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Workshop, social media bestaan niet
 

Workshop, social media bestaan niet

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    Workshop, social media bestaan niet Workshop, social media bestaan niet Presentation Transcript

    • Social media bestaan niet Stef Heutink, internetstrateeg since 1993 marketing- & communicatieprofessionalsMonday, October 8, 12
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    • ?Monday, October 8, 12
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    • social media gaat over mensenMonday, October 8, 12
    • VanavondMonday, October 8, 12
    • Vanavond: de thema’s Verandering Ontstaan social Social media strategie De plek van online in de mix VoorbeeldenMonday, October 8, 12
    • Thema 1: de veranderingMonday, October 8, 12
    • Alles verandert!Monday, October 8, 12
    • Seth Godin: ‘By 2011 90% of your sales will come from word of mouth or digital promotion’Monday, October 8, 12
    • change? change is neither good or bad, it simply is Don Draper, creative director sterling cooperMonday, October 8, 12
    • ontwikkelingen in media & technologie en behoefte, mogelijkheden en gebruikMonday, October 8, 12
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    • 1952Monday, October 8, 12
    • 1967Monday, October 8, 12
    • 1988Monday, October 8, 12
    • 1988Monday, October 8, 12
    • 1990Monday, October 8, 12
    • 1990Monday, October 8, 12
    • 2005Monday, October 8, 12
    • tv department in een reclamebureauMonday, October 8, 12
    • Mad Men, tv department http://bit.ly/oJqRHYMonday, October 8, 12
    • #tvoh, second screenMonday, October 8, 12
    • verandering is niet interessant, mogelijkheden welMonday, October 8, 12
    • Thema 2: het ontstaan van social media (bestaan ze wel?)Monday, October 8, 12
    • 1993Monday, October 8, 12
    • 1996 interactive marketing communicationsMonday, October 8, 12
    • 1998Monday, October 8, 12
    • 2000 interactive marketing communicationsMonday, October 8, 12
    • 2004 interactive marketing communicationsMonday, October 8, 12
    • second life 2006 interactive marketing communicationsMonday, October 8, 12
    • second life 2008 2008 interactive marketing communicationsMonday, October 8, 12
    • 2011Monday, October 8, 12
    • 15 jaar internet het was even wennen nog nooit had een nieuw medium zo snel impact nog nooit had een nieuw medium zoveel invloed op de wereldeconomie kanaal met prachtige mogelijkheden en veel misverstandenMonday, October 8, 12
    • en social media? dat is dus gewoon internet zoals het bedoeld isMonday, October 8, 12
    • zo’n misverstandMonday, October 8, 12
    • Monday, October 8, 12
    • prachtige mogelijkheden?Monday, October 8, 12
    • probleemstelling • Grootste klant meer dan de helft van de omzet • Onbekend maakt onbemind • Positionering – En: interactive marketing communicationsMonday, October 8, 12
    • interactive marketing communicationsMonday, October 8, 12
    • interactive marketing communicationsMonday, October 8, 12
    • interactive marketing communicationsMonday, October 8, 12
    • interactive marketing communicationsMonday, October 8, 12
    • interactive marketing communicationsMonday, October 8, 12
    • interactive marketing communicationsMonday, October 8, 12
    • Fd artikel interactive marketing communicationsMonday, October 8, 12
    • Remember “It must be considered that there is nothing more difficult to carry out, nor more doubtful of success, nor more dangerous to handle, than to initiate a new order of things. For the reformer has enemies in all those who profit by the old order, and only lukewarm defenders in those who would profit by the new order….. This arises partly from the incredulity of mankind who do not truly believe in anything new until they have an actual experience of it..” niccolo macchiavelli – il principeMonday, October 8, 12
    • Social media is dus internet zoals internet bedoeld isMonday, October 8, 12
    • Thema 3: een social media strategieMonday, October 8, 12
    • HerstelMonday, October 8, 12
    • Thema 3: een content strategie voor marketing, communicatie en prMonday, October 8, 12
    • Internet strategie Content strategie Social media strategieMonday, October 8, 12
    • Relevante content op relevante schermen van relevante doelgroepen op relevante momentenMonday, October 8, 12
    • Het gebouw van de social media strategieMonday, October 8, 12
    • Merken in decennium 2 merk producten mensen conversatieMonday, October 8, 12
    • De verdiepingen en het fundament 1. POST by Forrester 2. ACCESS by Content Connections 3. 4 pillars of a social media strategyMonday, October 8, 12
    • 1. POST by ForresterMonday, October 8, 12
    • POST People Objectives Strategy ToolsMonday, October 8, 12
    • P (people)Monday, October 8, 12
    • Welke mensen willen we bereiken?Monday, October 8, 12
    • Foto en overtitelMonday, October 8, 12
    • Essentieel voor socialMonday, October 8, 12
    • O (objectives)Monday, October 8, 12
    • KPI’sMonday, October 8, 12
    • S (strategy)Monday, October 8, 12
    • procesMonday, October 8, 12
    • T (tools)Monday, October 8, 12
    • bijvoorbeeldMonday, October 8, 12
    • luisteren, praten, zenden, praten?Monday, October 8, 12
    • Video content wel of niet, eigen kanaalMonday, October 8, 12
    • Communicatie, community faciliterenMonday, October 8, 12
    • Collaboratie en content aggregatieMonday, October 8, 12
    • 2. ACCESSMonday, October 8, 12
    • ACCESS Audience Concept Competition Execution Social media Sales viabilityMonday, October 8, 12
    • 3. 4 pijlers van een social media strategieMonday, October 8, 12
    • 4 pijlers Communication Collaboration Education EntertainmentMonday, October 8, 12
    • Het social media gebouwMonday, October 8, 12
    • strategie content pijlersMonday, October 8, 12
    • POST (Forrester) ACCESS communication, education, collaboration & entertaimentMonday, October 8, 12
    • Thema 4: de plek van internet (social) in de mixMonday, October 8, 12
    • Internet is een mentaliteitMonday, October 8, 12
    • Al 20 jaar een strijd: internet en reclameMonday, October 8, 12
    • Reclame is letterlijk schreeuwen. Campagnes met korte termijn doelstellingen.Monday, October 8, 12
    • Internet is lange termijn, google vergeet niets, het is ook business en interactie.Monday, October 8, 12
    • Alles begint altijd met het merkMonday, October 8, 12
    • Voorbeeld: JWT XMonday, October 8, 12
    • Monday, October 8, 12
    • De strijdMonday, October 8, 12
    • The Break Up http://bit.ly/pSjEceMonday, October 8, 12
    • Communicatieproces Propositie Communicatiestrategie Campagnes en acties Conversie Mensen = retentie merk Conversatie profielMonday, October 8, 12
    • Communicatieproces Propositie Communicatiestrategie Campagnes en acties Conversie Mensen = retentie merk Conversatie profielMonday, October 8, 12
    • Middelen en tools Propositie Communicatiestrategie Campagnes en acties Transactie Retentie .nl en .com twitter acties sales sales facebook facebook apps linkedin youtube youtube actiesites/landings ppt mobiele apps online video google google linkedin mobiele apps Dialoog (overtuiging en relevantie) twitter email marketing, facebook, twitterMonday, October 8, 12
    • De conversatie, de content en de social mediaMonday, October 8, 12
    • Merken in decennium 2 merk producten mensen conversatieMonday, October 8, 12
    • Reichheld net promotor score: 8 Maar let op: wel faciliteren!Monday, October 8, 12
    • Centraal uitgangspunt: the why question. Simon Sinek: ‘people don’t buy what you do but why you do it’Monday, October 8, 12
    • 99.9%Monday, October 8, 12
    • En dit ook nietMonday, October 8, 12
    • De waarom vraagMonday, October 8, 12
    • VoorbeeldenMonday, October 8, 12
    • Waarom?Monday, October 8, 12
    • Monday, October 8, 12
    • Apple, people like using the mac http://bit.ly/qVUJgGMonday, October 8, 12
    • Monday, October 8, 12
    • whatMonday, October 8, 12
    • what howMonday, October 8, 12
    • what how actionMonday, October 8, 12
    • what how actionMonday, October 8, 12
    • what how actionMonday, October 8, 12
    • what how whyMonday, October 8, 12
    • what how whyMonday, October 8, 12
    • Meer voorbeeldenMonday, October 8, 12
    • Monday, October 8, 12
    • Social media en dialoogMonday, October 8, 12
    • Monday, October 8, 12
    • KLM Surprise http://bit.ly/q1sPF0Monday, October 8, 12
    • Maar...................Monday, October 8, 12
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    • Monday, October 8, 12
    • Tot nu toe is Transavia nog niet echt op het probleem ingegaan, door alleen te melden dat “jullie feedback is bij ons niet onopgemerkt gebleven. De slogans hebben veel bij jullie los gemaakt”.Monday, October 8, 12
    • Social media en merkMonday, October 8, 12
    • Monday, October 8, 12
    • champions leagueMonday, October 8, 12
    • Video, Heineken CL http://bit.ly/nAA4KlMonday, October 8, 12
    • “Advertising is about one thing only: happiness” Don Draper, creative director SCDPMonday, October 8, 12
    • The entrance http://on.fb.me/nNIAZWMonday, October 8, 12
    • Monday, October 8, 12
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    • Social media en het gebouw, perfecte voorbeeld!Monday, October 8, 12
    • Voorbeeld: willitblend.comMonday, October 8, 12
    • Video, will it blend, iPhone4 http://bit.ly/ozeDRsMonday, October 8, 12
    • Denk niet te traditioneel, probeer niet te vertalenMonday, October 8, 12
    • Monday, October 8, 12
    • Monday, October 8, 12
    • Monday, October 8, 12
    • Monday, October 8, 12
    • Monday, October 8, 12
    • Dwing jezelf om 360 te blijven denkenMonday, October 8, 12
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    • Social media is lange termijn denken Social media gaat over content en community rondom je merk Mensen zijn voor 99,9% niet op jouw website, daar komen ze maar 1 keer Gewoon toepassen, maak het niet te ingewikkeld Denk niet te traditioneel Maak onderscheid tussen de korte en lange termijn Heb wel een plan: beleid! Werk aan je organisatieMonday, October 8, 12
    • Online is een mentaliteit!Monday, October 8, 12
    • houd me niet voor de gekMonday, October 8, 12
    • interactive marketing communicationsMonday, October 8, 12
    • twitter.com/stefheutinkMonday, October 8, 12