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Fip lezing Istanbul deel 1

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Mijn eerste lezing voor FIP in Istanbul, in de ochtend van 8 september

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Fip lezing Istanbul deel 1

  1. 1. StepFree | Social media consulting
  2. 2. ROI in social media & communities Lecture // Using New Media September 8 th // Sjef Kerkhofs
  3. 3. FIP Congress 2009 Photo by: Commander Holmes Welcome !
  4. 4. StepFree | Social media consulting Who am I ? Others verdict…. “ Enthousiastic and great personality.” “ Sjef is a true marketeer” “ Great meeting you, Very inspiring”
  5. 5. What I do Personal branding Social media Social networks Communities Blogging Lectures Workshops Strategy University Enthusiasm StepFree | Social media consulting Spinawards
  6. 6. <ul><li>Part 1 </li></ul><ul><li>09:00 – 09:45 </li></ul><ul><li>History internet </li></ul><ul><li>What is Social media </li></ul><ul><li>What can we do with it </li></ul><ul><li>Strategy </li></ul><ul><li>Cost and revenues </li></ul><ul><li>Measuring Social media </li></ul><ul><li>Recent developments </li></ul>About Today <ul><li>Part 2 </li></ul><ul><li>10:00 – 11:00 </li></ul><ul><li>Different Social media </li></ul><ul><li>RSS </li></ul><ul><li>Social networks </li></ul><ul><li>communities </li></ul><ul><li>Blogging </li></ul><ul><li>Microblogging </li></ul><ul><li>Video/Photo </li></ul><ul><li>11:00 – 12:00 </li></ul><ul><li>Presentations </li></ul><ul><li>Part 3 </li></ul><ul><li>14:00 – 15:00 </li></ul><ul><li>Engaging website </li></ul><ul><li>(theory) </li></ul><ul><li>15:00 – 16:00 </li></ul><ul><li>Presentations </li></ul>StepFree | Social media consulting
  7. 7. Part 1 // History and Social media <ul><li>History of the internet </li></ul><ul><li>What is Social media </li></ul><ul><li>What can we do with it </li></ul><ul><li>Strategy </li></ul><ul><li>Cost and Revenues </li></ul><ul><li>Measuring Social media </li></ul><ul><li>Recent developments </li></ul>StepFree | Social media consulting
  8. 8. Campfire stories StepFree | Social media consulting Bron: tcmaliskamp
  9. 9. And then…computers StepFree | Online marketing & Nieuwe media StepFree | Online marketing & Nieuwe media StepFree | Social media consulting
  10. 10. StepFree | Online marketing & Nieuwe media And then…internet! Entire Internet 1986
  11. 11. Fast developments! StepFree | Social media consulting
  12. 12. What is Social media? ‘ A collection of online communication techniques, in which the content is produced for and by the peoples. You could say Social media is many-to-many communication’ - Ramon Eijkemans StepFree | Social media consulting
  13. 13. Examples StepFree | Social media consulting
  14. 14. 5 eras of the Social web 1 2 Source: Forrester: http://www.flickr.com/photos/jeremiah_owyang/3478168483/sizes/o/ StepFree | Social media consulting
  15. 15. 3 4 5 Source: Forrester: http://www.flickr.com/photos/jeremiah_owyang/3478168483/sizes/o/ StepFree | Social media consulting
  16. 16. Why does it flourish? StepFree | Social media consulting Photo by: Macieklew
  17. 17. (1) Digital Heritage Photo by: Shermeee StepFree | Social media consulting
  18. 18. Digital immigrants http://www.inoverheid.nl/intermediair/img.db?1372139 StepFree | Social media consulting
  19. 19. Digital immigrants Source: Forrester Research Creators Critics Collectors Joiners Spectators Inactives 35-44 10% 15% 4% 11% 47% 47% StepFree | Social media consulting
  20. 20. Digital Natives Photo by : cd.harrison StepFree | Social media consulting
  21. 21. Digital Natives Source: Forrester Research Creators Critics Collectors Joiners Spectators Inactives 18-24 31% 35% 10% 66% 24% 35% StepFree | Social media consulting
  22. 22. (2) WOM era Photo by : Paull Young StepFree | Social media consulting
  23. 23. Scott Brown (wired): &quot;If it doesn't spread, it is dead&quot; Photo by: Pingu1963 StepFree | Social media consulting
  24. 24. Talking Consumer Make? Or Break? Photo by : itsholly StepFree | Social media consulting
  25. 25. StepFree | Social media consulting Comcast
  26. 26. (3) ‘People don’t change technology does’ Photo by: Roger Blackwell StepFree | Social media consulting
  27. 27. Peoples don’t change! Physical needs Safety & Security needs Social needs Need for Appreciation Self Actualisation Social networks Comments/ratings & rankings Blog Photo Video Social networks StepFree | Social media consulting
  28. 28. But, beware, contra reaction Recent research from Nielsen shows us that: <ul><li>Teens are NOT the drivers for online video. </li></ul><ul><li>Teens browse >50% LESS than digital immigrants. </li></ul><ul><li>Teens are not the early adopters of most Web2.0 tools. </li></ul><ul><li>Teens visit lot of the same websites as you. </li></ul><ul><li>Teens are MOBILE! </li></ul>StepFree | Social media consulting
  29. 29. Defriending! StepFree | Social media consulting
  30. 30. Photo by : MiguelVera What can we do with it…? <ul><li>Branding </li></ul><ul><li>Public relations </li></ul><ul><li>Share info / Learn </li></ul><ul><li>Customerservice </li></ul><ul><li>Internal comm. </li></ul><ul><li>Loyalty </li></ul><ul><li>Marketresearch </li></ul><ul><li>Crowdsourcing </li></ul><ul><li>Acquisition </li></ul>StepFree | Social media consulting
  31. 31. Strategy is crucial…. <ul><li>Or else, experimental Islands = NOT GOOD ! </li></ul>Photo by : Justin Donnelly StepFree | Social media consulting
  32. 32. POST Strategy - Forrester <ul><li>People </li></ul><ul><ul><li>Who is my target group, and how does it behaves on the internet? </li></ul></ul><ul><li>Objectives </li></ul><ul><ul><li>What are my business objectives? </li></ul></ul><ul><li>Strategy </li></ul><ul><ul><li>What am I going to change in my relation with the target group? </li></ul></ul><ul><li>Technology </li></ul><ul><ul><li>What applications do I need? </li></ul></ul>Bron: The groundswell StepFree | Social media consulting
  33. 33. StepFree | Social media consulting
  34. 34. Revenues StepFree | Social media consulting (1) Reduce costs <ul><li>Branding </li></ul><ul><li>Internal learning </li></ul><ul><li>Internet communication </li></ul><ul><li>Marketresearch </li></ul><ul><li>Customerservice </li></ul>
  35. 35. Revenues StepFree | Social media consulting <ul><li>Branding </li></ul><ul><li>More leads (exposure) </li></ul><ul><li>Raise loyalty </li></ul><ul><li>Better fit to market </li></ul>(2) Raise turnover
  36. 36. StepFree | Social media consulting Costs <ul><li>Vulnerable and open </li></ul>Photo by : Monica’s dad
  37. 37. StepFree | Social media consulting Costs (2) Give free content Photo by : Kalandrakas
  38. 38. StepFree | Social media consulting Costs (3) Lots of time, sweat and patience Photo by : VoxEfx
  39. 39. StepFree | Social media consulting But…Cheap technology Photo by : Cosmic Kitty
  40. 40. Measure - Quantitative StepFree | Social media consulting <ul><li>Social media metrics: </li></ul><ul><li>Unique visitors </li></ul><ul><li>Cost per unique visitor </li></ul><ul><li>Page views </li></ul><ul><li>Visits </li></ul><ul><li>Return visits </li></ul><ul><li>Interaction rate </li></ul><ul><li>Time spent </li></ul><ul><li>Video installs </li></ul><ul><li>Relevant actions (widgets/downloads/RSS/comments etc.) </li></ul>Source: IAB
  41. 41. Measure - Quantitative StepFree | Social media consulting Source: IAB <ul><li>Weblog metrics: </li></ul><ul><li>Number of conversations relevant sites </li></ul><ul><li>Number of useful links </li></ul><ul><li>Conversation reach </li></ul><ul><li>Conversation density </li></ul><ul><li>Content freshness and relevance </li></ul>
  42. 42. Measure - Quantitative StepFree | Social media consulting Source: IAB <ul><li>Social media apps metrics: </li></ul><ul><li>Installs </li></ul><ul><li>Active users </li></ul><ul><li>Growth </li></ul><ul><li>Profile and influence users </li></ul><ul><li>User lifecycle </li></ul>
  43. 43. Not only data! StepFree | Social media consulting Photo by : Krissyho
  44. 44. Measure - Qualitative StepFree | Social media consulting Focusgroups Desk research Photo by : korean resource center
  45. 45. StepFree | Social media consulting
  46. 46. Recent development StepFree | Social media consulting
  47. 47. Google Wave StepFree | Social media consulting ‘ Email is 40 years old’
  48. 48. Google wave StepFree | Social media consulting ‘ Hosted conversations’ ‘ All communication, mail and instant messaging’ ‘ Live text, no waiting’ ‘ Also photo’s etc, and embedding in blogs’ ‘ Waven’ will be in the official dictionary in a few years, just like ‘Googlen’
  49. 49. Soon…. StepFree | Social media consulting
  50. 50. Small break StepFree | Social media consulting

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