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Van social media Buzzword Bingo naar inhoudStéphan Lam – Microsoft Nederland
Social media buzzword bingo
Buzzword #1: social media
“Most people do not listen with the intent to understand; they listen with the intent to reply.”- Stephen R. Covey
Facebook 2015
Telegraaf 2009
SOCI
AL M
EDIA
MEDIA ON SOCIAL
WE PLAATSEN ALLEENEEN PLAAT.
LATEN WE IETS DOEN MET ‘SOCIAL’!
WE GAAN ENGAGEN MET ONZEDOELGROEP!
MAAR HELP, ONZE DOELGROEP KAN REAGEREN!
WAT DOEN WE DAN?
Buzzword #2: authentiek
Anne
^AT
Verloop NS webcare
ik ook vervelend
Buzzword #3: inhaker
Sail
Heineken
Media Markt
Inhaken ofafhaken?
bit.ly/inhakenofafhaken
Urgentversusrelevant
bit.ly/inhakenofafhaken
Buzzword #4: engagement
Whiskas
Toby
Nieuwe wijn…
M&M’s
“Wise men speak because they have something to say; fools because they have to say something.”- Plato
Buzzword #5: influencer
Oprah
The real Oprah
#buikspreeksocialmediaPicture: https://www.flickr.com
/photos/armyofgnom
es/3557056921/in/photostream/
Wij zijn allemaal verantwoordelijk voor social media
“Thought Leadership is simply about becoming an authority on relevant topics by delivering the answers to the biggest questions on the minds of your target audience.”
- Michael Brenner
Biggest questions target audience
Thema: Educatie
Thema’s Thema: Leiderschap
Thema: Gaming
Thema: Productiviteit
MANAGEM
ENTMEDEWERKERS
MARKETING
&PR
“Commitment is what transforms a promise into reality.”- Abraham Lincoln
Stappen
Roles &
Responsibilitie
s
Competencies
Training &
Support
Go do
Coordination & control / platformThemes
Measure &
opimize
Commitment
Potential Influencers
Mass InfluencersMass
Connectors
Mass Mavens
Social Savvys
Subject Matter Experts
Internal External
Forrester Influencer Pyramid (2011)
Spokespersons
Thought Leader
95%
50%
20%
5%
[Social] Broadcasters
% of connections with external peers/influencers
Network pyramids
*Stéphan Lam 2015
Roles & Responsibilties
Social Savvys
Subject Matter Experts
Spokespersons
Thought Leader
Internal Who
Theme A Theme B Theme C Theme D
Coordination & control
Social Savvys
Subject Matter Experts
Spokespersons
Thought Leader
Internal CMO teamTraining & support on competencies
People manager
Michel Bouman – Partner Sales
0-meting
Aan de slag. Een voorbeeld.
Michel Bouman – Partner Sales
Partner Sales manager
In conversatie
Influencers
In conversatie
Potential Influencers
Mass InfluencersMass
Connectors
Mass Mavens
Social Savvys
Subject Matter Experts
Internal External
Forrester Influencer Pyramid (2011)
Spokespersons
Thought Leader
[Social] Broadcasters
Potential Influencers
Mass InfluencersMass
Connectors
Mass Mavens
Social Savvys
Subject Matter Experts
Internal External
Forrester Influencer Pyramid (2011)
Spokespersons
Thought Leader
[Social] Broadcasters
Sponsor/target
Michel is drie keer gevraagd om een presentatie te houden over productiviteit: twee partners, één influencer.3
Potential Influencers
Mass InfluencersMass
Connectors
Mass Mavens
Social Savvys
Subject Matter Experts
Internal External
Forrester Influencer Pyramid (2011)
Spokespersons
Thought Leader
[Social] Broadcasters
( )
Marketing en PR ondersteunen, maar Michel bouwt aan zijn netwerk.
Het gebeurt online én offline
Het gaat niet over Office,het gaat over productiviteit.
Commitment is key
Social is van ons allemaal
Stéphan Lam@slam06 29499679
