6 Frequently Asked Questions and Answers on modern social media management Brought at the EUPRIO Belgium Conference for universities en colleges on 15/01/2015 at Vrije Universiteit Brussel

1. MODERN SOCIAL
MEDIA MANAGEMENT
6 Frequently Asked Questions and Answers
EUPRIO BELGIUM CONFERENCE - 15/01/2015 - VRIJE UNIVERSITEIT BRUSSEL

2. Hi, I’m Michaël !
• Communication advisor and social media
strategist at RCA Group.
• Blogger and member of the Flemish
Community Managers.
@MichVerbeeck
be.linkedin.com/in/michaelverbeeck

3. 65 Employees – 2 offices (Hasselt & Diegem)
City-marketing / Crisiscommunication / Digital marketing / Internal
communication / Mediatraining / Brand activation / Public Relations /
Strategy / HRcommunication / Social media / Stakeholdercommunication /
Webdesign & development / Campaigns

4. HOW MUCH EFFORT / TIME SHOULD GO TO SOCIAL MEDIA?
1.

5. 40%
OF BELGIANS
OWN A
SMARTPHONE

6. HEAVIEST
USERS:
AGES
15-34

7. 70%
OF BELGIANS
ARE PRESENT
ON SOCIAL
MEDIA

8. CAN SOCIAL MEDIA REPLACE OUR OTHER CHANNELS?
2.

9. SOCIAL MEDIA
ARE NOT
DIRECT
CONVERSION
CHANNELS

10. CREATING CONVERSION
Potential student Student
10 EUPRIO – Master Class Social Media
Inform Inspire Activate Enlist

11. CREATING CONVERSION
Potential student Student
11 EUPRIO – Master Class Social Media
Inform Inspire Activate Enlist
SOCIAL MEDIA

12. SOCIAL MEDIA
ARE
BORROWED
CHANNELS

13. 13 EUPRIO – Master Class Social Media

14. Stuurgroep – gemeente Overijse14
YOU NEED A
MOTHERSHIP

15. HOW CAN WE CONNECT WITH OUR TARGET AUDIENCE?
3.

16. BE PRESENT
WHERE
THEY ARE

17. BE
RELEVANT

18. LISTEN
AND
LEARN

19. DO WE NEED SOCIAL CAMPAIGNING TO STAY RELEVANT?
4.

20. 20

21. SOCIAL MEDIA USE IN BELGIUM
21 EUPRIO – Master Class Social Media
5.800.000 users
4.350.000 users
2.300.000 users
1.000.000 users

22. • Relatively low in cost.
• Can reach a very specific target audience at a
specific point in time.
• Brings more continuity in reach and interaction.
• Can be paused / stopped at any time.
• Detailed statistics.
ADVANTAGES OF USING SOCIAL ADVERTISING / CAMPAIGNING
22 EUPRIO – Master Class Social Media

23. CAN SOCIAL MEDIA BE A RISK TO OUR ORGANISATION?
5.

24. 24

25. 25
EDUCATE
YOUR
EMPLOYEES

26. 26
CREATE
AMBASSADORS

27. CAN THE ROI OF SOCIAL MEDIA BE MEASURED?
6.

28. SET KEY PERFORMANCE INDICATORS AND MEASURE
28
1. Brand mentions # of mentions of your university / college
2. Sentiment # of positive / negative mentions about you
3. Permissions # of fans and followers on official social media accounts
4. Engagement rate # interactions on posts and official social media accounts
5. Service # questions / remarks and how they were answered
6. Social traffic # of visits to the website through social media
7. Actions # of participants for events, campaigns, etc.
EUPRIO – Master Class Social Media

29. SOCIAL
=
PEOPLE

30. QUESTIONS?

31. CONTACT US
MICHAEL@RCA.BE
+32 (0)11 59 05 90