Presentatie "Social (Media) Strategie" (download in PDF) van Jeroen van der Schenk

1. SOCIALSUMMER
SOCIAL (MEDIA) STRATEGIE
IN 1 DAG

3. “HE, LEUK! DOE MIJ
OOK FF ZO’N
WEBLOG ...”

4. Twitter Statistics
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 followers
Source: www.antidote.com

5. welkom wie is wie behoeften koffie
PROGRAMMA
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

6. Add me as a contact in your mobile phone
Jeroen van der Schenk
jvdschenk jeroenvanderschenk

7. I’M NOT A SOCIAL
MEDIA GURU.
JUST A BELIEVER, ACTIVE USER AND FAN.

8. EVERYBODY IS AN
EXPERT TO
SOMEONE!

10. TRENDS

13. TRANSPARANCY

14. GROUNDSWELL 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

15. 3.200 QUANGO’S
120.000 WERKNEMERS
140 MILJARD

16. NO BOSS PLEASE!

17. GROUNDSWELL

18. POWER TO
THE CROWD!

19. CROWDSOURCING

20. CROWDFUNDING

21. CROWDFORCING

22. 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...”

23. CROWDCOLLABORATION

24. CROWDBUYING

25. We become are mobile

26. KNOWLEDGE IS
AVAILABLE....
EVERYWHERE!
FOR FREE!

27. Value Networks
BEDRIJVEN
Media Landscape
1.0 2.0 3.0
Source: Marco Derksen in het boek Society 3.0
KLANTEN

28. IS YOUR MARKET
A COMMODITY MARKET?

29. COMMODITY MARKETS

30. COMMODITY MARKETS
LOWEST PRICE STRATEGY
ADDING VALUE

31. BOOKLAUNCH SOCIETY 3.0

32. FREEMIUM
BUSINESSMODEL

33. 14.000+ DOWNLOADS
3.800 SOLD!

34. Disruptive Businessmodels

35. And how about this one....

36. And how about this one....

39. SOCIAL
(MEDIA)
STRATEGY

40. SOCIAL (MEDIA)
STRATEGIE 1.
Analyseer
dialoog
7. 2.
Meet resultaten Omschrijf
en herijk doelstelling
6. 3.
Participeer en
Bepaal content
faciliteer
strategie
dialoog
5. 4.
Deel relevante
Selecteer tools
content

41. 1 Analyseer Dialoog
Wie zijn mijn stakeholders?
Waar zijn mijn stakeholders?
Welke thema’s houden mijn stakeholders bezig?
Welke thema’s verbinden mijn stakeholders?

42. 1 Search the web...
• Websites
• Fora
• Blogs
• Social Networks

43. 1 Advanced twitter search

44. 1 Advanced twitter search

45. 1 Advanced twitter search

46. 1 Gist.com - personalized stakeholder buzz

47. 2 Omschrijf Doelstelling
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

48. 3 Bepaal Contentstrategie
Welke content is nodig om de doelstellingen te
realiseren?
• inhoud
• vorm
• contentstroom
• centraal of decentraal

49. 3 Bepaal Contentstrategie

50. 3 Bepaal Contentstrategie

51. KLOUT STYLES
PARTICIPATING SHARING CREATING
BROAD
Curator Broadcaster Tastemaker Celebrity
Syndicator Thought
Feeder Pundit
Leader
Conver-
Dabbler Socializer Networker
sationalist
LISTENING
FOCUSSED
Observer Explorer Activist Specialist
CASUAL CONSISTENT

52. 4 Selecteer Tools

53. 4 Selecteer Tools
Customer Brand Traffic to Search Engine Claiming
Communication Exposure Website Optimalisation Expertise
Facebook
Twitter
Linkedin
Flickr
Youtube
Digg
Diigo / Delicious
Foursquare / FBP
Weblog
Source: CMO’S Guide To The Social Landscape

54. 5 Deel Relevante Content
WAT DEEL JE
WAAR MET
WELK DOEL?

55. 5 Deel Relevante Content
?

56. 5 Sharable content - be exiting
CASE: Martin Schilder Automobielbedrijven

57. 5 Sharable content - show real people!
CASE: Martin Schilder Automobielbedrijven

58. 6 Participeer & Faciliteer Dialoog
• MONITOR
• REPLY
• CONNECT

59. 7 Meet Resultaten & Herijk
Web Statistics (a few examples...)
• # 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

60. 7 Meet Resultaten & Herijk
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

61. 7 Tools: Crowdbooster.com
http://www.socialbites.com/book/Crowdbooster_com

62. 7 Tools: Peerindex.net

63. 7 Tools: Tweetreach.com
http://www.socialbites.com/book/Tweetreach_com

64. 7 Tools: Klout.com

65. KOUDWATERVREES?

67. Sessie : Social Media Strategie in 1 dag
Datum : 5 juli 2011 (locatie #s2m0346)
1 Naam ____________________________________
2 Ervaringen
De inhoud van de workshop sloot aan op
mijn verwachtingen.
Professionaliteit en kennisniveau
van de trainer/coach.
Praktische toepasbaarheid van de
training / workshop
Kwaliteit van de locatie, eten & drinken
OPMERKINGEN, TIPS EN/OF QUOTE OVER DE SESSIE
THANK YOU!
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!

68. Add me as a contact in your mobile phone
Jeroen van der Schenk
jvdschenk jeroenvanderschenk

69. 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.
Conver-
Dabbler
sationalist
Observer Explorer

70. 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.
Conver-
Dabbler
sationalist
Observer Explorer

71. You love to connect & always have the inside
scoop. Good conversation is an art. When
you are witty, your followers hang on every
word.
Conver-
Dabbler
sationalist
Observer Explorer

72. 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.
Conver-
Dabbler
sationalist
Observer Explorer

73. 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

74. 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

75. 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

76. 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

77. Tastemaker Celebrity
Thought
Pundit
Leader
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.

78. Tastemaker Celebrity
Thought
Pundit
Leader
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.

79. Tastemaker Celebrity
Thought
Pundit
Leader
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.

80. Tastemaker Celebrity
Thought
Pundit
Leader
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.

81. Curator Broadcaster
Syndicator Feeder
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.

82. 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

83. 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.

84. 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.

85. Add me as a contact in your mobile phone
Jeroen van der Schenk
jvdschenk jeroenvanderschenk