5 tips & trends for social media in 2012
Post on 17-Oct-2014
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5 social media trends and tips for 2012, beyond the hype. As presented on social media forum 2011, Brussels.TRANSCRIPT
Conversation Starters
Social Media Forum:Let it flow
Hi, I’m @lamazone
5 trends for 2012?
5 tips for 2012beyond the hype
Image source: Wikipedia - Gartner Hype Cycle
Image source: Wikipedia - Gartner Hype Cycle
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Image source: Wikipedia - Gartner Hype Cycle
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1.Mark’s plans
Harder to get in the newsfeed
Community management is not enough
You need apps & ads
Facebook Timeline requires specific apps
Which increases targeting possibilities
Tip #1Combine content with ads & apps
No Like-applications, but Life-applications
Build apps on the Timeline principle
2.The mainstream Twitter
Being on Twitter = carpool lane service
I told my friends
They’re now asking support on Twitter too
That’s pretty annoying
And not scalable
Parallel tools won’t help
You have to unsuck your existing service
And use Twitter for second chances
Tip #2Don’t use social media for private matters
Remember: Noise vs signal
Think scale: is what you do still possible when the medium grows?
Wonder why. What makes people use Twitter for service? Peer pressure, asynchronous, text vs speech...
3.The workload of the
conversation manager
This is ... doable
HR
Product
Marketing
Consumer
This is ... insaneMarketing
ConsumerHR
Product
1. Inspiration 2. Copywriting 3. Publication
Create processes for talking...
1. Detect 2. Evaluate 3. Respond
...and listening
Tip #3Balance workload: only use your conversation manager when necessary
Integrate social media efforts in existing company processes
Teach other departments how social media works and how they can help
Social media needs more than only budget from marketing
4.Think about your mothership
You can integrate everything
But it works both ways
Focus on “What’s in it for them?”
and “What’s in it for us?”
and “What’s in it for us?”
Not just fans!
Tip #4“Socialize your mothership” - think about how you can help people broadcast the activity on your website
Try to own all the data you share with social networks. CRM your fans. Capture their activity.
Don’t think platform, think about functionality and content.
5.Integrated execution asks for
integrated evaluation
Awesome cross-media frenzies
Ask for cross-media evaluation
Cost per Impression Awareness
Cost per Engagement Appreciation
Cost per Lead Action
Cost per Referral Advocacy
4 KPI’s to rule them all
AwarenessImpressions
AppreciationEngagement
ActionLeads
AdvocacyReferrals
Newsletter€ 1500 views clicks conversions forwards
Facebook€ 1000 post views likes +
comments conversionswall posts + mentions in
status updates
Do this for every channel
AwarenessImpressions
AppreciationEngagement
ActionLeads
AdvocacyReferrals
Newsletter€ 1500
€ 0,1 cost per impression
€ 5 cost per engagement
€ 10 cost per lead
€ 15 cost per referral
Facebook€ 1000
€ 0,2 cost per impression
€ 4 cost per engagement
€ 100 cost per lead
€ 20 cost per referral
Discover added value
Tip #5Don’t think platform, think integrated.
Look for a cross-platform solution to benchmark your marketing initiatives.
Don’t report “Fans”, “Followers” or “Retweets” to the CMO. Not relevant. Report results.
Evaluate and learn: use those cross-platform KPI’s to determine which platfoms you should use for your next campaign.
What did you learn?
5 tips for 2012No Like-apps, but Life-apps.
If you suck, you will suck on social. So don’t suck.
Social media is more then marketing.
Don’t think platform, think integrated.
Use platform-independant KPIs.
2012 is about social integration
Conclusion2012 is about “social integration”
On your mothership
In your database
In your company
Across different platforms
Questions?
Bart De Waele
E: [email protected]: +32 495 51 36 36
Anthony Bosschem
E: [email protected]: +32 485 15 66 13
Geerlinde Pevenage
E: [email protected]: +32 497 48 47 70
Sofie Verhalle
E: [email protected]: +32 478 20 84 11
Joke De Nul
E: [email protected]: +32 486 41 84 30
Mei Van Walleghem
E: [email protected]: +32 9 335 22 74
W: www.talkingheads.beE: [email protected]: +32 9 335 22 71