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SOCIAL MEDIA FOR EVENTS
Master Class Kortrijk Xpo21 mei 2015
Liselotte Casteur
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VRAGEN ?VRAGEN ?
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Conversaties volgen, stimuleren en gebruiken
Voor – tijdens – na event
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BETROKKENHEIDBETROKKENHEID
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Beleving
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versus
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STRATEGIE
• Doelstellingen• Doelgroep• Kanalen• Opmaken van een contentplan• Deelbare content aanleveren• Structureel observeren• Analyseren en bijsturen van het
contentplan
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DOELSTELLING
• DOEL EVENT =eventbelevers offline samenbrengen
• DOEL SOCIAL MEDIA =eventbelevers online samenbengen
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DOELGROEPDOELGROEP
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KEUZE KANAAL
• Facebook• Twitter• Linkedin• Instagram• Snapchat• Youtube• ….
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PRIVACY?PRIVACY?
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VERFIJN JE DOELGROEP
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DOELSTELLING
• DOEL EVENT =eventbelevers offline samenbrengen
• DOEL SOCIAL MEDIA =eventbelevers online samenbrengen
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DOELGROEP EVENT BELEVERS
• ZORG DAT ZE JOU VINDEN– Jij vindt hen eerst
• ZORG DAT ZE ELKAAR VINDEN– Jij brengt ze samen
• LAAT HEN OVER JE SPREKEN– Faciliteer het delen
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IF THE NEWS IS IMPORTANT ENOUGH,IT WLL FIND ME
“Mijn waardevolle content weet de eventbeleveroptimaal te vinden en is extreem deelbaar – We Love Events”
IF THE NEWS IS IMPORTANT ENOUGH,IT WLL FIND ME
“Mijn waardevolle content weet de eventbeleveroptimaal te vinden en is extreem deelbaar – We Love Events”
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ZORG DAT ZE JOU VINDEN
• Zoek je doelgroep• Spreek hun taal• Volg hen• Ken de kanalen• Integreer alle kanalen medium
overschrijdend > nieuwsbrieven, website, flyers, …
• Online advertenties• Andere www’s > uit databank, hoplr,
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DOELGROEP EVENT BELEVERS
• ZORG DAT ZE JOU VINDEN– Jij vindt hen eerst
• ZORG DAT ZE ELKAAR VINDEN– Jij brengt ze samen
• LAAT HEN OVER JE SPREKEN– Faciliteer het delen
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ZORG DAT ZE ELKAAR VINDEN
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ZORG DAT ZE ELKAAR VINDEN
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ZORG DAT ZE ELKAAR VINDEN
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BEREIK MAART = 197.772FANS = 5.245
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DOELGROEP EVENT BELEVERS
• ZORG DAT ZE JOU VINDEN– Jij vindt hen eerst
• ZORG DAT ZE ELKAAR VINDEN– Jij brengt ze samen
• LAAT HEN OVER JE SPREKEN– Faciliteer het delen
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LAAT HEN OVER JE SPREKEN
• ‘delen’ knoppen• ‘Voeg toe aan kalender’ knoppen• Vooraf opgestelde tweets• Updates met nieuwswaarde > met
onderliggende boodschap event offline beleven > link website
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FACEBOOK EVENT
• Wie gaat er > volk trekt volk• Deelnemers krijgen melding bij elke
update
• Opnieuw te bereiken bij volgende editie
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FANS WORDEN AMBASSADEURS
• Doorverwijzingen• Extra’s voor trouwe klanten (rebuy)
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INFLUENCERSINFLUENCERS
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OPINIEMAKERS
• Sponsors, organisatoren, partners, exposanten, pers, bloggers ….
• Gebruik lijsten• Activeer hen: taggen, vermelden, …• Social media kit > gepersonaliseerde
beelden (profielfoto, headerafbeeldingen, …)
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CONVERSATIESCONVERSATIES
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ULTIEME DOELSTELLINGULTIEME DOELSTELLING
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WAAR HET HART VAN VOL ISLOOPT DE MOND VAN OVER
WAAR HET HART VAN VOL ISLOOPT DE MOND VAN OVER
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EMOTIESEMOTIES
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GA HET GESPREK AAN• Elk kanaal apart benaderen• Contentplan & kalender > toppers goed
inplannen• NIET ROEPEN!!!• Bewust inplannen > wanneer is mijn
doelgroep online?• Belangrijke informatie steeds aanwezig >
wat waar wanneer• Optimaal doorverwijzen naar website >
aankoop > MOBIEL
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MONITORING
• Op zoekwoorden, hashtag, opiniemakers enz
• Google alerts• Bewaarde zoekopdrachten• Hootsuite of soortgelijk• Betalende applicatie > integratie alle
zoekopdrachten en kanalen in 1 tool, => zoeken, posts inplannen én monitoren
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ANALYSEREN• Via de kanalen• Bereik• Clicks naar website meten na post,
mailing, etc• Bezoek op registratie pagina vs
geregistreerde tickets• Demografie van de ‘fans’ > betere
inzichten doelgroep
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BEREIK OP FACEBOOK
• Gebruik facebook video (autoplay)• Content mobiel vriendelijk posten• Content en tekst aanpassen
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DON’T LIKE, SHARE WIN
• Ze willen maar 1 ding…• Maak gebruik van apps > shortstack,
woobox, pagemodo, …• Voordeel = opbouw kwalitatieve
database mailadressen = véél beter dan fans
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ADVERTEREN• Adwords
surfgedrag of zoekwoorden• Retargeting / remarketing
website bezoek• Facebook
demografische eigenschappen, interesses, gezinssamenstelling, …
• Twitter accounts, interesses
• Linkedin groepen, opleiding, functietitel, bedrijven
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OFFLINE COMMUNICATIE
• Sinds 2013 uit het straatbeeld verdwenen
• 99% digitale communicatie
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BEDANKT
Liselotte Casteurwww.backup-info.be
Let’s connect:@lcasteur
liselottecasteur
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INSPIRATIE:
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