lezing social media voor biobusiness event 2011 life science health

“Strategic use of internet: online

positioning and social media use in life

sciences”2011-06-07

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an introduction

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foto: Judith van der Meulen

Lykle de Vries

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foto: Judith van der Meulen

De Ondernemers BV

New Business Development

Social Media Strategy

Open Innovation

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www.onsboek.nl

“Entrepreneurship”

€26,95

Pearson Education Uitgeverij

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!""#$%&"'%!'()*$

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and you?

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Questions?

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Let’s get at it

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http://www.youtube.com/watch?v=lFZ0z5Fm-Ng

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so many buzz wordsand weird terminology

RSSCrowdsourcing

Twitter

Chat

Social Bookmarking

Open source

Web2.0Sociaal networks

Data mining

Tagging

Check-ins

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the conversation

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UnderstandingSocial Media

in 2 steps

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Social Media

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buzz-word

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paradigm shift

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UnderstandingSocial Media

step 1:

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know your problem

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know your problems

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- Nederland 2006 -24

- Nederland 2006 -25

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0 20 20 30 30 ~

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0 20 20 30 30 ~

DIGITAL NATIVES

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0 20 20 30 30 ~

DIGITAL IMMIGRANTS

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0 20 20 30 30 ~

DIGITAL DODO’s

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age matters

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something else changed:

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information is free

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http://www.flickr.com/photos/inju/112082907/

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TV

http://www.flickr.com/photos/roadsidepictures/276395210/

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Radio

http://www.flickr.com/photos/imh/3297961043/

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http://www.storytellersmediagroup.com/

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gate keepers

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gate keepers

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I repeat

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no control

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a zillion opportunities

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an example

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2006:

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let’s google first...

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Dell’s headache

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serious headache!

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it worked!

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Conversation

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UnderstandingSocial Media

step 2:

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Value the conversation

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http://www.youtube.com/watch?v=D3qltEtl7H8

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So what changed?

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we got our voice back

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we want a conversationtwo-way

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customer = king

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positioning?

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http://www.flickr.com/photos/shirleydejong/4448517371/

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personal

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#fail

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5 steps to positioning

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Step 1: listen

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find your audience by listening first

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who do you (need to) listen to?

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find the influencers

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Step 2: Engage

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get involved

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step 3: energize the groundswell

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Step 4: make self sufficient

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Step 5: embrace the Groundswell

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Make your customer your lead innovator

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strike up a conversation

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listen

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learn

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act together

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contact conversation content

...

...

.........

...

...

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Questions?

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recommended

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• Listen to the Groundswell

• Engage

• Energize the Groundswell

• Make the Groundswell self-sufficient

• Embrace the Groundswell

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Lykle de Vries

foto: Ester Kroezenga

lykle@deondernemers.nl06-53 76 69 64

Twitter: @lykle

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