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Social Strategy - Guest Lecture

@ Hanze University - Strategic Marketing Communications Course
by

Jeroen Elfrink

on 21 August 2014

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Transcript of Social Strategy - Guest Lecture

than the
eye
can see
There's More
Assignment
You are hired by a company which specializes in manufacturing and installing evacuation systems for large buildings, airports, fire departments etc.

They are an innovative company and focus on the Dutch market only at this point in time. As one of the first companies in the world they are manufacturing the whole system by themselves, making them highly flexible and cost effective.

They have plans to go global within 6 months and they ask you to come up with a plan to promote themselves with the help of Social tools.

1. What feature of the product/service/company would you focus on?
2. Which (online) marketing channels would you choose?
To Be Found or Not To Be Found
Knowing your customers and your market is
important
Social B2B Strategy
Social
Strategy
Presented by Jeroen Elfrink
Advisor @ Social Business Club

Strategic Marketing Communications Course

June 4th 2013 Hanze University
- Business is changing...again
- Information flows quickly and freely
- Sharing information is easy

- How can businesses stand out?
Common Belief;
WHEN WE'RE ON FACEBOOK AND TWITTER
OTHERS WILL
FIND US, FOLLOW US
AND
LIKE US
Social Business Club
- Helping
Businesses
of the World become
Socially Involved
(again)

- Changing
Working Together
in
Collaboration
- Officially Started on February 14th;
Valentine's Day

Celebrating Our
Love for Social
Terminology
Social Media
Focused on a certain kind of media as being shareable content
YouTube
|
SlideShare
|
Pinterest
Social Networks
Focused on connecting people online by offering them a way to interact
Facebook
|
Twitter
|
LinkedIn
Social Business
Focused on making the workplace digital by harnessing the
Power of Social @ Work
Yammer
|
IBM Connections
|
Embrace

SBS
|
Jive
Content is King
Change your Words - Change your World
Take 5 minutes to write down your
(short) answer
Knowing how to present your product/service is
key
- Search Engine Optimization

Keywords / Targeted Keywords
- Segmentation for Advertising

Where do potential customers 'hang out'
- Every product/service has something unique

Find this and Build on it
- Plug content through different Social Media

And use your Social Networks for spreading
- Measure the effect

Google Analytics is very customizable,
as well as your URL's
Standing Out = Outstanding
- Engage
(
potential
)
customers
make them
think
/
react
/
laugh
/
feel
“I've learned that people will forget what you said,
people will forget what you did,
but people will never forget
how you made them feel”
Maya Angelou - American Writer and Poet
- Try to find out what's
most important
to them
what will your product / service
'solve'
for your customer?
How do these brands 'stand out'?
Thank you for your attention
Questions?
or mail

them to me;
jeroen@socialbusinessclub.nl
Trends in Social Strategy
- Return on Investment becomes more important

Just being 'out there' isn't good enough anymore
Measurable results are wanted

- Facebook 'Likes' become a measurement of 'success'
Question;
What does a 'like' mean to you?

- Specialized Social Teams monitoring 'brand activity'
Question;
What do they monitor?
- Companies use Social Business tools to enhance collaboration
Question;
What positive and negative effects can you think of?
What does the customer want?
Now more than ever we all have a sense of belonging

We want to be part of something

We want to be engaged

We want to feel like we matter

But most of all
;
We Want To Be Heard
So, how can you benefit from this?
Attract, Connect & Engage (ACE)
- Attract businesses with your company values

what is it that you change in a positive way?

- Connect with them by having ongoing conversation

interaction makes businesses come back
and talk about you and your company

- Engage them by writing and creating great content

which they can easily share, like and comment to
- Sharing knowledge is important

showing your expertise
to another business
is your way in
Full transcript