Social Media: Executive MBA Course

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Social media explained to CIO's attending an Executive MBA in Business & IT at Nyenrode Business University (Breukelen, Netherlands). Containing seven blocks of theory and practical assignments. The goal is described as follows: "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."

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Social Media: Executive MBA Course

  1. social media Modular Executive MBA in Business & IT Nyenrode Business University Module: Market, Law and Ethic Block 1: Market and Marketing© TOTAL IDENTITY 2012 Total Active Media | Total Identity ir. Martijn Arts - marts@totalactivemedia.nl
  2. © TOTAL IDENTITY
  3. © TOTAL IDENTITY I am @arts118
  4. 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] No staff©TOTAL ACTIVE MEDIA 17
  5. > 300.000 FB likes within one year5 ©TOTAL ACTIVE MEDIA
  6. AWARD WINNER 20116 ©TOTAL ACTIVE MEDIA
  7. No media spend, all targets achieved using matchmaking NOG Groen Zoek The  official  world  record  simultaneous  electric  car   charging  in  one  parking  area  (60  charge  points)  is  43   56 2012 cars!  #idayduurzaam  #Groen2012 DAGEN TOT 23 FEBRUARI 2012 GROEN ONDERNEMEN MET ENERGIE ‘IK BOUW ALS INSTALLATEUR GRAAG MEE AAN POWERMATCHINGCITY HOOGKERK‘ TICKETS REGISTREER VOOR EVENT €150 REGISTREER EN WIJ MAKEN DE PERFECTE MATCH A M L AANMELDEN MATCHMAKER LOCATIE 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   P S D7 ©TOTAL ACTIVE MEDIA
  8. +146 > 100 applicants in the first day +120 +98 +110 +428 ©TOTAL ACTIVE MEDIA
  9. Excellent results on KPI’s in all deliverables9 ©TOTAL ACTIVE MEDIA
  10. 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.© TOTAL IDENTITY
  11. 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 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
  12. © TOTAL IDENTITY Inside out
  13. The multifaceted world El hexagon© TOTAL IDENTITY
  14. Goal #1 Social media is, or was, both a hype as well as a groundswell. Following Gartners 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 its layers. Managing change means managing all layers simultaneously.© TOTAL IDENTITY
  15. © TOTAL IDENTITY
  16. © TOTAL IDENTITY person
  17. © TOTAL IDENTITY process per son
  18. © TOTAL IDENTITY organization pro per ces son s
  19. © TOTAL IDENTITY person (online) means org an pro iza ces s tio n
  20. © TOTAL IDENTITY per son process market (on lin org a e) niz me ati an s on
  21. © TOTAL IDENTITY per pro son ces s contact organization (on lin ma e) rke me t an s
  22. (online) means n tio ma iza rke an t org t tac pro action con ces s desire© TOTAL IDENTITY interest attention person
  23. © TOTAL IDENTITY org (on an lin iza e) tio me n an s free centralprocess central decentral decentral market act ion des ire int con ere tac st t att en tio per n son
  24. © TOTAL IDENTITY (on lin e) ma rke t me an s unit staff contactorganization organization cen act department / group tra l ion cen dec tra des en l ire tra de l int cen ere tra st l en att fre e tio n pro per ces son s
  25. person attention interest pro ces desire fre s dec t e tac en action cen ntra dec tral tra con tra l e cen l l on ati up niz gro a it org un ma t/ site n rke me ff ion brand art sta t zat (landingpages) de[ ani org© TOTAL IDENTITY communities social media (online) means
  26. © TOTAL IDENTITY per son att en tio n int ere con st tac t des ire act ionmarket free central process central longtail decentral decentral general public target group personalized org a sit niz e ati on bra (la nd un ing nd it pag dep com es) art m me un nt itie /g soc s rou p ial sta ff (on me org line dia ani )m zat ion ean s
  27. © TOTAL IDENTITY per pro son ces att s en fre e tio n dec e int ntr ere st aal des cen dec tra en l ire tra l act cen tra ion l unitcontact staff one2few one2many few2few (broadcast) organization organization one2one gen era department / group sit e lp ub (la lic nd tar g ing et gro bra page up nd s) com lon mu gta il nit ies soc per ial son m aliz a edi (on ma ed line rk )m et ean s
  28. © TOTAL IDENTITY pro org ces ani s zat fre ion e sta dep art ff me dec n e t/ ntr al gro up dec e un it cen ntra org tra l a ce l ntr niz al ati on site actionperson desire brands interest (online) means attention communities social media (landingpages) on (br e2m gen oad any lp era cas t) ub lic tar on get e2f ew gro up few lon 2fe gta w il per on s e on 2on e aliz ed con ma t rke act t
  29. (online) means social media communities ion per ma zat up brands rke ani s gro ff on (landingpages) t org sta lon aliz t/ tar gta en site get ed it rtm il un e rat gro pu a po dep bli up traditional cor c communication oad any passé? t) ce cas (br e2m ntr cen ntra ew dec aal on e2f dec tra l w e action 2fe on l e e ntr 2on few fre al act desire pro e e on t ces con s interest© TOTAL IDENTITY attention person
  30. t) cas lic oad any ub lp (br e2m era p on gen up gro ew e2f get on tar il w gta 2fe lon few ed aliz e 2on on e s on per rke t act t ma con communication user-generatedsocial media attention (online) means modern hype? person ion s ces zat pro ani org st aff e d ep fre art l men tra t/ en gr dec al u ou ntr nit p ece ld o tra cen rga l niz tra ati o cen © TOTAL IDENTITY n
  31. (online) means social media communities ion per ma zat up brands rke ani s gro ff on (landingpages) t org sta lon t/ aliz tar en gta site get ed rtm it il un e rat gro pu a po dep bli up cor c top-down communication oad any t) ce cas (br e2m ntr cen ntra ew dec aal on e2f dec tra l w e action 2fe on l e entr 2on few fre al act desire pro e e on t ces con s interest© TOTAL IDENTITY attention person
  32. © TOTAL IDENTITY pro org ces ani s zat fre ion e sta dep ff dec e a rtm en t/ ntr al dec bu gro e sin up cen ntra ess tra al un c al org a it niz en tra l ati on site actionperson desire brands interest (online) means attention communities on social media (landingpages) (br e2m gen oad any lp era cas targeted communication t) ub lic on doe e2f lgr ew oep few lon 2fe gta w il per on s e on 2on e aliz ed con ma t rke act t
  33. (online) means social media communities ion per ma zat brands rke ani s ff on t (landingpages) t org n sta me lon aliz tar art gta site get ed gen it on dep il un ati era gro niz lp up a ub org lic oad any t) ce cas (br e2m ntr cen ntra ew dec on al dec e2f tra l w e action 2fe on l e e ntr 2on few fre aal act desire pro e e on t ces con s community communication interest© TOTAL IDENTITY attention person
  34. (online) means social media communities ion ma zat up brands per rke ani gro (landingpages) t org son lon t/ tar en al gta site get gen rtm it on il un ati era gro a niz dep lp up a ub org lic oad any t) ce cas (br e2m ntr cen ntra ew dec on al e2f dec tra l w e action 2fe on l e entr 2on few vri al act desire pro e j on t ces con s interest© TOTAL IDENTITY bottum-up communication attention person
  35. © TOTAL IDENTITY
  36. Rethink communication Assignment #1 Plot your strengths and challenges in El Hexagon. Find out what areas are crucial to focus on in your onganization.© TOTAL IDENTITY
  37. © TOTAL IDENTITY
  38. The outside world Long tail and netnography© TOTAL IDENTITY
  39. Goal #2 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.© TOTAL IDENTITY
  40. In the beginning... there was television
  41. And then... there was marketing
  42. What now? Are we the masses or are we individuals?
  43. Grouped in smaller groups
  44. The Long Tail briefly explained
  45. How to know what group is best targeted?
  46. Netnography is truly knowing your market
  47. Know your general public 5500 leerlingenGroen Economie30.000 157.000 2200 leerlingen TECH COLLEGE BUSINESS & 1700 leerlingen ADMINISTRATION COLLEGE CREATIVE COLLEGEZorg &Welzijn Techniek166.000 163.000
  48. Know their themesmarkt
  49. Match those themes internallymarkt intern
  50. Research and describe the several groupsMEDEWERKERSCORPORATE UNITS / ORGANISATIE INTERNE INTERNE EXTERNE EXTERNE SPEELVELD / DOELGROEPEN POPULATIE / LANDELIJKSPEELVELD BEDRIJFSDELEN ROC MN PLATFORMS INFLUENCERS INFLUENCERS PLATFORMS PERSONA’S ROC MN MARKT SPEELVELD
  51. Create and maintain communities and fansCORPORATE UNITS / ORGANISATIE INTERNE INTERNE INTERNE EXTERNE EXTERNE EXTERNE SPEELVELD / DOELGROEPEN LANDELIJKSPEELVELD BEDRIJFSDELEN ROC MN PLATFORMS / PLATFORMS INFLUENCERS INFLUENCERS PLATFORMS / PLATFORMS PERSONA’S ROC MN SPEELVELD CoP’S COMMUNITIES
  52. Make contact: inside = outsideCORPORATE ORGANISATIE INTERNE INTERNE EXTERNE EXTERNE SPEELVELD LANDELIJKSPEELVELD ROC MN PLATFORMS INFLUENCERS INFLUENCERS PLATFORMS ROC MN SPEELVELD WOM: MLM: Word Of Mouth Multi-Level Marketing
  53. Create an overview for yourself CORPORATE ORGANISATIE INTERNE INTERNE EXTERNE EXTERNE SPEELVELD LANDELIJK SPEELVELD ROC MN PLATFORMS INFLUENCERS INFLUENCERS PLATFORMS ROC MN SPEELVELDIssues Jongeren / scholieren Platforms Ambassadeurs Guru’s Gemeenten en instanties Belangrijkste thema’s Totaal aantal ROC’s: 70– schaalvergroting Belangrijkste Hyves-groepen: – www.rocmn.nl – www.mboraad.nl – BBL Totaal aantal– fusies – www.rocmnzenw.hyves.nl – ROC Intranet – www.platformmidden- – Uitval in het mbo ROC-studenten: 516.000– het nieuwe leren 1494 leden (Zorg & Welzijn) – www.sport.rocmn.nl nederland.nl – Veiligheid op school / mbo Waarvan– reorganisaties – ROC MN Amerikalaan, Utrecht – www.automotive.rocmn.nl – www.beteronderwijs- – Beroepsorientatie BOL-studenten: 334.000– marktwerking 528 leden – Leerdomein-portals in nederland.nl – Doorstroom hbo Waarvan– ... – ROC MN Unit Techniek & oprichting Leonard Geluk Rachel Linthorst – www.deonderwijsagenda.nl – Bereikbaarheid BBL-studenten: 160.000 Innovatie 87 leden Vavo Lyceum , Tech College, Voorzitter CvB ROC MN Recruiter Trainees at – www.rijksoverheid.nl – Stage – ROC MN Amersfoort 67 leden Bouw College, Beauty College, 500+ connecties Landal Greenparks – www.aanvalopschooluitval.nl – Participatieonderwijs 25% = jonger dan 18 jaar – ROC MN Nieuwegein 57 leden Business & Administration College, Lid Panel van Wijzen Onderwijsagenda.nl 112 followers – www.kijkoponderwijs.nl (over – Vakscholen 75%=ouder dan 18 jaar – ROC MN Recreatie 88 leden Horeca & Travel College, onderwijs in utrecht) Welzijn College, – www.platformbewegen- Concurrenten Stakeholders Gezondheidszorg College, ensport.nl (mbo) – ROC Asa – Linkedin Group ROC MN Veiligheid & Defensie College, – www.hetplatform- – ROC van A’dam 90 leden ICT College en Creative College beroepsonderwijs.nl – A12 (n.b.: er zijn in totaal 482 ROC Mohammed Sini Michiel van den Anker – www.cvicommunity.nl/home – Rijn IJssel MN medewerkers actief op 500+ connecties Loopbaanbegeleider voor – ROC Rivor Linkedin) Voorzitter Islam en Burgerschap, Jongeren regio Utrecht Jongeren / scholieren Influencer of the Year 2008, 172 followers – www.hu.nl Doelgroepen Doelgroepen Officier in de Orde van Oranje Nassau (Hogeschool Utrecht) – Jongeren (Haal er uit wat er in – Jongeren Matthijs van de Bos – www.hku.nl (Hogeschool voor je zit) – Volwassenen Jacob Stuurwold HRM-specialist de Kunsten Utrecht) – Volwassenen (Meer kunnen – Bedrijven Programmaleider internationaal – www.laks.nl doen) – Decanen netwerk Lotte van Opstal – www.jong030.nl – Bedrijven (Het beste naar – Gemeenten en instanties Uitblink-student Nederlandse – www.uceestation.nl/utrecht boven halen) Paul Laaper Pop-Academie – www.stoersteopleiding.nl – Decanen (Haal er uit wat er in Docent Horeca – www.job.nl ze zit) Geke Buwalda – www.roc.nl – Gemeenten en instanties Projectleider Creatieve Industrie – www.tkmst.nl (Meer doen en meedoen) Bedrijven – ROC MN Alumni – Linkedin Group (24 members)
  54. And keep on working on it! CORPORATE ORGANISATIE INTERNE INTERNE EXTERNE EXTERNE SPEELVELD LANDELIJK SPEELVELD ROC MN PLATFORMS INFLUENCERS INFLUENCERS PLATFORMS ROC MN SPEELVELDIssues Jongeren / scholieren Platforms Ambassadeurs Guru’s Gemeenten en instanties Belangrijkste thema’s Totaal aantal ROC’s: 70– schaalvergroting Belangrijkste Hyves-groepen: – www.rocmn.nl – www.mboraad.nl – BBL Totaal aantal– fusies – www.rocmnzenw.hyves.nl – ROC Intranet – www.platformmidden- – Uitval in het mbo ROC-studenten: 516.000– het nieuwe leren 1494 leden (Zorg & Welzijn) – www.sport.rocmn.nl nederland.nl – Veiligheid op school / mbo Waarvan– reorganisaties – ROC MN Amerikalaan, Utrecht – www.automotive.rocmn.nl – www.beteronderwijs- – Beroepsorientatie BOL-studenten: 334.000– marktwerking 528 leden – Leerdomein-portals in nederland.nl – Doorstroom hbo Waarvan– ... – ROC MN Unit Techniek & oprichting Leonard Geluk Rachel Linthorst – www.deonderwijsagenda.nl – Bereikbaarheid BBL-studenten: 160.000 Innovatie 87 leden Vavo Lyceum , Tech College, Voorzitter CvB ROC MN Recruiter Trainees at – www.rijksoverheid.nl – Stage – ROC MN Amersfoort 67 leden Bouw College, Beauty College, 500+ connecties Landal Greenparks – www.aanvalopschooluitval.nl – Participatieonderwijs 25% = jonger dan 18 jaar – ROC MN Nieuwegein 57 leden Business & Administration College, Lid Panel van Wijzen Onderwijsagenda.nl 112 followers – www.kijkoponderwijs.nl (over – Vakscholen 75%=ouder dan 18 jaar – ROC MN Recreatie 88 leden Horeca & Travel College, onderwijs in utrecht) Welzijn College, – www.platformbewegen- Concurrenten Stakeholders Gezondheidszorg College, ensport.nl (mbo) – ROC Asa – Linkedin Group ROC MN Veiligheid & Defensie College, – www.hetplatform- – ROC van A’dam 90 leden ICT College en Creative College beroepsonderwijs.nl – A12 (n.b.: er zijn in totaal 482 ROC Mohammed Sini Michiel van den Anker – www.cvicommunity.nl/home – Rijn IJssel MN medewerkers actief op 500+ connecties Loopbaanbegeleider voor – ROC Rivor Linkedin) Voorzitter Islam en Burgerschap, Jongeren regio Utrecht Jongeren / scholieren Influencer of the Year 2008, 172 followers – www.hu.nl Doelgroepen Doelgroepen Officier in de Orde van Oranje Nassau (Hogeschool Utrecht) – Jongeren (Haal er uit wat er in – Jongeren Matthijs van de Bos – www.hku.nl (Hogeschool voor je zit) – Volwassenen Jacob Stuurwold HRM-specialist de Kunsten Utrecht) – Volwassenen (Meer kunnen – Bedrijven Programmaleider internationaal – www.laks.nl doen) – Decanen netwerk Lotte van Opstal – www.jong030.nl – Bedrijven (Het beste naar – Gemeenten en instanties Uitblink-student Nederlandse – www.uceestation.nl/utrecht boven halen) Paul Laaper Pop-Academie – www.stoersteopleiding.nl – Decanen (Haal er uit wat er in Docent Horeca – www.job.nl ze zit) Geke Buwalda – www.roc.nl – Gemeenten en instanties Projectleider Creatieve Industrie – www.tkmst.nl (Meer doen en meedoen) Bedrijven – ROC MN Alumni – Linkedin Group (24 members)
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