riding the wave of social networking
DESCRIPTION
Presentation Martijn VerverTRANSCRIPT
![Page 1: Riding the Wave of Social networking](https://reader033.vdocuments.us/reader033/viewer/2022042714/54c508e24a7959cb588b45a2/html5/thumbnails/1.jpg)
Riding The Wave of Social
Networking
![Page 2: Riding the Wave of Social networking](https://reader033.vdocuments.us/reader033/viewer/2022042714/54c508e24a7959cb588b45a2/html5/thumbnails/2.jpg)
Hello, I am Martijn Verver
I work at Headline Interactive,
helping companies to use the
internet to the max. My heart
lies in the beautiful things
around me. I believe that the
social web is inhabited by the
best audience you will ever
get. Call me an idealist. But let
me tell you a bit more about
this audience, and ride the
wave of social media with me.December 2011
![Page 3: Riding the Wave of Social networking](https://reader033.vdocuments.us/reader033/viewer/2022042714/54c508e24a7959cb588b45a2/html5/thumbnails/3.jpg)
![Page 4: Riding the Wave of Social networking](https://reader033.vdocuments.us/reader033/viewer/2022042714/54c508e24a7959cb588b45a2/html5/thumbnails/4.jpg)
“The world has
changed!”
“Power to the
consumer!”
“Marketeers lost
control!”
![Page 5: Riding the Wave of Social networking](https://reader033.vdocuments.us/reader033/viewer/2022042714/54c508e24a7959cb588b45a2/html5/thumbnails/5.jpg)
Cultural sector is under attack
• Burden of proof @ institutions
• L’Art pour l’art• Reach is everything
![Page 6: Riding the Wave of Social networking](https://reader033.vdocuments.us/reader033/viewer/2022042714/54c508e24a7959cb588b45a2/html5/thumbnails/6.jpg)
Will Facebook and Twitter grow your reach?
Not necessarily. These are just tools. Not goals.
![Page 7: Riding the Wave of Social networking](https://reader033.vdocuments.us/reader033/viewer/2022042714/54c508e24a7959cb588b45a2/html5/thumbnails/7.jpg)
The ultimate goal is probably not
to reach 14 million Twitter-
friends. Just like Bieber.
Or...is it?
![Page 8: Riding the Wave of Social networking](https://reader033.vdocuments.us/reader033/viewer/2022042714/54c508e24a7959cb588b45a2/html5/thumbnails/8.jpg)
Your Goals:
• Reaching a big and broad audience
• Involvement and interest• Long-term binding• Intense relationship
![Page 9: Riding the Wave of Social networking](https://reader033.vdocuments.us/reader033/viewer/2022042714/54c508e24a7959cb588b45a2/html5/thumbnails/9.jpg)
An intense relationship of commitment and
dedication.
![Page 10: Riding the Wave of Social networking](https://reader033.vdocuments.us/reader033/viewer/2022042714/54c508e24a7959cb588b45a2/html5/thumbnails/10.jpg)
The world HAS changed
![Page 11: Riding the Wave of Social networking](https://reader033.vdocuments.us/reader033/viewer/2022042714/54c508e24a7959cb588b45a2/html5/thumbnails/11.jpg)
Old-school marketingtactics don’t suffice anymore.
Everybody is a critic. There are countless opportunities
to express your opinion on the social web. Cultural
institutions have to listen. Moreover: Start the
conversation.
![Page 12: Riding the Wave of Social networking](https://reader033.vdocuments.us/reader033/viewer/2022042714/54c508e24a7959cb588b45a2/html5/thumbnails/12.jpg)
Reputation
Participation
Collaboration
Why is your audience active
online?
![Page 13: Riding the Wave of Social networking](https://reader033.vdocuments.us/reader033/viewer/2022042714/54c508e24a7959cb588b45a2/html5/thumbnails/13.jpg)
Collaboration
![Page 14: Riding the Wave of Social networking](https://reader033.vdocuments.us/reader033/viewer/2022042714/54c508e24a7959cb588b45a2/html5/thumbnails/14.jpg)
Participation
![Page 15: Riding the Wave of Social networking](https://reader033.vdocuments.us/reader033/viewer/2022042714/54c508e24a7959cb588b45a2/html5/thumbnails/15.jpg)
Reputation
![Page 16: Riding the Wave of Social networking](https://reader033.vdocuments.us/reader033/viewer/2022042714/54c508e24a7959cb588b45a2/html5/thumbnails/16.jpg)
Collaboration: Film It
Yourself
![Page 17: Riding the Wave of Social networking](https://reader033.vdocuments.us/reader033/viewer/2022042714/54c508e24a7959cb588b45a2/html5/thumbnails/17.jpg)
![Page 18: Riding the Wave of Social networking](https://reader033.vdocuments.us/reader033/viewer/2022042714/54c508e24a7959cb588b45a2/html5/thumbnails/18.jpg)
Participation:
#askacuratorLast year 300+ museums
opened their doors for the
public..online. Curators
answered 10.000+ questions on
Twitter. Result: more than 80%
of the curators saw the power of
Social Media, of getting in touch
with the audience so to say.
Most of the participants were
more willing to visit a museum.
![Page 19: Riding the Wave of Social networking](https://reader033.vdocuments.us/reader033/viewer/2022042714/54c508e24a7959cb588b45a2/html5/thumbnails/19.jpg)
Be there!If you want to hit
‘m during their
daily routine, be
part of the daily
routine.
![Page 20: Riding the Wave of Social networking](https://reader033.vdocuments.us/reader033/viewer/2022042714/54c508e24a7959cb588b45a2/html5/thumbnails/20.jpg)
“Every user of social media
is every day performing for
his friends. Sharing
information to improve his
reputation. Help him to be
cool. “
Dan Zarella, Social Media Scientist
![Page 21: Riding the Wave of Social networking](https://reader033.vdocuments.us/reader033/viewer/2022042714/54c508e24a7959cb588b45a2/html5/thumbnails/21.jpg)
Traditional poster ads won’t sort any effect. The
average consumer sees thousands a day. Your
audience has an easier way to get informed. Their
friends.
![Page 22: Riding the Wave of Social networking](https://reader033.vdocuments.us/reader033/viewer/2022042714/54c508e24a7959cb588b45a2/html5/thumbnails/22.jpg)
Ads can’t win from the conversation. So give them
something to talk about. Inform them in timely manner,
ask for their ideas and opinions. Reward involvement
and surprise them with something remarkable.
Otherwise, your advertisingbudget will be skyhigh.
![Page 23: Riding the Wave of Social networking](https://reader033.vdocuments.us/reader033/viewer/2022042714/54c508e24a7959cb588b45a2/html5/thumbnails/23.jpg)
“Advertising is the fee for
being unremarkable.”
Robert Stephens, Founder of Geeksquad
![Page 24: Riding the Wave of Social networking](https://reader033.vdocuments.us/reader033/viewer/2022042714/54c508e24a7959cb588b45a2/html5/thumbnails/24.jpg)
Direct the
conversation!
![Page 25: Riding the Wave of Social networking](https://reader033.vdocuments.us/reader033/viewer/2022042714/54c508e24a7959cb588b45a2/html5/thumbnails/25.jpg)
• Start observing your audience
• Facilitate their conversation• Interact, participate, energize• Embrace your audience
How to activate your
audience?
![Page 26: Riding the Wave of Social networking](https://reader033.vdocuments.us/reader033/viewer/2022042714/54c508e24a7959cb588b45a2/html5/thumbnails/26.jpg)
![Page 27: Riding the Wave of Social networking](https://reader033.vdocuments.us/reader033/viewer/2022042714/54c508e24a7959cb588b45a2/html5/thumbnails/27.jpg)
Case 1: Porsche Family Tree
![Page 28: Riding the Wave of Social networking](https://reader033.vdocuments.us/reader033/viewer/2022042714/54c508e24a7959cb588b45a2/html5/thumbnails/28.jpg)
Case 2: Porsche ‘Thank You’
![Page 29: Riding the Wave of Social networking](https://reader033.vdocuments.us/reader033/viewer/2022042714/54c508e24a7959cb588b45a2/html5/thumbnails/29.jpg)
![Page 30: Riding the Wave of Social networking](https://reader033.vdocuments.us/reader033/viewer/2022042714/54c508e24a7959cb588b45a2/html5/thumbnails/30.jpg)
![Page 31: Riding the Wave of Social networking](https://reader033.vdocuments.us/reader033/viewer/2022042714/54c508e24a7959cb588b45a2/html5/thumbnails/31.jpg)
Case 3: Measuring the Universe
![Page 32: Riding the Wave of Social networking](https://reader033.vdocuments.us/reader033/viewer/2022042714/54c508e24a7959cb588b45a2/html5/thumbnails/32.jpg)
Case 4: Rotterdam Theatre
![Page 33: Riding the Wave of Social networking](https://reader033.vdocuments.us/reader033/viewer/2022042714/54c508e24a7959cb588b45a2/html5/thumbnails/33.jpg)
![Page 34: Riding the Wave of Social networking](https://reader033.vdocuments.us/reader033/viewer/2022042714/54c508e24a7959cb588b45a2/html5/thumbnails/34.jpg)
Case 5: Royal Opera House -Twitter
Opera
![Page 35: Riding the Wave of Social networking](https://reader033.vdocuments.us/reader033/viewer/2022042714/54c508e24a7959cb588b45a2/html5/thumbnails/35.jpg)
![Page 36: Riding the Wave of Social networking](https://reader033.vdocuments.us/reader033/viewer/2022042714/54c508e24a7959cb588b45a2/html5/thumbnails/36.jpg)
The Long
Tail
![Page 37: Riding the Wave of Social networking](https://reader033.vdocuments.us/reader033/viewer/2022042714/54c508e24a7959cb588b45a2/html5/thumbnails/37.jpg)
the short tail & the pile of
bodies
![Page 38: Riding the Wave of Social networking](https://reader033.vdocuments.us/reader033/viewer/2022042714/54c508e24a7959cb588b45a2/html5/thumbnails/38.jpg)
Punkband Van
Katoen
![Page 39: Riding the Wave of Social networking](https://reader033.vdocuments.us/reader033/viewer/2022042714/54c508e24a7959cb588b45a2/html5/thumbnails/39.jpg)
Case 6: National Theatre Wales
![Page 40: Riding the Wave of Social networking](https://reader033.vdocuments.us/reader033/viewer/2022042714/54c508e24a7959cb588b45a2/html5/thumbnails/40.jpg)
Democratization of the arts doesn’t mean you have to
give in to please everyone. Tap into the creativity of the
crowd. Reach out and energize them. Their (social)
network is a lot broader than yours. As such you will
create leverage outside the group of usual artlovers.
Your audience is your reviewer, your inspirator and
eventually your co-producer. Cherish and blossom!
![Page 41: Riding the Wave of Social networking](https://reader033.vdocuments.us/reader033/viewer/2022042714/54c508e24a7959cb588b45a2/html5/thumbnails/41.jpg)
http://www.flickr.com/photos/linda-
aldershof/3786130232
http://www.flickr.com/photos/a-d-jones/5479081007
http://www.mobypicture.com/user/michielb
http://www.mobypicture.com/user/erwblo
http://www.flickr.com/photos/photoyoop/4664964945
http://www.flickr.com/photos/vidharr/1945571389
http://www.flickr.com/photos/slowburn/2986303105
Photo-credits
![Page 42: Riding the Wave of Social networking](https://reader033.vdocuments.us/reader033/viewer/2022042714/54c508e24a7959cb588b45a2/html5/thumbnails/42.jpg)
Find me online:
twitter.com/tyno
linkedin.com/in/martijnverver
headline-interactive.nl