social media in belgium
DESCRIPTION
Conversity is not only a model that helps companies get more out of social media – it is also a business book. These slides walk you through the cases mentioned in the book, and a number of Belgian companies who base their social media strategy on the Conversity Model.More here:http://conversity.be/en/the-conversity-book/TRANSCRIPT
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
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
