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SOCIAL MEDIA
STRATEGIE
@dadovanpeteghem
Ghent
@dadovanpeteghem
dado.vanpeteghem@duvalunion.com
• a digital consulting company
• founded in 2015, currently we are 

15 people
• our mission is to help you finding a
new balance between the certainties
of your traditional business and the
opportunities of innovations in
(digital) media
• our scope is everything in the digital
space, with focus on social, mobile,
digital transformation, ...
• We work for large European clients
www.digitaltransformationbook.com
My first Internet memories…
Connected (internet)
Social
Digital
Analogue
Mobile
The Speed of Change…
Exponential….
IA Innovatief vermarkten. Sessie 2 Dado van Peteghem
IA Innovatief vermarkten. Sessie 2 Dado van Peteghem
IA Innovatief vermarkten. Sessie 2 Dado van Peteghem
IA Innovatief vermarkten. Sessie 2 Dado van Peteghem
http://fisheye.eu/non-fictional-storytelling-virtual-reality/
IA Innovatief vermarkten. Sessie 2 Dado van Peteghem
IA Innovatief vermarkten. Sessie 2 Dado van Peteghem
We are in Digital Kindergarten :-)
Digital is becoming
Business Critical
Waves of Digital Disruption
1995+
Music
Photography
Video Rental
…
2010+
Print Media
TV
Travel
HR
…
2015+
Banking
Healthcare
Automotive
Retail
Education
Telco
Advertising??
…
2020+
All Safe havens
will be subject
to digital
disruption
…
INSPIRE
Introduction
• Who uses
- Facebook
- LinkedIn
- Twitter
- YouTube

- SlideShare
- Instagram
- Pinterest
- Snapchat
België is topmarkt voor Snapchat
26 juni 2015 - De Tijd
De chat-applicatie Snapchat is bijna nergens populairder bij tieners dan in ons land.
Dat leert een enquête bij bijna 50.000 mensen uit 33 landen.
…in ons land is Snapchat nog vele malen populairder bij tieners dan elders in de wereld.
Liefst 46% van de Belgische tieners zou het medium gebruiken. De
‘oververtegenwoordiging’ van tieners tegenover volwassenen loopt daarmee op tot een
factor 9,29.
Snapchat
IA Innovatief vermarkten. Sessie 2 Dado van Peteghem
IA Innovatief vermarkten. Sessie 2 Dado van Peteghem
IA Innovatief vermarkten. Sessie 2 Dado van Peteghem
Some figures & facts…
Founded:


Users worldwide:


2004 - 11 years ago
1,4 billion
2,6 million
3,6 million
5,8 million
Founded:


Users worldwide:


2006 - 9 years ago
500 million
300.000
700.000
1.000.000
Founded


Users worldwide


2003 - 12 years ago
300 million
570.000
970.000
2.800.000
2010 2010 2012
300 mio 150 mio300 mio
What social media channels are
suitable for realizing the
objectives of Fost Plus?
5 Misconceptions
about Social Media
1
I don’t have
time for it.
Me neither ;-)
2
My target audience
is not on there.
Yes they are.
3I don’t have
anything to say.
It’s not about you, it’s about
relevant or fun content.
4I prefer face to
face networking.
Why not both?
5It is all nonsense that
is being posted.
You define your
own network ;-)
Isn’t social media only
for sexy brands?
Maersk Line Social
http://maersklinesocial.com/
Maersk Line Social
http://maersklinesocial.com/
B2B isn’t Boring - Maersk
http://www.forbes.com/sites/oracle/2013/08/19/maersk-lines-remarkable-b2b-social-breakthrough-1-million-facebook-fans/
Social media & mobile media
go hand in hand…
IA Innovatief vermarkten. Sessie 2 Dado van Peteghem
The first hand-
held mobile
phone was
demonstrated by
Dr Martin
Cooper of
Motorola in
1973, using a
handset
weighing 2 kg.
Source: Wikipedia
In 1983, the
DynaTAC 8000x
was the first to
be commercially
available.
Source: Wikipedia
IA Innovatief vermarkten. Sessie 2 Dado van Peteghem
First iPhone in 2007
©InSitesConsulting
!
!
IA Innovatief vermarkten. Sessie 2 Dado van Peteghem
IA Innovatief vermarkten. Sessie 2 Dado van Peteghem
IA Innovatief vermarkten. Sessie 2 Dado van Peteghem
70% hands over iPad to kids
It’s becoming the modern Nanny
PBS study http://insit.es/lv6TdH
IA Innovatief vermarkten. Sessie 2 Dado van Peteghem
IA Innovatief vermarkten. Sessie 2 Dado van Peteghem
IA Innovatief vermarkten. Sessie 2 Dado van Peteghem
We#post#status#updates,#pictures,#video,...#
86% of all tweets
68% of Facebook posts
are#now#composed#on#mobile#devices!
!!
!
!
!
Buy a smartphone and a tablet :-)
Content marketing = mobile!
ADVICE
CRISIS
CONTEXT
CLOSENESSCOLLABORATION
COMMUNICATION
CONVERSION CARE
COMMUNITY
The 7 C’s of
Social Media
CLOSENESS
Show your DNA!
Share the small stories!
Show people!
SHOW MORE PEOPLE THAN
PRODUCTS & SERVICES
Share your journey!
„De Gunfactor”
http://www.frankwatching.com/archive/2013/02/28/activieer-de-gunfactor-van-je-organisatie-met-social-media-je-dna-als-usp/
Let content come from the heart.

Show your DNA.
ADVICE
USING SOCIAL MEDIA FOR
COMMUNICATION
External

Content
What content does engage our audience?
LOOK FOR SWEET SPOT CONTENT!
LOOK FOR SWEET SPOT CONTENT!
Announcements < Social Objects
Social
objects…
It’s all about social objects.
It’s all about social objects.
It’s all about social objects.
Inspelen 

op het moment…
Get your own Tone of Voice
Content strategy
10 invalshoeken
Humor Nostalgie
Herkenbare
situatie
Human
Interest
Exertise
Top

topical
Nieuws
Achter de
schermen
Opinie Product
IA Innovatief vermarkten. Sessie 2 Dado van Peteghem
Content marketing vs.
Content driven commerce.
IA Innovatief vermarkten. Sessie 2 Dado van Peteghem
MAKE SURE YOU
CARE
80% positief / 20% negatief
IA Innovatief vermarkten. Sessie 2 Dado van Peteghem
How to deal with conversations on social media?
Do you have to react on everything?

The good, the bad, but NOT the ugly.
Always use the EPO-method
ADVICE
Use the EPO - method
Empathy
Show compassion
Personal / Positive
Never argue
Open for solutions
Give a solution
IA Innovatief vermarkten. Sessie 2 Dado van Peteghem
IA Innovatief vermarkten. Sessie 2 Dado van Peteghem
IA Innovatief vermarkten. Sessie 2 Dado van Peteghem
Firedrill.....
Like, favorite posts
Reply to statements, links,…
Engage.
IA Innovatief vermarkten. Sessie 2 Dado van Peteghem
IA Innovatief vermarkten. Sessie 2 Dado van Peteghem
IA Innovatief vermarkten. Sessie 2 Dado van Peteghem
IA Innovatief vermarkten. Sessie 2 Dado van Peteghem
IA Innovatief vermarkten. Sessie 2 Dado van Peteghem
IA Innovatief vermarkten. Sessie 2 Dado van Peteghem
Reply in a creative way
ADVICE
WORK TOGETHER
COLLABORATE
IA Innovatief vermarkten. Sessie 2 Dado van Peteghem
Intern...
Medewerkers
WHERE WOULD YOU CLICK ON?
vs.
IA Innovatief vermarkten. Sessie 2 Dado van Peteghem
PEOPLE
OVER BRANDS
EVERY TIME
The management sets the example
IA Innovatief vermarkten. Sessie 2 Dado van Peteghem
Extern...
Klanten, fans,…
Interest Love Advocacy Co-creation Collaboration
Receive Engage Share Input
LATENT MANIFEST
Become one
The Connection funnel
Social Media
strategy
Content Marketing

strategy
Ambassador
strategy
IA Innovatief vermarkten. Sessie 2 Dado van Peteghem
Collaboration with people
THE SOCIAL MEDIA BLUEPRINT
BRINGING IT ALL TOGETHER…
CONTENT
BLOGPOST
WHITEPAPER
PHOTO
VIDEO
WEBINAR
QUOTE
INFOGRAPHIC
SLIDESHARE
LIVESTREAM
PEOPLE
WEBSITE
SOCIAL

CHANNELS
NEWS
LETTERS
BE PREPARED FOR A
CRISIS
Rabobank
Nieuwjaarsavond 2008
IA Innovatief vermarkten. Sessie 2 Dado van Peteghem
IA Innovatief vermarkten. Sessie 2 Dado van Peteghem
Snelle, transparante reactie vanuit
Rabobank zorgt voor respect bij de
community!
IA Innovatief vermarkten. Sessie 2 Dado van Peteghem
Telenet
iPad mini voor 

nieuwe klanten
@jcaudron
143K
@jcaudron
Telenet’s
reaction…
IA Innovatief vermarkten. Sessie 2 Dado van Peteghem
Respond immediately during catastrophes and be serene
after catastrophes.
Be the trustworthy information source!
Uniform communication is key, it’s in the details!
Show your human side and communicate an official statement
Respond immediately during catastrophes and be serene
after catastrophes.
Level 1 Level 2 Level 3 Level 4 Level 5
Title Bad customer service
Marketing/communication
fail or bad campaign
Bad buzz Crisis / Poor governance Unforeseen disaster
People
Involved
Community manager,
Customer Care
Community manager,
Customer Care, Brand
Community manager,
Customer Care, Brand, PR
Community manager,
Customer Care, Brand, PR,
Management
Community manager,
Customer Care, Brand, PR,
Management
When are we
replying?
As soon as possible
When Brand Coordinator
gives GO!
When PR & Brand Manager
give GO!
When Managment gives a
GO!
When CEO gives a GO!
Where are we
replying?
On the platform of complaint On the platform of complaint On the platform of complaint
On our website and all the
platforms
On our website and all the
platforms
Procedures CM => Cooridnator Care
CM => Coordinator Care &
Coordinator Brand
CM => PR, Coordinator Care
& Brand
CM => PR, Management CM => PR, Mangement, CEO
2. Crisis Solution
Use monitoring tools.
Know what’s being said online.
ADVICE
Monitoring of Fora, blogs, news sites, social mediaengagor.com
LEARN FROM THE
CONTEXT
Monitor wat er gezegd wordt op sociale media.

ADVIES
Social listening
https://www.google.com/alerts
DON’T FOCUS ON
CONVERSION ONLY
Only 1/10 updates on social
media should be promotional.
IA Innovatief vermarkten. Sessie 2 Dado van Peteghem
IA Innovatief vermarkten. Sessie 2 Dado van Peteghem
CRISIS
CONTEXT
CLOSENESSCOLLABORATION
COMMUNICATION
CONVERSION CARE
COMMUNITY
The 7 C’s of
Social Media
1. Actively use social networks yourself. Also the upcoming ones.
2. Buy a smartphone and a tablet :-)
3. Use monitoring tools. Know what’s being said online.
4. Reply in a creative way.
5. Determine whether you should reply. Always use the EPO-method.
6. Strive for the 2-4-8 rule. Quick responses on social media are essential.
7. Let content come from the heart. Show your DNA & remember the ‘company journalist’. 
8. Know what’s being said about your sector on social media. Conduct a ‘Market Scan’.
9. Activate your ambassadors. Internal & external.
10. Make a bi-weekly content calendar.
ADVICES
THANKS ;-)
@DADOVANPETEGHEM @NICKVINCKIER
dado.vanpeteghem@duvalunion.com nick.vinckier@duvalunion.com
DADO VAN PETEGHEM
Founding partner
NICK VINCKIER
Consultant
+32 474 82 68 07 +32 474 39 12 82
About Duval Union Consulting
Our Services Our Domains
Consulting
Trend watching
Presentations
Trainings
Online
Mobile
Social
Digital
Transformation
IA Innovatief vermarkten. Sessie 2 Dado van Peteghem
More on www.duvalunionconsulting.com

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