For the Course Business Model Innovation I was asked to do a guest lecture concerning Social Media strategy with main focus on customer perspective.

3. Objective
To make you aware of what
Social Media is. That it is part of the
daily life we are in, like brushing your teeth…
how it can be used including Do’s & Dont’s

4. ????????

5. Objective
To make you aware of what Social Media is. That
it is part of the daily life we are
in, like brushing your teeth… how it
can be used including Do’s & Dont’s

7. Objective
To make you aware of what Social Media is. That
it is part of the daily life we are in, like brushing
your teeth… And, how
it can be used
including Do’s & Dont’s

9. 2004

10. 2012

11. Differences?

13. VIDEO PHOTO
ALL CONTENT IS SHARED!
NETWORKING BLOG

14. Social Media ?
http://www.youtube.com/watch?v=QUCfFcchw1w

15. Fundamental shift in the way people
are communicating
• Facilitating conversations
• Sharing knowledge
• Experiences
• But just another way of communicating:
38 Year 13 Year 4 Year
100 million users in
9 months

16. It is not:

17. Introduced a new way of
communicating
BRAND
Message Message
CONSUMER

18. Introduced a new way of
communicating
BRAND
Brand Loyalty Engagement
Feedback Branding
Ambassadors Knowledge
Customer Expertise
insights Customer Service
Indirect Sales Top of Mind
CONSUMER

19. It’s all about love and trust

20. Create Ambassadors!
• Get guest to talk about you!
– Share
– Give
– Interaction
Voice of the company
CUSTOMER

21. Channels

23. http://www.youtube.com/watch?v=WToVoKyK60k

24. The (viral) effect:

26. Are you ready for Facebook?
• Facebook Graph Search
• Facebook Offers (Groupon Like)
http://www.youtube.com/watch?v=SD951tHz38g

31. Leading Examples
Proactive

32. Reciprocity

33. Make it personal!

34. What’s the succes?

35. Developments

36. Read and write reviews… Anywhere any time!
Interact with your followers anywhere any time!

38. • What do you want • Interact • Who are your
• Social Media is • Which message
to achieve? • Manage followers?
only part of the on which channel?
• What is your story? expectations • Where are they
bigger picture • Every channel is
• What do you want • Create Customer active?
unique! Delight • What makes them
Get the basic right! to share?
• Every target group click?
• Homepage • What content do
is unique • A returning
• SEO/ SEA you have to share?
• You are selling not a activity
• Email Marketing
product/services, every
but experiences! week?
• Use Cross Channel
marketing
• How will you use • Which social
every channel? media channels
• How often will you do you use?
use every channel? • Every social media
channel is your
homepage
• Who will be • What metrics will • Use analytics to
responsible for social you use to find track conversion
media internally? out the ROI • Monitor! Tool?

39. Setting up
1. Set up basics (website / SEO / SEA)
2. Website statistics / analyse
3. Your goal with Social Media
4. What is your target group
5. Which social media channels
6. What are the advantages / disadvantages of the channels. Shortcomings?
7. How is your target group active on social media
8. What do they know about your brand?
9. What is your value proposition (story)
10. What do you have to share?
11. What makes them click?
12. Do you tell the same story on every social media platform?
13. Who is responsible for social media within the organization?
14. Create guidelines within the company to use social media
15. How do you monitor?
16. Adjust your filters to find your target group (#Hotel #Amsterdam)
17. Interact with target group
18. Create KPI’s
19. Analyze and adjust

40. Quick Scan IBIS

41. What do you think?
When you see this picture…

43. Ask yourself…
Message? Message? Message?
Target Group? Target Group? Target Group?
Channels? Channels? Channels?
How to cater target groups of three brands at once?

44. Is this your message?
Remember?

46. How do you reach your ambassadors?

47. !

48. Do you like what they are saying?
People tend to talk about the positive things and
write about the negative things…

49. Why Social Media?
• Not direct sales, but indirect
• Create top of mind with your followers
• Social media is part of the bigger picture en part of the
complete guest experience.
Facts & Figures:
85% Increased brand exposure
70% Traffice to the website increased
65% Has more intel about the needs and demands of guests
58% Generated more leads
58% Have loyal fans / ambassadors
55% Improved their SEO
40% Improved Sales

51. Business Rules

52. Thank you!
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