alpe d'huzes social - mkb ondernemers congres
DESCRIPTION
De presentatie over Alpe d'HuZes Social die ik mocht geven tijdens het MKB Ondernemers Congres (#mkboc) op 6 maart 2014 aan de Hogeschool van Utrecht. Met deze presentatie deel ik mijn ervaringen, inzichten en best practices die ik heb mogen op doen, op het gebied van social marketing, webcare en community management voor Alpe d’HuZes. Ik ben begin 2011 begonnen met het opzetten van Social voor Alpe d’HuZes en sindsdien heeft Social voor Alpe d'HuZes een vlucht genomen en is Alpe d’HuZes één van de grootste en meest interactieve Nederlandse non-profit merken in de sociale media. En dat is bijzonder, omdat dit allemaal werd en wordt gedaan door vrijwilligers en met een 0-euro budget vanwege het Alpe d’HuZes ‘anti-strijkstokbeleid’. De sociale media initiatieven van Alpe d’HuZes werden in oktober 2012 erkend door een 1e plaats in de categorie Marketing van de Social Media Monitor 5.TRANSCRIPT
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Alpe d’HuZes
Social
ervaringen - leermomenten - best practices
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Harold Kip
teamlead online & social
/haroldkip
/haroldkip
/haroldkip
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vragen?
@haroldkip #mkboc
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INSPIRATIE
ik ga je niet vertellen wat je moet doen
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Mijn ‘job’ ...
• Verbindende schakel tussen Alpe d’HuZes deelnemers,
fans, volgers, sponsors en de Alpe d’HuZes organisatie
• Nadenken over de inzet van de sociale kanalen van Alpe
d’HuZes en deze pro-actief onderhouden
• Zorgen voor relevante, amuserende, inspirerende &
informatieve social content en de verspreiding van deze
content via de sociale kanalen van Alpe d’HuZes
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en da’s best een uitdaging …
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UITGANGSPUNTEN
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if at first,
the idea is
not absurd,
then there is
no hope for it
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pain is
temporary
quitting
lasts
forever
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opgeven is geen optie
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Over Alpe d’HuZes Social
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DOELSTELLING
ondersteuning bieden
bij het creëren van een groter bereik
waardoor meer awareness
voor Alpe d’HuZes ontstaat
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RICHTLIJNEN
aandacht
luister – reageer – vraag
(een gewoon gesprek dus)
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RICHTLIJNEN
géén promotie
(onafhankelijk & dagtaak)
wél helpen
(webcare & community)
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twitter.com/alpedhuzes
facebook.com/alpedhuzes
youtube.com/alpedhuzes
instagram.com/alpedhuzes
google.com/+alpedhuzes
pinterest.com/alpedhuzes
linkedin.com/company/alpedhuzes
flickr.com/alpe-dhuzes
linkedin.com/groups/alpe-dhuzes-36216
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TIP VAN KIP
UNIFORMITEIT
herkenbaar & gemakkelijk te onthouden
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www.namechk.com
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BASECAMP & OUTPOSTS
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TIP VAN KIP
BASECAMP &
OUTPOSTS
actuele, accurate en relevante content
verspreiden via social
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TIP VAN KIP
RICHTLIJNEN
duidelijke verwachtingen
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TIP VAN KIP
WELKOM
nodig(t) uit!
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TIP VAN KIP
FRIS & RELEVANT
deel – luister – leer
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TIP VAN KIP
ADMINISTRATORS
meerdere admins voor social
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TIP VAN KIP
AUTOMATISEREN?
je bent geen robot
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TIP VAN KIP
BEELDEN
trek de aandacht!
tip H:B = 1:2
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tweetdeck.twitter.com
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ik doe het zelf ook
tweetdeck.twitter.com
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TIP VAN KIP #8
LUISTER
relevantie – leads – inzichten
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TIP VAN KIP
(INTER)ACTIE
&
PROMOTIE
géén like-share-win!
(en zorg voor follow-up)
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AUTOMATISEREN
best practice?
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TIP VAN KIP
AUTOMATISEREN
je bent geen robot
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CROSS CHANNEL
laat zien dat je ook op andere platformen actief bent
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AARDIGHEIDJE
als je een beetje aardig kan photoshoppen
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TIP VAN KIP
CROSS CHANNEL
laat zien dat je ook andere kanalen gebruikt
maar geef mensen een keuze!
koppel geen Twitter aan Facebook of vice versa
(uitzondering: Instagram)
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DIALECTje verstaat het wel, maar het is toch anders
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CONTENT
best practice
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augustus - april: om de dag (awareness)
mei: elke dag (excitement)
juni: los gaan! (verwachting)
juli: elke dag (vasthouden)
rondom bijeenkomsten: elke dag
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DUS: ANALYSEREN!
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DUS: EXPERIMENTEREN!
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TIP VAN KIP
TRANSPARANT
wees open, eerlijk en duidelijk
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TIP VAN KIP
AGENDEREN
updates vooraf klaarzetten
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postso.com
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bufferapp.com
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TOEKOMST
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GROEI
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EN NEE …
NIET MÉÉR FANS & VOLGERS
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SOCIAL MEDIA TEAM
professionalisering
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UITDAGING:
samenwerken – vertrouwen – overzicht – rust
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TAKE AWAY
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focus: blijf dichtbij jezelf
(maar praat niet alleen over jezelf)
call-to-action: wat wil je dat je fans doen?
man, not machine: automatiseer met beleid
cross-channel: laat ook je andere kanalen zien
team: niet alleen, maar samen!
content calendar: plan updates!
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HARTELIJK DANK!
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REAGEREN? VRAGEN?
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Harold Kip
teamlead online & social
/haroldkip
/haroldkip
/haroldkip