How to increase direct engagement with the target audience group to the use of social media by rick bouter london januari 2012

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FOREWORD
For my internship in the third year of my course Commercial Economics in Rotterdam I had to follow an
internship for four months. For a long time I was passionate about London one of, the in my eyes most
beautiful cities in the United Kingdom. My dream was to go to this country and city for a longer time and
enjoy the language, culture and the people. That was also the reason why have chosen the city of London for
my internship.
Digital agency Chameleon in Smithfield London was the company that I have joined for four months.
My internship exists about a project which I have decided with my company and also other projects which I
have made for my university.
The project that the company and I decided to work on was making a social strategy with several levels. This
social strategy exist out of a description what social media is and how it works, a social strategy, sub
strategies and tools which support these sub strategies.
The reason for deciding to work on this project is that Chameleon needed a social strategy which they can
use for themselves and for their clients. The second reason, my reason is that I am interested and passionate
about social media and how to use this for business purpose for a long time.
My experience with working on this project was that I have learned a lot of things. Not only about social
media. Also about the future of the web, thinking about a strategy, what sub strategies are we going to use,
and thinking about what kind of tools we have to use to realize our goals.
I would like to thank Dan Martin for be my mentor, spar partner and advisor during this project. I also want
to thank the online marketing, offline marketing and the design department for all the advice and help they
gave me during these four months.
London, January 2012
Rick Bouter

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Summary
This report is the result of a 4 month internship at Chameleon. The motivation of writing this report about
social media is that there is a gap in Chameleons current online marketing services around social media.
Chameleon offers. Chameleon is already offering social media solutions to their clients but not trough a
social strategy and more specific define sub strategies and give an overview of free tools related to these sub
strategies which can be used to reach the goals which be determined before starting with social media. That
is the reason for writing this report.
The goal for this report is: Increasing direct engagement with target audience through social media. This
report is meant for Chameleon as organization but also as a basis for Chameleons clients who want to use
social media.
The problem statement of this project is:
How to increase the direct engagement with target audience through social media?
The following sub questions are answered:
1. Who is Chameleon?
2. What is social media?
3. What kind of elements makes a social media strategy framework?
4. What kind of sub strategies can we explain?
5. Which tools can be used by each sub strategy?
For answering the questions above there is be done field- and desk research.
For field research there have been several journalism sessions with people in different functions from
several departments at Chameleon. For desk research there are used a lot of social media/ interactive media
books and articles both internal documents and external documents.
Chameleon is a private owned full-service digital agency launched in 1998, specializing in tailor-made web
solutions. With over 10 years of experience in lots of charities and not for profit organizations.
Chameleon has five core streams of expertise.
These five streams are:
1. Digital marketing
2. Web- design
3. Technical development
4. Consultancy
5. Hosting and support
To provide customers with quality online solutions that represents good value for money and achieve the
customers' goals. Chameleon has won multiple awards in the digital branch. Chameleon use their results
cycle as basis for their projects.
This result cycle has five parts:
1. Strategy
2. Exploration
3. Creation
4. Implementation
5. Optimization

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Social media is the collective noun of all different online platforms, application and every tool that facilitate
an online conversation. Every tool which make it possible to have real-time conversations, tell stories, share
information, knowledge and experience with like-minded people. This makes social media a very dynamic
area of content sharing by the power of the crowd with no influence from any form of editorial. Social media
is all about give and sharing.
There are 13 different types of Social media
1. Social networking
2. Music sharing
3. Location based networking
4. Bookmarking
5. Online shopping with peers
6. Forums
7. Online games
8. Virtual lives
9. Online photo sharing
10. Online video sharing
11. Weblogs
12. Wiki’s
13. Sharing of presentations
The history of social media started in October 1971 with the first e-mail. Through the history we see that
there is shift from consumer control in traditional and social media. When companies know why people are
going online they can act accordingly.
Three factors will decide what the future will be of social media
 People
 Technology/ social media
 World Wide Web
There are seven reasons why people are going online
1. To learn things online
2. To have fun online
3. To socialize online
4. To express their selves online
5. To be an advocate online
6. To do business online
7. To shop online
The developments of the web can be described as follows
Web 1.0 1990 – 2000 The ‘read only’ version of the World Wide Web.
Web 2.0 2000 – 2010 is the era in which there was a very specific need for social contacts
Web 3.0 2010 – 2020 The ‘semantic web’ machines being able to understand a website
Web 4.0 2020 – 2030 is about making contacts and maintaining this.
The future of social media
 Real-time information
 One place to manage
 Everywhere available
 Mobile apps – cross device

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 User generated sites
 Not a few very big social mediums but many niche social mediums
 Less private and more public
 Users are more critical about what they put online
 Users are more critical what they share for free
 Optimized current social networks
 No more spread social networks but more integrated
Social media strategy
After that companies know what social media is, what kind of different types of social media there can be
used and what the future of social media will be companies can define the elements that make a social
media strategy framework. Social media is not a separate marketing tool but has to be integrated in the
current marketing plan. Social media needs to be used as facilitate the fans and advocates of an company,
brand or product.
Elements that make a social media strategy are
1. The company DNA
2. Goals
3. Define your targets audience group
4. Audience target group on social media
5. Start measurement (Know where you are starting from)
6. Value proposition
7. Budget
8. Tracking
9. Create online presence (Complete online attendance)
10. Start sharing
11. Engage and create involvement
12. Call to action
13. Measure the results
14. Optimize
15. Return on Investment (ROI)
Sub strategies
Companies have to decide what sub strategy they can and want to use for their social strategy. There is not a
selection of sub strategies what leads to success. Companies can combine the sub strategies or use the sub
strategies on their own. Sub strategies are:
1. Monitoring the target audience group
2. Locate influencers in the target audience group
3. Word of mouth promotion
4. Content strategy
5. Monitoring and sharing the overall conversations
6. Personal branding
7. Company/ product branding
8. Story-telling
9. Cultivate authority
10. Sales
11. Promotion and special offers
12. Human research management / Recruitment
13. Customer Service
14. Fan channel
15. Competitor following
16. Event support

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Social media tools
There are a many tools which can be used for managing social media. Companies and people have to try and
decide what tools they want to use to manage their social media activities.
Questions that can be used for choosing social media tools are:
 What is your need, what do you want to reach with the tools?
 What are the requirements?
 Make a list with an overview of tools which meet these requirements
 Make a list with tools which meets the most requirements
Conclusion
 Social media is a collective noun of all different online platforms which facilitate online
conversations
 Companies look to less to the opportunities of social media
 There is a power shift going on from companies to people
 Social media has to be integrated in a current marketing plan and do not has to be used as separate
marketing tool
 There is not one good social strategy; there are a lot of good social strategies it is just how
companies use it
 Company can use different sub strategies to reach their social strategy goals and also combine them
 There is not a selection of good tools, there are a lot of good tools and companies have to decide
which tools support their online activities the most and use those tools

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Table of Contents
Introduction............................................................................................................................................................13
1. Overview of Chameleon ..................................................................................................................................14
1.1 Chameleon ..................................................................................................................................................14
1.2 Chameleon’s service ...................................................................................................................................14
1.2.1. Digital Marketing.....................................................................................................................................14
1.2.2. Web Design .............................................................................................................................................15
1.2.3. Technical Development...........................................................................................................................15
1.2.4. Consultancy.............................................................................................................................................15
1.2.5. Hosting and support................................................................................................................................15
1.3 Vision...........................................................................................................................................................16
1.4 Mission Statement.......................................................................................................................................16
1.5 Organization chart .......................................................................................................................................16
1.5.1 The managing director ............................................................................................................................16
1.5.2. The commercial director.........................................................................................................................17
1.5.3. The chief technical officer.......................................................................................................................17
1.5.4. The operations director...........................................................................................................................17
1.5.5. The director of strategy...........................................................................................................................17
1.6. Chameleon Key facts ..............................................................................................................................18
1.7. Benefits for using Chameleon as a partner.............................................................................................18
1.8. Awards.....................................................................................................................................................19
1.9. Clients......................................................................................................................................................19
1.10. Result cycle .............................................................................................................................................21
1.10.1. Strategy .......................................................................................................................................................22
1.10.2. Exploration ..................................................................................................................................................22
1.10.3. Creation.......................................................................................................................................................23
1.10.4. Implementation...........................................................................................................................................23
1.10.5. Optimisation................................................................................................................................................24
1.11. Summary of Chameleon..........................................................................................................................24

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1.12. Contact details.........................................................................................................................................24
2. What social media is........................................................................................................................................26
2.1. Social media facts ...................................................................................................................................26
2.1.1. Often heard excuses................................................................................................................................26
2.1.2. Social media facts in general...................................................................................................................27
2.1.3. Conclusion...............................................................................................................................................28
2.2. The definition of social media..................................................................................................................28
2.2.3. Social media definitions ..........................................................................................................................28
2.2.2. Social media ............................................................................................................................................28
2.3. Different types of Social media................................................................................................................29
2.3.1. Social networking....................................................................................................................................29
2.3.2. Music sharing ..........................................................................................................................................29
2.3.3. Location based networking.....................................................................................................................29
2.3.4. Bookmarking ...........................................................................................................................................29
2.3.5. Online shopping with peers ....................................................................................................................29
2.3.6. Forums.....................................................................................................................................................30
2.3.7. Online games...........................................................................................................................................30
2.3.8. Virtual lives..............................................................................................................................................30
2.3.9. Online photo sharing...............................................................................................................................30
2.3.10. Online video sharing................................................................................................................................30
2.3.11. Weblogs...................................................................................................................................................31
2.3.12. Wiki’s.......................................................................................................................................................31
2.3.13. Sharing of presentations .........................................................................................................................31
2.4. The history of social media......................................................................................................................31
2.5. Reasons why people are going online ....................................................................................................37
2.6. Developments of the web........................................................................................................................38
2.7. Current numbers of social media sites ....................................................................................................40
2.7.1. LinkedIn...................................................................................................................................................40
2.7.2. Facebook .................................................................................................................................................42
2.7.3. Twitter.....................................................................................................................................................44
2.7.4. Google + ..................................................................................................................................................46

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2.7.5 Other social media sources.....................................................................................................................48
2.8 The future of social media...........................................................................................................................49
3 Social Strategy ....................................................................................................................................................52
3.1. Social media mistakes.............................................................................................................................52
3.2. Successful social strategy .......................................................................................................................53
3.3. Making a social strategy..........................................................................................................................53
3.3.1. How to build a social strategy.................................................................................................................53
3.3.2. The company DNA...................................................................................................................................55
3.3.3. Goals........................................................................................................................................................56
3.3.4. Define your targets audience group .......................................................................................................58
3.3.5. Audience target group on social media ..................................................................................................59
3.3.6. Start measurement .................................................................................................................................60
3.3.7. Value proposition....................................................................................................................................61
3.3.8. Budget .....................................................................................................................................................61
3.3.9. Tracking...................................................................................................................................................62
3.3.10. Create online presence ...........................................................................................................................62
3.3.11. Start sharing ............................................................................................................................................63
3.3.12. Engage and create involvement..............................................................................................................64
3.3.13 Call to action............................................................................................................................................65
3.3.14. Measure the results ................................................................................................................................66
3.3.15. Optimize..................................................................................................................................................66
3.3.16. Return on Investment (ROI) ....................................................................................................................67
4. Social sub strategies .......................................................................................................................................70
4.1. Monitoring the target audience group......................................................................................................70
4.2. Locate influencers in the target audience group .....................................................................................71
4.3. Word of mouth promotion........................................................................................................................72
4.4. Content strategy ......................................................................................................................................72
4.5. Monitoring and sharing the overall conversations...................................................................................73
4.6. Personal branding ...................................................................................................................................74
4.7. Company/ product branding ....................................................................................................................75

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4.8. Story-telling..............................................................................................................................................76
4.9. Cultivate authority....................................................................................................................................76
4.10. Sales........................................................................................................................................................77
4.11. Promotion and special offers...................................................................................................................77
4.12. Recruitment .............................................................................................................................................78
4.13. Customer Service....................................................................................................................................79
4.14 Fan channel.............................................................................................................................................80
4.15 Competitor following................................................................................................................................81
4.16 Event support ..........................................................................................................................................82
5. Sub strategy tools............................................................................................................................................85
5.1. Monitoring from the target audience group...............................................................................................85
5.2. Locate influencers in the target audience group ........................................................................................88
5.3. Word of mouth promotion..........................................................................................................................88
5.4. Content strategy..........................................................................................................................................89
5.5. Monitoring and sharing overall conversations...........................................................................................91
5.6. Personal branding.......................................................................................................................................92
5.7. Company/ product branding......................................................................................................................92
5.8. Story-telling................................................................................................................................................94
5.9. Cultivate authority......................................................................................................................................95
5.10. Sales.........................................................................................................................................................95
5.11. Promotion and special offers ..................................................................................................................97
5.12. Recruitment.............................................................................................................................................98
5.13. Customer Service.....................................................................................................................................98
5.14. Fan channel .............................................................................................................................................99
5.15. Competitor following ..............................................................................................................................99
5.16. Reputation management and crisis management..................................................................................99
5.17. Event support........................................................................................................................................100
5.18. Use full tools..........................................................................................................................................101
5.19. Overall statistics ....................................................................................................................................102
6 Conclusions .......................................................................................................................................................103
6.1 Conclusions chapter 2...............................................................................................................................103

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6.2 Conclusion chapter 3.................................................................................................................................103
Appendix 1 Different types of social media............................................................................................................1085
Appendix 2 The penetration of social media..........................................................................................................1086
Appendix 3 Bulletin board system..........................................................................................................................1107
Appendix 4 the history of social media.....................................................................................................................108
Appendix 5 The shift from traditional and social media .........................................................................................1109
Appendix 6 Worldwide internet use..........................................................................................................................110
Appendix 7 22 reasons people go online.................................................................................................................111
Appendix 8 Participation ladder social media ..........................................................................................................112
Appendix 9 Probable evolution of the WWW ...........................................................................................................113
Appendix 10 extensive overview of members by country........................................................................................114
Appendix 11 Audience breakdown guidelines .........................................................................................................115
Appendix 12 Audience breakdown example..........................................................................................................1156
Appendix 13 Job screening with social networks.....................................................................................................116
Appendix 14 Barack Obama his social media campaign.........................................................................................117
Appendix 15 Sub strategy matrix .............................................................................................................................130
Appendix 16 Social media policy BBC.....................................................................................................................132

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Introduction
Social media is not a fad; it is a fundamental shift in the way we communicate. This is a thing that Chameleon
understands like no other. A fundamental shift is a thing Chameleon takes very seriously. Not being online
but how can companies add value and increase the engagement with their target audience is the question
Chameleon wants to answer. To make sure Chameleon can use social media and get the most profit out of it,
Chameleon need a social strategy. Social media is gab in the marketing plans and strategies from a lot of
companies. Chameleon wants to fill this gab and give their clients a fit for purpose solution when talking
about social media. That is the reason for writing this report.
The goal for this report is making a social strategy which can be used for Chameleon as well for their clients.
With the results Chameleon can help their self and clients to get profit out of social media. Chameleon did
not have a specific strategy, sub strategies and tools for using social media.
The main question for this project is:
“How can companies increase the engagement of target audience through a social media strategy?”
Sub questions which have to be answered for getting an answer on this main question are:
 Who is Chameleon/ Overview of Chameleon
 What is social media?
 What kind of elements makes a social media strategy framework?
 What kind of sub strategies can we explain?
 Which tools can be used by for each sub strategy
For answering the questions above there is be done field- and desk research. For desk research are e.g. ‘The
conversation manager’ from Steven van Belleghem, ‘Earn money with social media’ from Cor Hospes and
‘#Volgjemenog’ from Tom Gouman. For field research there have been several journalism sessions with
people in different functions from several departments at Chameleon. Of course there have to be
mentioned that this is a snapshot from a very fast developing mediums is.
This report is structured as follows. First there will be an overview of the company Chameleon. In this
chapter there will be talked about who Chameleon is and what it can offer. Chapter two is about social
media. This chapter describes what social media is and how it works. Chapter 3 is about making a social
media strategy. The chapter after this chapter is chapter 4 which describes sub strategies which can be used.
And in chapter 5 there will be an overview of tools which can be used for managing a company’s social
media strategy

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1. Overview of Chameleon
1.1 Chameleon
Chameleon is a private owned full-service digital agency launched in 1998, specializing in tailor-made web
solutions. With over 10 years of experience clients can rely on their combination of innovation, expertise,
experience and reliability to provide ongoing support for their web strategy.
Chameleon bridges the gap between web consultants, design agencies, web development companies and
hosting providers. Chameleon delivers all the required expertise, using their carefully selected in-house
team, to take a project from conception to design, development, implementation and on-going support.
Chameleon is very active in the charity sector but they also work on public and private sector projects.
Image 1.1 Chameleon logo
Image 1.2 Chameleon slogan
1.2 Chameleon’s service
Chameleon has five core streams of expertise. These five streams are:
1. Digital marketing
2. Web- design
3. Technical development
4. Consultancy
5. Hosting and support
1.2.1. Digital Marketing
Chameleon can help companies and organizations with the formulation, creation, deployment and analysis of
digital marketing activities to enhance the effectiveness of their brand and delivery of products and services
online.
Chameleon’s digital marketing services consist of the following:
 Search engine optimization (SEO)
 Online advertising
 Email marketing
 Microsite design & development
 Campaign tracking & measurement

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1.2.2. Web Design
Chameleon knows that good design is central to success. That is also the reason why they have a dedicated in-
house design team.
Chameleon’s web design services consist of the following:
 An effective visual translation of the client’s brand for online media.
 A site that matches the client’s marketing objectives.
 Engagement with the client’s audience and their needs, desires, likes and dislikes.
 A balanced mix of textual, graphical and multimedia content.
1.2.3. Technical Development
Chameleon believes that technology goes hand in hand with great web design, inventive online marketing, and
the application of commercial objectives to create successful, innovative websites.
Chameleon’s technical development service consists of the following:
 E-commerce sites
 Content management systems
 Extranet & Intranet applications
 Gaming services
Chameleons their development department has expertise in:
 Programming. E.g. .Net, C#, Java, ActiveX, PHP, Perl
 Database setup, manipulation, and management. E.g. MS SQL, MySQL, Oracle, Access
 Building systems from the ground up using a variety of programming languages
 Developing APIs for integrating web-based applications with back-end systems
1.2.4. Consultancy
Chameleon has over 13 years’ experience in complex digital projects. Chameleon uses this experience with
clients to identify the best solution to reach their goals.
Chameleon’s consultancy services consist of the following:
 Web strategy consulting
 Usability, accessibility and search engine auditing
 Project specification and ITT creation
 Project management
 Security consultancy and testing
 Information architecture
1.2.5. Hosting and support
High quality on-going support of any website or online application is crucial. Chameleon knows that the web is
24/7 environment, and so the support team of Chameleon is on standby at any time of day or night, 365 days
per year.
Chameleon’s hosting and support services consist of the following:
 High-spec shared and dedicated web hosting

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 24 hour support
 Hardware, system and application monitoring
 Bespoke service level agreements (SLAs)
 Domain registration and hosting
 Email box provision
 Virtualized hosting
1.3 Vision
To become a one-stop shop for companies wishing to use digital platforms to strengthen their business.
Chameleon aims to be able to take a customer from conception to implementation of the project including
helping customers with business justification, definition of the proposition to technical specification,
development, hosting, support and post-implementation enhancements.
Occasionally certain services may be provided by Chameleon partners but they are always managed by
Chameleon to ensure that the end customer only has to deal with one party and can be assured of a quality
result.
1.4 Mission Statement
To provide customers with quality online solutions that represents good value for money and achieve the
customers' goals.
To build close working relationships with customers, understand their business and on-line ambitions;
provide superior project management and outstanding customer service and communication.
To gain, capture, retain and effectively re-use knowledge.
To ensure staff are happy, motivated, productive, continually learning, understand customers and
Chameleon’s goals and stay with Chameleon.
To continually strive to gain a thorough understanding of new and emerging technologies - building on a
solid base of experience and knowledge of existing technologies.
1.5 Organization chart
Having covered talking about, what Chameleon is and what it does, here some information about the people
behind Chameleon, and how the team fits together.
1.5.1 The managing director
Chameleon is a private owned digital agency. The managing director of Chameleon is the founder and
majority owner Vicky Reeves.
Vicky leads the commercial director, the chief technical officer, the operations director, the financial
controller and the director of strategy.

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1.5.2. The commercial director
The commercial director and his team takes care of all the client account management. Good account
management earns that clients generate a useful result, that they reach their goals and that they are happy
with Chameleon’s service.
1.5.3. The chief technical officer
The chief technical officer and his team take care of all the program and development projects. His role is to
manage the team of programmers and developers to build websites and other systems the client wants.
1.5.4. The operations director
The operations director makes sure there is a good communication between all the different departments of
Chameleon. His role is to make sure that everything will be on time and that the results are how the client
wishes.
1.5.5. The director of strategy
The director of strategy is the manager of the online marketing, offline marketing and the design team. His
role is to give the good results in the area of online identity and design.
Image 1.3 Organization chart of Chameleon

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1.6. Chameleon Key facts
1.7. Benefits for using Chameleon as a partner
 Involvement of experienced business analysts and project managers at a very early stage in the project cycle
ensures your business requirements are fully understood.
 More efficient overall service through involvement in all stages of the project lifecycle.
 Avoiding costly delays and poor delivery during the implementation phase of projects.
 Providing one point of contact for all support issues.
 Depth and breadth of knowledge and experience, ensuring projects can be delivered to the highest
standards.
 Real client focus and flexibility.
Chameleon Key Facts:
 13 years in the web business
 Commitment to service
 Highly skilled in-house teams in all core
disciplines
 Hands-on senior management team
 Excellent levels of client satisfaction
 Projects delivered on time and within
budget
 Steadily growing
 Profitable and financially solid
 Clients include 4Childeren, Diabetes UK,
Kids, Unicef, Black Tomato Travel, RBS
markets, The British Library, Anglia Ruskin
University & Primal pictures

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1.8. Awards
2010 Award - B2B Marketing awards 2010
Best use of search marketing for “Money talks”
Award - Outstanding achievement B2B IMA (Interaction media award)
The Logic group website
2009 Award – Summit int. emerging media
University of Portsmouth
Award – Summit int. emerging media
Diabetes UK “Silent assassin” microsite
Award – Summit emerging media
Hay House website for design and development
W3 Award – Silver winner
Blogger and e-PR campaign Bernardos
2008 W3 Award – Silver winner
Buck University website design
1.9. Clients
Chameleon has a lot of clients in the charity sector. Chameleon has delivered projects in the areas on digital
marketing, web design, technical development, consultancy and hosting and support for a large number of
clients. There is a section of clients Chameleon worked for. Worked for means, build the website, design the
website, consultancy work, hosting or e-marketing.
UNICEF
Chameleon has a 10 year on-going relationship with UNICEF.
Besides all the services Chameleon offers, Chameleon also assists UNICEF with their online strategy.
Image 1.4 UNICEF logo
UNICEF website
BBC
For the BBC Chameleon designed and built a website for the TV program “Blue Peter” project.
Image 1.5 BBC logo
BBC website

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Medecins Sans Frontieres
For Medecins Sans Frontieres, a humanitarian organization Chameleon has built their website, designed the
website and hosts their website.
Image 1.6 MSF logo
MSF website
Diabetes UK
Diabetes UK is a charity for people with diabetes. Chameleon has built and designed website’s, designed it,
provides hosting the website and has done consultancy work for this charity.
Image 1.7 Diabetes UK logo
Diabetes UK website
League against cruel sports
The LACS is an animal charity in the UK. For this charity Chameleon has provides designed and build their
website and is also working with League on an e-marketing project.
Image 1.8 League logo
Website League
Big bus tours
Big bus tours is an international tour organization their open- top bus tours makes sure you see all the nice
spots in the city you visit with the Big bus tours. Chameleon made their site; host’s the site and does e-
marketing projects for them.
Image 1.9 Big bus tours logo
Big bus tours website

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Black Tomato travel
Black tomato is a travel agency offering very exclusive holiday possibilities. Chameleon is working with them
on a e-marketing project.
Image 1.10 Black tomatoes logo
Black tomatoes website
Anglia Ruskin University
Anglia Ruskin University is a university in Cambridge. Chameleon is working with them on an e-marketing
project.
Image 1.11 Anglia Ruskin’s logo
Anglia Ruskin’s website
The British Library
For the British Library, Chameleon has designed and built a website, did consultancy work and now hosts the
site.
Image 1.12 British Library logo
The British Library website
1.10. Result cycle
Chameleon’s ‘results cycle’ is a standard procedure for how projects work at Chameleon.
The Chameleon ‘results cycle’ has five parts:
1. Strategy
2. Exploration
3. Creation
4. Implementation
5. Optimization
Image 1.13 Chameleon ‘result cycle’

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1.10.1. Strategy
To make the most out of an internet/ digital strategy, there needs to be a strategy.
A strategy is about looking where you are now, your current position. What you want reach in the future,
your goal. A strategy is nothing more and nothing less. Chameleon helps clients and customers to translate
their goals in a useful strategy to reach those goals in the time that follows.
There are three things where Chameleon looks at when talking about strategy:
1. Opportunity mapping
This first part is about looking at opportunities and how valuable the type of changes and how to
reach them
2. Proposition creation
The second part is about making a offering that will be used to reach the clients goals. This will
always be a user-focused offering.
3. Business case development
The third part is about providing a return on investment (ROI) model of the client’s digital project
Image 1.14 The ‘Strategy’ stage of the Chameleon result cycle
1.10.2. Exploration
Chameleon will explore your online/ digital activity because this is a very important next step. From
exploration we find out what kind of measures will reach the clients goals.
In the exploration phase Chameleon’s consultants working with clients across these three areas:
1. Business context
A very important part of the exploration is to understand the commercial factors that will help the project.
2. Website diagnostics
In this part the consultants of Chameleon will look at your current website and will analyze the strong and
the weak points.
3. User insights
Who are stakeholders in this project and what do they think that is important? That kind of questions will be
answered in this part of the result cycle.

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Image 1.15 The ‘exploration’ stage of the Chameleon result cycle
1.10.3. Creation
The next phase in the result cycle is ‘creation’. In this part Chameleon will combine the knowledge that they
have collect’s in the previous phases with their creative developers and designers.
This stage also has three parts:
1. Creative direction and visual concepts
In this phase the designers and developers will make a impactful concept, one users can identify
with.
2. Wireframes
In this part Chameleon will prove that the concept is an excellent user experience.
3. Technology specifications
In this last phase of ‘creation’ Chameleon will specify everything about the implementation.
Image 1.16 The ‘creation’ stage of the Chameleon result cycle
1.10.4. Implementation
The ‘implementation’ stage is all about design, building and launch of what was agreed in the
The following phases are in the implementation stage:
1. Website design and build
Website design & build as agreed with the customer. Also in this part, connections with social media
will be implemented.
2. Platform build and integration
This is the time for integrating third parties like, payment systems, CRM systems etc.
3. System hosting
All the supported service will be hosted in a London based datacenter.
4. Online marketing campaigns
In this part marketing campaigns like paid search (PPC) and search engine optimization (SEO)

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Image 1.17 The ‘Implementation’ stage of the Chameleon result cycle
1.10.5. Optimisation
After the project is launched, there will be optimization to make sure; the client makes the most out of it.
The last two phases of the result cycle of Chameleon are:
1. Performance measurement
All online activities are measured and Chameleon will give recommendations to achieve the KPI (Key
performance indicators)
2. Changes and enhancements program
Discuss monthly new opportunities and functionalities to optimize the project.
Image 1.18 The ‘Optimization’ stage of the Chameleon result cycle
1.11. Summary of Chameleon
When we talk about Chameleon and why companies, organisations or charities have to choose Chameleon
we can say the following:
 All skills & experience in-house
 Rigorous project management
 Award winning design team
 Highly flexible, scalable technical platform
 Easy to use content management
 Experienced partner to Charity sector clients
 Focus on results
1.12. Contact details
Chameleon is based at 12 Cock Lane in Smithfield, Central London
Postal code: EC1A 9BU
Tel: 020 7332 6360
Fax: 0870 094 1980
Chameleon website

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Image 1.19 Chameleon office in Smithfield, Central London
Source Google maps
Image 1.20 Chameleon office in Smithfield, Central London
Source Google maps

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2. What social media is
2.1. Social media facts
When there is talk about social media, there are always a lot of skeptics’. New things are often a waste of
time many companies say. A lot of companies want, when they invest, on a short term a positive ROI (Return
on Investment). Everybody wants a positive ROI, so that is nothing new. But the question is, is a positive ROI
always be traced to money on a short term?
Social media will show you also that ROI not always can be expressed in money and can be received on a
short term.
Companies are entangled in the old marketing way. The well-known marketing guru Seth Godin tells in his
book the ‘Purple cow’ that the traditional ways of marketing are these days not enough to convince the
customer. That is the reason why every company needs purple cows. He also tells that the old stamp
marketers stick to the way marketing has always worked. That is the point where we are now.
Image 2.1 Seth Godin author of the ‘Purple cow’ Image 2.2 Seth Godin his book, the ‘Purple cow’
Companies are either investing in social media, or are doing nothing with it. The ‘push’ time of companies is
over. The customers/ the crowd are more powerful than a couple of years ago. The time when companies
tell customers what to buy is over. Customers have become more assertive than ever these days. That is why
companies need to invest in social media. An investment does not always mean money. Time is for example
one of the biggest investment, so why do not start with that?
Why do we have to invest in social media when there is not the desired Return on Investment (ROI)?
A research of a Dutch company ‘Careeruniverse’ (which studies social media) shows us the most often heard
excuses.
2.1.1. Often heard excuses
Often heard excuses to not participate in the rise of social media are:
1) Not enough internal resources
2) Not enough knowledge and knowhow
3) Not convinced about the ROI
4) No clear guidelines or policies.
5) Not enough awareness inside the organization
6) No budget
7) Social Media does not fit to the brand
8) Affraid of negative reactions/ emotions
9) The company does only B2B so it has no added value
10) Wait for a while because they do not want to be the innovators

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The following facts will convince you from every excuse.
1. These facts will:
2. Show you that you need enough internal resources and knowhow.
3. Convince you of the ROI
4. Make you think about guidelines/ policy
5. Create enough awareness in your organization
6. Create budget inside your company
7. Make sure that social media fits to your brand
8. Make sure that you have to learn to react on possible negative reactions and emotions
9. Shows you that also B2B companies can add value with social media
10. Make sure that today is the day you will start with social media…
2.1.2. Social media facts in general
 50% of the people using social media are under the 30 years old
 Social media has overtaken pornography as number 1 activity on the web
 Over 25% of search results for the world’s top 20 largest brands are links to user-generated content
 90% of consumers trust peer (like- minded people) recommendations
 Only 14% of consumers trust advertisement
 1 in 5 couples meet online
 People are no longer searching for the news, the news finds them.
Twitter
 Justin Bieber has more followers on Twitter than the entire populations of the countries of Sweden,
Israel, Greece, Chile, North Korea and Australia exclusively.
Facebook
 50% of the mobile internet traffic in the UK is for Facebook
 Facebook tops Google for weekly traffic in the US.
 50% of the members of Facebook log on every day
 People spend over 700 billion minutes per month on Facebook
LinkedIn
 Two new member joins LinkedIn every second
YouTube
 Every minute users upload 35 hours of videos on YouTube
 More video is uploaded every 60 days than three major US television networks produced in 60 years
 After Google, YouTube is the 2nd
largest search engine in the world.
Google+
 Google+ is the fastest growing social network in history, Google+ was 10 million members strong in
only 14 days, one day later Google+ exceeds the 15 million users mark
Games
 Social gamers will buy $ 6 billion in virtual goods by 2013
Wikipedia
 Studies show that Wikipedia is as accurate as the Encyclopedia Britannica.

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 If Wikipedia were made into a book, it would be 2.25 million pages long, and it would take over 123
years to read
2.1.3. Conclusion
After this overview of social media facts I think we can join Erik Qualman with his quote:
“We don’t have a choice on whether we do social media; the question is how well we do it”
2.2. The definition of social media
2.2.3. Social media definitions
There are many definitions to define the terms ‘social media’.
Here a few definitions:
1. “Social media is the collective noun for all different internet-applications which make it possible to share
information in a friendly and often nice way with each other. It is not only about sharing in the way of text
(news, articles). But also sound like podcasts, music and figure like photography and video is shared on social
media.”
Source: Social media NL
2. “Social media is collaboration, network, conversation, sharing, relationships, multi-dimensional, inclusive,
information, community, personalization, empowering, a radical shift in communication, real-time, people,
content distribution, self-expression, unity, dynamic, discovery and that by the power of the crowd.”
Source: Mashable - The social blog
3. Social media describes the online tools and platforms that people use to opinions, insights, experiences, and
perspectives with each other. Social media can take many different forms, including text, images, audio and
video. Popular social mediums include blogs, message boards, podcasts, wikis and vlogs.
Source: Marketingfacts year-book
4. “Social media are all online platforms by and for people where they can, interact, tell stories, share
information and knowledge and share (product) experience.
Social media is also a collective name for web applications where you can share information with each other
on an interactively, user friendly and accessible way.
Shortly spoken:
Social media are every tool or service used by internet to facilitate conversations.”
Source: How to earn money with social media - book
2.2.2. Social media
After closer look at those four definitions, the following can be defined:
Social media is: “The collective noun of all different online platforms, application and every tool that
facilitate an online conversation. Every tool which make it possible to have real-time conversations, tell
stories, share information, knowledge and experience with like-minded people. This makes social media
a very dynamic area of content sharing by the power of the crowd with no influence from any form
of editorial. Social media is all about give and sharing.”

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2.3. Different types of Social media
2.3.1. Social networking
Social networking/ online networking is every application on the internet which made it possible to make
friends, interact with them and share knowledge. This can be with friends, people you know. The other type
of social networking is the business variant. There are also special networks to connect with colleagues and
business relationships.
Examples of social network mediums for friends: Facebook/ Orkut/ Hyves/ Friendster/ MySpace/ Google+
Examples of social network mediums for business: LinkedIn/ Plaxo/
2.3.2. Music sharing
Music sharing/ online audio is another type of social media. Users place music or podcast files on a website.
There is no editorial to determine what is important. These files can be flagged as ‘favorite’ and listened by
other users etc.
Examples of music sharing applications are: Spotify/Music Google/ Simfy/ Blip.fm/ Last.fm/ Soundcloud
2.3.3. Location based networking
Location based networking is when you visit a location you can easily check in. In this way you can deserve
points. You can also see who else there is on this location. It is not only social networking and fun but also
attractive for the B2C sector. Companies can give for example discount to people who publish where they
are. In this way the companies increase their awareness, and the customer gets discount.
Examples of location based networking mediums are: Foursquare / Facebook places/ Feest.je/ Gowalla/
Google Latitude/ Scoville
2.3.4. Bookmarking
Bookmarking makes it possible to collect your favorite websites or articles together in one place online
where all your interesting information is, which you also can share with others.
Examples of bookmarking mediums are: Delicious/ Digg/ Technorati/ Stumble Upon/ Reddit/ Ekudos
2.3.5. Online shopping with peers
Online shopping with like-minded is a very hot item these days. A couple of years ago Google and other
search engines/ sites determined shopping behavior. Today the opinion of like-minded people is more
important in shopping behavior. People are writing reviews for each other in every possible way and believe
these opinions from other visitors/ buyers because they are like-minded, just like them.
Examples of online shopping with peers mediums are: Review.cnet/ Reviewcentre/ Ciao-shopping

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2.3.6. Forums
A forum is a place/ website where you can discuss, chat, talk to others, and ask questions to other people or
companies. This can be very specific in your own interest area because forums have become a very niche
market. For a forum you have to sign up and profile yourself with an online identity
Examples of forums are: Forumotion
Also well-known sites as are used for discussion platforms: Apple forum / Political forum/ World economic
forum/ World conflicts forum
2.3.7. Online games
This form of social media is especially popular with young people. Youth like to play games on the internet,
but they do not want to play alone. Youth wants to play with like-minded people. These games are often a
(MMORPG) which means: “massive multiplayer online role playing game”. A great example of online gaming
is World of Warcraft (WOW). With 11.100.000+ members (June 2011) is this one of the biggest online games
ever. Except gaming on these sites you can also chat/ discuss about several subjects with other members.
Often you can try a free trial and after that you can buy extra options or you will be excluded from
participation.
Examples of online games mediums are: World of Warcraft/ Runscape / Tibia /Lineage II
2.3.8. Virtual lives
There are also mediums where people can ‘live’ online. People can choose their online identity and do
almost the same things as in real-life only online. That is also the reason why they are called virtual lives.
Examples of virtual live mediums are: Second life/ HabboHotel/
2.3.9. Online photo sharing
With photo sharing social media you can easily upload, share, look at, and search on photos. The social side
on this social medium is that people can easily share, react and discuss photos. For photo selection there are
often privacy settings. This means photos can be published public or private. In this way people can use the
not private photos for presentations etc.
Examples of photo sharing mediums are: Flickr/ Photobucket/ Zooomr/ Picasa/ Shutterfly/ Fotki/ Snapfish
2.3.10. Online video sharing
This type of social media one is almost the same as the one above only with videos instead of photos. With
video sharing you can easily upload, share, watch, and search on videos. The social side on this social
medium is that people can easily share, react and discuss videos.

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This is also a fast growing social medium type, also B2B. Companies load for example movies up and link/
connect this to their company websites or blogs to visualize goals, portfolios, clients and other subjects. Also
a company promotion video is a hot item these days.
Examples of online video sharing mediums are: YouTube/ Yahoo video/ Metacafe/ Vimeo/ Break/ Vuze/
Zoopy
2.3.11. Weblogs
A weblog is shortened to a ‘blog’ on a website. Weblogs are like online journals or diaries where people
share comment, react and discus. Blogging about a subject confirms your expert status. When you only can
post short updates to your blog it is called micro-blogging. Features for a blog are:
 The possibility to react to something e.g. a news story
 Every article has his own internet address
 Reference to other websites
 Share information with your own network
 Influence search engines
Examples of weblog mediums are: Wordpress/ Blogger/ Thoughts/ Typepad/ Movabletype/
Examples of micro blogs are: Heello/ Twitter
2.3.12. Wiki’s
A wiki is by definition social. Information on a wiki is provided by people and with no editors to check the
content. These sites are characterized by sharing information. Anyone can start their own wiki.
Examples of wiki mediums are: Wikipedia/ Wikispaces/ Wikia/ MediaWiki/ EditMe
2.3.13. Sharing of presentations
Another type of social media is sharing content through presentations. This type of social media is about
sharing information and knowledge with other people. These people can react, discuss and talk about your
presentation.
Examples of presentation sharing mediums are: Prezi/ Slideshare/ Zentation/ Authorstream/ Sliderocket
See for all the different types of social media appendix 1.
2.4. The history of social media
Social media in a concept is not something new. It is true that it is developing very fast at the moment
See for the penetration of social media appendix 2.

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Social media is not only Facebook, Twitter, LinkedIn, YouTube and Flickr. As said in the paragraph ‘What is
social media’? It is all about:
“The collective noun of all different online platforms and applications, every tool that facilitate a
conversation. Every tool which make it possible to have real-time conversations, tell stories, share
information, knowledge and experience with like-minded people. This makes social media a very dynamic
area of content sharing by the power of the crowd with no influence from any form of editorial. Social media
is all about give and sharing.”
That is the reason why the introduction year of the…:
 Postal service 550 BC
 Telegraph 1792
 Pneumatic Post 1865
 Telephone 1890
 Radio 1891
 Computer 1969
…are not included in the history of social media.
The history of social media started many years ago. In principal 40 years ago in October 1971.
1971 Was the year that the first e-mail was send by a network computer. The way this goes was the following:
Two computers next to each other and one send the text ‘qwertyuiop’ to the other.
Image 2.3. E-mail image
1978 The year that the first data goes over the normally telephone line (BBS). BBS (Bulletin Board Systems) means
exchanged data over phone lines with other users.
See for appendix 3 a Bulletin board system.
Also in 1978 the first web browsers were launched. The first copies of early web browsers were distributed
by Usenet, an early online bulletin board. This was the year that the ‘newsgroups’ were introduced.
1988 The year of the release of IRC (Internet Relay Chat). This program is used for file and link sharing and to keep
in touch with other people.
Image 2.4. An overview how the first IRC worked
Source: ixibo.com technology and software
1994 Geocities was founded, the first social network site of the world. The concept was for users to create their
own websites, categorized by one of six ‘cities’ which you could choose. Yahoo bought this company in 1999.
Geocities was shut down two years ago in 2009.
Image 2.5. Logo GeoCities

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1996 The first instant messaging program for the pc is launched, called ICQ. The characters ‘ICQ’ stands for I Seek
you.
Image 2.6. Logo ICQ
1997 Social media service Six Degrees was launched. This was the beginning of the social media empire like we
know it today the day. At his highest point they had over 1 million users. In Six degrees there was the
possibility to create your own profile and list friends.
Also in 1997 AOL instant messenger is launched. This was the beginning of the popularizing of the instant
messaging era.
Image 2.7. Logo AOL
This year saw also a similar site like Six Degrees, AsianAvenue starts. This network was a niche network for
Asian- American people.
1999 Blogging service Blogger launches. This service is owned by Google at the moment.
Image 2.8. Logo Blogger
A new type of player was joining the social market this year. LiveJournal is a social network what is built
around constantly- updated blogs.
The first only black social network called Blackplanet was also launched this year.
Also a music sharing network is launched this year, Napster. Napster, a music sharing platform with like-
minded people called peers.
2000 The first .Com bubble bursts, sending the stock markets crashing.
In this year MiGente, a nice Hispanic, Latino- American niche social network was launched.
2001 Free online encyclopedia Wikipedia was launched in this year.
Image 2.9. Logo Wikipedia
The beginning of 2000 was also the time of the MMORPGS (Massively Multiplayer Online Role-Playing
Games.
World of Warcraft, a game where players interact both in the game world but also can interact on forums
and other community site was launched in this year.
2002 In this year ’Friendster’ launched a social network for friends and family.
Image 2.10. Logo Friendster

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2003 LinkedIn, the corporate social network site is launched.
Image 2.11. Logo LinkedIn
Also in 2003 MySpace opens its doors. MySpace is a Friendster Clone.
Image 2.12. Logo MySpace
Another social network site called Hi5 opens its doors in 2003.
Image 2.13. Logo Hi5
Also the social network site for professionals in Germany, XING opens its doors in 2003.
Image 2.14. Logo Xing
Photo sharing site Photobucket was launched this year
Image 2.15. Logo Photobucket
One of the first Social bookmarking sites Delicious, also known as Del.icio.us was founded.
Image 2.16. Logo Delicious
2004 Facebook launches in 2004. First of all it is only open for Harvard students. In September 2006 open for
everyone with the age above 13.
Image 2.17. Logo Facebook
Also in 2004 is Photo share platform Flickr Launched.
Image 2.18. Logo Flickr
Multiply, a family-friendly social network which is very private and secured by the company was also
launched in 2004.
Image 2.19. Logo Multiply
Google’s social network Orkut also saw daylight in 2004
Image 2.20. Image Orkut

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Social network site Ning was also found in 2004. Ning gives the opportunity to create your own social
network.
Image 2.21. Logo Ning
2004 was also the launch year of Digg. With Digg you can share links online and vote links up and down.
Image 2.22. Logo Digg
Also in 2004, the first Dutch social network was launched, called Hyves.
Image 2.23. Logo Hyves
2005 In February this year video sharing platform YouTube opens its doors.
Image 2.24. Logo YouTube
Also in 2005 the Chinese social network site Renren opens his site
Image 2.25. Logo Renren
Also founded in 2005 is social news site Reddit.
Image 2.26. Logo Reddit
The social network site 51.com launched this year.
Image 2.27. Logo 51.com
2006 Micro blogging site Twitter is launched in 2006.
Image 2.28. Logo Twitter
In this year Ustream made it possible to stream videos online where people can directly post their comment
or questions.
Image 2.29. Logo Ustream
In this year is also Netlog launched. Netlog is a popular European social network site.
2007 This year Tumblr started their life streaming application and micro blogging platform.
Image 2.30. Logo Netlog

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FriendFeed was also launched in 2007. FriendFeed make it possible to integrate almost all of your online
networks in one place.
Image 2.31. Logo Friendfeed
2008 Facebook takes the leading position over from MySpace
The social network site Kontain was launched. This social network site is not like the regular sites. This is
because Kontain follows people by video/ photos instead of status- updates.
Image 2.32. Logo Kontain
Also in 2008 opens kaixin001, a Chinese social network sites their doors.
Image 2.33. Logo Kaixin001
2009 Another micro blog launched named Posterous. This site makes sharing from e-mail, photos, videos, and
mp3 available.
Image 2.34. Logo Posterous
2010 Music service Spotify opens its doors.
Image 2.35. Logo Spotify
Also in 2010 location based networking service Foursquare is launched
Image 2.36. Logo Foursquare
2011 Google opens its social network site Google+
Image 2.37. Logo Google+
A Founder of Twitter launched a Twitter clone called Heello.
Image 2.38. Logo Heello
See appendix 4 for the history of social media.
When we look to the history of social media, there is a shift from traditional and social media.
The image ‘The shift from consumer control in traditional and social media’ by Dion Hinchcliffe shows this
in a very nice way. See appendix 5 for the shift from traditional and social media.

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2.5. Reasons why people are going online
More and more people are going online. The more time passes, the more people go online. What is the
reason for going online? In the past decades everything was possible without the web and social media.
Why does everybody need social media these days? See appendix 6 for an overview of the worldwide
internet use.
People are going online for several reasons. “The reason why people are going online” can be split in seven
areas, based on a study of Ruder Finn. Ruder Finn is an independent global Public Relation agency who has
done research to the question: “Reasons why are people going online“. These seven areas are from high to
low, which is interesting.
The seven areas are:
1. To learn things online
Individuals are going online to learn about all kind of things. Topics to learn about can be general subjects
but also where people want to learn from others like-minded or experts.
2. To have fun online
People also use the internet to have fun online. Having fun online like, watching movies, playing games and
listening to music are these days’ very popular especially with young people.
3. To socialize online
The new generation is one that wants to keep up with friends online. Speed of information, following and
keeping up with friends is important for this generation.
4. To express their selves online
A lot of people are going to see how important it is to build on their own personal brand. There is a boost of
people who are spending more energy on their social identity. This is also a very important thing to do for
the youth. You might ask, “Why is that?” More and more companies do not only look at personal resumes
but are also screening the social networks and see how you act there. “You never got a second chance for
the first impression.”
5. To be an advocate online
Another reason why to go online is that people are willing to be an advocate of a brand of organization.
Maybe you ask yourself, why should people go online for being an advocate for a brand? Take for example
the users from the well-known brand Apple. When you look for answers about question you have over the
brand, the products or anything about Apple, there are always people who can help you. Those people are
‘free’ marketers for Apple. People that are enthusiastic motivated and driven about ‘their’ brand, ‘their’
product, that is what every company needs.
Image 2.39. The haircut of an Apple fan Image 2.40. A tattoo of an Apple fan

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6. To do business online
Internet is a place of supply and demand. There are not only places where you can shop online, but also
people do a lot of business on social media. Mediums like Facebook, Twitter are interesting for marketers on
the area of individuals and for B2C. LinkedIn is a very popular medium for B2B.
7. To shop online
This decade is one of online shopping, ecommerce and making products easier to buy. The reason behind
this is this. People are searching for speed; they do not have enough time to go to every physical store. It is
also easy to do, because almost every store has an online shop where you can buy their products.
For more insights of the reasons why people are going online, see appendix 7, “22 reasons why people are
going online.”
See appendix 8 Participation ladder social media
2.6. Developments of the web
Off course social media cannot exist without the web. For this reason here is an overview of the web, how it
was, how it is, and how it probably will be.
From web 1.0 to web 4.0
First of all is an important notification that all the different numbers of the web are not an update of the
internet. No, people use these terms only to define the way how software developers and end-users are
using the web.
Web 1.0 – 1990 - 2000
Web 1.0, the web from 1990 – 2000, was the ‘read only’ version of the WWW (World Wide Web).
Read only means that all the websites were ‘one-way’. So companies and organizations used their website to
inform people and clients and that was all. Most of the websites of 1994 and 2004 are in this category.
Web 2.0 – 2000 - 2010
Forrester research a very well-known research company defined the definition Web 2.0 as follows:
“A set of technologies and applications that enable efficient interaction among people, content, and data in
support of collectively fostering new business, technology offerings, and social structures.”
Shortly spoken, Web 2.0 is the era in which there was a very specific need for social contacts. When we look
at this time era, we also think directly that these are the years that Twitter, Facebook, LinkedIn are launched.
Also Web 2.0 is where the first steps of the user generated content can be seen. This means articles created
by users without a professional editor.
Image 2.41 Logo Forrester research
Web 3.0 – 2010-2020
Web 3.0 is also called ‘the semantic web’. The goal of the semantic web is to express the information on that
way that not only people, but also software is able to handle the information. So basically the change from
Web 2.0 to Web 3.0 is the change from machines being able to read a website (Web 2.0) to machines being
able to understand a website (Web 3.0). This will lead to a bigger role for (search) engines, because they can
search more specifically and can look for results that are better for the search term.

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Tim Berners-Lee the founder of the World Wide Web said the following about this. The web is going to be a
universal medium for the exchange of information and knowledge. This information is expressed in such a
way that not only do people understand it, but machines too.
Image 2.41 Tim Berners-Lee, founder of the World Wide Web.
Eric E. Schmidt the Chief Executive officer from Google says: ‘Web 3.0 is about building applications on
another way. Applications are going to be combined and used by several media-channels. Another big
difference is that applications are distributed by virals, word of mouth, online sharing instead of shops.’
Image 2.42 Eric. E. Schimdt CEO – Google.Inc
Web 4.0 – 2020 - 2030
In Web 4.0 all these technology’s from above come to each other. Web 4.0 is about making contacts and
maintaining this. Also Seth Godin has his opinions about Web 4.0. In his vision he has also a great example of
the working of Web 4.0. He gave the example of booking a flight from Toledo to Seattle. The flight is
cancelled. Your phone knows that you must be on that flight, and it knows about the cancellation. The 4.0
step is now that the phone automatically books the next available flight and gives you all information you
need about it.
Nova Spivack named as one of the though leaders on the semanticweb.com said: “The intelligence of
machines shows us that the World Wide Web has reached a point where we can use it as an operating
system”.
Image 2.43 Nova Spivack Chief Executive Officer of Radar Networks

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The ‘probable’ evolution of the web is very difficult to predict. It is very different to predict the future of a
medium like the World Wide Web and how developments will be. One thing is for sure, the World Wide
Web is getting smarter and smarter.
See appendix 9 for an overview of the (probable) evolution of the World Wide Web made by Nova Spivack
2.7. Current numbers of social media sites
Find here an overview of the latest numbers these days from the most popular social media sites.
2.7.1. LinkedIn
LinkedIn has over 135+ million members in over than 200 countries.
The CFO of Oracle is hired on his LinkedIn profile.
1800+ employees
Gender
Male: 58.5%
Female: 41.5%
Ages:
18-24 23%
25-34 35.2%
35-54 35%
54+ 6.8%
Image 2.44. Confident to LinkedIn
Image 2.45. LinkedIn helps business grow
Image 2.46.Three out of four

41
Country top six member number
# Country Users
1. United States 50.100.000
2. India 10.600.000
3. United Kingdom 6.900.000
4. Brazil 5.000.000
5. Canada 4.200.000
6. The Netherlands 2.800.000
Image 2.47. LinkedIn top country users
In the top 10 countries there are 80% of all LinkedIn members.
See appendix 10 for an extensive overview of members by country
Overview by industry Overview by job function
Industry % of users
High-tech 15.3%
Finance 2.9%
Manufacturing 9.8%
Medical 8.6%
Corporate 8.2%
Educational 7.7%
Consumer goods 6.9%
Recreational 5.5%
Construction 4.5%
Government 3.7%
Media 3.3%
Non Profit 2.8%
Arts 3.5%
Transport 2.5%
Service 2.3%
Legal 2%
Image 2.48. LinkedIn industry overview
Image 2.49. LinkedIn job overview
Sources
LinkedIn press center
LinkedIn official blog
LinkedIn Ad Platform July 13th
2011
Marketing department LinkedIn October 28th
2011
Social bakers

42
2.7.2. Facebook
Facebook members
Facebook is a large online network. They have 800.000.000+ members, and more than 50% of these
800.000.000+ members are online every day. An average member of Facebook has 130 friends/ connections
on their profile.
An average member
An average member of Facebook is connected to 80 community pages, events, groups and pages.
There are more than 900.000.000 objects that let people interact with community pages, events, groups and
pages.
Numbers
7.000.000+ apps and websites are integrated in Facebook.
20.000.000+ apps are installed every day
250.000.000+ photos are uploaded every day.
500.000.000+ people are using an app or Facebook on other websites.
Pages and brands
Some page and brand related info is that, Facebook has 1486180 pages and 10772 brands as member in
their online network
Languages
Facebook is available in more than 70 languages. 25% of the members are from the USA, and 75% are from
outside the USA.
Top 5 cities on Facebook
# City Country Users Pen.
1. Jakarta Indonesia 17 484 300 80.20%
2. Istanbul Turkey 9 602 100 85.58%
3. Mexico city Mexico 9 339 320 50.67%
4. London United Kingdom 7 645 680 91.90%
5. Bangkok Thailand 7 419 340 89.50%
Image 2.50. Top 5 cities on Facebook
Advertising costs on Facebook
# Country avg. CPC avg. CPM
1 Russia $1.20 $0.52
2 Japan $1.11 $0.48
3 Cayman Islands $0.94 $0.40
4 South Africa $0.82 $0.35
5 Australia $0.80 $0.35
6 Denmark $0.77 $0.33
7 Malawi $0.73 $0.31
8 Switzerland $0.71 $0.31
9 Nigeria $0.66 $0.28
10 United States $0.66 $0.28
15 Netherlands $0.59 $0.25
25 United Kingdom $0.48 $0.21
Image 2.51. Advertisement costs on Facebook

43
10 largest countries on Facebook
# Country Members
1. United St. 155,981,460
2. Indonesia 40,829,720
3. India 38,045,000
4. United Kingdom 30,481,300
5. Turkey 30,473,280
6. Brazil 30,453,260
7. Mexico 30,121,400
8. Philippines 26,752,000
9. France 23,248,340
10. Germany 21,634,380
Image 2.51. 10 largest countries on Facebook.
Top 5 fastest growing cities
Image 2.52. Top 5 Fastest growing cities
Top 5 Facebook apps
# App Developer MAU % Change
1. Static FBML Facebook 101 700 000 -4.07%
2. Facebook for iPhone Facebook 93 700 000 +3.22%
3. Facebook for Android Facebook 72 400 000 +9.77%
4. CityVille Zynga 55 200 000 -23.42%
5. Facebook for BlackBerry RIM, Ltd. 45 500 000 +1.79%
Image 2.53. Top 5 Facebook apps
What a Facebook fan is worth
One of the biggest questions these days is, “What is a Facebook fan worth?”
A study of Experian Hitwisi shows us the result:
“1 Facebook fan is worth 20 additional visits to your website”
Experian Hitwisi is a leading international research company, which is specialized on online marketing.
Sources
Facebook press centre
Facebook official blog
All Facebook
Check Facebook
October 25 2011 source ‘Facebook check’
Experian Hitwisi
Study of Experian Hitwisi
Social bakers
# City Country Users
1. Brazil 3.93 % 1,151,400
2. France 3.15 % 709,080
3. India 1.79 % 667,400
4. Mexico 1.07 % 318,420
5. Indonesia 0.78 % 314,540

44
2.7.3. Twitter
Average Twitter day
On an average day there are over 200.000.00o tweets.
27% of Twitter users logs on every day and 37% uses a mobile application.
75% of all the tweets are from other applications than the website of Twitter.
Between 10 and 11 o’clock is when the most tweets where send.
Women follow 2% more people than men. Women tweet 12% more than men.
It took Twitter 3 year, 2 months and 1 day to reach 1.000.000.000 tweets.
Daily Twitter conducts 600 million searches, Google does 3 billion.
4% of all tweets are advertisement related tweets.
Top 5 most followed people
#
Screen name Following Followers Tweets
1. Lady Gaga 141 226 15 005 593 1 067
2. Justin Bieber 118 891 13 776 254 11 660
3. Katy Perry 81 11 388 114 3 480
4. Barack Obama 687 555 10 820 672 2 085
5. Kim Kardashian 153 10 714 480 9 503
Image 2.54. Top 5 most followed people
Top 5 most followed brands
1. Whole Foods Market 565 021 2 076 034 20 260
2. Starbucks Coffee 78 156 1 781 366 8 618
3. Facebook 76 1 747 389 951
4. Threadless 608 181 1 668 483 5 073
.5. JetBlue Airways 112 964 1 658 359 11 928
Image 2.55. Top 5 most followed brands
Top 5 most followed media
1. YouTube 338 6 298 657 4 341
2. CNN Breaking News 61 5 492 041 13 018
3. The New York Times 576 3 898 152 72 977
4. A Googler 362 3 773 906 2 974
5. E! Online 107 635 3 446 091 40 494
Image 2.56. Top 5 most followed media
Top 5 tools
1. Twitter 685 6 517 522 1 215
2. TwitPic 27 766 5 633 269 477
3. UberSocial 1 907 4 579 990 11 473
4. Snaptu 660 3 441 293 3 549
5. twitcam 24 2 769 788 4 395
Image 2.57. Top 5 most used tools

45
An overview of the top 5 from the top 100 Twitter cities in the world
Rank City State/Region Country
1 London H9 United Kingdom
2 Los Angeles CA United States
3 Chicago IL United States
4 New York NY United States
5 Atlanta GA United States
Image 2.58. Top 5 Twitter cities
An overview of all the cities in the United Kingdom in the Twitter top 100 for cities
Rank City State/Region Country
1 London H9 United Kingdom
35 Manchester I2 United Kingdom
59 Glasgow V2 United Kingdom
70 Edinburgh U8 United Kingdom
71 Birmingham A7 United Kingdom
84 Leeds H3 United Kingdom
86 Bristol B7 United Kingdom
97 Liverpool H8 United Kingdom
100 Brighton E2 United Kingdom
Image 2.59. All cities in the UK in the Twitter city top 100
Twitters official blog
Tweetgrader
Social bakers

46
2.7.4. Google +
Gender
Male 67.9%
Female 31.1%
Other 1.0%
Google+ top 5 most followers
# Name Following Followers
1. Larry Page N/A 621 058
2. Mark Zuckerberg N/A 600 597
3. Britney Spears 2 704 569 044
4. Snoop Dogg 29 503 787
5. Sergey Brin N/A 449 559
Image 2.60. Google+ top 5 most followers
Top 5 Risers Top 5 Fallers
#1 Dalai Lama → 6,501 #1 Naomi Williams → -282
#2 Hugh Jackman → 5,630 #2 Dominic Gräfen → -241
#3 Usher . → 4,940 #3 NeFrantišek NeFuka → -185
#4 Tyra Banks → 4,613 #4 Mark Zuckerberg → -57
#5 Richard Branson → 4,390 #5 Yuhui BC → -28
Image 2.61. Google+ top 5 movers and shakers

47
Top 10 occupations on Google+
Image 2.62. Overview of Jobs on Google+
Top 10 companies represented by Google+ users
Image 2.63. top 10 brands on Google+

48
Image 2.64 Top countries on Google+
Sources
Google press centre
Google official’s blog
Social bakers
2.7.5 Other social media sources
It is not possible to cover all social media platforms. Other social media platforms we are not discussing here
but which are very interesting are:
YouTube
YouTube official blog
YouTube Press room
Flickr
Flickr official blog
Flickr Press room
Foursquare
Foursquare official blog
Foursquare is currently not using a Press room
Hyves
Hyves official blog
Hyves Press room

49
2.8 The future of social media
There are three factors which are important when we look at the future of social media.
These three factors are
 People
 Technology/ social media
 World Wide Web
When talking about the future of social media these three subjects are very important. People are the users
of all those mediums.
People
When we look at the history of social media and all the technology there is with it, we can conclude a few
things. Social media has not finished developing, social media is still, in every part growing. People need
social media, and that is one very important thing to have in mind when we consider how people affect
social media development.
“People drive social media to communicate with each other.”
What we also can conclude from the history and the present is this; users of social media want speed in to
their network. They also want to be connected everywhere. People want more interest-related social
mediums to be active on. This means there will be more social media networks in niche markets, more
interest-related. No big general social mediums but personal and interest-related mediums. Users are also
increasingly awareness about the information they share for free online and give their knowledge away to
the owners of the mediums. (On the platform Facebook is it like the following: “Everything you put on
Facebook is owned by Facebook, it is no longer yours.”
And the principal of social mediums is that people want to create their own space to share things with
friends and people with the same interest. So how that will be look like in the future...
Image 2.65 Technology adoption curve of social media by Rogers’

50
Technology and social media
Technology these day is going faster and faster. The first development is not even launched and the second
one is already there. This will only go faster in the future. This will lead us to more applications, websites
where we can connect with other people and propagate their online identity.
Technology is much easier to use today than it was a couple of years ago. There will be a lower barrier to use
it in the future. Also it is not only companies that can make applications but everyone can do it on their own.
There are now already people who offer their private made applications for free or for money. Technology
will not only be related to the World Wide Web but also to other devices which made using social networks
possible. Technology will be a platform on his own in the future which can be used through different devices.
As long as it is attractive/ effective in using the target audience will adopt it and use it. In the future we also
are going to see a very niche social medium market. So, not everybody is on a few sites, but people are on
sites which support their interest, which are more personal. The other side of a niche market is that you get
very dedicated people because they want to put energy in their interests and now they found a whole
network which has the same interests. In order to survive the current big sites will have to find niche
markets for their target audience groups. It is unlikely they will be able to do this effectively, due to their
size, and so if they cannot find and make niche networks for all the interests of their members they will lose
members and be passed by smaller, more niche competitors. In this way there will be no spread networks
but integrated networks. Also there will be in this way not a very big amount places to manage your socials
but a few from where you can manage all of them.
“In the future there will be not only big social networks but also smaller niche networks.”
World Wide Web
Another important and determining factor is the World Wide Web, which made all this traffic possible. The
web will make it possible for us in the future to manage our social mediums in less time than we do right
now. This is because of the semantic web. The semantic web which is smart cannot only search for things
but can also understand them. This will be a problem for the privacy of users, because the WWW knows
already so much about us, because we are using it for everything in our life. The other side will be that it is a
smart personal assistant which helps us to reach our goals.
“As the World Wide Web gets more sophisticated, social media will get more sophisticated.”
Conclusion
The conclusion can be put into keywords. The future of social media will be look like
 Real-time information
 One place to manage
 Everywhere available
 Mobile apps – cross device
 User generated sites
 Not a few very big social mediums but many niche social mediums
 Less private and more public
 Users are more critical about what they put online
 Users are more critical what they share for free
 Optimized current social networks
 No more spread social networks but more integrated

51
Image 2.66 The future of social media
Amount of years to reach 50 million members:
 Radio 38 year
 TV 13 year
 Internet 4 year
 IPod 3 year
 Facebook has in less than one year their first 200 million users
 Google+ was 10 million members strong in only 14 days
 One day later Google+ exceeds the 15 million users mark
So when you know all these things, and have an idea how the future will be look like, you can conclude it
for yourself…
“Social media is not a trend or hype. It has become part of our lives.”
Social Media is not a fad; it is a fundamental shift in the way we communicate!

52
3 Social Strategy
3.1. Social media mistakes
Before starting on social media it is important and necessary to see where you are now and what are you
want to reach with your presence on social media. Making a Facebook or a Twitter account and start posting
updates and share tweets is not the most successful way to be online. Only having an account it not enough.
Companies and organizations need to know why they want to use social media. Social media presence
succeeds or fails with a social strategy.
There are some mistakes which companies and people make before, and when they are going online.
1. Having an account vs. Let’s go social!
The first mistake is this: There is a very big difference between having an account on a social platform and
being online and use social media in the right way.
These times a lot of companies make want to be on social media. That is a good thing because everyone can
use social media and get profits out of it in any way whatsoever. The bad thing in this is that a lot of
companies do not know how to use it.
Simon Sinek during his famous speech ‘How great leaders inspire action’ at TedTalks:
Answered the question: “Why are some companies successful and others not?” His answer: “A lot of
companies know what they want and how they want it. But not why they want it.” They reason why you
want something is also the way to success, Simon Sinek said.
In his speech the most important question was: ‘Why?’. That is also the question people and companies
have to ask them when they want to go online. “What is the reason, what goals do I want to reach and how
do I want to reach those goals.” And that is the reason why companies need a social strategy.
2. Part of the marketing strategy
The second mistake: Social media is not a goal in itself. Social media has always to be part of the current
marketing strategy of a company. A lot of companies make social media a goal in it selves and that is wrong.
Social media has to be always a part of your marketing plan.
There for the first lesson when making a social strategy will be:
A social media strategy is not an end in itself.
Social media has to be part of a marketing plan and social media has to be integrated in the current business.
Social media is a marketing tool, not a goal/ department in itself.
3. It is not about social media
The third mistake: After people know, why they want online they forget most of the time that:
It is not about social media.

53
Not about social media you might ask? No, it is not about the social media. Social media has to be used to
start and facilitate on- and offline conversations in every possible way.
One small fact is also that the new- and social mediums are not social. Social media platforms are driven by
the need of people to be social.
After knowing these things there can be started with the social strategy.
3.2. Successful social strategy
Key terms for a successful social strategy
1. It is not about the platforms, it is about the message/ conversation
2. Be active online, (When you snooze, you lose)
3. Integrate different mediums with the site as the central destination
4. Make ‘being social’ a central subject in your organization
5. Listen more than you talk
6. Use the right measurements
7. Think about a global perspective
8. Use experts from outside your company, a third party
9. Be alert
The 9 pillars of social media article from the Dutch marketing blog Frankwatching, written by general chief of
Piet-Hein van Aalst. The company Piet-Hein van Aalst works for is Weber Shandwick, an international advice
company on public relations area.
3.3. Making a social strategy
3.3.1. How to build a social strategy
This social strategy is made through the five parts of the Chameleon result cycle which are;
 Strategy
 Exploration
 Creation
 Implementation
 Optimization
In the previous chapter, chapter 1 ‘Overview of Chameleon’ there is already talked about the result cycle.
Shortly said is the result cycle a standard procedure for how chameleon works.
Image 3.1 Chameleon result cycle

54
This social strategy consists about the following phases which we organize in the following parts of the
Chameleon result cycle:
1. The company DNA
2. Goals
3. Define your targets audience group
4 Audience target group on social media
5 Start measurement (Know where you are starting from)
6 Value proposition
7 Budget
8 Tracking
9 Create online presence (Complete online attendance)
10 Start sharing
11 Engage and create involvement
12 Call to action
13 Measure the results
14 Optimize
15 Return on Investment (ROI)

55
3.3.2. The company DNA
Every company has a DNA. This DNA is very important because you need to know what your company DNA is
before you can go social and start sharing and can engage with your target audience group. A companies
DNA tells you what the core values of your people, strategy and your service or product are.
A companies DNA consist about the following three parts:
A. People
B. Product or services
C. Marketing strategy
A. People
Companies get the most out of their social strategy when there are employees from various departments
are involved. At first people are most of the time resisting changes. A way how to decrease this resistance is
to let people think with you about your social strategy. In this way you create also a support for your ideas.
This is logic when you think about that a sales manager has a difference type of interest then a developer.
“When people from various departments are involved in a social strategy they reach also various target
audience groups/ departments. “
In this way you have two birds with one stone. As a company you can search who is already active on social
media and look or they are representative to participate in these new developments. In this way you got
maybe more internal social media evangelists then you think.
“A function description does not tell you who has got the most feeling for social media in a company.”
But not only employees have to be involved in this social strategy. Also management function has to be
involved because they have to decide over the budget. Social media is not free, quite the opposite. It is very
expensive and a time spending activity. Your employees have to be the knowledge to use it. This may
also include training in this area. And these external costs are not the only costs. Employees need also time
to be active on these media. So it is not free at all.
A research of Weber Shandwick and the company Forbes insight a research company shows us the following
conclusion:
“The research shows that the companies first have to make their internal business in order. Subjects as
strategy, planning, consistency, and you feel at home on social media are currently more important than
having an account on all social media platforms.” This research is kept under two thousand senior executives
from all over the world in over fifty countries.

How to increase direct engagement with the target audience group to the use of social media by rick bouter london januari 2012

How to increase direct engagement with the target audience group to the use of social media by rick bouter london januari 2012

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