belfius menen - wevelgem:succesvol met sociale media
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Sociale media, wat zijn dat? Hoe ze doeltreffend inzetten. Belfius Menen - WevelgemTRANSCRIPT
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SUCCESVOL MET SOCIALE MEDIA
STEFAAN LAMMERTYN // PIXULAR_BE@SLK8500 #SM4KMO
BELFIUS - WEVELGEM - 30.05.2012
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Websites
Content Management Systemen (CMS)
E-mail marketing
Hosting
Social Media
Stefaan Lammertyn & Patrick Maes
[email protected] 25 46 44
www.pixular.be
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Stefaan Lammertyn - Pixular - @slk8500
In Theoria... de betere boekhandel
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Foto: Mieke Verhelle - KWThursday 31 May 12
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Inhoudelijk
1. We zijn halfweg...
2. Sociale media? Definitie & Vaststellingen
3. Door de bomen het bos
4. Twitter/LinkedIn/Facebook: een tip vd sluier
5. Kansen & Valkuilen
6. SMS-plan: aan de lijn, klaar, start ...
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WHO LOOKS FOR IT, WILL FIND IT
Photo by Rosa Dik 009 - on & off - http://flic.kr/p/8BVyDx
#SM4KMOThursday 31 May 12
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SERENDIPITEITOp zoek naar een naald in de hooiberg &
er met de boerenmeid uitrollen
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WE ZIJN HALFWEG
#01 > We zijn halfwegThursday 31 May 12
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Digitaal is het nieuwe normaal
#01 > We zijn halfweg#01 > We zijn halfwegThursday 31 May 12
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Photo by freefotouk - http://flic.kr/p/6RLQdY
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#01 > We zijn halfweg#01 > We zijn halfwegThursday 31 May 12
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Il fût un temps...
#01 > We zijn halfweg
#01
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WAT ZIJN SOCIALE MEDIA?
“Sociale media zijn de online tools en platformen die mensen gebruiken om hun meningen, inzichten en ervaringen
met elkaar te delen”
#02 > Sociale media: Definitie & Vaststellingen
#02
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Feiten & cijfers
• Groei!
• gemiddeld 55 minuten/dag op Facebook
• 65% van TOP100 bedrijven op Twitter
• van alle leeftijden...
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Feiten & cijfers
bvlg.blogspot.comBruno Peeters
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Vaststellingen
#02 > Sociale media: Definitie & Vaststellingen#02 > Sociale media: Definitie & VaststellingenThursday 31 May 12
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Vaststellingen
#02 > Sociale media: Definitie & Vaststellingen#02 > Sociale media: Definitie & VaststellingenThursday 31 May 12
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#02 > Vaststellingen
De jeugd van tegenwoordig
Kennissen > WIFI-generatie (geconnecteerd)
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Vaststellingen
#02 > Sociale media: Definitie & Vaststellingen#02 > Sociale media: Definitie & VaststellingenThursday 31 May 12
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Photo by elston - http://flic.kr/p/Mnf9T
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Photo by lindacq - http://flic.kr/p/5xnpUX
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#02 > Sociale media: Definitie & Vaststellingen#02 > Sociale media: Definitie & VaststellingenThursday 31 May 12
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#02 > VaststellingenThursday 31 May 12
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Photo by The Next Web - http://flic.kr/p/8g2yDN
De tijd van toen...
#02 > Sociale media: Definitie & Vaststellingen#02 > Sociale media: Definitie & VaststellingenThursday 31 May 12
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#02 > Sociale media: Definitie & Vaststellingen#02 > Sociale media: Definitie & VaststellingenThursday 31 May 12
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Voortrekkers...https://www.facebook.com/profile.php?id=100001150301851
https://www.facebook.com/profile.php?id=100001150301851Thursday 31 May 12
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Dirk weet raad...
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Photo by Sheep"R"Us - http://flic.kr/p/6rZjRA
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#02 > Vaststellingenhttp://visual.ly/social-media-and-maslow’s-hierarchy-needs
Fysisch
Veiligheid
Samenhorigheid
Erkenning
Zelfrealisatie
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PINTerestPINterest
53#02 > Sociale media: Definitie & Vaststellingen#02 > Sociale media: Definitie & Vaststellingen
Ken je dit ?
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VASTSTELLING
De Merkbeleving overstijgt het Productniveau
Merk is Emotie!
Word of Mouth wordt World of MouthFans maken nieuwe Fans > Clouseau
Samen zijn wij sterk en weten wij méér
Nieuwe consument is een Trend, geen hype
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VASTSTELLING“Niets beïnvloedt een persoon meer dan de
aanbeveling van een vertrouwd persoon” Marc Zuckerberg - Facebook
78% consumenten gelooft
aanbevelingen van anderen59#02 > Sociale media: Definitie & Vaststellingen#02 > Sociale media: Definitie & Vaststellingen
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VASTSTELLING
Sociale media
verbinden
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Door het bos de bomen
1. Blogs
2. Microblogs: Twitter - Yammer - ...
3. Sociale Netwerken: LinkedIn - Facebook - Google+- ...
4. Media Sharing: Youtube - Slideshare - Spotify - ...
5. Location Based apps: Foursquare
#03 > Door het bos de bomen#03 > Door het bos de bomenThursday 31 May 12
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#04
#04 > TwitterThursday 31 May 12
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Photo by skyloader - http://flic.kr/p/8EEp4V
KANUW
LEVENVERANDEREN
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• Microblog
• SMS van het internet
• Tweets = Berichten < 140 tekens
• Constante berichtenstroom
• Following = mensen die jij volgt (Volgend)
• Followers = mensen die jou volgen (Volgers)
Microblog66#04 > Twitter#04 > Twitter
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Jargon
• Bericht(en) = Tweet(s)
• 140 karakters
• Users: @username vb. @slk8500
• ReTweet = Tweet doorsturen (RT)
67@SLK8500 www.pixular.be#04 > Twitter#04 > TwitterThursday 31 May 12
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Jargon
• # HASHTAGS = Metadata = keyword#KortrijkXpo #PanoramaTV #TwitterABC
• @slk8500: publiek bericht
• d slk8500: Direct Message - privaat...
• Lists: categorie van interessante Twitteraarshttp://twitter.com/slk8500/zorgsector
68#04 > Twitter#04 > TwitterThursday 31 May 12
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Photo by coconinoco - http://flic.kr/p/8g9p1o
6. ToekomstThursday 31 May 12
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#04 > Twitter#04 > TwitterThursday 31 May 12
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Gereedschap
• Op uw PC/MAC of Smartphone
• www.twitter.com / search.twitter.com
• Application: Twitterbird/Tweetbot
• Combinatie: Hootsuite/Tweetdeck
75#04 > Twitter#04 > TwitterThursday 31 May 12
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Efficiënt Twitteren
• Vertel anderen jouw verhaal
• BTW: Beter met Toegevoegde Waarde
• Gebruik links in jouw berichten
• Stel vragen & geef antwoorden
• Deel jouw kennis & inzichten
• TXS, wees dankbaar
76#04 > Twitter#04 > TwitterThursday 31 May 12
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77#04 > TwitterThursday 31 May 12
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#04 > Twitter#04 > TwitterThursday 31 May 12
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#04 > Twitter#04 > TwitterThursday 31 May 12
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Waarom Twitteren?
• Luisteren
• Leren & ontdekken van mensen & dingen
• #durftevragen
• Geven & Ontvangen
• Kennis delen > expert
• Vindbaarheid! SEO
• Serendipiteit: naald hooiberg boerenmeid
#04 > Twitter#04 > TwitterThursday 31 May 12
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Thursday 31 May 12
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Thursday 31 May 12
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Netwerken is Net als Werken
Je bent wie je kent...
89#04 > LinkedIn#04 > LinkedInThursday 31 May 12
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• Kennis > Kennissen
• Wie kent wie ?
• Professioneel gebruik
• Status updates - recommendations - Q&A
• > 1.000.000 profielen/ 1.641 groepen
• LinkedIn Events: 456Social
Network90#04 > LinkedIn#04 > LinkedIn
Thursday 31 May 12
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91#04 > LinkedIn#04 > LinkedIn
1ste schil - 2de schil - 3e schil
Thursday 31 May 12
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De kracht van jouw netwerk
Thursday 31 May 12
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LinkedIn > Profiel• Job/functie
• Specialist in ...
• Opleiding
• Foto
• Boodschap
• Links > Website / Twitter / ...
Digitaal Visitekaartje
93#04 > LinkedIn#04 > LinkedInThursday 31 May 12
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94#04 > LinkedIn#04 > LinkedInThursday 31 May 12
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LinkedIn > Netwerk
• Zoeken en vinden
• Contacten van contacten
• Aanmelden bij groepen
• Aanbevelingen
• Presentaties
• Vinger aan de pols
95#04 > LinkedIn#04 > LinkedInThursday 31 May 12
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Groepen
96#04 > LinkedIn#04 > LinkedInThursday 31 May 12
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LinkedIn > Netwerk
• Persoonlijke uitnodigingen
• Vragen durven stellen
• Antwoorden willen geven
• Bouw op!
• Let op de hygiëne van jouw netwerk
97#04 > LinkedIn#04 > LinkedInThursday 31 May 12
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Netwerken
98#04 > LinkedIn#04 > LinkedInThursday 31 May 12
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Vacatures betalend publicerenThursday 31 May 12
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Vacatures betalend publicerenThursday 31 May 12
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101#04 > FacebookThursday 31 May 12
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102#04 > Facebook#04 > FacebookThursday 31 May 12
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103#04 > Facebook#04 > FacebookThursday 31 May 12
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104#04 > Facebook#04 > FacebookThursday 31 May 12
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Waarvoor FB gebruiken?
• Stand van zaken
• Waar ben je mee bezig?
• Uitnodiging/Reminder
• Interactie > Feedback
• Aandacht trekken
• In contact blijven
105#04 > Facebook#04 > FacebookThursday 31 May 12
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106#04 > Facebook#04 > FacebookThursday 31 May 12
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107#04 > Facebook#04 > FacebookThursday 31 May 12
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108#04 > Facebook#04 > FacebookThursday 31 May 12
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109#04 > Facebook#04 > FacebookThursday 31 May 12
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110#04 > Facebook#04 > FacebookThursday 31 May 12
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111#04 > Facebook#04 > FacebookThursday 31 May 12
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Content met Facebook
• Goed gevoel: wees positief
• Kort en krachtig
• Reageer op anderen: deel & vermenigvuldig
• Spreek mensen aan: “Wat vind jij van ...”
112#04 > Facebook#04 > FacebookThursday 31 May 12
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113
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115#04 > Facebook#04 > FacebookThursday 31 May 12
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KANSEN & VALKUILEN
SOCIALE MEDIA
118#04 > Facebook#05 > Kansen en ValkuilenThursday 31 May 12
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BIJSLUITERPRINCIPE
119#05 > Kansen en ValkuilenThursday 31 May 12
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Kansen van SM
1. Branding
2. Leadgeneratie - sales ondersteunend
3. Recruiting & PR
4. Marktonderzoek
5. Klantenbinding
120
#05
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121
Vanmoof
Thursday 31 May 12
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Kansen van SM
6. Interne communicatie
7. Concurrentievoordeel
8. Expertise
122#05 > Kansen en Valkuilen#05 > Kansen en ValkuilenThursday 31 May 12
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Valkuil... Reputatie
• WAT wordt er over mij gezegd ?
• WIE zegt dat ?
• WELK gevolg wordt eraan gegeven?
123#05 > Kansen en Valkuilen#05 > Kansen en ValkuilenThursday 31 May 12
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124
7op10berichten op sociale mediazijn positief
Thursday 31 May 12
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ReputatieHet internet vergeet nooit !
125#05 > Kansen en Valkuilen#05 > Kansen en ValkuilenThursday 31 May 12
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Maar ook... wat zeg ik ZELF
130
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Valkuil... Privacy
131#05 > Kansen en Valkuilen#05 > Kansen en ValkuilenThursday 31 May 12
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Thursday 31 May 12
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Photo by josullivan.59 - http://flic.kr/p/oomhBThursday 31 May 12
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GEEN MAGIE MAAR
STRATEGIE
134#06 > Aan de lijn, klaar, startThursday 31 May 12
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SociaalMediaStappenplan
135#06 > Aan de lijn, klaar, startThursday 31 May 12
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Pixular.be
Pixular
Thursday 31 May 12
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Photo by Paolo Camera - http://flic.kr/p/a3Jfeb#05 > In de praktijk
Thursday 31 May 12
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#05 > In de praktijkThursday 31 May 12
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139
Om te scoren, moet je schieten
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Thursday 31 May 12
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There is a secret to Twitter success and it’s the same secret for all of social media,
especially business social media:
wake up & write@gitomer
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Photo by coconinoco - http://flic.kr/p/8g9p1o
6. ToekomstThursday 31 May 12
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. . .Photo by janineomg - http://flic.kr/p/7Lsz4B
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Photo by jpmatth - http://flic.kr/p/a8fjQQ
GIJ ZULTLUISTEREN
Thursday 31 May 12
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It’s about conversations, and the best
communicators start as the best listeners
Brian SOLIS
#01
Thursday 31 May 12
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LUISTEREN
• bedrijfsnamen
• medewerkers
• merken
• websites
• trefwoorden uit sector
• collega’s/concurrenten
#01
Thursday 31 May 12
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LUISTEREN
• Laat de technologie voor jou werken
• Monitoring
• Social Mention/Google Alerts
• Tracebuzz/Engagor
#01
Thursday 31 May 12
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#01
Thursday 31 May 12
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Thursday 31 May 12
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Thursday 31 May 12
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Photo by cliff1066™ - http://flic.kr/p/5Mf7xA
GIJ ZULT UWDOELSTELLINGEN
BEPALENThursday 31 May 12
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DOELSTELLINGEN
• Klantentevredenheid verhogen
• Visibiliteit & naambekendheid
• Marktonderzoek
• Expertise
• PR
• Recrutering
• ...
#02
Gebod II: Gij zult uw doelstellingen bepalenThursday 31 May 12
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DOELSTELLINGEN
Zorg dat jouw doelstellingen passen in de globale marketing strategie
van jouw organisatie
#02
Gebod II: Gij zult uw doelstellingen bepalenThursday 31 May 12
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Photo by contemplative imaging - http://flic.kr/p/6pLTXu
GIJ ZULT UW DOELGROEPEN
DEFINIEREN
Thursday 31 May 12
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DOELGROEPEN
KlantenParticulieren
Prospecten Pers
Overheid
JongerenSenioren
Consumenten
#03
Bedrijven
Sollicitanten
Gebod III: Gij zult uw doelgroepen vastleggenThursday 31 May 12
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GIJ ZULT UW KANALEN
INRICHTENThursday 31 May 12
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KANALEN #04
Gebod IV: Richt uw kanalen in #SM4KMOThursday 31 May 12
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LEG UW BENCHMARKS
VASTPhoto by steve loya - http://flic.kr/p/2h3DRh
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#05MEETPUNTEN
• Website bezoekers
• Fans op facebook
• Volgers op Twitter
• (Offerte)aanvragen
• Vermeldingen in de pers
• ....
Gebod V: Gij zult uw doelgroepen vastleggen
#SM4KMO
Thursday 31 May 12
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GIJ GAAT U ORGANISERENPhoto by police5151 - http://flic.kr/p/6gXUcq
Thursday 31 May 12
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ORGANISEER
• Draagvlak binnen de organisatie
• Sensibiliseer
• SM-coördinator
• Richtlijnen
• Acties & reacties
#04
Gebod VI: Gij zult u organiserenThursday 31 May 12
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GIJ ZULTINTEGRERENPhoto by Vermin Inc - http://flic.kr/p/4ymfpb
Thursday 31 May 12
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INTEGREER
• Zowel off-line als on-line
• Website - nieuwsbrief - ...
#05
Gebod VII: Gij zult de sociale media integrerenThursday 31 May 12
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Thursday 31 May 12
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Thursday 31 May 12
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ZOEKT UW FANS/FRIENDS
FOLLOWERSPhoto by Anne Bennett - http://flic.kr/p/4mk5e8
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F-FACTOR
• Word of mouth > world of mouth
• Wie staat achter jouw bedrijf of merk?
• Ga partnership aan > ambassadeurs
• Verwen jouw fans!
#06
Gebod VIII: Zoekt uw fans opThursday 31 May 12
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F-FACTOR #06
Gebod VIII: Zoekt uw fans opThursday 31 May 12
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VERTELT ANDEREN
UW VERHAALPhoto by Images by John 'K' - http://flic.kr/p/6kfzwS
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#07 Vertel anderen jouw verhaalThursday 31 May 12
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EenvoudOnverwacht
GeloofwaardigEmotie!
ConcreetMet een verhaal
#07 Vertel anderen jouw verhaalThursday 31 May 12
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CONVERSATIE
• Detecteer interessante issues
• Intervenieer en help
• Geef antwoorden en durf vragen te stellen
#07
Gebod IX: Gij gaat de conversatie aanThursday 31 May 12
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ORGANISEREN
GIJ ZULT ANALYSEREN &
BIJSTURENPhoto by Willamor Media - http://flic.kr/p/88r8UC
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OPVOLGING
• Doelstellingen gehaald?
• Waarom (niet)?
• Wat deden we (niet) goed?
• Bijsturen waar nodig
#08
Gebod X: Gij zult analyseren en bijsturenThursday 31 May 12
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Social Media PolicyGoede afspraken = goede vrienden!
#09
Thursday 31 May 12
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Tips voor thuis#05 > In de praktijk
Thursday 31 May 12
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Werknemers
#09
Thursday 31 May 12
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Vertrouwen
#05
#05 > In de praktijkThursday 31 May 12
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Openheid
#05
#05 > In de praktijkThursday 31 May 12
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Authenticiteit
#05
#05 > In de praktijkThursday 31 May 12
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Geen schoonmoeder!
#09
Thursday 31 May 12
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Verantwoordelijkheid
Richtlijnen
#09
Thursday 31 May 12
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Thursday 31 May 12
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Thursday 31 May 12
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Thursday 31 May 12
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Maak één iemandSM-meester
#09
Thursday 31 May 12
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Tijdsbesteding
• Discipline
• Planning
• Technologie
#11
Thursday 31 May 12
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Hootsuite.com
Eén platoform voor verschillende kanalen
Thursday 31 May 12
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Thursday 31 May 12
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Thursday 31 May 12
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Thursday 31 May 12
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193
LAATSTE TIP!
WEES ACTIEF CREATIEF !
Thursday 31 May 12
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Pixular.be
Pixular
Thursday 31 May 12
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En wat hebben we vandaag geleerd ?
195
Thursday 31 May 12
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Maak Content voor uw Publiek
en maak uw Publiek Content
196
#11
Thursday 31 May 12
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Contact
Vragen, opmerkingen of suggesties?
Stefaan Lammertyn/Pixular
www.sm4kmo.be
Volg ons ook op Twitter:@slk8500
#SM4KMO
Thursday 31 May 12
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Stefaan Lammertyn - Pixular - @slk8500Thursday 31 May 12
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Thursday 31 May 12