SOCIAL (MEDIA) STRATEGIE

IN 1 DAG

SOC

IALS

UM

MER

“HE, LEUK! DOE MIJ

OOK FF ZO’N WEBLOG ...”

79.79% failed to provide a homepage URL

75.86% of users have not entered a bio in their profile

68.68% have not specified a location

55.50% are not following anyone

54.88% have never tweeted

52.71% have no followersSource: www.antidote.com

Twitter Statistics

PR

OG

RA

MM

Awelkom wie is wie behoeften koffie

trends social media consumentgedrag

delen thee businessmodels pauze

stappenplan lunch strategie analyse

stakeholders doelstellingen contentstrategie tools publiceren interactie

faciliteren dialoog meten pauze

herijken organisatie howto next step wrap-up borrel

Jeroen van der Schenk

jvdschenk jeroenvanderschenk

Add me as a contact in your mobile phone

I’M NOT A SOCIAL MEDIA GURU.

JUST A BELIEVER, ACTIVE USER AND FAN.

EVERYBODY IS AN EXPERT TO

SOMEONE!

TRENDS

TRA

NSP

AR

AN

CY

GR

OU

ND

SWEL

L Een sociale trend waarbij mensen nieuwe technologie gebruiken

om dingen te doen en te maken met anderen, in plaats van gebruik te

maken van de gevestigde orde organisaties en overheid.

Source: Forrester.com

3.200 QUANGO’S120.000 WERKNEMERS

140 MILJARD

NO BOSS PLEASE!

GR

OU

ND

SWEL

L

POWER TO

THE CROWD!

CROWDSOURCING

CROWDFUNDING

CROWDFORCING

CROWDFORCING

“…Beetje flauw om Transavia de schuld te geven. In ieder geval kun je daar beter mee vliegen dan met Turkish Airways, want die landen soms ongeveer op Schiphol...”

CROWDCOLLABORATION

CROWDBUYING

We become are mobile

KNOWLEDGE IS AVAILABLE....

EVERYWHERE!FOR FREE!

BEDRIJVEN

KLANTEN

1.0 2.0 3.0

Source: Marco Derksen in het boek Society 3.0

Media Landscape

Value Networks

IS YOUR MARKET A COMMODITY MARKET?

COMMODITY MARKETS

LOWEST PRICE STRATEGY

ADDING VALUE

COMMODITY MARKETS

BOOKLAUNCH SOCIETY 3.0

FREEMIUMBUSINESSMODEL

14.000+ DOWNLOADS

3.800 SOLD!

Disruptive Businessmodels

And how about this one....

And how about this one....

SOCIAL (MEDIA)

STRATEGY

1.Analyseer

dialoog

5. Deel relevante

content

4. Selecteer tools

3. Bepaal content

strategie

2. Omschrijf

doelstelling

7. Meet resultaten

en herijk

6. Participeer en

faciliteer dialoog

SOCIAL (MEDIA)STRATEGIE

Analyseer Dialoog1

Wie zijn mijn stakeholders?Waar zijn mijn stakeholders?Welke thema’s houden mijn stakeholders bezig?Welke thema’s verbinden mijn stakeholders?

Search the web...1

• Websites• Fora• Blogs• Social Networks

Advanced twitter search1

Advanced twitter search1

Advanced twitter search1

Gist.com - personalized stakeholder buzz1

Omschrijf Doelstelling2

Wat wil je bereiken met jouw social media activiteiten? Ik wil ....

• interactie met klanten• klanten werven• expertise ‘claimen’• producten & diensten innoveren• reputatiemanagement faciliteren

• traffic naar website genereren• sales verhogen

Bepaal Contentstrategie3

Welke content is nodig om de doelstellingen terealiseren?

• inhoud• vorm• contentstroom• centraal of decentraal

Bepaal Contentstrategie3

Bepaal Contentstrategie3

Curator Broadcaster

Syndicator Feeder

Dabbler Conver-sationalist

Observer Explorer

Socializer Networker

Activist Specialist

Tastemaker Celebrity

Thought Leader Pundit

LIST

ENIN

GPA

RTIC

IPAT

ING

CONSISTENTCASUAL

BRO

ADFO

CUSSED

SHARING CREATING

KLO

UT

STY

LES

Selecteer Tools4

Selecteer Tools4

Customer Communication

BrandExposure

Traffic to Website

Search EngineOptimalisation

ClaimingExpertise

Facebook

Twitter

Linkedin

Flickr

Youtube

Digg

Diigo / Delicious

Foursquare / FBP

Weblog

Source: CMO’S Guide To The Social Landscape

Deel Relevante Content5

WAT DEEL JE W A A R M E T WELK DOEL?

Deel Relevante Content5

?

Sharable content - be exiting 5

CASE: Martin Schilder Automobielbedrijven

Sharable content - show real people!5

CASE: Martin Schilder Automobielbedrijven

Participeer & Faciliteer Dialoog6

• MONITOR• REPLY• CONNECT

Meet Resultaten & Herijk7

• # visits• # unique visitors• % new visitors• # pageviews• # avarage pageviews per visit• Bouncerate• verhouding “direct” – “searchengines” – “referring sites”• referring sites (top 20)• searchengine keywords (top 50)• analysis of usage tools (blog, wiki, qna etc..)• added notifications on abnormalities in statistics

Web Statistics (a few examples...)

Meet Resultaten & Herijk7

Social Statistics (a few examples...)

• # followers• # retweets• # @replies• # twitter mentions• # shared (Facebook, Linkedin etc..)• # bookmarked• # mentions in blogposts• # mentions in newspapers & magazines• # reviews and average score

Tools: Crowdbooster.com7http://www.socialbites.com/book/Crowdbooster_com

Tools: Peerindex.net7

Tools: Tweetreach.com7http://www.socialbites.com/book/Tweetreach_com

Tools: Klout.com7

KO

UD

WA

TER

VR

EES?

THANK YOU!

Sessie Datum

: Social Media Strategie in 1 dag : 5 juli 2011 (locatie #s2m0346)

Kwaliteit van de locatie, eten & drinken

De inhoud van de workshop sloot aan op mijn verwachtingen.

Professionaliteit en kennisniveau van de trainer/coach.

Praktische toepasbaarheid van de training / workshop

2

1 Naam ____________________________________

Ervaringen

3 Waardebepaling achteraf

Deze sessie is georganiseerd in samenwerking met Seats2meet.com en gebaseerd op ‘waardebepaling achteraf’. Jij bepaalt dus zelf hoeveel deze sessie voor jou waard is geweest. Hieronder kun je een bedrag invullen. Alvast bedankt voor jouw bijdrage!

! ______ , ___!

OPMERKINGEN, TIPS EN/OF QUOTE OVER DE SESSIE

Jeroen van der Schenk

jvdschenk jeroenvanderschenk

Add me as a contact in your mobile phone

Dabbler Conver-sationalist

Observer Explorer

You don’t share much, but you follow the social web more than you let on. This could just be your style. Or you are checking it out before jumping in full force.

You may be just starting out with the social web, or you are just not that into it. If you want to grow your audience, try engaging more & share more content.

Dabbler Conver-sationalist

Observer Explorer

You love to connect & always have the inside scoop. Good conversation is an art. When you are witty, your followers hang on every word.

Dabbler Conver-sationalist

Observer Explorer

You constantly are trying out new ways to interact & network. You are exploring the social web & making it work for you. Your activity & engagement shows you ‘get it’ & will probably by moving up soon.

Dabbler Conver-sationalist

Observer Explorer

You are the hub of the social scene & people count on you to find out what’s happening. You connect people & readily share your social savvy. Followers appreciate your network and generosity.

Socializer Networker

Activist Specialist

You connect to the right people & generously share your network to help followers. You know what content is important to your influential audience & have high levels of engagement.

Socializer Networker

Activist Specialist

You may not be a celebrity but in your area of expertise your opinion is 2nd to none. Your content is likely focused in a specific topic or industry. Your audience is also focused & highly engaged

Socializer Networker

Activist Specialist

You’ve got an idea or a cause to share with the world. You’ve found the perfect medium for your message & your audience count on you to actively champion your cause.

Socializer Networker

Activist Specialist

Tastemaker Celebrity

Thought Leader Pundit

People look to you to help them understand the day’s developments in your industry. Sharing relevant news/opinions, you know what’s important & your audience values that.

You know what you like & your audience likes it too. Sure you know the trends, but you aren’t one to simply follow-the-crowd. You walk your own path & have earned your networks respect.

Tastemaker Celebrity

Thought Leader Pundit

You are the height of influence, for better or worse. People hang on every word & share your content like no other. You are probably famous in real life & your fans can’t get enough.

Tastemaker Celebrity

Thought Leader Pundit

You don’t just share news, you create the news. Your opinions are wide-spread and highly trusted. You are a leader in your industry. When you speak, people listen.

Tastemaker Celebrity

Thought Leader Pundit

You keep tabs on what/who is “hot” & important to watch. Focusing on a specific topic or targeted audience, you share the best trending info & save followers from having to keep up their own.

Curator Broadcaster

Syndicator Feeder

S Pundit

You find the most interesting info & share it widely. Filtering through massive content, you surface with the nuggets that your audience truly cares about & they appreciate your hard work

Curator Broadcaster

Syndicator Feeder

You broadcast great content that spreads like wildfire. An essential source of info. In your industry, your audience is wide, diverse and values your content.

Curator Broadcaster

Syndicator Feeder

Curator Broadcaster

Syndicator Feeder

Your audience relies on you for a steady flow of focused info. Your audience is hooked on your industry/topical updates and secretly can’t live without them.

Jeroen van der Schenk

jvdschenk jeroenvanderschenk

Add me as a contact in your mobile phone