stad gent2013
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Succesvol met social media
STAD GENT
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STEFAAN LAMMERTYN // PIXULAR_BE@SLK8500
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Stefaan Lammertyn - Pixular - @slk8500Friday 15 March 13
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U VRAAGT, WIJ DRAAIEN
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Inhoudelijk
1. Over de seredipiteit...
2. De tijd gaat snel - vaststellingen
3. Het social media landschap
4. Kansen & Valkuilen van SM
5. De 11 geboden voor succes!
6. In de praktijk
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WHO LOOKS FOR IT, WILL FIND IT
Photo by Rosa Dik 009 - on & off - http://flic.kr/p/8BVyDx
#SM4KMOFriday 15 March 13
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SERENDIPITEITOp zoek naar een naald in de hooiberg &
er met de boerenmeid uitrollen
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WE ZIJN HALFWEG
#01 > We zijn halfwegFriday 15 March 13
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Digitaal is het nieuwe normaal
#01 > We zijn halfweg#01 > We zijn halfwegFriday 15 March 13
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Photo by freefotouk - http://flic.kr/p/6RLQdY
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Photo by TheAlieness GiselaGiardino²³ - http://flic.kr/p/5Rz9GFriday 15 March 13
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#02 > VaststellingenFriday 15 March 13
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WAT ZIJN SOCIALE MEDIA?
“Sociale media zijn de online tools en platformen die mensen gebruiken om hun
meningen, inzichten en ervaringen met elkaar te delen”
#02 > Sociale media: Definitie & Vaststellingen
#02
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Feiten & cijfers
bvlg.blogspot.comFriday 15 March 13
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Feiten & cijfers
• Groei!
• gemiddeld 55 minuten/dag op Facebook
• 65% van TOP100 bedrijven op Twitter
• van alle leeftijden...
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Feiten & cijfers
bvlg.blogspot.comBruno Peeters
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Vaststellingen
#02 > Sociale media: Definitie & Vaststellingen#02 > Sociale media: Definitie & VaststellingenFriday 15 March 13
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Vaststellingen
#02 > Sociale media: Definitie & Vaststellingen#02 > Sociale media: Definitie & VaststellingenFriday 15 March 13
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#02 > Vaststellingen
De jeugd van tegenwoordig
Kennissen > WIFI-generatie (geconnecteerd)
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Photo by elston - http://flic.kr/p/Mnf9T
#02 > Sociale media: Definitie & Vaststellingen#02 > Sociale media: Definitie & VaststellingenFriday 15 March 13
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Photo by lindacq - http://flic.kr/p/5xnpUX
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#02 > Sociale media: Definitie & Vaststellingen#02 > Sociale media: Definitie & VaststellingenFriday 15 March 13
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#02 > VaststellingenFriday 15 March 13
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Photo by The Next Web - http://flic.kr/p/8g2yDN
De tijd van toen...
#02 > Sociale media: Definitie & Vaststellingen#02 > Sociale media: Definitie & VaststellingenFriday 15 March 13
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#02 > Sociale media: Definitie & Vaststellingen#02 > Sociale media: Definitie & VaststellingenFriday 15 March 13
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Voortrekkers...https://www.facebook.com/profile.php?id=100001150301851
https://www.facebook.com/profile.php?id=100001150301851Friday 15 March 13
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#03 > FacebookFriday 15 March 13
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#03 > FacebookFriday 15 March 13
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WAAROM ZIJN DIE SM
ZO SUCCESVOL?BIO - LOGISCH
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Dirk weet raad...
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Photo by Sheep"R"Us - http://flic.kr/p/6rZjRA
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#02 > Vaststellingenhttp://visual.ly/social-media-and-maslow’s-hierarchy-needs
Fysisch
Veiligheid
Samenhorigheid
Erkenning
Zelfrealisatie
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VASTSTELLING
Consument zoekt online naar
inspiratie/voorbeeldengetuigenissen/reviews
60#02 > Sociale media: Definitie & Vaststellingen#02 > Sociale media: Definitie & Vaststellingen
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VASTSTELLING“Niets beïnvloedt een persoon meer dan de
aanbeveling van een vertrouwd persoon” Marc Zuckerberg - Facebook
78% consumenten gelooft
aanbevelingen van anderen
#02 > Sociale media: Definitie & Vaststellingen#02 > Sociale media: Definitie & VaststellingenFriday 15 March 13
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VASTSTELLING
Sociale media
verbinden
#02 > Sociale media: Definitie & Vaststellingen#02 > Sociale media: Definitie & VaststellingenFriday 15 March 13
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Door het bos de bomen1. Blogs
2. Microblogs: Twitter - Yammer - ...
3. Sociale Netwerken: LinkedIn - Facebook - Google+- ...
4. Media Sharing: Youtube - Slideshare - Spotify - Pinterest - ...
5. Location Based apps: Foursquare
#03 > Door het bos de bomen#03 > Door het bos de bomenFriday 15 March 13
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#04
#04 > TwitterFriday 15 March 13
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Photo by skyloader - http://flic.kr/p/8EEp4V
KANUW
LEVENVERANDEREN
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Je vindt er meer dan je zoekt !
#02 > Sociale media: Definitie & Vaststellingen#02 > Sociale media: Definitie & Vaststellingen#04 > TwitterFriday 15 March 13
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• Microblog
• SMS van het internet
• Tweets = Berichten < 140 tekens
• Constante berichtenstroom
• Following = mensen die jij volgt (Volgend)
• Followers = mensen die jou volgen (Volgers)
Microblog#04 > Twitter#04 > Twitter
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Jargon
• Users: @username vb. @slk8500
• ReTweet = Tweet doorsturen (RT)
• Tweets zijn openbaar en vindbaar !
@SLK8500 www.pixular.be#04 > Twitter#04 > TwitterFriday 15 March 13
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Jargon
• # HASHTAGS = Metadata = keyword#Gent1313 #PanoramaTV
• @slk8500: publiek bericht
• d slk8500: Direct Message - privaat...
• Lists: categorie van interessante Twitteraarshttp://twitter.com/slk8500/
#04 > Twitter#04 > TwitterFriday 15 March 13
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Photo by coconinoco - http://flic.kr/p/8g9p1o
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#06 > In de praktijkFriday 15 March 13
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@koenti2Friday 15 March 13
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Gereedschap
• Op uw PC/MAC of Smartphone
• www.twitter.com / search.twitter.com
• Application: Twitterbird/Tweetbot
• Combinatie: Hootsuite/Tweetdeck
#04 > Twitter#04 > TwitterFriday 15 March 13
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Efficiënt Twitteren
• Vertel anderen jouw verhaal
• BTW: Beter met Toegevoegde Waarde
• Gebruik links in jouw berichten
• Stel vragen & geef antwoorden
• Deel jouw kennis & inzichten
• TXS, wees dankbaar
#04 > Twitter#04 > TwitterFriday 15 March 13
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#04 > Twitter#04 > TwitterFriday 15 March 13
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Netwerken is Net als Werken
Je bent wie je kent...
#04 > LinkedIn#04 > LinkedInFriday 15 March 13
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• Kennis > Kennissen
• Wie kent wie ?
• Professioneel gebruik
• Status updates - recommendations - Q&A
• > 1.000.000 profielen/ 1.641 groepen
Social Network
#04 > LinkedIn#04 > LinkedInFriday 15 March 13
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85#04 > LinkedIn#04 > LinkedIn
1ste schil - 2de schil - 3e schil
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De kracht van jouw netwerk
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LinkedIn > Profiel• Job/functie
• Specialist in ...
• Opleiding
• Foto
• Boodschap
• Links > Website / Twitter / ...
Digitaal Visitekaartje
#04 > LinkedIn#04 > LinkedInFriday 15 March 13
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88#04 > LinkedIn#04 > LinkedInFriday 15 March 13
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LinkedIn > Netwerk
• Zoeken en vinden
• Contacten van contacten
• Aanmelden bij groepen
• Aanbevelingen
• Presentaties
• Vinger aan de pols
#04 > LinkedIn#04 > LinkedInFriday 15 March 13
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Groepen
#04 > LinkedIn#04 > LinkedInFriday 15 March 13
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LinkedIn > Netwerk
• Persoonlijke uitnodigingen
• Vragen durven stellen
• Antwoorden willen geven
• Bouw op!
• Let op de hygiëne van jouw netwerk
#04 > LinkedIn#04 > LinkedInFriday 15 March 13
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Netwerken
#04 > LinkedIn#04 > LinkedInFriday 15 March 13
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Vacatures betalend publicerenFriday 15 March 13
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Vacatures betalend publiceren
We gaan voor 100%!
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96#04 > Facebook#04 > FacebookFriday 15 March 13
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97#04 > Facebook#04 > FacebookFriday 15 March 13
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Waarvoor FB gebruiken?
• Stand van zaken
• Waar ben je mee bezig?
• Uitnodiging/Reminder
• Interactie > Feedback
• Aandacht trekken
• In contact blijven
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102#04 > Facebook#04 > FacebookFriday 15 March 13
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103#04 > Facebook#04 > FacebookFriday 15 March 13
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104#04 > Facebook#04 > FacebookFriday 15 March 13
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105#02 > Social media: Definition & Findings
IMMO VOORBEELD
RECRUITMENT
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Content met Facebook
• Goed gevoel: wees positief
• Kort en krachtig
• Reageer op anderen: deel & vermenigvuldig
• Spreek mensen aan: “Wat vinden jullie van ...”
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KANSEN & VALKUILEN
SOCIALE MEDIA
#04 > Facebook#05 > Kansen en ValkuilenFriday 15 March 13
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BIJSLUITERPRINCIPE
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Kansen van SM
1. Branding - merkbekendheid
2. Leadgeneratie
3. Recruiting & PR
4. Marktonderzoek
5. Klantenbinding
6. Expertise
#05
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Valkuil... Reputatie
• WAT wordt er over mij gezegd ?
• WIE zegt dat ?
• WELK gevolg wordt eraan gegeven?
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7op10berichten op sociale mediazijn positief
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ReputatieHet internet vergeet nooit !
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Maar ook... wat zeg ik ZELF
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Valkuil... Privacy
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Denk aan jouw grootmoeder
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GEEN MAGIE MAAR
STRATEGIE
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SociaalMediaStappenplan
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Pixular.be
Pixular
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Photo by Paolo Camera - http://flic.kr/p/a3Jfeb#05 > In de praktijk
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Om te scoren, moet je schieten
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There is a secret to Twitter success and it’s the same secret for all of social media,
especially business social media:
wake up & write@gitomer
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6. ToekomstFriday 15 March 13
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. . .Photo by janineomg - http://flic.kr/p/7Lsz4B
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GIJ ZULTLUISTEREN
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It’s about conversations, and the best
communicators start as the best listeners
Brian SOLIS
#01
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LUISTEREN
• bedrijfsnamen
• medewerkers
• merken
• websites
• trefwoorden uit sector
• collega’s/concurrenten
#01
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LUISTEREN
• Laat de technologie voor jou werken
• Monitoring
• Social Mention/Google Alerts
• Tracebuzz/Engagor
#01
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LUISTEREN NIET VOLDOENDE
#01
#04 > Aan de lijn, klaar, start
BEGRIJPEN IS ESSENTIEEL
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#01
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#01
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#01
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#01
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GIJ ZULT UWDOELSTELLINGEN
BEPALENFriday 15 March 13
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DOELSTELLINGEN
• Klantentevredenheid verhogen
• Visibiliteit & naambekendheid
• Marktonderzoek
• Expertise
• PR
• Recrutering
• ...
#02
Gebod II: Gij zult uw doelstellingen bepalenFriday 15 March 13
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DOELSTELLINGEN
Zorg dat jouw doelstellingen passen in de globale marketing strategie
van jouw organisatie
#02
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GIJ ZULT UW DOELGROEPEN
DEFINIEREN
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DOELGROEPEN
KlantenParticulieren
Prospecten Pers
Overheid
JongerenSenioren
Consumenten
#03
Bedrijven
Sollicitanten
Gebod III: Gij zult uw doelgroepen vastleggenFriday 15 March 13
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GIJ ZULT UW KANALEN
INRICHTENFriday 15 March 13
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KANALEN #04
Gebod IV: Richt uw kanalen in #SM4KMOFriday 15 March 13
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LEG UW BENCHMARKS
VASTPhoto by steve loya - http://flic.kr/p/2h3DRh
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#05MEETPUNTEN
• Website bezoekers
• Fans op facebook
• Volgers op Twitter
• (Offerte)aanvragen
• Vermeldingen in de pers
• ....
Gebod V: Gij zult uw doelgroepen vastleggen
#SM4KMO
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GIJ GAAT U ORGANISERENPhoto by police5151 - http://flic.kr/p/6gXUcq
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ORGANISEER
• Draagvlak binnen de organisatie
• Sensibiliseer
• SM-coördinator
• Richtlijnen
• Acties & reacties
#04
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GIJ ZULTINTEGRERENPhoto by Vermin Inc - http://flic.kr/p/4ymfpb
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INTEGREER
• Zowel off-line als on-line
• Website - nieuwsbrief - ...
#05
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166
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ZOEKT UW FANS/FRIENDS
FOLLOWERSPhoto by Anne Bennett - http://flic.kr/p/4mk5e8
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F-FACTOR
• Word of mouth > world of mouth
• Wie staat achter jouw bedrijf of merk?
• Ga partnership aan > ambassadeurs
• Verwen jouw fans!
#06
Gebod VIII: Zoekt uw fans opFriday 15 March 13
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F-FACTOR #06
Gebod VIII: Zoekt uw fans opFriday 15 March 13
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VERTELT ANDEREN
UW VERHAALPhoto by Images by John 'K' - http://flic.kr/p/6kfzwS
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#07 Vertel anderen jouw verhaalFriday 15 March 13
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EenvoudOnverwacht
GeloofwaardigEmotie!
ConcreetMet een verhaal
#07 Vertel anderen jouw verhaalFriday 15 March 13
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No story, no glory.
Breng jouw eigen verhaal
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No story, no glory.
Breng jouw eigen verhaal
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CONVERSATIE
• Detecteer interessante issues
• Intervenieer en help
• Geef antwoorden en durf vragen te stellen
#07
Gebod IX: Gij gaat de conversatie aanFriday 15 March 13
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179#04 > FacebookFriday 15 March 13
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180#04 > FacebookFriday 15 March 13
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181#04 > FacebookFriday 15 March 13
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ORGANISEREN
GIJ ZULT ANALYSEREN &
BIJSTURENPhoto by Willamor Media - http://flic.kr/p/88r8UC
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OPVOLGING
• Doelstellingen gehaald?
• Waarom (niet)?
• Wat deden we (niet) goed?
• Bijsturen waar nodig
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Gebod X: Gij zult analyseren en bijsturenFriday 15 March 13
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Tips voor thuis#05 > In de praktijk
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Spreek de taal van jouw klant
#05
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186
http://www.huffingtonpost.com/2012/01/31/lily-robinson-sainsburys-giraffe-bread_n_1245446.html
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#06 > In de praktijkFriday 15 March 13
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#09
MedeWerkersMedeMerkers
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Vertrouwen
#05
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Openheid
#05
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Authenticiteit
#05
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Geven om te ontvangen
#05
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Zaaien om te oogsten
#05
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Luisteren om te begrijpen
#05
#05 > In de praktijkFriday 15 March 13
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Spreek de taal van jouw klant
#05
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Tijdsbesteding
• Discipline
• Planning
• Technologie
#11
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Hootsuite.com
Eén platform voor verschillende kanalen
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202
En wat hebben we vandaag geleerd ?
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203
Maak Content voor uw Publiek
en maak uw Publiek Content
#11
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204194
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Contact
Vragen, opmerkingen of suggesties?
Stefaan Lammertyn/Pixular
www.sm4kmo.be
Volg ons ook op Twitter:@slk8500
#SM4KMO
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Pixular.be
Pixular
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In de praktijk
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VOORSPEL#05 > In de praktijk
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Verbinden:voor - tijdens - na
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Maak een planning
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Bouw op
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Leg een #
#05 > In de praktijkFriday 15 March 13
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Verduidelijk programma
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QR-codes
#05 > In de praktijkFriday 15 March 13
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Sponsors
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Bouw relaties uit
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TIJDENS EVENT
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Converseren
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Verslaggeving
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Wat wordt er verteld?
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Interactie
#05 > In de praktijkFriday 15 March 13
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NASPEL
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Slideshare
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Fotoverslag
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Volgende editie
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Blijf in contact
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AAN DE SLAG
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Schoolactie
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Gent loopt
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Sweet Gent
#05 > In de praktijkFriday 15 March 13