Mijn workshop tijdens het congres van Floodaware in Somerset Engeland.

1. New media for Issue marketing
Sjef Kerkhofs - Social Marketing Manager

2. Pleased to meet you! Sjef Kerkhofs
Social Marketing Manager for
the department Social Marketing
of Pondres, a medium size (200)
marketing company in the south
of Holland. I love to inspire
companies with new media
possibilities and help them
develop a strategy for using
social media and other trends.

3. Book about social
marketing strategy
(own model)
Top
Socia 3
lm
2010-2 edia
011

4. Time schedule
✓ Social media worldwide
✓ Social media campaigns
✓ Issue marketing campaigns
✓ Brainstorm
✓ Presentation and wrap-up
✓ Almost time for a drink

5. How do you use
social media ?

6. Social media
worldwide...where
are we standing?

7. New
leader
of the
world

9. The numbers...shocking

10. The numbers...shocking
✓ More than 800 million users / profiles

11. The numbers...shocking
✓ More than 800 million users / profiles
✓ More than 50% logs in on a daily base

12. The numbers...shocking
✓ More than 800 million users / profiles
✓ More than 50% logs in on a daily base
✓ Average of 130 friends

13. The numbers...shocking
✓ More than 800 million users / profiles
✓ More than 50% logs in on a daily base
✓ Average of 130 friends
✓ More than 900 million pages/groups

14. The numbers...shocking
✓ More than 800 million users / profiles
✓ More than 50% logs in on a daily base
✓ Average of 130 friends
✓ More than 900 million pages/groups
✓ More than 2 billion likes A DAY

15. The numbers...shocking
✓ More than 800 million users / profiles
✓ More than 50% logs in on a daily base
✓ Average of 130 friends
✓ More than 900 million pages/groups
✓ More than 2 billion likes A DAY
✓ More than 250 million photo’s A DAY

16. The numbers...shocking
✓ More than 800 million users / profiles
✓ More than 50% logs in on a daily base
✓ Average of 130 friends
✓ More than 900 million pages/groups
✓ More than 2 billion likes A DAY
✓ More than 250 million photo’s A DAY
✓ More than 350 million mobile users

17. Is it OK for one
person or company
to have this much
power?

18. The use of social
in our countries

19. Some numbers

20. Some numbers
✓ Average hours on social media highest of
Europe in UK and Netherlands, Belgium low in the
middle

21. Some numbers
✓ Average hours on social media highest of
Europe in UK and Netherlands, Belgium low in the
middle
✓ In the UK and Belgium is Facebook the
largest...in the Netherlands Hyves (not for long)

22. Some numbers
✓ Average hours on social media highest of
Europe in UK and Netherlands, Belgium low in the
middle
✓ In the UK and Belgium is Facebook the
largest...in the Netherlands Hyves (not for long)
✓ Penetration in Europe from 60% to 80%

23. Some numbers
✓ Average hours on social media highest of
Europe in UK and Netherlands, Belgium low in the
middle
✓ In the UK and Belgium is Facebook the
largest...in the Netherlands Hyves (not for long)
✓ Penetration in Europe from 60% to 80%
✓ Main growth: facebook / photo’s / Youtube

24. Social technographics

25. Social technographics

26. Social technographics

27. Social technographics

28. Other facts

29. Other facts
✓ Dutch peoples don’t follow brands soon, only 30%
✓ Across Europe, this is almost 50%
✓ In Belgium, Facebook has overrun Netlog
✓ The Dutch are the most active Linkedin users

30. In the UK

31. In the UK

32. In the UK
✓ Social media is big in the UK

33. Session 1:
Campaigns

34. Inspirational
marketing
campaigns

35. Old spice

36. Old spice

37. Old spice

38. Old spice

39. Old spice

40. Old spice

41. KLM suprise

42. KLM suprise

43. Inspirational
Issue marketing
campaigns

44. Stanislav viral

45. Alcohol

46. Virtual reality

47. Virtual reality

48. Tsunami warning App

49. Tsunami warning App

50. Dutch railways

51. Queensland police

52. FNV (union)

53. FNV (union)

54. FNV (union)
ng!
Learning w ithout knowi

55. Oxfam Novib

56. Oxfam Novib

57. Oxfam Novib

58. Are there
questions about
this cases ?

59. Tea
Time
After the break:
Brainstorming!

60. Welcome back:
Let’s brainstorm

61. The ‘assignment’

62. The ‘assignment’
✓ Get together in groups of 4 or 5

63. The ‘assignment’
✓ Get together in groups of 4 or 5
✓ Develop a campaign concept (new media)

64. The ‘assignment’
✓ Get together in groups of 4 or 5
✓ Develop a campaign concept (new media)
✓ Step beyond bounderies...nothing is wrong!

65. The ‘assignment’
✓ Get together in groups of 4 or 5
✓ Develop a campaign concept (new media)
✓ Step beyond bounderies...nothing is wrong!
✓ I don’t expect a complete strategy

66. The ‘assignment’
✓ Get together in groups of 4 or 5
✓ Develop a campaign concept (new media)
✓ Step beyond bounderies...nothing is wrong!
✓ I don’t expect a complete strategy
✓ It can be a case from your own history

67. The ‘assignment’
✓ Get together in groups of 4 or 5
✓ Develop a campaign concept (new media)
✓ Step beyond bounderies...nothing is wrong!
✓ I don’t expect a complete strategy
✓ It can be a case from your own history
OR: develop a campaign (concept/channels/message) for the
targetgroup 12-18, living near water, learning them about
preparing for a flood.
Any questions...? Good luck! 2 of more groups will
present their plans.

68. The stage is yours
The ‘assignment’

69. Wrap up

70. Wrap up
✓ The crowd is lazy and does not cooperate

71. Wrap up
✓ The crowd is lazy and does not cooperate
✓ So, you need to bring it to them (app/game)

72. Wrap up
✓ The crowd is lazy and does not cooperate
✓ So, you need to bring it to them (app/game)
✓ Not only think about action, also about monitoring

73. Wrap up
✓ The crowd is lazy and does not cooperate
✓ So, you need to bring it to them (app/game)
✓ Not only think about action, also about monitoring
✓ Let other cases inspire you

74. Wrap up
✓ The crowd is lazy and does not cooperate
✓ So, you need to bring it to them (app/game)
✓ Not only think about action, also about monitoring
✓ Let other cases inspire you
✓ Don’t always be the leader, facilitate the crowd

75. Wrap up
✓ The crowd is lazy and does not cooperate
✓ So, you need to bring it to them (app/game)
✓ Not only think about action, also about monitoring
✓ Let other cases inspire you
✓ Don’t always be the leader, facilitate the crowd
✓ Facebook is the dominant social channel

76. Wrap up
✓ The crowd is lazy and does not cooperate
✓ So, you need to bring it to them (app/game)
✓ Not only think about action, also about monitoring
✓ Let other cases inspire you
✓ Don’t always be the leader, facilitate the crowd
✓ Facebook is the dominant social channel
✓ Whatever you do, make it mobile

77. Wrap up
✓ The crowd is lazy and does not cooperate
✓ So, you need to bring it to them (app/game)
✓ Not only think about action, also about monitoring
✓ Let other cases inspire you
✓ Don’t always be the leader, facilitate the crowd
✓ Facebook is the dominant social channel
✓ Whatever you do, make it mobile
✓ Cooperate with the media channels (mobile)

78. Wrap up
✓ The crowd is lazy and does not cooperate
✓ So, you need to bring it to them (app/game)
✓ Not only think about action, also about monitoring
✓ Let other cases inspire you
✓ Don’t always be the leader, facilitate the crowd
✓ Facebook is the dominant social channel
✓ Whatever you do, make it mobile
✓ Cooperate with the media channels (mobile)
✓ Try to centralize the discussion to get grip (police)

79. My aftersales: you can
always send me your
questions!

81. Please contact me if
you have questions
sjef.kerkhofs@pondres.nl
+31 (0) 6 483 606 49
@sjefkerkhofs