New games. New rules 2011 (by Blauw, Faxion, InSites Consulting, R2 Research, WildCard)
1.
2. Programma 13.00 - 13.30 Ontvangst 13.30 - 14.00 De VANMOOF social research werkplaats (VANMOOF) 14.00 - 14.30 Oude versus nieuwe wereld (Menno Urbanus, R2 en Ellen de Lange-Ros, Faxion) 14.30 - 15.00 Social media rush 1 15.00 - 15.30 Pauze en uitwerking opdrachten 15.30 - 16.00 Social media rush 2 16.00 - 16.30 De kracht van luisteren. Wat kunnen Unilever merken leren van online conversaties tussen consumenten? (Astrid Pieterse, Unilever Benelux en Kristof De Wulf, InSites Consulting) 16.30 - 17.00 Terugkoppelen opdrachten en afsluiting 17.00 - 17.30 Netwerkborrel 18.00 Diner (alleen voor inschrijvers)
76. Cool ! come round! Warmest regards, - Jasmijn - Van: BRYAN KLEIN Hi Jasmijn, All is well, I'll be in AMS in a few weeks. Bryan Cool pics Bryan. Thanks 4 sharing How are you? How is your vanmoof treating you? - Jasmijn -
113. New Games, new rules: Jijweet hoe nu je het spelmoetspelen!
114. Vragen? Meer weten?Je vindtons via oude en nieuwe media @MennoUrbanus, menno.urbanus@r2research.nl06 - 147 32 235 @EllenFaxionEllen@Faxion.nl06 - 33 923 776
122. Belemmering: MT en collega’s “Directie snapt niet wat het is en vindt het ook maar niets.” “Niet iedereen ziet er nog het nut van in. “Er moet ook gewerkt worden” is wat je vaak te horen krijgt.” “Waar doe ik kennis op? Hoe kan ik het inzetten?”
195. Social Games 'in het echt' - Wat zou je constant meten? - Hoe zou je bijsturen? - Hoe blijft de speler gemotiveerd? - Hoe komt viraliteit tot stand?
203. Social Media DoelTOOLS INZETTEN Social media activation Social media engagement Social media monitoring Social media analysis Social media reporting
214. Meer weten over SOCIAL MEDIA MONITORING? Gyurka Jansen R2 Consultant @The_ED R2 Research B.V. 010 221 0333 www.r2research.nl @r2research
215. Social media rush 2 3) Een bakker die social media inzet? (Maarten, RauwCC)
216. The power of listening Whatcan Unilever brands learnfromconsumers’ online conversations? Astrid Pieterse, Media Insight Manager, Unilever Benelux I @AstridBM Kristof De Wulf, Managing partner, InSites Consulting I @kristofdewulf
221. Unilever’s view on media Owned media Consumersmovedfrompassive receivers toactivecreators Fromsendingmessagestohavingconversationswithconsumers Be present whereconsumers are Paid media Earnedmedia
234. Social media netnography focuses on collecting conversations that are taking place online (via blogs, fora, websites, social networks, video sites, Twitter, ...). On average, only 20% of conversations are taking place online versus offline. Relevant posts are retrieved from a wide variety of sources on the web. These sources are detected via keywords that are related to the category, to the brands, and to specific campaigns. We only include conversations for which we are allowed to scrape the content and for which back data are available (excluding personal pages & status updates for Facebook or Hyves, Twitter has back data for last month)
235. Scope 7 different ‘filters’ 2010 I BE + NL I Dutch + French (*) Twitter: December only (wave 1)
237. A lot of curiosityandenthusiasmforthis project, fromall levels in the organization!
238. As this kind of information is very new to marketers, take specific care tocreating a safe environment, beingclear, involvingthem, making time forquestions, … Noteveryone is as digital as we mightthink! Important tocreatestrategicframework of thoughtandclearguidelines.
239. Do notunderestimate the time neededforpreparation: definition of keywordsanduniversedetectionrequiresinvolvingall relevant stakeholders and is a time-consumingprocess.
240. Depending on the glassesyou put on to look at the scraped data, yousee different things. Insightgenerationneeds a verywidekeywordframework!
241. FMCG categoryand brand conversations are dominantlypositive, withhappiness is the most often shared positiveemotion
243. The focus of the second wave of data collectionwillbeusingspecificcampaigns as a unit of analysis: howcan we become more successful in drivingpositiveconversationsaboutour brands via activationefforts?
Geenvragenmeerstellen, monitoren van de gesprekken die plaatsvindenOnline conversaties in kaartbrengenSocial media monitorsSocial media tools=> TELLEN -> HIER VOLGT EEN KLEINE OEFENING
ACTIVATION: het in gang zetten van social media, berichten plaatsen, content delen vanuit soclal media beheerder;ENGAGEMENT: op slimme wijze een band creëren met fans & volgers, relevante content delen en enthousiasmeren;MONITORING: volgen van de online activiteiten en in kaart brengen wat werkt en welke acties aanslaan;ANALYSIS: diepgaand analyseren van online activatie, hoe ontstaat het succes en bij wie met name;REPORTING: rapporteren van bevindingen en advies voor vervolg.
Wat wordt er op social media over ons gezegd?Op welke sociale netwerken wordt er over of met ons gesproken?Zijn deze conversaties positief of negatief?Wie zegt er wat over ons? Hoe invloedrijk is deze persoon?Hoeveel mensen hebben het over ons?Hoe vindt deling van informatie plaats?Wat kan ik leren van onze community?
Verschil in gebruikEnekanaalkanandereaankeilenPubliekdichterbijhalen
VerdergaandeconnectiesConversienaaranderesfeer
Geenvragenmeerstellen, monitoren van de gesprekken die plaatsvindenOnline conversaties in kaartbrengenSocial media monitorsSocial media tools=> TELLEN -> HIER VOLGT EEN KLEINE OEFENING
Marmite, one of Unilever UK brands, is a brand that people either hate or love. It appears that there is no in-between.A while ago, Marmite wanted to launch a new, stronger taste. To support this launch, they decided to look for brand lovers. They searched on social media and identified a group of real, die-hard Marmite fans. They invited these fans to come to a beautiful castle. The event was positioned as the launch of a secrete Marmite lover community: the Marmarati. The castle was an old Victorian style castle and the entire brand team of Marmite was dressed up like people living in those Victorian times. During the event, the brand team asked the Mararati to have a blind taste test. This to find out which of the new concepts scored best among the heaviest Marmite lovers.One of the concepts was chosen and launched in the market. The communication of the launch was entirely done by the Marmarati. By sending pictures and stories to their friends, Marmite fans were informed that this new taste was really great, really something for the lovers of the brand.Eventually, the launch was a big success and Marmite still communicates through social media with these Marmarati. A brand relationship has started. A beautiful tale about brand lovers that leverage their favorite brand.