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Samenvatting Social Media
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Samenvatting Social Media
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Social media – SamenvattingInhoud
Introductie tot Social media marketing................................................................................................... 3
Belang van Social media ...................................................................................................................... 3
Social media kanalen – Aanpak per kanaal ......................................................................................... 4
Social media strategie ........................................................................................................................... 22
Objectieven ....................................................................................................................................... 23
Audit .................................................................................................................................................. 25
Doelpubliek........................................................................................................................................ 26
Kanalen .............................................................................................................................................. 27
Strategische visie ............................................................................................................................... 28
Tactiek ............................................................................................................................................... 28
Recap ................................................................................................................................................. 30
Case – Het Ronald McDonalds Huis .................................................................................................. 30
Content plan .......................................................................................................................................... 31
Content Research .............................................................................................................................. 31
Content Modellen ............................................................................................................................. 33
Content Rubrieken ............................................................................................................................ 34
Content Formats................................................................................................................................ 35
Frequentie & consistentie ................................................................................................................. 35
Content tools & tips .............................................................................................................................. 36
Online vs. Offline ............................................................................................................................... 36
Content tips per kanaal ..................................................................................................................... 37
Facebook ....................................................................................................................................... 37
Instagram....................................................................................................................................... 39
Instagram Story ............................................................................................................................. 40
LinkedIn ......................................................................................................................................... 40
Twitter ........................................................................................................................................... 41
Tools om content te maken .............................................................................................................. 42
Tools om content te beheren ............................................................................................................ 43
Creatieve concepten ............................................................................................................................. 44
Creatieve concepten ......................................................................................................................... 44
So Toppie & So Floppie...................................................................................................................... 49
Brainstorm technieken ...................................................................................................................... 52
Social Media Marketing Phaedra Bovijn 2020-2021
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Influencer marketing ............................................................................................................................. 53
Wat is Influencer Marketing? ............................................................................................................ 53
Het belang van Influencer Marketing................................................................................................ 53
Soorten influencers ........................................................................................................................... 54
Doelstellingen Influencer Marketing ................................................................................................. 55
Influencer Marketing regels in België................................................................................................ 56
Influencer Marketing in de praktijk ................................................................................................... 58
De toekomst van Influencer Marketing ............................................................................................ 59
Influencer Marketing Tools ............................................................................................................... 60
Conversation management ................................................................................................................... 61
Monitoring......................................................................................................................................... 61
Wat is Conversation Management .................................................................................................... 61
Richtlijnen Conversation Management ............................................................................................. 63
The basics ...................................................................................................................................... 63
Negatieve berichten ...................................................................................................................... 66
Positieve berichten ........................................................................................................................ 67
Conversation management DO’s .................................................................................................. 67
Conversation management DONT’s .............................................................................................. 70
Advanced tips ................................................................................................................................ 70
Van conversaties naar ambassadeurs ............................................................................................... 71
Aan de slag ........................................................................................................................................ 72
Conversation Management Tools ..................................................................................................... 72
Social commerce ................................................................................................................................... 73
Wat is Social Commerce? .................................................................................................................. 73
Waarom is Social Commerce interessant voor bedrijven? ............................................................... 74
Social Commerce platformen ............................................................................................................ 77
Tips & tricks ....................................................................................................................................... 79
Retailtrends 2021 .............................................................................................................................. 79
Social Media Marketing Phaedra Bovijn 2020-2021
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Introductie tot Social media marketing
Belang van Social media
= Opkomst van smartphones hangt samen met opkomst van sociale media. Sociale media is een
onderdeel van het dagelijks leven van mensen. Dit zien we duidelijk in het voorbeeld met de
fototoestellen bij de speech van de paus enkele jaren terug en een huidig foto waarop iedereen te zien
is met een telefoon, iPad,…
Uit statistieken zien we ook dat de smartphone op de eerste plaats staat, van meest geliefde device.
Daarna volgen de computer en de TV.
= Dit is de Digimeter van 2020
→ Hierop vind je specifieke data van België omtrent sociale media (wie heeft een smartphone,
wie heeft Instagram,…)
→ De mobiele gebruikers worden steeds belangrijker (zelf tijdens onze series bekijken we onze
smartphone)
De meest gebruikte Social media platformen zijn :
- YouTube
- Messenger
We zien dat in 2002 er een evolutie heeft plaatsgevonden van 3.458.352 aantal mensen die Social
media gebruiken.
Waarom zijn we zo verslaafd aan sociale media?
Ze zijn gewoon onderdeel geworden van het dagelijkse leven. We gaan alles vastleggen wat we doen.
Ze spreken ook allerlei doelgroepen aan. Dus het zal nog wel even blijven meegaan. Zo is TikTok voor
een veel jongere doelgroep, terwijl facebook gebruik wordt voor een ouder doelgroep.
Social Media Marketing Phaedra Bovijn 2020-2021
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Aanpak naar verschillende doelgroepen toe
= Andere insteek voor een bedrijf, hierbij zal een andere aanpak moeten worden gebruikt. Bedrijfspost
vs persoonlijke post verschilt enorm qua copywriting & hoe je de mensen gaat aantrekken. Het is ook
belangrijk om het verschil tussen beide te weten.
Social media kanalen – Aanpak per kanaal
Algemeen overzicht
Social Media Marketing Phaedra Bovijn 2020-2021
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