social media fm april 2011
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Social media
7 april 2011................................................................................................................................................................................................................................
QRCommunicatie telefoon 0172 476 570 website www.qrcommunicatie.nl onderwerp presentatie Social media #SMFM
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#SMFM
Debbie Bernasco onlineDebbi3
http://nl.linkedin.com/in/debbiebernasco
debbiebernasco.nl
QRCommunicatie / de helden van
Zakendoen
Bloggen
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“De klant is niet veel veranderd1944 - word of mouth
#wom
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Paul Lazarsfeld
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“Massamedia kan het beslissingsproces niet voor 100% beïnvloeden
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QRCommunicatie telefoon 0172 476 570 website www.qrcommunicatie.nl onderwerp presentatie Social media #SMFM
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Is er dan niets veranderd?
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QRCommunicatie telefoon 0172 476 570 website www.qrcommunicatie.nl onderwerp presentatie Social media #SMFM
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“web 1.0 - het informatieve web
informatie werd gebracht door bedrijven, journalisten en auteurs
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web 1.0 - het informatieve webweb 2.0 - het sociale web
“web 2.0 - het sociale web
iedereen is auteur geworden en we kunnen reageren op elkaars artikelen
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“web 2.0 - reacties
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“web 2.0 - fora
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QRCommunicatie telefoon 0172 476 570 website www.qrcommunicatie.nl onderwerp presentatie Social media #SMFM
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Het sociale web verbindt klanten met elkaar
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evolutie
Heeft invloed op het internetgebruik en op de manier waarop klanten aankoopbeslissingen nemen.
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evolutie
Doordat iedereen een webauteur wordt stijgt de informatie over productervaringen.
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QRCommunicatie telefoon 0172 476 570 website www.qrcommunicatie.nl onderwerp presentatie Social media #SMFM
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evolutie
Klanten schrijven feedback over producten en merken.
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QRCommunicatie telefoon 0172 476 570 website www.qrcommunicatie.nl onderwerp presentatie Social media #SMFM
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“evolutie
Waardering
evolutie
Klanten gebruiken de informatie op het sociale web om hun risico bij aankopen te verminderen.
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QRCommunicatie telefoon 0172 476 570 website www.qrcommunicatie.nl onderwerp presentatie Social media #SMFM
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Heb je vertrouwen in onderstaande personen?Een persoon als jezelf
Dokter Academicus
JournalistCEO
Politici
88%85%
76%59 %
54 %29%
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“Sociale web
Interactie tussen klanten
Impact op aankopen
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Word of mouth:De wereld is een dorp geworden.
“#wom
Word of mouth heeft 2 componenten.
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A. OnlineB. Offline
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De meerderheid van word of mouth vindt nog steeds offline plaats.
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Online word of mouth bereikt echter alleen meer mensen.
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Beide zijn belangrijk in het aankoopgedrag.
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Zowel online als offline gaan mensen op zoek naar personen met dezelfde interesses, naar advies of aanbevelingen.
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Door onderlinge communicatie beinvloeden consumenten elkaar.
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Dat resulteert in 4 dimensies die de hedendaagse klant typeert.
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1. De consument is een postmoderne nomade• Online en offline is geen andere wereld• Het gaat nog steeds om de zelfde persoon
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2. De klant gebruikt zijn impact• Iedereen is verbonden met het internet• Stijgende macht bij de klant
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3. De klant toont zijn emotie• Internet haalt het emotionele van de klant boven• Emoties worden expliciet gedeeld met een grote groep mensen
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4. De klant is een partime marketeer• Door grotere hoeveelheid informatie stijgt de transparantie in de wereld.• Marketing is een vak waarin elke burger een ervaringsdeskundige is.
De komst van mobiele netwerken stelt klanten instaat om altijd online te zijn.
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Het is een sociaal fenomeen. Personen zijn verbonden met hun relaties en vrienden.
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Aardig wat mensen hebben een mobiele telefoon met camera.
Klanten beslissen op basis van hun emoties
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Ons emotioneel gedrag ten opzichte van merken wordt expliciet gedeeld.
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We delen onze emotie met merken.
Hoe uiten klanten hun emoties tegenover merken?
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Beleving................................................................................................................................................................................................................................
QRCommunicatie telefoon 0172 476 570 website www.qrcommunicatie.nl onderwerp presentatie Social media #SMFM
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Personality Matters!
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Beleving
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Moleskine
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Moleskine
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“Achtergrond verhaal
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“ Doel:Product emotie
Geloofwaardigheid creerenEmpathie
Associciatie
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“Hedendaagse klant
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“Online en offlinegedrag is identiek
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“De wereld is een dorp er zijn geen grenzen meer
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“Geeft feedback op merken #wom
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“ Wil converseren
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“ Is emotioneel
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“Relevant en plezant
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Ben jij een leider of een volger?
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Een goed verhaal beklijft en wordt doorverteld
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Een goed verhaal beklijft en wordt doorverteld
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Ben jij een leider of een volger?
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Ben jij een leider of een volger?
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Ben jij een leider of een volger?
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“de aandachtsparadox
Nieuwe klanten
Vaste klanten
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“Het echte geheim van persoonlijkheid is het
tegenovergestelde doen
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“Hoe wordt je spraakmakend?
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“• Bied iets van waarde dat exlusief is• Zorg voor een accent dat mensen met elkaar willen delen• Hou je afzijdig
Klanten maken tegenwoordig keuzes op basis van diepere behoeften
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Denk vanuit de klant...
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Doelstellingenpiramide
Bedrijfsdoelstellingen
Marketingdoelstellingen
Social media doelstellingen
Social mediamiddelen
1. Bepaal je doelstelling
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Vaak zal SMM een onderdeel zijn van bestaande marketing- communicatieplannen. Een extra kanaal om je doelgroep te bereiken.
Doelgroep
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• Je doelgroep bevind zich vermoedelijk grotendeels online;
• Je budget is beperkt;• Je wilt het imago van jezelf of je organisatie
meer ‘Web2.0’ maken;• Je wilt goed kunnen meten wat het resultaat
van je marketinginspanningen is;
2. Waarom Social Media?
Redenen om SMM in te zetten kunnen bijvoorbeeld zijn:
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• Je wilt duidelijker aanwezig zijn op internet, ook voor SEM (Search Engine Marketing);
• Je wilt het dialoog met je klant/doelgroep opzoeken en zodoende de relatie intensiveren;
• Je bent op zoek naar partners, kennis en gelijkgestemden.
2. Waarom Social Media?
Redenen om SMM in te zetten kunnen bijvoorbeeld zijn:
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3. Definieer je doelgroep
Dit zul je helder voor ogen moeten hebben omdat je doelgroep later de keuze bepaalt voor kanaal, middel, ‘tone of voice’ en te verwachten respons.
• Actief online• Actief binnen sociale netwerken
en content sharing platform
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4. Onderzoek hoe je doelgroep Social Media gebruikt
Bestudeer je doelgroep aandachtig. Zoek ze online op en observeer het gedrag:
• In welke netwerken zit je doelgroep?• Welke sleutelfiguren of ‘opinion
leaders’ zijn er te identificeren?• Zijn er al concurrenten van je actief
met SMM? En zo ja, wat is hun propositie en activiteit(en)?
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5. Voorbereiden van de organisatie
Zijn de juiste mensen, kennis en competenties aanwezig?
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6. Opzetten van een focusgroep
Cultuurverandering
Draagvlak
Voortrekkers
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7. Stel Budget en mankracht samen
8. Monitoring
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8. Monitoring Four Months
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8. Monitoring Four Months
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8. Monitoring Four Months
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8. Monitoring Four Months
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8. Monitoring Four Months
8. Monitoring T-mobile
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#negatieve twitter berichten
Reputatiemanagement
OOH wat moet ik doen
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8. Monitoring
9. Implementatie van de software
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10. Publicatieschema
Om overkill te voorkomen biedt een publicatieschema redding.
Een voorbeeld daarvan is het 1-7-30-4-2-1-schema. Een schema dat er als volgt uit zou kunnen zien:
1-7-30-4-2-1
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10. Publicatieschema
1-7-30-4-2-1 Dagelijks Twitteren, info van anderen delen en reacties op je blog bijhouden.1-7-30-4-2-1
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10. Publicatieschema
1-7-30-4-2-1 Wekelijks één blog of video-interview plaatsen.
1-7-30-4-2-1
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10. Publicatieschema
1-7-30-4-2-1 Maandelijks een digitale nieuwsbrief rondsturen of YouTube-filmpje creëren.1-7-30-4-2-1
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10. Publicatieschema
1-7-30-4-2-1 Per kwartaal een e-book, speciale video of traditionele nieuwsbrief presenteren.
1-7-30-4-2-1
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10. Publicatieschema
1-7-30-4-2-1 Een keer per half jaar een evenement organiseren.
1-7-30-4-2-1
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10. Publicatieschema
1-7-30-4-2-1 Om het jaar een nieuwe game of app creëren.
1-7-30-4-2-1
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Social media
Faciliteren
faciliteer, luisteren en reageren
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Case 1Twinacts #B2C
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Case 1Twinacts #B2C
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Case 1Twinacts #B2C
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Case 1Twinacts #B2C
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Case 1Twinacts #B2C
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Case 2De locale #held van Rotterdam #localheroz
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Case 2De locale #held van Rotterdam #localheroz
................................................................................................................................................................................................................................ QRCommunicatie telefoon 0172 476 570 website www.qrcommunicatie.nl onderwerp presentatie Social media #SMFM
................................................................................................................................................................................................................................
Case 2De locale #held van Rotterdam #localheroz
................................................................................................................................................................................................................................ QRCommunicatie telefoon 0172 476 570 website www.qrcommunicatie.nl onderwerp presentatie Social media #SMFM
................................................................................................................................................................................................................................
Case 3Eruit op uit in de Peel
................................................................................................................................................................................................................................ QRCommunicatie telefoon 0172 476 570 website www.qrcommunicatie.nl onderwerp presentatie Social media #SMFM
................................................................................................................................................................................................................................
Case 3Eruit op uit in de Peel
................................................................................................................................................................................................................................ QRCommunicatie telefoon 0172 476 570 website www.qrcommunicatie.nl onderwerp presentatie Social media #SMFM
................................................................................................................................................................................................................................
................................................................................................................................................................................................................................ QRCommunicatie telefoon 0172 476 570 website www.qrcommunicatie.nl onderwerp presentatie Social media #SMFM
................................................................................................................................................................................................................................
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