Fip lezing Istanbul deel 2

Part 2 // Different tools discussed

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• Blogging

• Videostreaming

• Podcast / Vodcast

• Wiki’s

• RSS

• Aggregators

• Microblogging

• Communities

• Social Networks

BloggingBlogging

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Inform the public

Learn about your profession

Share thought, get ideas

Score attention and gather authority

‘A weblog is an online interactive newspaper or

journal’

General ExampleGoogle blog

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Example Pharmacy Angry Pharmacist

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‘Video streaming’

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Objectives

Snowball (viral)

Recruitment

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Inform public

Events

Photo by : snowing indoors

General ExampleFord Viral

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Example Pharmacy Swine flu

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Podcast/Vodcast

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Photo by : Coleen AF venable

Podcast/VodcastAdvantages:

More measures with ‘on demand’ than normal streaming

Legal rights easier managed

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Objectives:

Inform public

Loyalty

Branding / PR

Learn about profession Photo: derrickkwa

General exampleFather Roderick

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“ Podcastpriest “

“ iPope “

“ Breakfastshow “

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Example PharmacyInform clinics

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Wiki’sWhat is a wiki?

Webapplication in which documents can be shared and editted by everyone that has an account

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RSS

Simple

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Really

Syndication

Objectives

Information about your profession

Loyal readers

Expand activity

Email marketing

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Google Reader

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General ExampleChris Brogan

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Example Pharmacy Health care

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Size: 6000+ visitors per day!

Aggregators

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‘also known as a feed reader, news reader or simply aggregator, is client software or a web application which aggregates syndicated web content

such as news headlines, blogs, podcasts, and vlogs in a single location

for easy viewing.’

Bron: Wikipedia

Everything we just discussed!

Microblogging

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WWWWho What Where

Objectives

General ExampleDell

June 2009: More than $ 2 milion revenue

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Example Pharmacy Pharmacy Twitters

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Communities

‘An interactive group of peoples that are

connected (online) because of a mutual

interest.’

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Objectives

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Loyalty (value)

Feedback

Customer service

Acquisition

Product development

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Communities

You don’t ‘make’ communities, they are already there. Social media just gives us

the tools to be part of a community whenever and wherever we want to.

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Niche communities Small networks

Central theme

Mutual interest

Strong ties

Example: Fishing club

Photo by: maurice koop

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(Anti) brandcommunities

About a brand

Initiatied by brand or public

Weak ties

Interesting for marketeers

Example: Harley club

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‘ Communities are powerful marketingtools, as long as the members are in the centre of

attention!’

- Jeremiah Owyang (Forrester) -

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General exampleMyStarbucksIdea

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Example PharmacyPatientsLikeMe

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Example PharmacyNiche communities

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Social networks

Web of friends and peoples you know or met. Not necessarily situated around a mutual interest.

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Photo : BotHeredByBees

Social networks

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But….….still strong ties ? still friends ? Defriending a blessing ? networks dying ?

Objectives

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Branding (brandpages)

Recruitment

Viral campaigns

Social advertising

Customer data

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General exampleFacebook

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Photo: Jacob Botter:

But…China!

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Photo: Jacob Botter:

> 300.000.000 users

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NO BANNERS PLEASE !! Would you SPAM at an networkmeeting?

Photo by: freezelight

Social Do’s Research

Strategic planning

Internal cohesion

Communitymanager

Ambassadors

Spreading with Social media

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Social Don’ts Sales in Social networks

Corporate objectives first

Take maintenance for granted

Only build, don’t activate

Ignore good strategy

Don’t measure

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Questions ?Photo by : CarbonNYC

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Linkedin.com/in/sjefkerkhofs

Twitter.com/sjefkerkhofs

Tel: +31648360649

Mail: sjef@stepfree.nl

I’m here for you !

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Small break

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Part 3 // Presentations

• Costa Rica – Gustavo Garcia

• Austria – Thomas Muller Uri / Viktor Hafner

• Peru – Aldo Alvarez

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Costa Rica: ‘Using webtools to improve communication’

Austria: ‘Webtools to collect data from campaigns’

Peru: ‘Pharmacist’s blog’

Lunch!

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