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presents                  FireStarter           Social Media in Practice                                @dadovanpeteghemdi...
Hi, thanks for having me.                     My name is Dado Van Peteghem                     I’m a 29 year old guy from ...
• a digital consulting company               • founded in 2009 by Jo Caudron               • our mission is to help you fi...
To get this started...               • Who is using?           • Who is using?                     - Twitter            - ...
Launch ?dinsdag 3 april 12
Launch ?                           2004 - 8 years ago :)dinsdag 3 april 12
Launch ?                           2004 - 8 years ago :)                           2006 - 6 years ago :)dinsdag 3 april 12
Launch ?                           2004 - 8 years ago :)                           2006 - 6 years ago :)                  ...
Doe mee :)dinsdag 3 april 12
Introducing FireStarterdinsdag 3 april 12
FireStarter                     “we bring social into your company”                     • Our proven methodology          ...
Geen campagnes :)dinsdag 3 april 12
dinsdag 3 april 12                                                    Radio                                               ...
dinsdag 3 april 12                                                           Radio                                        ...
Start the Fire*                     Keep the Fire* burning                     Contain the Fire*                     *Fire...
FireStarter                     “we bring social into your company”                             Companies we “Started”dins...
Start                        1                              AWARENESS                                                     ...
FireStarter                     Project Break-Downdinsdag 3 april 12
Awareness Trackdinsdag 3 april 12
Start                        1                              AWARENESS                                                     ...
Strategy Trackdinsdag 3 april 12
About your Social/Online Strategy                         Corporate   Online       Social                         Strategy...
The Extended (Social Business) Ecosystem                                                          Marketing & Communicatio...
dinsdag 3 april 12
Transparency                        Closeness                     Responsiveness                      Speed / Agility     ...
dinsdag 3 april 12
dinsdag 3 april 12
Eerst een klapke doen :)                       Met IT, HR, Management,....dinsdag 3 april 12
Hoe belangrijk is sociale media voor                             jullie organisatie?                     Hoe interageren j...
Start                        1                              AWARENESS                                  • Strategy, step 2 ...
The 7 C’s of “Engagement”                                                            Customers &                          ...
Crisisdinsdag 3 april 12
Greenpeace vs. Nestlédinsdag 3 april 12
March 17, 2010: Greenpeace attacks Nestlé via YouTube.dinsdag 3 april 12
Huge reach on social                     Picked up by traditional                     media                     Picked up ...
Nestlé doing it wrong on    Facebook, people start    complaining...dinsdag 3 april 12
dinsdag 3 april 12
Caredinsdag 3 april 12
dinsdag 3 april 12
dinsdag 3 april 12
dinsdag 3 april 12
Care --> Crisisdinsdag 3 april 12
Van beul tot ambassadeurdinsdag 3 april 12
Van beul tot ambassadeurdinsdag 3 april 12
Van beul tot ambassadeurdinsdag 3 april 12
dinsdag 3 april 12
Closenessdinsdag 3 april 12
dinsdag 3 april 12
dinsdag 3 april 12
dinsdag 3 april 12
‘Thank you’ marketing.dinsdag 3 april 12
me                     You should be fan of your audience, not the other way around!dinsdag 3 april 12
Contextdinsdag 3 april 12
Engagor insights:                       ‘Hot’ conversations                      Most mentioned items                     ...
Collaborationdinsdag 3 april 12
dinsdag 3 april 12
dinsdag 3 april 12
Contentdinsdag 3 april 12
dinsdag 3 april 12
dinsdag 3 april 12
Conversiondinsdag 3 april 12
Push and you will be pushed back :)dinsdag 3 april 12
What’s the ROI of being                      friendly to people??dinsdag 3 april 12
The better/longer we know each                     other, the less we have to pushdinsdag 3 april 12
Concept Trackdinsdag 3 april 12
8  Interaction                 High                Medium                 0a                 Lowdinsdag 3 april 12        ...
dinsdag 3 april 12
845.000.000                     people on Facebook !dinsdag 3 april 12
Zorg dat ze niet op de partybus blijven zittendinsdag 3 april 12
Teams Trackdinsdag 3 april 12
Start                        1                              AWARENESS                                                     ...
Policy         Hoe kan je helpen?         ipv         Wat mag je niet doen?dinsdag 3 april 12
Huisregels    bezoekers    But not thedinsdag 3 april 12
dinsdag 3 april 12
dinsdag 3 april 12
Start  Strategy & Concepts                        1                              AWARENESS                        2   STRA...
Want to be ready?                                    Get a Plandinsdag 3 april 12
Want to be ready?                                                       Change your view on                               ...
Thank you :)                     @dadovanpeteghem                     dado@dearmedia.bedinsdag 3 april 12
Let’s get started.                     Let’s get the fire burning.dinsdag 3 april 12
• Strategic consultant at DearMedia                                 • Studied Communication Sciences and Applied Informati...
•   Founding Partner of DearMedia                       •   Active in interactive since 1993 as (co-)founder of Dear Media...
presents                  FireStarter           Social Media in Practicedinsdag 3 april 12
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FireStarter - Social Media in Practice (Dado Van Peteghem, Dear Media)

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FireStarter - Social Media in Practice (Dado Van Peteghem, Dear Media)

  1. 1. presents FireStarter Social Media in Practice @dadovanpeteghemdinsdag 3 april 12
  2. 2. Hi, thanks for having me. My name is Dado Van Peteghem I’m a 29 year old guy from Belgium. I’m working at DearMedia, a consulting company delivering a wide range of services for a world of new media. We focus on social & mobile strategies. Last year I got married to Danielle, the love of my life. We live together in the most beautiful city of the world, Ghent. @dadovanpeteghemdinsdag 3 april 12
  3. 3. • a digital consulting company • founded in 2009 by Jo Caudron • our mission is to help you finding a new balance between the certainties of your traditional business and the opportunities of innovations in (digital) media • our scope is everything in the digital space, with focus on social, mobile, tablets, location, connected TV, new radio, ... • We work for large European clientsdinsdag 3 april 12
  4. 4. To get this started... • Who is using? • Who is using? - Twitter - an iPhone - Facebook - an Android - LinkedIn - a Blackberry - Google+ - a tablet (iPad 1, iPad 2, The - FourSquare New Ipad, ...) - Pinterest - Instagramdinsdag 3 april 12
  5. 5. Launch ?dinsdag 3 april 12
  6. 6. Launch ? 2004 - 8 years ago :)dinsdag 3 april 12
  7. 7. Launch ? 2004 - 8 years ago :) 2006 - 6 years ago :)dinsdag 3 april 12
  8. 8. Launch ? 2004 - 8 years ago :) 2006 - 6 years ago :) 2003 - 9 years ago :)dinsdag 3 april 12
  9. 9. Doe mee :)dinsdag 3 april 12
  10. 10. Introducing FireStarterdinsdag 3 april 12
  11. 11. FireStarter “we bring social into your company” • Our proven methodology • To help your company start with social media • Create a Social media Strategy • Choose the right Social Media and Networks • Implement Tools for listening and responding • Create and train Teams, Ownerships, Roles, ... • Create and apply Policy, Code of Conduct, Guidelines • Coaching & Follow-updinsdag 3 april 12
  12. 12. Geen campagnes :)dinsdag 3 april 12
  13. 13. dinsdag 3 april 12 Radio TV Print Billboards From ... DM Internet Remember the internet ... Marketing & Communication Sales Service & Support ... to HR Internet IT PR & External Commun. R&D & Enterprise 2.0
  14. 14. dinsdag 3 april 12 Radio TV Print Today ... Billboards From ... DM Social Media Marketing & Communication Sales Service & Support ... to HR IT Social Business PR & External Commun. R&D & Enterprise 2.0
  15. 15. Start the Fire* Keep the Fire* burning Contain the Fire* *Fire = social, conversation, engagement, ...dinsdag 3 april 12
  16. 16. FireStarter “we bring social into your company” Companies we “Started”dinsdag 3 april 12
  17. 17. Start 1 AWARENESS STRATEGY Strategy & Concepts 2 STRATEGY Digital Social Mobile 3 CONCEPTS Inbound (listen) /Outbound (talk) Destinations / Streams Fix / Mobile Strategy full framework FUNCTIONAL SOCIAL PLAN REQUIREMENTS - people & teams (site, portal, apps, Details - tools (monitoring & channels, ...) 4 participation) - policies & guidelines - training & coaching RFP ASSISTANCE EXECUTION Next GUIDANCE 5 FOLLOW UP kpi’s, extentions day2day support, conversation mgt, coachingdinsdag 3 april 12
  18. 18. FireStarter Project Break-Downdinsdag 3 april 12
  19. 19. Awareness Trackdinsdag 3 april 12
  20. 20. Start 1 AWARENESS • Why the Awareness track? - bringing together internal & external Strategy & Concepts 2 STRATEGY Digital Social Mobile stakeholders - lowering barriers & prejudices Inbound (listen) /Outbound (talk) 3 CONCEPTS Destinations / Streams - thinking about opportunities and threats Fix / Mobile FUNCTIONAL - triggering the different stakeholders to think SOCIAL PLAN about the new paradigms in order to generate REQUIREMENTS - people & teams (site, portal, apps, first visions and ideas Details - tools (monitoring & channels, ...) 4 participation) - policies & guidelines RFP ASSISTANCE - training & coaching - first alignment of visions & needs Next GUIDANCE 5 FOLLOW UP kpi’s, extentions day2day support, conversation mgt, coachingdinsdag 3 april 12
  21. 21. Strategy Trackdinsdag 3 april 12
  22. 22. About your Social/Online Strategy Corporate Online Social Strategy Strategy Strategy Mature Experimentaldinsdag 3 april 12
  23. 23. The Extended (Social Business) Ecosystem Marketing & Communication PR & External Commun. Clients R&D & Enterprise 2.0 Prospects Service & Support Media Sales HR Shareholders IT YOU Staff Partners Suppliers Social Business ... todinsdag 3 april 12
  24. 24. dinsdag 3 april 12
  25. 25. Transparency Closeness Responsiveness Speed / Agility Authenticitydinsdag 3 april 12
  26. 26. dinsdag 3 april 12
  27. 27. dinsdag 3 april 12
  28. 28. Eerst een klapke doen :) Met IT, HR, Management,....dinsdag 3 april 12
  29. 29. Hoe belangrijk is sociale media voor jullie organisatie? Hoe interageren jullie vandaag al met klanten? Wat zijn mogelijke hindernissen? ....dinsdag 3 april 12
  30. 30. Start 1 AWARENESS • Strategy, step 2 Strategy development Strategy & Concepts 2 STRATEGY Digital Social Mobile 1 Vision (& the impact on the company’s ecosystem) 2 Response (to the vision) Inbound (listen) /Outbound (talk) 3 CONCEPTS Destinations / Streams Fix / Mobile 3 Scope FUNCTIONAL 4 Goals SOCIAL PLAN REQUIREMENTS - people & teams (site, portal, apps, Details - tools (monitoring & channels, ...) Objectives 4 participation) - policies & guidelines & KPI’s - training & coaching RFP ASSISTANCE Next GUIDANCE 5 FOLLOW UP kpi’s, extentions day2day support, 5 Tactics Concepts, tools & networks conversation mgt, coachingdinsdag 3 april 12
  31. 31. The 7 C’s of “Engagement” Customers & igning Compe- ampa Relaties (B2C + Public Influencers Media Staff titors C B2B) Anticipating potential damaging messages that can create Crisis crisis situations in the organization. Responsive Providing help & support to people Care with questions or problems. Understanding people’s needs & expectations, being ‘close’ Closeness to their feelings and acting upon it. Understanding the broader picture: what are trends in consumer behavior, Context technology, the industry,..to find relevant insights. Collaboration Collaborating & co-creating with the community to develop better products & services Pro-active Content Pro-active outbound initiatives to engage in content marketing via social media Conversion Spotting opportunities to convert people to your business.dinsdag 3 april 12
  32. 32. Crisisdinsdag 3 april 12
  33. 33. Greenpeace vs. Nestlédinsdag 3 april 12
  34. 34. March 17, 2010: Greenpeace attacks Nestlé via YouTube.dinsdag 3 april 12
  35. 35. Huge reach on social Picked up by traditional media Picked up by influencersdinsdag 3 april 12
  36. 36. Nestlé doing it wrong on Facebook, people start complaining...dinsdag 3 april 12
  37. 37. dinsdag 3 april 12
  38. 38. Caredinsdag 3 april 12
  39. 39. dinsdag 3 april 12
  40. 40. dinsdag 3 april 12
  41. 41. dinsdag 3 april 12
  42. 42. Care --> Crisisdinsdag 3 april 12
  43. 43. Van beul tot ambassadeurdinsdag 3 april 12
  44. 44. Van beul tot ambassadeurdinsdag 3 april 12
  45. 45. Van beul tot ambassadeurdinsdag 3 april 12
  46. 46. dinsdag 3 april 12
  47. 47. Closenessdinsdag 3 april 12
  48. 48. dinsdag 3 april 12
  49. 49. dinsdag 3 april 12
  50. 50. dinsdag 3 april 12
  51. 51. ‘Thank you’ marketing.dinsdag 3 april 12
  52. 52. me You should be fan of your audience, not the other way around!dinsdag 3 april 12
  53. 53. Contextdinsdag 3 april 12
  54. 54. Engagor insights: ‘Hot’ conversations Most mentioned items Most influential people Most shared images, videos,... Facebook, Twitter,...statsdinsdag 3 april 12
  55. 55. Collaborationdinsdag 3 april 12
  56. 56. dinsdag 3 april 12
  57. 57. dinsdag 3 april 12
  58. 58. Contentdinsdag 3 april 12
  59. 59. dinsdag 3 april 12
  60. 60. dinsdag 3 april 12
  61. 61. Conversiondinsdag 3 april 12
  62. 62. Push and you will be pushed back :)dinsdag 3 april 12
  63. 63. What’s the ROI of being friendly to people??dinsdag 3 april 12
  64. 64. The better/longer we know each other, the less we have to pushdinsdag 3 april 12
  65. 65. Concept Trackdinsdag 3 april 12
  66. 66. 8 Interaction High Medium 0a Lowdinsdag 3 april 12 Traditionele kanalen 2 weeks Eigen ‘destinations’ 2 months Duration Sociale media kanalen 2 years Het is belangrijk om sociale media vooral te gebruiken als ‘traffic driver’ naar de eigen websites. Daar kunnen we immers ‘conversie’ waarmaken. Facebook, Twitter en andere kanalen zijn een vehikel dat mensen naar onze ‘destinations’ moet brengen. Sociale media -> Websites -> klassieke kanalen We noemen dit de 8-loop.
  67. 67. dinsdag 3 april 12
  68. 68. 845.000.000 people on Facebook !dinsdag 3 april 12
  69. 69. Zorg dat ze niet op de partybus blijven zittendinsdag 3 april 12
  70. 70. Teams Trackdinsdag 3 april 12
  71. 71. Start 1 AWARENESS Senior Management Strategy & Concepts 2 STRATEGY Digital Social Mobile Social Media Core Team (Internal) Ambassadors Inbound (listen) /Outbound (talk) 3 CONCEPTS Destinations / Streams Fix / Mobile (Internal) Seeders FUNCTIONAL SOCIAL PLAN REQUIREMENTS - people & teams (site, portal, apps, Details - tools (monitoring & channels, ...) 4 participation) - policies & guidelines - training & coaching RFP ASSISTANCE = Social Media Manager Next GUIDANCE 5 FOLLOW UP kpi’s, extentions day2day support, conversation mgt, coachingdinsdag 3 april 12
  72. 72. Policy Hoe kan je helpen? ipv Wat mag je niet doen?dinsdag 3 april 12
  73. 73. Huisregels bezoekers But not thedinsdag 3 april 12
  74. 74. dinsdag 3 april 12
  75. 75. dinsdag 3 april 12
  76. 76. Start Strategy & Concepts 1 AWARENESS 2 STRATEGY Digital Social Mobile Inbound (listen) /Outbound (talk) 3 CONCEPTS Destinations / Streams Fix / Mobile FUNCTIONAL SOCIAL PLAN REQUIREMENTS - people & teams (site, portal, apps, Details - tools (monitoring & channels, ...) 4 participation) - policies & guidelines - training & coaching RFP ASSISTANCE Next GUIDANCE 5 FOLLOW UP kpi’s, extentions day2day support, conversation mgt, coachingdinsdag 3 april 12
  77. 77. Want to be ready? Get a Plandinsdag 3 april 12
  78. 78. Want to be ready? Change your view on advertising Start using social networks Get a decent Be on Twitter smartphone Get a decent tabletdinsdag 3 april 12
  79. 79. Thank you :) @dadovanpeteghem dado@dearmedia.bedinsdag 3 april 12
  80. 80. Let’s get started. Let’s get the fire burning.dinsdag 3 april 12
  81. 81. • Strategic consultant at DearMedia • Studied Communication Sciences and Applied Information Technologies at Ghent University • Previously at InSites Consulting as senior consultant • Congress Committee Member at Stichting Marketing • Guest lecturer & keynote speaker: @ Vlerick International Business School @ EMLYON European Business School @ Mercator Academy @ IAB Academy @ Internet Marketing School • Contact Dado • dado@dearmedia.be Van Peteghem • twitter: @dadovanpeteghem • http://be.linkedin.com/in/dadovanpeteghemdinsdag 3 april 12
  82. 82. • Founding Partner of DearMedia • Active in interactive since 1993 as (co-)founder of Dear Media, ONE Agency, theOriginals, tvAgency, xCA, The Reference, ...) • Media thinker, innovator & strategist • Interested in all things digital, social & mobile, new media & connected TV • Consultant, Entrepreneur, Speaker, Writer • Vice-President IAB Belgium • Contact • jo@dearmedia.be Jo • twitter: @jcaudron Caudron • http://jocaudron.me (for the personal stuff) • http://www.linkedin.com/in/jocaudron (for the business stuff)dinsdag 3 april 12
  83. 83. presents FireStarter Social Media in Practicedinsdag 3 april 12

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