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Routekaart: social media. 12 januari 2011 Hotellotop
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Routekaart: social media. 12 januari 2011 Hotellotop

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  • 1. ROUTEKAART:SOCIAL MEDIAPaul Blok (Public Village) Paul Blok / Public Village 1
  • 2. Met hoge snelheid doorhet land van social media. Paul Blok / Public Village 2
  • 3. 1. Over Paul Blok Mijdrecht / Blokker Paul Blok / Public Village 3
  • 4. Paul Blok• In internet business sinds 1999• Internetstrateeg• Social media realist• Spreker, trainer• Marketing en internetverslaafde
  • 5. @paulblok
  • 6. 2. Ontwikkelingen gaanduizelingwekkend snel. Paul Blok / Public Village 8
  • 7. Even een bruggetje slaannaar Amerika. Paul Blok / Public Village 9
  • 8. 2004 10
  • 9. 2008 11
  • 10. Camera’s 12
  • 11. 13
  • 12. User generated contentis niet nieuw. Paul Blok / Public Village 14
  • 13. Maar… dat betekent nietdat er niets verandert. Paul Blok / Public Village 15
  • 14. Er zijn nu veel meer wegenom te communiceren. Paul Blok / Public Village 16
  • 15. Wat zijn eigenlijk ‘socialmedia’? Paul Blok / Public Village 18
  • 16. ‘Social media’ zijn cool! Paul Blok / Public Village 19
  • 17. Consumenten (burgers,patienten) komen samen. Paul Blok / Public Village 20
  • 18. Om ‘plezier’ te hebben… Paul Blok / Public Village 21
  • 19. ...om kennis, contacten,foto/video, etc te delen. Paul Blok / Public Village 22
  • 20. Steeds vaker met behulpvan app’s. Paul Blok / Public Village 23
  • 21. De grenzen tussen werk... Paul Blok / Public Village 24
  • 22. ...en privé vervagendaarbij steeds meer. Paul Blok / Public Village 25
  • 23. De bloem der conversatie(Brian Solis). Paul Blok / Public Village 26
  • 24. Zorg voor een gedeeldbegrip van ‘social media’. Paul Blok / Public Village 28
  • 25. Het is géén nieuwereligie… Paul Blok / Public Village 29
  • 26. …maar een hardewaarheid. Paul Blok / Public Village 30
  • 27. 31
  • 28. 3. Ga NU aan de slag metje marketingvisie. Paul Blok / Public Village 32
  • 29. Wees kritisch: denk jenog op de oude manier? Paul Blok / Public Village 33
  • 30. Wat doe je met deklassieke marketing P’s? Paul Blok / Public Village 34
  • 31. Of met de marketing C’s? Paul Blok / Public Village 35
  • 32. Of met de marketing J’s? Paul Blok / Public Village 36
  • 33. Marketing in Jip enJanneke-taal. Paul Blok / Public Village 37
  • 34. Marketing in Jip enJanneke-taal. Janneke = Je collega 2.0? Jip = jij? Meloen = Twitter Moeder = Paul Blok Schillen = discussies op Twitter bootjes = kennis Pitjes = followers Mannetjes = netwerk Meloenboom = nieuwe klanten 38 Paul Blok / Public Village
  • 35. Probeer - net als Jip -eens wat nieuws. Paul Blok / Public Village 39
  • 36. Benader je doelgroepenop de juiste manier. Paul Blok / Public Village 40
  • 37. Benader je doelgroepenop de juiste manier. Paul Blok / Public Village 41
  • 38. Benader je doelgroepenop de juiste manier. Paul Blok / Public Village 42
  • 39. Benader je doelgroepenop de juiste manier. Paul Blok / Public Village 43
  • 40. Bepaal je doelen. Paul Blok / Public Village 44
  • 41. Het internetproces en het 4C-model Convert Connect Control Communicate 45
  • 42. 4. Meet, leer en verbeter. Paul Blok / Public Village 46
  • 43. Onderbouw jeactiviteiten. Paul Blok / Public Village 47
  • 44. Marketing is: cijfers. Ookmet social media! Paul Blok / Public Village 48
  • 45. Maak een dashboard. Paul Blok / Public Village 49
  • 46. Wees trots op wat jebereikt. Paul Blok / Public Village 50
  • 47. Leer van de fouten die jemaakt. Paul Blok / Public Village 51
  • 48. Stuur bij indien nodig. Paul Blok / Public Village 52
  • 49. 5. Denk en werk crossmediacrossmediaal. Paul Blok / Public Village 53
  • 50. Zorg voor integratie metde reguliere media. Paul Blok / Public Village 54
  • 51. Met massamedia. Paul Blok / Public Village 55
  • 52. Met directe media. Paul Blok / Public Village 56
  • 53. 1+1=3. Paul Blok / Public Village 57
  • 54. Crossmediaal dus.Structureel. Paul Blok / Public Village 58
  • 55. 6. Claim ‘webpresence’buiten je eigen website Paul Blok / Public Village 59
  • 56. Natuurlijk wil je bezoekop je website. Paul Blok / Public Village 60
  • 57. Maar komt men wel naarje website? Paul Blok / Public Village 61
  • 58. Je ‘klant’ komt vooralNIET bij jou. Paul Blok / Public Village 62
  • 59. Er is véél conversatie(elders) op internet. Paul Blok / Public Village 63
  • 60. Het wordt lastiger contactmet je klanten te houden. Paul Blok / Public Village 64
  • 61. Probeer het contact tebehouden / te herstellen. Paul Blok / Public Village 65
  • 62. Het internetprocesConnect 66
  • 63. 67
  • 64. 68
  • 65. 69
  • 66. 70
  • 67. 71
  • 68. Check de tijd. Als hetgoed is zijn we... Paul Blok / Public Village 72
  • 69. Claim je webpresence 73
  • 70. Het begint met luisteren. Paul Blok / Public Village 74
  • 71. Goed luisteren. Paul Blok / Public Village 75
  • 72. Pas dan kun je goedcommuniceren. Paul Blok / Public Village 76
  • 73. Maar altijd: eerstluisteren, dan pas praten. Paul Blok / Public Village 77
  • 74. Wie weet dat je daarnazaken kunt doen. Paul Blok / Public Village 78
  • 75. 79
  • 76. 80
  • 77. Houd jezelf de spiegelvoor: hoe 2.0 ben je? Paul Blok / Public Village 81
  • 78. Stelling. Paul Blok / Public Village 82
  • 79. Stelling. Een marketeer moet zelf actief content creeren en moet zelf deelnemen aan communities om gefundeerd te kunnen oordelen over de (on)mogelijkheden. 83 Paul Blok / Public Village
  • 80. Gebruik de ladder vanparticipatie (Forrester). Paul Blok / Public Village 84
  • 81. Ladder hierarchie 85
  • 82. 7. De veranderingen rakende totale organisatie. Paul Blok / Public Village 86
  • 83. Voor organisaties isveranderen lastig. Paul Blok / Public Village 87
  • 84. De conversatie is er ookbuiten kantooruren. Paul Blok / Public Village 88
  • 85. Wie volgt het? Marketing?PR? Klantenservice? Paul Blok / Public Village 89
  • 86. En hoe snel reageer je alshet mis gaat? Paul Blok / Public Village 90
  • 87. Dus moet men buiten deeigen afdeling denken. Paul Blok / Public Village 91
  • 88. PaulBlok.Com 92
  • 89. Zitten je collega’s wel tewachten op verandering? Paul Blok / Public Village 93
  • 90. Probeer de koninklijkeroute. Paul Blok / Public Village 94
  • 91. Zoek anders eencompromis. Paul Blok / Public Village 95
  • 92. Compromissen moetenwel werkbaar zijn. Paul Blok / Public Village 96
  • 93. Kies eventueel voor jeeigen route. Paul Blok / Public Village 97
  • 94. (Eventueel buiten hetzicht van de rest.) Paul Blok / Public Village 98
  • 95. Pas op voor de barrières. Paul Blok / Public Village 99
  • 96. 8. ‘Maar ehm…’ Barrièresin de organisatie. Paul Blok / Public Village 100
  • 97. Maar ehm… het gaat tochgoed nu? Paul Blok / Public Village 101
  • 98. Maar ehm… dat is tochniets voor ónze klanten? Paul Blok / Public Village 102
  • 99. Maar ehm… dat past tochniet in onze huisstijl? Paul Blok / Public Village 103
  • 100. Maar ehm… dan doe jijhet er toch ff bij? Paul Blok / Public Village 104
  • 101. Maar ehm… er is tochveel te véél keuze? Paul Blok / Public Village 105
  • 102. Maar ehm… dat is tochveel te duur? Paul Blok / Public Village 106
  • 103. Ja, er zijn beren op deweg. Verjaag ze! Paul Blok / Public Village 107
  • 104. Veel barrières komenvoort uit onwetendheid. Paul Blok / Public Village 108
  • 105. Andere barrières komendoor napraterij. Paul Blok / Public Village 109
  • 106. Iemand moet de wegwijzen. Jij? Paul Blok / Public Village 110
  • 107. Laat goede resultatenzien, bewijs dat het kán. Paul Blok / Public Village 111
  • 108. Zorg voor voldoendekennis bij jezelf. Paul Blok / Public Village 112
  • 109. http://www.ing.nl/Images/Hoteliers-profiteren-van-doordachte-inzet-sociale-media_tcm7-70414.pdf 114
  • 110. Zorg vervolgens voorkennis bij je collega’s. Paul Blok / Public Village 115
  • 111. Houd er rekening mee dathet even kan duren. Paul Blok / Public Village 116
  • 112. Houd vol. Blijfoptimistisch. Paul Blok / Public Village 117
  • 113. De barrieres móetenweg. Paul Blok / Public Village 118
  • 114. 9. De toekomst is allangbegonnen. Paul Blok / Public Village 119
  • 115. http://www.hotelmarketing.com/index.php/content/article/top_ten_hotel_internet_marketing_resolutions_for_2011 120
  • 116. 1. I will adapt a new marketing approach around the Customer Engagement Channel and develop campaigns that fully align marketing efforts with the behavior of the hyper-interactive travel consumer.2. I understand that 2011 is going to be the ‘Year of Video’ and will continue to invest in videos for my hotel website, mobile website and other online marketing channels and efforts. Virtual tours are long out, and videos are definitely in.3. I will no longer operate in a “marketing silo.” I should not launch or run any marketing initiatives in silos (i.e. SEM, SEO, social media, mobile marketing, etc.), and I understand I will lose serious revenue opportunities and even market share if I send non-symbiotic or conflicting marketing messages about my hotel across various channels.4. I will continue to launch multichannel marketing campaigns and invest in technology needed to better execute these types of multi-platform and multi-format campaigns. I know that I need to reach my current and future guests via multiple touch-points, and that there is technology available today that can help me do this more efficiently.5. I will make room in the budget for smart investments in 2011 – and not rely on outdated business approaches or short term solutions.6. I know that I may no longer delay serious time and efforts in mobile marketing & social media . It is not acceptable to provide my website visitors via their mobile device the desktop version of my website. I also know that if I do not make a significant time investment in social media that my competitors are going to leave me far behind. This year, I will work hard to integrate mobile and social marketing into my overall digital marketing strategy.7. I understand that the time has come to upgrade my hotel website, which has become the main face of my hotel to the rest of the world. I understand that my hotel website should offer the best visual and rich media content about the property on the Web and should become the most potent customer engagement tool via Web 2.0 optimizations and functionality.8. I will continue to make the Direct Online Channel the foundation of my hotel Internet marketing strategy and stop ‘leaking’ revenues to the OTAs. I know I need to reduce my reliance on the OTA channel and establish direct relationships with my guests. This will result in significant incremental revenues, increased loyalty and long-term competitive advantages. no longer suffer through ‘information overload’ and will use smart analytics to make9. I will smart business decisions. From Adobe Online Marketing Suite powered by Omniture to DART, every report that I analyze must answer this important question: How can I use this data to improve my business and generate more revenue?10. I will not be intimidated by the complexity of it all. I understand that with each passing day the whole digital space is becoming more and more convoluted with new media formats and marketing channels, with new “make-believe” and real revenue opportunities. I will make sure to stay on top of these dynamic developments by partnering with the best hospitality experts in Internet/digital marketing to a) learn it all, and b) work jointly on my hotel’s Internet, social and mobile marketing. 121 http://www.hotelmarketing.com/index.php/content/article/top_ten_hotel_internet_marketing_resolutions_for_2011
  • 117. De ontwikkelingen gaandoor. Paul Blok / Public Village 122
  • 118. De overzichtelijke wegvan voorheen… Paul Blok / Public Village 123
  • 119. … wordt een lastige,bochtige weg… Paul Blok / Public Village 124
  • 120. … met slipgevaar. Paul Blok / Public Village 125
  • 121. Stoppen is geen optie. Paul Blok / Public Village 126
  • 122. Overstappen wel. Paul Blok / Public Village 127
  • 123. 10. De gevolgen voorjezelf zijn lastig. En leuk! Paul Blok / Public Village 128
  • 124. Geniet van deontwikkelingen in ‘t vak. Paul Blok / Public Village 129
  • 125. Geef je enthousiasmedoor. Paul Blok / Public Village 130
  • 126. Zie kansen integenslagen. Paul Blok / Public Village 131
  • 127. Zie de lol van obstakels. Paul Blok / Public Village 132
  • 128. Ontdek ook nieuwepaden. Paul Blok / Public Village 133
  • 129. Wat ga je doen? Paul Blok / Public Village 134
  • 130. 11. Conclusie (1): de(media)wereld verandert. Paul Blok / Public Village 135
  • 131. 12. Conclusie (2): socialmedia = toy and tool. Paul Blok / Public Village 136
  • 132. Toy: speel, probeer,experimenteer en geniet. Paul Blok / Public Village 137
  • 133. Tool: leer, verbeter enprofiteer. Paul Blok / Public Village 138
  • 134. Tot straks bij de borrel. Paul Blok / VeranderendeMedia.nl 139
  • 135. Of tot een andere keer!Twitter.com/paulblokSlideshare.net/paulblokpaul@publicvillage.comwww.publicvillage.com Paul Blok / Public Village 140