InHolland international week - social media in plain... Dutch :-)
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Transcript of InHolland international week - social media in plain... Dutch :-)
Social mediaIn plain… Dutch!
I think there is a world market for
maybe 5 computers”
Thomas Watson - chairman of IBM - 1943
“
Computers in the future may weigh no more than 1,5
tons”
Populair mechanics - 1947
“
There is NO reason, anyone would want a
computer in their home”
Ken Olson - Founder Digital Equipment Corp. - 1977
“
Who is
Ruud?
1 | The online landscape
2 | Best and worst practices in the Netherlands
3 | What is important?
4 | Do’s and don’ts
5 | The importance of analytics
6 | How to develop a online strategy?
#1The online landscape
Movietime!”“
De HighlightsDe Highlights
#2Best & worst practicesin the Netherlands
Minibreak
#3What is important?
Be social
Be functional
Be hyperlocal
#4Do’s…
1. Passion 2. The good example
3. Be open
4. Be flexible
5. Be patient
If you don’t like it, don’t do it!Give the good example.Transparency, honesty and openness are keywords in Social Media. Als interact with people with negative sentiments.Your audience might use your website for other purposes.Don’t give up if thing aren’t going as you hoped. Go for it!
…and don’ts
Becoming a victim of the ‘holy grale illusion’.
Lack of knowledge about possibilities and opportunities often leads to failing plans.
Who is in charge? ‘Community manager’ is the job of the 21st century.
Being there is not a objective. First take a look at impact of social media on your brand, prospects, sales and service,
You boss may think social media is cheap, but in facts there are costs to use it.
Pre-test, pre-test and pre-test.
Don’t think you can conquer the virtual world in a glimpse of an eye. It needs a decent strategy.
It is not the click that is important, it is what comes after that.
Interaction is the keyword. Including possible criticism.
#5
The importance of analytics
Use the right tools
From
listenin
g
...to controllable interaction
46
#6How to develop a good online strategy?
Online communication strategy
Online Communication
model
• Vision and Mission • Targets• Target group(s)• Proposition & positioning• Ambitions & dreams
Online Communication
model
Online communication strategy
• Vision and Mission • Targets• Target group(s)• Proposition & positioning• Ambitions & dreams
• What is being said in which network?
• What are your stakeholders saying?
• Benchmarking with competitors
• Issues?• Behaviour and
information needs• Blind spot
Online Communication
model
Online communication strategy
• Vision and Mission • Targets• Target group(s)• Proposition & positioning• Ambitions & dreams
• What is being said in which network?
• What are your stakeholders saying?
• Benchmarking with competitors
• Issues?• Behaviour and
information needs• Blind spot
• Defining your communication chances
• Threats
Online Communication
model
Online communication strategy
• Vision and Mission • Targets• Target group(s)• Proposition & positioning• Ambitions & dreams
• What is being said in which network?
• What are your stakeholders saying?
• Benchmarking with competitors
• Issues?• Behaviour and
information needs• Blind spot
• Defining your chances• SMART targets• Quantitative of qualitative• Match with offline?• Possible exit moment
• Defining your communication chances
• Threats
Online Communication
model
Online communication strategy
• Vision and Mission • Targets• Target group(s)• Proposition & positioning• Ambitions & dreams
• What is being said in which network?
• What are your stakeholders saying?
• Benchmarking with competitors
• Issues?• Behaviour and
information needs• Blind spot
• Defining your chances• SMART targets• Quantitative of qualitative• Match with offline?• Possible exit moment
• Defining your communication chances
• Threats
• Tools matrix• Communication-
and/or interaction calendar
Online Communication
model
Online communication strategy
• Vision and Mission • Targets• Target group(s)• Proposition & positioning• Ambitions & dreams
• What is being said in which network?
• What are your stakeholders saying?
• Benchmarking with competitors
• Issues?• Behaviour and
information needs• Blind spot
• Quantitative and qualitative (facts & sentiments)
• Checking and if possible adjusting
• Defining your chances• SMART targets• Quantitative of qualitative• Match with offline?• Possible exit moment
• Defining your communication chances
• Threats
• Tools matrix• Communication-
and/or interaction calendar
Online Communication
model
Online communication strategy
• Vision and Mission • Targets• Target group(s)• Proposition & positioning• Ambitions & dreams
• What is being said in which network?
• What are your stakeholders saying?
• Benchmarking with competitors
• Issues?• Behaviour and
information needs• Blind spot
• Quantitative and qualitative (facts & sentiments)
• Checking and if possible adjusting
• Defining your chances• SMART targets• Quantitative of qualitative• Match with offline?• Possible exit moment
• Defining your communication chances
• Threats
• Tools matrix• Communication-
and/or interaction calendar
Online Communication
model
Online communication strategy
What’s next?
http://www.linkedin.com/in/ruudkessels
http://twitter.com/RuudKessels
The conversation goes on!