“Strategic use of internet: online
positioning and social media use in life
sciences”2011-06-07
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an introduction
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foto: Judith van der Meulen
De Ondernemers BV
New Business Development
Social Media Strategy
Open Innovation
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www.onsboek.nl
“Entrepreneurship”
€26,95
Pearson Education Uitgeverij
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!""#$%&"'%!'()*$
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and you?
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Questions?
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Let’s get at it
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http://www.youtube.com/watch?v=lFZ0z5Fm-Ng
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so many buzz wordsand weird terminology
RSSCrowdsourcing
Chat
Social Bookmarking
Open source
Web2.0Sociaal networks
Data mining
Tagging
Check-ins
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the conversation
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UnderstandingSocial Media
in 2 steps
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Social Media
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buzz-word
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paradigm shift
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UnderstandingSocial Media
step 1:
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know your problem
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know your problems
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- Nederland 2006 -24
- Nederland 2006 -25
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0 20 20 30 30 ~
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0 20 20 30 30 ~
DIGITAL NATIVES
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0 20 20 30 30 ~
DIGITAL IMMIGRANTS
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0 20 20 30 30 ~
DIGITAL DODO’s
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age matters
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something else changed:
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information is free
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http://www.flickr.com/photos/inju/112082907/
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TV
http://www.flickr.com/photos/roadsidepictures/276395210/
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Radio
http://www.flickr.com/photos/imh/3297961043/
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http://www.storytellersmediagroup.com/
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gate keepers
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gate keepers
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I repeat
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no control
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a zillion opportunities
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an example
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2006:
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let’s google first...
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Dell’s headache
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serious headache!
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it worked!
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Conversation
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UnderstandingSocial Media
step 2:
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Value the conversation
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http://www.youtube.com/watch?v=D3qltEtl7H8
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So what changed?
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we got our voice back
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we want a conversationtwo-way
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customer = king
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positioning?
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http://www.flickr.com/photos/shirleydejong/4448517371/
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personal
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#fail
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5 steps to positioning
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Step 1: listen
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find your audience by listening first
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who do you (need to) listen to?
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find the influencers
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Step 2: Engage
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get involved
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step 3: energize the groundswell
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Step 4: make self sufficient
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Step 5: embrace the Groundswell
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Make your customer your lead innovator
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strike up a conversation
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listen
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learn
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act together
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contact conversation content
...
...
.........
...
...
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Questions?
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recommended
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• Listen to the Groundswell
• Engage
• Energize the Groundswell
• Make the Groundswell self-sufficient
• Embrace the Groundswell
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