Post on 09-Feb-2017
DE IMPACT VAN DIGITAAL
OP MARKETING@NICKVINCKIER
@nickvinckier
Duval Union Consulting
Social Seeder NickVinckier.be
digital consultant
@nickvinckierAALST ;-)
Digital Transformation A model to master digital disruption
SOLD IN +40 COUNTRIES
@nickvinckier
digitaltransformationbook.com
@nickvinckier
@nickvinckier
MobileTHE SPEED OF CHANGE
Social
DigitalAnalog
Internet
200 BC 1900s 1950s 1990s 2000s 2006
@nickvinckier
@nickvinckier
"We won't experience 100 years of progress in the 21st century — it will be more like 20,000 years of progress (at today's rate).”
— Ray Kurzweil
@nickvinckier
@nickvinckier
Think about if you want to rent a house or go on an expensive trip? With virtual reality, the seller could
put you there so you could virtually walk through that house or hotel, more as if you were actually there."
NEWS COVERAGE EDUCATION SPORTS SHOPPING
COURTROOM ENTERTAIN MENT THERAPY ….
@nickvinckier newscientist.com/article/dn28439-the-hot-new-job-in-silicon-valley-is-being-a-robots-assistant/
The hot new job in Silicon Valley is being a robot’s assistant
@nickvinckier
“65% of the jobs today won't exist in 2020”
- Saskia Van Uffelen, CEO Ericsson
@nickvinckier newscientist.com/article/dn28439-the-hot-new-job-in-silicon-valley-is-being-a-robots-assistant/
The farm of the future, #agtech!
@nickvinckier
Ray Kurzweil: In The 2030s, Nanobots In Our Brains Will Make Us 'Godlike'
@nickvinckier
@nickvinckier
Apple registers automobile domain names, including "apple.car"
reuters.com/apple.car
Stephen Hawking, Elon Musk, and Bill Gates Warn About Artificial Intelligence
@nickvinckier
@nickvinckier
Sensor-based ‘passive’ buying expected to make up 15% of all purchases in 2020
http://venturebeat.com/2015/11/12/sensor-based-passive-buying-expected-to-make-up-15-of-all-purchases-in-2020/
@nickvinckier
We are living throughOne of the biggest shifts in
human kind
I mean… This is the word of the year:
@nickvinckier
@nickvinckier
The way we market needs
to change…
What I learned by working with dozens of clients …
“F*ck your brand. Only the audience counts.”
“Uploading offline stuff won’t make the difference.”
“Strategy, objectives, crisis, … Be prepared”
“Stand out to stand out”
@nickvinckier
WE NEED TO DO
WAY MORE
@nickvinckier
DISPROPORTIONATELY RELEVANT
CONTENT PLAN
@nickvinckier
BEING RELEVANT IS NOT ENOUGH
YOU NEED TO BE
disproportionately RELEVANT
@nickvinckier
Your Organization
Target Group
DON'T START FROM YOUR OWN PERSPECTIVEIt will limit you to mediocre content
@nickvinckier
Your Organization
Target Group
LOOK FOR THE CONTENT SWEET SPOTDisproportionately relevant
@nickvinckier
LOOK FOR THE CONTENT SWEET SPOTDisproportionately relevant
@nickvinckier
LOOK FOR THE CONTENT SWEET SPOTDisproportionately relevant
@nickvinckier
SCALE YOUR CONTENT CONTEXT
@nickvinckier
If you are a wine brand, what can your story be?Disproportionately relevant & scaled up
@nickvinckier
9 OUT OF 10 POSTS SHOULD
NOT BE ABOUT YOUR
PRODUCT!
@nickvinckier
Your Organization
Target Group
LOOK FOR THE CONTENT SWEET SPOTDisproportionately relevant
@nickvinckier
BECOME A GLASS HOUSE: SHOW YOUR DNA!EMOTION IS TRIGGERING INTERACTION
@nickvinckier
The management sets the example
@nickvinckier
B2B ≠ BORING 2 BORING
@nickvinckier
BECOME A GLASS HOUSE: SHOW YOUR DNA!EMOTION IS TRIGGERING INTERACTION
Activeer 'De Gunfactor'
@nickvinckier
THE POETRY OF THE POST
@nickvinckier
The right tone of voice
Formeel Informeel
Serieus
Matuur
Technisch
Institutie
Grappig
Jeugdig
Laag-drempelig
Persoonlijk
@nickvinckier
It's really in the details!
@nickvinckier
Create 'Remarkable Content'*
*things people like to give remarks about
@nickvinckier
Create 'Social Objects'*
*things people like to share
@nickvinckier
Create 'Social Objects'*
*things people like to share
@nickvinckier
Seize 'The Moment'
@nickvinckier
Integrate new formats
That’s how you grab the attention
@nickvinckier
Integrate new formats
That’s how you grab the attentionhttp://www.slideshare.net/DearMedia/mastering-digital-disruption-in-retail
@nickvinckier
Use the ‘Snapchats’. Really!
New channels = New opportunities
GEBicky Burger
Location based filters
Use the ‘Snapchats’. Really!
@nickvinckier
BEME MUSICAL.LY ANCHOR
@nickvinckier
NATIVE ACTIVATIONS
@nickvinckier
Imagine you want to make people recycle better
VS.
Would you upload a traditional spot on YouTube or go for a Vine activation?
5 000 000 VIEWS
@nickvinckier
Imagine you want to make youngsters responsible towards alcohol
VS.
Would you post research results or start a #challenge on Instagram?
900 VIEWS
100 000 VIEWS
@nickvinckier
Learn from the best!
Sinterklaas buys Coolblue for one million ginger nuts
@nickvinckier
OPPORTUNITY SPOTTING through SOCIAL LISTENING
@nickvinckier
QUESTION: Whom of you HAS A MONITORING TOOL FOR SOCIAL?
@nickvinckier
The problem: Most of us are only MONITORING FROM A CARE PERSPECTIVE
@nickvinckier
While we could LISTEN TO SPOT OPPORTUNITIES
@nickvinckier
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
@nickvinckier
Spotting opportunities through social listening
How a Little Research Earned 1,000,000 Impressions on Twitter KLM Surprise
@nickvinckier
@nickvinckier
@nickvinckier
While everyone is talking about Big Data…
SOCIAL MEDIA is an
OPEN MARKET RESEARCH DATABASE
@nickvinckier
SOCIAL GROWTH
ACCELERATION
@nickvinckier
Followers don’t count.
Ears and Eyes do.
You need a bigger audience
@nickvinckier
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
@nickvinckier
The solution: SHOW PEOPLE THE WAY
@nickvinckier @NICKVINCKIER ;-)
@nickvinckier
The solution: WHAT ABOUT YOUR COLLEAGUES?
@nickvinckier
The solution:
#hashtags? live tweets?
@nickvinckier
AMBASSADOR STRATEGY
@nickvinckier
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
@nickvinckier
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
A MATTER OF ASKING
@nickvinckier
Where would you click on?
VS
@nickvinckier
PEOPLE OVER BRANDS every time.
@nickvinckier
Company reach
Ambassador reach
10.00010.00010.00030.000
fans
followers
followers
followersx 6% organic
1.800 REACHED
=
10 ambassadors
x 220 amplification
2.200 REACHED
@nickvinckier
MARKETING TO THE PEOPLE
MARKETING THROUGH THE
PEOPLE>
@nickvinckier
SOCIAL SELLING
@nickvinckier
In a B2B environment, the power of social media is in the network of your people
@nickvinckier
In a B2B environment, the power of social media is in the network of your people.
+4.000 connections 317 followers
>
@nickvinckier
“Go find me the online marketing manager of Coca Cola”
He likes snowboarding & classic cars ;-)
@nickvinckier
LinkedLook further thanSocial media in B2B
Content funnel - example
SOCIALMEDIA POST
SOCIAL POST
SHORT FORM
CONTENT
LONG FORM
CONTENT
ONLINE / OFFLINECOURSE
BLOGPOST WHITE PAPER$$$FREE "DATA"
VIDEOTARGET
@nickvinckier
COMMUNITY BUILDING
@nickvinckier
HOW ORGANIZATIONS SEE social media
@nickvinckier
HOW ORGANIZATIONS SEE social media
WHAT A community
LOOKS LIKE
@nickvinckier
WHAT A community
LOOKS LIKEMobile Vikings
@nickvinckier
Connect people around a relevant topic
powered by a brand instead of
connecting them to the brand itself
Mobile Vikings
@nickvinckier
TOOLS 2.0
@nickvinckier
F*CK THE
KPIS@nickvinckier
serendipity(n) finding something good
without looking for it
@nickvinckier
@nickvinckier
IF YOU PUT IN THE TIME+ EFFORT YOU WILL SEE THE RESULTS
@nickvinckier
@nickvinckier
CONTENT SALES
CONVERSATIONAL SALES &EXPERTISE PERSONALITY
Pick your top 3 to accelerate
@nickvinckier
AmbassadorStrategy
Native Activations
Opportunity spotting through Social Listening
Community Building
Social Selling
Disproportionately Relevant
Content Plan
Social Growth Acceleration Tools 2.0 Bet on
SerendipityThe Poetry of
the Post
SETUP THE 8-LOOP
Owned ‘destinations’
(website)
Traditional channels
Social media
@nickvinckier
@nickvinckier
GO ALL-INSTEP UP YOUR SOCIAL GAME ;-)
@nickvinckier
You will have to go the
extra mile to pull off social
media 2.0.
Nobody said it was easy :-)
DE IMPACT VAN DIGITAAL
OP MARKETING@NICKVINCKIER