euprio belgium conference 15/01/2015 - social media management
TRANSCRIPT
MODERN SOCIAL MEDIA MANAGEMENT6 Frequently Asked Questions and Answers
EUPRIO BELGIUM CONFERENCE - 15/01/2015 - VRIJE UNIVERSITEIT BRUSSEL
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
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
HOW MUCH EFFORT / TIME SHOULD GO TO SOCIAL MEDIA?
1.
40%OF BELGIANS
OWN A
SMARTPHONE
HEAVIESTUSERS:
AGES
15-34
70%OF BELGIANSARE PRESENT
ON SOCIAL MEDIA
CAN SOCIAL MEDIA REPLACE OUR OTHER CHANNELS?
2.
SOCIAL MEDIA ARE NOT
DIRECTCONVERSION
CHANNELS
CREATING CONVERSION
Potential student Student
10 EUPRIO – Master Class Social Media
Inform Inspire Activate Enlist
CREATING CONVERSION
Potential student Student
11 EUPRIO – Master Class Social Media
Inform Inspire Activate Enlist
SOCIAL MEDIA
SOCIAL MEDIA ARE
BORROWED CHANNELS
13 EUPRIO – Master Class Social Media
Stuurgroep – gemeente Overijse14
YOU NEED AMOTHERSHIP
HOW CAN WE CONNECT WITH OUR TARGET AUDIENCE?
3.
BE PRESENT WHERE
THEY ARE
BERELEVANT
LISTENAND
LEARN
DO WE NEED SOCIAL CAMPAIGNING TO STAY RELEVANT?
4.
20
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
• 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
CAN SOCIAL MEDIA BE A RISK TO OUR ORGANISATION?
5.
24
25
EDUCATEYOUR
EMPLOYEES
26
CREATEAMBASSADORS
CAN THE ROI OF SOCIAL MEDIA BE MEASURED?
6.
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
SOCIAL=
PEOPLE
QUESTIONS?
