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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