1. Social Media Master Class June 28, 2011

2. Agenda Who ? Definition Interesting movies Definition (if any) What do you do personally ? What does your company do ? What is the approach Pitfalls 2

3. Who ? 3

4. 4

5. Definition (if any) The term Social Media refers to the use of web-based and mobile technologies to turn communication into an interactive dialogue. Andreas Kaplan and Michael Haenlein define social media as "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content." [1] Social media are media for social interaction, as a superset beyond social communication. Kietzmann et al. (2011) argue that “social media introduce substantial and pervasive changes to communication between organizations, communities, and individuals” (p. 250), [2] enabled by ubiquitously accessible and scalable communication techniques. (http://en.wikipedia.org/wiki/Social_media)Web 2.0user-generated content [1] [2]http://en.wikipedia.org/wiki/Social_media 5

6. Definition (if any) 6

7. 7

8. Interesting Movies http://www.youtube.com/user/Socialnomics09#p/ u/2/nPYrbSUqr2khttp://www.youtube.com/user/Socialnomics09#p/ u/2/nPYrbSUqr2k http://www.youtube.com/user/Socialnomics09#p/ a/f/0/sIFYPQjYhv8http://www.youtube.com/user/Socialnomics09#p/ a/f/0/sIFYPQjYhv8 http://www.youtube.com/user/Twitter http://www.youtube.com/user/Twitter#p/f/7/Jc8T QppzOREhttp://www.youtube.com/user/Twitter#p/f/7/Jc8T QppzORE http://www.youtube.com/user/theofficialfacebook #p/u/0/cqd_4KSbnJohttp://www.youtube.com/user/theofficialfacebook #p/u/0/cqd_4KSbnJo 8

9. Definition (if any) 9

10. What do you do personally ? Only 16% of the CEO’s is using Social Media (see also http://www.webershandwick.com/resources/ws/flash/Socializing_Your _CEO_FINAL.pdf) http://www.webershandwick.com/resources/ws/flash/Socializing_Your _CEO_FINAL.pdf 10

11. What does your company do ? Internal –Networking (Yammer) –Collaboration, knowledge sharing –... External –Sales –Marketing –Product support –HR –... 11

12. © 2011 Azlan. All Rights Reserved. 12 How we made sense of Social Media Corporate website Twitter accounts YouTube channel Video reviews HTML mailings Mobile Thought Leadership

13. building a Sibelco community

14. 14 CIOForum Masterclass June 28, 2011 Rob Koreman – Catherine Dompas Social Media – Customer facing - Start activating - YouTube, Linkedin and Twitter presence “Quick wins” focus on brand awareness: enrichment of web page content (cases, videos) and e- newsletter initiative PlatformObjectivesTarget GroupContent Leverage on current video materials to start sharing First step in creating a community of advocates Current customers Employees Available products demos: should be integrated/linked to web page Company presence in key events Interviews, press releases, etc. Start the conversation by sharing all the initiatives Customers in general Employees Updates through the other channels in videos (web site) News from key events (RSNA) Expand current corporate presence and employees network in order to recruit best talent Current employees Future employees Careers at Agfa HealthCare description and job offers Corporate news e- Newsletter Trigger potential and existing customer engagement Current customers Potential customers database Launch of new products and solutions Articles and new customer cases Promotion of THERE magazine

15. Umicore 15 VM Zinc site for US marketing and liaison with architects: launched 2010

16. What is the approach ? On the implementation side –Define Social Media strategy –Get them on your side –Treat this as a classical project –Change management On the operational side –Measure –Get an organisation in place to manage –Get policies in place 16

17. What is the approach ? Top 10 Social Media Pitfalls 17

18. What is the approach ? Top 10 Social Media Pitfalls Pitfall #1: believing a Facebook page equals a social media strategy Pitfall #2: Engaging without a social media strategy Pitfall #3: Allowing interns to manage social media engagement Pitfall #4: Broadcasting announcements instead of starting conversations Pitfall #5: Banning social media from your employee’s workplace Pitfall #6: Avoiding social media for fear of negative comments Pitfall #7: Believing social media is free, cheap and easy Pitfall #8: Silo-ing social media into a single department Pitfall #9: Creating "private" social networks Pitfall #10: Using traditional media metrics for ROI measure (source : http://socialroadmaps.blogspot.com/2011/03/top-10-business-social-media-pitfalls.html)http://socialroadmaps.blogspot.com/2011/03/top-10-business-social-media-pitfalls.html 18

19. 19