Social Media Webmanagers Net 150508
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Social Media Marc de Vries, Hyves15 mei 2008, Scheveningen
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Onderwerpen
1. Even mijzelf voorstellen... 2. Social Media3. Case Study: wat is en kan Hyves?4. Communities en de mogelijkheden voor organisaties
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Social media is an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos and audio. This interaction, and the manner in which information is presented, depends on the varied perspectives and "building" of shared meaning, as people share their stories, and understandings.
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Evolution in Communication
BroadcastWe Tell You
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Evolution in Communication
InteractiveTell us what you think of what we tell
you
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Evolution in Communication
Social MediaWe tell each other
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Engagement
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“Engagement is all about making it relevant to the consumer”
James Speros, Chief Marketing Officer, Ernst & Young
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Different Levels of Engagement
IdentificationMost basic level of engagement
BelongingShared values and common experience
CommitmentPeople who are passionate enough to devote time and/or money
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Social Media’s New Paradigm
Attention Engagement
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Social Media Case: Hyves
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Wat is Hyves?Wat kun je met Hyves?
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Hyves is voor iedereen wat anders, maar het start met een profiel pagina
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Hoeveel Hyvers zijn er nu eigenlijk?
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Hyves bestaat nu 3,5 jaar, het is snel gegaan....
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Per maand zijn ruim 6,5 miljoen Nederlanders actief op Hyves
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49% van alle Nederlanders ouder dan 13 jaar volgens laatste STIR cijfers
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Oververtegenwoordigd binnen de hoger opgeleiden, meer vrouwen dan mannen
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Maandag waren ruim 2 miljoen Nederlanders actief op Hyves
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Verdeeld over 5,7 miljoen bezoeken, met in totaal 140 miljoen bekeken pagina's
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Dat is meer dan 4 miljard pagina’s per maand…
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Bijna 10% van alle bekeken pagina's in Nederland, 5% van tijd besteed online
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Elke maand komen daar bijna 200.000 nieuwe Hyvers bij.
De gemiddelde leeftijd is 27 jaar
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Waarom zijn al die mensen actief op Hyves?
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1. Contact houden met vrienden en familie2. Vergelijken met anderen en zelf
presentatie3. Ontspanning en vermaak
4. Goedkoop en makkelijk communiceren5. Nieuwe mensen leren kennen
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Wat doen al die mensen dan op Hyves?
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Vooral heel erg veel profielpagina's bekijken, tientallen miljoenen per dag
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Ook participeren zij in specifieke Hyves ‘communities’
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Er zijn inmiddels meer dan 300.000 van dit soort Hyves, soms zijn ze best wel apart ;-)
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Ook hebben vele merken hun trouwe fans verzameld online
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Een paar belangrijke trends voor de komende tijd
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1. Diensten als Hyves zullen verweven worden in vele websites en applicaties, en
andersom
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2. Diensten als Hyves zullen hun weg vinden op het web, op de mobiel, op TV, in
publieke ruimten, overal....
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3. Diensten als Hyves zullen in toenemende mate de schakel zijn in de interactie tussen
mensen
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De opkomst van Social Media versnelt de groei en het gebruik van communities.
Het verandert de manier waarop ze gefaciliteerd worden.
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1. Mensen participeren in meer communities dan ooit tevoren
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2. Er zijn geen fysieke belemmeringen meer, alleen maar mentale drempels
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3. Leden van een community zijn in toenemende mate verbonden als mensen,
niet alleen door een gedeelde interesse
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Ook bedrijven beginnen te begrijpen hoe ze communities kunnen bouwen, omarmen,
verbreden en gebruiken.
Dat doen ze echter op verschillende manieren...
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Er zijn een aantal succesfactoren te benoemen voor het goed laten werken van
communities
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1. Laat ze bottom-up groeien en wordt verrast, forceer geen structuur, visie en
doelen
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2. Benader het niet met een campagnegedachte, laat het een integraal
onderdeel van je business zijn
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3. Probeer communities niet te managen of organiseren, focus op het faciliteren
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4. Vraag, luister, discussieer, beloon, doe en erken
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Maar vergeet niet:
5. Denk na over de mogelijke issues. Hoe ga je om met ongewenst gedrag en privacy-
issues?
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Dus... wat betekent dit nu voor jullie? Hoe kun je social media inzetten voor je eigen
organisatie?
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Daar is geen simpel antwoord op, maar het is wel tijd om vragen te stellen en te
discussieren.
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Vragen en discussie!