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Stephan Lam
Stephan Lam

Veel merken op social media hebben iets weg van cabaretiers, die vooral heel gevat uit de hoek willen komen. Het gaat vooral om de snelste en beste grap, de leukste inhaker of het geinigste onderonsje. Influencers kopen we in en we sturen mails vanuit fictieve personen. Laten we eerlijk zijn, onze social mediakanalen zijn vooral plekken geworden waar we aan het zenden zijn. Het is voornamelijk ‘media’ en maar weinig ‘social’. Authenticiteit, inhakers, influencers, onderonsjes. De buzzwords vliegen je om de oren. Maar we kunnen terug naar de inhoud, door de klant centraal te stellen en de kracht van de medewerkers in te zetten. Waar ‘media’ voornamelijk bij de marketing afdeling ligt, moet het ‘social’-element breder uit de organisatie komen. Dat gaat vaak verder dan online en de grote uitdaging is dit te borgen in de organisatie. In mijn sessie neem ik je graag mee in de aanpak van Microsoft Nederland om dit te bereiken, aan de hand van -goed, nog één buzzword – mijn visie op thought leadership.

Social Media
1 of 72
“ people do not listen with the intent to understand; they listen with the intent to reply.” - Stephen R. Covey
Facebook 2015
Telegraaf 2009
Anne
^AT
Sail
Heineken
Media Markt
Inhaken of afhaken? bit.ly/inhakenofafhaken
Urgent versus relevant bit.ly/inhakenofafhaken
Whiskas
Toby
M&M’s
“Wise men speak because they have something to say; fools because they have to say something.” - Plato
Oprah
The real Oprah
Picture:https://www.flickr.com/photos/armyofgnomes/3557056921/in/photostream/
Thought Leadership is simply about becoming an authority on relevant topics by delivering the answers to the biggest questions on the minds of your target audience.” - Michael Brenner
Biggest questions target audience
MEDEWERKERS
“Commitment is what transforms a promise into reality.” - Abraham Lincoln
Stappen
Potential Influencers Mass Influencers Mass Connect ors Mass Mavens Social Savvys Subject Matter Experts Internal External Spokespersons Thought Leader 95% 50% 20% 5% [Social] Broadcasters % of connections with external peers/influencers Network pyramids
Roles & Responsibilties Social Savvys Subject Matter Experts Spokespersons Thought Leader Internal Who Theme A Theme B Theme C Theme D
Coordination & control Social Savvys Subject Matter Experts Spokespersons Thought Leader Internal CMO team Training & support on competencies People manager
0-meting
Partner Sales manager
In conversatie
In conversatie
Potential Influencers Mass Influencers Mass Connect ors Mass Mavens Social Savvys Subject Matter Experts Internal External Spokespersons Thought Leader [Social] Broadcasters
Potential Influencers Mass Influencers Mass Connect ors Mass Mavens Social Savvys Subject Matter Experts Internal External Spokespersons Thought Leader [Social] Broadcasters
Potential Influencers Mass Influencers Mass Connect ors Mass Mavens Social Savvys Subject Matter Experts Internal External Spokespersons Thought Leader [Social] Broadcasters
Van "social media buzzword bingo" naar inhoud
Van "social media buzzword bingo" naar inhoud
Van "social media buzzword bingo" naar inhoud
Van "social media buzzword bingo" naar inhoud
Van "social media buzzword bingo" naar inhoud
Van "social media buzzword bingo" naar inhoud

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Editor's Notes

  1. Het is niet echt. Niet oprecht. Het is ingekocht. Jullie laten je niet voor de gek houden. Hoe lang geloven we de vlogger nog die we betalen... 