The document discusses social media and provides guidance on developing an effective social media content strategy. It defines social media and dispels common myths. It then outlines a three step content strategy process: 1) Plan by auditing current content and defining goals and channels, 2) Create content, 3) Maintain content. The document also discusses how social media can be used for market research to understand customer wants and needs in order to offer appropriate products.

1. Social media: explaining the open book principle  By: Natalie den Engelse PhD. NIKOS University of Twente

3. Social media is just old wine in new bottles

5. #1 Social media is free #2 You have to sign up and engage with every social media platform #3 I’ll set up social media accounts and if by magic great things will happen Social Media Myths

8. 1. Plan 2. Create 3. Maintain C O N T E N T S T R A T E G Y

9. Step 1 P L A N

11. Determine brand Determine messaging Determine channels Determine roles Analyze P L A N

12. Step 2 C R E A T E

14. Step 3 M A I N T A I N

16. Benefit from the transparency

17. Determine what customers want so that appropriate products can be offered to meet their needs M A R K E T R E S E A R C H

19. Some methods & techniques Focus Group Laddering In-depth interviews Concept Testing Forecasting methods Survey Lead User Technique Delphi Information acceleration Mysteryshopping Virtual reality Concept Testing Scenario’s Brainstorm techniques Probe and Learning Conjoint Analysis Product Testing M R

21. Social media Traditional Mailinglists Bulletin boards Hashtags Focus group Laddering In-depth interview