Delaware - introduction in social media. Opportunities B2B. #SM4KMO - Stefaan Lammertyn - Pixular

1. Photo by UncleBucko - http://flic.kr/p/4GafD
Successful with
social media
Stefaan Lammertyn - Pixular - @slk8500
Monday 11 June 12

2. Monday 11 June 12

3. Stefaan Lammertyn - Pixular - @slk8500
Monday 11 June 12

4. Monday 11 June 12

5. Monday 11 June 12

6. Websites
Content Management Systemen (CMS)
Stefaan Lammertyn
& Patrick Maes
E-mail marketing
stefaan@pixular.be
051 25 46 44 Hosting
www.pixular.be Social Media
Monday 11 June 12

7. Monday 11 June 12

8. 8
Monday 11 June 12

9. 9
Monday 11 June 12

10. 10
Monday 11 June 12

11. Monday 11 June 12

12. 12
Monday 11 June 12

13. 13
Monday 11 June 12

14. 14
Monday 11 June 12

15. 15
Monday 11 June 12

16. 16
Monday 11 June 12

17. Foto: Mieke Verhelle - KW
Monday 11 June 12

18. Monday 11 June 12

19. Full house, empty house...
http://lyricsfever.net/
Monday 11 June 12

20. Program
1. We are halfway...
2. Social media? Definition & Findings
3. Can’t see the wood for the trees
4. Twitter/LinkedIn/Facebook: tip of the
iceberg
5. Opportunities & Pitfalls
6. On your marks, get set, GO
Monday 11 June 12

21. Monday 11 June 12

22. Photo by Rosa Dik 009 - on & off - http://flic.kr/p/8BVyDx
WHO LOOKS FOR IT,
WILL FIND IT
#SM4KMO
Monday 11 June 12

23. SERENDIPITY
Looking for a needle in a haystack &
finding the farmer’s daughter instead
Pek van Andel
Monday 11 June 12

24. Monday 11 June 12

25. Monday 11 June 12

26. Photo by TheAlieness GiselaGiardino²³ - http://flic.kr/p/5Rz9G
Monday 11 June 12

27. #01
There was a time...
#01 > We are halfway...
Monday 11 June 12

28. WE ARE HALFWAY
#01 > We are halfway
Monday 11 June 12

29. Digital is the new normal
#01 > We zijn halfway
are halfweg
Monday 11 June 12

30. Photo by Dhammika Heenpella / Images of Sri Lanka - http://flic.kr/p/7g7nSm
#01 > We zijn halfway
are halfweg
Monday 11 June 12

31. #01 > We zijn halfway
are halfweg
Monday 11 June 12

32. #02
WHAT ARE
SOCIAL MEDIA?
“Social media are the online tools and
platforms that people use to share their
opinions, insights and experiences.”
#02 > Social media: Definition & Findings
Monday 11 June 12

33. #02
EU: 232 million
US: 222 million
ASIA: 219 million
#02 > Social media: Definition & Findings
Monday 11 June 12

34. #02
#02 > Social media: Definition & Findings
Monday 11 June 12

35. Facts & figures
• Growth!
• On average 55 minutes/day on Facebook
• 65% of TOP100 companies on Twitter
• all ages use this kind of media 7 > 100
Monday 11 June 12

36. Findings
#02 > Sociale media: Definitie & Vaststellingen
#02 > Social media: Definition & Findings
Monday 11 June 12

37. Vaststellingen
#02 > Sociale media: Definitie & Vaststellingen
Monday 11 June 12

38. Monday 11 June 12

39. #02 > Sociale media: Definitie & Vaststellingen
Monday 11 June 12

40. Photo by elston - http://flic.kr/p/Mnf9T
#02 > Sociale media: Definitie & Vaststellingen
#02 > Social media: Definition & Findings
Monday 11 June 12

41. Photo by lindacq - http://flic.kr/p/5xnpUX
#02 > Sociale media: Definitie & Vaststellingen
#02 > Social media: Definition & Findings
Monday 11 June 12

42. In our time...
Photo by The Next Web - http://flic.kr/p/8g2yDN
#02 > Sociale media: Definitie & Vaststellingen
#02 > Social media: Definition & Findings
Monday 11 June 12

43. #02 > Sociale media: Definitie & Vaststellingen
#02 > Social media: Definition & Findings
Monday 11 June 12

44. Voortrekkers...
https://www.facebook.com/profile.php?id=100001150301851
https://www.facebook.com/profile.php?id=100001150301851
Monday 11 June 12

45. THEN... NOW Computing
devices
http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012
45
#02 > Sociale media: Definitie & Vaststellingen
#02 > Social media: Definition & Findings
Monday 11 June 12

46. THEN... NOW Connectivity
http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012
46
#02 > Sociale media: Definitie & Vaststellingen
#02 > Social media: Definition & Findings
Monday 11 June 12

47. THEN... NOW Life Stories
http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012
47
#02 > Sociale media: Definitie & Vaststellingen
#02 > Social media: Definition & Findings
Monday 11 June 12

48. THEN... NOW News &
Information
http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012
48
#02 > Sociale media: Definitie & Vaststellingen
#02 > Social media: Definition & Findings
Monday 11 June 12

49. THEN... NOW Note Taking
http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012
49
#02 > Sociale media: Definitie & Vaststellingen
#02 > Social media: Definition & Findings
Monday 11 June 12

50. THEN... NOW Education
http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012
50
#02 > Sociale media: Definitie & Vaststellingen
#02 > Social media: Definition & Findings
Monday 11 June 12

51. THEN... NOW Music
http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012
51
#02 > Sociale media: Definitie & Vaststellingen
#02 > Social media: Definition & Findings
Monday 11 June 12

52. THEN... NOW Navigation
http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012
52
#02 > Sociale media: Definitie & Vaststellingen
#02 > Social media: Definition & Findings
Monday 11 June 12

53. THEN... NOW Business
Collaboration
http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012
53
#02 > Sociale media: Definitie & Vaststellingen
#02 > Social media: Definition & Findings
Monday 11 June 12

54. We want to share...
#02 > Sociale media: Definitie & Vaststellingen
#02 > Social media: Definition & Findings
Monday 11 June 12

55. Findings
The brand experience transcends the
product level
Brand is Emotion!
Word of Mouth is World of Mouth
Fan makes new Fans
New consumer is a Trend, not a hype
55
#02 > Sociale media: Definitie & Vaststellingen
#02 > Social media: Definition & Findings
Monday 11 June 12

56. Findings
“Nothing influences a person more than the
recommendation of a trusted person”
Marc Zuckerberg - Facebook
78% consumers believe
recommendations of others
56
#02 > Sociale media: Definitie & Vaststellingen
#02 > Social media: Definition & Findings
Monday 11 June 12

57. http://visual.ly/social-media-and-maslow’s-hierarchy-needs
Monday 11 June 12

58. Opportunities of SM
Be there where your
customers are!
58
#02 >>Social media: Definition & Findings
#05 Kansen en Valkuilen
Monday 11 June 12

59. #02 > Social media: Definition & Findings http://richardatdell.blogspot.be/
Monday 11 June 12

60. Opportunities of SM
1. Branding
2. Leadgeneration - sales support
3. Recruiting & PR
4. Market research
5. Loyalty
60
#02 > Social media: Definition & Findings
Monday 11 June 12

61. Opportunities of SM
6. Internal communication
7. Competitive advantages
8. Showing expertise
61
#02 >>Social media: Definition & Findings
#05 Kansen en Valkuilen
Monday 11 June 12

62. BRANDING
BRANDING
62
#02 > Social media: Definition & Findings
Monday 11 June 12

63. LEAD
LEAD GENERATION
63
#02 > Social media: Definition & Findings
Monday 11 June 12

64. RECRUITMENT
64
#02 > Social media: Definition & Findings
Monday 11 June 12

65. Dare to ask your audience... RESEARCH
65
Monday 11 June 12

66. INTERNAL
COMMUNICATION
CONNECT
UPDATE
SHARE
LEARN
COLLABORATE Photo by jenlen - http://flic.kr/p/7ecxTj
Monday 11 June 12

67. BRANDING
Expertise
67
#02 > Social media: Definition & Findings
Monday 11 June 12

68. #03
You know these...
#03 > Can’t see the wood for trees
Monday 11 June 12

69. #03 > Can’t see the wood bomen
#03 > Door het bos de for trees
Monday 11 June 12

70. CAN’T SEE THE WOOD
FOR THE TREES
1. Blogs
2. Microblogs: Twitter - Yammer - ...
3. Social Networks: LinkedIn - Facebook -
Google+- ...
4. Media Sharing: Youtube - Slideshare -
Spotify - ...
5. Location Based apps: Foursquare
#03 > Can’t see the wood bomen
#03 > Door het bos de for trees
Monday 11 June 12

71. BLOG
Monday 11 June 12

72. YOUTUBE
Monday 11 June 12

73. 4square
Monday 11 June 12

74. #04
TWITTER
#04 > Twitter
Monday 11 June 12

75. CAN
CHANGE
YOUR
LIFE
Photo by skyloader - http://flic.kr/p/8EEp4V
Monday 11 June 12

76. Twitter
• Microblog
• Text message of the Internet
• Tweet = message < 140 characters
• Constant message flow
• Following = people you follow
• Followers = people following you
Microblog
76
#04 > Twitter
Monday 11 June 12

77. Jargon
• Users: @username ex. @slk8500
• ReTweet = Resend Tweet(RT)
77
@SLK8500
#04 > Twitter www.pixular.be
Monday 11 June 12

78. Jargon
• # HASHTAGS = Metadata = keyword
#KortrijkXpo #PanoramaTV #TwitterABC
• @slk8500: public answer
• d slk8500: Direct Message - private...
78
#04 > Twitter
Monday 11 June 12

79. Photo by coconinoco - http://flic.kr/p/8g9p1o
6. Toekomst
Monday 11 June 12

80. Tools
• On your PC/MAC or Smartphone
• www.twitter.com / search.twitter.com
• Application: Twitterbird/Tweetbot
• Combination: Hootsuite/Tweetdeck
80
#04 > Twitter
Monday 11 June 12

81. Efficient twittering
• Tell others your story
• Better with Added Value
• Use links in your messages
• Ask questions & give answers
• Share your knowledge & insights
• TXS, be thankful - don’t forget your
grandmother
81
#04 > Twitter
Monday 11 June 12

82. 82
#04 > Twitter
#04 > Twitter
Monday 11 June 12

83. 83
Monday 11 June 12

84. #04 > Twitter
#04 > Twitter
Monday 11 June 12

85. #04 > Twitter
#04 > Twitter
Monday 11 June 12

86. Why using Twitter?
• Listening
• Learning and discovering/ People/ Things
• Ask Question #daretoask #dta
• Give & Receive
• Share knowledge > expert
• Be found! SEO
#04 > Twitter
#04 > Twitter
Monday 11 June 12

87. Monday 11 June 12

88. www.starttotweet.be
Monday 11 June 12

89. Monday 11 June 12

90. LinkedIn
Networking is Just like
Working
90
#04 > LinkedIn
#04 > LinkedIn
Monday 11 June 12

91. LinkedIn
• Knowledge > Contacts
• Who knows who ?
• Professional use
• Status updates - recommendations - Q&A
Social
Network
91
#04 > LinkedIn
#04 > LinkedIn
Monday 11 June 12

92. degrees of separation...
92
#04 > LinkedIn
#04 > LinkedIn
Monday 11 June 12

93. The strength of your network
Monday 11 June 12

94. 94
#04 > LinkedIn
#04 > LinkedIn
Monday 11 June 12

95. LinkedIn > Network
• Seek and you shall find
• Contacts of contacts
• Join groups
• Recommendations
• Presentations
• Detect opportunities
95
#04 > LinkedIn
#04 > LinkedIn
Monday 11 June 12

96. Groups
96
#04 > LinkedIn
#04 > LinkedIn
Monday 11 June 12

97. LinkedIn > Network
• Personal invitations
• Dare to ask questions
• Be willing to give answers
• Build up!
• Observe the hygiene of your network
97
#04 > LinkedIn
#04 > LinkedIn
Monday 11 June 12

98. Networking
98
#04 > LinkedIn
#04 > LinkedIn
Monday 11 June 12

99. LINKEDIN
Pay for publishing jobs
Monday 11 June 12

100. LINKEDIN
Vacatures betalend publiceren
Monday 11 June 12

101. FACEBOOK
101
#04 > Facebook
Monday 11 June 12

102. Functions
• Latest news
• What are you doing? Schmoozing
• Invitation/Reminder
• Interaction > Feedback
• Draw attention
• Stay in touch...
102
#04 > Facebook
#04 > Facebook
Monday 11 June 12

103. 103
#04 > Facebook
#04 > Facebook
Monday 11 June 12

104. 104
Monday 11 June 12

105. 105
Monday 11 June 12

106. 106
Monday 11 June 12

107. Do you know ...?
PINTerest
PINterest
107
#02 > Sociale media: Definitie & Vaststellingen
Monday 11 June 12

108. Monday 11 June 12

109. Monday 11 June 12

110. Monday 11 June 12

111. Monday 11 June 12

112. Pitfalls
112
Monday 11 June 12

113. Reputation
• WHAT is being said about me ?
• WHO is saying it?
• WHAT action? How to follow up?
113
#05 >> Odds andValkuilen
#05 Kansen en Pitfalls
Monday 11 June 12

114. 7 out of 10
messages on
social media
are positive
114
Monday 11 June 12

115. Reputation
The internet never forgets!
115
#05 >> Odds andValkuilen
#05 Kansen en Pitfalls
Monday 11 June 12

116. About BP but not from BP...
116
#05 >> Odds andValkuilen
#05 Kansen en Pitfalls
Monday 11 June 12

117. NO MAGIC BUT
STRATEGY
117
#06 > On the line, get set, GO
Monday 11 June 12

118. Social
Media
Roadmap
118
#06 > On the line, get set, GO
Monday 11 June 12

119. Leaflet & pills...
Helpful
6. Toekomst
Monday 11 June 12

120. Photo by coconinoco - http://flic.kr/p/8g9p1o
6. Toekomst
Monday 11 June 12

121. Pixular
Pixular.be
Monday 11 June 12

122. To score, you must shoot
122
Monday 11 June 12

123. Customer connected
Employees are your
company’s rock stars E. Lee - http://flic.kr/p/7o45Qb
Photo by Peter
Monday 11 June 12

124. There is a secret to Twitter success
and it’s the same secret for all of social media,
especially business social media:
wake up & write
@gitomer
Monday 11 June 12

125. ...
Photo by janineomg - http://flic.kr/p/7Lsz4B
Monday 11 June 12

126. THOU SHALL
Photo by jpmatth - http://flic.kr/p/a8fjQQ LISTEN
Monday 11 June 12

127. #01
It’s about conversations,
and the best
communicators start as
the best listeners
Brian SOLIS
Monday 11 June 12

128. LISTENING
#01
• Name of organization
• Brands & Employees
• Programs
• Website
• Keywords from sector
• Colleagues & Competitors
Monday 11 June 12

129. LISTENING
#01
• Let the technology work for you
• Monitoring
• Social Mention/Google Alerts
• Tracebuzz/Engagor
Monday 11 June 12

130. #01
Monday 11 June 12

131. Monday 11 June 12

132. Monday 11 June 12

133. THOU SHALL
DETERMINE
Photo by cliff1066™ YOUR GOALS
- http://flic.kr/p/5Mf7xA
Monday 11 June 12

134. GOALS
#02
• Increase customer satisfaction
• Visibility & name recognition
• Market research
• Expertise
• PR
• Recruitment
• Press
Commandment II: Thou shall determine your goals
Monday 11 June 12

135. GOALS
#02
Make sure your goals fit
into the overall marketing strategy
of your company
Commandment II: Thou shall determine your goals
Monday 11 June 12

136. THOU SHALL
DEFINE YOUR
TARGET AUDIENCE
Photo by contemplative imaging - http://flic.kr/p/6pLTXu
Monday 11 June 12

137. AUDIENCE
#03
Customers
Individuals
Prospects Press
Candidates Government
Young people
Seniors
Companies Consumers
Commandment III: Thou shall define your targets
Monday 11 June 12

138. WHICH
CHANNELS?
Monday 11 June 12

139. CHANNELS #04
Monday 11 June 12

140. THOU SHALL
DEFINE YOUR
Photo by steve loya - http://flic.kr/p/2h3DRh BENCKMARKS
Monday 11 June 12

141. BENCHMARKS
#05
• # website visitors
• # FB fans
• # Followers on Twitter
• Applies for information
• Mentions in the press
• ....
Monday 11 June 12

142. THOU SHALL
Photo by police5151 - http://flic.kr/p/6gXUcq ORGANIZE
Monday 11 June 12

143. ORGANIZE
#06
• Support within the organization
• Sensitize ...
• SM-coordinator
• Guidelines
• Actions & reactions
Commandment VI: Thou shall organize
Monday 11 June 12

144. #09
Social Media Policy
Good agreements = good friends!
Monday 11 June 12

145. #09
Employees
Monday 11 June 12

146. #09
No mother-in-law!
Monday 11 June 12

147. #09
Trust creates Trust
Monday 11 June 12

148. #09
Responsibility
Guidelines
Monday 11 June 12

149. #09
Make one person
SM-master
Monday 11 June 12

150. THOU SHALL
Photo by Vermin Inc - http://flic.kr/p/4ymfpb INTEGRATE
Monday 11 June 12

151. INTEGRATE
#07
• Both offline and online
• Website - newsletter - ...
• Print
Commandment: Thou shall integrate social media
Monday 11 June 12

152. Monday 11 June 12

153. Monday 11 June 12

154. LOOK FOR
FANS/FRIENDS
Photo by Anne Bennett - http://flic.kr/p/4mk5e8 FOLLOWERS
Monday 11 June 12

155. F-FACTOR
#08
• Word of mouth > world of mouth
• Who’s behind your company or brand?
• Go for partnership > ambassadors
• Support your fans!
Commandment: Look for fans
Monday 11 June 12

156. Monday 11 June 12

157. TELL OTHERS
YOUR STORY
Photo by Images by John 'K' - http://flic.kr/p/6kfzwS
Monday 11 June 12

158. CONVERSATION
#09
• Detect interesting issues
• Intervene and help
• Give answers and dare to ask questions
Commandment IX: Thou shall start the conversation
Monday 11 June 12

159. THOU SHALL
ANALYZE AND
ORGANISEREN
Photo by Willamor Media - http://flic.kr/p/88r8UC ADJUST
Monday 11 June 12

160. OBSERVE
#10
• SM is never off the air
• Objectives achieved?
• Why (not)?
• What didn’t we do right?
• Adjust where necessary
Commandment X: Thou shall analyze and adjust
Monday 11 June 12

161. Text
http://tomfishburne.com
Monday 11 June 12

162. Engagement
#10
• Participation: listen - act - interact
• Compelling content
• Tell your story
Monday 11 June 12

163. #10
Listen
Learn
Engage
Act
Monday 11 June 12

164. exeptional living
Monday 11 June 12

165. And what have we learned today?
165
Monday 11 June 12

166. #11
Create
(Eva) Content for your
audience and make your
audience Content
166
Monday 11 June 12

167. CONCLUSION
• Start listening
• Ensure added value
• Think before you Tweet
• Discover your place
• Search to find people/items
167
#06 >> Aan deline, get set, GO
#06 On the lijn, klaar, start
Monday 11 June 12

168. CONCLUSION
• Don’t be boring, don’t start online
arguments
• Watch your manners > grandmother!
• Respect 1 of 3 rule
• Help where you can
• Let everyone hear from you regularly
168
#06 >> Aan deline, get set, GO
#06 On the lijn, klaar, start
Monday 11 June 12

169. And now, jump !
169
Monday 11 June 12

170. #12
MAKE SURE SM
DOESN’T
BECOME SM
Photo by philippe leroyer - http://flic.kr/p/8eArtT
Monday 11 June 12

171. Contact
Questions, comments or suggestions?
Stefaan Lammertyn/Pixular
stefaan@pixular.be
www.sm4kmo.be
Follow us on Twitter:
@slk8500
#SM4KMO
Monday 11 June 12