Social Media: Executive MBA Course

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social media

2012Total Active Media | Total Identityir. Martijn Arts - [email protected]

Modular Executive MBA in Business & ITNyenrode Business University Module: Market, Law and EthicBlock 1: Market and Marketing

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@arts118

©TOTAL ACTIVE MEDIA

TOTAL ACTIVE MEDIA

ActivitiesInterface design Web technologyOnline conversion

AmbitionMappingMixingMoving people

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2007 changed nameTOTAL ACTIVE MEDIA

Pay-offChallenging ambition[NL Online Omdenken]

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> 300.000 FB likes within one year


AWARD WINNER 2011

Groen 2012 is lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do

eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim

REGISTREER EN WIJ MAKEN DE PERFECTE MATCH

GROEN ONDERNEMEN MET ENERGIE‘IK BOUW ALS INSTALLATEUR GRAAG MEE AAN POWERMATCHINGCITY HOOGKERK‘

TICKETS€150

REGISTREER VOOR EVENT

P S D

AAANMELDEN

MMATCHMAKER

LLOCATIE

The official world record simultaneous electric car

charging in one parking area (60 charge points) is 43

cars! #idayduurzaam #Groen2012Groen2012

Zoek

DAGEN TOT 23 FEBRUARI 2012

NOG

56


No media spend, all targets achieved using matchmaking

+42 +110

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> 100 applicants in the first day


Excellent results on KPI’s in all deliverables

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GoalSocial media connects us all. It speeds up communication processes and poses new challenges in a world that is becoming more and more dynamic and connected. My goal for you is to learn to rethink your communication, organization and business in this new dynamic and connected era. Rethinking will simplify complex challenges and help you and your organisation learn and develop.

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Agenda

Outside in1.The multifaceted world - El hexagon2.The outside world - Long tail and netnography3.The change - ‘The Big Shift’ by Rachel Botsman

Inside out4.My world - Communication = innovation5.Praktical world - ‘De schijf van vijf’6.Organize engagement - Harvard and Forrester7.Business redesign - 4 layars of success

Epilogue

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Inside out

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The multifaceted worldEl hexagon

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Goal #1Social media is, or was, both a hype as well as a groundswell. Following Gartner's hype cycle of new media it will have as large an impact as the web itself. Changes can not be predicted nor managed if you do not see the big picture: a holistic view of communication processes, including all it's layers. Managing change means managing all layers simultaneously.

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Rethink communicationAssignment #1Plot your strengths and challenges in El Hexagon. Find out what areas are crucial to focus on in your onganization.

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The outside worldLong tail and netnography

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Goal #2Co-creation, crowdsourcing, crowdfunding, influencer marketing, brand ambassadors, et cetera. All stress the need to rethink your markets. Research shows that even the biggest market issues are dominated by ten key influencers. Involve them and you lead the market.

In the beginning... there was television

And then... there was marketing

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

Grouped in smaller groups

The Long Tail briefly explained

How to know what group is best targeted?

Netnography is truly knowing your market

Zorg & Welzijn166.000

Techniek163.000

Economie157.000

Groen30.000

Know your general public

TECHCOLLEGE

CREATIVE COLLEGE

BUSINESS & ADMINISTRATION

COLLEGE

5500 leerlingen

1700 leerlingen

2200 leerlingen

markt

Know their themes

markt intern

Match those themes internally

CORPORATE SPEELVELD

LANDELIJK SPEELVELD

SPEELVELD ROC MN

ORGANISATIE ROC MN

EXTERNE PLATFORMS

EXTERNE INFLUENCERS

INTERNE INFLUENCERS

INTERNE PLATFORMS

Research and describe the several groups

MEDEWERKERS UNITS / BEDRIJFSDELEN

DOELGROEPEN / PERSONA’S

POPULATIE / MARKT

CORPORATE SPEELVELD

LANDELIJK SPEELVELD

SPEELVELD ROC MN

ORGANISATIE ROC MN

EXTERNE PLATFORMS

EXTERNE INFLUENCERS

INTERNE INFLUENCERS

INTERNE PLATFORMS

Create and maintain communities and fans

UNITS / BEDRIJFSDELEN

DOELGROEPEN / PERSONA’S

INTERNE PLATFORMS / CoP’S

EXTERNE PLATFORMS / COMMUNITIES

CORPORATE SPEELVELD

LANDELIJK SPEELVELD

SPEELVELD ROC MN

ORGANISATIE ROC MN

EXTERNE PLATFORMS

EXTERNE INFLUENCERS

INTERNE INFLUENCERS

INTERNE PLATFORMS

WOM:Word Of Mouth

MLM:Multi-Level Marketing

Make contact: inside = outside

CORPORATESPEELVELD

LANDELIJKSPEELVELD

SPEELVELDROC MN

ORGANISATIEROC MN

EXTERNEPLATFORMS

EXTERNEINFLUENCERS

INTERNEINFLUENCERS

INTERNEPLATFORMS

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

Ambassadeurs

Leonard GelukVoorzitter CvB ROC MN 500+ connectiesLid Panel van Wijzen Onderwijsagenda.nl

Mohammed Sini 500+ connectiesVoorzitter Islam en Burgerschap, Influencer of the Year 2008, Officier in de Orde van Oranje Nassau

Jacob StuurwoldProgrammaleider internationaal netwerk

Paul LaaperDocent Horeca

Gemeenten en instanties – www.mboraad.nl– www.platformmidden-

nederland.nl– www.beteronderwijs-

nederland.nl– www.deonderwijsagenda.nl– www.rijksoverheid.nl– www.aanvalopschooluitval.nl– www.kijkoponderwijs.nl (over

onderwijs in utrecht)– www.platformbewegen-

ensport.nl (mbo)– www.hetplatform-

beroepsonderwijs.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)

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)

Totaal aantal ROC’s: Totaal aantal ROC-studenten:Waarvan BOL-studenten:Waarvan BBL-studenten: 25% = jonger dan 18 jaar 75%=ouder dan 18 jaar

Jongeren / scholierenBelangrijkste 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

Issues– schaalvergroting– fusies– het nieuwe leren– reorganisaties– marktwerking– ...

70

516.000

334.000

160.000

Guru’s

Rachel LinthorstRecruiter Trainees at Landal Greenparks 112 followers

Michiel van den AnkerLoopbaanbegeleider voorJongeren regio Utrecht 172 followers

Matthijs van de BosHRM-specialist

Lotte van OpstalUitblink-student Nederlandse Pop-Academie

Geke BuwaldaProjectleider Creatieve Industrie

Create an overview for yourself

CORPORATESPEELVELD

LANDELIJKSPEELVELD

SPEELVELDROC MN

ORGANISATIEROC MN

EXTERNEPLATFORMS

EXTERNEINFLUENCERS

INTERNEINFLUENCERS

INTERNEPLATFORMS



Ambassadeurs















Group (24 members)



















70

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334.000

160.000

Guru’s






And keep on working on it!

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’sVSV en verzuimCollege invoering: kleinschalig onderwijs/vakschoolVeiligheid op schoolStageplaatsen MBODoorlopende leerlijnenAanbod Nederlands en Engels MBO (coaching/tandemleren, maatjesproject, examinering)LoopbaanbegeleidingHUisvesting en bereikbaarheidBezuinigingen door 30+ maatregelLevenlang lerenSamenwerken met maatschappelijke partners (bedrijven, non-profit, organisaties, overheden, scholen, etc.)Focus (intern)Participatieonderwijs

Zorg & Welzijn166.000

Techniek163.000

Economie157.000

Groen30.000

TECHCOLLEGE

CREATIVE COLLEGE

BUSINESS & ADMINISTRATION

COLLEGE

5500 leerlingen

1700 leerlingen

2200 leerlingen

Netnografie ROC Midden Nederland

CORPORATE SPEELVELD

LANDELIJK SPEELVELD

SPEELVELD ROC MN

ORGANISATIE ROC MN

EXTERNE PLATFORMS

EXTERNE INFLUENCERS

INTERNE INFLUENCERS

INTERNE PLATFORMS

WOM:Word Of Mouth

MLM:Multi-Level Marketing

CORPORATE SPEELVELD

LANDELIJK SPEELVELD

SPEELVELD ROC MN

ORGANISATIE ROC MN

EXTERNE PLATFORMS

EXTERNE INFLUENCERS

INTERNE INFLUENCERS

INTERNE PLATFORMS

publiekdoelgroepentangeledcorporate

CORPORATE SPEELVELD

LANDELIJK SPEELVELD

SPEELVELD ROC MN

ORGANISATIE ROC MN

EXTERNE PLATFORMS

EXTERNE INFLUENCERS

INTERNE INFLUENCERS

INTERNE PLATFORMS

longtail platforms adaptive cap:‘learning organisation’

‘communities of practice’

WOM / MUM

Moderne ontwikkelingen

Klassiek modelCORPORATESPEELVELD

LANDELIJKSPEELVELD

SPEELVELDROC MN

ORGANISATIEROC MN

EXTERNEPLATFORMS

EXTERNEINFLUENCERS

INTERNEINFLUENCERS

INTERNEPLATFORMS

Totaal aantal leerlingen: 26.000 ROC MN = sterk in Beroeps Begeleidende Leerweg (BBL=4 dagen leren, 1 dag werken)

Verdeling leerdomeinen/sectoren (landelijk)

Hoeveelheid leerlingen (ROC MN)



Ambassadeurs















Group (24 members)



















70

516.000

334.000

160.000

Guru’s






20011|NetnografieROC Midden NederlandAmsterdam, Nederland

www.totalactivemedia.nl TOTAL ACTIVE MEDIA

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Rethink marketsAssignment #2Plot your organization’s netnography. Find specific themes, Long Tail groups and communities. Pinpoint the ambassadors and influencers that matter and find out wether or not you can use them in your strategy.

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The changeThe big shift

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Goal #3Why do we own a car when we need mobility? Why do we own a drill if we only use it for 5 holes on average? And, as a matter of fact, why do we need to own anything if owning stuff makes us reluctant to change? Rachel Botsman shows us a new paradigm. The Big Shift helps us move away from consumerism.

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21TH CENTYRY

REPUTATION

COMMUNITY

SHARED ACCESS

COLLABORATIVECONSUMPTION

+

+

=

20TH CENTYRY

CREDIT

ADVERTISING

INDIVIDUAL FRIENDSHIP

HYPERCONSUMPTION

+

+

=

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Rethink opportunitiesAssignment #3Following the three aspects of The Big Shift towards collaborative consumption - reputation, community and shared access - write down what these aspects can influence in your organization and how they can be capitalized.

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Inside out

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My worldCommunication = innovation

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Goal #4Social media publishing makes me learn. It has developed me mentally and intellectually and makes me do things better and faster than I did before. But only if I use it in an integral way, in all aspects of my learning progress. What the Kolb learning process can make clear personally, so does the social innovation cycle for your organization.

2 3 4 5 6 7 8 9

RULER OF ONLINE DNA

2 3 4 5 6 7 8 9

ONLINE DNA VAN MARTIJN ARTS

2 3 4 5 6 7 8 9

PASSIVE USEACTIVE USE


2 3 4 5 6 7 8 9



2 3 4 5 6 7 8 9


5:9


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filesharing

aggregatiemessagingsources

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processinnovation

processinnovation

Phase 1.IntelligenceTraditionally 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”.

Phase 2.NetworkFor 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 3.OperationPractical 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.

Phase 4.PublicationAfter 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.

Phase 5.DialogueDialogue is necessary to improve. This holds also for all publications. Traditionally people communicate with collegues of with others, e.g. on formal events.

Phase 6.EvaluationEvaluation 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.

Quadrant 1.Explore “dromer”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.

conceptualization experience

experientation

reflexion

Quadrant 4. 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.

Quadrant 2.Analysis “denker”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.

Quadrant 3.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

Kolbs Learning Styles www.vergouwenoverduin.nl/Testen_Kolbtest.htmlwww.123test.nl/leerstijl

learningKolb’s

Styles

http://www.vergouwenoverduin.nl/Testen_Kolbtest.html


http://www.123test.nl/leerstijl

http://www.123test.nl/leerstijl

Google AlertsDeliciousStumbleUponDigg

LinkedIn Facebook HyvesNing

Google DocsWeShare (dropbox)iGoogleTWiki

Slideshare (prezi)YouTube (Flickr)WordPress (blogger)Scribd (docstoc)

TwitterGoogleWaveSocializrLinkedIn Groups

Google AnalyticsTwittercounterUnilyzerScoutlabs

processinnovation

publishing operation

network

intelligenceevaluation

dialogue


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Overview ofSocial Mediaplotted 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.

Google Alerts

Delicious

StumbleUpon

Digg

LinkedIn

Facebook

Hyves

Ning

Google Docs

WeShare (dropbox)

iGoogle

TWiki

Slideshare (prezi)

WordPress

YouTube

Scribd

Twitter

GoogleWave

Socializr

LinkedIn Groups

Google Analytics

Twittercounter

Unilyzer

Scoutlabs

GOOGLE ALERTS

DELICIOUS

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GOOGLE ANALYTICS

WORDPRESS

YOUTUBE

GOOGLE WAVE

TWITTER

LINKEDIN GROUPS

SOCIALIZRGOOGLE DOCS

WESHARE

TWIKIIGOOGLE


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dialogue

GOOGLE ALERTS

DELICIOUS

DIGG

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FACEBOOK

LINKEDIN

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SCOUTLABS

TWITTERCOUNTER

GOOGLE ANALYTICS

WORDPRESS

YOUTUBE

GOOGLE WAVE

TWITTER

LINKEDIN GROUPS


WESHARE

TWIKIIGOOGLEdo

decide

thinkdream

www.vergouwenoverduin.nl/Testen_Kolbtest.html




network


dialogue



Google Alerts

Delicious

StumbleUpon

Digg

LinkedIn

Facebook

Hyves

Ning

Google Docs

WeShare (dropbox)

iGoogle

TWiki

Slideshare (prezi)

WordPress

YouTube

Scribd

Twitter

GoogleWave

Socializr

LinkedIn Groups

Google Analytics

Twittercounter

Unilyzer

Scoutlabs

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Phase 2. NetworkLinkedInSocial network. Used mainly by professionals above 30 years old. Integrates well with other social media like Twitter, Slideshare and Wordpress.

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

Phase 3. OperationiGooglePersonalized overview of news and functionalities (RSS and gadgets). Used as startpage of the browser.

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)

Phase 4. PublishingSlideshareWebsite aon which slides (Powerpoint, PDF et cetera) are published. Can be used for inspiration as well as publishing or archiving presentations.

Todo’s- Make a profile / complete until at least 80%- Upload a slide completely (use keywords)- Integrate slideshare in LinkedIn / iGoogle

Phase 5. DialogueTwitterWebservice 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- 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

Phase 6. EvaluationUnilyzerSocial media and internet marketing software. Designed as a dashboard, showing your performance on all social media en social networks.

Todo’s- Start using Unilyzer- Take time to set it up - make it good!- Integrate in iGoogle (if possible)

Phase 1. IntelligenceGoogle AlertsWebservice that sends a mail with links that mentioned the entered searchstring.

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

Corporate Social Media default professional social media mix

For further assistance please call or e-mail Martijn Arts ([email protected] or +31 6 21267898) or go to Total Active Media ( www.totalactivemedia.nl or + 31 20 750 9450)


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

Phase 2. NetworkFacebookThe largest social network in the world. If Facebook was a country it would be the third in the world.

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

Phase 4. PublishingYouTubeA video sharing website on which users can upload and share videos.

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



Phase 6. EvaluationScoutlabsSocial media dashboard to track and analyse marketing data of social network tools

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

Phase 2. NetworkHyvesA 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

Campaign Social Media default professional social media mix



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

Phase 4. PublishingSlidesharea business media site for sharing presentations, documents and pdfs with a professional community that regularly comments, favorites and downloads content.

Todo’s- Make a profile / complete until at least 80%- Upload a slide completely (use keywords)- Integrate slideshare in LinkedIn / iGoogle

Phase 4. PublishingWordpressAn open source blog publishing application powered by PHP and MySQL which can also be used for content management.

Todo’s- Write a blog and send it to relevant blogs- Try to become a blogger for di!erent 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...



Phase 6. EvaluationGoogle AnalyticsA free service o!ered by Google that generates detailed statistics about the visitors to a website.

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. IntelligenceDiggsocial 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

Publishing Social Media default professional social media mix


Bebo

Cloob (IR)

CyWorld (SKorea)

Draugiem.lv

Facebook

Faces.md \ Impulse.bg

Friendster

Hi-5

Hyves (NL)

IRC Galleria (FI)

Iwiw.hu (HU)

Lide (CZ)

Mixi

Myspace

Nasza-Klasa (PL)

Netlog (SI)

One.it

Orkut

Perfspot

Skyrock

StudiVZ

Tuenti (SP)

V Kontakte

Wretch (TW)

Xiaonei

www.oxyweb.co.uk

October2008

Overview ofSocial Networksplotted on a world map

The data shows the highest ranking social network for each country by tra"c, not by members, page views or any other method. Data was taken from Alexa.com on 16th of oktober 2008. Alexa data comes from userswho have an Alexa toolbar as well as“data obtained from other diverse tra"c data sources” - Alexa.com.

Countries in grey do not have data available and for a few countries it was di"cult to identiy local social networks and therefor were omitted from the map.

Upload photos onlne

Uploaded a video onlne

Manage a social network profile

Written your own blog

Use micro-blogging webservice

November2009

Social Web Involvementin the Netherlands

Flickr is ranked #5 (20)*YouTube is ranked #5 (3)*LinkedIn is ranked #1 (12) Blogging is not in top10Twitter is ranked #10 (13)

* in World Traffic Rank (general ranking in Netherlands)

March2010

Netherlands

Overview ofSocial WebInvolvementplotted on a world map

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 #nd the reasons behind the trends, how di!erent demograhics are involved, what motivates web users to get online and the quanti#cation of how brandsshould be active in social media.


More about the studyGlobal 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

Forrester research

Creators

Critics

Collectors

Joiners

Spectators

Inactives

0

February2008

Overview ofAge and activitywhat 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.



October2009

50 57 57 59

4

3 3

16 31

28 16

4

18 7

14 20

14 12

3

15 10

17 25

20 10

3

11 8

16 29

20 11

11 18

23 23

16 10

7 22

36 18

12 5

13 34

28 14

8 3

13 30

27 16

10 4

4 9

34 37

16

22 14

36 20

8

17 10

48 18

7

12 9

47 24

8

90 64 64 72

14 M, 31 M6,1%, 2,4%800 M, 1,4 B85 M, 160 M6, 5.19:40, 9:00

110 M, 370 M45,6%, 28,8%52 B, 160 B3.1 B, 8.7 B28, 2320:00, 23:20,

5.6 M, 18 M10.1 %, 5.1%250 M, 650 M28 M, 74 M5, 4.111:40, 11:40

24 M, 66 M10,1%, 5.1%2.1 B, 4 B270 M, 550 M611 8.312:10, 11:40

Unique visitors:Reach:

Page views:Total visits:

Avg. visits per visitor:Avg. time on site:

Masters degree:Bachalors degree:

Some college:High school:

Less than HS diploma:

$ 0 - $ 25k:$ 25 - $ 50k:$ 50 - $ 75k:

$ 75 - $ 100k:$ 100 - $ 150k:

> $ 150k:

> 65:55 - 64:45 - 54:35 - 44:25 - 34:18 - 24

0 - 17

% women

% without children

Overview ofDemographicsDemographics of a fewmajor social networks

This graph shows the demograph-ics 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.



InformationisBeautiful.net

October2009

Overview ofGender BalanceChicks rule!

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.

This graph is based on US gender #gures and worldwide tra"c #gures.

* M = million more monthly female of male visitors



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Communication = innovation

@arts118

Udated automatically by:

and therefore indexed

Published manually to:

personal section; 18 followers

Published automatically on:

pers. profile; 458 connections

Published automatically on:

personal profile; 76 followers

Published manually to:

embedded the slideshare

Posted manually to:


Manually actions by:e-mail and iPhonecontacted (5) opinion leaders

Published by others to:totalactivemedia.nlcontacted opinion leaders

Published by others to:

homepage - featured section

Posted manually to:


Manually actions by:e-mail (signature)reaching customers / partners

Posted manually to:


Posted by others to:

retweeted multiple times

Published by others to:

home - most tweeted section

Manually actions by others:embedded in blogs23 embeds

Posted by others to:

retweeted multiple times

RESULTS5144 views on slideshare49 favs on slideshare26 embeds via slideshare4 times most tweeted on slideshare1 time posted as featured on slideshare> 1.500 times viewed on Frankwatching3 x as much views on totalactivemedia.nl

four new customers

WIKIPEDIA ENTRY BY MARTIJN ARTS

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Rethink progressAssignment #4Find out what your Kolb learning style is and plot that in the social innovation cycle. You will find what social media tools will suit you best. Then do the same for your nearest colleagues. Try to balance to team in order to achieve progress.

If so desired, I can deliver an organizational test to find out your organization’s enneagram. It shows the challenges and strengths. It helps you create a better social media and online strategy.

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Practical world’De schijf van vijf’

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Goal #5Quickfix number one for your social management is to extend your visual identity with branding ingredients and branded content. Quickfix number two is to use socialmediapolicies.com. Quickfix number three is to use the 'Schijf van 5' of social media. Integral use of all common and proven social media platforms.

6!

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i-Base > toepassingen !

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!

network

Schijf van 5

network

The fijve essentuial parts of any social media are so essential, that they

should be part of any brandbook and marketing toolbox. The five ingredients

are: (1) Video broadcasting and sharing, (2) professional network

maintenance, (3) consumer fan base, (4) Webcare and notification with

Twitter and (5) younger target audiences.

‘Schijf van 5’ ofSocial MediaThe basics ingredients of social media

The fijve essentuial parts of any social media are so essential, that they should be part of any brandbook and marketing toolbox. The five ingredients are: (1) Video broadcasting and sharing, (2) professional network maintenance, (3) consumer fan base, (4) Webcare and notification with Twitter and (5) younger target audiences.

LOGO[ ]

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Best practice

network

The fijve essentuial parts of any social media are so essential, that they

should be part of any brandbook and marketing toolbox. The five ingredients

are: (1) Video broadcasting and sharing, (2) professional network

maintenance, (3) consumer fan base, (4) Webcare and notification with

Twitter and (5) younger target audiences.

‘Schijf van 5’ ofSocial MediaThe basics ingredients of social media

The fijve essentuial parts of any social media are so essential, that they should be part of any brandbook and marketing toolbox. The five ingredients are: (1) Video broadcasting and sharing, (2) professional network maintenance, (3) consumer fan base, (4) Webcare and notification with Twitter and (5) younger target audiences.

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Rethink practicalitiesAssignment #5Write down an integral strategy to use the ‘Schijf van 5’, choose the fifth element and write down what needs to change - or rooted out - in your organization.

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Organize engagementHarvard and Forrester

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Goal #6Forrester identifies five social media maturity levels. The final level is achieved by 'zen'-like organisations like Zappos and Dell, who engage all of it's staff and optimise all processes continuously using the Net Promotor Score (NPS). Research done by Harvard since 1997 shows that focus on engagement through all processes increases total shareholder value by 20%. Paradoxically, a focus on employee satisfaction increases the external client loyalty and profitability.

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Dormant Testing Coordinating Scaling and optimizing Empowering

Defining characteristic Resistant to any use of social technologies due to unwillingnes to participate or analysis paralysis

Individuals or departments test in isolated pockets.

Management begins to coordinate across teams and departments.

Organization shift toward growing and improving social applications.

Organization empowers all relevant employees by fostering and rewarding “HEROes.”

Experience None In customer applications (e.g., Facebook) or employee applications limited to collaboration (e.g., Yammer)

Use of customer applications expands; employee applications still mainly for collaboration

Established customer and employee applications in place with continuous testing

Core business applications have social features; customer and employee applications begin to blur.

Resources None Individuals use applications part-time to help with current jobs.

“Shepherds” bring teams together and form governance council.

Social media organization in place with at least one full-time resource

All employees encouraged, enabled, and rewarded for using social technologies

Processes None Strictly task-oriented (e.g., community management or listening)

Move from strictly task-oriented to cross-team as departments work together

Organization takes action in social conversations (i.e., product or service changes).

Social elements incorporated into key corporate business processes (e.g., CRM)

Measurement None Limited to “collecting” activities (e.g., tracking number of followers)

Includes qualitative measures like “sentiment”

Evolving into social intelligence by integrating with other measurements

Social intelligence takes hold.

Commitment None Limited managerial support and no long-term plan or philosophy

Management commits to long-term plan and governance.

Full managerial support culminates into w philosophy.

Empowering employees is a business imperative.

Culture None Social makes little impact on most employees’ day-to-day business.

Employees have guidelines but social not integral in daily work

Social activity becomes more common in everyday work processes but not fully ingrained.

Social plays key role in day-to-day jobs of all relevant employees.

SOURCE: Forrester’s Social Maturity Model

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Engagement

*Service Profit Chain, Harvard Business review 1997

Employee Engagement

Employee Satisfaction

Employee Productivity

Employee Loyalty

Service Value

CustomerLoyalty

RevenueGrowth

CustomerSatisfaction

Profilability

+20%Total Shareholder Value (TSV)*

Engagement can contribute up to

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Engagement

Employee Engagement



Employee Loyalty

Service Value

CustomerLoyalty

RevenueGrowth


Profilability

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Engagement Total Active Media

*Service Profit Chain, Harvard Business review 1997

Employee Engagement



Employee Loyalty

Service Value

CustomerLoyalty

RevenueGrowth


Profilability

+20%Total Shareholder Value (TSV)*

Engagement can contribute up to

Service Value

Employee Engagement


Employee Loyalty


Profilability

RevenueGrowth


CustomerLoyalty

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Rethink engagementAssignment #6Try to think ‘backwards’: from the making of the product or service on to the delivery ending with advertising it. Find out what steps are all there and try and fin out how you can make your core processes more measurable and communicative. Both measurement as well as transparancy will improve the quality of all steps, ending in better client loyalty and profitability.

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Business redesign4 layers of success

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Goal #7Sharing products is a threat to product sales. Open source software is mostly free. Research shows that Open Data has no profitable business case. Still, on a more general level al these new developments offer business opportunities. It's time to rethink your business model to match the changing environment.


network


dialogue



Google Alerts

Delicious

StumbleUpon

Digg

LinkedIn

Facebook

Hyves

Ning

Google Docs

WeShare (dropbox)

iGoogle

TWiki

Slideshare (prezi)

WordPress

YouTube

Scribd

Twitter

GoogleWave

Socializr

LinkedIn Groups

Google Analytics

Twittercounter

Unilyzer

Scoutlabs

GOOGLE ALERTS

DELICIOUS

DIGG

STUMBLEUPON

NING

FACEBOOK

LINKEDIN

HYVES

SCRIBD

SLIDESHARE

UNILYZER

SCOUTLABS

TWITTERCOUNTER

GOOGLE ANALYTICS

WORDPRESS

YOUTUBE

GOOGLE WAVE

TWITTER

LINKEDIN GROUPS


WESHARE

TWIKIIGOOGLE

Adviserende verkoop

Vergelijkingssites

Google AlertsInformatiemappenWikipedia

DeliciousEnquetesW

ebsurvey

StumbleU

pon

KnipselkrantPollsD

iggCR

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(onlin

e) Sociaal n

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In

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Hy

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Visitek

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Interne meeting

Skype/screencast

Google D

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Instant message

Interne mem

o

WeShare (Dropbox)

Gastspreker

Blogging

iGoogle

Gaming

Online (serious) gaming

TWiki

Corporate website

Corporate brochure

Slideshare (prezi)

Catalogus

Bulletin board

WordPress

Mededelingenbord

Narrowcasting en bannering

YouTube

RTV-com

mercial

YouTube reclame / VO

Dcast / PO

Dcast

ScribdEtalage

Spam

Tw

itterIn

tranet

Inte

rne n

ieu

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So

cializr

Pe

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richt

On

line p

ressro

om

Lin

ked

In G

rou

ps

Lo

cale camp

agne

Mailin

glist

Facebook update

Jaarverslag

Online jaarverslag

Unilyzer

GRP onderzoekGoogle Analytics Scoutlabs

KijkcijfersLogfile analyzerTwittercounter

Peilingen

…Google A

nalytics

Adviseren

de verko

op

Verge

lijkin

gssites

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(online) Sociaal netwerk

LinkedIn

Samenw

erkingsverband

LinkedIn Groups

Facebook

Event

Tweetup

Hyves

Visitekaartje

Mail signature

Ning

Interne meetingSkype/screencast

Google Docs Instant messageInterne memo

WeShare (Dropbox)

Gastspre

kerBlo

gging

iGoogl

e

Gam

ing

Onl

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(ser

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) gam

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TW

iki

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be reclam

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Dcast / P

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Scribd

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Intranet

Interne nieuwsbrief Socializr

Persbericht

Online pressroomLinkedIn GroupsLocale campagne Mailinglist

Facebook updateJaarverslag

Online jaarverslag

Unilyzer

GRP onderzoek

Google

Anal

ytics

Scou

tlab

sKijkcijfers

Lo

gfile a

naly

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Tw

itterco

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ter

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n…Google A

nalytics

Adviserende verkoop

Vergelijkingssites

Google A

lerts

Informatiem

appen

Wikipedia

Delicious

Enquetes

Websurvey

StumbleUpon

Knipselkrant

Polls

Digg

CRM(online) Sociaal netwerk

LinkedInSamenwerkingsverband

LinkedIn Groups FacebookEvent

Tweetup H

yves

Visit

ekaa

rtje

Mai

l sig

natu

re Nin

g

Inte

rne

mee

ting

Sk

ype/

scre

en

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Go

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Corporate w

ebsite

Corporate brochure

Slideshare (prezi)

Catalogus

Bulletin board W

ordPress

Mededelingenbord

Narrowcasting en banneringYouTube RTV-commercial

YouTube reclame / VODcast / PODcast

Scribd

Etalage

Spam

Twitter

Intranet

Interne nieuwsbrief

Socializr

Persberic

ht

Online p

ress

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LinkedIn

Gro

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Face

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Logfile analyzer

Twittercounter

Peilingen

…Google Analytics

Freq

Overview ofContact tuningplotted as a master switch board

The ‘connected world’ is not only about social media and also not only about means of communication. It is also about marketing, service-design, Public Relations, and even more! The important thing is to have an overview of all channels that are used meaning not only communication channels but all so-called marketing channels. The important thing is to use the right frequency, amplification and pitch for all used channels. This results in a continuous relation with your audience, clienst or relations. This is called contact tuning.

Corporate buzz

Internal plenary meeting

Memo

Social get together

CSR Press release

Quarterly update

NPS questionnaire

Bithday calendar update

Suprise for customers

Free publicity

Guerrilla activity

Broadcasting

Exhibition

Opening / press meeting

Dinner / lunch

Tour

Market

Seminar

Monthly event

Annual (pre-) event

Interview / editorial

Column

Book

Masterclasses

MasterclassesAbout 20-30 people are invited to all masterclasses,, clients and prospects.

Corporate buzzWe monitor all buzz of all staff using CARDIO buzz tracking.

BroadcastingYouTube is used for all video’s. All public speeches are recorded.

Annual (pre-) eventEvery event is preceded by a pre-event that introduces the event with a bang!

Free publicityAll partners are obliged to seek free publicity at least six times a year.

PitchAmp

The result of all planned channels is an increasing buzz with it’s climax end of september. This is the best data to have a lot of attention. The schools are pen again but media are still suffering form a ‘summer dip’. The buzz can easily be converted into valuable leads and even directly in clients.

Nog een congresje regelen

David vragen VK.nl te bellen

Guerrilla actie bedenken

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4 layers of success

Social improvementImporoving on the

marketing mix

Improving price-, product-, distribution- and promotionstrategie with social

media. Improving means more and more eficient. No new products or other parts

of he marketing mix

Social advancesnew P’s in the marketing mix and extensions

New products, promotion-strategies, new pricing or business models and new distribution channels are invented in this phase. The organixation advances.

Social nenewalnew self or augmented self

After having tried and tested new ways, one can improve one’s self. Like a caterpillar transforms into a butterfly, an organization transforms into a new one. In order to boldly go where no man has gone before.

New socialnew worlds

The new worldunfolds...

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Key partners Key Activities Value Propositions Customer Relationships

ChannelsKey Resources

Customer Segments

Cost Structure Revenue Streams

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Rethink businessAssignment #6Write down an integral strategy to use the ‘Schijf van 5’, choose the fifth element and write down what needs to change - or rooted out - in your organization.

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Epilogue

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OTAL

IDEN

TITY

NetworkedCrowdsourcingLong tailNew cultureGenerosityPersuasiveTechnologySingularity

11/81

© T

OTAL

IDEN

TITY


11/81

© T

OTAL

IDEN

TITY


2/81

© T

OTAL

IDEN

TITY

3/81


© T

OTAL

IDEN

TITY

12/81


© T

OTAL

IDEN

TITY

5/81


© T

OTAL

IDEN

TITY


7/81

© T

OTAL

IDEN

TITY


7/81

© T

OTAL

IDEN

TITY

146

offline2012Total Active MediaTotal Identity

Martijn Arts

Date post:	29-Oct-2014
Category:	Business
Upload:	martijn-arts
View:	40 times
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