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Presentatie Introductie Social Media voor Trainersteam van Exact Trainingen (onderdeel van We All Marketing)
Citation preview
Trefwoord: trends, social media, automotive, lease, autolease, motorhuis, multilease, klanten, webcare, service,
businessmodellen, klantendag, events.
Presentatie tijdens de Business-2-business B2B meeting van Markeur Holding in Alphen a/d Rijn op woensdag 11 maart
2012.
SOCIAL MEDIATRENDS“WE ALL MARKETING”
Jeroen van der SchenkSocial (Media) Concept DesignAdd me as a contact in your mobile phone
j v d s c h e n k j e r o e n v a n d e r s c h e n k
#exactonline
http://bit.ly/weallmarketing
Copyright and all other proprietary rights in the Content (including but not limited to software, audio, video, text and photographs) rest with EXACT or its licensors. All rights in the Content not expressly granted herein are reserved. Except as stated herein, none of the material may be copied, reproduced, modified, distributed, republished, downloaded, displayed, posted or transmitted in any form or by any means, including, but not limited to, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of EXACT or the copyright owner. All copyright and other proprietary notices shall be retained on all permitted reproductions.
S O C I A L ( M E D I A )T R E N D S
Web 1.0
Web 2.0
Web 3.0
The (E)volution of Internet
TRAN
SPAR
ANCY
E e n s o c i a l e t r e n d w a a r b i j m e n s e n n i e u w e t e c h n o l o g i e g e b r u i k e n o m d i n g e n t e d o e n e n t e m a k e n m e t a n d e r e n , i n p l a a t s v a n g e b r u i k t e m a k e n v a n d e g e v e s t i g d e o r d e o r g a n i s a t i e s e n o v e r h e i d .Source: Groundswell by Forrester.com
Groundswell
Organizing Without Organizations
Sharing
coop
erat
ion
personal currency
“Here comes everybody” by Clay Shirky
Conversation
CollaborativeProduction
Collective(Inter)action
SHARING
Organizing Without Organizations- SHARING -
CONVERSATION
Organizing Without Organizations- CONVERSATION -
CONVERSATION
Organizing Without Organizations- CONVERSATION -
COLLABORATIVEPRODUCTION
Organizing Without Organizations- COLL ABORATIVE PRODUCTION -
We become are Mobile!
Source: Groundswell by Forrester.com
POWER TO THE CROWD
Organizing Without Organizations
COLLECTIVE(INTER)ACTION
- COLLECTIVE (INTER)ACTION -
Organizing Without Organizations- COLLECTIVE (INTER)ACTION -
COLL ABORATIVECONSUMPTION
PEER-2-PEER
EVERYTHING!
couchsurfinghotelhotels
hotelindustryhospitality
KHNpeer-2-peerpeer-to-peerconnectingworldwidesleepingsharing
bedcouch
businessmodelsbackpacker
businessleisure
PEER-2-PEER
EVERYTHING!
crowd collaborationfood
dinnerlunch
twitterconnecting
peerscooking
tweetjemeetweet je mee
conceptnederland
PEER-2-PEER
EVERYTHING!
social mediacars
carsharingconcepts
businessmodelearn
reviewcrowd
peer2peerpeer-2-peer
peer tot peerautomotiveautobranche
PEER-2-PEER
EVERYTHING!
moneyloan
crowdfundingspending
ratesocial media
crowdtrust
peer2peerpeer-2-peer
peer tot peer
PEER-2-PEER
EVERYTHING!
T H EM O V E M E N T
web 1.0web 2.0web 3.0web 4.0
Society 3.0Marco Derksen
ModelMarketing
CommunicatieCommunication
Dialogue Value Networks
Bedrijven
Klanten
1.0 2.0 3.0
Source: Marco Derksen in het boek Society 3.0
M e d i a L a n d s c a p e
From ValueCHAIN to ValueNETWORK
web 1.0web 2.0web 3.0web 4.0
Society 3.0Marco Derksen
ModelMarketing
CommunicatieCommunication
Dialogue Value Networks
Source: Marco Derksen in het boek Society 3.0
Bedrijven
Klanten
commodityadded value
brandingco-creation
coffeekoffiesenseo
business modelspricing strategy
C O M M O D I T YM A R K ET S
strategieadd value
price strategychoose
business modelsorganizationorganisation
companycorporate
ADD VALUE
PRICE STRATEGY
T TTT T TRAINERS
DEELNEMERS
We All Marketing: Van Organiseren naar Faciliteren
EX ACT
T TTT T TRAINERS
SOCIAL MEDIA TRAININGEN‣ Introductietraining “Social Media & Business”
verloop van tijd
T T Tinte
nsite
it in
tera
ctie
= Traditionele interactie-intensiteit (focus rondom transactie - passief)
= Transactionele momenten
= Social Touchpoints (creatie van meerdere contactmomenten -> on top of mind! -> pro-actief)= Evendriven communicatie via social touchpoints met hogere interactie-intensiteit)
It’s all about Social Touchpoints
G ET T I N GS TA R T E D ?
Social Media Step-by-Step
1. Doelstellingen Bepalen
‣Verhogen van contactfrequentie & interactie met (potentiele) klanten
‣Het online imago van Exact Trainingen monitoren & positief
beinvloeden (webcare)
‣Conversie naar verbinding (abonneren weblog, likes, followers)
‣Conversie naar transactie (registraties trainingen)
‣Claimen van expertise rondom het thema ‘boekhouden’.
2. Doelgroep Definiëren
Wie zijn mijn stakeholders?Waar zijn mijn stakeholders?
Welke thema’s houden mijn stakeholders bezig?Welke thema’s verbinden mijn stakeholders?
3. Doelgroep Analyseren
4. Content Strategie Bepalen
5. Social Media Tools SelecterenCustomer
CommunicationBrand
ExposureTraffic to Website
Search EngineOptimalisation
ClaimingExpertise
Flickr
Youtube
Digg
Diigo / Delicious
Foursquare / FBP
Weblog
Source: CMO’S Guide To The Social Landscape
6. Social Media Infrastructuur Inrichten
Producing Content Is Core Business
7. Content Publiceren
‣Visie, marktontwikkelingen & trends (op jouw vakgebied!)
‣Howto (manuals, screencasts)
‣FAQ’s (focus op tertiaire keywords, conversion generator!)
‣Sneak Previews
‣Live Events (social buzz, livestream, foto’s etc..)
‣Geek Stuff...
7. Content Publiceren
8. Participeren in Dialoog
9. Resultaten Meten en Herijken
9. Resultaten Meten en Herijken
S o M eI M P O R TA N T
L E S S O N S
People rather communicate with people ...
VERSUS
There’s NO Social (Media) SHORTCUT ...
But you CAN organise it efficiently...
Social media is as social as YOU!
Contact
Add me as a contact in you mobile phone
Jeroen van der SchenkFounder of [email protected]
@jvdschenk
jeroenvanderschenk
jeroenvanderschenk
jeroenvanderschenk
jeroenvanderschenk