Toekomst van social media tools SMC020

•

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Buzzcapture

Presentatie van @alexvanleeuwen AT SMC020 op 16-3-2010 over de toekomst van sociale media monitoring.

Technology

TOEKOMST VAN
SOCIAL MEDIA TOOLS

Alex van Leeuwen | Buzzcapture @alexvanleeuwen | @buzzcapture alex@buzzcapture.com

OVER SOCIALE MEDIA HOE ZIET DE WAAR GAAN WE
BUZZCAPTURE LANDSCHAP MARKT ERUIT IN NAARTOE?
2006-2010 2011? 2011-2015

HOERA®

AANBIEDERS SOCIAL MEDIA MONITORING TOEN
OM SUCCESVOLLER TE ZIJN

E.V.A

AANBIEDERS SOCIAL MEDIA MONITORING NU
OM SUCCESVOLLER TE ZIJN

GEEN ANDERE AANBIEDERS

EVANGELISCHE BOODSCHAP

SOCIALE MEDIA STOND WEL OP DE KAART

WEINIG BUDGETTEN OF GROTE BUDGETTEN

AFHANKELIJK VAN VISIONAIRS: NIET ALTIJD DE BESLISSERS

GEEN REFERENTIEKADER VOOR ANDEREN (WAT BEN JE?)

HET SOCIAL MEDIALANDSCHAP TOEN
OM SUCCESVOLLER TE ZIJN

VEEL AANBIEDERS BOMEN/BOS

MEER KENNIS IN DE MARKT

GROTE VERSCHILLEN TUSSEN AANBIEDERS

DE MARKT IS GROTER GEWORDEN

MEER BUDGET

SNELLERE BESLUITEN

HET SOCIAL MEDIALANDSCHAP NU
OM SUCCESVOLLER TE ZIJN

ING PIRATENEILAND 3D

SENTIMENT DSB
7%

41%
positief
negatief
neutraal
52%
ANDEREN DOEN HET AL

AANLEIDINGEN:
CRISISSITUATIE (DSB), VISIE (ING) OF MEEGAAN
MET DE TREND

VEEL VOORKOMENDE FOUTEN:
JOHAN CRUIJFF SYNDROOM (WEBCARE
LOST AL ONZE PROBLEMEN OP

VERSLAPPING BIJ HET CONTROLEREN
VAN WEBCARE-ACTIVITEITEN

DOELSTELLINGEN & VISIE FORMULEREN

WAT IS DE ROL VAN JE WEBCARETEAM?

X VRAGEN OPLOSSEN

X KLACHTEN OPLOSSEN

WAT GAAN WE DOEN MET BELANGRIJKE PLATFORMS?

WELKE PLATFORMS GAAN WE BELANGRIJK MAKEN?

OP WELKE GEBIEDEN GAAN WE PROACTIEF ZIJN ?

VOORWAARDEN OM SUCCESVOL TE ZIJN

INTERNE INVESTERINGEN: CONTENT ONTSLUITEN OP ALLE
NIVEAUS IN DE ORGANISATIE

CULTUUROMSLAG BEWERKSTELLINGEN (EN FORMALISEREN)

CUSTOMER SERVICE

MARKETING
CORPORATE COMMUNICATIONS
PR
INTELLIGENCE

OM SUCCESVOLLER TE ZIJN

BETERE PRODUCTEN MET DEZELFDE FUNCTIONALITEITEN:

DEKKING

GROTERE RELEVANTIE: AFNAME RUIS

SENTIMENTANALYSE

AANLEVERFREQUENTIE VAN DATA: REAL-TIME

PUSH OPLOSSINGEN

WAT LIGT VOOR DE HAND?
OM SUCCESVOLLER TE ZIJN

VERSCHILLENDE TOOLS VOOR VERSCHILLENDE
INFORMATIEBEHOEFTES

NIET LANGER 1 TOOL FITS ALL VOOR MARCOM,
BUSINESS INTELLIGENCE, PR, CORPORATE COMMUNICATIE,
CUSTOMER SERVICE

DATA-INTEGRATIE MET …..

TOEKOMST SOCIAL MEDIA TOOLS

MARKETING
IS CAMPAGNEMATIG BEZIG
CAMPAGNERESULTATEN METEN
SPONSORED EVENTS METEN
ROI IS VAN BELANG
PUBLISHEN VANUIT CORPORATE (GOED,
GESTRUCTUREERD EN GEDISCIPLINEERD)

SNAPSHOT VOLDOET

VERSCHILLENDE GEBRUIKERS, VERSCHILLENDE
BEHOEFTEN

PR/CORPORATE COMMUNICATIE
IS VOORAL MET REPUTATIEMANAGEMENT BEZIG
NIEUWE KANALEN OM OUDE CONTACTEN TE MANAGEN
NIEUWE INFLUENTIALS BEDIENEN
PRESSDOC/SMART PR-ACHTIGE AANVULLINGEN
PUBLISHEN VANUIT CORPORATE (GOED,
GESTRUCTUREERD EN GEDISCIPLINEERD)
ROI GEEN ISSUE, SNELHEID VAN DATALEVERING WEL
SNAPSHOT VOLDOET NIET, RELEVANTIE IS ESSENTIEEL

VERSCHILLENDE GEBRUIKERS, VERSCHILLENDE
BEHOEFTEN
OM SUCCESVOLLER TE ZIJN

INTELLIGENCE
INTEGRATIE VAN DATA:
CAMPAGNE DATA
SITE ANALYTICS
DATA VAN KLANTEN

ZELF ANALYSES MAKEN EN RAPPORTEREN

BEHOEFTE AAN ACCURATE DATA

BEHOEFTE AAN FEXIBILITEIT VAN DATA INTEGRATIE

VERSCHILLENDE GEBRUIKERS, VERSCHILLENDE
BEHOEFTEN
OM SUCCESVOLLER TE ZIJN

CUSTOMER SERVICE
GROTE WORKLOAD IN TEAMVERBAND EFFICIENT
WERKEN
WEBCARE SCHAALBAAR EN EFFICIENTER MAKEN
SNELHEID

VOLLEDIGHEID

METRICS DIE OP CALLCENTERS GEWOON ZIJN,
WORDEN BELANGRIJK (WIE DOET HOEVEEL IN
HOEVEEL TIJD)

VERSCHILLENDE GEBRUIKERS, VERSCHILLENDE
BEHOEFTEN
OM SUCCESVOLLER TE ZIJN

ALGEMENE CONCLUSIE
DE GROOTSTE UITDAGING IS DAT KLANTEN WILLEN
WERKEN MET 1 PARTIJ, MAAR DE GOEDE TOOLS
DIVERSIFICEREN/SPECIALISEREN ZICH

VOOR BUZZCAPTURE
INNOVATIEF BLIJVEN ANDERS MISSEN WE DE BOOT
INTERNATIONAAL VOET AAN DE GROND

CONCLUSIE
OM SUCCESVOLLER TE ZIJN

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Toekomst van social media tools SMC020

1. TOEKOMST VAN SOCIAL MEDIA TOOLS Alex van Leeuwen | Buzzcapture @alexvanleeuwen | @buzzcapture alex@buzzcapture.com

2. OVER SOCIALE MEDIA HOE ZIET DE WAAR GAAN WE BUZZCAPTURE LANDSCHAP MARKT ERUIT IN NAARTOE? 2006-2010 2011? 2011-2015

3. OPGERICHT IN 2006 FULLSERVICE SOCIAL MEDIA BUREAU GESPECIALISEERD IN SOCIAL MEDIA MONITORING 14 FULLTIME MEDEWERKERS + 16 DATA ANALISTEN BRAND MONITOR, BUZZCARE, RAPPORTAGES, STRATEGIE OVER BUZZCAPTURE OM SUCCESVOLLER TE ZIJN

4. HOERA® AANBIEDERS SOCIAL MEDIA MONITORING TOEN OM SUCCESVOLLER TE ZIJN

5. E.V.A AANBIEDERS SOCIAL MEDIA MONITORING NU OM SUCCESVOLLER TE ZIJN

6. GEEN ANDERE AANBIEDERS EVANGELISCHE BOODSCHAP SOCIALE MEDIA STOND WEL OP DE KAART WEINIG BUDGETTEN OF GROTE BUDGETTEN AFHANKELIJK VAN VISIONAIRS: NIET ALTIJD DE BESLISSERS GEEN REFERENTIEKADER VOOR ANDEREN (WAT BEN JE?) HET SOCIAL MEDIALANDSCHAP TOEN OM SUCCESVOLLER TE ZIJN

7. VEEL AANBIEDERS BOMEN/BOS MEER KENNIS IN DE MARKT GROTE VERSCHILLEN TUSSEN AANBIEDERS DE MARKT IS GROTER GEWORDEN MEER BUDGET SNELLERE BESLUITEN HET SOCIAL MEDIALANDSCHAP NU OM SUCCESVOLLER TE ZIJN

8. ING PIRATENEILAND 3D SENTIMENT DSB 7% 41% positief negatief neutraal 52% ANDEREN DOEN HET AL AANLEIDINGEN: CRISISSITUATIE (DSB), VISIE (ING) OF MEEGAAN MET DE TREND

9. VEEL VOORKOMENDE FOUTEN: JOHAN CRUIJFF SYNDROOM (WEBCARE LOST AL ONZE PROBLEMEN OP

10. ONS WEBCARETEAM ZIT HIER!

11. VEEL MENSEN, WEINIG FTE’S

12.

13. VERSLAPPING BIJ HET CONTROLEREN VAN WEBCARE-ACTIVITEITEN

14. KLACHTEN OOK PROCESMATIG OPLOSSEN

15. DOELSTELLINGEN & VISIE FORMULEREN WAT IS DE ROL VAN JE WEBCARETEAM? X VRAGEN OPLOSSEN X KLACHTEN OPLOSSEN WAT GAAN WE DOEN MET BELANGRIJKE PLATFORMS? WELKE PLATFORMS GAAN WE BELANGRIJK MAKEN? OP WELKE GEBIEDEN GAAN WE PROACTIEF ZIJN ? VOORWAARDEN OM SUCCESVOL TE ZIJN

16. INTERNE INVESTERINGEN: CONTENT ONTSLUITEN OP ALLE NIVEAUS IN DE ORGANISATIE CULTUUROMSLAG BEWERKSTELLINGEN (EN FORMALISEREN) CUSTOMER SERVICE MARKETING CORPORATE COMMUNICATIONS PR INTELLIGENCE OM SUCCESVOLLER TE ZIJN

17. MARKTLEIDER IN NEDERLAND KWALITEIT: DEKKING, ANALYSE, SERVICE VERSCHILLENDE OPLOSSINGEN: BRAND MONITOR, BUZZCARE, FDA, RAPPORTAGES VOOR VERSCHILLENDE BEHOEFTES CRUX: BEPERKT TOT NL, BEPERKTE SLAGKRACHT HOOG SERVICENIVEAU IS MINDER SCHAALBAAR WAAR BEVINDT BUZZCAPTURE ZICH IN DE MARKT? OM SUCCESVOLLER TE ZIJN

18. DUS…. WAAR GAAN WE NAARTOE?

19. BETERE PRODUCTEN MET DEZELFDE FUNCTIONALITEITEN: DEKKING GROTERE RELEVANTIE: AFNAME RUIS SENTIMENTANALYSE AANLEVERFREQUENTIE VAN DATA: REAL-TIME PUSH OPLOSSINGEN WAT LIGT VOOR DE HAND? OM SUCCESVOLLER TE ZIJN

20. VERSCHILLENDE TOOLS VOOR VERSCHILLENDE INFORMATIEBEHOEFTES NIET LANGER 1 TOOL FITS ALL VOOR MARCOM, BUSINESS INTELLIGENCE, PR, CORPORATE COMMUNICATIE, CUSTOMER SERVICE DATA-INTEGRATIE MET ….. TOEKOMST SOCIAL MEDIA TOOLS

21. MARKETING IS CAMPAGNEMATIG BEZIG CAMPAGNERESULTATEN METEN SPONSORED EVENTS METEN ROI IS VAN BELANG PUBLISHEN VANUIT CORPORATE (GOED, GESTRUCTUREERD EN GEDISCIPLINEERD) SNAPSHOT VOLDOET VERSCHILLENDE GEBRUIKERS, VERSCHILLENDE BEHOEFTEN

22. PR/CORPORATE COMMUNICATIE IS VOORAL MET REPUTATIEMANAGEMENT BEZIG NIEUWE KANALEN OM OUDE CONTACTEN TE MANAGEN NIEUWE INFLUENTIALS BEDIENEN PRESSDOC/SMART PR-ACHTIGE AANVULLINGEN PUBLISHEN VANUIT CORPORATE (GOED, GESTRUCTUREERD EN GEDISCIPLINEERD) ROI GEEN ISSUE, SNELHEID VAN DATALEVERING WEL SNAPSHOT VOLDOET NIET, RELEVANTIE IS ESSENTIEEL VERSCHILLENDE GEBRUIKERS, VERSCHILLENDE BEHOEFTEN OM SUCCESVOLLER TE ZIJN

23. INTELLIGENCE INTEGRATIE VAN DATA: CAMPAGNE DATA SITE ANALYTICS DATA VAN KLANTEN ZELF ANALYSES MAKEN EN RAPPORTEREN BEHOEFTE AAN ACCURATE DATA BEHOEFTE AAN FEXIBILITEIT VAN DATA INTEGRATIE VERSCHILLENDE GEBRUIKERS, VERSCHILLENDE BEHOEFTEN OM SUCCESVOLLER TE ZIJN

24. CUSTOMER SERVICE GROTE WORKLOAD IN TEAMVERBAND EFFICIENT WERKEN WEBCARE SCHAALBAAR EN EFFICIENTER MAKEN SNELHEID VOLLEDIGHEID METRICS DIE OP CALLCENTERS GEWOON ZIJN, WORDEN BELANGRIJK (WIE DOET HOEVEEL IN HOEVEEL TIJD) VERSCHILLENDE GEBRUIKERS, VERSCHILLENDE BEHOEFTEN OM SUCCESVOLLER TE ZIJN

25. ALGEMENE CONCLUSIE DE GROOTSTE UITDAGING IS DAT KLANTEN WILLEN WERKEN MET 1 PARTIJ, MAAR DE GOEDE TOOLS DIVERSIFICEREN/SPECIALISEREN ZICH VOOR BUZZCAPTURE INNOVATIEF BLIJVEN ANDERS MISSEN WE DE BOOT INTERNATIONAAL VOET AAN DE GROND CONCLUSIE OM SUCCESVOLLER TE ZIJN

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