How to approach social media as a marketeer? First, look at the productive cow model to define your area of activity. Before introducing our 5-step plan, we take a look at the platforms that are available for you. The presentation ends with some things you definitely should avoid when you're just starting out with social media. (presented at Social Media Bootcamp of STIMA on 08/05/2012)

1. Social Media
back to basics
By MedeMerkers
Koen Delvaux
@kodel

2. MARKETING AND SOCIAL MEDIA
@kodel

3. THE PRODUCTIVE COW MODEL
milk
@kodel

4. THE PRODUCTIVE COW MODEL
feed
milk
@kodel

5. THE PRODUCTIVE COW MODEL
thin air
feed
crap
milk
@kodel

6. THE PRODUCTIVE COW MODEL
listen
thin air
feed
better crap
food
milk
@kodel

7. THE PRODUCTIVE COW MODEL
Marketing
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8. THE PRODUCTIVE COW MODEL
Sales
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9. THE PRODUCTIVE COW MODEL
Services
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10. THE PRODUCTIVE COW MODEL
Operations
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11. THE PRODUCTIVE COW MODEL
2 jobs for marketing
• provide feedback of what customers want
• feed the brand story
(with content marketing)
• (sales) extract output with promotions
Warning
• without service, you fail in the short run
• without operations, you fail in the long run
@kodel

12. CHOOSING THE RIGHT PLATFORM
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13. Facebook
• A communications platform (like email)
• Not a medium (like television)
• Brands are welcome (to listen, then talk)
• Applications can create a richer interaction
• Competitions are allowed (but rules exist)
• Possibilities:
personal profile, fanpage, group,
application, advertisement
@kodel

14. @kodel

15. Active population
is largest
+55 is growing fastest
@kodel

16. Twitter
• 50.000 or 150.000 or 300.000 Belgians
(and a lot more Dutchmen)
• Comparable to conversations in the bar
• Like SMS, telex or instant messaging (short)
• Not the right place to spread your message
• Used a lot by media, marketing, politicians
and journalists
• Possibilities:
listen, get to know, learn, inspire,
be discovered
@kodel

17. @kodel

18. LinkedIn
• 1.000.000 Belgians (1st place in EU)
• Professionals, looking for business contacts
• Ideal to get to know people within your
sector
• Not only a passive CV, but also “what are
you working on”
• Possibilities:
LinkedIn groups (from yourself or from
others), LinkedIn Answers and LinkedIn
Applications
@kodel

19. @kodel

20. Blogs
• Already quite old, but influential
• Self-publishing for indivuduals and brands
• Personal branding is important
• Your own little dynamic website (diary)
• Very focused (e.g. chocolate lover’s blog)
• Posibilities:
own blog, comments, blogging actions or
giveaways, monitoring blogs
@kodel

21. @kodel

22. Forums
• Group discussions for likeminded people
• Similar to functionality in Facebook group
• Different dynamic: it is ‘their’ forum
• Moderators are generally not paid
• Sometimes owner is a brand or group
• Possibilities:
own forum, presence on other forum,
private forum, commerce, link to
publishing
@kodel

23. @kodel

24. Foursquare
• A location based network
• Listing of places (like yellow pages)
• DIY model: place owner decides (claim)
• ‘specials’ can trigger new customers
• Lets you know who your customers are
• Posibilities:
create your place, specials, tips, pictures,
recommendations, own profile with friends
@kodel

25. Claim your
venues and add
some ‘specials’
@kodel

26. 5 STEPS TO SOCIAL MEDIA SUCCES
@kodel

27. 5 STEPS TO SUCCESS
1 PRESENCE
2 CONVERSATION
3 INTERACTION
4 CO-CREATION
5 COLLABORATION
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28. 1 PRESENCE
• Start by creating a
Facebook page
• Skip the meetings,
strategy, plans
and organization
• Set up basic
monitoring
• Post some content
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29. 1 PRESENCE
• Use a content calendar for postings
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30. 1 PRESENCE
• Use Yammer for internal idea creation
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31. 1 PRESENCE
• Use Facebook Insights to see what works
@kodel

32. 1 PRESENCE
• Keep track of progress in a little excel file
@kodel

33. 1 PRESENCE
• Basic monitoring with Hootsuite
@kodel

34. 2 CONVERSATION
• Allow people to
comment (freely)
• React on people’s
comments
• Don’t erase
negative messages
• Only promise what
you can do yourself
@kodel

35. 2 CONVERSATION
• Provide community guidelines (rules)
• Can be done simply in a Facebook note
@kodel

36. 2 CONVERSATION
• Define what employees can post (policy)
• Give tips for how they can help
(no tools needed. It’s about
agreements that are made
after discussions with staff)
@kodel

37. 3 INTERACTION
• This is where you have to involve other
departments
• Service is the first candidate for
involvement
• Operations is second (structural solutions to
problems identified)
• Your role is crucial:
Execute pressure on the organization using
social media (Chief Customer Officer)
@kodel

38. 3 INTERACTION
• Customer care:
redirect to the
‘message’ button
• If the case started
in public, always
finish it in public
• Ask customer to
confirm on your
page the problem
is solved
@kodel

39. 4 CO-CREATION
• Develop a solution together with customers
• Means: e.g. a closed/secret Facebook group
@kodel

40. 5 Collaboration
• Every project in your company is co-creation
• Processes and roles are adapted
• Integration: your tools (CRM, ERP,...) are
linked to social media and customers and
partners have acces to them
@kodel

41. 5 Collaboration
• You need a model to achieve this
(MedeMerkers: Liquid Organization Model)
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@kodel

42. WHAT NOT TO DO
@kodel

43. START WITH STRATEGY
@kodel

44. GROW FAST THROUGH ADS / STORIES
@kodel

45. GIVE AWAY AN IPAD
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46. OUTSOURCE SOCIAL
@kodel

47. Interested?
MedeMerkers
Kardinaal Mercierplein 2
2800 Mechelen
016/81.91.33
info@medemerkers.be
twitter: @medemerkers
www.medemerkers.be
@kodel