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Welkom. DOES NOT FORGET!. WARM UP. Ask yourself the following questions: What characterizes you as a person and as a professional What are your interests ? What image do you want to convey about yourself? (image). Microblog I’m off fishing . . 2. Location Based

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Welkom

Welkom


Welkom

DOES NOTFORGET!


Welkom

WARM UP

  • Ask yourself the following questions:

  • What characterizes you as a person and as a professional

  • What are your interests?

  • What image do you want to convey about yourself? (image)


Welkom

Microblog

I’m off fishing.

2. LocationBased

This is where I fish.

3. Social network

I have been fishing.

Social media.

WTF?

4. Blog-service

The story behind the fish.

5. Photo andvideoblog

Look at thisfish!

6. Professional network

I’m a verygoodfisherman.


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  • Increasevisibilty

  • Avoidvolatility

  • Strengtheninvolvement

  • Broadenpublicity

  • Make andmaintaincontact

  • Toinform & dialogue

  • Stayinformed

  • Call toAction

Social media.

  • WHY?!


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I’m here to talk about social media in neighborhoods


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The neighborhoods in the digital age.


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A great deal of the work of neighborhood-professionals is marketing


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You promote your organisation


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You promote yourprojects


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You promote yourself


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You are a Brand!


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What is a brand?


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X

It’s not your logo


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X

Hit’s not the building you work in


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X

It’s not your website


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A brand is a personsgut feelingabout a product, project, serviceor organization

Thoughts, feelings, desires andmemories


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It is not whatyou say that it is


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It's what they say it is


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They make and break brands


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‘Branding’: to use marketing to influence a person's attitudes to and perceptions of a brand.


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People are loyal to a brand by consistent

postitieveexperience and commitment to a product, project, service or business.


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What effect does the digital age have on branding?


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What is the Digital Age?

It’s not just online

It’s not only about technology

TV isn’t dead in the Digital age

Making a viral isn’t easy

It’s not easy to make your content a meme

Social Media is no holy grail

In fact…..


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“Social media is like teen sex.

Everybody wants to do it.

Nobody knows how.

When it’s done there is surprise.

It’s not better.”

AvinashKaushk – Analytics Envangelist Google


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  • The digital age is the result of an accumulation of digital innovations

  • The digital tijdperk is about the effects of thistechnology.

  • The effects on how we communicate, shop, use information, live, learn, etc.


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People still do the same as 30 years ago

Watch TV

Dingendie we doen in onzevrijetijd

Play a game

Call someone

Search for news and information

Maintain relationships

Listen to radio

Shop

Sell


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Social media just offers us more opportunities to do these things…

Watch TV

Dingen die we doen in onzevrijetijd

Play a game

Call

Search for news and information

Maintain relationships

Lisetn to radio

Shop

Sell


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  • You Tube is changing the way we watch TV

Facebook is changing the way we communicate

Spotifyis changing the way we listen to music

  • Foursquareis changing the way we travel

iPhone is changing the way we use data

  • Twitter is changing the way we gather information

CHANGE

CHANGE

CHANGE

CHANGE

CHANGE


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CHANGE

CHANGE

CHANGE

CHANGE

CHANGE

Communications professionalsvstargetgroup

Monologue

 Dialogue

 Dynamic

Static

Passive

 Active


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The digital Age is the era oftransparency, social interactionauthenticity, dialogue, real-timecontent, connections, participationcommitment, openness, valuerelevance, storytelling and listening.


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It’s no longer about promoting your project to

1000s of citizens

Just to reach 10 active participants


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It’s about

reaching 10

People who reach 100

People who reach 1000

People who…..


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The two main questions that social professionals in the digital age should ask yourself are:


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1. How do I create positive experiences?

How do I engage with my audience?


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Involve

Captivate

Enchant

Engage

Immerse

Fascinate

Engross

Interest


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An inspiring example


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COOLShoes

Right?!


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“We want to find a way to enhance the experience and service, rather than looking for a way to interrupt people from getting to where they want to go.”

Stefan Olander, Global director of brand connections @ Nike


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Why do people buy our products?

To run.


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What do people do when they run?

Listen to music.


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117.697 runners took part in the 'Human Race'Together they walked 1,291,084km.

That’s 32laps around the earth.


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  • Product

  • iPod

  • shoes

  • clothes

  • accesoires

  • Extra Service

  • Keep up

  • Challenges/Goals

  • Match / compare

  • Media

  • website

  • forums

  • Sharing on Twitter & Facebook

  • advertorials

  • Content

  • audio/video workouts

  • original music

  • Voice commands

  • Customized workouts


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  • Project/Service

  • ambulatory care

  • Residents support

  • talentdevelopment

  • Extra Service

  • Make your own videoclip

  • workshops

  • 15 minutes…

  • Media

  • website

  • sharing via Twitter & Facebook

  • Collaboration with local radiostation

  • Content

  • promofilm

  • online coaching

  • Competition


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Social Media andyouraudience

Who is your audience?

Where are they online?

Which networks?

Opinionleaders?

What is going through their minds?

  • ‘What’sin itfor me?’


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  • Blog publiceren

  • Eigen website publiceren

  • Zelfgemaakte video uploaden

  • Zelfgemaakte audio/muziek uploaden

  • Artikelen/verhalen schrijven en posten

Creators

24%

  • Status updaten op een sociale netwerksite

  • Een tweet plaatsen op Twitter

Conversationalists

37%

  • Reviews/rating van product/service posten

  • Reactie plaatsen op iemands blog

  • Bijdragen aan online forums

  • Bijdragen/veranderen van artikel in een Wiki

Critics

37%

Collectors

20%

  • RSS feeds gebruiken

  • Stemmen op websites online

  • ‘tags’ toevoegen aan webpagina’s of foto’s

  • Profiel bijhouden op een sociale netwerksite

  • Sociale netwerksites bezoeken

Joiners

59%

  • Blogs lezen

  • Podcasts luisteren

  • Video van andere gebruikers bekijken

  • Online forums lezen

  • Reviews/ratings van andere klanten lezen

  • Tweets lezen

Spectators

70%

Inactives

17%

  • Geen van bovenstaande


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Social Media as communicationtool

Personal vsprofessional

Privacy settings

Listening

Practice, try, practice & try


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  • Social Media as communicationtool

‘Everythingyou do is communication.’

  • Authenticity (image, message, purpose)

  • Reciprocity

  • Consistency

  • Be carefull and respectfull

  • Privacy

  • Dialogue

  • Updates: 5 W’s + H (who, what, when, where, why, how)


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Vs.


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Social Media als communicatie

  • Thuisbasis

  • Content = King

  • Updates

  • Dialoog

Projectenofprojectgroepen

Facebook Group (open of gesloten)

Facebook Like-page (je project alsmerk)

Hyve (open of gesloten)


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  • Professional presentation

  • Visibilty

  • Communication en information

  • Share Expertise

  • Your network is your capital


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  • Almostdone…

  • Check this website: https://sites.google.com/site/socialmediainhetjongerenwerk

  • Scan QR-code!


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  • Questions?


Welkom

@markvrijn

nl.linkedin.com/in/markvrijn

facebook.com/markvrijn

[email protected]

Bedankt voor je aandacht en succes!


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