ppw unique
TRANSCRIPT
Web Tools 2.0
What’s inbound marketing?
• IM is a way to promote companies through blogs, videos,
newsletters, SEO, social media marketing and other forms of
content marketing wich serve to bring customers in CLOSER to te
brand.
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Inbound Mkt vs Outbound Mkt
• IM EARNS the attention of
customers and directs
consumers to the website by
producing interesting content
online.
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Steps (1/3): Generate/attract traffic
• Creating a online community by sharing
social objects that can induce responses
from people.
• The main tool used to generate traffic is
social media
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Steps (2/3): Transform into prospect/ convert visitors to leads
• Creating links between
social platforms and
internet sites, newsletters,
emailing, real or virtual
store, blogs.
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Steps (3/3): Convert prospects into clients/ Convert leads to sales
• Analyse
• Customize
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What SM has changed?
Summary• What Social media has changed ?:– for consumers– for companies– new jobs
• How SM is organized in companies?
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Changes for consumersCOMMUNICATION’S BEGINNING
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Changes for consumersCOMMUNICATION: EVOLUTION 2.0
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Changes for consumersFINAL EVOLUTION - 3D
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Changes for consumersINFLUENCER = ANYONE
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Changes for consumersMORE CHANNELS, MORE INFORMATION
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Changes for consumersPRIVACY
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Changes for companiesHUMAN
More proximity between companies and consumers
Exchange
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Voice of the consumer
Spread
Changes for companiesSPEED• of delivery for messages• of spread a lot of people• of answers
Need to permanent monitoring
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Changes for companiesMATCH EXPECTATIONSKeep promises of the brand, otherwiserebels consumerssharing of bad
experiencesometimes crisis
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ORGANIZATION Impact of social media in departmentnew skillsnew jobs
New jobs
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New jobs
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How SM is organized in companies?
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How SM is organized in companies?
Using Social Media to 360°Creating LINKS with
Website Newsletters Emailing Virtual Store Blog
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How SM is organized in companies?
Creating a community Better with a minimum profile in SM
circles After that, produce and promote great
contents to the communities
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Different media
Most popular
1. Full listing
1. Full listingMost popular
Pictures sharing
1. Full listing
Location based
1. Full listing
Next generation ?
1. Full listing
1. Full listingNext generation ?
2. Focus
2. Focus
2009 2010 2011 2012 2013 20140
1
2
3
4
5
6
7
Number of Fb & In accounts in Belgium
FacebookLinkedIn
Years
Num
ber o
f acc
ount
by
mill
ion
2.1 Reach
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2.1 Reach
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When to use ?
When to post ?
When to use ?
When to post ?
When to use ?
When to post ?
How to post on Social Media?
Foreword
There is not one right way to post on Social Media
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Content• People like to see what’s going on « behind the scene »
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But what ‘s more important to talk about the brand or the field of activity?
• Mix up images, videos, text and urls
The text• Mention Keywords• Tag people and pages• The text must be short
enough• Use call to Action
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The text
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• Add sometimes a smiley• Add # and @ even on
Facebook• Add links to your
webshop
The images
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• Always post quality pictures
• Tag people• Always add text with an
image
The videos
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• Your videos should be short enough (max 30 sec)
• If you own the video post it directly on Facebook (no link)
• ! Engagement?
What not to do on Social Media
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• Write with spelling mistakes or typo
• Add shared links without changing the picture or the title
• Forget to add rules to a contest
What not to do on Social Media
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What not to do on Social Media
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• Write on SM like you would write an ad ( you are supposed to speak to a friand)
• Like your own post• Use too many « likez si vous… »
Strategy
First Step:
Set your Goals.
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Second Step:
Choose a tactic depending on the goals you have set.
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Third Step:
Define what image you want to give of your company.
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Fourth Step:
Determine who you want to
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Choose a social media according to what kind of social type you are likely to reach
there.
You don’t reach the same social type on Facebook and on Linkedin
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Use Persona to determine how your target is going to react to your tactic.
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Tone of voice
A tone of voice is not what you say, but how you say it
It’s an expression of the people behind the brand and it must be adapted to the brand’s personality and set of values.
Different kinds of tone of voice :Timeless QualityJoy.
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Content territory
Content territory helps us to figure what the company is going to talk about
A company cannot talk about itself only!
Need to pick a few topics that match our reachable social types’ interests with our brand’s identity Different types of content needed
Decide what sort of rotation we want for each type of content (ex. : daily, weekly, monthly, every other week,etc..)
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Content territory
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opti
misati
on
des
perf
or
ma
nces
qualité
ha
ute
me
nt
pers
onnalisée
gamificationludiquequizzdivertissement
évolutions technologiquesvidéos tutorielles
partage d'actualités
VocVox
Content territoryWeek 1 :
Post 1 : ProductPost 2 : VideoPost 3 : Funny factPost 4 : Product
Week 2Post 1 : ProductPost 2 : VideoPost 3 : Funny factPost 4 : Product
Week 3Post 1 : ProductPost 2 : VideoPost 3 : Funny factPost 4 : Product
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Content typesWe:
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Behind the scene Corporate videos
Press New products
Content typesYou:
General greetingsPollsWhat are you listening now?If you were an animal?
Objective = Action
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Content typesThey:
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Blogger writings
Tips
Famous quotesCultural agenda
KPIs
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KPI’s in action
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The IPM SCORE
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• New concept: The IPM SCORE (Indicator Post Management)• Useful to
- Measure the progress and to reach its strategic goals- Measure the engagement of your followers
https://app.conversocial.com/profiler/
KPI’s in action
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Value for money ?
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General Tips
Free tools : Facebook Planner
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Free tools : Adparlor
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Free tools : Hyper Alerts
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Free tools : Mention.com
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Free tools : TweetDeck
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Free tools : Pixlr.com
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Tips
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Tips
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https:/www.facebook.com/LibrairieLeChatBotte/
https://www.google.be/search?q=fedor+emelianenko&es_sm=91&source=lnms&tbm=isch&sa=X&ei=OgJqU8-SLYWqO9HHgMgE&ved=0CAgQ_AUoAQ&biw=1186&bih=560#facrc=_&imgdii=_&imgrc=HaRvcm0whASa4M%253A%3BHzC63xONsf0GnM%3Bhttp%253A%252F%252Fphotos.famouswiki.com%252Ff%252Ffedor-emelianenko-33856%252Fgallery%252Ffedor-emel-287422.jpg%3Bhttp%253A%252F%252Fwww.famouswiki.com%252Fimage%252F287422%252F33856%252Ffedor-emelianenko.html%3B420%3B394
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Tips
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Tips
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Tips
In case of crisisCrisis strategy
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In case of crisisConstant monitoring
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In case of crisisQuick reaction !
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In case of crisis
Code of conduct
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Respect their opinion
In case of crisisEngage yourself
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In case of crisisUsers satisfaction
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