gastcollege inholland
DESCRIPTION
op 26 september verzorgde ik een gastcollege voor communicatiestudenten aan de Hogeschool INHolland. Dit zijn de slides die ik daarbij heb gebruikt.TRANSCRIPT
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SOCIALMEDIA & VERANDERMGT 26 september 2012
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Social media gedrag in de praktijk
Kennismaking wie ben ik?
Vragen en discussie
Waarom decennia op een rij
2 1
4 3
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IETS OVER MEZELF Studie
(cc) flickr.com/photos/faceme
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IETS OVER MEZELF Rijkswaterstaat
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OPDRACHTGEVERS Top 500
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BEWUST DELEN Communities, platforms en podia
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WIE ZIJN JULLIE? Online natuurlijk al gekeken
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Social media gedrag in de praktijk
Kennismaking wie ben ik?
Vragen en discussie
Waarom decennia op een rij
2 1
4 3
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• Nederland kiest voor logistiek en kennis
information decade 1981 - 1990
• Dotcom • Breedband • Milleniumbug
digital decade 1991 - 2000 • Web2.0 /
social media • Internet of things • Altijd online
social decade 2001 - 2010
• Gamification • Einde websites • Opkomst online applicaties
mobile decade 2011 -2020 • Google glasses
• Augmented Reality
• Multiscreen
surface decade 2021 e.v.
ONLINE ONTWIKKELINGEN Decennia op een rij
(PD) flickr.com/photos/nationalarchives
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• Nederland kiest voor logistiek en kennis
information decade 1981 - 1990
• Dotcom • Breedband • Milleniumbug
digital decade 1991 - 2000 • Web2.0 /
social media • Internet of things • Altijd online
social decade 2001 - 2010
• Gamification • Einde websites • Opkomst online applicaties
mobile decade 2011 -2020 • Google glasses
• Augmented Reality
• Multiscreen
surface decade 2021 e.v.
ONLINE ONTWIKKELINGEN Decennia op een rij
(PD) flickr.com/photos/nationalarchives
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(cc) flickr.com/photos/kevin_trahar
PRODUCTIEMAATSCHAPPIJ Werkt met grondstoffen
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PRODUCTIEMAATSCHAPPIJ Grondstoffen zijn schaars
(cc) flickr.com/photos/pikerslanefarm
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KENNISMAATSCHAPPIJ Werkt met informatie
(cc) flickr.com/photos/stevenfettig
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KENNISMAATSCHAPPIJ Informatie is in overvloed aanwezig
(cc) flickr.com/photos/tonz
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OVERVLOED Informatiecreatie in 60 seconden (maart 2011)
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GAAN WE TE SNEL? Generatiedenken
(cc) flickr.com/photos/environment
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OF NIET SNEL GENOEG? Homo Zappiens
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GEVOLGEN Hoe dan ook
(cc) flickr.com/photos/fdecomite
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WERKPLEK Van
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(cc) flickr.com/photos/tntcorporate
WERKPLEK Naar
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MOBILITEIT Van
(cc) flickr.com/photos/mrsmagic
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MOBILITEIT Naar
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(cc) flickr.com/photos/artofdreaming
INFORMATIE Van
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INFORMATIE Naar
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KEUZES MAKEN Niet makkelijk
(cc) flickr.com/photos/sharif/
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CONTEXT Bron van informatie
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HET IS BIJNA MARKETING Maar dan authentiek
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Social media gedrag in de praktijk
Kennismaking wie ben ik?
Vragen en discussie
Waarom decennia op een rij
2 1
4 3
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HOE GAAN WE OM MET SOCIAL? Social is onderdeel communicatiestrategie
(cc) flickr.com/photos/goiabarea (cc) flickr.com/photos/goiabarea
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Hoe organisaties werken DE TRAP ALS METAFOOR
(cc) flickr.com/photos/aaayyymmm
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PARTICIPATION LADDER The Social Technographics Ladder
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Inactives neither create nor consumer social content of any kind
PARTICIPATION LADDER The Social Technographics Ladder
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Spectators consume social content including blogs, user-generated video, podcasts, forums, or reviews
PARTICIPATION LADDER The Social Technographics Ladder
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Joiners connect in social networks like Yammer and LinkedIn
PARTICIPATION LADDER The Social Technographics Ladder
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Collectors organize content for themselves or others using RSS feeds, tags, and voting sites like Flickr, Diigo and Youtube
PARTICIPATION LADDER The Social Technographics Ladder
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Critics respond to content from others. They post reviews, comment on blogs, participate in forums, and edit wiki articles.
PARTICIPATION LADDER The Social Technographics Ladder
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Conversationalists voice their opinions to other consumers and businesses using vehicles like Twitter
PARTICIPATION LADDER The Social Technographics Ladder
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Creators make the social content consumed by others. They write blogs or upload video, music or text.
PARTICIPATION LADDER The Social Technographics Ladder
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PARTICIPATION LADDER The Social Technographics Ladder
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Netherlands Q2 2010
PARTICIPATION LADDER The Social Technographics Ladder
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LURKERS De 90 – 9 – 1 regel
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SOCIAL IN DE PRAKTIJK Mijn werkproces
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SOCIAL MEDIA STRATEGIE Coworker becomes fan
Consumer
Purchase experience
Post-Purchase experience
Pre-purchase experience
Listening
Talking
Energizing
Supporting
Embracing
4
3
2
1 Listening Understand what consumers are saying about us and the competition. For PR , crisis and reputation Management, marketing, communications.
Talking Building ongoing communications. Provide simplicity for target audience through relevant and remarkable content. Be present in relevant social platforms. Energizing Create buzz and viral effect. Involve and target customers and key influencers. Multiply positive impressions online. Search in social networks
Embracing Co-creation: allow customers to participate in creation of products, services, ideas, campaigns. Humanize.
5
Supporting Make customer care social, facilitate customers in helping each other. Be open, accessible and pro-active. Build loyalty.
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SOCIAL MEDIA ≠ TOY What the customer needs
Consumer
Purchase experience
Post-Purchase experience
Pre-purchase experience
Attention
Interest Credibility
Desire
Action Satisfaction
Attention: SEO, social, email marketing, news, blogs
Interest: Case Studies, Solutions, Campaigns,
Credibility: Expert reviews, user reviews, etc
Desire: Product information
Action: POS, W2B
Satisfaction: After care information, faq, dfu, etc
Product/Campaign Insight: Metrics, Statistics, Sales figures, Insights
Consumer Insight: Identities, insights, profile
An alternative is to use the phase from the McKinsey Journey: Initial, evaluate, buy, loyalty
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1. Kruispunten Zoek de plekken op waar je beoogde doelgroep al aanwezig is
2. Toeteren Deel daar je informatie en ervaringen, stel ook vragen
3. Luisteren Ontdek welke expertise iedereen heeft om zo complementair en verrassend te kunnen zijn
4. Converseren Het is een dialoog, je moet de conversatie aangaan
5. Analyseren (patroonherkenning) Dankzij de veelheid aan informatie kan je deze makkelijker analyseren en nieuwe informatie genereren
6. Meten is weten Door je eigen effectiviteit te meten kan je je acties elke keer verbeteren
ZES PUNTEN De kracht van social media
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In zijn algemeenheid geldt dat online platforms device onafhankelijk zijn. Verder kent het grofweg drie ingrediënten: • Sociaal • Informatie / data • Transactie Deze ingrediënten worden als losse apps aangeboden of samen gesmolten tot een eigen platform. Een goede zoekmachine zorgt voor een integrale (her)vindbaarheid van informatie, mens en transacties.
ONLINE (nabije) TOEKOMST Meer dan een website
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Social media gedrag in de praktijk
Kennismaking wie ben ik?
Vragen en discussie
Waarom decennia op een rij
2 1
4 3
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VRAGEN En discussie
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Tom Verhoeve social business consultant / online strateeg
+31 6 533 120 33
twitter.com/tomv
linkedin.com/in/tomverhoeve
gplus.to/tomverhoeve
tomverhoeve
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