lezing xerox
DESCRIPTION
Lezing bij Xerox voor het Benelux Congress op 15 oktober 2009TRANSCRIPT
Social media & Communitymarketing
Social media revolution
October 15th 2009 // Sjef Kerkhofs
Xerox congress 2009
Welcome !
Topics for today
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Deel 1:
What is Social media
Deel 2:
Different tools
Deel 3:
Social media in the print industry
Part 1 // What is Social media
• Fast developments
• What is….
• Era’s
• Digital heritage
• Costs & Revenues
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Fast developments!
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What is Social media?
‘A collection of online communication techniques, that gives us the opportunity to express ourselves individually, in stead
of through organizations ’ - Sjef Kerkhofs
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From organization to individual
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Examples
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5 eras of the Social web
1
2
Source: Forrester: http://www.flickr.com/photos/jeremiah_owyang/3478168483/sizes/o/
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3
4
5
Source: Forrester: http://www.flickr.com/photos/jeremiah_owyang/3478168483/sizes/o/
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Why does it flourish?
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Photo by: Macieklew
(1) Digital Heritage
Photo by: Shermeee
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Digital immigrants
http://www.inoverheid.nl/intermediair/img.db?1372139
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Digital Natives
Photo by : cd.harrison
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But, beware, contra reaction Recent research from Nielsen shows us that:
Teens are NOT the drivers for online video.
Teens browse > 50% LESS than digital immigrants.
Teens are not the early adopters of most Web2.0 tools.
Teens visit lot of the same websites as you.
Teens are MOBILE!
For instance: eReaders on University no succes !!
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Photo by : MiguelVera
What can we do with it…?
Branding
Public relations
Share info / Learn
Customerservice
Internal comm.
Loyalty
Marketresearch
Crowdsourcing
Acquisition
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Revenues
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(1) Reduce costs• Branding
• Internal learning
• Internet communication
• Marketresearch
• Customerservice
Revenues
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• Branding
• More leads (exposure)
• Raise loyalty
• Better fit to market
(2) Raise turnover
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Costs
(1) Vulnerable and open
Photo by : Monica’s dad
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Costs
(2) Give free content
Photo by : Kalandrakas
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Costs (3) Lots of time, sweat and patience
Photo by : VoxEfx
Part 2 // Different Social media
• Blogs / Microblogs
• Photosharing
• Online video
• Communities
• Social networks
• RSS / Aggrerators
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Blogging
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Cartoon: volkskrantblog
Example print?Print industry
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Microblogging
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WWWWho What Where
Example TwitterDell
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Online videoFord Viral
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Communities
‘An interactive group of peoples that are
connected (online) because of a mutual
interest.’
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Communities
You don’t ‘make’ communities, they are already there. Social media just gives us
the tools to be part of a community whenever and wherever we want to.
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99designs
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Example
Social networks
Web of friends and peoples you know or met. Not necessarily situated around a mutual interest.
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Photo : BotHeredByBees
General exampleFacebook
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Photo: Jacob Botter:
Centre of
the internet?
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NO BANNERS PLEASE !! Would you SPAM at a networkmeeting?
Photo by: freezelight
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Banners in Social networks don’t work!
Unless:
Personalised
Relevant
Easy to shut down
Interactive
RSS
Simple
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Really
Syndication
Example segmenting RSS
Chris Brogan
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Part 3 // The print industry
• Facts
• Future
• How can you use Social?
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Facts are hard!
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Dark forecast!
But !! Next year, traditional will move to direct marketing Print has authority Print is more readable (long text).
Photo by: EuroMagic
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However, large produc-tion will decline !
Photo by: net_efekt
Smaller Audiences mean more depth in
content
Total volume of all printing will decrease
Growth in print volume only if you add value
Growht in local printing
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In order to survive…
Photo by: eschipul
F.I.: Blog & Magazine
Don’t be your enemy
Complementing services
Don’t fight, embrace!
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Why be your own enemy ?!
‘You are perfectly positioned to be the hub in new channels in print digital or
whatever. Why? Because of your establishment and experience.’
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Print industry will have to evolve to crossmedia providers. Internet as well as print!
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Large companies have the advantage. Only niches can beat them! Lot of niche acquisitions I think, to become multimedia/crossmediaproviders
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Let us end with sunshine, you’re in a good position to evolve, but start now and be open to change.
Questions ?Photo by : CarbonNYC
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Linkedin.com/in/sjefkerkhofs
Twitter.com/sjefkerkhofs
Tel: +31648360649
Mail: [email protected]
I’m here for you !
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