Social Media Marketing in the Netherlands
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Transcript of Social Media Marketing in the Netherlands
“In 2010, if you are not on a
social network site,
you are not on the Internet”
IAB Status Report User Generated Content Social Media and Advertising
Fact & figures social media in NL
• Average use of social media in NL:
7 hours per month
• Hyves (Dutch social network)extremely high penetration(63,42%)
• Facebook strong runner-up, last
year grown with almost 75%
• Strong captive audience on Hyves, Facebook and MySpace
First steps Social media marketing Tempo-Team:
- Twitter-account: http://www.twitter.com/tempoteam (85 followers)
- You Tube channel: http://www.youtube.com/user/tempoteam2009
- Hyves: http://tempo-team.hyves.nl/ (309 friends)New corporate Hyves under construction
- LinkedIn: Cross-selling network: http://www.linkedin.com/groups?gid=2673342
- Various plans for further projects
WHAT CAN SOCIAL MEDIA DO FOR US?
• Recruitment
• Peer to peer
• Service
• Customer relations
• Advanced search (paid)
• Acquisition
• Involvement
• Thought leadership
• Conversation
• Loyalty
• Intelligence
Brand Business
SOCIAL MEDIA IS PART OF OVERALL STRATEGY
Traditional
marketing
Social
media
Search
optimization
Idea
Social media in marketing- and communications mix
Audiences Flexworkers Clients/prospects
Press & media
Employees Society/general public
Social networks x x x x x
Instant messaging x x
Blogs x x x
Microblogs x x x
Forum x x x x
Wiki x
RSS/Alerts x x
Mediasharing x
Layar-project (Augmented reality)
• Pilotproject with new
Layar- technique (geo-
tagging)
• Location finder/job finder
• >400K Euro free publicity!
Lessons learned (1):
1: The right networking attitude
– “Sharing information in a reactive and proactive way without expecting anything immediately in return”
2: The Golden Triangle of networking: Give – Ask – Thank
– Give or share: what can we give or share with other people
– Ask: ask people for their help ; ask ‘indirect’ questions
– Thank: always thank people, regardless whether they could help or not
3: The real power of the network is in the 2nd degree
– “The real power of the network is not in who you know, but in who they know”
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Lessons learned (2)
• 4: your “Know, Like and Trust” Factor
– Know: what do people know about you? How complete is your profile?
– Like: people like other people who are helpful, kind and not pushy
– Trust: trust that you are an expert; trust that you will behave decently
First experiences Randstad
Integration is the key to success
successful engagement with networking sites can be obtained via the selection of sites that hold the
required target group(s) and the integration of activity into ‘traditional’ marketing processes.
How this can be achieved?
Most Randstad-countries analysed all primary social and professional networking sites and concluded that
LinkedIn, Facebook and Twitter should be targets sites for networking.
What they did…
• join relevant groups within Linked In
• post jobs on all groups (Twitter is automated)
• post PR activity (company press releases)
• start discussions / comment on discussions
02/05/10
New website www.yacht.nl and blog strategy live in the beginning of May 2010
•Blog strategy: a minimum of 4
blogs per month per competence and line of business
•Focussing on Yacht business propositions
17
Social Media in the US
• Sapphire maintains a presence on– Facebook – 1-2 status update(s) a day (via Twitter)
– LinkedIn – invite at least 6 people per week to join network, gain 4 new connections per week,
spend at least 25 minutes per week researching groups (join one a week), gain 4 new connections per week
– MySpace – maintain presence
– Twitter – twice daily tweet on sapphirenews, at least 3 “RT” a week, at least 1 “hash tag #”
related to each tweet per day. Integrated job feed on sapphireus, association with tweetmyjobs
• Presence showcased on Sapphire.com homepage and our social networking page