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What the books about social media don't tell you

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Koen Delvaux
Koen Delvaux

Social media campaigns are hot. Yet, it isn't about the campaign but about transforming your company into a cocreation environment where customers are part of your organization.

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Things you don’t need to know but that might come in handy when you’re thinking of opening up Pandora's box of social media for your company / organization. What the social media books don’t tell you Koen Delvaux @kodel
Disclaimer: I should not be here
Because it’s not about campaigns
A campaign is like a session with a shrink: not a real conversation
Sometimes, social media feels like this
But when you’re prepared to loose control, it becomes like this
Give it time to grow* * now is the time to learn and observe. As yourself, not as a company.
Don’t start if you have things to hide
Because the truth is out there… And people want to know what you’re up to.
Why do you want to dive into social media?
We wanna be social, to do… Promotion (campaign) Support (helpdesk) Recruiting (jobtweets) Wrong. It’s not a tool, it’s a way to achieve business transformation
You have to be social to… make customers part of the organization And then support them, let them promote your service or find new employees Buzzwords to lookup: reverse CRM, customer centricity, prosumer, social crm, conversation manager, employee brandbuilding, VRM, crowdsourcing
Case : Partyplanners.be
“Let’s do this social campaign” 450 followers later…
What happened? Twitter users discover the first “winner” is an account of partyplanners themselves and suspect the iPad will not be awarded. Partyplanners says they made a mistake but will appoint the correct winner. They take the page with the winner offline. Busted?
Result: twitterstorm Fight, fight, fight! A lot of negative reactions Goes from defensive to offensive
Repair attempt 1: appoint new winner (yes, me!) Mistakes: Not proactively communicating mistake Trying to divert attention Staying impersonal (“we” vs. “I”, name)
Repair attempt 2: apologize and explain (on my advice) Mistakes (corrected later): Accusing whilst apologizing Pointing fingers to an individual Very bad spelling & grammar
Repair attempt 3: give up on social media (note: private message to me) Mistakes: Tweets deleted in a cover-up attempt Not commenting on hostile blog posts Withdrawing without explanation
End result: disaster convicted without a trial… (or: didn’t show up in court)
Learnings from partyplanners 1. Get good advice 2. Treat people with respect: honest & open 3. Behave like you’re at a cocktail party (taking the stage is for the in crowd only) Never start with a campaign. If you have to campaign, do something relevant.
Let’s put practice into theory
3 steps to a social organization 1. Set up your infrastructure 2. Interact with people 3. Campaign
1. Set up your infrastructure* Purpose Tools Monitoring Policy *a lot of social media advisors to choose from Choose the media appropriate for you
2. Interact* Inside & outside Open organization Real life stories Employee branding *BrandShake sells a program for this People do not want to talk about your brand. They want to talk with you.
3. Campaign* (there, I said it) Amplify message Connect audience Make it sustainable Remain yourself *a lot of agencies to choose from Do it for your fans, not for strangers
So, there is no magical formula. It’s just hard work.
Picture Start to finish http://mylongwalk.com Shrink http://thisismarilyn.com/John_Florea Hamster http://thinkplandoreview.wordpress.com credits Drinking http://www.picasa.com/Dunedin__Websize Pregnant http://www.righttolife.to Airport scanner http://nationalpost.com Xfiles http://www.cybermage.se Dummies http://karthik-btech.blogspot.com/ Band http://hooplanow.com/University of Iowa Magician http://www.theallteach.com Contact koen@del-mot.be www.del-mot.be Koen Delvaux Innovation Consultant +32 478 482111 Enjoy transforming your business through social media

More Related Content

What the books about social media don't tell you

  • 1. Things you don’t need to know but that might come in handy when you’re thinking of opening up Pandora's box of social media for your company / organization. What the social media books don’t tell you Koen Delvaux @kodel
  • 2. Disclaimer: I should not be here
  • 3. Because it’s not about campaigns
  • 4. A campaign is like a session with a shrink: not a real conversation
  • 5. Sometimes, social media feels like this
  • 6. But when you’re prepared to loose control, it becomes like this
  • 7. Give it time to grow* * now is the time to learn and observe. As yourself, not as a company.
  • 8. Don’t start if you have things to hide
  • 9. Because the truth is out there… And people want to know what you’re up to.
  • 10. Why do you want to dive into social media?
  • 11. We wanna be social, to do… Promotion (campaign) Support (helpdesk) Recruiting (jobtweets) Wrong. It’s not a tool, it’s a way to achieve business transformation
  • 12. You have to be social to… make customers part of the organization And then support them, let them promote your service or find new employees Buzzwords to lookup: reverse CRM, customer centricity, prosumer, social crm, conversation manager, employee brandbuilding, VRM, crowdsourcing
  • 14. “Let’s do this social campaign” 450 followers later…
  • 15. What happened? Twitter users discover the first “winner” is an account of partyplanners themselves and suspect the iPad will not be awarded. Partyplanners says they made a mistake but will appoint the correct winner. They take the page with the winner offline. Busted?
  • 16. Result: twitterstorm Fight, fight, fight! A lot of negative reactions Goes from defensive to offensive
  • 17. Repair attempt 1: appoint new winner (yes, me!) Mistakes: Not proactively communicating mistake Trying to divert attention Staying impersonal (“we” vs. “I”, name)
  • 18. Repair attempt 2: apologize and explain (on my advice) Mistakes (corrected later): Accusing whilst apologizing Pointing fingers to an individual Very bad spelling & grammar
  • 19. Repair attempt 3: give up on social media (note: private message to me) Mistakes: Tweets deleted in a cover-up attempt Not commenting on hostile blog posts Withdrawing without explanation
  • 20. End result: disaster convicted without a trial… (or: didn’t show up in court)
  • 21. Learnings from partyplanners 1. Get good advice 2. Treat people with respect: honest & open 3. Behave like you’re at a cocktail party (taking the stage is for the in crowd only) Never start with a campaign. If you have to campaign, do something relevant.
  • 22. Let’s put practice into theory
  • 23. 3 steps to a social organization 1. Set up your infrastructure 2. Interact with people 3. Campaign
  • 24. 1. Set up your infrastructure* Purpose Tools Monitoring Policy *a lot of social media advisors to choose from Choose the media appropriate for you
  • 25. 2. Interact* Inside & outside Open organization Real life stories Employee branding *BrandShake sells a program for this People do not want to talk about your brand. They want to talk with you.
  • 26. 3. Campaign* (there, I said it) Amplify message Connect audience Make it sustainable Remain yourself *a lot of agencies to choose from Do it for your fans, not for strangers
  • 27. So, there is no magical formula. It’s just hard work.
  • 28. Picture Start to finish http://mylongwalk.com Shrink http://thisismarilyn.com/John_Florea Hamster http://thinkplandoreview.wordpress.com credits Drinking http://www.picasa.com/Dunedin__Websize Pregnant http://www.righttolife.to Airport scanner http://nationalpost.com Xfiles http://www.cybermage.se Dummies http://karthik-btech.blogspot.com/ Band http://hooplanow.com/University of Iowa Magician http://www.theallteach.com Contact koen@del-mot.be www.del-mot.be Koen Delvaux Innovation Consultant +32 478 482111 Enjoy transforming your business through social media