Social Media Meets Viral Marketing
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Transcript of Social Media Meets Viral Marketing
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Viral Meets SocialRSM Expert Class
Rotterdam, 22 december [email protected] | @klaasweima | Image Credits Reciprocity (Flickr)
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Kennismaking
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Wat vind je ervan?
@klaasweima
Agenda | Programma
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Presentatie op
Slideshare.com/klaas_weima
Agenda | Programma
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Klaasweima.nl
Agenda | Programma
Meer?
SparkCast
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Wie zijn jullie?
Q&A
Viral Meets Social
Cases
Agenda | Programma
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Wie zijn jullie?
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Warming Up | Een paar vragen 8
Wie heeft meer dan 250 mensen op
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Warming Up | Een paar vragen 9
Hoeveel mensen zitten (nog) op Hyves?
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A: bloggen! B: Blogger & Wordpress
Waar staan deze symbolen voor?
Warming Up | Een paar vragen
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Warming Up | Een paar vragen 11
Hoeveel mensen checken elke dag in op Foursquare?
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Warming Up | Een paar vragen 12
Wie plaatst meer dan 30 tweets per dag?
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Warming Up | Conclusie 13
Wie gebruikt MobyPicture om zijn foto’s in één klap te delen
op sociale netwerken?
We doen allemaal wel iets met social media
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Viral Meets Social
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Social Media = online platformen, mensen delen van
verhalen, kennis en ervaringen, blogs, wiki’s,
Diensten: Facebook, Hyves, Youtube, Linkedin, Twitter (web 2.0)
Wikipedia, dec 2010
Social Media | Definitie A
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People connecting, using technology to get the
things they need from each other, bypassing traditional
institutions like corporations
Li & Bernoff (2008), Groundswell
Social Media | Definitie B
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Mensen & Conversataties
Content die
het delen waard is
+ +
Domein van gebruikers
Social Media | In ‘t kort
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Luisteren Aanwezig zijn
Betrekken Participeren
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Social Media | 4 Stappen
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Luisteren
• wat wordt over je gezegd?
• begrijpen
• monitoren
Aanwezig zijn
• Wat kan je beiden
• Relevant
• Inrichten
Betrekken
• Wat kan je bijdragen
• Authentiek
• inbedden
Participeren
• Wat ben je waard?
• Committeren
• Samenwerken
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Social Media | 4 Stappen
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2 Hoofdstromingen
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`Social Marketing
• Wat wordt er over je merk gezegd?
• Buzz tracking
• Social listening
• Sentiment meting
• Pakketten: BuzzMetrics, Attentio
• Lange termijn
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`Social Campaigning
• Shares/ likes
• Alternatief bereiksopbouw
• Word of Mouth/ viral
• Social Advertising
• Pakketten: Media Injection
• Meer korte termijn
Social Media | 2 Stromingen
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Marketingtechniek waarbij influencers via een sociaal
netwerk of digitaal medium zelf worden aangespoord om
reclame te maken voor product/ dienst
De Bruyn & Lilien (2004)
Social Media | Viral Marketing
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2 Hoofdstromingen
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`Organic Virals
• Start vanuit fans
• Spontaan
• Ambassadeurschap is key
• Verspreidt zich vanzelf
• Denk aan Flipboard, Google
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`Managed Virals
• Bewust opgezet
• Gepland
• Heeft specifiek doel
• In combinatie met incentives
• Denk aan Dove Evolution, Old Spice
Social Media | 2 Stromingen
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Brand Fan/ InfluencerContent
+
Social Media | In ‘t kort
=+
Digitale & Sociale Media
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Cases
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25Cases | Overzicht
Twillicitatie Network Challenge
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26Cases | Overzicht
Twillicitatie Network Challenge
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Voorjaar 2009 - Ik zocht een Strategy Director
Cases | Twillicitatie
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Werving kan best lastig zijn…
Cases | Twillicitatie
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Optie 1 - Adverteren
29Cases | Twillicitatie
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Hmm… We worden al met 3000 prikkels per dag bestookt.
30Cases | Twillicitatie
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Optie 2 – Bel je Head Hunter
31Cases | Twillicitatie
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Feb ‘10: All 600 cabin crew of China Eastern Airlines on
Beter, want het is persoonlijk. Maar is het authentiek?
Cases | Twillicitatie
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67%van alle aankoopbeslissingen zijn gebaseerd op basis van Word of Mouth
McKinsey/Thompson Lightstone
33Cases | Twillicitatie
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Optie 3 – Mijn (sociale) netwerk
34Cases | Twillicitatie
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Luisteren Aanwezig zijn
Betrekken Participeren
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Cases | Twillicitatie
Waar vind ik de ideale kandidaat?
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Juist. Op Twitter!
36Cases | Twillicitatie
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Het idee. Twilliciteren. In 140 karakters.
37Cases | Twillicitatie
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Luisteren Aanwezig zijn
Betrekken Participeren
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Cases | Twillicitatie
“Kun jij solliciteren in 140 tekens?
Twilliciteer als strateeg bij Energize.”
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Een DM (direct message) naar connected followers doet wonderen.
39Cases | Twillicitatie
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Luisteren Aanwezig zijn
Betrekken Participeren
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Cases | Twillicitatie
“RT @klaasweima Ken/ ben jij de scherpe strateeg die
Energize zoekt? Twilliciteer op http://twurl.nl/dfrs”
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41Cases | Twillicitatie
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30.000 tweetviews
1.300 bezoekers in 2 dagen
12 postings NL marketingblogs
20 goede kandidaten
…Cases | Twillicitatie
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43Social Media in 4 Stappen | Listen
Gevonden!
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44Cases | Overzicht
Twillicitatie Network Challenge
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Eind november: introductie iPhone 4
Cases | Network Challenge
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Veel lawaai rondom iPhone. Iets anders,
onderscheidends.
Cases | Network Challenge
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47Cases | Network Challenge
Luisteren Aanwezig zijn
Betrekken Participeren
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Productintroducties worden vaak
online en real time besproken
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48Cases | Network Challenge
Best wat zoekresultaten…
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Wat kunnen we met de bestaande boodschap?
Cases | Network Challenge
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50Cases | Network Challenge
Omdraaien. Jij verdient 50 iPhones voor je topnetwerk!
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1. SnelheidHerken zo snel mogelijk de locaties waar de foto’s zijn gemaakt
51Cases | Twillicitatie
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2. BetrouwbaarheidVind elke dag twee mensen om jou op een bepaald tijdstip een sms versturen
52Cases | Twillicitatie
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3. BereikFotografeer de zeven wereldwonderen
53Cases | Twillicitatie
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4. CapaciteitDat is nog een verrassing
54Cases | Twillicitatie
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Luisteren Aanwezig zijn
Betrekken Participeren
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Cases | Twillicitatie
‘tuurlijk zijn Mr Network &
Mr Challenge actief binnen social
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56Cases | Network Challenge
…via Facebook en Hyves
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57Cases | Network Challenge
…maar vooraal héél veel via Twitter
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Luisteren Aanwezig zijn
Betrekken Participeren
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Cases | Twillicitatie
“Actief en real time reageren op vragen en
klachten.”
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59Cases | Network Challenge
Dat hadden we niet afgesproken… Ze praten terug!
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60Cases | Network Challenge
Live te volgen via #tnwc
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61Cases | Network Challenge
Ontmoet Christel
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62Cases | Network Challenge
Naast Twitter (453) actief op Facebook (49) en LinkedIn (131)
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63Cases | Network Challenge
En nog ook een actieve blogger…
Leuk die vingerpoppetjes
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Via haar eigen
digitale kanalen
Cases | Network Challenge
The Network
Challenge
#tnwc
+ =
En vraagt actief hulp van haar
vrienden
Christel praat over
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65Cases | Network Challenge
En ze is niet de enige… Zo’n 2.600 netwerkbeheerders
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66Cases | Network Challenge
• bijna elke dag trending topic
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Q&A
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Klaas Weima
Managing Director
Mobile: +31 6 26 31 83 70
Office: +31 30 23 26 030
energize.nl