Social media strategies

UNIT4 Design Center – Edo-Jan Meijer
SOCIAL MEDIA
Edo-Jan Meijer

Introduction
UNIT4 Design Center – Edo-Jan Meijer © mech

EDO-JAN MEIJER
1993 - 1998
The Design Academy
1998 - 2013
Graphical designer
Strategy developer,
Manager Innovation,
2009 - ...
Community manager WNF
Photographer WNF
2013 - ...
Creative manager
UNIT4 Corporate Design
Center
Strategy developer
speaker
author

The world has changed
UNIT4 Design Center – Edo-Jan Meijer © edvanl

1994

2008

2014

Social Media
UNIT4 Design Center – Edo-Jan Meijer © Karina.kleijn

WAT IS SOCIAL MEDIA
Social media is a dialogue between people,
made possible by online tools.

FACTS AND FIGURES
• What if Facebook was a country? Number three in terms of population;
• 50% of all online traffic in the UK is traffic to Facebook;
• 60 million watched the movie of VW and Darth Vader on YouTube,
Justin Bieber became popular thanks to YouTube;
• If Wikipedia was a book, it had 2,25 million pages and you needed 125
jears to read it;
• Social Media showed us live:
• Nuclear disaster & tsunami in Japan;
• Revolutions in Northern Africa;
• Euromaidan riots in Kiev,

THE BIG 5 IN THE NETHERLANDS (2013)
845+ million accounts
6+ million the Netherlands
3,5+ million the Netherlands
400+ million unique visitors / month
8+ million unique visitors / month the Netherlands

SOCIAL MEDIA
Sociale networks Communities Content sharing Virtual worlds Publish

R.O.I.
UNIT4 Design Center – Edo-Jan Meijer © Ronbuist

R.O.I. = RETURN ON INVESTMENT
What you invest
(Investment)
COSTS BENEFITS
What you get
(Return)
Value
(Return – Investment = R.O.I.)

INVESTMENT, WHAT TO INVEST?
• Time: developing a social media
(content) strategy;
• Time: educating social media
managers;
• Time: creating content
• Time: maintaining social media
channels;
• Maybe budget for campaigns;
• Maybe purchase analysis software;
• Maybe hiring specialists.

RETURN
• PR/Reputation management: Improve your
brand image;
• Thought leadership: Claim your authority;
• Conversion: Selling products/services;
• Leads: Gain new relationships/customers;
• Customer services: Help customers;
• Recruitment: Recruit new employees;
• Business Intelligence; Market research.

BUT!
A "Return" doesn’t always have a
positive outcome.
If you don’t know exactly what you’re
doing, the outcome might be:
• Detraction from the brand
• Frustrating existing and new
customers;
• Creating digital tombstones.
ALWAYS start with a good strategy

Strategy
UNIT4 Design Center – Edo-Jan Meijer © Shirley28

SET GOALS
• I want to improve my image;
• Sell my product;
• Know how my target audience think
about my brand;
• Traffic to website;
• Increase/broaden target audience;
• Call avoidance.

KNOW YOUR TARGET AUDIENCE
• What target groups do you want to
attract/activate?
• What are the needs, desires and
demands of the target groups?
• What do they know about you?
• What do you want them to do?
• Where are your target groups right
now?

DEVELOP A SOCIAL MEDIA STRATEGY
Organisation Target group
Goals /
Objectives
Needs

DEVELOP A SOCIAL MEDIA STRATEGY
Organisation Target group
Goals /
Objectives
Needs
POSSIBLITIES

STRATEGIES
There are roughly five different basic strategies you can pursue
through social media:
1. Listen
2. Talk
3. Activate
4. Support
5. Bring in

1) Listen
UNIT4 Design Center – Edo-Jan Meijer © Angelaloue

LISTEN
Your brand is not yours, your brand is what
your customer thinks of you;
What customers think of you, they also
express in social media;
Sentiments towards your brand, change
by context and per day;
By listening carefully you know what your
customers think of you;
It is not about generating lots of data,
it’s about what you are doing with it.

MAP YOUR AUDIENCE
Audience
Characte-ristics
Social Media
Goals and
objectives
Relationship
WNF
Passion
points
Fundamental
questions
Use of assets
WWF for life Feel
responsible for
the earth (and
carry it out)
Wnf.nl Create fans for
life
Breath WNF WNF –core
values
Do you want
to be WWF?
WNF platform
E-mail
Offline
communication
Participating to
activitties
Ambassadors Are aware of
their place in
the world and
the fragility of
the Earth
Columbus
Nat. Geo.
Contributors,
Volunteers,
Ambassadors
Embrace
values WWF
Intrinsic values Do you want
to help WWF?
Personal
interaction via
socail media
E-mail
Fans See the world
as a source of
inspiration, love
the earth.
Zoom.nl
Waarbenjij.nu
Contributors,
Volunteers,
Ambassadors
Passion
overlaps with
WWF values
Passions:
Photography,
Sports
Travelling
Do you want
to participate
with WWF?
Photography
contests
Blogging
Publicing
content as
WWF member
Interested Love nature
and animals,
recycle.
Twitter,
Facebook
Linkedin
Pinterest
Instagram
Fans
Make a
donation
Recognize
WWF
Be personally
addressed
Do you want
to get in touch
with WWF?
Questionaires
Polls
Unknown Are more or
less
approachable
Youtube,
Myspace
Flickr,
others
Branding,
awareness
Traffic to
site/soc media
Recognize
WWF logo
Recognition
and repetition
Do you want
to know what
WWF is?
Bannering,
adwords,
editorials,
content-integration

R.O.I. OF ‘LISTEN’
• Deeper understanding of your brand:
image versus identity;
• Know where your audience is active;
• Better understanding of the needs of
your audience;
• Analysis of your competitors;
• Save market research money;
• Directly respond to negative
sentiments;
• Generate new product marketing ideas.

2) Talk
UNIT4 Design Center – Edo-Jan Meijer © Arnoldo

TALK
• Traditional marketing yells to customers.
(COME! COME! COME!);
• You don’t have a clue what your customers
do inside the sales funnel;
• When customers are located in the middle
of the funnel, they’ll discuss their findings
on fora, blogs en social networks;
• You can help your audience taking some
steps just by being presence;
• Always provide an ability for interaction;
• Potential customers do read your posts too!
Come
Look
Compare
Choose
Buy
Return

MAKE THEM AWARE OF YOUR EXISTENCE

LET THEM TALK ABOUT YOUR BRAND / PRODUCT

MAKE IT STICKY
• Keep it simple
• Find the core, tell it
• Unexpected
• Draw attention (surprise), hold attention
(interest)
• Concrete
• Make them remember your idea
• Credible
• Make them believe you
• Emotion
• Associations, self-interest, identity
• Story telling
• How to act, energize

WEBCARE

R.O.I. OF ‘TALK’
• Getting in touch with the target
audience;
• Broadening your customer network;
• Better image;
• Claim authority;
• Do relevant offers;
• Call avoidence;
• Gain insights to improve campaigns.

3) Activate
UNIT4 Design Center – Edo-Jan Meijer © Peterdoorn

ACTIVATE
• Activate your best ambassadors to
distribute your content in their own
network(s);
• Activation works well for companies
with enthusiastic customers;
• Strong and/or emotional brands, you
need to have something the
customers can talk about;
• You have to know what your
customers needs;
• Reward the ambassadors with
privileges.

CASE WNF / ZOOM.NL
• WNF insight: donors love photography,
sports en travelling;
• The photography audience was found in
social media by ‘Listening’;
• Collaboration with Zoom.nl started in 2009
• Cross-media concept: Online community and offline
magazine;
• Magazine is completely filled with photos of
community;
• 80,000 active members;
• Photography Contests to activate.
Photographers.

© Jacqueline van der Steen
WINNER CONTEST 2010

© Claire Droppert
WINNER CONTEST 2010

© Linda van der Veeken
WINNER CONTEST 2010

JONNE SEIJDEL, WINNER 2010
INTERNSHIP 2011: WWF IN BORNEO

R.O.I. OF ‘ACTIVATE’
• Strong loyalty among your target
audience (ambassadors);
• Strong image;
• Traffic to your site / shop;
• New employees;
• 'User Generated Content' for your
organization;
• By a viral effect a broadening of your
audience.

SUPPORT
• People are more likely to trust each
other then a company;
• People are willing to put in a lot of
effort and energy to help others
(family, friends, etc);
• Even if people do not know each
other, they still want to help each
other;
• The ability to provide an answer is
already a reward in itself;
• Take a step back and facilitate this
mechanism.

R.O.I. OF ‘SUPPORT’
• Get in touch with potential
ambassadors;
• Spreading your brand by your
audience;
• Deepened the relationship with the
audience;
• Be the authority on a specialist area:
Thought Leadership;
• Call avoidence.

BRING IN
• Customers like to say what they think
and want to tell you what to do;
• Customers are doing this as we
speak: Social networks, reviews and
ratings on comparison sites, forums,
YouTube, own blogs;
• Customers already became part of
your business;
• You can involve customers directly in
innovation and development
processes.

R.O.I. ‘BRING IN’
• Very strong relationship with the
top ambassadors of your target
group;
• Loyalty with existing customers;
• Insights to improve services or
products;
• Insights to develop new products or
services;
• Fans / ambassadors for life.

MEASURE
• Social media is changing very
rapidly;
• Sentiments change per context and
per day;
• The target audience is changing
through time, technology,
sentiments;
• So keep listening and keep
continuous measurement efforts;
• Analyze the data periodically and
after every campaign.

WHAT TO MEASURE?
• Number of clients (followers,
friends, fans);
• Number of interactions with target
(RT, likes, shares);
• Content of interactions;
• Sentiment vs. your brand;
• Conversions by KPIs;
• Involvement of the audience.

free Paid
TOOLS

CONCLUSION
• Without strategy, less chance of
a positive ROI;
• Invest in time (and money);
• Feature is unclear;
• so:
• Know what you want to achieve;
• Start with mapping your
audience by listening;
• Develop follow-up strategies;
• Continuous measure and keep
on listening.

“It is not the strongest of the species
that survives, nor the most
intelligent that survives. It is the one
that is most adaptable to change”.
Charles Darwin

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