Training Social Media & Business
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Transcript of Training Social Media & Business
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Trefwoord: trends, social media, automotive, lease, autolease, motorhuis, multilease, klanten, webcare, service,
businessmodellen, klantendag, events.
Presentatie tijdens de Business-2-business B2B meeting van Markeur Holding in Alphen a/d Rijn op woensdag 11 maart
2012.SOCIAL MEDIABUSINESS24 MEI 2012 - DELFT
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Jeroen van der SchenkSocial (Media) Concept DesignAdd me as a contact in your mobile phone
j v d s c h e n k j e r o e n v a n d e r s c h e n k
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“HE, LEUK! DOE MIJ OOK
FF ZO’N WEBLOG ...”
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79.79% failed to provide a homepage URL
75.86% of users have not entered a bio in their profile
68.68% have not specified a location
55.50% are not following anyone
54.88% have never tweeted
52.71% have no followersSource: www.antidote.com
Twitter Statistics
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S O C I A L ( M E D I A )T R E N D S
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Web 1.0
Web 2.0
Web 3.0
The (E)volution of Internet
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The Social Networks - Usage
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TRAN
SPAR
ANCY
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E e n s o c i a l e t r e n d w a a r b i j m e n s e n n i e u w e t e c h n o l o g i e g e b r u i k e n o m d i n g e n t e d o e n e n t e m a k e n m e t a n d e r e n , i n p l a a t s v a n g e b r u i k t e m a k e n v a n d e g e v e s t i g d e o r d e o r g a n i s a t i e s e n o v e r h e i d .Source: Groundswell by Forrester.com
Groundswell
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Organizing Without Organizations
Sharing
coop
erat
ion
personal currency
“Here comes everybody” by Clay Shirky
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SHARING
Organizing Without Organizations- SHARING -
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Organizing Without Organizations
Sharing
coop
erat
ion
personal currency
“Here comes everybody” by Clay Shirky
Conversation
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CONVERSATION
Organizing Without Organizations- CONVERSATION -
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CONVERSATION
Organizing Without Organizations- CONVERSATION -
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Organizing Without Organizations
Sharing
coop
erat
ion
personal currency
“Here comes everybody” by Clay Shirky
Conversation
CollaborativeProduction
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COLLABORATIVEPRODUCTION
Organizing Without Organizations- COLL ABORATIVE PRODUCTION -
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We become are Mobile!
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Project Google Glass
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Project Windows Glass
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Organizing Without Organizations
Sharing
coop
erat
ion
personal currency
“Here comes everybody” by Clay Shirky
Conversation
CollaborativeProduction
Collective(Inter)action
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Source: Groundswell by Forrester.com
POWER TO THE CROWD
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Organizing Without Organizations
COLLECTIVE(INTER)ACTION
- COLLECTIVE (INTER)ACTION -
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Organizing Without Organizations- COLLECTIVE (INTER)ACTION -
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COLL ABORATIVECONSUMPTION
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PEER-2-PEER
EVERYTHING!
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couchsurfinghotelhotels
hotelindustryhospitality
KHNpeer-2-peerpeer-to-peerconnectingworldwidesleepingsharing
bedcouch
businessmodelsbackpacker
businessleisure
PEER-2-PEER
EVERYTHING!
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social mediacars
carsharingconcepts
businessmodelearn
reviewcrowd
peer2peerpeer-2-peer
peer tot peerautomotiveautobranche
PEER-2-PEER
EVERYTHING!
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moneyloan
crowdfundingspending
ratesocial media
crowdtrust
peer2peerpeer-2-peer
peer tot peer
PEER-2-PEER
EVERYTHING!
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T H EM O V E M E N T
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commodityadded value
brandingco-creation
coffeekoffiesenseo
business modelspricing strategy
C O M M O D I T YM A R K ET S
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strategieadd value
price strategychoose
business modelsorganizationorganisation
companycorporate
ADD VALUE
PRICE STRATEGY
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SOCIAL MEDIA TRAININGEN‣ Introductietraining “Social Media & Business”
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verloop van tijd
T T Tinte
nsite
it in
tera
ctie
= Traditionele interactie-intensiteit (focus rondom transactie - passief)
= Transactionele momenten
= Social Touchpoints (creatie van meerdere contactmomenten -> on top of mind! -> pro-actief)= Evendriven communicatie via social touchpoints met hogere interactie-intensiteit)
It’s all about Social Touchpoints
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G ET T I N GS TA R T E D ?
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Social Media Step-by-Step
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1. Doelstellingen Bepalen
‣Verhogen van contactfrequentie & interactie met (potentiele) klanten
‣Het online imago van mijn bedrijf monitoren & positief beinvloeden (webcare)
‣Conversie naar verbinding (abonneren weblog, likes, followers)
‣Conversie naar transactie (klant, bestelling, aanmelding)
‣Claimen van expertise rondom het thema ‘..........’.
‣Mijn bedrijf meer ‘likeable’ maken
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2. Doelgroep Definiëren
Wie zijn mijn stakeholders?Waar zijn mijn stakeholders?
Welke thema’s houden mijn stakeholders bezig?Welke thema’s verbinden mijn stakeholders?
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Twitter Advanced Search2
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3. Doelgroep Analyseren
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4. Content Strategie Bepalen
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5. Social Media Tools SelecterenCustomer
CommunicationBrand
ExposureTraffic to Website
Search EngineOptimalisation
ClaimingExpertise
Flickr
Youtube
Digg
Diigo / Delicious
Foursquare / FBP
Weblog
Source: CMO’S Guide To The Social Landscape
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6. Social Media Infrastructuur Inrichten
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Producing Content Is Core Business
7. Content Publiceren
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‣Visie, marktontwikkelingen & trends (op jouw vakgebied!)
‣Howto (manuals, screencasts)
‣FAQ’s (focus op tertiaire keywords, conversion generator!)
‣Sneak Previews
‣Live Events (social buzz, livestream, foto’s etc..)
‣Geek Stuff...
7. Content Publiceren
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8. Participeren in Dialoog
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9. Resultaten Meten en Herijken
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9. Resultaten Meten en Herijken
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S o M eI M P O R TA N T
L E S S O N S
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People rather communicate with people ...
VERSUS
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There’s NO Social (Media) SHORTCUT ...
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Social media is as social as YOU!
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Contact
Add me as a contact in you mobile phone
Jeroen van der SchenkFounder of [email protected]
@jvdschenk
jeroenvanderschenk
jeroenvanderschenk
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