Trefwoord: trends, social media, automotive, lease, autolease, motorhuis, multilease, klanten, webcare, service,

businessmodellen, klantendag, events.

Presentatie tijdens de Business-2-business B2B meeting van Markeur Holding in Alphen a/d Rijn op woensdag 11 maart

2012.

SOCIAL MEDIATRENDS“WE ALL MARKETING”

Jeroen van der SchenkSocial (Media) Concept DesignAdd me as a contact in your mobile phone

j v d s c h e n k j e r o e n v a n d e r s c h e n k

#exactonline

http://bit.ly/weallmarketing

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S O C I A L ( M E D I A )T R E N D S

Web 1.0

Web 2.0

Web 3.0

The (E)volution of Internet

TRAN

SPAR

ANCY

E e n s o c i a l e t r e n d w a a r b i j m e n s e n n i e u w e t e c h n o l o g i e g e b r u i k e n o m d i n g e n t e d o e n e n t e m a k e n m e t a n d e r e n , i n p l a a t s v a n g e b r u i k t e m a k e n v a n d e g e v e s t i g d e o r d e o r g a n i s a t i e s e n o v e r h e i d .Source: Groundswell by Forrester.com

Groundswell

Organizing Without Organizations

Sharing

coop

erat

ion

personal currency

“Here comes everybody” by Clay Shirky

Conversation

CollaborativeProduction

Collective(Inter)action

SHARING

Organizing Without Organizations- SHARING -

CONVERSATION

Organizing Without Organizations- CONVERSATION -

CONVERSATION

Organizing Without Organizations- CONVERSATION -

COLLABORATIVEPRODUCTION

Organizing Without Organizations- COLL ABORATIVE PRODUCTION -

We become are Mobile!

Source: Groundswell by Forrester.com

POWER TO THE CROWD

Organizing Without Organizations

COLLECTIVE(INTER)ACTION

- COLLECTIVE (INTER)ACTION -

Organizing Without Organizations- COLLECTIVE (INTER)ACTION -

COLL ABORATIVECONSUMPTION

PEER-2-PEER

EVERYTHING!

couchsurfinghotelhotels

hotelindustryhospitality

KHNpeer-2-peerpeer-to-peerconnectingworldwidesleepingsharing

bedcouch

businessmodelsbackpacker

businessleisure

PEER-2-PEER

EVERYTHING!

crowd collaborationfood

dinnerlunch

twitterconnecting

peerscooking

tweetjemeetweet je mee

conceptnederland

PEER-2-PEER

EVERYTHING!

social mediacars

carsharingconcepts

businessmodelearn

reviewcrowd

peer2peerpeer-2-peer

peer tot peerautomotiveautobranche

PEER-2-PEER

EVERYTHING!

moneyloan

crowdfundingspending

ratesocial media

crowdtrust

peer2peerpeer-2-peer

peer tot peer

PEER-2-PEER

EVERYTHING!

T H EM O V E M E N T

web 1.0web 2.0web 3.0web 4.0

Society 3.0Marco Derksen

ModelMarketing

CommunicatieCommunication

Dialogue Value Networks

Bedrijven

Klanten

1.0 2.0 3.0

Source: Marco Derksen in het boek Society 3.0

M e d i a L a n d s c a p e

From ValueCHAIN to ValueNETWORK

web 1.0web 2.0web 3.0web 4.0

Society 3.0Marco Derksen

ModelMarketing

CommunicatieCommunication

Dialogue Value Networks

Source: Marco Derksen in het boek Society 3.0

Bedrijven

Klanten

commodityadded value

brandingco-creation

coffeekoffiesenseo

business modelspricing strategy

C O M M O D I T YM A R K ET S

strategieadd value

price strategychoose

business modelsorganizationorganisation

companycorporate

ADD VALUE

PRICE STRATEGY

T TTT T TRAINERS

DEELNEMERS

We All Marketing: Van Organiseren naar Faciliteren

EX ACT

T TTT T TRAINERS

SOCIAL MEDIA TRAININGEN‣ Introductietraining “Social Media & Business”

verloop van tijd

T T Tinte

nsite

it in

tera

ctie

= Traditionele interactie-intensiteit (focus rondom transactie - passief)

= Transactionele momenten

= Social Touchpoints (creatie van meerdere contactmomenten -> on top of mind! -> pro-actief)= Evendriven communicatie via social touchpoints met hogere interactie-intensiteit)

It’s all about Social Touchpoints

G ET T I N GS TA R T E D ?

Social Media Step-by-Step

1. Doelstellingen Bepalen

‣Verhogen van contactfrequentie & interactie met (potentiele) klanten

‣Het online imago van Exact Trainingen monitoren & positief

beinvloeden (webcare)

‣Conversie naar verbinding (abonneren weblog, likes, followers)

‣Conversie naar transactie (registraties trainingen)

‣Claimen van expertise rondom het thema ‘boekhouden’.

2. Doelgroep Definiëren

Wie zijn mijn stakeholders?Waar zijn mijn stakeholders?

Welke thema’s houden mijn stakeholders bezig?Welke thema’s verbinden mijn stakeholders?

3. Doelgroep Analyseren

4. Content Strategie Bepalen

5. Social Media Tools SelecterenCustomer

CommunicationBrand

ExposureTraffic to Website

Search EngineOptimalisation

ClaimingExpertise

Facebook

Twitter

Linkedin

Flickr

Youtube

Digg

Diigo / Delicious

Foursquare / FBP

Weblog

Source: CMO’S Guide To The Social Landscape

6. Social Media Infrastructuur Inrichten

Producing Content Is Core Business

7. Content Publiceren

‣Visie, marktontwikkelingen & trends (op jouw vakgebied!)

‣Howto (manuals, screencasts)

‣FAQ’s (focus op tertiaire keywords, conversion generator!)

‣Sneak Previews

‣Live Events (social buzz, livestream, foto’s etc..)

‣Geek Stuff...

7. Content Publiceren

8. Participeren in Dialoog

9. Resultaten Meten en Herijken

9. Resultaten Meten en Herijken

S o M eI M P O R TA N T

L E S S O N S

People rather communicate with people ...

VERSUS

There’s NO Social (Media) SHORTCUT ...

But you CAN organise it efficiently...

Social media is as social as YOU!

Contact

Add me as a contact in you mobile phone

Jeroen van der SchenkFounder of Socialbites.comjeroen@socialbites.com

@jvdschenk

jeroenvanderschenk

jeroenvanderschenk

jeroenvanderschenk

jeroenvanderschenk