Platform Klachtenmanagers
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Social media en klachtenmanagement
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Frank Meeuwsen
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Rhinofly
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De spelregels veranderen…
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Van brief naar blog
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Een globaal overzicht
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Blogging
Social Networking
RSS
Tagging
Podcasting
Videoblogging
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Social media produceert…
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…en deelt
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Delen van verhalen
http://www.web-log.nl
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Delen van foto’s
http://www.flickr.com
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Delen van video
http://www.youtube.com
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Delen van bookmarks
http://del.icio.us
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Delen van audio
http://www.odeo.com
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Delen van ervaringen
http://www.boycot.nu
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Delen van kennis(sen)
http://www.hyves.nl
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Blogging
Social Networking
RSS
Tagging
Podcasting
Videoblogging
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Blogs
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• Persoonlijk of groepsgebonden
• Laatste berichten bovenaan
• Reactiemogelijkheden
• Verspreiding van berichten naar andere blogs en websites
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Business/corporate blogs
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Interne blogs
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Persoonlijke blogs
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Link blogs
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Shocklogs
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Nieuwslogs
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Statistieken
Meer dan 100 miljoen blogs wereldwijd70 miljoen weblogs in zoekmachinesElke dag +120.000 weblogsElke seconde + 1,4 blogs
Nederland: 500.000 – 1.000.000 blogs
http://www.technorati.com
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Effecten
• Blogs zijn sociaal met elkaar verbonden• Technologische mogelijkheden voor netwerk
effect (RSS, trackback, reacties, blogroll, hyperlinks)
• Zoekmachines houden van blogs
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Blogs als virtuele waterkoelers
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I just got a new Dell laptop and paid a fortune for the four-year, in
home service. The machine is a lemon and the service is a lie.
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Terwijl ze eerder buiten de pers bleven, slagen bloggers erin deuken in die
waarheden te slaan door de ingewikkelde biochemische mist die rond de kern van het argument hangt, breder te trekken.
http://www.marketingfacts.nl
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Kryptonite
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RSS
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RSS: Ready for Some Stories?
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Blogs
RSS
RSS
Blogs
Kranten
Alertservices/
Watchlists
“Lijstjes”
Podcasts
Webservices
2003 > 2005
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http://www.netvibes.com
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Klik om het opmaakprofiel van de modeltitel te bewerken
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Klik om het opmaakprofiel van de modeltitel te bewerken
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Blogging
Social Networking
RSS
Tagging
Podcasting
Videoblogging
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Hoe ga je om met negatieve buzz?
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Webcare team: Wat
• 5 Medewerkers (2 fte) online– Senior– Gevoel voor weblog “cultures en rules”
• Gebruik van search tools– Bekende sites (Geenstijl etc)– Technorati– Google blogsearch
• Resultaten– 1000 postings in 6 maanden– 500 persoonlijke berichten– 125 blogs bezocht
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Webcare team: Waarom
• Customer care– Pro-actieve strategie– Probleemoplossend
• Public Relations– Signaleren issues– Managen issues (voorkomen escalaties)
• Marketing– Voorkomen onduidelijheden over product specs & features– Kanaal om feedback te krijgen van klanten
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Webcare team: Hoe
• Zorg voor capaciteit, draagkracht en tools• Goede interne afspraken• Snel reageren en beloften waarmaken• Focus op tone-of-voice• Geen emotie, geen discussies. Alleen “facts &
figures”
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Hoe zelf te monitoren?
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Technorati
http://www.technorati.com
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Google Blogsearch
http://blogsearch.google.com
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Blogpulse
http://www.blogpulse.com
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Wieblogt.nl (beta)
http://www.wieblogt.nl
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Een eigen dashboard
http://www.netvibes.com
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Google Alerts
http://www.google.nl/alerts
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Brandgossip
http://www.brandgossip.nl
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Cymfony
http://www.cymfony.com
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Nielsen
http:// www.nielsenbuzzmetrics.com
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SNT
http:// www.snt.nl
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Tips en insights
• Lees de blogs voor je contact zoekt• Lees de comments• Bloggers zijn vaak de experts• Pick your battles• Emotie vs zakelijk reageren (NS/GeenStijl)
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Welke stappen zetten?
1. Monitoring (RSS, service)
2. Actief online aanwezig (reacties)
3. Zelf bloggen (openheid, weerwoord)
4. Social Media Optimalisatie?
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http://redcouch.typepad.com/
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http://www.cluetrain.com
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Meer informatie
Rhinofly
http://www.rhinofly.nl
030 – 287 64 00
This work is licensed under the Creative Commons Attribution-ShareAlike2.5 License. To view a copy of this license, visit http://creativecommons.org/licenses/by-sa/2.5/ or send a letter to Creative Commons, 543 Howard Street, 5th Floor, San Francisco, California, 94105, USA.
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Stellingen
• We moeten zelf een blog starten om onze verhalen te vertellen
• Deze diensten zijn niets meer dan knipselkranten 2.0
• De waarheden met de meeste bezoekers zijn bepalend
• We gaan van roepen naar luisteren naar participeren