Workshop social media Creative Connection
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Workshop social media Creative Connection

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Social media workshop Creative Connection...

Social media workshop Creative Connection

Harry van Vliet, Dennis Ringersma and Erik Hekman of the lectorate crossmedia, Utrecht gave a workshop about social media strategies, leverage and business models for Creative Connection.

See also: http://crossmedialab.nl/

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Workshop social media Creative Connection Workshop social media Creative Connection Presentation Transcript

  • 24 juni 2010 Social media workshop: Erik Hekman Strategy Dennis Ringersma Harry van Vliet Thursday, June 24, 2010
  • PROGRAMMA • 14.00 - 14.15 : Welkom en inleiding • 14.15 - 14.45 : Brainstorm 1 • 14.45 - 15.15 : Brainstorm 2 • 15.15 - 15.45 : Brainstorm 3 • 15.45 - 16.00 : Terugkoppeling Thursday, June 24, 2010
  • SOCIAL MEDIA THE MEDIA SUPPLY CHAIN Creation Aggregation Distribution Consumption ‣ Muziek ‣ Sony ‣ Concerten ‣ CD/DVD (retail) ‣ Televisie ‣ Internet ‣ Striptekeningen ‣ Disney ‣ Tijdschrift ‣ DVD Thursday, June 24, 2010
  • SOCIAL MEDIA THE MEDIA SUPPLY CHAIN Creation Aggregation Distribution Consumption ‣ Film ‣ Video sharing ‣ Internet ‣ Browser ‣ Muziek ‣ Music sharing ‣ Mobiel ‣ Mobiele telefoon ‣ Foto’s ‣ Photo sharing ‣ Televisie ‣ Tekst ‣ Wiki ‣ (micro) blogs ‣ Document sharing ‣ Relaties ‣ Social networks ‣ Links ‣ Link sharing Thursday, June 24, 2010
  • SOCIAL MEDIA EEN APART MEDIUM? TV Print Mobiel Internet Social Media Thursday, June 24, 2010
  • SOCIAL MEDIA MASSALE TOEGANG TOT INTERACTIEVE MEDIA content creatie d ia e a lM o ci 2-weg communicatie S TV Print Mobiel Internet Thursday, June 24, 2010
  • SOCIAL MEDIA CONSEQUENTIES MASSALE TOEGANG TOT MEDIA a n d s y n s ti e o m n ’s re It u ’ o nt ro y o l! c Thursday, June 24, 2010
  • Thursday, June 24, 2010
  • SOCIAL MEDIA WEL DEGELIJK STURING Business Leverage Metrics models Vision Mission Objectives Instruments Activities Impact Strategy Thursday, June 24, 2010
  • BRAINSTORM #1 Opdracht: Benoem social media activiteiten. Bijvoorbeeld: vrienden maken op Facebook, filmpje uploaden op YouTube Thursday, June 24, 2010
  • Instrument = something that helps you to reach an objective Branding "Get branding out there" “Involve consumers in the development of Co-Create products” Share knowledge and “Share knowledge, experiences and opinions” experiences Promote “Promotion” Listening in "Tap into the social information space" Dialogue / Talk with "Start a conversation" Recruitment “Recruit employees” Service / Support "Increase customer service" Inform "Provide information" Sales “Making transactions” Word of Mouth “Word of mouth communication” Reputation “Boost reputation” Mobilize "Calls to action" Thursday, June 24, 2010
  • INSTRUMENT ALGEMENE REGELS VOOR SOCIAL MEDIA Doʼs • Zorg voor duidelijk(-e) doelstelling(-en) plus bijbehorende tijd en menskracht • Stel de gebruiker/klant centraal • Benader een aantal medewerkers en/of klanten en laat hen bepaalde rollen in social media vervullen • Blijf social media polsen en stimuleren Dontʼs • Social media los van je organisatie zien • Zonder (voor-)onderzoek social media inzetten • Geen testfase en evaluatie van social media Thursday, June 24, 2010
  • INSTRUMENT 10 GOUDEN REGELS VOOR SOCIAL MEDIA Projectleider: 1. Bepaal de doelstelling: • communicatief, • marketing, • of business 2. Bepaal de doelgroep 3. Onderzoek de doelgroep 4. Bepaal de mate van investering 5. Stel een team samen, laat controle los (maak duidelijk dat project MAG, zonder steeds terug te koppelen/om goedkeuring te vragen!) Thursday, June 24, 2010
  • INSTRUMENT 10 GOUDEN REGELS VOOR SOCIAL MEDIA TEAM: 6. Wees een ambassadeur, luister naar wat de doelgroep wil en gebruikt (Functioneel Ontwerp) 7. Kies en lanceer een tool(-s) 8. Doe actief mee, bouw geduldig, investeer, verwacht niet directe resultaten 9. Blijf luisteren en ambassadeurs rol oppakken 10. Evalueer regelmatig Thursday, June 24, 2010
  • INSTRUMENT MOBILIZING Doʼs • Social media inzet als onderdeel van een communicatiecampagne: wat is het te bereiken doel? • Wees actueel • Lokaliseer je doelgroep en vlaggendragers, faciliteer hen • Geef updates, wees transparant Dontʼs • Als het doel niet haalbaar is dan haakt men af (duur, omvang, herkenbaarheid van het doel) • Timmer de kanalen niet dicht, maar luister waar het gesprek plaatsvindt. Verplaatst het gesprek zich, kijk toe, analyseer, en ga evt. mee (maar timmer niet dicht!) Thursday, June 24, 2010
  • INSTRUMENT MOBILIZING Thursday, June 24, 2010
  • INSTRUMENT RECRUITMENT / SALES Doʼs • Benut vlaggendragers (intern dan wel extern) en rust deze uit (tijd, geld, apparatuur) • Biedt diensten op maat aan • Zorg ervoor dat klanten hun vragen vlot en adequaat beantwoord krijgen (bereikbaarheid) • Betrek je klanten op persoonlijk niveau (persoonlijke incentives) Dontʼs • Je klant niet als gelijkwaardige gesprekspartner zien en met name producten/diensten aanbieden. Nee: de klant heeft jou ook wat te bieden! • Geld centraal stellen. Social media is vooral SOCIAL. Dit moet het uitgangspunt blijven. Thursday, June 24, 2010
  • INSTRUMENT RECRUITMENT / SALES Thursday, June 24, 2010
  • INSTRUMENT DIALOGUE Doʼs • Jij ok-ik ok, oftewel de klant/gebruiker is een gelijkwaardige gesprekspartner • De digitale doelgroep is dezelfde als de fysieke doelgroep • Stem de aard van de dialoog (niveau) af op de doelgroep Dontʼs • Niet terugkoppelen, niet laten zien wat er met input gebeurt. • Building your own limonadestand: doe dit niet. Ga kijken waar het gesprek plaatsvindt, en bevraag deelnemers wat goed voor hen werkt. Thursday, June 24, 2010
  • INSTRUMENT DIALOGUE Thursday, June 24, 2010
  • INSTRUMENT PROMOTE Doʼs • Veronica komt naar je toe deze zomer! Zet een digi- team in, faciliteer hen. • SM is ondersteuning: bouw het in je marketingplan in. • Reputation management is van belang (wat zou BP moeten doen om zijn reputatie enigszins te kunnen redden?) • Spreek de waarheid! Wees authentiek! Dontʼs • Daddy on the Dancefloor • Enkel zenden • Onvoldoende tijd en menskracht inzetten Thursday, June 24, 2010
  • INSTRUMENT PROMOTE Thursday, June 24, 2010
  • SOCIAL MEDIA Business Leverage Metrics models Vision Mission Objectives Instruments Activities Impact Strategy Thursday, June 24, 2010
  • BRAINSTORM #2 INSTRUMENTEN Opdracht 2: Probeer de instrumenten te categoriseren. 1) plot de instrumenten op de kwadranten 2) plot de cases op de kwadranten Thursday, June 24, 2010
  • MAPPING out of control in control direct ʻrevenueʼ indirect ʻrevenueʼ Thursday, June 24, 2010
  • Instrument = something that helps you to reach an objective Branding "Get branding out there" “Involve consumers in the development of Co-Create products” Share knowledge and “Share knowledge, experiences and opinions” experiences Promote “Promotion” Listening in "Tap into the social information space" Dialogue / Talk with "Start a conversation" Recruitment “Recruit employees” Service / Support "Increase customer service" Inform "Provide information" Sales “Making transactions” Word of Mouth “Word of mouth communication” Reputation “Boost reputation” Mobilize "Calls to action" Thursday, June 24, 2010
  • MAPPING out of control Mobilize WoM Experience sharing Reputation Share Dialogue Co-Create Knowledge Promote Branding Recruit- ment Inform Listening in Service Sales in control direct ʻrevenueʼ indirect ʻrevenueʼ Thursday, June 24, 2010
  • MAPPING out of control Mobilize WoM Experience sharing “Grote organisatie” Reputation Share Dialogue Co-Create Knowledge Thialf Rabobank LG Promote Vodka Say Chees Gouda Branding Recruit- Vrede van Utrecht ment Essent Inform Listening in Service Sales in control direct ʻrevenueʼ indirect ʻrevenueʼ Thursday, June 24, 2010
  • SOCIAL MEDIA Business Leverage Metrics models Vision Mission Objectives Instruments Activities Impact Strategy Thursday, June 24, 2010
  • ANALYSE CASES Case Objective Instrument Activity Customer • Branding Say Cheese Gouda Relationship • Reputation • Share experiences Vodka Profit • Promote LG Profit • Promote Customer • Share Information Rabobank Relationship • Dialogue • Service/support Thialf Innovate • Dialogue Thursday, June 24, 2010
  • ANALYSE CASES Case Objective Instrument Activity Vrede van Utrecht Reach • Promote • Co-Create “Grote organisatie” Consolidate • Dialogue Essent Svenergy Growth • Sales • Promote Thursday, June 24, 2010
  • Objectives = a goal that services the mission of the organisation Reach "Magnifiy impact and reach" Innovate “Spur innovation” Consolidate “Getting business done” Grow "Maintain or capture greater market share" Cost reduction Customer relationship "Build and develop relationships" Profit Efficiency "Gain real time access to content" Thursday, June 24, 2010
  • BUSINESS MODELS KA CR Key Activities Customer Relationships CS KP Customer Segments Key Partners VP Value Propositions KR Key Resources CH Channels C$ R$ Cost Structure Revenue Streams Thursday, June 24, 2010
  • CUSTUMOR SEGMENTS For whom are we creating value? Who are our most important customers? • Mass Market • Niche market • Segmented (demographics etc) Thursday, June 24, 2010
  • VALUE PROPOSITION What value do we deliver to the customer? What problems are we helping to solve? Which customer needs are we satisfying? • Performance (computer industry) • Cost reduction • Convenience • Customization • Risk reduction • Accessibility • “Getting the job done” • Price Thursday, June 24, 2010
  • CHANNELS Through which channels do we reach our customer? Which ones work best and are most cost-efficient? • Retail • Crossmedia • Internet • Television • Radio Thursday, June 24, 2010
  • CUSTOMER RELATIONSHIP How can we build relationships? How can we integrate them? • Personal assistance • Communities • Automated services • Co-creation Thursday, June 24, 2010
  • REVENUE STREAMS What value is the customer really willing to pay? • Asset sale • Lending/renting/leasing • Advertising • Usage fee • Licensing • Subscription fee • Brokerage fees Thursday, June 24, 2010
  • KEY RESOURCES What Key Resources do our value propositions require? Our distribution channels/relationships/revenue streams? • Physical • Financial • Intellectual • Human Thursday, June 24, 2010
  • KEY ACTIVITIES What key activities do our value propositions require? Our distribution channels/relationships/revenue streams? • Production • Problem solving • Platform/network Thursday, June 24, 2010
  • KEY PARTNERS Who are our key partners/suppliers? Which key resources are we acquiring from partners? • Optimization and economy of scale • Reduction of risk and uncertainty • Acquisition of particular resources and activities Thursday, June 24, 2010
  • COST STRUCTURE What are the most important costs? Which key resources/activities are most expensive? • Cost-driven • Value-driven Thursday, June 24, 2010
  • BUSINESS MODELS KP KA VP CR CS Key Partners Key Activities Value Proposition Customer Customer Segments Relationships KR CH Key Resources Channels C€Structure R€ Streams Cost Revenue Thursday, June 24, 2010
  • BUSINESS MODELS IKWEETWATDITIS In het kort: Musea hebben moeite met het trekken van bezoekers. Hoe kan social tagging hier een rol in spelen? Thursday, June 24, 2010
  • BUSINESS MODELS IKWEETWATDITIS KP Hogeschool KA Platform VP CR CS ontwikkeling / Utrecht onderhoud Co-creatie Vindbaarheid Universiteits- Benaderen Community Musea museum Utrecht Communities Verrijking Bezoekers Museon KRPlatform CH Naturalis Meer bezoekers ikweetwatditis.nl Experts Interviews Instelling Bestaande Flickr.com communities Communities Zichtbaarheid C€ Collecties R€ Kennis Vermaak Platform ontwikkeling Maatschappelijke betrokkenheid Esteem Thursday, June 24, 2010
  • Objectives = a goal that services the mission of the organisation Reach "Magnifiy impact and reach" Innovate “Spur innovation” Customer relationship "Build and develop relationships" Thursday, June 24, 2010
  • BUSINESS MODELS IKWEETWATDITIS KP Hogeschool KA Platform VP CR CS ontwikkeling / Utrecht onderhoud Co-creatie Vindbaarheid Universiteits- Benaderen Community Musea museum Utrecht Communities Verrijking Bezoekers Museon KRPlatform CH Naturalis Meer bezoekers ikweetwatditis.nl Experts Interviews Instelling Bestaande Flickr.com communities Communities Zichtbaarheid C€ Collecties R€ Kennis Vermaak Platform ontwikkeling Maatschappelijke betrokkenheid Esteem Thursday, June 24, 2010
  • BUSINESS MODELS IKWEETWATDITIS KP Hogeschool KA Platform VP CR CS ontwikkeling / Utrecht onderhoud Co-creatie Vindbaarheid Universiteits- Benaderen Community Musea museum Utrecht Communities Verrijking Bezoekers Museon KRPlatform CH Naturalis Meer bezoekers ikweetwatditis.nl Experts Interviews Instelling Bestaande Flickr.com communities Communities Zichtbaarheid C€ Collecties R€ Kennis Vermaak Platform ontwikkeling Maatschappelijke betrokkenheid Esteem Thursday, June 24, 2010
  • BUSINESS MODELS IKWEETWATDITIS KP Hogeschool KA Platform VP CR CS ontwikkeling / Utrecht onderhoud Co-creatie Vindbaarheid Universiteits- Benaderen Community Musea museum Utrecht Communities Verrijking Bezoekers Museon KRPlatform CH Naturalis Meer bezoekers ikweetwatditis.nl Experts Interviews Instelling Bestaande Flickr.com communities Communities Zichtbaarheid C€ Collecties R€ Kennis Vermaak Platform ontwikkeling Maatschappelijke betrokkenheid Esteem Thursday, June 24, 2010
  • BRAINSTORM #3 BUSINESS MODELS Bedenk een business model voor het volgende: 1) “betrek Europa meer bij de burger” 2) “Bavaria komt met een nieuw biertje” Beiden moeten social media inzetten Thursday, June 24, 2010
  • SOCIAL MEDIA Business Leverage Metrics models Vision Mission Objectives Instruments Activities Impact Strategy Thursday, June 24, 2010
  • AFSLUITING ??? g e n Vr a www.crossmedialab.nl Thursday, June 24, 2010