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Dado Van Peteghem - Social Media Day 2015 #SMDayBE
Going the extra mile on Social Media
@dadovanpeteghem
Duval Union Consulting Social Seeder
founding partner
@dadovanpeteghem #SMDayBE
@dadovanpeteghem
How to go the extra mile?
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
Moving from 1.0 to 2.0
@dadovanpeteghem
with these 10 elements
AmbassadorStrategy
Native Activations
Opportunity spotting through Social Listening
Community Building
Social Selling
Disproportionately Relevant
Content Plan
Social Growth Acceleration Tools 2.0
The Social Crisis Plan
The Poetry of the Post
@dadovanpeteghem
DISPROPORTIONATELY RELEVANT
CONTENT PLAN
@dadovanpeteghem
BEING RELEVANT IS NOT ENOUGH
YOU NEED TO BE
disproportionately RELEVANT
@dadovanpeteghem
Your Organization
Target Group
LOOK FOR THE CONTENT SWEET SPOTDisproportionately relevant
@dadovanpeteghem
LOOK FOR THE CONTENT SWEET SPOTDisproportionately relevant
@dadovanpeteghem
LOOK FOR THE CONTENT SWEET SPOTDisproportionately 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
Your Organization
Target Group
LOOK FOR THE CONTENT SWEET SPOTDisproportionately relevant
@dadovanpeteghem
BECOME A GLASS HOUSE: SHOW YOUR DNA!EMOTION IS TRIGGERING INTERACTION
@dadovanpeteghem
THE POETRY OF THE POST
@dadovanpeteghem
The right tone of voice
@dadovanpeteghem
Create 'Social Objects'*
*things people like to share
@dadovanpeteghem
Create 'Social Objects'*
*things people like to share
@dadovanpeteghem
Seize 'The Moment'
@dadovanpeteghem
Integrate new formats
That’s how you grab the attention
@dadovanpeteghem
Integrate new formats
That’s how you grab the attentionhttp://www.slideshare.net/DearMedia/mastering-digital-disruption-in-retail
@dadovanpeteghem
Use the ‘Snapchats’. Really!
New channels = New opportunities
GEBicky Burger
Location based filters
@dadovanpeteghem
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
Imagine you want to make youngsters responsible towards alcohol
VS.
Would you post research results or start a #challenge on Instagram?
@dadovanpeteghem
Learn from the best!
Sinterklaas buys Coolblue for one million ginger nuts
@dadovanpeteghem
SOCIAL GROWTH
ACCELERATION
@dadovanpeteghem
Likes don’t count.
Impressions do.
You need a bigger audience
@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: WHAT ABOUT YOUR COLLEAGUES?
@dadovanpeteghem
AMBASSADOR STRATEGY
@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
Where would you click on?
VS
@dadovanpeteghem
PEOPLE OVER BRANDS every time.
@dadovanpeteghem
Company reach
Ambassador reach
10.00010.00010.000
30.000
fans
followers
followers
followers
x 6% organic
1.800 REACHED
=
10 ambassadors
x 220 amplification
2.200 REACHED
@dadovanpeteghem
MARKETING TO THE PEOPLE
MARKETING THROUGH THE
PEOPLE>
@dadovanpeteghem
SOCIAL SELLING
@dadovanpeteghem
Social media cannot only empower
marketing, it can make a huge
contribution to the entire sales cycle
@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
LinkedLook further thanSocial media in B2B
@dadovanpeteghem
B2B ≠ BORING 2 BORING
@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 LIKESolo Open Kitchen
@dadovanpeteghem
WHAT A community
LOOKS LIKEMobile Vikings
@dadovanpeteghem
Connect people around a relevant topic
powered by a brand instead of
connecting them to the brand itself
Mobile Vikings
@dadovanpeteghem Mobile Vikings
https://www.feestjesophetwerk.be/
@dadovanpeteghem
OPPORTUNITY SPOTTING through SOCIAL LISTENING
@dadovanpeteghem
QUESTION: Whom of you HAS A MONITORING TOOL FOR SOCIAL?
@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
@dadovanpeteghem
While everyone is talking about Big Data…
SOCIAL MEDIA is an
OPEN MARKET RESEARCH DATABASE
@dadovanpeteghem
THE SOCIAL
CRISIS PLAN
@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.
@dadovanpeteghem
TOOLS 2.0
@dadovanpeteghem
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 Acceleration Tools 2.0
The Social Crisis Plan
The Poetry of the Post
@dadovanpeteghem
FROM ... ... TO
The Business
Social Media
sidelines
Social in the core
2015 2016
#STIMAC
@dadovanpeteghem
You will have to go the
extra mile to pull off social
media 2.0.
Nobody said it was easy :-)
@DADOVANPETEGHEM @[email protected] [email protected]
DADO VAN PETEGHEMFounding Partner
NICK VINCKIERStrategy Consultant
+32 474 82 68 07 +32 474 39 12 82
We can help you go the extra mile ;-)
Some of the clients we helped to go the extra mile on social media
@dadovanpeteghem
Dado Van Peteghem - Social Media Day 2015 #SMDayBE
Going the extra mile on Social Media
