Corporate & Scientific

10% RESOURCES 60% RESOURCES 30% RESOURCES

How to bring it all together?

@dadovanpeteghem

It's a part of the mix82 years

Medium

High

Intera

ction

2 weeks 2 months

Low

Duration

Owned ‘destinations’

(website)

Traditional channels

Social media

0a

Facebook

Twitter

LinkedIn

Instagram

YouTube

Pinterest

Snapchat

SlideShare

BrandThe 8-loop

20% of our posts should

contain a trigger to bring

people to the brand

website.

Content funnel - example

SOCIALMEDIA POST

SOCIAL POST

SHORT FORM

CONTENT

LONG FORM

CONTENT

ONLINE / OFFLINECOURSE

BLOGPOST WHITE PAPER$$$FREE "DATA"

VIDEOTARGET

@dadovanpeteghem

How to go the extra mile?

The 7 C’s of Social Media CRISIS

CONTEXT

CLOSENESSCOLLABORATION

CONTENT

CONVERSION CARE

COMMUNITY

CAMPAIGNING


CONTEXT


CONTENT

CONVERSION CARE

COMMUNITY

@dadovanpeteghem

BECOME A GLASS HOUSE: SHOW YOUR DNA!EMOTION IS TRIGGERING INTERACTION

@dadovanpeteghem


Let content come from the heart

Show your DNA

ADVICE

SHOW YOUR HISTORY!NOSTALGIA FTW

SHARE YOUR JOURNEY!

@dadovanpeteghem

B2B ≠ BORING 2 BORING

- Steven Van Belleghem

SHOW MORE PEOPLE THAN PRODUCTS & SERVICES

@dadovanpeteghem


Activate 'De Gunfactor'


CONTEXT


CONTENT

CONVERSION CARE

COMMUNITY

@dadovanpeteghem

RELEVANT CONTENT

PLAN?

@dadovanpeteghem

BEING RELEVANT IS NOT ENOUGH

YOU NEED TO BE

disproportionately RELEVANT

@dadovanpeteghem

Your Organization

Target Group

DON'T START FROM YOUR OWN PERSPECTIVE

It will limit you to mediocre content

@dadovanpeteghem

Your Organization

Target Group

LOOK FOR THE CONTENT SWEET SPOT

Disproportionately relevant

@dadovanpeteghem

LOOK FOR THE CONTENT SWEET SPOT

Disproportionately relevant

@dadovanpeteghem

SCALE YOUR CONTENT CONTEXT

@dadovanpeteghem

If you are a wine brand, what can your story be?Disproportionately relevant & scaled up

@dadovanpeteghem

9 OUT OF 10 POSTS SHOULD

NOT BE ABOUT YOUR

PRODUCT!

@dadovanpeteghem

THE POETRY OF THE POST

@dadovanpeteghem

It's really in the details!

@dadovanpeteghem

Create 'Social Objects'*

*things people like to share

@dadovanpeteghem

Create 'Social Objects'*

*things people like to share

@dadovanpeteghem

Seize 'The Moment'

AWARENESS RESEARCH COMPARISON PURCHASE

MUSIC & PLAYSLISTS

CELEBRITYENDORSEMENTS

MEMES

QUOTES

PODCASTS

INFOGRAPHICS

GUIDES

PHOTOS

QUIZZES & SURVEYS

BLOG POSTS

ONLINETOOLS

ILLUSTRATIONS

VIDEOS

GUEST BLOGS

PRESS RELEASES

TRENDREPORTS

COMPETITIONS

ANIMATED VIDEOS

GAMES

TEMPLATES

EBOOKS NEWSLETTER

WIDGETS

DEMOVIDEOS

REPORTS &WHITEPAPERS

INTERACTIVE DEMOS

TESTIMONIALS

SLIDE DECKS

REVIEWS

PRODUCTFEATURES

WEBINARS

CHECKLIST

WORK EXAMPLES

RATINGS

CASE STUDIES

CALCULATIONS

DATA SHEET& PRICE GUIDE

EM

OTI

ON

AL

RA

TIO

NA

L

@dadovanpeteghem

Integrate new formats

That’s how you grab the attention

@dadovanpeteghem


That’s how you grab the attentionhttp://www.slideshare.net/DearMedia/mastering-digital-disruption-in-retail

@dadovanpeteghem


http://giphy.com/

@dadovanpeteghem

'Live' will be the battlefield

@dadovanpeteghem

Use the ‘Snapchats’. Really!

New channels = New opportunities

GEBicky Burger

Location based filters

@dadovanpeteghem

Use the ‘Snapchats’. Really!

New channels = New opportunities

@nickvinckier

effectiveness of a channel

time

initial buzz

wild west

flocking sheep

bad click throughs

consultants heaven

MUSICAL.LY

SNAPCHAT

INSTAGRAM

FACEBOOK

TWITTER

FIRSTMOVER’S

ADVANTAGE

@dadovanpeteghem

The right tone of voice

Formal Informal

Serious

Mature

Technical

Institutional

Funny

Youthful

Accessible

Personal

@dadovanpeteghem

SOCIAL GROWTH

ACCELERATION

@dadovanpeteghem

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

@dadovanpeteghem

The solution: SHOW PEOPLE THE WAY

@dadovanpeteghem :-)

@dadovanpeteghem

The solution: HACK YOUR GROWTH

@nickvinckier

The solution: “1 EURO BOOSTS”


CONTEXT


CONTENT

CONVERSION CARE

COMMUNITY

@nickvinckier

QUESTION: Whom of you HAS A MONITORING TOOL FOR SOCIAL?

mention.net

MENTION

http://mention.net

Monitoring of Fora, blogs, news sites, social mediaengagor.com

ENGAGOR

@dadovanpeteghem

The Good, The Bad but not the Ugly

@dadovanpeteghem

EPO!@dadovanpeteghem

EPO?@dadovanpeteghem

EMPA

THY

PERSONAL & POSITIVE

OPEN FOR

SOLUTION

@dadovanpeteghem

@dadovanpeteghem

@dadovanpeteghem


CONTEXT


CONTENT

CONVERSION CARE

COMMUNITY

@dadovanpeteghem

OPPORTUNITY SPOTTING through SOCIAL LISTENING

@dadovanpeteghem

The problem: Most of us are only MONITORING FROM A CARE PERSPECTIVE

@dadovanpeteghem

While we could LISTEN TO SPOT OPPORTUNITIES

@dadovanpeteghem

Spotting opportunities through social listening

Monitoring millions of posts each day on topics ranging from the latest cute dog photo on the Purina pet food website to who was drinking Nescafe to real time recipe tweets.

Nestlé DAT

@dadovanpeteghem

Spotting opportunities through social listening

How a Little Research Earned 1,000,000 Impressions on Twitter KLM Surprise

DON’T BE A TELEX ;-)

@dadovanpeteghem

While everyone is talking about Big Data…

SOCIAL MEDIA is an

OPEN MARKET RESEARCH DATABASE


CONTEXT


CONTENT

CONVERSION CARE

COMMUNITY

@dadovanpeteghem

AMBASSADOR STRATEGY

@dadovanpeteghem

Where would you click on?

VS

@dadovanpeteghem

PEOPLE OVER BRANDS every time.

@dadovanpeteghem

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

@dadovanpeteghem

The connection funnel

INTEREST LOVE ADVOCACY CO-CREATION COLLABORATION

Receive Engage Share Input

LATENT

Become one

MANIFEST

Social Media

strategy

Content Marketing

strategy

Ambassador strategy

@dadovanpeteghem

MARKETING TO THE PEOPLE

MARKETING THROUGH THE

PEOPLE>

Content is the fuel of your

strategy

CONTENT

CHANNELS

AMPLIFICATION

Amplified by brand ambassadors, social advertising, organic social reach, …

Distributed through social media, website, sms, …

Relevant content (people are already bombarded by promotions)

Live tracking the full impact of the seeding campaign, per seeder, per social network, ...

Measuring the impact


CONTEXT


CONTENT

CONVERSION CARE

COMMUNITY

CAMPAIGNING

@dadovanpeteghem

NATIVE ACTIVATIONS

@dadovanpeteghem

Companies in 1.0 modus repurpose existing marketing content.

Social needs its own native activations.

@dadovanpeteghem

Imagine you want to make people recycle better

VS.

Would you upload a traditional spot on YouTube or go for a Vine activation?

@dadovanpeteghem

Learn from the best!

Sinterklaas buys Coolblue for one million ginger nuts


CONTEXT


CONTENT

CONVERSION CARE

COMMUNITY

@dadovanpeteghem

SOCIAL SELLING

@dadovanpeteghem

In a B2B environment,

the power of social

media is in the

network of your people

@dadovanpeteghem

In a B2B environment, the power of social media is in the network of your people.

3.418 connections 317 followers

>

@dadovanpeteghem

“Go find me the online marketing manager of Coca Cola”

He likes snowboarding & classic cars ;-)

@dadovanpeteghem

F*CK THE

KPIS

@dadovanpeteghem

serendipity(n) finding something good

without looking for it

@dadovanpeteghem

IF YOU PUT IN THE TIME+ EFFORT YOU WILL SEE THE RESULTS

@nickvinckier

CONVERSATIONALSALES

INFORMATIONAL

SALES &PERSONALITY EXPERTISE

Push and you will be pushed back :)


CONTEXT


CONTENT

CONVERSION CARE

COMMUNITY

@dadovanpeteghem

Although it might never happen, you

better prepare to make sure you’re ready when

hits the fan.

@dadovanpeteghem

The social crisis planLvl 1 Lvl 2 Lvl 3 Lvl 4 Lvl 5

SituationBad

customer service

Marketing/communication

failBad buzz Crisis / Poor

governanceUnforeseen

disaster

Examples

People involved

When to reply

Where to reply

How to reply

@dadovanpeteghem

@dadovanpeteghem

Respond immediately during catastrophes and be serene after

catastrophes.

@dadovanpeteghem

Respond immediately during catastrophes and be serene after

catastrophes.

@dadovanpeteghem

Communication through all possible

touch points.


CONTEXT


CONTENT

CONVERSION CARE

COMMUNITY

@dadovanpeteghem

COMMUNITY BUILDING

@dadovanpeteghem

HOW ORGANIZATIONS SEE social media

@dadovanpeteghem

HOW ORGANIZATIONS SEE social media

WHAT A community

LOOKS LIKE

@dadovanpeteghem

WHAT A community

LOOKS LIKEMobile Vikings

Pick your top 3 to accelerate

@dadovanpeteghem

AmbassadorStrategy

Native Activations

Opportunity

spotting through

Social Listening

Community

Building

Social Selling

Disproportionately

Relevant Content Plan

Social Growth

AccelerationTools 2.0

Bet on

Serendipity

The Poetry of

the Post

@dadovanpeteghem

GO ALL-INSTEP UP YOUR SOCIAL GAME ;-)

@dadovanpeteghem

You will have to go the

extra mile to pull off social

media 2.0.

Nobody said it was easy :-)

Dado Van Peteghem

Going the extra mile on Social Media@dadovanpeteghem