sofie verhalle
DESCRIPTION
TRANSCRIPT
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Conversation starters
KMO Marketingcongres 08/10/2010
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Ontevreden klanten op het internet*:
hoe ga je er mee om?
*sociale media
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Sociale media?
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Sociale media zijn de online tools en platforms die mensen gebruiken om hun meningen, inzichten en ervaringen met elkaar te delen.
bron: www.jungleminds.nl
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Van éénrichtingsverkeer
Website
User User
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Naar tweerichtingsverkeer
Website
User User
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Tot een rondpunt
Website
User User
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Sociale MediaCreatie
Sociaal
Decentraal
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Sociale mediaen jij, je merk, je bedrijf
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Mensen praten over jou...
Positief
Negatief
Niet (voldoende)
© www.lamazone.be
je bedrijf
je merk
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Hoe ga je er mee om?
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ReceptSocial media strategy
Social media policy
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ReceptSocial media strategy
Social media policy
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Social media strategyBegin met wie, wat, waarom, waar en hoe
Bouw relaties (geen campagnes)
Bouw communities (geen websites)
Integreer (onderbreek niet)
Communiceer (roep niet)
Organisch (niet kunstmatig)
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ReceptSocial media strategy
Social media policy
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Social Media PolicyWat?
Waarom?
Wie?
Hoe?
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Wat?Richtlijnen
Ethische code
Wat kan er wel en niet gezegd worden?
Persoonlijk? Vanuit het bedrijf?
Tone of voice
Scenario’s
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Scenario
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Social Media PolicyWat?
Waarom?
Wie?
Hoe?
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Waarom?Uniformiteit
Verantwoordelijkheden
Communicatiebeleid
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Social Media PolicyWat?
Waarom?
Wie?
Hoe?
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PR Communicatie
Marketing
HRInterne communicatie
Klantendienst
IT
© www.lamazone.be
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Jij beslist
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Wie?Mandaat
Iedereen is betrokken
Verantwoordelijkheden
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Social Media PolicyWat?
Waarom?
Wie?
Hoe?
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Meningen op sociale media:hoe ga je er mee om?
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© dotmotion
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Detecteer
Evalueer
Reageer
Scenario
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Social Media ScenarioDetecteer
Evalueer
Reageer
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DetecteerTools
http://blogsearch.google.com/
http://search.twitter.com/
http://socialmention.com/
Attentio, Radian6, Engagor...
Indexeer: patronen?
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EvalueerToon:
Positief? Negatief? Neutraal?
Aard:
Mening? Feit? Vraag?
Wie:
Klant? Potentiële klant? Invloed?
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ReageerOf niet?
Waar?
Hoe?
Wanneer?
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Positieve vermelding?
Trol
Ontevreden klant
Grap
Foute info
Monitoring
Monitoring
Corrigeer
Los het op
Bevestig
Monitoring
Transparant
Juiste tijd
Homebase
Toon
Juiste verhouding
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Voorbeelden
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“Juwelier T is een schurk”
Negatieve ervaring
Escalatie
© www.lamazone.be
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Social Media ScenarioDetecteer: vermelding op Twitter
Evalueer: negatief > klant > klacht
Reageer: hoe?
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Examples
Het Streisand Effect
© JCT (Loves) Streisand*
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Kinepolis ORM
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Conclusie
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© dotmotion
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Social Media Scenario
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Vragen?
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Bart De Waele
E: [email protected]: +32 495 51 36 36
Sofie Verhalle
E: [email protected]: +32 478 20 84 11
Bart Debunne
E: [email protected]: +32 486 76 70 26
Joke De Nul
E: [email protected]: +32 486 41 84 30
W: www.talkingheads.beE: [email protected]
T: @talking_headsT: +32 9 269 52 45