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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

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Welkom


DOES NOTFORGET!


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. 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.


  • Increasevisibilty

  • Avoidvolatility

  • Strengtheninvolvement

  • Broadenpublicity

  • Make andmaintaincontact

  • Toinform & dialogue

  • Stayinformed

  • Call toAction

Social media.

  • WHY?!


I’m here to talk about social media in neighborhoods


The neighborhoods in the digital age.


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


You promote your organisation


You promote yourprojects


You promote yourself


You are a Brand!


What is a brand?


X

It’s not your logo


X

Hit’s not the building you work in


X

It’s not your website


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

Thoughts, feelings, desires andmemories


It is not whatyou say that it is


It's what they say it is


They make and break brands


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


People are loyal to a brand by consistent

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


What effect does the digital age have on branding?


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…..


“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


  • 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.


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


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


  • 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


CHANGE

CHANGE

CHANGE

CHANGE

CHANGE

Communications professionalsvstargetgroup

Monologue

 Dialogue

 Dynamic

Static

Passive

 Active


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


It’s no longer about promoting your project to

1000s of citizens

Just to reach 10 active participants


It’s about

reaching 10

People who reach 100

People who reach 1000

People who…..


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


1. How do I create positive experiences?

How do I engage with my audience?


Involve

Captivate

Enchant

Engage

Immerse

Fascinate

Engross

Interest


An inspiring example


COOLShoes

Right?!


“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


Why do people buy our products?

To run.


What do people do when they run?

Listen to music.


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

That’s 32laps around the earth.


  • 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


  • 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


Social Media andyouraudience

Who is your audience?

Where are they online?

Which networks?

Opinionleaders?

What is going through their minds?

  • ‘What’sin itfor me?’


  • 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


Social Media as communicationtool

Personal vsprofessional

Privacy settings

Listening

Practice, try, practice & try


  • 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)


Vs.


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)


  • Professional presentation

  • Visibilty

  • Communication en information

  • Share Expertise

  • Your network is your capital


  • Almostdone…

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

  • Scan QR-code!


  • Questions?


@markvrijn

nl.linkedin.com/in/markvrijn

facebook.com/markvrijn

[email protected]

Bedankt voor je aandacht en succes!


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