Bert Van Wassenhove

How to build a social strategy

2011-06-10T08:27:00.000+02:00

Nice summary on how to build a social marketing strategy. Thanks for sharing Steven.

How diageo's digital strategy started?

View more presentations from steven van belleghem

Social media tools don’t buy happiness ...

2011-06-01T12:01:00.001+02:00

But they’re very useful. Of course the essence of social media marketing and conversation management is not in boxing everything neatly in one or the other tool. Successful marketing and communication is more then ever about content, creativity, the message. Not software ... but it helps.

Those who still remember the days when the internet was associated with whistling modems must have another déja vue these days. Last century it was common practice to build your own tools to develop and maintain websites, which gave us loads of content management systems. Books were written about it, studies made and conferences organised, resulting in a landscape so complex you needed a consultant to guide you through.

Today they are back, the tools. Not to build websites but to shape your strategy and to be a good conversation manager. Solutions come in all shapes and sizes, as social media are a lot more complexe then your own websites. On one hand you need to manager different platforms and on the other hand you want to follow and interact with over 500 million people on Facebook alone. Not a simple task, so you’ll need more then one solution.

Now, how do we find our way in these hundreds of tools? Let’s split them up in a number of categories. This is - again - not as straightforward as it may seem because every tool seems to take a different angle to managing social media. I prefer to split social media management platforms along the logic of the steps that are often used to set out a social media strategy:
1. Listen
2. Engage
3. Act

In the “Listen” phase we first of all need social media tracking tools. This can range from a simple and free Google Alerts to a very advanced Radian6 of the recently launched Engagor. But also your own site analytics software (e.g. Google Analytics) falls into this category as it allows you to measure the effect social media on the visits to your site. And then there are also those sites that measure your performance in social media such as the Klout (which is in itself subject to much controversy).

Once you have clear view on the ongoing conversations it’s time to step into the conversation yourself. But there are many channels and many participants in the conversation both inside and outside the company. So a traditional content management system or a CRM tool will not do the job. That’s why we see a number of social media engagement tools appear such a Hootsuite.

Now comes the time for some real action. Claim, maintain and promote your own piece of social media territory. This is the least developed part of this emerging industry. There are a number of solutions that allow you to manage Facebook pages, and a number of existing CMSystems work on plugins to integrate with the large social media platforms. When it comes to tools for launching social media campaigns we look forward to what Spreadid wil offer, a soon-to-launch Belgian initiative (in which I’m a stakeholder).

But as already indicated in the beginning, tools are but a means to help. Succes in social media only comes with the correct message, the exact tone of voice and of course a smart strategy.

Mini-interview at Fusion Marketing Experience with Jim Ducharme

2011-03-30T16:44:00.000+02:00

Square Melon was one of the proud main sponsors of the Fusion Marketing Experience in March 2011. This is a mini-interview Jim did with me. More video's to come (with more content :) )

The internet is disappearing

2011-03-13T10:49:00.001+01:00

My Tweetathlon for Music For Life #itweetforlife

2010-12-24T15:56:00.000+01:00

Over the last days I've on a small Tweetathlon after my fellow-greyhound @guidooohh challenged me not to mention Square Melon during 40 (relevant) tweets and before the end of Music for life. And it has been a remarkable experience. Here are a few things I learned.

- It takes quite an effort to publish 40 tweets in about 3 days, but it's more the logistics of publishing them that was a drag (copy, paste, shorten message, shorten URL, get in the correct hash tags).
- On the other hand, findin inspiration was not so difficult. Although today (day before Christmas) the constant flow of content online seriously slowed down.
- I took pride in making all (well most) tweets relevant. Either by putting out a message or linking to an interesting online item. However, this is not a guarantee for a lot of reactions or retweets. Hence this tweet I sent out this morning:
Nihilism is the ultimate social media conversation magnet (hier net te plaatse in team bedacht) #36 #itweetforlife

But since I'm kind of proud of my work, here is the full list of 40 tweets:
http://search.twitter.com/search?q=%23itweetforlife

ibert Bert Van Wassenhove

(*) Square Melon ... What will they think of next #hetwaswelmoeilijk #itweetforlife #mfl10 @guidooohh en de rest: Fijne Feesten Gewenst!

ibert Bert Van Wassenhove

The Power of Twitter in Information Discovery http://ht.ly/3u6tX #39 #itweetforlife

guidooohh guido everaert

@ibert ok, ok, i av lost... Dokken dus...#itweetforlife #mfl10

ibert Bert Van Wassenhove

How Santa Lost Control of His Branding #37 #itweetforlife
http://ht.ly/3u4vh

ibert Bert Van Wassenhove

My Pummelvision video is ready, enjoy my life in Facebook foto's http://ht.ly/3u4sL

#37 #itweetforlife

ibert Bert Van Wassenhove

Nihilism is the ultimate social media conversation magnet (hier net te plaatse in team
bedacht) #36 #itweetforlife

ibert Bert Van Wassenhove

OK, one more Christmas video ... Tron! http://ht.ly/3u4iE #35 #itweetforlife

ibert Bert Van Wassenhove

The Star Wars Christmas edition to round up the list #34 #itweetforlife http://ht.ly/3u3Tn

ibert Bert Van Wassenhove

And more Christmas mellowness, here are the Chipmunks? #33 #itweetforlife http://ht.ly/3u3KZ

ibert Bert Van Wassenhove

Stepping up the Christmas mellowness with some TV classics, do you remember Alf? #1987 #weep
#32 #itweetforlife http://ht.ly/3u3Hi

ibert Bert Van Wassenhove

Vind een vent zoals je schoenen kiest, franse dating site lanceert zich http://ht.ly/3u3wo
#31 #itweetforlife

ibert Bert Van Wassenhove

Schrik om te rijden in de sneeuw? Maybe the dog can help http://ht.ly/3u3mv #30 #itweetforlife

ibert Bert Van Wassenhove

Cool app: Beluga helps groups of friends stay in touch. Vanavond eens testen rond de
feesttafel. http://ht.ly/3u3h2 #29 #itweetforlife

ibert Bert Van Wassenhove

Een digitaal kerstverhaal ... http://ht.ly/3u3b9 #28 #itweetforlife

ibert Bert Van Wassenhove

Waar zit de Kerstman? Norad en Google helpen ... http://ht.ly/3u32P #27 #itweetforlife

ibert Bert Van Wassenhove

Make the ringtone the message, great campaign from Guatemala (practice you Spanish) http://ht.ly/3u2Ua #26 #itweetforlife

ibert Bert Van Wassenhove

Looking forward to see my life flash before my eyes:
Pummelvision.com http://bit.ly/euIkdS
#25 #itweetforlife

ibert Bert Van Wassenhove

Oudenaarde > Antwerpen - 75km - 1uur what's the
problem? #23 #itweetforlife

ibert Bert Van Wassenhove

Het heeft nauwelijks gesneeuwd in O-VL, je kan gerust de baan op. Snap niet waarom De
Lijn daar problemen heeft #22 #itweetforlife #radio1

guidooohh guido everaert

@VLRik mocht het daar stoppen, ik zou hem nog vriend kunnen noemen #goresmeerlapperij
#itweetforlife // cc @ibert

guidooohh guido everaert

@ibert platte chantage kan eigenlijk ook hè... ik zou dingen kunnen vertellen over je, die

misschien wel 50 euro waard zijn #itweetforlife

ibert Bert Van Wassenhove

Ted.com launches: Ads Worth Spreading http://ht.ly/3tAMY #21 #itweetforlife

ibert Bert Van Wassenhove

Where there's a panic, there's an opportunity http://ht.ly/3tAD6
#20 #itweetforlife

ibert Bert Van Wassenhove

Beautiful experiments about Internet gifts and stolen pixels. #19 #itweetforlife http://ht.ly/3tAzQ

ibert Bert Van Wassenhove

Unconventional rules of post-digital marketing: don't share & encourage, incentivize &
convert #18 #itweetforlife

ibert Bert Van Wassenhove

Unconventional rules of post-digital marketing: don't just use the complete web, there's life

in the real world too #17 #itweetforlife

ibert Bert Van Wassenhove

Unconventional rules of post-digital marketing: don't make it easy, make it worthwhile #16 #itweetforlife

ibert Bert Van Wassenhove

Unconventional rules of post-digital marketing: don't stay in conversation at all cost, shut
up if not relevant #15 #itweetforlife

ibert Bert Van Wassenhove

Unconventional rules of post-digital marketing: don't offer tools, add value #14 #itweetforlife

ibert Bert Van Wassenhove

Wat worden de gadgets van volgend jaar? http://ht.ly/3tAeq #itweetforlife #13

ibert Bert Van Wassenhove

Die van Path komen toch altijd met een interessante insteek voor hun Social Netw
applicatie #itweetforlife #11 http://tcrn.ch/fesmJz

guidooohh guido everaert

Beste mensen vraag @ibert nu eens hoe dat zit met Amphion en
ontlok hem het woord... Iets met square en lemon #itweetforlife

ibert Bert Van Wassenhove

We gaan eens een tweet demarrageke inzetten, wat geld uit @guidooohh
zijn zakken slaan voor #mfl10 #itweetforlife #11

ibert Bert Van Wassenhove

Betaalt 1,5 EUR toeristenbelasting en vraagt zich af wat ik daarvoor krijg van
"A" #itweetforlife #10

ibert Bert Van Wassenhove

#9 Think I'm a Pussycat Doll fan, do you

still love me? http://yfrog.com/h092fcj
#itweetforlife #mfl10

ibert Bert Van Wassenhove

#8 About fruit & technology, and I'm not making a mistake here ... http://youtu.be/kAG39jKi0lI
#itweetforlife #MFL10

ibert Bert Van Wassenhove

#7 Is a bed in the Hilton big enough for me and my ego? #partytonight #itweetforlife #MFL10

ibert Bert Van Wassenhove

#7 Zijn dat de mensen van de helpdesk die die wishes inzingen voor Electrabel? http://bit.ly/hnxOgz #itweetforlife #MFL10

ibert Bert Van Wassenhove

#6 Location based chat roulette (no video unfortunately) http://bit.ly/eRfM6n #itweetforlife #MFL10

ibert Bert Van Wassenhove

#5 Some arty stuff to kick off the day http://aol.it/g7KLzk #itweetforlife #MFL10

ibert Bert Van Wassenhove

#4 Did you know Adam Curry is Podcasting cool music again? #itweetforlife #MFL10 http://bit.ly/eW5EPt

guidooohh guido everaert

@ibert zijt ge daar alleen of zijn er nog snaken van 't bedrijf? #3 #itweetforlife

ibert Bert Van Wassenhove

#3 Een specialleke voor #itweetforlife Veel volk hier! — at Het Glazen Huis http://gowal.la/c/3beaa

guidooohh guido everaert

@rik_lagey help mij,'t is hard tegen hard...hij mag niet meer vierkante citroen in
zijn tweets vermelden @ibert #itweetforlife #MFL10

guidooohh guido everaert

@ibert excuseer, in het overigens goede artikel staat al een tag naar uw X,
gaan we zo beginnen? #itweetforlife #MFL10 http://bit.ly/eaTYj0

ibert Bert Van Wassenhove

#2 Follow the WikiLeaks river of news (tx Dave Winer) http://bit.ly/ev52U0

#itweetforlife #MFL10

ibert Bert Van Wassenhove

#1 Zal ik eens beginnen met de trends van 2011, in't Nederlands #itweetforlife #MFL10

http://bit.ly/eaT

Cool inspiration for an interactive book we're working on

2010-12-14T10:02:00.003+01:00

Great 4D outdoor projection by Ralph Lauren in New York

2010-11-19T08:11:00.002+01:00

You work with the internet, but don't understand the techies at your agency? Read this.

2010-11-19T08:04:00.000+01:00

Google has build a nice little online book explaining web technology. Anybody in the internet industry should probably know all of this, but refreshing your memory never hurts. This is particularly interesting if you work with digital agencies (like us) and you don't alway understand why some things are difficult and others are easy.

Check out "20 things I learned about browsers and the web"

Social Media Marketing

2010-10-10T10:42:00.000+02:00

In anticipation of the iPad launch in Belgium, my favorite iPad Apps

2010-07-06T18:04:00.000+02:00

Over the coming months iPads will flood the Belgian market, and to anticipate the questions I'll be getting on "which apps to download", here is my favourites list:
- Amazon Kindle - ebook reading
- Air Video - stream video from a mac on your network
- Epicurious - interactive e-cookbook
- Evernote - turns your iPad into a notepad that syncs with iPhone and laptop
- Adobe Ideas - a cool sketch pad for the iPad
- Wired - the only real iPad magazine that get the concept
- Comics - in case you like comics
- Air Sharing - gives access to all your documents over the network (e.g. laptop) or in the cloud (e.g. Gmail)
- Gowalla - even more location based fun
- Goskywatch - who needs a telescope anyway
- Fish Pond - harmless entertainment
- Cool Hunting - man, I'm so trendy
- Pulse News - the coolest RSS reader around
- Soundhound - music maestro
- Aurora feint 3 - addictive game
- Alice Lite - the future of books

YSL Manifesto, like this

2010-04-26T10:30:00.000+02:00

Advertising in a connected and open world does not have to be boring, clearly ...

What you might read about 2010 in 12 to 24 months

2010-01-02T10:00:00.001+01:00

After about a decade of discussion and failed initiatives the "online identity" issue was finally solved when Microsoft bought Twitter. Since then 80% of the internet population uses their Twitter-name to log on to their e-mail, the online version of Microsoft Office and all other websites based on Microsoft technology. "@myname" has become the new universal way to identify people, and now we can use online banking applications with it, consult healthcare data and get access the popular events such as the MTV awards.

Shortly thereafter Microsoft rolled out the first real behaviour-based promotion campaign for Axe, the popular deodorant by Unilever. A sharp target group was defined: single heterosexual males aged between 16 and 32 with an average household income of +- 32% around the median of the their country. Those who live within a 50 kilometer radius of a shop that carries Axe in their assortment were by means of Twitter involved in the biggest sampling action ever. The campaign was a huge success, 100 million consumers were thrilled and had themselves spoiled by Axe.

Shortly after the campaign went live, President Obama expressed his concern about the privacy aspects of these new marketing techniques. To avoid that Microsoft would abuse their newly acquired power, they were forced to sell 25% of their shares at a reduced price to the United Nations, which means they acquire total control over the company.

In the meantime a once leading worldwide media group has sold the majority of their shares to Microsoft in an ultimate attempt to avoid bankruptcy. All publications were migrated to a new digital media-store that is only accessible through Windows-based tablet computers and e-readers.

Facebook continued their succes and were the only real online power standing up to the Microsoft-Twitter tandem. But success took its toll. The company was forced to open up their databases to the European Union after a terrorist attack whereby European President Herman Van Rompuy only just escaped from death. The "European Defence Agency" invested in startup company Attentio and uses their technology to permanently monitor potentially dangerous activities on Facebook.

Now that privacy online seems to have totally disappeared, the geek-community is looking for ways to stay in contact online but out of sight of Big Brother. Read more about the result of this quest in upcoming articles ...

Prezi presentation on Social Media Sessions #4

2009-09-29T19:00:00.003+02:00

Yesterday we had the fourth edition of our "Social Media Sessions" and I'm really starting to get into Prezi. Especially as the presentation is now "portable" through embedding, as you can see below.

The video of the session will be available soon on the social media sessions site.

Fascinated by how SAP embraces the concepts of social networking

2009-07-08T17:21:00.001+02:00

In fact it's Business Object, which was recently acquired by SAP, who is building tools that take the concepts of social networking into a business to business environment. Check out this video, not exactly what you need in a 35-person agency, but a real efficiency boost for large corporations.

Wolfram Alfa thinks I might be Eisenhower

2009-05-17T12:53:00.001+02:00

I still have to discover the true power of Wolfram Alfa, but it's kinda fun to play with.

Rounding up the Tesla test findings ...

2009-04-21T07:10:00.001+02:00

The Tesla test drive was organised at the occasion of the "Top Marques" show where a line up of super cars were put on display. The relatively small room (for a car show that is) was packed with Aston Martin's, Lambo's, concept cars and tuned models ranging from Bentleys to an old Mini. Among all of these wide-bodied dreamcars the Tesla roadster looked like a go-cart somebody had foregotten. It's a good looking little car but not impressive at all compared to e.g. the Koenigsegg. However, the Tesla was the only series build (20 pieces per day) full electric car on the show.

The Tesla roadster is based on the Lotus Elise, hence the similar look. Because the car has been redesigned completely to house the electric motor and batteries, the production model today only has about 10% Lotus blood left. Still, a 1,86m guy like me needs to demonstrate some flexibility to get in. Once seated however the two-seater is quite comfortable. Switching on the engine takes a small procedure with the brake pushed down (turn key, wait for car to wake up, twist key once, no sound), next shift into gear (one gear only) and you're ready to roll. And this is where an amazing experience started.

I let go of the brake and the car slowly rolled away without making a sound. Gliding into the city traffic passing a line-up of muscle cars we once again remained unnoticed. Everybody looked at the guy desperately trying to keep the engine of the Lamborgini running while he moved the thing off the parking and at the same time one of the many Ferraris in the traffic jam competed for even more noise. And the Tesla, the Tesla whisked by like a ghost. Appart from the tough steering at low speeds (no comfortable assistence) the roadster is child's play to drive. Push down the peddle and it rolls, take off your foot and it slows down quickly while using the energy to charge the batteries again.

Out of the traffic and on to a deserted uphill road the Tesla really came to life. This is when the go-cart transformed into a bumper car on speed. Do you remember that feeling sliding back in your seat when your dad took you in the bumper cars for the first time, well that's exactly what you feel when you hit the gas (well, electricity) launching the Tesla. The electric engine gives 100% torque from the first instance, and that is an amazing experience for someone used to revving up a combustion engine to get it to it's optimal torque level. Good thing the traction controll kept me right where I wanted to be (in the first lane). In seconds the sports car hit the 100km/h mark and the only sound I heard was wind, fabulous.

It feels like this is what cars were always meant to be. Everything about the Tesla is logical and simple. Torque when you need it, no noise, no pollution. No mechanical parts so the the engine is expected to keep up for about a million kilometers. Maintenance is only really needed to check stuff like suspension, tires, etc. The only weak point is the battery, although Tesla has done a decent job. It lasts for about 340km and is recharged in 3,5 hours. Largely sufficient for say 90% of the time. But it will not take you to the South of France and after 5 years or 150 000 kilometers it needs to be replace (at a 10 000 euro cost). But at the same time you only consume 10 euro of electricity to get a full battery.

So am I going to buy a Tesla? I guess I will. I'm almost sure I'll go for the Model S but if I can find a way to finance it, I would love to get my hands on a roadster. Of course the roadster is a great car for spoiled car lovers, not your friend for daily commutes. The Model S however, will be considerably cheaper and offer everything a good housefather needs. I just need to decide what I want to be ...

Posted via email from My Tesla

It's like a botsauto on speed

2009-04-18T13:42:00.001+02:00

Sent from my iPhone

Posted via email from My Tesla

Intermezzo voor @macnax

2009-04-18T13:38:00.001+02:00

Sent from my iPhone

Posted via email from My Tesla

Charging a Tesla

2009-04-18T13:22:00.001+02:00

Sent from my iPhone

Posted via email from My Tesla

Tesla findings

2009-04-18T13:19:00.001+02:00

An amazing experience impossible to show in pics, not even in video I'm afraid.

More later ...

Sent from my iPhone

Posted via email from My Tesla

This is out baby ...

2009-04-18T13:14:00.001+02:00

Sent from my iPhone

Posted via email from My Tesla

Tesla competitor eRUF

2009-04-18T12:25:00.001+02:00

UK product avalable in 2010

Posted via email from My Tesla

Eentje voor @macnax

2009-04-18T12:16:00.001+02:00

Posted via email from My Tesla

Tesla spotted on Top Marques fair

2009-04-18T12:06:00.001+02:00

Test drive confirmed around 13h

Sent from my iPhone

Posted via email from My Tesla

First car pics ...

2009-04-18T10:11:00.001+02:00

Well, we wanted a cool rental car ...

Sent from my iPhone

Posted via email from My Tesla

Links for 2008-11-21 [ma.gnolia]

2008-11-22T00:00:00-08:00

Bike to Beach

Motor transport met vrachtwagen.

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Tags: moto

Links for 2008-10-30 [ma.gnolia]

2008-10-31T00:00:00-07:00

BBC NEWS | UK | Previous cases of missing data

BBC News looks at recent examples of sensitive and classified information which was stolen or misplaced.

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Tags: database
Spy Fears: Twitter Terrorists, Cell Phone Jihadists | Danger Room from Wired.com

Could Twitter become terrorists' newest killer app? A draft Army intelligence report, making its way through spy circles, thinks the miniature messaging software could be used as an effective tool

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Tags: police state, twitter

Links for 2008-10-29 [ma.gnolia]

2008-10-30T00:00:00-07:00

Cctv Britain: Crossing Guards Become Big Brothers

If you wanted a sure sign that the Orwell-ization of Great Britain is underway then look no further than this

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Tags: police state, camera
Talking CCTV Scheme: Big Brother Says 'Stop Picking Your Nose Now, Robert'

In an attempt to make its people behave better on the streets the British Government is to roll out a

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Tags: police state, camera
Privacy: UK Government Wants to Build a Database of Every Phone Call and Email

Seriously what is going on in England Isn't this the country that produced Has anyone read it lately Because between

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Tags: police state, database
Leger VS vreest terroristen op Twitter - tech & gadgets

Het Amerikaanse leger vreest dat extremisten microblogdienst Twitter gebruiken om toekomstige terroristische aanvallen te coördineren. Dat staat in ee

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Tags: police state, twitter
De Morgen Binnenland - Megadatabank voor politie in de maak (461935)

Megadatabank voor politie in de maak - Op voorstel van de ministers van Justitie en Binnenlandse Zaken beslist de regering-Leterme vandaag op het kernkabinet over de goedkeuring van een Koninklijk Besluit dat de federale en ...

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Tags: police state, database

Links for 2008-10-26 [ma.gnolia]

2008-10-27T00:00:00-07:00

MOTOTRAVEL.BE

Reizen met de moto, GPS routes, tips, trips, etc.

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Tags: travel, bike trip, gps, maps, organized trips, moto

Links for 2008-10-19 [ma.gnolia]

2008-10-20T00:00:00-07:00

Things On My Desk: Objet Alaris 30 Desktop 3D Printer demo - Boing Boing Gadgets

Video with tikitag box in the background

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Tags: tikitag, RFID, gadget, DIY

Links for 2008-10-12 [ma.gnolia]

2008-10-13T00:00:00-07:00

Off-Road Destinations Team

The Off-Road Destinations Team has many years experience organising off-road tours across the deserts and mountains of North Africa. During this time they have mapped tried and tested routes over different terrains, each with their own challenges to give an individual sense of adventure.

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Tags: bike trip, marokko, travel

Links for 2008-09-30 [ma.gnolia]

2008-10-01T00:00:00-07:00

New York City - Mahalo

New York City is made up of five boroughs, the Bronx, Brooklyn, Manhattan, Queens and Staten Island. The Statue of Liberty at Ellis Island is probably the most recognizable landmark, as she has greeted mil

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Tags: New York
New York City Travel - Tips for Sightseeing, Shopping, Bars and Clubs in New York City - New York Times Travel

Tips for sightseeing and the best shopping, bars and clubs in New York City from The New York Times.

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Tags: new york