cliptalk14 - juriaan vergouw van porter novelli
DESCRIPTION
Bekijk hier de presentatie van Juriaan Vergouw van Porter Novelli tijdens ClipTalk, hét kennisevent van Clipit. Juriaan vertelt je alles over twitterende CEO's in Nederland.TRANSCRIPT
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CLIPTALK 1 APRIL 2014
Copyright © 2013 Porter Novelli Inc. All rights reserved. CONFIDENTIAL AND PROPRIETARY MATERIALS OWNED BY PORTER NOVELLI INC.
CEO'S & TWITTER: EEN GELUKKIG HUWELIJK?
1 april 2014
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CONTEXT
1. Opzet
2. Doel
3. Uitvoering
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Corporates USA
versus NL
# 77% Twitter (60%)
# 70% Facebook (54%)
# 69% YouTube (47%)
# 34% Corporate blog (11%)
Bron: Dartmouth University 2013
Porter Novelli onderzoek maart 2013
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Nederland
# 40% geen Twitter account
# Tweetgedrag:
zenden, reactief
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CEO’s & Twitter
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Fortune 500 CEO’s
Bro
n: C
EO
.co
m S
ocia
l ce
o r
epo
rt 2
01
3
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CEO’S NL
CORPORATES
#15% openbaar account
#Beperkt actief
#Zendgedrag
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#De
Koplopers
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Dilemma’s
# Angst (koers)
# Tijd
# Onwetendheid
# Geen gevoel
# Gebrek nuance
# Expertise
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# CEO Netflix: foutje, bedankt!
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….Maar CEO’s missen
kansen!
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# (Interne) reputatiebuilding
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FASERING SOCIAL MEDIA-BELEID
• Het social media-beleid van Achmea Z&G bestaat uit de volgende
componenten:
1. Analyse: context bepalen
2. Doelen: waarom?
3. Doelgroepen: bij wie?
4. Strategie: hoe?
5. Organisatie: door wie?
6. Kanaalkeuze en contentmanagement: waar en met welke inhoud?
7. Meten doelen: welke performance?
• In het komende slides wordt elke stap vormgegeven.
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#Better connected CEO
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#Context bieden, vinden van
influencers (en connecten)
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#Social CEO = vertrouwen
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#Crisis: herwinnen vertrouwen
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#Social CEO = klantgericht
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#Social CEO =
waardering geven
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#Thought Leadership
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#Social ceo = vooruit
kijken
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#Aantrekken van toptalent
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#Social CEO = een mensch!
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Hoe verder?
# Nooit forceren!
# Leg spiegel voor
# Coach & train
# Content plan
# Passie tonen
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27 Bron: NRC
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LET'S CONNECT!
JURIAAN VERGOUW
Senior consultant digital
PORTER NOVELLI
@juriaanvergouw
http://nl.linkedin.com/in/juriaanvergouw/
06 54 92 10 29