smile: social media in live experiences
DESCRIPTION
De presentatie van de vijfde Secret Sessie over SMILE: Social Media In Live Experiences in samenwerking met MOVE. De 3sixtyfive presentatie begint op slide 40.TRANSCRIPT
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IN SAMENWERKING MET 11 APRIL 2013
VICTOR NEYNDORFF
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WE INSPIRE AND
ENGAGEPEOPLE
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Master!
John Meulemans Paolo Martorino
30 years online12 years social
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WAAROM SECRET SESSIE EN SMILE?TRENDS EN ONTWIKKELINGEN
PAUZEACTIE
1234
AGENDA
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IDENTIFY INFLUENCERS: TOOLSINFLUENCER MARKETING
SECRET SESSIEEN smile?WAAROM
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3DINGEN TELLEN BIJ
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1BETROKKENHEID
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1BETROKKENHEID
2 MENSEN
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1BETROKKENHEID
2 MENSEN3 BEWEGING
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BETROKKENHEID GEEFT ENERGIE
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BETROKKENHEID LEIDT TOT BEWEGINGBETROKKENHEID WERKT AANSTEKELIJK
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BETROKKENHEID LEIDT TOT BEWEGING
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datum
1 OP HEEL VEEL1 OP 1
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datum
Focus interactie & conversatie
Live ontmoetingen1-met-11-met-meer
How to move…
1 OP VEEL
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datum
Focus interactie & conversatie
Live ontmoetingen1-met-11-met-meer
How to move…
Focus: Interactie & Conversatie
Live ontmoetingen
1 op veel
1 OP HEEL VEEL
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HET GEHEIM ACHTER DE SECRET SESSIES?
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HOE KUNNEN WE D E R O I V A N E X P E R I E N C E S VERHOGEN?
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KENNIS EN HOUDING LEIDEN GEWENST GEDRAGALLEEN ACTIE LEVERT VALUE
LERENGEDRAG
ROIIMPACT
TEVREDENBron: ROI Institute
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START BIJ DE INTERESSESVAN MENSEN
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HOE KUNNEN WE D E R O I V A N E X P E R I E N C E S VERHOGEN?
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MENS leren
ontmoeten
motiveren
voor
tijdens
na
psychologyconceptueel
technologie
techniek
theater
sociologie
formats
OOG VOOR INNOVATIEinspiratie
neurologie
waarde creatie/roi
tv/radio
duurzaamheid
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MINDER
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MEER
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DAT LIJDT TOT WRIJVING, DUS MOGELIJKHEDENLIVE EN DIGITAL KOMEN SAMEN ?
live digital
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SMILE:SOCIAL MEDIA IN LIVE EXPRIENCES
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STA OPWIE KEN JE NIETDEEL
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HOE ACTIEF BEN JIJ MET SOCIAL MEDIA?
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SMILE:•BEREIK•IMPACT•DUUR•ALTERNATIEVEN
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DE TIMELINE VAN HET EVENT MEER TOUCHPOINTSSMILE LEVERT MEER REACH
blog website
sm vitual events
webinar
sms summary video
mail whitepaper
event
voor tijdens na
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BETROKKENHEID BINNEN EN BUITEN EVENTSMILE VERSTEKT INTENSITEIT
liveblog
podcast
video
game
tools
event
sm
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datum
1 OP HEEL VEEL
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SEO
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SEOQR-CODE
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SEOQR-CODERSS
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SEOQR-CODERSSSM
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SEOQR-CODERSSSMRFID
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SEOQR-CODERSSSMRFIDNFC
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SEOQR-CODERSSSMRFIDNFCLBS
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WAAROM SECRET SESSIE EN SMILE?
TRENDS EN ONTWIKKELINGENPAUZEDE PRAKTIJK
1
234
AGENDA
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IN SAMENWERKING MET 11 APRIL 2013
JOHN MEULEMANS
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ONDERWERPEN #SMILE EN DENK AAN JE MUNTJES
@J0HN
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Project Leader
Digital DeveloperSocial Media SpecialistUser Experience Designer
Strategy DirectorAccount Director
Creative Director
Social Monitoring
IdentificationInfluentials
Social Programs
Social Alignment
Social Strategy
Internal Embedding
Webcare Specialist
Social Analyst
M A N A G E M E N T
D I S C I P L I N E S
Managing Partner Managing Partner
S P E C I A L T I E S
Strategy & technology
John Meulemans
PaoloMartorino
Strategy & concepts
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VISIEOP SOCIAL
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BUSINESSASUSUAL
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G A A T N I E T ALLEEN OVER DEMARKETING AFDELING
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G E E N C O N T R O L E MAARSTURING
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G E E N B E R E I K M A A R VERTROUWEN EN ENGAGEMENT
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PROGRAMMA’S IN P L A A T S V A N CAMPAGNESMAAR DAAROVER STRAKS MEER
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ONDERWERPENSOCIAL MEDIA NU & STRAKS
SOCIAL BRAND PROGRAM- SOCIAL INSIGHTS- SOCIAL PRESENCE- SOCIAL ACTIVATION
AB
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MARKETEERS DIE SOCIAL INZETTENSOCIAL MEDIA: NU EN STRAKS
Bron: Social Media Examiner 2011
93%7% 90%
social important for business
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ESSENTIEEL VOOR ‘COMPANY SURVIVAL’SOCIAL MEDIA: NU EN STRAKS
Bron: Forrester 2012
20%
39%
26%
16% 59%(strongly) agree
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OVERDREVEN?SOCIAL MEDIA: NU EN STRAKS
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WHO’S WINNING THE WAR OF THE SOCIAL NETWORKSSOCIAL MEDIA: NU EN STRAKS
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WHO’S WINNING THE WAR OF THE SOCIAL NETWORKSSOCIAL MEDIA: NU EN STRAKS
LOL... THAT WOULD BE ME!
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DELEN:DE BRON VAN COMMUNICATIE
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DELEN ZIT IN ONZE GENENSOCIAL MEDIA: NU EN STRAKS
EEN NIEUWE CULTUUR VAN HET DELEN VAN ‘INFORMATIE’:1. WERELDWIJDE GROEI INTERNETPOPULATIE2. MASSALE GROEI SOCIALE NETWERKEN3. TOENAME VAN DELEN IN HET ALGEMEEN
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DELEN ZIT IN ONZE GENEN, MAAR WAAROM?SOCIAL MEDIA: NU EN STRAKS
33% - The experience is so novel and pleasurable that it must be shared
24% - Sharing knowledge or opinions is a way to gain attention, show connoisseurship, feel like a pioneer, have inside information, seek confirmation of a person's own judgment, or assert superiority.
20% - To reach out and help to express neighbourliness, caring, and friendship.
20% - The message is so humorous or informative that it deserves sharing.
Ernest DichterWord of Mouth Motivation Research 1950
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Visie op social
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HET SOCIALE WEB IS OVERALSOCIAL MEDIA: NU EN STRAKS
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MAAR:DIT IS PAS HET BEGIN
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F A C E B O O K TIMELINE
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INSTANT SHARING MET TIMELINE APPSSOCIAL MEDIA: NU EN STRAKS
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WIE MAAKT ER AL G E B R U I K V A N GAMIFICATION?
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#GAMIFICATIONSOCIAL MEDIA: NU EN STRAKS
The use of game-mechanics and game-thinking in order to create user engagement and solve problems.
GAMIFICATION
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#GAMIFICATIONSOCIAL MEDIA: NU EN STRAKS
Vlieg meer en upgrade
Master!
Game elementen
Voortgang
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WAT KAN IKermee?MAAR
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#GAMIFICATIONSOCIAL MEDIA: NU EN STRAKS
Master!
voorbeelden
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#GAMIFICATIONSOCIAL MEDIA: NU EN STRAKS
Master!
voorbeelden
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#GAMIFICATIONSOCIAL MEDIA: NU EN STRAKS
Master!
Loop tegen & met vrienden. Blijf gemotiveerd. Nike helpt.
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#GAMIFICATIONSOCIAL MEDIA: NU EN STRAKS
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BIG TREND:M O S T T H I N G S WILL BE GAMIFIED
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#JUST AN EXAMPLESOCIAL MEDIA: NU EN STRAKS
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I N C H E C K E N O P W AT J E K I J K T LUISTERT OF SPEELT?
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#SOCIALTVSOCIAL MEDIA: NU EN STRAKS
Blijkbaar niet zo’n gekke gedachte
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#SOCIALTVSOCIAL MEDIA: NU EN STRAKS
160.949check-ins season premiere
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#SOCIALTVSOCIAL MEDIA: NU EN STRAKS
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#SOCIALTV: - 3/10 PEOPLE WATCH SHOW BECAUSE TWITTER SAYS ITSOCIAL MEDIA: NU EN STRAKS
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SOCIALDISCOVERY?
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SOCIAL MEDIA: NU EN STRAKSSOCIAL DISCOVERY
Instead of companies....
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SOCIAL MEDIA: NU EN STRAKSSOCIAL DISCOVERY
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ONDERWERPENSOCIAL MEDIA: NU & STRAKS
SOCIAL BRAND PROGRAM- SOCIAL INSIGHTS- SOCIAL PRESENCE- SOCIAL ACTIVATION
A
B
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3SIXTYFIVE SOCIAL BRAND PROGRAMSOCIAL MEDIA: NU EN STRAKS
monitoring & social analytics
influencer identification
strategie & concept
community management
social advertising
campagnes
development
influencer activation
ambassador programma
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BRAND MONITORING
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IMPLICATIES VOOR MERKEN#1 START MET LUISTEREN: MONITORING“De grootste
kans van social media is dat merken voor
het eerst echt kunnen
meeluisteren”
• Buzz: Wat wordt er gezegd?
• Sentiment
• Welke onderwerpen spelen irt diensten?
• Benchmark met concurrentie?
• Inzicht in belangrijkste bronnen
• Inzicht in de doelgroep (of influencers)
• Opsporen van conversaties en meningen
Nieuw landschap
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CHECKONS WHITEPAPER BRAND MONITORING
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VERTROUWEN IN MERKEN :-(SOCIAL ACTIVATION: INFLUENCE
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VERTROUWEN IN MERKEN :-(
Bron: Edelman Trust Barometer 2012
70% of people trust experts more than friends.
SOCIAL ACTIVATION: INFLUENCE
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VERTROUWEN IN MERKEN :-(
7 > 350 M
SOCIAL ACTIVATION: INFLUENCE
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3sixtyfive Influencer Dashboard
RankingSorteer
INFLUENCER DASHBOARDSOCIAL ACTIVATION: INFLUENCE
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Mommy Bloggers:Influential voor de
doelgroep
‘Eleven Moms’: testen en reviewen
Merk voorkeur en -vertrouwen + 20%
resp 24%.
OUTREACH - ACTIVATIONSOCIAL ACTIVATION: INFLUENCE
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Master!
Een bruisende travel community gebaseerd op WOM
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#GAMIFICATIONSOCIAL MEDIA: NU EN STRAKS
Master!
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PAUZE
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WAAROM SECRET SESSIE EN SMILE?TRENDS EN ONTWIKKELINGENPAUZE
DE PRAKTIJK
123
4
AGENDA
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THINK THROUGH THE LINE
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IMPLICATIES VOOR MERKEN#3 THINK THROUGH THE LINE
Hoe kunnen we ‘offline’ ervaringen naar
het web brengen?
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IMPLICATIES VOOR MERKEN#3 THINK THROUGH THE LINE
Hoe kunnen we het web inzetten als driver
voor belevingen in winkels, op events of
op straat?
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IMPLICATIES VOOR MERKEN#3 THINK THROUGH THE LINE
Hoe kunnen we een ‘live experience’ viraal
maken?
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VERGEET EERST ALLES WAT JE WEET...
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IMPLICATIES VOOR MERKEN#3 THINK THROUGH THE LINE
Allles is mogelijkall in, all
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R E T A I L COMMUNICATIE M E E T S FACEBOOK?
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IMPLICATIES VOOR MERKEN#3 THINK THROUGH THE LINE
From like to shop and from shop to like
BOOOORING!
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IMPLICATIES VOOR MERKEN#3 THINK THROUGH THE LINE
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IMPLICATIES VOOR MERKEN#3 THINK THROUGH THE LINE
Gebruik je al Foursquare?
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L O Y A L T Y VERGROTEN VIA CHECK-INS?
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IMPLICATIES VOOR MERKEN#3 THINK THROUGH THE LINE
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IMPLICATIES VOOR MERKEN#3 THINK THROUGH THE LINE
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HOE ZORG IK DAT IK DE PLANK NIET M I S S L A O P SOCIAL MEDIA?
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IMPLICATIES VOOR MERKEN#3 THINK THROUGH THE LINE
goede vraag
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IMPLICATIES VOOR MERKEN#3 THINK THROUGH THE LINE
monitoor de markt
vind je plek & toon
activeer
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GUERILLA VOOR D E S I G N E R S H O E S V I A CHECK-INS?
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IMPLICATIES VOOR MERKEN#3 THINK THROUGH THE LINE
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IMPLICATIES VOOR MERKEN#3 THINK THROUGH THE LINE
4000 rennende dames
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HOE BEREIK EN OVERTUIG IK DE M E D I S C H SPECIALIST?
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IMPLICATIES VOOR MERKEN#3 THINK THROUGH THE LINE
goede vraag
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IMPLICATIES VOOR MERKEN#3 THINK THROUGH THE LINE
monitoor de markt
gebruik de data
influencers
presenteer / deel
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HOE OVERTUIG IK PROSPECTS OM VOOR MIJN D I E N S T E N T E KIEZEN?
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IMPLICATIES VOOR MERKEN#3 THINK THROUGH THE LINE
goede vraag
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IMPLICATIES VOOR MERKEN#3 THINK THROUGH THE LINE
vertel met video
recommendations
deel kennis
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SOCIAL EN EVENTS: A MATCH
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H O E Z O R G I K V O O R W O M T I J D E N S M I J N EVENT?
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THINK OUTSIDE THE ROOM
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SMILE : VAN CONTACT NAAR RELATIERELATIE WORDT ONDERHOUDEN, VERSTERKT EN GEVULD
intensiteit
tijd
live-eventlive-event
live-event
Trigle at Fresh conference
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SMILE : VAN CONTACT NAAR RELATIERELATIE WORDT ONDERHOUDEN, VERSTERKT EN GEVULD
intensiteit
tijd
delicioustwitter twitter
blogpinterest
live-eventlive-event
live-event
Trigle at Fresh conference
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DATAVISUALIZATION#3 THINK THROUGH THE LINE
Who’s here? Welcoming gifts: always nice!
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IMPLICATIES VOOR MERKEN#3 THINK THROUGH THE LINE
Share your experience, like an experience
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•WAT HEB IK TE BIEDEN?•INTERESSANT GENOEG OM DOOR TE VERTELLEN?•MAKKELIJK OM TE DELEN?
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GAMIFICATION MEETS EVENTS#3 THINK THROUGH THE LINE
Share your experience, experience sharing
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H O E K A N I K AANBIEDINGEN PROMOTEN VIA SOCIAL?
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DEAL OP LOCATIE#3 THINK THROUGH THE LINE
FACEBOOK OFFERS
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BE CAREFUL WHAT YOU WISH FOR#3 THINK THROUGH THE LINE
FACEBOOK OFFERS
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HOE VOORKOM I K T E V E E L CONTENT ZODAT MEN ONS NIET ONTVOLGT?
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IMPLICATIES VOOR MERKEN#3 THINK THROUGH THE LINE
goede vraag
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IMPLICATIES VOOR MERKEN#3 THINK THROUGH THE LINE
social analytics
Research
Uit onderzoek van BuddyMedia blijkt dat de engagement hoger in de avond ligt dan overdag. Zo is de interactie in het weekend ook hoger dan doordeweeks. Op Twitter is dit juist het tegengestelde. Met andere woorden, Facebook is voor persoonlijk gebruik na werk en Twitter wordt professioneel voor werk gebruikt.
NB: Dit zijn gemiddelde cijfers
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IMPLICATIES VOOR MERKEN#3 THINK THROUGH THE LINE
social analytics
frequentie
target
content strategie
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HOE KRIJG IK MEER KLANTEN OVER DE VLOER U I T A N D E R E WINKELS?
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IMPLICATIES VOOR MERKEN#3 THINK THROUGH THE LINE
Customer Hijack
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K U N N E N E R N O G M E E R G E H E I M E N VERKLAPT WORDEN NA DE SECRET SESSIE?
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JAZEKERS
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M A A R D I E VERTELLEN WE JE G R A A G P E R S O O N L I J K .
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WIE HEEFT DE MEESTE MUNTJES?
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TRENDSACTIE
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“IT’S NOT ABOUT WHAT YOU’RE SAYING, IT’S ABOUT HOW YOU LISTEN. CUSTOMER SERVICE IS THE NEW BUSINESS. WE ARE NOW LIVING IN A “THANK YOU” ECONOMY.”QUOTE: @GARYVEE
THANK YOU