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Going the extra mile on social media: moving from 1.0 to 2.0

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Presentation by Dado Van Peteghem (@dadovanpeteghem) on The Social Media Day in Zolder #smdaybe

Publicada em: Mídias sociais, Marketing
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Going the extra mile on social media: moving from 1.0 to 2.0

  1. Dado Van Peteghem - Social Media Day 2015 #SMDayBE Going the extra mile on Social Media
  2. @dadovanpeteghem Duval Union Consulting Social Seeder founding partner @dadovanpeteghem #SMDayBE
  3. @dadovanpeteghem How to go the extra mile?
  4. Social media is over the @dadovanpeteghem hype cycle… TRIGGER PEAK OF INFLATED EXPECTATIONS TROUGH OF DISILLUSIONMENT SLOPE OF ENLIGHTENMENT PLATEAU OF PRODUCTIVITY
  5. Yet… most organizations are
 using social media only at @dadovanpeteghem 10% of its potential. They’re in 1.0 modus.
  6. @dadovanpeteghem WE CAN DO WAY MORE
  7. Moving from 1.0 to 2.0 @dadovanpeteghem with these 10 elements Ambassador
 Strategy Native 
 Activations Opportunity spotting through Social Listening Community Building Social 
 Selling Disproportionately Relevant 
 Content Plan Social Growth Acceleration Tools 2.0 The Social Crisis Plan The Poetry of the Post
  8. @dadovanpeteghem DISPROPORTIONATELY RELEVANT CONTENT PLAN
  9. @dadovanpeteghem BEING RELEVANT IS NOT ENOUGH 
 YOU NEED TO BE disproportionately RELEVANT
  10. @dadovanpeteghem Your Organization Target Group LOOK FOR THE CONTENT SWEET SPOT Disproportionately relevant
  11. @dadovanpeteghem LOOK FOR THE CONTENT SWEET SPOT Disproportionately relevant
  12. @dadovanpeteghem LOOK FOR THE CONTENT SWEET SPOT Disproportionately relevant
  13. @dadovanpeteghem SCALE YOUR CONTENT CONTEXT
  14. @dadovanpeteghem If you are a wine brand, what can your story be? Disproportionately relevant & scaled up
  15. @dadovanpeteghem 9 OUT OF 10 POSTS SHOULD NOT BE ABOUT YOUR PRODUCT!
  16. @dadovanpeteghem Your Organization Target Group LOOK FOR THE CONTENT SWEET SPOT Disproportionately relevant
  17. @dadovanpeteghem BECOME A GLASS HOUSE: SHOW YOUR DNA! EMOTION IS TRIGGERING INTERACTION
  18. @dadovanpeteghem THE 
 POETRY 
 OF THE 
 POST
  19. @dadovanpeteghem The right tone of voice
  20. @dadovanpeteghem Create 'Social Objects'* *things people like to share
  21. @dadovanpeteghem Create 'Social Objects'* *things people like to share
  22. @dadovanpeteghem Seize 'The Moment'
  23. @dadovanpeteghem Integrate new formats That’s how you grab the attention
  24. @dadovanpeteghem Integrate new formats That’s how you grab the attention http://www.slideshare.net/DearMedia/mastering-digital-disruption-in-retail
  25. @dadovanpeteghem Use the ‘Snapchats’. Really! New channels = New opportunities GEBicky Burger Location based filters
  26. @dadovanpeteghem NATIVE ACTIVATIONS
  27. @dadovanpeteghem Imagine you want to make 
 people recycle better VS. Would you upload a traditional spot on YouTube or go for a Vine activation?
  28. @dadovanpeteghem Imagine you want to make youngsters 
 responsible towards alcohol VS. Would you post research results or start a #challenge on Instagram?
  29. @dadovanpeteghem Learn from the best! Sinterklaas buys Coolblue for one million ginger nuts
  30. @dadovanpeteghem SOCIAL GROWTH ACCELERATION
  31. @dadovanpeteghem Likes don’t count. Impressions do. You need a bigger audience
  32. @dadovanpeteghem The solution: FOLLOW INTERESTING PEOPLE 1. 66 vannieuwkerke 2. 61 hansderidder 3. 61 liavanbekhoven 4. 59 andremeganck 5. 59 abeelec 6. 59 wielerman (Renaat Schotte) 7. 58 alaingerlache 8. 57 marcelsel 9. 57 vadderi 10. 56 stvn 11. 56 obk 12. 55 filletk 13. 55 jslefebvre 14. 54 cauwelaert 15. 54 davanac 16. 53 michelhenrion 17. 53 le_bux 18. 53 sbailly 19. 53 mdevrieze 20. 52 bartvanbelle 21. 52 nanske 22. 52 kristofvds 24. 51 harald1989 25. 51 johannemontay 26. 50 dropje 27. 50 coolskat 28. 50 samynwetstraat 29. 50 listraet 30. 50 tomnaegels 31. 49 gemarkeerd 32. 49 fakerholic 33. 49 barteeckhout 34. 49 samfeys 35. 49 my_l 36. 48 rikea 37. 48 philbruafp 38. 48 kevin_major 39. 48 pvangompel 40. 48 frederiktibau 41. 47 grosfilley 42. 47 jandemol 43. 47 philaloux 44. 47 tomvandeweghe 45. 47 ezraeeman 46. 47 raphaelcockx (de tijd) 47. 47 nonkelsam (De Standaard). 48. 46 blyaert (datanews) 49. 46 bartsturtewagen 50. 46 chrisvandegoor (sporza) 51. 46 anne_elle_be 52. 46 fdelaplace 53. 46 pvdmeersch 54. 46 marclooverbosch 55. 45 pieterjanvl 56. 45 mensbrugghe 57. 45 jamiebiese 58. 45 mehmetkoksal 59. 45 valerie_s_ 60. 45 italbers 61. 45 gdcoster 62. 45 timverheyden 63. 45 rolandlegrand 64. 45 codip 65. 45 jandebackere 66. 45 matthdv 67. 44 rafweverbergh 68. 44 tgadisseux 69. 44 peterdelobel 70. 44 jdceulaer 71. 44 maartendegendt 72. 44 cowboy_carl 74. 44 guitariosott 75. 43 ninaism 76. 43 cedricgodart 76bis. 43 B_R_E_G_T (Bregt Vermeulen, Voetbalmagazine) 76tris. 43 ShowbizzBart 77. 42 himad 78. 42 mariodanneels 79. 42 fr3db 80. 42 corinebarella 81. 42 jonasmuylaert 82. 41 heirbar 83. 41 bartstoffels 84. 41 heidischoefs 85. 41 zeli 86. 41 goedeleliekens 87. 41 slemlevrai 88. 41 roelverrycken 89. 41 petergorle 90. 40 koenvervloesem 91. 40 brunokon 92. 40 ddeckmyn 93. 40 mediarescue 94. 40 cedricpt 95. 40 karst 96. 40 frankrenout 97. 39 hvangool 98. 39 joanroels 99. 39 yvesd 100. 39 bartdobbelaere
  33. @dadovanpeteghem The solution: SHOW PEOPLE THE WAY @dadovanpeteghem :-)
  34. @dadovanpeteghem The solution: WHAT ABOUT YOUR COLLEAGUES?
  35. @dadovanpeteghem AMBASSADOR STRATEGY
  36. @dadovanpeteghem The connection 
 funnel INTEREST LOVE ADVOCACY CO-CREATION COLLABORATION Receive Engage Share Input LATENT Become one MANIFEST Social Media strategy Content Marketing
 strategy Ambassador strategy
  37. @dadovanpeteghem Where 
 would you click on? VS
  38. @dadovanpeteghem PEOPLE OVER BRANDS every time.
  39. @dadovanpeteghem Company reach Ambassador reach 10.000 10.000 10.000 30.000 fans followers followers followers x 6% organic 1.800 REACHED = 10 ambassadors x 220 amplification 2.200 REACHED
  40. @dadovanpeteghem MARKETING TO THE PEOPLE MARKETING THROUGH THE PEOPLE >
  41. @dadovanpeteghem SOCIAL SELLING
  42. @dadovanpeteghem Social media cannot only empower marketing, it can make a huge contribution to the entire sales cycle
  43. @dadovanpeteghem In a B2B environment, the power of social media is in the network of your people
  44. @dadovanpeteghem In a B2B environment, the power of social media is in 
 the network of your people. 3.418 connections 317 followers >
  45. @dadovanpeteghem “Go find me the online marketing manager of Coca Cola” He likes snowboarding & classic cars ;-)
  46. @dadovanpeteghem Linked Look further than Social media in B2B
  47. @dadovanpeteghem B2B ≠ BORING 2 BORING
  48. @dadovanpeteghem COMMUNITY BUILDING
  49. @dadovanpeteghem HOW 
 ORGANIZATIONS 
 SEE social media
  50. @dadovanpeteghem HOW 
 ORGANIZATIONS 
 SEE social media WHAT A 
 community 
 LOOKS LIKE
  51. @dadovanpeteghem WHAT A 
 community 
 LOOKS LIKE Solo Open Kitchen
  52. @dadovanpeteghem WHAT A 
 community 
 LOOKS LIKE Mobile Vikings
  53. @dadovanpeteghem Connect people around 
 a relevant topic 
 powered by a brand 
 instead of 
 connecting them 
 to the brand itself Mobile Vikings
  54. @dadovanpeteghem Mobile Vikings https://www.feestjesophetwerk.be/
  55. @dadovanpeteghem OPPORTUNITY SPOTTING through SOCIAL LISTENING
  56. @dadovanpeteghem QUESTION: Whom of you HAS A MONITORING TOOL FOR SOCIAL?
  57. @dadovanpeteghem The problem: Most of us are only MONITORING FROM A CARE PERSPECTIVE
  58. @dadovanpeteghem While we could LISTEN TO SPOT OPPORTUNITIES
  59. @dadovanpeteghem Spotting opportunities through social listening Monitoring millions of posts each day on topics ranging from the latest cute dog photo on the Purina pet food website to who was drinking Nescafe to real time recipe tweets. Nestlé DAT
  60. @dadovanpeteghem Spotting opportunities through social listening How a Little Research Earned 1,000,000 Impressions on Twitter KLM Surprise
  61. @dadovanpeteghem While everyone is talking about Big Data…
 SOCIAL MEDIA is an OPEN MARKET RESEARCH DATABASE
  62. @dadovanpeteghem THE SOCIAL CRISIS PLAN
  63. @dadovanpeteghem Although it might never happen, you better prepare to make sure you’re ready when hits the fan.
  64. @dadovanpeteghem The social crisis plan Lvl 1 Lvl 2 Lvl 3 Lvl 4 Lvl 5 Situation Bad customer service Marketing/ communication fail Bad buzz Crisis / Poor governance Unforeseen disaster Examples People involved When to reply Where to reply How to reply
  65. @dadovanpeteghem
  66. @dadovanpeteghem Respond immediately during catastrophes 
 and be serene after catastrophes.
  67. @dadovanpeteghem Respond immediately during catastrophes 
 and be serene after catastrophes.
  68. @dadovanpeteghem Communication through all possible touch points.
  69. @dadovanpeteghem TOOLS 2.0
  70. @dadovanpeteghem
  71. Pick your top 3 to accelerate @dadovanpeteghem Ambassador
 Strategy Native 
 Activations Opportunity spotting through Social Listening Community Building Social 
 Selling Disproportionately Relevant 
 Content Plan Social Growth Acceleration Tools 2.0 The Social Crisis Plan The Poetry of the Post
  72. @dadovanpeteghem FROM ... ... TO The Business Social Media sidelines Social in the core 2015 2016 #STIMAC
  73. @dadovanpeteghem You will have to go the extra mile to pull off social media 2.0.
   Nobody said it was easy :-)
  74. @DADOVANPETEGHEM @NICKVINCKIER dado.vanpeteghem@duvalunion.com nick.vinckier@duvalunion.com DADO VAN PETEGHEM Founding Partner NICK VINCKIER Strategy Consultant +32 474 82 68 07 +32 474 39 12 82 We can help you go the extra mile ;-)
  75. Some of the clients we helped to 
 go the extra mile on social media @dadovanpeteghem
  76. Dado Van Peteghem - Social Media Day 2015 #SMDayBE Going the extra mile on Social Media

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