NIBAA, leergang strategisch brandmanagement - merken en social media - november 2016

@paulblok Paul Blok 27 -‐ 10 -‐ 2016

Strategisch Brand Management

AGENDA �

OVER DIT COLLEGE ��

MERKEN EN BRANDING ��

SOCIAL STRATEGY CANVAS��

COMMUNICATIEROOS��(EN VERDER...) �

UvA Communica@ewetenschap VU post graduate verandermanagement

start-‐up

albert heijn hema anwb heinz kro omroep brabant

landal greenparks adforma@e groep, ministerie buza

eurosonic noorderslag gemeente almere consultancy agency

bbie unicef hogeschool van amsterdam

diverse ministeries ...........

@PAULBLOK

what i do give meaning

issue

tech, media & behaviour

problem understanding what’s going on

main concern

what does this mean for our industry?

what i do develop strategies

issue

an;quated organiza;on

problem finding a compa;ble strategy

main concern

how can we adapt?

what i do change management

issue

gravity of exis;ng organiza;on

problem make ambi;ons come true

main concern

how do we execute our strategy?

outside world of organiza@on

inside world of organiza@on

@PAULBLOK

daarnaast, in oprich.ng:

BURLOC.COM

Blok 2: Digital branding en social media strategie (cases en workshops) Vragen die .jdens deze prak:jkdag worden beantwoordt zijn: Welke ontwikkelingen zijn er op online branding gebied? Hoe kun je een goed digital brandingbeleid opze=en? Wat komt hier bij kijken? Hoe kan social media strategisch ingebed worden in de organisa.e? Wat zijn de best prac:ses en inspirerende cases? Hoe vlieg je dit soort trajecten aan? Dit en meer wordt aan de hand van opdrachten, prak.jkcases en workshops op deze dag behandeld. College 3: Digital branding, social media, performance based marke.ng, community management (workshops, prak.jkcase). College 4: Online marke:ng, reputa:emanagement, online brand engagement, meten en bijsturen. (opdrachten, workshops, cases)


wat is een merk eigenlijk? �

AGENDA �





een canvas? �

ja, een canvas! �

TECHNOLOGIE

MONITOREN PRIORITEITEN

BEDRIJFSACCOUNT TWITTER

CAPACITEIT

KLANTGEDRAG MERKWAARDEN

WEBCARE

CONTENTCREATIE

REPUTATIE

SHARING

MEDEWERKERS

DE BAAS LINKEDIN

YOUTUBE

FACEBOOK

24/7 SNELHEID

OVERTUIGINGSKRACHT ECHT DOEN

SOCIAL STRATEGY CANVAS ORGANISATIE/MERK:

...................................................

www.socialstrategycanvas.nl

TECHNOLOGIE

MONITOREN PRIORITEITEN

BEDRIJFSACCOUNT TWITTER

CAPACITEIT

KLANTGEDRAG MERKWAARDEN

WEBCARE

CONTENTCREATIE

REPUTATIE

SHARING

MEDEWERKERS

DE BAAS LINKEDIN

YOUTUBE

FACEBOOK

24/7 SNELHEID

OVERTUIGINGSKRACHT ECHT DOEN

SOCIAL STRATEGY CANVAS ORGANISATIE/MERK:

...................................................

KERNVRAAG: WAAROM

KERNVRAAG:

WAT KERNVRAAG:

WANNEER

KERNVRAAG:

WIE KERNVRAAG:

WAAR

KERNVRAAG: HOE www.socialstrategycanvas.nl

SOCIAL STRATEGY CANVAS DOEL

ACTIVITEITEN

VERANTWOORDELIJKHEDEN

IMPLEMENTATIE

DOELGROEP KPI’S


PLANNING

MEDIA ECO SYSTEEM

ORGANISATIE/MERK:

...................................................

ONTWERPEN

BESCHRIJVEN

PRESENTEREN

kernvraag:�WAAROM? �


ACTIVITEITEN


IMPLEMENTATIE

DOELGROEP KPI’S


PLANNING

MEDIA ECO SYSTEEM

ORGANISATIE/MERK:

...................................................

EEN KLEINE GESCHIEDENIS VAN ‘EEN PUBLIEK MET PUBLIEKEN’�

EEN PUBLIEK IN 2004

EEN PUBLIEK IN 2008

h=p://cdn.theatlan.c.com/sta.c/infocus/campaign110612/c24_26148387.jpg

EEN PUBLIEK IN 2012

EEN PUBLIEK IN 2016

VERANDERENDE KLANTRELATIES�

OPEN & SAMEN

WEL OF NIET ZICHTBAAR VOOR IEDEREEN

R = K * G �

R = K * G

T = P - V�

T = P - V


ACTIVITEITEN


IMPLEMENTATIE

DOELGROEP KPI’S


PLANNING

MEDIA ECO SYSTEEM

ORGANISATIE/MERK:

...................................................

STRATEGIEONTWIKKELING (STAP 1 = DENKEN)

then ik doe ...

ik ben ...

ik doe ... ik ben ...

ik ben ...

ik doe ... ik doe ...

ik ben ...

ik ben ... ik ben ...

STRATEGIEONTWIKKELING (STAP 2 = VISUALISEREN)

STRATEGIEONTWIKKELING (STAP 3, 4, 5) VISUALISEREN)


ACTIVITEITEN


IMPLEMENTATIE

DOELGROEP KPI’S


PLANNING

MEDIA ECO SYSTEEM

ORGANISATIE/MERK:

...................................................

SOME “SOCIAL” METRICS •  # Video Views •  % YouTube Favorites •  % YouTube channel subscribers •  % YouTube Video Plays •  # of YouTube Channel Comments •  # of YouTube video reviews •  # slideshare views •  # delicious bookmarks •  # diggs •  # of Blog Men:ons •  # of Forum men:ons •  # of Facebook men:ons •  # of TwiJer men:ons •  # @men:ons •  # of reviews men:ons •  # of comments •  Posi:ve : Nega:ve Men:ons for any channel •  # TwiJer followers •  TwiJer Follower-‐Rate •  # reviews •  # stars in reviews •  Thread size •  Unique contributors •  Unique commenters

•  # Facebook fan pages •  # Facebook fans •  Facebook Fan Rate •  Facebook Likes •  Email Open Rate •  Email Click Rate •  Email Forward rate •  Email opt-‐out rate •  # of Email subscribers •  # of SMS subscribers •  Clicks/ CTR •  Impressions •  Traffic •  Reach •  Registra:on •  Opt-‐in •  Page views •  Visit/session length (% site visits > 60 secs) •  Click path analysis •  Eye tracking studies •  #/% Downloads •  Changes in SERP results/ rankings •  Earned/ Owned traffic •  Inbound links

h=p://www.slideshare.net/margare\rancis/web-‐20-‐sf-‐2011-‐metrics

Assembling Metrics into KPIs (Courtesy of Edelman)

•  Unique Visits •  Impressions •  Page Views •  Media Consump.on

•  Total Interac.ons •  Fan Photos/Videos •  Post Quality

•  External Links to Content & Discussion

•  Total “Likes” •  Subscribed “Likes” •  Audience Profile as Reflec.on of Target

•  On-‐Message •  Posi.ve/Nega.ve/ Neutral

•  Change Over Time

Facebook

•  Total Followers

•  Retweets •  Direct Messages • @Replies •  Shared Content

•  Inbound Links •  External Coverage

•  Extended Network/ Influence of Followers

•  Follower Profile as Reflec.on of Target



Twi=er

•  Share of Voice •  # of Comments Rela.ve to Audience Size

•  Inbound Links •  Subscribers •  External Coverage

•  Audience Profile as Reflec.on of Target



Blogger Engagement

•  Total Media Consump.on •  Total Interac.ons •  Total Trackbacks &

Coverage of Ac.vi.es

•  Total Ongoing Engaged Subscribers to Content/Community

•  Community Crossover

•  Overall Sen.ment •  Total Shil in Sen.ment Overall

A=en.on Engagement Authority Influence Sen.ment Measurement

•  # of Unique Visitor Check-‐ins •  # of Repeat Check-‐Ins

•  # of Check-‐ins broadcast to Twi=er or Facebook

•  Audience Profile as Reflec.on of Target

•  Posi.ve/Nega.ve/ Neutral Commentary w/Check-‐ins

Foursquare/ Geoloca.on

•  Views •  Subscribers

•  Likes/Dislikes •  Comments •  FavoritesdReplies

•  Inbound Links •  External Coverage

•  Subscribers •  Demographic Insights •  Audience Profile


•  Change Over Time YouTube

•  Traffic to Site •  Unique Visitors

•  # Page Views (Overall) •  # Page Views/User •  Time Spent on Site

•  Inbound links •  Profile of Visitors as Reflec.on of Target •  Most Popular Search Terms Search

h=p://www.slideshare.net/margare\rancis/web-‐20-‐sf-‐2011-‐metrics

• Create a database of answers — Blog about customer questions. Use links to those posts to save time and answer future questions. • Reward employees — Shine a spotlight on brilliant employees by featuring their ideas and accomplishments on your blog. • Marketing integration — Turn content from your blog into sales and marketing materials. • SEO — Having an active, relevant blog can have a powerful impact on search engine ranking. • Point of differentiation — If your competitors don’t blog, is this an opportunity to stand out in your niche? • Solidify POV — The act of blogging forces you to be clear on your company’s position on issues. • Re-purpose the content — Your blog content can be cost-effectively re-purposed for newsletters, eBooks and other publications. • Humanize your brand — There is probably no more powerful and cost-effective way to show the “soft” side of your business than storytelling through a blog. • Sign of activity — A current blog confirms that your website is updated and relevant. • PR — Tweets and Facebook status updates probably aren’t going to attract the attention of reporters. Helpful blog posts will. • Internal communications — Don’t forget about the impact blogs have on your internal audience. • Customer engagement — Creating a dialogue with your customers can lead to powerful business benefits. Why not have customers contribute posts? • Solve problems — Some companies like Caterpillar are using blogs to crowd-source technical problem solving. • New product development ideas — A hot trend is using the blog platform to deliver new product and service ideas. • Voice of authority — Is your company the industry leader? What better way to demonstrate that than a voice of leadership on your blog? • Market segmentation — Many companies (especially in high tech) have multiple blogs to reach customers by different interest, demographic or geography. • Identify advocates — Blog readers may be among your brand’s most powerful fans. • Constant customer connection — Calling on customers is expensive. But a blog post can be a little “sales call” every week. • Test ideas — Need to take a position? Why not test it with the blog community first? • Assemble chapters for a book — Many companies piece together blog posts to create larger publications. • Research — Throw a question out there and use your blog as a cost-effective and rapid way to get feedback. • Networking – Blog connections have led to finding interns, suppliers and partners for my business. • Establish emotional connection — Blogging’s ability to connect through a story is powerful — especially for non-profits. • Social Proof — Simply having a blog sends a message that your company “gets” social media. • Crisis management – If you have a blog, you don’t have to rely on the press to get the story straight. Your blog can put the facts out there. h=p://www.businessesgrow.com/2012/02/07/25-‐non-‐financial-‐benefits-‐of-‐business-‐blogging/

25 Non-‐Financial Benefits of Business Blogging

kernvraag:�WAT? �


ACTIVITEITEN


IMPLEMENTATIE

DOELGROEP KPI’S

PLANNING

MEDIA ECO SYSTEEM

ORGANISATIE/MERK:

...................................................


“wij moeten (eigenlijk een beetje)… a)  starten met b)  stoppen met c)  meer d)  minder e)  beter f)  anders ………….......…..(werkwoord)…………….…….…”

DE COMMUNICATIEROOS

kernvraag:�WIE? �


ACTIVITEITEN


IMPLEMENTATIE

DOELGROEP KPI’S

PLANNING

MEDIA ECO SYSTEEM

ORGANISATIE/MERK:

...................................................


kernvraag:�WAAR? �


ACTIVITEITEN


IMPLEMENTATIE

DOELGROEP KPI’S

PLANNING

MEDIA ECO SYSTEEM

ORGANISATIE/MERK:

...................................................


een eenvoudig �media eco systeem�

PRODUCT-INTRODUCTIE

TWITTER

TWITTER (BETAALD)

LINKEDIN (BETAALD)

LINKEDIN (CORPORATE)

YOUTUBE

FACEBOOK

WEBSITE

BLOG LINKEDIN (MEDEWERKERS) www.paulblok.com

MEDIA INZET BIJ...

... PRODUCTINTRODUCTIE

een complexer �media eco systeem�

PRODUCTINTRODUCTIE

...

TWITTER

RADIO

VAKBLADEN

ADS / BANNERS

GOOGLE DISPLAY ADS

LINKEDIN GROEP

SEO

TWITTER MEDEWERKERS

LINKEDIN MEDEWERKERS

BLOG

YOUTUBE

WHITEPAPERS

LINKEDIN SPONSORED UPDATES

FACEBOOK ADS

LINKEDIN COMPANY PAGE WWw.paulblok.com

BILLBOARD

DAGBLADEN

...

GOOGLE ADWORDS

LINKEDIN ADS

LINKEDIN BRAND CAMPAIGN

TWITTER ADS

BUSINESS BLOGS

CORPORATE WEBSITE

NIEUWSSITES

SOCIAL NEWSROOM

SLIDESHARE

TWITTER BEDRIJFSACCOUNT

JAARVERSLAG

MEDIA INZET BIJ...

... PRODUCTINTRODUCTIE

breng hierarchie aan in je �media eco systeem�

kernvraag:�WANNEER? �


ACTIVITEITEN


IMPLEMENTATIE

DOELGROEP KPI’S

PLANNING

MEDIA ECO SYSTEEM

ORGANISATIE/MERK:

...................................................


kernvraag:�HOE?�


ACTIVITEITEN


IMPLEMENTATIE

DOELGROEP KPI’S

PLANNING

MEDIA ECO SYSTEEM

ORGANISATIE/MERK:

...................................................


AGENDA �






ACTIVITEITEN


IMPLEMENTATIE

DOELGROEP KPI’S

PLANNING

MEDIA ECO SYSTEEM

ORGANISATIE/MERK:

...................................................


LUISTEREN�

< cases >�

REAGEREN �

< cases >�

ZENDEN �

denk vanuit strategische contendomeinen

show, don’t tell

“Our two day tours offer great views, unexpected encouters with rare animals” vs

ACTIVEREN �

wat betekent dit precies? wat verwacht je van de klant? waarom staat dat er niet bij?

ORGANISEREN �

AGENDA �





start ontwerp transi.e consolida.e

de veranderberg

elke fase heel andere -‐doelen -‐slaagfactoren elke fase vraagt om andere -‐ac:es -‐beïnvloedingss:jlen -‐projecten -‐et cetera

@paulblok Paul Blok 27 -‐ 10 -‐ 2016


NIBAA, leergang strategisch brandmanagement - merken en social media - november 2016

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Transcript of NIBAA, leergang strategisch brandmanagement - merken en social media - november 2016