presentation nyenrode symposium
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TRANSCRIPT
Welcome
Valentine Willeumier
Back
Stanislav case – Ministry of Justice
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Social Media – what is it?
Evolution of Social Media
Broadcast media Interactive media Social media
Social Media
Source: FredCavazza.net
Social networks throughout the world
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Hyves – facts & figures
Figures
10,1 million Hyvers / 8,7 million Hyvers in Holland
6,4 billion pageviews per month
18,2% of total viewed web pages in Holland
8,7% of total internet time in Holland
60% of total viewed mobile pages in Holland
858.000 new photo’s per day
2,4 million scraps per day / 28 per second
Average age of 30 years old
Hyves bereik
Source: STIR augustus 2010Back
52%
65%
73%
60%
37%
18%
53%
81%77%
65%
40%
10%
13+ 13-19 20-34 35-49 50-64 65+
Mannen Vrouwen
3 reasons for using Hyves as a consumer
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Hyves – Connecting the Netherlands
Hyves is Dutch!
Hyves.nl/nu
Involving Hyvers in Hyves
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New products are developed together with Hyvers
Brands on Hyves – what
are their options?
Brands on Hyves
WHAT CAN BRANDS DO ON HYVES?1. Traffic to their own website(s)
Brands on Hyves
WHAT CAN BRANDS DO ON HYVES?1. Traffic to their own website(s)2. Social activation campaign
Results of the ACE Social research study – Hi Prank
ACE Social = measures the effectiveness of viral marketing campaigns within Hyves
Campaign appeal: Hyvers rated the campaign as being easy to understand, funny and distinct The willingness to share was positively influenced by the rating of the campaign and the fact that the design and concept was in line with the social network Hyves
Most important brand effects: Rise in brand awareness and top of mind awareness Brand image is positively influenced by the campaign, Hi is viewed as a more sympathetic and appealing brand Brand preferance is significantly higher for the Hyvers who saw the campaign in relation to people who never saw the campaign
Brands on Hyves
WHAT CAN BRANDS DO ON HYVES?1. Traffic to their own website(s)2. Viral marketing campaign3. 24/7 presence (branded hyve/brand page)
Qualitative results of the Transavia branded hyve – up to now
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Types of goals for 24/7 presence:- Communication- Service- Brand experience- Co-creation- Promotion
Brands on Hyves
WHAT CAN BRANDS DO ON HYVES?1. Traffic to their own website(s)2. Viral marketing campaign3. 24/7 presence (branded hyve/brand page)4. PR (research)
Brands on Hyves
WHAT CAN BRANDS DO ON HYVES?1. Traffic to their own website(s)2. Viral marketing campaign3. 24/7 presence (branded hyve/brand page)4. PR (research)5. Consumer insights (research)
Wat kunnen merken met Hyves?
WHAT CAN BRANDS DO ON HYVES?1. Traffic to their own website(s)2. Viral marketing campaign3. 24/7 presence (branded hyve/brand page)4. PR (research)5. Consumer insights (research)6. Recruiting new employees
Wat kunnen merken met Hyves?
WHAT CAN BRANDS DO ON HYVES?1. Traffic to their own website(s)2. Viral marketing campaign3. 24/7 presence (branded hyve/brand page)4. PR (research)5. Consumer insights (research)6. Recruiting new employees7. Add-ons for their own website(s) Hyves Connect
Tips & Tricks
Tips & Tricks
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Tips: Is the chosen strategy and/or content:
- authentic and entertaining?- able to be shared?- relevant for the target group?- in line with the established brand values/goals?- easy to use?
Tricks: Personalize your messageMake sure that all activity can be measured Create brand ambassadors
