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Part 2 // Different tools discussed

StepFree | Social media consulting

• Blogging

• Videostreaming

• Podcast / Vodcast

• Wiki’s

• RSS

• Aggregators

• Microblogging

• Communities

• Social Networks

BloggingBlogging


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


Example Pharmacy Angry Pharmacist


‘Video streaming’


Objectives

Snowball (viral)

Recruitment


Inform public

Events

Photo by : snowing indoors

General ExampleFord Viral


Example Pharmacy Swine flu


Podcast/Vodcast


Photo by : Coleen AF venable

Podcast/VodcastAdvantages:

More measures with ‘on demand’ than normal streaming

Legal rights easier managed


Objectives:

Inform public

Loyalty

Branding / PR

Learn about profession Photo: derrickkwa

General exampleFather Roderick


“ Podcastpriest “

“ iPope “

“ Breakfastshow “


Example PharmacyInform clinics


Wiki’sWhat is a wiki?

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



RSS

Simple


Really

Syndication

Objectives

Information about your profession

Loyal readers

Expand activity

Email marketing


Google Reader


General ExampleChris Brogan


Example Pharmacy Health care


Size: 6000+ visitors per day!

Aggregators


‘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


WWWWho What Where

Objectives

General ExampleDell

June 2009: More than $ 2 milion revenue


Example Pharmacy Pharmacy Twitters


Communities

‘An interactive group of peoples that are

connected (online) because of a mutual

interest.’


Objectives


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.


Niche communities Small networks

Central theme

Mutual interest

Strong ties

Example: Fishing club

Photo by: maurice koop


(Anti) brandcommunities

About a brand

Initiatied by brand or public

Weak ties

Interesting for marketeers

Example: Harley club


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

attention!’

- Jeremiah Owyang (Forrester) -


General exampleMyStarbucksIdea


Example PharmacyPatientsLikeMe


Example PharmacyNiche communities


Social networks

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


Photo : BotHeredByBees

Social networks


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

Objectives


Branding (brandpages)

Recruitment

Viral campaigns

Social advertising

Customer data

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General exampleFacebook


Photo: Jacob Botter:

But…China!


Photo: Jacob Botter:

> 300.000.000 users


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


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


Questions ?Photo by : CarbonNYC


Linkedin.com/in/sjefkerkhofs

Twitter.com/sjefkerkhofs

Tel: +31648360649

Mail: [email protected]

I’m here for you !


Small break


Part 3 // Presentations

• Costa Rica – Gustavo Garcia

• Austria – Thomas Muller Uri / Viktor Hafner

• Peru – Aldo Alvarez


Costa Rica: ‘Using webtools to improve communication’

Austria: ‘Webtools to collect data from campaigns’

Peru: ‘Pharmacist’s blog’

Lunch!


Business

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