20131204 - bram koster - community management is the new marketing - guest lecture hogeschool...
DESCRIPTION
In this presentation I describe how flocks/herds/swarms of animals resemble people's behavior and how managing these groups (i.e. community management) is the new way to market your brand, product, service, etc.TRANSCRIPT
SOCIAL NETWORKS
http://inmaps.linkedinlabs.com/
FROM SOCIAL NETWORKS TO SOCIAL BUSINESS
ROADMAP TO SOCIAL BUSINESS
Page 83
ROADMAP TO SOCIAL BUSINESSTransition to new network society
ROADMAP TO SOCIAL BUSINESSTransition to the ‘connected consumer’
Transition to the ‘connected consumer’
TraditionalConsumer
OnlineConsumer
ConnectedConsumer
ROADMAP TO SOCIAL BUSINESS
Transition to the ‘connected consumer’
onlineconsumer
connectedconsumer
traditioneleconsumer
traditioneleconsumer
onlineconsumer
connectedconsumer
Bron: Gebruik media in orientatiefase boeken accomodaties (Deniels)
ROADMAP TO SOCIAL BUSINESS
ROADMAP TO SOCIAL BUSINESSTransition to the ‘connected organization’
COMMUNITY MANAGEMENT
‘In its simplest description a community is a group of people with a common goal or interest.’
Characteristics of a community
• Open culture
• Willingness to share
• Engaged
• Flexible
• Resilience
• Realism
Communitymanagement is sex
• Foreplay: innovators & conversation starters
• Slow vs quickie
• Two-way communication
• The seks: tipping point, buzz, ‘conversion’
• Aftermath
SERVICE
RESEARCH
CO-CREATION
EXAMPLES
