Boer & croon workshop: LinkedIn for business
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Transcript of Boer & croon workshop: LinkedIn for business
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Vanavond
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Social media?
Content strategie
& LinkedIn, aan de slag
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Thema: de verandering
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Alles verandert!
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Seth Godin: ‘By 2011 90% of your sales will come from word of mouth or digital promotion’
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change?
change is neither good or bad, it simply is
Don Draper, creative director sterling cooper
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ontwikkelingen in media & technologie
en
behoefte, mogelijkheden en gebruik
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1952
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1967
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1988
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1988
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1990
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1990
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2005
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tv department in een reclamebureau
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#tvoh, second screen
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http://bit.ly/oJqRHY
Mad Men, tv department
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verandering is niet interessant, mogelijkheden wel
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Ga niet uit van wat mogelijk is, maar maak mogelijk wat nodig is.
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het ontstaan van social media (bestaan ze wel?)
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1993
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interactive marketing communications
1996
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1998
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interactive marketing communications
2000
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interactive marketing communications
2004
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interactive marketing communications
second life
2006
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interactive marketing communications
second life
2008
2008
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2011
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15 jaar internethet was even wennennog nooit had een nieuw medium zo snel impactnog nooit had een nieuw medium zoveel invloed op de wereldeconomiekanaal met prachtige mogelijkheden en veel misverstanden
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zo’n misverstand
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prachtige mogelijkheden?
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interactive marketing communications
probleemstelling• Grootste klant meer dan de helft van de omzet• Onbekend maakt onbemind• Positionering
–En:
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interactive marketing communications
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interactive marketing communications
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interactive marketing communications
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interactive marketing communications
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interactive marketing communications
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interactive marketing communications
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Fd artikel
interactive marketing communications
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Remember
“It must be considered that there is nothing more difficult to carry out, nor more doubtful of success, nor more dangerous to handle, than to initiate a new order of things. For the reformer has enemies in all those who profit by the old order, and only lukewarm defenders in those who would profit by the new order….. This arises partly from the incredulity of mankind who do not truly believe in anything new until they have an actual experience of it..”
niccolo macchiavelli – il principe
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Social media is dus internet zoals internet bedoeld is
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een social media strategie
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of
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een content strategie voor marketing, communicatie en pr
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Relevante content op relevante schermen van relevante doelgroepen op relevante momenten
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Het gebouw van de social media strategie
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1. POST by Forrester
2. ACCESS by Content Connections
3. 4 pillars of a social media strategy
De verdiepingen en het fundament
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1. POST by Forrester
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People
Objectives
Strategy
Tools
POST
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P (people)
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Welke mensen willen we bereiken?
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Essentieel voor social
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O (objectives)
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KPI’s bijvoorbeeld
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S (strategy)
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proces
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T (tools)
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2. ACCESS
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Audience
Concept
Competition
Execution
Social media
Sales viability
ACCESS
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3. 4 pijlers van een social media strategie
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Communication
Collaboration
Education
Entertainment
4 pijlers
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Het social media gebouw
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pijlers
content
strategie
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communication, education, collaboration & entertaiment
ACCESS
POST (Forrester)
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In het achterhoofd:
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Reichheld net promotor score: 8
Maar let op: wel faciliteren!
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Centraal uitgangspunt: the why question.
Simon Sinek: ‘people don’t buy what you do but why you do it’
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99.9%Tuesday, November 6, 12
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Waarom?
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http://bit.ly/qVUJgG
Apple, people like using the mac
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Social media en het gebouw, perfecte voorbeeld!
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Voorbeeld: willitblend.com
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http://bit.ly/ozeDRs
Video, will it blend, iPhone4
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Social media is lange termijn denken
Social media gaat over content en community rondom je merk
Mensen zijn voor 99,9% niet op jouw website, daar komen ze maar 1 keer
Gewoon toepassen, maak het niet te ingewikkeld
Denk niet te traditioneel
Maak onderscheid tussen de korte en lange termijn
Heb wel een plan: beleid!
Werk aan je organisatie
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Online is een mentaliteit!
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De rest zit op LinkedIn
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Bepalen: wat wil je ermee?
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3 soorten:
- de kaartenbak
- het netwerk
- creator
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Basic: kaartenbak
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Zorg voor volledigheid
Gebruik een goede foto
Wees kort, eerlijk en niet te onbescheiden (CV)
Wees niet te kieskeurig, waarom zou je?
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Netwerken
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Als in basic
Maar: netwerk dan ook
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Als in basic
Maar: netwerk dan ook
Schrijf aanbevelingen (wie geeft ontvangt)
Probeer aanbevelingen te krijgen, maar wel subtiel
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Als in basic
Maar: netwerk dan ook
Schrijf aanbevelingen (wie geeft ontvangt)
Probeer aanbevelingen te krijgen, maar wel subtiel
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De creator
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Ministrategie op basis social media strategie
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AAN DE SLAG!
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4 opdrachten, van basic naar netwerk naar creator
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Opdracht 1: opwarmertje (15 minuten)
Maak je profiel op orde, denk hierbij aan:
- je tekst
- richtlijnen
- relevantie in cv
- foto
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Opdracht 2: iets warmer, de netwerker (15 minuten)
Nodig 10 contacten uit, denk hierbij aan:
- standaard tekst
- speciale tekst
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Opdracht 3: nog niet kokend (15 minuten)
Schrijf een aanbeveling voor iemand uit je netwerk, denk hierbij aan:
- eerlijk
- overdrijf met mate
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Opdracht 4: zweet, voor de creator (20 minuten, 1 minuut)
Maak voor jezelf een beperkte POST en presenteer deze aan de groep. Denk aan:
content (welke, pijlers)
doel
audience
tools
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Dus:
- audience
- doel
- tools
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