0
SOCIALSUMMERSOCIAL (MEDIA) STRATEGIE       IN   1 DAG
“HE, LEUK! DOE MIJ  OOK FF ZO’N   WEBLOG ...”
Twitter Statistics79.79% failed to provide a homepage URL75.86% of users have not entered a bio in their profile68.68% hav...
welkom wie is wie behoeften koffie                                               PROGRAMMAtrends social media consumentgedr...
Add me as a contact in your mobile phone                                           Jeroen van der Schenk                  ...
I’M NOT A SOCIAL   MEDIA GURU.     JUST A BELIEVER, ACTIVE USER AND FAN.
EVERYBODY IS AN EXPERT TO   SOMEONE!
TRENDS
TRANSPARANCY
GROUNDSWELL    Een sociale trend waarbij mensen                 nieuwe technologie gebruiken                om dingen te d...
3.200 QUANGO’S120.000 WERKNEMERS140 MILJARD
NO BOSS PLEASE!
GROUNDSWELL
POWER TOTHE CROWD!
CROWDSOURCING
CROWDFUNDING
CROWDFORCING
CROWDFORCING“…Beetje flauw om Transavia de schuld te geven.In ieder geval kun je daar beter mee vliegen danmet Turkish Air...
CROWDCOLLABORATION
CROWDBUYING
We become are mobile
KNOWLEDGE IS  AVAILABLE....EVERYWHERE!  FOR FREE!
Value Networks   BEDRIJVENMedia Landscape                  1.0   2.0          3.0                              Source: Mar...
IS YOUR   MARKETA COMMODITY MARKET?
COMMODITY MARKETS
COMMODITY MARKETSLOWEST PRICE STRATEGYADDING VALUE
BOOKLAUNCH SOCIETY 3.0
FREEMIUMBUSINESSMODEL
14.000+ DOWNLOADS3.800 SOLD!
Disruptive Businessmodels
And how about this one....
And how about this one....
SOCIAL (MEDIA)STRATEGY
SOCIAL (MEDIA)STRATEGIE                                     1.                                           Analyseer        ...
1   Analyseer DialoogWie zijn mijn stakeholders?Waar zijn mijn stakeholders?Welke thema’s houden mijn stakeholders bezig?W...
1   Search the web...                        •   Websites                        •   Fora                        •   Blogs...
1   Advanced twitter search
1   Advanced twitter search
1   Advanced twitter search
1   Gist.com - personalized stakeholder buzz
2   Omschrijf DoelstellingWat wil je bereiken met jouw social mediaactiviteiten? Ik wil ....• interactie met klanten• klan...
3   Bepaal ContentstrategieWelke content is nodig om de doelstellingen terealiseren?• inhoud• vorm• contentstroom• centraa...
3   Bepaal Contentstrategie
3   Bepaal Contentstrategie
KLOUT STYLESPARTICIPATING   SHARING                                    CREATING                                           ...
4   Selecteer Tools
4        Selecteer Tools                          Customer       Brand     Traffic to    Search Engine             Claimin...
5   Deel Relevante Content            WAT DEEL JE            WAAR     MET            WELK DOEL?
5   Deel Relevante Content       ?
5   Sharable content - be exiting    CASE: Martin Schilder Automobielbedrijven
5   Sharable content - show real people!    CASE: Martin Schilder Automobielbedrijven
6    Participeer & Faciliteer Dialoog    • MONITOR    • REPLY    • CONNECT
7   Meet Resultaten & Herijk    Web Statistics (a few examples...)    •   # visits    •   # unique visitors    •   % new v...
7   Meet Resultaten & Herijk    Social Statistics (a few examples...)    •   #   followers    •   #   retweets    •   #   ...
7   Tools: Crowdbooster.com    http://www.socialbites.com/book/Crowdbooster_com
7   Tools: Peerindex.net
7   Tools: Tweetreach.com    http://www.socialbites.com/book/Tweetreach_com
7   Tools: Klout.com
KOUDWATERVREES?
Sessie : Social Media Strategie in 1 dagDatum : 5 juli 2011 (locatie #s2m0346)   1        Naam ___________________________...
Add me as a contact in your mobile phone                                           Jeroen van der Schenk                  ...
You don’t share much, but you follow thesocial web more than you let on. This couldjust be your style. Or you are checking...
You may be just starting out with the socialweb, or you are just not that into it. If youwant to grow your audience, try e...
You love to connect & always have the insidescoop. Good conversation is an art. Whenyou are witty, your followers hang on ...
You constantly are trying out new ways tointeract & network. You are exploring thesocial web & making it work for you. You...
You are the hub of the social scene & peoplecount on you to find out what’s happening.You connect people & readily share y...
You connect to the right people & generouslyshare your network to help followers. Youknow what content is important to you...
You may not be a celebrity but in your areaof expertise your opinion is 2nd to none.Your content is likely focused in a sp...
You’ve got an idea or a cause to share withthe world. You’ve found the perfect mediumfor your message & your audience coun...
Tastemaker   Celebrity                       Thought                                     Pundit                        Lea...
Tastemaker   Celebrity                         Thought                                     Pundit                         ...
Tastemaker   Celebrity                          Thought                                       Pundit                      ...
Tastemaker   Celebrity                       Thought                                   Pundit                        Leade...
Curator    BroadcasterSyndicator     FeederYou keep tabs on what/who is “hot” &important to watch. Focusing on a specifict...
Curator      Broadcaster Syndicator     Feeder      S           PunditYou find the most interesting info & share itwidely....
Curator     Broadcaster Syndicator     FeederYou broadcast great content that spreads likewildfire. An essential source of...
Curator     Broadcaster Syndicator    FeederYour audience relies on you for a steady flowof focused info. Your audience is...
Add me as a contact in your mobile phone                                           Jeroen van der Schenk                  ...
Socialbiteskeynoteworkshop05072011socialmediastrategie 110705222950-phpapp02
Socialbiteskeynoteworkshop05072011socialmediastrategie 110705222950-phpapp02
Socialbiteskeynoteworkshop05072011socialmediastrategie 110705222950-phpapp02
Socialbiteskeynoteworkshop05072011socialmediastrategie 110705222950-phpapp02
Socialbiteskeynoteworkshop05072011socialmediastrategie 110705222950-phpapp02
Socialbiteskeynoteworkshop05072011socialmediastrategie 110705222950-phpapp02
Socialbiteskeynoteworkshop05072011socialmediastrategie 110705222950-phpapp02
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Transcript of "Socialbiteskeynoteworkshop05072011socialmediastrategie 110705222950-phpapp02"

  1. 1. SOCIALSUMMERSOCIAL (MEDIA) STRATEGIE IN 1 DAG
  2. 2. “HE, LEUK! DOE MIJ OOK FF ZO’N WEBLOG ...”
  3. 3. Twitter Statistics79.79% failed to provide a homepage URL75.86% of users have not entered a bio in their profile68.68% have not specified a location55.50% are not following anyone54.88% have never tweeted52.71% have no followersSource: www.antidote.com
  4. 4. welkom wie is wie behoeften koffie PROGRAMMAtrends social media consumentgedrag delen thee businessmodels pauzestappenplan lunch strategie analyse stakeholders doelstellingencontentstrategie tools publiceren interactiefaciliteren dialoog meten pauze herijken organisatie howto next step wrap-up borrel
  5. 5. Add me as a contact in your mobile phone Jeroen van der Schenk jvdschenk jeroenvanderschenk
  6. 6. I’M NOT A SOCIAL MEDIA GURU. JUST A BELIEVER, ACTIVE USER AND FAN.
  7. 7. EVERYBODY IS AN EXPERT TO SOMEONE!
  8. 8. TRENDS
  9. 9. TRANSPARANCY
  10. 10. GROUNDSWELL Een sociale trend waarbij mensen nieuwe technologie gebruiken om dingen te doen en te maken met anderen, in plaats van gebruik te maken van de gevestigde orde organisaties en overheid. Source: Forrester.com
  11. 11. 3.200 QUANGO’S120.000 WERKNEMERS140 MILJARD
  12. 12. NO BOSS PLEASE!
  13. 13. GROUNDSWELL
  14. 14. POWER TOTHE CROWD!
  15. 15. CROWDSOURCING
  16. 16. CROWDFUNDING
  17. 17. CROWDFORCING
  18. 18. CROWDFORCING“…Beetje flauw om Transavia de schuld te geven.In ieder geval kun je daar beter mee vliegen danmet Turkish Airways, want die landen somsongeveer op Schiphol...”
  19. 19. CROWDCOLLABORATION
  20. 20. CROWDBUYING
  21. 21. We become are mobile
  22. 22. KNOWLEDGE IS AVAILABLE....EVERYWHERE! FOR FREE!
  23. 23. Value Networks BEDRIJVENMedia Landscape 1.0 2.0 3.0 Source: Marco Derksen in het boek Society 3.0 KLANTEN
  24. 24. IS YOUR MARKETA COMMODITY MARKET?
  25. 25. COMMODITY MARKETS
  26. 26. COMMODITY MARKETSLOWEST PRICE STRATEGYADDING VALUE
  27. 27. BOOKLAUNCH SOCIETY 3.0
  28. 28. FREEMIUMBUSINESSMODEL
  29. 29. 14.000+ DOWNLOADS3.800 SOLD!
  30. 30. Disruptive Businessmodels
  31. 31. And how about this one....
  32. 32. And how about this one....
  33. 33. SOCIAL (MEDIA)STRATEGY
  34. 34. SOCIAL (MEDIA)STRATEGIE 1. Analyseer dialoog 7. 2. Meet resultaten Omschrijf en herijk doelstelling 6. 3. Participeer en Bepaal content faciliteer strategie dialoog 5. 4. Deel relevante Selecteer tools content
  35. 35. 1 Analyseer DialoogWie zijn mijn stakeholders?Waar zijn mijn stakeholders?Welke thema’s houden mijn stakeholders bezig?Welke thema’s verbinden mijn stakeholders?
  36. 36. 1 Search the web... • Websites • Fora • Blogs • Social Networks
  37. 37. 1 Advanced twitter search
  38. 38. 1 Advanced twitter search
  39. 39. 1 Advanced twitter search
  40. 40. 1 Gist.com - personalized stakeholder buzz
  41. 41. 2 Omschrijf DoelstellingWat wil je bereiken met jouw social mediaactiviteiten? Ik wil ....• interactie met klanten• klanten werven• expertise ‘claimen’• producten & diensten innoveren• reputatiemanagement faciliteren• traffic naar website genereren• sales verhogen
  42. 42. 3 Bepaal ContentstrategieWelke content is nodig om de doelstellingen terealiseren?• inhoud• vorm• contentstroom• centraal of decentraal
  43. 43. 3 Bepaal Contentstrategie
  44. 44. 3 Bepaal Contentstrategie
  45. 45. KLOUT STYLESPARTICIPATING SHARING CREATING BROAD Curator Broadcaster Tastemaker Celebrity Syndicator Thought Feeder Pundit Leader Conver- Dabbler Socializer Networker sationalistLISTENING FOCUSSED Observer Explorer Activist Specialist CASUAL CONSISTENT
  46. 46. 4 Selecteer Tools
  47. 47. 4 Selecteer Tools Customer Brand Traffic to Search Engine Claiming Communication Exposure Website Optimalisation Expertise Facebook Twitter Linkedin Flickr Youtube Digg Diigo / Delicious Foursquare / FBP Weblog Source: CMO’S Guide To The Social Landscape
  48. 48. 5 Deel Relevante Content WAT DEEL JE WAAR MET WELK DOEL?
  49. 49. 5 Deel Relevante Content ?
  50. 50. 5 Sharable content - be exiting CASE: Martin Schilder Automobielbedrijven
  51. 51. 5 Sharable content - show real people! CASE: Martin Schilder Automobielbedrijven
  52. 52. 6 Participeer & Faciliteer Dialoog • MONITOR • REPLY • CONNECT
  53. 53. 7 Meet Resultaten & Herijk Web Statistics (a few examples...) • # visits • # unique visitors • % new visitors • # pageviews • # avarage pageviews per visit • Bouncerate • verhouding “direct” – “searchengines” – “referring sites” • referring sites (top 20) • searchengine keywords (top 50) • analysis of usage tools (blog, wiki, qna etc..) • added notifications on abnormalities in statistics
  54. 54. 7 Meet Resultaten & Herijk Social Statistics (a few examples...) • # followers • # retweets • # @replies • # twitter mentions • # shared (Facebook, Linkedin etc..) • # bookmarked • # mentions in blogposts • # mentions in newspapers & magazines • # reviews and average score
  55. 55. 7 Tools: Crowdbooster.com http://www.socialbites.com/book/Crowdbooster_com
  56. 56. 7 Tools: Peerindex.net
  57. 57. 7 Tools: Tweetreach.com http://www.socialbites.com/book/Tweetreach_com
  58. 58. 7 Tools: Klout.com
  59. 59. KOUDWATERVREES?
  60. 60. Sessie : Social Media Strategie in 1 dagDatum : 5 juli 2011 (locatie #s2m0346) 1 Naam ____________________________________ 2 Ervaringen De inhoud van de workshop sloot aan op mijn verwachtingen. Professionaliteit en kennisniveau van de trainer/coach. Praktische toepasbaarheid van de training / workshop Kwaliteit van de locatie, eten & drinken OPMERKINGEN, TIPS EN/OF QUOTE OVER DE SESSIE THANK YOU! 3 Waardebepaling achterafDeze sessie is georganiseerd in samenwerking met ! ______ , ___!Seats2meet.com en gebaseerd op ‘waardebepaling achteraf’. Jijbepaalt dus zelf hoeveel deze sessie voor jou waard is geweest.Hieronder kun je een bedrag invullen. Alvast bedankt voor jouwbijdrage!
  61. 61. Add me as a contact in your mobile phone Jeroen van der Schenk jvdschenk jeroenvanderschenk
  62. 62. You don’t share much, but you follow thesocial web more than you let on. This couldjust be your style. Or you are checking it outbefore jumping in full force. Conver- Dabbler sationalist Observer Explorer
  63. 63. You may be just starting out with the socialweb, or you are just not that into it. If youwant to grow your audience, try engagingmore & share more content. Conver- Dabbler sationalist Observer Explorer
  64. 64. You love to connect & always have the insidescoop. Good conversation is an art. Whenyou are witty, your followers hang on everyword. Conver- Dabbler sationalist Observer Explorer
  65. 65. You constantly are trying out new ways tointeract & network. You are exploring thesocial web & making it work for you. Youractivity & engagement shows you ‘get it’ &will probably by moving up soon. Conver- Dabbler sationalist Observer Explorer
  66. 66. You are the hub of the social scene & peoplecount on you to find out what’s happening.You connect people & readily share yoursocial savvy. Followers appreciate yournetwork and generosity. Socializer Networker Activist Specialist
  67. 67. You connect to the right people & generouslyshare your network to help followers. Youknow what content is important to yourinfluential audience & have high levels ofengagement. Socializer Networker Activist Specialist
  68. 68. You may not be a celebrity but in your areaof expertise your opinion is 2nd to none.Your content is likely focused in a specifictopic or industry. Your audience is alsofocused & highly engaged Socializer Networker Activist Specialist
  69. 69. You’ve got an idea or a cause to share withthe world. You’ve found the perfect mediumfor your message & your audience count onyou to actively champion your cause. Socializer Networker Activist Specialist
  70. 70. Tastemaker Celebrity Thought Pundit LeaderPeople look to you to help them understandthe day’s developments in your industry.Sharing relevant news/opinions, you knowwhat’s important & your audience valuesthat.
  71. 71. Tastemaker Celebrity Thought Pundit LeaderYou know what you like & your audience likesit too. Sure you know the trends, but youaren’t one to simply follow-the-crowd. Youwalk your own path & have earned yournetworks respect.
  72. 72. Tastemaker Celebrity Thought Pundit LeaderYou are the height of influence, for better orworse. People hang on every word & shareyour content like no other. You are probablyfamous in real life & your fans can’t getenough.
  73. 73. Tastemaker Celebrity Thought Pundit LeaderYou don’t just share news, you create thenews. Your opinions are wide-spread andhighly trusted. You are a leader in yourindustry. When you speak, people listen.
  74. 74. Curator BroadcasterSyndicator FeederYou keep tabs on what/who is “hot” &important to watch. Focusing on a specifictopic or targeted audience, you share thebest trending info & save followers fromhaving to keep up their own.
  75. 75. Curator Broadcaster Syndicator Feeder S PunditYou find the most interesting info & share itwidely. Filtering through massive content,you surface with the nuggets that youraudience truly cares about & they appreciateyour hard work
  76. 76. Curator Broadcaster Syndicator FeederYou broadcast great content that spreads likewildfire. An essential source of info. In yourindustry, your audience is wide, diverse andvalues your content.
  77. 77. Curator Broadcaster Syndicator FeederYour audience relies on you for a steady flowof focused info. Your audience is hooked onyour industry/topical updates and secretlycan’t live without them.
  78. 78. Add me as a contact in your mobile phone Jeroen van der Schenk jvdschenk jeroenvanderschenk
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