Nima social media_expert_class_15dec_def

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Social Media Expert Class keynote in Dutch about the Social Media Landscape. Talk given at the Social Media Expert Class organized by industry organization NIMA on Dec 15th in Utrecht. Main topics: …

Social Media Expert Class keynote in Dutch about the Social Media Landscape. Talk given at the Social Media Expert Class organized by industry organization NIMA on Dec 15th in Utrecht. Main topics: Three phases in media (1), social media trends (2) and a social media case study for Miffy in China.

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  • Het gaat om relevantie
  • Het gaat om relevantie
  • How we didit. I started out withsayingEnergize does social media marketing foritsclients. One of thoseclientsifMiffy, orNijntje. Of course I want to sharehow we usedsocial media marketing forNijntje in China.
  • So about a year ago we started on a big project to increase the brand awareness of miffy in China using social meida.check
  • We created the concept to bring miffy to life and let her travel around China, meeting new friends online and offline!
  • Quicklyreviewingwhere we are, we nowknowthat we need to listen, be present, butnotit’s time to join the conversation. To participate. To keep you all awake I have anotherquestionfor the audience.
  • Quicklyreviewingwhere we are, we nowknowthat we need to listen, be present, butnotit’s time to join the conversation. To participate. To keep you all awake I have anotherquestionfor the audience.
  • We thenhired Aimee,walkingaroundhere, as social media representative. She is managing the miffy brand online.
  • Quicklyreviewingwhere we are, we nowknowthat we need to listen, be present, butnotit’s time to join the conversation. To participate. To keep you all awake I have anotherquestionfor the audience.
  • Quicklyreviewingwhere we are, we nowknowthat we need to listen, be present, butnotit’s time to join the conversation. To participate. To keep you all awake I have anotherquestionfor the audience.

Transcript

  • 1. Social Media Landschap
    NIMA Expert Class
    Amsterdam, 15 december 2010
    klaas@energize.nl | @klaasweima
  • 2. Programma
  • 3. +
    Klaas Weima
    Social Media Landschap
    =
    klaas@energize.nl
    @klaasweima
    Klaasweima.nl
    +
    Agenda |Programma
    3
  • 4. Rob Adams
    Diverse Praktijkcases
    10.30-11.15
    Frank Meeuwsen
    Social Media Strategie
    11.30 – 12.30
    Sjoerd Goderie
    Social Media ROI
    14.00 – 15.00
    Kristoffer Ekman
    Praktijkcase Adidas
    15.00-15.45
    Agenda |Programma
    4
  • 5. Agenda |Programma
    5
  • 6. Maar ook...
    Socializen
    > 17.00
    CreativeChallenge
    Deel I 12.30 – strategie
    Deel II 16.00 - activatie
    6
    Agenda |Programma
  • 7. Join the conversation
    # ecsocialmedia
    Agenda |Programma
    7
  • 8. 1. Wie zijn jullie?
    2. Hoe het ook kan
    4. In de praktijk
    3. Social Trends
    Agenda |Programma
    8
  • 9. Wie zijn jullie?
  • 10. Weer heeft meer dan 250 mensen op
    Warming Up | Een paar vragen
    10
  • 11. Hoeveel mensen hebben zitten (nog) op Hyves?
    Warming Up | Een paar vragen
    11
  • 12. 12
    Waar staan deze symbolen voor?
    B:Blogger & Wordpress
    A:bloggen!
    Warming Up | Een paar vragen
  • 13. Hoeveel mensen checken elke dagin op Foursquare?
    Warming Up | Een paar vragen
    13
  • 14. Wie plaatst meer dan 30 tweets per dag?
    Warming Up | Een paar vragen
    14
  • 15. Wie gebruikt MobyPicture om zijn foto’s in één klap te delen op sociale netwerken?
    We doen allemaal wel iets met social media
    Warming Up | Conclusie
    15
  • 16. Model
    16
    Luisteren
    • wat wordt over je gezegd?
    • 17. begrijpen
    • 18. monitoren
    Vertegenwoordigen
    ````
    ````
    Betrekken
    Participeren
  • 17
    17
    Medialandschap verandert
  • 25. 1e fase - massamedia
    Courtesy of: Alexandru Simionesei (hunt3r), Flickr
    Marketinglandschap |Massa
    18
  • 26. 1960 - 1990
    Print
    Outdoor
    TV
    Radio
    Courtesy of: Alexandru Simionesei (hunt3r), Flickr
    Marketinglandschap |Massa
    19
  • 27. Bought Media
    20
    Marketinglandschap |Massa
  • 28. GRP
    21
    Marketinglandschap |Massa
  • 29. 2e fase – opkomst online media
    Courtesy of: Alexandru Simionesei (hunt3r), Flickr
    Marketinglandschap | Online
    22
  • 30. Owned Media
    23
    Marketinglandschap | Online
  • 31. 1995 - 2005
    print
    e-mail
    outdoor
    tv
    search
    banner
    radio
    website
    Marketinglandschap | Online
    24
  • 32. Views & Clicks
    25
    Marketinglandschap | Online
  • 33. 3e fase – sociale media
    Marketinglandschap | Sociaal
    26
  • 34. Social Media = online platformen, mensendelenvan verhalen, kennis en ervaringen, blogs, wiki’s,
    Diensten: Facebook, Hyves, Youtube, Linkedin, Twitter (web 2.0)
    Marketinglandschap | Sociaal
    27
  • 35. Gedraagt Youp zich sociaal naar T-Mobile?
    Marketinglandschap | Sociaal
    28
  • 36. 29
    En Julian Assange? Sociaal of A-Sociaal?
    Marketinglandschap | Sociaal
  • 37. Naast...
    print
    outdoor
    e-mail
    tv
    search
    banner
    radio
    website
    Marketinglandschap | Sociaal
    30
  • 38. Ook:
    Game worlds
    Microblogs
    SNS
    Online advocacy
    Blogs
    Instant messaging
    Marketinglandschap | Sociaal
    31
  • 39. Nog meer media?
    Marketinglandschap | Sociaal
    32
  • 40. Roadmap
    2 Hoofdstromingen
    33
    ````
    ````
    Social Media Marketing
    • Wat wordt er over je merk gezegd?
    • 41. Buzztracking
    • 42. Sociallistening
    • 43. Sentiment meting
    • 44. Pakketten: BuzzMetrics, Attentio
    • 45. Lange termijn
    Social Media Campaigning
    • Share/ likes op social netwerken
    • 46. Alternatief bereiksopbouw
    • 47. Word of Mouth/ viral
    • 48. SocialAdvertising
    • 49. Pakketten: Media Injection
    • 50. Meer korte termijn
  • Earned Media
    34
    Marketinglandschap | Sociaal
  • 51. Content & Conversations
    35
    Marketinglandschap | Sociaal
  • 52. 36
    Luisteren
    • wat wordt over je gezegd?
    • 53. begrijpen
    • 54. monitoren
    Vertegenwoordigen
    ````
    ````
    Betrekken
    Participeren
    Marketinglandschap | Sociaal
  • 61. Marketinglandschap | Samengevat
    37
  • 62. Social Trends
  • 63. SocialShopping
    CrowdSourcing
    Location-Based Services
    SocialComputing
    Cloud Services
    Meaningful Marketing
    Social Trends | Overzicht
    39
  • 64. SocialShopping
    CrowdSourcing
    Location-Based Services
    SocialComputing
    Cloud Services
    Meaningful Marketing
    Social Trends | Local Services
    40
  • 65. #1 Question
    55% of all text messages
    41
    Social Trends | Local Services
  • 66. Where are u?
    650 billion messages
    42
    Source: http://blog.innovatearkansas.com
    Social Trends | Local Services
  • 67. Social Trends | Local Services
    43
  • 68. Social Trends | Local Services
    44
  • 69. SocialShopping
    CrowdSourcing
    Location-Based Services
    SocialComputing
    Cloud Services
    Meaningful Marketing
    Social Trends | CrowdSourcing
    45
  • 70. 25.000 Turken hielpen Facebook via Translations met de vertaling.
    Social Trends | CrowdSourcing
    46
  • 71. 25.000 Turken hielpen Facebook via Translations met de vertaling.
    10.000 ideeën
    400 implementaties
    Social Trends | CrowdSourcing
    47
  • 72. SocialShopping
    CrowdSourcing
    Location-Based Services
    SocialComputing
    Cloud Services
    Meaningful Marketing
    Social Trends | SocialShopping
    48
  • 73. V&D’s Shop Sessies
    Agenda
    49
  • 74. Social Trends | SocialShopping
    50
  • 75. SocialShopping
    CrowdSourcing
    Location-Based Services
    SocialComputing
    Cloud Services
    Meaningful Marketing
    Social Trends | Meaningful Marketing
    51
  • 76. Betekenis => Relevantie
    52
    Social Trends | Meaningful Marketing
  • 77. Social Trends | Meaningful Marketing
    53
  • 78. SocialShopping
    CrowdSourcing
    Location-Based Services
    SocialComputing
    Cloud Services
    Meaningful Marketing
    Social Trends | Cloud Services
    54
  • 79. Social Trends | Cloud Services
    55
  • 80. Social Trends | Cloud Services
    56
  • 81. SocialShopping
    CrowdSourcing
    Location-Based Services
    SocialComputing
    Cloud Services
    Meaningful Marketing
    Social Trends | SocialComputing
    57
  • 82. Revolutie van tablets.
    Apple vs Samsung?
    Social Trends | SocialComputing
    58
  • 83. 7.200 apps
    1 mln downloads
    41 miljoen users
    225.000 apps
    5 miljard downloads
    27,4 miljoen users
    70.000 apps
    1 miljard downloads
    11,6 miljoen users
    Source:http://www.slideshare.net/stuartdredge/157-mobile-app-stats-you-should-know-about
    Social Trends | SocialComputing
    59
  • 84. In de praktijk
  • 85. Cases | Miffy
    61
    Hoe verhogen we bekendheid van nijntje in China?
  • 86. Cases | Miffy
    62
    We brengen haar tot leven! En ze kan bij jou bezoeken...
  • 87. 63
    Listen
    Be present
    ````
    ````
    Engage
    Participate
    Cases | Miffy
  • 88. Cases | Miffy
    64
    We starten met luisteren, online…
  • 89. Cases | Miffy
    65
    We look at what the target group is sayingaboutmiffy; online and offline
    Photo of offline research
    …. En met meiden op scholen.
  • 90. 66
    Listen
    Be present
    ````
    Engage
    Participate
    Cases | Miffy
  • 91. 67
    We selecteerden platforms…
    Cases | Miffy
  • 92. Cases | Miffy
    68
    En maakten profielen aan.
  • 93. We trainden een social media representative..
    Cases | Miffy
  • 94. Cases | Miffy
    70
    En starten met een officiëlenijntje fan community.
  • 95. 71
    Listen
    Be present
    Engage
    Participate
    Cases | Miffy
  • 96. Cases | Miffy
    72
    nijntje ging actief bloggen.
  • 97. Cases | Miffy
    73
    Twitteren,
  • 98. Cases | Miffy
    74
    Chatten,
  • 99. Cases | Miffy
    75
    En nog meer bloggen.
  • 100. 76
    Listen
    Be present
    Engage
    Participate
    Cases | Miffy
  • 101. Cases | Miffy
    77
    We activeerden grassrootbloggers en ontwikkelden een casual game
  • 102. Cases | Miffy
    78
    We gaven tieners de mogelijkheid om nijntje uit te nodigen.
  • 103. Cases | Miffy
    79
    De fans bepaalden waar nijntje naar toe zou reizen.
  • 104. 80
    En de winnaar kregen een knuffel om nooit meer te vergeten.
    Chengdu
    Guangzhou
    Dalian
    Cases | Miffy
  • 105. Cases | Miffy
    81
    Alle ervaringen deelden we natuurlijk real time.
  • 106. Q&A
  • 107. Klaas Weima
    Managing Director
    klaas@energize.nl
    Mobile: +31 6 26 31 83 70Office: +31 30 23 26 030
    energize.nl