24 juni 2010
  Social media workshop:        Erik Hekman
  Strategy                 Dennis Ringersma
                     ...
PROGRAMMA
          • 14.00 - 14.15 : Welkom en inleiding
          • 14.15 - 14.45 : Brainstorm 1
          • 14.45 - 15....
SOCIAL MEDIA
                                     THE MEDIA SUPPLY CHAIN



                          Creation      Aggreg...
SOCIAL MEDIA
                                     THE MEDIA SUPPLY CHAIN



                          Creation         Agg...
SOCIAL MEDIA
                                EEN APART MEDIUM?




                          TV   Print   Mobiel Internet ...
SOCIAL MEDIA
          MASSALE TOEGANG TOT INTERACTIEVE MEDIA



                                                         ...
SOCIAL MEDIA
      CONSEQUENTIES MASSALE TOEGANG TOT MEDIA



                                      a n d
                ...
Thursday, June 24, 2010
SOCIAL MEDIA
                                  WEL DEGELIJK STURING


                                       Business
    ...
BRAINSTORM #1
                          Opdracht:
                          Benoem social media
                          ...
Instrument              = something that helps you to reach an objective



                          Branding            ...
INSTRUMENT
                   ALGEMENE REGELS VOOR SOCIAL MEDIA

   Doʼs
   • Zorg voor duidelijk(-e) doelstelling(-en) pl...
INSTRUMENT
                   10 GOUDEN REGELS VOOR SOCIAL MEDIA

    Projectleider:
    1.
 Bepaal de doelstelling:
     ...
INSTRUMENT
                   10 GOUDEN REGELS VOOR SOCIAL MEDIA


      TEAM:
      6.
 Wees een ambassadeur, luister naa...
INSTRUMENT
                                     MOBILIZING

          Doʼs
          • Social media inzet als onderdeel va...
INSTRUMENT
                             MOBILIZING




Thursday, June 24, 2010
INSTRUMENT
                             RECRUITMENT / SALES

          Doʼs
          • Benut vlaggendragers (intern dan w...
INSTRUMENT
                           RECRUITMENT / SALES




Thursday, June 24, 2010
INSTRUMENT
                                       DIALOGUE

          Doʼs
          • Jij ok-ik ok, oftewel de klant/gebr...
INSTRUMENT
                             DIALOGUE




Thursday, June 24, 2010
INSTRUMENT
                                      PROMOTE

          Doʼs
          • Veronica komt naar je toe deze zomer!...
INSTRUMENT
                             PROMOTE




Thursday, June 24, 2010
SOCIAL MEDIA
                                       Business
                                                            L...
BRAINSTORM #2
                             INSTRUMENTEN


             Opdracht 2:

             Probeer de instrumenten t...
MAPPING
     out of
    control




 in control

                     direct ʻrevenueʼ   indirect ʻrevenueʼ

Thursday, Jun...
Instrument              = something that helps you to reach an objective



                          Branding            ...
MAPPING
     out of
    control

                                                Mobilize                                 ...
MAPPING
     out of
    control

                                                Mobilize                                 ...
SOCIAL MEDIA
                                       Business
                                                            L...
ANALYSE CASES
                      Case      Objective     Instrument          Activity

                             Cus...
ANALYSE CASES
                      Case      Objective     Instrument   Activity

          Vrede van Utrecht   Reach
   ...
Objectives             = a goal that services the mission of the organisation



                           Reach         ...
BUSINESS MODELS
                                                   KA     CR
                                         Key ...
CUSTUMOR SEGMENTS




   For whom are we creating value?
   Who are our most important customers?
   • Mass Market
   • Ni...
VALUE PROPOSITION




   What value do we deliver to the customer?
   What problems are we helping to solve?
   Which cust...
CHANNELS




   Through which channels do we reach our customer?
   Which ones work best and are most cost-efficient?
   • ...
CUSTOMER RELATIONSHIP




   How can we build relationships?
   How can we integrate them?
   •   Personal assistance
   •...
REVENUE STREAMS




   What value is the customer really willing to pay?
   • Asset sale           • Lending/renting/leasi...
KEY RESOURCES




   What Key Resources do our value propositions require?
   Our distribution channels/relationships/reve...
KEY ACTIVITIES




   What key activities do our value propositions require?
   Our distribution channels/relationships/re...
KEY PARTNERS




   Who are our key partners/suppliers?
   Which key resources are we acquiring from partners?
   • Optimi...
COST STRUCTURE




   What are the most important costs?
   Which key resources/activities are most expensive?
   • Cost-d...
BUSINESS MODELS
   KP                     KA               VP                  CR              CS
    Key Partners        ...
BUSINESS MODELS
                          IKWEETWATDITIS


          In het kort:
          Musea hebben moeite met het tr...
BUSINESS MODELS
                                    IKWEETWATDITIS
   KP
   Hogeschool
                              KA
  ...
Objectives             = a goal that services the mission of the organisation




                Reach                   ...
BUSINESS MODELS
                                    IKWEETWATDITIS
   KP
   Hogeschool
                              KA
  ...
BUSINESS MODELS
                                    IKWEETWATDITIS
   KP
   Hogeschool
                              KA
  ...
BUSINESS MODELS
                                    IKWEETWATDITIS
   KP
   Hogeschool
                              KA
  ...
BRAINSTORM #3
                          BUSINESS MODELS


                              Bedenk een business model
        ...
SOCIAL MEDIA
                                       Business
                                                            L...
AFSLUITING


                                        ???
                                g   e n
                         ...
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Workshop social media Creative Connection

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Social media workshop Creative Connection

Harry van Vliet, Dennis Ringersma and Erik Hekman of the lectorate crossmedia, Utrecht gave a workshop about social media strategies, leverage and business models for Creative Connection.

See also: http://crossmedialab.nl/

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Workshop social media Creative Connection

  1. 1. 24 juni 2010 Social media workshop: Erik Hekman Strategy Dennis Ringersma Harry van Vliet Thursday, June 24, 2010
  2. 2. PROGRAMMA • 14.00 - 14.15 : Welkom en inleiding • 14.15 - 14.45 : Brainstorm 1 • 14.45 - 15.15 : Brainstorm 2 • 15.15 - 15.45 : Brainstorm 3 • 15.45 - 16.00 : Terugkoppeling Thursday, June 24, 2010
  3. 3. SOCIAL MEDIA THE MEDIA SUPPLY CHAIN Creation Aggregation Distribution Consumption ‣ Muziek ‣ Sony ‣ Concerten ‣ CD/DVD (retail) ‣ Televisie ‣ Internet ‣ Striptekeningen ‣ Disney ‣ Tijdschrift ‣ DVD Thursday, June 24, 2010
  4. 4. SOCIAL MEDIA THE MEDIA SUPPLY CHAIN Creation Aggregation Distribution Consumption ‣ Film ‣ Video sharing ‣ Internet ‣ Browser ‣ Muziek ‣ Music sharing ‣ Mobiel ‣ Mobiele telefoon ‣ Foto’s ‣ Photo sharing ‣ Televisie ‣ Tekst ‣ Wiki ‣ (micro) blogs ‣ Document sharing ‣ Relaties ‣ Social networks ‣ Links ‣ Link sharing Thursday, June 24, 2010
  5. 5. SOCIAL MEDIA EEN APART MEDIUM? TV Print Mobiel Internet Social Media Thursday, June 24, 2010
  6. 6. SOCIAL MEDIA MASSALE TOEGANG TOT INTERACTIEVE MEDIA content creatie d ia e a lM o ci 2-weg communicatie S TV Print Mobiel Internet Thursday, June 24, 2010
  7. 7. SOCIAL MEDIA CONSEQUENTIES MASSALE TOEGANG TOT MEDIA a n d s y n s ti e o m n ’s re It u ’ o nt ro y o l! c Thursday, June 24, 2010
  8. 8. Thursday, June 24, 2010
  9. 9. SOCIAL MEDIA WEL DEGELIJK STURING Business Leverage Metrics models Vision Mission Objectives Instruments Activities Impact Strategy Thursday, June 24, 2010
  10. 10. BRAINSTORM #1 Opdracht: Benoem social media activiteiten. Bijvoorbeeld: vrienden maken op Facebook, filmpje uploaden op YouTube Thursday, June 24, 2010
  11. 11. Instrument = something that helps you to reach an objective Branding "Get branding out there" “Involve consumers in the development of Co-Create products” Share knowledge and “Share knowledge, experiences and opinions” experiences Promote “Promotion” Listening in "Tap into the social information space" Dialogue / Talk with "Start a conversation" Recruitment “Recruit employees” Service / Support "Increase customer service" Inform "Provide information" Sales “Making transactions” Word of Mouth “Word of mouth communication” Reputation “Boost reputation” Mobilize "Calls to action" Thursday, June 24, 2010
  12. 12. INSTRUMENT ALGEMENE REGELS VOOR SOCIAL MEDIA Doʼs • Zorg voor duidelijk(-e) doelstelling(-en) plus bijbehorende tijd en menskracht • Stel de gebruiker/klant centraal • Benader een aantal medewerkers en/of klanten en laat hen bepaalde rollen in social media vervullen • Blijf social media polsen en stimuleren Dontʼs • Social media los van je organisatie zien • Zonder (voor-)onderzoek social media inzetten • Geen testfase en evaluatie van social media Thursday, June 24, 2010
  13. 13. INSTRUMENT 10 GOUDEN REGELS VOOR SOCIAL MEDIA Projectleider: 1. Bepaal de doelstelling: • communicatief, • marketing, • of business 2. Bepaal de doelgroep 3. Onderzoek de doelgroep 4. Bepaal de mate van investering 5. Stel een team samen, laat controle los (maak duidelijk dat project MAG, zonder steeds terug te koppelen/om goedkeuring te vragen!) Thursday, June 24, 2010
  14. 14. INSTRUMENT 10 GOUDEN REGELS VOOR SOCIAL MEDIA TEAM: 6. Wees een ambassadeur, luister naar wat de doelgroep wil en gebruikt (Functioneel Ontwerp) 7. Kies en lanceer een tool(-s) 8. Doe actief mee, bouw geduldig, investeer, verwacht niet directe resultaten 9. Blijf luisteren en ambassadeurs rol oppakken 10. Evalueer regelmatig Thursday, June 24, 2010
  15. 15. INSTRUMENT MOBILIZING Doʼs • Social media inzet als onderdeel van een communicatiecampagne: wat is het te bereiken doel? • Wees actueel • Lokaliseer je doelgroep en vlaggendragers, faciliteer hen • Geef updates, wees transparant Dontʼs • Als het doel niet haalbaar is dan haakt men af (duur, omvang, herkenbaarheid van het doel) • Timmer de kanalen niet dicht, maar luister waar het gesprek plaatsvindt. Verplaatst het gesprek zich, kijk toe, analyseer, en ga evt. mee (maar timmer niet dicht!) Thursday, June 24, 2010
  16. 16. INSTRUMENT MOBILIZING Thursday, June 24, 2010
  17. 17. INSTRUMENT RECRUITMENT / SALES Doʼs • Benut vlaggendragers (intern dan wel extern) en rust deze uit (tijd, geld, apparatuur) • Biedt diensten op maat aan • Zorg ervoor dat klanten hun vragen vlot en adequaat beantwoord krijgen (bereikbaarheid) • Betrek je klanten op persoonlijk niveau (persoonlijke incentives) Dontʼs • Je klant niet als gelijkwaardige gesprekspartner zien en met name producten/diensten aanbieden. Nee: de klant heeft jou ook wat te bieden! • Geld centraal stellen. Social media is vooral SOCIAL. Dit moet het uitgangspunt blijven. Thursday, June 24, 2010
  18. 18. INSTRUMENT RECRUITMENT / SALES Thursday, June 24, 2010
  19. 19. INSTRUMENT DIALOGUE Doʼs • Jij ok-ik ok, oftewel de klant/gebruiker is een gelijkwaardige gesprekspartner • De digitale doelgroep is dezelfde als de fysieke doelgroep • Stem de aard van de dialoog (niveau) af op de doelgroep Dontʼs • Niet terugkoppelen, niet laten zien wat er met input gebeurt. • Building your own limonadestand: doe dit niet. Ga kijken waar het gesprek plaatsvindt, en bevraag deelnemers wat goed voor hen werkt. Thursday, June 24, 2010
  20. 20. INSTRUMENT DIALOGUE Thursday, June 24, 2010
  21. 21. INSTRUMENT PROMOTE Doʼs • Veronica komt naar je toe deze zomer! Zet een digi- team in, faciliteer hen. • SM is ondersteuning: bouw het in je marketingplan in. • Reputation management is van belang (wat zou BP moeten doen om zijn reputatie enigszins te kunnen redden?) • Spreek de waarheid! Wees authentiek! Dontʼs • Daddy on the Dancefloor • Enkel zenden • Onvoldoende tijd en menskracht inzetten Thursday, June 24, 2010
  22. 22. INSTRUMENT PROMOTE Thursday, June 24, 2010
  23. 23. SOCIAL MEDIA Business Leverage Metrics models Vision Mission Objectives Instruments Activities Impact Strategy Thursday, June 24, 2010
  24. 24. BRAINSTORM #2 INSTRUMENTEN Opdracht 2: Probeer de instrumenten te categoriseren. 1) plot de instrumenten op de kwadranten 2) plot de cases op de kwadranten Thursday, June 24, 2010
  25. 25. MAPPING out of control in control direct ʻrevenueʼ indirect ʻrevenueʼ Thursday, June 24, 2010
  26. 26. Instrument = something that helps you to reach an objective Branding "Get branding out there" “Involve consumers in the development of Co-Create products” Share knowledge and “Share knowledge, experiences and opinions” experiences Promote “Promotion” Listening in "Tap into the social information space" Dialogue / Talk with "Start a conversation" Recruitment “Recruit employees” Service / Support "Increase customer service" Inform "Provide information" Sales “Making transactions” Word of Mouth “Word of mouth communication” Reputation “Boost reputation” Mobilize "Calls to action" Thursday, June 24, 2010
  27. 27. MAPPING out of control Mobilize WoM Experience sharing Reputation Share Dialogue Co-Create Knowledge Promote Branding Recruit- ment Inform Listening in Service Sales in control direct ʻrevenueʼ indirect ʻrevenueʼ Thursday, June 24, 2010
  28. 28. MAPPING out of control Mobilize WoM Experience sharing “Grote organisatie” Reputation Share Dialogue Co-Create Knowledge Thialf Rabobank LG Promote Vodka Say Chees Gouda Branding Recruit- Vrede van Utrecht ment Essent Inform Listening in Service Sales in control direct ʻrevenueʼ indirect ʻrevenueʼ Thursday, June 24, 2010
  29. 29. SOCIAL MEDIA Business Leverage Metrics models Vision Mission Objectives Instruments Activities Impact Strategy Thursday, June 24, 2010
  30. 30. ANALYSE CASES Case Objective Instrument Activity Customer • Branding Say Cheese Gouda Relationship • Reputation • Share experiences Vodka Profit • Promote LG Profit • Promote Customer • Share Information Rabobank Relationship • Dialogue • Service/support Thialf Innovate • Dialogue Thursday, June 24, 2010
  31. 31. ANALYSE CASES Case Objective Instrument Activity Vrede van Utrecht Reach • Promote • Co-Create “Grote organisatie” Consolidate • Dialogue Essent Svenergy Growth • Sales • Promote Thursday, June 24, 2010
  32. 32. Objectives = a goal that services the mission of the organisation Reach "Magnifiy impact and reach" Innovate “Spur innovation” Consolidate “Getting business done” Grow "Maintain or capture greater market share" Cost reduction Customer relationship "Build and develop relationships" Profit Efficiency "Gain real time access to content" Thursday, June 24, 2010
  33. 33. BUSINESS MODELS KA CR Key Activities Customer Relationships CS KP Customer Segments Key Partners VP Value Propositions KR Key Resources CH Channels C$ R$ Cost Structure Revenue Streams Thursday, June 24, 2010
  34. 34. CUSTUMOR SEGMENTS For whom are we creating value? Who are our most important customers? • Mass Market • Niche market • Segmented (demographics etc) Thursday, June 24, 2010
  35. 35. VALUE PROPOSITION What value do we deliver to the customer? What problems are we helping to solve? Which customer needs are we satisfying? • Performance (computer industry) • Cost reduction • Convenience • Customization • Risk reduction • Accessibility • “Getting the job done” • Price Thursday, June 24, 2010
  36. 36. CHANNELS Through which channels do we reach our customer? Which ones work best and are most cost-efficient? • Retail • Crossmedia • Internet • Television • Radio Thursday, June 24, 2010
  37. 37. CUSTOMER RELATIONSHIP How can we build relationships? How can we integrate them? • Personal assistance • Communities • Automated services • Co-creation Thursday, June 24, 2010
  38. 38. REVENUE STREAMS What value is the customer really willing to pay? • Asset sale • Lending/renting/leasing • Advertising • Usage fee • Licensing • Subscription fee • Brokerage fees Thursday, June 24, 2010
  39. 39. KEY RESOURCES What Key Resources do our value propositions require? Our distribution channels/relationships/revenue streams? • Physical • Financial • Intellectual • Human Thursday, June 24, 2010
  40. 40. KEY ACTIVITIES What key activities do our value propositions require? Our distribution channels/relationships/revenue streams? • Production • Problem solving • Platform/network Thursday, June 24, 2010
  41. 41. KEY PARTNERS Who are our key partners/suppliers? Which key resources are we acquiring from partners? • Optimization and economy of scale • Reduction of risk and uncertainty • Acquisition of particular resources and activities Thursday, June 24, 2010
  42. 42. COST STRUCTURE What are the most important costs? Which key resources/activities are most expensive? • Cost-driven • Value-driven Thursday, June 24, 2010
  43. 43. BUSINESS MODELS KP KA VP CR CS Key Partners Key Activities Value Proposition Customer Customer Segments Relationships KR CH Key Resources Channels C€Structure R€ Streams Cost Revenue Thursday, June 24, 2010
  44. 44. BUSINESS MODELS IKWEETWATDITIS In het kort: Musea hebben moeite met het trekken van bezoekers. Hoe kan social tagging hier een rol in spelen? Thursday, June 24, 2010
  45. 45. BUSINESS MODELS IKWEETWATDITIS KP Hogeschool KA Platform VP CR CS ontwikkeling / Utrecht onderhoud Co-creatie Vindbaarheid Universiteits- Benaderen Community Musea museum Utrecht Communities Verrijking Bezoekers Museon KRPlatform CH Naturalis Meer bezoekers ikweetwatditis.nl Experts Interviews Instelling Bestaande Flickr.com communities Communities Zichtbaarheid C€ Collecties R€ Kennis Vermaak Platform ontwikkeling Maatschappelijke betrokkenheid Esteem Thursday, June 24, 2010
  46. 46. Objectives = a goal that services the mission of the organisation Reach "Magnifiy impact and reach" Innovate “Spur innovation” Customer relationship "Build and develop relationships" Thursday, June 24, 2010
  47. 47. BUSINESS MODELS IKWEETWATDITIS KP Hogeschool KA Platform VP CR CS ontwikkeling / Utrecht onderhoud Co-creatie Vindbaarheid Universiteits- Benaderen Community Musea museum Utrecht Communities Verrijking Bezoekers Museon KRPlatform CH Naturalis Meer bezoekers ikweetwatditis.nl Experts Interviews Instelling Bestaande Flickr.com communities Communities Zichtbaarheid C€ Collecties R€ Kennis Vermaak Platform ontwikkeling Maatschappelijke betrokkenheid Esteem Thursday, June 24, 2010
  48. 48. BUSINESS MODELS IKWEETWATDITIS KP Hogeschool KA Platform VP CR CS ontwikkeling / Utrecht onderhoud Co-creatie Vindbaarheid Universiteits- Benaderen Community Musea museum Utrecht Communities Verrijking Bezoekers Museon KRPlatform CH Naturalis Meer bezoekers ikweetwatditis.nl Experts Interviews Instelling Bestaande Flickr.com communities Communities Zichtbaarheid C€ Collecties R€ Kennis Vermaak Platform ontwikkeling Maatschappelijke betrokkenheid Esteem Thursday, June 24, 2010
  49. 49. BUSINESS MODELS IKWEETWATDITIS KP Hogeschool KA Platform VP CR CS ontwikkeling / Utrecht onderhoud Co-creatie Vindbaarheid Universiteits- Benaderen Community Musea museum Utrecht Communities Verrijking Bezoekers Museon KRPlatform CH Naturalis Meer bezoekers ikweetwatditis.nl Experts Interviews Instelling Bestaande Flickr.com communities Communities Zichtbaarheid C€ Collecties R€ Kennis Vermaak Platform ontwikkeling Maatschappelijke betrokkenheid Esteem Thursday, June 24, 2010
  50. 50. BRAINSTORM #3 BUSINESS MODELS Bedenk een business model voor het volgende: 1) “betrek Europa meer bij de burger” 2) “Bavaria komt met een nieuw biertje” Beiden moeten social media inzetten Thursday, June 24, 2010
  51. 51. SOCIAL MEDIA Business Leverage Metrics models Vision Mission Objectives Instruments Activities Impact Strategy Thursday, June 24, 2010
  52. 52. AFSLUITING ??? g e n Vr a www.crossmedialab.nl Thursday, June 24, 2010

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