Contact: David Wolff

1. The commercial opportunities of social media; think
first, then act.
David Wolff
@zapache
netherlands.fleishmanhillard.com/
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2. 2

3. The unpredictable power of social media
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4. Digital Influence Index
> 1. INFLUENCIAL
> 2. RESEARCH & POSITIONING
> 3. SOCIAL NETWORKS &
DECISION-MAKING
> 4. CONFIDENCE IN INFORMATION
> 5. PEER INFLUENCE VS STRANGERS
> 6. TWITTER & INFORMATION
OVERLOAD
> 7. DIALOGUE VS SENDING
http://www.slideshare.net/FHamsterdam/report-digital-influence-index-netherlands
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5. What do I want to talk about?
> The importance of search engines and eWOM in decision-making
> Reputation or brand image? Silos and social media..
> What is the current state of the market,
are we ready for the next step?
> The value of content and conversation
> The real value of social media
> How do you organize your social media-activities?
> Social Media Checklist
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6. Reputation or brand image?
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7. Word of Mouth is nothing new
http://www.cluetrain.com/ 7

8. DIRECT
VISIBLE
DEFINITE
WOM = SUPERCHARGED! 8 8

9. 9 9

10. 10

11. Reviews
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12. Reviews
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13. If it is on Wikipedia it is true..?
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14. Google Sidewiki:
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15. DEFINITE:
80% of all internet-users
starts with a search
engine
20% of all queries are
brand related
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16. Social Media?
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17. “Google isn’t a search
engine, it’s a reputation
management system.”
Clive Thompson, Wired
17 17

18. SOURCE: http://sncr.org/wp-content/uploads/2008/10/customer-care-study.pdf
SOURCE: http://www1.emarketer.com/Article.aspx?R=1008019 18

19. The necessity of social media for
Customer Care
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20. Quick and cheap reach?
> Quicksilver video http://www.youtube.com/watch?v=6xfBNxNds0Q
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21. Oops…
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22. It can be worse: social media screw ups
SOURCE: http://www.slideshare.net/socialmediainfluence/social-media-screw-ups 22

23. 23

24. “They’ve made it so easy for us. Nestle just don’t seem to have a
good understanding as to what happens on the social space.“
Tracy Frauzel, head of digital communications at Greenpeace
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25. Nestle: what went wrong?
> They should have seen it coming
> Not familiar with the dynamics of social media
> Poor community management
> No community guidelines
> Censoring of the logo, the video and the discussions that came
into existence, without a policy.
> The impact of this story:
– A negative case study
– A brand problem (long term)
– Criticism keeps coming
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26. Could Nestle have been prepared?
> Monitor and know your ‘opponents’
> Anticipate!
> Make sure you have a platform
– Besides existing social channels, also an ‘owned’ channel
– Make sure that you are prepared for a ‘paid’ strategic solution
> Select good community managers
– Training
– Take care of a clear process & policy
– ‘Take the higher road’
> Make sure you have a community-policy
> Continue to stay in dialogue.
– Make smart moves towards constructive subjects.
> Compose guidelines for social media
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27. BRAND
SOCIAL MEDIA
REPUTATION
SOURCE: http://www.briansolis.com/2010/12/the-best-of-2010-hybrid-theory-and-the-future-of-marketing/ 27

28. So…
> Word of Mouth is not new, but the impact has changed
> The directness and definite visibility have influence on the
decisions made by consumer
> Search engines as reputation management systems
> Search engines play a key role in decision making
> From silos to social company: it is no longer possible to
communicate from your silo without interfering with other silos
> Reputation or brand image: social media is where they connect
> The market seems to be ready for the next step..
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29. The value of Social Media
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30. 30
SOURCE: http://www.communicatieonline.nl/nieuws/bericht/bedrijven-wensen-onderzoek-naar-effectiviteit-social-media/

31. “..we run behind , our
“..we need a Twitter- competitor also has a
strategy…” Facebook Page…”
“..we want to raise our share
in the conversation…”
“..Twitter is a great sales
channel…”
SOURCE: http://www.slideshare.net/mixtmedia/social-media-for-government-32309-1185070 31

32. From outside-in to inside-out
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SOURCE: Social Media Piramide (© SocialMediaModellen.nl)

33. Start with creating value:
BRAND: ENGAGEMENT
ACTIVATION
OF THROUGH
CREATE CONTENT
CONTENT
VALUABLE
CONTENT
SOURCE: http://www.theconversationprism.com/
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34. Community management is key
SOURCE: http://nusum.wordpress.com/2010/06/14/what-makes-a-community-manager/
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35. SOCIAL CURRENCY
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36. The example of good content
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37. Which creates dialogue
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38. Brands as publishers…
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39. Why do people share information?
– Acknowledgement
– Attention
– Respect
– Approval
– Safety
– Identity
– Sense of belonging
> SOURCE; http://www.bijgespijkerd.nl/social-media/social-media-brengt-maslow- SOURCE:http://eatsleepsocial.com/2010/06/02/the-psychology-of-social-
naar-de-massa currency/#more-307 39

40. The value of your Social currency
SOURCE: http://blog.stevesponder.com/how-valuable-is-your-social-currency
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41. It is about content, content, content..
SOURCE: http://www.marketingcharts.com/direct/overposting-drives-away-facebook-fans-16055/exacttarget-brand-unliking-on-fb-feb11gif/
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42. Value Exchange??
> SOURCE: http://blog.cmbinfo.com/press-center-content/bid/46920/Consumers-Engaged-Via-Social-Media-Are-More-Likely-To-Buy-Recommend
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43. SOCIAL BRAND VALUE
INFORMATION
CONVERSATION
How many feel they exchange
What share of your brand
fruitful information with
users recognizes and stirs
others?
buzz?
INFORMATION
CONVERSATION
AFFILIATION
AFFILIATION SOCIAL IDENTITY
What share of your users has
a sense of community? CURRENCY How many of your users can
identify with other users?
ADVOCACY IDENTITY
UTILITY
ADVOCACY
How many act as disciples and UTILITY
stand up for your brand? How many derive value from
interaction with other users?
SOURCE: http://www.vivaldipartners.com/pdfs/Vivaldi_Partners_Social_Currency_US_Report_2010WEB.pdf
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44. Relation with premium pricing
SOCIAL BRAND PREMIUM
CURRENCY
LOYALTY PRICING
53% BRAND LOYALTY CAN BE EXPLAINED CORRELATION 73%
BY SOCIAL CURRENCY
BRAND CONSUMER SOCIAL
CURRENCY
SOURCE: http://www.vivaldipartners.com/pdfs/Vivaldi_Partners_Social_Currency_US_Report_2010WEB.pdf
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45. Advocacy vs Numbers
SOURCE: http://images.fastcompany.com/magazine/145/next-44-tech-currency-infograph.jpg 45

46. Social context vs social presence
SOURCE: http://images.fastcompany.com/magazine/145/next-44-tech-currency-infograph.jpg 46

47. Information value vs entertainment
value
SOURCE: http://images.fastcompany.com/magazine/145/next-44-tech-currency-infograph.jpg 47

48. Social currency for whom?
SOURCE: http://images.fastcompany.com/magazine/145/next-44-tech-currency-infograph.jpg 48

49. Engagement is differentiating for brands
SOURCE: http://www.engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf
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50. Conversation: Gatorade
from Community Management to Command Centers
SOURCE: http://www.youtube.com/watch?v=InrOvEE2v38
SOURCE: http://online.wsj.com/article/SB10001424052748703466704575489673244784924.html
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51. So…
> 80% of the market is still in the experimental stage
> To make the next step there are two important mindshifts
necessary
– Conversation (community management)
– Continuously create value (content strategy)
> From outside-in to inside-out is a big step for companies
> Social currency is the lubricant of social interaction: what value do
you add as a brand for consumers to be able to interact
> Social currency is a must for brands on social media
> Engagement: involvement amongst consumers themselves is one
of the powerful ‘drivers’ for brands
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52. How?
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53. 80% of the market is still in the
tactical stage of social media
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54. The step from tactical to integrated…
SOURCE: http://www.socialmediaexplorer.com/social-media-marketing/social-media-strategy-learning-curve-and-framework/
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55. Social Business Analyses
•Map social media initiatives
Collaboration •Create guidelines, protocols and
Install
•Analyze existing content compliance
•Map of tracking systems •Install cross disciplinary team •Develop SM strategy •Train directly involved employees
•Map social media objectives •Make sure of consensus •Develop content strategy •Train the other employees
•Etc,….. •Define joint objectives •Develop measurement strategy •Produce a toolkit and templates
•Etc …. •Etc… •Etc…
Analyse Develop
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56. Organize
SOURCE: http://www.altimetergroup.com/
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57. Organize: who decides?
SOURCE: http://www.altimetergroup.com/
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58. Organize: Roles & Responsibilities
Department CorpComm Marketing
Function
Brand & Business
Lead Lead
Objectives
Digital Content Contribute Contribute
Digital Distribution Lead Lead
Lead, Two-Way, Public-
Listen, Respond & Facing Conversations
Engage
*with Customer Care team
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59. Develop: Content strategy
SOURCE: http://www.ia-experience.com/
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60. Develop: Measurement strategy
EXPOSURE ENGAGEMENT INFLUENCE ACTION
To what degree have Who is interacting & How we influenced
we created exposure engaging with our What actions if any has the
perceptions & attitudes
to content and content? How and target taken?
of the target
message? where?
Possible Financial
Non-Financial Impact Impact/ROI
SOURCE: http://www.socialmediaexplorer.com/online-public-relations/the-digitization-of-research-and-measurement-in-public-relations/
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61. Issue-analysis
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62. Delete Policy
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63. Exit-strategy
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64. Checklist social media
> Determine your position
> Monitor
> Organization-model
> Roles & Responsibilities
> Strategy
> Content strategy
> Measurement strategy
> Exit strategy
> Community management
> Issue-management
> Escalation process
> Delete policy
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65. So…
> To get more value from your social media-strategy, you have to be
well prepared and organized: from outside in to inside out
> Make sure of the integration of and consensus within silos
> A good content strategy is the basis of your social media-activities
> Make sure of a well integrated measurement strategy for different
objectives and levels
> Standardize processes
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66. Think first, then act…
> Social media moves through and effects all departments and
layers of an organization
> A next step is only possible as a result of good organization and
integration of silos and joint strategy
> For exchange value you as a brand have to create the right value
for your specific target group
> The real value of social media is in good content, conversation and
connected consumers through your brand
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67. David.wolff@fleishman.com
Twitter: @zapache
netherlands.fleishmanhillard.com/
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