BECOMING

THE VIRAL
FRATERNITY
@NICKVINCKIER
 @nickvinckier
digital consultant

Duval Union Consulting
Social Seeder
NickVinckier.be

@nickvinckier
AALST ;-)
 Waarom is
sociale media
belangrijk?
@nickvinckier
@nickvinckier
 Iedereen is op
sociale media
aanwezig
@nickvinckier
@nickvinckier
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 Social media is over the
hype cycle
PEAK OF INFLATED EXPECTATIONS

PLATEAU OF PRODUCTIVITY

SLOPE OF ENLIGHTENMENT

TRIGGER TROUGH OF DISILLUSIONMENT

@nickvinckier
 We nemen De mogelijkheden met Iedereen is op
sociale media sociale media sociale media
niet serieus zijn eindeloos aanwezig

PLAN EXPERIMENTEER VAL OP

@nickvinckier
 A goal without a
Iedereen is op
sociale media
De mogelijkheden met
sociale media
We nemen
sociale media

plan is just a wish

aanwezig zijn eindeloos niet serieus

- some cheesy author

@nickvinckier
 Stel doelen
voorop en werk
een minimaal
plan uit
@nickvinckier
 Awareness
Onze club
bekender
maken

Retentie Imago
Onze leden Onze club
inzetten als een sexy
ambassadeurs imago
geven

Conversie
Meer leden
en
sponsoring
scoren

@nickvinckier
 DUDE, SRSLY!? :S

tegy
str a

wt
f
bor
z ing
lu l
@nickvinckier
@nickvinckier
Bekijk je vereniging
als een merk en
gebruik je merk
als hefboom
@nickvinckier
 Your
fraternity
as the
most
viral
fraternity
@nickvinckier
ever
Becoming the viral fraternity

Disproportionate
Set up the The Poetry of Accelerate
Relevant
8-loop the Post your Growth
Content

Grab the Ambassador

Tools 2.0
Opportunity Collaboration
 1
SET UP
THE
8-LOOP
@nickvinckier
 8
Social media

High

ET
SI
EB
W
Interaction

Medium Owned
destinations
(website)
0a

Low 20% of our posts should

contain a trigger to bring
Traditional
2 weeks 2 months 2 years

people to the brand

channels website.
Duration
The 8-loop
Social media

Owned
destinations
(website)

Traditional
channels
 2
DISPROPORTIONATELY
RELEVANT
CONTENT
PLAN
@nickvinckier
 BEING RELEVANT IS
NOT ENOUGH

YOU NEED TO BE
disproportionately
RELEVANT
@nickvinckier
 LOOK FOR THE CONTENT SWEET SPOT
Disproportionately relevant

Your Target
Organization Group

@nickvinckier
 LOOK FOR THE CONTENT SWEET SPOT
Disproportionately relevant
@nickvinckier
 LOOK FOR THE CONTENT SWEET SPOT
Disproportionately relevant
@nickvinckier
 If you are a wine brand, what can your story be?
Disproportionately relevant & scaled up
@nickvinckier
 3
THE
POETRY
OF THE
POST
@nickvinckier
 The right tone of voice

@nickvinckier
 Create 'Remarkable Content'*

*things people like to

@nickvinckier give remarks about
 Create 'Social Objects'*

*things people like to

@nickvinckier share with others
 Seize 'The Moment'

@nickvinckier
 Integrate new formats

Thats how you grab the attention

@nickvinckier
 Integrate new formats
10 REASONS WHY
YOUR BRAND
SHOULD WORK
WITH OUR FRAT

Thats how you grab the attention

@nickvinckier
 Use the Snapchats. Really!
Bicky Burger GE

Location based
filters

@nickvinckier
New channels = New opportunities
 Use the Snapchats. Really!

BEME MUSICAL.LY ANCHOR

@nickvinckier
 Imagine you want to make
people recycle better

VS.

Would you upload a traditional spot on

YouTube or go for a Vine activation?
@nickvinckier
 Imagine you want to make youngsters
responsible towards alcohol

VS.

Would you post research results or start a

#challenge on Instagram?
@nickvinckier
 Learn from the best!

Sinterklaas buys Coolblue for

one million ginger nuts
@nickvinckier
 4
@nickvinckier
SOCIAL
GROWTH
ACCELERATION
 Followers dont
count.
Impressions
do.
You need a bigger audience
@nickvinckier
 The solution:
FOLLOW INTERESTING PEOPLE

1. 66 vannieuwkerke 21. 52 nanske 42. 47 jandemol 62. 45 timverheyden

81. 42 jonasmuylaert
2. 61 hansderidder 22. 52 kristofvds 43. 47 philaloux 63. 45 rolandlegrand
82. 41 heirbar
3. 61 liavanbekhoven 24. 51 harald1989 44. 47 tomvandeweghe 64. 45 codip
83. 41 bartstoffels
4. 59 andremeganck 25. 51 johannemontay 45. 47 ezraeeman 65. 45 jandebackere
84. 41 heidischoefs
5. 59 abeelec 26. 50 dropje 46. 47 raphaelcockx (de tijd) 66. 45 matthdv
85. 41 zeli
6. 59 wielerman (Renaat Schotte) 27. 50 coolskat 47. 47 nonkelsam (De Standaard). 67. 44 rafweverbergh
86. 41 goedeleliekens
7. 58 alaingerlache 28. 50 samynwetstraat 48. 46 blyaert (datanews) 68. 44 tgadisseux
87. 41 slemlevrai
8. 57 marcelsel 29. 50 listraet 49. 46 bartsturtewagen 69. 44 peterdelobel
88. 41 roelverrycken
9. 57 vadderi 30. 50 tomnaegels 50. 46 chrisvandegoor (sporza) 70. 44 jdceulaer
89. 41 petergorle
10. 56 stvn 31. 49 gemarkeerd 51. 46 anne_elle_be 71. 44 maartendegendt
90. 40 koenvervloesem
11. 56 obk 32. 49 fakerholic 52. 46 fdelaplace 72. 44 cowboy_carl
91. 40 brunokon
12. 55 filletk 33. 49 barteeckhout 53. 46 pvdmeersch 74. 44 guitariosott
92. 40 ddeckmyn
13. 55 jslefebvre 34. 49 samfeys 54. 46 marclooverbosch 75. 43 ninaism
93. 40 mediarescue
14. 54 cauwelaert 35. 49 my_l 55. 45 pieterjanvl 76. 43 cedricgodart
94. 40 cedricpt
15. 54 davanac 36. 48 rikea 56. 45 mensbrugghe 76bis. 43 B_R_E_G_T (Bregt Vermeulen,
Voetbalmagazine) 95. 40 karst
16. 53 michelhenrion 37. 48 philbruafp 57. 45 jamiebiese
76tris. 43 ShowbizzBart 96. 40 frankrenout
17. 53 le_bux 38. 48 kevin_major 58. 45 mehmetkoksal
77. 42 himad 97. 39 hvangool
18. 53 sbailly 39. 48 pvangompel 59. 45 valerie_s_
78. 42 mariodanneels 98. 39 joanroels
19. 53 mdevrieze 40. 48 frederiktibau 60. 45 italbers
79. 42 fr3db 99. 39 yvesd
20. 52 bartvanbelle 41. 47 grosfilley 61. 45 gdcoster
80. 42 corinebarella 100. 39 bartdobbelaere

@nickvinckier
 The solution:
SHOW PEOPLE THE WAY

@nickvinckier :-)
@nickvinckier
 The solution:

@nickvinckier
 The solution:

#hashtags?
live tweets?
@nickvinckier
 5
@nickvinckier
GRAB
THE
OPPORTUNITY
 VIRAL =
PERFECT STORY
+ LUCK
@nickvinckier
 VIRAL =
PERFECT STORY +
DISTRIBUTION
+ LUCK
@nickvinckier
@nickvinckier
@nickvinckier
 REACH
OUT!
@nickvinckier
 6
@nickvinckier
TOOLS
2.0
 Internal communication
@nickvinckier
 PIXLR - Free online photoshop
@nickvinckier
@nickvinckier
CANVA / QUOTES COVER
@nickvinckier
PIKTOCHART
 Online media monitoring
@nickvinckier
 FLIPBOARD

@nickvinckier
 BUZZSUMO

@nickvinckier
 KLOUT

@nickvinckier
 BUFFER

@nickvinckier
 FOLLOWERWONK

@nickvinckier
 PUTTING IT AL TOGETHER
Twitter Pocket Buffer

@nickvinckier IFTTT
 PUTTING IT AL TOGETHER
Instagram Twitter
IFTTT

@nickvinckier
@nickvinckier
AMBASSADOR
COLLABORATION

@nickvinckier
7
 Where
would you
click on?
VS

@nickvinckier
 PEOPLE
OVER
BRANDS
every time.
@nickvinckier
 Company Ambassador
reach reach
10.000 fans
10 ambassadors
10.000 followers
x 220 amplification
10.000 followers

= 30.000 followers
x 6% organic
1.800 REACHED 2.200 REACHED
@nickvinckier
 The connection
funnel A MATTER OF
ASKING

LATENT MANIFEST

Receive Engage Share Input Become one

INTEREST LOVE ADVOCACY CO-CREATION COLLABORATION

@nickvinckier
Show your soul

@nickvinckier
Show your DNA

@nickvinckier
Use your people

@nickvinckier
People love People

@nickvinckier
Behind the scenes
<3

@nickvinckier
 MARKETING
TO THE
> MARKETING
THROUGH THE
PEOPLE PEOPLE

@nickvinckier
@nickvinckier
 MARKETING
THROUGH THE
PEOPLE
COLLABORATION REACH
INTERN EXTERN

Strategy together Distribute with all members

Different responsibilities Family & friends
Collaborate on content ideas
Execute them together

POWER OF THE PEOPLE

@nickvinckier
 Becoming the viral fraternity

Disproportionate
Set up the The Poetry of Native
Relevant
8-loop the Post Activations
Content

Grab the Ambassador

Tools 2.0
Opportunity Strategy

@nickvinckier
 Becoming the viral fraternity
1. Bekijk je vereniging als een merk en gebruik je merk als hefboom
2. Stel je doelen voorop en werk een minimaal plan uit
3. Onthoud de 7 stelregels voor sociale media
Zet de 8-loop architectuur op
Vertel disproportionele relevante verhalen
Vertel ze op de Poetry of The Post-manier
Zet actief in op de groei van je publiek
Grijp opportuniteiten
Gebruik zo veel mogelijk relevante tools
Misbruik de kracht van jullie omvang en zet in op mensen

@nickvinckier
 Keep up:

www.techcrunch.com
www.socialmediaexaminer.com
www.dutchcowboys.nl
www.thenextweb.com
www.socialmediatoday.com
www.mashable.com/social-media
@nickvinckier
 @nickvinckier
nickvinckier.be // neohfeel.be
@nickvinckier
 BECOMING
THE VIRAL
FRATERNITY
@NICKVINCKIER