Publiek16, inspiratiedag van Publiek Centraal op 15 maart 2016 in Gent. Sessie: Going the extra mile on social media Spreker: Dado Van Peteghem (Duval Union Consulting)

1. Dado Van Peteghem - Publiek Centraal 2016
Going the
extra mile on
Social Media
@dadovanpeteghem

2. @dadovanpeteghem
Duval Union Consulting
Social Seeder
founding partner
@dadovanpeteghem
Ghent ;-)

3. @dadovanpeteghem

4. @dadovanpeteghem

5. @dadovanpeteghem
How to go
the extra mile?

6. Social media is over the
@dadovanpeteghem
hype cycle…
TRIGGER
PEAK OF INFLATED EXPECTATIONS
TROUGH OF DISILLUSIONMENT
SLOPE OF ENLIGHTENMENT
PLATEAU OF PRODUCTIVITY

7. Yet… most organizations are
using social media only at
@dadovanpeteghem
10% of its potential.
They’re in 1.0 modus.

8. @dadovanpeteghem
WE CAN
DO WAY
MORE

9. @dadovanpeteghem
FROM ... ... TO
The Business
Social
Media
sidelines
Social in
the core
2015 2016
#STIMAC

10. @dadovanpeteghem
DISPROPORTIONATELY
RELEVANT
CONTENT
PLAN

11. @dadovanpeteghem
BEING RELEVANT IS
NOT ENOUGH
YOU NEED TO BE
disproportionately
RELEVANT

12. @dadovanpeteghem
Your
Organization
Target
Group
DON'T START FROM YOUR OWN PERSPECTIVE
It will limit you to mediocre content

13. @dadovanpeteghem
Your
Organization
Target
Group
LOOK FOR THE CONTENT SWEET SPOT
Disproportionately relevant

14. @dadovanpeteghem
LOOK FOR THE CONTENT SWEET SPOT
Disproportionately relevant

15. @dadovanpeteghem
LOOK FOR THE CONTENT SWEET SPOT
Disproportionately relevant

16. @dadovanpeteghem
SCALE YOUR CONTENT CONTEXT

17. @dadovanpeteghem
If you are a wine brand, what can your story be?
Disproportionately relevant & scaled up

18. @dadovanpeteghem Mobile Vikings
https://www.feestjesophetwerk.be/

19. @dadovanpeteghem
9 OUT OF 10
POSTS SHOULD
NOT BE
ABOUT YOUR
PRODUCT!

20. @dadovanpeteghem
Your
Organization
Target
Group
LOOK FOR THE CONTENT SWEET SPOT
Disproportionately relevant

21. @dadovanpeteghem
BECOME A GLASS HOUSE: SHOW YOUR DNA!
EMOTION IS TRIGGERING INTERACTION

22. @dadovanpeteghem
The management
sets the example

23. @dadovanpeteghem
B2B ≠
BORING 2 BORING

24. @dadovanpeteghem
BECOME A GLASS HOUSE: SHOW YOUR DNA!
EMOTION IS TRIGGERING INTERACTION
Activeer 'De Gunfactor'

25. @dadovanpeteghem
THE
POETRY
OF THE
POST

26. @dadovanpeteghem
The right tone of voice
Formeel Informeel
Serieus
Matuur
Technisch
Institutie
Grappig
Jeugdig
Laag-
drempelig
Persoonlijk

27. @dadovanpeteghem
It's really in the details!

28. @dadovanpeteghem
Create 'Social Objects'*
*things people like to share

29. @dadovanpeteghem
Create 'Social Objects'*
*things people like to share

30. @dadovanpeteghem
Seize 'The Moment'

31. @dadovanpeteghem
Integrate new formats
That’s how you grab the attention

32. @dadovanpeteghem
Integrate new formats
That’s how you grab the attention
http://www.slideshare.net/DearMedia/mastering-digital-disruption-in-retail

33. AWARENESS RESEARCH COMPARISON PURCHASE
MUSIC &
PLAYSLISTS
CELEBRITY
ENDORSEMENTS
MEMES
QUOTES
PODCASTS
INFOGRAPHICS
GUIDES
PHOTOS
QUIZZES &
SURVEYS
BLOG
POSTS
ONLINE
TOOLS
ILLUSTRATIONS
BRANDED
VIDEOS
GUEST
BLOGS
PRESS
RELEASES
TREND
REPORTS
COMPETITIONS
ANIMATED VIDEOS
GAMES
TEMPLATES
EBOOKS
NEWSLETTER
WIDGETS
DEMO
VIDEOS
REPORTS &
WHITEPAPERS
INTERACTIVE
DEMOS
TESTIMONIALS
SLIDE DECKS
REVIEWS
PRODUCT
FEATURES
WEBINARS
CHECKLIST
WORK
EXAMPLES
RATINGS
CASE
STUDIES
CALCULATIONS
DATA SHEET
& PRICE GUIDE
EMOTIONALRATIONAL

34. @dadovanpeteghem
Use the ‘Snapchats’. Really!
New channels = New opportunities
GEBicky Burger
Location based
filters

35. @dadovanpeteghem
NATIVE
ACTIVATIONS

36. @dadovanpeteghem
Imagine you want to make
people recycle better
VS.
Would you upload a traditional spot on
YouTube or go for a Vine activation?

37. @dadovanpeteghem
Imagine you want to make youngsters
responsible towards alcohol
VS.
Would you post research results or start a
#challenge on Instagram?

38. @dadovanpeteghem
Learn from the best!
Sinterklaas buys Coolblue for
one million ginger nuts

39. @dadovanpeteghem
'Live' will be the battlefield

40. @dadovanpeteghem
OPPORTUNITY
SPOTTING
through
SOCIAL
LISTENING

41. @dadovanpeteghem
QUESTION:
Whom of you
HAS A MONITORING
TOOL FOR SOCIAL?

42. @dadovanpeteghem
The problem:
Most of us are only
MONITORING FROM A
CARE PERSPECTIVE

43. @dadovanpeteghem
While we could
LISTEN TO SPOT
OPPORTUNITIES

44. @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

45. @dadovanpeteghem
Spotting opportunities through social listening
How a Little Research Earned 1,000,000 Impressions on Twitter
KLM Surprise

46. @dadovanpeteghem
While everyone is talking
about Big Data…
SOCIAL MEDIA
is an
OPEN MARKET RESEARCH
DATABASE

47. @dadovanpeteghem
SOCIAL
GROWTH
ACCELERATION

48. @dadovanpeteghem
Likes don’t
count.
Impressions
do.
You need a bigger audience

49. @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

50. @dadovanpeteghem
The solution:
SHOW PEOPLE THE WAY
@dadovanpeteghem :-)

51. @dadovanpeteghem
The solution:
WHAT ABOUT YOUR COLLEAGUES?

52. @dadovanpeteghem
The solution:
HACK YOUR GROWTH

53. @dadovanpeteghem
AMBASSADOR
STRATEGY

54. @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

55. @dadovanpeteghem
Where
would you
click on?
VS

56. @dadovanpeteghem
PEOPLE
OVER
BRANDS
every time.

57. @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

58. @dadovanpeteghem
MARKETING
TO THE
PEOPLE
MARKETING
THROUGH THE
PEOPLE
>

59. @dadovanpeteghem
SOCIAL
SELLING

60. @dadovanpeteghem
In a B2B environment,
the power of social
media is in the
network of your people

61. @dadovanpeteghem
In a B2B environment, the power of social media is in
the network of your people.
3.418 connections 317 followers
>

62. @dadovanpeteghem
“Go find me the online marketing manager of Coca Cola”
He likes snowboarding & classic cars ;-)

63. @dadovanpeteghem
Linked
Look further than
Social media in B2B

64. @dadovanpeteghem
COMMUNITY
BUILDING

65. @dadovanpeteghem
HOW
ORGANIZATIONS
SEE social media

66. @dadovanpeteghem
HOW
ORGANIZATIONS
SEE social media
WHAT A
community
LOOKS LIKE

67. @dadovanpeteghem
WHAT A
community
LOOKS LIKE Mobile Vikings

68. @dadovanpeteghem
Connect people around
a relevant topic
powered by a brand
instead of
connecting them
to the brand itself
Mobile Vikings

69. @dadovanpeteghem
TOOLS
2.0

70. @dadovanpeteghem

71. @dadovanpeteghem
F*CK
THE
KPIS

72. @dadovanpeteghem
/

73. @dadovanpeteghem

74. @dadovanpeteghem

75. @dadovanpeteghem
CONTENT
SALES
CONVERSATIONAL
SALES
&EXPERTISE PERSONALITY

76. 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
Bet on
Serendipity
The Poetry of
the Post

77. @dadovanpeteghem
GO ALL-IN
STEP UP YOUR SOCIAL GAME ;-)

78. @dadovanpeteghem
You will have
to go the
extra mile to
pull off social
media 2.0.
Nobody said it
was easy :-)

79. @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 ;-)

80. Some of the clients we helped to
go the extra mile on social media
@dadovanpeteghem

81. Dado Van Peteghem - Social Media Day 2015
Going the
extra mile on
Social Media