Facebook has transformed brand marketing by giving brands an opportunity to engage with their audience to maximise engagement to its full potential. For such a short lifetime of social media’s lifecycle, many brands are already benefiting from Facebook marketing and F-commerce. And many of the big global brands wee the way to succeed -  through localised campaigns that allow brands to respond to market particularities.

One of these examples is Nivea Nordic. Nordic consumer, says Sonya Ungewitter Marketing Director Nordics, Beiersdorf, is always ahead of time, whether you speak about gender equality or green trends or online, They are were it is hot. And Beiersdorf Nordic is very serious about their local customers so that they are trying to interact with them more personally vial local pages on Facebook,.

Sonja Ungewitter will be presenting at EM20 conference in Amsterdam on How the biggest skincare brand of the world – Nivea, started it’s new social life in the Nordic. In this session she will talk about the launch of their ‘Facebook like’ campaign, providing background information on the Nordics and brand strategy. They will outline their thoughts and actions before and during the entry as well as learning what has been achieved so far. Sonja Ungewitter will also discuss project experiences and learning’s.

If you want to hear more from Sonja Ungewitter as well from 20+ other B2C and B2B brands, like EA, Unilever, Best Western, BMW, Carlsberg, Deutsche Bank, Deutsche Telekom, Electrolux, Jamie Oliver, Nike, Philips, , Zurich Financial Services, BT, Dell, HP, Estee Lauder, DSM, fill in the registration request for this invitation only event,  where big corporations will expose their online and social media marketing strategies and the next big thing.

About EM20

EM20 (Enterprise Marketing 2.0 conference)  is an invitation only event for corporates around Europe and takes place this year in Amsterdam.

You are offered a choice of 2 streams – B2B and B2C on day two, which will include topics such as:

• Creating a strong internal strategy to fully capitalize on online initiatives and social media
• Marketing ROI of online campaigns and social media
• Managing global brand, local market online
• Innovations in online marketing
• Managing and optimising multi-channel marketing
• Blogging for business success
• Maximising the power of your e-newsletter and many others

20+ industry leading digital marketing experts : DSM, EA, Unilever, Beiersdorf, Best Western, BMW, Carlsberg, Deutsche Bank, Deutsche Telekom, Electrolux, Jamie Oliver, Nike, Philips, Zurich Financial Services, BT, Dell, HP, Estee Lauder, Milestone Marketing and more…

8+ hours of networking opportunities, including a Party Boat Trip with drinks and sushi.

Request your registration here

Download the agenda here

These social media articles series are brought to you by SB Talent, an Amsterdam based company specialized in recruiting and developing social media talent for corporations. If you would like to know more about SB Talent, please see the contact details here.

“Marketer is not yet able to deal with online influencers.” Anyone who takes this message personally? Several marketing blogs have written about the yet unexplored terrain of online influencers. The immediate reason was this statement by Lewis PR. They investigated 122 Dutch marketing professionals and, in doing so, mainly looked at the role played by online influencers in marketing campaigns. It could be called remarkable that in the era of “communication 2.0” we know so little of the persons and communities that appreciate our brands.

An online influencer, an influential, a brand ambassador or brand activist is very valuable for marketing professionals. They are responsible for a large share of the messages or conversations concerning a brand, product or service on social media. Over 80% of the content and discussions on platforms, such as Facebook, LinkedIn and Twitter, and in blogs, is sent into the world by these influencers. Usually they are people who have influence over a certain group or area of interest because of their specific knowledge or views.

Lewis PR looked at 122 Dutch marketers to investigate the role of online influencers in their marketing campaigns. 58% of this group of 122 thinks the role of online influencers in reaching marketing targets is large or fairly large. It is noteworthy that 55% of the marketers indicate they have no or limited insight in the identity of the online influencers that are relevant to their company. Of all respondents, 86% are already using social media for marketing objectives. But how effective are your social media skills if you haven’t been able to identify your influencers?

De Social Media CRM Loop
Influencer marketing is a process in which meaningful contacts are actively looked for and maintained. It is important that there is no direct relationship between the popularity of an influencer and their degree of influence their supporters. It is all about the relevance of the influencer on the content. This determines to what extent the supporters pick up the content.

The first step is locating the relevant social hubs and find out:
Where the brand and/or product is being discussed;
What exactly is being said about it (value judgment, tone of voice, topicality);
Who are the opinion leaders in this discussion.

In order to get acquainted with your target group, you should enter the discussion. Be sure to engage in the social hubs and become part of your target group. Respond to posts, comments and “likes”. The keyword is “monitoring” and it is also important to use a system that analyses these posts and interactions. This will enable you to identify your influencers and, in the end, involve them in your brand.

Vogue
Like no other fashion magazine Vogue has understood influencer marketing. They have launched their own “Influencer Network”: an exclusive platform for Vogue influencers. People who make use of social media like Facebook and Polyvore, fashion bloggers, stylists and personal shoppers with a passion for fashion applied for a “casting”. From this group Vogue has identified 1,000 brand ambassadors, who have exclusive access to Vogue products, events, fashion collections and ad campaigns. In exchange they are asked to share content through their social network or to give feedback. The influencers are selected on their involvement, online network and social activity. “There are a lot of self-appointed experts,” states Susan Plagemann, publisher of Vogue. “But in this programme we strictly work with ambassadors that are able, through their extensive and relevant online network, to appreciate and share the unique content we make available to them.” (Source: Adweek)

Click here for more cases of influencer marketing.

Want to know more?

SB Talent will be facilitating a Brainstorming Round Table Discussions at EM20 conference in Amsterdam on 13th October 2011: The impact of the Social Media revolution on the talents, skills and competences of your people.

• How does 2.0 effect the organisation of your business?
• Is your crew 2.0 ready?
• Which roles have changed and how?
• Are new roles necessary?
• What are the key competences for the (new) roles?

Visualisation is an effective way to add art, elegance and creativity into your daily business operations and an original support in reaching your goals.

If you are looking for creative illustrations for your event, workshop, conference, vision, goals or other material, the answer is

 Visualise Now!

Visualising helps to simplify complex information and supports clarity, alignment and execution across boundaries.

Jarda Dokoupil, the man behind Visualise Now, is a talented graphic illustrator, author, faciliator, and coach. He is also author of The Invitation book, which helps business and social leaders to make sense of the complex world around them and to find direction in today’s difficult times.

Jarda created us this great agenda for EM20 conference in Amsterdam:

If you like to get in touch with Jarda to discuss your project, simply email: jarda@visualisenow.com

These social media articles series are brought to you by SB Talent, an Amsterdam based company specialized in recruiting and developing social media talent for corporations. If you would like to know more about SB Talent, please see the contact details here.

At the end of July, consultancy firm Booz & Company published their survey “Social Media in companies in the Netherlands”, investigating the use of social media in 60 Dutch companies. It appeared that the use of social media by inhabitants of the Netherlands is becoming increasingly popular. However, a lot of companies still have many questions. For instance, which day of the week is the best day to post a Facebook post? And at which time? This was the reason for SB Talent to take a critical look at six Dutch Facebook pages.

For the survey, 336 messages posted between January and July of 2011 were analysed. These posts were used to look at the time of day and day of the week of the posts receiving the most reactions by fans, making use of the Feedback percentage, a number that Facebook can calculate. It will only measure the number of responses and how often a page is liked. The percentage will be collected as (responses + number of times liked)/rendition. This number is compared to the time and day that the post was made.

Time

The average time at which things are posted is a little after lunchtime, at 2.13 PM. All posts are posted between 8 AM and 10 PM. It was noted that only a very small amount of posts were place after 7 PM (n=3).

From the analysis it was gathered that the messages that received the most response were posted around 2PM, 8PM or 10 PM. The latter two times are not representative for the number of posts, however, and as such have not been put into the graph. The other striking thing is that before 11 AM there is little response and that feedback after that time is more or less consistent.

Day

Most messages are posted on Wednesday. Again it is worth noting how seldom the Dutch like pages post messages outside office hours. On Saturday and Sunday there are very little posts (n=20). This means response is lower on these days than on the weekdays. Wednesday and Friday see the most responses to Facebook posts.

This brief analysis is just the tip of the iceberg when it comes to investigating the effectiveness of Facebook posts. Besides the time and the day there are of course more factors that influence the response to a Facebook post. Size, target group and brand name are also important, as well as the type of post. With this small survey, we didn’t look at the differences in response to videos, texts or visual posts. This study is limited to analysis of day and time. Still, it does offer companies some grip on the confusing amount of options and choices. Discovering the success of a post is like learning to walk really; sometimes you fall down and sometimes you walk a few paces.

Want to know more?

SB Talent will be facilitating a Brainstorming Round Table Discussions at EM20 conference in Amsterdam on 13th October 2011: The impact of the Social Media revolution on the talents, skills and competences of your people.

• How does 2.0 effect the organisation of your business?
• Is your crew 2.0 ready?
• Which roles have changed and how?
• Are new roles necessary?
• What are the key competences for the (new) roles?