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Fip lezing Istanbul deel 2

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Deel 2 van mijn lezing voor FIP in Istanbul

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Fip lezing Istanbul deel 2

  1. 1. Part 2 // Different tools discussed StepFree | Social media consulting <ul><li>Blogging </li></ul><ul><li>Videostreaming </li></ul><ul><li>Podcast / Vodcast </li></ul><ul><li>Wiki’s </li></ul><ul><li>RSS </li></ul><ul><li>Aggregators </li></ul><ul><li>Microblogging </li></ul><ul><li>Communities </li></ul><ul><li>Social Networks </li></ul>
  2. 2. Blogging StepFree | Social media consulting <ul><li>Inform the public </li></ul><ul><li>Learn about your profession </li></ul><ul><li>Share thought, get ideas </li></ul><ul><li>Score attention and gather authority </li></ul>‘ A weblog is an online interactive newspaper or journal’
  3. 3. General Example Google blog StepFree | Social media consulting
  4. 4. Example Pharmacy Angry Pharmacist StepFree | Social media consulting
  5. 5. ‘ Video streaming’ StepFree | Social media consulting
  6. 6. Objectives <ul><li>Snowball (viral) </li></ul><ul><li>Recruitment </li></ul>StepFree | Social media consulting <ul><li>Inform public </li></ul><ul><li>Events </li></ul>Photo by : snowing indoors
  7. 7. General Example Ford Viral StepFree | Social media consulting
  8. 8. Example Pharmacy Swine flu StepFree | Social media consulting
  9. 9. Podcast/Vodcast StepFree | Social media consulting Photo by : Coleen AF venable
  10. 10. Podcast/Vodcast <ul><li>Advantages: </li></ul><ul><li>More measures with ‘on demand’ than normal streaming </li></ul><ul><li>Legal rights easier managed </li></ul>StepFree | Social media consulting <ul><li>Objectives: </li></ul><ul><li>Inform public </li></ul><ul><li>Loyalty </li></ul><ul><li>Branding / PR </li></ul><ul><li>Learn about profession </li></ul>Photo: derrickkwa
  11. 11. General example Father Roderick StepFree | Social media consulting “ Podcastpriest “ “ iPope “ “ Breakfastshow “
  12. 12. StepFree | Social media consulting
  13. 13. Example Pharmacy Inform clinics StepFree | Social media consulting
  14. 14. Wiki’s What is a wiki? Webapplication in which documents can be shared and editted by everyone that has an account StepFree | Social media consulting
  15. 15. StepFree | Social media consulting
  16. 16. RSS S imple StepFree | Social media consulting R eally S yndication
  17. 17. Objectives <ul><li>Information about your profession </li></ul><ul><li>Loyal readers </li></ul><ul><li>Expand activity </li></ul><ul><li>Email marketing </li></ul>StepFree | Social media consulting
  18. 18. Google Reader StepFree | Social media consulting
  19. 19. General Example Chris Brogan StepFree | Social media consulting
  20. 20. Example Pharmacy Health care StepFree | Social media consulting Size: 6000+ visitors per day!
  21. 21. Aggregators StepFree | Social media consulting ‘ also known as a feed reader, news reader or simply aggregator, is client software or a web application which aggregates syndicated web content such as news headlines, blogs, podcasts, and vlogs in a single location for easy viewing.’ Bron: Wikipedia Everything we just discussed!
  22. 22. Microblogging StepFree | Social media consulting W WW Who What Where
  23. 23. Objectives
  24. 24. General Example Dell June 2009: More than $ 2 milion revenue StepFree | Social media consulting
  25. 25. Example Pharmacy Pharmacy Twitters StepFree | Social media consulting
  26. 26. Communities ‘ An interactive group of peoples that are connected (online) because of a mutual interest.’ StepFree | Social media consulting
  27. 27. Objectives StepFree | Social media consulting Loyalty (value) Feedback Customer service Acquisition Product development 1 2 3 4 5
  28. 28. Communities You don’t ‘make’ communities, they are already there. Social media just gives us the tools to be part of a community whenever and wherever we want to. StepFree | Social media consulting
  29. 29. Niche communities <ul><li>Small networks </li></ul><ul><li>Central theme </li></ul><ul><li>Mutual interest </li></ul><ul><li>Strong ties </li></ul><ul><li>Example: Fishing club </li></ul>Photo by: maurice koop StepFree | Social media consulting
  30. 30. (Anti) brandcommunities <ul><li>About a brand </li></ul><ul><li>Initiatied by brand or public </li></ul><ul><li>Weak ties </li></ul><ul><li>Interesting for marketeers </li></ul><ul><li>Example: Harley club </li></ul>StepFree | Social media consulting
  31. 31. ‘ Communities are powerful marketingtools, as long as the members are in the centre of attention!’ - Jeremiah Owyang (Forrester) - StepFree | Social media consulting
  32. 32. General example MyStarbucksIdea StepFree | Social media consulting
  33. 33. Example Pharmacy PatientsLikeMe StepFree | Social media consulting
  34. 34. Example Pharmacy Niche communities StepFree | Social media consulting
  35. 35. Social networks Web of friends and peoples you know or met. Not necessarily situated around a mutual interest. StepFree | Social media consulting Photo : BotHeredByBees
  36. 36. Social networks StepFree | Social media consulting But ….….still strong ties ? still friends ? Defriending a blessing ? networks dying ?
  37. 37. Objectives StepFree | Social media consulting Branding (brandpages) Recruitment Viral campaigns Social advertising Customer data 1 2 3 4 5
  38. 38. General example Facebook StepFree | Social media consulting Photo: Jacob Botter :
  39. 39. But…China! StepFree | Social media consulting Photo: Jacob Botter : > 300.000.000 users
  40. 40. StepFree | Social media consulting NO BANNERS PLEASE !! Would you SPAM at an networkmeeting? Photo by: freezelight
  41. 41. Social Do’s <ul><li>Research </li></ul><ul><li>Strategic planning </li></ul><ul><li>Internal cohesion </li></ul><ul><li>Communitymanager </li></ul><ul><li>Ambassadors </li></ul><ul><li>Spreading with Social media </li></ul>StepFree | Social media consulting
  42. 42. Social Don’ts <ul><li>Sales in Social networks </li></ul><ul><li>Corporate objectives first </li></ul><ul><li>Take maintenance for granted </li></ul><ul><li>Only build, don’t activate </li></ul><ul><li>Ignore good strategy </li></ul><ul><li>Don’t measure </li></ul>StepFree | Social media consulting
  43. 43. Questions ? Photo by : CarbonNYC StepFree | Social media consulting
  44. 44. Linkedin.com/in/sjefkerkhofs Twitter.com/sjefkerkhofs Tel: +31648360649 Mail: sjef@stepfree.nl I’m here for you ! StepFree | Social media consulting
  45. 45. Small break StepFree | Social media consulting
  46. 46. Part 3 // Presentations <ul><li>Costa Rica – Gustavo Garcia </li></ul><ul><li>Austria – Thomas Muller Uri / Viktor Hafner </li></ul><ul><li>Peru – Aldo Alvarez </li></ul>StepFree | Social media consulting
  47. 47. Costa Rica: ‘Using webtools to improve communication’
  48. 48. Austria: ‘Webtools to collect data from campaigns’
  49. 49. Peru: ‘Pharmacist’s blog’
  50. 50. Lunch! StepFree | Social media consulting

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