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Nyenrodev2 120925085301-phpapp02 Nyenrodev2 120925085301-phpapp02 Presentation Transcript

  • social media Modular Executive MBA in Business & IT Nyenrode Business University © TOTAL IDENTITY Module: Market, Law and Ethic Block 1: Market and Marketing 2012 Total Active Media | Total Identity ir. Martijn Arts - marts@totalactivemedia.nl
  • © TOTAL IDENTITY
  • © TOTAL IDENTITY I am @arts118 View slide
  • TOTAL ACTIVE MEDIA Activities Interface design Web technology Online conversion Ambition Mapping Mixing Moving people Founded 1996 ZaPPWeRK 2007 changed name TOTAL ACTIVE MEDIA Pay-off Challenging ambition [NL Online Omdenken] ©TOTAL ACTIVE MEDIA No staff 17 View slide
  • > 300.000 FB likes within one year 5 ©TOTAL ACTIVE MEDIA
  • AWARD WINNER 2011 6 ©TOTAL ACTIVE MEDIA
  • No media spend, all targets achieved using matchmaking Groen 2012 The  official  world  record  simultaneous  electric  car   charging  in  one  parking  area  (60  charge  points)  is  43   cars!  #idayduurzaam  #Groen2012 NOG Zoek 56 DAGEN TOT 23 FEBRUARI 2012 GROEN ONDERNEMEN MET ENERGIE ‘IK BOUW ALS INSTALLATEUR GRAAG MEE AAN POWERMATCHINGCITY HOOGKERK‘ TICKETS €150 REGISTREER VOOR EVENT REGISTREER EN WIJ MAKEN DE PERFECTE MATCH Groen  2012  is  lorem  ipsum  dolor  sit  amet,  consectetur  adipisicing  elit,  sed  do   eiusmod  tempor  incididunt  ut  labore  et  dolore  magna  aliqua.  Ut  enim  ad  minim   7 ©TOTAL ACTIVE MEDIA A M L P S D AANMELDEN MATCHMAKER LOCATIE
  • +146 > 100 applicants in the first day +120 +98 +42 8 ©TOTAL ACTIVE MEDIA +110
  • Excellent results on KPI’s in all deliverables 9 ©TOTAL ACTIVE MEDIA
  • © TOTAL IDENTITY Goal Social media connects us all. It speeds up communication processes and poses new challenges in a world that is becoming more and more dynamic and connected. My goal for you is to learn to rethink your communication, organization and business in this new dynamic and connected era. Rethinking will simplify complex challenges and help you and your organisation learn and develop.
  • Agenda Outside in 1.The multifaceted world - El hexagon 2.The outside world - Long tail and netnography 3.The change - ‘The Big Shift’ by Rachel Botsman © TOTAL IDENTITY Inside out 4.My world - Communication = innovation 5.Praktical world - ‘De schijf van vijf’ 6.Organize engagement - Harvard and Forrester 7.Business redesign - 4 layars of success Epilogue
  • © TOTAL IDENTITY Inside out
  • © TOTAL IDENTITY The multifaceted world El hexagon
  • Goal #1 © TOTAL IDENTITY Social media is, or was, both a hype as well as a groundswell. Following Gartner's hype cycle of new media it will have as large an impact as the web itself. Changes can not be predicted nor managed if you do not see the big picture: a holistic view of communication processes, including all it's layers. Managing change means managing all layers simultaneously.
  • © TOTAL IDENTITY
  • © TOTAL IDENTITY person
  • © TOTAL IDENTITY process per son
  • pro s ces son © TOTAL IDENTITY per organization
  • tio iza an n s ces org pro © TOTAL IDENTITY person (online) means
  • e) lin (on me an s on per son ati niz a org © TOTAL IDENTITY process market
  • rke ma t s ces s an me pro e) lin (on son per © TOTAL IDENTITY organization contact
  • © TOTAL IDENTITY s ces desire interest attention person con pro action tac t org t an rke iza ma tio n (online) means
  • decentral free process n st ere tio en son per att central decentral int central ire des ion act (on lin e) t me an s tac con n tio iza an org © TOTAL IDENTITY market
  • ces pro s e fre l tra cen l cen dec tra en l tra l de cen tra rke ma t son per n organization tio staff en att department / group st unit ere int s an me organization ire des ion act e) lin (on © TOTAL IDENTITY contact
  • person attention interest zat ion ff org ani de[ art me n t/ un it gro up iza tio n an org social media sta t tac con © TOTAL IDENTITY communities s brand (landingpages) ces pro l t rke ma site e tra en cen l tra l cen ntra e dec tral action (online) means fre dec desire
  • (on s me ean )m line ial soc itie dia un s bra nd ing nd pag com es) m (la p sit e ion act ire des st ere on i zat ani int n en tio att son per decentral org ff personalized rou longtail /g target group it general public sta nt me central un market art central decentral dep n tio iza an org t tac con © TOTAL IDENTITY process free
  • et gro up il ed son aliz ma rk per gta et tar g dia lon lic ub lp era l tra s al ean )m gen cen cen dec tra en l tra l tra en dec e line fre s ces pro department / group (on contact me one2one ial few2few ies one2few nit s one2many (broadcast) mu organization soc unit com s) nd bra page ing nd (la ite ion act ire des st ere int n tio en att son per © TOTAL IDENTITY organization staff
  • con tac t w 2fe 2on e on e few ew e2f on on (br e2m oad any cas t) on ati niz org a it un nt art me /g rou p ff sta t d dep on zat i ani org rke ma lize a on il gta person s per brands (landingpages) lon attention up interest gro lic s ces desire get ub lp era al action tar site gen ntr al ntr ce l tra l cen ntra e dec e dec e fre pro © TOTAL IDENTITY (online) means social media communities
  • (online) means social media con tac t 2on e w e2f on 2fe few gro ff sta te ora cor p dep a un rtm it en t/ on (br e2m oad any cas t) ew on e up zat i ani org t © TOTAL IDENTITY rke d attention lize up s ces interest a on gro al ntr e fre pro desire il get c bli pu e dec aal ntr ce l tra l cen ntra e dec traditional communication passé? person gta tar site action lon brands (landingpages) ma s per on communities
  • on (br e2m oad any cas t) ew on e2f w 2fe few 2on e on e s e l al ntr l tra ece tra en dec fre ces pro con tac t on zat i ani org pp u gro lic ub lp era gen get il d t rke lize a on gta lon s per ma st aff gr ou p ld tra cen cen attention tar d nit u ep art m en t/ (online) means org a ni n z ati o person © TOTAL IDENTITY social media modern communication user-generated hype?
  • (online) means social media con tac t 2on e w e2f on 2fe few gro ff te ora un it rtm en t/ sta dep a cor p on (br e2m oad any cas t) ew on e up zat i ani org t © TOTAL IDENTITY rke d attention lize up s ces interest a on gro al ntr e fre pro desire il get c bli pu e dec aal ntr ce l tra l cen ntra e dec top-down communication person gta tar site action lon brands (landingpages) ma s per on communities
  • con tac t w 2fe 2on e on e few ew e2f on on (br e2m oad any cas t) on ati niz org a ess sin bu it t/ un en rtm up gro ff t d dep a sta on zat i ani org rke ma lize a on il person gta targeted communication desire oep attention lgr lic ub s ces interest doe lp era l action lon brands (landingpages) s per site gen tra en ntr c al tra al cen ntra e dec al e dec e fre pro © TOTAL IDENTITY (online) means social media communities
  • (online) means social media zat i t me n on ati niz org a community communication interest person con tac t 2on e w few 2fe on e s ces desire attention ew e2f on (br e2m oad any cas t) action on un dep it art sta ff ani org t lic ub up lp gro era al ntr ce l tra l cen ntra e dec aal ntr e dec e fre pro © TOTAL IDENTITY rke d lize a on il get gen site gta tar lon brands (landingpages) ma s per on communities
  • (online) means social media up gro t/ en on ati niz org a bottum-up communication attention person con tac t 2on e 2fe w ew e2f interest on e s ces desire few al ntr on un it rtm dep a up lic ub action on (br e2m oad any cas t) ani org t gro lp al ntr ce l tra l cen ntra e dec e dec j vri pro © TOTAL IDENTITY rke ma al il get gta tar era gen site lon brands (landingpages) son per zat i on communities
  • © TOTAL IDENTITY
  • Rethink communication © TOTAL IDENTITY Assignment #1 Plot your strengths and challenges in El Hexagon. Find out what areas are crucial to focus on in your onganization.
  • © TOTAL IDENTITY
  • © TOTAL IDENTITY The outside world Long tail and netnography
  • Goal #2 © TOTAL IDENTITY Co-creation, crowdsourcing, crowdfunding, influencer marketing, brand ambassadors, et cetera. All stress the need to rethink your markets. Research shows that even the biggest market issues are dominated by ten key influencers. Involve them and you lead the market.
  • In the beginning... there was television
  • And then... there was marketing
  • What now? Are we the masses or are we individuals?
  • Grouped in smaller groups
  • The Long Tail briefly explained
  • How to know what group is best targeted?
  • Netnography is truly knowing your market
  • Know your general public 5500 leerlingen Groen 30.000 Economie 157.000 2200 leerlingen BUSINESS & ADMINISTRATION COLLEGE Zorg & Welzijn 166.000 Techniek 163.000 TECH COLLEGE 1700 leerlingen CREATIVE COLLEGE
  • Know their themes markt
  • Match those themes internally markt intern
  • Research and describe the several groups MEDEWERKERS CORPORATE SPEELVELD UNITS / ORGANISATIE BEDRIJFSDELEN ROC MN INTERNE PLATFORMS INTERNE INFLUENCERS EXTERNE INFLUENCERS EXTERNE PLATFORMS DOELGROEPEN SPEELVELD / PERSONA’S ROC MN POPULATIE / LANDELIJK MARKT SPEELVELD
  • Create and maintain communities and fans CORPORATE SPEELVELD UNITS / ORGANISATIE BEDRIJFSDELEN ROC MN INTERNE INTERNE PLATFORMS / PLATFORMS CoP’S INTERNE INFLUENCERS EXTERNE INFLUENCERS EXTERNE EXTERNE PLATFORMS / PLATFORMS COMMUNITIES DOELGROEPEN SPEELVELD / PERSONA’S ROC MN LANDELIJK SPEELVELD
  • Make contact: inside = outside CORPORATE SPEELVELD ORGANISATIE ROC MN INTERNE PLATFORMS INTERNE INFLUENCERS WOM: Word Of Mouth EXTERNE INFLUENCERS EXTERNE PLATFORMS MLM: Multi-Level Marketing SPEELVELD ROC MN LANDELIJK SPEELVELD
  • Create an overview for yourself CORPORATE SPEELVELD Issues – schaalvergroting – fusies – het nieuwe leren – reorganisaties – marktwerking – ... ORGANISATIE ROC MN Jongeren / scholieren Belangrijkste Hyves-groepen: – www.rocmnzenw.hyves.nl 1494 leden (Zorg & Welzijn) – ROC MN Amerikalaan, Utrecht 528 leden – ROC MN Unit Techniek & Innovatie 87 leden – ROC MN Amersfoort 67 leden – ROC MN Nieuwegein 57 leden – ROC MN Recreatie 88 leden Stakeholders – Linkedin Group ROC MN 90 leden (n.b.: er zijn in totaal 482 ROC MN medewerkers actief op Linkedin) Doelgroepen – Jongeren – Volwassenen – Bedrijven – Decanen – Gemeenten en instanties INTERNE PLATFORMS Platforms – www.rocmn.nl – ROC Intranet – www.sport.rocmn.nl – www.automotive.rocmn.nl – Leerdomein-portals in oprichting Vavo Lyceum , Tech College, Bouw College, Beauty College, Business & Administration College, Horeca & Travel College, Welzijn College, Gezondheidszorg College, Veiligheid & Defensie College, ICT College en Creative College INTERNE INFLUENCERS Ambassadeurs Leonard Geluk Voorzitter CvB ROC MN 500+ connecties Lid Panel van Wijzen Onderwijsagenda.nl Mohammed Sini 500+ connecties Voorzitter Islam en Burgerschap, Influencer of the Year 2008, Officier in de Orde van Oranje Nassau Jacob Stuurwold Programmaleider internationaal netwerk Paul Laaper Docent Horeca EXTERNE INFLUENCERS Guru’s Rachel Linthorst Recruiter Trainees at Landal Greenparks 112 followers Michiel van den Anker Loopbaanbegeleider voor Jongeren regio Utrecht 172 followers Matthijs van de Bos HRM-specialist Lotte van Opstal Uitblink-student Nederlandse Pop-Academie Geke Buwalda Projectleider Creatieve Industrie EXTERNE PLATFORMS Gemeenten en instanties – www.mboraad.nl – www.platformmiddennederland.nl – www.beteronderwijsnederland.nl – www.deonderwijsagenda.nl – www.rijksoverheid.nl – www.aanvalopschooluitval.nl – www.kijkoponderwijs.nl (over onderwijs in utrecht) – www.platformbewegenensport.nl (mbo) – www.hetplatformberoepsonderwijs.nl – www.cvicommunity.nl/home Jongeren / scholieren – www.hu.nl (Hogeschool Utrecht) – www.hku.nl (Hogeschool voor de Kunsten Utrecht) – www.laks.nl – www.jong030.nl – www.uceestation.nl/utrecht – www.stoersteopleiding.nl – www.job.nl – www.roc.nl – www.tkmst.nl Bedrijven – ROC MN Alumni – Linkedin Group (24 members) SPEELVELD ROC MN Belangrijkste thema’s – BBL – Uitval in het mbo – Veiligheid op school / mbo – Beroepsorientatie – Doorstroom hbo – Bereikbaarheid – Stage – Participatieonderwijs – Vakscholen Concurrenten – ROC Asa – ROC van A’dam – A12 – Rijn IJssel – ROC Rivor Doelgroepen – Jongeren (Haal er uit wat er in je zit) – Volwassenen (Meer kunnen doen) – Bedrijven (Het beste naar boven halen) – Decanen (Haal er uit wat er in ze zit) – Gemeenten en instanties (Meer doen en meedoen) LANDELIJK SPEELVELD Totaal aantal ROC’s: Totaal aantal ROC-studenten: Waarvan BOL-studenten: Waarvan BBL-studenten: 25% = jonger dan 18 jaar 75%=ouder dan 18 jaar 70 516.000 334.000 160.000
  • And keep on working on it! CORPORATE SPEELVELD Issues – schaalvergroting – fusies – het nieuwe leren – reorganisaties – marktwerking – ... ORGANISATIE ROC MN Jongeren / scholieren Belangrijkste Hyves-groepen: – www.rocmnzenw.hyves.nl 1494 leden (Zorg & Welzijn) – ROC MN Amerikalaan, Utrecht 528 leden – ROC MN Unit Techniek & Innovatie 87 leden – ROC MN Amersfoort 67 leden – ROC MN Nieuwegein 57 leden – ROC MN Recreatie 88 leden Stakeholders – Linkedin Group ROC MN 90 leden (n.b.: er zijn in totaal 482 ROC MN medewerkers actief op Linkedin) Doelgroepen – Jongeren – Volwassenen – Bedrijven – Decanen – Gemeenten en instanties INTERNE PLATFORMS Platforms – www.rocmn.nl – ROC Intranet – www.sport.rocmn.nl – www.automotive.rocmn.nl – Leerdomein-portals in oprichting Vavo Lyceum , Tech College, Bouw College, Beauty College, Business & Administration College, Horeca & Travel College, Welzijn College, Gezondheidszorg College, Veiligheid & Defensie College, ICT College en Creative College INTERNE INFLUENCERS Ambassadeurs Leonard Geluk Voorzitter CvB ROC MN 500+ connecties Lid Panel van Wijzen Onderwijsagenda.nl Mohammed Sini 500+ connecties Voorzitter Islam en Burgerschap, Influencer of the Year 2008, Officier in de Orde van Oranje Nassau Jacob Stuurwold Programmaleider internationaal netwerk Paul Laaper Docent Horeca EXTERNE INFLUENCERS Guru’s Rachel Linthorst Recruiter Trainees at Landal Greenparks 112 followers Michiel van den Anker Loopbaanbegeleider voor Jongeren regio Utrecht 172 followers Matthijs van de Bos HRM-specialist Lotte van Opstal Uitblink-student Nederlandse Pop-Academie Geke Buwalda Projectleider Creatieve Industrie EXTERNE PLATFORMS Gemeenten en instanties – www.mboraad.nl – www.platformmiddennederland.nl – www.beteronderwijsnederland.nl – www.deonderwijsagenda.nl – www.rijksoverheid.nl – www.aanvalopschooluitval.nl – www.kijkoponderwijs.nl (over onderwijs in utrecht) – www.platformbewegenensport.nl (mbo) – www.hetplatformberoepsonderwijs.nl – www.cvicommunity.nl/home Jongeren / scholieren – www.hu.nl (Hogeschool Utrecht) – www.hku.nl (Hogeschool voor de Kunsten Utrecht) – www.laks.nl – www.jong030.nl – www.uceestation.nl/utrecht – www.stoersteopleiding.nl – www.job.nl – www.roc.nl – www.tkmst.nl Bedrijven – ROC MN Alumni – Linkedin Group (24 members) SPEELVELD ROC MN Belangrijkste thema’s – BBL – Uitval in het mbo – Veiligheid op school / mbo – Beroepsorientatie – Doorstroom hbo – Bereikbaarheid – Stage – Participatieonderwijs – Vakscholen Concurrenten – ROC Asa – ROC van A’dam – A12 – Rijn IJssel – ROC Rivor Doelgroepen – Jongeren (Haal er uit wat er in je zit) – Volwassenen (Meer kunnen doen) – Bedrijven (Het beste naar boven halen) – Decanen (Haal er uit wat er in ze zit) – Gemeenten en instanties (Meer doen en meedoen) LANDELIJK SPEELVELD Totaal aantal ROC’s: Totaal aantal ROC-studenten: Waarvan BOL-studenten: Waarvan BBL-studenten: 25% = jonger dan 18 jaar 75%=ouder dan 18 jaar 70 516.000 334.000 160.000
  • 20011|Netnografie ROC Midden Nederland Amsterdam, Nederland www.totalactivemedia.nl Netnografie De lagen in marketing-communicatie betreffen (1) corporate speelveld, (2) organisatie ROC MN, (3) interne platforms, (4) interne influencers - ambassadeurs, (5) externe influencers - guru’s, (6) externe platforms, (7) speelveld ROC MN en (8) het landelijk speelveld. Thema’s en actualiteiten uit de samenleving worden gefilterd van buitenuit door concurrenten en doelgroepen, wat leidt tot bepaalde platforms. Bij deze externe platforms vormen guru’s weer invloedrijke link met ambassadeurs van het ROC MN, die op zijn beurt weer thema’s doorvoert in de organisatie tot op corporate niveau. Thema’s VSV en verzuim College invoering: kleinschalig onderwijs/vakschool Veiligheid op school Stageplaatsen MBO Doorlopende leerlijnen Aanbod Nederlands en Engels MBO (coaching/tandemleren, maatjesproject, examinering) Loopbaanbegeleiding HUisvesting en bereikbaarheid Bezuinigingen door 30+ maatregel Levenlang leren Samenwerken met maatschappelijke partners (bedrijven, non-profit, organisaties, overheden, scholen, etc.) Focus (intern) Participatieonderwijs TOTAL ACTIVE MEDIA Netnografie ROC Midden Nederland CORPORATE SPEELVELD Issues – schaalvergroting – fusies – het nieuwe leren – reorganisaties – marktwerking – ... ORGANISATIE ROC MN Jongeren / scholieren Belangrijkste Hyves-groepen: – www.rocmnzenw.hyves.nl 1494 leden (Zorg & Welzijn) – ROC MN Amerikalaan, Utrecht 528 leden – ROC MN Unit Techniek & Innovatie 87 leden – ROC MN Amersfoort 67 leden – ROC MN Nieuwegein 57 leden – ROC MN Recreatie 88 leden Stakeholders – Linkedin Group ROC MN 90 leden (n.b.: er zijn in totaal 482 ROC MN medewerkers actief op Linkedin) Doelgroepen – Jongeren – Volwassenen – Bedrijven – Decanen – Gemeenten en instanties INTERNE PLATFORMS Platforms – www.rocmn.nl – ROC Intranet – www.sport.rocmn.nl – www.automotive.rocmn.nl – Leerdomein-portals in oprichting Vavo Lyceum , Tech College, Bouw College, Beauty College, Business & Administration College, Horeca & Travel College, Welzijn College, Gezondheidszorg College, Veiligheid & Defensie College, ICT College en Creative College INTERNE INFLUENCERS Ambassadeurs Leonard Geluk Voorzitter CvB ROC MN 500+ connecties Lid Panel van Wijzen Onderwijsagenda.nl Mohammed Sini 500+ connecties Voorzitter Islam en Burgerschap, Influencer of the Year 2008, Officier in de Orde van Oranje Nassau Jacob Stuurwold Programmaleider internationaal netwerk Paul Laaper Docent Horeca EXTERNE INFLUENCERS Guru’s Rachel Linthorst Recruiter Trainees at Landal Greenparks 112 followers Michiel van den Anker Loopbaanbegeleider voor Jongeren regio Utrecht 172 followers Matthijs van de Bos HRM-specialist Lotte van Opstal Uitblink-student Nederlandse Pop-Academie Geke Buwalda Projectleider Creatieve Industrie EXTERNE PLATFORMS Gemeenten en instanties – www.mboraad.nl – www.platformmiddennederland.nl – www.beteronderwijsnederland.nl – www.deonderwijsagenda.nl – www.rijksoverheid.nl – www.aanvalopschooluitval.nl – www.kijkoponderwijs.nl (over onderwijs in utrecht) – www.platformbewegenensport.nl (mbo) – www.hetplatformberoepsonderwijs.nl – www.cvicommunity.nl/home Jongeren / scholieren – www.hu.nl (Hogeschool Utrecht) – www.hku.nl (Hogeschool voor de Kunsten Utrecht) – www.laks.nl – www.jong030.nl – www.uceestation.nl/utrecht – www.stoersteopleiding.nl – www.job.nl – www.roc.nl – www.tkmst.nl Bedrijven – ROC MN Alumni – Linkedin Group (24 members) SPEELVELD ROC MN Belangrijkste thema’s – BBL – Uitval in het mbo – Veiligheid op school / mbo – Beroepsorientatie – Doorstroom hbo – Bereikbaarheid – Stage – Participatieonderwijs – Vakscholen LANDELIJK SPEELVELD Totaal aantal ROC’s: Totaal aantal ROC-studenten: Waarvan BOL-studenten: Waarvan BBL-studenten: Klassiek model 70 CORPORATE SPEELVELD ORGANISATIE ROC MN INTERNE PLATFORMS INTERNE INFLUENCERS EXTERNE INFLUENCERS EXTERNE PLATFORMS SPEELVELD ROC MN LANDELIJK SPEELVELD 516.000 334.000 160.000 25% = jonger dan 18 jaar 75%=ouder dan 18 jaar Concurrenten – ROC Asa – ROC van A’dam – A12 – Rijn IJssel – ROC Rivor Doelgroepen – Jongeren (Haal er uit wat er in je zit) – Volwassenen (Meer kunnen doen) – Bedrijven (Het beste naar boven halen) – Decanen (Haal er uit wat er in ze zit) – Gemeenten en instanties (Meer doen en meedoen) corporate tangeled doelgroepen publiek Moderne ontwikkelingen CORPORATE SPEELVELD ORGANISATIE ROC MN INTERNE PLATFORMS INTERNE INFLUENCERS EXTERNE INFLUENCERS EXTERNE PLATFORMS SPEELVELD ROC MN LANDELIJK SPEELVELD Verdeling leerdomeinen/sectoren (landelijk) Groen 30.000 Economie 157.000 longtail platforms adaptive cap: ‘learning organisation’ ‘communities of practice’ WOM / MUM Zorg & Welzijn 166.000 Techniek 163.000 CORPORATE SPEELVELD ORGANISATIE ROC MN INTERNE PLATFORMS INTERNE INFLUENCERS EXTERNE INFLUENCERS EXTERNE PLATFORMS Hoeveelheid leerlingen (ROC MN) 5500 leerlingen 2200 leerlingen BUSINESS & ADMINISTRATION COLLEGE TECH COLLEGE 1700 leerlingen CREATIVE COLLEGE Totaal aantal leerlingen: 26.000 ROC MN = sterk in Beroeps Begeleidende Leerweg (BBL=4 dagen leren, 1 dag werken) WOM: Word Of Mouth MLM: Multi-Level Marketing SPEELVELD ROC MN LANDELIJK SPEELVELD
  • Rethink markets © TOTAL IDENTITY Assignment #2 Plot your organization’s netnography. Find specific themes, Long Tail groups and communities. Pinpoint the ambassadors and influencers that matter and find out wether or not you can use them in your strategy.
  • © TOTAL IDENTITY
  • © TOTAL IDENTITY The change The big shift
  • Goal #3 © TOTAL IDENTITY Why do we own a car when we need mobility? Why do we own a drill if we only use it for 5 holes on average? And, as a matter of fact, why do we need to own anything if owning stuff makes us reluctant to change? Rachel Botsman shows us a new paradigm. The Big Shift helps us move away from consumerism.
  • 21TH CENTYRY CREDIT REPUTATION + + ADVERTISING COMMUNITY + + INDIVIDUAL FRIENDSHIP SHARED ACCESS = = HYPER CONSUMPTION © TOTAL IDENTITY 20TH CENTYRY COLLABORATIVE CONSUMPTION
  • Rethink opportunities © TOTAL IDENTITY Assignment #3 Following the three aspects of The Big Shift towards collaborative consumption - reputation, community and shared access - write down what these aspects can influence in your organization and how they can be capitalized.
  • © TOTAL IDENTITY
  • © TOTAL IDENTITY Inside out
  • © TOTAL IDENTITY My world Communication = innovation
  • Goal #4 © TOTAL IDENTITY Social media publishing makes me learn. It has developed me mentally and intellectually and makes me do things better and faster than I did before. But only if I use it in an integral way, in all aspects of my learning progress. What the Kolb learning process can make clear personally, so does the social innovation cycle for your organization.
  • 2 3 4 5 6 7 8 9 RULER OF ONLINE DNA
  • 2 3 4 5 6 7 8 9 ONLINE DNA VAN MARTIJN ARTS
  • 2 3 4 5 ACTIVE USE 6 7 8 9 PASSIVE USE ONLINE DNA VAN MARTIJN ARTS
  • 2 3 4 5 ACTIVE USE 6 7 8 9 PASSIVE USE ONLINE DNA VAN MARTIJN ARTS
  • 5:9 2 3 4 5 ACTIVE USE 6 7 8 9 PASSIVE USE ONLINE DNA VAN MARTIJN ARTS
  • m sources es sa gin g agg reg ati e ring sha fil e social networks ial soc ia ed m
  • messaging aggregation filesharing sources You networks media
  • messaging aggregation filesharing sources You networks media
  • innovation process
  • Phase 6. Phase 1. Evaluation is often forgotten. This is a shame because evaluation generates a lot of intelligence that is necessary for future processes. Traditionally evaluation was done by periodical market research. Traditionally desk research is done. Online research is now common, looking for data and new developments. Talking to others, calling and emailing helps to get to know “what’s new”. Evaluation Intelligence Phase 2. Phase 5. Dialogue Dialogue is necessary to improve. This holds also for all publications. Traditionally people communicate with collegues of with others, e.g. on formal events. innovation process Network For each innovation and communication goal a network or target audience needs to be identified. Also, the staff needs to be examined. Traditionally external market research is done and CRM and database marketing is used. Phase 4. Phase 3. After finishing work, the result needs to be published and archived. Normally people store data on the company network. Publication is only for those who are involved. Practical operation normally is not connected woth the communication department. Everybody works with their own tools. Some standard like Microsoft Office. Other tools are more speacialized. Publication Operation
  • reflexion Quadrant 2. Quadrant 1. People with an Assimilating learning style are less focused on people and more interested in ideas and abstract concepts. People with this style are more attracted to logically sound theories than approaches based on practical value. These learning style people is important for effectiveness in information and science careers. In formal learning situations, people with this style prefer readings, lectures, exploring analytical models, and having time to think things through. Kolb called this style 'Diverging' because these people perform better in situations that require ideas-generation, for example, brainstorming. People with a Diverging learning style like to gather information. They are interested in people and tend to be imaginative and emotional. People with the Diverging style prefer to work in groups, to listen with an open mind and to receive personal feedback. Explore “dromer” Analysis “denker” Kolb’s conceptualization learning Styles Quadrant 3. Kolbs Learning Styles www.vergouwenoverduin.nl/Testen_Kolbtest.html www.123test.nl/leerstijl experience Quadrant 4. Decide “beslisser” People with a Converging learning style are best at finding practical uses for ideas and theories. They can solve problems and make decisions by finding solutions to questions and problems. People with a Converging learning style are more attracted to technical tasks and problems than social or interpersonal issues. A Converging learning style enables specialist and technology abilities. People with a Converging style like to experiment with new ideas, to simulate, and to work with practical applications.. Test. Learning styles Act “doener” People with an Accommodating learning style will tend to rely on others for information than carry out their own analysis. This learning style is prevalent and useful in roles requiring action and initiative. People with an Accommodating learning style prefer to work in teams to complete tasks. They set targets and actively work in the field trying different ways to achieve an objective. experientation
  • evaluation intelligence Google Analytics Twittercounter Unilyzer Scoutlabs dialogue Twitter GoogleWave Socializr LinkedIn Groups Google Alerts Delicious StumbleUpon Digg innovation process Slideshare (prezi) YouTube (Flickr) WordPress (blogger) Scribd (docstoc) publishing LinkedIn Facebook Hyves Ning Google Docs WeShare (dropbox) iGoogle TWiki operation network
  • Overview of Social Media DELICIOUS evaluation intelligence DIGG STUMBLEUPON GOOGLE ALERTS plotted in an innovation process The innovation process is used in this graph to plot all analyzed social media services. The phases in an innovation process are (1) intelligence, (2) network, (3) operation, (4) publishing, (5) dialogue and (6) evaluation. In every sextant at least four social media services are visible. Some of these services can be extended to other quadrants too. Therefore, some services cover more that one sextant. A complete social media mix covers all sextants with services that you REALLY use, as well as your target audience. NING HYVES FACEBOOK LINKEDIN UNILYZER SCOUTLABS TWITTERCOUNTER GOOGLE ANALYTICS Google Alerts Delicious StumbleUpon Digg LinkedIn Facebook Hyves Ning Google Docs WeShare (dropbox) SCRIBD iGoogle SOCIALIZR TWiki LINKEDIN GROUPS Slideshare (prezi) GOOGLE DOCS WESHARE TWIKI IGOOGLE GOOGLE WAVE TWITTER WordPress YouTube Scribd SLIDESHARE dialogue network YOUTUBE WORDPRESS Twitter GoogleWave Socializr LinkedIn Groups Google Analytics Twittercounter Unilyzer Scoutlabs publishing operation
  • DELICIOUS evaluation intelligence DIGG STUMBLEUPON GOOGLE ALERTS NING HYVES FACEBOOK LINKEDIN www.vergouwenoverduin.nl/Testen_Kolbtest.html UNILYZER SCOUTLABS TWITTERCOUNTER GOOGLE ANALYTICS dream think SCRIBD SOCIALIZR decide LINKEDIN GROUPS GOOGLE WAVE do TWITTER GOOGLE DOCS WESHARE TWIKI IGOOGLE SLIDESHARE dialogue network YOUTUBE WORDPRESS publishing operation
  • Overview of Social Media *$#+,+"-) evaluation intelligence *+!! )(-./#$-0"1 Corporate Social Media Phase 6. Evaluation Unilyzer Social media and internet marketing software. Designed as a dashboard, showing your performance on all social media en social networks. default professional social media mix Phase 1. Intelligence Google Alerts Webservice that sends a mail with links that mentioned the entered searchstring. Todo’s - Start using Unilyzer - Take time to set it up - make it good! - Integrate in iGoogle (if possible) plotted in an innovation process Todo’s - Define at least 5 keywords - Start with project name or company name - Follow up on all leads - Integrate in iGoogle - Learn and end with 10 valuable keywords Phase 5. Dialogue !""!#$%&#$'() Phase 2. Network Twitter The innovation process is used in this graph to plot all analyzed social media services.The phases in an innovation process are (1) intelligence, (2) network, (3) operation, (4) publishing, (5) dialogue and (6) evaluation. In every sextant at least four social media services are visible. Some of these services can be extended to other quadrants too.Therefore, some services cover more that one sextant. A complete social media mix covers all sextants with services that you REALLY use, as well as your target audience. 1+1! Social network. Used mainly by professionals above 30 years old. Integrates well with other social media like Twitter, Slideshare and Wordpress. Todo’s - Make a profile / complete until at least 80% - Follow all familiar persons (from project) - Follow people from competition / critics - Integrate Twitter in iGoogle - Use Shareoholic in browser for fast tweets - Try to find something that doesn’t take time - Try Twittercounter and see what works 456$) LinkedIn Webservice used for notifications of 140 characters to followers. Can be integrated in other social network sites.Also, social media site tweet new favorites and posts. Todo’s - Update your profile until at least 80% - Mention project / company well - Organize LinkedIn - Ask for recommendations - Start a LinkedIn Group - Apply for all applicable LinkedIn Groups - Integrate Slidehare in LinkedIn - Use LinkedIn for finding professionals 2&,$/""3 Phase 4. Publishing Phase 3. Operation Slideshare iGoogle Website aon which slides (Powerpoint, PDF et cetera) are published. Can be used for inspiration as well as publishing or archiving presentations. #+13$*+1 Personalized overview of news and functionalities (RSS and gadgets). Used as startpage of the browser. Todo’s - Make a profile / complete until at least 80% - Upload a slide completely (use keywords) - Integrate slideshare in LinkedIn / iGoogle For further assistance please call or e-mail Martijn Arts (marts@totalactivemedia.nlor +31 6 21267898) or go to Total Active Media ( www.totalactivemedia.nl + 31 20 750 9450) or Todo’s - Start an iGoogle page - Start with all applicable RSS feeds - Integrate Google Alerts,Twitter, Slideshare - Integrate Google Docs & Spreadsheets - Find suitable simple gadgets (e.g. translate) -1+#57$' ),"-(#&/) (8+(($',"-1($' Campaign Social Media Phase 6. Evaluation Scoutlabs !""!#$%&1&#5(+,) Google Alerts Social media dashboard to track and analyse marketing data of social network tools default professional social media mix Todo’s - Start using Scoutlabs (30 day trial) - Take time to set it up - make it good! - Analyze at least every day 5 minutes - Make a full analysis after 30 days - Buy Scoutlabs if experience is positive Delicious StumbleUpon Digg Phase 2. Network Hyves A free Dutch social networking site.The focus of this website is on keeping in touch with existing friends and making new friends. It is comparable with other social networking sites. Todo’s - Look at existing Hyves gadgets and learn - Try to find applicable hyves - If suitable, create a hyve - Search for hyves as referrer to your site Phase 5. Dialogue Phase 2. Network Twitter LinkedIn LinkedIn Webservice used for notifications of 140 characters to followers. Can be integrated in other social network sites.Also, social media site tweet new favorites and posts. Social network. Used mainly by professionals above 30 years old. Integrates well with other social media like Twitter, Slideshare and Wordpress. Facebook Todo’s - Make a profile / complete until at least 80% - Follow all familiar persons (from project) - Follow people from competition / critics - Integrate Twitter in iGoogle - Use Shareoholic in browser for fast tweets - Try to find something that doesn’t take time - Try Twittercounter and see what works Todo’s - Update your profile until at least 80% - Mention project / company well - Organize LinkedIn and start a Group - Try to find applicable LinedIn Groups - Search for LinkedIn as referrer to own site Hyves Ning Google Docs Phase 4. Publishing )",+&#+7' #+13$*+1%!'"-0) Slideshare (prezi) !""!#$%*",) 8$)4&'$ !""!#$%8&6$ The largest social network in the world. If Facebook was a country it would be the third in the world. Todo’s - Make an account and collect favorites - Analyze successful videos (target audience) - Click on suggested videos daily - Make your own video and upload (try it!) - Try also VIMEO - If applicable create a channel ),'+/* TWiki For further assistance please call or e-mail Martijn Arts (marts@totalactivemedia.nlor +31 6 21267898) or go to Total Active Media ( www.totalactivemedia.nl + 31 20 750 9450) or Todo’s - Look at existing Facebook gadgets and learn - Try to find applicable Facebook Groups - If suitable, create a Facebook Group - Search for Facebook as referrer to own site (8+3+ +!""!#$ (8+(($' WordPress Scribd Facebook A video sharing website on which users can upload and share videos. iGoogle YouTube Phase 2. Network YouTube WeShare (dropbox) Publishing Social Media Phase 6. Evaluation Google Analytics )#+*$)4&'$ dialogue network 5"-(-/$ 8"'*0'$)) Twitter A free service offered by Google that generates detailed statistics about the visitors to a website. default professional social media mix Todo’s - Start using Google Analytics (its free!) - Take time to set it up - make it good! - Analyze at least every day 5 minutes - Make a full analysis after 30 days - Buy Scoutlabs if experience is positive Phase 1. Intelligence Digg social news website made for people to discover and share content from anywhere on the Internet, by submitting links and stories, and voting and commenting on submitted links and stories. Todo’s - Follow Digg homepage at least once a day - Make an account and personalize - Integrate Digg RSS in iGoogle - Search for othe news RSS feeds - Integrate also othe feeds in iGoogle Phase 5. Dialogue GoogleWave Phase 2. Network Twitter LinkedIn Groups Google Analytics Social network. Used mainly by professionals above 30 years old. Integrates well with other social media like Twitter, Slideshare and Wordpress. Todo’s - Make a profile / complete until at least 80% - Follow all familiar persons (from project) - Follow people from competition / critics - Integrate Twitter in iGoogle - Use Shareoholic in browser for fast tweets - Try to find something that doesn’t take time - Try Twittercounter and see what works Socializr LinkedIn Webservice used for notifications of 140 characters to followers. Can be integrated in other social network sites.Also, social media site tweet new favorites and posts. Todo’s - Update your profile until at least 80% - Mention project / company well - Organize LinkedIn - Ask for recommendations - Start a LinkedIn Group - Apply for all applicable LinkedIn Groups - Integrate Slidehare in LinkedIn - Use LinkedIn for finding professionals Twittercounter Unilyzer Scoutlabs Overview of Social Networks October 2008 plotted on a world map Overview of Social Web Involvement The map provides a global snapshot of active social web involvement by market. The charts show the percentages those who are active by each form of social involvement. The size of the arch’s, represents the audience volume in millions. Visit globalwebindex.net to find the reasons behind the trends, how different demograhics are involved, what motivates web users to get online and the quantification of how brands should be active in social media. Bebo Cloob (IR) operation publishing plotted on a world map The data shows the highest ranking social network for each country by traffic, not by members, page views or any other method. Data was taken from Alexa.com on 16th of oktober 2008. Alexa data comes from users who have an Alexa toolbar as well as“data obtained from other diverse traffic data sources” Alexa.com. CyWorld (SKorea) November 2009 Social Web Involvement in the Netherlands Flickr is ranked #5 (20)* YouTube is ranked #5 (3)* LinkedIn is ranked #1 (12) Blogging is not in top10 Twitter is ranked #10 (13) * in World Traffic Rank (general ranking in Netherlands) Netherlands March 2010 Overview of Age and activity what people are doing and who participates This graph shows people by their activity and age group. Creators publish Web pages, write blogs, upload a video to sites like YouTube. Critics comment on blogs and posts ratings and reviews.Collectors use Really Simple Sindication (RSS) and tag Web pages to gather information. Joiners use social networking sites. Spectators read blogs, watch peer-generated videos, and listen to podcasts, Inactives are online but don’t yet participate in any form of social media. Draugiem.lv Creators Facebook Upload photos onlne Critics Faces.md Impulse.bg Uploaded a video onlne Collectors Friendster Manage a social network profile Joiners Hi-5 Written your own blog Hyves (NL) Use micro-blogging webservice IRC Galleria (FI) Iwiw.hu (HU) Lide (CZ) Spectators 0 Inactives Mixi Nasza-Klasa (PL) Netlog (SI) More about the study Orkut Perfspot Skyrock StudiVZ Tuenti (SP) V Kontakte Wretch (TW) Xiaonei www.oxyweb.co.uk Countries in grey do not have data available and for a few countries it was difficult to identiy local social networks and therefor were omitted from the map. Global web index interviewed 32.000 web users in the 16 countries represented in this chart to provide a unique international perspective on web behaviour and social media involvement across the world. More importantly, Social Web Inex explored the impact on consumer behaviour, the power of social communications and the role for brands. The Global Web Inex was created by trendstream in partnership with Lightspeed research February 2008 Overview of Demographics Demographics of a few major social networks This graph shows the demographics of four commonly used professional and semi professional social networks. All statistics are from Google Ad Planner and have been copied from a blog post of briansolis.com. Slideshare An open source blog publishing application powered by PHP and MySQL which can also be used for content management. a business media site for sharing presentations, documents and pdfs with a professional community that regularly comments, favorites and downloads content. Todo’s - Write a blog and send it to relevant blogs - Try to become a blogger for different blogs - Blog article at least once every fortnight - Integrate blogs on corporate website - Use Shareoholic for easier meso-blogging - Open a blog on wordpres.com, blogger or... For further assistance please call or e-mail Martijn Arts (marts@totalactivemedia.nlor +31 6 21267898) or go to Total Active Media ( www.totalactivemedia.nl + 31 20 750 9450) or Overview of October Gender Balance 2009 Chicks rule! > 65: 55 - 64: 45 - 54: 35 - 44: 25 - 34: 18 - 24 0 - 17 3 3 % women 50 4 $ 0 - $ 25k: $ 25 - $ 50k: $ 50 - $ 75k: $ 75 - $ 100k: $ 100 - $ 150k: > $ 150k: 16 16 4 28 31 3 10 20 25 17 10 15 14 20 14 18 57 5 16 9 14 M, 31 M 6,1%, 2,4% 800 M, 1,4 B 85 M, 160 M 6, 5.1 9:40, 9:00 12 18 22 7 90 4 3 12 7 10 16 23 23 18 11 % without children Unique visitors: Reach: Page views: Total visits: Avg. visits per visitor: Avg. time on site: Forrester research Phase 4. Publishing Wordpress Masters degree: Bachalors degree: Some college: High school: Less than HS diploma: Myspace One.it Phase 4. Publishing 37 34 8 36 4 14 13 22 110 M, 370 M 45,6%, 28,8% 52 B, 160 B 3.1 B, 8.7 B 28, 23 20:00, 23:20, 7 36 28 34 18 10 17 5.6 M, 18 M 10.1 %, 5.1% 250 M, 650 M 28 M, 74 M 5, 4.1 11:40, 11:40 29 This graph is based on US gender figures and worldwide traffic figures. * M = million more monthly female of male visitors 57 10 16 13 64 20 14 20 59 3 64 8 11 16 8 11 This graph shows the gender balance on social networking websites. Only one social networking website is a patriarchy, namely Digg. LinkedIn, YouTube, deviantART and Delicious are equalities and all (12) others are matriarchies. 27 30 72 8 24 48 9 47 12 24 M, 66 M 10,1%, 5.1% 2.1 B, 4 B 270 M, 550 M 611 8.3 12:10, 11:40 InformationisBeautiful.net October 2009 Todo’s - Make a profile / complete until at least 80% - Upload a slide completely (use keywords) - Integrate slideshare in LinkedIn / iGoogle
  • Communication = innovation © TOTAL IDENTITY @arts118
  • Published by others to: totalactivemedia.nl contacted opinion leaders Published manually to: Posted by others to: personal section; 18 followers pers. profile; 458 connections retweeted multiple times Posted manually to: Published automatically on: Published by others to: personal section; 403 followers four new customers Published automatically on: personal profile; 76 followers homepage - featured section Posted manually to: RESULTS 5144 views on slideshare 49 favs on slideshare 26 embeds via slideshare 4 times most tweeted on slideshare 1 time posted as featured on slideshare > 1.500 times viewed on Frankwatching 3 x as much views on totalactivemedia.nl Udated automatically by: and therefore indexed Published by others to: home - most tweeted section Manually actions by others: embedded in blogs 23 embeds Posted by others to: retweeted multiple times personal section; 403 followers Manually actions by: e-mail (signature) reaching customers / partners Published manually to: embedded the slideshare Posted manually to: personal section; 403 followers Manually actions by: e-mail and iPhone contacted (5) opinion leaders
  • WIKIPEDIA ENTRY BY MARTIJN ARTS
  • Rethink progress Assignment #4 Find out what your Kolb learning style is and plot that in the social innovation cycle. You will find what social media tools will suit you best. Then do the same for your nearest colleagues. Try to balance to team in order to achieve progress. © TOTAL IDENTITY If so desired, I can deliver an organizational test to find out your organization’s enneagram. It shows the challenges and strengths. It helps you create a better social media and online strategy.
  • © TOTAL IDENTITY Practical world ’De schijf van vijf’
  • Goal #5 © TOTAL IDENTITY Quickfix number one for your social management is to extend your visual identity with branding ingredients and branded content. Quickfix number two is to use socialmediapolicies.com. Quickfix number three is to use the 'Schijf van 5' of social media. Integral use of all common and proven social media platforms.
  • Schijf van 5 network
  • ‘Schijf van 5’ of [LOGO] The fijve essentuial parts of any social media are so essential, that they should be part of any brandbook and marketing toolbox. The five ingredients are: (1) Video broadcasting and sharing, (2) professional network maintenance, (3) consumer fan base, (4) Webcare and notification with Twitter and (5) younger target audiences. Social Media The basics ingredients of social media The fijve essentuial parts of any social media are so essential, that they should be part of any brandbook and marketing toolbox. The five ingredients are: (1) Video broadcasting and sharing, (2) professional network maintenance, (3) consumer fan base, (4) Webcare and notification with Twitter and (5) younger target audiences. network
  • © TOTAL IDENTITY Best practice
  • ‘Schijf van 5’ of Social Media The basics ingredients of social media The fijve essentuial parts of any social media are so essential, that they should be part of any brandbook and marketing toolbox. The five ingredients are: (1) Video broadcasting and sharing, (2) professional network maintenance, (3) consumer fan base, (4) Webcare and notification with Twitter and (5) younger target audiences. The fijve essentuial parts of any social media are so essential, that they should be part of any brandbook and marketing toolbox. The five ingredients are: (1) Video broadcasting and sharing, (2) professional network maintenance, (3) consumer fan base, (4) Webcare and notification with Twitter and (5) younger target audiences. network
  • Rethink practicalities © TOTAL IDENTITY Assignment #5 Write down an integral strategy to use the ‘Schijf van 5’, choose the fifth element and write down what needs to change - or rooted out - in your organization.
  • © TOTAL IDENTITY
  • © TOTAL IDENTITY Organize engagement Harvard and Forrester
  • © TOTAL IDENTITY Goal #6 Forrester identifies five social media maturity levels. The final level is achieved by 'zen'-like organisations like Zappos and Dell, who engage all of it's staff and optimise all processes continuously using the Net Promotor Score (NPS). Research done by Harvard since 1997 shows that focus on engagement through all processes increases total shareholder value by 20%. Paradoxically, a focus on employee satisfaction increases the external client loyalty and profitability.
  • Testing Coordinating Scaling and optimizing Empowering Defining characteristic Resistant to any use of social technologies due to unwillingnes to participate or analysis paralysis Individuals or departments test in isolated pockets. Management begins to coordinate across teams and departments. Organization shift toward growing and improving social applications. Organization empowers all relevant employees by fostering and rewarding “HEROes.” Experience None In customer applications (e.g., Facebook) or employee applications limited to collaboration (e.g., Yammer) Use of customer applications expands; employee applications still mainly for collaboration Established customer and employee applications in place with continuous testing Core business applications have social features; customer and employee applications begin to blur. Resources None Individuals use applications part-time to help with current jobs. “Shepherds” bring teams Social media together and form organization in place governance council. with at least one fulltime resource All employees encouraged, enabled, and rewarded for using social technologies Processes None Strictly task-oriented (e.g., community management or listening) Move from strictly taskoriented to cross-team as departments work together Organization takes action in social conversations (i.e., product or service changes). Social elements incorporated into key corporate business processes (e.g., CRM) Measurement None Limited to “collecting” activities (e.g., tracking number of followers) Includes qualitative measures like “sentiment” Evolving into social intelligence by integrating with other measurements Social intelligence takes hold. Commitment © TOTAL IDENTITY Dormant None Limited managerial support and no longterm plan or philosophy Management commits to long-term plan and governance. Full managerial support culminates into w philosophy. Empowering employees is a business imperative. Culture None Social makes little impact on most employees’ day-to-day business. Employees have guidelines but social not integral in daily work Social activity becomes more common in everyday work processes but not fully ingrained. Social plays key role in day-to-day jobs of all relevant employees. SOURCE: Forrester’s Social Maturity Model
  • Engagement Profilability Employee Engagement Revenue Growth +20% Engagement can contribute up to Customer Loyalty Total Shareholder Value (TSV)* Customer Satisfaction © TOTAL IDENTITY Service Value Employee Satisfaction Employee Loyalty Employee Productivity *Service Profit Chain, Harvard Business review 1997
  • Engagement Profilability Employee Engagement Revenue Growth Employee Satisfaction Customer Loyalty Employee Loyalty Customer Satisfaction © TOTAL IDENTITY Service Value Employee Productivity
  • Engagement Profilability Total Active Media +20% Engagement can contribute up to Total Shareholder Value (TSV)* Customer Satisfaction Service Value © TOTAL IDENTITY Employee Engagement Revenue Growth Revenue Growth Customer Loyalty Profilability Employee Engagement Employee Satisfaction Employee Satisfaction Customer Loyalty Employee Loyalty Employee Productivity *Service Profit Chain, Harvard Business review 1997 Employee Loyalty Customer Satisfaction Service Value Employee Productivity
  • © TOTAL IDENTITY Rethink engagement Assignment #6 Try to think ‘backwards’: from the making of the product or service on to the delivery ending with advertising it. Find out what steps are all there and try and fin out how you can make your core processes more measurable and communicative. Both measurement as well as transparancy will improve the quality of all steps, ending in better client loyalty and profitability.
  • © TOTAL IDENTITY
  • © TOTAL IDENTITY
  • © TOTAL IDENTITY Business redesign 4 layers of success
  • Goal #7 © TOTAL IDENTITY Sharing products is a threat to product sales. Open source software is mostly free. Research shows that Open Data has no profitable business case. Still, on a more general level al these new developments offer business opportunities. It's time to rethink your business model to match the changing environment.
  • Overview of Social Media DELICIOUS evaluation intelligence DIGG STUMBLEUPON GOOGLE ALERTS plotted in an innovation process The innovation process is used in this graph to plot all analyzed social media services. The phases in an innovation process are (1) intelligence, (2) network, (3) operation, (4) publishing, (5) dialogue and (6) evaluation. In every sextant at least four social media services are visible. Some of these services can be extended to other quadrants too. Therefore, some services cover more that one sextant. A complete social media mix covers all sextants with services that you REALLY use, as well as your target audience. NING HYVES FACEBOOK LINKEDIN UNILYZER SCOUTLABS TWITTERCOUNTER GOOGLE ANALYTICS Google Alerts Delicious StumbleUpon Digg LinkedIn Facebook Hyves Ning Google Docs WeShare (dropbox) SCRIBD iGoogle SOCIALIZR TWiki LINKEDIN GROUPS Slideshare (prezi) GOOGLE DOCS WESHARE TWIKI IGOOGLE GOOGLE WAVE TWITTER WordPress YouTube Scribd SLIDESHARE dialogue network YOUTUBE WORDPRESS Twitter GoogleWave Socializr LinkedIn Groups Google Analytics Twittercounter Unilyzer Scoutlabs publishing operation
  • Interne Linked Online Locale In pressr Persber Group oom Socializr s nieuwsbrie icht Jaarversla update list k gne Online ingenbor ess Etalage Twitter Spam Intranet f Scoutlabs bannering d Unilyzer g jaarverslag Bulleti Analytics GRP onderzoek Blogging iGoogle Gaming gaming TWiki WeShare (Dropbox) Gastspreker (serious) Mededel WordPr board n gus Google en Mailing Faceboo campa ting Online / VODcast s Narrowcas ers analyz ab reclame e s er r cijf aly ze Kijk le an Logfi nter Twittercou Peilingen … Go ogl eA nal yt ics tl YouTube Catalo Kijkcijf Logfil verkoop ou ) RTV-commercial YouTube / PODcast Alerts sites ende G oo gle GR A P on na de ly t Uni rzo ics Online e jaa rve ly ze r k rsla Jaarve rslag g Facebook update Mailinglist ne cam pagps Loc ale Grou m dIn oo Lin ke essr ht pr ic er ine sb lizr Per cia f So rie sb et uw ran nie Int e rn encast meeting e kaartj re signatu Ning Interne Mail Visite O te Skype/scre Docs Google message Instant memo Interne In (prezi e ijkings Adviser Vergel Googl Sc O nl hare website re brochu Slides ate ate Corpor Corpor er (o nli s Scoutlabs lytic Ana oek gle z er er Goo nd ilyz Po n U GR Hyves Scribd Twitte Peilingen … Google Analytics rcount er Samenwerkin Tweetu (online) LinkedIn Inform atiem Sociaal Wikipe Deliciou g in am g G in m i ga ik us) T W gus board rezi) re site hu p Event Groups Facebook web io Yo uTub e re Tw clam it e/ Eta Spa ter VO Dca m la st / ge Sc ri PO RT VDca bd com st mer cia l YouTu Narrowca be ering sting en bann te broc e (p Cat alo Bulletin WordPress Mededelingenbord ra ate sh ar rpor Slide Co po ne )S W eS iG gsverband LinkedIn StumbleUpon Knipselkrant netwerk Websurve Enquete CRM Digg Polls s y oo har Ga Skype/scr eenc ast Googl e Do Insta cs nt me Inte ssage rn e (D e mem o ro pbo st sp x) Blo rek er gg in g gle appen dia s Interne meeting Mail signa Visite Sa m en w er Lin ke kin dIn Fa gs ve ia tw dIn ne ke al Lin oc rb G ce an ro kaa rtje Hy ve Ning Tw up eetu bo Ev s ture ok en t p s Yo uT eli u ne ng rin be en g W bo or rd dP Bu llet re ss in b oar d Cat alog us Slide share (prez i) Corpor ate bro chure Cor er e O nl in e ja Fa ar J ce bo aar ve ok ve rs Loc Ma upd rsla lag ale ili ng ate g c L inked ampag list n In Gr ou e Online pressro ps om Persbericht Socializr rief nieuwsb Interne ne t Intra t te r Twi m Spa ge a la Et d rib Sc t as Dc a l PO rci e t/ m as m Dc co O V/V RT m (s la ne c re er k Ad nd ijk rk p s er ts site oo le Al ings e ve rgel re Ve vise appen y Enquetes Delicious Wikipedia atiem Goog lls nt leUpon Websurve Inform g Po elkra Stumb M Dig Knips CR An aly Vergelijk ingssite s le … oog G Adviserende verkoop Kijkcijfers Logfi le an T alyze Pe witt r ilin erc ou ge nt e n r Corporate website nli e ub uT Yo ba n en ed M ed st in g ro w ca tic s kr el ps ni t e Link dIn e rk et w M CR gg Di lls Po al n an ia Soc Tweetup Event Facebook LinkedIn nd verba kings nwer Same Groups ) line (on K bl eU po n m St u Hy ve s Visi t eka a r tj Ma e il s ig nat ure In S te k rn yp Ni em ng e/ s ee cr G tin ee o g o nc gl as e t D oc s W eb su r ve y es et qu us En lic io a De Wi kip edi n ppe iem a mat lerts Info r Goog le A ge sa es o m t em an e m ) st ox rn In pb te ro In er (D ek re pr ha sts eS ng Ga W g gi Blo ogle iGo ing Ga m aming erious) g Online (s TWiki ar N d
  • Overview of Contact tuning plotted as a master switch board The ‘connected world’ is not only about social media and also not only about means of communication. It is also about marketing, service-design, Public Relations, and even more! The important thing is to have an overview of all channels that are used meaning not only communication channels but all so-called marketing channels. The important thing is to use the right frequency, amplification and pitch for all used channels. This results in a continuous relation with your audience, clienst or relations. This is called contact tuning. Freq Amp Pitch Masterclasses About 20-30 people are invited to all masterclasses,, clients and prospects. Corporate buzz We monitor all buzz of all staff using CARDIO buzz tracking. Broadcasting YouTube is used for all video’s. All public speeches are recorded. Corporate buzz Annual (pre-) event Internal plenary meeting Every event is preceded by a pre-event that introduces the event with a bang! Memo Social get together Free publicity CSR Press release All partners are obliged to seek free publicity at least six times a year. Quarterly update NPS questionnaire Bithday calendar update Suprise for customers The result of all planned channels is an increasing buzz with it’s climax end of september. This is the best data to have a lot of attention. The schools are pen again but media are still suffering form a ‘summer dip’. The buzz can easily be converted into valuable leads and even directly in clients. Free publicity Guerrilla activity Broadcasting Exhibition Opening / press meeting Dinner / lunch Tour David vragen VK.nl te bellen Guerril la actie bedenke n Market Seminar Monthly event Annual (pre-) event Interview / editorial Column Book Masterclasses Nog een congresje regelen
  • © TOTAL IDENTITY 4 layers of success
  • Social advances new P’s in the marketing mix and extensions New products, promotion-strategies, new pricing or business models and new distribution channels are invented in this phase. The organixation advances. Social nenewal new self or augmented self Social improvement Imporoving on the marketing mix Improving price-, product-, distributionand promotionstrategie with social media. Improving means more and more eficient. No new products or other parts of he marketing mix New social new worlds The new world unfolds... After having tried and tested new ways, one can improve one’s self. Like a caterpillar transforms into a butterfly, an organization transforms into a new one. In order to boldly go where no man has gone before.
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  • Key partners Key Activities Key Resources © TOTAL IDENTITY Cost Structure Value Propositions Customer Relationships Channels Revenue Streams Customer Segments
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  • Rethink business © TOTAL IDENTITY Assignment #6 Write down an integral strategy to use the ‘Schijf van 5’, choose the fifth element and write down what needs to change - or rooted out - in your organization.
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