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SOCIAL (MEDIA) STRATEGIE
IN 1 DAG
SOC
IALS
UM
MER
“HE, LEUK! DOE MIJ
OOK FF ZO’N WEBLOG ...”
79.79% failed to provide a homepage URL
75.86% of users have not entered a bio in their profile
68.68% have not specified a location
55.50% are not following anyone
54.88% have never tweeted
52.71% have no followersSource: www.antidote.com
Twitter Statistics
PR
OG
RA
MM
Awelkom wie is wie behoeften koffie
trends social media consumentgedrag
delen thee businessmodels pauze
stappenplan lunch strategie analyse
stakeholders doelstellingen contentstrategie tools publiceren interactie
faciliteren dialoog meten pauze
herijken organisatie howto next step wrap-up borrel
Jeroen van der Schenk
jvdschenk jeroenvanderschenk
Add me as a contact in your mobile phone
I’M NOT A SOCIAL MEDIA GURU.
JUST A BELIEVER, ACTIVE USER AND FAN.
EVERYBODY IS AN EXPERT TO
SOMEONE!
TRENDS
TRA
NSP
AR
AN
CY
GR
OU
ND
SWEL
L Een sociale trend waarbij mensen nieuwe technologie gebruiken
om dingen te doen en te maken met anderen, in plaats van gebruik te
maken van de gevestigde orde organisaties en overheid.
Source: Forrester.com
3.200 QUANGO’S120.000 WERKNEMERS
140 MILJARD
NO BOSS PLEASE!
GR
OU
ND
SWEL
L
POWER TO
THE CROWD!
CROWDSOURCING
CROWDFUNDING
CROWDFORCING
CROWDFORCING
“…Beetje flauw om Transavia de schuld te geven. In ieder geval kun je daar beter mee vliegen dan met Turkish Airways, want die landen soms ongeveer op Schiphol...”
CROWDCOLLABORATION
CROWDBUYING
We become are mobile
KNOWLEDGE IS AVAILABLE....
EVERYWHERE!FOR FREE!
BEDRIJVEN
KLANTEN
1.0 2.0 3.0
Source: Marco Derksen in het boek Society 3.0
Media Landscape
Value Networks
IS YOUR MARKET A COMMODITY MARKET?
COMMODITY MARKETS
LOWEST PRICE STRATEGY
ADDING VALUE
COMMODITY MARKETS
BOOKLAUNCH SOCIETY 3.0
FREEMIUMBUSINESSMODEL
14.000+ DOWNLOADS
3.800 SOLD!
Disruptive Businessmodels
And how about this one....
And how about this one....
SOCIAL (MEDIA)
STRATEGY
1.Analyseer
dialoog
5. Deel relevante
content
4. Selecteer tools
3. Bepaal content
strategie
2. Omschrijf
doelstelling
7. Meet resultaten
en herijk
6. Participeer en
faciliteer dialoog
SOCIAL (MEDIA)STRATEGIE
Analyseer Dialoog1
Wie zijn mijn stakeholders?Waar zijn mijn stakeholders?Welke thema’s houden mijn stakeholders bezig?Welke thema’s verbinden mijn stakeholders?
Search the web...1
• Websites• Fora• Blogs• Social Networks
Advanced twitter search1
Advanced twitter search1
Advanced twitter search1
Gist.com - personalized stakeholder buzz1
Omschrijf Doelstelling2
Wat wil je bereiken met jouw social media activiteiten? Ik wil ....
• interactie met klanten• klanten werven• expertise ‘claimen’• producten & diensten innoveren• reputatiemanagement faciliteren
• traffic naar website genereren• sales verhogen
Bepaal Contentstrategie3
Welke content is nodig om de doelstellingen terealiseren?
• inhoud• vorm• contentstroom• centraal of decentraal
Bepaal Contentstrategie3
Bepaal Contentstrategie3
Curator Broadcaster
Syndicator Feeder
Dabbler Conver-sationalist
Observer Explorer
Socializer Networker
Activist Specialist
Tastemaker Celebrity
Thought Leader Pundit
LIST
ENIN
GPA
RTIC
IPAT
ING
CONSISTENTCASUAL
BRO
ADFO
CUSSED
SHARING CREATING
KLO
UT
STY
LES
Selecteer Tools4
Selecteer Tools4
Customer Communication
BrandExposure
Traffic to Website
Search EngineOptimalisation
ClaimingExpertise
Flickr
Youtube
Digg
Diigo / Delicious
Foursquare / FBP
Weblog
Source: CMO’S Guide To The Social Landscape
Deel Relevante Content5
WAT DEEL JE W A A R M E T WELK DOEL?
Deel Relevante Content5
?
Sharable content - be exiting 5
CASE: Martin Schilder Automobielbedrijven
Sharable content - show real people!5
CASE: Martin Schilder Automobielbedrijven
Participeer & Faciliteer Dialoog6
• MONITOR• REPLY• CONNECT
Meet Resultaten & Herijk7
• # visits• # unique visitors• % new visitors• # pageviews• # avarage pageviews per visit• Bouncerate• verhouding “direct” – “searchengines” – “referring sites”• referring sites (top 20)• searchengine keywords (top 50)• analysis of usage tools (blog, wiki, qna etc..)• added notifications on abnormalities in statistics
Web Statistics (a few examples...)
Meet Resultaten & Herijk7
Social Statistics (a few examples...)
• # followers• # retweets• # @replies• # twitter mentions• # shared (Facebook, Linkedin etc..)• # bookmarked• # mentions in blogposts• # mentions in newspapers & magazines• # reviews and average score
Tools: Crowdbooster.com7http://www.socialbites.com/book/Crowdbooster_com
Tools: Peerindex.net7
Tools: Tweetreach.com7http://www.socialbites.com/book/Tweetreach_com
Tools: Klout.com7
KO
UD
WA
TER
VR
EES?
THANK YOU!
Sessie Datum
: Social Media Strategie in 1 dag : 5 juli 2011 (locatie #s2m0346)
Kwaliteit van de locatie, eten & drinken
De inhoud van de workshop sloot aan op mijn verwachtingen.
Professionaliteit en kennisniveau van de trainer/coach.
Praktische toepasbaarheid van de training / workshop
2
1 Naam ____________________________________
Ervaringen
3 Waardebepaling achteraf
Deze sessie is georganiseerd in samenwerking met Seats2meet.com en gebaseerd op ‘waardebepaling achteraf’. Jij bepaalt dus zelf hoeveel deze sessie voor jou waard is geweest. Hieronder kun je een bedrag invullen. Alvast bedankt voor jouw bijdrage!
! ______ , ___!
OPMERKINGEN, TIPS EN/OF QUOTE OVER DE SESSIE
Jeroen van der Schenk
jvdschenk jeroenvanderschenk
Add me as a contact in your mobile phone
Dabbler Conver-sationalist
Observer Explorer
You don’t share much, but you follow the social web more than you let on. This could just be your style. Or you are checking it out before jumping in full force.
You may be just starting out with the social web, or you are just not that into it. If you want to grow your audience, try engaging more & share more content.
Dabbler Conver-sationalist
Observer Explorer
You love to connect & always have the inside scoop. Good conversation is an art. When you are witty, your followers hang on every word.
Dabbler Conver-sationalist
Observer Explorer
You constantly are trying out new ways to interact & network. You are exploring the social web & making it work for you. Your activity & engagement shows you ‘get it’ & will probably by moving up soon.
Dabbler Conver-sationalist
Observer Explorer
You are the hub of the social scene & people count on you to find out what’s happening. You connect people & readily share your social savvy. Followers appreciate your network and generosity.
Socializer Networker
Activist Specialist
You connect to the right people & generously share your network to help followers. You know what content is important to your influential audience & have high levels of engagement.
Socializer Networker
Activist Specialist
You may not be a celebrity but in your area of expertise your opinion is 2nd to none. Your content is likely focused in a specific topic or industry. Your audience is also focused & highly engaged
Socializer Networker
Activist Specialist
You’ve got an idea or a cause to share with the world. You’ve found the perfect medium for your message & your audience count on you to actively champion your cause.
Socializer Networker
Activist Specialist
Tastemaker Celebrity
Thought Leader Pundit
People look to you to help them understand the day’s developments in your industry. Sharing relevant news/opinions, you know what’s important & your audience values that.
You know what you like & your audience likes it too. Sure you know the trends, but you aren’t one to simply follow-the-crowd. You walk your own path & have earned your networks respect.
Tastemaker Celebrity
Thought Leader Pundit
You are the height of influence, for better or worse. People hang on every word & share your content like no other. You are probably famous in real life & your fans can’t get enough.
Tastemaker Celebrity
Thought Leader Pundit
You don’t just share news, you create the news. Your opinions are wide-spread and highly trusted. You are a leader in your industry. When you speak, people listen.
Tastemaker Celebrity
Thought Leader Pundit
You keep tabs on what/who is “hot” & important to watch. Focusing on a specific topic or targeted audience, you share the best trending info & save followers from having to keep up their own.
Curator Broadcaster
Syndicator Feeder
S Pundit
You find the most interesting info & share it widely. Filtering through massive content, you surface with the nuggets that your audience truly cares about & they appreciate your hard work
Curator Broadcaster
Syndicator Feeder
You broadcast great content that spreads like wildfire. An essential source of info. In your industry, your audience is wide, diverse and values your content.
Curator Broadcaster
Syndicator Feeder
Curator Broadcaster
Syndicator Feeder
Your audience relies on you for a steady flow of focused info. Your audience is hooked on your industry/topical updates and secretly can’t live without them.
Jeroen van der Schenk
jvdschenk jeroenvanderschenk
Add me as a contact in your mobile phone