Social Media Strategy Guest Lecture Hotelschool The Hague 28 feb 2013
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For the Course Business Model Innovation I was asked to do a guest lecture concerning Social Media strategy with main focus on customer perspective.
Transcript of Social Media Strategy Guest Lecture Hotelschool The Hague 28 feb 2013
Objective
To make you aware of what Social Media is. That it is part of the daily life we are in, like brushing your teeth… how it can be used including Do’s & Dont’s
????????
Objective
To make you aware of what Social Media is. That
it is part of the daily life we are in, like brushing your teeth… how it can be used including Do’s & Dont’s
Objective
To make you aware of what Social Media is. That it is part of the daily life we are in, like brushing
your teeth… And, how it can be used including Do’s & Dont’s
2004
2012
Differences?
VIDEO PHOTO
NETWORKING BLOG
ALL CONTENT IS SHARED!
Social Media ?
http://www.youtube.com/watch?v=QUCfFcchw1w
Fundamental shift in the way people are communicating
• Facilitating conversations• Sharing knowledge• Experiences• But just another way of communicating:
38 Year 13 Year 4 Year
100 million users in 9 months
It is not:
Introduced a new way of communicating
BRAND
CONSUMER
MessageMessage
OLD
Introduced a new way of communicating
BRAND
CONSUMER
EngagementBrandingKnowledgeExpertiseCustomer ServiceTop of Mind
Brand LoyaltyFeedback
AmbassadorsCustomer
insightsIndirect Sales
NEW
It’s all about love and trust
Create Ambassadors!
• Get guest to talk about you! – Share– Give– Interaction
Voice of the company
C U S T O M E R
Channels
http://www.youtube.com/watch?v=WToVoKyK60k
The (viral) effect:
Are you ready for Facebook?
• Facebook Graph Search
• Facebook Offers (Groupon Like)
http://www.youtube.com/watch?v=SD951tHz38g
Leading ExamplesProactive
Reciprocity
Make it personal!
What’s the succes?
Developments
Read and write reviews… Anywhere any time!
Interact with your followers anywhere any time!
• What do you want to achieve?
• What is your story?• What do you want
to share? • What content do
you have to share?• You are selling not a
product/services, but experiences!
• Interact• Manage
expectations• Create Customer
Delight
• Who are your followers?
• Where are they active?
• What makes them click?
• A returning activity every week?
• Which social media channels do you use?
• Every social media channel is your homepage
• How will you use every channel?
• How often will you use every channel?
• Which message on which channel?
• Every channel is unique!
• Every target group is unique
• What metrics will you use to find out the ROI
• Use analytics to track conversion
• Monitor! Tool?
• Who will be responsible for social media internally?
• Social Media is only part of the bigger picture
Get the basic right!• Homepage• SEO/ SEA• Email Marketing
• Use Cross Channel marketing
Setting up1. Set up basics (website / SEO / SEA)2. Website statistics / analyse3. Your goal with Social Media4. What is your target group5. Which social media channels6. What are the advantages / disadvantages of the channels. Shortcomings? 7. How is your target group active on social media8. What do they know about your brand? 9. What is your value proposition (story)10. What do you have to share?11. What makes them click? 12. Do you tell the same story on every social media platform? 13. Who is responsible for social media within the organization?14. Create guidelines within the company to use social media15. How do you monitor? 16. Adjust your filters to find your target group (#Hotel #Amsterdam)17. Interact with target group18. Create KPI’s19. Analyze and adjust
Quick Scan IBIS
What do you think?
When you see this picture…
Ask yourself…
How to cater target groups of three brands at once?
Message?
Target Group?
Channels?
Message?
Target Group?
Channels?
Message?
Target Group?
Channels?
Is this your message?
Remember?
How do you reach your ambassadors?
!
Do you like what they are saying?
People tend to talk about the positive things and write about the negative things…
Why Social Media? • Not direct sales, but indirect• Create top of mind with your followers• Social media is part of the bigger picture en part of the complete
guest experience.
Facts & Figures: 85% Increased brand exposure70% Traffice to the website increased 65% Has more intel about the needs and demands of guests 58% Generated more leads58% Have loyal fans / ambassadors 55% Improved their SEO40% Improved Sales
Business Rules
Thank you!Follow for more info
