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.
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
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?
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
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
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
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