social media in belgium

Social Media in BelgiumInspiring cases from

The Conversity Model & conversity.be

Clo Willaerts @ubabelgium Book It, 5 April 2011

Versions:• The Conversity Model

Het Conversity Model

• ePub, Kindle

Publishers:• Lannoo Campus (BE)

• Spectrum (NL)

• Amazon.com/co.uk

OBSERVATION

CONVERSATION

CONVERSION

INNOVATION

Pleasestop confusing social media

with social networks

Social networks

connectingcontactsprofile page

relationship is mutual (≠ social media)

E.g.: Facebook, Netlog, Skyrock, LinkedIn and Hyves

Facebook

LinkedInSanoma Magazines Belgium company profile

NetlogFlair “Fan of Europe” for Vlaamse Overheid

HyvesBloeddonorregistratie

mediapublishingsharing

relationship is non reciprocal (≠ social networks)

E.g.: Facebook, Twitter, Flickr, YouTube and blogs

Social media

Facebook profile

Facebook GroupFan van het weekend by Nocus for De Standaard

FacebookProfiles with “BMW” for interest

Facebook PageBMW BeLux

Twitter audience

Flickrphotos Danone Activia

YouTube

YouTubeYT webvideo's Danone Activia

blog

Viral marketingFokkie by DuvalGuillaume for Douwe Egberts

OBSERVATION

CONVERSATION

CONVERSION

INNOVATION

Social sentiment map MINI

How will you measure succes?

• ???• Mentions• Referrers• Insights, optins • Sales, prospects,

referrals

What are your objectives?

• Coolness factor• Branding/awareness• Traffic to website• Relationship marketing• Sales

KPI branding:FITagency Twitter background

Optimise for mobileUitAgenda iPhone app

Optimise for social mediaFlandersDC's social media plan

OBSERVATION

CONVERSATION

CONVERSION

INNOVATION

Customer focus tacticsTelenet's project Charlotte

Customer focus tacticsTelenet's project Charlotte

Social media strategyTalkingHeads for Kinepolis

Facebook PageBMW BeLux

Facebook PageBimmerboard

Content marketing strategyThe Big Five by sQills for P&G

Tactic: trusted filterFuturelab blog(s)

Tactic: storytellingKaiMook's birth at Antwerp Zoo

Social objects

“The Social Object, in a nutshell, is the reason two people are talking to each other, as opposed to talking to somebody else.” -- Hugh Macleod (img: Polyvore.com)

Social object:YT webvideo's Pantene Aqua Light

Activation/attentionScrabble Battle by Noyz for Mattel

Activation/attentionby Community Activation for RoC

Activation/attentionVW Drive Acadamy by DDB Brussels

OBSERVATION

CONVERSATION

CONVERSION

INNOVATION

Influencing the influencersBelgitude bloggers by TalkingHeads for Godiva

Influencing the influencersLondon Virus by TBWA for Eurostar

Influencing the influencersBrussels Girl Geeks to London for Eurostar

Catching a lead in mid-airby Community Activation for Galenco

OBSERVATION

CONVERSATION

CONVERSION

INNOVATION

Thank you very much!

c.willaerts@sanoma-magazines.be