NextCommunication - Paul Blok (LECTRIC) let's connect 2010

6/15/2010

1

De impact van internet en nieuwe media op organisaties

Paul BlokLogeioncongres 11 juni 2010

Ik en social media

[email protected]

Public Village

2

6/15/2010

2

2004

Barack Obama in Berlijn

Wat valt op aan deze foto?

2008

6/15/2010

3

Camera’s

Camera’s!

6/15/2010

4

Agenda

1. De succesvolle organisatie ten tijde van verandering

2. Organisatiestructuur3. Organisatiecultuur4. Mensen in de organisatie5. Budget6. Bureaus7. Jezelf


De wereld verandertMedia veranderenMarketing verandertCommunicatie verandert

6/15/2010

5

“Unless management acts, the more successful a firm has been in the past, the more likely it is to fail in the future. Why? Because of the basis psychological principle that people tend to repeat behavior for which they have been rewarded. It is natural therefore for organizations to continue strategies that have made them successful in the past. The problem arises because the reality of successful strategies is that they must fit the environment. Consequently, marketing programs that have been successful will continue to be so only to the degree that the environment remains the same in the future as it has been in the past.”

Engel, Blackwell and Miniard, Consumer Behavior, 1990

Agenda



6/15/2010

6

2. Organisatiestructuur

“To be succesful using social technologies, companies must first prepare and align internal roles, processes, policies and stakeholders with their business objectives. Social business is a profound change that impact all departments in the organization.”

Jermiah Owyang

http://www.slideshare.net/jeremiah_owyang/social-strategy-gettingcompanyreadyapr14final

© 2010 Altimeter Group

Social Business Organizational Models

Centralized

6/15/2010

7


Organic growth

Authentic

Experimental

Not coordinated

e.g. Sun

Organic23


One hub sets rules, best practices, procedures

Business units undertake own efforts

Spreads widely around the org

Takes time

e.g. Red Cross

Coordinated24

6/15/2010

8


Similar to Coordinated but across multiple brands and units

e.g. HP

Multiple hub and spoke or “Dandelion”25


Each employee is empowered

Unlike Organic, employees are organized.

e.g. Dell, Zappos

Holistic or “Honeycomb”26


Each employee is empowered

Unlike Organic, employees are organized.

e.g. Dell, Zappos

Holistic or “Honeycomb”26

6/15/2010

9

Agenda



3. Organisatiecultuur

• Wat kan?• Wat mag formeel?• Wat mag informeel?

6/15/2010

10

Agenda



4. Mensen in de organisatie

• Medianderthalers• Tijdschriftenlezers• Optimist-realisten

• Kennis op de juiste plaats • Barrières• Koffie

6/15/2010

11

Agenda



5. Budget

Kosten

Opbrengsten

Besparingen

Geld TijdKennis

6/15/2010

12

http://socialmediatoday.com/SMC/162110

6/15/2010

13

Claim je webpresence

25

Agenda



6/15/2010

14

6. Bureaus

Briefing 2.0Specialisten of generalistenSterspelers hebben een kundige coach nodigKun je je bureau inspireren?Kan je bureau jou inspireren?

Agenda



6/15/2010

15

7. Jezelf

Cirkel van invloedZelf aan de slag (privé)Zelf aan de slag (op het werk)

Succes ermee!

[email protected]/paulblok

nextacademy.nltip: 16 juni gratis proefcollege