The document discusses using social media services in an innovation process. It maps various social media services like Twitter, LinkedIn, and YouTube to the different phases of an innovation process (intelligence, network, operation, publishing, dialogue, evaluation). For each phase, it lists relevant social media services and provides "todos" or recommendations for using those services. The overall goal appears to be developing an effective social media strategy and mix by leveraging different services across all phases of the innovation process.

1. © TOTAL IDENTITY
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2. social
Reinventing journalism
media
Masterclass 7
Mobile & Social Media
© TOTAL IDENTITY
2013
Total Active Media | Total Identity
Renson van Tilborg - @rensoncontent
ir. Martijn Arts - @art118
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3. I am
@arts118
© TOTAL IDENTITY
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4. 4 ©TOTAL ACTIVE MEDIA
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5. Agenda
1.Mijn wereld
2.Nieuwe journalistiek in onze cases
3.Bevindingen
4.Business case tips
5.Boekentips
6.Fight club
5 ©TOTAL ACTIVE MEDIA
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6. Mijn wereld
6 ©TOTAL ACTIVE MEDIA
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7. donderdag 7 februari 13

8. 2 3 4 5 6 7 8 9
RULER OF ONLINE DNA
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9. 2 3 4 5 6 7 8 9
ONLINE DNA VAN MARTIJN ARTS
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10. 2 3 4 5 6 7 8 9
ACTIVE USE PASSIVE USE
ONLINE DNA VAN MARTIJN ARTS
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11. 2 3 4 5 6 7 8 9
ACTIVE USE PASSIVE USE
ONLINE DNA VAN MARTIJN ARTS
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12. 5:9
2 3 4 5 6 7 8 9
ACTIVE USE PASSIVE USE
ONLINE DNA VAN MARTIJN ARTS
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14. donderdag 7 februari 13

15. agg
reg
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m
es
sa
gin
sources g
ring
sha
fil e
ia
m ed
ial
soc
social networks
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16. messaging aggregation
sources filesharing
You
networks media
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17. messaging aggregation
sources filesharing
You
networks media
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19. innovation
process
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20. Phase 6. Phase 1.
Evaluation Intelligence
Evaluation is often forgotten. This is a Traditionally desk research is done. Online
shame because evaluation generates a lot research is now common, looking for data
of intelligence that is necessary for future and new developments. Talking to others,
processes. Traditionally evaluation was calling and emailing helps to get to know
done by periodical market research. “what’s new”.
Phase 2.
Phase 5. Network
Dialogue innovation For each innovation and communication
Dialogue is necessary to improve. This holds
also for all publications. Traditionally people process goal a network or target audience needs to
be identified. Also, the staff needs to be
communicate with collegues of with others, examined. Traditionally external market
e.g. on formal events. research is done and CRM and database
marketing is used.
Phase 4. Phase 3.
Publication Operation
After finishing work, the result needs to Practical operation normally is not
be published and archived. Normally connected woth the communication
people store data on the company department. Everybody works with their
network. Publication is only for those who own tools. Some standard like Microsoft
are involved. Office. Other tools are more speacialized.
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21. reflexion
Quadrant 2. Quadrant 1.
Analysis “denker” Explore “dromer”
People with an Assimilating learning style are Kolb called this style 'Diverging' because
less focused on people and more interested these people perform better in situations
in ideas and abstract concepts. People with that require ideas-generation, for example,
this style are more attracted to logically brainstorming. People with a Diverging
sound theories than approaches based on learning style like to gather information.
practical value. These learning style people is They are interested in people and tend to
important for effectiveness in information be imaginative and emotional. People with
and science careers. In formal learning the Diverging style prefer to work in
situations, people with this style prefer groups, to listen with an open mind and to
readings, lectures, exploring analytical receive personal feedback.
models, and having time to think things
through.
Kolb’s
learning
Test. Learning styles
Kolbs Learning Styles
conceptualization www.vergouwenoverduin.nl/Testen_Kolbtest.html experience
Styles www.123test.nl/leerstijl
Quadrant 3. Quadrant 4.
Decide “beslisser” Act “doener”
People with a Converging learning style are People with an Accommodating learning
best at finding practical uses for ideas and style will tend to rely on others for
theories. They can solve problems and make information than carry out their own
decisions by finding solutions to questions analysis. This learning style is prevalent and
and problems. People with a Converging useful in roles requiring action and initiative.
learning style are more attracted to People with an Accommodating learning
technical tasks and problems than social or style prefer to work in teams to complete
interpersonal issues. A Converging learning tasks. They set targets and actively work in
style enables specialist and technology the field trying different ways to achieve an
abilities. People with a Converging style like objective.
to experiment with new ideas, to simulate,
and to work with practical applications..
experientation
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22. evaluation intelligence
Google Analytics Google Alerts
Twittercounter Delicious
Unilyzer StumbleUpon
Scoutlabs Digg
Twitter LinkedIn
GoogleWave innovation Facebook
dialogue Socializr process Hyves network
LinkedIn Ning
Groups
Slideshare (prezi) Google Docs
YouTube (Flickr) WeShare (dropbox)
WordPress (blogger) iGoogle
Scribd (docstoc) TWiki
publishing operation
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23. DELICIOUS
Overview of
evaluation DIGG
intelligence
Social Media GOOGLE ALERTS
STUMBLEUPON
plotted in an innovation
process
The innovation process is used in this NING HYVES
graph to plot all analyzed social media
services. The phases in an innovation
process are (1) intelligence, (2)
network, (3) operation, (4) publishing, FACEBOOK
(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 LINKEDIN
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 UNILYZER
audience. SCOUTLABS
TWITTERCOUNTER
GOOGLE ANALYTICS
Google Alerts
Delicious
StumbleUpon
Digg
LinkedIn
Facebook
Hyves
Ning
Google Docs
WeShare (dropbox)
SCRIBD
iGoogle
SOCIALIZR
TWiki LINKEDIN GROUPS GOOGLE WAVE
GOOGLE DOCS
WESHARE
Slideshare (prezi) TWIKI
IGOOGLE
TWITTER
WordPress
YouTube SLIDESHARE
Scribd dialogue YOUTUBE
WORDPRESS
network
Twitter
GoogleWave
Socializr
LinkedIn Groups
Google Analytics
Twittercounter
Unilyzer
Scoutlabs publishing operation
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24. DELICIOUS
evaluation DIGG
STUMBLEUPON
intelligence
GOOGLE ALERTS
NING HYVES
FACEBOOK
LINKEDIN
www.vergouwenoverduin.nl/Testen_Kolbtest.html
UNILYZER
SCOUTLABS
TWITTERCOUNTER
GOOGLE ANALYTICS
dream
think
SCRIBD
SOCIALIZR
GOOGLE DOCS
decide
LINKEDIN GROUPS GOOGLE WAVE
WESHARE
TWIKI
TWITTER
do IGOOGLE
SLIDESHARE
dialogue YOUTUBE
WORDPRESS
network
publishing operation
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