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Dado Van Peteghem - Social Media Day 2015 #SMDayBE
Going the
extra mile on
Social Media
@dadovanpeteghem
Duval Union Consulting
Social Seeder
founding partner
@dadovanpeteghem #SMDayBE
@dadovanpeteghem
How to go
the extra mile?
Social media is over the
@dadovanpeteghem
hype cycle…
TRIGGER
PEAK OF INFLATED EXPECTATIONS
TROUGH OF DISILLUSIONMENT
SLOPE OF ENLIGHTENMENT
PLATEAU OF PRODUCTIVITY
Yet… most organizations are

using social media only at
@dadovanpeteghem
10% of its potential.
They’re in 1.0 modus.
@dadovanpeteghem
WE CAN
DO WAY
MORE
Moving from 1.0 to 2.0
@dadovanpeteghem
with these 10 elements
Ambassador

Strategy
Native 

Activations
Opportunity
spotting through
Social Listening
Community
Building
Social 

Selling
Disproportionately
Relevant 

Content Plan
Social Growth
Acceleration
Tools 2.0
The Social Crisis
Plan
The Poetry of
the Post
@dadovanpeteghem
DISPROPORTIONATELY
RELEVANT
CONTENT
PLAN
@dadovanpeteghem
BEING RELEVANT IS
NOT ENOUGH


YOU NEED TO BE
disproportionately
RELEVANT
@dadovanpeteghem
Your
Organization
Target
Group
LOOK FOR THE CONTENT SWEET SPOT
Disproportionately relevant
@dadovanpeteghem
LOOK FOR THE CONTENT SWEET SPOT
Disproportionately relevant
@dadovanpeteghem
LOOK FOR THE CONTENT SWEET SPOT
Disproportionately relevant
@dadovanpeteghem
SCALE YOUR CONTENT CONTEXT
@dadovanpeteghem
If you are a wine brand, what can your story be?
Disproportionately relevant & scaled up
@dadovanpeteghem
9 OUT OF 10
POSTS SHOULD
NOT BE
ABOUT YOUR
PRODUCT!
@dadovanpeteghem
Your
Organization
Target
Group
LOOK FOR THE CONTENT SWEET SPOT
Disproportionately relevant
@dadovanpeteghem
BECOME A GLASS HOUSE: SHOW YOUR DNA!
EMOTION IS TRIGGERING INTERACTION
@dadovanpeteghem
THE 

POETRY 

OF THE 

POST
@dadovanpeteghem
The right tone of voice
@dadovanpeteghem
Create 'Social Objects'*
*things people like to share
@dadovanpeteghem
Create 'Social Objects'*
*things people like to share
@dadovanpeteghem
Seize 'The Moment'
@dadovanpeteghem
Integrate new formats
That’s how you grab the attention
@dadovanpeteghem
Integrate new formats
That’s how you grab the attention
http://www.slideshare.net/DearMedia/mastering-digital-disruption-in-retail
@dadovanpeteghem
Use the ‘Snapchats’. Really!
New channels = New opportunities
GEBicky Burger
Location based
filters
@dadovanpeteghem
NATIVE
ACTIVATIONS
@dadovanpeteghem
Imagine you want to make 

people recycle better
VS.
Would you upload a traditional spot on
YouTube or go for a Vine activation?
@dadovanpeteghem
Imagine you want to make youngsters 

responsible towards alcohol
VS.
Would you post research results or start a
#challenge on Instagram?
@dadovanpeteghem
Learn from the best!
Sinterklaas buys Coolblue for
one million ginger nuts
@dadovanpeteghem
SOCIAL
GROWTH
ACCELERATION
@dadovanpeteghem
Likes don’t
count.
Impressions
do.
You need a bigger audience
@dadovanpeteghem
The solution:
FOLLOW INTERESTING PEOPLE
1. 66 vannieuwkerke
2. 61 hansderidder
3. 61 liavanbekhoven
4. 59 andremeganck
5. 59 abeelec
6. 59 wielerman (Renaat Schotte)
7. 58 alaingerlache
8. 57 marcelsel
9. 57 vadderi
10. 56 stvn
11. 56 obk
12. 55 filletk
13. 55 jslefebvre
14. 54 cauwelaert
15. 54 davanac
16. 53 michelhenrion
17. 53 le_bux
18. 53 sbailly
19. 53 mdevrieze
20. 52 bartvanbelle
21. 52 nanske
22. 52 kristofvds
24. 51 harald1989
25. 51 johannemontay
26. 50 dropje
27. 50 coolskat
28. 50 samynwetstraat
29. 50 listraet
30. 50 tomnaegels
31. 49 gemarkeerd
32. 49 fakerholic
33. 49 barteeckhout
34. 49 samfeys
35. 49 my_l
36. 48 rikea
37. 48 philbruafp
38. 48 kevin_major
39. 48 pvangompel
40. 48 frederiktibau
41. 47 grosfilley
42. 47 jandemol
43. 47 philaloux
44. 47 tomvandeweghe
45. 47 ezraeeman
46. 47 raphaelcockx (de tijd)
47. 47 nonkelsam (De Standaard).
48. 46 blyaert (datanews)
49. 46 bartsturtewagen
50. 46 chrisvandegoor (sporza)
51. 46 anne_elle_be
52. 46 fdelaplace
53. 46 pvdmeersch
54. 46 marclooverbosch
55. 45 pieterjanvl
56. 45 mensbrugghe
57. 45 jamiebiese
58. 45 mehmetkoksal
59. 45 valerie_s_
60. 45 italbers
61. 45 gdcoster
62. 45 timverheyden
63. 45 rolandlegrand
64. 45 codip
65. 45 jandebackere
66. 45 matthdv
67. 44 rafweverbergh
68. 44 tgadisseux
69. 44 peterdelobel
70. 44 jdceulaer
71. 44 maartendegendt
72. 44 cowboy_carl
74. 44 guitariosott
75. 43 ninaism
76. 43 cedricgodart
76bis. 43 B_R_E_G_T (Bregt Vermeulen,
Voetbalmagazine)
76tris. 43 ShowbizzBart
77. 42 himad
78. 42 mariodanneels
79. 42 fr3db
80. 42 corinebarella
81. 42 jonasmuylaert
82. 41 heirbar
83. 41 bartstoffels
84. 41 heidischoefs
85. 41 zeli
86. 41 goedeleliekens
87. 41 slemlevrai
88. 41 roelverrycken
89. 41 petergorle
90. 40 koenvervloesem
91. 40 brunokon
92. 40 ddeckmyn
93. 40 mediarescue
94. 40 cedricpt
95. 40 karst
96. 40 frankrenout
97. 39 hvangool
98. 39 joanroels
99. 39 yvesd
100. 39 bartdobbelaere
@dadovanpeteghem
The solution:
SHOW PEOPLE THE WAY
@dadovanpeteghem :-)
@dadovanpeteghem
The solution:
WHAT ABOUT YOUR COLLEAGUES?
@dadovanpeteghem
AMBASSADOR
STRATEGY
@dadovanpeteghem
The connection 

funnel
INTEREST LOVE ADVOCACY CO-CREATION COLLABORATION
Receive Engage Share Input
LATENT
Become one
MANIFEST
Social
Media
strategy
Content
Marketing

strategy
Ambassador
strategy
@dadovanpeteghem
Where 

would you
click on?
VS
@dadovanpeteghem
PEOPLE
OVER
BRANDS
every time.
@dadovanpeteghem
Company
reach
Ambassador
reach
10.000
10.000
10.000
30.000
fans
followers
followers
followers
x 6% organic
1.800 REACHED
=
10 ambassadors
x 220 amplification
2.200 REACHED
@dadovanpeteghem
MARKETING
TO THE
PEOPLE
MARKETING
THROUGH THE
PEOPLE
>
@dadovanpeteghem
SOCIAL
SELLING
@dadovanpeteghem
Social media cannot
only empower
marketing, it can
make a huge
contribution to the
entire sales cycle
@dadovanpeteghem
In a B2B environment,
the power of social
media is in the
network of your people
@dadovanpeteghem
In a B2B environment, the power of social media is in 

the network of your people.
3.418 connections 317 followers
>
@dadovanpeteghem
“Go find me the online marketing manager of Coca Cola”
He likes snowboarding & classic cars ;-)
@dadovanpeteghem
Linked
Look further than
Social media in B2B
@dadovanpeteghem
B2B ≠
BORING 2 BORING
@dadovanpeteghem
COMMUNITY
BUILDING
@dadovanpeteghem
HOW 

ORGANIZATIONS 

SEE social media
@dadovanpeteghem
HOW 

ORGANIZATIONS 

SEE social media
WHAT A 

community 

LOOKS LIKE
@dadovanpeteghem
WHAT A 

community 

LOOKS LIKE Solo Open Kitchen
@dadovanpeteghem
WHAT A 

community 

LOOKS LIKE Mobile Vikings
@dadovanpeteghem
Connect people around 

a relevant topic 

powered by a brand 

instead of 

connecting them 

to the brand itself
Mobile Vikings
@dadovanpeteghem Mobile Vikings
https://www.feestjesophetwerk.be/
@dadovanpeteghem
OPPORTUNITY
SPOTTING
through
SOCIAL
LISTENING
@dadovanpeteghem
QUESTION:
Whom of you
HAS A MONITORING
TOOL FOR SOCIAL?
@dadovanpeteghem
The problem:
Most of us are only
MONITORING FROM A
CARE PERSPECTIVE
@dadovanpeteghem
While we could
LISTEN TO SPOT
OPPORTUNITIES
@dadovanpeteghem
Spotting opportunities through social listening
Monitoring millions of posts each day on topics ranging from the latest cute dog photo on
the Purina pet food website to who was drinking Nescafe to real time recipe tweets.
Nestlé DAT
@dadovanpeteghem
Spotting opportunities through social listening
How a Little Research Earned 1,000,000 Impressions on Twitter
KLM Surprise
@dadovanpeteghem
While everyone is talking
about Big Data…

SOCIAL MEDIA
is an
OPEN MARKET RESEARCH
DATABASE
@dadovanpeteghem
THE
SOCIAL
CRISIS
PLAN
@dadovanpeteghem
Although it might
never happen, you
better prepare to make
sure you’re ready when
hits the fan.
@dadovanpeteghem
The social crisis plan
Lvl 1 Lvl 2 Lvl 3 Lvl 4 Lvl 5
Situation
Bad
customer
service
Marketing/
communication
fail
Bad buzz
Crisis / Poor
governance
Unforeseen
disaster
Examples
People involved
When to reply
Where to reply
How to reply
@dadovanpeteghem
@dadovanpeteghem
Respond immediately
during catastrophes 

and be serene after
catastrophes.
@dadovanpeteghem
Respond immediately
during catastrophes 

and be serene after
catastrophes.
@dadovanpeteghem
Communication
through all possible
touch points.
@dadovanpeteghem
TOOLS
2.0
@dadovanpeteghem
Pick your top 3 to accelerate
@dadovanpeteghem
Ambassador

Strategy
Native 

Activations
Opportunity
spotting through
Social Listening
Community
Building
Social 

Selling
Disproportionately
Relevant 

Content Plan
Social Growth
Acceleration
Tools 2.0
The Social Crisis
Plan
The Poetry of
the Post
@dadovanpeteghem
FROM ... ... TO
The Business
Social
Media
sidelines
Social in
the core
2015 2016
#STIMAC
@dadovanpeteghem
You will have
to go the
extra mile to
pull off social
media 2.0.

 
Nobody said it
was easy :-)
@DADOVANPETEGHEM @NICKVINCKIER
dado.vanpeteghem@duvalunion.com nick.vinckier@duvalunion.com
DADO VAN PETEGHEM
Founding Partner
NICK VINCKIER
Strategy Consultant
+32 474 82 68 07 +32 474 39 12 82
We can help you go the extra mile ;-)
Some of the clients we helped to 

go the extra mile on social media
@dadovanpeteghem
Dado Van Peteghem - Social Media Day 2015 #SMDayBE
Going the
extra mile on
Social Media

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