webcare and online content in higher education case lowlands
TRANSCRIPT
Webcare and Online Content
The golden triangle of listening - interacting - talking
Webcare and Online Content
The golden triangle of listening - interacting - talking
Definition of webcare
Wikipedia: Webcare is the online customer support of any orgnisation through social media.
Van Noort and Willemsen: ‘The act of engaging in online interactions with
(complaining) consumers, by actively searching the web to address consumer feedback (e.g., questions, concerns, and complaints)
The triangle of online presence
The triangle of online presence
The triangle of online presence
The golden triangle of online presence
Listen
The art of listening
The art of listening
Listening is about - knowing what you’re looking for- being able to find what you’re looking for- knowing what the data tells you- being able to report on the search results
Search
Report
Interact
Finding the dialogue
Finding the dialogue
Interaction is about- Joining conversations- Providing the answer (also before the question is being asked)- Knowing how to deal with people who are complaining
Join in conversations
Answer questions
Answer questions
Answer questions
Answer questions
Answer questions
How to deal people who keep complaining
Talk
Being able to create great online content
Being able to create great online content
Talk is about
- knowing which story you want to share- creating great online content- bringing it to the right platform(s)
What’s your story
Van “why” naar
content strategie naar
content marketing
Bottom-up
Top-down
Organise
Bring it to the right platform(s)
