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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

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