Fip lezing Istanbul deel 2


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Deel 2 van mijn lezing voor FIP in Istanbul

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  • Welcome back you guys…..liked the first part? This part will be all about discussing the different tools available to achieve the things we talked about in the first part. Lets mention that I don’t expect you to remember everyhing I say in the hours I’m speaking today, so I want you to know that you can Always contact me when I’m back in Holland with all your questions and remarks. Also when you want to know more, I can help you with that. I’m not stuck onto the bouders of my let me know! Later I will give my e-mail….but you can also give me your cards afterwards, than we can connect on Linkedin or something like that. Well, enough said, lets start with part 2. We are going to discuss the following thing: Blogging, Videostreaming, Postcast and vodcasts, Wiki’s, RSS, Aggregators, Microblogging, Communities and of course Social networks.
  • Let start with blogging. I will try to give you examples of every tool…general examples and examples from out of your own league. A blog is actually nothing more than a traditional newspaper online…..with one big difference: Interactivity. You can’t react on a newspaper…you can on a blog. This can really encourage good (or bad) discussions, and lets peoples share their thoughts. You can use blogs for different goals: You can for instance use it to inform the public about different things, like for instance medicines. But you can also learn a great deal about your profession for other blogs of course. I read about 50 blogs every couple of days…just to keep up with my profession. You can share your thoughts on blogs, and get ideas from the reactions people place and the discussions that are going on. And last, but not least, a blog is an excellent way to score attention is for instance Google, and is is also an excellent way of building authority within your field of interest. I use my blogs to become an authority in Social media marketing for instance.
  • Lets look at the first general example. I took the Google blog to let you see what the impact of a blog can be. The Google blog has over 549000 RSS followers…that’s a lot! Everytime they release new features or programms, google places a message on this blog. If they do, most of the times on 1000 th of blogs all over the world the message is repeated. What objective we mentioned are they focussing on? : Inform public
  • It was hard to find a nice pharmacy example, but I did found this one; The angry Pharmacist. Who knows this blog? Is it good...or just rubbish? Well. You can see he has over 1thousand RSS readers….which is in fact a lot for such niche weblog. On this blog the authors share the experiences as a pharmacist. What abjective is this blog focussing on: learning/experiences. It is focused on you guys! To share and learn fromd eachothers knowledge and experiences.
  • Lets go to the second tool….videostreaming. If you have any questions…don’t hesitate to aks, ok? Willem2, my little club form the town I live. Played here myself for a few years. They are always last in the competition, never do we win anything. So, as you can understand they don’t get a lot of TV time and media attention. There solution: Videostreaming…a lot of it! They were the first club in Holland using videostreaming this much on their website, so we can win at something!
  • What can be the objectives of videostreaming: The first one is very powerfull and known as the snowball or viral. In this case you make a funny, somewhat schoking little movie that peoples are going to spread to their friend etc. the snowball gets bigger and bigger, and with a few 100 initial watchers, you can get to milions. recruitment: video is also a great way to recruit new colleges or new member, because it gives you the opportunity to really let people see how your company looks from the inside. It is far more personal and friendly than some text advertising, don’t you agree? Again, just like with blogs, you can use video to inform the public. I have a good example of that in a minute. And the fourth objective for videostreaming are events. When an event is coming up, you ca use videostreaming to promote it and when the event is on its way, you can use video to share the happenings. Lets look at some examples.
  • I don’t know if you guys have seen this one, but it created a big discusson. Look at the next video and focus on the cat and the ford. Ford actually denied that this video was made by them, until someone found out that is dit come from them. This video had an enormous affect, but ford was stupid to not handle it well. What objective is in focus: Viral
  • Here is another good example of using videostreaming. With this short message about the swineflu, the american red cross informed peoples about how to decrease the chance of getting sick. The video is watched over 11thousand times, not bad I believe! What objective is in focus?: inform public. On the side you can actually see what embedding is by the way. If you copy that html code you can place it in your social networkprofile or on your blog.
  • Than: podcats and vodcasts…they are always mixed up by peoples, and actually that’s not strange at all. Podcast is in fact only radio…so no video, and vodcast is video. Just like you see on this picture. But if you look at vodcast, what is the difference between videostreaming you may ask yourself. Well, there isn’t that much difference…only that pod/vodcasting works on RSS or membership base. This means you can download the pod/vodcasts through RSS. This has a few advantages against videostreaming. Lets look at them for a minute.
  • One: It’s far more measurable, because you distribute it directly form within your company. You can exaclty measure the number of downleads etc. However, I must say, the options youtube has these days are also very big, but yoy got to pay for that options. Two: Very important, especcialy in these days, is the fact that the ledal rights are for easier to manage, because the material is yours..and not publicly available on the internet with embeds etc. Three: forgot to mention that here, is loyalty…repeatvisits. The RSS factor in pod/vodcasts gives you the loyalty form your listeners, because the have a membership and keep coming back for more. The chance of them walking away after listening one pease is smaller. Some objectives: - Afgaan punten
  • If I have to come up with one perfect example of the use of pod/vodcasting, it has to be father roderick. He accidently was in rome in times of the election of the new pope, and reported it on a poscast. Thousands of members listened to this every time he made a podcast. Nowedays, father Roderick, and we are proud of him because he is from holland, is called the podcastpriest, the iPope, and has his own catholic breakfastshow.
  • Than you get this kind of illustrations. I want to show you a little video from father roderick, promoting a big catholic event.
  • I also managed to find an example form out of the pharmacysector. In this podcast information is shared about about an vaccin. It is targetten on clinics and it can be listened to, watched, downloaded and subsribed. A good example about how you guys could use in within the membercommunity as well. For instance: make a podcast with newsitems every week/month in stead of the digital newsletter. It will give you more loyalty and listeners/spectators.
  • A very intersting topic off course are Wiki’s. Wiki’s are off course wel knows because of wikipedia…the perfect example of Social technology I mentioned before. In fact, a wiki is a webapplication in which documents can be shared and editted by everyone that has an account. Wikipedia of course is also readable (not edittable) for the public…most companywiki’s are not. Some examples of big Wikiproviders are PBworks (former PWiki) which stand for PeanutButter..because it is so easy. is also wel knows, as well as Interspire. When you want to start up a wiki, remember to make plans in front about how you want to engage your audience, and how you want to get them to join.
  • Objectives for using a wiki are mostly internal… you can see here on a printscreen out of our own StepFree wiki. The first ons is again information sharing Rest aflopen.
  • Lets get to RSS now….an undersetimated technology if you ask me! RSS is often talkes about af already over its top…but I don’t agree. Most peoples use RSS without knowing it..because it is integrated with so much other technologies nowedays, you cant image. So, RSS is far from dead, it just matured. RSS stands for a couple of wordcombinations, from which the following is one: Really Simple Syndication….in other word, a simple way of syndicating a lot of info into a more structured and filtered group.
  • You can use RSS in a number of ways: First you guys can use it for learning and teaching about your profession. Like I already said, I’m a member of somewhat between 40 and 50 RSS feeds about marketing, internet and Social media, just to keep up. I also teach others with my own knowledge through the RSS feeds from my weblog. You get more loyal readers with RSS, because they are members and more likely to come back again for your other content. Just like we seen with pos/vodcasts it gives you a perfect opportunity to built and maintain a big audience. RSS also makes the audience more interactive, so the activity on your website and within your community will me expanded. Google Reader, which Im going to show you in a second, is also adding Social things into their RSS aggregator, making it possible for you to share the RSS feeds you are a member of, with others. Thinking of RSS you didn’t thought about emailmarketing I guess?? Actually, most RSS reading is through emailmembership. In that case, a person gets an email every week/month which contains links to all the articles published on the blog. A sort of digital newsletter, but more interactive and easier for the company to send.
  • This is the interface of Google Reader, one of the more popular RSS aggregators. In this interface every published article I’m member of through RSS is mentioned. Look at the picture…in the left are my RSS memberships…on the right the articles. If I want to read the intire article, I just have to click on it.
  • An example of good use with RSS is ChrisBrogan, a well knows Social media expert. Look at the arrows, than you see that he has over 29000 RSS readers, a lot! His RSS buttons….per newsletter as I just explained to you, and per RSS feed have a very dominant place on his site.
  • I had to look al long time to find an example fharmacy, but I found one. The healthcare blog uses a RSS feed….but very poorly actualy. As you can see. The RSS button is bearly notisable. It should be like on this place to be noticed, or it could just be mentioned as Newsletter, like Chris does !!
  • Aggregtors…..also know as a feed reader, newsreader or simply aggregator which aggregates syndicated web content such as headlines, blogs, podcasts, vodcast on one place, so you can watch it easily. Yes…I think you guys already know what I’m going to say…this sounds familiar. It is….everything we just discussed. So, case closed, lets go to the next tool!
  • This is a very interesting one…microblogging. Enormously hyped at the moment because of Twitter of course, but never the less very intetesting. Microblogging added a new dimension to the letter WWW….<verder uitleggen>
  • The objectives of using microblogs are again vast: Again, informing your peoples is one of the main reasons of using it. A small example of this is sharing articles you wrote with you Twitterfollowers, like you could see on the blog of Chris borgan. It is so damn personal that it can actually give your company a face. Peoples do business with peoples, not with brands. Its also very usefull voor customerservice. In Holland we have a company called UPC that installed an entire webcare team to react and interact with the public, and that helps solving problem quick and good. This if far cheaper than anoying phonecustomerservices. You can use microblogging to built a network withing your own expertise, and gather authority. Again you can achieve this though publication of your articles on Twitter for instance. For my weblog and for a lot of other sites, Twitter is very usefull to pull traffic to your websites.
  • One of the companies that uses Twitter to sell products (which is not easy because I said before that social is not a good tool for direct sales) is Dell. The have a Twitter account with over 1 milion followers…on which the sell extra cheap products. The fact that this are unique offers makes it valuable to follow. If it were storeprices, no one would follow. In jun 2009 Dell announced they had more than 2 milion revenues from their Twitteractivity. One of the first real successtories.
  • I also found a nice pharmacystore store on Twitter, with almost 5000 followers. Not bad for a store, right? The don’t use the twitteraccount for direct sales all the time, they are sharing info as well and they are interacting. Just look at this tweet (that’s the name for a twitter update) which sais: ‘just who are these health care protester’ and contains a link. This is nice interactive and inviting stuff I must say.
  • Now lets take a look at one of my favourite social media applications/phenomena….cummunities. Communities are interactive groups that are connected (online in this case) because of a mutual interest!! That mutual interest is important to remember in relation to social networks, as you will found out soon. For that reason the cartoon left Is actualy quit pore…is is about facebook and facebook is not a community, but I just thought it was funny…so, there you go.
  • You can use communities for a couple of reasons. Fist of all, a community can give you quit a lot of loyalty from the members. There is value for the members, so the wont go far. Second you can use your community for feedback about your services or products. This is a very powerfull tool, because normaly that sort of information is very costly to gather. Like I mentioned earlier, customerservice wihtin the community online is far cheaper and more satisfyig than customer service throuhg callcentres. Indirectly you can use your communinty to sell more products, get a bigger share of wallet, or to find new members. A community is of course a small snowball or viral for itself…when there is value, it will spread. Last but nog least, there is productdevelopment. Like I explained before, a community is the perfect place for crowdsourcing or co-crations, which stand for involving your customers in productdevelopment. They now better what they want than you do…you can count on that.
  • Important to know is that you cannot MAKE a community. The community or its ingredients should allready be there, the only thing you do is giving it a platform to community, spread en reinforce itself. Social media gives the members the chance to be a more active part in the community, and to be so whenever and wherever they want…through the computer or mobile phone.
  • There are some different types of communities. One of them is the niche community…<verder uitleggen>
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  • Patientslike me is a perfect example of niche socialnetworking wihting the healthsector. Here, everyone can make their onw little community, centrered around a mutual interest that is in fact a shared decease. So there are thousands of communities around all kinds of deseases on this network, that gives peoples the opporunity to support eachother and share experiences.
  • Carepages has sort of the same construction, but based on blogs more than patientslike me. This is also a perfect example of nichecommunities. For the members the provide them with enormous amounts of support and experciencesharing. This sort of thing can keep you motivated and alive.
  • Ok, so far for communities. Now look at Social networks. The two are often called together of mixed, but they are far from the same. Where the community is centrered around a mutual interest, the social network is a web of friend and peoples you know, not per defenition centrered around mutual interest. I for instance connect with all my friends on a Social network, without them sharing my interest in Social media. My own blog and the sites around it form the community, in which the mutual interest is social media. What you do see a lot is that peoples start to form communities within vast social networks. In facebook for instance, you can start a group around a theme. The Vincent van Gogh group has 215thousend members, all situatied arount the theme van Gogh. This is most certainly a community, but to big to be a niche community however.
  • But…..are the ties in social networks still strong? Are it still friends? Maybe defriending is a blessing, helping us get back to the core of valuable qualitative networking with friend we are not able to see every week? What do you guys think..? Should we go back to networks with just a couple of best friends? Should we continue building hundrets of contacts….or should we combine both, friends and contacts? I don’t know for sure, but what I do know is that relations are getting more shallow, and that reduces the value of vast social networks. So in order to survive they should become your startingpoint on the internet, or improve relationship ties.
  • Wel, lets look at some possible objectives for using social networks You could use it to brand your products, like a lot of companies do with their branded pages. This had to be genuine and interactive however..just building a brandpage is not enough. Again recruitment could be a good objective. Our big network Hyves uses this a lot. Social networks are so big, and have so much communicationpossibilities, that they are very interesting for achieving the viral effect. Last month the dutch government launched a very personalised viral campaign on hyves to warn peoples for sharing private information online. This campaign was watched by 3milion user in the first 3 days. Social advertising is still a little bit in the introduction phase…but is centainly the future. Companies will provide you with the widgets to become an ambassedor for a brand or product. For instance: my friend mathijs is a real movieexpert, and he buys a new movie on He uses the widget from amazon to show on his facebook profile that he has bought that movie. I as his friend see this, and trust his expertise….now I want to buy the movie as well. Result…free social advertising for amazon and the moviemakers. At last, such enormous databases are of course goldmines when it comes to customerdata. You can segmentate and provide enormous amount of userdate.
  • Facebook is the best example of a social network that is concurring the world. With over 250 milion members, the marketingpower is unbelievable. Last 9 month, they gathers 100 milion members, of which more than half monthly returns! Facebook recently bought an aggregatorstatrup called friendfeed for 22 milion, and want te become your sort of homepage on the internet, from which you do everything: Connect with friend, messaging, mailing, surfing, buying thing etc etc. But still, they had a loss of 5o milion dollars last year. Some smaller networks who’ve also grown, but less fast….like Linkedin, or the german Xing did manage to make profits.
  • But what we often forget is China. 10 years ago internet wasn’t that well penetrated in this imense country, but nowadays there are more than 300 milion internetusers…..and the social network Qzone has more than 300 milion members. SO, although we focus on the US and Europe..its happening in Asia.
  • Social networks can be very interesting for companies and memberorganisations, because it gives you the opportunity to brand your services, connect with your possible targetgroup and get into a real conversation. However…advertising on a social network in traditional ways is useless. And that’s quite logical, because when peoples are in a social private setting they don’t want to be bothert with advertising, would you want to. It is no coincidence that the clickthroughratios of banners, that are already very low, are even lower for banners in social networks. So, No banners please!!
  • To end this part I would like to sum up a few do’s and don’ts when using social media. The sheets will be handed over to FIP, so you don’t have to make notes. The first was is research….do research in front, for instance focusgroups, and do qualititative research during your activities. This gives you vital information. Secondly, like I already said….use good strategic planning, for instance with my SocialStrategyModel. Another thing that is in the model is internal cohesion. If you havent got al the noses in one way, social will defenitly fail. Also a communitymanager is very important, because the community should be activated and there has to be content. The communitymanager can take care of this all. Find ambassadors within your community. A social project can even succeed with little FTE’s if you have a couple of really active brandambassedors that you satisy with extra features or something like that. And then….the last do, also use other social media tool to spread your community. This looks easy, but you should carefully plan and find the tools to use.
  • Off course, there are also don’ts! I just talked about banners…zo, don’t use aggressive sales in an Social network or community Don’t put the corporate objectives first. Of course they are the beginnenphase of your model, but you should look from the customer viewpoint, and really add value to their live. Maintenance/communitymanagement is a must…period! No excuses, else its gonna fail real hard, and we don’t want that now do we? No maintenance, just building is the most common mistake when getting busy with social media. We built a brandpage on facebook…..but it doesn’t work. What did you expect..peoples coming to run for you? No way…you will have to take the initiative. Ignore strategy….keep experimenting is also killing for the succes of your work. And of course….dont measure. Keep measuring quantitive data AND qualitative data, this will give you very usefull insigtinformation
  • Fip lezing Istanbul deel 2

    1. 1. Part 2 // Different tools discussed StepFree | Social media consulting <ul><li>Blogging </li></ul><ul><li>Videostreaming </li></ul><ul><li>Podcast / Vodcast </li></ul><ul><li>Wiki’s </li></ul><ul><li>RSS </li></ul><ul><li>Aggregators </li></ul><ul><li>Microblogging </li></ul><ul><li>Communities </li></ul><ul><li>Social Networks </li></ul>
    2. 2. Blogging StepFree | Social media consulting <ul><li>Inform the public </li></ul><ul><li>Learn about your profession </li></ul><ul><li>Share thought, get ideas </li></ul><ul><li>Score attention and gather authority </li></ul>‘ A weblog is an online interactive newspaper or journal’
    3. 3. General Example Google blog StepFree | Social media consulting
    4. 4. Example Pharmacy Angry Pharmacist StepFree | Social media consulting
    5. 5. ‘ Video streaming’ StepFree | Social media consulting
    6. 6. Objectives <ul><li>Snowball (viral) </li></ul><ul><li>Recruitment </li></ul>StepFree | Social media consulting <ul><li>Inform public </li></ul><ul><li>Events </li></ul>Photo by : snowing indoors
    7. 7. General Example Ford Viral StepFree | Social media consulting
    8. 8. Example Pharmacy Swine flu StepFree | Social media consulting
    9. 9. Podcast/Vodcast StepFree | Social media consulting Photo by : Coleen AF venable
    10. 10. Podcast/Vodcast <ul><li>Advantages: </li></ul><ul><li>More measures with ‘on demand’ than normal streaming </li></ul><ul><li>Legal rights easier managed </li></ul>StepFree | Social media consulting <ul><li>Objectives: </li></ul><ul><li>Inform public </li></ul><ul><li>Loyalty </li></ul><ul><li>Branding / PR </li></ul><ul><li>Learn about profession </li></ul>Photo: derrickkwa
    11. 11. General example Father Roderick StepFree | Social media consulting “ Podcastpriest “ “ iPope “ “ Breakfastshow “
    12. 12. StepFree | Social media consulting
    13. 13. Example Pharmacy Inform clinics StepFree | Social media consulting
    14. 14. Wiki’s What is a wiki? Webapplication in which documents can be shared and editted by everyone that has an account StepFree | Social media consulting
    15. 15. StepFree | Social media consulting
    16. 16. RSS S imple StepFree | Social media consulting R eally S yndication
    17. 17. Objectives <ul><li>Information about your profession </li></ul><ul><li>Loyal readers </li></ul><ul><li>Expand activity </li></ul><ul><li>Email marketing </li></ul>StepFree | Social media consulting
    18. 18. Google Reader StepFree | Social media consulting
    19. 19. General Example Chris Brogan StepFree | Social media consulting
    20. 20. Example Pharmacy Health care StepFree | Social media consulting Size: 6000+ visitors per day!
    21. 21. Aggregators StepFree | Social media consulting ‘ also known as a feed reader, news reader or simply aggregator, is client software or a web application which aggregates syndicated web content such as news headlines, blogs, podcasts, and vlogs in a single location for easy viewing.’ Bron: Wikipedia Everything we just discussed!
    22. 22. Microblogging StepFree | Social media consulting W WW Who What Where
    23. 23. Objectives
    24. 24. General Example Dell June 2009: More than $ 2 milion revenue StepFree | Social media consulting
    25. 25. Example Pharmacy Pharmacy Twitters StepFree | Social media consulting
    26. 26. Communities ‘ An interactive group of peoples that are connected (online) because of a mutual interest.’ StepFree | Social media consulting
    27. 27. Objectives StepFree | Social media consulting Loyalty (value) Feedback Customer service Acquisition Product development 1 2 3 4 5
    28. 28. Communities You don’t ‘make’ communities, they are already there. Social media just gives us the tools to be part of a community whenever and wherever we want to. StepFree | Social media consulting
    29. 29. Niche communities <ul><li>Small networks </li></ul><ul><li>Central theme </li></ul><ul><li>Mutual interest </li></ul><ul><li>Strong ties </li></ul><ul><li>Example: Fishing club </li></ul>Photo by: maurice koop StepFree | Social media consulting
    30. 30. (Anti) brandcommunities <ul><li>About a brand </li></ul><ul><li>Initiatied by brand or public </li></ul><ul><li>Weak ties </li></ul><ul><li>Interesting for marketeers </li></ul><ul><li>Example: Harley club </li></ul>StepFree | Social media consulting
    31. 31. ‘ Communities are powerful marketingtools, as long as the members are in the centre of attention!’ - Jeremiah Owyang (Forrester) - StepFree | Social media consulting
    32. 32. General example MyStarbucksIdea StepFree | Social media consulting
    33. 33. Example Pharmacy PatientsLikeMe StepFree | Social media consulting
    34. 34. Example Pharmacy Niche communities StepFree | Social media consulting
    35. 35. Social networks Web of friends and peoples you know or met. Not necessarily situated around a mutual interest. StepFree | Social media consulting Photo : BotHeredByBees
    36. 36. Social networks StepFree | Social media consulting But ….….still strong ties ? still friends ? Defriending a blessing ? networks dying ?
    37. 37. Objectives StepFree | Social media consulting Branding (brandpages) Recruitment Viral campaigns Social advertising Customer data 1 2 3 4 5
    38. 38. General example Facebook StepFree | Social media consulting Photo: Jacob Botter :
    39. 39. But…China! StepFree | Social media consulting Photo: Jacob Botter : > 300.000.000 users
    40. 40. StepFree | Social media consulting NO BANNERS PLEASE !! Would you SPAM at an networkmeeting? Photo by: freezelight
    41. 41. Social Do’s <ul><li>Research </li></ul><ul><li>Strategic planning </li></ul><ul><li>Internal cohesion </li></ul><ul><li>Communitymanager </li></ul><ul><li>Ambassadors </li></ul><ul><li>Spreading with Social media </li></ul>StepFree | Social media consulting
    42. 42. Social Don’ts <ul><li>Sales in Social networks </li></ul><ul><li>Corporate objectives first </li></ul><ul><li>Take maintenance for granted </li></ul><ul><li>Only build, don’t activate </li></ul><ul><li>Ignore good strategy </li></ul><ul><li>Don’t measure </li></ul>StepFree | Social media consulting
    43. 43. Questions ? Photo by : CarbonNYC StepFree | Social media consulting
    44. 44. Tel: +31648360649 Mail: I’m here for you ! StepFree | Social media consulting
    45. 45. Small break StepFree | Social media consulting
    46. 46. Part 3 // Presentations <ul><li>Costa Rica – Gustavo Garcia </li></ul><ul><li>Austria – Thomas Muller Uri / Viktor Hafner </li></ul><ul><li>Peru – Aldo Alvarez </li></ul>StepFree | Social media consulting
    47. 47. Costa Rica: ‘Using webtools to improve communication’
    48. 48. Austria: ‘Webtools to collect data from campaigns’
    49. 49. Peru: ‘Pharmacist’s blog’
    50. 50. Lunch! StepFree | Social media consulting