social media rollercoaster
DESCRIPTION
TRANSCRIPT
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Social Media Rollercoaster
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Remco Bron@remcobron
yubby.comdik.nl
zoomz.nlmarketingfacts.nl
uitgekotst.nlhuldehulde.nl
webarbeider.nlcorporateporting.com
bumbee.nlleafplan.nl
somanythoughts.nl
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Remco Bron?
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Web1.0
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7
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Broadband internetNetherlands leading in Europe
20%
40%
60%
80%
NL DK SE FI LU UK BE DE EE AT FR SI ES LT HU LV PL IE PT CZ SK IT CY BG EL RO
Netherlands: 74% (2007)
2006 2007
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Interuptie
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Interactie
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Wat is belangrijk?
‣authenticiteit
‣transparantie
‣eerlijkheid
‣delen
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De consument wegzetten als onkundig en teveel geld verdienen met een oneerlijk verhaal
Het einde van...
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Het einde van...
...oude business modellen
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Het einde van...
...de grote heren
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Het einde van...
...massa reclame
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De consument is...
‣Slimmer
‣Mondiger
‣Beter geinformeerd
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De nieuwe consument...
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De nieuwe directeur...
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En wat gebruiken ze...?
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1995/1996
1997
1998
2000
2008/2009
2010
2011
2012
early adaptorsearly mass
Later adaptors
later mass
the rest
The Web Social Media
{ }
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Hoe groot is het internet?
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107 biljoenE-mails verzonden in 2010
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295 miljardE-mails verzonden per dag
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89.1% SPAM
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255 miljoenwebsites
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1.9 miljardinternetgebruikers
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14.9 miljoeninternetgebruikers in Nederland
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152 miljoenAantal blogs
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25 miljardTweets in 2010
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100 miljoennieuwe Twitter accounts in 2010
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2 miljoenNederlandse Twitteraars
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10.8 miljoenHyves leden
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91%jongerenactief opsocial media
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30 miljardcontent items maandelijks
gedeeld op Facebook
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2 miljardbekeken video’s op YouTube
dagelijks
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35 uurvideo’s geupload op YouTube
per minuut
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70% interneterskijkenonline video
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Social MediaMenselijke interactie in een virtuele wereld
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Je bent een naamop een lijst,geen onderdeelvan een netwerk!
Ik heb al een account op...
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Het proces van een online gesprek
bron: Capgemini
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Er is een groot verschil tussen reageren en
beantwoorden
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Reageren
‣ Buitenstaander‣ Gehaast‣ Kortzichtig‣ Vaak slechte
communicatie‣ Politiek geladen‣ Niet welwillend
Beantwoorden
‣ Behulpzaam‣ Begripvol‣ Bewust‣ Compromis‣ Groep denken
Schadelijk Productief
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Zonder aanwezigheidkan je alleen reageren, niet beantwoorden
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Geen tijdvoor dat Social Media gedoe...
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maar wel voor...
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maar wel voor...
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maar wel voor...
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maar wel voor...
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maar wel voor...
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Tijd?Prioriteiten
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Bezoektijd
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Bereik in Nederland
0%
20%
40%
60%
80%79,1%
67,6% 67,9%65,6%
46,4%
39,5%
44,7%
36,6%32,7%
28,2%
17,3% 16,8%
10,2%
19,6% 16,7%
8,3%
17,3%
22,2% 19,1%
9%
15-2425-34 35-44 45-54 55+
Hyves FacebookTwitter LinkedIn
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Global Fortune 500companies met social profiles
54% 65%
50%33%
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• Status update website
• Steeds groter bereik in Nederland
• Volwassen doelgroep
• Tools bieden kansen
• Push mogelijk
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Wanneer Twitteren we?
bron: Twirus.nl
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Twitter cijfers‣418.000 actieve Twitteraars
‣1.45% met meer dan 1000 volgers
‣62% tussen de 10 en 100 volgers
‣57% is man
‣Gemiddeld 27 jaar oud
bron: Twirus.nl
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twitteren & luisteren: tweetdeck.com
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Hootsuite.com Twitter en Facebook samen beheren
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Hootsuite.com Twitter en Facebook samen beheren
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business.twitter.com/twitter101 Een handboek voor zakelijk Twitteren gemaakt door Twitter zelf
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Topify.com weet wie je volgt
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Topify.com weet wie je volgt
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Tweetreach.com leer wat Twitter over je zegt
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Uitgekotst.nl hoe doet mijn merk het op Twitter?
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Uitgekotst.nl hoe doet mijn merk het op Twitter?
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HuldeHulde.nl hoe doet mijn merk het op Twitter?
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HuldeHulde.nl hoe doet mijn merk het op Twitter?
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SocialOomph.com registreer woorden voor Twitter alerts
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SocialMediaCheck.nl
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adverteren: sponsoredtweets.com
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• Profielen website
• Steeds belangrijker in NL
• Brede doelgroep
• Pull mechanisme
• Adverteren mogelijk en is(nu nog) goedkoop
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Targeting• who live in the Netherlands• who live within 25 miles of Rotterdam• between the ages of 25 and 64 inclusive• who like facebook, twitter, social media, etc.• who speak Dutch
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www.socialbakers.com
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• Profielen website
• Doelgroep is (nu nog) zeer breed
• Interessant voor jongerenmarketing
• Pull mechanisme
• Adverteren mogelijk
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‣ Start een netwerk
‣ Communiceer inhoudelijk
‣ Gebruik bestaande media
‣ Adverteer
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http://www.hyves.nl/nu
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• Zakelijk netwerk website
• Online CV & bedrijfsprofiel
• Groot bereik in Nederland
• Zakelijk en volwassen doelgroep
• LinkedIn groups bieden kansen
• Push & Pull mogelijk
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‣Maak een bedrijfsprofiel
‣Neem deel in een groep
‣ Start een eigen groep
‣ Betrek het hele bedrijf
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1. ABN AMRO Bank N.V. (18,927)2. Philips (16,373)3. KPN (15,911)4. ING (11,108)5. Rabobank (10,662)6. PwC (6,689)7. Atos Origin (6,554)8. Randstad (6,433)9. Achmea (5,842)10. Deloitte (5,717)
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30.317.131.000vs. 15.500.000.000 zoekopdrachten
US Comscore Video Metrix - videos views April 2010
Hoe groot is online video?
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Bereik NL videomarktYouTube
MSN.com
Uitzending Gemist
Google videos
Zie.nl
Anderen
123Video.nl0 22,5 45 67,5 90
11%17%
39%51%
57%70%
85%
Bereik % bron: Metrixlab 2010
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• Video website
• Groot bereik in Nederland
• Zeer diverse doelgroep
• Vooral Pull en een beetje Push
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2 miljard video’s per dag
33 uur video upload per minuut
Bezoekers 15 minuten per dag
2de zoekmachine wereldwijd
In 60 dagen wordt net zoveel geupload als 3 TV kanalen in 60 jaar uitzenden
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3 miljoen leden gebruikenauto-share om video’s te delen
1 Tweet levert 7 bezoekers
Video consumptie per dag:Facebook: 46.2 jaarMySpace: 5.6 jaarOrkut: 12.7 jaarHi5: 1.2 jaar
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SocialMediaStrategie
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1. Begin rustigVoorkom Social Media burn-out
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2. Wat wil je bereiken?Bepaal het doel waarvoor je social media gaat inzetten. Bijvoorbeeld netwerken, klanten vinden, bouwen aan een merk, mensen informeren, etc.
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3. Wat gebruik je?Bepaal welke social media tools geschikt zijn om jouw doel te behalen.
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4. EvalueerDoorlopende van de strategie evaluatie is van levensbelang. Blijf de doelen toetsen en hou zoveel mogelijk de successen in de gaten.
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Bepaal jeSocial Media driehoek
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Klanten informeren
Weblog
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Solicitanten zoeken
Website
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Merk opbouwen
Weblog
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Stop met zenden
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Stop met zenden
Start met deelnemen!
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What’snext?
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GartnerEmerging TechnologiesHype Cycle
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Multi screen
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Gebruiksverdeling
bron: twist 2011
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Tijdsbesteding
bron: twist 2011
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Welk scherm voor wat?
bron: twist 2011
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Aandacht per scherm
bron: twist 2011
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Wat kan je niet missen?
bron: twist 2011
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Web 3.0
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Web 1.0
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Web 2.0
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Web 3.0
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Web 3.0This time it’s personal!
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ProductinformatieSocial tools
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90% social tools
Product info
Social tools
what else do people buy
what do they recommend?
Tags of clients
What do they buy in the end?
what else?
Description of customers
reviews of the customers
review of the reviews
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Afstandsbediening van het (digitale) leven
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NFC
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AR Drone
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Social Media Rollercoaster
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