![Page 1: Social Media School - Organisatie van social media](https://reader034.vdocuments.site/reader034/viewer/2022050808/54b307c04a7959d3168b469a/html5/thumbnails/1.jpg)
paulblokRSLT Social Media School, 15/03/2012
De organisatie van social media
Social Media School, 15 maart 2012
Paul Blok
![Page 2: Social Media School - Organisatie van social media](https://reader034.vdocuments.site/reader034/viewer/2022050808/54b307c04a7959d3168b469a/html5/thumbnails/2.jpg)
paulblokRSLT Social Media School, 15/03/2012
houvast om social media binnen je organisatie écht te laten werken
doel
![Page 3: Social Media School - Organisatie van social media](https://reader034.vdocuments.site/reader034/viewer/2022050808/54b307c04a7959d3168b469a/html5/thumbnails/3.jpg)
paulblokRSLT Social Media School, 15/03/2012
intro
organiseren met de communicatieroos
afsluiting
agenda
![Page 4: Social Media School - Organisatie van social media](https://reader034.vdocuments.site/reader034/viewer/2022050808/54b307c04a7959d3168b469a/html5/thumbnails/4.jpg)
paulblokRSLT Social Media School, 15/03/2012
intro
organiseren met de communicatieroos
afsluiting
agenda
![Page 5: Social Media School - Organisatie van social media](https://reader034.vdocuments.site/reader034/viewer/2022050808/54b307c04a7959d3168b469a/html5/thumbnails/5.jpg)
paulblokRSLT Social Media School, 15/03/2012
@paulblok
![Page 6: Social Media School - Organisatie van social media](https://reader034.vdocuments.site/reader034/viewer/2022050808/54b307c04a7959d3168b469a/html5/thumbnails/6.jpg)
paulblokRSLT Social Media School, 15/03/2012
Paul Blok Jurgen Flick
![Page 7: Social Media School - Organisatie van social media](https://reader034.vdocuments.site/reader034/viewer/2022050808/54b307c04a7959d3168b469a/html5/thumbnails/7.jpg)
paulblokRSLT Social Media School, 15/03/2012
een publiek in 2004
![Page 8: Social Media School - Organisatie van social media](https://reader034.vdocuments.site/reader034/viewer/2022050808/54b307c04a7959d3168b469a/html5/thumbnails/8.jpg)
paulblokRSLT Social Media School, 15/03/2012
een publiek in 2008
![Page 9: Social Media School - Organisatie van social media](https://reader034.vdocuments.site/reader034/viewer/2022050808/54b307c04a7959d3168b469a/html5/thumbnails/9.jpg)
paulblokRSLT Social Media School, 15/03/2012
een publiek in 2008
![Page 10: Social Media School - Organisatie van social media](https://reader034.vdocuments.site/reader034/viewer/2022050808/54b307c04a7959d3168b469a/html5/thumbnails/10.jpg)
paulblokRSLT Social Media School, 15/03/2012
een publiek met publiek
![Page 11: Social Media School - Organisatie van social media](https://reader034.vdocuments.site/reader034/viewer/2022050808/54b307c04a7959d3168b469a/html5/thumbnails/11.jpg)
paulblokRSLT Social Media School, 15/03/2012
en het publiek in
2012?
(ik ben op zoek gegaan of er al een
mooie illustratie van
2012 is)
![Page 12: Social Media School - Organisatie van social media](https://reader034.vdocuments.site/reader034/viewer/2022050808/54b307c04a7959d3168b469a/html5/thumbnails/12.jpg)
paulblokRSLT Social Media School, 15/03/2012
nog weinig ontwikkeling
te zien…
![Page 13: Social Media School - Organisatie van social media](https://reader034.vdocuments.site/reader034/viewer/2022050808/54b307c04a7959d3168b469a/html5/thumbnails/13.jpg)
paulblokRSLT Social Media School, 15/03/2012
nog weinig ontwikkeling
te zien…
![Page 14: Social Media School - Organisatie van social media](https://reader034.vdocuments.site/reader034/viewer/2022050808/54b307c04a7959d3168b469a/html5/thumbnails/14.jpg)
paulblokRSLT Social Media School, 15/03/2012
dit is wél nieuw
(maar is het handig?)
![Page 15: Social Media School - Organisatie van social media](https://reader034.vdocuments.site/reader034/viewer/2022050808/54b307c04a7959d3168b469a/html5/thumbnails/15.jpg)
paulblokRSLT Social Media School, 15/03/2012
dit begint er op te lijken
![Page 16: Social Media School - Organisatie van social media](https://reader034.vdocuments.site/reader034/viewer/2022050808/54b307c04a7959d3168b469a/html5/thumbnails/16.jpg)
paulblokRSLT Social Media School, 15/03/2012
wat zijn de belangrijkste kenmerken van social media?
1 iedereen heeft toegang tot media
2 anderen kunnen meekijken
3 anderen kunnen reageren
![Page 17: Social Media School - Organisatie van social media](https://reader034.vdocuments.site/reader034/viewer/2022050808/54b307c04a7959d3168b469a/html5/thumbnails/17.jpg)
paulblokRSLT Social Media School, 15/03/2012
the conversation
prismvan
brian solis
![Page 18: Social Media School - Organisatie van social media](https://reader034.vdocuments.site/reader034/viewer/2022050808/54b307c04a7959d3168b469a/html5/thumbnails/18.jpg)
paulblokRSLT Social Media School, 15/03/2012
http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html
i have a plan.i have a dream
![Page 19: Social Media School - Organisatie van social media](https://reader034.vdocuments.site/reader034/viewer/2022050808/54b307c04a7959d3168b469a/html5/thumbnails/19.jpg)
paulblokRSLT Social Media School, 15/03/2012
“Unless management acts, the more successful a firm has been in the past, the more likely it is to fail in the future. Why? Because of the basis psychological principle that people tend to repeat behavior for which they have been rewarded. It is natural therefore for organizations to continue strategies that have made them successful in the past. The problem arises because the reality of successful strategies is that they must fit the environment. Consequently, marketing programs that have been successful will continue to be so only to the degree that the environment remains the same in the future as it has been in the past.”
Engel, Blackwell and Miniard, Consumer Behavior
![Page 20: Social Media School - Organisatie van social media](https://reader034.vdocuments.site/reader034/viewer/2022050808/54b307c04a7959d3168b469a/html5/thumbnails/20.jpg)
paulblokRSLT Social Media School, 15/03/2012
“mijn organisatie moet:
a) starten metb) stoppen metc) meerd) mindere) beterf) anders
……………..…………….…….…”
aan de slag
![Page 21: Social Media School - Organisatie van social media](https://reader034.vdocuments.site/reader034/viewer/2022050808/54b307c04a7959d3168b469a/html5/thumbnails/21.jpg)
paulblokRSLT Social Media School, 15/03/2012
intro
organiseren met de communicatieroos
afsluiting
agenda
![Page 22: Social Media School - Organisatie van social media](https://reader034.vdocuments.site/reader034/viewer/2022050808/54b307c04a7959d3168b469a/html5/thumbnails/22.jpg)
paulblokRSLT Social Media School, 15/03/2012
www.communicatieroos.nl
de communicatieroos
![Page 23: Social Media School - Organisatie van social media](https://reader034.vdocuments.site/reader034/viewer/2022050808/54b307c04a7959d3168b469a/html5/thumbnails/23.jpg)
paulblokRSLT Social Media School, 15/03/2012
COMMUNICATIE-ROOS
Analyse eigen media
Moni-toren
externe media
![Page 24: Social Media School - Organisatie van social media](https://reader034.vdocuments.site/reader034/viewer/2022050808/54b307c04a7959d3168b469a/html5/thumbnails/24.jpg)
paulblokRSLT Social Media School, 15/03/2012
3 weken:7 t/m 27 nov 2011
3 weken:28 nov t/m 18 decemer
analyseer je owned media ANALYSE EIGEN MEDIA
![Page 25: Social Media School - Organisatie van social media](https://reader034.vdocuments.site/reader034/viewer/2022050808/54b307c04a7959d3168b469a/html5/thumbnails/25.jpg)
paulblokRSLT Social Media School, 15/03/2012
toolselectiebepaal de gewenste specificaties
MONITOREN EXTERNE MEDIA
GratisGoogle alertsGoogle InsightsTweetbeepSearch.twitterGoogle BlogsearchSocialmentionHootsuiteTweetdeck…
BetaaldClipitFeeder proFinchlineBuzzcaptureTracebuzzTeezirCoostoMeltwater…
![Page 26: Social Media School - Organisatie van social media](https://reader034.vdocuments.site/reader034/viewer/2022050808/54b307c04a7959d3168b469a/html5/thumbnails/26.jpg)
paulblokRSLT Social Media School, 15/03/2012
toolselectiebepaal de gewenste specificaties
MONITOREN EXTERNE MEDIA
Gebruiksvriendelijkheid
Overzichtelijke en ‘kant en klare’ rapportages
Prijs
Makkelijk overdraagbaar aan collega’s
Betrouwbaarheid
Locatie en taal van de berichten
Real-time
Workflow management
Flexibel in het aanpassen van de projecten en widgets
Archiveerbaarheid
![Page 27: Social Media School - Organisatie van social media](https://reader034.vdocuments.site/reader034/viewer/2022050808/54b307c04a7959d3168b469a/html5/thumbnails/27.jpg)
paulblokRSLT Social Media School, 15/03/2012
tip: maak écht
gebruik van dashboards
![Page 28: Social Media School - Organisatie van social media](https://reader034.vdocuments.site/reader034/viewer/2022050808/54b307c04a7959d3168b469a/html5/thumbnails/28.jpg)
paulblokRSLT Social Media School, 15/03/2012
aan-passenvan je werk
direct terug praten
COMMUNICATIE-ROOS
![Page 29: Social Media School - Organisatie van social media](https://reader034.vdocuments.site/reader034/viewer/2022050808/54b307c04a7959d3168b469a/html5/thumbnails/29.jpg)
paulblokRSLT Social Media School, 15/03/2012
![Page 30: Social Media School - Organisatie van social media](https://reader034.vdocuments.site/reader034/viewer/2022050808/54b307c04a7959d3168b469a/html5/thumbnails/30.jpg)
paulblokRSLT Social Media School, 15/03/2012
aan de slag
wanneer doet welke afdeling
wat (met gedoe op social media)
?
een case…
![Page 31: Social Media School - Organisatie van social media](https://reader034.vdocuments.site/reader034/viewer/2022050808/54b307c04a7959d3168b469a/html5/thumbnails/31.jpg)
paulblokRSLT Social Media School, 15/03/2012
hoe reageer je op aandacht op het web?
http://titshirt.nl/ar
![Page 32: Social Media School - Organisatie van social media](https://reader034.vdocuments.site/reader034/viewer/2022050808/54b307c04a7959d3168b469a/html5/thumbnails/32.jpg)
paulblokRSLT Social Media School, 15/03/2012
http://www.gravityswitch.com/uploads/universe/news/wysiwyg/documents/air_force_web_posting_response_assessment-v2-1_5_09.pdf
![Page 33: Social Media School - Organisatie van social media](https://reader034.vdocuments.site/reader034/viewer/2022050808/54b307c04a7959d3168b469a/html5/thumbnails/33.jpg)
paulblokRSLT Social Media School, 15/03/2012
content creatie
mede werkers op het web
COMMUNICATIE-ROOS
![Page 34: Social Media School - Organisatie van social media](https://reader034.vdocuments.site/reader034/viewer/2022050808/54b307c04a7959d3168b469a/html5/thumbnails/34.jpg)
paulblokRSLT Social Media School, 15/03/2012
WAT &WIEHOE
WAARWANNEER
RELEVANTE CONTENT =
![Page 35: Social Media School - Organisatie van social media](https://reader034.vdocuments.site/reader034/viewer/2022050808/54b307c04a7959d3168b469a/html5/thumbnails/35.jpg)
paulblokRSLT Social Media School, 15/03/2012
RELEVANTE CONTENT
GOOGLE ZEITGEIST:
cijfersstatistieken
![Page 36: Social Media School - Organisatie van social media](https://reader034.vdocuments.site/reader034/viewer/2022050808/54b307c04a7959d3168b469a/html5/thumbnails/36.jpg)
paulblokRSLT Social Media School, 15/03/2012
RELEVANTE CONTENT
GOOGLE ZEITGEIST:
cijfersstatistieken
![Page 37: Social Media School - Organisatie van social media](https://reader034.vdocuments.site/reader034/viewer/2022050808/54b307c04a7959d3168b469a/html5/thumbnails/37.jpg)
paulblokRSLT Social Media School, 15/03/2012
wanneer (vandaag)
doen we wat, waar, hoe en
door wie?
![Page 38: Social Media School - Organisatie van social media](https://reader034.vdocuments.site/reader034/viewer/2022050808/54b307c04a7959d3168b469a/html5/thumbnails/38.jpg)
paulblokRSLT Social Media School, 15/03/2012
watheb je te vertellen en
wiehoewaar
wanneervertel je dat?
aan de slag
![Page 39: Social Media School - Organisatie van social media](https://reader034.vdocuments.site/reader034/viewer/2022050808/54b307c04a7959d3168b469a/html5/thumbnails/39.jpg)
paulblokRSLT Social Media School, 15/03/2012
CONTENT CREATIE
![Page 40: Social Media School - Organisatie van social media](https://reader034.vdocuments.site/reader034/viewer/2022050808/54b307c04a7959d3168b469a/html5/thumbnails/40.jpg)
paulblokRSLT Social Media School, 15/03/2012
anderenover je laten
praten
anderen mee laten
denken
COMMUNICATIE-ROOS
fans,friends, followersbinden
![Page 41: Social Media School - Organisatie van social media](https://reader034.vdocuments.site/reader034/viewer/2022050808/54b307c04a7959d3168b469a/html5/thumbnails/41.jpg)
paulblokRSLT Social Media School, 15/03/2012
goede ideeën zijn
niet genoeg
![Page 42: Social Media School - Organisatie van social media](https://reader034.vdocuments.site/reader034/viewer/2022050808/54b307c04a7959d3168b469a/html5/thumbnails/42.jpg)
paulblokRSLT Social Media School, 15/03/2012
Off line meets on line
goede ideeën zijn
niet genoeg
![Page 43: Social Media School - Organisatie van social media](https://reader034.vdocuments.site/reader034/viewer/2022050808/54b307c04a7959d3168b469a/html5/thumbnails/43.jpg)
paulblokRSLT Social Media School, 15/03/2012
structuur & cultuur
kennisdraagvlakcreëren
externepartners
visie & strategie
transitie & consolidatie
ORGANISEREN
![Page 44: Social Media School - Organisatie van social media](https://reader034.vdocuments.site/reader034/viewer/2022050808/54b307c04a7959d3168b469a/html5/thumbnails/44.jpg)
paulblokRSLT Social Media School, 15/03/2012
visie & strategie
ORGANISEREN
![Page 45: Social Media School - Organisatie van social media](https://reader034.vdocuments.site/reader034/viewer/2022050808/54b307c04a7959d3168b469a/html5/thumbnails/45.jpg)
paulblokRSLT Social Media School, 15/03/2012
vier ijzeren wetten van verandering
1. verandering wordt geassocieerd met verlies
2. verandering wordt meestal gezien als iets wat je alleen moet doen
3. bij toenemende druk volgt er protest
4. zodra de druk afneemt, treedt er herstel van de oude situatie op
![Page 46: Social Media School - Organisatie van social media](https://reader034.vdocuments.site/reader034/viewer/2022050808/54b307c04a7959d3168b469a/html5/thumbnails/46.jpg)
paulblokRSLT Social Media School, 15/03/2012
transitie & consolidatie
ORGANISEREN
![Page 47: Social Media School - Organisatie van social media](https://reader034.vdocuments.site/reader034/viewer/2022050808/54b307c04a7959d3168b469a/html5/thumbnails/47.jpg)
paulblokRSLT Social Media School, 15/03/2012
INITIATIE
DOELbasics op orde
ACTIVITEITENvisie&strategierichtlijnen toolselectiedraagvlaksecond steps…
TRANSITIE
DOELop- en uitbouwen
ACTIVITEITENdoorontwikkelen(re)organisereninvesteren evalueren…
CONSOLIDATIE
DOELperfectioneren
ACTIVITEITENState of the art
jan feb mrt apr mei jun jul aug sep okt nov dec
ORIENTATIE
DOELprojectdefinitie
ACTIVITEITENsituatieanalyseprioriteitendraagvlakvisie&strategiefirst steps…
Zic
htb
aarh
eid
do
el
![Page 48: Social Media School - Organisatie van social media](https://reader034.vdocuments.site/reader034/viewer/2022050808/54b307c04a7959d3168b469a/html5/thumbnails/48.jpg)
paulblokRSLT Social Media School, 15/03/2012
externepartners
ORGANISEREN
![Page 49: Social Media School - Organisatie van social media](https://reader034.vdocuments.site/reader034/viewer/2022050808/54b307c04a7959d3168b469a/html5/thumbnails/49.jpg)
paulblokRSLT Social Media School, 15/03/2012
![Page 50: Social Media School - Organisatie van social media](https://reader034.vdocuments.site/reader034/viewer/2022050808/54b307c04a7959d3168b469a/html5/thumbnails/50.jpg)
paulblokRSLT Social Media School, 15/03/2012
draagvlakcreëren
ORGANISEREN
![Page 51: Social Media School - Organisatie van social media](https://reader034.vdocuments.site/reader034/viewer/2022050808/54b307c04a7959d3168b469a/html5/thumbnails/51.jpg)
paulblokRSLT Social Media School, 15/03/2012
maak het leuk op
bedrijfsfeesten
![Page 52: Social Media School - Organisatie van social media](https://reader034.vdocuments.site/reader034/viewer/2022050808/54b307c04a7959d3168b469a/html5/thumbnails/52.jpg)
paulblokRSLT Social Media School, 15/03/2012
maak het leuk in
interne media
![Page 53: Social Media School - Organisatie van social media](https://reader034.vdocuments.site/reader034/viewer/2022050808/54b307c04a7959d3168b469a/html5/thumbnails/53.jpg)
paulblokRSLT Social Media School, 15/03/2012
structuur & cultuur
ORGANISEREN
![Page 54: Social Media School - Organisatie van social media](https://reader034.vdocuments.site/reader034/viewer/2022050808/54b307c04a7959d3168b469a/html5/thumbnails/54.jpg)
paulblokRSLT Social Media School, 15/03/2012
merkbewaking
damage control
![Page 55: Social Media School - Organisatie van social media](https://reader034.vdocuments.site/reader034/viewer/2022050808/54b307c04a7959d3168b469a/html5/thumbnails/55.jpg)
paulblokRSLT Social Media School, 15/03/2012
consumentenvragen
individuele troubleshooting
![Page 56: Social Media School - Organisatie van social media](https://reader034.vdocuments.site/reader034/viewer/2022050808/54b307c04a7959d3168b469a/html5/thumbnails/56.jpg)
paulblokRSLT Social Media School, 15/03/2012
(social) media expertise
ontwikkelingen
![Page 57: Social Media School - Organisatie van social media](https://reader034.vdocuments.site/reader034/viewer/2022050808/54b307c04a7959d3168b469a/html5/thumbnails/57.jpg)
paulblokRSLT Social Media School, 15/03/2012
Monitoring & tracking
dashboard & rapportage
![Page 58: Social Media School - Organisatie van social media](https://reader034.vdocuments.site/reader034/viewer/2022050808/54b307c04a7959d3168b469a/html5/thumbnails/58.jpg)
paulblokRSLT Social Media School, 15/03/2012
campagnes
merkuitingen
brand manager
![Page 59: Social Media School - Organisatie van social media](https://reader034.vdocuments.site/reader034/viewer/2022050808/54b307c04a7959d3168b469a/html5/thumbnails/59.jpg)
paulblokRSLT Social Media School, 15/03/2012
merkuitingen
consumentenvragen
individuele troubleshooting
merkbewaking
Monitoring & tracking
dashboard & rapportages
campagnes
(social) media expertisedamage control
ontwikkelingen
op social media kun je niet meer in traditionele afdelingen blijven werken.
![Page 60: Social Media School - Organisatie van social media](https://reader034.vdocuments.site/reader034/viewer/2022050808/54b307c04a7959d3168b469a/html5/thumbnails/60.jpg)
paulblokRSLT Social Media School, 15/03/2012
merkuitingen
consumentenvragen
individuele troubleshooting
merkbewaking
Monitoring & tracking
dashboard & rapportages
campagnes
(social) media expertisedamage control
ontwikkelingen
op social media ontstaan bovendien nieuwe communicatieregels.
![Page 61: Social Media School - Organisatie van social media](https://reader034.vdocuments.site/reader034/viewer/2022050808/54b307c04a7959d3168b469a/html5/thumbnails/61.jpg)
paulblokRSLT Social Media School, 15/03/2012
merkuitingen
consumentenvragen
individuele troubleshooting
merkbewaking
Monitoring & tracking
dashboard & rapportages
campagnes
(social) media expertisedamage control
ontwikkelingen
wie meerdere merken moet onderhouden moetaan kennisontwikkeling en kennisdeling doen.
![Page 62: Social Media School - Organisatie van social media](https://reader034.vdocuments.site/reader034/viewer/2022050808/54b307c04a7959d3168b469a/html5/thumbnails/62.jpg)
paulblokRSLT Social Media School, 15/03/2012
kennis
ORGANISEREN
![Page 63: Social Media School - Organisatie van social media](https://reader034.vdocuments.site/reader034/viewer/2022050808/54b307c04a7959d3168b469a/html5/thumbnails/63.jpg)
paulblokRSLT Social Media School, 15/03/2012
ontwikkeling van kennis op de juiste niveaus
visie / strategie
social media (on)mogelijkheden
social media dynamiek
techniek
…
![Page 64: Social Media School - Organisatie van social media](https://reader034.vdocuments.site/reader034/viewer/2022050808/54b307c04a7959d3168b469a/html5/thumbnails/64.jpg)
paulblokRSLT Social Media School, 15/03/2012
www.communicatieroos.nl
de communicatieroos
![Page 65: Social Media School - Organisatie van social media](https://reader034.vdocuments.site/reader034/viewer/2022050808/54b307c04a7959d3168b469a/html5/thumbnails/65.jpg)
paulblokRSLT Social Media School, 15/03/2012
intro
organiseren met de communicatieroos
afsluiting
agenda
![Page 66: Social Media School - Organisatie van social media](https://reader034.vdocuments.site/reader034/viewer/2022050808/54b307c04a7959d3168b469a/html5/thumbnails/66.jpg)
paulblokRSLT Social Media School, 15/03/2012
www.strategiealfabet.nl
26 strategische
principes.gratis!
![Page 67: Social Media School - Organisatie van social media](https://reader034.vdocuments.site/reader034/viewer/2022050808/54b307c04a7959d3168b469a/html5/thumbnails/67.jpg)
paulblokRSLT Social Media School, 15/03/2012
tot slot:de klant wil géén social
media maar service!
![Page 68: Social Media School - Organisatie van social media](https://reader034.vdocuments.site/reader034/viewer/2022050808/54b307c04a7959d3168b469a/html5/thumbnails/68.jpg)
paulblokRSLT Social Media School, 15/03/2012
@paulblok