InHolland international week - social media in plain... Dutch :-)

Social mediaIn plain… Dutch!

I think there is a world market for

maybe 5 computers”

Thomas Watson - chairman of IBM - 1943

“

Computers in the future may weigh no more than 1,5

tons”

Populair mechanics - 1947

“

There is NO reason, anyone would want a

computer in their home”

Ken Olson - Founder Digital Equipment Corp. - 1977

“

Who is

Ruud?

1 | The online landscape

2 | Best and worst practices in the Netherlands

3 | What is important?

4 | Do’s and don’ts

5 | The importance of analytics

6 | How to develop a online strategy?

#1The online landscape

Movietime!”“

De HighlightsDe Highlights

#2Best & worst practicesin the Netherlands

Minibreak

#3What is important?

Be social

Be functional

Be hyperlocal

#4Do’s…

1. Passion 2. The good example

3. Be open

4. Be flexible

5. Be patient

If you don’t like it, don’t do it!Give the good example.Transparency, honesty and openness are keywords in Social Media. Als interact with people with negative sentiments.Your audience might use your website for other purposes.Don’t give up if thing aren’t going as you hoped. Go for it!

…and don’ts

Becoming a victim of the ‘holy grale illusion’.

Lack of knowledge about possibilities and opportunities often leads to failing plans.

Who is in charge? ‘Community manager’ is the job of the 21st century.

Being there is not a objective. First take a look at impact of social media on your brand, prospects, sales and service,

You boss may think social media is cheap, but in facts there are costs to use it.

Pre-test, pre-test and pre-test.

Don’t think you can conquer the virtual world in a glimpse of an eye. It needs a decent strategy.

It is not the click that is important, it is what comes after that.

Interaction is the keyword. Including possible criticism.

#5

The importance of analytics

Use the right tools

From

listenin

g

...to controllable interaction

46

#6How to develop a good online strategy?

Online communication strategy

Online Communication

model

• Vision and Mission • Targets• Target group(s)• Proposition & positioning• Ambitions & dreams

Online Communication

model

Online communication strategy

• Vision and Mission • Targets• Target group(s)• Proposition & positioning• Ambitions & dreams

• What is being said in which network?

• What are your stakeholders saying?

• Benchmarking with competitors

• Issues?• Behaviour and

information needs• Blind spot

Online Communication

model

Online communication strategy

• Vision and Mission • Targets• Target group(s)• Proposition & positioning• Ambitions & dreams

• What is being said in which network?

• What are your stakeholders saying?

• Benchmarking with competitors

• Issues?• Behaviour and

information needs• Blind spot

• Defining your communication chances

• Threats

Online Communication

model

Online communication strategy

• Vision and Mission • Targets• Target group(s)• Proposition & positioning• Ambitions & dreams

• What is being said in which network?

• What are your stakeholders saying?

• Benchmarking with competitors

• Issues?• Behaviour and

information needs• Blind spot

• Defining your chances• SMART targets• Quantitative of qualitative• Match with offline?• Possible exit moment

• Defining your communication chances

• Threats

Online Communication

model

Online communication strategy

• Vision and Mission • Targets• Target group(s)• Proposition & positioning• Ambitions & dreams

• What is being said in which network?

• What are your stakeholders saying?

• Benchmarking with competitors

• Issues?• Behaviour and

information needs• Blind spot

• Defining your chances• SMART targets• Quantitative of qualitative• Match with offline?• Possible exit moment

• Defining your communication chances

• Threats

• Tools matrix• Communication-

and/or interaction calendar

Online Communication

model

Online communication strategy

• Vision and Mission • Targets• Target group(s)• Proposition & positioning• Ambitions & dreams

• What is being said in which network?

• What are your stakeholders saying?

• Benchmarking with competitors

• Issues?• Behaviour and

information needs• Blind spot

• Quantitative and qualitative (facts & sentiments)

• Checking and if possible adjusting

• Defining your chances• SMART targets• Quantitative of qualitative• Match with offline?• Possible exit moment

• Defining your communication chances

• Threats

• Tools matrix• Communication-

and/or interaction calendar

Online Communication

model

Online communication strategy

• Vision and Mission • Targets• Target group(s)• Proposition & positioning• Ambitions & dreams

• What is being said in which network?

• What are your stakeholders saying?

• Benchmarking with competitors

• Issues?• Behaviour and

information needs• Blind spot

• Quantitative and qualitative (facts & sentiments)

• Checking and if possible adjusting

• Defining your chances• SMART targets• Quantitative of qualitative• Match with offline?• Possible exit moment

• Defining your communication chances

• Threats

• Tools matrix• Communication-

and/or interaction calendar

Online Communication

model

Online communication strategy

What’s next?

http://www.linkedin.com/in/ruudkessels

http://twitter.com/RuudKessels

The conversation goes on!