Social media are increasingly becoming a part of our daily live. Despite this fact there are still many people who don't make any use of social media for different reasons. But whether you like it or not, in my opinion everyone should be using social media. First of all you can use it to monitor what people are saying about you online (product, brand, organisation). Secondly, for sure in case you are a parent or a teacher, you have to realise that our children will be using social media and we will have to teach them how to make use of it. There are probably even more do's and dont's than I managed to mention, so feel invited to share your experiences.

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@PetersOpinion
@peterhorsten
peterhorsten
The do’s and don’ts
peter.horsten
of Social Media
And why you don’t have
to use it at all!

2. +
Who really understands social
media? (Disclaimer)

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Social media myths
 Social networks are the new world, you shouldn’t miss it
 It’s just about using some tools
 It’s social
 It’s cheap, if not free, marketing
 Everyone can do it
 You can make big money
 You cannot measure it
 I don’t need it
 I need to check Facebook and Twitter 24 hours ….
 I don’t need a LinkedIn profile

4. The Traditional Communication model
…… is outdated
Consumer Supplier

5. It’s essential to know
who you are talking to!

6. The Groundswell
A spontaneous movement of
people connecting, using
online tools, taking charge of
their own experience, and
+ getting what they need –
information, support, ideas, p
roducts, and bargaining
power – from each other.

8. So let’s not talk
too much about
all those tools!
Because that’s
mistake #1

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Social media, just a short
history

10. + A (somewhat incomplete) Timeline
of Social Media
2005
Source: http://matetrack.webs.com/SOCIAL/SOCIAL.html

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Social media is revolutionary

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The social media landscape 2012

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Opportunities and threats of
social media usage

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Opportunities
What you can gain
 Learn new things
 Be up to date on certain topics
 Get to know early about events
 Stay in touch with people you know
 Meet new people
 Find new business ideas
 Find new (potential) clients
 Become a known (personal) brand

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Downside to be aware of
There are risks we need to take care of
 Privacy, data security: information spreads fast and remains
online “forever”
 Technostress, need to follow, scared to miss something
 Shifting balance work / private life
 Attention towards virtual life, absent in real life
 We will have to teach our children how to use it

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What is your marketing
strategy?
Because we should just stick to that!
Nothing new!

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Targeted marketing responses

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Social media need a plan
Josh Bernoff of Forrester writes:
In any other business endeavor we
start by figuring out what we want to
accomplish. Social technologies are
not magic. They accomplish things,
too. It’s time to stop doing social
because it’s cool. It’s time to start
doing it because it’s effective.

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Prepare a Social Media SWOT
But that’s to boring for now ….. (see appendix)

20. +
POST method: A systematic approach to
social strategy
People.
Objectives
Strategy
Technology
Source: http://www.relationship-economy.com/?page_id=2160

21. It’s essential to know
who you are talking to
and what to expect from them!

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• Publish web page
Social technographic • Publish or maintain a
blog
ladder • Upload video to sites
like Youtube
Creators
13% • Comment on blogs
• Post ratings and reviews
Critics
19% • Use RSS
Collectors • Tag Web pages
15%
Joiners • Use social networking
19% sites
Spectators
33% • Read blogs
• Watch peer-generated
Inactives
video
52%
• Listen to podcasts
• None of these activites
Bron: Forrester

23. +
Know what
to expect
from your
audience
Bron: http://www.forrester.com/empowered/tool_consumer.html

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What to use from the social media
landscape?
Source: http://www.cmo.com/content/cmo-com/home/articles/2012/3/20/the-2012-cmos-guide-to-the-social-landscape.html

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Ok, but what can I do? Where
to start?

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Monitor
Know what they say about you, your
brand, business, hobby, interests

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Respond
React on good and especially bad news
 Retweet
 Share
 React
 Talk, explain

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Amplify
Make use of the power of the network
 Foster loyalty
 Make others share
Will it blend?
Will it blend? iPad 2:
http://www.youtube.com/watch
?v=USiaeXzYkOE

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Lead
Lead consumers toward long-term behavioral changes
 Support
 Engage
 Empower others
 Reward
 Create marketing buzz around a (new) product

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There are still many people “offline”
Your social media strategy is part of your marketing strategy
You will have to engage, not send, don’t sell
Social engagement can pay, but is not for free
Choose the most suitable channels
It’s about quality not quantity
Be active, send frequent updates
You will have to start whether you like it or not

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Final conclusion
 Incase you like it, just give it a
try, experiment, find out what works for you!
 Create a LinkedIn profile
 Friend some people on FB
 Search Twitter for relevant terms
 Use a tool like Google Alerts
 When you don’t feel the need, just ignore it!

32.  The social media landscape
+ 2012, FredCavazza.net, http://www.fredcav
azza.net/2012/02/22/social-media-
landscape-2012/
 Social media SWOT
analysis, http://mindblogging.typepad.com/
whataconcept/2010/01/social-media-swot-
analysis.html
 The social media
landscape, http://www.cmo.com/content/cm
o-com/home/articles/2012/3/20/the-2012-
cmos-guide-to-the-social-landscape.html
Useful sources  Demystifying social
media, http://www.mckinseyquarterly.com/D
emystifying_social_media_2958
 Groundswell, Forrester:
http://empowered.forrester.com/groundswel
l
 Social media video
2013, http://www.youtube.com/watch?v=Q
UCfFcchw1w

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Social media SWOT

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Social media SWOT
Identify your Strengths
 Who are your Ambassadors? Who on your team are the ones who
seem to be passionate about the company, know even the most
obscure information about what is happening?
 What creative assets are available that can be used within your
social media channels? What pictures, videos, articles, and stories
can be repurposed and shared with the community?
 Where is your organization already active in the community? Are
their conversations happening right now about your brand that you
can begin participating in? Do you have an active email list that
you can leverage to invite your customers to join you on other
online channels? Do you have partners that already have an
online presence where your voice would be welcomed?
Source: http://mindblogging.typepad.com/whataconcept/2010/01/social-media-swot-analysis.html

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Social media SWOT
Identify your Weaknesses
 What information silos within the organization prevent
collaboration?
 Where is there a lack of, or inconsistent visions related to the
goals of participation in social media?
 What knowledge gaps exist and what additional and ongoing
training for the team will be needed?

36. +
Social media SWOT
Identify your Opportunities
 How can the organization improve efficiency and save money
through social media channels?
 How can the sales team leverage social media to identify better
qualified leads and get a jump on the competition?
 How can customers be involved in the organizations ongoing
development of new products and services?

37. +
Social media SWOT
Identify your Threats
 How will your organization protect intellectual property and the
organization's reputation?
 How can information and use of various channels be managed
in such a way that it does not become a chaotic, noisy mess
with no purpose.
 With so many people and departments involved, how can we
maintain accountability?