social media fm april 2011 tweede versie
TRANSCRIPT
Een merk laten leven met Social media
14 april 2011................................................................................................................................................................................................................................
QRCommunicatie telefoon 0172 476 570 website www.qrcommunicatie.nl onderwerp presentatie Social media #SMFM
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vrijdag 15 april 2011
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#SMFM
vrijdag 15 april 2011
Debbie Bernasco online
Debbi3
http://nl.linkedin.com/in/debbiebernasco
debbiebernasco.nl
QRCommunicatie / de helden van
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vrijdag 15 april 2011
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“Wat is belangrijk om een merk te laten leven door Social Media?
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“ • Storytelling• Strategie• Content
• Monitoring
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“Waarom Social Media?
vrijdag 15 april 2011
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“1.Merkherkenning2. Merk Monitoring3. Klanten werven via bedrijfsprofiel
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“Is de klant is veel veranderd?
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vrijdag 15 april 2011
“ Nee!
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vrijdag 15 april 2011
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QRCommunicatie telefoon 0172 476 570 website www.qrcommunicatie.nl onderwerp presentatie Social media #SMFM
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1944 - word of mouth
#wom
vrijdag 15 april 2011
Paul Lazarsfeld
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“Massamedia kan het beslissingsproces niet voor 100% beïnvloeden
vrijdag 15 april 2011
A. OnlineB. Offline
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vrijdag 15 april 2011
De meerderheid van word of mouth vindt nog steeds offline plaats.
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vrijdag 15 april 2011
Online word of mouth bereikt echter alleen meer mensen.
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vrijdag 15 april 2011
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Beide zijn belangrijk in het aankoopgedrag.
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Zowel online als offline gaan mensen op zoek naar personen met dezelfde interesses, naar advies of aanbevelingen.
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Door onderlinge communicatie beinvloeden consumenten elkaar.
vrijdag 15 april 2011
De komst van mobiele netwerken stelt klanten instaat om altijd online te zijn.
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vrijdag 15 april 2011
Het is een sociaal fenomeen. Personen zijn verbonden met hun relaties en vrienden.
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vrijdag 15 april 2011
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Aardig wat mensen hebben een mobiele telefoon met camera.
vrijdag 15 april 2011
Klanten beslissen op basis van hun emoties
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vrijdag 15 april 2011
Ons emotioneel gedrag ten opzichte van merken wordt expliciet gedeeld.
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vrijdag 15 april 2011
................................................................................................................................................................................................................................ QRCommunicatie telefoon 0172 476 570 website www.qrcommunicatie.nl onderwerp presentatie Social media #SMFM
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vrijdag 15 april 2011
................................................................................................................................................................................................................................ QRCommunicatie telefoon 0172 476 570 website www.qrcommunicatie.nl onderwerp presentatie Social media #SMFM
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vrijdag 15 april 2011
................................................................................................................................................................................................................................ QRCommunicatie telefoon 0172 476 570 website www.qrcommunicatie.nl onderwerp presentatie Social media #SMFM
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vrijdag 15 april 2011
................................................................................................................................................................................................................................ QRCommunicatie telefoon 0172 476 570 website www.qrcommunicatie.nl onderwerp presentatie Social media #SMFM
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vrijdag 15 april 2011
................................................................................................................................................................................................................................ QRCommunicatie telefoon 0172 476 570 website www.qrcommunicatie.nl onderwerp presentatie Social media #SMFM
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vrijdag 15 april 2011
................................................................................................................................................................................................................................ QRCommunicatie telefoon 0172 476 570 website www.qrcommunicatie.nl onderwerp presentatie Social media #SMFM
................................................................................................................................................................................................................................
vrijdag 15 april 2011
................................................................................................................................................................................................................................ QRCommunicatie telefoon 0172 476 570 website www.qrcommunicatie.nl onderwerp presentatie Social media #SMFM
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vrijdag 15 april 2011
................................................................................................................................................................................................................................ QRCommunicatie telefoon 0172 476 570 website www.qrcommunicatie.nl onderwerp presentatie Social media #SMFM
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vrijdag 15 april 2011
................................................................................................................................................................................................................................ QRCommunicatie telefoon 0172 476 570 website www.qrcommunicatie.nl onderwerp presentatie Social media #SMFM
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vrijdag 15 april 2011
................................................................................................................................................................................................................................ QRCommunicatie telefoon 0172 476 570 website www.qrcommunicatie.nl onderwerp presentatie Social media #SMFM
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vrijdag 15 april 2011
................................................................................................................................................................................................................................ QRCommunicatie telefoon 0172 476 570 website www.qrcommunicatie.nl onderwerp presentatie Social media #SMFM
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vrijdag 15 april 2011
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We delen onze emotie met merken.
vrijdag 15 april 2011
Hoe uiten klanten hun emoties tegenover merken?
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vrijdag 15 april 2011
Verbindt mens, merk en organisatie in één verhaal
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vrijdag 15 april 2011
Personality Matters!
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Beleving #smoelwerk
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Moleskine
vrijdag 15 april 2011
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vrijdag 15 april 2011
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Moleskine
vrijdag 15 april 2011
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vrijdag 15 april 2011
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vrijdag 15 april 2011
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vrijdag 15 april 2011
“Achtergrond verhaal
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vrijdag 15 april 2011
“ Doel:Product emotie
Geloofwaardigheid creërenEmpathieAssociatie
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vrijdag 15 april 2011
“Relevant en plezant
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vrijdag 15 april 2011
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Ben jij een leider of een volger?
vrijdag 15 april 2011
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Een goed verhaal beklijft en wordt doorverteld
vrijdag 15 april 2011
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Een goed verhaal beklijft en wordt doorverteld
vrijdag 15 april 2011
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Ben jij een leider of een volger?
“vrijdag 15 april 2011
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Ben jij een leider of een volger?
“vrijdag 15 april 2011
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Ben jij een leider of een volger?
“vrijdag 15 april 2011
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“de aandachtsparadox
Nieuwe klanten
Vaste klanten
vrijdag 15 april 2011
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“Het echte geheim van persoonlijkheid is het
tegenovergestelde doen
vrijdag 15 april 2011
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“Hoe wordt je spraakmakend?
vrijdag 15 april 2011
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“• Bied iets van waarde dat exclusief is• Zorg voor een accent dat mensen met elkaar willen delen• Hou je afzijdig
vrijdag 15 april 2011
Klanten maken tegenwoordig keuzes op basis van diepere behoeften
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vrijdag 15 april 2011
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Denk vanuit de klant...
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Doelstellingenpiramide
Bedrijfsdoelstellingen
Marketingdoelstellingen
Social media doelstellingen
Social mediamiddelen
vrijdag 15 april 2011
1. Bepaal je doelstelling
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Vaak zal SMM een onderdeel zijn van bestaande marketing- communicatieplannen. Een extra kanaal om je doelgroep te bereiken.
BereikReputatieEngagementInnovatieLoyaliteitAcquisitieVerkoop
vrijdag 15 april 2011
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2. Wat is je boodschap?
Waar wil je op beinvloeden?
tekst• Kennis
• Houding
• Gedrag
Wat zijn je kernwaarden?
vrijdag 15 april 2011
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Imago en reputatietekst
vrijdag 15 april 2011
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3. Waarom Social Media?
Redenen om SMM in te zetten kunnen bijvoorbeeld zijn:
tekst• Je doelgroep bevind zich
vermoedelijk grotendeels online;
• Je budget is beperkt;
• Je wilt het imago van jezelf of je organisatie meer ‘Web2.0’ maken;
• Je wilt goed kunnen meten wat het resultaat van je marketinginspanningen is;
vrijdag 15 april 2011
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3. Waarom Social Media?
Redenen om SMM in te zetten kunnen bijvoorbeeld zijn:
• Je wilt duidelijker aanwezig zijn op internet, ook voor SEM (Search Engine Marketing);
• Je wilt het dialoog met je klant/doelgroep opzoeken en zodoende de relatie intensiveren;
• Je bent op zoek naar partners, kennis en gelijkgestemden.
vrijdag 15 april 2011
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4. Definieer je doelgroep
Dit zul je helder voor ogen moeten hebben omdat je doelgroep later de keuze bepaalt voor kanaal, middel, ‘tone of voice’ en te verwachten respons.
• Actief online• Actief binnen sociale netwerken
en content sharing platform
vrijdag 15 april 2011
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5. Onderzoek hoe je doelgroep Social Media gebruikt
Bestudeer je doelgroep aandachtig. Zoek ze online op en observeer het gedrag:
• In welke netwerken zit je doelgroep?• Welke sleutelfiguren of ‘opinion
leaders’ zijn er te identificeren?• Zijn er al concurrenten van je actief
met SMM? En zo ja, wat is hun propositie en activiteit(en)?
vrijdag 15 april 2011
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6a. Voorbereiden van de organisatie
Zijn de juiste mensen, kennis en competenties aanwezig?
vrijdag 15 april 2011
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6b. Voorbereiden van de organisatieHet Hybridemodel
Advertising
PR Marketing
Custome Service
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7. Opzetten van een focusgroep
Cultuurverandering
Draagvlak
Voortrekkers
vrijdag 15 april 2011
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8. Stel Budget en mankracht samen
vrijdag 15 april 2011
9. Monitoring
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vrijdag 15 april 2011
9. Monitoring
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vrijdag 15 april 2011
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9. Monitoring Four Months
vrijdag 15 april 2011
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9. Monitoring Four Months
vrijdag 15 april 2011
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9. Monitoring Four Months
vrijdag 15 april 2011
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9. Monitoring Four Months
vrijdag 15 april 2011
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9. Monitoring Four Months
vrijdag 15 april 2011
9. Monitoring T-mobile
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vrijdag 15 april 2011
#negatieve twitter berichten
Reputatiemanagement
OOH wat moet ik doen
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9. Monitoring
vrijdag 15 april 2011
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Nestlé
Legde het af in een ware oorlog met social media users.
vrijdag 15 april 2011
10. Implementatie van de software
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vrijdag 15 april 2011
10. Implementatie van de software
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Platform
Platform Connecties Gebruik
Sociaalplatform
Vrienden, familie en collega’s
Status, social gaming en foto’s delen
Communicatie Fans en volgers Real timeMicro- bloggen
Professioneel netwerk
Vrienden, familie en collega’s
Direct contact fansMerklading
Entertainment
Sociaalplatform
Collega’s en zakelijke contacten
Professionele identiteit
vrijdag 15 april 2011
10. Implementatie van de software
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Merk praat met fans op Hyves
NIEUWTJE
• Officiële fanpagina’s van merken• Inzicht d.m.v. socio-
demografische statistieken• Top-50 merken meer dan
150.000 fans• Niet te commercieel, wel extra
relevantie óf extra entertainment
vrijdag 15 april 2011
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11. Publicatieschema
Om overkill te voorkomen biedt een publicatieschema redding.
Een voorbeeld daarvan is het 1-7-30-4-2-1-schema. Een schema dat er als volgt uit zou kunnen zien:
1-7-30-4-2-1
vrijdag 15 april 2011
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11. Publicatieschema
1-7-30-4-2-1 Dagelijks Twitteren, info van anderen delen en reacties op je blog bijhouden.1-7-30-4-2-1
vrijdag 15 april 2011
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11. Publicatieschema
1-7-30-4-2-1 Wekelijks één blog of video-interview plaatsen.
1-7-30-4-2-1
vrijdag 15 april 2011
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11. Publicatieschema
1-7-30-4-2-1 Maandelijks een digitale nieuwsbrief rondsturen of YouTube-filmpje creëren.1-7-30-4-2-1
vrijdag 15 april 2011
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11. Publicatieschema
1-7-30-4-2-1 Per kwartaal een e-book, speciale video of traditionele nieuwsbrief presenteren.
1-7-30-4-2-1
vrijdag 15 april 2011
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11. Publicatieschema
1-7-30-4-2-1 Een keer per half jaar een evenement organiseren.
1-7-30-4-2-1
vrijdag 15 april 2011
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11. Publicatieschema
1-7-30-4-2-1 Om het jaar een nieuwe game of app creëren.
1-7-30-4-2-1
vrijdag 15 april 2011
Faciliteren
faciliteer, luisteren en reageren
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vrijdag 15 april 2011
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Case 1B2B Social Media door Shipserv
vrijdag 15 april 2011
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Case 1B2B Social Media door Shipserv
vrijdag 15 april 2011
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Case 1B2B Social Media door Shipserv
vrijdag 15 april 2011
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Case 2Twinacts #B2C
vrijdag 15 april 2011
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Case 2Twinacts #B2C
vrijdag 15 april 2011
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Case 2Twinacts #B2C
vrijdag 15 april 2011
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Case 2Twinacts #B2C
vrijdag 15 april 2011
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Case 2Twinacts #B2C
vrijdag 15 april 2011
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Case 3De locale #held van Rotterdam #localheroz
vrijdag 15 april 2011
................................................................................................................................................................................................................................ QRCommunicatie telefoon 0172 476 570 website www.qrcommunicatie.nl onderwerp presentatie Social media #SMFM
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Case 3De locale #held van Rotterdam #localheroz
vrijdag 15 april 2011
................................................................................................................................................................................................................................ QRCommunicatie telefoon 0172 476 570 website www.qrcommunicatie.nl onderwerp presentatie Social media #SMFM
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Case 3De locale #held van Rotterdam #localheroz
vrijdag 15 april 2011
................................................................................................................................................................................................................................ QRCommunicatie telefoon 0172 476 570 website www.qrcommunicatie.nl onderwerp presentatie Social media #SMFM
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Case 4Eruit op uit in de Peel
vrijdag 15 april 2011
................................................................................................................................................................................................................................ QRCommunicatie telefoon 0172 476 570 website www.qrcommunicatie.nl onderwerp presentatie Social media #SMFM
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Case 4Eruit op uit in de Peel
vrijdag 15 april 2011
................................................................................................................................................................................................................................ QRCommunicatie telefoon 0172 476 570 website www.qrcommunicatie.nl onderwerp presentatie Social media #SMFM
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Case 5Money You Doelsparen Wedstrijd
Doel: groot online bereik creeren bij spaarderDoel: doelsparen online onder de aandacht brengenSubdoel: producten van MoneYou onder de aandacht brengen Middelen: Linkedin, Hyves, twitter Facebook (onderzoek gedaan bij de doelgroep: leeftijd vanaf 6 jaar tot...
vrijdag 15 april 2011
................................................................................................................................................................................................................................ QRCommunicatie telefoon 0172 476 570 website www.qrcommunicatie.nl onderwerp presentatie Social media #SMFM
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Case 5Money You Doelsparen Wedstrijd
maak sparen: social
vrijdag 15 april 2011
................................................................................................................................................................................................................................ QRCommunicatie telefoon 0172 476 570 website www.qrcommunicatie.nl onderwerp presentatie Social media #SMFM
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Case 5Money You Doelsparen Wedstrijd
vrijdag 15 april 2011
................................................................................................................................................................................................................................ QRCommunicatie telefoon 0172 476 570 website www.qrcommunicatie.nl onderwerp presentatie Social media #SMFM
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Case 5Money You Doelsparen Wedstrijd
vrijdag 15 april 2011
................................................................................................................................................................................................................................ QRCommunicatie telefoon 0172 476 570 website www.qrcommunicatie.nl onderwerp presentatie Social media #SMFM
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Case 5Money You Doelsparen Wedstrijd
vrijdag 15 april 2011
................................................................................................................................................................................................................................ QRCommunicatie telefoon 0172 476 570 website www.qrcommunicatie.nl onderwerp presentatie Social media #SMFM
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Case 6Social media KLM
Doel: Reizigers lokken Doel: Contact te houden met hun reizigers ( klachten en vragen)Doel: ActivatieMet welke middelen: Hyves, twitter, FacebookHoofd Communicatie: Joyce Veenman 80% van haar werk besteed zij aan social mediaTeam: 25 manDoorbraak: Ijslandse Aswolk
HOW hapiness spreadsFeit: Een campagne waar o.a. location based social networking site Foursquare een grote rol speelt.
vrijdag 15 april 2011
................................................................................................................................................................................................................................ QRCommunicatie telefoon 0172 476 570 website www.qrcommunicatie.nl onderwerp presentatie Social media #SMFM
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Case 6Social media KLM
SpeurwerkZodra iemand incheckt via Foursquare op Schiphol of andere luchthavens waarop KLM vliegt, probeert KLM contact op te nemen met hem of haar via het @klmsurprise account op Twitter. De boodschap is dat KLM een kleine verrassing in petto heeft. ( graag iets met beeld)
Daarna schiet het KLMsurprise team in actie met een mooi staaltje speurwerk. Via een snelle en intensieve speurtocht langs ondermeer LinkedIn, Twitter en Facebook wordt zoveel mogelijk informatie gezocht over de klant om hem of haar een verrassend en zo persoonlijk mogelijk cadeautje aan te bieden voordat de klant aan boord zit. ( even mooi beeld gebruiken!!)
vrijdag 15 april 2011
................................................................................................................................................................................................................................ QRCommunicatie telefoon 0172 476 570 website www.qrcommunicatie.nl onderwerp presentatie Social media #SMFM
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Case 6Social media KLM
vrijdag 15 april 2011
................................................................................................................................................................................................................................ QRCommunicatie telefoon 0172 476 570 website www.qrcommunicatie.nl onderwerp presentatie Social media #SMFM
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Case 6Social media KLM Feiten @klmsurprise
vrijdag 15 april 2011
................................................................................................................................................................................................................................ QRCommunicatie telefoon 0172 476 570 website www.qrcommunicatie.nl onderwerp presentatie Social media #SMFM
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Case 6Social media KLM Feiten @klmsurprise
vrijdag 15 april 2011
................................................................................................................................................................................................................................ QRCommunicatie telefoon 0172 476 570 website www.qrcommunicatie.nl onderwerp presentatie Social media #SMFM
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Case 6Social media KLM Feiten @klmsurprise
vrijdag 15 april 2011
................................................................................................................................................................................................................................ QRCommunicatie telefoon 0172 476 570 website www.qrcommunicatie.nl onderwerp presentatie Social media #SMFM
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Case 6Social media KLM Feiten @klmsurprise
vrijdag 15 april 2011
................................................................................................................................................................................................................................ QRCommunicatie telefoon 0172 476 570 website www.qrcommunicatie.nl onderwerp presentatie Social media #SMFM
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Case 7333 Travel
Doel: Meer online bekendheid Doel: Awareness creëren bij hun doelgroepDoel: 50% meer boekingenMet welke middelen: Game, Twitter, Facebook, Blog, E-magazine
Wie is 333 travel?Online vakantie aanbieder gericht op de aziatische landen.
vrijdag 15 april 2011
................................................................................................................................................................................................................................ QRCommunicatie telefoon 0172 476 570 website www.qrcommunicatie.nl onderwerp presentatie Social media #SMFM
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Case 7333 Travel
Twee labels onderde aandacht brengen
vrijdag 15 april 2011
................................................................................................................................................................................................................................ QRCommunicatie telefoon 0172 476 570 website www.qrcommunicatie.nl onderwerp presentatie Social media #SMFM
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Case 7333 Travel > Game
PRIMEUR
vrijdag 15 april 2011
................................................................................................................................................................................................................................ QRCommunicatie telefoon 0172 476 570 website www.qrcommunicatie.nl onderwerp presentatie Social media #SMFM
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Case 7333 Travel > Game
PRIMEUR
vrijdag 15 april 2011
................................................................................................................................................................................................................................ QRCommunicatie telefoon 0172 476 570 website www.qrcommunicatie.nl onderwerp presentatie Social media #SMFM
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Case 7333 Travel > Game
PRIMEUR
vrijdag 15 april 2011
................................................................................................................................................................................................................................ QRCommunicatie telefoon 0172 476 570 website www.qrcommunicatie.nl onderwerp presentatie Social media #SMFM
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Case 7333 Travel > Facebook
vrijdag 15 april 2011
................................................................................................................................................................................................................................ QRCommunicatie telefoon 0172 476 570 website www.qrcommunicatie.nl onderwerp presentatie Social media #SMFM
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Case 7333 Travel > Blog/e-magazine
vrijdag 15 april 2011
................................................................................................................................................................................................................................ QRCommunicatie telefoon 0172 476 570 website www.qrcommunicatie.nl onderwerp presentatie Social media #SMFM
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Case 8Dela intermediair
Hoe verbind je print met Social media
vrijdag 15 april 2011
................................................................................................................................................................................................................................ QRCommunicatie telefoon 0172 476 570 website www.qrcommunicatie.nl onderwerp presentatie Social media #SMFM
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Case 8Dela intermediair
Portal voor Dela en intermediairs
vrijdag 15 april 2011
................................................................................................................................................................................................................................ QRCommunicatie telefoon 0172 476 570 website www.qrcommunicatie.nl onderwerp presentatie Social media #SMFM
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Case 8Dela intermediair
vrijdag 15 april 2011
................................................................................................................................................................................................................................ QRCommunicatie telefoon 0172 476 570 website www.qrcommunicatie.nl onderwerp presentatie Social media #SMFM
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Case 8Dela intermediair
advertentie Poster
vrijdag 15 april 2011
................................................................................................................................................................................................................................ QRCommunicatie telefoon 0172 476 570 website www.qrcommunicatie.nl onderwerp presentatie Social media #SMFM
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Case 8Dela intermediair
Banners
vrijdag 15 april 2011
................................................................................................................................................................................................................................ QRCommunicatie telefoon 0172 476 570 website www.qrcommunicatie.nl onderwerp presentatie Social media #SMFM
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Case 8Dela intermediair
Twitter pagina
vrijdag 15 april 2011
................................................................................................................................................................................................................................ QRCommunicatie telefoon 0172 476 570 website www.qrcommunicatie.nl onderwerp presentatie Social media #SMFM
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Case 8Dela intermediair
Resultaten op de Portal
vrijdag 15 april 2011
................................................................................................................................................................................................................................ QRCommunicatie telefoon 0172 476 570 website www.qrcommunicatie.nl onderwerp presentatie Social media #SMFM
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vrijdag 15 april 2011
................................................................................................................................................................................................................................ QRCommunicatie telefoon 0172 476 570 website www.qrcommunicatie.nl onderwerp presentatie Social media #SMFM
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“Wat is belangrijk om een merk te laten leven door Social Media?
vrijdag 15 april 2011
................................................................................................................................................................................................................................ QRCommunicatie telefoon 0172 476 570 website www.qrcommunicatie.nl onderwerp presentatie Social media #SMFM
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“ StorytellingVerhaal door vertellen
StrategieMonitoring
vrijdag 15 april 2011
................................................................................................................................................................................................................................ QRCommunicatie telefoon 0172 476 570 website www.qrcommunicatie.nl onderwerp presentatie Social media #SMFM
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Lovemark
Dan wordt je merk een
vrijdag 15 april 2011