Presentatie van Martijn Arts (Total Active Media) tijdens de tweede masterclass van start-up-wedstrijd The Challenge 2013/2014

1. © TOTAL IDENTITY

2. social media
© TOTAL IDENTITY
7 januari 2014
2014
Total Active Media | Total Identity
ir. Martijn Arts - marts@totalactivemedia.nl

3. © TOTAL IDENTITY
I am
@arts118

4. TOTAL IDENTITY
Activities
Positioning
Profiling
Founded
1963 TOTAL DESIGN
2000 changed name
TOTAL IDENTITY
Group
TOTAL IDENTITY
TOTAL PUBLIC
TOTAL ACTIVE MEDIA
ALLCOMMUNICATION
SOFTWARE
No staff
75
4
©TOTAL ACTIVE MEDIA
Areas
Consultancy
Design
Publishing
Interaction
PR
Campaign
Network partners
CDR
Gramma
WirDesign
Locations
Amsterdam
Antwerp
Berlin
Braunschweig
Den Haag
Seoul

5. TOTAL ACTIVE MEDIA
Activities
Interface design
Web technology
Online conversion
Ambition
Mapping
Mixing
Moving people
Founded
1996 ZaPPWeRK
2007 changed name
TOTAL ACTIVE MEDIA
Pay-off
Challenging ambition
[NL Online Omdenken]
©TOTAL ACTIVE MEDIA
No staff
21

6. © TOTAL IDENTITY
The multifaceted world
El hexagon

7. © TOTAL IDENTITY

8. © TOTAL IDENTITY
person

9. © TOTAL IDENTITY
process
per
son

10. pro
s
ces
son
© TOTAL IDENTITY
per
organization

11. tio
iza
an
n
s
ces
org
pro
© TOTAL IDENTITY
person
(online) means

12. e)
lin
(on
me
an
s
on
per
son
ati
niz
a
org
© TOTAL IDENTITY
process
market

13. rke
ma
t
s
ces
s
an
me
pro
e)
lin
(on
son
per
© TOTAL IDENTITY
organization
contact

14. © TOTAL IDENTITY
s
ces
desire
interest
attention
person
con
pro
action
tac
t
org
t
an
rke
iza
ma
tio
n
(online) means

15. decentral
free
process
n
st
ere
tio
en
son
per
att
central
decentral
int
central
ire
des
ion
act
(on
lin
e)
t
me
an
s
tac
con
n
tio
iza
an
org
© TOTAL IDENTITY
market

16. ces
pro
s
e
fre
l
tra
cen
l
cen
dec tra
en l
tra
l
de
cen
tra
rke
ma
t
son
per
n
organization
tio
staff
en
att
department / group
st
unit
ere
int
s
an
me
organization
ire
des
ion
act
e)
lin
(on
© TOTAL IDENTITY
contact

17. person
attention
interest
zat
ion
ff
org
ani
de[
art
me
n
t/
un
it
gro
up
iza
tio
n
an
org
social media
sta
t
tac
con
© TOTAL IDENTITY
communities
s
brand
(landingpages)
ces
pro
l
t
rke
ma
site
e
tra
en
cen
l
tra l
cen ntra
e
dec tral
action
(online) means
fre
dec
desire

18. (on
s
me
ean
)m
line
ial
soc
itie
dia
un
s
bra
nd
ing nd
pag
com
es)
m
(la
p
sit
e
ion
act
ire
des
st
ere
on
i
zat
ani
int
n
en
tio
att
son
per
decentral
org
ff
personalized
rou
longtail
/g
target group
it
general public
sta
nt
me
central
un
market
art
central
decentral
dep
n
tio
iza
an
org
t
tac
con
© TOTAL IDENTITY
process
free

19. et
gro
up
il
ed
son
aliz
ma
rk
per
gta
et
tar
g
dia
lon
lic
ub
lp
era
l
tra
s
al
ean
)m
gen
cen
cen
dec tra
en l
tra
l
tra
en
dec
e
line
fre
s
ces
pro
department / group
(on
contact
me
one2one
ial
few2few
ies
one2few
nit
s
one2many
(broadcast)
mu
organization
soc
unit
com
s)
nd
bra page
ing
nd
(la
ite
ion
act
ire
des
st
ere
int
n
tio
en
att
son
per
© TOTAL IDENTITY
organization
staff

20. con
tac
t
w
2fe
2on
e
on
e
few
ew
e2f
on
on
(br e2m
oad any
cas
t)
on
ati
niz
org
a
it
un
nt
art
me
/g
rou
p
ff
sta
t
d
dep
on
zat
i
ani
org
rke
ma
lize
a
on
il
gta
person
s
per
brands
(landingpages)
lon
attention
up
interest
gro
lic
s
ces
desire
get
ub
lp
era
al
action
tar
site
gen
ntr
al
ntr
ce
l
tra l
cen ntra
e
dec
e
dec
e
fre
pro
© TOTAL IDENTITY
(online) means
social media
communities

21. (online) means
social media
con
tac
t
2on
e
w
e2f
on
2fe
few
gro
ff
sta
te
ora
cor
p
dep
a
un
rtm
it
en
t/
on
(br e2m
oad any
cas
t)
ew
on
e
up
zat
i
ani
org
t
© TOTAL IDENTITY
rke
d
attention
lize
up
s
ces
interest
a
on
gro
al
ntr
e
fre
pro
desire
il
get
c
bli
pu
e
dec
aal
ntr
ce
l
tra l
cen ntra
e
dec
traditional
communication
passé?
person
gta
tar
site
action
lon
brands
(landingpages)
ma
s
per
on
communities

22. on
(br e2m
oad any
cas
t)
ew
on
e2f
w
2fe
few
2on
e
on
e
s
e
l
al
ntr
l
tra
ece
tra
en
dec
fre
ces
pro
con
tac
t
on
zat
i
ani
org
pp
u
gro
lic
ub
lp
era
gen
get
il
d
t
rke
lize
a
on
gta
lon
s
per
ma
st
aff
gr
ou
p
ld
tra
cen
cen
attention
tar
d
nit
u
ep
art
m
en
t/
(online) means
org
a
ni
n
z
ati
o
person
© TOTAL IDENTITY
social media
modern
communication
user-generated
hype?

23. (online) means
social media
con
tac
t
2on
e
w
e2f
on
2fe
few
gro
ff
te
ora
un
it
rtm
en
t/
sta
dep
a
cor
p
on
(br e2m
oad any
cas
t)
ew
on
e
up
zat
i
ani
org
t
© TOTAL IDENTITY
rke
d
attention
lize
up
s
ces
interest
a
on
gro
al
ntr
e
fre
pro
desire
il
get
c
bli
pu
e
dec
aal
ntr
ce
l
tra l
cen ntra
e
dec
top-down
communication
person
gta
tar
site
action
lon
brands
(landingpages)
ma
s
per
on
communities

24. con
tac
t
w
2fe
2on
e
on
e
few
ew
e2f
on
on
(br e2m
oad any
cas
t)
on
ati
niz
org
a
ess
sin
bu
it
t/
un
en
rtm
up
gro
ff
t
d
dep
a
sta
on
zat
i
ani
org
rke
ma
lize
a
on
il
person
gta
targeted communication
desire
oep
attention
lgr
lic
ub
s
ces
interest
doe
lp
era
l
action
lon
brands
(landingpages)
s
per
site
gen
tra
en
ntr
c
al
tra al
cen ntra
e
dec
al
e
dec
e
fre
pro
© TOTAL IDENTITY
(online) means
social media
communities

25. (online) means
social media
zat
i
t
me
n
on
ati
niz
org
a
community communication
interest
person
con
tac
t
2on
e
w
few
2fe
on
e
s
ces
desire
attention
ew
e2f
on
(br e2m
oad any
cas
t)
action
on
un
dep
it
art
sta
ff
ani
org
t
lic
ub
up
lp
gro
era
al
ntr
ce
l
tra l
cen ntra
e
dec
aal
ntr
e
dec
e
fre
pro
© TOTAL IDENTITY
rke
d
lize
a
on
il
get
gen
site
gta
tar
lon
brands
(landingpages)
ma
s
per
on
communities

26. (online) means
social media
up
gro
t/
en
on
ati
niz
org
a
bottum-up communication
attention
person
con
tac
t
2on
e
2fe
w
ew
e2f
interest
on
e
s
ces
desire
few
al
ntr
on
un
it
rtm
dep
a
up
lic
ub
action
on
(br e2m
oad any
cas
t)
ani
org
t
gro
lp
al
ntr
ce
l
tra l
cen ntra
e
dec
e
dec
j
vri
pro
© TOTAL IDENTITY
rke
ma
al
il
get
gta
tar
era
gen
site
lon
brands
(landingpages)
son
per
zat
i
on
communities

27. © TOTAL IDENTITY

28. © TOTAL IDENTITY
The outside world
Long tail and netnography

29. In the beginning... there was television

30. And then... there was marketing

31. What now? Are we the masses or are we individuals?

33. Grouped in smaller groups

34. The Long Tail briefly explained

35. How to know what group is best targeted?

36. Netnography is truly knowing your market

37. Know your general public
5500 leerlingen
Groen
30.000
Economie
157.000
2200 leerlingen
BUSINESS &
ADMINISTRATION
COLLEGE
Zorg &
Welzijn
166.000
Techniek
163.000
TECH
COLLEGE
1700 leerlingen
CREATIVE
COLLEGE

38. Know their themes
markt

39. Match those themes internally
markt
intern

40. Research and describe the several groups
MEDEWERKERS
CORPORATE
SPEELVELD
UNITS /
ORGANISATIE
BEDRIJFSDELEN
ROC MN
INTERNE
PLATFORMS
INTERNE
INFLUENCERS
EXTERNE
INFLUENCERS
EXTERNE
PLATFORMS
DOELGROEPEN
SPEELVELD /
PERSONA’S
ROC MN
POPULATIE /
LANDELIJK
MARKT
SPEELVELD

41. Create and maintain communities and fans
CORPORATE
SPEELVELD
UNITS /
ORGANISATIE
BEDRIJFSDELEN
ROC MN
INTERNE
INTERNE
PLATFORMS /
PLATFORMS
CoP’S
INTERNE
INFLUENCERS
EXTERNE
INFLUENCERS
EXTERNE
EXTERNE
PLATFORMS /
PLATFORMS
COMMUNITIES
DOELGROEPEN
SPEELVELD /
PERSONA’S
ROC MN
LANDELIJK
SPEELVELD

42. Make contact: inside = outside
CORPORATE
SPEELVELD
ORGANISATIE
ROC MN
INTERNE
PLATFORMS
INTERNE
INFLUENCERS
WOM:
Word Of Mouth
EXTERNE
INFLUENCERS
EXTERNE
PLATFORMS
MLM:
Multi-Level Marketing
SPEELVELD
ROC MN
LANDELIJK
SPEELVELD

43. Create an overview for yourself
CORPORATE
SPEELVELD
Issues
– schaalvergroting
– fusies
– het nieuwe leren
– reorganisaties
– marktwerking
– ...
ORGANISATIE
ROC MN
Jongeren / scholieren
Belangrijkste Hyves-groepen:
– www.rocmnzenw.hyves.nl
1494 leden (Zorg & Welzijn)
– ROC MN Amerikalaan, Utrecht
528 leden
– ROC MN Unit Techniek &
Innovatie 87 leden
– ROC MN Amersfoort 67 leden
– ROC MN Nieuwegein 57 leden
– ROC MN Recreatie 88 leden
Stakeholders
– Linkedin Group ROC MN
90 leden
(n.b.: er zijn in totaal 482 ROC
MN medewerkers actief op
Linkedin)
Doelgroepen
– Jongeren
– Volwassenen
– Bedrijven
– Decanen
– Gemeenten en instanties
INTERNE
PLATFORMS
Platforms
– www.rocmn.nl
– ROC Intranet
– www.sport.rocmn.nl
– www.automotive.rocmn.nl
– Leerdomein-portals in
oprichting
Vavo Lyceum , Tech College,
Bouw College, Beauty College,
Business & Administration College,
Horeca & Travel College,
Welzijn College,
Gezondheidszorg College,
Veiligheid & Defensie College,
ICT College en Creative College
INTERNE
INFLUENCERS
Ambassadeurs
Leonard Geluk
Voorzitter CvB ROC MN
500+ connecties
Lid Panel van Wijzen Onderwijsagenda.nl
Mohammed Sini
500+ connecties
Voorzitter Islam en Burgerschap,
Influencer of the Year 2008,
Officier in de Orde van Oranje Nassau
Jacob Stuurwold
Programmaleider internationaal
netwerk
Paul Laaper
Docent Horeca
EXTERNE
INFLUENCERS
Guru’s
Rachel Linthorst
Recruiter Trainees at
Landal Greenparks
112 followers
Michiel van den Anker
Loopbaanbegeleider voor
Jongeren regio Utrecht
172 followers
Matthijs van de Bos
HRM-specialist
Lotte van Opstal
Uitblink-student Nederlandse
Pop-Academie
Geke Buwalda
Projectleider Creatieve Industrie
EXTERNE
PLATFORMS
Gemeenten en instanties
– www.mboraad.nl
– www.platformmiddennederland.nl
– www.beteronderwijsnederland.nl
– www.deonderwijsagenda.nl
– www.rijksoverheid.nl
– www.aanvalopschooluitval.nl
– www.kijkoponderwijs.nl (over
onderwijs in utrecht)
– www.platformbewegenensport.nl (mbo)
– www.hetplatformberoepsonderwijs.nl
– www.cvicommunity.nl/home
Jongeren / scholieren
– www.hu.nl
(Hogeschool Utrecht)
– www.hku.nl (Hogeschool voor
de Kunsten Utrecht)
– www.laks.nl
– www.jong030.nl
– www.uceestation.nl/utrecht
– www.stoersteopleiding.nl
– www.job.nl
– www.roc.nl
– www.tkmst.nl
Bedrijven
– ROC MN Alumni – Linkedin
Group (24 members)
SPEELVELD
ROC MN
Belangrijkste thema’s
– BBL
– Uitval in het mbo
– Veiligheid op school / mbo
– Beroepsorientatie
– Doorstroom hbo
– Bereikbaarheid
– Stage
– Participatieonderwijs
– Vakscholen
Concurrenten
– ROC Asa
– ROC van A’dam
– A12
– Rijn IJssel
– ROC Rivor
Doelgroepen
– Jongeren (Haal er uit wat er in
je zit)
– Volwassenen (Meer kunnen
doen)
– Bedrijven (Het beste naar
boven halen)
– Decanen (Haal er uit wat er in
ze zit)
– Gemeenten en instanties
(Meer doen en meedoen)
LANDELIJK
SPEELVELD
Totaal aantal ROC’s:
Totaal aantal
ROC-studenten:
Waarvan
BOL-studenten:
Waarvan
BBL-studenten:
25% = jonger dan 18 jaar
75%=ouder dan 18 jaar
70
516.000
334.000
160.000

44. And keep on working on it!
CORPORATE
SPEELVELD
Issues
– schaalvergroting
– fusies
– het nieuwe leren
– reorganisaties
– marktwerking
– ...
ORGANISATIE
ROC MN
Jongeren / scholieren
Belangrijkste Hyves-groepen:
– www.rocmnzenw.hyves.nl
1494 leden (Zorg & Welzijn)
– ROC MN Amerikalaan, Utrecht
528 leden
– ROC MN Unit Techniek &
Innovatie 87 leden
– ROC MN Amersfoort 67 leden
– ROC MN Nieuwegein 57 leden
– ROC MN Recreatie 88 leden
Stakeholders
– Linkedin Group ROC MN
90 leden
(n.b.: er zijn in totaal 482 ROC
MN medewerkers actief op
Linkedin)
Doelgroepen
– Jongeren
– Volwassenen
– Bedrijven
– Decanen
– Gemeenten en instanties
INTERNE
PLATFORMS
Platforms
– www.rocmn.nl
– ROC Intranet
– www.sport.rocmn.nl
– www.automotive.rocmn.nl
– Leerdomein-portals in
oprichting
Vavo Lyceum , Tech College,
Bouw College, Beauty College,
Business & Administration College,
Horeca & Travel College,
Welzijn College,
Gezondheidszorg College,
Veiligheid & Defensie College,
ICT College en Creative College
INTERNE
INFLUENCERS
Ambassadeurs
Leonard Geluk
Voorzitter CvB ROC MN
500+ connecties
Lid Panel van Wijzen Onderwijsagenda.nl
Mohammed Sini
500+ connecties
Voorzitter Islam en Burgerschap,
Influencer of the Year 2008,
Officier in de Orde van Oranje Nassau
Jacob Stuurwold
Programmaleider internationaal
netwerk
Paul Laaper
Docent Horeca
EXTERNE
INFLUENCERS
Guru’s
Rachel Linthorst
Recruiter Trainees at
Landal Greenparks
112 followers
Michiel van den Anker
Loopbaanbegeleider voor
Jongeren regio Utrecht
172 followers
Matthijs van de Bos
HRM-specialist
Lotte van Opstal
Uitblink-student Nederlandse
Pop-Academie
Geke Buwalda
Projectleider Creatieve Industrie
EXTERNE
PLATFORMS
Gemeenten en instanties
– www.mboraad.nl
– www.platformmiddennederland.nl
– www.beteronderwijsnederland.nl
– www.deonderwijsagenda.nl
– www.rijksoverheid.nl
– www.aanvalopschooluitval.nl
– www.kijkoponderwijs.nl (over
onderwijs in utrecht)
– www.platformbewegenensport.nl (mbo)
– www.hetplatformberoepsonderwijs.nl
– www.cvicommunity.nl/home
Jongeren / scholieren
– www.hu.nl
(Hogeschool Utrecht)
– www.hku.nl (Hogeschool voor
de Kunsten Utrecht)
– www.laks.nl
– www.jong030.nl
– www.uceestation.nl/utrecht
– www.stoersteopleiding.nl
– www.job.nl
– www.roc.nl
– www.tkmst.nl
Bedrijven
– ROC MN Alumni – Linkedin
Group (24 members)
SPEELVELD
ROC MN
Belangrijkste thema’s
– BBL
– Uitval in het mbo
– Veiligheid op school / mbo
– Beroepsorientatie
– Doorstroom hbo
– Bereikbaarheid
– Stage
– Participatieonderwijs
– Vakscholen
Concurrenten
– ROC Asa
– ROC van A’dam
– A12
– Rijn IJssel
– ROC Rivor
Doelgroepen
– Jongeren (Haal er uit wat er in
je zit)
– Volwassenen (Meer kunnen
doen)
– Bedrijven (Het beste naar
boven halen)
– Decanen (Haal er uit wat er in
ze zit)
– Gemeenten en instanties
(Meer doen en meedoen)
LANDELIJK
SPEELVELD
Totaal aantal ROC’s:
Totaal aantal
ROC-studenten:
Waarvan
BOL-studenten:
Waarvan
BBL-studenten:
25% = jonger dan 18 jaar
75%=ouder dan 18 jaar
70
516.000
334.000
160.000

45. 20011|Netnografie
ROC Midden Nederland
Amsterdam, Nederland
www.totalactivemedia.nl
Netnografie
De lagen in marketing-communicatie
betreffen (1) corporate speelveld, (2)
organisatie ROC MN, (3) interne platforms,
(4) interne influencers - ambassadeurs,
(5) externe influencers - guru’s, (6)
externe platforms, (7) speelveld ROC MN
en (8) het landelijk speelveld.
Thema’s en actualiteiten uit de
samenleving worden gefilterd van
buitenuit door concurrenten en
doelgroepen, wat leidt tot bepaalde
platforms. Bij deze externe platforms
vormen guru’s weer invloedrijke link met
ambassadeurs van het ROC MN, die op zijn
beurt weer thema’s doorvoert in de
organisatie tot op corporate niveau.
Thema’s
VSV en verzuim
College invoering: kleinschalig
onderwijs/vakschool
Veiligheid op school
Stageplaatsen MBO
Doorlopende leerlijnen
Aanbod Nederlands en Engels MBO
(coaching/tandemleren,
maatjesproject, examinering)
Loopbaanbegeleiding
HUisvesting en bereikbaarheid
Bezuinigingen door 30+ maatregel
Levenlang leren
Samenwerken met
maatschappelijke partners
(bedrijven, non-profit, organisaties,
overheden, scholen, etc.)
Focus (intern)
Participatieonderwijs
TOTAL ACTIVE MEDIA
Netnografie ROC Midden Nederland
CORPORATE
SPEELVELD
Issues
– schaalvergroting
– fusies
– het nieuwe leren
– reorganisaties
– marktwerking
– ...
ORGANISATIE
ROC MN
Jongeren / scholieren
Belangrijkste Hyves-groepen:
– www.rocmnzenw.hyves.nl
1494 leden (Zorg & Welzijn)
– ROC MN Amerikalaan, Utrecht
528 leden
– ROC MN Unit Techniek &
Innovatie 87 leden
– ROC MN Amersfoort 67 leden
– ROC MN Nieuwegein 57 leden
– ROC MN Recreatie 88 leden
Stakeholders
– Linkedin Group ROC MN
90 leden
(n.b.: er zijn in totaal 482 ROC
MN medewerkers actief op
Linkedin)
Doelgroepen
– Jongeren
– Volwassenen
– Bedrijven
– Decanen
– Gemeenten en instanties
INTERNE
PLATFORMS
Platforms
– www.rocmn.nl
– ROC Intranet
– www.sport.rocmn.nl
– www.automotive.rocmn.nl
– Leerdomein-portals in
oprichting
Vavo Lyceum , Tech College,
Bouw College, Beauty College,
Business & Administration College,
Horeca & Travel College,
Welzijn College,
Gezondheidszorg College,
Veiligheid & Defensie College,
ICT College en Creative College
INTERNE
INFLUENCERS
Ambassadeurs
Leonard Geluk
Voorzitter CvB ROC MN
500+ connecties
Lid Panel van Wijzen Onderwijsagenda.nl
Mohammed Sini
500+ connecties
Voorzitter Islam en Burgerschap,
Influencer of the Year 2008,
Officier in de Orde van Oranje Nassau
Jacob Stuurwold
Programmaleider internationaal
netwerk
Paul Laaper
Docent Horeca
EXTERNE
INFLUENCERS
Guru’s
Rachel Linthorst
Recruiter Trainees at
Landal Greenparks
112 followers
Michiel van den Anker
Loopbaanbegeleider voor
Jongeren regio Utrecht
172 followers
Matthijs van de Bos
HRM-specialist
Lotte van Opstal
Uitblink-student Nederlandse
Pop-Academie
Geke Buwalda
Projectleider Creatieve Industrie
EXTERNE
PLATFORMS
Gemeenten en instanties
– www.mboraad.nl
– www.platformmiddennederland.nl
– www.beteronderwijsnederland.nl
– www.deonderwijsagenda.nl
– www.rijksoverheid.nl
– www.aanvalopschooluitval.nl
– www.kijkoponderwijs.nl (over
onderwijs in utrecht)
– www.platformbewegenensport.nl (mbo)
– www.hetplatformberoepsonderwijs.nl
– www.cvicommunity.nl/home
Jongeren / scholieren
– www.hu.nl
(Hogeschool Utrecht)
– www.hku.nl (Hogeschool voor
de Kunsten Utrecht)
– www.laks.nl
– www.jong030.nl
– www.uceestation.nl/utrecht
– www.stoersteopleiding.nl
– www.job.nl
– www.roc.nl
– www.tkmst.nl
Bedrijven
– ROC MN Alumni – Linkedin
Group (24 members)
SPEELVELD
ROC MN
Belangrijkste thema’s
– BBL
– Uitval in het mbo
– Veiligheid op school / mbo
– Beroepsorientatie
– Doorstroom hbo
– Bereikbaarheid
– Stage
– Participatieonderwijs
– Vakscholen
LANDELIJK
SPEELVELD
Totaal aantal ROC’s:
Totaal aantal
ROC-studenten:
Waarvan
BOL-studenten:
Waarvan
BBL-studenten:
Klassiek model
70
CORPORATE
SPEELVELD
ORGANISATIE
ROC MN
INTERNE
PLATFORMS
INTERNE
INFLUENCERS
EXTERNE
INFLUENCERS
EXTERNE
PLATFORMS
SPEELVELD
ROC MN
LANDELIJK
SPEELVELD
516.000
334.000
160.000
25% = jonger dan 18 jaar
75%=ouder dan 18 jaar
Concurrenten
– ROC Asa
– ROC van A’dam
– A12
– Rijn IJssel
– ROC Rivor
Doelgroepen
– Jongeren (Haal er uit wat er in
je zit)
– Volwassenen (Meer kunnen
doen)
– Bedrijven (Het beste naar
boven halen)
– Decanen (Haal er uit wat er in
ze zit)
– Gemeenten en instanties
(Meer doen en meedoen)
corporate
tangeled
doelgroepen
publiek
Moderne ontwikkelingen
CORPORATE
SPEELVELD
ORGANISATIE
ROC MN
INTERNE
PLATFORMS
INTERNE
INFLUENCERS
EXTERNE
INFLUENCERS
EXTERNE
PLATFORMS
SPEELVELD
ROC MN
LANDELIJK
SPEELVELD
Verdeling leerdomeinen/sectoren
(landelijk)
Groen
30.000
Economie
157.000
longtail platforms
adaptive cap:
‘learning organisation’
‘communities of practice’
WOM / MUM
Zorg &
Welzijn
166.000
Techniek
163.000
CORPORATE
SPEELVELD
ORGANISATIE
ROC MN
INTERNE
PLATFORMS
INTERNE
INFLUENCERS
EXTERNE
INFLUENCERS
EXTERNE
PLATFORMS
Hoeveelheid leerlingen
(ROC MN)
5500 leerlingen
2200 leerlingen
BUSINESS &
ADMINISTRATION
COLLEGE
TECH
COLLEGE
1700 leerlingen
CREATIVE
COLLEGE
Totaal aantal leerlingen: 26.000
ROC MN = sterk in Beroeps Begeleidende Leerweg
(BBL=4 dagen leren, 1 dag werken)
WOM:
Word Of Mouth
MLM:
Multi-Level Marketing
SPEELVELD
ROC MN
LANDELIJK
SPEELVELD

46. © TOTAL IDENTITY
My world
Communication =
innovation

48. 2
3
4
5
6
7
8
9
RULER OF ONLINE DNA

49. 2
3
4
5
6
7
8
9
ONLINE DNA VAN MARTIJN ARTS

50. 2
3
4
5
ACTIVE USE
6
7
8
9
PASSIVE USE
ONLINE DNA VAN MARTIJN ARTS

51. 2
3
4
5
ACTIVE USE
6
7
8
9
PASSIVE USE
ONLINE DNA VAN MARTIJN ARTS

52. 5:9
2
3
4
5
ACTIVE USE
6
7
8
9
PASSIVE USE
ONLINE DNA VAN MARTIJN ARTS

55. m
sources
es
sa
gin
g
agg
reg
ati
e
ring
sha
fil e
social networks
ial
soc
ia
ed
m

56. messaging
aggregation
filesharing
sources
You
networks
media

57. messaging
aggregation
filesharing
sources
You
networks
media

59. innovation
process

60. Phase 6.
Phase 1.
Evaluation is often forgotten. This is a
shame because evaluation generates a lot
of intelligence that is necessary for future
processes. Traditionally evaluation was
done by periodical market research.
Traditionally desk research is done. Online
research is now common, looking for data
and new developments. Talking to others,
calling and emailing helps to get to know
“what’s new”.
Evaluation
Intelligence
Phase 2.
Phase 5.
Dialogue
Dialogue is necessary to improve. This holds
also for all publications. Traditionally people
communicate with collegues of with others,
e.g. on formal events.
innovation
process
Network
For each innovation and communication
goal a network or target audience needs to
be identified. Also, the staff needs to be
examined. Traditionally external market
research is done and CRM and database
marketing is used.
Phase 4.
Phase 3.
After finishing work, the result needs to
be published and archived. Normally
people store data on the company
network. Publication is only for those who
are involved.
Practical operation normally is not
connected woth the communication
department. Everybody works with their
own tools. Some standard like Microsoft
Office. Other tools are more speacialized.
Publication
Operation

61. reflexion
Quadrant 2.
Quadrant 1.
People with an Assimilating learning style are
less focused on people and more interested
in ideas and abstract concepts. People with
this style are more attracted to logically
sound theories than approaches based on
practical value. These learning style people is
important for effectiveness in information
and science careers. In formal learning
situations, people with this style prefer
readings, lectures, exploring analytical
models, and having time to think things
through.
Kolb called this style 'Diverging' because
these people perform better in situations
that require ideas-generation, for example,
brainstorming. People with a Diverging
learning style like to gather information.
They are interested in people and tend to
be imaginative and emotional. People with
the Diverging style prefer to work in
groups, to listen with an open mind and to
receive personal feedback.
Explore “dromer”
Analysis “denker”
Kolb’s
conceptualization
learning
Styles
Quadrant 3.
Kolbs Learning Styles
www.vergouwenoverduin.nl/Testen_Kolbtest.html
www.123test.nl/leerstijl
experience
Quadrant 4.
Decide “beslisser”
People with a Converging learning style are
best at finding practical uses for ideas and
theories. They can solve problems and make
decisions by finding solutions to questions
and problems. People with a Converging
learning style are more attracted to
technical tasks and problems than social or
interpersonal issues. A Converging learning
style enables specialist and technology
abilities. People with a Converging style like
to experiment with new ideas, to simulate,
and to work with practical applications..
Test. Learning styles
Act “doener”
People with an Accommodating learning
style will tend to rely on others for
information than carry out their own
analysis. This learning style is prevalent and
useful in roles requiring action and initiative.
People with an Accommodating learning
style prefer to work in teams to complete
tasks. They set targets and actively work in
the field trying different ways to achieve an
objective.
experientation

62. evaluation
intelligence
Google Analytics
Twittercounter
Unilyzer
Scoutlabs
dialogue
Twitter
GoogleWave
Socializr
LinkedIn
Groups
Google Alerts
Delicious
StumbleUpon
Digg
innovation
process
Slideshare (prezi)
YouTube (Flickr)
WordPress (blogger)
Scribd (docstoc)
publishing
LinkedIn
Facebook
Hyves
Ning
Google Docs
WeShare (dropbox)
iGoogle
TWiki
operation
network

63. Overview of
Social Media
DELICIOUS
evaluation
intelligence
DIGG
STUMBLEUPON
GOOGLE ALERTS
plotted in an innovation
process
The innovation process is used in this
graph to plot all analyzed social media
services. The phases in an innovation
process are (1) intelligence, (2)
network, (3) operation, (4) publishing,
(5) dialogue and (6) evaluation. In
every sextant at least four social media
services are visible. Some of these
services can be extended to other
quadrants too. Therefore, some
services cover more that one sextant.
A complete social media mix covers all
sextants with services that you
REALLY use, as well as your target
audience.
NING
HYVES
FACEBOOK
LINKEDIN
UNILYZER
SCOUTLABS
TWITTERCOUNTER
GOOGLE ANALYTICS
Google Alerts
Delicious
StumbleUpon
Digg
LinkedIn
Facebook
Hyves
Ning
Google Docs
WeShare (dropbox)
SCRIBD
iGoogle
SOCIALIZR
TWiki
LINKEDIN GROUPS
Slideshare (prezi)
GOOGLE DOCS
WESHARE
TWIKI
IGOOGLE
GOOGLE WAVE
TWITTER
WordPress
YouTube
Scribd
SLIDESHARE
dialogue
network
YOUTUBE
WORDPRESS
Twitter
GoogleWave
Socializr
LinkedIn Groups
Google Analytics
Twittercounter
Unilyzer
Scoutlabs
publishing
operation

64. DELICIOUS
evaluation
intelligence
DIGG
STUMBLEUPON
GOOGLE ALERTS
NING
HYVES
FACEBOOK
LINKEDIN
www.vergouwenoverduin.nl/Testen_Kolbtest.html
UNILYZER
SCOUTLABS
TWITTERCOUNTER
GOOGLE ANALYTICS
dream
think
SCRIBD
SOCIALIZR
decide
LINKEDIN GROUPS
GOOGLE WAVE
do
TWITTER
GOOGLE DOCS
WESHARE
TWIKI
IGOOGLE
SLIDESHARE
dialogue
network
YOUTUBE
WORDPRESS
publishing
operation

65. Overview of
Social Media
DELICIOUS
evaluation
intelligence
DIGG
STUMBLEUPON
Corporate Social Media
Phase 6. Evaluation
Unilyzer
Social media and internet marketing
software. Designed as a dashboard, showing
your performance on all social media en
social networks.
default professional social media mix
Phase 1. Intelligence
Google Alerts
Webservice that sends a mail with links that
mentioned the entered searchstring.
Todo’s
- Start using Unilyzer
- Take time to set it up - make it good!
- Integrate in iGoogle (if possible)
plotted in an innovation
process
Todo’s
- Define at least 5 keywords
- Start with project name or company name
- Follow up on all leads
- Integrate in iGoogle
- Learn and end with 10 valuable keywords
Phase 5. Dialogue
GOOGLE ALERTS
Phase 2. Network
Twitter
The innovation process is used in this
graph to plot all analyzed social media
services.The phases in an innovation
process are (1) intelligence, (2)
network, (3) operation, (4) publishing,
(5) dialogue and (6) evaluation. In
every sextant at least four social media
services are visible. Some of these
services can be extended to other
quadrants too.Therefore, some
services cover more that one sextant.
A complete social media mix covers all
sextants with services that you
REALLY use, as well as your target
audience.
NING
Social network. Used mainly by
professionals above 30 years old. Integrates
well with other social media like Twitter,
Slideshare and Wordpress.
Todo’s
- Make a profile / complete until at least 80%
- Follow all familiar persons (from project)
- Follow people from competition / critics
- Integrate Twitter in iGoogle
- Use Shareoholic in browser for fast tweets
- Try to find something that doesn’t take time
- Try Twittercounter and see what works
HYVES
LinkedIn
Webservice used for notifications of 140
characters to followers. Can be integrated in
other social network sites.Also, social media
site tweet new favorites and posts.
Todo’s
- Update your profile until at least 80%
- Mention project / company well
- Organize LinkedIn
- Ask for recommendations
- Start a LinkedIn Group
- Apply for all applicable LinkedIn Groups
- Integrate Slidehare in LinkedIn
- Use LinkedIn for finding professionals
FACEBOOK
Phase 4. Publishing
Phase 3. Operation
Slideshare
iGoogle
Website aon which slides (Powerpoint, PDF
et cetera) are published. Can be used for
inspiration as well as publishing or archiving
presentations.
LINKEDIN
Personalized overview of news and
functionalities (RSS and gadgets). Used as
startpage of the browser.
Todo’s
- Make a profile / complete until at least 80%
- Upload a slide completely (use keywords)
- Integrate slideshare in LinkedIn / iGoogle
For further assistance please call or e-mail Martijn Arts (marts@totalactivemedia.nlor
+31 6 21267898) or go to Total Active Media ( www.totalactivemedia.nl + 31 20 750 9450)
or
Todo’s
- Start an iGoogle page
- Start with all applicable RSS feeds
- Integrate Google Alerts,Twitter, Slideshare
- Integrate Google Docs & Spreadsheets
- Find suitable simple gadgets (e.g. translate)
UNILYZER
SCOUTLABS
TWITTERCOUNTER
Campaign Social Media
Phase 6. Evaluation
Scoutlabs
GOOGLE ANALYTICS
Google Alerts
Social media dashboard to track and analyse
marketing data of social network tools
default professional social media mix
Todo’s
- Start using Scoutlabs (30 day trial)
- Take time to set it up - make it good!
- Analyze at least every day 5 minutes
- Make a full analysis after 30 days
- Buy Scoutlabs if experience is positive
Delicious
StumbleUpon
Digg
Phase 2. Network
Hyves
A free Dutch social networking site.The
focus of this website is on keeping in touch
with existing friends and making new
friends. It is comparable with other social
networking sites.
Todo’s
- Look at existing Hyves gadgets and learn
- Try to find applicable hyves
- If suitable, create a hyve
- Search for hyves as referrer to your site
Phase 5. Dialogue
Phase 2. Network
Twitter
LinkedIn
LinkedIn
Webservice used for notifications of 140
characters to followers. Can be integrated in
other social network sites.Also, social media
site tweet new favorites and posts.
Social network. Used mainly by
professionals above 30 years old. Integrates
well with other social media like Twitter,
Slideshare and Wordpress.
Facebook
Todo’s
- Make a profile / complete until at least 80%
- Follow all familiar persons (from project)
- Follow people from competition / critics
- Integrate Twitter in iGoogle
- Use Shareoholic in browser for fast tweets
- Try to find something that doesn’t take time
- Try Twittercounter and see what works
Todo’s
- Update your profile until at least 80%
- Mention project / company well
- Organize LinkedIn and start a Group
- Try to find applicable LinedIn Groups
- Search for LinkedIn as referrer to own site
Hyves
Ning
Google Docs
Phase 4. Publishing
SOCIALIZR
LINKEDIN GROUPS
Slideshare (prezi)
GOOGLE DOCS
WESHARE
GOOGLE WAVE
The largest social network in the world. If
Facebook was a country it would be the third
in the world.
Todo’s
- Make an account and collect favorites
- Analyze successful videos (target audience)
- Click on suggested videos daily
- Make your own video and upload (try it!)
- Try also VIMEO
- If applicable create a channel
SCRIBD
TWiki
For further assistance please call or e-mail Martijn Arts (marts@totalactivemedia.nlor
+31 6 21267898) or go to Total Active Media ( www.totalactivemedia.nl + 31 20 750 9450)
or
Todo’s
- Look at existing Facebook gadgets and learn
- Try to find applicable Facebook Groups
- If suitable, create a Facebook Group
- Search for Facebook as referrer to own site
TWIKI
IGOOGLE
TWITTER
WordPress
Scribd
Facebook
A video sharing website on which users can
upload and share videos.
iGoogle
YouTube
Phase 2. Network
YouTube
WeShare (dropbox)
Publishing Social Media
Phase 6. Evaluation
Google Analytics
SLIDESHARE
dialogue
network
YOUTUBE
WORDPRESS
Twitter
A free service offered by Google that
generates detailed statistics about the
visitors to a website.
default professional social media mix
Todo’s
- Start using Google Analytics (its free!)
- Take time to set it up - make it good!
- Analyze at least every day 5 minutes
- Make a full analysis after 30 days
- Buy Scoutlabs if experience is positive
Phase 1. Intelligence
Digg
social news website made for people to
discover and share content from anywhere
on the Internet, by submitting links and
stories, and voting and commenting on
submitted links and stories.
Todo’s
- Follow Digg homepage at least once a day
- Make an account and personalize
- Integrate Digg RSS in iGoogle
- Search for othe news RSS feeds
- Integrate also othe feeds in iGoogle
Phase 5. Dialogue
GoogleWave
Phase 2. Network
Twitter
LinkedIn Groups
Google Analytics
Social network. Used mainly by
professionals above 30 years old. Integrates
well with other social media like Twitter,
Slideshare and Wordpress.
Todo’s
- Make a profile / complete until at least 80%
- Follow all familiar persons (from project)
- Follow people from competition / critics
- Integrate Twitter in iGoogle
- Use Shareoholic in browser for fast tweets
- Try to find something that doesn’t take time
- Try Twittercounter and see what works
Socializr
LinkedIn
Webservice used for notifications of 140
characters to followers. Can be integrated in
other social network sites.Also, social media
site tweet new favorites and posts.
Todo’s
- Update your profile until at least 80%
- Mention project / company well
- Organize LinkedIn
- Ask for recommendations
- Start a LinkedIn Group
- Apply for all applicable LinkedIn Groups
- Integrate Slidehare in LinkedIn
- Use LinkedIn for finding professionals
Twittercounter
Unilyzer
Scoutlabs
Overview of
Social Networks
October
2008
plotted on a world map
Overview of
Social Web
Involvement
The map provides a global
snapshot of active social web
involvement by market. The charts
show the percentages those who
are active by each form of social
involvement. The size of the arch’s,
represents the audience volume in
millions. Visit globalwebindex.net
to find the reasons behind the
trends, how different demograhics
are involved, what motivates web
users to get online and the
quantification of how brands
should be active in social media.
Bebo
Cloob (IR)
operation
publishing
plotted on a world map
The data shows the highest
ranking social network for each
country by traffic, not by
members, page views or any other
method. Data was taken from
Alexa.com on 16th of oktober
2008. Alexa data comes from users
who have an Alexa toolbar as well
as“data obtained from other
diverse traffic data sources” Alexa.com.
CyWorld (SKorea)
November
2009
Social Web Involvement
in the Netherlands
Flickr is ranked #5 (20)*
YouTube is ranked #5 (3)*
LinkedIn is ranked #1 (12)
Blogging is not in top10
Twitter is ranked #10 (13)
* in World Traffic Rank (general ranking in Netherlands)
Netherlands
March
2010
Overview of
Age and activity
what people are doing
and who participates
This graph shows people by their
activity and age group. Creators
publish Web pages, write blogs,
upload a video to sites like
YouTube. Critics comment on
blogs and posts ratings and
reviews.Collectors use Really
Simple Sindication (RSS) and tag
Web pages to gather information.
Joiners use social networking sites.
Spectators read blogs, watch
peer-generated videos, and listen
to podcasts, Inactives are online
but don’t yet participate in any
form of social media.
Draugiem.lv
Creators
Facebook
Upload photos onlne
Critics
Faces.md Impulse.bg
Uploaded a video onlne
Collectors
Friendster
Manage a social network profile
Joiners
Hi-5
Written your own blog
Hyves (NL)
Use micro-blogging webservice
IRC Galleria (FI)
Iwiw.hu (HU)
Lide (CZ)
Spectators
0
Inactives
Mixi
Nasza-Klasa (PL)
Netlog (SI)
More about the study
Orkut
Perfspot
Skyrock
StudiVZ
Tuenti (SP)
V Kontakte
Wretch (TW)
Xiaonei
www.oxyweb.co.uk
Countries in grey do not have data available and for a few countries it was difficult
to identiy local social networks and therefor were omitted from the map.
Global web index interviewed
32.000 web users in the 16
countries represented in this chart
to provide a unique international
perspective on web behaviour and
social media involvement across
the world. More importantly, Social
Web Inex explored the impact on
consumer behaviour, the power of
social communications and the
role for brands. The Global Web
Inex was created by trendstream in
partnership with Lightspeed
research
February
2008
Overview of
Demographics
Demographics of a few
major social networks
This graph shows the demographics of four commonly used
professional and semi professional
social networks. All statistics are
from Google Ad Planner and have
been copied from a blog post of
briansolis.com.
Slideshare
An open source blog publishing application
powered by PHP and MySQL which can also
be used for content management.
a business media site for sharing
presentations, documents and pdfs with a
professional community that regularly
comments, favorites and downloads content.
Todo’s
- Write a blog and send it to relevant blogs
- Try to become a blogger for different blogs
- Blog article at least once every fortnight
- Integrate blogs on corporate website
- Use Shareoholic for easier meso-blogging
- Open a blog on wordpres.com, blogger or...
For further assistance please call or e-mail Martijn Arts (marts@totalactivemedia.nlor
+31 6 21267898) or go to Total Active Media ( www.totalactivemedia.nl + 31 20 750 9450)
or
Overview of
October
Gender Balance
2009
Chicks rule!
> 65:
55 - 64:
45 - 54:
35 - 44:
25 - 34:
18 - 24
0 - 17
3
3
% women
50
4
$ 0 - $ 25k:
$ 25 - $ 50k:
$ 50 - $ 75k:
$ 75 - $ 100k:
$ 100 - $ 150k:
> $ 150k:
16
16
4
28
31
3
10
20
25
17
10
15
14
20
14
18
57
5
16
9
14 M, 31 M
6,1%, 2,4%
800 M, 1,4 B
85 M, 160 M
6, 5.1
9:40, 9:00
12
18
22
7
90
4
3
12
7
10
16
23
23
18
11
% without children
Unique visitors:
Reach:
Page views:
Total visits:
Avg. visits per visitor:
Avg. time on site:
Forrester research
Phase 4. Publishing
Wordpress
Masters degree:
Bachalors degree:
Some college:
High school:
Less than HS diploma:
Myspace
One.it
Phase 4. Publishing
37
34
8
36
4
14
13
22
110 M, 370 M
45,6%, 28,8%
52 B, 160 B
3.1 B, 8.7 B
28, 23
20:00, 23:20,
7
36
28
34
18
10
17
5.6 M, 18 M
10.1 %, 5.1%
250 M, 650 M
28 M, 74 M
5, 4.1
11:40, 11:40
29
This graph is based on US gender
figures and worldwide traffic
figures.
* M = million more monthly
female of male visitors
57
10
16
13
64
20
14
20
59
3
64
8
11
16
8
11
This graph shows the gender
balance on social networking
websites. Only one social
networking website is a patriarchy,
namely Digg. LinkedIn, YouTube,
deviantART and Delicious are
equalities and all (12) others are
matriarchies.
27
30
72
8
24
48
9
47
12
24 M, 66 M
10,1%, 5.1%
2.1 B, 4 B
270 M, 550 M
611 8.3
12:10, 11:40
InformationisBeautiful.net
October
2009
Todo’s
- Make a profile / complete until at least 80%
- Upload a slide completely (use keywords)
- Integrate slideshare in LinkedIn / iGoogle

66. Communication = innovation
© TOTAL IDENTITY
@arts118

67. Published by others to:
totalactivemedia.nl
contacted opinion leaders
Published manually to:
Posted by others to:
personal section; 18 followers
pers. profile; 458 connections
retweeted multiple times
Posted manually to:
Published automatically on:
Published by others to:
personal section; 403 followers
four new
customers
Published automatically on:
personal profile; 76 followers
homepage - featured section
Posted manually to:
RESULTS
5144 views on slideshare
49 favs on slideshare
26 embeds via slideshare
4 times most tweeted on slideshare
1 time posted as featured on slideshare
> 1.500 times viewed on Frankwatching
3 x as much views on totalactivemedia.nl
Udated automatically by:
and therefore indexed
Published by others to:
home - most tweeted section
Manually actions by others:
embedded in blogs
23 embeds
Posted by others to:
retweeted multiple times
personal section; 403 followers
Manually actions by:
e-mail (signature)
reaching customers / partners
Published manually to:
embedded the slideshare
Posted manually to:
personal section; 403 followers
Manually actions by:
e-mail and iPhone
contacted (5) opinion leaders

68. WIKIPEDIA ENTRY BY MARTIJN ARTS

69. © TOTAL IDENTITY
offline
2014
Total Active Media | Total Identity
ir. Martijn Arts - marts@totalactivemedia.nl