workshop social media your social v1.0
TRANSCRIPT
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Workshop Your Social Media It’s Time for Social Succes!
Een strategische benadering
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AgendaAgenda
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Agenda
Ontvangst & Welkom 30 min
Wat is Social Media nu eigenlijk 30min
Waarom start ik met Social Media? 30 min
Voorbeelden 30 min
Pauze
Hoe start ik met Social Media 30 min
Hoe implementeer ik Social Media? 30 min
Hoe manage ik Social Media? 30 min
Discussie 15 min
Afronding 5 min
Borrel
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Wat willen jullie vandaag leren?
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AgendaResultaat
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Resultaat
U krijgt inzicht in de laatste Social Media stand van zaken
U bent op de hoogte van de mogelijkheden van de belangrijkste sociale
netwerken en social media tools
U krijgt praktische handvaten om een social media strategie te
ontwikkelen
U weet waar u op moet letten bij het succesvol implementeren van uw
social media initiatieven
U weet hoe u uw social media initiatieven succesvol kan managen
U bouwt uw sociale netwerk verder uit.
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U gaat voor Social Media Succes!
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Wie ben ik?
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Contact
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http://nl.linkedin.com/in/patrickint
http://twitter.com/your_social
http://yoursocial.posterous.com
http://www.facebook.com/yoursocial
http://www.yoursocial.nl
06 22 507 008 of 076 888 30 50
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Social Media
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Waar denk je aan bij SocialMedia?
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Social Media is………
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GEEN ………one night stand
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Social Media is LUISTEREN
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Social Media is CONVERSATIE
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Social Media BOUWT MERKEN
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Social Media is MEETBAAR
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Social Media is………
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interactie
interactie
interactie
interactie
interactieinteractie
interactie
interactie
interactie
interactieinteractie
interactie
interactieinteractie
interactie
interactie interactie
interactieinteractie
interactie
interactie
interactieinteractie
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Social Media is meer dan alleen maar een account op LinkedIn, Facebook, Twitter, Hyves en You Tube
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Social Media dient als integraal onderdeel van je (online) bedrijfsvoering te worden opgenomen!
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Social Media is de hype piek (bijna?!) voorbij
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Social Media Screw Ups
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Social Relevantie: Viral effect kostte $15 million in product recalls.
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Social Relevance: De Kracht van 1 filmpje dat online verspreid werd. Dell moest meer dan 4 million laptop batteries terughalen!.
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Social Relevance: Social media is vaak gedelegeerd naar junior medewerkers omdat “zij het wel snappen”. Betekent vervolgensniet dat ze begrijpen hoe ze de reputatie van het bedrijf kunnenbeschermen!
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Social Relevance:
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Social Media Landschap
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2007
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2011
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Cijfers
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December 2010
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Januari 2010
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Franse social networks
SOCIAL NETWORKING SITES: 21,745,000 (+45%)
- Facebook.com: 11,996,000 (+443%)- Skyrock: 11,042,000 (+8%)- L'Internaute Copains d'Avant: 5,753,000 (+112%)- MySpace Sites: 2,994,000 (+15%)- Flickr.com: 1,809,000 (+120%)- Trombi.com : 1,456,000 (+27%)- Hi5.com : 980,000 (86%)- Netlog.com : 920,000 (+25%)- Viadeo: 904,000 (171%)- Badoo.com : 733,000 (+30%)
Bron: comScore
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Belgische social networks
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Q
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Trends
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2011
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Social CRM
Social Commerce
Group Buying
Q&A websites
Mobile
Context is King
Social Search
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Social Media Trends
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Is B2B nu anders dan B2C?
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Ja en nee!
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Kansen Social Media voor B2B
• Branding & PR
• Leadgeneratie, sales ondersteuning en relatiebeheer
• Social recruiting
• Marktonderzoek
• Kostenbesparing op marketing
• Verkorten van het verkoopproces
• Interne Communicatie
• Concurrentievoordeel
• Innovatie & Productoptimalisatie
• Expertise en marktleiderschap5-2-2011 59Workshop Social Media Your Social
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Voorbeelden
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Strategischkader
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Zoals met alle conversaties
ook social media begint en eindigt
met LUISTEREN
Luister naar belangrijke publieke figuren,
vermeldingen over je organisatie,
populaire/advocate sites in de markt,
nieuwsgroepen, blogs, social networks,
organisaties zoals die van jullie
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Zo veel kanalen
Zo veel mensen
Zo veel conversaties
Zo weinig tijd…
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Waarom start ik met Social
Media?
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Meest gestelde vragen?
Waar kan ik Social Media voor gebruiken?
Wat is Social Media?
Hoe doe ik dat?
Wat kost dat?
Ik heb een twitter account, maar niemand volgt mij, hoe komt dat?
Waarom zou ik moeten bloggen?
Hoe kan ik LinkedIn inzetten?
Maar ook steeds meer (gelukkig ):
Hoe kan ik met Social Media succes boeken?
Hoe bepaal ik of Social Media een succes is?
Hoe integreer ik Social Media in mijn marketing mix?
Hoe bereid ik mijn organisatie voor?
Welke kennis en vaardigheden heb ik nodig?
Hoe implementeer ik Social Media?
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Waarom willen jullie beginnen met Social Media?
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Wat willen we met social media bereiken?
Betere relaties met bestaande klanten?
Nieuwe klanten?
Brand awareness?
Meer verkeer naar de webshop?
Hogere online verkopen?
Opbouwen fan/followers/vriendjes (potentiële klanten) base?
(potentiële) klanten inspireren tot actie?
Betere service?
Informatie kanaal?
Kostenbesparing?
Innovatie?
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Waar sta ik?
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Framework: Evolution of the Social Corporate Website
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1. No social integration
2. Link away with no strategy
3. Link away but encourage sharing
4. Brand integrated in social channels
5. Aggregate discussion on site
6. Users stay on site with social
log-in
7. Social log-in triggers
sharing
8. Seamless
integration
Bron: Jeremiah Owyang, Altimeter Group
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Social Media Monitoring
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Hoe bepaal ik welke kanalen ik moet inzetten,
met welke mensen wil ik me verbinden en met welke conversatie wil ik mee doen?
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Wie zijn onze klanten (klantsegmenten &
profielen) en prospects en fans?
Welke doelgroepen onderscheiden we?
Wat wordt er over ons gezegd?
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Hoe zetten we de verschillende social
media kanalen in irt onze klantsegmenten
en doelgroepen?
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Social Technographics Ladder
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Bron: Forrester Research
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Welk kanaal in relatie tot welke doelstelling en doelgroep?
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Personal branding, company branding, kennisontwikkeling, recruitment, B2B
Persoonlijk contact, Webcare, Verkoop, ThoughtLeadership, B2B en B2C
Campagnes, Engagement: fans, Verkoop, Service, B2C en steeds meer B2B
Vriendjes, Engagement, Tieners & 50+, Nationaal, B2C
Thought leadership, SEO, B2B
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Strategischeaanpak
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POST methode:Forrester Research
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OASIS Frame work
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Social Strategy Map : Leader Networks
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Is onze organisatie klaar voor Social
Media?
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Mensen/Rollen, Kennis,
Vaardigheden, Cultuur en
Draagvlak
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Social Media Raamwerk: Your Social
…voor een succesvol Social Media resultaat
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Kwantitatieve en kwalitatieve analyse
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Luisteren
Luis
tere
n
Luisteren
Luiste
ren
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Aanpak - Detail & Fasering
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Planning & Specificatie
Implementatie & Realisatie
Analyse & Onderzoek
Ontwerp & Definitie
Act
ivit
eit
en
Deskresearch(online) marketing & Internet planOrganisatie & ProcessenDoelgroepen & doelstellingenBest practicesInterviews key stake holders
Opstellen Social Media StrategieBenoemenprojectenBenoemendoelstellingen per project & project eigenaarBenoemenactiviteiten per projectSelectie & keuzeSMM tool
Vormgeven Social Media OrganisatieSocial Media Project Plan & PlanningSamenstellen Social Media Project TeamVoorbereiden Kick Off Workshop projecten
Implementatie SMM tool & trainingUitvoeren projectenOrganiserenwekelijkse Social Media project team meetings Organiserentussentijdse & eindevaluatie(s)Opstellen project End report
De
live
rab
les
Presentatie Quick Scan, Best Practices & Interview stakeholders
Social Media Business CaseSocial Media Strategie PlanProject VoorstelProject Initiation DocumentGeselecteerde SMM tool
Social Media Organisatie blue printSocial Media ProjectPlan(ning)Kick off Presentatie
Project(en)Social media organisatieProject voortgangsrapportagesLeerpunten rapportAanbeveling voorvervolg actiesProject end report
Advies & Project Management
1 x workshop 3 x workshop 3 x workshop tbd
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Social Media ROI
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Het draait om meer dan alleen maar
followers, fans en vriendjes!
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Doelstellingen: Wat willen we met social media bereiken?
Betere relaties met bestaande klanten?
Nieuwe klanten?
Brand awareness?
Meer verkeer naar de webshop?
Hogere online verkopen?
Opbouwen fan/followers/vriendjes (potentiële klanten) base?
(potentiële) klanten inspireren tot actie?
Betere service?
Informatie kanaal?
Kostenbesparing?
Innovatie?
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Specifiek
Meetbaar
Acceptabel
Realistisch
Tijdgebonden
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Hoe manage ik Social Media ?
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Tools
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Vervolgstappen
5-2-2011 127Ontwikkelen & implementeren Social Media
Strategie
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Contact
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Contact
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http://nl.linkedin.com/in/patrickint
http://twitter.com/your_social
http://yoursocial.posterous.com
http://www.facebook.com/yoursocial
http://www.yoursocial.nl
06 22 507 008 of 076 888 30 50
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Titels Boeken
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