Download - ORM en online monitoring
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ORM en online monitoring
Ronald van der Aart @ HvA Amsterdam, 1 september 2011
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PR 3.0
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“A social trend in which people use online technologies to get what they need from each other”
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Rituals op Hyves Continue dialoog met 16.000+ vrienden
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@KLM 140.000 followers
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Porsche: 1.000.000 fans Februari 2011
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Social Media • Online. • Geen redactie. • User Generated
Content. • Verhalen, kennis
en ervaringen. • Interactie, dialoog. • Weblogs, fora,
sociale netwerken.
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Als Facebook een land was …
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Social Media in Nederland Top-5 Social Networking Sites in mln unieke bezoekers
Bron: comScore Media Matrix, maart 2011
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Aan welke bron hecht u geloof? Paul Stamsnijder, 2010
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“Transparency Tyranny” trendwatching.com
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“The Internet has made public relations public again” David M. Scott, The New Rules of Marketing & PR, 2007
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Wat betekent dit allemaal?
• Meer buzz over merken dan ooit. • Communicatie van merken niet vertrouwd. • Merken minder invloed (C-2-C). • 24/7 Feedback op je gedrag. • Onmiddelijke beloning en bestraffing. • ‘Je deugt’ of ‘je deugt niet’. • Koopgedrag is veranderd. Voorgoed.
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ff #adempauze
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Online reputation management S
igna
lere
n
Rea
gere
n
Initi
ëren
ORM in enge zin
ORM in ruime zin
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Old Spice Man goes social februari 2011 – making of commercial #3
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Old Spice Man goes social februari 2011 – commercial #3
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KLM Surprise Najaar 2010
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Advanced listening platforms
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‘Advanced listening platforms’ Nederlandse markt sterk in beweging
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• Taal. Geografisch herkomst. • Brontypen. Bronnen. • Snelheid/frequentie updates (realtime). • Analyse (volume, trend, sentiment). • Dashboards. Rapportages. Alerts. Export. • Single user, multi-user, teams, clients. • Integratie (workflow, CRM, campaigns). • Gebruiksgemak. Prijs.
Criteria monitoring tool
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Quick scan Coosto I: aantallen en sentiment
Nma blokkeert overname
RTV storing
Glasvezelbreuk IJsselstijn en Doorn
Nma blokkeert mogelijk overname
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Quick scan Coosto II: trending topics
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Quick scan Coosto III: trending topics - negatief
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Quick scan Coosto IV: brontypen
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Quick scan Coosto V: bronnen
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Quick scan VI: auteurs - aantallen
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Quick scan VII: auteurs - invloed
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Google Alerts
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Twitter Search
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BlogPulse (Nielsen)
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TweetDeck
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CoTweet
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HootSuite
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TwitterCounter
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Klout
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Social Chiefs
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Mentionmapp.com users connected to people & hastag
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Twiangulate
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Deze en andere presentaties? Slideshare.net/rvdaart
Questions & answers
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• ‘Networking agency’ met team van topspecialisten. • Merken (weer) in contact brengen met stakeholders. • Online PR, media relations en crisiscommunicatie. • Onderzoek, advies, training en interim-management. • Ons kantoor? Het internet.
Meer informatie E [email protected] I repmen.com L linkedin.com/in/rvdaart T twitter.com/amazingpr F facebook.com/repmen